Your 2014 online marketing plan for plumbing & hvac companies

Your 2013 Internet Marketing Plan

Have You Ever Wondered What It Would Be Like To...

• To have a dominate web presence that positioned you at the top plumbing or HVAC business in your area.

• What it would be like to have a flood prospects calling into your business on a consistent basis that found you online?

• Know that you were leveraging the internet to it’s fullest in terms of exposure, leads & profits?

•A blueprint covering the MOST important online marketing medium that you should be tapping into for your plumbing or HVAC business

•How to get your plumbing or HVAC business ranked on PAGE ONE for the most important plumbing keywords in your area

•A proven strategy for getting your company to rank on the Google Map in your area by establishing your NAP, Citation Development & Reviews

•Our Step-by-step strategy for getting more repeat & referral business via Social Media

You’re About To Discover....

Why The Internet?

•Massive Transition from Offline to Online

•Statistics tell us that more than 97% of Internet users take advantage of online media to find local services.

•There are over 20 Million Searches EVERY MONTH for Plumbing & HVAC Services

Who Am I & Why Should You Listen To Me?

• Author of the Complete Guide to Internet Marketing for Plumbing Contractors

• Associate member of the PHCC, QSC & ACCA

• Spoken at PHCC, QSC & other industry events across the US.

• Articles published in Plumbing & Mechanical, Contractor Mag & HVAC Insider

• Widely accepted as the premier expert in the internet marketing for Plumbing & HVAC Businesses

• Worked with Plumbing & HVAC Business Across the US & Internationally

So Many Online Marketing Channels in 2014

So Many Online Marketing Channels in 2014

• Search Engines SEO / Organic Map Listings Pay-Per Click

So Many Online Marketing Channels in 2014

• Search Engines SEO / Organic Map Listings Pay-Per Click

• Social Media

So Many Online Marketing Channels in 2014

• Search Engines SEO / Organic Map Listings Pay-Per Click

• Social Media

• Online Directories

So Many Online Marketing Channels in 2014

• Search Engines SEO / Organic Map Listings Pay-Per Click

• Social Media

• Online Directories

• Paid Lead Services

Where should you start…

• Pay-per-click

• Online Directories

• Social Media & eMail

• Website Setup Search Engines SEO / Organic Map Listings

What Online Marketing should you be doing in your Plumbing or HVAC Business in 2014?

• Update Website for SEO & Conversion • Make sure you have your MOBILE site ready • Get active in SEO (Link building, content creation, etc) • Optimize your site for Google Maps

o Optimize your listing at Google.com/Places o Citation Development o Review Request Process

• Get Active in Social Media o Facebook, Twitter, Google+, LinkedIn, YouTube

• Leverage eMail Marketing • Consider Paid Marketing Channels

o AdWords / PPC o Online Paid Directories – Angie’s List, Yelp, CitySearch o Paid Lead Services - Home Advisor, eLocal Plumber, etc

• Track & Measure your results

Step 1: Understand The Search Engines (Paid, Organic & Map Listings)

Step 2: Build out Your Site for most profitable services & service area

Step 3: Optimize the site & pages for search

Step 4: Optimize your Google Maps Listing & Get Online Reviews

Step 5: Build Inbound Links & Authority

Step 6: Get Active in Social Media (Facebook, Twitter, Google+ , Etc)

Step 7: Explore Paid Online Marketing Channels

Step 8: Track, Measure & Quantify

BONUS:Get ready for the phone to ring

8 Steps To Online Success in 2014

Step 1: Understand The Search Engines

PAY PER CLICK • PPC

ORGANIC LISTINGS

GOOGLE MAPS

PAY PER CLICK • PPC

SEARCH RESULTS PAGE • SERP

Step 1: Understand The Search Engines

SEARCH RESULTS PAGE • SERP

Step 1: Understand The Search Engines

•Typical Plumbing Site 3-5 Pages

•Pages for each service

•Pages for each of the sub cities that you serve

Step 2: Build Out Your Website

Plumbing Keywords

Your City + plumbing Your City + plumber Your City + Plumbers Your City + water heaters Your City + bathroom remodeling Your City + tankless water heaters Your City + leak detection Your City + drain cleaning Your City + shower repair Your City + boiler repair Your City + plumbing contractor Your City + emergency plumber Your City + water heater repair Your City + shower installation Your City + water heater installation Your City + sewer repair Your City + commercial plumbing Your City + commercial plumber Your City + repipe Your City + repiping

Your City + residential plumbing Your City + tankless water heater installation Your City + sump pump repair Your City + residential plumber Your City + garbage disposal installation Your City + water softener installation Your City + gas line installation Your City + water softener repair Your City + clogged toilet repair Your City + sewer line replacement Your City + hydro jetting Your City + trenchless sewer repair Your City + gas line repair Your City + trenchless sewer replacement Your City + slab leak repair Your City + tankless water heater repair Your City + burst pipe repair Your City + septic tank plumbing Your City + water filtration system installation Your City + backflow testing

HVAC Keywords

Your  City  +  air  condi/oning  Your  City  +  air  condi/oner  Your  City  +  ac  air  condi/oning  Your  City  +  furnace  Your  City  +  air  condi/oners  Your  City  +  hvac  Your  City  +  air  condi/on  Your  City  +  trane  Your  City  +  air  con  Your  City  +  hvac  air  condi/oning  Your  City  +  heat  pump  Your  City  +  hea/ng  air  Your  City  +  hea/ng  &  air  Your  City  +  hea/ng  and  air  Your  City  +  air  condi/oning  units  Your  City  +  air  condi/oning  unit  Your  City  +  air  condi/oner  unit  Your  City  +  air  condi/oner  units  Your  City  +  hea/ng  &  cooling  Your  City  +  cooling  and  hea/ng  Your  City  +  hea/ng  and  cooling  !

Your  City  +  air  condi/oning  and  hea/ng  Your  City  +  hea/ng  and  air  condi/oning  Your  City  +  hea/ng  air  condi/oning  Your  City  +  hea/ng  &  air  condi/oning  Your  City  +  air  condi/oning  hea/ng  Your  City  +  portable  air  condi/oner  Your  City  +  air  condi/oner  portable  Your  City  +  central  air  Your  City  +  portable  air  condi/oning  Your  City  +  air  condi/oning  portable  Your  City  +  portable  air  condi/oners  Your  City  +  air  condi/oners  portable  Your  City  +  air  condi/oning  system  Your  City  +  air  condi/oning  repair  Your  City  +  repair  air  condi/oning  Your  City  +  air  condi/oner  price  Your  City  +  window  air  condi/oner  Your  City  +  air  condi/oner  repair  Your  City  +  portable  air  condi/oning  units  Your  City  +  repair  air  condi/oner  Your  City  +  air  condi/oning  systems  !

Add More Pages

Typical Plumbing Website: !

Home | About Us | Services | Coupons | Contact

SEO Built Out Plumber Site: !• Home | About Us | Coupons | Contact !

Sub Pages For Each Service City Emergency Plumber, City Leak Detection, City Toilet Repair City Water Heater Installation, City Tankless Water Heater !Sub Pages For Each City Serviced Sub City Plumber, Sub City Plumber, Sub City Plumber

Add More Pages

Add More Pages

Add More Pages

Add More Pages

Add More Pages

Step 3: Optimize Pages On Site For Conversion

Step 3: Optimize Pages On Site For Conversion

Navigation, Pages & Flow

Your website should have •Home

• About Us (Meet Our Team, Why Choose Us, etc)

• Our Services - Emergency, Drain Cleaning, Water Heater Repair, Water Heater Installation (Tankless), Bathroom Remodeling, Repiping, Sewer Cleaning, Leak Detection, Sewer Repair, Bathroom Remodeling, etc)

•Our Service Area

•Online Specials

• Reviews / Testimonials

•Contact Us

Navigation, Pages & Flow

Elements of Conversion

Your website should have • Number in the TOP RIGHT Corner

• Web Form where customer can request a quote / service call

• Links to your Social Media Profiles (Facebook, Twitter, LinkedIn, Google+, etc)

• Direct links to your online reviews / testimonials

• Company Name, Address & Phone Number on every page of the site

• PERSONALITY - Real Photos & Videos of you, your team, your trucks, etc

• A clear explanation of WHY they should choose your company

• Special Offers & Incentives to drive action

• MOBILE READY Version for Mobile Visitors

Navigation, Pages & Flow

Navigation, Pages & Flow

Navigation, Pages & Flow

Navigation, Pages & Flow

Navigation, Pages & Flow

Navigation, Pages & Flow

Navigation, Pages & Flow

Navigation, Pages & Flow

Step 3: Optimize Pages On Site For Conversion

Step 3: Optimize Pages On Site For Conversion

Step 3: Optimize Pages On Site For Conversion

Step 3: Optimize Pages On Site For Search

Step 3: Optimize Pages On Site For Search

• Unique title tag on each page • H1 tag re-stating that title tag on each page • Images names with primary keywords • URL should contain page keyword • Anchor text on each page & built into footer • XML sitemap should be created & submitted to:

•Google webmaster tools •Bing webmaster tools

Step 3: Optimize Pages On Site For Search

Step 3: Optimize Pages On Site For Search

Typical Plumbing Site Title !•Joe’s Plumbing

SEO Optimized Title Tag !• Orlando Plumber | Shamrock Plumbing Orlando, FL | Orlando Repipe

Step 3: Optimize Pages On Site For Search

SEO Optimized Title Tag !• Orlando Emergency Plumbing - 24 Hour Emergency Plumbing Service in Orlando, FL • Orlando Water Heater Repair - Water Heater Repair Service in Orlando, Fl • Orlando Drain Cleaning - Drain Cleaning Service in Orlando, Fl Etc

Step 3: Optimize Pages On Site For Search

Step 3: Case Study

Step 3: Case Study

Step 3: Case Study

Step 3: Case Study

Page One Placement for Most Important Keywords

Page One Placement for Most Important Keywords

Page One Placement for Most Important Keywords

Page One Placement for Most Important Keywords

Page One Placement for Most Important Keywords

Page One Placement for Most Important Keywords

Page One Placement for Most Important Keywords

Page One Placement for Most Important Keywords

Step 3: Optimize Pages On Site For Search

Step 4: Optimize For Google Maps

Step 4: Optimize For Google Maps

HOW DO I GET RANKED ON THE GOOGLE MAP?

Go to google.com/places & www.google.com/+/business/

Step 4: Optimize Your Google Maps

Update  Your  Company  Name  to  Read  “Company  Name”)  –  E.G.  Don’t  Add  any  keywords  here  

Add  your  Website  Address  –  This  will  create  an  important  inbound  link  

USE  a  LOCAL  NUMBER  (800#’s  Won’t  Do  The  Trick)  Use  a  Local  Address  (NO  PO  BOX  or  UPS  Store).  Worst  Case  Virtual  Office  

Upload  PHOTOS  –  AS  MANY  AS  POSSIBLE  –  Use  personal  Photos  –  Pictures  of  yourself  (the  owner),  Pictures  of  Your  Staff,  Pictures  of  the  Office,  Pictures  of  Your  Trucks,  Your  Equipment,  Your  Logo,  Coupons,  Pictures  of  your  work.  People  Connect  &  Resonate  With  People.  Leverage  that  in  your  Map  Lis:ng  

Upload  a  Video  if  you  have  one  (If  you  don’t  –  Get  one  made!)  

List  your  hours  of  opera/on  &  services  offered  

Step 4: Optimize Your Google Maps

Step 4: Optimize Your Google Maps

Step 4: Optimize Your Google Maps

Step 4: Case Study

Step 4: Optimize Your Google Map Listing

Step 4: Optimize Your Google Map Listing

Step 4: Optimize Your Google Map Listing

Step 4: Optimize Your Google Maps

Step 4: Optimize For Google Maps

Get$Reviews–"Reviews"are"a"key"determinant"of"placement"within"the"Map"Lis9ngs."The"number"of"reviews"of"your"local"lis9ng"is"a"key"determinant"in"placement."As"a"prac9ce,"you"need"to"request"reviews"from"your"customers"in"order"to"get"them."A"strategy"that"we"use"takes"a"three"pronged"approach:""

•  Send"an"ini9al"email"to"your"client"database"asking"them"to"write"a"review"of"your"company"on"Google"and"provide"them"with"the"URL"to"your"Google"Places"page."

•  Keep"an"open"ear"for"Happy"Customers"and"ask"them"if"they"would"be"willing"to"write"a"review."If"so,"get"their"email"at"that"moment"and"let"them"know"that"you"will"be"sending"them"an"email"with"the"link"to"write"the"review."

Step 4: Case Study

Step 4: Optimize For Google Maps

Step 4: Optimize For Google Maps

Step 5: Build Inbound Links & Authority

Step 5: Build Inbound Links & Authority

•Once the pages are built & Optimized it’s Links to the Page that determine Placement

More than 70% of the battle is getting links. !He who has the most QUALITY links WINS!

Step 5: Build Inbound Links & Authority

Step 5: Consistently Create Fresh Content

•You ARE a subject Matter Expert

•Create Articles, Video’s & Audios

•Post & Syndicate your content

Step 5: Ninja Link Building Strategy

• Competitive Link Acquisition

Step 6: Get Active On Social Media

•What is your #1 source of new business?

Step 6: Get Active On Social Media

More Repeat Business & More Referrals=

Step 6: Get Active On Social Media

Where to start? Facebook Business Page

Twitter LinkedIn YouTube

Google Plus Blog

Step 6: Get Active On Social Media

• Leverage eMail to get initial engagement • Consistently Daily Updates - Information not Sales • Engage - Engage - Engage

Step 7: Explore Paid Online Marketing Opportunities

• Pay Per Click Marketing ‣Google AdWords, Bing Search / Yahoo

• Paid online directory listings ‣Angies List, YP.com, Yelp.com, etc

• Paid Lead Services ‣ Home Advisor, eLocal Plumber, PlumingNetworx

Why Most Pay-Per-Click Campaigns Fail

• Setup only ONE ad group for all services (plumbing, emergency plumbing, drain cleaning, water heaters, etc) • Don’t use specific text ads and landing pages for for groups of keywords • No strong call to action or OFFER on the landing page

Understanding How AdWords works

Understanding How AdWords works

• Highest Bid Does Not = Top Ranking

Understanding How AdWords works

• Highest Bid Does Not = Top Ranking

• Google MUST serve the most relevant results

Understanding How AdWords works

• Highest Bid Does Not = Top Ranking

• Google MUST serve the most relevant results

• Quality Score Drives your Positioning & Cost Per Click

How does Google Determine Quality Score?

How does Google Determine Quality Score?

• Click Through Rate

How does Google Determine Quality Score?

• Click Through Rate

• Relevance

How does Google Determine Quality Score?

• Click Through Rate

• Relevance

• Quality of Landing Page

Understanding How AdWords works

Understanding How AdWords works

Better Quality Score = Lower Cost Per Click for Top Positions

Why Most Pay-Per-Click Campaigns Fail

• General Plumbing Services • Emergency Plumbing • Water Heater Repair / Replacement • Drain Cleaning • Garbage Disposal Repair • Re-Piping • Septic Pumping / Cleaning • Bathroom Remodeling • Leak Detection • Trecnhless Sewer Replacement • Etc, Etc, Etc

YourCompany.com

Why Most Pay-Per-Click Campaigns Fail

• General Plumbing Services • Emergency Plumbing • Water Heater Repair / Replacement • Drain Cleaning • Garbage Disposal Repair • Re-Piping • Septic Pumping / Cleaning • Bathroom Remodeling • Leak Detection • Trecnhless Sewer Replacement • Etc, Etc, Etc

YourCompany.com

Why Most Pay-Per-Click Campaigns Fail

• General Plumbing Services • Emergency Plumbing • Water Heater Repair / Replacement • Drain Cleaning • Garbage Disposal Repair • Re-Piping • Septic Pumping / Cleaning • Bathroom Remodeling • Leak Detection • Trecnhless Sewer Replacement • Etc, Etc, Etc

YourCompany.com

How To Setup your PPC Campaign for Success

• Setup your AdGroups based on specific groups of services • Write compelling Text Ads that are relevant to your keywords • Link your ads to specific pages on the site (not the home page) with strong offer & call to action

What Ad Groups should you use?• General Plumbing Services • Emergency Plumbing • Water Heater Repair / Replacement • Drain Cleaning • Garbage Disposal Repair • Re-Piping • Septic Pumping / Cleaning • Bathroom Remodeling • Leak Detection • Trecnhless Sewer Replacement • Etc, Etc, Etc

Step 8: Track, Measure & Quanitify

• Watch Traffic Trends with Analytics • Track your online ranking for important Keywords • Consider call tacking phone number on site (in Graphics only). • Put a CRM or some other tracking tool in place to track lead sources and billed amounts

It’s All About ROI

BONUS: Get Ready For The Phone to Ring

BONUS: Get Ready For The Phone to Ring

BONUS: Get Ready For The Phone to Ring

BONUS: Get Ready For The Phone to Ring

BONUS: Get Ready For The Phone to Ring

BONUS: Get Ready For The Phone to Ring

!

• January – Just a handful of calls • March – 52 Inbound Calls • September – 147 Inbound Calls! !

BONUS: Get Ready For The Phone to Ring

!

• January – Just a handful of calls • March – 52 Inbound Calls • September – 147 Inbound Calls! !

BONUS: Get Ready For The Phone to Ring

BONUS: Get Ready For The Phone to Ring

What Online Marketing should you be doing in your Plumbing or HVAC Business in 2014?

• Update Website for SEO & Conversion • Make sure you have your MOBILE site ready • Get active in SEO (Link building, content creation, etc) • Optimize your site for Google Maps

o Optimize your listing at Google.com/Places o Citation Development o Review Request Process

• Get Active in Social Media o Facebook, Twitter, Google+, LinkedIn, YouTube

• Leverage eMail Marketing • Consider Paid Marketing Channels

o AdWords / PPC o Online Paid Directories – Angie’s List, Yelp, CitySearch o Paid Lead Services - Home Advisor, eLocal Plumber, etc

• Track & Measure your results

BONUS: Get Ready For The Phone to Ring

Step 1: Understand The Search Engines (Paid, Organic & Map Listings)

Step 2: Build out Your Site for most profitable services & service area

Step 3: Optimize the site & pages for search

Step 4: Optimize your Google Maps Listing & Get Online Reviews

Step 5: Build Inbound Links & Authority

Step 6: Get Active in Social Media (Facebook, Twitter, Google+ , Etc)

Step 7: Explore Paid Online Marketing Channels

Step 8: Track, Measure & Quantify

BONUS:Get ready for the phone to ring

RECAP 8 Steps To Online Success in 2013Let Us Partner with you in 2014

Recap

• Pay-per-click

• Online Directories

• Social Media & eMail

• Website Setup Search Engines SEO / Organic Map Listings

Your 2014 Online Marketing Plan

Free Implementation Guide - http://plumberseo.net/plan

Questions?

eMail : josh@plumberseo.net Phone: 866-610-4647