1

If You Stay Till The End…

Need Your Attention Please...

• Turnoffcellphones• TurnoffFacebook• Ifyou'reaPlumbingorHVACBusinessownerandyou'reseriousaboutgettingbetterresultsin2017thenext60-90minuteswillchangeyourlife

Who Am I & Why Should You Listen To Me?

This is what we do

Hundreds of Plumbing & HVAC business owners…

8

Did you download the Workbook?

9

www.plumberseo.net/workbook

What are your Goals for 2017?

10

Success Is Goals. All Else Is Commentary.

- Brian Tracy

What are your Goals for 2017?

11

•What is your revenue target?

•How much is that monthly?

•How many calls will that require?

•What is your average transaction value?

•What is your lifetime customer value?

•How many technicians will you need to hit your goal?

What are your Goals for 2017?Example

12

•What is your revenue target? $1.5M

•How much is that monthly? $125,000

•What is your average transaction value? $405

•How many calls will that require? 308 per month(Divide Monthly Target by Average Transaction Value)

•What is your lifetime customer value?

•How many technicians will you need to hit your goal?

How Many Leads will you need?

13

•What is your average conversion rate from caller to booked call?

•Multiply your Call Target by your conversion rate

How Many Leads will you need?

14

•What is your average conversion rate from caller to booked call? 55%

•Multiply your Call Target by your conversion rate - 308 Calls X 1.55 = 477 Leads per month

So what is your goal for 2017?

15

The Fundamentals

16

MESSA

GE MARKET

MEDIA(W

HAT)

(WHO)

(HOW)

Who is your ideal Customer?

Who is your ideal Customer Avatar?

Who is your ideal Customer Avatar?

• Demographicso Home Ownero 35+ years oldo Typically female occasionally maleo Married with 2-3 kidso Head of householdo $65K+ Annual Household Incomeo Family orientedo Reliableo Easily frustratedo Likes to please people & expects the same in returno Not handyo Likes gardening, crafting & artso Lives in the suburbs - upper middle class neighborhoodo Takes an interest in their community

• Pains & Frustrations

o Plumbing or HVAC Not Workingo Can't get a plumbing company on the phone

or to return their callo Need to get plumbing issue resolvedo Too busy to deal with ito Worried that the situation at the house could

be unhealthy for family

Who is your ideal Customer Avatar?

• Fears & Implications

o Being ripped off or overchargedo Paying too much for something they could

have gotten elsewhereo Having home damaged by faulty

workmanshipo Having to wait around for the plumber to

arrive at the homeo Being inconvenienced trying to coordinate

with the Plumbero May cause a disaster in the house

Bill will be more than the can afford

• Goals & Desires

o Get the plumbing fixedo Having the issue behind themo Having a well kept homeo Taking care of their familyo More income, money, wealtho Live in a nicer more luxurious caro Drive a nicer caro Kids healthy, happy & successfulo Spend more time with familyo Travel & have fun with familyo Respect and approval of friends, family and relativeso Piece of mind

If you can see Joe Jones through Joe

Jones Eyes then you can sell what Joe

Jones Buys

Craft Your Message

MESSA

GE MARKET

MEDIA(W

HAT)

(WHO)

(HOW)

Whatisyourmessage?

Whyshouldsomeonechoosetodobusinesswithyouvs.thecompetition?

1. __________________________________________________________________________

2. ___________________________________________________________________________

3. ___________________________________________________________________________

Whatbene;itsdoyouofferthatyourtargetcustomeravatarwillresonatewith?

1. __________________________________________________________________________

2. ___________________________________________________________________________

3. ___________________________________________________________________________

1.Same Day Service or Emergency Services or 24 Hour Service or On-Time Service

2.Strait-forward Pricing or Upfront Pricing or Satisfaction Guaranteed

3.Trustworthy Technicians or Trusted Technicians or Experienced

Messaging That Works

You can make the case

1.FastSameDayService 2.MoneySavingOffers 3.24Hours,WithNoOvertimeCharges! 4.Clean-CutProfessionalTechnicians/ We’llleaveyourhomecleanerthanwefoundit

5.GreatService-Guaranteed!

NOW we can look at Media

MESSA

GE MARKET

MEDIA(W

HAT)

(WHO)

(HOW)

Your website is the HUB

27

Is your website setup toCONVERT visitors to callers?

28

Example-http://laneysinc.com/

Can conversion optimization really have an impact?

30

After

Before

Is your website setup for conversion?

31

♦ Doesitspeaktoyourtargetavatar?Doesitaddresstheirfearsandfrustrations&speaktowhytheyshouldchooseyou?

♦ Doesithaverealauthenticimagesofyourteamtothehomepage&throughoutthewebsite

♦ Doesitincludevideoelementstoyourwebsiteo Websitewelcomevideoo Video’sforeachofyourserviceso Videoexplainingwhysomeoneshouldcontactyouvs.thecompletion

♦ DoesitshowcaseyouronlinereviewsmoreprominentlyonthehomepagewithatoollikeBirdEyeorReviewBuzz

♦ Doesitmakeiteasyforthemtotakeactionandgetincontactwithyourcompany? ♦ Getthebasicsareinorder

o Phonenumberintorighthandcornero Ensurethatthereisawebformthatcustomerscan;illouto AddcredibilitywithAuthoritySymbols(BBB,Angie’sList,etc)

♦ UpdatetheCallsToActiononeachpagetoensurethespeaktoyourcustomerAvatar&tellthemexactlywhattodonext

Do you have tracking in place?

32

•Call Tracking

•Average Cost Per Call Generated

•Simple dashboard to measure KPIs

What get’s measured get’s done!

33

1. Clear goal & target for 2017

2. Clarity around Market, Message & Media

3. We’ve make sure our website is optimized for conversion

4. We’ve setup a simple KPI tracking dashboard

So far…

Your Plan for 2017?

SEO Strategy

Are You Optimized To Rank In The Google Map Listings?

Is Your Foundation Strong?

Are You Active On Social Media?

Are You Taking Advantage Of Paid Online Marketing Opportunities?

• AdWords/PPC• PaidAngie’sList• PaidYP.com• PaidYelp.com

Examples

Build your custom plan!

42

Whatareyourtop3internetmarketinginitiativesthatyouneedtoimplementtohityour2017goal?

1. __________________________________________________________________________

2. ___________________________________________________________________________

3. ___________________________________________________________________________

ActionItems…

FREE: 2017 Online Marketing Plan Review

• Analysis of Online Visibility • Custom Keyword List of most important search

terms • Ranking Report showing where you rank currently • Analysis of Online Directory Listings & Consistency • Analysis of Online Reviews and Reputation • Analysis of Social Presence • Analysis of Website Conversion Effectiveness

CALL866-610-4647

44

Quick Recap

45

1. Clear goal & target for 2017

2. Clarity around Market, Message & Media

3. Optimized website for Conversion

4. Setup our KPI dashboard

5. Now go execute your 2017 Internet Marketing Plan and make this year your best year ever!

FREE: 2017 Online Marketing Plan Review

• Analysis of Online Visibility • Custom Keyword List of most important search

terms • Ranking Report showing where you rank currently • Analysis of Online Directory Listings & Consistency • Analysis of Online Reviews and Reputation • Analysis of Social Presence • Analysis of Website Conversion Effectiveness

CALL866-610-4647

Join Me At The Back Table To Schedule Your Strategy Session Now!