How To Market Disaster Restoration Services in The Internet Era Presented by Leo Nov

Current Trends Disasters continue, but consumer behavior has changed dramatically The internet has transformed how consumers get information and make purchase decisions. Entire industries have had to adapt

Online VS. Offline Marketing Print Directory Search Engine Price Structure Flat annual fee [price reflects print, distribution, commissions] Performance based [Pay Per Click, Per View, or Per Action] Commitment Level 1 year None Ad Copy Flexibility [ad can only be revised once a year] Anytime Market Reach ▼ ▲ Measurability Limited to None 100% Measurable Campaign Flexibility Flexible [Geo target, platforms, demographics]

Search Engine Marketing (SEM) Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). SEM methods include: search engine optimization (or SEO), paid placement, and paid inclusion

SEM 101 Set Your Goals Keyword Research What are you hoping to accomplish using SEM Market segment [demographics, geo’s] Design your strategy [engines, platforms, budget, immediate/long term] Keyword Research Learn your industry related searched keywords Research – don’t aim just for the words you would search See what your competition is targeting Use pro tools [for example: Google keyword tool]

Results Page “Water Damage”

Results Page “Heat Map”

Search Engine Optimization (SEO) Search Engine Optimization, or SEO, is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. Usually, the earlier a site is presented in the Search Engine Results Pages (SERPS) or the higher it "ranks", the more searchers will visit that site.

SEO Pros and Cons Pros Cons “Free” traffic High quality Traffic Increased conversion Indicates company reliability Nationwide exposure Cons Long process Time consuming Requires frequent maintenance Expensive Nationwide exposure

SEO Requirements and Techniques Design and create a crawler friendly website Optimized code, quick-loading pages, Meta tags, titles, site map Add original, relevant content Maintain proper keyword density, frequently updated and added content, blog Register with ALL search engines and directories Don’t wait to be indexed by search engines. Register! [or pay for registration services] Build link popularity Get inbound and reciprocal links to your website Consider free and paid directory inclusions Monitor and Adjust monitor your search engine positions [use software or manual search and document improvement] Adjust your website and strategy based on the result you see

SEO Dos and Don’ts Dos Don’ts Update and maintain your site Be consistent Use authorized (White-Hat), effective techniques Get educated If needed, get help Don’ts Don’t Spam Don’t take “shortcuts” Bulk content upload Low end service providers Don’t copy content “Do No Evil”

Pay Per Click (PPC) Pay Per Click, or PPC, is an Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. With search engines, advertisers typically bid on keyword phrases relevant to their target market. When a user types a keyword query matching an advertiser's keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster or blogger chooses on a content page

PPC Pros and Cons Pros Cons Performance Based Controlled placement Immediate results Immediate feedback You have full control budget, geo’s, demographics, keywords Nationwide exposure Cons “Long way to perfection” Requires frequent maintenance Expensive if not done properly

PPC Requirements and Techniques Design and create optimized landing pages Target one service per page, be brief, user usability, call for action Trial and Error Try different approaches, test different pages/elements/ads/keywords/positioning Monitor and analyze campaign performance daily – make required changes High volume / low volume keywords Use smart budgeting and click cost allocations Fine tune click cost, use broad, exact, phrase match methods

PPC Dos and Don’ts Dos Don’ts Use the control panel’s advanced features and analytics tools Be consistent yet versatile Manage your campaigns Get educated or get help Don’ts Violate trademarks Don’t engage in unfair competition Don’t copy ads “Do No Evil”

Additional Tools Local platforms (Googe Local, Yahoo Local..) Map platforms (Google Map, Mapquest) Friendly Competition Turnkey Referral Programs Incorporate video in your website and marketing strategy

Jumpstart Your SEO Visit RestorationSOS.com/RIA today and get: A copy of webinar material Beginners guide to search engine optimization One FREE article, written by RestorationSOS.com’s staff writer One FREE article submission (get hundreds of back links) Helpful resource list (links, tools, education)