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The Easy Guide to:Digital MarketingA Contractor’s Go-To ChecklistAll Things Digital www.atdny.com  (631) 406-9322 1 THTEHEAESEYAGSUYIDGEUTIOD:EDTIGOIT:AL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY.COMDIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

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Table OfContents 01 3 Section 1 : Creating the Base  What are your goals?  How do you track the results? 02 Section 2 : Getting Found Online  How well does your website actually work?  The all important Google test  Getting social 03 Section 3: Online Marketing Practices  Getting to know SEO  PPC advertising  Using a database 04 Section 4 : Is It Working?  The ROI for the Best Contractor Marketing THTEHEAESEYAGSUYIDGEUTIOD:EDTIGOIT:AL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY.COMDIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

Trends toDive Into for 2018The best marketing strategies have always been changing. In order to stay ahead, youhave to be on the cutting edge, always. Innovation is the name of the game, yes, but it’snot enough to just be clever. To really get the most out of your marketing strategies, youhave to also understand the playing field. Staying up-to-date with the latest technologyand platforms is essential to making sure your message gets seen.And, of course, to making sure that your audience feels compelled to actually do something(click, buy, share, sign up…)More than ever, digital marketing is the way to do all of this. If your marketing strategy isn’tleaning towards digital, then you’re missing out (and wasting money) big time.In 2018, digital marketing isn’t just expected to continue growing, but new innovations areleading experts to believe that some of the biggest shifts yet are on the horizon. Things likeaugmented reality via social media and better ways to really see ROI will help the smartestmarketers get ahead (fast) and will leave everyone else missing the boat, their businessesdrowning.Using AI and automated systems to optimize the customer journey and experience willallow companies to tap into one of the oldest, most effective marketing tools: word ofmouth.4 ATDNY.COM THE EASY GUIDE TO: DIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

But, if there’s one trend you need to be aware of most for 2018 it’s this: Digital marketing is primedto get smarter, and more effective than ever.No longer an arena to tip-toe through, digital marketing is taking over, becoming more professional,more trackable, and more personal.The checklist that follows is aninsider’s guide to making surethat your business is gettingthe most out of its marketingefforts. THTEHEAESEYAGSUYIDGEUTIOD:EDTIGOIT:AL MARKETING: A CONTRACTOR’S GO-TO CHECKLIST 5ATDNY.COMDIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

Section 1: Creating the Base Before you get started, you need a foundation to build on, which means you need to understand specifically what your goals are for marketing and how to track them. Without these two fundamental starting points, all of your efforts will go to waste (and you won’t get your money back). What are your goals? What are your sales goals this month? What are your sales goals for the next twelve months? How much revenue does one sale or project create for your business? What percentage of leads convert into customers or sales? How many leads are coming through your website or landing pages each month? How many are coming through each day? What percentage of these current leads are qualified? What percentage of them are unqualified? How do you track the results? Do you have Google Analytics installed on your website? If not, what are you waiting for? Does your website utilize the Google Search Console? If not, is it capable of doing so? (If yes, what are you waiting for?) Do you have a system in place or can you put one in place that allows you to track which channels your leads are coming from? (This is called “lead attribution” and it’s critical to your digital marketing efforts.)6 ATDNY.COM THE EASY GUIDE TO: DIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

Section 2 : Getting Found Online 7  In case you’re still blissfully unaware of the world we live in, your entire business and its success relies on your website. The cornerstone to your ability to market and market effectively, your website is where you sell your audience. From the personality you bring to the way you communicate and create conversations on it, your number one goal as a business should always be to get people to your website. Until you get your audience to your website, it’s incredibly hard (if not impossible) to make a sale. How well does your website actually work? Is your current website responsive on mobile devices? Does it display correctly with the essential features on every type of device? Does your website load quickly? (If the answer is “it does alright,” that means it’s not fast enough, and it means you are losing customers or, at the very least, ruining their experience.) Does your website interact with your audience or does it feel more one-dimensional? (A great website creates a conversation. An okay website feels more like a business card or a pamphlet.) The all important Google test Have you claimed your Google page on Google My Business (GMB)? Once you have claimed your GMB, have you completely filled out everything, especially your contact info and pertinent photographs? Do you have more than 5 reviews on Google? Getting social Are you active on at least one social media account? Is it a social media account that your audience actually hangs out on? Do you actively post on that social media account? (Experts recommend at the very least posting twice each week.) Doesyoursocialmedia account reflectyourwebsite? (Ifthe information isn’t consistent, you lose trust and miss out on opportunities to attract new customers and leads.) THTEHEAESEYAGSUYIDGEUTIOD:EDTIGOIT:AL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY.COMDIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

Section 3: Online Marketing Practices If you’re not using your online presence to create a conversation with your audience and potential customers, then you are missing a huge piece of your digital marketing strategy. When you think about why the majority of people search for something online, you quickly see the weaknesses in your marketing practices. People search online to have questions answered, not necessarily to buy something. For example, instead of searching for “back braces to buy for low back pain,” more people search, “How do I fix my back pain?” Creating a conversation online, then, that provides value and answers questions, is an incredibly intelligent way to keep a consistent slew of visitors coming to your website Getting to know SEO SEO, or Search Engine Optimization, is what ensures that your website shows up at the top of a list of search results. Because, in reality, how many people scroll to page five of a Google search? If you Google your company name, does your website show up first? If your company is local, does it show up in Google searches based around your unique products and services? Are you ranking for your target keywords and phrases?8 ATDNY.COM THE EASY GUIDE TO: DIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

PPC AdvertisingOnline advertising is a huge business. Numbers are showing that it’s not only bigger thanprint, but it’s quickly narrowing the gap in television advertising revenues as well. But, inorder to make sure your advertising budget isn’t going to waste, you need to be smartabout how you run your campaigns. Are your online ads consistently (and predictably) bringing quality leads to your website? Are your online efforts creating a positive ROI? Is your online ad traffic getting lead to awesome landing pages with super valuable content? Are you utilizing some sort of conversion tracking so that you can accurately monitor which ad sets are working and which aren’t? Do you use phone call tracking for incoming leads via phone calls? Are you running online ads to people who are highly targeted and interested in what your business is offering? Are you differentiating your advertising so that you are targeting all of the various stages of the purchasing cycle?Using a DatabaseEven the best online marketing has a hard time immediately converting leads to sales.The majority of customers need to have developed a trustworthy relationship over severalinteractions before making a purchase. If the only attention you are giving is to the peoplethat are brand new to your website, then you’re missing out. Nurturing leads over time is,as it turns out, one of the most productive ways to increase your ROI. Do you have Customer Relationship Management software (CRM) installed on your website?Do you use segmented lists when contacting your leads?Do you make real efforts to regularly communicate with your leads via email marketing?Have you created automated sequences and journeys (like a sales funnel) that followup with your prospects? THTEHEAESEYAGSUYIDGEUTIOD:EDTIGOIT:AL MARKETING: A CONTRACTOR’S GO-TO CHECKLIST 9ATDNY.COMDIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

Section 4: Is It Working?Very few of us would be okay spending money in a store and then being told that our pur-chase may or may not arrive at an undetermined time. And, even fewer of us would keepgoing back to this same store again and again.But, if you’re not measuring your ROI in order to prove that your digital marketing strategiesare actually working, than this is effectively what you are doing.Whether you are doing your marketing yourself, hiring contractors, or working with anagency, knowing your ROI is a must. That is, it’s a must if you like ensuring that your moneyis being well-spent.In order to stay on top of your ROI, you should be able to have accurate answers and datato all of the following questions. What channel is your marketing on? What is your total marketing cost? How many total leads did you get from the channel? What is your cost per lead (CPL)? How many qualified leads did the marketing generate?10 ATDNY.COM THE EASY GUIDE TO: DIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

 What was the cost per qualified lead? How many of these leads converted to sales? What is the cost per each sale? What is the total amount of revenue generated from those sales? What, then, was your return on investment (ROI)? THTEHEAESEYAGSUYIDGEUTIOD:EDTIGOIT:AL MARKETING: A CONTRACTOR’S GO-TO CHECKLIST 11ATDNY.COMDIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY

The ROI for the Best Contractor MarketingThe best contractor marketing always has a positive ROI. Always. While a graceperiod of trial and error can be offered, especially if you are brand new to thedigital marketing arena and you’re just figuring out your best strategies, aayoushould never linger with any method that doesn’t give you a return on yourinvestment.When you track your ROI, not only do you feel good about the money you areinvesting, but you become aware of just how powerful online digital marketing is.If you have questions about how to get the best ROI or if you’re needing help withyour digital marketing in 2018, we’re here to help. Get in touch with us today andschedule your free consultation. The Best Contractor Marketing Considers ROI All Things Digital www.atdny.com Long Island Marketing Specialists (631) 406-9322 Schedule A Free Consult12 ATDNY.COM THE EASY GUIDE TO: DIGITAL MARKETING: A CONTRACTOR’S GO-TO CHECKLISTATDNY