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CO2@Home 2020 | Rachel Betterbid | State of the Industry - Marketing in 2021
Rachel Betterbid, Vice President of Digital Marketing at Coalmarch, summarized the current state of digital marketing and provided recommendations for home service companies. She explained that search engine optimization and pay-per-click advertising through Google are essential for gaining search engine repetition and leads. While other channels like social media and video ads have lower lead volumes, an omnichannel approach is still important. The key takeaways were that Google dominates digital marketing, search engine repetition through SEO and SEM should be the top priority, and focusing on local tactics while using other channels for brand awareness is recommended.
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CO2@Home 2020 | Rachel Betterbid | State of the Industry - Marketing in 2021
- 1. State of theIndustry - Marketing in 2021 Rachel Betterbid, Vice President of Digital Marketing Coalmarch
- 2. What we’ll be coveringtoday ● The current state of the Digital Marketing landscape ● Digital marketing necessities and “nice to have’s” for your industry ● Digital marketing tactics to keep an eye on in 2021
- 3. What gives methe right?
- 4. What gives methe right? ● Name is Rachel Betterbid
- 5. What gives methe right? ● Name is Rachel Betterbid ● Vice President of Digital Marketing
- 6. What gives methe right? ● Name is Rachel Betterbid ● Vice President of Digital Marketing ● 8+ years of experience in the industry
- 7. What gives methe right? ● Name is Rachel Betterbid ● Vice President of Digital Marketing ● 8+ years of experience in the industry ● Have worked with hundreds of companies
- 8. What gives methe right? ● Name is Rachel Betterbid ● Vice President of Digital Marketing ● 8+ years of experience in the industry ● Have worked with hundreds of companies ● Managed $10m+ in ad spend
- 9. What gives methe right? ● Name is Rachel Betterbid ● Vice President of Digital Marketing ● 8+ years of experience in the industry ● Have worked with hundreds of companies ● Managed $10m+ in ad spend ● Oversee CM’s digital marketing team & strategy
- 10. The current stateof the Digital Marketing industry
- 11. Quick refresher: whatis digital marketing? ● Content marketing ● Search engine optimization ● Search engine marketing (paid ads) ● Social media marketing ● Display marketing ● Email marketing ● Video marketing ● And more
- 12. We’re all addictedto our phones In 2019, mobile devices accounted for approximately 50% of Internet traffic across the globe. People spend an average of 3 hours and 15 minutes on their smartphones every day, 45 days a year!
- 13. This is greatfor advertisers
- 14. This is greatfor advertisers ● Smartphone usage is going up
- 15. This is greatfor advertisers ● Smartphone usage is going up ● Mobile searches are growing
- 16. This is greatfor advertisers ● Smartphone usage is going up ● Mobile searches are growing ● U.S. Home Services Market demand is increasing
- 17. This is greatfor advertisers ● Smartphone usage is going up ● Mobile searches are growing ● U.S. Home Services Market demand is increasing ● People are using their phones more than ever to find fast solutions to what they need and engage with businesses just like yours every single day.
- 18. As consumers, we useGoogle A LOT Google.com holds the number 1 rank on as the most visited website in the world. On average, Google processes over 63,000 search queries every second.
- 19. It’s no wonderadvertisers are a slave to Google.
- 21. There’s clearly nocompetition when it comes to the beast that is Google.
- 22. It generates costeffective leads for home service companies.
- 24. But what aboutadvertising beyond just search?
- 26. We’re all addictedto social media An average of 3 hours are spent per day per person on social networks and messaging specifically. Facebook is still the most used social platform in the U.S. with 223 million active users - while Instagram has 112.5 million.
- 27. Facebook generated $69.7billion from advertising in 2019, with 30% being from Instagram.
- 28. But is ita necessary marketing tool for your business?
- 29. Digital Marketing necessities foryour industry
- 30. Let’s talk aboutTriangle Pest Control.
- 31. Who is TrianglePest? Triangle Pest Control started in 2006 in Holly Springs, NC and has grown to be one of the top pest control companies in NC in less than 10 years. They’ve had consistent growth in the last 14 years - and have grown their business primarily through digital marketing.
- 32. This is whattheir revenue has looked like in the last 5 years:
- 34. This is whattheir digital marketing spend has looked like in the last 5 years:
- 36. TPC’s Digital Marketing TrianglePest Control has focused their digital marketing efforts primarily on driving traffic and leads through SEO & PPC -- and thus far, they’ve had great success with it. Our main strategy has been gaining SERP repetition and dominance through the effective use of SEO & SEM.
- 39. How does onegain the ultimate SERP dominance?
- 40. SERP Dominance ● GLSads: ~14% of clicks
- 41. SERP Dominance ● GLSads: ~14% of clicks ● Pay-per-click ads: ~11% of clicks
- 42. SERP Dominance ● GLSads: ~14% of clicks ● Pay-per-click ads: ~11% of clicks ● Local pack visibility: ~30% of clicks
- 43. SERP Dominance ● GLSads: ~14% of clicks ● Pay-per-click ads: ~11% of clicks ● Local pack visibility: ~30% of clicks ● Organic results: ~45% of clicks
- 44. If this isn’talready your focus, it needs to be.
- 45. These are absolutemarketing necessities for your industry.
- 46. In 2020, only20% of our clients came significantly under their paid ad spend.
- 47. What happens whenthe opportunity can’t sustain your growth goals?
- 48. Let’s look atthose TPC numbers again:
- 52. TPC’s Digital Marketing TrianglePest Control has been ranking #1-2 organically for “pest control” in the RDU area for years. They’ve been maximizing their PPC spend month after month, and are at a point where the SEO & PPC opportunity isn’t enough to sustain their aggressive growth goals.
- 53. What do youdo when this happens?
- 54. ● You canexpand to new markets What do you do when this happens?
- 55. ● You canexpand to new markets ● You can offer more services in your existing markets What do you do when this happens?
- 56. ● You canexpand to new markets ● You can offer more services in your existing markets ● You can acquire another business & their customers What do you do when this happens?
- 57. ● You canexpand to new markets ● You can offer more services in your existing markets ● You can acquire another business & their customers ● You can diversify your advertising/marketing What do you do when this happens?
- 58. “Nice to have”Digital Marketing for your industry
- 59. 2020 was ayear of testing the ‘nice to have’ channels.
- 60.
- 61.
- 62.
- 63.
- 64. What did wefind when we tested these new channels?
- 65. All of thesechannels combined generated less than 5% of clients overall lead count.
- 66. Need-based industries: user intentis everything.
- 67. Are they stillvaluable?
- 68. Are they stillvaluable? YES!
- 69. Omnichannel marketing isas important as ever.
- 70. Omnichannel marketing isa strategic, multichannel approach that provides customers with a seamless experience no matter where they are or what device they are using.
- 71. The modern customeris no longer confined to a single platform. And your marketing shouldn’t be either!
- 72. Keep an eyeon these in Digital Marketing channels in 2021
- 73.
- 74. Amazon Display Ads Asof right now, it’s mostly built for big Brands to utilize - with crazy ad spend minimums like $30-40k a month.
- 75.
- 76. Instagram Story Ads With500m people using Stories every single day, it’s clear that Stories are an important channel for brands.
- 77.
- 78. Social Media InfluencerAds Influencer marketing is one of the fastest growing online customer acquisition methods in 2020.
- 79.
- 80. Facebook Messenger With theintroduction of auto-responders and chatbots on the platform, businesses can offer real-time information to potential customers at the same time.
- 81. What are thekey takeaways from today?
- 82. Key Takeaways 1. Googlestill dominates the landscape
- 83. Key Takeaways 1. Googlestill dominates the landscape 2. SERP repetition is the #1 necessity for home service companies
- 84. Key Takeaways 1. Googlestill dominates the landscape 2. SERP repetition is the #1 necessity for home service companies 3. Continue to focus on local SEO and SEM
- 85. Key Takeaways 1. Googlestill dominates the landscape 2. SERP repetition is the #1 necessity for home service companies 3. Continue to focus on local SEO and SEM 4. Other marketing tactics will likely not generate the volume of leads as these
- 86. Key Takeaways 1. Googlestill dominates the landscape 2. SERP repetition is the #1 necessity for home service companies 3. Continue to focus on local SEO and SEM 4. Other marketing tactics will likely not generate the volume of leads as these 5. But they’re still an important part of executing a successful omnichannel marketing strategy
- 87. Coalmarch can helpyour business achieve this kind of SERP dominance and streamline your omnichannel marketing strategy.
- 88.