Month 2

Connect Your Marketing Vendor With the Chosen Designer/Developer

If you’re redesigning your website then your marketing agency and designer/developer need to interact to ensure that both parties are involved in the process

Set Up Your CRM

You need to ensure that your CRM is properly set up and tagged to be able to track all leads and sales activities properly. You need to work with your marketing vendor and your internal team to properly set up the system with services, dispatch, accounting, inventory, etc – all this will serve as a foundation for streamlined operations of your business and will help you schedule your team’s time accurately.

Your marketing vendor should set up a discovery call with the CRM provider to make sure that all the details are tracked properly.

Set Up Call Tracking System in CRM

You need to ensure that your call tracking system is properly set up and synced with your CRM; a unique call tracking number needs to be assigned to each marketing channel to track performance. For instance, you will use one tracking number to track leads that are coming from the SEO channel, one to track paid media leads, another one to track direct mail leads, etc.

You need to work with your marketing vendor to set up proper marketing campaigns in the CRM and track them correctly.

Set Up a Platform to Generate Reviews

You need to ensure that you have a platform set up to be able to generate reviews from your customers automatically via emails and SMS. By this moment, you should have already obtained the review tool (OneLocal or Podium). You should share the details of the platform with your marketing vendor and they should handle the setup of the platform.

Set Up a Live Chat Tool

Implement a live chat tool for your website that your CSRs should support. This live chat tool comes as an in-built functionality of some of the review management tools that were mentioned in the previous sections – Podium or OneLocal.

You should work with your marketing vendor to set it up properly and connect this to your CRM so your CSRs can log the leads into the CRM system easily.

Train your CSRs

Train your CSRs on how to properly respond to reviews, quote requests, live chats, etc.

Some channels may require a custom approach (i.e. the leads you’ll receive from Yelp or some other platform where users typically go to collect quotes should be handled differently than referral leads or past customer leads that already worked with your company in the past and they specifically want to work with you again).

For instance, Yelp leads need to get responses as quickly as possible, since Yelp algorithm takes into consideration the speed with which the business is answering – if your CSRs will be slow with answering to leads, your Yelp business listing might drop in rankings and be less discoverable. The same approach will go for all local paid directories your business might work with – ANGI, Home Advisor, Next door, etc.

Kick off SEO & Local SEO

You should really consider kicking off the work on the SEO and Local SEO channels during this second month because SEO typically takes a few months to kick in.

During this step, your selected marketing vendor will analyze the website from the SEO standpoint & propose recommendations based on the situation. They should provide recommendations for the website’s pages’ SEO optimization, link building recommendations, and recommendations about content on the site – some of it might need to be rewritten and they should create new content on the site.

For Local SEO, they should claim all your local directories – Yelp, ANGI, Nextdoor, Homeadvisor, etc and if some are missing, start creating and optimizing those for the search engines. They should aim to have your business’ NAP (name, address, phone number) consistent throughout all directories, website and GMB listing.

GMB listing should be claimed and optimized. Your marketing vendor should also look into applying for the Google Guaranteed program that allows you to pay per lead and get more exposure and brand recognition on Google.

Google Guaranteed Program: once you get Google Guaranteed badge, you can start running pay-per-click advertising.

Marketing Agency Needs to Work on Content

Your selected marketing agency needs to start re-writing the content for the existing pages and creating new service pages, if needed, so the new pages and additional content can be integrated smoothly in the redesigned website.

All the new/existing pages will also need to be researched & SEO-optimized, so when they go live on Google, Google crawlers will have the chance to rank the pages accordingly.

Start Planning for Email Marketing

Use this month to start planning for an Email Marketing campaign with your selected marketing agency.

If you have a client list from the previous owner, when planning your email marketing campaign, you need to segment your client list. You need to work with your marketing vendor to choose the best approach: you can segment the email list by the time of service provided (AC unit installed 5 years ago vs 10 years ago) or by the type of service provided (HVAC Vs Plumbing), Residential Vs Commercial.

Based on the segments you choose, you need to work with your marketing vendor to come up with an email copy, where you’d convey an offer to a particular group of customers. For instance, you could target those 5 year AC customers with an email offering them a check-in or an HVAC maintenance plan.

You need to also choose the tool that you will be using for email marketing – it can be Mailchimp or Convertkit. Talk to your marketing vendor, and you can decide based on the budget available and necessary functionality.

Start Planning for a Direct Mail Campaign

Use this month to also start planning for a Direct Mail campaign with your selected marketing agency.

When planning your direct mail campaign, you can either use your current client list (if you have one) or you can work with your marketing vendor to scrape the leads for a particular service in a targeted area.

If you work with the client list that you previously had from the owner, you need to segment it – again, based on your business goals – you can segment it by service, or by the time of service provided, etc.

Then, you need to come up with the offer – what are you going to offer these people with your direct mail? Once you narrowed down the offer, you need to work with a marketing vendor to create a design (can be an oversized postcard or a three-fold postcard) and then find a printing & mailing company that would help you print, stamp, and deliver those mails. It is good to start looking for companies early on to find the most affordable/high quality printing.

If you are working with scraped leads, the process is virtually the same – the only difference is that you already scrape leads based on segments you are planning to target, so no list segmentation needed. Once you scrape enough leads to target with the help of your marketing vendor, you can proceed with mail design.