Jake Dempsey joins Tim Brown of Hook Agency in a conversation about how using the right systems and processes can bring exponential growth to your business.
1. Links, Content or Technical? 2. Meta Titles or De-index thin and duplicate content? 3. Do audits add value? 4. Should we trust Google?
Host, Tim Brown, and his guest, Greg Toler, look at the advantages of hiring a marketing manager and how they compare to the advantages of using the services of a marketing agency.
Do you help us get more links back to our site? How? How are you identifying keyword phrases to target? Are we looking at what competitors are ranking for as part of our keyword strategy? What is your take on content, what is the role of content in SEO? Who writes it, what’s the rhythm? What percentage of your work is ‘technical SEO’ and audits? For ‘on page SEO’ are we expected to do some of that work, or do you handle it? What are the Key Performance Indicators that will help us decide if we’r...
1. How and why to you hire for aptitude and attitude, not just for had skills 2. The "Padded Plow" 3. How do we create an environment that’s naturally motivating 4. Why we emphasize asking for a result not giving the process 5. Why we encourage new teammates to add their own processes and tweak processes 6. Why it's so important to celebrate wins often 7. Do Millennials + Gen Z need more encouragement? 8. How people react differently when you treat them like adults...
Google Local Services Hardcore SEO (better content, high authority links, - constant improving your website) Expanded Broad Match Google Ads Boots on the ground local marketing (Truck wraps, signs, events, social, video) Referral systems + Partnerships
Scam calls “Google my business needs to be fixed” HomeAdvisor Yelp, Houzz, Angies List high pressure upsells Fake SEO or super cheap companies Guaranteed Leads Companies
(w/ Dmitry Lipinskiy of Roofing Insights) We chat about Guaranteed Leads stories and why it's better to build your brand.
When I was just starting out - I walked around Uptown Minneapolis with flyers I designed, I traded services for a spot in a local magazine, I asked on my personal facebook “who needs a website?” I did free work for local non-profit organizations. Be SCRAPPY. Combine... be creative, and don’t just take expert advice, think critically. Local marketing is more of a combination lock than a key lock or a door you can brute force open. Posts on Google My Business Truck Wraps Yard Signs Event Marketing...
In one minute Tell me about Hover, and how you started with the company HOVER transforms smartphone photos of any property into an accurate, interactive 3D model Contractors and insurance carriers use us to drive efficiencies, reduce costs, and min closing and/or cycle times What are the things that should matter most to roofers regarding estimation? Need to think about it from two different perspectives: Sales and Production Accuracy Accurate quoting by sales reps at all experience levels On th...
We talked about whether contractors should be on Linkedin, what kind of content to publish, and getting more engagement there.
The Linkedin in Algorithm is favorable for folks that want to post about their business – vs. Facebook. Consider joining and checking out what kinds of audiences you can connect with on there. 5% or less of people post – so visibility is a lot easier! We share some tips for getting higher in the Linkedin Algorithm, and connecting with folks.
What’s changed in your world right now? How’s everything going? What are your favorite things to do in a sales call to help move the process along and get trust? From your perspective what are your favorite digital tools for selling well? How does mindset play a role in your ability to be affective? What do you think will change as we enter the second half of 2020 and into 2021? How do you keep your people and your team motivated when there’s setbacks?...
Local Search / Maps Medical / corona related shakeups Thin Content is losing (not unusual) It takes a while to really analyze this… 3 days ago it just finished rolling out. Also shifts in general: Look at month over month data - and look what pages lost out Identify how that might represent algorithmic shifts Apply what you learn from the losers - improve upon it and spread the love Post pandemic digital re-think PHYSICAL ONLY = WEAKNESS I need my systems in place for getting leads without physi...
The Brute - Home Advisor, Yelp, Houzz etc. The Bloat - Big agency bullshit that’s focused on warm & fuzzies not results. The Creep - Email Spam SEO Companies The Bumbler – Your neighbors cousins brother who knows a little SEO, you probably The Hunter - Linkedin Spammer, who looks like they might be legit. Spend 2k to find out, & regret it. The Spitter - “Your Google listing is broken” phone spammers...
3 Surges in Home Improvement + How They Affect Lead Generation SALES - People are seeing results from Video Sales Consultations + even saving time. EVENTS / VIDEO - Home tours, traditionally a huge source of leads for remodelers and home builders are being canceled. Video tours with social push (organic + paid) is huge. AFTER - Post-COVID pent up demand. Projects on Houzz… Say if / when you’re open for business. (2-3 posts a wk on IG, not a bad call for plumbing/hvac/electricians) Precautions. B...
According to SparkToro – SEO’s might use SparkToro’s data to “SparkToro can help you find exactly those sources that reach the link-likely, amplification-primed groups you need to grow visibility, rankings, and traffic.” Audience Intelligence tools Where they spend time online Listen to Watch Talk about The problem with surveys – hard to get data. Selection bias when you’re trying to follow What does the tool claim to do? Follows billions of social accounts and makes it easy to distill data / in...
Have you ever gone through a Website relaunch disaster and saw rankings drop drastically? These are some really simple things but they are absolutely essential to making sure that you don’t totally ruin your websites rankings when doing a redesign. It’s crazy how many times I’ve seen someone’s traffic go for hundreds of people a day down to 30 or 50 because a website company launching a redesign didn’t make sure these things were in place. Don’t be that company or web designer – follow these 5 s...
I guess our culture isn’t just pizza parties and beanbag chairs (or as we like to call them ‘boneless couches’).. We actually have to come up with substantive stuff like ‘core values’ and ‘clear defined priorities’ and ‘key performance indicators’ Just kidding - I love this shit… here’s 9 ACTIONABLE TIPS to maintain company culture while working remotely. According to an article on Inc.com 3 Ways Company Culture Directly Impacts Your Bottom Line – in addition to making a company more fun to work...
The CARES act just opened up a ridiculous amount of working capital for small businesses during this global pandemic. More about these forgivable loans - here: https://hookagency.com/cares-act-ppp/
✓ What is Branding? ✓ What does Branding do for you? ✓ When is the right time to do a logo refresh? ✓ Things that help a company thrive in a downturn ✓ Brand ✓ Reputation ✓ Specialty
✓ Look for the opportunities amidst Covid. ✓ Once you see new surges, push into them. ✓ Use the Word “You” ✓ Capitalize on FOMO ✓ Use Bulleted or Numbered Lists ✓ Support your calls to action with a little explainer text “this is what you can expect next.” ✓ What happens when I submit a contact form? ✓ Go ‘benefit driven’ rather than ‘feature driven’ with it. ✓ Scarcity ✓ Authority ✓ The principle of “Liking” / Writing conversationally - Humor/humanity ✓ Cut out the fluff and be concise ✓Be the ...
✓ Companies aren’t getting the MOST out of their software … which can cause a lot of PAIN… ✓ How should construction companies be using their business management systems for SALES? ✓ How should construction companies be using their business management systems for FINANCIALS? ✓ How should construction companies be using their business management systems for OPERATIONS? ✓ How can a construction business management system become a system of record in case of a lawsuit? Other considerations: ✓ Is it...
✓ What should we learn from landing page tools like Clickfunnels, LeadPages, Unbounce strengths? ✓ Why I don’t suggest building your business ON clickfunnels ✓ Why some businesses get confused about Hubspot and Salesforce ✓ When it’s useful to use hubspot / salesforce ✓ Why it bothers me so bad that these software companies convince people to waste so much of their marketing budget on them.
✓ How is consumer behavior changed? ✓ Businesses haven’t adapted ✓ What is the the best phone etiquette for service providers? ✓ What is the text etiquette? ✓ How do people get better at qualifying leads? ✓ How does Verse.io help companies keep up and close the gap?
✓ Simplify the fields - get down to nuts and bolts (you can follow up w a questionnaire) ✓ Fields should match the expected size of the answer ✓ Button should Fit it to the current design - but pop out ✓ Skip the phone number or make it obviously optional ✓ Social proof - where, who, what ✓ Explain what happens next - make a promise ✓ Don’t be picky - validation should be looooose ✓ Convey the value... your jobs not over when they get to the contact form ✓ Indicate required fields ✓ Trust, trust...
✓ What are some of the biggest problems you’ve seen with owners trying to motivate people. ✓ How do dig up and solve problems without having a complete breakdown? ✓ What are the things you see the most effective construction owners to snag ideal team players? ✓ How can keep your best people from leaving? ✓ What are some dynamics that lead to the most effective teams you’ve seen? Check out Todd's podcast - the Construction Leading Edge Podcast
✓ Add a Photo ✓ Make the photo file name-like-this.jpg with the keyword phrase in it. ✓ Add alt text on that photo, and other photos on that page ✓ Add keyword to sub-headings ✓ Add “People also ask?” Type words to subheadings ✓ Look at “LSI Keywords” and add a few paragraphs to give context on ‘shoulder topics’ ✓ Add text from other things something is ranking for in Search Console ✓ If you have a ton of autonomy: Can you help better fulfill the user intent? - Write it out, add photos and video...
✔ Balance - Your website should not feel heavily weighted, it should feel even. This doesn’t happen when you have a heavy dark sidebar for instance, and nothing on the left side to offset. ✔ Repetition - The same types of elements repeated throughout the space take less mental energy from a prospect. You don’t want people going to different pages and experience a Jarring disconnect (the homepage looks great, but all the interior pages look like they’re from 1999. We EXPECT people to come in on o...
