Editor’s note: Switch to local interactive is a digital marketing agency that works with a number of pest control companies. The following is the second in the “Building a Strong Digital Marketing Strategy” video series. John Jordan, co-founder of Go Local Interactivee, walks us through the second element of building a solid digital marketing strategy for your pest control business: website and analytics. Below is the transcript of this video.
A recap of the home analogy for digital marketing. Hello, my name is John Jordan. I am co-founder of Go Local Interactive. This is the second video in a multi-part series where we explain how to create a solid digital marketing program from the ground up. In the first video of this series, we’ve covered a home analogy. In this analogy, I described how a website and analytics setup would look a lot like the foundation of your home. We establish website goals and objectives to set the stage for successful digital marketing. With this website in place, we discussed how local listings could then be the second step in this process where we can establish local relevance by claiming the Google, Apple, Bing and Yelp listings that exist and in us ensuring you have full control. and ownership of these lists.
The next step in the process was SEO or more traditional SEO. Technical elements should be integrated into the website to ensure the crawling and readability of this site so that Google can properly ingest everything about your website and the content you offer to users. Speaking of which, the next step in the process was content. Content is what establishes that topical relevance with search engines, so that when people search, Google perceives your website as relevant and therefore presents it to users.
Content is not successful without the first two steps of the process. However, having SEO and that local relevance established with search engines. Once these three pieces are in place, it establishes your organic presence. Organic will get you this far in your goals, but you’ll most likely need paid media as an additional tactic to generate additional leads or additional exposure to the markets and/or products and services you’re specifically trying to generate more volume of leads or sales. through. These would encompass the full range of this digital marketing strategy that we explain in this series. And we’re going to be doing a little bit in each of those areas starting today with the website and the analytics component.
What is the purpose of your pest control website? Above all, it is important to understand that when you undertake to start a new website or create a new website, the integrity of the data and the guarantee that all information captured through this website as well as the functionalities offered to users has been carefully checked and fully thought out. We want to make sure, essentially, that the website can do everything you want it to do.
So the first thing to understand is what is the purpose of the website? It can be as simple as selling products or services, or generating leads can be meant to be more informative in nature, even to entertain or serve your customers to some degree, perhaps offering them scheduling or capabilities to manage their account. Whatever the goal of the site, we should try to figure it out from the start, so that we can establish goals and metrics to actually measure the goals of the site.
Ownership of your pest control website. Let me start by talking first and foremost about ownership. It is extremely important that you own your website and, for that matter, all of your digital assets. You should start looking at your website as another such asset. Although it is not represented on your books in the same way as a traditional asset, it is – make no mistake about it – a real asset.
You’re spending thousands in many cases millions of dollars to establish a digital marketing presence and to establish the machine learning and AI behind the scenes with these search engines, and that has value. So, let’s make sure you actually own it, it’s not rented or part of a rig you can’t take with you if you choose to make a change to it. future in, you know, adding staff to manage that website on your own or hiring another agency to manage it on your behalf. You want to take this asset with you wherever you go.
The hosting environment for your pest control website. Once you’ve established that, let’s now start looking at or thinking about our hosting environment. It’s really important that our website has maximum uptime, that the hosting environment is safe and secure, which would lead to the next point: making sure that we have protocols in place for the website, that it is at a place where you can ensure that it will have maximum uptime so that your users don’t have a bad experience while on the site.
How clean is the digital marketing data you are reviewing? The next step in this process is data quality. We could probably talk about this for quite a long time, but I’m going to keep it short and sweet and say that we really need to make sure that the quality of the data collected is as high as possible.
There are many ways to do this, for example we want to exclude our own internal IP traffic, which can sometimes distort our perception of how many users come to the site and what actions they take on the site if we see a lot of traffic from our own employees who don’t really take the same actions as our customers, so we want to exclude IP addresses associated with our own employees so that we can start to really quantify our actual customer site-related opportunities. There are many other ways to improve the quality of your data, but this is just one example.
Configure website goals and KPIs. Second, as I mentioned before, once we have determined the purpose of the site, we now need to set goals and KPIs to ensure that everything we want to accomplish through this site is tracked, and that we have a way to quantify the success of the site in the future. It would also involve creating clear conversion paths, so we know where users will navigate or intend to navigate to achieve any of these specific KPI goals that we have defined. And that leads to the final piece, which is tracking.
Track your goals and KPIs. Tracking can take many different forms, it can be as simple as tracking a web form submission of a certain type, a certain type of interaction or engagement with the site, perhaps an e-commerce tool , a planning tool, etc. or something that takes a bit more effort, like tracking calls. Try to set up and understand the sources of each of your inbound leads or opportunities that result in a phone call, then try to figure out what happened to that phone call and trace it back to the source. origin on the site. These are just a few things that need to be buttoned up in some way to give you a better idea of what we envision for a new website.
Tools to manage your website data and analytics. Secondly I wanted to kind of go through some of the more common tools you’ll need to have in place, in this case we’re talking about a lot of Google products and a Bing product within our agency we use those every day. Google search console, google analytics, google tag manager, google ads and of course bing webmaster. These are all very important tools for understanding what’s going on with your website and optimizing that site on an ongoing basis. So I would encourage those to be one of the very first things you do when you start a new site, make sure you have all those accounts set up, that you have full ownership and control of them, so that you can capture maximum information and data related to your website.
User experience testing for pest control websites. Once the site is up and running and all of your data analytics accounts are enabled, we now really need to embark on an ongoing user experience testing effort. For the most part there are a variety of different types of UX testing, we highlight a few here: video testing plus heatmaps, or heuristic analysis, plus having a custom review generated from your site and then using that data on an ongoing base to feed new AB tests where you can track, measure and evaluate what happens as a result of this change, then decide if you want to deploy it long-term, for permanent site improvement; or if you just want to keep testing it in another form.
An example of a video test would be to have users come to the site and record their experience on the site, giving them specific tasks to complete, then having them talk audibly about what they are doing on the site to that you can kind of understand what a normal user goes through when trying to accomplish a task and how hard it is for them to find what they are looking for and accomplish that task.
From a heatmap perspective, you can begin to understand the movement of users through the site, where they actually engage, where their mouse movements go on the page, and sometimes that can give you a better indication of highlights. or captions that you’re trying to put in front of the client that aren’t seen, or where you need to move something, an action item on the site so you can get the intended user action.
The foundation of your pest control company’s digital marketing efforts. That’s it for today, pretty short and sweet, but I wanted to reiterate again from a website perspective that this is the foundation of your success from a digital marketing program perspective, so you want definitely make sure that you’ve taken enough time to think through everything you want to accomplish through this site, make sure that all of that consumer journey has been thought through and that you have the proper tracking and metrics in place, those KPIs established and established goals so that you can measure and evaluate your success, make edits and changes on an ongoing basis, and continually improves.
Again, it’s John Jordan with Go Local Interactive, please join us for the next in this six-part series as we’ll be discussing SEO, local listings, content and paid media in these future sessions. Thanks a lot.