Scalable. Digital. Success.
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The document presents a marketing strategy for Servpro, emphasizing the importance of multi-channel optimization and mobile opportunities. It outlines the company's background, strategies for engaging content, and the creation of an integrated digital marketing plan. Key tactics include developing mobile applications, targeted niche blogging, and utilizing visual content for better conversion rates.
Scalable. Digital. Success.
- 1. Scalable, Digital. Success. Taking the Next Step in Your Digital Presence Presented by: Scott VanDeBurg Web Services Division Manager
- 2. Introduction/Agenda q SERVPRO Overview q Multi-Channel Optimization q The Opportunity for Mobile q The Perfect Online Marketing Program q Developing the Digital Integrated Marketing Plan
- 3. SERVPRO Overview • Privately-owned • Est. 1967 in Sacramento, CA • Capable of servicing residential losses to multi- million dollar large-loss sites • Headquarters located in the Nashville, TN area • Over 1,600 Franchises in the United States and Canada • Relationships established with major insurance companies and commercial clients.
- 4. Multi-Channel Optimization Understand, be less wrong…
- 5. What is a Conversion Anyway? Example Actions to Consider - Create Wish List - Store Locator search - Download Mobile App - Subscribe to Email - Viral Marketing / Friend Referrals - Contact Us / More Information –> Corporate Referral - Add items to Shopping Cart / Save for Later - Complete Order - Product review(s) submitted - Affiliate Program Sign-up - Phone Orders - Transfer to local store In order to really, really win, a successful marketer should look at Macro + Micro. Customers + Company, Short + Medium + Long-term
- 6. Picture Relationships Helps to separate and visualize the complex connections between channels – earned, paid, owned as well as each channel’s power to influence bottom line
- 7. The Opportunity for Mobile Paradigm shift from an inconvenient interruption to life as a participation activity…
- 8. 20% of consumer content consumption is on mobile platforms. Main goal is to create abbreviated version of full site, or at least sort of !
- 9. 30% of search queries are on mobile devices. Utilize unique ad extensions to deliver hyper relevant platform specific message
- 10. Creation of value added content to create brand affiliation using Utility Marketing to interrupt at the point of need to being a part of your customer’s life
- 11. Be Ready for Whatever Happens The SERVPRO Solution • Developed Mobile Applica/on to support the 2012-‐13 Na/onal Adver/sing Campaign and aid Clients in Disaster preparedness
- 12. Emergency Ready Plan Mobile Application • Key Features – Profile management – Web / mobile application synchronization – ERP sharing via designated e-mail address(s) – Assignment of ERP completion to designated individuals – Preferred Franchise selec/on – Online Claim filing Home Screen
- 13. The Perfect Online Marketing Formula How to get there from here…
- 15. It all starts with traffic
- 16. Developing the Digital Integrated Marketing Plan Engaging Content + Links, Press and Exposure …Lets examine each of these more closely
- 17. How the Digital Integrated Marketing Plan Works
- 18. Engaging Content
- 19. “Targeted Niche” Blog Articles
- 20. Links, Press & Social Sharing • Targeted outreach to webmaster, bloggers and journalists. Highlight mutual value, try to relate and be sincere. • Research category experts through Twitter, industry blogs, conference speakers lists and real-time search engines such as Topsy • Ask professional contacts to link to your website • Share on social media outlets, but engage, not just post the article
- 21. Link Bait
- 22. Viral Content Best and Worst “Cheese declared best in world auctioned for $8400” Scandal “Angry Birds imposter strikes Android Users” Precious Things “Is the death of a prize-winning dog at the nation’s most prestigious dog show linked to debarking” Money “The world’s least affordable cities” Overcoming the odds “Grandpa wins a billion dollars in 20-year patent dispute”
- 23. Compendiums
- 24. Contests
- 25. Widgets
- 26. Conversion Optimization Use Videos and Pictures • Videos should be short and interesting • Pictures should be original, high quality and interesting to look at (i.e.: cool designs and human faces) • Convincing photos include: your team, your facility, your work product, happy customers • Convincing videos include: product demonstrations, press interviews, employee interviews Humanize whenever possible
- 27. Questions ?