Scalable, Digital. Success. Taking the Next Step in Your Digital Presence
Presented by: Scott VanDeBurg
Web Services Division Manager
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
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.
Multi-Channel Optimization Understand, be less wrong…
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
Helps to separate and visualize the complex connections between channels – earned, paid, owned as well as each channel’s power to influence bottom line
Picture Relationships
The Opportunity for Mobile Paradigm shift from an inconvenient interruption
to life as a participation activity…
20% of consumer content consumption is on mobile platforms. Main goal is to create abbreviated version of full site, or at least sort of !
30% of search queries are on mobile devices. Utilize unique ad extensions to deliver hyper relevant platform specific message
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
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
Home Screen
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
The Perfect Online Marketing Formula
How to get there from here…
Linear Conversion
It all starts with traffic
Developing the Digital Integrated Marketing Plan
Engaging Content + Links, Press and Exposure …Lets examine each of these more closely
How the Digital Integrated Marketing Plan Works
Engaging Content
“Targeted Niche” Blog Articles
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
Link Bait
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”
Compendiums
Contests
Widgets
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
Questions ?
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