1. How To Market Disaster Restoration Services in The Internet Era
Presented by Leo Nov

2. Current Trends
Disasters continue, but consumer behavior has changed dramatically
The internet has transformed how consumers get information and make purchase decisions.
Entire industries have had to adapt

3. Online VS. Offline Marketing
Print Directory
Search Engine
Price Structure
Flat annual fee
[price reflects print, distribution, commissions]
Performance based
[Pay Per Click, Per View, or Per Action]
Commitment Level
1 year
None
Ad Copy Flexibility
[ad can only be revised once a year]
Anytime
Market Reach ▼ ▲
Measurability
Limited to None
100% Measurable
Campaign Flexibility
Flexible
[Geo target, platforms, demographics]

4. Search Engine Marketing (SEM)
Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). SEM methods include: search engine optimization (or SEO), paid placement, and paid inclusion

5. SEM 101 Set Your Goals Keyword Research
What are you hoping to accomplish using SEM
Market segment [demographics, geo’s]
Design your strategy [engines, platforms, budget, immediate/long term]
Keyword Research
Learn your industry related searched keywords
Research – don’t aim just for the words you would search
See what your competition is targeting
Use pro tools [for example: Google keyword tool]

7. Results Page “Water Damage”

8. Results Page “Heat Map”

9. Search Engine Optimization (SEO)
Search Engine Optimization, or SEO, is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. Usually, the earlier a site is presented in the Search Engine Results Pages (SERPS) or the higher it "ranks", the more searchers will visit that site.

10. SEO Pros and Cons Pros Cons “Free” traffic High quality Traffic
Increased conversion
Indicates company reliability
Nationwide exposure
Cons
Long process
Time consuming
Requires frequent maintenance
Expensive
Nationwide exposure

11. SEO Requirements and Techniques
Design and create a crawler friendly website
Optimized code, quick-loading pages, Meta tags, titles, site map
Add original, relevant content
Maintain proper keyword density, frequently updated and added content, blog
Register with ALL search engines and directories
Don’t wait to be indexed by search engines. Register! [or pay for registration services]
Build link popularity
Get inbound and reciprocal links to your website
Consider free and paid directory inclusions
Monitor and Adjust
monitor your search engine positions [use software or manual search and document improvement]
Adjust your website and strategy based on the result you see

12. SEO Dos and Don’ts Dos Don’ts Update and maintain your site
Be consistent
Use authorized (White-Hat), effective techniques
Get educated
If needed, get help
Don’ts
Don’t Spam
Don’t take “shortcuts”
Bulk content upload
Low end service providers
Don’t copy content
“Do No Evil”

13. Pay Per Click (PPC)
Pay Per Click, or PPC, is an Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers' website. With search engines, advertisers typically bid on keyword phrases relevant to their target market. When a user types a keyword query matching an advertiser's keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster or blogger chooses on a content page

14. PPC Pros and Cons Pros Cons Performance Based Controlled placement
Immediate results
Immediate feedback
You have full control
budget, geo’s, demographics, keywords
Nationwide exposure
Cons
“Long way to perfection”
Requires frequent maintenance
Expensive if not done properly

15. PPC Requirements and Techniques
Design and create optimized landing pages
Target one service per page, be brief, user usability, call for action
Trial and Error
Try different approaches, test different pages/elements/ads/keywords/positioning
Monitor and analyze campaign performance daily – make required changes
High volume / low volume keywords
Use smart budgeting and click cost allocations
Fine tune click cost, use broad, exact, phrase match methods

16. PPC Dos and Don’ts Dos Don’ts
Use the control panel’s advanced features and analytics tools
Be consistent yet versatile
Manage your campaigns
Get educated or get help
Don’ts
Violate trademarks
Don’t engage in unfair competition
Don’t copy ads
“Do No Evil”

17. Additional Tools Local platforms (Googe Local, Yahoo Local..)
Map platforms (Google Map, Mapquest)
Friendly Competition
Turnkey Referral Programs
Incorporate video in your website and marketing strategy

18. Jumpstart Your SEO Visit RestorationSOS.com/RIA today and get:
A copy of webinar material
Beginners guide to search engine optimization
One FREE article, written by RestorationSOS.com’s staff writer
One FREE article submission (get hundreds of back links)
Helpful resource list (links, tools, education)