4 Marketing Tips For Tree Service Companies In 2018

With 2017 coming to a close, and a new year upon us, now’s a great time to sit down and create a marketing game plan for 2018. Below are a few things you should consider for the upcoming year.

1. Mobile friendly website – With over 60% of the searches on the Internet coming from mobile devices, it’s imperative that your website be responsive. When we say responsive, we’re talking about a website that scales to fit any screen size it’s being viewed on. Google is making a big push to rewarding websites that are mobile friendly and boosting the rankings of those that are. If you haven’t done so already, please be sure to either redesign your website so it’s responsive, or have your current site converted to be responsive.Google-mobile-responsive

2. Optimize Your Google My Business Listing – Make sure you have verified your Google My Business listing. To verify your listing, Google will send a postcard to your physical business address with instructions on how to verify your listing. Do this first. While waiting to be verified, make sure to completely fill out all your business information, giving Google the correct name of your business, address, phone number, and hours of operation. Be sure to add plenty of current photos of work you’ve done.  Also, be consistent about adding new photos every month so. This will increase the amount of people viewing your listing.

3. Get More Google Reviews – Make a conscious effort in 2018 to get more reviews on your Google My Business listing. People LOVE reading reviews. In fact, according to a survey done by BrightLocal, 91% of consumers regularly or occasionally read online customer reviews to determine whether a local business is good or bad.

The best way to get more reviews is to ask! In the same survey from BrightLocal, they found that 50% of customers would leave a review if you ask them.

Tip – make it as easy as possible for people to leave a review. This includes creating a custom link that you can email to customers. Follow this link from Google for instructions https://support.google.com/business/answer/7035772?hl=en.

Another good idea is to add the link to every invoice and receipt you send to customers. Lastly, send follow up emails after a week and ask for reviews. Don’t be afraid to ask.

4. Add Local Pages To Your Website. If you’d like to start ranking organically (the free listings on Google), for towns other than the town your business is located in, then it’s time to take your search engine optimization to the next level with local pages. Local pages are individual pages on your website that are location-specific service pages. For example, if you have a tree service company based in Houston and you’d like to start ranking for tree removal in the suburb of Sugarland, then you’ll need a page with variations of the keywords “tree removal Sugarland, TX,” and “Sugarland, TX, tree removal,” in the meta tags, headlines, and throughout the content on the page. Submit the new page to Google for indexing and you’re on your way. Do this for all towns you want to rank higher for.

This is a great start to improving your Internet marketing results for 2018. We hope you’ve found this information helpful. If you have and questions, or need help with anything above, please don’t hesitate to reach out.

Tree Service Marketing – 3 Steps to Double Your Website Traffic

Wouldn’t it be nice if you could double the number of visitors to your website.  Generally the more traffic you drive to your site, the more leads it will generate.  And who doesn’t want more leads?  Follow these three steps and you will be well on your way to doubling your website traffic.

  1. Evaluate Your Website

The best starting point is to first analyze your site.  Do you have a simple 5 page website or is it a 100+ page monster?  When it comes to search engines and website traffic bigger is better.  The trick is to add new pages without muddying up your navigation.  The best way to achieve that goal is by adding text links.  Look at your website for topics that you can expand on with a new page.  Create that new web page and then turn that word on your site into a text link to the new page. 

A couple easy ways to increase the size of your website are:

Services / Products Pages

Every service or product on your site should have its own page.  If you currently have all of your services or products listed on the same page, you should start by turning each service in that list into links to individual services pages.  This simple step greatly increases the likelihood that someone will find your website while searching for a service or product that you provide.  If you want to rank for a certain topic, you need to have a page on your site that focuses on that topic. 

Local Pages

A local page is a web page that focuses on how your company provides a service for a specific state, city, or town.  Search engines don’t know your service area.  By creating local pages you are letting the search engines know that you provide a specific service in a specific location.   If I want to rank well for the keyword Tree Removal Houston, I need to have a page on my site that talks about how I provide tree removal services in Houston.  Make sure you have a couple variations of the service and the location you are targeting on the page and in the meta tags.

2. Optimize Your Website for Search Engines

Search Engine Optimization is the process of trying to improve your rank in the search engines.  Some simple steps that you can take to optimize your site are:

Keyword Research

Start by outlining all of the pages on your website.  Then use a tool like Google’s Keyword tool to identify which keywords will provide the most search traffic with the least amount of competition.  You will want to identify 2-3 quality keywords per page on your site.

Optimize your web pages

Now that you know what the best keywords are to target, you will want to make sure they appear in your title tags and headings.  These are positions on the page that search engines look at to determine the topic of the page.  Make it easy on the search engines by including your keywords exactly where they are looking for them.

3) Start Blogging

Websites with blogs get 55% more traffic than websites without blogs.  The best way to increase traffic to your site is to add a company blog.  Blogs are great because they give you a platform to easily add pages to your site.  If you write 50 blog articles, you have added 50 pages to your site which gives you 50 more opportunities to be found in the search engines.  In addition to improving your search engine rankings, blogs give you the content you need to be able to effectively participate in social media.  Every time you post a new blog article share it on Facebook, Twitter, and LinkedIn.  Now you are increasing your traffic through search engines and social media. 

Be aware that there are two different types of blogs.  There are hosted and self hosted blogs.  Hosted blogs are through sites like WordPress.com or Blogger.  Hosted blogs will not give you the search engine benefits that you get from  a self hosted blog.  What you want is a blog that is hosted with the rest of your site.  The most common blogging platform is WordPress.  You can download the files for WordPress to host on your own server at WordPress.org (note that is WordPress.org not WordPress.com). 

You have probably noticed that the underlying theme here is content.  If you want to double your website traffic, you need to commit to adding content to your website.  The larger the website, the more opportunities there are for your site to be found.  Add a page for each service, add local pages, optimize your site for search engines, and Start Blogging and you will see your site traffic take off.

Patience Daniel San – Internet Marketing Takes Time

Patience Daniel San – Internet Marketing Takes Time

After a recent meeting on the topic of content creation and generating leads online, it dawned on me that Mr. Miyagi from The Karate Kid was giving his protégé some really sound advice when he told him “Patience Daniel San.”  I would like to send this same message out to all the companies and Internet marketing professionals out there who are trying to create a successful presence online – PATIENCE.

In today’s world, many businesses are looking for a marketing solution that is fast, cheap, easy and gets great results.  The reality is that marketing your company on the Internet effectively, and on the cheap, is not that simple.  Sure there are some great products that can help facilitate your results online, but if your budget is small, it’s often difficult to get fast results.  Usually if you want fast results, you are going to need a big budget.

The problem is that many people don’t want to put in any effort to achieve great results.  We read articles in magazines like Fast Company and Inc., which I am a huge fan of both, about these startup companies who generate millions of dollars in revenue in an instant and we compare our companies to them thinking that ours should be producing millions of dollars in a short amount of time without having to put in some solid hard work.   We think people will love our products and services and come running to do business with us.  The harsh truth is that most people don’t know who you are right now and they definitely aren’t thinking about your business.  Many people are looking to make it big fast, when in reality, effectively marketing your company online organically, like local SEO , takes time and effort.

When did we become so obsessed with having everything NOW?  I’ve talked to some companies who have launched a one-month old website who complain that they are not ranking on page one.  Really?  Why do people think they should rank on page one of Google after being in existence, in the online world, for one month?  Why do they think they deserve this privilege?  Why should they be more visible than a company who has been around for 10 years and consistently contributes to their blog, or adds new pages to there site every month.  This seems to be a very common mentality for business owners and many people in general.  Unfortunately, this is not how Internet marketing, or the real world for that matter, operates. 

When it comes to marketing your company online, and on a small budget, nothing beats creating valuable content that people will want to read.  Some things you can start doing now to build an audience include:

  • Consistently writing new helpful blog posts
  • Creating downloadable eBooks for your visitors
  • Giving helpful webinars
  • Writing whitepapers and case studies
  • Creating a low budget video using your smartphone camera
  • Promoting your content via social media

These are all great ways to market your company online.  This content costs you nothing but a little time each day and can yield great results. 

If you’re a local service company – tree service, landscape, roofing, etc. – think about what common questions you get about your service.  Take those questions and answer them as a blog post on your site.  This will help update your site, which Google loves, and start you on the path to more traffic and business.

We are all busy and looking for more hours in the day, so the “I don’t have time” excuse just doesn’t hold up.  Set time aside to create great content, promote it, and watch your results online improve dramatically.  Start building your audience!

There is one caveat, even when you consistently create this wonderful content – IT STILL TAKES TIME!  I said it, it takes time to get great results online – nothing happens overnight.  When Jason Fried, owner of software company 37 Signals and bestselling author of the book Rework, was asked how he achieved his success, his answer was time.  He consistently wrote great content and started building his following one person at a time.  Over the years he grew his audience and built a company that generates millions of dollars in profit each year.

So stop looking for the short cut and start giving people what they want the most, valuable content and information.

How Call Tracking Will Separate Your Local Service Company From The Competition

Most local service companies are flying blind when is comes to marketing. Today there are so many ways to market your local company online that it can seem overwhelming. You may be advertising on Google, Bing, Facebook, Instagram, LinkedIn, Yelp!, just to scratch the tip of the iceberg.

So how do you know which source is giving you the highest return on your investment, or generating an ROI at all? Research has shown that 60-70 percent of leads for local businesses come in the form of phone calls.

There is a way to help take your marketing to the next level and the vast majority of local service companies are not doing this – phone tracking.

It’s easy to track when someone fills out a form on your website or on your Google Adwords landing pages. You simply receive an email in your inbox and Google Analytics or Adwords tracks that as a conversion. Simple! You can also track mobile phone calls since Google has a call forwarding feature that tracks when some presses the “click to call” button on your ad.

So what happens when someone using a desktop computer clicks on your ad, goes to your service specific landing pages and dials the phone number that’s on your page? You won’t know how these visitors found you without a call tracking number. Sure, you can always ask how they heard of your company and the likely response will be “online,” or “your web page,” or “Google.” But what you won’t know is whether is came organically or from your Google Adwords campaign.

Dynamic Call Tracking

Dynamic call tracking takes your call tracking to the next level. What this does is allow you to tie your call conversions to your Adwords campaign and track your calls at the keyword level. You can then see which keywords are performing the best and giving the best ROI. You can also segment these calls to see which keywords are performing better from mobile devices or desktops. Having this type of control can double or triple the ROI of your Adwords campaign!

Other Online Sources

More than likely you have business listings on other online directories. One great source for local companies is Yelp!. You can run ads on this platform and generate some quality leads. Again, how do you know which phone calls came from Yelp!? With a dedicated phone number, you can track which calls are coming from Yelp! and decide whether or not this site is producing for you.

Offline Sources

Although offline advertising is not my number one recommendation, there are still some companies that go this route. If you are still advertising using print, billboards, or phone books (ugh), then you want to make sure each of these has it’s own dedicated call tracking number so you can be sure you are not throwing your money away.

How it Works

There are some great call tracking services available for a low monthly cost. Usually you can get access to a handful of numbers that you can label for individual marketing campaigns and track through your provider’s dashboard. This way you can see each campaign and how it’s performing, all for an affordable monthly cost. One that we like to use is CallRail.

We hope you find this information helpful. If you are looking for a marketing expert to help you get this setup, please reach out to us. We are very passionate about helping our clients grow.

How To Make A Landing Page That Generates Tree Service Leads

What Is A Landing Page?

Many people think a landing page is just the first webpage someone lands on when they get to their website. We believe there is a better way to think of landing pages. You should think of a landing page as a place you intentionally send someone to perform a specific task. For local service companies, a landing page should be created with the intention of getting a visitor to convert into a lead. This could be in the form of calling your business, filling out a contact request form, or capturing emails for a newsletter.

The Purpose of Your Landing Page is Simple – Convert Visitors to Leads

The Biggest Mistake Local Service Companies Make

Let’s go through a typical Google Adwords campaign scenario. A local tree service company decides to have one of their employees setup a Google Adwords campaign. They use some keywords they would use when searching for their services(mistake #1 – use words your customers use), they create one ad for people to click on(mistake #2 – run multiple ads to test), and then they send the traffic to a page on their website(Mistake #3 – don’t do this).

What happens when you send someone to a page on your website is they are exposed to too many options. There are now many links for them to explore and get lost in your site. They were originally looking for tree removal services and now they are on your community page learning about how your company gives back to the local community. All is great but then your visitor gets a call from her friend, leaves the computer, and the lead is gone.

We like to think of the classic sales quote when talking about landing pages – “never answer a question that wasn’t asked.” If someone is looking for tree removal services, send them to a page specific to tree removal service only. Remove any extra links that could divert their attention elsewhere. Give your visitors what they want and a clear and easy way to make contact with you. It’s that simple.

Elements Of A High-Converting Landing Page

Below is a list of the essential elements of a successful landing page. You don’t have a lot of time to keep your visitors attention, just a matter of seconds, so you want to be sure you explain who you are, what you do, and why people should contact you.

Header

The header is the area at the top of the page that has your company logo in the upper left and a clear call-to-action in the upper right. We like to put a clickable phone number in the upper right. Make sure it’s clickable because more and more people are searching for your services from mobile devices and this makes it that much easier for them to contact you directly.

An Engaging Headline

This is the most important content on your landing page so considerable thought should be taken when creating this verbiage. It’s the first thing people will read when they get to your landing page. Think of some of the biggest benefits your company offers. I put the word “benefits” in bold because people often confuse benefits with features. Benefits are what people get when they do business with you. Features are what you offer. Stick with the benefits.

Clear Call-To-Action (CTA)

For local service companies, the most important CTA is some variation of getting the visitor to call your business. Some examples could be “Call Now,” “Call Today to Schedule Service,” “Call For A Free Quote/Estimate,” or “Call For A Free Consultation.” Test several of these out and see if there is a change in your conversion rate.

Whichever CTA you choose should be put in the top right side of the header and below the headline. The contact form (which we discuss below) is also a CTA and should have some verbiage motivating people to fill out the form. Just replace the word “Call” with “Contact” and use some of the variations above to see what works best for your business.

An Offer

People like to feel like they are getting a deal. Maybe you can offer 10% off your service during a slow period. If you’re a tree service company, maybe you can add a discounted stump grinding service when someone agrees to your tree removal. Maybe you could offer a discount to new homeowners, veterans, or senior citizens. It doesn’t always have to be a discount; you could offer a free consultation. The possibilities are endless but it helps to throw an offer out there.

Professional Images / Video

If you are going to add an image to the landing make sure it’s professional and related to the service you are trying to sell on this page. If you are selling tree trimming services, then ideally you’ll want a professional image of your team working on trimming one of your customer’s trees. You could also do some before-and-after images as well.

You could also add a video to the page but make sure the video is short and relevant. Again, if you have a video of your team performing the specific service you are selling, that would be best. You can add the video to YouTube and embed the video onto your landing page.

Body Content & Bullet Points

This area goes under the header and images and is used to elaborate on the service you are promoting. We usually start with a brief 2-3 sentence overview followed by a handful of bullet points describing why your service is best and important for people to use. If you are a tree service company, think of why people should have this service done, how it improves the health of the tree and yard, and how it can prevent something bad from happening. Maybe your company specializes in trimming trees in hard-to-reach places or you’re certified in applying a certain treatment to prevent tree diseases. Again, you want to think benefits here and what makes your business stand out from the rest.

Contact Form

Most people like to call to gather more information on your service but there are still a good amount of people who prefer to engage via filling out a form. This happens a lot at night and during the weekends when most businesses are closed. People will fill out the form requesting information expecting a call back from your company that following day or Monday.

It’s important to have a contact form directly on this page to make it as easy as possible for visitors to contact you. The key to the form is to keep the form fields at a minimum. Only ask for absolutely necessary information. This usually includes: Name, Phone Number, Email, Address, Comments. Anything more you can collect when you have them on the phone.

Bonus

If you have some great testimonials from satisfied customers, this would be a great place to put them. Have an area under the bullet points where you can showcase some testimonials. This gives people some proof that your company does great work and should help move them to contacting you.

Creating a successful landing page takes some time and effort but if you can make one that works, the leads will pour in and the ROI will be worth it!

If you ever have any questions or would like some help creating a landing page for your company, please don’t hesitate to reach out to us. We are very passionate about helping our clients grow.

Tree Service Marketing Idea – How To Find The Best Keywords For Search Engine Optimization

According to Wikipedia, the definition of search engine optimization (SEO) is “The process of affecting the visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results.”

There are a lot of steps that go into optimizing your website for local search in the search engines. It ranges from how fast your website loads, the compression of the images on your site, the tags for the images, the mobile-friendliness of the site, keywords in the title tag and url, site maps, backlinks, and so on and so on. The list seems endless.

Assuming you have a professional tree service website that’s mobile responsive, the next step is optimize your website using the best keywords. You want your site to be visible to the people searching for your services so it’s important to use the keywords your customers are using to search for you. So what’s the best way to find the keywords your customers are using? The answer: Google Adwords.

I’m sure you’ve come across many internet marketing companies promising to get you ranked higher, or even #1, on Google. We get the same calls and emails! They will tell you they will use all the best keywords to get you the highest ranking but the truth is no one can guarantee you these types of results. Most companies will probably use a keyword tool that shows which keywords get the most traffic and what the competition is for that keyword. They will use a variation of a keyword that doesn’t get the most relevant traffic. Or another route is you just put keywords that you think your visitors would use to search for your service and then it’s a waiting game.

The problem with these approaches is that it’s a guessing game. How do you know that the keywords you are focusing on are the best keywords to use to optimize your site? And by “best” keywords I am referring to the keywords that convert to leads at the highest rate, the keywords that generate the best leads.

In the past, Google Analytics provided keyword search information. Google has since done away with providing keyword search information in Google Analytics for security reasons. Another place to find some keyword search information is in your Google Search Console account. This report will tell you what keywords people are searching for, how many impressions they get, and how many people clicked on your site when performing a certain search. This information is a good start, however the most important information is missing from this data – conversions! This report doesn’t show which keywords translate into leads.

The best way to know which keywords generate the best leads on your website (or better yet landing page) is by running a Google Adwords, or PPC, campaign.

By using Google Adwords, you can test different variations of the keywords you want to target and see how many people are really using those keywords. For example, if you own a tree service company, you may want to test different variations of “tree removal” keywords to see how many impressions you get (number of times people find your ad using this keyword) and which keyword generates the most leads. Google Adwords will show you exactly what keywords people are using and whether or not they lead to a conversion.

In order for you to track which keywords generate leads, you will have to enable conversion tracking. There is a ton of material that Google provides that shows how to add the code to your site to track this. If you need help with this just give me a call and I’ll help you out.

After about 2-3 months of running a Google Adwords campaign, you will have generated enough data to find the best keywords for lead generation, which is the main goal of your website. Once you have the top 2-3 keywords per service, add these keywords to your title tag, url, webpage heading, and in the actual verbiage on the page. I will write some articles in the future that will take you through this step more in-depth if you want to do it yourself. If you don’t, gather your keywords and email them to your Internet marketing company and they should know what to do with them.

This strategy is not only useful with optimizing your website. Now that you’re armed with the best keywords, use them in your email blasts, business cards, proposals, brochures, and even on the lettering on your trucks.

I hope you found this keyword strategy helpful and choose to implement it in your marketing. Please let me know if you need any help or have any questions. I love to help local service companies grow!