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so how does digital marketing work sounds like a pretty basic question right I want to give you as much context as possible so you understand the different areas of digital marketing and how they can apply to your business and most importantly how you can utilize them to improve and grow your business so just to start out digital marketing is marketing it's the world that we live in today it's a digital world we're all on these devices for hours every day our laptops our phones we're glued to these devices this is where our attention is being spent so this is what marketing is today you have to be social you have to be in front of people so when you talk about digital don't I don't want it to be like that whole like a scary thing it's just like social our world is social that's the world we live in so I'll get into a few of the different aspects of digital marketing but first I want to talk about marketing versus buying leads now when you're buying leads whether it's from home advisor or Angie or lead packages from some of the légion telemarketing services which is fine that's not marketing you're just you're buying leads marketing means getting your message and your brand and your offers out in front of your market on a consistent basis so you're building that bond with your market you know a lot of people talk about I want to get my name out there I want to become known in the market well getting your name out there in this day and age means being right here where people are spending their time and attention and being in front of them consistently and building that trust so that when people whether you're doing residential or commercial or a combination of the two whether it's mr. mrs. Jones the homeowner or it's the guy that owns the warehouse or the shopping mall when they need a roof they are gonna call you because they know that you're one of the leading companies in your market or when someone posts on one of the local Facebook groups hey does anyone know a great roofing company then your name pops up over and over because you have that brand awareness and you've been doing marketing to stay in front of those people so that's what marketing is and really what marketing is it enables you to take much more control over the future of your business of the growth of your business you're building a brand you're going for better customers you're attracting better employees that want to become a part of your organization so that's the definition of what let's dive in to some of the different aspects of digital marketing so if you were to look at the first page of Google search results for something like Roofing Contractor in Omaha Nebraska say the first page is going to be broken down into a couple sections at the top you're gonna have what are Google Adwords I'm using Google because they have about 85 percent market share but the same thing goes for the other search engines so you're gonna have those Google AdWords on top those paid listings now those are from roofing companies or legion companies su that are bidding on those keywords and they're paying every single time someone clicks on those ads so it's called pay-per-click now depending on your market your city and your strategy and everything like that you could be paying anywhere between say ten and thirty dollars every time someone clicks ten to thirty dollars cost per click so it might sound expensive but the fact is that it works if you have the right strategy so those are Adwords and you might have some at the bottom of the page as well now in between you have that local organic section and then you have the organic section now those are companies that are doing search engine optimization or SEO to make sure that they're showing up there now you'll probably notice that more and more these days you're seeing guys like homeadvisor and Angie's List and pals and all these guys occupy occupy a lot of that organic space and that's because they're spending a ton of money to show up there and to show up in the ads as well so they can generate that traffic in those leads and then sell them back to you so that's how their whole model works they buy up that traffic in Google and they sell it to roofing companies so what you need to do if you want to have more control over your business you need to do the work so you're showing up there and getting those getting that traffic getting those leads directly for your company so that's kind of the first page of Google search results you have the paid then you have the organic now very important thing to know about Google and search engines is that people are searching for roofing companies people are searching for Roofing Contractor and if you're able to show up there it can be a really valuable thing because those people that are searching obviously have a need they have a demand they're demonstrating that they're looking for a roofing company so we call that high intent traffic because those people are intending to either do some research on a roofing company or roofs or to contact a roofing company so the demand is already there and by showing up on that first page whether it's paid or organic you're capturing that demand and then it's up to your landing page or your website to be able to build that trust and convert them into taking that next step in contacting you so that's on the search end now the base book an Instagram Instagram more and more these days but Facebook is really well-known very popular obviously chances are you got here from Facebook or you're using Facebook and some aspects of your business now it works really well but it's getting harder and harder and it's getting more and more expensive because more and more companies are going to Facebook and doing ads now chances are you tried out some Facebook Ads yourself or you've hired a marketing company to do it for you and you haven't gotten the results that you wanted I hear it every day and the reason is usually because there's no demand on Facebook so people aren't actively going on Facebook and searching for roofing contractors roofing companies and things like that so when you're putting out an ad that says something to the effect of hey we're XYZ roofing company we're local we're a family-owned were licensed and insured and we're trip will be rated A+ contact us for a free estimate the reason that that's not going to work I mean sure you might get lucky and get a few leads here and there but the reason that's not going to work most of the time is that people are not on Facebook to buy a roof they don't have that demand so on Facebook you need to create that demand how do you create demand you do brand awareness campaigns you give people educational and informational content and helpful tips and the people that are maybe looking to do some roofing or maybe if it's a storm related situation maybe they had some damage those people are going to gravitate toward that content and then you can work them down your marketing funnel that way and that's how Facebook is effective so on Google you have high intent you have that demand that you need to capture on the base book you need to create that demand and then capture that lead so those are like the two big things and there's other things you can do such as email email follow-up systems are great reaching out with cold email can be good we have a lot of companies asking us about emailing cold emailing homeowners just to try to hit everyone and like a like a gated community which is very popular obviously that way you can't get in there is no solicitation the thing about emailing consumers without their consent there's a lot of legality around that so you definitely do your research around that emailing unsolicited emails to consumers is illegal in a lot of cases but emailing businesses is usually legal depending on you know the strategy that you're using and some different nuances so definitely do your research on that I'm not an attorney this is not legal advice but that can be used to if you're looking to get more into commercial which a lot of companies are obviously it's very lucrative it can become very popular so I'm very profitable but email in and of itself is not gonna be a great strategy just to reach out to building owners or property management companies when you're going commercial you want to have like a multi prong approach you want to be doing email social phone calls visiting them in person building relationships working your network going to advanced organizing events and throwing them yourself so it's like it's a lot of work and it makes sense because those jobs can be worth it but just a cold email campaign of itself is not really gonna work so those are some components of a digital marketing system and just like a roofing system they all those different components come together to make the the most successful system that it can be so you know if you're putting some awesome new atlas' shingles on an old roof they're not gonna work as well if you had the flashing is bad or if the underlayment is bad or if the gutter system is bad and there's some issues going on maybe you're in the attic or whatever so that system is not gonna work if you just try that one thing so it's the same thing with digital marketing if you just try Facebook Ads you just try PPC Google AdWords you just try SEO or you're just behind leads or just doing cold email those things might work you might get lucky you might get a handful of customers here and there but it's when you put everything together in a cohesive strategy that you're really gonna see those results you're really gonna be able to build your company build your local brand like become that go-to company in your area and be able to own your market