More great tips for getting your Lion's Share at www.LionTreeGroup.com. Digital marketing trends and examples for small business marketing in 2017.

1. DECODING THE DIGITAL MARKETING LANDSCAPE
BEN LINDBERG
liontreegroup.com

2. Organic Search
Influence your natural search engine rankings with consistency and effective
backend titles and tagging on your site.
01
Social Media
Utilize social media platforms to interact and engage with existing and
potential clients.
02
Paid Search and Digital Advertising
From Google AdWords to on-site retargeting, the core of digital advertising
spending is in these areas. More than 93% of digital spending comes through
banner ads, video pre-roll and search-specific ads.
03
Lead Aggregators
Lead aggregators are service providers like HomeAdvisor and Angie’s List where
you pay for leads they generate. Very popular in the home improvement sector,
they are constantly evolving to maximize profit potential.
04
Listing Services
A consistent business listing online is important including address, phone and
website. We’ll look at business listing service providers, like Yext, and evaluate the
effectiveness of backlink generators.
05
THE PATH
E-mail Marketing
Maximize your past client list with an email campaign service like MailChimp or
consider a targeted mailer service list provider
06
BEN LINDBERG 2DECODING THE DIGITAL MARKETING LANDSCAPE

3. Cost
Per Lead
Gauging
Performance
Future
Projections
What’s Best
For My Business
Examples of
Digital Marketing
We would like to leave with a general feel for what digital solutions and
tools are the most suitable for your business.
Takeaways
from today’s presentation
BEN LINDBERG 3DECODING THE DIGITAL MARKETING LANDSCAPE

4. Let’s
START
the journey
BEN LINDBERG 4DECODING THE DIGITAL MARKETING LANDSCAPE

5. ORGANIC SEARCH – THE IMPORTANCE OF BEING #1
Call it the Holy Grail, the Mona Lisa, the most difficult thing to accomplish in the digital realm. It’s not
only about achieving the top Google position, it’s also the ability to stay on top. But what being #1 on
Google means is not necessarily what you see on the surface. It’s the work that has done beneath the
surface that gets your site noticed.
BEN LINDBERG 5DECODING THE DIGITAL MARKETING LANDSCAPE

6. Your
WEBSITE
is your
base
You cannot start the SEO
journey without having a
website that allows your
site to become recognized
on Google.
From responsive design to
optimized content and
images, a well designed
site is half of the battle.
1. Final stop for traffic in the digital funnel
2. Extension of your corporate culture and
personality
3. It is the content that Google reads to
identify your products and services
4. Websites are a quantifiable business asset
5. Digital marketing success is ultimately
dependent on website conversions
BEN LINDBERG 6DECODING THE DIGITAL MARKETING LANDSCAPE
ORGANIC SEARCH

7. Searches by Engine
BEN LINDBERG 7DECODING THE DIGITAL MARKETING LANDSCAPE

8. GOOGLE RESULTS
Understanding the results.
6%
20%
74%
PAID RESULTS
Pay-per-click advertising
LOCAL RESULTS
Proximity-based organic search results.
ORGANIC RESULTS
Where your SEO comes into play. 58% in top 3 results
Three types of results:
• PAID
• LOCAL
• ORGANIC
Search results are always changing – local results took
from long-tail organic, not from paid.
ORGANIC SEARCH
BEN LINDBERG 8DECODING THE DIGITAL MARKETING LANDSCAPE

9. IMPORTANCE OF
LOCAL SEARCH
Focus on NAP (NAME, ADDRESS, PHONE) on all listings, build
local citations and concentrate on getting high reviews.
Heat map studies demonstrate that top-ranked local results get more
clicks. Here’s a heat map overlay of a law firm search. Notice how the
majority of the clicks are for the top-ranked local result in the 3-pack.
BEN LINDBERG 9DECODING THE DIGITAL MARKETING LANDSCAPE
ORGANIC SEARCH

10. WHAT MATTERS
Factored in the results
RELEVANT
CONTENT
BLOG
AGE OF
DOMAIN
BACKLINKS TRAFFIC
BOUNCE
RATE
SPEED
RESPONSIVE
DESIGN
META
DESCRIPTIONS
KEYWORD
DENSITY
USER
GENERATED
CONTENT
BROKEN
LINKS
AMP
PAGES
SSL
SITEMAP
404 ERRORS
GOOGLE
MY BUSINESS
BEN LINDBERG 10DECODING THE DIGITAL MARKETING LANDSCAPE

11. Analytics
Track visitor traffic by acquisition and behavior and evaluate the effectiveness of
digital campaigns. Also verify campaign stats from third-party digital ad providers
and quantify conversions using Analytics Goals.
DO YOU KNOW HOW MANY PEOPLE ARE LOOKING AT YOUR WEBSITE?
HOW TO READ THEM
BEN LINDBERG 11DECODING THE DIGITAL MARKETING LANDSCAPE

12. S O C I A L M E D I A
Connect with your audience via social media platforms.
Create engaging content and generate website visits.
BEN LINDBERG 12DECODING THE DIGITAL MARKETING LANDSCAPE

13. SELECTY O U R
P L A T F O R M S
BEN LINDBERG 13DECODING THE DIGITAL MARKETING LANDSCAPE
You cannot possibly have an effective presence and
manage all social media platforms. Select the ones
that fit your business and target audience and focus on
having a great presence on just a few.

14. Stats Worth Knowing
Facebook clearly dominates all social media
BEN LINDBERG 15DECODING THE DIGITAL MARKETING LANDSCAPE

15. Organic vs. Paid Impression
“Pay to Play” – if you want to get exposure, you’’ need to invest in social media.
About 1 in 8 posts is a sponsored ad. Based
on demographics and past behavior, it’s the
only way to guarantee posts get served to
your page fans and potential clients.
FACEBOOK SPONSORED POST
Pinned on recommendations based on your
past behavior, Pinterest ads are promoted for
enticement and engagement.
PINTEREST PROMOTED PIN
Only seen by active page fans. Used as a
starting point for a campaign.
FACEBOOK ORGANIC POST
BEN LINDBERG 14DECODING THE DIGITAL MARKETING LANDSCAPE

16. RELEVANT
CAMPAIGNS
Reaching the Right Demographic
Types of Posts
• Organic
• Engagement/Events
• Photo Tour
Budget $10-20 per post min.
Tool Building
• Energy Savings Calculator
• Interesting Inspections
• What can I afford?
• Cost Vs. Value Calculator
16DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

17. Examples
BEN LINDBERG 16DECODING THE DIGITAL MARKETING LANDSCAPE

18. B2B
PROMOTION
Boost your presence to professionals
LinkedIn
• Slideshare Presentations
• InMail
• Research
• Paid Ads
Cooperative Promo
• Credit Subcontractors
• Tag Employees
• Feature Products and
Suppliers
• Mine Existing Demos
18DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

19. PAID SEARCH AND DIGITAL ADVERTISING
The biggest spending arena and most established arm of
digital advertising is paid search and behavioral ad targeting.
BEN LINDBERG 17DECODING THE DIGITAL MARKETING LANDSCAPE

20. PAY-PER-CLICK
Why is it worth to pay for placement
• KEYWORD RESEARCH
• CREATE GOOD ADS
• BIDDING
• SELECT LESS COMPETITIVE KEYWORDS
PAID SEARCH
20DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

21. AdWords Remarketing
• 67% of online ads budget – 42%
search engines, 25% ads and
retargeting.
• Can I do it myself?
• Retargeting
• Geo-targeting and Geo-fencing
• Banner ads, Tile Ads, Video Ads
21DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

22. DISPLAY
ADVERTISING
Select local, high traffic sites.
TYPES
• Banner ads
• Tile Ads
• Pencil Ads
• Road Blocks (pop-ups)
• Page Wraps and more.
SUGGESTIONS
• Stay Above Fold
• Use Road Block and Page
Warps for Events
• Utilize Local News if
targeting local audience
• Use Geo-targeting and
Demographics for
impressions
22DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

23. L E A D A G G R E G A T O R S
Paying for leads on a price-per-lead or price-for-preferred-listing. Aggregators are chewing
up organic leads and feeding them to us out of their hands.
23DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

24. What are Lead Aggregators?
Learning from the historical hot/cold cycle of paid leads
A result of many years of johnny-come-latelys, Lead Aggregators are a place
to go to pay for leads or prospects. Some will guarantee preferred
placement or exclusivity of leads, others will supply enhanced listing or
even an organic boost to your own web site.
The business model is constantly changing with Amazon, Porch, and Google
even getting into the business.
PAY PER LEAD
Pay-per-lead is the model for companies like
HomeAdvisor where you pay a set amount
for each lead they provide to you.
PAY FOR LISTING
Pay-for-service or listing gives you a
preferred position for searches related to
your specialty or expertise.
24DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

25. 25DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

26. Angie’s List Listing Sample
Paying for Placement
PAID LISTINGS
Contractors and builders that pay on
a monthly or annual basis will be
given a full listing and will “rotate” in
the top results.
FREE LISTINGS
Very stripped down listing that
penalizes those not on a payment
plan. Free listings still show all
reviews in the company profile.
26DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

27. LISTING SERVICES
27DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

28. Importance of NAP and Citations
28DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
WHERES H O U L D I
S T A R T ?

29. GET
AUTOMATED HELP
Use service like Yext to monitor your NAP listings
For $300+ per year, Yext will update and monitor the consistency
of your NAP listing. With access to more than 100 listing services, it
could be a huge time saver for your business. Some listing
placements – namely Google and Bing – require brick and motar
establishments to verify via snail mail.
29DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

30. BACKLINKS
Backlinks are powerful, but should you buy them?
Backlink builders
Quickly increase your incoming root
domain backlinks.
The catch
Google can penalize you for using a paid
backlinks provider
Analytics and Search Console
Review incoming backlinks to be sure you
aren’t a spam destination
Relationship building
Use your network to build backlinks.
They are legitimate and you will be
rewarded.
Link farms
A lot of traffic is coming from
outside of the U.S.
A few good links
Even as few as 10 good backlinks have
proven to boost SERP rankings.
COVER YOUR BACK
30DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

31. E-MAIL MARKETING
REACHING PEOPLE
ANYWHERE & ANYTIME
31DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

32. BEH E A R D
You cannot possibly have a quality presence and
manage all of the social media platforms. Select the
ones that fit your business and target audience and
focus on having a great presence on just a few.
32DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

33. Email Lists
What to expect
“Quality over quantity – Email may be the most cost
effective marketing, but only if it’s relevant.“
Email marketing is about more than open rates and click-thru
rates. It’s about conversions.
• Your List
• Buying a List
• Using a List
Open Rate
Click Rate
Unsubscribe
People on Email Lists
Conversion
22%
2.9%
3.5%
90%
4%
33DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

34. TRENDS AND PREDICTIONS
34DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

35. Live
Streaming
Connect from the end of the earth
Social media applications are heavily promoting live video content.
Facebook (Facebook Live), Snapchat (Snapcast) and YouTube (Live) are all
vying to come out as the leader in live content. Some services archive
video, some expire immediately.
70%FACEBOOK
50%INSTAGRAM
80%SNAPCHAT
+1200% Live Streams
+8500% Viewers
35DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

36. Mobile Geofencing
Street-level sophistication with a side of “creep”
As close as you can get to touching your ideal
demographic
Hyper local
Create a boundary or radius around a
geolocation and target based on behavior
Boundaries
Offer delivered in-app before, during, or
after anticipated activity
Offer-driven
36DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

37. MARKETING
A u t o m a t i o n
LET YOUR SITE BUILD YOUR DATABASE ON ITS OWN
Pop-ups for newsletter sign-up or to download
a white paper or infographic.
Built on the sharing economy concept of give a
little, get a client.
Build your database and remarketing with a
newsletter or event invitation.
37DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

38. Opinion-Leader Influence
aka – the Kardashian effect
As a homebuilder, Matt self-promoted himself to the national stage
and is now sought after by HGTV, etc. But his biggest influence has
been the incorporation of shared content and his ability to elevate
brands and businesses he likes. People trust him.
1,891Facebook Likes
35.8MYouTube Views
$1MRisinger Brand
MATT
RISINGER
38DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

39. VIRTUAL
R E A L I T Y
Outside industry players and innovators
39DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

40. Virtual Reality
For Builders, Remodelers, or Energy Modeling?
40DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

41. Virtual Reality
For Builders, Remodelers, or Energy Modeling?
41DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

42. Virtual Reality
For Builders, Remodelers, or Energy Modeling?
42DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

43. GIVE and TAKE Marketing
Providing low-cost information to potential customers
43DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

44. GIVE and TAKE Marketing
44DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG

45. TAKE AWAYS
ROI and KPI stats for Marketing in the building industry is
complicated with huge variations between marketing initiatives,
regions, demographics, climate, and client relationships.
Just because digital marketing is incredibly measurable, don’t get
stuck in the details and lose focus on the big picture.
Remember that certain things aren’t always measurable. But stats
can help guide your gut feelings.
WHAT’S THE ROI
OF YOUR MOTHER?
45DECODING THE DIGITAL MARKETING LANDSCAPE BEN LINDBERG
Marketing Stats

46. Thank You
L I O N T R E E G R O U P
Madison, WI
liontreegroup.com
Ben Lindberg
BEN LINDBERG 46DECODING THE DIGITAL MARKETING LANDSCAPE