What's your fence company's internet marketing plan? https://fencemarketingteam.com - I'm excited to replay you the webinar that I conducted on Thursday at Jan. 31st 2PM ET. On this live webinar I unpacked "Your 2019 Internet Marketing Plan" and what you need to do to MAXIMIZE your lead flow online in your fence or gate business going into the New Year. Get your free lead flow acceleration session https://calendly.com/fencemarketing/30min

1. 1

2. What We’ll Cover
• Set Goals for 2019 - How Many Leads to hit your target
• The 3 fundamentals to marketing success for fence & gate sales
• How to optimize your website for conversion in 2019 & beyond
• The BIG picture of all the online marketing channels you should
be tapping into to MAXIMIZE your lead flow online
• The latest trends that you need to focus on in 2019
• Developed a custom action plan based on where you are now
& what you need do now

3. Need Your Attention
Please...
• Turn off cell phones
• Turn off Facebook
• If you're a Fence or Gate Business
owner and you're serious about getting
better results in 2019 the next 60-90
minutes will change your life

4. Q & A at the end

5. If You Stay Till The
End…

7. Who Am I & Why
Should You Listen To
Me?

8. Question
What’s the hardest part
about marketing your
Fence/Gate Business
Online?

9. Daly Home Improvements – 61 years In
Business

10. 97%
Where Did The
Customers Go?

11. How Do You
Own The
Internet in
your area?

12. They Tried A Few Different
Things

13. What did they need
to do to get their
internet right?
• Rank on the search engines for the Fence
& Home Services Related Keywords in
their service area.
• Needed a website that would convert
visitors to callers

14. Got The Web
Marketing Right!
REVIEWS MATTER!

16. The Result?

17. What it meant for them?
• Grew from $1.7M in 2016 to $3M in 2017 (Over $1M Annual
Increase in Revenue)
• On pace to do $4M this year
• Expanded from 9 guys to 20 guys
• Confidence that the have a consistent and sustainable lead flow

18. Question
What would that mean for
your business?

19. 19

20. Did you download the
Workbook?
20
www.fencemarketingteam.com/workshe
et

21. 21

22. What are your Goals for
2019?
22
Success Is Goals. All Else Is
Commentary.
- Brian Tracy

23. What are your Goals for
2019?
23
Success Is Goals. All Else Is
Commentary.
- Brian Tracy

24. What are your Goals for
2019?
24
Success Is Goals. All Else Is
Commentary.
- Brian Tracy

25. HARVARD STUDY
25
• 1979 Interview of Grads
• 84% No Specific Goals
• 13% had goals but not written down
• 3% had clear, written goals & plans to accomplish them
• Results
• The 13% of the class who had goals were earning, on average,
twice as much as the 84 percent who had no goals at all.
• Even more staggering – the three percent who had clear, written
goals were earning, on average, ten times as much as the other
97 percent put together.

26. GOAL SETTING
FRAMEWORK
26
• You have to have written goals & plans
• You need to set at a minimum
• 1 Year Goal
• Quarterly Goals
• Monthly Goals
• You MUST have a stopping point at the beginning of
each new year & end of each quarter to reflect (how
did you do based on what you set for your goal &
what are you going to do going forward)

27. What are your Goals for
2019?
27
•What is your revenue target?
•How much is that monthly?
•How many calls will that require?
•What is your average transaction
value?

28. What are your Goals for 2019?
Example
28
•What is your revenue target? $1.5M
•How much is that monthly? $125,000
•What is your average transaction value?
$405
•How many calls will that require? 308 per
month
(Divide Monthly Target by Average
Transaction Value)

29. How Many Leads will you need?
29
•What is your average conversion rate from
caller to booked call?
•Divide your Call Target by your conversion
rate

30. How Many Leads will you
need?
30
•What is your average conversion
rate from caller to booked call? 55%
•Multiply your Call Target by your
conversion rate -
308 Calls / .55 = 560 Leads per
month

31. GOALS
So what is your goal for 2019?
How many leads will you need
monthly to get there?

32. 32

33. The Fundamentals
33

34. Who is your ideal
Customer?

35. Who is your ideal
Customer Avatar?

36. Who is your ideal
Customer Avatar?
 Demographics
o Home Owner
o 35+ years old
o Typically female occasionally male
o Married with 2-3 kids
o Head of household
o $65K+ Annual Household Income
o Family oriented
o Reliable
o Easily frustrated
o Likes to please people & expects the same in return
o Not handy
o Likes gardening, crafting & arts
o Lives in the suburbs - upper middle class neighborhood
o Takes an interest in their community
 Pains & Frustrations
o Existing fence is in disarray
o Can't get a fence company on the phone or
to return their call
o Need to get fence issue resolved
o Too busy to deal with it
o Worried that the situation at the house
could be unhealthy for family

37. Who is your ideal Customer
Avatar? Fears & Implications
o Being ripped off or overcharged
o Paying too much for something they could
have gotten elsewhere
o Having home damaged by faulty
workmanship
o Having to wait around for the fence guy to
arrive at the home
o Being inconvenienced trying to coordinate
with the Fence contractor
o May cause a disaster to the home
 Goals & Desires
o Get the fence fixed
o Having the issue behind them
o Having a well kept home
o Taking care of their family
o More income, money, wealth
o Live in a nicer more luxurious car
o Drive a nicer car
o Kids healthy, happy & successful
o Spend more time with family
o Travel & have fun with family
o Respect and approval of friends, family and relatives
o Piece of mind

38. If you can see Joe
Jones through Joe
Jones Eyes then
you can sell what
Joe Jones Buys

39. Craft Your Message

40. What is your message?
Why should someone choose to do business with you vs. the competition?
1. __________________________________________________________________________
2. ___________________________________________________________________________
3. ___________________________________________________________________________
What benefits do you offer that your target customer avatar will resonate with?
1. __________________________________________________________________________
2. ___________________________________________________________________________
3. ___________________________________________________________________________

41. 1. Same Day Service or Emergency Services
or Fast Service
2. Strait-forward Pricing or Upfront Pricing or
Satisfaction Guaranteed
3. Trustworthy Technicians or Trusted
Technicians or Experienced
Messaging That
Works

42. You can make the case
1. Fast Same Day Service
2. Money Saving Offers
4. Clean-Cut Professional Technicians /
We’ll leave your yard cleaner than we
found it
5. Great Service - Guaranteed!

43. NOW we can look at
Media

44. 44

45. Your website is the HUB
45

46. Is your website setup to CONVERT visitors to
callers?
46
Example - http://dalyaluminum.com/

47. Can conversion optimization
really have an impact?
47
After

49. Is your website setup for
conversion?
49
• Does it speak to your target avatar? Does it address their fears and
frustrations & speak to why they should choose you?
• Does it have real authentic images of your team to the homepage &
throughout the website
• Does it include video elements to your website
o Website welcome video
o Video’s for each of your services
o Video explaining why someone should contact you vs. the
competition
• Does it showcase your online reviews more prominently on the home page
with a tool like , NearbyNow, BirdEye or ReviewBuzz
• Does it make it easy for them to take action and get in contact with your
company?
Get the basics are in order
• Phone number in to right hand corner
o Ensure that there is a web form that customers can fill out
o Add credibility with Authority Symbols (BBB, Angie’s List, etc)
• Are there Calls To Action on each page to ensure the speak to your
customer Avatar & tell them exactly what to do next?
• Are you going them the opportunity to engaging via Chat?

50. 50
What 3 conversion elements will you implement on your
website?
1. __________________________________________________________________________
2. ___________________________________________________________________________
3. ___________________________________________________________________________
Action Items…

51. Take Aways
What did you learn?
What did you notice?
What would you like to share?

52. 52

53. Do you have tracking in
place?
53
•Call Tracking
•Average Cost Per Call Generated
•Simple dashboard to measure KPIs
What get’s measured get’s done!

54. Example
54

55. 55
1.Clear goal & target for 2019
2.Clarity around Market, Message & Media
3.We make sure our website is optimized for
conversion
4.We’ve setup a simple KPI tracking
dashboard
So far…

56. 56

57. Your Plan for 2019?

58. 58

59. Key Trends for 2019
• Google Local Service Ads
• Shift from “Phone”
conversion to “Message
Conversion”
• Must have an all-in
perspective (SEO, PPC, LSA
& Social)

60. What is Google Local
Services?

61. What is Google Local
Services?

62. What is Google Local
Services?

63. Where Is it Active?

64. Available for Google Local Service
Ads
Not recommended!

65. Where It’s Active
•Alabama: Birmingham
•Arizona: Phoenix, Tucson
•California: Los Angeles, Riverside/San Bernardino, Sacramento, San Diego, San Francisco Bay
Area, Stockton
•Colorado: Denver
•Connecticut: Hartford New Haven
•Florida: Fort Myers-Naples, Jacksonville, Miami/Ft. Lauderdale, Orlando, Tampa
•Georgia: Atlanta, Savannah
•Illinois: Chicago
•Indiana: Indianapolis
•Kentucky: Louisville
•Maryland: Baltimore
•Massachusetts: Boston
•Michigan: Detroit, Grand Rapids
•Minnesota: Minneapolis-Saint Paul
•Missouri: Kansas City, St. Louis
•Nevada: Las Vegas
•New Mexico: Albuquerque
•New York: New York, Rochester
•North Carolina: Charlotte, Greensboro, Raleigh-Durham
•South Carolina: Charleston
•Ohio: Cincinnati, Columbus, Dayton, Toledo
•Oklahoma: Oklahoma City, Tulsa
•Oregon: Portland
•Pennsylvania: Harrisburg, PhiladelphiaÇ, Pittsburgh
•Tennessee: Memphis, Nashville
•Texas: Austin, DallasÇ, Houston, San Antonio
•Utah: Salt Lake City
•Virginia: Norfolk, Richmond
•Washington: Seattle, Spokane
•Washington, D.C.
•Wisconsin: Milwaukee

66. How it impacts Search
Results

67. Feedback We’ve Heard From Active
Users
• Lower Cost per lead than PPC
• Higher quality leads than Home Advisor
• Still get some price shoppers and have to
follow up quickly
• Solid ROI from most of the clients who have
jumped on board

68. What you should do now
• Be ready to take advantage when it’s available
for fence & gate.
• Complete your background checks
• Put the tracking in place to gauge ROI
• Be sure that you are leveraging the platform
to close jobs / updates
• Play the game while the ROI makes sense

69. Your Plan for 2019 taking
form?

70. This Stuff Works!

72. 72
PPC

73. 73

74. 74

75. 75
• Website that is built to convert
• Proactive SEO by providing value add
content that answers customer questions
• Focus on Online Reviews &
Reputation
• Strategic PPC Campaign/Remarketing
• Social Presence & eMail Marketing
• Precision tracking & measurement of
the KPIs
Online strategy

76. 76
What are your top 3 internet marketing initiatives that you need to implement to hit
your 2019 goal?
1. __________________________________________________________________________
2. ___________________________________________________________________________
3. ___________________________________________________________________________
Action Items…
VOLUNTEERS?

77. Take Aways
What did you learn?
What did you notice?
What would you like to share?

78. We've covered:
• Set Goals for 2019 - How Many Leads to hit your
target
• The 3 fundamentals to marketing success
• How to optimize your website for conversion in
2019 & beyond
• The BIG picture of all the online marketing
channels you should be tapping into to MAXIMIZE
your lead flow online
• The latest trends that you must be aware of in
2019
• Developed a custom action plan based on where
you are now & what you need do do now

79. HELP?
Would you like some help?

80. HELP?
POST “LET’S TALK”…in comments

81. 855-217-0194
WWW.FENCEMARKETINGTEAM.COM/SCHEDULE
LET’S TALK

82. REWARD:
• For Those Of You Who Stuck Around!
• Here's how to get a list of the Most
Commonly Searched Fence & Gate
Keywords
• The Ultimate Online Marketing Checklist I
promised you

83. WWW.FENCEMARKETINGTEAM.COM/REWARD

84. 855-217-0194
WWW.FENCEMARKETINGTEAM.COM/SCHEDULE
LET’S TALK!