Roofing Podcast: Hook Better Leads

✓ What does an SEO company do? ✓ What is technical SEO? ✓ What is on-page SEO? ✓ What is content writing, and why is it important to SEO? ✓ What are backlinks and why are they important? ✓ What does "montitoring analytics" and why is it important? ✓ When do you need an SEO Company? Get a free SEO audit: https://hookagency.com/seo/

✓Put the right people, with the right tools, on the right projects, for the right clients. ✓Right People- Build a team that has the knowledge and expertise to deliver ✓Make sure they know what’s expected of them ✓Right Tools- The systems and tools to perform their job ✓The support they need ✓Right Projects- Not every job is right for you - do projects that fit ✓Project type, scope, size, schedule, requirements - stay in your lane ✓Right Clients- Clients that work with you for your unique services - not low price ✓Clients that are willing to pay for services provided

✓ What are some of your best tips for getting comfortable on camera? ✓ How do you help people get comfortable on camera? ✓ How does video make events more impactful? ✓ How does video help event attendees get more out of the event? ✓ What is an event recap? ✓ What are your suggestions for pre / post event videos?

✓ 2,450 Words is the best blog length - just based on pure data ✓ Links matter more than content length ✓ Keywords in subheadings matter ✓ Making sure you have a target for your blogs. ✓ Make it FEEL shorter with bullet points, images at the beginning, and scannable headlines ✓ We go through the diagram of an ideal blog posts.

✓Why is green / sustainable building taking off - where are we at in the cycle/ timeline? ✓Don't be a one trick pony - focus on more than just sustainability ✓ How should you use this in your website design and copy? ✓ Are people searching for this on Google? ✓ What are some orgs / badges you can be part of and get? ✓ What's the future of marketing for green and sustainable construction companies / brands?

✓ Make your website "prototypical so people know where stuff is" ✓ Old-school ad agencies and 'pretty website' companies building stuff on squarespace don't know how to make websites that get serious leads. ✓ Trust Factors and Call-to-actions are crucial ✓ 2020 Trends include blob shape cutouts, offset images, layering, big typography and more. ✓ Look for teammates and agencies that focus on effective over just attractive. ✓ Design does matter though – some people will take it as a 'trust factor' that the business is legitimate.

✓ Use video + then get the video transcribed/written out for you. ✓ Batch your most important Google-visibility tasks in a 3-hour clump on Saturday ✓ Turn your team into a content machine, particularly in slow times ✓Steal keywords from your competitor's and look at bigger markets for clues ✓ Hire an agency that does all of the work for you.

✓ Tapping into your best referral sources ✓ NextDoor app is ripe with free leads - People are asking for referrals ✓ Facebook groups for your city or area, set up with another business owner and refer each other every time ✓ Write ‘high intent’ blog posts. Write about kitchens, baths, and pair it with your area ✓ Set up your systems. ✓ Make them habits ✓ Build your brand and your systems even when leads are good

✓ Why "If you build it they will come" is wrong ✓ The winning formula to a $-making website ✓ 5 things for an effective website ✓ Trust Factors ✓ A strong call-to-action ✓ Making the ideal customer the hero with emotionally compelling headlines and images ✓ Emphasis on Search Engine Optimization ✓ Really clear differentiating features / unique value propositions ✓ Help them imagine themselves working with you ✓ All of the trust factors: https://hookagency.com/trust-factors/

**Sorry for a bit of tapping on the table/mic this episode!** ✓ What is 'pre-sale' and how to give your sales people the best shot. ✓ How to get more reviews for roofers. ✓ 3 common objections and how to address them. ✓ 3 closing strategies. ✓ A little about working with Hook Agency for Professional Visibility

✓ Get into a rhythm of posting your projects regularly ✓ Invest in quality photography/video/drones - particularly for big projects ✓ Do behind the scenes on your Instagram Stories ✓ Use Video on LinkedIn if you have any B2B work. ✓ Where is your ideal customer? Where is the white space? Is there a different angle you can take? ✓ Be consistent, and knowing stuff isn’t instant, people don’t care about every post. ✓ Cross promoting vendors that you use/cross-pollination of audience ✓ Consistently refresh your targeting, make sure you're talking to actual customers, not just getting clout ✓ If you post, like 3 posts, follow 3 people. ✓ Jab, jab, jab, right hook. ✓ Have a personality - actually using it on your companies social media. (20% spicy - different - tart)

✓ Pounding pavement is great, but the ideal is long-term marketing systems ✓ Thumbtack vs. HomeAdvisor vs. Houzz vs. NextDoor vs. Website vs. Facebook Ads vs. Google Services ✓ 5 Roofing sales tips to support your sales people ✓ Convey a professional image from the get-go ✓ Focus on educating—not closing ✓Focus on THEM - not on you. ✓ Focus on what makes the difference Social Proof ✓ Use all of the ways - double down on what works, scale back what doesn’t. ✓ List of ways to get roofing leads

✓ Technical SEO is making sure the structure, code and 'crawlability' of your site is clean and easy for search engines to understand. ✓ A couple SEO Audit tools: - Screaming Frog - Ahrefs - SEOptimer ✓ H1’s and H2’s ✓ 301’s ✓ Page Speed - Gzip compression - Caching - Image Sizes - CDN ✓ Meta Titles & Descriptions ✓ Thin and Duplicate Content ✓ SSL Certificat ✓ Robots.txt Sitemap.xml ✓ Analytics ✓ Usability (Why each matters)

✓ Houzz is for premium things, 20% can do it … talk through that post ✓ HomeAdvisor is for new people can do fine, but they scam alot of people… alot of people are angry - Ways to get the most out of it - Take it off the app, - Own the customer - Take leads seriously, follow up quickly - Turn it off when you’re away - Take a month or two short trial run, then get out if it doesn’t work. Cancel your account completely. ✓ Angie’s List is headed that way since they were acquired, ✓ Thumbtack has done alright… particular for a roofer client. ✓ NextDoor app for home improvement stuff… I talk about my friend Matt’s experience there. ✓ Strengths of building your brand. - Look in camera, go heart to heart. Build YOUR brand, don’t build there's - they’re ruthless they own the customer, and have control

✓ Be more selective - find projects that are profitable, enjoyable, and scalable. ✓ Being selective helps drive long-term employee satisfaction so they’re not working on stuff they hate ✓ Implement methods for filtering like a Questionnaire about the top 8 things that are important to your company ✓ Marketing is more than just getting leads, build your long-term brand equity ✓ Nurturing existing business and increasing referrals

✓ Use gratefulness as a superpower ✓ When a key employee left, it pushed us to level up our culture. ✓ Filtering & educating clients has been a painful issue, but a current constraint can be the way to open the door. ✓ See "Constraints as opportunties" ✓ Use speedbumps in the road to make you more resilent ✓ Antifragility is different than being resilient or robust – issues actually make you better than before. ✓ Pain can be inspiration - the crazy look in your eyes after you get hit and taste blood. ✓ "Every adversity, every failure, every heartache carries with it the seed of an equal or greater benefit." - Napolean Hill

✓ Competition is fun – but many small business owners and marketing managers get obsessed to the point of ineffective. ✓ There's more upside to addressing apathy of existing prospects, and helping people get off the fence. ✓Trust yourself since competitors may have already wasted time on something you're copying.

✔ People want to fall in love with your process ✔ Create a proven system ✔ More people will refer you because of consistency ✔ Jiro Dreams of Sushi - discusses 'Shokunin' - a positive work obsession, that relates to obligation to serve community. ✔ Getting your partner on board is important ✔ Workaholism = compulsive. Shokunin = enjoying your passion for work, and considering success as your duty.

✓ A unrelenting focus on your ideal customer - and making them the hero ✓ A super easy to navigate mobile menu, compelling mobile layout ✓ Images that draw the reader, help them imagine themselves working with you, and headlines that knock their socks off

✔ Learn why not doing change orders will lose you money ✔ Learn better communication will make your clients happier ✔ Get better referrals ✔ How documentation is crucial ✔ Talking to your team

✔ Why focusing on onboarding is crucial. ✔ How to filter prospects more quickly. ✔ The difference between a quick rough quote/ budget analysis and a detailed estimate. ✔ How to be more selective with the jobs you choose. ✔ Getting better at job-costing and getting good bids from subcontractors.

✔ SEO helps you build a long-term marketing 'flywheel' ✔ With PPC you can get immediate leads and make improvements to your testing on conversion-rate and click through-rate more quickly. ✔ Pay attention to your Google maps ranking, and also pay for Google Maps listing ads. ✔ Spend time getting good Google reviews, which helps with organic search ranking and helps your PPC ads as well. ✔ Occasionally use ‘high intent’ (meaning possible lead or purchase at the end) terms to write content that you can promote with PPC and have a lead form at the end of the content. Use paid ads to promote your best content and videos on Facebook. ✔ Use data from PPC to identify terms and content that are working well for click-through-rate and create more content for SEO purposes that way.

✔ Clarify 3-5 core values with your existing team ✔ Offer autonomy, master and purpose ✔ Create 'standard operating procedures' and clarity of expectations ✔ Help your employees identify and move towards goals ✔ Make your employees the hero of each of their stories ✔ Give them the result you want, and let them own that. For more + 4 places to find great employees: https://hookagency.com/find-employees/

✔ Come up with what you’re doing currently ✔ Make separate accounts in your bank. ✔ Pay yourself what you’d have to pay someone else to do all that you do. ✔ Move it closer to healthy percentages each quarter ✔ Make it easy by naming your accounts correctly. Check out a cartoon summary, and a review here: https://hookagency.com/profitfirst Buy the book by Michael Michalowitcz: https://amzn.to/2XgGOnn

Daniel Hutt, founder of ‘Amy My Content‘ and I talk about powerful ways to get more views of your content with paid promotion, ways to create powerful case studies, and how to make your content convert at an insanely high rate.

Tyler Hanna of 8-bit Rex Joins us for a radical jamboree of digital marketing discussion and planning for 2019. Have you gotten your 2019 Digital marketing budget set in stone yet? Do you know when and how to outsource the stuff that matters? Do you have the top sources / 3 or 4 revenue generators - from your previous years marketing, and are you ready to double down on them? If not – it's time to get serious. Sit down with a cup of hot cocoa, and take a listen to our discussion.

Joe Egan, a construction company consultant joins me to talk about his experience as a construction company owner, and now author – and shares how can you win contracts without being the lowest bidder. We talk about the limitations of digital communication, and how to get your buyers trust in person.

Mark Teskey of Teskey Mediaworks joins me to talk about his experience as a drone pilot and marketer – where is the sweet spot for using drones in marketing. We talk about tools, basics to getting started, and how to tell a story that gets results with drone footage.

I chat with Jesse Meehan who runs back of house admin for several small (construction) business as part of Headwaters Resources – check out our conversation about where to look for employees and how to attract the right ones.

Josh Swisher of Northface Construction shares his wide array of lead generation techniques, and his #1 secret for closing as many leads a possible.

This one's for the small businesses out there dealing with administrative and organizational hiccups! Particularly the construction companies – but I think these principles apply across the board for the most part. I talk with Jesse Meehan of Headwaters Contractor Resources about “How to Stay Organized in Your Construction Company Admin (and Marketing)”

I chat with John Locke of Lockedown Design about marketing general contractors / construction companies and what they should focus on for the best bang for their buck in online marketing.

I talk with my wife (wooo!) about the learning experience of working with your husband and wife – the great parts, the hard parts, and some principles we've found for a more successful working relationship and navigating the mythical 'work/life balance.'