2021 Marketing Plan – How to Maximize Lead Flow!

This marketing plan is focused on cutting off the excess and maximizing all of your results by focusing on what is proven to work. This will involve technical things. You don’t need to know the details about each and every one of these things, but you do need to have an idea so that you can double-check the people who are doing the work for you. You need to be sure you’re getting the things you can’t go without if you want to grow your business in 2021. The dollar we spend today should produce a compounding impact in 2022 and 2023. 

If you’re not getting all the things you set out to get when you started this business, then it’s not about branding. You need to get down to growing the bottom line. That’s what this plan’s about. It will enhance your reputation score and help you generate more business, maximize lead flow, and enhance your brand. 

For those of you that have been attending our webinars, you know we are advocates of a system to get you accelerated results known as the 12 Step Roadmap. When you combine each step with others, it will help you grow your business. 

For instance, if you have a great website and add ecommerce but you’re not ranked on page one of Google, or you’re not driving leads and opportunities to your website, then your website and ecommerce system will probably not do well. Every single one of the elements on the roadmap is interdependent. 

So, we’ll recommend that you follow the system and implement the right things, in the right order, at the right time, to truly gain the results that you can from each one of these steps. 

1. Tech. Brand. Website.
2. Content Writing
3. Conversion Systems
4. Local Marketing
5. Reviews. PR Reputation
6. Social Marketing
7. Search Engine Optimization
8. Paid Advertising
9. Content Marketing
10. Print. Scan. Email. Text
11. Video Marketing
12. Mobile Application

However, today, we’re going to focus on the 12 Step Fast Track Focus, which is taking the nuts and bolts of the 12 Step Roadmap, condensing the ones we need to focus on right now to consolidate our funds and get more results into six primary elements.

Strategy and Management: Make sure you’re working with experts. They have to know heating and air conditioning, search engine optimization, web, security, development, schematic marketing, AMP (accelerated mobile pages), and lots more. This means that you need at least 1% of different expert types. You can’t get everything in one body. 

Website: You need a designer, a developer, maintenance people who help you make the changes necessary and keep up with regular maintenance. You also need a security expert who can prevent hackers from hacking your stuff. 

Content: Content is your ability to speak. You always have to invest time or money here. It needs to continue to grow and improve, strengthen, and lengthen.

On Page SEO: This is the ability to label, provide definition, and instructions to Google and those consumers who’re looking to find what you have. It is properly labeling metadata, headings, titles, and everything else.

Off Page SEO: Off page SEO is proof, endorsement, validation. It has to work together with on page SEO, and they only work when you have content. Content only works when you have a website that is properly designed, maintained, and is secure. Off page SEO is the link building that makes Google believe your web page has more expertise than the rest of the 250 million people trying to get found for the same phrase, same service, same product, in the same city. 

Conversions: Everything up to this point is designed to ensure that you are an option for consumers looking to buy your product and services. When they get there, you need to make it easy for them to do business with you. You need to make it easy for them to convert based on the tools, activities, actions, and time that they choose. 

We know that the people who are looking for your products and services will do a Google search. For you to make any money you need to be in the top ten of the results page. The search phrase the consumer uses affects the number of results displayed for the search. Although you need a lot of work to get in the top ten, in the meantime, go after phrases, that is services that people want to buy in cities that you serve, that have low competition but a high volume of searches. You can start making money quickly on those search terms, while you work on the more difficult phrases that might take months or years to be able to achieve. 

1. Domain Selection: Google prefers the https domain, not http. Google also prefers the .com, not .biz or .net. Purchase your domain from Google. Your email, apps, documents, analytics, and so on should all be from Google. Make it simple by using Google for all your technology needs. 
2. Domain Based Email: Just use Google.
3. Tech and Maintenance Basics: You need to have a server and security in place. You need to renew backups every month. Updates need to be done to your website, plug-ins, and your website needs to have an administration team that takes care of everything. 
4. Branding: You do need a logo, but branding is more than that. Branding is the feeling people have and the conversation they have about your company in your absence. It takes time. 
5. Design: Your colors and trademark, or brand mark, are supposed to flow into your logo, web, trucks, social media sites, shirts, gifts, cards, and so on. Try to be consistent but be ready to evolve. Your design team should report to your development team; so they get guidance and oversight. So they don’t get too creative with the design and negatively affect the development.
6. Development: Your development team works with everything that has to do with coding and website, automation, and integration. Your development team should report to your security and SEO team. This is because developers can build websites that are insecure or demolish the SEO strategy. 

Most HVAC websites only have basic content; text, pictures and images, and videos. To have Google crawling your page; so you stay relevant, you need new content. 

While pictures should be related to your products and services, videos should be related to everything. 

We want to get you to the level of advanced content like Pillar, Authority, Conversion, Polls and Quizzes, Infographics, Charts, Visual Content, Custom Graphics, Gifts, and Animation. Advanced content shows you’ve evolved into an expert in your field and your community. 

As for blogging strategy, use tools to find out what consumers are searching for. Remember, you can only be found for what you have on a page. And the clearer the focus of the topic on the page, the higher it will rank. 

The first part of SEO is strategy. We want to know your assets (what are you working with?);

Backlinks

Traffic

Highest Ranking Pages

Closest To Page 1 Ranked Pages

Highest Profit Pages

Highest Converting Pages

Highest Ranking Cities

What are your highest profit services? What are your highest conversion pages? Based on the assets analysis, now you have to do some research. That’s your SEO strategy;

Keyword Research

Most Competitive

Highest Search Volume

Profitability Targets (Market Forecast)

Geographical Targets

Voice Search

Long-Tail Search

Competitor Targets

There’s a tool called Keyword Finder, which you can sign up for to find key phrases. There’s also Google Keyword Finder, which is free. There’s also Keyword Tool oi and Google. 

Next, we’ll look at the technical aspect, SEO Technical and Maintenance;

(Your team should bounce through these areas based on the budget you have.)

Redirects

Broken Links

Schema Integration

Meta Tags

CSS Minification

Page Speed

Image Compression

Advanced Schema

Sitemap Creation / Submission

Search Console

Google Analytics

Google Data Studio creation

Bing Webmaster

Google Tag Manager

Conversion Goals

Conversion Tracking

Rank and Analytics Tracking

Domain and Page Authority Tracking

Identify Crawl Errors

Mobile-First Index

HTTPS / SSL

Competitor Tracking

Get Your Tools or Hire an Agency: For SEO, you need tools. And to get the tools, you need a marketing agency to pay for them; so that you can get the data you need to make the right decisions. 

HTTPS.SSL.DNS.CDN.Caching: Make sure your site is ranking as secure.

Use Schema MarkUp: Roll your site on structured data testing, it’s free. 

Monitor and Fix Errors: Jump into your Google search console (or ask your agency), check and see how many errors and what kind of errors you’ve got. This should be done every month.

Inspect URL: Inspect your URL. your URL should be indexed by Google otherwise, it is invisible.

Mobile First: Make sure that your website is mobile-friendly. The requirements here are always changing. 

Fix Broken Links: This should be done regularly.

Google Search Console: Always watch Google search console for total clicks, total impressions, bounce rate, and average click-through rate.

On Page SEO: How to get every page, image, and video to show up in the right search result when prospects look. Your SEO team should do some of these;

Page Hierarchy

Blog Categories

Blog Pages

Breadcrumbs

Meta Tags

Permalinks URL Structure

Optimize Images (Alt text)

Headings

Keyword Density

Use Synonyms and LSIs (AV vs. Air Conditioning vs. A/C)

Links Outbound Inbound

SEO Content

SEO Title & Meta Description & Mobile Description

Page Schema (FAQ)

Page Schema (How to)

Your SEO team should be working on some of these every month.

Off Page SEO: How to get those pages to the top of Google, so you’re an option. Start with Basic Link Building; 

• Local Directory Listings
• Social Media
• Review Sites
• Blogging and Sharing
• Data Aggregators

Basic link building is cheap, but we need to get to Advanced Link Building;

• Curated Links
• Guest Posts
• Guest Articles
• Press Releases
• YouTube SEO
• Link Roundup

Advanced Link Building Tools: If you’ve been doing the basic SEO and you’re trying to boost your SEO, but you don’t want to increase your plan, you don’t want to move into another monthly fee, this is a great tool. It’s an easy way to give a nice boost to your website.

Do Better than The Competitor you Wish to Beat: You need to have more links than the competition. 

Conversion Optimization: How to get each page more leads. Get more visitors to take action when they get to your website! 

Promotions, Financing Offers, Discounts, BOGOs, Giveaways

Click to Call

e-Commerce checkouts

Online Subscriptions

Text / Chat Online Scheduling

Call to Actions

Sign up for Text Notifications

Newsletters

Schedule Services

Sign up for Special Promotions

Request an Estimate, Online Quote, Get Pricing

Contact Us

Schedule Virtual Appointments

Emergency Contact

Troubleshoot It

Apply for Financing

Talk to an Expert

Sign Up for Maintenance

Contests & Enter to Win

Page Layout Improvements

A/B Split Testing

Click Through Rate Optimization: You have to optimize your click through rate. 

Increase Rank, Visibility, Traffic & Sales: With content, SEO, and link building, you can increase traffic. 

eCommerce – Sell Filters on Subscription: With this system in place, you do nothing except watch the money come in.

HVAC AI Chatbot: This makes sure that your website is open 24/7. It always collects leads and opportunities. 

Online Scheduling: Make sure consumers can schedule online.

Interactive Forms, Quizzes, and Assessments: You should have quizzes.

Finally, all we’re trying to do is increase your rank, which increases your visibility, traffic, conversions, and gets you more sales. 

Choose your starting track. Tracks can start as low as $200 per month, and you’ll get huge benefits working with us. We’ve been the preferred and trusted agency since 2013.

Reach us for a free strategy session at 877-839-1122. If you’re ready for the program, text “fasttrack” to 704-703-5335.