Septic Campaign Growth Guide

User Manual:

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Page Count: 6

from
Grow Your Septic Business
Leveraging the Web to
a 3-step guide
[ ]
Customers are online looking for you
and your competitor.
Help them make the right decision.
Table of Contents
Introduction
Case Study: Van Delden Wastewater Systems
How You Can Experience Success
Defining Digital Marketing
The Digett 3-Step Process
Results
Next Steps
digett.com 210.853.5808
Your business can benefit by using
the same process and tactics.
Like Van Delden, you have a tremendous opportunity to grow
your business by implementing a digital marketing plan.
page 1
Introduction
The Internet has revolutionized human behavior, especial-
ly when it comes to how we make purchasing decisions.
Homeowners, home builders, and property managers
alike consult Google and other online sources when they
need septic service.
Case #1: Van Delden
Wastewater Systems
Seventy-year-old Van Delden Wastewater Systems is a fami-
ly-owned company specializing in the design, installation, main-
tenance, and inspection of standard and aerobic septic systems
in South Texas. They have attributed much of their past success
to a satisfied customer base and referrals.
When Van Delden initially approached Digett their investment
in web marketing was minimal, but they understood the need to
expand their online presence. They asked for help driving more
traffic to their website, and after a brief assessment we knew that
driving traffic alone would not be enough.
While driving more traffic to the site was a worthwhile (and realis-
tic) goal, we believed too many of those visitors would end up call-
ing a competitor. Van Delden’s website was simply not designed to
make it easy for customers to connect with the business.
In 12 short months, following the launch of a new, Digett-designed
website and strategic online marketing campaign, Van Delden saw
a 175% increase in website conversions--from phone calls alone.
By 2014, Van Delden re-
ceived an average of 80
conversions per month
from website form in-
quiries and phone calls.
Today, Van Delden has
a social media presence
on Facebook and Twitter,
produces regular blogs
on septic system mainte-
nance, and encourages testimonials on review sites like Yelp and
Google. They continue to experience a high volume of calls and
website inquiries, with measureable growth almost every month.
digett.com
Have your company’s marketing
efforts shifted with the times?
Are you making the most of the
opportunity to generate sales
leads through your website?
This guide serves as a roadmap to digital marketing, ex-
ploring how you can use buyer behavior to grow your busi-
ness by attracting new customers with the web.
do I have
a website?
can people
find my site?
do they know what
products & services I offer?
does my business
look credible?
does my website
represent our
level of
professionalism
at the job site?
does my website explain the value we
provide and why we are unique?
does my
website and
social media
presence
encourage a
conversation?
does my website
convince potential
customers that we
are the best option
for them?
do my marketing
efforts encourage
referrals?
does my website invite potential
customers to inquire about the
services I can provide them?
do we present a
special offer for
services rendered?
page 2
What is Digital Marketing? Why Do I Need It?
We know that digital marketing may seem
daunting. We equate it to us learning how to
conduct a septic system inspection! The good
news is, we are here to make developing and
executing a digital marketing strategy easy and
effective.
Digital marketing uses different online tactics
(like email marketing, advertising, blogging and
social media) to attract potential customers for
your business.
engage
convert
get found
get found
convert
engage
Let’s put this in septic terms.
digett.com
At Digett, we follow our own digital
marketing philosophy that is centered
around three main principles:
page 3
1. Get Found
The great news is that you’re in the business of providing a ser-
vice that many people need. Most likely, you have identified
your primary service area and know where a majority of your
business comes from. The next question is: How do potential
customers find you?
Are they stumbling upon your website through organic search
(appearing in a search results because of relevant search terms),
or is it the result of paid online advertising through services like
Facebook or Google?
The opportunities to direct people to your website are endless.
Here are a few sure-fire ways to get found:
• Choose relevant keywords for website titles and text that
users will be searching for in Google and other web search
utilities.
• Include your company’s URL on all print advertisements,
direct mail pieces, email marketing, invoices, and other
business correspondence.
• Claim your business location, and add your site to to business
directories for location-based marketing including Google
Places, Yahoo!, Bing, Yelp, YellowPages, and MapQuest.
• Establish a social media presence on networking sites like
Facebook, LinkedIn and Twitter, and link your website to
these profiles.
• Online, targeted paid advertising through a service like
Google AdWords can drive traffic to your site by reaching
people as they search for keywords or phrases related to
your business.
2. Engage
Think of your website as an employee that works 24 hours a day,
7 days a week to promote your business. It’s important that your
website is inviting, friendly, knowledgeable and clearly communi-
cates who you are and what you do.
There are tons of ways to engage with site visitors. Engagement
is about creating and promoting quality content. Content is more
than just the words on your website. It is the cohesive message
about your company that educates the public.
Deciding the kind of content you produce, as well as where and
how you promote it, should be guided by your understanding of
the customers you’d like to reach. Engagement starts with that un-
derstanding, which drives a massively effective strategy. Here’s a
few tips on how to get started:
• Promote your content by reaching your target audience when
and where they spend time online. Social media sites like Linke-
dIn, Twitter, Facebook and Pinterest are just a few to start with.
• Industry blogs and online forums can also be excellent venues
to interact with potential customers and to link back to your
content.
• Search engine marketing (like Google Adwords) should not be
overlooked, either. Even traditional trade journals can be effec-
tive in some situations.
• Educational guides (like this one) can also provide valuable in-
formation that can be promoted through your blog, social me-
dia and advertising.
• Online review sites like Yelp, Google and Yellowpages have
changed the way people choose which businesses to give their
patronage.
digett.com
page 4
3. Convert
Conversions are key. Your website should give prospects the op-
portunity to ask questions, make a purchase, schedule an ap-
pointment or subscribe to your newsletter online. It should ex-
plicitly encourage site visitors to take specific action. Picking up
the phone and dialing a number shouldn’t be the only way for
customers to reach you. Incorporating a number of conversion
opportunities on your website makes it easier for prospects to
connect with you and gets you one step closer to making a sale.
Start by incorporating elements that make it easier for prospects
to contact you online. For example, the addition of a contact
form gives visitors an alternate way to schedule an appointment,
request a quote or ask questions about your services. Adding a
contact form to your website’s most visited pages and blog arti-
cles makes it easier for prospects to contact you without having
to navigate to the main contact page.
Do you have a coupon you would like to offer your customers?
Maybe you offer free phone consultations? These are just a few
examples of existing conversion opportunities we can leverage.
Results on the Way
A digital marketing strategy takes time to develop and grow. There
are many ways to measure and improve your website’s perfor-
mance, including Google Analytics, social media metrics and oth-
ers. By measuring performance over time, you can adjust current
strategies or introduce new tactics that can continuously improve
performance.
The goal should always be to not only reach more leads, but to reach
more qualified leads--good, solid prospects who will turn into cus-
tomers.
Next Steps
We admit that building a sound digital marketing strategy is a nev-
er-ending journey that takes experimentation and patience. At Di-
gett, we have been helping our clients benefit from digital market-
ing technology and trends for 14 years.
If you are having trouble developing and executing a digital strategy
that helps prospects find your business online, we get it. We can
help you understand the power of digital marketing, enhance your
online presence, craft a killer content or brand strategy, and give you
other valuable tools to bring your business more success.
Your business is to provide quality septic service. Our business is to
make sure customers can find you. Let our team create a one-of-a-
kind plan just for you and your business. Contact us today.
digett.com 210.853.5808

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