Webinar Transcript - 2023 Digital Marketing Plan for Boating Businesses
Speaker: Harry Casimir
Welcome everyone to the 2023 Digital Marketing Plan for boating business. If you are in the marine business, whether you’re a boat dealer, boat rental, boat club, boat charter, you are in the right place. And if you’re here to just capture some nuggets, get some good tips on how to implement some of the marketing plan for 2023, this is the right place. You don’t even have to be in the marine space if you’re not.
But that’s fine because we have a lot to unpack today. So welcome and thank you for joining us. Going to dive right in. So we have a lot to unpack here. So this webinar, it’s usually about 90 minutes and there will be a lot to unpack.
And here are the things that we will be covering today. We gonna talk about how to set goals for the 2023 and to bring in the the goals of the total leads, the sales that you want to bring in. We’re going to touch on the three fundamentals of marketing success. We’re going to dive into how to optimize your website for conversion. The whole game of how website works has changed over the years, and especially with the changes with Google algorithm in the last few years, even the last three months really changed the game.
So we’re going to talk about these changes and we’re going to look at the big picture and how to maximize your lead flow. We will talk about the latest trends for 2023 and the one that you need to focus on because there’s so much time and there’s so much you can focus, you can only focus on. And we will talk about how we will go over the specific action plan where you are now, and how you can implement some of those elements to get you going. So today I would love to get all of your attention to this because there’s so much to go over and this 90 minutes we’re going to be together here. So if you could just turn off your phone for a moment, turn off social media, let’s remove some of the distractions so we can dive right into this.
And for questions, please just send them as they come in. If you have questions about anything, I’m going over or if you need me to pause for a moment or clarify something. If you even want to come on stage, you can raise your hand to do so. And the raising hand icon is right below the screen you’re looking at. Or you can hover over the zoom menu and you will see there is a place to raise your hand as well as you can ask a question where it says Air, Q and A.
So if you have any questions, shoot them and I will answer them along the way or I will answer them at the end. A little bit about Me my name is Harry Kasimi, founder and owner of Book marketing post and articles. I’m a US vet and it used to be in the Navy. That’s how I get my marine space. And we are as a digital marketing agency, we are members of all those different association, the MRA and a few local organization as well.
And we are part of the Marine Marketers of America group. I am the host for the Marine Marketing podcast. We are syndicating an Apple podcast spotify anywhere you can listen to something. We are broadcasting there so you can download some of our episodes and listen to some of the nuggets we dropped. I am a published author both on magazines such as trade only Boarding Industries as well as we have a group on Facebook called Boat Marketing Mastermind.
So if you ever want to join other people that like minded and shared different content, feel free to join us as well. As we have two books and Amazon, both of them probably exclusively for the marine industry. One of them is specific for both dealers in the marine space and then the other one is for marine in general. So whether you charter business, rental club, feel free to grab a copy. It’s very cheap or thank me and we send you a free copy with my signature on it.
A little bit about my education. I own a bachelor degree in computer information system from Florida. Golf course? University. And my MBA is from Norwich University.
It’s in Vermont, one of the oldest private military school in the United States. And one thing that we are very well known for is we have the most mellow of honor recipient of all institutions in the United States. So about half of the honor recipients come from Norwich University in Vermont. So a little bit about that. So can I dive right in?
Alright, so who we are bookmarketing Pose is the company of Atlas. Atlas has been in business for 15 years. We are a digital marketing agency. We help business grow online from planning to website, social media, pay per click, search engine optimization, which is SEO, as well as Ada compliance. And this is where we really put a big mark on the market.
We excel at this where we help website meet the Ada compliance, which is section 508 on the American Disability Act for Electronics record.
So, to get started, if you have not done so, please, that’s the first time you got to go to your only time. You will need to go to your web browser to download the workbook that we will be working from this workbook. There are a few empty spot pages in there so you can map out your work plan as well as we go through this. All right, so let’s dive right in. So 2023 digital Marketing plan for building business.
Again, as I said, whether you’re in the Boat Dealer Space Club marina, this is a plan that you can take home and implement yourself or you can get the knowledge today you need. So that way you can ask your team the right questions. Or we here if you need any help, feel free to jump in and shoot us an email, ask any questions that you have. If you guys have any questions, again, feel free to put them on the chat and we’re going to put them in the questions, Q and A. So we will go to them as we progress.
So how do you get started is the number one thing that I have seen over and over. And to some degree, almost all of us are guilty of this because sometimes we are so good at what we do, or we have done it so many times, we don’t think that we need a goal. But at the end of the day, when you set clear Goal, you set the expectations, it really helps you focus because if you know where you’re going, no matter how many obstacles that come your way, there’s always a little other ways that you can turn around and keep on moving because you know where you’re going. But if you do not know where you’re going, it’s very hard to keep up. So set very clear goal so that way you can make sure you meet.
That Brian Tracy, one of the very famous author. You guys probably heard of him in business. He has like thousands of books. He said success is goals and all ours is commentary. If you think about this, that’s true.
We all can basically try to navigate and go through, especially in the marine space in the last two to three years. It was awesome to some degree, right? Because inventory couldn’t really stay on the lot and everybody wanted to get out. Whether you run a boat rental space to a full service dealer, you were busy. But things are changed.
2023, I think this is a year of change and inventory coming back. Consumer behavior change forever. So things will change. That is why it’s so important and this is why you don’t want to go to 2023 without certain goals. As I mentioned earlier, polling without clear Goal is almost like sitting in the ocean and no one wants to find yourself in that space at some point because you know it’s bad.
But if you have a clear goal, clear vision, things that you know you want to accomplish, things that you set your mind, your team, your company are set for, it’s almost like having a clear path. You have the navigation and the wind is pushing you away to your destination. And that’s what clear goal really means. And here’s more of a screenshot of what some of the goals that you can set. And this marketing plan we’re talking about here today will help you map this out.
But just to give you a quick snapshot of what is the total monthly revenue, yearly revenue you want to accomplish this year, what are some of the key metrics that you want to keep track of? If you’re a boat dealer that do repair, what is the average ticket item? What’s your average conversion? If you have 100 people coming in, how many of them that convert them to customers? And really, how many of those that you can work with, you can do repair for, you can do service for, you can sell a boat to or even rent a boat too.
So this is not just for one type of business, but you can run the numbers kind of what that looks like and really just kind of a quick snapshot. But really, you can also map this out for long term vision, long term goals in terms of two years from now.
But two years from now, I want to have a $10 million business, $20 million business, 50 million, and what this looks like and why do I want all that? And this is for almost anyone. Whether you responsible for marketing or you are the owner of the business, general manager, you are responsible for sales. Those are the numbers that you have to start looking at and how you’re going to meet this number. This is is why setting goals are so important.
So my question to you, what are your goals for 2023? How many leads will you need to get to your goals for 2023? And we’re going to go over this in more detail within the worksheet, but start thinking of those numbers. What are some of the goals that you have for 2023? Let’s say I heard this all the time where people are like, well, I want to double my number this year.
I want to triple my numbers, but they don’t really have a plan to do that. It’s not impossible to triple, even quadruple your numbers year over year as long as you have a plan for it. I hope it’s not really a plan. You actually have to plan that out. And this is why it’s so important.
So if you can right now, right down some of the goals that you have for 2023, and we’re going to dive right into it. The other thing is your marketing strategy. As I mentioned, the landscape changed a lot. What a true, well planned, well taught out marketing strategy looks like. And what are some of the key elements, especially when it comes to online?
What are some of the key elements you want to incorporate? Well, you want to really look at some of the key things that you are doing from syndicating your inventory, that if you are a good dealer to different marketplaces, how your website interact with those different marketplaces, and how do you get your SEO from both technical SEO, local SEO and organic SEO? Is your social media on par to all of that? Is your pay per click in place? Are you getting the right reviews on the correct time after you service, a customer after customer use your services?
Are you taking advantage of newsletter? Is your website Ada Compliance. Especially last year there was so many demand letters for marine businesses. If you haven’t got a demand letter yet for Ada compliance, for your website, that’s something that you have to think about and sometimes you might even win the case in court. But by the time the time that thing hits you, the amount of money you have to spend to get your lawyer to shoot the other lawyer, sometimes it’s way cheaper to even get your website Ada compliance from the get go.
Or you do. All that is your lead conversion optimized, where you’re making sure that every single lead accounted for and follow up with. So we’re going to go over all of that to see why it’s so important to plan this out and map something that you, your team can be responsible for and execute on the day and day out very easily. So here are the nine step clear step that we mapped out here that will help you accelerate your growth for this year. Take a look at every one of these really from the organic higher SEO.
SEO stands for Search Engine Optimization. How does play a big impact on your website pay per click? How does that play an important piece of your marketing overall? And take a look at certain leads that you’re bringing in. Are they qualified leads?
And if they’re not, where can you place them within your database, your CRM, whatever that might be you are using? And if you’re not using a CRM at the moment and you’re running any business nowadays, it’s almost impossible. I don’t know how people do that. I’ve been to many businesses, they don’t have a CRM. I’m not being judgmental, but this is something that’s critical to run any business.
How do you know all of your customers? There is no way to get those in papers, at least for me. We live in Florida, we can lose everything overnight if the hurricanes stop by. So we always want to keep those things and system that help you grow. But also most importantly is your website.
Your website is almost like I always look at the website as one of the hardest working employee you can have at a company, even harder than you if you take care of it. If you think about it, your website doesn’t ask for much. It’s open 24/7, provides information all the time. So this is why it’s so critical. When someone tells a friend about you, about your product or services, they go to your website.
When they find out about you on social media, they go to your website. You talk to them on the network events, they go to your website, their association, you are part of the chamber, you are part of, they link to your website. This is why it’s so critical to have a website that represent what you stand for, what you are selling, and why you convince people why they should do business with you. A lot of it has nothing to do with you talking with them. Now, as I mentioned earlier, customer behavior change, they don’t want to talk to you most of the time now they would prefer to go online, do their research, find the information, feed them the information they need, and then they come to talk to you.
And this is why it’s so critical. Reputation is the other thing. Repetition can be kind of more of a vague world, but repetition here we’re talking about is more reviews, making sure everyone that you do business with has a way to come back and giving you positive review and sometimes negative review, but at least you have those reviews. And there are ways you can automate that process, automate everything in your business for 2023 and you will see a lot of difference. Those are like the nine key things.
And every one of you guys who want one of that quick sheet, we more than happy to send that over to you. And also having a clear, what we call the CEO dashboard that helps you look at and this is not the name of CEO dashboard, but you can use that whether you are the Internet at the company or you are the marketing director. You can use that dashboard to use different key index matrix KPI to help you understand where are we spending the money? What’s the average cost we’re spending? Are we getting the return on investment?
And we can send that sheet for you. So again, if you look at how we break this down, how do you drive leads to your business? How do you convert those leads or convince them you are the ones so that they can come back to you? And how do you optimize the result to make sure that every penny you spend is worth the time and the money? And all of this we’re talking about here, it may not even be you that’s involved on this on the day in, day out.
It might be one someone from your team, or it might be a good lens you work with. It might be an agency like us you work with. But every one of these can be accounted for if you ask the right questions. And today, I hope in this session that we can go over some of the questions that you can ask your agency, your freelancer, to ensure that you understand what’s going on and they can explain that to you as well.
Where should you spend most of your time? Focus on this coming up here for you to meet your numbers. Every one of us have different numbers, different goals. Some of us, we’re killing it in numbers. We just need to get our brand out.
There more. Some of us, we need to get the numbers up. Some of us. We just need to maintain the current numbers we have. Some of us, we just need to convert more people.
So how do you do that? So the first thing, as I mentioned to you is the first thing you want to do is ensure your website is the first place to get optimized. It’s 2023. There is almost no reason now to have a website that is not fully optimized. And when we talk about optimize, it has to do with a lot of little bit detail in terms of the different content, the header, the image we use on your website, how authentic is your image, and search engine optimization, search engine like Google and Microsoft bank, but Google is the 7800 pound gorilla in the room here.
Google actually looked at all those different details. Google bought, how well your content written on your web page, how old is the image and how long was the last time you updated this website. All of that become very critical. And as you know, Google has a lot of options. Your competitors if you’re not up there, your competitors up there.
That is why it’s so critical to have your website optimized. And when you optimize your website, it’s become their place. Because not only you get ranking really well on search engine, but also when someone finds you to any of those social media places, guess what? When they come to your website, you embrace them, you give them more information, you educate them and you walk them through the funnel. And when you walk them to the funnel with a well optimized optimized flow, this is what you get in terms of how do you convert those people, how do you wang them in and then show them what certain things looks like?
And when you see call, it’s usually meaning that it could be a lead as well directly from the website. So on typical website that’s very well optimized for conversion, I usually say that website should have at least five call to actions on the home page. Reserve now, buy now, review our inventory now, book us now, make your reservation now, or join your club now. And this is an example of a typical scenario where 1500 people visit the website every month. You have a file posted conversion because, well, it just button everywhere and a bunch of text.
It doesn’t really help the user see the flow of things. And so typically on an average, and that’s 1500 people that’s coming in, you have about 75 of them that submit the form. That’s a high number, but that’s just an example. And you have 30% of that convert. And when you book roughly about 22 jobs off that and at $450 on average transaction, again, this is just for show and example purposes.
And you can see clearly what that person can make, what the company can make from that 1500 visitors when the website is not optimized. And when you cannot convert. That’s what happened. But when you can convert, when the website is fully well optimized, instead of having 5% conversion, you can have 15% conversion. And then instead of having just 2075 phone calls or leads, you get 225.
And at the same rate of conversion, 30%, you book 67 jobs versus 22. And you can see how it’s so critical to make sure your website is optimized both for the search engine and the end user, so that the user can find the information they’re looking for and you guide them to the process, but also making sure your website is indexed properly for Google. And we’re going to talk about the website over and over by going through this because website becomes so critical. Here’s a good example of a good website that really clearly want the user what they want the user to do. Here there is a clear phone number and there is a button that says Join now, you cannot miss it.
And then here, learn more. In this particular website, if that person wanted to have a form on the home page, that’s where we would put a form there. But they don’t want a form there. They prefer to have get people to learn more, learn the process, get them educated. And besides every book club right now in the country, almost every one of them is fill up anyways.
They don’t have enough space, so they’re not encouraging everybody to submit information. They prefer someone to get educated and book club first and then get submission. But those are what we’re talking about when it comes to call to action, optimize their homepage. And when the website is very well optimized, what that looks like from a lead perspective, you can actually really make a big difference in terms of the amount of leads that you’re bringing in and the amount of leads that you can convert for each of those pages. And we’re going to go over every one of those in a little bit as we go through the process.
So how do you go about you see when the website is optimized, what it looks like, what the result can be, how do you go about optimize your website for maximum conversion? So here are the five steps that you can take right now. And this sheet is available to all of you guys. Here are the five step that you can take home and really start implementing. Looking at the things that right now you do not have on your website to start implementing them or thinking of how you can implement them.
And some of those are much easier than other. But I’m not going to stay on that page forever. All you guys have a copy of it and we have a lot to COVID as well. So here are the twelve criteria to enhance your website conversion. And again, as I said, if you have questions, please feel free to drop them inside the Q and A and I will answer them as I go and we’re going to continue.
So here’s a good example of a website that is the difference on how you optimize your website. This website was already well optimized actually. It was a website that very well built, but the website that was built like four or five years ago. And when we structured this website, there were a few information that we had to change a little bit. So here’s an example of the navigation.
So when someone comes to your website, they care less now about you. It’s almost like having kids. No one cares about you. Everybody wants to know how your kids doing and how cute your kids are. It’s the same thing when people come to your website.
They don’t really care about your homepage and all the pretty pictures. Sometimes they care about what is it that you have to offer the service, product and your company. What is it that you all have to offer? You can show me. This is why it’s so important to change your navigation little bit in terms of instead of having home.
Sometimes your navigation might be inventory services or product, whatever that might be. Because this is where you want the user to land first and then everything else is secondary. The thing that you sell, the thing that you want people to come to, the thing that make the transaction happen, that’s where you want it to be. So make sure you get that. And when you optimize a site like that, it’s actually help you and help your team understand where things are coming from, how you get your leads, where you get your leads from, and how much do you invest and how much money can you actually bring for each of the different channels that you’re going to work from.
So what can you do to optimize your website? Very similar to some of those websites. Here are a few things in addition to the twelve criteria we talked about earlier. We’re going to go do a deep dive into the messaging and persona in a second. But the first thing you want to do on your website is people want to do business with people that they feel like they trust.
Your message resonate with them. And we’re going to talk about message in the moment. But be really straightforward on your website. Tell people what you do. You guarantee you offer the best.
You offer x, Y and Z. So depending on what when you carry what you do, tell people they can cancel up to 24 hours prior to the booking time. If you boat went to for example, a boat club, you can tell them when they bring their family and then you give them the key, they are set and they don’t have to worry about anything. So you have technicians that certify whatever that might be, whether it’s Suzuki, Yamaha or any of the other ones that you bring on board but make sure you put those messages that resonate with your target audience and we’re going to talk about that in a moment. In terms of the different target audience and how each of them really bring in, when you bring the right customer in, when you understand your clientele, how you speak with them, you will see how they can convert very quickly.
So this is kind of a map out and an example of what your message could be. Some of the different messages that you can have on your website, book, your board or charter, you are here 24/7. If you are a charter business with no compromise on quality or every call is answered by a live person, you always find us. A technician is always ready to talk to you. You can speak with a technician directly without a toad body.
You can put all of that, all of our worker guarantee, we take all the manufacturers coupons or something like that, all of that help people and also make sure your website show authenticity, real people, picture of people that you deal with on the day in, day out. And also make sure some of your brokers if you are a book dealer, make sure some of your brokers are right off front incentive. So picture of them so that when people come in they know they’re going to talk to Bob, they know they’re going to talk with Julia, whatever that might be. In addition to that, take advantage of the video and multimedia that we talk about. Your website is already built, most websites already built for this.
So take pictures, making sure someone in your team is able to put content out there to help you and your website convert more of those people that ended up visiting your website. Also take advantage of social proof. Remember, everything you associate with, as long as it’s positive, then it’s a social proof for you. So the reviews you get from Google, the reviews you get from Yelp and your association with the, your association with the local marine association is a big thing for you because typically when you think about association, the average consumer think that an association is a good thing. Sometimes they overseen by a board and also Google actually we got association higher than your normal web page.
So therefore it is important to get the social proven. They also get linked back to them, which we’re going to talk about in a moment, making sure all those reviews that you get, some of them are coming from Google, we put them on your website but there are some of them you want to put on your website manually as well. And the reason you do that is because the one that you put manually also can answer questions and help people see those reviews are authentically part of your website. This is very critical in terms of bringing in. Reviews to your website and also again, get the basic stuff right on your website from a basic navigation.
Make your navigation so easy, so simple that someone comes to your website, it doesn’t matter what color your website is, it’s very easy for them to know what you do and how they can navigate to the information they need. And because of the way especially in the marine space, a lot of people get used to putting phone numbers out there. But nowadays a lot of people actually very comfortable to get text messages. That’s something that you can also do based on the current audience that you’re dealing with. So get those information right on your website so that the call to action, the flow for the end user, how they contact you, the information you need from them are front and center.
And also what you want to do is make sure within your website create incentive and promotion that are available. Many of the especially boot dealers, all of you guys have incentive. I don’t know how much incentive nowadays, but I know inventory is coming back. A lot of manufacturers start pushing inventory promotion again. But if you are a boot club, boot rental or charter business, this is a good time now to start drumming up more business.
And even if you cannot take those people now, but making sure they are part of your list, so give them incentive to get them in your list. The other big thing that you want to make sure your website is also responsive, mobile responsiveness account for three out of five consumer at the moment, go check your website on a mobile device so there is no way around it. So back in 2018, 2018, when Google changed mobile first, don’t quote me on that specific time or date, but Google changed the algorithm where instead of desktop first, it become mobile first. Meaning that every time someone visits your website, google actually check the website for mobile responsiveness. Meaning that if your website is not mobile responsiveness, even if you are number one in Google at that time, google actually shifts you to give your competitor an edge if your competitors meet the basic requirement of responsiveness for mobile device.
So it is very critical for you to have your website mobile friendly, and not only mobile friendly, but making sure it’s up to speed as well. Because if your website is mobile friendly but it’s very slow, remember, especially in the United States, we are still in a very slow connection when it comes to cell service. So it is very very critical to ensure that your website speed is there and it’s also mobile optimized so that the information that you see on the desktop is very similar to the information you see on the mobile device. The other thing that you want to do is increase your interaction with the customer via web chat. Web chat is probably one of the easiest thing to implement.
But I have seen like over and over that where businesses don’t take advantage of that and the beauty of webchat. Actually, you can automate a lot of that process because you can put your web chat into auto mode that can respond to people with we’re not available now. Please leave your name and phone number and email. That’s my friend, is one lead that you wouldn’t have if you did not have that chat. So take advantage of chat system, put down your website to communicate with customers and that can help you convert.
This is part of our website checklist that we have. If you haven’t downloaded that, just check it out at some point so you can take a look at some of the key things that you should look at. How to optimize your website. And we have this on the Inside or Resource section within the Marketing post website to download, but making sure how your website is optimized. You can look at all those checkbox and you don’t even have to be super technical to do this.
You can just download this, have your sheet with your coffee and then go over it at least piece by piece. So what are some of the takeaways and how to optimize your website? Some of the things that you can do? What did you learn, what did you notice you did not know or what would you like to share with us? If you have questions, please feel free to drop them and again, as I said, I will do my best to answer them as I go or if I don’t answer them, I will definitely do that by the end.
Do you comment any software or plugin for live chat?
Yes no so there are tons of different chat services. I think there’s one specifically on the marine space called okay, I’m not going to get the name right so I can’t remember now but they’re very well known in the marine space, they are the one that’s very good. We do a lot of Ada compliance website, so we only use a system that can help us be Ada compliance. So Olak chart is olock, it’s O-L-A-R-K. It’s the chat that we use on our system for most of our clients because it’s already about 90% Ada compliance, so that really help us meet Ada compliance.
So we stay with that as well. And depending on the system that you use, that automation. I talk about how you can auto response to the customer, whoever makes the request. It’s really depending on the system that you use. We have our own chat internally as well so in addition to or lock, we have our own chat as well that we use primarily and we have automated message that can popped out so that we can get basic information from the end user.
What you’re looking for? Are you looking for a specific website or something? Like that and we can walk through that process. And for most charts system out there right now, you can actually do that yourself, automate that process. So let’s move on.
And I will continue to check in the FAQs, the Q and A and I will address them as I go. So the next big thing on this, how you prepare for this is where does your website, does your website come up when you search for your business? Do you, when you search for your business name, does it go up the first thing on Google? And if you haven’t searched that yet, try to do this yourself. So go to Google when you have a moment and type in your company’s name and try to space it out.
So not exactly the way it’s spelled, but maybe something like if you are ABC boarding, put ABC boarding in Fort Lauderdale to see if you’re going to show up. So the way typically how that works is when you search for a specific keyword. For example, we search for green and white and Fortifying. You can see here the intent of the user is that Google assume that this user is looking for greedy white boots in Fort Myers. So it’s going to show all the dealers that associate with that.
And based on that result, you can see here, there’s always what we call the Tweet pack. And Google, there are the ads. You see where the ads are, it’s always going to have that little ads icon in front of it. And then there’s the map as well, where sometimes Google put the map right in between the ads and organic. And then there’s the organic piece.
The organic piece start from here and the bottom. And the organic piece has to do with the SEO work that you put in. And this is what you pay for when someone click on this. And this is where your reputation, your Google business profile come to play inside the map. And we’re going to go over this piece by piece.
And our question here, does SEO still matter? SEO will continue to be one of the most dominant and very cost effective marketing piece out there, period. And the reason for that, and I use this analogy all the time, if you think of our SEO, which is search engine optimization, and SEO has breakdown into those three pieces, which we’re going to go over in a moment. But really there is the technical SEO that has to do with higher websites built or the structure of the website. The speed of the website is it optimized.
And then there’s the local SEO that has to do with the Google maps. And where you are showing on the maps the different reviews that you have and the different citation you have. Come back to your website that has to do with the local. And then you get the organic SEO itself, which has to do with the back links, meaning the different links that you get from other people that make Google think that you are relevant. You act in addition to that, you also have different type of content you’re trying to rent for.
So for example, if you are a boat dealer that carries, I don’t know, let’s say grilling white as an example, you carry greenly white Freedom 365 375. Well you could have a page on your website, not the inventory page itself, but a page that dedicated to talk about just that model grayly white Freedom 375. And then you just talk about that and you answer questions within that page. And this is what they call sometimes you might hear people refer to the anchor page or the pillow page for that specific piece of content. And usually this is a longer piece of content than anything.
It’s not, it’s not a 400 words page, it’s usually a thousand page, 1000 words page. It details out that specific product that is organic as you where you’re trying to work on that page to get ranked for. And typically what you want to do for that page is to categorize that page within your website so that Google can separate that page from a pillar page versus the inventory page because you’re going to have an inventory page that has that same information. And what happens when you have duplicate information on your website? Google doesn’t like that.
So you can get bumped down and get punished for that. So the best way to avoid it is to make sure you use what they call a schema within the page. So you can tell Google, hey, this page here is an inventory page and sometimes it changed. Sometimes this thing is not even available anymore, sometimes it is. But it’s just an inventory product that’s been available for sale.
Whereas this page here, the pillar page, the corner page, the detail page, is just a page that I want user to come to so I can answer the question for that specific product, if that makes sense. And that is how you create a good organic SEO framework. But to do that, here are some of the things that you need. You need proper keyword, proper planning to actually create good content. And here’s an example of some of the keywords.
If you are in the bullding business and no matter what business you are in, you can actually use some of this basic keyword to start writing some of the content and breaking down some of the content that you have. And you can take the word your city, which for example if you’re in Miami, miami but for sale. Or you can shift that as well as you can see, but for sale in Miami, best boot dealer in Miami. Those are some of the keywords that you can get ranking for as well. But this is a list of basic information that you can use to start thinking of different information, different ways to create content for those who stay at the end.
Here what we will do at the end, we will send you this checklist here and as well as different ways, different some of the tools that you can use to generate additional content so you can write content for your website. So come back for website optimization.
How do you optimize your website for SEO purposes? So remember, we talked about earlier, the first piece of this was purely about technical SEO, how to optimize your website for the user to get information. Now we get into the technical piece of this in terms of how do you optimize your website to make sure the search engine love what you are providing. Okay, the abbreviation UFO with User Experience Optimization and versus SEO, there are two different user optimization. User experience.
Optimization is fairly new.
I always use SEO. But now, because of how Google really pushing the way content looks on your website, actually the search engine now the bot that scan your website, that quality or website actually read the very detail of every page. Now to understand the flow of the content, if it doesn’t make sense. This is why Google encouraged everyone to write your content on the third to fifth grade level. So that even if third grade I could understand what you’re trying to say on your website.
So this is why it’s so critical. And how do you optimize your website? Making sure the content is really easy to follow, easy to read and see. A few things that you can do to help Google and yourself is create a page for every single service that you provide. I know some of you guys provide thousands of different services.
Well, you don’t have to create all those pages at once. You can actually map it out and create a plan. Say every month we’re going to write maybe four service pages. And the service pages, again, don’t have to be like a ton of words. It can be 5600 words.
They’re not filler pages. But make sure you detail out the different services that you have. But also create pages for the city that you serve, the geographic location that you serve with your services or your product. And there are restrictions to this I’m well aware of because I know some good dealers. You cannot really put certain information in the city that’s too close to you because somewhat about someone else carries the brand that you are carrying.
But it is important to do that, making sure your content are unique. And I have a question here that is how do you do an assessment of your SEO? And we’re going to talk about how you go about getting an assessment done for your website so that you can see all those different information. Making sure the information on your website is the keyword, what we call the meta tag, you’ve probably heard of that. But the meta tag include the title of the page, very critical, the description of the page, the keywords, keywords.
Google used to use keywords like magic to do everything happen. Google doesn’t really go crazy for keywords nowadays, if they even care. But there are tons of other search engine, tons of other system that actually use keywords to determine what your website is about. So it’s important to actually continue to use keywords. So make sure your keyboard is up to par.
Make sure the content on your site is breaking down into information. What we call there’s the header, there’s the subheader, there’s the summary, there’s the paragraphs and the bullet points and there are questions within your content so you can answer those questions. Those are very critical to ensure those information out there. The other thing that you want to check out on your website is making sure the name of your business spelled correctly. So if you spell your business, for example, with ABC Boarding LLC, well everywhere you add it you should have ABC Boarding LLC.
If you just have ABC Boarding that’s the only name you have, then you should address that everywhere the same way and making sure your address is correct. So sweet 101 and the pound sign which is number sign 101 or two different numbers. So make sure if you have suite, one place, always have suite and you have a pound number, you have pound number everywhere. Making sure all that information, if you can make sure that information go and do that. Now this is a question I get often and I’m going to answer it as I’m here because what COVID had done a lot of businesses operating from the house and they don’t feel confident to put the address within the website.
And that’s fine, there’s nothing wrong with that. Google actually okay with not having your address as long as you provide Google the address and say it’s a private home and they will be okay and they will publish you in the proximity, the geographic location that you need to be on. And the next thing is really focus on the plan that you’re going to create for the different keywords you want to rank for. Make sure you consistently blog for those keywords and try when you do that, try to blog for one keyword at a time. So try to, if you write a one blog post, try to go for one keyword.
Don’t try to stuff or try to for two keywords within that same blog post. One, Google is not going to rank you for it. You might even get punished for it. And second, it’s just a waste of resources and time because you spend time writing a blog post, then you might as well get ranked for it. And to do that you want to use different methods and tools.
But one of the things that you can do is making sure you focus on that one keyword and alternate keyword within that keyword. So that way you can get proper ranking without getting punishment. The other thing you want to focus on, making sure your website pay speed is up to par. So there are a ton of different tools out there to test your website speed and we will put on that list for you guys on some of the pages that you can use to test your website speed, to look at how fast is your website goes and what are some of the things that you can do to change them. So whether it’s you that’s going to make those changes or you’re going to handle them over to your web person, or you’re going to get an agency to do that for you, you should make sure your website speed is very critical.
And website speed, if I can say one thing about it, it’s very hard to determine what it is if you don’t have the technical skill. So you might be saying your website right now is waking up, let’s say it’s waking 60%. If you don’t have the skill, you might like, well, my website speed is very slow because of my hosting company, or it might not be the hosting company. Maybe you’re using a very old technology that’s running your website, maybe you’re using a WordPress theme that no one support anymore or using a WordPress version that’s not even available to download anymore. So all those little things that you should be aware of now to ensure that your website speed is up to par, as I mentioned earlier, how that can affect this.
So we’re not going to go into live example because we have a lot to still cover on this. So I’m just going to keep on, continue going in. And some of the things that you should do from an SEO perspective that is outside of Page. So what are some of the things that you can do? We talk about how you optimize your own website, things that you can do inside your website to ensure that it gets to that place.
So this is what we were going over, this is on site optimization. We do everything within the website. And what are the things that we need to do when we off site. Meaning that, okay, the first thing you want to do, if you have not done so for your business or the business you work for or where, if you have not done so, make sure you claim Google Business Profile. Google business profile is free.
If you not claim it yet, do that and we have a whole video just about how to claim your Google business and how to optimize it. But the point of it is making sure you claim your Google Business Profile and update that information. The other thing that you want to do within your Google Business Profile is, remember earlier I showed you the name of the business, the address what Google referred to as Nap. Nap, nap. Name, address and phone number.
Those are the three key elements that you want to be consistent across the web. No matter where you go. This is very critical for your business and your brand as well. So no matter where you post your information, try to keep it consistent all the time. Again.
As I Mentioned earlier, if you are ABC LLC, always Put ABC LLC. But that’s what you use all the time. But if you do not use the LLC at the end when you start putting your business online, never use it again. You only use the LLC. If the government asks you, you can always put ABC Boarding.
That’s it. If that’s what your name is. The reason you do that is because Google look at different search engine methods to actually present or capture the different information that the end user need. So therefore, it is critical for you to have your business information correct. The name, the address, the phone number.
The next thing on Google business profile you want to do as well is the category that your business belong to. The first thing you want to do is making sure you have one main category you add. Always use the main category first. If you can think of it this way, they are both dealers that are marinas, that are boat clubs, that are boat rental, they have additional boat repair and they even have additional services. So which one do you want to be known for?
Optimized for now that one business can claim multiple business within Google business profile, it’s a little bit tricky, they all work around it. But if you’re going to use that one business name as the umbrella to all of those different categories of business that you carry, you can do that as well. You just want to make sure the category that you want to be known for is the first one that you present. The next thing you want to do is making sure your citation across the web is correct and is up to par. The reason you want to do that is because the way how the web ecosystem works.
So if you can think of it this way, if you can take off the web this way, there are primarily four different aggregators across the North America. There is factual infogroup, axion and new store. They change that every 5 seconds. So I’m pretty sure info group right now. I changed their name already to Axel, I believe.
So if you look at each one of these, how they work, every one of these different system, they need information from each other. So when you submit your information to Google, google actually goes in and say, hey, you send me this information, that’s great, let me check with those guys what they have. So you provide Google your information and Google actually go out and say, hey, let me check the information he provided me versus the information he provides you. And this is why it’s so important to make sure your nap, your name, address and phone number is consistent across the board. Because that’s how you get not by a point from an SEO perspective.
So this is why it’s so critical to have your information across the board in one consistent way. The other thing that you want to do is really there are tons and tons and tons of different system out there to get reviews from your customer online. Take advantage of it. Reviews become so critical as we speak about 67% of consumer responds that they make decision based on the review they read online. So if you can think of it this way, right?
67% of people would make decision on reviews that they read online. Which means if you don’t have any reviews or if you have bad reviews, actually bad review is better than no reviews. So if you have some bad reviews, try to work around them and make sure you respond to this review and we talk about this in a different webinar, but make sure you have this information. And also the other thing that you want to do is build authority for your website. So the way you build authority if you’re part of a chamber, you borrow association, make sure they give you a link to come back to your website.
Actually, Google like that. It shows that you’re not a lonely person. You have went out there. It shows that people willing to link back to your website. So make sure you have that information in place.
The other thing that you want to do is making sure different content, syndication content throughout different pages. You remember earlier how I mentioned to you that I published many articles on different association and journal online? This is very important. You can actually reach out to even different manufacturer, even association to syndicate content. Now that’s required a little bit time and this is kind of a bigger plan.
And this is where someone that dedicated to do this come very handy. So someone that does this for you, that create content and send you this content for you, know exactly where to send you this content and push them on your behalf. And this is why it’s so important to have someone that actually take care of your SEO for you if you’re not very verse added, especially the offside SEO.
Again, this is some of the things that you want to do for whether you are part of a local chamber association. Make sure they get those content and consistently ask for their marine businesses to link back to you. And this is something that especially if you are friends or know people in the marine space that already have a business that complement you. So for example, if I’m in southwest Florida and I run a boat oriental business in Southwest Florida, most people that come into Southwest Florida, they are going to West Palm so you can actually partner up with other boat. We have two places in West Palm to link back and forth to each other.
Again. Someone that in southwest Florida. They’re not going to West Palm. If they’re in West Palm, they’re not going to Southwest Florida then if they do, then at least you and I, both of us can do business with those people because it’s a very hard battle to get good quality links. So make sure you get some good links back to your website by requesting.
So again, we already went over all of this. We talked about on page, how do you optimize your on page SEO, how do you get your Google Business Profile up and running and set up and we talk about making sure the content and how do you syndicate those different content and publish them on your website. And more importantly, how do you different signal that help you build trust? And this is why we talk about making sure you have a social media that’s very active, that’s engaged, build authority, create content and even publish content on those different articles and association site and provide those information and help other people and the marine business. So again we will have a checklist with all that information.
So you can actually check, do your own assessment based on this. What are some of the key takeaways we talked about today? What are the things that you think you learn from all of this? So earlier we talked about how do you optimize your on page website and then we talk about how do you optimize your off page website. But the next thing we’re going to talk about is how do you optimize your Google Map?
So briefly, we’re going to run through this very quick because we still have a lot to COVID Google Map is so critical becoming so important. You cannot ignore this at all. If you have not, again I beg you, if you have not done so, please claim your business and Google Business Profile. And if you did claim it, but make sure you update that information, your address, your name of the business, the name of the business, the phone number, the category of services that you offer, and also even the detail. I don’t know if you know, but you can also use Google Business Profile almost like a social media platform.
Do you know every time you post a blog on your website you can actually post it on Google Business Profile as well. In any event you are attending, you can actually post that as well. So that shows that you’re pushing activity within your Google Business Profile and that’s very important for many business, especially for those businesses that require someone to come physically to them. A boat dealer is a perfect example. Boat rental, boat club actually most marine businesses require people to come to them.
So therefore Google Business profile is even more important than organic SEO nowadays. So it is critical to have that. And for you to get a rank up there, a few things have to happen. One is obviously claim your business within the Google Business profile, maintain it and keep it up to date. Making sure you have reviews for that as well as making sure you maintain a clean slate, also responds to people that comment on this.
So what marketing post you see there is no reviews here because it’s part of reviews. So that is why you’ll see review under it. But we have reviews for artillery. Again, this is some of the things that you need to do to look at some of the checklists things that you need to go over. And you guys already have that checklist to determine how you get ranked on Google Maps.
Few of the takes away and what did you notice you did not have? Check out your Google Business profile, claim it, create one, update what you have, make sure everything matched to your lacking. So what are some of the opportunity that you need to take advantage of? Well, so we talk about a lot about your website, your SEO and so forth. But what are some of the foundation and all the things that you need in place?
So there is a search engine optimization, so we talk about SEO, the organic, the local map listing, pay per click, which also known as PPC is also very big when it comes to a marine space. I would say I would venture out based on the numbers that we see roughly about every time someone if your PPC campaign is very well optimized, about 5% to 10% of the time people come to the site and convert, meaning that every 100 person that come to the website there is a clear action 5% of those people take. And you can multiply that number. You can see how big it is. What are the things that you need to do in terms of taking advantage of online?
Well, there’s the social media aspect, making sure you have a social media presence. I look at social media as this I don’t love social media personally, but it is the necessary evil and business. So you don’t have it. You don’t have it, but your competitor will have it, the next guy will have it, and then you the one that don’t have it. And it’s free.
It is what it is. So I highly, highly recommend if you do not have your social media profile for your business yet, make sure you set that up. Because Google actually look at that as a signal of choice that you not simply put the website up, but you’re actually actively making information available, spreading your service or product across the board so that people can know more about you. Social media helps you with that. And if you don’t have anything make sure you get that social media posted, updated at least once or twice a week.
Online directory. There’s lots of them making sure you use some online directories. You don’t even have to pay for many of them. You can actually submit your information for free, and the online directories actually help. There are other ways you can do that.
There are a ton of different services out there. Even Google does that at the moment. But Google does that for only very specific industry and very rare, and the marine space that you have it.
So what are additional opportunities available? Again, the local ad services, which is offered by Google, the association itself, the association you are part of, has a free listing, but also some of the listings to get ranking higher with them. Some of them are pretty good at charging you for it, and sometimes it’s worth what you pay. Yellow pages. Yes, it still exists.
Yes, you can use that leverage that as part of your marketing piece, as well as here are the things that I want to break down for you in terms of when it comes to PPC. When it comes to PPC, the number one thing I’ve seen and how most of them fail is because they don’t break down the ad groups enough. So for example, I visited, I check out a potential clients web PPC account, and that one dealer, they are a marinadealer, and I believe they have a book club. So you can see they have a lot of different business out there, and they only have one ad group running. So that’s a big mistake.
This is why it’s so critical to at least get yourself familiarize yourself with how PPC work, or get someone in your team to do it, or hire someone to do it, because it might be even cheaper to hire someone versus you trying to do it yourself. One of the things you’re going to see out there is even Google. Does that tell you that you can run your own PPC ad, which is true. Anybody can actually run PPC ad. How effective that is, that’s the bigger question and making sure that information is there.
The other thing that I’ve seen is when you create an ad on Google, or wherever that might be, whether it’s Google, Instagram, Facebook, bank, any of the big website you create, always have a landing page that get the user to the information. Here’s why, if you can think of it this way if I’m searching right now, best boat, best center console boat, 42 footers, something like that, my intent is very clear. I’m looking for the best boat that have this. So if you are bidding for that keyword that I’m searching for, and my intent is clear that I want to buy the best center console board, when I click on your link, I should be able to see or you should help reinforce my belief that I need to buy a 42 center console. So that is why you create a dedicated landing page for every time you run ads.
So that when the user comes to that page, you get the focus just for that specific thing they look for. I hope that makes sense. You get the user to see the specific information that you are providing and right in there they are able to take an action. And this is why it’s so critical to have a landing page within your website. The other thing that you need to take a look at is do an assessment of your online ads and again you will get that worksheet to continue to do that.
So talk about PPC, take notes on some of the things that you have learned, some of the things that you have noticed and what you can use share and the other thing is social media.
The big gorilla here. Social media becoming the hardest part.
One of the things that I’ve seen over and over is that people ignore social media for simply not have a preference for or don’t like a specific platform. For whatever reason, at the end of the day, those social media are not going anywhere. If you run your business, just really focus on your business and get what you need from the social media. Meaning that you create your profile, get your business update updates in there. And my suggestion to you, if you have your business with your social media in there, just keep it separate from your personal, anything personal in there.
So that way your business profile is always clean and easy to speak with your customer. The other thing that you want to do are you taking advantage of email marketing? Email marketing is probably one of the most underrated marketing piece you can have in your arsenal, period. And I’ve seen it over and over where people not taking out businesses, not taking advantage of email marketing. Imagine you are in business for three, four, five years, ten years.
And we work with business that been in business for 75, 80 years. Now obviously, if you did business with someone 80 years ago, there’s a good chance they’re not around. But if you can think of in the last ten years, most people you did business with our lives, and they probably never heard of you again after you sold them that thing or they went from you, or they become a member of your club. And after they left, what is one of the best ways to reach out to them? And email newsletter is the easiest email marketing.
That is the easiest way not only to stay on top of the mind, but also reach out. And it doesn’t have to be something you’re selling them, it’s something that reinforces your brand and everybody’s mind and remind them that you are still in existence. So make sure you do that. And again, you guys will get those checklists so you can take a look at what are the key things that you are missing on each of your different marketing piece. Right, so we go over all of this and what is some of the biggest issue facing boat dealers, charters and marine business most of the time is they’re not converting leads.
And again, we have the data from working with a lot of different clients ourselves, and we have the data from different association. We’re not converting leads. 50% to 60% of leads go unconverted and 90% of web forms on this website just fell. So whether the email doesn’t reach for those people when someone submitted it doesn’t go anywhere. So why can’t we do that?
Why can’t we convert? Well, there’s a research that shows that 15 minutes, if an email, if a lead doesn’t get follow up within 15 minutes, they go cold, you lose that lead. And the average consumer follow up for the customer to get back to you and do business with you, it requires at least five to seven emails before they actually book something with you. Meaning that especially if you have a product and it’s a long cycle. So selling a boat is a very expensive item and it takes time.
Selling a book club membership and any repairing boat can take time, although it’s a little bit different because most consumer cannot come to you. Also why so many leads go unconverted is because we haven’t figured out who’s our target market, what they want. Most consumers today prefer to use text messages. This is a phone call, they don’t want to be interacted. And email, they receive too many emails and they don’t want to deal with that.
If you text them, they probably will answer and it’s a direct message. So make sure you automate some of the information that you have. Actually, everything we talk about here can be automated, so that one you get back to the end user faster, to the potential customer faster. And also every prospect is at least touched five to six, seven times, even ten times by the time you realize they’re not good enough or they’re not really willing to work with you. But you can automate every piece of that.
The second someone say, hey, I’m interested in your service, you can automate or send an email automatically, or text message automatically. They say, hey, thank you for submitting your information, we got it, we’d be with you. And then a few minutes later, we can automatically connect information, that person information with the proper salesperson, whatever that might be. So this is why it’s so critical for you guys to ensure that to get your leads converted. So here’s the math, right?
On a typical leads where information don’t get converted, where the leads don’t get converted, 100 leads, you get 100 leads, you convert at 20%. There is very no follow up, and you book about 20. And that’s roughly about the average ticket is $2,000. Again, that’s just an example. So you book about $60,000.
But what if you could reverse this where instead of converting 20% because you don’t follow up, what if you have an automated system to do follow up for you. So even though it’s not you writing this email every time or text messages, but the follow up can help you convert at 70%. And this is the difference between not following up versus an automated system that I fully follow up with you. And sometimes it’s not because you don’t follow up. Your team is very busy, they have a ton of things to do, they have both to deliver it, but to repair and customer to talk to.
Some of the follow up need to be automated and you need a system to do that. And this is why I encourage every one of you guys to get a system that can really get information from one place, automate that information for you. And this is kind of quick an example of the things that for us here internally, the client we work with, we already have those things mapped out fully automated for you. So when you walk in, it’s not something that we’re going to try to figure out for you. Obviously we customize this based on the messaging and different information, your culture or different flow.
But we already have that the foundation, the system in place. So it’s plug and play. And this is really why it’s become so important. So that way you can focus on what you do best, which is part of it is your business. So in all the email automation, we’re going to send you this so you can see what helps you.
So how do you do this? Again, I’m going to run through the different slides because we are running short on time here and I want to answer the question at the end. So how do you track all that information so that you ensure that you get a good ROI? So there are a ton of different free tools out there. One is obviously make sure your website has at least Google Analytics.
There are a ton of different analytics system out there, but let’s go with Google Analytics because it’s fairly reliable, it’s been around for a long time, it’s very easy to implement. Just make sure you get this on your website and making sure you track your ranking online, your different keywords and consider call tracking as well. So one of the things that when client work with us, every one of the phone number on the website is a trackable phone number. So we understand the customer behavior when people call, how long they call, last, when they call, why they call, and what page they were visiting when they called. We actually track all of that.
And this is very critical because if your business is getting 100 phone calls a day and only 20 of them being answered, we have to know why. And versus if we are getting only 20 phone calls and every one of them is a fake phone call, we want to know why. So this is why it’s so important. If you do not have a CRM in place, please make sure you have a CRM in place. CRM stands for Customer Relationship Management.
It doesn’t have to be complicated, but it’s information that you cannot maintain everything in your head. So the more information you put in CRM, the more it makes it very easy for you and your team to communicate and service your clients base very easily. So we’re going to provide you that sheet to get this. And this is what an accelerated model looks like. We talk about all of this.
We talk about the organic, the pay, the database, we talk about the website conversion, what the reputation looks like, automate some of that process. How do you track all that? Return on investment. So how are we doing? Again, as I mentioned to you guys, you will get that sheet.
I will be sending this to you. I know we went over so much in a very short period of time here. So how can we help? What are some of the top action item based on what we talk about here today? What are some of the top three action item you will be taking?
The first thing, if you still start, the first thing I would highly, highly recommend that you do is do an assessment of your website. The assessment go, you can sign up for any of the free tools there’s ahref, and we’re going to send those links to you guys that stay until the end here. You will be getting this information if you do not have your name, because I think some of you guys get under Maria’s name, so I see a lot of different names. So if you can change your name within the app so I can see who you are and possibly even drop your email on the private message for us, and one of us here will get back to you to make sure you get that sheet. So the first thing I want you to do for those three items, I would highly recommend you do an audit of your website, your web presence, okay?
Update your web presence, do a complete assessment. And you can use SEM Wash, you can use Href, any of those tools. All of them have a free account and they don’t even require a credit card. It’s a 14 day trial. You have plenty of time.
You just want that with you. So it gives you an idea what that looks like. The second thing is use that worksheet. We give you so that you can do a manual audit of your website and your online presence. So your social media, your website, your PPC, your SEO, and possibly even your Ada compliance to see where you stand and what are the things that you need to update and most of the things that you can do yourself.
You don’t really need us, but we’re here if you need help with anything. And the third thing is we need to implement those action plan that you have in place. So I know we went through a lot of stuff, things that we covered today. We set some expectations, clay goals and how to target and how to meet those goals. And we talk about the KPI and tracking, how to achieve the outcome.
We map out how to print out the different channels and the budgets that you and the important trends. And we talked to how to create some massive success for 2023. So I know we went through a lot of stuff here today.
If there are information that just flew by and you need a refresh or you would like to talk to us, feel free to go to our website. Under the resources section, there are a ton of different information that you can look up and download from our website. But more importantly, feel free to reach out. We’d be more than happy to do an assessment for you on your behalf and go over some of the things. It would be a free assessment.
Send us an email at [email protected] and we’d be more than happy to take a look at your online presence, your website, and then do a complete assessment and send that over to you. Again, for those of you guys that waited until the end, I definitely want to make sure you get the worksheet and the checklist. But I know we’re running out of time. But I do want to answer those questions for at least the end here. For those of you guys who want to drop off now, you can, but please make sure to send us your information so we can get you the things that I mentioned a moment ago.
So I want to answer some questions. How can I measure my ads? There are a ton of different ways to measure your ads. A few ways. One, obviously, is within Google Analytics, you can actually once you set your campaign, there are a lot of different tools, but to keep it super simple is to use a tracking code call to action code.
So that when someone takes an action or do something on your website, whether they contact you by something, it’s actually get posted within your Google Analytics tracking. So it’s very easy for someone for you to know what’s converting and what that cost looks like to you. And again, the easiest way is Google Analytics does a fairly decent job at that. So you might want to just stay with Google Analytics itself.
You mentioned that one person asked if my business is on Google, but I’m not able to get reviews. Well, to get reviews, you actually have to ask your customer for reviews. Most people, most people, not everybody, but most people don’t know that they can go to Google and give your business some reviews. So if you have some positive experience with the customer and you want to get reviews from them, make sure you ask them for review. The next step on this is to automate the process.
We have this process automate for many of our clients where if the customer satisfied, one of the sales person or whoever closed that account would say Customer satisfy you, press one button. Then basically we have a sequence of email and text messages that go out and say, hey Bob, thank you so much for using our services and we would love to get your feedback. Here’s the link to give us some reviews and we just send them to give us review on Google. And two days later, Bob forget or did not submit a review. We follow up because we know our system.
No, Bob never submitted that information. Hey Bob, we sent you an email the other day, so can you give us some reviews? So we have that automated automation in place and you can do too, because there’s a ton of other system that you can use, but that’s something, that’s how you get reviews for your website. So for the right keywords, as I mentioned to you on our website, we have a list of keywords. Actually, most use keywords in the marine space you guys can download and for the most part, every single industry, every single business keywords will be different a little bit.
So even a marina versus boat club versus a boat rental, their keywords will be different. So be aware of that. But overall, you could basically use all our foundation of keywords to get started with. The other thing that you can use is Google business keyword planner. It is a free tool that you can use for your advantage.
How do you access your SEO for your business? The best way to do that, as I mentioned earlier, there are a couple of tools that you can create an account for Simwash or Ahref and put your business information in there, your domain name, and that will pull up most of the information for you. Again, for those of you guys who stay until the end here, we will provide that information for you. And I think that is it. I have answered all the questions that I got in here and thank you so much.
It’s been a pleasure to have you all guys on board with me. Is there any other questions that you guys would like me to answer or anything else? And if you would like to come on stage, you can actually put that as a question and I’ll be more than happy to open this. But again, we know we’re running a little bit behind, about four minutes behind time here. I promise we are going to keep this 90 minutes and we jam packed a lot of information here.
I really appreciate you guys sticking around and get a ton of I hope you find value on this. So again, thank you so much. We appreciate you come by. Let us know if you have any questions, shoot us an email at [email protected] or go to our website webmarketingpost. Comcon contact and submit us a form.
But also, if you have additional information you would like to see, you can go to our website under resources and you can find all of that previous webinar that I host and you can check us out on YouTube for some of the freshest content that we push out frequently. So it’s again, thank you so much for attending this 2023 Marketing plan. Digital Marketing plan for boarding business. Really appreciate your time. And that’s it.
We’re wrapping up here. Thank you so much guys.