The YouTube transcript details a comprehensive digital marketing strategy for a fire protection company targeting restaurants in Los Angeles. It stresses the importance of focusing on business-to-business (B2B) marketing, local SEO, and revenue-generating metrics over vanity metrics.
The strategy utilizes a combination of search engine optimization (SEO), content marketing, lead magnets, email nurturing, and paid advertising, all while leveraging tools like ChatGPT and SEMrush to streamline processes and boost efficiency. A core element involves building a targeted sitemap and optimizing content using rankability, aiming for both better user experience and improved search engine rankings.
The presenter also highlights the need for quality backlinks, proposing methods like content asset creation and seeking sponsorships. Finally, he advocates for ongoing conversion rate optimization (CRO) and data-driven decision-making to maximize the effectiveness of the overall marketing efforts.
B2B vs. B2C and Local vs. National Digital Marketing Strategies
When crafting a digital marketing strategy, it’s crucial to consider whether the business is B2B or B2C. A fire protection company, for instance, typically targets other businesses (B2B) like restaurants and office buildings. This dictates the marketing channels to focus on.
For B2B, channels like Pinterest or TikTok might be less effective compared to others. If the business were selling sneakers (B2C), a different approach focusing on platforms like TikTok, Pinterest, and Instagram might be more suitable.
Another key consideration is whether the marketing is local or national. The approach to local marketing differs significantly from national marketing. For a fire protection business, a hyper-local focus is more effective. Many make the mistake of creating content with a national intent when targeting local leads, which wastes resources.
Vanity Metrics vs. Revenue-Driven Marketing
A critical distinction in digital marketing is between vanity metrics and revenue generation. It is a common tendency to focus on vanity metrics such as traffic, social media engagement, and followers. However, these metrics don’t necessarily translate into revenue.
Many influencers with large followings are often out-earned by small businesses. The primary focus should be on generating high-quality leads with a high probability of converting and generating real revenue. The goal isn’t to become an influencer but to maximize business revenue.
Content should be designed to generate revenue, not just views. Disconnecting from the idea of focusing on views is important because content designed for views differs greatly from content designed for revenue. The focus must be on creating content that attracts leads likely to convert into paying customers.
Setting Up Analytics and Identifying the Target Market
The initial step involves setting up Google Analytics and Google Search Console. These are essential, free analytics tools. The next step is to identify the target market. A common mistake is to broadly target anyone needing fire protection.
A more effective approach is to narrow the focus, such as targeting restaurants needing fire protection in Los Angeles. This targeted approach allows for more specific and effective marketing efforts.
Tools like ChatGPT can assist in this process, leveling the playing field and reducing the need for specialized marketing expertise. With the right prompts and systems, one can develop solid ad copy and content ideas. The key is to be hyper-focused on the target market.
Identifying Decision Makers and Their Problems
Identifying the decision-makers within the target market is crucial. For restaurants needing fire protection, it’s important to determine who makes the decisions. The content should speak directly to these decision-makers. Marketing efforts should align with those who will ultimately approve the expenditure.
After identifying the target individuals, the next step is to understand their problems. For example, what issues do restaurants in Los Angeles face regarding fire protection? Using ChatGPT, a list of common problems can be generated.
Focusing on these problems is the foundation of effective content and digital marketing. Skipping this step can make it difficult to create targeted content. Content that addresses specific problems converts the best.
Creating Lead Magnets and Utilizing Psychological Principles
Consider creating lead magnets tailored to the ideal client profile. A lead magnet is a free content asset, such as a checklist or webinar. It is important to test different types of lead magnets to see which performs best in a specific industry.
The process involves iterative refinement and working with tools like ChatGPT as a team member. This allows for continuous improvement and better results. When it comes to fire protection, fear can be a powerful motivator.
Creating hooks that tap into fear, such as the possibility of a restaurant being shut down due to non-compliance, can be effective. ChatGPT can be used to draft a fire code compliance checklist, which can then be formatted and improved.
The Importance of Calls to Action
A call to action should always be included in the lead magnet. A call to action should be placed above the fold. Many people will opt to hire the company rather than go through the checklist themselves.
Showing potential customers how to do something can lead them to realize they lack the expertise or resources, prompting them to hire a professional. The lead magnet educates and demonstrates the effort required for fire compliance, convincing them of the need for an expert.
In addition to having a call to action at the beginning, one should be included at the end. Overdoing the number of calls to action may be perceived as spam.
Mapping Out the Funnel and Email Nurture Sequences
Creating a lead magnet is only the first step; several secondary actions must occur. This includes creating a landing page for sign-ups, a thank-you page, and calls to action within the lead magnet.
An email nurture sequence is needed for those who don’t immediately convert. The goal of the email sequence is to build trust and familiarity, ultimately leading to a conversion. This can be achieved using ChatGPT.
An eight-week sequence, with one automated email per week, is recommended. The email should provide helpful information to assist the prospect in making a hiring decision. It is essential to follow up after creating a lead magnet; otherwise, there is no point in creating one.
Broadcast Emails and Foundational Setup
Even after the nurture sequence, most leads will not convert. Continuing to build a relationship with these leads is important. This can be achieved through weekly broadcast emails.
One good email a week is generally sufficient for most businesses. Most of the emails should be educational and helpful, with only a small percentage focused on direct offers. Approximately 80% should be helpful content, and 20% should be focused on converting the lead.
Pitches can be included subtly within the helpful content. With the analytics set up, the ideal client profile defined, and the lead magnet and nurture sequence in place, the foundational work is complete.
Local SEO and the Local Pack
After setting up the foundational conversion elements, the next step is to focus on traffic. Improving performance in Google’s local pack is essential. The local pack typically ranks above traditional organic results.
One effective technique is to build a micro-brand specifically for a core location. For example, losangelesfireprotection.com. An exact match domain and business name can be obtained. To avoid suspension, get a DBA.
Another option is to optimize the existing Google Business Profile. This involves filling out all information, adding images, and answering FAQs. The quality and quantity of reviews are also crucial. Generate new reviews by using QR codes and email/text sequences.
Address, Reviews, and Citations
Three key pieces influence the local pack: address, reviews, and citations. The physical location significantly impacts performance. An address in the target city is crucial.
The quality and quantity of reviews are also hugely important. A review generation process should be implemented, using QR codes, postcards, and email/text sequences. Asking for reviews is key.
Creating new business listings or citations and cleaning up existing ones is also important. Various services and tools are available to automate this process. Creating content on the Google Business Profile can also help, but Google may deprecate this feature.
Keyword Research and Competitor Analysis
Begin the traditional SEO process with keyword research. This involves finding relevant keywords and link opportunities. An SEO audit should also be conducted. Use SEMrush to find keywords.
Export existing keywords and use the keyword gap tool to identify untapped keywords. Categorize the keywords, highlighting those relevant to the core offer and locations.
Use the backlink gap tool in SEMrush to identify backlink opportunities by analyzing competitor backlinks. This can be done by searching the primary keyword to pick out the top 4 competitors that are ranking. The goal is to acquire similar backlinks to narrow the gap.
Technical SEO Audit with Screaming Frog
Run a technical audit using a tool like Screaming Frog. Screaming Frog crawls the website to provide data for improving technical performance. Connect the Google Page Speed Insights API to analyze page loading speed and core web vitals.
Connect Ahrefs API to see link equity and backlinks to each page. Select only essential metrics in the Page Speed Insights API settings to avoid overkill. For Ahrefs, select referring domains, keywords, and traffic.
While the SEO audit runs, analyze existing backlinks using SEMrush. Export backlinks and filter by anchor text to identify over-optimization issues. A high-risk link profile has repeated anchor texts.
Local Pack Analysis with SEMrush and Local Falcon
Use SEMrush to analyze local pack performance and listing accuracy. Identify inaccuracies in name, address, and phone number (NAP) information across citations. While not a huge factor, fixing inaccuracies is still worthwhile.
Copy the information and paste it into ChatGPT to have it create a table, then paste that table into a citations tab within Google Sheets for better formatting.
Use Local Falcon to benchmark local pack rankings and see how well you rank in specific areas of the city. Run a scan and enter important details and keywords. An accurate address and category are critical ranking factors.
Duplicate Content and Broken Links
Use Siteliner to identify duplicate content and broken links on the website. Run a premium scan and export any instances of duplicate content and broken links into a separate tab in Google Sheets. Once the Screaming Frog crawl is complete, export all data.
Based on the Siteliner report, clean up the WordPress categories, which were causing duplicate content. Delete keyword-rich categories, as they are not valuable for local SEO and can lead to over-optimization.
Clean up the categories and tags to greatly clean up the site. Also, eliminate tag pages and consolidate content where it makes sense. This is a simple fix that can have pretty big results.
Keyword Cannibalization and On-Page Optimization
Use conditional formatting in Google Sheets to identify keyword cannibalization. Look for instances where multiple pages are targeting the same keywords. Focus on one primary keyword per page.
Ensure that the meta descriptions are filled out, as it helps search engines understand the page. Address H1 tag issues, such as the “blog” tag being used inappropriately. Restructure the page to prioritize the primary headline and topic.
There should be only one H1 tag on each page. Address canonical element issues, such as the homepage being the canonical for every page. The preferred version should 301 redirect to all other instances, especially secure versions.
Building a Recommendation Sheet and Improving Page Speed
Run the homepage through Google Page Speed Insights to benchmark its speed. Improve the loading speed to at least 80. Add this to the recommendations list, as it is a relatively easy win.
Conduct a qualitative analysis of the website to identify areas for improvement. This includes enhancing user experience and conversion rates. User signals, such as clicks, calls, form submissions, and scrolling, are important.
Begin with user experience and conversion rate optimization before prioritizing SEO. SEO should drive traffic to a foundation that can actually convert.
Navigation and Call to Action Optimization
Remove the “Home” tab from the navigation, as most users click the logo to return home. Remove “Blog” from the main navigation and move it to the footer, as it distracts from lead generation.
Create a faceted navigation under “Services” to allow users to easily find specific services. Improve the call to action in the navigation, making it more specific and visually appealing.
Remove the external link to the Better Business Bureau from the navigation. Evaluate the website’s code and structure to identify further areas for improvement.
Code Analysis and Design Considerations
Check if W3 Total Cache is installed and configured correctly. Update to Google Analytics 4 to ensure proper tracking of traffic and conversions. Note the age of the website’s design and assets.
Consider investing in a more responsive and modern design, as design trends change rapidly. Update the website’s files to the current year to bring a level of freshness. Freshness can be a ranking factor in Google’s algorithm.
Invest in professional photography and videography to document projects and showcase expertise. High-quality visuals build trust and demonstrate the labor and effort involved.
Building a New Sitemap and Optimizing Content
Create a new sitemap from scratch, outlining the ideal URL structure, service focus, location, and title. The URL structure should be clear and consistent, incorporating the primary service and location.
Research competitor websites and Google search results to identify additional service offerings and keywords. Analyze Google search results to determine whether to target related keywords on the same page or create dedicated pages.
Use Rankability to prepare pages for proper optimization. Utilize the content optimizer to generate a first draft of content using NLP keywords. Optimize the content to achieve the optimal word count and relevance.
Link Building and Content Assets
Acquire backlinks to build website authority, which benefits both local pack and traditional organic rankings. Focus on building content assets or linkable assets to attract passive backlinks. Use ChatGPT to generate content ideas.
Also have ChatGPT give some data driven ideas and also have it give you some data driven ideas. Strive for the highest quality links possible, prioritizing quality over quantity. Consider using a service like Search Intelligence for digital PR and high-quality backlinks from reputable sources.
Look for sponsorship opportunities by searching for “our sponsors,” “our donors,” or “donate to” in the target city. Reach out to organizations with outbound links on their sponsors pages to inquire about sponsorship opportunities.
Conversion Rate Optimization and Advertising
In week four, focus on conversion rate optimization (CRO). Utilize ChatGPT to analyze screenshots of website sections and provide CRO advice. Test the recommended changes and split test against the original design.
Create a Google Ads campaign, starting with search ads. Use the keywords identified earlier and have ChatGPT write the ad copy. Also, create a Facebook Ads campaign, recognizing the differences between search ads and social media ads.
Consider running different types of Facebook Ads for each stage of the funnel: informational content for the top, lead magnets for the middle, and direct offers for the bottom.
Content Marketing and Eight-Week Sprints
Create micro and long-form content, distributing it across various platforms. Focus on creating content specific to the ideal client profile (ICP), such as restaurants in Los Angeles.
If content performs well organically, consider pushing it with ads. Create helpful content and advertise it, even if it is already performing well organically.
Organize content marketing efforts into two-week sprints, using ChatGPT to generate ideas and briefs. During the final weeks of the eight-week sprint, focus on creating micro-assets, optimizing ad campaigns, upgrading existing pages, creating new commercial pages, and acquiring backlinks.
The Comprehensive Digital Marketing Approach
At the end of the eight weeks, take a break to rebuild the campaign for the next sprint. Adjust the strategy based on resources and time. A comprehensive digital marketing approach makes each component piece better.
Content marketing and advertising may drive more branded searches, which can improve website trust. Marketing outside of Google is the way to drive that.
Even with AI, a significant amount of work is still required. The bots provide direction and assistance but cannot dictate the strategy or know the inputs yet.