It's A Code World

✓ What is Branding? ✓ What does Branding do for you? ✓ When is the right time to do a logo refresh? ✓ Things that help a company thrive in a downturn ✓ Brand ✓ Reputation ✓ Specialty

✓ Look for the opportunities amidst Covid. ✓ Once you see new surges, push into them. ✓ Use the Word “You” ✓ Capitalize on FOMO ✓ Use Bulleted or Numbered Lists ✓ Support your calls to action with a little explainer text “this is what you can expect next.” ✓ What happens when I submit a contact form? ✓ Go ‘benefit driven’ rather than ‘feature driven’ with it. ✓ Scarcity ✓ Authority ✓ The principle of “Liking” / Writing conversationally - Humor/humanity ✓ Cut out the fluff and be concise ✓Be the challenger. ✓ Write it out with 300 words and then figure out how to say it in 30. ✓ Write to ONE representative ideal prospect.

✓ Companies aren’t getting the MOST out of their software … which can cause a lot of PAIN… ✓ How should construction companies be using their business management systems for SALES? ✓ How should construction companies be using their business management systems for FINANCIALS? ✓ How should construction companies be using their business management systems for OPERATIONS? ✓ How can a construction business management system become a system of record in case of a lawsuit? Other considerations: ✓ Is it modifiable - in an obvious way? ✓ How easy is to communicate? — ✓ Jimmy Rigged vs. Wholistic systems

✓ What should we learn from landing page tools like Clickfunnels, LeadPages, Unbounce strengths? ✓ Why I don’t suggest building your business ON clickfunnels ✓ Why some businesses get confused about Hubspot and Salesforce ✓ When it’s useful to use hubspot / salesforce ✓ Why it bothers me so bad that these software companies convince people to waste so much of their marketing budget on them.

✓ How is consumer behavior changed? ✓ Businesses haven’t adapted ✓ What is the the best phone etiquette for service providers? ✓ What is the text etiquette? ✓ How do people get better at qualifying leads? ✓ How does Verse.io help companies keep up and close the gap?

✓ Simplify the fields - get down to nuts and bolts (you can follow up w a questionnaire) ✓ Fields should match the expected size of the answer ✓ Button should Fit it to the current design - but pop out ✓ Skip the phone number or make it obviously optional ✓ Social proof - where, who, what ✓ Explain what happens next - make a promise ✓ Don’t be picky - validation should be looooose ✓ Convey the value... your jobs not over when they get to the contact form ✓ Indicate required fields ✓ Trust, trust, trust ✓ Clean it up on mobile ✓ Use ‘send message’ or something more personal, the word submit has bad connotations and it actually matters ✓ Make the headline benefit driven - or more personal

✓ What are some of the biggest problems you’ve seen with owners trying to motivate people. ✓ How do dig up and solve problems without having a complete breakdown? ✓ What are the things you see the most effective construction owners to snag ideal team players? ✓ How can keep your best people from leaving? ✓ What are some dynamics that lead to the most effective teams you’ve seen? Check out Todd's podcast - the Construction Leading Edge Podcast

✓ Add a Photo ✓ Make the photo file name-like-this.jpg with the keyword phrase in it. ✓ Add alt text on that photo, and other photos on that page ✓ Add keyword to sub-headings ✓ Add “People also ask?” Type words to subheadings ✓ Look at “LSI Keywords” and add a few paragraphs to give context on ‘shoulder topics’ ✓ Add text from other things something is ranking for in Search Console ✓ If you have a ton of autonomy: Can you help better fulfill the user intent? - Write it out, add photos and video ✓ Re-structure the images and text to just look natural and engaging. ✓ Link internally to other related, link to it from other pages ✓ Link externally to authoritative sources (1 or 2) ✓ Reshaping the theme of the post (making it into a listicle / organizing it better) ✓ Tweak the Meta Title to front load the keyword ✓ Front load the keyword in the meta description sometimes too so it gets bolded. ✓ Keyword phrase in first and last paragraph, + bold a sentence with it in there

✔ Balance - Your website should not feel heavily weighted, it should feel even. This doesn’t happen when you have a heavy dark sidebar for instance, and nothing on the left side to offset. ✔ Repetition - The same types of elements repeated throughout the space take less mental energy from a prospect. You don’t want people going to different pages and experience a Jarring disconnect (the homepage looks great, but all the interior pages look like they’re from 1999. We EXPECT people to come in on other pages beside the home page, things like testimonials, call to actions, and other trust factors can be repeated around the site in a way that increases trust. ✔ Contrast - When there’s sharpness in images, brighter colors, and stronger difference between foreground and background your website benefits from “Contrast.” The most common problem I see is when people try to put an overlay over an image, but its not dark enough, they overlay text and it’s barely readable. Go dark, dark on backgrounds, or go light but d

✓ Find a topic you want your website and brand to be associated with in peoples minds and the algorithm ✓ Find something you want your team / or yourself to learn more deeply about, and speak to more confidently ✓ Create a large piece of content - known as a hub post - by osmosis other pieces on this topic will rank better as well, in including landing pages ✓ What would you do if Google didn’t exist, how would you promote this piece? Videos, social posts, or influencers? Do those things ✓ When you outline - do keyword research along the way and make sure every chapter has a keyword focus ✓ Add illustrations or other imagery to brand the piece of content ✓ Whatever “hard work” looks like to you, this kind of content ideally takes 10x longer than regularly content. ✓ Find ways to bake promotion right into the guide ✓ Use storybrand brandscript to outline the piece and focus on the ideal customer (of the content) the whole time ✓ Don’t waste the piece by pitching hard - the end result we want is good will an

✓ Identify the ones they have with Semrush or Ahrefs ✓ Use the format they have - list, 40-60 word paragraph, table, ✓ Match the structure, use “inspect element” in the browser to see if they are using any special formatting or schema markup ✓ Add in synonyms and bold the keyword phrase ✓ Ask the question with and h2 or and h3, and answer it underneath with 40-60 words ✓ Use authoritative / confident language ✓ Cite credible websites in your content ✓ Look at the “people also ask box” and answer those questions in your content as well. ✓ Pay special attention to the space directly after the content that you want to get featured. Add images there that relate to your table, list, or paragraph.

✓GMB checklist ✓At least 5 reviews and respond to every single one ✓Information consistency ✓Make sure everything is visible ✓Schema to feature events in serps ✓Make your site mobile friendly ✓Geographic anchor text ✓City Landing pages

I run through each with an example – based on the topic 'kitchen remodeling' - but you can try it for yourself on whatever topic you'd like! ✓ Suggested Searches in drop down when searching on Google ✓ People Also Ask Boxes on Google ✓ Quora - search the topic ✓ Answer The Public - https://answerthepublic.com ✓ SEMRush ✓ Ahrefs.com and pop in a competitor into site explorer / the first result after searching a hunch ✓ Google Keyword Planner - Add the topic + the site

Matt Diggity - Indepth articles + remarking Brian Dean - Push on your current email list Britney Miller- Repurpose top content Larry Kim - chatbots Will Reynolds - It’s all about good work Tim Soulo - Educational content / youtube John Lincoln - Content + paid promotion Matthew Woodward - Competitions / Giveaways Full Post: https://hookagency.com/get-more-leads-now/

Eric Johnson of YouBetcha joins me to give his best tips on video marketing for 2020, and how to get the most out of video. ✓ How to use video in sales ✓ How to use video in employee onboarding ✓ How long should a brand video be? ✓ How long should your content marketing be?

Pure Practical episode (quick episode/ just the meat & potatoes) ✓ Text to image ratio – Ensure you’re not hitting them with wall-of-text ✓ Content legibility – 800 px across, 19 pt font, line-height to space out text vertically. ✓ Adding bullet points and headings to key pages ✓ Page speed - Optimize your site to load 2 seconds or less - Gzip in htacess. ✓ Amplify a few important call-to-actions, play the others down.. user testing example: stop asking me if I have any questions. ✓ Swap out your stock images for your own in commonly accessed places on your site, don’t put text in images. ✓ Make sure your header and footer, - your main navigation systems on the site are consistent and provide an easy route to next steps. ✓ Consider a prominent search feature ✓ TLDR up at the top of articles… bigger first sentence, and author information. (E-A-T and how that effects search) ✓ Trust and familiarity. This is where testimonials, badges and other trust factors are important. But also consider making sure tha

✓Making sense of PPC & how to avoid common pitfalls ✓ Making sense of budgets and what to expect in terms of results ✓ Pros & cons of doing it yourself vs. outsourcing Facebook PPC ✓ How to capitalize on PPC leads ✓ Lighting fast responses (speed) ✓ Outgoing demeanor (friendly, helpful) ✓ Mastering the follow-up (frequency, communication channels) ✓ Buying Leads vs. Generating Your Own ✓ Lead aggregators ✓ The fastest way to increase revenues (hint: it isn't more leads) ✓ How the most successful companies are dominating your market ✓ Referrals are unbeatable

Nick Leroy of ICF Next Shares his top 5 keys for SEO in 2020. ✓ Google My Business listings (local SEO) ✓ Proper keyword research. Localized and extremely targeted keywords. ✓ On page optimization - titles, descriptions, headers, content optimization etc. ✓ Mobile friendly (Google's mobile first indexing) ✓ Site speed - faster is better, for both user experience and google (SEO) benefits

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

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