High-Value Marketing Materials for 2021 Make the Most of Your Marketing in the Coming Year - Instructed by Sydney Arp, Stepha Vesper, Zach Vesper ...
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High-Value Marketing
Materials for 2021
Make the Most of Your Marketing in the Coming Year
Instructed by Sydney Arp, Stepha Vesper, Zach Vesper and Adam Kiesel
Moderated by Kimberly Stevens
© National Property Inspections, Inc. 2020
Objectives
1. Introductions to the team and overview of our services.
2. Learn the best ways to connect with your audience on social media.
3. Get to know the purpose of the NPI blogs and how they benefit your
local business.
4. Discover new features you can implement on your website.
5. Strengthen your knowledge of SEO and Google.
6. See some genius marketing campaigns from your fellow inspectors.
7. End with a Q&A.
Intro to Your Marketing Team
Who Are We?
Zach Vesper, SEO & Reviews
zach.vesper@npiweb.com Adam Kiesel, Content & Blogs
adam.kiesel@npiweb.com
Kimberly Stevens, Coach & In-Person Sydney Arp, Design & Websites
kimberly.stevens@npiweb.com sydney.arp@npiweb.com
Stepha Vesper, Email & Social Media
stepha.vesper@npiweb.com
What Do We Do?
Social Media & Reputation Management
• Writing posts for the NPI/GPI monthly social
media calendar
• Creating custom social media graphics and
promotional posts
• Creating and implementing review gathering
strategy for franchisees
• Review monitoring
• Writing review responses on behalf of
franchisees
What Do We Do?
Paid Advertising Strategy & Google Ads
• Writing copy and creating graphics for paid
online advertising
• Creating Facebook Ads
• Creating Google Ads
• Managing franchisee Google Ads accounts
• Zach is Google Ads Certified
What Do We Do?
Website Customization & SEO Services
• Customizing all aspects of franchisee websites
• Adding custom features, such as review
displays, video carousels and inspection
counters
• Optimizing all franchisee websites and other
online accounts for search engines
What Do We Do?
Email Marketing
All NPI and GPI franchisees have access to a free Emma email
marketing account
• Managing npiinspect.com and gpiinspect.com
email addresses (available to all franchisees and
their employees)
• Creating the NPI/GPI monthly “Inspector” and
“Commercial Inspector” email newsletters
• Creating and updating our template library in
Emma (currently, there are over 60 templates
available to send)
• Maintaining and updating your agent contact
lists in Emma
What Do We Do?
Custom Content Creation
• We can create you any type of marketing
material—print or digital
• Do you have a brilliant idea for a promotional
campaign? Let us do the work for you!
• No project is too big or too small
What Do We Do?
Things to Keep in Mind
• All of our services are available to you at no additional charge
• Most requests can be completed same-day
• For larger projects, our typical turnaround time is less than 48 hours
• We will train and work with your employees—employees are always
welcome to contact us!
If you’re ever unsure who to contact, simply email marketing@npiweb.comSocial Media: What’s the Secret to
Online Success?Social Media
The Best Reasons to Hit the Ground Running with
Social Media in 2021:
• 71% of consumers have bought a product or
service based on a social media referral
• Social media platforms make it easy to
collaborate with others in your industry via post
sharing
• Facebook and LinkedIn allow you to make a
great first impression with agents and clients
• It helps you understand how you’re doing and
what you could do betterSocial Media
The Secret to Social Media Success?
Consistency.
That’s it! Your energy and effort alone will carry you far.Social Media 5 Social Media Resources That Are Always Available to You Omaha has the tools you need to succeed with social media, and we’re always adding more. As a franchisee, you have access to: 1. A content calendar, updated monthly, loaded with 2 social media posts per weekday 2. A library of visual social media assets, including holiday greetings, coupons and more 3. Three blogs written in-house by your Omaha team, updated weekly (more on these later) 4. NPI-branded promotional videos, starring a few of your fellow franchisees 5. Whatever custom content you can think of—all created at your simple request
Pro Tip #1:
Introduce yourself! Write a
bio, add a picture and pin the
post to the top of your
Facebook page.
Blake & Kelly Evans, NPI Fort Wayne
@npifortwaynePro Tip #1, continued:
Introduce yourself! Write a
bio, add a picture and pin the
post to the top of your
Facebook page.
Greg & Ashley Edney, NPI Eugene
@npieugenePro Tip #2:
Use Facebook Groups. Chances are, your local association has a private
FB Group. Join the group and promote your services!
Greg Suhre, NPI Manatee County
@npimanateecountySocial Media
Video is THE Way to Connect in 2021
Check out the stats:
• Mobile video consumption rises by 100% every
year
• 55% of people watch videos online every day
• 72% of consumers prefer video for learning
about a product or service
• Video viewers retain 95% of a message as
opposed to only 10% when reading
Start the year by sharing NPI’s new
promotional videos!Social Media
Email stepha.vesper@npiweb.com for
assistance with social media and email
marketing at any time.Boosting Local Business with Blog Traffic
Blogs
Blogging Will Continue to Be Relevant in 2021:
• Almost 77% of internet users regularly read a
blog (Tumblr, WordPress, Joomla)
• Around 5.8 million new blogs are posted daily
• Linking a blog to a website can increase site
traffic as much as 434%
Our team manages 3 separate blogs in-
house, with new articles posted weekly.Blogs
How Do Our Blogs Benefit You?
• Get you referrals. All of the blogs on npiweb.com have the same call-to-
action: Find Your Local Inspector
• Drive traffic to our websites. Any and all traffic going to an “npiweb.com” or
“gpiweb.ca” domain benefits all of our npiweb.com/gpiweb.ca sites.
• Strengthen your SEO.
• Demonstrate you’re experts in the field of inspection.
• Provide you, as a business owner, advice and industry news.
• Act as an additional piece of content you can post to your social platforms,
increasing your activity and engagement with followers.Blogs The Inspector www.npiweb.com/blog Goal: To attract real estate agents and prospective clients with posts about home inspection, home maintenance and home improvement To use: Share any Inspector blog article on your company social media pages with a link and a caption
Blogs The Commercial Inspector www.npicommercial.com/blog Goal: To attract commercial real estate agents and prospective clients with posts about CRE property inspection, news and maintenance To use: Share Commercial Inspector blog articles on your company social media pages with a link and a caption
Blogs The Franchise Informant www.npifranchise.com/blog Goal: To help you, the franchisee, grow your business with articles containing business tips and industry news To use: This blog is dedicated to franchisees as business owners. Reference these posts for marketing tips and insight from other franchisees
Pro Tip #3: How should you use our blogs? Each of our blog articles can easily be shared to your social media profiles with the click of one button.
Blogs
The NPI marketing team is always
happy to accept guest posts or
blog ideas. Any franchisee or
franchisee employee that
contributes to our blogs receives
a bi-line, which includes a direct
link to your website and links to
your social media accounts.
If you’re interested in writing an
article or sharing your idea,
please contact the team.
Article by Lawrence Englehart, GPI Greater HalifaxMaking the Best First Impression
with Your WebsiteYour Website
Our websites are totally customizable. How can
you use this to your advantage?
• Check out your competition.
• Make scheduling a breeze.
• Put your best foot forward—highlight your most
popular services.
• Show off your personality.Pro Tip #4:
Reviews front and center. You work hard to get those reviews—make the
most of them by adding them on your homepage!
Dave Faber, NPI Northwest Arkansas
www.npiweb.com/nwaPro Tip #5:
Check on your
sample report.
Customers and
agents expect to
see a Sample
Report that
really represents
your work.
Aaron Bailey, NPI South Richmond
www.npiweb.com/abaileyPro Tip #6:
Promote new or profitable services. Use call-outs on your homepage to
feature unique or new services, or set-up dedicated landing pages.
Jim Farej, NPI Northwest Alabama
www.npiweb.com/nwalabamaPro Tip #6, continued:
Promote new or
profitable services.
Use call-outs on your
homepage to feature
unique or new
services, or set-up
dedicated landing
pages.
John Nelson, NPI Manassas
www.npiweb.com/jnelsonPro Tip #7:
Showcase your
personality.
Customize your
“About” page to
communicate your
values to your
customers and
agents.
Don’t know how to
start? Ask us for our
questionnaire!
Jason Baker, NPI Waco
www.npiweb.com/wacoPro Tip #8:
Introduce your team.
If you have multiple
inspectors, make
sure your agents
know! Is your spouse
answering your
phone? Let your
customers see their
face.
Jim & Susan Giuffre, NPI Coastal Carolinas
www.npiweb.com/giuffrePro Tip #8, continued:
Introduce your team. If you have multiple inspectors, make sure your
agents know! Is your spouse answering your phone? Let your customers
see their face.
Brian Shabino, NPI Sioux Empire
www.npiweb.com/siouxempirePro Tip #9: Advertise the things that set you apart. Be sure you display all of your certifications, and promote anything that sets you apart! Chances are, we have a badge for that!
Your Website
Email sydney.arp@npiweb.com to
make changes to your site at any time.Getting to Know Google
Google
Anatomy of a Search Engine Results Page (SERP)
1. “Organic” Results
The original search result. Google
indexes every web page,
interprets its content and places
what it thinks are the most
relevant here. Our main goal: to
have your site appear as high as
possible in these results.
2. Knowledge Panel
(AKA Google My Business Listing)
Populated by information from
your Google My Business listing.
A Knowledge Panel gives relevant
information about your business,
including your website, phone
number, reviews and more.Google
Anatomy of a Search Engine Results Page (SERP)
3. “Local Pack”
The Local Pack feature can appear when users search for a local
business in their area using keywords or “near me” language.
Your business can show up here if:
1. Your business is relevant to the search term used.
2. Your Google My Business listing and your service area are
set up correctly.
3. You have a lot of recent 5-star reviews compared to
competing businesses.Google
Anatomy of a Search Engine Results Page (SERP)
4. Google Ads
With a Google Ads account, you can target high-
value keywords to deliver text ads to potential
4 customers. The best part? Your Omaha team can
set-up and maintain this account for you! No need
to reinvent the wheel. More on these later…Google
Having a Google My Business (GMB) listing and
including it in your digital marketing strategy is
the cornerstone of your online presence. Why?
1. Google has 86% market share in the search
engine industry. Worldwide, it handles 2.5
trillion searches per year, or 80,731
searches every second.
What does this mean for you? It will likely by
the first place potential customers come
across your business.Google
Having a Google My Business (GMB) listing and
including it in your digital marketing strategy is
the cornerstone of your online presence. Why?
2. 46% of all searches on Google are for a local
business or local service.
What does this mean for you? Without a
GMB listing, you won’t show up in local
search (or on Google Maps) and you can’t
get Google reviews.Google
Having a Google My Business (GMB) listing and
including it in your digital marketing strategy is the
cornerstone of your online presence. Why?
3. 72% of customers won’t take any buying actions
until they’ve read reviews.
What does this mean for you? If your business
doesn’t have reviews where your potential
customers are looking, they’ll go to the next
business that does.Google
I don’t have a Google My Business listing. How
do I get one?
Talk to your NPI Marketing Team—we’ll determine
whether you have a GMB listing. If you do, we’ll make
sure you get access to it. If you don’t have one, we’ll set
one up with you!
I’d like to see what can be done to improve my
ranking on Google. What should I do?
Email Zach (zach.vesper@npiweb.com). Every local market
is different, so our recommendations will vary based on
location. We’re always happy to perform a full SEO audit.Google Google Ads Q&A When should I start running Google Ads in my area? Rule of thumb: When your GMB listing has 30+ reviews, and you’re consistently getting a few new reviews each week, it’s time to start thinking about Google Ads. How much does it cost? With Google Ads, you set your own budget, so you can spend as little or as much as you need to get traction in your market. Google’s algorithm works to get you the most clicks and conversions based on the budget you set. What should my budget be? We recommend starting with a budget of $10/day, or about $304/month. Once your ads have been running for a bit, this can be adjusted up or down as needed for your area.
Google Google Ads Q&A What should I advertise? It’s best to create different campaigns for each aspect of your business—for instance, targeting home and commercial inspections separately helps each campaign get better results. You can also run campaigns based on add-on services that are popular in your area, like radon or mold inspections. I want to run Google Ads in my area. How do I start? Get in touch with Zach (zach.vesper@npiweb.com)—he’s a Google Ads certified professional. He can help you set up your account and create a winning campaign!
Showcasing Some of Your Great Ideas
Custom Content When it comes to customized content, the sky is the limit. Do you have an idea for a brochure, flyer, email campaign, Facebook post, etc. that’s specific to your local market? Do you need custom materials for an upcoming event? We’re the ones to call. Here are some examples of custom content we’ve created based on the great ideas of our franchisees—you just might get ideas of your own!
“Inspector Insights” Flipbook
Muzzy Aktepe, NPI Northwest San Antonio
www.npiweb.com/nwsanantonioLocal Acquisition/Merger Campaigns
Cory Anderson, NPI Knoxville
www.npiweb.com/knoxville
Jason Baker, NPI Waco
www.npiweb.com/wacoCustom General Services Brochure
Original Brochure by
Jim & Susan Giuffre, NPI Coastal Carolinas
www.npiweb.com/giuffre
Mark & Tracy Crowley, NPI Quad Cities
www.npiweb.com/crowleyEvent Raffle Campaign
Greg Suhre, NPI Manatee County
www.npiweb.com/manateecountyConclusion
We’re Here for You!
Our team is here for you.
Our purpose is to help you be as successful as you can.
To Celebrate our 1-Year Tech Suite-iversary, Claim This
Special Offer:
If you sign on for the Marketing Technology Suite by the
end of November, you’ll receive your first month FREE.
Email marketing@npiweb.com to sign up.You can also read
