(Marketing Strategy)

Best Local SEO Tools: Secrets Revealed

Ryan Chute
Ryan Chute
July 6, 2022
Best Local SEO Tools: Secrets Revealed

We can never understate the relevance of local SEO in today’s competitive  market. Knowing that Google optimizes SERPs results based on a desktop user’s IP address and a mobile device’s geolocation, you’ll lose a chunk of precious prospects unless you optimize your business’ website to appear in local listings.

To this end, local SEO tools are your strongest artillery. Local SEO tools can improve your online presence which further engages your target market. It can support your efforts when tracking your ranking or performance, peeking into your competitor’s strategies, and developing optimized keywords.

In this article, we’ll share tips on how you can dominate local SEO and list the best local SEO tools to help you grow.

How to Win Local SEO

Winning at local SEO relies on a myriad of signals. Since the public has no access to Google’s local search algorithm, it can be confusing where we must dedicate our efforts.

So paying attention to all factors will give your business a holistic local SEO. As an increasing number of businesses turn to local SEO, SEO search ranking have become harder, but not impossible.

As the endeavor for competitive SERPs ranking increases, so should our understanding of how to dominate local SEO.

Local SEO domination should address 5 questions:

1. What is the most important factor in local search ranking?

Ranking in local search comes in two separate categories: local pack and localized organic SERPs. If you want to fare better in your local search rankings, your goal must be to land the top spots in both varieties. But what factors are at play that influences local packs and local organic SERPs?

The quick answer is, nobody knows. Google, being Google, keeps its local search ranking algorithm under wraps. But data in 2021 courtesy of Whitespark’s survey outlined the 7 top-most factors for both local pack and localized organic, as shown in the image below:

Frame 1

2. How will GBP help me improve my rankings?

Google Business Profile, formerly known as Google My Business, is the first step to local search success. GBP is a helpful tool for businesses that want to leverage a location-based strategy as it can increase local exposure.

For a residential home service business, it can be a struggle to compete with household names that rely on heavy advertising and brand recognition. It’s local SEO that helps you edge them out in your community.

By optimizing your GBP you increase the chance of ranking in local searches. However, your GBP efforts must work in tandem with on-page and off-page strategies for the best results!

3. What exactly is a location page?

Location pages, a.k.a. local landing pages, are webpages in your domain used to highlight the geographic aspect of your business for customers. These are especially important for service area businesses like residential home services as it lets people know the areas where you operate.

As much as it is relevant to know what location pages are, it’s also important to know what it isn’t. Location pages complement local SEO. While local SEO uses geographical markers to target specific audiences, location pages use relevant long-tail keywords that help your business appear in location-specific queries.

Essentially, location pages are useful for ranking in localized organic SERPs.

4. Is it worthwhile to spend time on business listings and directories?

Yes. If you don’t set up your business listing on Google Business Profile, you can’t expect to rank in local packs. By then, the most you can be is bagging the top spot in localized organic SERPs, but even that isn’t enough for a holistic local SEO approach.

Establishing your business listing is a must. Moreover, updating directory information helps people find you better and gain a better understanding of what you offer.

5. Am I verified on Google Local Service Ads?

If you haven’t yet verified your business and set up your Google LSA account, stop reading and go do that right now. I’ll wait. Not only will you garner the top position in search results, but conversions are exponentially better than traditional PPC.

You will be required to verify your company to Google in a number of ways, you gain the legitimacy and coveted positioning. Paying close attention to LSA and responding quickly to inquiries will help you appease the Google Gods.

Answering these 5 questions are helpful ways to tip the scale toward increasing your local SEO positioning. Couple those above with local SEO tools that further leverage your business and a local SEO expert to lead you in the right direction, and you get a trifecta that secures local SERPs ranking success.

For residential home service providers who want to dominate with local SEO, book a call with Wizard of Ads®.

Best Local SEO Tools

1. Google Business Profile

It’s no surprise that Google Business Profile (formerly Google My Business) takes the top spot for the best local SEO tools. Designed, owned, and controlled by Google, it’s your first step in ranking on the local packs.

The beauty of GBP is that it outlines every information that customers need to know about your enterprise. Whether that’s your location, address, or phone number — a single click is all it takes.

It’s a good tool to compare businesses, discover new competitors via the local pack ranking, and reply to customer reviews. The “book an appointment” option that Google integrated is useful to encourage listing engagement. Below are best practices to implement on your GBP:

  • Upload relevant business media (photos and videos)
  • Integrate a button for requesting a quote
  • Enable appointment booking
  • Reply to reviews
  • Take advantage of Google Posts

2. Google Ads Keyword Planner tool

According to research, a staggering 76% who search for nearby businesses visit them within the day. With that in mind, working on your residential home service business’ online presence is a must and Google Keyword Planner can help with that.

Google Ads Keyword Planner boasts several features that can help with your local keyword research. That is, discovering keywords relevant to your industry, learning the local search volume data, and determining what sorts of language your targets use.

In other words, it can help you speak to the dog in the language of the dog about what the dog cares about. Here are some things to remember about Google’s Keyword Planner tool:

  • Monthly search results are rounded to the nearest volume which means the numbers give the idea but aren’t as accurate as paid tools
  • They use "buckets" to group keywords by traffic volume so some traffic volume values in Keyword Planner may differ significantly from real traffic volume
  • Only 35% of the keywords are shown among the most trafficked terms which mean companies can miss out ranking on other important keywords

3. Google Search Console

The Google Search Console (GSC) is your very own Google companion tool to let you know how “Google-friendly” you currently are. You may use the tool to check which webpages are indexed, what keywords you’re ranking for, which of your webpages are ranking, and how mobile configuration errors.

One really desirable feature of GSC is that it allows you to see how many clicks and impressions you get. This is especially useful for optimizing meta titles and meta descriptions to maximize your Click-Through Rate (CTR).

GSC isn’t a standalone tool for your local SEO efforts. You’ll need to use it hand in hand with other Google-provided instruments the Keyword Planner and Analytics to streamline your local SEO efforts.

4. Google Trends

Some keywords fluctuate in popularity depending on the season. As the name suggests, this is where Google Trends comes through. Google Trends is an SEO tool used primarily to observe keyword popularity and track season-triggered increases in search volume.

Now how does this help local SEO for your residential home service business? Check the image below:

Google Trends of Aircon

In the past 5 years, you can see a pattern in how the search volume for the term “aircon” fluctuates annually. As shown, it peaks during summer and dips during the onset of the Ber months.

You can use Google Trends then to generate more locally relevant long-tail keywords that can increase your localized organic ranking through a “freshness” angle. Here are other ways Google Trends can help you:

  • Generate peak season content to grow traffic
  • Take advantage of the hottest topics
  • identify niche topics by region
  • Google Trends Competitor Comparison

5. Growthbar

Starting off the third-party toolset for local SEO, we have Growthbar. This is a low-cost tool that you can use as a dedicated app or a chrome extension.

Growthbar is helpful when tracking the highest-ranking keywords of a website which can help augment your local keyword research when you do a competitor analysis. Moreover, you can check a competitor’s domain authority so you know what efforts you need to outrank them.

6. Georanker

Georanker is particularly useful for residential home service businesses that have multiple locations across the country. The tool displays heat maps where a website ranks high to reinforce any geo-specific local SEO efforts you implement.

So if you observe weak ranking in one of your branches say in Montgomery, you may want to dedicate more time to improving their local rank positioning.

7. Yext

Yext is a powerful third-party tool that automatically audits your business directory listing. Any inaccurate information can be replaced as needed. Moreover, the software helps identify listing voids you can fill out to further augment your local SEO efforts.

One particular feature of Yext that stands out is its Review Monitoring attribute. This helps businesses track and reply to reviews from different domains in one dashboard so you can streamline the process and save more time.

8. Semrush Position Tracking Tool

Like GSC, SEMrush’s Position Tracking tool helps track your website’s ranking on certain keywords. However, this tool takes it up a notch by also targeting the type of device used and geographic location — which is helpful for local SEO.

You can use the Position Tracking tool to compare your overall performance with that of competitors so you can adjust accordingly. Apart from the cap on the number of keywords you can track, this is one of those must-haves local SEO tools.

Secrets Revealed (in Acquiring Customers)

Secrets Revealed (in Acquiring Customers)

Local SEO tools are mere stepping stones that help your success. In reality, you can still attempt to dominate without them, albeit it will take more effort on your part. Below are the trade secrets and good practices for acquiring more clients in local SERPs!

  • Update your local listing’s relevant directories

Your GBP is the face representing your business in local packs. Updating your listing’s relevant directories like the NAP (name, address, and phone numbers) may be the nudge your potential customers need to book a call. Providing other information may also spell the success of your local SEO.

  • Claim Your Local Listing

Conversely, if you haven’t made a Google Business Profile yet, you might want to start now. Alternatively, businesses that have been in operation for several years probably have a local listing already only waiting for a claimant.

  • Schema.org Business Markup

Schema markups don’t necessarily improve your local SEO. But they’re effective tools to improve your listings UI and CTR. Adding schema markups on your webpages will help you produce rich snippets where you can integrate your rating, stars, etc.

  • More Positive User Reviews

Google is cool with inviting people to give you reviews. So it would be helpful if you could urge current and previous customers to express their thoughts on your business. Higher reviews mean better ranking potential.

  • Correct Aspect Ratios and Image Sizes

This is a pitfall of most businesses especially if they’re trying out Google Posts for the first time. Using accurate aspect ratios will support your UI and CTR. Here is a quick guide:

  • Profile photo: Recommended: 250 x 250Minimum: 120 x 120Aspect Ratio: 1:1
  • Cover photo: Recommended: 1080 x 608Minimum: 480 x 270
  • Profile photo: Recommended: 1200 x 900Minimum: 400 x 300Aspect Ratio: 4:3SERP Display: 230 x 130Desktop Display: 404 x 303
  • High-Quality Content

Last but not the least, your localized organic SERP ranking should be prioritized as well. According to Whitespark, on-page SEO matters most for organic rankings.

With that in mind, make sure every piece of content you publish online adds value to your readers. This improves the trustworthiness of your site in the long run, which may translate into more leads and customers.

There’s more to local SEO than meets the eye, and this article demonstrates that ranking in Google is a holistic effort. Local SEO tools are mere weapons you wield that can help secure your victory. If you’re looking for an expert to help you secure your local SERP rankings, Wizard of Ads® can help you. Book a call.

(Online)
(Offline)
(Local Seo Tools)
(Sales Funnel Optimization)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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