A newcomer to the Best of Success stage, Kevin Lao excited the audience with his energy and enthusiasm during his session about Google and online strategy. Lao, who’s worked for Google since 2011, explained the importance of the ever-changing digital world.
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“We know that digital has really constructed and innovated almost every single industry, including the roofing industry, and businesses who understand it and then act on it will be vibrant moving into 2018.”
He began his presentation discussing how consumer behavior is changing due to having 24/7 access to information in the palm of our hands. Lao elaborated on the significance of reaching customers in the right moment, and utilizing a digital platform to do so. “In the roofing contractor business, we’re seeing that folks are investing roughly 15-20 percent of their overall marketing budget (on digital). This presents a massive opportunity for folks to really capture those moments that matter most,” he said.
Lao presented roofers with five different ways to grow their business with Google: Own your My Business listing; reach the right prospects; make your ads more profitable; build a great mobile experience; and drive impact with innovative ad formats. A short Q&A took place at the conclusion of Lao’s presentation, and R.J. Lowery, regional sales manager at RevLocal — a premier partner of Google — assisted following his own presentation focused on building a digital marketing strategy and a website that’s mobile-optimized.
