You’ve just become a client. Congratulations. We’re excited to have you working with our young adults from all over America and the rest of the world as we implement the Content Factory framework to make the phone ring for your local service business.
Now, you may have had other digital marketing, social media, PR, ads, SEO, or website people work on your stuff before. That’s fine. But our approach is different, and here’s what you should expect.
The MAA optimization report
Every Friday, you’ll receive what we call the MAA Optimization Report. Most agencies just use software that auto-generates a report with their logo on it. That’s not optimization. That’s not thinking. That’s not testing.
Our report follows three steps every single week: Metrics, Analysis, and Action.
Step 1: Metrics
We start with the business metrics. Not just how many clicks you got, how many rankings moved, how much we spent, or what the CTR was. There are all kinds of diagnostic metrics, but we lead with what actually matters to your business.
How many quality phone calls did you get? How much revenue came in?
Step 2: Analysis
This is where everyone else drops the ball.
You can look at Google Analytics, agency analytics, or any number of tools that generate reports. But charts, pie graphs, and donut charts are not analytics. They don’t tell you why you got more calls, why a certain ad performed better than another, why a specific video or social post attracted a certain type of client, or why something went up or down in a non-obvious way.
This is where our humans come in. People who are trained in how to analyze performance data. This isn’t about how good we are at running Google LSA ads or tuning landing pages. Those are tactical, technical skills using tools.
Analysis is humans, assisted by AI, understanding why a certain metric moved the way it did.
Step 3: Action
Once we understand the why, we act on it.
We cut the campaign that’s wasting money. We increase spend where it’s working. We create new variations. We change the thumbnail. We divert budget from one channel to another. We tell you when we need a new video from you.
That’s the difference between a report and real optimization.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.