Marketing office furniture is becoming more relevant as business owners and office managers are getting more interactive online. People are searching for office furniture, is your company in the position to be found? This presentation will provide an overview for marketing your office furniture to the right customers and increa

1. hello.

2. turbocharge
sales.
www.eboostconsulting.com

3. nick jason

4. nick jason

5. micha

6. • (Ray)

7. • (Angie)

8. • (alexander persona)

9. • (alexander user case scenario)
personas.

10. qualified traffic.

11. measuring results.

12. mark canavarro
ceo
cubicle office environments
q&a w/

13. mark canavarro
ceo
cubicle office environments
q&a w/

25. • (Angie PUCS)

34. • (alexander persona)

37. • (alexander user case scenario)
who are your
personas?

39. • (Angie PUCS)

42. 1.03%
2.4%

43. leads?

44. what’s our website
(phone calls + email leads)
conversion rate?

45. what’s our website
(phone calls + email leads)/visits
conversion rate?

46. how does it compare
to the average?
(~2%)

47. leads

48. leads

50. acquisition

51. conversion

52. retention &
cross-selling

53. acquisition

54. conversion

55. retention &
cross-selling

56. acquisition

63. Pay-Per-Click(PPC)
(PPC)

64. Search Engine
Optimization
(SEO)

65. Pay-Per-Click(PPC)
(PPC)

70. 1
2
3
4
6
8
10
5
7
9
11

71. 1
2
3
4
6
8
10
5
7
9
11
$2.15
$2.05
$2.00
$1.70
$1.65

74. measure it

75. improve it

79. never before

80. target customers

81. finite level

82. finite cost

83. finite control

84. finite data

85. results

103. well, no one really

104. $ per sale

109. Pay-Per-Click(PPC)
(PPC)

122. Offline – Yellow page ads, outbound in print advertisements, and flyers
Online – Pay-Per-Click advertising
Advertising Spend Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91

123. Offline – Yellow page ads, outbound in print advertisements, and flyers
Online – Pay-Per-Click advertising
Advertising Spend Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91

124. *Data retrieved from actual office furniture dealers in metropolitan areas
$310.00
$193.75
$290.63
$193.75
$172.22
$310.00
$357.69
$244.74
$221.43
$516.67
$422.73
$775.00
$310.00
$332.14
$49.39 $42.28 $51.32
$36.18
$49.02 $39.95 $46.62 $43.27 $53.18
$124.90
$110.84
$44.44
$86.35 $84.26
Cost Per Conversion Comparison

125. Pay-Per-Click(PPC)
(PPC)

126. Search Engine
Optimization
(SEO)

128. why is this important?

130. coding

131. content

132. linkbuilding

133. coding

141. <title>office furniture san
diego</title>

142. <meta name=“description”
content=“we have the best
office furniture in San
Diego.”/>

144. <title>new cubicles san
diego</title>

145. <meta name=“description”
content=“we have the best
new cubicles in san diego.”/>

146. content

150. linkbuilding

151. coding

152. content

153. office furniture
San Diego

154. quality

155. quantity

158. coding

159. content

161. linkbuilding

163. leads

164. Pay-Per-Click(PPC)
(PPC)
Search Engine
Optimization
(SEO)

165. paid search SEO
pay to play
short term performance
lots of real time data
real time optimization
resources vs. ad spend
long term performance
higher quality of traffic
buying vs renting

167. what’s our website
(phone calls + email leads)/visits
conversion rate?
what percentage of
from search engines?
your traffic comes
(~70%)

168. what percentage of
traffic is from
search engines?
what percentage of
offline vs online?
your budget is
leads generated online are
~80% less expensive
compared to offline

169. how does each channel’s
cost per lead metric compare?

171. measuring results.

172. technology
Google Analytics (free)1
Call Tracking (per number fee)2

173. key performance indicators
visits (per traffic source)1
email leads (per traffic source)
phone calls (per traffic source)
conversion rate
2
3
4
5 cost per lead

174. visits (per traffic source)1

175. phone calls (per traffic source)2

176. dynamic phone number insertion

177. dynamic phone number insertion

179. dynamic phone number insertion

180. dynamic phone number insertion

182. email leads (per traffic source)3

187. conversion rate4

189. what’s our website
(phone calls + email leads)/visits
conversion rate?

190. key performance indicators
visits (per traffic source)1
email leads (per traffic source)
phone calls (per traffic source)
conversion rate
2
3
4

191. key performance indicators
visits (per traffic source)1
email leads (per traffic source)
phone calls (per traffic source)
conversion rate
2
3
4
5 cost per lead

192. Offline – Yellow page ads, outbound in print advertisements, and flyers
Online – Pay-Per-Click advertising
Advertising Spend Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91
cost per lead5

193. • (Ray)

194. • (alexander user case scenario)
personas.

196. what’s our website
(phone calls + email leads)/visits
conversion rate?

197. qualified traffic.

198. Pay-Per-Click(PPC)
(PPC)

199. Search Engine
Optimization
(SEO)

200. paid search SEO
pay to play
short term performance
lots of real time data
real time optimization
resources vs. ad spend
long term performance
higher quality of traffic
buying vs renting

201. measuring results.

202. technology
Google Analytics (free)1
Call Tracking (per number fee)2

203. Offline – Yellow page ads, outbound in print advertisements, and flyers
Online – Pay-Per-Click advertising
Advertising Spend Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91
cost per lead5

204. mark canavarro
ceo
cubicle office environments
q&a w/

205. thank you!