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Five Secrets Seminar - April 18th, 2013

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Five Secrets Seminar - April 18th, 2013

  1. 1. Confidential and Proprietary InformationYour 5 secrets torunning asuccessful PPCcampaign forhomeimprovementleads
  2. 2. Confidential and Proprietary InformationAgenda1. Why both PPC and SEO are important for leadgeneration2. Where you should send homeowners who foundyour business online3. How and what compelling offers can do to reduceyour lead cost4. Why immediate follow-up is critical to the successof your lead generation program5. How to calculate cost per lead and cost per sale toknow if the program is working2
  3. 3. Confidential and Proprietary Information3Online MarketingTrends
  4. 4. Confidential and Proprietary InformationConsumers Rely on Search Engines to ResearchHome Improvement Projects4
  5. 5. Confidential and Proprietary InformationOpportunity and Challenge for Home Improvement Contractors$32 Billion In Online Advertising Grows to $62 Billion by 201652011 ($136 B) vs 2016 ($173 B)Advertising Trends (eMarketer)This $30 Billion increase in onlineadvertising represents the biggestopportunity for large companies andtheir independent dealer networks tocapture more market share.Online Opportunity1. Over 60% have no marketingstaff.2. Those with staff, lack the onlinetechnical marketing know-how.3. Staff doesn’t have the capabilityto consistently orchestrateintegrated digital campaigns.Contractor Challenges
  6. 6. Confidential and Proprietary InformationTake Some ofYour Outbound Marketing Dollars andMoveTo Inbound MarketingInbound Marketing• Website SEO• Paid Search• Social Media• Local Search• Mobile Search• Video Marketing• Email (Opt-In)6Outbound Marketing• Yellow Pages• Newspaper• Television• Direct Mail• Radio• Home Shows• Canvassing
  7. 7. Confidential and Proprietary InformationWhy both PPCand SEO areimportant forlead generation7#1FACT: “If an advertiser buys ads for keywordsthey already rank for organically, 89% of thetraffic generated by the search ads is new traffic,outside of organic search.” Wordstream.com
  8. 8. Confidential and Proprietary InformationSearch Engine Results8Paid SearchPaid SearchOrganic Search
  9. 9. Confidential and Proprietary InformationCustomer Intent(Keyword Researchand Mapping)Company Story(Unique Selling Proposition)1• Search Strategyand PlanningSearch Planning Process:For both SEO and PPC2• SEM and SEOCampaignsReporting, Analysis and RecommendationsDeployment , QA Testing and TrackingLanding Page and Website BuildAdwords Set-up or Website Content DevelopmentBusiness Strategy and Marketing Goals9
  10. 10. Confidential and Proprietary InformationSearch Engine Optimization – Key componentsSearchFriendlyInfrastructureContentSearchSocialConversionLocalKeywordOptimizationKeywordResearchLink Building10• Review and rewrite yourMeta,Title tags and H1 tags• Create relevant content andpost new content to blogsand social media channels• ConfigureGoogleAnalytics• Use a unique form andphone # on your website• Continue to ask for reviews• Develop multiple offers• Optimize your site formobile
  11. 11. Confidential and Proprietary InformationSearch Engine Marketing (PPC)• Provide relevant messaging• Pull in visitors seekinganswers• Immediate and predictabletraffic• Test campaigns andtargeted ads• Increase reach andawareness• Geo-targeting• Retargeting• ROI tracking• Brand building11
  12. 12. Confidential and Proprietary InformationSEO versus PPC – Do Both!SEO• Takes time for results of thework to take effect• Gradual process ofimprovement• Requires ongoing work byyou or experts• Residual benefits will beseen even when you stopPPC• After setup, results arealmost instant• Requires management byyou or experts to ensurebudget is not wasted• Once budget is consumed,results also stop12
  13. 13. Confidential and Proprietary InformationWhere you shouldsend homeownerswho found yourbusiness online13#2FACT: “It’s much easier to double your business bydoubling your conversion rate than by doubling yourtraffic” - Jeffrey Eisenberg - Author
  14. 14. Confidential and Proprietary InformationWhich Web Page is More Likely to Convert?14Website Page Landing Page
  15. 15. Confidential and Proprietary InformationDoYour Landing Pages Map toThe 4 BuyerTypes15
  16. 16. Confidential and Proprietary InformationWhetherWebsite or Landing PageKeep this in Mind• Key contact method in the top right• Headline that corresponds to the ad copy scentfor paid search advertising• Compelling offers that are easily understood• Translate features to benefits by asking yourself,"Which means?”• Relevant, value-added image or video showingproduct/service in context to user emotion• Lead form with explanation of what happensupon submission• Trust Marks such as awards, security, privacy,badges, etc.• Social proof such as testimonials that yoursolution successfully solves my problems• Footer (copyright, privacy link, terms link,disclaimer, etc.)16
  17. 17. Confidential and Proprietary InformationHome Page versus Landing PageHome Page• Visitors probably know youor your brand• Unlikely to find you onbroad keyword searchterms like “siding”• Too many interactionpoints means lowconversion rates of 2%• 98% of websites get 10visits per day or lessLanding Page• Visitors don’t know you oryour brand• Driven from paid adstargeting long tail terms like“siding contractor Edina”• One interaction point meanshigh conversion rates of 4%• Visits are related to howmuch ad spend budget17
  18. 18. Confidential and Proprietary InformationHow and whatcompelling offerscan do to reduceyour lead cost18#3FACT: “Studies show that web users predominantly click onthe top four results for any particular search, and thenmove on.” (Forrester Research)
  19. 19. Confidential and Proprietary InformationOffer Strategies Abound.....• $ discount• % off price• Free offer (guide)• Limited time• Buy X, GetY• Guarantee• Sweepstakes19
  20. 20. Confidential and Proprietary InformationOffer Examples20DownloadBrochureGet a Quote10% offerReviews AreAn OfferPhone # isan Offer
  21. 21. Confidential and Proprietary InformationOffer Examples21Free Estimate50% OffLimited TimePhone # isan Offer
  22. 22. Confidential and Proprietary InformationFuture Buyers versus Now BuyersTest and learn with offersFuture Buyers• Form completion for a freeoffer (design guides, how toguides, etc.)• Sweepstakes• Need a follow-up plan tocommunicate with themregularlyNow Buyers• Phone calls• $ discount• % off price• Limited time• Buy X, GetY• Need immediate follow-upto these requests22
  23. 23. Confidential and Proprietary InformationWhy immediatefollow-up iscritical to thesuccess of yourlead generationprogram23FACT: 78% of prospects convert with the company thatcontacted them first. Leads360 Study#4
  24. 24. Confidential and Proprietary InformationThis is Where Most Contractors DropThe Ball !!!24Lead360 Study 2012
  25. 25. Confidential and Proprietary InformationImmediate Follow-up Consists of:• Speed• Leads convert 22x more often when you make contact under 5minutes• 78% of prospects convert with the company that contacted them first• Process• 50% of leads are never called a second time• Converting a lead in 57% lead quality and 43% sales process• Leads convert 50% more often if you use a system• Persistence• 40% of leads closed eventually, with consistent long term follow-up• 90% of leads have no activity after 30 days• On average, it takes between 5 and 6 attempts to contact a lead25Lead360 Study from managing 40 million leads
  26. 26. Confidential and Proprietary InformationHow to calculatecost per lead andcost per sale toknow if theprogram isworking26FACT: If you can’t measure it, you can’t manage it.”- Peter Drucker, management consultant#5
  27. 27. Confidential and Proprietary InformationKnow AllYour Online and Offline Costs andWhatYouCan Afford for a Marketing BudgetKnow YourBudgets andMeasureEverything1WebsiteSEO2MobileMarketing3PaidSearch4SocialMedia5LocalSearch6BuyingLeads7ContactCenter8Email27
  28. 28. Confidential and Proprietary Information28Measure All Your Channels
  29. 29. Confidential and Proprietary InformationPaid Search Example29Reporting Metrics Tracked• Actual ad spend by market• Total web interactions• Total phone calls (ifunique)• Cost Per Interaction• Cost Per Click• Total Clicks• Click Through Rate• Conversion Rate• Historical trend lineanalysis
  30. 30. Confidential and Proprietary InformationAverage ContractorVersus Best Practices Contractor30
  31. 31. Confidential and Proprietary InformationSummary31
  32. 32. Confidential and Proprietary InformationMake Online Marketing Work Better forYou32SEEKProspect goes onlineseeking informationSEARCHProspect uses search engineto find informationLEARNProspect learns about servicesfrom online pages and sourcesCONTACTWeb form or phone rings tocontractor or contact centerAPPOINTMENTProspect agrees to an in-homeappointment with a contractorMEASUREMENTClosed loop process matcheslead source with contractorfor ROI measurement32
  33. 33. Confidential and Proprietary Information5 Secrets Summary1. The reason that both PPC and SEO are importantfor lead generation is that they rarely overlap andcan double your awareness for online searchers2. Improve SEO on your website, but drive paid trafficto specific landing pages for higher conversion3. Offers should appeal to the “now buyer” and the“future buyer” but don’t provide too many choices4. Have a goal of 5 minutes or less for internet leadswill greatly increase your appointment set rates5. Measure everything, review regularly to know ifyour marketing dollars are producing a ROI33
  34. 34. Confidential and Proprietary InformationThree Deep Capabilities, Certifications & Awards• 50+ person digital marketing agency in St. Paul, MN• Crossfuse lead generation platform launched 2011• Appointment setting contact center• Clients have $30 Million in E-Commerce Revenue to date• Manage $5+ million in paid search spending annually• Manage 30+ million in consumer database records• 220 million opt-in emails sent in prior 12 months• Certified as a Salesforce.com Administrator• 6 Google Adwords & 10 Google Analytics Certified• Inc. 5000 Fast Growing Company Award in 2010, 2011 and 2012
  35. 35. Confidential and Proprietary InformationPresenter:Daniel DerosierVP Business Development(651) 789-7704 (w)dderosier@threedeepmarketing.comTHANKYOU FOR ATTENDINGTHEWEBINARTODAYANY QUESTIONS?35Presenter:Brandon SmithDirector – Home Contractors(651) 789-7718 (w)bsmith@threedeepmarketing.com

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