Examples: Grow Request a Quote form fills and phone calls 50%Broaden the percent of website traffic to include social media, my existing customer database and pay per click media to 40% of my overall trafficIncrease website traffic 70%
SEO/Social Media- Leverage content for quality link building in Social media and web 2.0 site distributionPPC- Use in a coordinated strategy with SEO to dominate SERP’s for targeted keywords and phrasesNewsletter/email- Nurture list and move prospects down funnel with promotions
2013 Planning and Budgeting Webinar
How to Achieve Your Business Goals in 2013Planning, Execution, Optimization
Spotlight: George FaerbarBusiness Owner + Successful Internet Marketer!! Founder of Bee Window and Flying Pig In 1981, George and his wife Pam started Bee Window in Indianapolis, Indiana initially providing high quality replacement windows and vinyl siding to homeowners throughout Indiana. Today, George has provided services to over 50,000 customers. 35% of his REVENUE come from INTERNET LEADS!
AgendaI. Marketing budget planning overviewII. Key considerations for a complete planIII. Best communication channels to achieve planIV. Specifics of creating a plan on paperV. Personal Insights from George
How To View Marketing As Investment Top Down Approach: Monthly Searches Site visitors/mo. @8 % Qualified leads/moBENEFITS: @5%• Provides an orientation Appointments at 70%for an investment + Sales/month @direction 20%• Investing is NOT anexpense!
Importance of Prep and Planning Competitors Strengths + Weaknesses Spending Patterns Business Cycle/ Environment What stage of maturity is your company? What were your results in 2012? What are your goals for 2013? (e.g. leads, website creation/development…) Factors like seasonality, events, new manufactured product introductions What type of business are you? Volume vs. Margin Service vs. Product B2B vs. B2C
Establish an Overall Objective + Mission Ideal Vision: Make 2013 your best year ever by being the first call someone makes! To make prospective customers feel YOU are the authority and the MOST trusted business to work with Establish a plan you are comfortable with and can follow through entirely! Objective + Mission Increase online consumer reach by X% Increase website conversion by X% Generate X number of leads per month Pick the channels to WIN in against competitors!
How Do You Accomplish Your Objective? Develop a Strategy Plan your budget for at least one FULL year Base the budget on your business’ realities & outside environment Develop on-going programs/activities to work throughout the entire year Establish measureable goalsMeasure, Track & Optimize!
What Should Be In Your Strategy? Step 1: Identify the channels YOU should capitalize on Website Social Media eNewsletter Traditional media Source: BIA/Kelseys Media Important: “Search” vs. “Buy” Customers
How Do You Accomplish Your Objective? Step 2: Develop a specific PLAN for each channel Example: Website Objective: Increase conversion X% and traffic X% Generate X leads per month from organic and X leads from paid Determine key words, site structure, & conversion mechanisms Attract new users with new content & engage visitors with interactive experiences using (“Search customer”): SEO/Social Media PPC Newsletter/email
How Do You Accomplish Your Objective? SEO: focuses on natural/organic searchSEO is the process of getting traffic from the “free, organic, editorial ornatural” listings on search engines by using techniques to match intent withrelevance
How Do You Accomplish Your Objective? PPC: Pay-Per-Click Target “buy” customer and dominate target SERP’s Google, Bing, Yahoo Facebook
How Do You Accomplish Your Objective? Step 2: Develop a specific PLAN for each channel Example: Social Media Establishes social proof & market leadership Special offers: monetize relationships Customer service Drives traffic to your website Education & information marketing
How Do You Accomplish Your Objective? Step 2: Develop a specific PLAN for each channel Example: eNewsletter Benefits: (Best ROI of ANY internet marketing campaign!!) Cost effective Great lead generator Viral branding Soft sell Nurture List
How Do You Accomplish Your Objective? Step 2: Develop a specific PLAN for each channel Example: Traditional Media Television Radio Newspapers Fliers Direct Mail
Now Lets Put Together a Budget! Step 3: FILL out a Budgeting Spreadsheet Work backwards to get to your goal Be Realistic!
$4.5 Million Business: Sample Budget Assumptions: • Average Sale $10,000 • Average Weekly Sale Sales $86,538 • That’s 9 Sales Per Week • @ 25% Close Rate; Need To Issue 36 Leads Per Week, 150 Per Month Online Breakout (Leads are defined as Issued Leads): • Website Maintenance, SEO, Social Media, Management $22k/yr • @ 35 leads/mo at $52/lead • Search Engine Marketing $30k/yr • @33 leads/mo at $75/lead Offline Breakout: • Total cost of offline media $240k/yr • @ 82 Leads/mo at $240/lead
How to Maximize Your Budget Assumptions: • Average Sale $10,000 • Average Weekly Sale Sales $86,538 • That’s 9 Sales Per Week • @ 25% Close Rate; Need To Issue 36 Leads Per Week, 150 Per Month Using the internet as a CORE foundation: • Bring down overall spend by using online as foundation • Get search leads going to competitors • Offline becomes more effective and efficient when coordinated w/online • Bring down average cost per lead; • $240/lead for primarily offline marketing • $162/lead combining online with offline in a coordinated way
Lessons/Advice From GeorgeI. As you move from a “TAKE” market to a “MAKE” market, it’s most important to look at sales + STAY POSITIVEII. Be PROACTIVE rather than REACTIVEIII. When going online, you MUST commit to it THIS IS THE TIME OF THE YEAR!
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