2013 Planning and Budgeting Webinar

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  • 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

    1. 1. How to Achieve Your Business Goals in 2013Planning, Execution, Optimization
    2. 2. 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!
    3. 3. Common Questions Everyone Asks
    4. 4. Common Questions Everyone Asks
    5. 5. Common Questions Everyone Asks
    6. 6. 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
    7. 7. 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!
    8. 8. 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
    9. 9. 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!
    10. 10. 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!
    11. 11. 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
    12. 12. 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
    13. 13. 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
    14. 14. How Do You Accomplish Your Objective? PPC: Pay-Per-Click  Target “buy” customer and dominate target SERP’s  Google, Bing, Yahoo  Facebook
    15. 15. 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
    16. 16. 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
    17. 17. How Do You Accomplish Your Objective? Step 2: Develop a specific PLAN for each channel  Example: Traditional Media  Television  Radio  Newspapers  Fliers  Direct Mail
    18. 18. Now Lets Put Together a Budget! Step 3: FILL out a Budgeting Spreadsheet  Work backwards to get to your goal  Be Realistic!
    19. 19. $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
    20. 20. 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
    21. 21. 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!
    22. 22. Get a Baseline/ Need a FREE Visibility Report?Do You Know Where You Stand?It all starts with understanding your “visibility” online. Can consumers find you? Get a FREE, insightful report and FREE professional advice from a Surefire Social consultant. www.surefiresocial.com 888-804-8685

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