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2013 Planning and Budgeting Webinar
 

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 2013 Planning and Budgeting Webinar Presentation Transcript

  • 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!
  • Common Questions Everyone Asks
  • Common Questions Everyone Asks
  • Common Questions Everyone Asks
  • 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!
  • 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