Surefire Case Study060210

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Case study for using social media and web 2.0 marketing for contractor lead generation.

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  • 10%- to 8% traffic to visitors
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Pyramid…one inverted to show the level of work. Regular pyramid shows the value….
  • Surefire Case Study060210

    1. 1. How To Build A Marketing Asset and Wealth In The Digital Age A Case Study
    2. 2. Agenda <ul><li>This is a case study of a Surefire Social Contractor Edition Client </li></ul><ul><li>Why and how we did a business marketing transformation </li></ul><ul><li>What we did and what we learned </li></ul><ul><li>Where we go from here </li></ul><ul><li>How can you do this stuff easily </li></ul>
    3. 3. Great period of change right now… <ul><li>… but you can make it work for your business! </li></ul><ul><li>Especially Local Businesses </li></ul><ul><li>New media channels are free or low cost </li></ul><ul><li>The Internet is where to find customers; but it is getting overwhelming </li></ul>
    4. 4. This must be a coordinated Strategy…
    5. 5. Think about the impact on your business… Conservative Assumptions : 1.0 % traffic to sales conversion $8k-$10k value per customer $96,000 per month value! $83.00 per demo FULLY LOADED!! <ul><li>40 demos at 78% demo rate </li></ul>
    6. 6. Spread The Love “Authority Style”… Website Home Landing #1 Landing #3 Landing #2
    7. 7. What we did with Save Energy Co… <ul><li>Keyword/phrase selection and site structure </li></ul><ul><li>New Wordpress website/blog </li></ul><ul><li>Comprehensive social media/web 2.0 build </li></ul><ul><li>Local SEO and ongoing content distribution </li></ul><ul><li>Tracking and monitoring </li></ul><ul><li>Education and training for core mgt team </li></ul>
    8. 8. Keyword/Phrase Focus <ul><li>… find high volume keywords that we can win quickly. </li></ul><ul><li>Organized by towns in core service area </li></ul><ul><li>Focus on winning 3 key terms: Window Replacement, Vinyl Windows, Sliding Doors </li></ul><ul><li>… Expand target keywords after we establish a beachhead! </li></ul>
    9. 9. New Website Structured Around Keyword Strategy… Custom Landing Pages <ul><li>Custom Homepage </li></ul><ul><li>Photo gallery Page </li></ul><ul><li>About Us </li></ul><ul><li>3 lead conversion tactics </li></ul><ul><li>Contact Us Page </li></ul><ul><li>Testimonials Page </li></ul><ul><li>Services Page </li></ul><ul><li>Company positioning Page </li></ul><ul><li>FAQ Page </li></ul><ul><li>Warranty/Guarantee </li></ul><ul><li>Blog </li></ul><ul><li>Landing Pages </li></ul><ul><li>Wordpress CMS </li></ul>Lead Conversion
    10. 10. Blog for community building and fresh content for search engine indexing… Please use target keywords in headline Create a personality It’s still about leads!
    11. 11. Optimizing the traffic to lead rate… Much improved response when changed to “get a pros actual quote” It’s still about leads! New form with appointment setting
    12. 12. <ul><li>Distribute Content Everywhere </li></ul><ul><ul><li>35 Web 2.0 custom site pages </li></ul></ul><ul><ul><li>Article distribution to 100 directories/bookmarks </li></ul></ul><ul><li>Leverage all Current Media Assets </li></ul><ul><li>Create a Plan and Structure For Ongoing Content Creation and Distribution </li></ul><ul><li>Know where and how to use keywords and terms as descriptions and anchor text </li></ul>Social Media and Web 2.0 Done Right…
    13. 13. Social Media and Web 2.0 Done Right… <ul><li>Custom Banner </li></ul><ul><li>Phone # </li></ul><ul><li>Geo Tags </li></ul><ul><li>Web Address </li></ul><ul><li>Critical Copy </li></ul><ul><li>Search Engine’s </li></ul><ul><li>Anchor Text </li></ul><ul><li>Geo Tags </li></ul>Consistent Posting
    14. 14. Social Media and Web 2.0 Done Right… Custom HTML Landing Page <ul><li>Anchor Text Links to landing pages </li></ul><ul><li>Company description to generate interest </li></ul>
    15. 15. Social Media and Web 2.0 Done Right… Show-Off Work Opportunity - Get customers to comment for testimonials
    16. 16. Social Media and Web 2.0 Done Right… Use Keywords in Title Anchor Text to Landing Pages Short consistent bio Using keywords
    17. 17. Social Media and Web 2.0 Done Right… Keyword In Title Anchor Text to Landing Pages Company/owner Bio
    18. 18. Social Media and Web 2.0 Done Right… Look for Oppty’s to Participate in local community Go For It!
    19. 19. Social Media and Web 2.0 Done Right… Create a systematic way to get customer reviews Anchor Text
    20. 20. <ul><li>On Page Optimization </li></ul><ul><li>Max Number of Pages Optimized </li></ul><ul><li>URL Analysis and Recommendations </li></ul><ul><li>Meta Optimization </li></ul><ul><li>Sitemap .xml Creation and Uploading </li></ul><ul><li>Robots .txt Creation and Uploading </li></ul><ul><li>Content Optimization </li></ul><ul><li>Additional Content Recommendations </li></ul><ul><li>New Page Creation </li></ul><ul><li>Google Webmaster Installation and Analysis </li></ul><ul><li>Google Analytics Installation and Analysis </li></ul><ul><li>Google Crawl Rate Setting </li></ul><ul><li>  </li></ul><ul><li>Off Page Optimization </li></ul><ul><li>Local Listings </li></ul><ul><li>Google Local </li></ul><ul><li>Yahoo Local </li></ul><ul><li>Bing Local </li></ul><ul><li>Superpages </li></ul><ul><li>Info USA </li></ul><ul><li>Off page Optimization (Monthly) </li></ul><ul><li>SEO Articles Written </li></ul><ul><li>Directory (local/national) Submission </li></ul><ul><li>Article Submission to blogs/directories </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>One Way Links </li></ul>On-Page/Off-Page SEO…
    21. 21. How are we doing?… Google Rankings Domination for initial keywords Rising to first page for San Francisco geo tags. Ready to win these.
    22. 22. How are we doing?… Triple Listings! Nobody beats the Gorman’s in their “house”
    23. 23. How are we doing?… Triple Listing!
    24. 24. How are we doing?… Double listing! Home Page and Landing
    25. 25. <ul><li>Traffic Up + 16% First Two Months Since Launch </li></ul><ul><li>Traffic Up 54% v. YAG </li></ul><ul><li>36% Previous Period </li></ul>How are we doing?…
    26. 26. <ul><li>Dramatically increasing site conversion… </li></ul><ul><li>3X lead increase April to May ‘10 </li></ul><ul><li>Increased the “Request a Quote” hits 2.5X </li></ul><ul><li>Went from 1% traffic to lead conversion to 3% </li></ul>How are we doing?…
    27. 27. <ul><li>Continue to worked on site conversion… </li></ul><ul><ul><li>Convert at least 5% of site visitors to a lead </li></ul></ul><ul><ul><li>Optimize Request a Quote </li></ul></ul><ul><ul><li>Add new “Free” consumer report </li></ul></ul><ul><ul><li>Add Video down the road </li></ul></ul><ul><li>Add new/high volume, competitive keywords and rank first page </li></ul><ul><ul><li>Increase traffic another 30% </li></ul></ul><ul><li>Increase participation in local groups (real estate/Home DIY) </li></ul><ul><li>Achieve 40-50 qualified leads per month </li></ul>Where are we going from here?…
    28. 28. Surefire Social Makes Your Business Money Faster…
    29. 29. And The Big Bonus… You do this building a marketing asset you own ! <ul><li>You are building a platform that becomes a lead generation machine with value that translates into a legacy </li></ul><ul><li>You business is building your brand thought the entire process…leads are converted on your site </li></ul><ul><li>You built a digital footprint that can easily be updated with fresh content for little or no cost </li></ul><ul><li>Preempt competitors and lead services </li></ul>
    30. 30. <ul><li>Optimal results happen when the website, social media and SEO are all coordinated and working together </li></ul><ul><li>Members wanted help understanding and implementing the program </li></ul><ul><li>Some members want a turn-key service to run the entire program </li></ul>What we learned in the Surefire Social Beta…
    31. 31. About me…. Chris Marentis Founder GenNext Media and Marketing Blog: www.BestContractorLeads.com
    32. 32. Get started today! Let’s get started Visit Us At Our Table

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