Utilizing Online Marketing For Office Furniture Dealers


Published on

Slides from "Utilizing Online Marketing for Office Furniture Dealers" webinar held on March 4, 2010 by Jason Kirby of eBoost Consulting, the experts when it comes to marketing office furniture online. This webinar provides valuable information in regards to marketing office furniture online and provides top level executives information to make informed decisions.

Published in: Business, Technology
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Set the expectation and clarify how long this will last and the structure
  • Our disclaimer. The data is based on actual OFD clients in major metropolitan areas. Due to our confidentiality agreements with them we will not identify which results come from which client and most data is aggregate of all clients or averages. Results and data shown will vary.
  • The WHAT is for the newbies to IM – The WHY is for the decision makers – The How is the savvy ones
  • What is online marketing? It is the new and most effective way to get in front of new prospects and to turn them into leads. Online marketing makes it to where your customers come to you and with the right strategy and tools in place they will provide you with their information making them a much more qualified lead.
  • Based on a sample size of 50 dealer websites (insert graph from research document)
  • The WHAT is for the newbies to IM – The WHY is for the decision makers – The How is the savvy ones
  • Anyone can start a campaign but it comes down to effective ad copy and keyword research
  • The OF Industry has not caught up yetGreat for people with excess inventory or used furniture
  • LT keywords can focus on those high end buyers
  • Have you ever been on a website and left because you were confused?What makes our conversion rate so high is always remembering it is about the customer
  • Don’t make them think
  • Yes and No
  • Yes and No
  • The WHAT is for the newbies to IM – The WHY is for the decision makers – The How is the savvy ones
  • Utilizing Online Marketing For Office Furniture Dealers

    1. 1. “Utilizing Online Marketing for <br />Office Furniture Dealers”<br />Speaker: Jason Kirby<br />
    2. 2. Agenda<br /> General information about online marketing<br /> Marketing online vs. offline<br /> The tools relevant to office furniture dealers<br /> Emphasis on PPC, SEO, & Web Conversion<br /> Wrap up<br /> About eBoost Consulting<br /> Q & A<br />
    3. 3. Setting <br />The <br />Expectation<br />
    4. 4. What<br />Why <br />How<br />
    5. 5. What<br />Why <br />How<br />
    6. 6. Marketing Online<br /> Cost effective<br /> Brand enhancement<br /> Quick and easy to make changes<br /> Campaign results are traceable<br /> Instant and measurable ROI<br /> More effective than offline advertising<br />
    7. 7. What<br />Why <br />How<br />
    8. 8. Saving 81% Per Lead<br />Offline – Yellow page ads, outbound in print advertisements, and flyers<br />Online – Pay-Per-Click advertising<br />
    9. 9. *Data retrieved from actual office furniture dealers in metropolitan areas<br />
    10. 10. Statistics on OFDA Members:<br /> 55.56% Are not tracking who is coming to their website<br /> 56.25% Do not have a way for potential leads to contact them<br /> 13.19% Do not show up in search results<br />Statistics based on a sample of 144 office furniture dealer websites <br />*n=144<br />
    11. 11. What<br />Why <br />How<br />
    12. 12. The Tools<br /> Pay-Per-Click (PPC)<br /> Search Engine Optimization (SEO)<br /> Web Conversion Design<br /> Email Marketing<br /> Guerilla Marketing<br /> Call Tracking<br />
    13. 13. Pay-Per-Click<br />
    14. 14. What is Pay-Per-Click?<br /> Pay only for traffic you receive<br /> Focus on specific geographic areas you serve<br /> Targets buyers that are late in the purchasing cycle<br /> Target keywords you can’t rank for with SEO<br /> Renting at rates based upon competition and ad quality<br />
    15. 15.
    16. 16. What Does PPC Mean To A Dealer?<br /> Instant return on investment<br /> Exclusive leads <br /> Ability to target educational and health care establishments<br />25%<br />
    17. 17. *Data retrieved from actual office furniture dealers in metropolitan areas<br />
    18. 18. Tips for PPC<br /> Create ad groups that focus on attracting facility managers<br /> Create a value proposition that solves a problem for a start up company in your ad<br />
    19. 19. Search Engine Optimization<br />
    20. 20. What is Search Engine Optimization?<br /> Customers trust organic listings more than any other form of advertising<br /> Takes 3-6 months to see <br />results<br /> Long-term investment with <br />greatest long-term return<br /> Requires intensive labor <br />and persistence<br />
    21. 21. What Does SEO Provide to Dealers?<br /> Usually drives in 70% of traffic when optimized<br /> Establishes credibility<br /> Competing sites not optimized<br /> Generate leads by listing individual products to show up in search results<br />
    22. 22. *Data retrieved from actual office furniture dealers in metropolitan areas<br />
    23. 23. SEO Tips<br /> RANK FOR YOUR NAME<br /> Focus on local keyword modifiers<br /> Long tail keywords tend to convert<br /> Create individual pages for products<br />
    24. 24. Web Conversion Design<br />
    25. 25. What is Web Conversion Design?<br /> The architecture of your website that persuades your customers to take action<br /> Utilize design, images, and colors<br /> Understanding the F Pattern<br />
    26. 26. Why is Web Conversion Important?<br /> Customers don’t read everything you have to offer<br /> Customers want information immediately<br /> Get higher conversion rates<br /> Lower costs per lead<br />
    27. 27.
    28. 28. Tips For Web Conversion<br /> Easy Navigation<br /> White space (no clutter)<br /> Conversion Forms<br /> Phone number on every page<br />
    29. 29. Email Marketing<br />
    30. 30. What is Email Marketing?<br /> Most commonly known as the digital form of direct marketing<br /> The fastest growing form of marketing<br /> Increases referrals and up sells<br /> Enhances your brand and company image<br />Not Spam<br />
    31. 31. Is Email Useful for Dealers?<br /> Keeps your brand top of mind<br /> Quarterly send outs<br /> Potential for referrals<br />
    32. 32. Guerilla Marketing<br />
    33. 33. What is Guerilla Marketing?<br /> Unconventional advertising<br /> Relies on time, creativity, and man power to be successful<br />eBoost Way<br /> Consistent high converting posts<br /> Cost per lead usually below $20<br />
    34. 34. Who is Guerilla Marketing For?<br /> Used office furniture dealers<br /> Dealers that need to move inventory<br /> Ecommerce or national dealers <br />
    35. 35. Call Tracking<br />
    36. 36. What is Call Tracking?<br /> Each visitor gets a unique phone number<br /> Dynamically inserts phone numbers for different campaigns<br /> Enables you to measure marketing efforts <br /> Allows you to more effectively allocate your budget <br /> Ideal for business B2B sales<br />
    37. 37. Now You Know<br />Pay-Per-Click<br />Web Conversion<br />What<br />Why <br />How<br />Call Tracking<br />Email Marketing<br />Search Engine Optimization<br />Guerilla Marketing<br />
    38. 38. What’s The Next Step…<br />Determine if your dealership can benefit from more leads.<br />Establish a budget to obtain new leads.<br />Investigate what tools will work for your dealership<br />Begin campaigns<br />Dominate your local competition<br />
    39. 39. It’s Time to Get Started…<br />And we are here to make it easy<br />
    40. 40. About<br />
    41. 41. The Experts in the Industry<br /> Team of marketing consultants<br /> Researching and optimizing for the last 4 years<br /> Produced over 20,000 leads<br /> Provide all of the services mentioned today<br /> Customer Persona White Paper<br />
    42. 42. Thank You For Your Time<br />Presenter: Jason Kirby<br />Email: Jason@eboostconsulting.com<br />Phone: (619) 567-3497<br />Website: http://www.OfficeFurnitureMarketing.com<br />Address:<br />eBoost Consulting<br />7125 El Cajon Blvd st. #5<br />San Diego, CA 92115<br />
    43. 43. Learn More<br />@<br />www.OfficeFurnitureMarketing.com<br />