New Ways to Prove ROI From Your Digital Marketing

New Ways to Prove
ROI From Your Digital
Marketing

2SureﬁreLocal.com
Est. July 2011 in Tysons, Virginia
Specialized in Home Services vertical
1500+ customers and 2500+ locations
Named one of Inc. 5000’s Fastest Growing Private
Companies 5 straight years
One of 50 companies in North America with dedicated
Google team as a Premier Partner; Yext Strategic Partner,
Yelp Channel Partner
5-time honoree

3SureﬁreLocal.com
Is to make you successful in your business
with the best all-in-one marketing platform
that puts you in the driver seat to control
your online business presence.

4SurefireLocal.com
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You can reach our team at any point by emailing
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questions/chat box

6SureﬁreLocal.com 6SureﬁreLocal.com
Today’s Speaker
Bob Sheehan
SVP, Client Services

7SureﬁreLocal.com
Many Types of Digital Marketing
● Directory Listings
● Content Syndication
● Google My Business
● Websites
● Referrals from Partner Sites
● Paid Advertising
○ Google Search
○ Google Display
○ Bing
○ Yahoo
○ (other: Facebook, YouTube, Gmail)

8SureﬁreLocal.com
Types of Tracking for Digital Marketing
● Keywords that generate traffic and leads in
Google Analytics
● Keywords that generate traffic and leads in
Google Search Console
● Lead sources that bring traffic to a website
● Phone calls with unique phone numbers
● Inbound traffic with UTM Codes
● Lead sources with drop downs on contact
forms
● Asking customers how you got there
● Etc. etc. etc.

Tools for tracking
digital marketing
activities
● Google Analytics
● Google Search Console
● Paid Advertising Platforms
● Directory Listing Platform Insights
● Google My Business Insights
● Forms on Websites
● Pages on Websites; set up to receive
dedicated traffic
● Telephone Tracking
● Campaign Tracking with UTM Codes

10
The customer journey to ﬁnding a local home
contractor is forever changed
Explore Interest Compare Purchase Experience
1 2 3 4 5
59%
choose home services based on
proximity to home/oﬃce
56%
check home services website
73%
don’t take further action if website
lacks info

11
Contractors must be
able to reach the
right customers in
the right moments...

12
...which starts by being
“there” when the
homeowner needs you

13
That happens by managing a marketing budget...
...that creates an expansive online presence for your
business, so no matter where they would look for you,
they’ll ﬁnd you

14
Budgeting = Tracking
Determine what’s working, and therefore what deserves a
piece of your budget, by tracking it as it happens
Track now so you can evaluate later

15
You Have Many Media Choices
● Email
● Websites
● BBB
● Social Media
● Google Ads
● Television
● Radio
● Billboards
● Etc. Etc. Etc.
Where do you start?

16SureﬁreLocal.com
Measure and track your paid ads
performance to notice trends
and gain insights

Google Analytics
● Measure website visits
● See where traffic is
coming from
● How long people stay
on your website
● How many pages they
look at
● Keywords
● Demographics
● Website speed
● & much more...

Google Search Console
“Search Console tools and reports help you
measure your site's Search traffic and
performance, ﬁx issues, and make your site
shine in Google Search results”
● Optimize your content
● Get alerted on issues & ﬁx your website
● Understand how Google views your
website
● Optimize & enhance your website

19
How do you know if your
marketing is really working?

20
Measuring Marketing has Challenges
1. All Leads Are Not Equal
2. Attribution - Where are the leads coming from?
3. Too many marketing vendors
4. Weather and Economy are a factor
5. Marketing ROI measurement is confusing

21
Manage Your
Numbers with a
Spreadsheet

22
Step 1 - Start With What You’re Doing Today
List all media you’re
using and how much
you’re spending on it
Direct Mail $15,000
Radio $17,500
Website $30,000
BBB $1,500
Billboards $5,000

23
Step 2 - Add the sales you have for each medium,
along with ad cost of sales and lead cost
TIP! Create a spreadsheet for tracking
by medium & cost per lead

24
Sales to Leads
Media Spending Sales $ Ad Cost # Leads Lead Cost
Direct Mail $15,000 $200,000 7.5% 100 $150
Radio $17,500 $86,000 20.3% 63 $277
Website $30,000 $400,000 7.5% 350 $85
BBB $1,500 $26,000 5.7% 6 $250
Billboards $5,000 $30,000 16.6% 13 $384
Postcards $8,000 $28,000 28.5% 6 $1,333

25
Rank lead source statistics by number of leads.
Now you know which pieces of your budget are most important
Website $30,000 $400,000 7.5% 350 $85
Direct Mail $15,000 $200,000 7.5% 100 $150
Radio $17,500 $86,000 20.3% 63 $277
Billboards $5,000 $30,000 16.6% 13 $384
BBB $1,500 $26,000 5.7% 6 $250
Postcards $8,000 $28,000 28.5% 6 $1,333

26
Next, rank your lead sources by Ad Cost
Lower at the top
Now you know what the most inexpensive media is, and therefore the ones
that should be covered ﬁrst
BBB $1,500 $26,000 5.7% 6 $250
Website $30,000 $400,000 7.5% 350 $85
Direct Mail $15,000 $200,000 7.5% 100 $150
Radio $17,500 $86,000 20.3% 63 $277
Billboards $5,000 $30,000 16.6% 13 $384
Postcards $8,000 $28,000 28.5% 6 $1,333

27
Question: How Well Do You Know These Sources?
A. Did you guess?
B. Did you estimate?
C. Did you ask your customers how they came to you?
D. Did you track your leads aggressively?
If your answer is D,
you’re doing great…

28
Aggressive Tracking
Leads from websites- sourcing to origin
Asking customers what made them call you
Tracking your links with UTM Codes
Phone calls- tracking phone numbers

29
For phone calls
use a different
phone number for
every medium
A call from a tracking number
that is nowhere else can’t be
from anywhere else…100%
tracking certainty

30
Website Leads
● Are there different subject lines on
your web leads than your pay per
click landing pages?
● Do you track UTM codes on external
referral sources?
● Is it easy for your people to
understand where a lead came
from? (if not, change it!)

31
Asking Customers How
They Heard About You
● Least reliable
● Customers don’t care how they got
to you
● They only want to be taken care of
● Listen with a grain of salt- when they
tell you something at odds with your
tracking, go with your tracking as
the source

32
Train Your Staff
● The person answering the phones should
know your media schedule
● Know what every kind of lead looks like
● Train your staff to be well-versed in your
business
● If they can’t do this reliably, get someone
else to do it…it’s too important!

33
You have last year’s data, and
maybe even two years.
What next?

34
Then Understand These Things
About New Media Potentials:
● Did I buy everything they had
last year? If they were good,
should I buy more?
● Do I have more to spend this
year?
● Are there things on my list that
could be cut? (there’s no risk
when you cut non-performing
media)

35
Build Your Budget From the Bottom Up

36
First - Collect Your Building Blocks
● Buy as many of the things that work as you can
● More frequency
● More geography
● Move to the next thing on the list
● Buy what you can there
● Stop when it doesn’t make sense any more

37
Rinse, Repeat.
● Do this exercise annually and monthly- these
are seasonal businesses, and it’s different in
December than it is in June…spend accordingly
● Stop when you spend the budget; spend only
what you can afford
● If you build it this way, you will always buy the
most leads at the most inexpensive cost, and
your marketing budget will provide you with
the best return

38
Challenge: Measuring marketing
in this way has its challenges

39
How do you know which tools and solutions to choose from?
~5,100

40
You want to use technology
that makes your life EASIER…
not harder

41
You want to use technology that makes
your life EASIER…not harder...and helps
you manage it all in one place to get the
insights you need

42
Wouldn’t it be
nice…
to have a tool that makes
this easy for you to
understand what’s going on
and help you take action
# of leads
# of reviews
#avg. star rating
Website
performance
Social media
engagement
Search terms
people are using
to ﬁnd your
business
Directory
Listings
Most common
terms that
appear in your
online reviews

Paid Advertising
Google Ads, Facebook Ads, Bing Ads, Instagram Ads, YouTube Ads, Remarketing, etc.
● # of leads
● Amount spent
● Cost per lead
● Get suggestions on
underperforming
campaigns
● Display and Search
traffic.
● How are ads working?
● & much more...

Directory Listings Platform Insights ● Increase local visibility
● Share your content across the
web: photos, videos, blogs
● Post seasonal offers
● Average review rating
● # of online reviews
● & much more...

Google My Business Insights ● Anchoring your online
presence
● Search terms you’re
appearing for
● Online reviews
● How customers are ﬁnding
you
● Directions to your business
● & much more...

Forms on Websites ● Quick & easy way to contact
you
● Collect customer information
● Get notiﬁed of new leads
● & much more...

Pages on Websites; set up to receive dedicated trafﬁc
● A single call-to-action
● Form appears at the top of
the page on mobile
● Minimal copy
● Copy speciﬁc to action that
led them there

Telephone Tracking ● Each digital activity
should get a phone
number
● Track which programs
are driving the most
phone calls

Campaign
Tracking with
UTM codes ● Every important link gets a
code added to the URL
● Track a person’s
progression through your
website
● Find and track source of
how they came to your
website

Let’s think through this...
When you look at each of these tools individually, you aren’t getting a complete
picture so how can you expect to get the right answers?
You can only get isolated answers that say some things, but not the whole picture.

Never fear!
Marketing technology is here
to help

What Are Your Options Then?
Ideally, you’d want to work with an all-in-one
platform that all of these tools integrate.
Why? Because then you can view all data
from all your digital efforts in one place
Meet the Sureﬁre Local Marketing Platform

An All-In-One Marketing Platform to Help You With...
1. Business Listings
2. Reputation Management
3. Website Analytics
4. Competitive Intelligence
5. Lead Management
6. Content Distribution (Website, Google Posts, Social Media)
7. Social Monitoring
8. Paid Advertising
9. Integrations (CRM, GMB, Wordpress, Facebook, Google Marketing Platform, QuickBooks Online, Yext,
GreenSkye, Service Finance…)
10. Account Support (Account Manager, Help Desk, Chat)

View overall
website stats
over time

Find out what terms
are appearing the most
for your business and
how you compare to
competitors in search

Quick glance at how
your website is
performing with total,
organic, and referral
traffic

Get more details
on the speciﬁc
channels that are
driving the most
traffic

Breakdown the total
number of times you
appeared online and
which keywords
people used

View top queries
your business was
listed in and the
engagement that
resulted

Publish and share
photos of
completed
projects

Get a snapshot of your entire
online reputation
● # of online reviews
● Avg. star rating
● Find out what terms
appear the most in your
reviews

Make updates
and post
monthly special
offers to all of
your local
listings with just
one click

View the
accuracy of your
local listings and
how many
listings you have
at a glance

Get notiﬁed of all
new leads in near
real-time and see
all activity across
your team

Manage reviews in detail

Send review requests
to one or multiple
clients at a time

Track activity on
the review requests
you’ve sent out to
see who’s engaged

Post replies to
online reviews

Get reports and
analysis of how
your business
compares to
competitors

Takeaways● There is no shortage of ways to track digital marketing.
● Tracking is the ﬁrst, but only the ﬁrst necessary thing to making solid
decisions about digital marketing.
● There are a multitude of efforts that need to be tracked AND MANAGED in
order to understand how it’s all working for you.
● Everything in one place and looking at one time period gives you insight
into the relationship between things. This is key to understanding how
things work TOGETHER.
● Evaluate platforms based on these criteria:
○ Can you look at it all together?
○ Can you manage things in the same place?
○ Can you see how the results for some things relate to other things?
● Think about this from a standpoint of data. If you do something, make sure
you have the means to look at the data to see if you can feel it? If it’s
working you can usually see it.

Let’s talk Friday
Let’s talk Monday
Let’s talk next week
Get an analysis of your online presence and see the all-in-one marketing
platform that can be accessed anywhere, anytime.
Want to learn more? Call/Email: 571-327-3391 | marketing@sureﬁrelocal.com
Act Now! Sign up for a
marketing package this week
and we’ll completely waive
your website set up fee
(worth more than $3,000 in
value) on a mobile and
voice-optimized website

Such a pleasure to work with. The
knowledge and experience they have is
amazing.
We have worked with Surefire Local for
over 8 years. Our experience with their
team has been nothing less than
excellent!
SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391

75
Paid Search
Organic SEO
Local SEO
your business appears in all majors
sections of Google Search because
you’ve built a consistent and
expansive digital footprint that
Google trusts
The end result is...

New Ways to Prove ROI From Your Digital Marketing

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