Your 2022 Internet Marketing Plan
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On this live training, we'll be unpacking "Your 2022 Internet Marketing Plan" and what you need to do to MAXIMIZE your lead flow via the internet in your business going into the New Year.
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Your 2022 Internet Marketing Plan
- 2. What We’ll Cover • Set Goals for 2022 - how many leads to hit your target • The 3 fundamentals of marketing success • How to optimize your website for conversion in 2022 & beyond • The BIG picture of all the online marketing channels you should be tapping into to MAXIMIZE your lead flow online • The latest trends that you need to focus on in 2022 • Developed a custom action plan based on where you are now & what you need to do now
- 3. If you stay till the end…
- 5. Question What’s the hardest part about marketing your Business Online?
- 6. Did you download the Workbook? https://webinars.socialspheremedia.com/ 2022-workbook
- 12. FAIL If you don’t have a clear plan, you can overspend or worse underspend & under perform.
- 17. Success Maximize your lead flow & hit your sales goals for 2022
- 19. What are your Goals for 2022? “Success Is Goals. All Else Is Commentary.” - Brian Tracy
- 21. HARVARD STUDY • 1979 Interview of Grads • 84% No Specific Goals • 13% had goals but not written down • 3% had clear, written goals & plans to accomplish them • Results • The 13% of the class who had goals were earning, on average, twice as much as the 84 percent who had no goals at all. • Even more staggering – the three percent who had clear, written goals were earning, on average, ten times as much as the other 97 percent put together.
- 23. What are your Goals for 2022? WHAT IS YOUR REVENUE TARGET? HOW MUCH IS THAT MONTHLY? HOW MANY CALLS WILL THAT REQUIRE? WHAT IS YOUR AVERAGE TRANSACTION VALUE?
- 24. What are your Goals for 2022? Example WHAT IS YOUR REVENUE TARGET? HOW MUCH IS THAT MONTHLY? HOW MANY CALLS WILL THAT REQUIRE? WHAT IS YOUR AVERAGE TRANSACTION VALUE? $1.5M $125,000 $405 308 per month
- 25. How many Leads will you need? What is your average conversion rate from caller to booked call? Divide your call target by your conversion rate
- 26. How many Leads will you need? Example What is your average conversion rate from caller to booked call? 55% Divide your call target by your conversion rate 560 Leads per month
- 27. Did you download the WORKSHEET? http://webinars.socialspheremedia.com /2022-worksheet
- 28. GOALS So what is your goal for 2022? & How many leads will you need monthly to get there?
- 29. The Fundamentals
- 33. Who is your ideal Customer Avatar? • Demographics • Homeowner • 35+ years old • Typically female, occasionally male • Married with 2-3 kids • Head of household • $65K+ annual household income • Family-oriented • Reliable • Easily frustrated • Likes to please people & expects the same in return • Not handy • Likes gardening, crafting & arts • Lives in the suburbs - upper middle class neighbourhood • Takes an interest in their community • Pains & Frustrations • Can't get a contractor on the phone or to return their call • Needs to get issue resolved • Too busy to deal with it • Worried that the situation at the house could be unhealthy for family
- 34. Who is your ideal Customer Avatar? • Fears & Implications • Being ripped off or overcharged • Paying too much for something they could have gotten elsewhere • Having home damaged by faulty workmanship • Having to wait around for the contractor to arrive at the home • Being inconvenienced trying to coordinate with the contractor • May cause a disaster in the house • Bill will be more than they can afford • Goals & Desires • Get the damage fixed • Having the issue behind them • Having a well kept home • Taking care of their family • More income, money, wealth • Live in a nicer more luxurious home • Drive a nicer car • Kids healthy, happy & successful • Spend more time with family • Travel & have fun with family • Respect and approval from friends, family and relatives • Peace of mind
- 35. If you can see Joe Jones through Joe Jones’ eyes, then you can sell what Joe Jones buys
- 37. What is your message? Why should someone choose to do business with you vs. the competition? 1. ___________________________________________________________________________ 2. ___________________________________________________________________________ 3. ___________________________________________________________________________ What benefits do you offer that your target customer avatar will resonate with? 1. ___________________________________________________________________________ 2. ___________________________________________________________________________ 3. ___________________________________________________________________________
- 38. Messaging That Works • Same Day Service or Emergency Services or 24 Hour Service or On- Time Service • Straightforward Pricing or Upfront Pricing or Satisfaction Guaranteed • Trustworthy Technicians or Trusted Technicians or Experienced
- 39. You can make the case 1. Fast, Same Day Service 2. Money Saving Offers 3. 24 Hours, With No Overtime Charges! 4. Clean-Cut Professional Technicians / We’ll leave your home cleaner than we found it 5. Great Service - Guaranteed!
- 41. NOW we can look at Media
- 43. Your website is the HUB
- 44. Is your website set up to CONVERT visitors to callers? Example: https://piedmontroof.com/
- 46. Is your website set up for conversion? • Does it speak to your target avatar? Does it address their fears and frustrations & speak to why they should choose you? • Does it have authentic images of your team to the home page & throughout the website • Does it include video elements to your website • Website welcome video • Videos for each of your services • Video explaining why someone should contact you vs. the competition • Does it showcase your online reviews more prominently on the home page with a tool like BirdEye or ReviewBuzz • Does it make it easy for them to take action and get in contact with your company? • Get the basics in order • Phone number in to right hand corner • Ensure that there is a web form that customers can fill out • Add credibility with Authority Symbols (BBB, Angie’s List, etc) • Are there Calls to Action on each page to speak to your customer Avatar & tell them exactly what to do next • Are you giving them the opportunity to engage via Chat? • Are you leveraging marketing automation & SMS to maximize your lead conversion rates
- 47. YOUR WEBSITE Pull your website right now…is it build to convert? What do you need to tweak?
- 48. The BIGGEST Marketing Challenge Facing Your Business is UNCONVERTED LEADS!
- 49. Here is the problem • 50-60% of inbound leave unconverted • 90% of webforms fail to convert
- 50. Here is why • Leads that are not followed up within 15 minutes go cold • The average customer must be followed up with 5-7 times before booking • Today’s consumer prefers to interact via text message vs. phone call or email
- 51. Here is the solution • Leverage marketing automation to follow up with webforms within the first 2 minutes of submission via Phone, email & Text Message • Automate the follow up so that every prospect is touched 5+ times and able to engage via 2-way text messaging
- 53. Makes every lead you generate more valuable
- 55. Action Items… What 3 conversion elements will you implement on your website? 1. _______________________________________________________ 2. _______________________________________________________ 3. _______________________________________________________
- 56. Takeaways WHAT DID YOU LEARN? WHAT DID YOU NOTICE? WHAT WOULD YOU LIKE TO SHARE?
- 58. Do you have tracking in place? Call Tracking Average Cost Per Call Generated Simple dashboard to measure KPIs What gets measured gets done!
- 59. So far… 1. Clear goal & target for 2022 2. Clarity around Market, Message & Media 3. We’ve made sure our website is optimized for conversion 4. We’ve set up a simple KPI tracking dashboard
- 61. Key Trends for 2022 • Google Local Service Ads • Shift from “Phone” Conversion to “Message” Conversion • Must have an all-in perspective (SEO, PPC, LSA & Social)
- 66. How it impacts Search Results
- 67. How Google Local Services Works • You must complete the Google Local Services Application • Google will run a background check on you & your employees • License Check, Background via Pinkerton Consulting, Insurance, etc • Business owners & all technicians must complete a background check. • Once approved & if active in your area you will pay on a per-lead basis • We’ve seen between $25-$45 per lead but expect those prices to shift over time • Price will very by city / industry
- 68. Feedback from Active Users • Lower cost per lead than PPC • Higher quality leads than HomeAdvisor • Still get some price shoppers and have to follow up quickly • Solid ROI from most of the clients who have jumped on board
- 69. Next steps with Local Services… • Talk to your Strategy Partner on our team or get yourself invited to the party - adwords.google.com/localservices/signup • Complete your background checks • Put the tracking in place to gauge ROI • Be sure that you are leveraging the platform to close jobs / updates • Play the game while the ROI makes sense
- 71. Your Plan for 2022?
- 74. Action Items… What are your top 3 internet marketing initiatives that you need to implement to hit your 2022 goals? 1. _______________________________________________________ 2. _______________________________________________________ 3. _______________________________________________________
- 75. Takeaways WHAT DID YOU LEARN? WHAT DID YOU NOTICE? WHAT WOULD YOU LIKE TO SHARE?
- 76. We've covered • Set Goals for 2022 - How many leads to hit your target • The 3 fundamentals of marketing success • How to optimize your website for conversion in 2022 & beyond • The BIG picture of all the online marketing channels you should be tapping into to MAXIMIZE your lead flow online • The latest trends that you must be aware of in 2022 • Developed a custom action plan based on where you are now & what you need do now
- 78. Let’s Talk! • You can schedule a call with me here: https://socialsphere.link/discovery • Call me at 678-759-9989 • Or drop your number in the chat