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New Ways to Prove ROI From Your Digital Marketing

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In order to increase your leads and new jobs, it's crucial to prove the effectiveness of your marketing program with reliable data to decide what to focus on in the future. However, that's not always an easy task. In this webinar, you'll learn how to easily and effectively track each of your marketing programs and prove how they drive revenue.

In this webinar training, we cover the following:

How to maximize results from your existing marketing budget
Key metrics and reports every business should have
How to identify your top-performing programs & predict revenue from future activities

Published in: Marketing
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New Ways to Prove ROI From Your Digital Marketing

  1. 1. New Ways to Prove ROI From Your Digital Marketing
  2. 2. 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
  3. 3. 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.
  4. 4. 4SurefireLocal.com You will receive a recording of this webinar. Please check your spam folder for emails from Surefirelocal.com You can reach our team at any point by emailing marketing@surefirelocal.com or using the questions/chat box
  5. 5. 5SurefireLocal.com
  6. 6. 6SurefireLocal.com 6SurefireLocal.com Today’s Speaker Bob Sheehan SVP, Client Services
  7. 7. 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)
  8. 8. 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.
  9. 9. 9SurefireLocal.com 9SurefireLocal.com 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. 10. 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. 11. 11 Contractors must be able to reach the right customers in the right moments...
  12. 12. 12 ...which starts by being “there” when the homeowner needs you
  13. 13. 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. 14. 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. 15. 15 You Have Many Media Choices ● Email ● Websites ● BBB ● Social Media ● Google Ads ● Television ● Radio ● Billboards ● Etc. Etc. Etc. Where do you start?
  16. 16. 16SurefireLocal.com Measure and track your paid ads performance to notice trends and gain insights
  17. 17. 17SurefireLocal.com 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...
  18. 18. 18SurefireLocal.com 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. 19. 19 How do you know if your marketing is really working?
  20. 20. 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. 21. 21 Manage Your Numbers with a Spreadsheet
  22. 22. 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. 23. 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. 24. 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. 25. 25 Rank lead source statistics by number of leads. Now you know which pieces of your budget are most important Media Spending Sales $ Ad Cost # Leads Lead Cost 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. 26. 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 Media Spending Sales $ Ad Cost # Leads Lead Cost 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. 27. 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. 28. 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. 29. 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. 30. 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. 31. 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. 32. 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. 33. 33 You have last year’s data, and maybe even two years. What next?
  34. 34. 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. 35. 35 Build Your Budget From the Bottom Up
  36. 36. 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. 37. 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. 38. 38 Challenge: Measuring marketing in this way has its challenges
  39. 39. 39 How do you know which tools and solutions to choose from? ~5,100
  40. 40. 40 You want to use technology that makes your life EASIER… not harder
  41. 41. 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. 42. 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
  43. 43. 43SurefireLocal.com 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...
  44. 44. 44SurefireLocal.com 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...
  45. 45. 45SurefireLocal.com 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...
  46. 46. 46SurefireLocal.com Forms on Websites ● Quick & easy way to contact you ● Collect customer information ● Get notified of new leads ● & much more...
  47. 47. 47SurefireLocal.com 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
  48. 48. 48SurefireLocal.com Telephone Tracking ● Each digital activity should get a phone number ● Track which programs are driving the most phone calls
  49. 49. 49SurefireLocal.com 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
  50. 50. 50SurefireLocal.com 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.
  51. 51. 51SurefireLocal.com 51SurefireLocal.com Never fear! Marketing technology is here to help
  52. 52. 52SurefireLocal.com 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
  53. 53. 53SurefireLocal.com 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)
  54. 54. 54SurefireLocal.com View overall website stats over time
  55. 55. 55SurefireLocal.com Find out what terms are appearing the most for your business and how you compare to competitors in search
  56. 56. 56SurefireLocal.com Quick glance at how your website is performing with total, organic, and referral traffic
  57. 57. 57SurefireLocal.com Get more details on the specific channels that are driving the most traffic
  58. 58. 58SurefireLocal.com Breakdown the total number of times you appeared online and which keywords people used
  59. 59. 59SurefireLocal.com View top queries your business was listed in and the engagement that resulted
  60. 60. 60SurefireLocal.com Publish and share photos of completed projects
  61. 61. 61SurefireLocal.com Get a snapshot of your entire online reputation ● # of online reviews ● Avg. star rating ● Find out what terms appear the most in your reviews
  62. 62. 62SurefireLocal.com Make updates and post monthly special offers to all of your local listings with just one click
  63. 63. 63SurefireLocal.com View the accuracy of your local listings and how many listings you have at a glance
  64. 64. 64SurefireLocal.com Get notified of all new leads in near real-time and see all activity across your team
  65. 65. 65SurefireLocal.com Manage reviews in detail
  66. 66. 66SurefireLocal.com Send review requests to one or multiple clients at a time
  67. 67. 67SurefireLocal.com Track activity on the review requests you’ve sent out to see who’s engaged
  68. 68. 68SurefireLocal.com Post replies to online reviews
  69. 69. 69SurefireLocal.com Get reports and analysis of how your business compares to competitors
  70. 70. 70SurefireLocal.com Get reports and analysis of how your business compares to competitors
  71. 71. 71SurefireLocal.com 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.
  72. 72. 72SurefireLocal.com 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
  73. 73. 73SurefireLocal.com
  74. 74. 74SurefireLocal.com 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. 75. 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...

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