Five Secrets Seminar - April 18th, 2013


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  • Many people approach SEO and PPC as completely separate strategies. And while they are different in many ways, it can be helpful to think of SEO and PPC as being two sides of the same coin: search.PPC and SEO are often viewed as two very different online marketing strategies, with each side having their own supporters as to why their respective online marketing effort is the most effective. SEO can generate great results, but it often requires patience to achieve higher rankings and is seen as a long term strategy. PPC has more control, but can be very costly depending on the industry. If your PPC and SEO campaigns aren’t talking to each other, you’re wasting a lot of time and money. Whether the work is being done in house, at a single agency or by multiple agencies, it’s important to share insights learned in each area to avoid duplicated efforts and missed opportunities.Authoring of NY Times bestselling books “Call to Action” & “Waiting For Your Cat to BarkFACT: “98% of websites get 10 visits per day or less and convert just 2%” - Webmarketing123
  • The most obvious benefit of combining SEO and PPC efforts is added exposure on the search engine results pages (SERPs). Clients are often tempted to reduce PPC efforts once a search term ranks number one. However, it's important to remember that the top two or three results on most SERPs are PPC ads. Dominating the organic and paid search results will greatly increase traffic, and give the impression that you're an established presence in a particular market.
  • Link Building – Helps to boost your site's perceived authority in the eyes of the search engines. Content – What it's all about – the content is what will bring users and search engines to your site. Search – As search engines serve billions of queries to users around the globe, it's imperative that your site is visible. Social – A simple way of engaging with like-minded individuals or organizations, and a great tool to promote your content and drive users back to your site. Conversion – A desired action that you want the user to take. This could be a contact form submission, product purchase, or an estimate request. Local Keyword Optimization – If your business is a local, brick and mortar-type shop, you'll need to ensure that the keywords you are targeting on your site are focusing on your locality. Keyword Research – The practice of ensuring that your site is targeting the most relevant and highest-volume keywords possible. Search Friendly Infrastructure – Your website must be technically sound in order for the search engines to access all of its pages and display them in the search engines.
  • Review and rewrite your Meta Descriptions, Title Tags and H1 tagsDevelop new and relevant content for your website around popular search termsDevelop an editorial calendar for 3 months and post weekly blogs on your websiteReach out to other organizations and solicit authoritative linksGet help to set-up Google Analytics properly to track online visits and conversionsGet a unique phone # on your website and have your web form position prominent on every pageContinue to ask for reviews by your customers (including Guild Quality)Develop multiple offers to engage both now buyers and future buyersOptimize your website for mobile using new web design techniques
  • FACT: “Searchers spend approximately 8 seconds on a website page before deciding to invest more time or hit the back button to try a different keyword search” – Silverpop
  • Fully optimized page titleOptimized meta descriptionNo technical issues preventing indexation
  • Fully optimized page titleOptimized meta descriptionNo technical issues preventing indexation
  • As management consultant Peter Drucker once said: “If you can’t measure it, you can’t manage it.”
  • When contractors say that online marketing doesn’t work for me, it’s generally because they need optimization help or inquiry follow-up help.
  • Website Optimization/ConversionMobile WebsitePaid Search MarketingSocial Media MarketingLocal Search MarketingImmediate Follow-upEmail MarketingLead Aggregators Measure Everything
  • Thank your for inviting me to share your 20th
  • Five Secrets Seminar - April 18th, 2013

    1. 1. Confidential and Proprietary InformationYour 5 secrets torunning asuccessful PPCcampaign forhomeimprovementleads
    2. 2. Confidential and Proprietary InformationAgenda1. Why both PPC and SEO are important for leadgeneration2. Where you should send homeowners who foundyour business online3. How and what compelling offers can do to reduceyour lead cost4. Why immediate follow-up is critical to the successof your lead generation program5. How to calculate cost per lead and cost per sale toknow if the program is working2
    3. 3. Confidential and Proprietary Information3Online MarketingTrends
    4. 4. Confidential and Proprietary InformationConsumers Rely on Search Engines to ResearchHome Improvement Projects4
    5. 5. Confidential and Proprietary InformationOpportunity and Challenge for Home Improvement Contractors$32 Billion In Online Advertising Grows to $62 Billion by 201652011 ($136 B) vs 2016 ($173 B)Advertising Trends (eMarketer)This $30 Billion increase in onlineadvertising represents the biggestopportunity for large companies andtheir independent dealer networks tocapture more market share.Online Opportunity1. Over 60% have no marketingstaff.2. Those with staff, lack the onlinetechnical marketing know-how.3. Staff doesn’t have the capabilityto consistently orchestrateintegrated digital campaigns.Contractor Challenges
    6. 6. Confidential and Proprietary InformationTake Some ofYour Outbound Marketing Dollars andMoveTo Inbound MarketingInbound Marketing• Website SEO• Paid Search• Social Media• Local Search• Mobile Search• Video Marketing• Email (Opt-In)6Outbound Marketing• Yellow Pages• Newspaper• Television• Direct Mail• Radio• Home Shows• Canvassing
    7. 7. Confidential and Proprietary InformationWhy both PPCand SEO areimportant forlead generation7#1FACT: “If an advertiser buys ads for keywordsthey already rank for organically, 89% of thetraffic generated by the search ads is new traffic,outside of organic search.”
    8. 8. Confidential and Proprietary InformationSearch Engine Results8Paid SearchPaid SearchOrganic Search
    9. 9. Confidential and Proprietary InformationCustomer Intent(Keyword Researchand Mapping)Company Story(Unique Selling Proposition)1• Search Strategyand PlanningSearch Planning Process:For both SEO and PPC2• SEM and SEOCampaignsReporting, Analysis and RecommendationsDeployment , QA Testing and TrackingLanding Page and Website BuildAdwords Set-up or Website Content DevelopmentBusiness Strategy and Marketing Goals9
    10. 10. Confidential and Proprietary InformationSearch Engine Optimization – Key componentsSearchFriendlyInfrastructureContentSearchSocialConversionLocalKeywordOptimizationKeywordResearchLink Building10• Review and rewrite yourMeta,Title tags and H1 tags• Create relevant content andpost new content to blogsand social media channels• ConfigureGoogleAnalytics• Use a unique form andphone # on your website• Continue to ask for reviews• Develop multiple offers• Optimize your site formobile
    11. 11. Confidential and Proprietary InformationSearch Engine Marketing (PPC)• Provide relevant messaging• Pull in visitors seekinganswers• Immediate and predictabletraffic• Test campaigns andtargeted ads• Increase reach andawareness• Geo-targeting• Retargeting• ROI tracking• Brand building11
    12. 12. Confidential and Proprietary InformationSEO versus PPC – Do Both!SEO• Takes time for results of thework to take effect• Gradual process ofimprovement• Requires ongoing work byyou or experts• Residual benefits will beseen even when you stopPPC• After setup, results arealmost instant• Requires management byyou or experts to ensurebudget is not wasted• Once budget is consumed,results also stop12
    13. 13. Confidential and Proprietary InformationWhere you shouldsend homeownerswho found yourbusiness online13#2FACT: “It’s much easier to double your business bydoubling your conversion rate than by doubling yourtraffic” - Jeffrey Eisenberg - Author
    14. 14. Confidential and Proprietary InformationWhich Web Page is More Likely to Convert?14Website Page Landing Page
    15. 15. Confidential and Proprietary InformationDoYour Landing Pages Map toThe 4 BuyerTypes15
    16. 16. Confidential and Proprietary InformationWhetherWebsite or Landing PageKeep this in Mind• Key contact method in the top right• Headline that corresponds to the ad copy scentfor paid search advertising• Compelling offers that are easily understood• Translate features to benefits by asking yourself,"Which means?”• Relevant, value-added image or video showingproduct/service in context to user emotion• Lead form with explanation of what happensupon submission• Trust Marks such as awards, security, privacy,badges, etc.• Social proof such as testimonials that yoursolution successfully solves my problems• Footer (copyright, privacy link, terms link,disclaimer, etc.)16
    17. 17. Confidential and Proprietary InformationHome Page versus Landing PageHome Page• Visitors probably know youor your brand• Unlikely to find you onbroad keyword searchterms like “siding”• Too many interactionpoints means lowconversion rates of 2%• 98% of websites get 10visits per day or lessLanding Page• Visitors don’t know you oryour brand• Driven from paid adstargeting long tail terms like“siding contractor Edina”• One interaction point meanshigh conversion rates of 4%• Visits are related to howmuch ad spend budget17
    18. 18. Confidential and Proprietary InformationHow and whatcompelling offerscan do to reduceyour lead cost18#3FACT: “Studies show that web users predominantly click onthe top four results for any particular search, and thenmove on.” (Forrester Research)
    19. 19. Confidential and Proprietary InformationOffer Strategies Abound.....• $ discount• % off price• Free offer (guide)• Limited time• Buy X, GetY• Guarantee• Sweepstakes19
    20. 20. Confidential and Proprietary InformationOffer Examples20DownloadBrochureGet a Quote10% offerReviews AreAn OfferPhone # isan Offer
    21. 21. Confidential and Proprietary InformationOffer Examples21Free Estimate50% OffLimited TimePhone # isan Offer
    22. 22. Confidential and Proprietary InformationFuture Buyers versus Now BuyersTest and learn with offersFuture Buyers• Form completion for a freeoffer (design guides, how toguides, etc.)• Sweepstakes• Need a follow-up plan tocommunicate with themregularlyNow Buyers• Phone calls• $ discount• % off price• Limited time• Buy X, GetY• Need immediate follow-upto these requests22
    23. 23. Confidential and Proprietary InformationWhy immediatefollow-up iscritical to thesuccess of yourlead generationprogram23FACT: 78% of prospects convert with the company thatcontacted them first. Leads360 Study#4
    24. 24. Confidential and Proprietary InformationThis is Where Most Contractors DropThe Ball !!!24Lead360 Study 2012
    25. 25. Confidential and Proprietary InformationImmediate Follow-up Consists of:• Speed• Leads convert 22x more often when you make contact under 5minutes• 78% of prospects convert with the company that contacted them first• Process• 50% of leads are never called a second time• Converting a lead in 57% lead quality and 43% sales process• Leads convert 50% more often if you use a system• Persistence• 40% of leads closed eventually, with consistent long term follow-up• 90% of leads have no activity after 30 days• On average, it takes between 5 and 6 attempts to contact a lead25Lead360 Study from managing 40 million leads
    26. 26. Confidential and Proprietary InformationHow to calculatecost per lead andcost per sale toknow if theprogram isworking26FACT: If you can’t measure it, you can’t manage it.”- Peter Drucker, management consultant#5
    27. 27. Confidential and Proprietary InformationKnow AllYour Online and Offline Costs andWhatYouCan Afford for a Marketing BudgetKnow YourBudgets andMeasureEverything1WebsiteSEO2MobileMarketing3PaidSearch4SocialMedia5LocalSearch6BuyingLeads7ContactCenter8Email27
    28. 28. Confidential and Proprietary Information28Measure All Your Channels
    29. 29. Confidential and Proprietary InformationPaid Search Example29Reporting Metrics Tracked• Actual ad spend by market• Total web interactions• Total phone calls (ifunique)• Cost Per Interaction• Cost Per Click• Total Clicks• Click Through Rate• Conversion Rate• Historical trend lineanalysis
    30. 30. Confidential and Proprietary InformationAverage ContractorVersus Best Practices Contractor30
    31. 31. Confidential and Proprietary InformationSummary31
    32. 32. Confidential and Proprietary InformationMake Online Marketing Work Better forYou32SEEKProspect goes onlineseeking informationSEARCHProspect uses search engineto find informationLEARNProspect learns about servicesfrom online pages and sourcesCONTACTWeb form or phone rings tocontractor or contact centerAPPOINTMENTProspect agrees to an in-homeappointment with a contractorMEASUREMENTClosed loop process matcheslead source with contractorfor ROI measurement32
    33. 33. Confidential and Proprietary Information5 Secrets Summary1. The reason that both PPC and SEO are importantfor lead generation is that they rarely overlap andcan double your awareness for online searchers2. Improve SEO on your website, but drive paid trafficto specific landing pages for higher conversion3. Offers should appeal to the “now buyer” and the“future buyer” but don’t provide too many choices4. Have a goal of 5 minutes or less for internet leadswill greatly increase your appointment set rates5. Measure everything, review regularly to know ifyour marketing dollars are producing a ROI33
    34. 34. Confidential and Proprietary InformationThree Deep Capabilities, Certifications & Awards• 50+ person digital marketing agency in St. Paul, MN• Crossfuse lead generation platform launched 2011• Appointment setting contact center• Clients have $30 Million in E-Commerce Revenue to date• Manage $5+ million in paid search spending annually• Manage 30+ million in consumer database records• 220 million opt-in emails sent in prior 12 months• Certified as a Administrator• 6 Google Adwords & 10 Google Analytics Certified• Inc. 5000 Fast Growing Company Award in 2010, 2011 and 2012
    35. 35. Confidential and Proprietary InformationPresenter:Daniel DerosierVP Business Development(651) 789-7704 (w)dderosier@threedeepmarketing.comTHANKYOU FOR ATTENDINGTHEWEBINARTODAYANY QUESTIONS?35Presenter:Brandon SmithDirector – Home Contractors(651) 789-7718 (w)