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Marketing office furniture is becoming more relevant as business owners and office managers are getting more interactive online. People are searching for office furniture, is your company in the position to be found? This presentation will provide an overview for marketing your office furniture to the right customers and increa
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hello.
turbocharge
w/ internet lead generation.sales.
www.eboostconsulting.com
nick jason
nick jason
micha
• (Ray)
• (Angie)
• (alexander persona)
• (alexander user case scenario)
personas.
qualified traffic.
measuring results.
mark canavarro ceo
cubicle office environments
q&a w/
mark canavarro ceo
cubicle office environments
q&a w/
• (Angie PUCS)
• (alexander persona)
55%
56%
• (alexander user case scenario)
who are your
personas?
• (Angie PUCS)
1.03%
2.4%
leads?
what’s our website
(phone calls + email leads)
conversion rate?
what’s our website
(phone calls + email leads)/visits
conversion rate?
how does it compare
to the average?
(~2%)
leads
leads
acquisition
conversion
retention & cross-selling
acquisition
conversion
retention & cross-selling
acquisition
Pay-Per-Click(PPC)
(PPC)
Search Engine Optimization
(SEO)
Pay-Per-Click(PPC)
(PPC)
12 3
4
6
8
10
5
7
9
11
12 3
4
6
8
10
5
7
9
11
$2.15$2.05
$2.00
$1.70$1.65
measure it
improve it
never before
target customers
finite level
finite cost
finite control
finite data
results
well, no one really
$ per sale
Pay-Per-Click(PPC)
(PPC)
Offline – Yellow page ads, outbound in print advertisements, and flyersOnline – Pay-Per-Click advertising
Advertising Spend Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91
SAVING 81% PER LEAD
Offline – Yellow page ads, outbound in print advertisements, and flyersOnline – Pay-Per-Click advertising
Advertising Spend Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91
SAVING 81% PER LEAD
*Data retrieved from actual office furniture dealers in metropolitan areas
10/0
1/20
08
11/0
1/20
08
12/0
1/20
08
01/0
1/20
09
02/0
1/20
09
03/0
1/20
09
04/0
1/20
09
05/0
1/20
09
06/0
1/20
09
07/0
1/20
09
08/0
1/20
09
09/0
1/20
09
10/0
1/20
09
11/0
1/20
09
$0.00
$100.00
$200.00
$300.00
$400.00
$500.00
$600.00
$700.00
$800.00
$310.00
$193.75
$290.63
$193.75$172.22
$310.00
$357.69
$244.74$221.43
$516.67
$422.73
$775.00
$310.00$332.14
$49.39 $42.28 $51.32 $36.18 $49.02 $39.95 $46.62 $43.27 $53.18
$124.90$110.84
$44.44$86.35 $84.26
Cost Per Conversion Comparison
OfflineOnline
Pay-Per-Click(PPC)
(PPC)
Search Engine Optimization
(SEO)
why is this important?
coding
content
linkbuilding
coding
<title>office furniture san diego</title>
<meta name=“description” content=“we have the best office furniture in San Diego.”/>
<title>new cubicles san diego</title>
<meta name=“description” content=“we have the best new cubicles in san diego.”/>
content
linkbuilding
coding
content
office furniture San Diego
quality
quantity
coding
content
linkbuilding
leads
Pay-Per-Click(PPC)
(PPC)Search Engine Optimization
(SEO)
paid search SEOpay to playshort term performancelots of real time datareal time optimization
resources vs. ad spendlong term performance
higher quality of traffic
buying vs renting
what’s our website
(phone calls + email leads)/visits
conversion rate?
what percentage of
from search engines?
your traffic comes
(~70%)
what percentage of traffic is from
search engines?
what percentage of
offline vs online?
your budget is
leads generated online are ~80% less expensive compared to offline
how does each channel’s
cost per lead metric compare?
measuring results.
technology
Google Analytics (free)1
Call Tracking (per number fee)2
key performance indicators
visits (per traffic source)1
email leads (per traffic source)
phone calls (per traffic source)
conversion rate
2
3
4
5 cost per lead
visits (per traffic source)1
phone calls (per traffic source)2
dynamic phone number insertion
dynamic phone number insertion
dynamic phone number insertion
dynamic phone number insertion
email leads (per traffic source)3
conversion rate4
what’s our website
(phone calls + email leads)/visits
conversion rate?
key performance indicators
visits (per traffic source)1
email leads (per traffic source)
phone calls (per traffic source)
conversion rate
2
3
4
key performance indicators
visits (per traffic source)1
email leads (per traffic source)
phone calls (per traffic source)
conversion rate
2
3
4
5 cost per lead
Offline – Yellow page ads, outbound in print advertisements, and flyersOnline – Pay-Per-Click advertising
Advertising Spend Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91
cost per lead5
• (Ray)
• (alexander user case scenario)
personas.
what’s our website
(phone calls + email leads)/visits
conversion rate?
qualified traffic.
Pay-Per-Click(PPC)
(PPC)
Search Engine Optimization
(SEO)
paid search SEOpay to playshort term performancelots of real time datareal time optimization
resources vs. ad spendlong term performance
higher quality of traffic
buying vs renting
measuring results.
technology
Google Analytics (free)1
Call Tracking (per number fee)2
Offline – Yellow page ads, outbound in print advertisements, and flyersOnline – Pay-Per-Click advertising
Advertising Spend Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91
cost per lead5
mark canavarro ceo
cubicle office environments
q&a w/
thank you!questions?
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