Wellborn Digital Marketing Boot Camp || Tracking ROI to Maximize Your Marketing Budget

December 16th 2016

Tracking ROI to Maximize Your Marketing Budget

Wellborn Digital Marketing Boot Camp

marketing@surefiresocial.com

Milestones 201

4Our site visits are up over 40%, we receive almost twice as many calls from it and we have gone from the 6th page to the first in a very short time. To say they have done a good job does not do it justice. They have done a fantastic job!

Ray HoffmanMarketing Director,

RbA Milwaukee

“ “ I really like SurePulse. It’s an intuitive tool and I like that everything is in one place. It's useful, easy to use and I have a much better understanding of how we are performing.

Amy LindholmBrand Manager, LP

Siding

“ “

AWARDS

Today’s Speaker

Ken Greene

VP of Sales

Surefire Social & Wellborn Cabinet Inc. are Strategic Marketing Partners

https://www.youtube.com/watch?v=VmWYyZnMcOs

Your Path to Become a Digital Marketing Guru

Tracking ROI to Maximize Your Marketing BudgetDecember 16th, 2016 at 2:00 PM EST

How to Shoot Professional Videos with Your SmartphoneJanuary 5th, 2017 at 2:00 PM EST

Make Google Work for You: A Local Business Guide to AdWordsFebruary 2nd, 2017 at 2:00 PM EST

Never Miss a Lead! 10 Ways to Convert More Website VisitorsMarch 2nd, 2017 at 2:00 PM EST

Socialize Your Business - Engaging with Homeowners at Every TurnApril 6th, 2017 at 2:00 PM EST

Managing Your Online Reputation & Responding to ReviewsMay 4th, 2017 at 2:00 PM EST

Tracking ROI to Maximize Your Marketing Budget

Agenda➔ Analyze previous performance➔ Understand attribution➔ Introduce new strategies➔ Build a budget

Marketing Channels Influence the Customer Journey

Explore how marketing channels for Medium businesses in the Home & Garden industry in The U.S. influence the purchase decision

Channels to the left tend to play an early and assisting role in the typical sale, while channels to the right are more likely to be the last interaction before a purchase

#1 Digital Marketing Solution

Our MissionCreate more visibility for Wellborn Dealers, Contractors & Remodelers

Your ResultMore quality leads

We’re almost to 2017!

Measuring Marketing Has Challenges

➔ All leads are not equal➔ Attribution - where are the leads coming

from?➔ Too many marketing vendors➔ Season & Economy is a factor➔ Marketing ROI measurement is

confusing

Let’s get prepared!

Budgeting Tips forRemodeling Businesses

Track now so you can evaluate later

Determine what’s working, and therefore what deserves a piece of your budget, by tracking it as it happens.

Always keep track of your numbers

You have many choices

➔ Email➔ Website➔ SEO➔ Social Media➔ PPC / AdWords➔ TV➔ Radio➔ Billboard➔ Print➔ Etc. Etc. etc.

Where do you start?

Start now!

Step 1: Start where you are today

List all media you’re using and how much you’re spending on it.

Media SpendDirect Mail $15,000

Social Media $5,000Print $1,500SEO $5,000

AdWords $12,000Billboards $10,000

Step 2

•Create a spreadsheet for tracking by medium & cost per lead

Add the sales you have for each medium, along with Ad Cost and Lead Cost

Sales to LeadsMedia Spend # of

Leads Cost/Lead Sales ROI

Direct Mail $15,000 100 $150 $200,000 13x (7.5%)

Social Media $5,000 20 $250 $40,000 8x (12%)

Print $1,500 5 $300 $10.000 7x (15%)

SEO $5,000 33 $150 $70,000 14x (7%)

AdWords $12,000 69 $175 $140,000 12x (9%)

Billboards $10,000 25 $400 $50,000 5x (20%)

Wait! How do you know these sources?

1.Did you guess?2.Did you estimate?3.Did you ask your customers how they

came to you?

4.Did you track your leads aggressively?

If #4, you’re doing great… marketing@surefiresocial.com

What does it mean to track sources aggressively?

➔ Calls: Use call tracking numbers ➔ Website: Track form fills➔ Web Leads: Track your links with UTM

Codes (custom code at the end of a URL that shows you the source of where they came from)◆ Directories◆ Email◆ Social Media

Website Leads

Is it easy for your team to understand where a lead came from? (if not, change it).

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.

Asking Customers How They Found You➔ Least reliable➔ Customers don’t care how they got to

you➔ They only want to be taken care of➔ You can ask, but don’t base your

marketing strategy on it◆ When they tell you something at

odds with your tracking, go with your tracking as the source

Train Your Team

➔ Educate your team who comes into contact with potential customers via the phone to know your media schedule◆ Receptionist◆ Sales Rep◆ Answering Service

➔ Document incoming lead sources!

Quick Breather!

TAKE A DEEP BREATH

Now that you know your lead sources...rank them!

Rank lead source statistics by number of leads.

Now you know which pieces of your budget are most important.

Media Spend $ Sales Ad Cost # Leads Lead Cost

Direct Mail $15,000 $200,00 7.5% 100 $150

AdWords$ $5,000 $140,000 9% 69 $175

SEO $5,000 $70,000 7% 33 $150

Billboards $10,000 $50,000 20% 25 $400

Social Media $5,000 $40,000 12% 20 $250

Print $1,500 $10,000 15% 5 $300

Now, rank your lead sources by Ad Cost- lower at the top.

Media Spend $ Sales Ad Cost # Leads Lead Cost

SEO $5,000 $70,000 7% 33 $150

Direct Mail $15,000 $200,000 7.5% 100 $150

AdWords $12,000 $140,000 9% 69 $175

Social Media $5,000 $40,000 12% 20 $250

Print $1,500 $10,000 15% 5 $300

Billboards $10,000 $50,000 20% 25 $400Now you know what the most inexpensive media is, and therefore the ones that should be covered first.

Next, understand these things about next year’s media potentials

• Could I have maximized my best lead sources?

• 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)

Build next year’s budget from the bottom up

First - Collect your building blocks

➔ Buy as many of the things that work as you can.

➔ More frequency?➔ More geography?➔ More relevancy?➔ Stop when it doesn’t make sense any

more➔ Try new channels

Rinse, Repeat• Do this exercise annually and monthly-

your business offerings are seasonal, and demand is different in December than it is in June…spend accordingly.

• Spend on what works.

• If you build it this way, you’ll have the best ROI

Our Solution:A Marketing Control Center

The First Local Marketing Automation System

Never Worry About Wasting Money on Digital Marketing Again

➔ View all your digital marketing in a single platform➔ Marketing made easy with automated➔ Implement local marketing best practices➔ Full transparency into results

The #1 thing everyone cares about is ROI➔ Integrate Google Analytics to measure web traffic

& performance➔ Track phone calls in one dashboard➔ Track form fills in one dashboard➔ See what words/phrases

people are using to find you online

➔ View social media metrics

Monitor the channels driving the highest amount of traffic to your website➔ View Total, Organic &

Referral Traffic ➔ View Queries,

Impressions & Clicks➔ View Top Search

Queries➔ Compare stats on

date-range

Get a Complimentary Digital Marketing

Consultation

Call (703) 788-6730 Email marketing@surefiresocial.com

...and a Google Chromecast!

Don’t forget!

Wellborn Digital Marketing Boot Camp

Tracking ROI to Maximize Your Marketing BudgetDecember 16th, 2016 at 2:00 PM EST

How to Shoot Professional Videos with Your SmartphoneJanuary 5th, 2017 at 2:00 PM EST

Make Google Work for You: A Local Business Guide to AdWordsFebruary 2nd, 2017 at 2:00 PM EST

Never Miss a Lead! 10 Ways to Convert More Website VisitorsMarch 2nd, 2017 at 2:00 PM EST

Socialize Your Business - Engaging with Homeowners at Every TurnApril 6th, 2017 at 2:00 PM EST

Managing Your Online Reputation & Responding to ReviewsMay 4th, 2017 at 2:00 PM EST

Wellborn Digital Marketing Boot Camp || Tracking ROI to Maximize Your Marketing Budget

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