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December 16th 2016
Tracking ROI to Maximize Your Marketing Budget
Wellborn Digital Marketing Boot Camp
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
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
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
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.
You have many choices
➔ Email➔ Website➔ SEO➔ Social Media➔ PPC / AdWords➔ TV➔ Radio➔ Billboard➔ Print➔ Etc. Etc. etc.
Where do you start?
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… [email protected]
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!
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)
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
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 [email protected]
...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
