Tracking ROI to Maximize Your Marketing Budget

marketing@surefirelocal.com

02/22/17

Digital Marketing Boot Camp

Before we begin!

What is the one tool you can’t imagine running your business without?

Test out the chat box by answering one or both of these questions!

What percentage of your marketing budget is dedicated

to digital marketing?

A few helpful tips for today’s webinar

If you have a question, simply use the chat box you see displayed in your webinar control panel

At any time if you’d like to get more info, please email marketing@surefirelocal.com

Yes this will be recorded! You will receive the video recording via email within 24 hours.

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Today’s Speaker

Ken GreeneVP, Sales

SurefireLocal.com

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We have used Surefire Local for 3 years now. With our input and their expertise, we have seen our online lead generation soar. Our leads from the internet are some of the most qualified leads. We have even beaten paid listings for the last 12 months in lead generation. We would highly recommend Surefire Local to anyone wanting to make the next step in online marketing. Thanks SUrefire for being such a great business partner.

Chad MuthMuth & Co. Roofing Inc.

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Today’s Giveaway!

1 lucky attendee is going to take home a free Google Chromecast!

Ok! Google who is Surefire

Local?

Must stay until end of webinar!

SurefireLocal.com

Gutter Helmet Digital Marketing Bootcamp

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➔ Tracking ROI to Maximize Your Marketing Budget02/22/17 || 2 p.m. Eastern

➔ How to Shoot Professional Videos with Your Smartphone03/08/17 || 2 p.m. Eastern

➔ Make Google Work for You: A Local Business Guide to AdWords03/28/17 || 2 p.m. Eastern

➔ Never Miss a Lead! 10 Ways to Convert More Website Visitors04/05/17 || 2 p.m. Eastern

➔ Socialize Your Business: Engaging with Homeowners at Every Turn04/19/17 || 2 p.m. Eastern

➔ Managing Your Online Reputation & Responding to Reviews05/03/17 || 2 p.m. Eastern

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Tracking ROI to Maximize Your Marketing Budget

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

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Marketing Channels Influence the Customer JourneyExplore 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

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#1 Digital Marketing Solution

Our MissionCreate more visibility for Gutter Helmet Dealers

Your ResultMore quality leads

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We’re just starting 2017!

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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

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Let’s get prepared!

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Budgeting Tips forHome Improvement Contractors

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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.

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Always keep track of your numbers

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You have many choices

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

Where do you start?

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Start now!

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Step 1: Start where you are today

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

Media Spend

Direct Mail $15,000

Social Media $5,000

Print $1,500

SEO $5,000

AdWords $12,000

Billboards $10,000

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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

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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%)

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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…

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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

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Website Leads

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

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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.

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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

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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!

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TAKE A DEEP BREATH

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Get a Complimentary Digital Marketing Consult

Call (888) 804-8685Email marketing@surefirelocal.com

...and a Google Chromecast!

SurefireLocal.com

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

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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

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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 $400

Now you know what the most inexpensive media is, and therefore the ones that should be covered first.

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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)

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Build this year’s budget from the bottom up

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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

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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

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Our Solution:A Marketing Control Center

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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

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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

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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

Tune in next time!Gutter Helmet Digital Marketing Bootcamp

SurefireLocal.com 41

➔ Tracking ROI to Maximize Your Marketing Budget02/22/17 || 2 p.m. Eastern

➔ How to Shoot Professional Videos with Your Smartphone03/08/17 || 2 p.m. Eastern

➔ Make Google Work for You: A Local Business Guide to AdWords03/28/17 || 2 p.m. Eastern

➔ Never Miss a Lead! 10 Ways to Convert More Website Visitors04/05/17 || 2 p.m. Eastern

➔ Socialize Your Business: Engaging with Homeowners at Every Turn04/19/17 || 2 p.m. Eastern

➔ Managing Your Online Reputation & Responding to Reviews05/03/17 || 2 p.m. Eastern

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Get a Complimentary Digital Marketing Consult

Call (888) 804-8685Email marketing@surefirelocal.com

...and a Google Chromecast!

SurefireLocal.com

Don’t Forget!