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Confidential and Proprietary Information
Your 5 secrets to running a
successful PPC campaign for
home improvement
leads
April 18, 2013
Confidential and Proprietary Information
Agenda
1. Why both PPC and SEO are important for lead generation
2. Where you should send homeowners who found your business online
3. How and what compelling offers can do to reduce your lead cost
4. Why immediate follow-up is critical to the success of your lead generation program
5. How to calculate cost per lead and cost per sale to know if the program is working
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Confidential and Proprietary Information 3
Online Marketing
Trends
Confidential and Proprietary Information
Consumers Rely on Search Engines to Research
Home Improvement Projects
4
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Opportunity and Challenge for Home Improvement Contractors$32 Billion In Online Advertising Grows to $62 Billion by 2016
2011 ($136 B) vs 2016 ($173 B) Advertising Trends (eMarketer)
This $30 Billion increase in online advertising represents the biggest opportunity for large companies and their independent dealer networks to capture more market share.
Online Opportunity
1. Over 60% have no marketing staff.
2. Those with staff, lack the online technical marketing know-how.
3. Staff doesn’t have the capability to consistently orchestrate integrated digital campaigns.
Contractor Challenges
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Take Some of Your Outbound Marketing Dollars and Move To Inbound Marketing
Inbound Marketing• Website SEO• Paid Search• Social Media• Local Search• Mobile Search• Video Marketing• Email (Opt-In)
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Outbound Marketing• Yellow Pages• Newspaper• Television• Direct Mail• Radio• Home Shows• Canvassing
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Why both PPC and SEO
are important for lead
generation
#1
FACT: “If an advertiser buys ads for keywords they already rank for organically, 89% of the traffic generated by the search ads is new traffic, outside of organic search.” Wordstream.com
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Search Engine Results
8
Paid Search
Paid Search
Organic Search
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Customer
Intent (Keyword Research
and Mapping)
Company
Story(Unique Selling
Proposition)
1• Search Strategy
and Planning
Search Planning Process: For both SEO and PPC
2• SEM and SEO
Campaigns
Reporting, Analysis and Recommendations
Deployment , QA Testing and Tracking
Landing Page and Website Build
Adwords Set-up or Website Content Development
Business Strategy and Marketing Goals
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Confidential and Proprietary Information
Search Engine Optimization – Key components
Search Friendly
Infrastructure
Content
Search
Social
ConversionLocal
Keyword Optimization
Keyword Research
Link Building
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• Review and rewrite your Meta, Title tags and H1 tags
• Create relevant content and post new content to blogs and social media channels
• Configure Google Analytics
• Use a unique form and phone # on your website
• Continue to ask for reviews
• Develop multiple offers
• Optimize your site for mobile
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Search Engine Marketing (PPC)
• Provide relevant messaging
• Pull in visitors seeking answers
• Immediate and predictable traffic
• Test campaigns and targeted ads
• Increase reach and awareness
• Geo-targeting• Retargeting• ROI tracking• Brand building 11
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SEO versus PPC – Do Both!
SEO• Takes time for results
of the work to take effect
• Gradual process of improvement
• Requires ongoing work by you or experts
• Residual benefits will be seen even when you stop
PPC• After setup, results are
almost instant• Requires management
by you or experts to ensure budget is not wasted
• Once budget is consumed, results also stop
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Where you should send
homeowners who found
your business online
#2
FACT: “It’s much easier to double your business by doubling your conversion rate than by doubling your traffic” - Jeffrey Eisenberg - Author
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Which Web Page is More Likely to Convert?
Website Page Landing Page
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Do Your Landing Pages Map to The 4 Buyer Types
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Whether Website or Landing PageKeep this in Mind
• Key contact method in the top right• Headline that corresponds to the ad
copy scent for paid search advertising• Compelling offers that are easily
understood• Translate features to benefits by asking
yourself, "Which means?”• Relevant, value-added image or video
showing product/service in context to user emotion
• Lead form with explanation of what happens upon submission
• Trust Marks such as awards, security, privacy, badges, etc.
• Social proof such as testimonials that your solution successfully solves my problems
• Footer (copyright, privacy link, terms link, disclaimer, etc.)
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Home Page versus Landing Page
Home Page• Visitors probably know
you or your brand• Unlikely to find you on
broad keyword search terms like “siding”
• Too many interaction points means low conversion rates of 2%
• 98% of websites get 10 visits per day or less
Landing Page• Visitors don’t know you
or your brand• Driven from paid ads
targeting long tail terms like “siding contractor Edina”
• One interaction point means high conversion rates of 4%
• Visits are related to how much ad spend budget
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How and what compelling
offers can do to reduce
your lead cost
#3
FACT: “Studies show that web users predominantly click on the top four results for any particular search, and then move on.” (Forrester Research)
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Offer Strategies Abound.....
• $ discount• % off price• Free offer (guide)• Limited time• Buy X, Get Y• Guarantee• Sweepstakes
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Offer Examples
Download Brochure
Get a Quote
10% offer
Reviews Are An Offer
Phone # is an Offer
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Offer Examples
Free Estimate
50% OffLimited Time
Phone # is an Offer
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Future Buyers versus Now BuyersTest and learn with offers
Future Buyers• Form completion for a
free offer (design guides, how to guides, etc.)
• Sweepstakes• Need a follow-up plan
to communicate with them regularly
Now Buyers• Phone calls• $ discount• % off price• Limited time• Buy X, Get Y• Need immediate
follow-up to these requests
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Why immediate
follow-up is critical to the
success of your lead
generation programFACT: 78% of prospects convert with the company that
contacted them first. Leads360 Study
#4
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This is Where Most Contractors Drop The Ball !!!
Lead360 Study 2012
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Immediate Follow-up Consists of:
• Speed• Leads convert 22x more often when you make contact
under 5 minutes• 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 lead
Lead360 Study from managing 40 million leads
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How to calculate cost per lead and
cost per sale to know if
the program is workingFACT: If you can’t measure it, you can’t manage it.”
- Peter Drucker, management consultant
#5
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Know All Your Online and Offline Costs and What YouCan Afford for a Marketing Budget
Know Your Budgets and
Measure Everything
1Website
SEO 2Mobile
Marketing
3Paid
Search
4SocialMedia5
LocalSearch
6BuyingLeads
7Contact Center
8Email
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Measure All Your Channels
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Paid Search Example
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Reporting Metrics Tracked • Actual ad spend by market• Total web interactions• Total phone calls (if
unique)• Cost Per Interaction• Cost Per Click• Total Clicks• Click Through Rate• Conversion Rate• Historical trend line
analysis
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Average Contractor Versus Best Practices Contractor
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Summary
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Make Online Marketing Work Better for You
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SEEKProspect goes onlineseeking information
SEARCHProspect uses search engine
to find informationLEARN
Prospect learns about servicesfrom online pages and sources
CONTACTWeb form or phone rings to contractor or contact center
APPOINTMENTProspect agrees to an in-home appointment with a contractor
MEASUREMENTClosed loop process matcheslead source with contractor
for ROI measurement
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Confidential and Proprietary Information
5 Secrets Summary
1. The reason that both PPC and SEO are important for lead generation is that they rarely overlap and can double your awareness for online searchers
2. Improve SEO on your website, but drive paid traffic to specific landing pages for higher conversion
3. Offers should appeal to the “now buyer” and the “future buyer” but don’t provide too many choices
4. Have a goal of 5 minutes or less for internet leads will greatly increase your appointment set rates
5. Measure everything, review regularly to know if your marketing dollars are producing a ROI
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Confidential and Proprietary Information
Three 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 Salesforce.com Administrator
• 6 Google Adwords & 10 Google Analytics Certified
• Inc. 5000 Fast Growing Company Award in 2010, 2011 and
2012
Confidential and Proprietary Information
Presenter:Daniel DerosierVP Business Development(651) 789-7704 (w)[email protected]
THANK YOU FOR ATTENDING THE WEBINAR TODAY
ANY QUESTIONS?
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Presenter:Brandon SmithDirector – Home Contractors(651) 789-7718 (w)[email protected]