+Smart Digital Marketing

What We’ll Cover

$1 MILLIONNEW REVENUEfrom Digital Marketing Strategies

2014Where We Were

+

+The Details

• Install analytics tools

• Start tracking:

• Rankings

• Ad positioning

• Clicks and website visits

• Phone calls

• Web forms

TRACK EVERYTHING!

Tracking

+

Business Impact

=

TRANSPARENCY

Why do we do this?

Steps

• Tracking installed

• Audit and recommendations

• Business intake

• Goal setting

• Revenue attribution

• Monthly performance meetings

Output

Output

Visits Leads Sales Revenue =Transparency

Better Decisions

+How We Got to

$1Million

“In the successful organization, no detail is too small to escape

close attention.”

- Lou Holtz

How many website visits do I

receive each month, and

from what channels?

1

How many leads and sales

are generated by each

digital strategy every month?

2

How much revenue is generated

by each campaign and

its ROI?

3

Do I have the right

tracking tools in place to answer

these questions?

4

• Revenue Goal: $1,100,000 from the Web

• Organic Visits Goal: 9,260

• Organic Leads Goal: 900

• Total Visits Goal: 26,800

• Total Leads Goal: 1,925

2017 Goals & Progress

(20% more than 2016)

1) Revenue: 94% to Goal | 75% through Year

2) Organic Visits: 71% to Goal | 75% through Year

3) Organic Leads: 71% to Goal | 75% through Year

4) Total Visits: 56% to Goal | 75% through Year

5) Total Leads: 63% to Goal | 75% through Year

GO

AL

PR

OG

RE

SS

Attention to Detail

Channel Cost Phone Calls Web Visits Phone Leads Web Leads Total Tracked Leads Cost/Lead

Google / Organic - 98 641 42 18 60 -

Direct - 89 480 22 18 40 -

Google / PPC $ 3,646.87 87 311 23 9 32 $ 113.96

Bing & Yahoo / Organic - 8 111 3 4 7 -

Other Referral Traffic - untracked 172 untracked 2 2 -

thegoodcontractorslist.com / referral - untracked 21 untracked 1 1 -

totalair.com / referral - untracked 18 untracked 0 0 -

Other / Organic - untracked 8 untracked 0 0 -

Total $ 3,646.87 282 1762 90 52 142

Attention to Detail – Overview

Total Air & Heat Calls 17-Jan 17-Feb 17-Mar 17-Apr 17-May 17-Jun 17-Jul 17-Aug YTD 2017

Total Calls 177 146 221 187 256 325 416 285 2013

Missed Calls 3 2 3 3 8 10 9 6 44

Missed % of Total Calls 2% 1% 1% 2% 3% 3% 2% 2% 2%

Total Leads 85 66 116 97 151 191 240 141 1087

Total Leads % of Total Calls 48% 45% 52% 52% 59% 59% 58% 49% 54%

Leads - Existing Customer 28 17 40 31 49 72 63 51 351

Leads - Exist Cust % of Total Calls 16% 12% 18% 17% 19% 22% 15% 18% 17%

Leads - After Hours 24 13 13 11 28 29 69 25 212

Leads - Service % of Total Calls 14% 9% 6% 6% 11% 9% 17% 9% 11%

Total New Customer Leads 33 36 63 45 74 89 108 65 513

Leads - New Cust % of Total Calls 19% 25% 29% 24% 29% 27% 26% 23% 25%

New Customer - Lead Closed 12 16 28 28 39 42 57 41 263

Leads - NC Leads Closed % of NC Leads 36% 44% 44% 62% 53% 47% 53% 63% 51%

New Customer - Lead Not Closed 21 20 35 17 35 47 50 24 249

Leads - NC Leads Not Closed % of NC Leads 64% 56% 56% 38% 47% 53% 46% 37% 49%

Attention to Detail – Phone Calls

Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17

Clicks

Non-Branded 334 292 236 228 286 225 207 328 252 241 265 273 198

Branded 83 103 72 48 54 66 47 94 76 108 131 152 113

Total Clicks 417 395 308 276 340 291 254 422 328 349 396 425 311

Leads

Online Leads

Total Online Leads 11 10 7 14 9 10 4 15 2 7 11 7 9

Phone Leads

Total Phone Leads 30 36 25 16 27 22 21 20 12 25 34 31 23

Total Leads

Non-Branded 29 30 21 28 29 18 18 23 11 16 22 18 15

Branded 12 16 11 2 7 14 7 12 3 16 23 20 17

Total Leads 41 46 32 30 36 32 25 35 14 32 45 38 32

Summary Metrics

Visit-to-Lead Conversion Rate 9.83% 11.65% 10.39% 10.87% 10.59% 11.00% 9.84% 8.29% 4.27% 9.17% 11.36% 8.94% 10.29%

Total Cost ($) $4,235.67 $4,015.33 $3,580.47 $3,341.22 $4,210.88 $3,119.70 $2,778.00 $4,691.75 $3,435.13 $4,080.18 $4,839.21 $4,908.42 $3,646.87

Non-Branded $3,944.88 $3,669.47 $3,300.53 $3,117.43 $3,947.43 $2,812.86 $2,568.12 $4,356.98 $3,142.04 $3,676.97 $4,368.98 $4,441.02 $3,257.08

Branded $290.79 $345.86 $279.94 $223.79 $263.45 $306.84 $209.88 $334.77 $293.09 $403.21 $470.23 $467.40 $389.79

Cost/Lead ($) $103.31 $87.29 $111.89 $111.37 $116.97 $97.49 $111.12 $134.05 $245.37 $127.51 $107.54 $129.17 $113.96

Non-Branded $136.03 $122.32 $157.17 $111.34 $136.12 $156.27 $142.67 $189.43 $285.64 $229.81 $198.59 $246.72 $217.14

Branded $24.23 $21.62 $25.45 $111.90 $37.64 $21.92 $29.98 $27.90 $97.70 $25.20 $20.44 $23.37 $22.93

Attention to Detail – Paid Ads

• SEO

• PPC

• Website

• Video

• Microsite

Attention to Detail

WHAT’S NEXT?

Attention to Detail

Total Air +

Blue Corona

PPC

NEW

Website

2014 2015 2016

Video

Microsite

Coming SoonAlways thinking about

NEXT!

2017

Ap

ril 2015

Google AdWords &

Bing Ads

Au

gu

st 2

015

Feb

ruary

2017

Company Profile

Video

PlanoAC.com

Website

TotalAir.com

Tracking Non-Digital Campaigns

Direct MailHVAC App

+Highlights

Tracking & Analytics

Website

Activity

Search

Visibility

Marketing

Automation

Conversion Rate

Optimization

Audience

Identification

Meetings

• Review goals and goal pacing

• Review KPIs

• Review top of funnel metrics

• Review bottom of funnel metrics

• Review revenue and ROI

• Make recommendations

Full Revenue Attribution

Marketing Manager

Monthly Marketing Services

For less than the cost of a

EMAIL

NEWSLETTERS

PPC

MANAGEMENT

SOCIAL

MEDIAVIDEO

MARKETING

SEARCH ENGINE

OPTIMIZATION

(SEO)

+Questions & Answers

+www.bluecorona.com/acca/bto-2017