CO2 Blast Cap: Lee Kennedy's LeadCast
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Transcript of CO2 Blast Cap: Lee Kennedy's LeadCast
LEADCASTLee Kennedy, Analytics Director, Coalmarch Productions
FORECASTING YOUR LEADSHow understanding the relationship
between weather and demand can help you craft a smarter sales strategy.
DOES THIS LOOK FAMILIAR?
DOES THIS LOOK FAMILIAR?
DOES THIS LOOK FAMILIAR?
DOES THIS LOOK FAMILIAR?
IS THERE A BETTER WAY TO DO THIS?CAN WE PREDICT NEXT YEAR’S
LEADS?CAN WE ANTICIPATE CUSTOMER DEMAND?
YES.
WE’RE GONNA HAVE TO SCIENCE THE SHIT OUT
OF IT
STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
Fact #1: The weather (temperature) is strongly correlated with search volume.
PREDICTING NEXT YEAR’S LEADS
TEMP. = SEARCH VOL.
Fact #2: That search volume represents the total opportunity available in the
market.
PREDICTING NEXT YEAR’S LEADS
TEMP. = SEARCH VOL.TEMP. = SEARCH VOL. = OPPORTUNITY
ORGANIC
PPC
LOCAL
ORGANIC
PPC
LOCAL
Fact #3: Your visibility in the search engines dictates how many leads you can convert.
PREDICTING NEXT YEAR’S LEADS
TEMP. = SEARCH VOL. = OPPORTUNITYTEMP. = SEARCH VOL. = OPPORTUNITY ≈ LEADS
STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
If the temperature in a target market goes up, will more people search for your services online?
TEMPERATURE AND SEARCH VOLUME
TEMPERATURE AND SEARCH VOLUME
NOAA’s Climate Data Online
TEMPERATURE AND SEARCH VOLUME
Google Trends
TEMPERATURE AND SEARCH VOLUME
Location: Las VegasIndustry: Pest Control
Temperature vs Search Volume, Las Vegas
As we plot the two graphs, we can determine the influence that
temperature has on search volume.
TEMPERATURE AND SEARCH VOLUME
If the overall search volume for your services goes up, will your website
get more traffic?
SEARCH VOLUME AND WEBSITE TRAFFIC
AKA, your visibility in the search engines.
SEARCH VOLUME AND WEBSITE TRAFFIC
SEARCH VOLUME AND WEBSITE TRAFFIC
Google Analytics
SEARCH VOLUME AND WEBSITE TRAFFIC
Location: Las VegasIndustry: Pest Control
Search Volume vs Website Traffic, Las Vegas
If your website traffic goes up, will you get more leads?
WEBSITE TRAFFIC AND LEADS
AKA, your website conversion rate.WEBSITE TRAFFIC AND LEADS
WEBSITE TRAFFIC AND LEADS
Location: Las VegasIndustry: Pest Control
Website Traffic vs Leads, Las Vegas
PROGRESS.
STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
PREDICTING THE WEATHERTempPast
PREDICTING THE WEATHER+LeadPast
PREDICTING THE WEATHER+TempCast
PREDICTING THE WEATHER=LeadCast
STEP ONE: WHAT ARE THE FACTS?STEP TWO: WHAT IS THE PROCESS?
STEP THREE: THE PREDICTIONSTEP FOUR: HOW DOES THAT HELP ME?
#1: LONG TERM PLANNINGDetermine marketing spend based on expected opportunity captured.
#1: LONG TERM PLANNING=LeadCast
#1: LONG TERM PLANNINGRevenue goal = $1.5 million
Revenue from leads = $1 million
#1: LONG TERM PLANNINGRevenue goal = $1.5 million
Revenue from leads = $1 millionRevenue from leads = $1.5 million
#2: SHORT TERM PLANNINGUse 10 day weather forecasts to make super accurate predictions.
#3: BE AN INFORMED BUSINESS OWNER
Investigate and report on performance in the context of weather.
What you are talking about.BASIC SLIDE
Do Science.Plan Better.
Be Informed.LEADCAST.
FORECASTING YOUR LEADS
Lee Kennedy, Analytics DirectorCoalmarch Productions
linkedin.com/in/leelkennedy
[email protected] @leelkennedy
