Smart Digital Marketingbtoforum.com/wp-content/uploads/2017/10/BTO_Blue... · Channel Cost Phone...
Transcript of Smart Digital Marketingbtoforum.com/wp-content/uploads/2017/10/BTO_Blue... · Channel Cost Phone...
+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
NEWSLETTERS
PPC
MANAGEMENT
SOCIAL
MEDIAVIDEO
MARKETING
SEARCH ENGINE
OPTIMIZATION
(SEO)
+Questions & Answers
+www.bluecorona.com/acca/bto-2017