Wellborn Digital Marketing Boot Camp || Tracking ROI to Maximize Your Marketing Budget

December 16th 2016
Tracking ROI to Maximize
Your Marketing Budget
Wellborn Digital Marketing Boot Camp
marketing@surefiresocial.com

Milestones201
4Our site visits are up over
40%, we receive almost
twice as many calls from
it and we have gone from
the 6th page to the first in
a very short time. To say
they have done a good job
does not do it justice.
They have done a
fantastic job!
Ray Hoffman
Marketing Director, RbA
Milwaukee
“ “
I really like SurePulse.
It’s an intuitive tool and I
like that everything is in
one place. It's useful,
easy to use and I have a
much better
understanding of how
we are performing.
Amy Lindholm
Brand Manager, LP
Siding
“ “
AWARDS

Today’s Speaker
Ken Greene
VP of Sales

Surefire Social & Wellborn Cabinet Inc. are
Strategic Marketing Partners
https://www.youtube.com/watch?v=VmWYyZnMcOs

Your Path to Become a Digital Marketing Guru
Tracking ROI to Maximize Your Marketing Budget
December 16th, 2016 at 2:00 PM EST
How to Shoot Professional Videos with Your Smartphone
January 5th, 2017 at 2:00 PM EST
Make Google Work for You: A Local Business Guide to AdWords
February 2nd, 2017 at 2:00 PM EST
Never Miss a Lead! 10 Ways to Convert More Website Visitors
March 2nd, 2017 at 2:00 PM EST
Socialize Your Business - Engaging with Homeowners at Every Turn
April 6th, 2017 at 2:00 PM EST
Managing Your Online Reputation & Responding to Reviews
May 4th, 2017 at 2:00 PM EST

Tracking ROI to Maximize Your Marketing
Budget
Agenda
➔Analyze previous performance
➔Understand attribution
➔Introduce new strategies
➔Build a budget

Marketing Channels Influence the Customer Journey
Explore 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

#1 Digital Marketing Solution
Our Mission
Create more visibility for Wellborn
Dealers, Contractors & Remodelers
Your Result
More quality leads

We’re almost to 2017!

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

Let’s get prepared!

Budgeting Tips for
Remodeling Businesses

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.

Always keep track of your numbers

You have many choices
➔ Email
➔ Website
➔ SEO
➔ Social Media
➔ PPC / AdWords
➔ TV
➔ Radio
➔ Billboard
➔ Print
➔ Etc. Etc. etc.
Where do you start?

Start now!

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

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

Sales to Leads
Media 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%)

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…

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

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

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.

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

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!

Quick Breather!

TAKE A DEEP BREATH

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

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

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.

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)

Build next year’s budget from the bottom up

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

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

Our Solution:
A Marketing Control Center

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

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

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

Get a Complimentary
Digital Marketing Consultation
Call (703) 788-6730
Email marketing@surefiresocial.com
...and a Google Chromecast!
Don’t forget!

Wellborn Digital Marketing Boot Camp
Tracking ROI to Maximize Your Marketing Budget
December 16th, 2016 at 2:00 PM EST
How to Shoot Professional Videos with Your Smartphone
January 5th, 2017 at 2:00 PM EST
Make Google Work for You: A Local Business Guide to AdWords
February 2nd, 2017 at 2:00 PM EST
Never Miss a Lead! 10 Ways to Convert More Website Visitors
March 2nd, 2017 at 2:00 PM EST
Socialize Your Business - Engaging with Homeowners at Every Turn
April 6th, 2017 at 2:00 PM EST
Managing Your Online Reputation & Responding to Reviews
May 4th, 2017 at 2:00 PM EST

Wellborn Digital Marketing Boot Camp || Tracking ROI to Maximize Your Marketing Budget

Wellborn Digital Marketing Boot Camp || Tracking ROI to Maximize Your Marketing Budget

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Wellborn Digital Marketing Boot Camp || Tracking ROI to Maximize Your Marketing Budget