Download - 2013 Planning and Budgeting Webinar
How to Achieve Your Business Goals in 2013
Planning, Execution, Optimization
Spotlight: George Faerbar
Business Owner + Successful Internet Marketer!!
Founder of Bee Window and Flying Pig In 1981, George and his wife Pam
started Bee Window in Indianapolis, Indiana initially providing high quality replacement windows and vinyl siding to homeowners throughout Indiana.
Today, George has provided services to over 50,000 customers.
35% of his REVENUE come from INTERNET LEADS!
Common Questions Everyone Asks
“What can I do NOW to improve my businesses performance in 2013?”
Common Questions Everyone Asks
“How do I pick a strategy for
2013 with so much uncertainty
in the economy?”
Common Questions Everyone Asks
“Is Internet marketing really THAT important for my business?”
I. Marketing budget planning overview II. Key considerations for a complete planIII. Best communication channels to achieve
planIV. Specifics of creating a plan on paperV. Personal Insights from George
Agenda
How To View Marketing As Investment
Top Down Approach:
Monthly Searches
Site visitors/mo. @8 %
Qualified leads/mo @5%
Sales/month @ 20%
BENEFITS:• Provides an
orientation for an investment + direction
• Investing is NOT an expense!
Appointments at 70%
Importance of Prep and Planning
Competitors Strengths + Weaknesses Spending Patterns
Business Cycle/ Environment What stage of maturity is your company? What were your results in 2012? What are your goals for 2013?
(e.g. leads, website creation/development…) Factors like seasonality, events, new manufactured product
introductions
What type of business are you? Volume vs. Margin Service vs. Product B2B vs. B2C
Establish an Overall Objective + Mission
Ideal Vision: Make 2013 your best year ever by being the first call
someone makes! To make prospective customers feel YOU are the
authority and the MOST trusted business to work with Establish a plan you are comfortable with and can
follow through entirely!Objective + Mission
Increase online consumer reach by X% Increase website conversion by X% Generate X number of leads per month Pick the channels to WIN in against competitors!
How Do You Accomplish Your Objective?
Measure, Track & Optimize!
Develop a Strategy Plan your budget for at
least one FULL year Base the budget on your
business’ realities & outside environment
Develop on-going programs/activities to work throughout the entire year
Establish measureable goals
What Should Be In Your Strategy?
Step 1: Identify the channels YOU should capitalize on Website Social Media eNewsletter Traditional media
Important: “Search” vs. “Buy” Customers
Source: BIA/Kelsey's Media
How Do You Accomplish Your Objective?
Step 2: Develop a specific PLAN for each channel
Example: Website Objective: Increase conversion X% and traffic X% Generate X leads per month from organic and X leads from
paid Determine key words, site structure, & conversion
mechanisms Attract new users with new content & engage visitors with
interactive experiences using (“Search customer”): SEO/Social Media PPC Newsletter/email
How Do You Accomplish Your Objective?
SEO: focuses on natural/organic search
SEO is the process of getting traffic from the “free, organic, editorial or natural” listings on search engines by using techniques to match intent with relevance
How Do You Accomplish Your Objective?
PPC: Pay-Per-Click Target “buy” customer and
dominate target SERP’s Google, Bing, Yahoo Facebook
How Do You Accomplish Your Objective?
Step 2: Develop a specific PLAN for each channel Example: Social Media
Establishes social proof & market leadership Special offers: monetize relationships Customer service Drives traffic to your website Education & information marketing
How Do You Accomplish Your Objective?
Step 2: Develop a specific PLAN for each channel Example: eNewsletter
Benefits: (Best ROI of ANY internet marketing campaign!!) Cost effective Great lead generator Viral branding Soft sell Nurture List
How Do You Accomplish Your Objective?
Step 2: Develop a specific PLAN for each channel Example: Traditional
Media Television Radio Newspapers Fliers Direct Mail
Now Lets Put Together a Budget!
Step 3: FILL out a Budgeting Spreadsheet Work backwards to get to your goal Be Realistic!
$4.5 Million Business: Sample Budget
Assumptions:• Average Sale $10,000• Average Weekly Sale Sales $86,538• That’s 9 Sales Per Week• @ 25% Close Rate; Need To Issue 36 Leads Per Week, 150
Per Month Online Breakout (Leads are defined as Issued Leads):
• Website Maintenance, SEO, Social Media, Management $22k/yr
• @ 35 leads/mo at $52/lead• Search Engine Marketing $30k/yr• @33 leads/mo at $75/lead
Offline Breakout:• Total cost of offline media $240k/yr• @ 82 Leads/mo at $240/lead
How to Maximize Your Budget
Assumptions:• Average Sale $10,000• Average Weekly Sale Sales $86,538• That’s 9 Sales Per Week• @ 25% Close Rate; Need To Issue 36 Leads Per Week, 150
Per Month Using the internet as a CORE foundation:
• Bring down overall spend by using online as foundation• Get search leads going to competitors• Offline becomes more effective and efficient when
coordinated w/online• Bring down average cost per lead;
• $240/lead for primarily offline marketing • $162/lead combining online with offline in a coordinated
way
I. As you move from a “TAKE” market to a “MAKE” market, it’s most important to look at sales + STAY POSITIVE
II. Be PROACTIVE rather than REACTIVEIII. When going online, you MUST commit to it
THIS IS THE TIME OF THE YEAR!
Lessons/Advice From George
Get a Baseline/ Need a FREE Visibility Report?
Do You Know Where You Stand?
It all starts with understanding your “visibility” online. Can consumers find you? Get a FREE,
insightful report and FREE professional advice from a Surefire Social consultant.
www.surefiresocial.com 888-804-8685