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