Online Marketing

 
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Old 03-19-2017, 01:12 AM   #21
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Re: Online Marketing


I joined this forum to specifically see what other people are doing about online marketing. There is a lot of useful information in this thread. I know different things will work for different professions, and the market size can be a factor as well, but it's still a great way to get some more ideas. We've actually had some success with the NextDoor site as well as Facebook ads.

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Old 03-21-2017, 08:38 PM   #22
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Re: Online Marketing


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Originally Posted by cbscreative View Post

The value of each customer is different for everyone but to illustrate I have to choose some arbitrary numbers. Let's choose kitchen remodeling with price points averaging about $30k. Now let's project an increase of only one extra project for an entire year. A high ranking site with good presentation should be able to do considerably better but I just want to illustrate how ridiculous it is to focus only on cost when you're talking about a business decision.

Most contractors seem to think $5K to $10k for a web site is insane (I know because I've been here a long time). But really, who in their right mind wouldn't invest $10k to get $30k or more in return? The only problem is the lack of confidence you'll see such return. Very few DIY sites can approach even a fraction of the results a proven professional can provide.
Your logic is a bit flawed here. First off $30K sale is not profit. How much do you think that kitchen remodeler takes home after all overhead is paid for? A few grand?

Second, $5K to $10 for a website IS insane. Unless it's an Ecomm store front with 1000+ products and even then that's highly debatable.

Third, a website on its own is a glorified business card. It's not about having one, it's about how you make it crank out that green. I.e. How you're driving traffic to it, how are you tracking your results, how well you know your customer's lifetime value. And that's just some of the metrics you should look at. Without any of that your $10K is probably a better investment in a poker game in Vegas.

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Old 03-21-2017, 09:58 PM   #23
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Re: Online Marketing


Thumbtack has been great for my company, it's pricey for sure but you get what you pay for. Don't get me wrong as with any lead generation company there are always bad leads and wasted money but it pays for itself for me I have spent about $1,000 but made 30k I hope this helps it is great when you are just getting started with advertising for someone who doesn't know how. I myself have not figured out Facebook but I am sure with practice I could get an ROI.
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Old 03-22-2017, 10:21 AM   #24
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Re: Online Marketing


TLR, I was illustrating a principle and stated that the numbers were just arbitrary. Beyond that, we can just disagree. You'd have a tough time convincing my clients that they're wasting their money.
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Old 03-22-2017, 10:39 AM   #25
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Re: Online Marketing


Cool. If $5 - $10K works for your clients, who's to argue with that? And when it comes to "arbitrary", well everything always works out in that magical world, doesn't it?
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Old 03-22-2017, 03:32 PM   #26
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Re: Online Marketing


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Third, a website on its own is a glorified business card. It's not about having one, it's about how you make it crank out that green. I.e. How you're driving traffic to it, how are you tracking your results, how well you know your customer's lifetime value. And that's just some of the metrics you should look at. Without any of that your $10K is probably a better investment in a poker game in Vegas.
These points we can agree on. And if those considerations are not part of the package, then you're right that $10k is insane. But I never meant to indicate that just designing a nice looking site is the only goal. I expected that pointing out the need for the web site to generate measurable business growth would effectively illustrate the principle I was outlining.

My other intention was to use web site pricing I know most contractors gasp at (5-10k) and weigh it against a very low return. Only a 30k increase with the example used is a sorry ROI but still enough to demonstrate an actual increase. And 5% would often be a lot for a large corporation but the dynamics of small business can make only 5% to be very low while realistic and still worth the investment.

I never said a contractor web site had to cost $5k, but using these numbers should show how it ought to be worth it in the example given.
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Old 03-29-2017, 09:31 AM   #27
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Re: Online Marketing


Great tip.. If you also make sure the newspaper website has a link to your website (called a backlink) then if feed more power to your website and google will eventually rank your website for that keyword... a website called TheHoth . com does press release services as well as backlinking service..
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Old 03-31-2017, 12:03 AM   #28
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Re: Online Marketing


Anything will work as long as you put the right message in front of the right audience but if your writing stuff like " call us today for a free estimate!" anywhere on your advertising your shooting yourself in the foot big time and this is what most novice marketers don't realize.
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Old 04-03-2017, 11:16 AM   #29
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Re: Online Marketing


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Anything will work as long as you put the right message in front of the right audience but if your writing stuff like " call us today for a free estimate!" anywhere on your advertising your shooting yourself in the foot big time and this is what most novice marketers don't realize.
Hey Dean. I'm interested in that point. Why do you think that's a negative call to action?
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Old 04-03-2017, 04:00 PM   #30
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Re: Online Marketing


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Hey Dean. I'm interested in that point. Why do you think that's a negative call to action?
Here's how a market breaks down. Only 3% of the people that look at your ad will be ready to get an estimate and potentially buy right now. 70% of the market are people that are thinking about it and would probably take action if the offer was good enough OR they'll turn into serious buyers in the future. 25% of people will never buy from you. These are the people who have contractors in that family and will just never go with you for one reason or another and 2% is the other. The "other" are either other contractors who are just researching the competition or marketers doing research for there clients.

With that type of call to action you only capture that 3%. What you need to do is capture the 3% AND the other 70% because they can be persuaded into buying sooner rather then later but your not going to hear from them if your asking them to get the ball rolling now by saying " GET A FREE ESTIMATE NOW!"

You do this by giving something away for free and getting them to opt in to your email list without pressure to get an estimate now. The free thing could be free design options, latest trends, free raffle to win something home improvement related, ect.. Once there in your email list you'll be sending them a sequence of emails that persuades them towards getting an estimate sooner rather then later. This is done is a very specific way.

Its all about putting people into your data base and sending them valuable, relevant, and strategic information so you stay on the top of there mind when there ready for an estimate and bring them to that point a lot sooner then they would come to it on there own. Whoever controls the eyes of a market dominates that market.

This is how you get results.

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