utilizing online marketing for office furniture dealers
Post on 22-Oct-2014
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“Utilizing Online Marketing for Office Furniture Dealers”
Speaker: Jason Kirby
Agenda
General information about online marketing Marketing online vs. offline The tools relevant to office furniture dealers
Emphasis on PPC, SEO, & Web Conversion
Wrap up About eBoost Consulting Q & A
Setting The
Expectation
WhatWhy How
WhatWhy How
Cost effective Brand enhancement Quick and easy to make changes Campaign results are traceable Instant and measurable ROI More effective than offline advertising
Marketing Online
WhatWhy How
Offline – Yellow page ads, outbound in print advertisements, and flyersOnline – Pay-Per-Click advertising
Advertising Over 14 Months
Offline Online
Total Cost $65,100.00 Total Cost $22,159.04
Total Leads 229 Total Leads 411
Conversion Rate N/A Conversion Rate 4.53%
Cost per Lead $284.28Cost per Lead $53.91
SAVING 81% PER LEAD
*Data retrieved from actual office furniture dealers in metropolitan areas
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$310.00
$193.75
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$193.75$172.22
$310.00
$357.69
$244.74$221.43
$516.67
$422.73
$775.00
$310.00$332.14
$49.39 $42.28 $51.32 $36.18 $49.02 $39.95 $46.62 $43.27 $53.18
$124.90$110.84
$44.44$86.35 $84.26
Cost Per Conversion Comparison
OfflineOnline
Statistics on OFDA Members:
55.56% Are not tracking who is coming to their website 56.25% Do not have a way for potential leads to contact them 13.19% Do not show up in search results
Statistics based on a sample of 144 office furniture dealer websites *n=144
WhatWhy How
The Tools
Pay-Per-Click (PPC) Search Engine Optimization (SEO) Web Conversion Design Email Marketing Guerilla Marketing Call Tracking
Pay-Per-Click
What is Pay-Per-Click?
Pay only for traffic you receive Focus on specific geographic areas you serve Targets buyers that are late in the purchasing cycle Target keywords you can’t rank for with SEO Renting at rates based upon competition and ad quality
What Does PPC Mean To A Dealer?
Instant return on investment Exclusive leads Ability to target educational and health care establishments
25%
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Pay-Per-Click Lead Generation
Total LeadsAd Spend
Tota
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f Lea
ds
$ of
Ad
Spen
d*Data retrieved from actual office furniture dealers in metropolitan areas
Tips for PPC
Create ad groups that focus on attracting facility managers
Create a value proposition that solves a problem for a start up company in your ad
Search Engine Optimization
What is Search Engine Optimization?
Customers trust organic listings more than any other form of advertising
Takes 3-6 months to see results
Long-term investment with greatest long-term return
Requires intensive labor and persistence
What Does SEO Provide to Dealers?
Usually drives in 70% of traffic when optimized
Establishes credibility Competing sites not optimized Generate leads by listing
individual products to show up in search results
Jun-0
8Ju
l-08
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SEO Leads & Cost Per Lead
SEO LeadsCost per Lead
*Data retrieved from actual office furniture dealers in metropolitan areas
SEO Tips
RANK FOR YOUR NAME Focus on local keyword modifiers Long tail keywords tend to convert Create individual pages for products
Web Conversion Design
What is Web Conversion Design?
The architecture of your website that persuades your customers to take action
Utilize design, images, and colors Understanding the F Pattern
Why is Web Conversion Important?
Customers don’t read everything you have to offer
Customers want information immediately
Get higher conversion rates Lower costs per lead
Tips For Web Conversion
Easy Navigation White space (no clutter) Conversion Forms Phone number on every page
Email Marketing
What is Email Marketing?
Most commonly known as the digital form of direct marketing
The fastest growing form of marketing Increases referrals and up sells Enhances your brand and company image
NOT SPAM
Is Email Useful for Dealers?
Keeps your brand top of mind Quarterly send outs Potential for referrals
Guerilla Marketing
What is Guerilla Marketing?
Unconventional advertising Relies on time, creativity, and man power to be successful
eBoost Way Consistent high converting posts Cost per lead usually below $20
Who is Guerilla Marketing For?
Used office furniture dealers Dealers that need to move inventory Ecommerce or national dealers
Call Tracking
What is Call Tracking?
Each visitor gets a unique phone number
Dynamically inserts phone numbers for different campaigns
Enables you to measure marketing efforts
Allows you to more effectively allocate your budget
Ideal for business B2B sales
Now You Know
WhatWhy How
Pay-Per-Click
Search Engine Optimization
Web Conversion
Call Tracking Email Marketing
Guerilla Marketing
What’s The Next Step…
1) Determine if your dealership can benefit from more leads.2) Establish a budget to obtain new leads.3) Investigate what tools will work for your dealership4) Begin campaigns5) Dominate your local competition
It’s Time to Get Started…
And we are here to make it easy
About
The Experts in the Industry
Team of marketing consultants Researching and optimizing for the last 4 years Produced over 20,000 leads Provide all of the services mentioned today Customer Persona White Paper
Thank You For Your Time
Presenter: Jason Kirby
Email: Jason@eboostconsulting.com Phone: (619) 567-3497
Website: http://www.OfficeFurnitureMarketing.com
Address:eBoost Consulting7125 El Cajon Blvd st. #5San Diego, CA 92115
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