2013-04 Pacesetter Homes Inbound Marketing

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Inbound Marketing Executive Summary
April 2013
Pacesetter Homes Ltd.
Friday, 10 May, 2013 Prepared by: Jeff Schneider
Competition Report: http://ninj.az/16lnXa4
For overall visibility in the top search engines, you're now tied for 4th place behind Rohit, Coventry
and Daytona.
Ranking Report: http://ninj.az/16lo3ON
Overall visibility increased 11% over March. Visbility in Google increased 13%. Across all search
engines, you had 3 keywords move into 1st place and 6 move into the Top 3. Another 9 keywords
made their way to Top 10 or first page listings. 11 keywords slipped out of the Top 100.
Inbound Marketing Report: http://ninj.az/16lnLHM
Website Traffic & Visitor Trends
✓ Overall website traffic increased 2% ✓ Returning visitors increased 3.5%
✓ Total page views, average page views, average time on site, and bounce rate all remained fairly
consistent with March. Website Traffic Sources
✓ Organic search traffic remained consistent with March
✓ Keywords bringing in the most traffic were mostly brand-focused (Pacesetter related) but
"edmonton home builders" and "home builders edmonton" are in the Top 10 as well. ✓ Referral traffic is up 9%.
✓ 30% of referral traffic came from Qualico website properties.
✓ Social traffic increased 296%.
✓ Facebook accounted for 75% and Twitter accounting for 20%. ✓ Email traffic is up 470%.
✓ Top email campaigns were the 5 Critical Questions Report Follow Up (66.7%) and the April 30
Newsletter (28%)
✓ Direct traffic is down 7.4%
Lead Generation
✓ 71 new leads were generated from Inbound marketing activities
✓ Top lead sources included: Organic Search (52%), Direct Traffic (28%), Referrals (17%), Social
Media (3%)
✓ Currently 248 people in the sales funnel:
• 174 Subscribers (up 5.4%)
• 64 Leads
• 9 Marketing-Qualified Leads
• 0 Sales-Qualified Leads
• 1 Customer
Broadcasting Power
✓ Total reach: 689 (up 96.9%)
✓ Facebook Fans: 108 (up 272%)
✓ Twitter followers: 344 (up 122%)
✓ Email contacts: 236 (up 43%)
Social Media
✓ Visits from Facebook: 162 (up 376%)
✓ Visits from Twitter: 44 (up 340%)
✓ Social media influence (Klout) score: 43 (up 10%)
Call-to-Action (CTA) & Landing Page Testing
Ran two experiments last month. The first was the 5 Critical Questions Report CTA located at the
bottom of the website. The results were all too close to determine a winner. The second was the
Newsletter Subscription CTA also located at the bottom of the website. The third variation we
introduced later in the month outperformed the next closest variation by 166% and was determined
with 95% probability that it was the best option.
Summary:
We saw improvements across the board for most Key Performance Indicators (KPI) over March.
Website traffic is improving and so are returning visitors which indicates good traffic improvements.
Keyword rankings improved greatly over March and we should start to see improvements in organic
search traffic as a result. Social media activity on Facebook and Twitter is going well and your
community is growing steadily. They’re getting used to seeing your level of activity now and are
starting to engage with it more (sharing it and clicking links, etc).
As we continue to build out the new sales funnel from the top-down we’re seeing contacts move
quickly from stage to stage. We introduced the new Edmonton Area Guide at the tail end of April. It’s
purpose is to convert contacts from the Leads Stage to the Marketing Qualified Leads Stage. We’re
seeing great conversions from this report already (50% click thru conversions - industry average is
3-4%).
This month our main objective is to finish building out the Sales Qualified Lead stage of the new sales
funnel. With this in place we will be able to accurately measure how many leads we’ve generated
from inbound that are actually pushing through to the sales team. As we work to integrate HubSpot
with Newstar, we’ll also close the loop on the system and once a lead is closed and signs an
agreement to purchase a home, we’ll then be able to see the full data that indicates where that lead
came from initially. This helps us to focus our efforts in the right place. While there may be one source
that brings in a lot of leads, it may not be the quality of leads (as in lead to customer conversion rate)
as a different source that brings in less leads.