To learn more about what happened after Wilentz, Yardville Supply

Transcription

#NOMAM2015
5 COMPANIES, 4 INDUSTRIES,
ALL ENJOYING 1 OUTCOME
Copyright © 2014 Single Throw Digital Marketing
All rights reserved
You are encouraged to email, tweet, blog and pass
this report along to anyone you think might find it
useful. We only ask that you do not alter it when you
share it.
Enjoy!
5 COMPANIES, 4 INDUSTRIES, ALL ENJOYING 1 OUTCOME 3
INTRODUCTION
Instead of the same old boring report claiming to know the ins and outs of
digital marketing, complete with definitions, tips and how-to’s, Single Throw
wanted to provide you with real-life insight into digital marketing strategies
that work, backed by real-life examples of success.
We understand that every business owner reading this will be thinking the
same thing: Ok, fine, but how will this report get me customers,
REALLY?
By following the principles of this report, you will:

Learn how to create a website that is a tool for conversion

Discover how to drive the right traffic to your website that leads
to customers

See how to produce paid search ads that your ideal customers see
and click

Find out how to use social media to elevate brand loyalty

Gain insight into how to adjust your internet presence to align
best with customer demands, at precisely the times they need and
search for you most.
So, let’s get started.
“I know I need a website. And I have one.
And I keep it updated. But it’s not getting
me customers. Can someone please tell me
what I’m missing?”
~ Frustrated law firm marketing manager
I. HOW TO MAKE YOUR WEBSITE A
TOOL FOR CONVERSION
Today, technology rules the world. From smartphones to laptops to tablets
and every other device in between, you can’t go anywhere without being
surrounded by it.
Which makes having a website imperative to your business.
But just having a website isn’t going to get you customers. Your website
must be built accordingly to get visitors to take action and become
customers – a.k.a. convert.
Every day Single Throw sees businesses that wind up essentially throwing
their hard-earned money down the tubes because their website exists, but
does not convert. We don’t want to see that happen to you.
Take it from a frustrated law firm marketing manager
Wilentz, Goldman & Spitzer, a top law firm, had this
exact problem. Simply stated, they had a website
that was updated frequently, but didn’t get
customers.
What’s worse, this law practice’s website contained over 800 pages of
information, yet still didn’t get customers reliably. To Wilentz, their website’s
lack of performance was a mystery.
The surprising thing was that Wilentz actually had all of the ingredients they
needed to persuade and win customers on the same website. Creating a
recipe for success was actually well within reach.
What is this So-Called “Recipe for Success?”
Digital success is contingent upon the proper balance of quality content and
the way it guides the reader to towards taking action. Wilentz’s 800 pages of
website content needed to be condensed and restructured in a way that
would allow customers to find the information in search engines like Google,
at the exact time it was needed most.
With a brand new website that streamlined all of their content and cut out
the extra “noise,” customers were better able to navigate throughout the
website to find the information they were after.
I [How to make your website a tool for conversion]
Additionally, the content was enhanced with key terms and phrases that
allowed specific, detailed pages of the website to show up in search engine
results (see below). This new content strategy allowed potential customers to
land directly onto the page containing the information they sought. (In the
image below, Wilentz appears in the first position of page 1 of Google for the
keyword phrase, “Class Action Attorney in NJ.”)
(In the image below, Wilentz appears in the 2nd and 3rd position of page 1 of
Google for the keyword phrase, “Financial Lawyers in NJ.”)
(In the image below, Wilentz appears in the 1st position of page 1 of Google
for the keyword phrase, “Grandparents Legal Rights in New Jersey.”)
WILENTZ SAW AN
ASTONISHING 56%
INCREASE IN
LEADS BETWEEN
JANUARY AND
DECEMBER OF 2013.
So, a website that once didn’t convert the curious into customers was
suddenly providing Wilentz with the leads they were previously missing out
on – and more importantly, getting them the customers they wanted.
As a matter of fact, Wilentz saw an astonishing 56% increase in
qualified leads between January and December of 2013. By the end
of 2013, Wilentz added four times more cases than previously
captured using their old website.
So, simply having a website, while seemingly enough, just isn’t. The website
needs to both stand out above the noise a crowded digital market place
creates and persuade your customers to take action. Take it from Wilentz –
your website can be a powerful conversion tool, that gets you clients, when
it’s built to satisfy both criteria.
[Key Takeaways]
1. Website content is all about quality, not quantity. You don’t want to
confuse your potential customers or turn them off by overwhelming
them with information.
2. Come up with a plan for structuring your website so that each page
follows a clear hierarchy. This will make it easy for your customers to
navigate and find exactly what they are looking for.
3. Decide what type of action you want your customers to take, then
implement a strategy onto your website.
“I have keywords in my website that are related
to my business, but still no one is finding me.
What am I doing wrong?”
~ Fed-up hardware store & building supply business
owner
II. DRIVING THE RIGHT TRAFFIC TO
YOUR WEBSITE THAT LEADS TO
CUSTOMERS
Search Engine Optimization [surch-en-juh n]
noun
the methods used to boost rankings or frequency of a website in results
returned by a search engine, in an effort to maximize user traffic to the site
Example: The first step in search-engine optimization is to generate key-
words that are relevant to your site’s content. Abbreviation: “SEO.”
Source: Dictionary.com
There it is. The definition for Search Engine Optimization. Seems simple
enough, doesn’t it?
Wait a second, what methods is the definition talking about? For that
matter, what the heck does “boost rankings” even mean?
Does any of that get me customers? Maybe we’re not getting marketing
right because we don’t understand what we’re being told to do!
The truth is, you don’t want to drive traffic to your site just for traffic’s sake.
But, if you use the proper methods to boost rankings for keyword phrases
your audience is actually using to find your products and services, that
website traffic will consist of your ideal customer.
Targeting the right traffic, for the right customers, at
the right time.
Yardville Supply owns a number of Ace Hardware
store locations throughout New Jersey and offer
contractor’s building supplies, masonry supplies,
TOTAL TRAFFIC
landscaping supplies and more.
JUMPED 74%
AFTER THE NEW
They were looking to build a new website that was able to:

STRATEGY
(B2C as well as B2B)

LAUNCHED.
Showcase everything they offered to a wide variety of customers
Work with the seasonality of their business by targeting the right
type of customer during their exact time of need, based on the
time of year
For example; during the spring and summer months, Yardville’s website
targets builders, contractors and landscapers. However, during the winter
months, many of Yardville’s customers are looking for rock salt and de-icing
equipment.
II. [Driving the right traffic to your website that leads to customers]
Success is as Easy as 1, 2, 3
Single Throw implemented a 3-step SEO strategy to help Yardville target
their customers at precisely the times of the year their buyer segments
needed them most. Here’s what we did.
NEWLY OPTIMIZED
1. Step One - We conducted research into keyword phrases for
PAGES SIMPLY
2. Step Two - We implement an SEO strategy within the content
SKYROCKETED
3. Step Three - We monitored the performance of the website
their business for each specific season;
of the pages we wanted to become traffic drivers;
and made necessary changes based on website visitor behavior.
725% BETWEEN
DECEMBER AND
Results
Within just two months, Yardville began seeing an increase in visits to these
FEBRUARY.
specific pages and as planned, at the appropriate times of year. Best of all,
they were seeing an increase in phone calls and leads from the seasonal
customers they wanted to target as well.
By way of example, views to pages targeting rock salt and deicing
equipment grew dramatically by 725% between December and
February in 2014.
That 2014 was an especially wintery season doesn’t tell the whole story
either. Plenty of Yardville’s online competitors didn’t rise to the top
of search results during these unusually snowy months because they likely
lacked a thorough optimization plan for getting to the top of search results
during a critically opportune period.
In general, Yardville Supply saw their natural (“organic”) traffic climb 74%
higher than before the new SEO strategy was launched and the
company’s total leads jumped nearly 100% when compared with the
previous year!
By conducting research, implementing a thoughtful SEO strategy and
monitoring its performance, Yardville was able to accomplish their website’s
objectives. Even the absence of one of these three fundamental steps in
sound SEO, would have adversely impacted the outcomes.
So forget about the stodgy definition of SEO. The methods used to boost
rankings to maximize traffic and the rest of it. Focus on understanding
what your customers are looking for, at the exact time they’re searching and
begin building your SEO strategy from there.
[Key Takeaways]
1. Find keywords that aren’t just related to your business or industry, but
that deal in fulfilling your customers’ needs.
2. Implement these keywords carefully and strategically into pages of your
website where they make sense to drive the right traffic to the right
place.
3. Research and update keywords and content as frequently as needed to
stay on top of the latest trends.
“I keep throwing money at my pay-per-click
campaign, but none of my leads turn into
customers. How am I supposed to sell cars like
this?”
~ Confused car dealership General Manager
III. CREATING PAID SEARCH ADS THAT
TARGET YOUR IDEAL CUSTOMERS
Let’s all just say it out loud to get it off of our chests.
“Hi, my name is __________ and I don’t understand pay-per-click
advertising.”
Pay-per-click (PPC) is confusing and frustrating — plain and simple. What
type of budget should I have? What keywords should I target? What’s the
competition spending? Will remarketing turn off my customers because of
the reputation it has for being creepy and annoying?
The truth is that PPC can be an extremely effective tool and a fantastic way to
kick-start a digital marketing campaign. But knowing where to start and how
to get qualified leads can oftentimes leave business owners and marketing
managers stumped and ultimately wasting their budget instead of using it to
get customers.
How a Honda Dealer Turned their Paid Advertising
Budget into Customers
Honda of Princeton, a leading Honda dealer
located in Princeton, New Jersey had just that
issue. On their own, the dealership started a
PPC campaign, but it unfortunately did nothing but waste their advertising
budget by not producing any qualified leads.
Why though did it fail? The dealership knows and understands their
customers. But as well as they knew their business, that insight didn’t
translate into leads or car buyers? But again, why?
Even if Honda of Princeton understands the wants and needs of their
customers, it doesn’t always translate to how people are searching on the
internet. Online customers behave far differently than their in-person, on the
dealer lot counterparts. This is where understanding online customer
behavior becomes critical to PPC success.
III. [Creating paid search ads that target your ideal customers]
So Single Throw and Honda of Princeton changed the way they do PPC. From
the outset of the PPC refresh, the goal remained as is was: utilize the
dealership’s budget in a way that would get them customers without
overspending or worse, spending unwisely.
HONDA OF
PRINCETON HAS
Quality Score
Now to understand how Honda of Princeton ultimately succeeded in a
lethally competitive PPC marketplace, you’ll need to understand the
fundamental elements that comprise a sound PPC campaign. When placing
ads with Google, Google looks extensively into the quality of the ad and
SEEN AVERAGE
assigns what is called a Quality Score to each campaign (ad).
MONTHLY LEADS
There are three fundamental, unifying components to achieving a high
Quality Score. They are:
SOAR 224%

Keywords;

The landing page the ad points to and;

The content on that landing page
If these components are misleading, not related to each other or
disappointing to searchers, Google will apply a low Quality Score to the
ad and display the ad below competing ads that possess a higher Quality
Score.
If, however, all of three components are aligned properly, Google will reward
the ad with a high Quality Score and subsequently, display it higher in search
results.
Ensuring your Quality Score is as high as possible means you’re able to
spend less money on your campaign and still beat the competition placing
ads of lesser quality.
Results
Executing a strategic PPC campaign with Honda of Princeton comprising the
principles outlined in this section of the report, the dealership saw a
THE DEALERSHIP
912.5% increase in leads from March of 2013 to December of 2013.
Honda of Princeton has seen average monthly leads climb by 224%
INCREASED LEADS
since Single Throw began managing the dealership’s PPC campaign.
BY A STAGGERING
The best part? Honda of Princeton is spending thousands of dollars
less per month than their competitors, yet their PPC ads still show up
912% FROM MARCH
above everyone else and they are receiving more qualified leads than ever.
TO DECEMBER 2013
PPC is not for the faint of heart. PPC, like any other form of digital marketing,
can be extremely confusing, become frustrating and is ultimately very costly
when it’s not done right. Conversely, producing quality ads that improve your
Quality Score can make the spending smart, effective and never wasteful —
and it’ll get you customers.
[Key Takeaways]
1. PPC is not about how much money you have in your budget, it’s about
the quality of your ads.
2. High quality ads require the alignment of three unifying components;
keywords, the landing page the ad points to and the content on that
landing page.
3. Creating ads that fulfill a searcher’s expectation will increase your Quality
Score which will allow your ads to appear higher in search results with a
lower budget.
“Isn’t social media just a place for people to post
pictures of themselves all day? How does that
create brand loyalty or provide customer
service?”
~ Skeptical Hyundai dealership President
IV. ELEVATING YOUR BRAND’S
AWARENESS THROUGH SOCIAL
MEDIA
Did you know that there are over 17 million digital self-portraits (a.k.a.
“selfies”) posted to social media every week? So no, posting photos of
yourself isn’t going to get you customers.
However, while people spend a lot of time taking and posting their selfies,
they are also using social media to interact with their friends and their
favorite brands. And make no mistake, people gathering on social media
websites, as well as those they share with, are your customers.
No matter how big or small the business, social media is a fantastic way to
build brand awareness and foster and sustain brand loyalty. Much like
traditional word-of-mouth, social media has the ability to reach potential
customers that you didn’t even know existed.
Believe it or not, social media can serve as an incredible customer service tool
too, providing the perfect platform for feedback, enabling you to adjust to
your customers’ real-time needs and show them that you truly care.
The Largest Hyundai Dealership in the Nation is doing
it – So Should You!
Brad Benson is a former offensive lineman for Super
Bowl XXI champion New York Giants. He is also the
proud owner of the #1 volume Hyundai dealership in
the nation. With a name as big as Brad’s attached to a
dealership, with an inventory of over 1,500 vehicles, you
would think brand awareness and loyalty is a breeze for
him. Not so.
As a matter of fact, the dealership had a hard time keeping up with all of the
customers that were reaching out to them via Facebook, Twitter and
Google+. The struggle actually left the dealership missing out on important
customer service and return business opportunities.
Today, Brad Benson Hyundai’s social media presence is bigger than ever and
provides them with an effective digital customer service and brand loyalty
outlet.
IV. [Elevating your brand’s awareness through social media]
Here are a few examples of how Brad Benson Hyundai was able to capitalize
on the power of social media.
IN ONLY 2 WEEKS,
THE DEALERSHIP
INCREASED

Encouraging return customers and potential buyers – It’s
important to show your customers that you’re not just there to
sell to them. People buy from people and social media is a great
outlet to show your fans, followers and customers that you are
people who care about the relationships you have with customers.
Two weeks before the 2014 Super Bowl, fans and followers were asked to
submit photos of themselves in their favorite team jerseys using the hashtag
FACEBOOK FANS
#BBGives. The response was overwhelming. The dealership increased
their Facebook fan base by 140% in only the two-weeks surrounding
BY 140%
the campaign. The campaign and others like it provide the dealership an
opportunity not only to humanize the company in a fun and memorable way,
but it also created an outlet to generate and sustain digital word-of-mouth.
Stand out among the competition – The market for the Hyundai brand in
the State of New Jersey is saturated. However, with all of the customer engagement and conversation taking place on the dealership’s social media
accounts, Brad Benson Hyundai is able to rise above the noise with a social
voice that is actually nearly 90% greater than the competition (see chart
below).
*share of voice totals includes both Twitter and Facebook audiences.

Using social media as a customer service platform – Today,
customers favor voicing themselves through social media because
doing so allows for open, democratic conversation. So, if you’re
not there, you can’t participate in the ongoing dialogue. It’s a
timely, personalized reply that ensures you’re providing a positive
customer service experience and online gathering place.
So sure, keep posting those selfies; we won’t judge. Just be sure you’re also
making time to build brand awareness for your business so that you aren’t
missing out on important opportunities to connect with your customers.
Remember, one of your competitors, maybe more, is using social media to
engage with your buyers right now.
[Key Takeaways]
1. Social media has the ability to not only reach your customers, but the
people they share with - making it an ideal word of mouth tool.
2. You can encourage potential and return business, and show customers
that you care by engaging with them in a fun and memorable way.
3. By providing authentic, timely responses to your customers, you will
effectively be using social media as a customer service platform.
“Ok, fine. I have the website set up and all of my
marketing surrounding it. Is it working? How can
I tell?”
~ Confused pest control company owner
V. ADAPTING YOUR WEBSITE’S
CONTENT TO ANTICIPATE CUSTOMER
DEMANDS
We can all agree: the goal of marketing is to get leads that ultimately
turn into customers.
When do customers turn to your website for solutions? Perhaps there’s a
time of year when a unique customer emerges for a brief period, searches
and shops intently for your expertise, then abruptly exits as quickly as they
appeared.
Does your plan anticipate your customer’s unique demands? Can your
website be found on Google when your buyers begin looking for you?
What’s the winning move that’s going to get you new, qualified customers?
Tools Report. They Don’t Produce.
You have lots of choices. There are not shortage of solutions you can hire or
tools you can use, all designed to track and report on website traffic. But
even the best tools, right at your finger tips, only report what’s going on. The
tool doesn’t produce results, it reports them. So no matter what the
tool, a website must possess persuasive points of entry that align with
your plan to get customers.
So the success of the plan depends not as much on the tool that records outcomes, but the merits of the plan to satisfy shifting customer needs.
V. [Measuring your conversions to learn what’s working and what isn’t]
You don’t always need to reinvent the wheel to get
results.
Take, for example, Arrow Environmental, a
commercial and residential pest control
company. Much like Yardville Supply, Arrow
changes depending on the season, as they
handle both commercial and residential pest control from termites to bed
ARROW’S WEBSITE
bugs and everything in between.
HELPED YIELD A
Changes are made to Arrow’s website based on which pest poses the largest
WHOPPING 168%
INCREASE IN VIEWS
TO PAGES DURING
BED BUGS SEASON
threat during the upcoming season. Adapting website content to evolving
customer requirements, allows the customer to find a solution to pest
problem immediately and upon landing on the website.
By constantly analyzing industry trends and updating website content based
on seasonal market conditions, Arrow is able to accurately measure both the
increase in visits, as well as the validity of the plan.
In the case of bed bugs, adapting the content strategy to trend analysis
helped Arrow yield a whopping 168% increase in views to pages
containing bed bug solutions, during a time when bed bugs problems are
most prevalent.
Every day digital marketing changes to satisfy an ever-changing digital
consumer.
Arrow is winning the digital marketing battle because they’re moving. Being
nimble is the key to digital success. You need to be able to ebb and flow with
the way your customers are searching.
[Key Takeaways]
1. Before analyzing your digital marketing campaigns, you must first
determine what exactly you are going to be measuring. What is the goal
you are trying to accomplish?
2. You don’t need to reinvent the wheel every time that something isn’t
working. Take a step back and see what small adjustments you can make
to reach your objectives.
3. Measuring results isn’t all about numbers; it’s about understanding your
online customer’s behavior and adhering your digital strategy to their
needs.
GETTING MARKETING RIGHT
Although it's easy to get digital marketing wrong, many businesses are
getting it right. Among those who are getting it right are businesses within
your industry.
And like you, your competitors may have just finished reading this report. Are
you ready to be nimble? Ready to take action?
When your competitors start to get marketing right, where will that leave
you?
Want to gain more insight into your digital marketing
strategy?
Feel free to talk to someone about Single throw’s
services, solutions and offerings at singlethrow.com.

To learn more about what happened after Wilentz, Yardville Supply

Transcription

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