Find out where you can be investing your marketing spend and how to determine if it's actually bringing in new customers. During this free on-demand webinar, Bob Sheehan (Surefire's SVP of Brand & Customer Advocacy) walks you through a proven budgeting model that has helped thousands of home improvement contractors effectively build and manage a marketing budget that generates referral-quality leads. Some of the things you'll learn are: - Understand the customer journey through marketing channels before purchase - Analyze current performance to understand attribution - How to evaluate media channels for your business - Track lead sources to establish real ROI - Use insights to build an effective budget

1. Be a Marketing Hero!
Make the Most out of Your Fall
& Winter Marketing Budget

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We Are Surefire Local
● Est. July 2011
● Located in Tysons, Virginia
● Specialize in Home Services vertical
● 1,260+ customers; 1,730+ locations
● Google Premier Partner
● Named to Inc 5000’s Fastest Growing Private
Companies 5 straight years

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Today’s Agenda ✓ Meet the team
✓ Discussion on maximizing your marketing
budget during Fall & Winter
✓ Q&A
We’ll be giving away a Google
Home Mini to 1 lucky attendee!
Stay tuned in till the end!
A few reminders…
● You will receive a recording of
today’s webinar!
● You can reach our team at
marketing@surefirelocal.com

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Bob Sheehan
SVP, Brand & Customer Advocacy
Meet Your Speaker

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My Promise...
By the end of today’s webinar, you’ll be able to plan and
execute an effective marketing budget

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If you don’t respond to an inquiry
within 2 minutes, the chances of
turning that into a sale
drop 48%
The average person goes online
about 100 times in a day

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By 2020, over 50% of ALL search will be Voice
...Google has 5,443,200,000 searches EVERY DAY
50%+ of search phrases have 4 or more words
...Most marketers focus on three words or less
22% of consumers won’t buy if you have one negative
review
What’s changing in 2018...

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The customer journey to finding a local home
contractor is forever changed
Explore Interest Compare Purchase Experience
1 2 3 4 5
59%
choose home services based on
proximity to home/office
56%
check home services website
73%
don’t take further action if
website lacks info

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Contractors must be
able to reach the
right customers in
the right moments...

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...which starts by being
“there” when the homeowner
needs you

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That happens by managing a marketing budget...
...that creates an expansive online presence for your
business, so no matter where they would look for you,
they’ll find you

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How do you know if your
marketing is really working?

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Measuring Marketing has Challenges
1. All Leads Are Not Equal
2. Attribution - Where are the leads coming from?
3. Too many marketing vendors
4. Weather and Economy are a factor
5. Marketing ROI measurement is confusing

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Let's Get
Prepared

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Budgeting Media for Contractors

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Budgeting = Tracking
Determine what’s working, and therefore what deserves a
piece of your budget, by tracking it as it happens
Track now so you can evaluate later

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Manage Your
Numbers with a
Spreadsheet

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You Have Many Media Choices
● Email
● Websites
● BBB
● Social Media
● Google Ads
● Television
● Radio
● Billboards
● Etc. Etc. Etc.
Where do you start?

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Start Now

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Step 1 - Start With What You’re Doing Today
List all media you’re
using and how much
you’re spending on it
Direct Mail $15,000
Radio $17,500
Website $30,000
BBB $1,500
Billboards $5,000

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Step 2 - Add the sales you have for each medium,
along with ad cost of sales and lead cost
TIP! Create a spreadsheet for
tracking by medium & cost per lead

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Sales to Leads
Media Spending Sales $ Ad Cost # Leads Lead Cost
Direct Mail $15,000 $200,000 7.5% 100 $150
Radio $17,500 $86,000 20.3% 63 $277
Website $30,000 $400,000 7.5% 350 $85
BBB $1,500 $26,000 5.7% 6 $250
Billboards $5,000 $30,000 16.6% 13 $384
Postcards $8,000 $28,000 28.5% 6 $1,333

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Question: How Well Do You Know These Sources?
A. Did you guess?
B. Did you estimate?
C. Did you ask your customers how they came to you?
D. Did you track your leads aggressively?
If your answer is D,
you’re doing great…

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Aggressive Tracking
Leads from websites- sourcing to origin
Asking customers what made them call you
Tracking your links with UTM Codes
Phone calls- tracking phone numbers

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For phone calls
use a different
phone number for
every medium
A call from a tracking number
that is nowhere else can’t be
from anywhere else…100%
tracking certainty

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Website Leads
● Are there different subject lines on
your web leads than your pay per
click landing pages?
● Do you track UTM codes on
external referral sources?
● Is it easy for your people to
understand where a lead came
from? (if not, change it!)

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Asking Customers How
They Heard About You
● Least reliable
● Customers don’t care how they got
to you
● They only want to be taken care of
● Listen with a grain of salt- when
they tell you something at odds
with your tracking, go with your
tracking as the source

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Train Your Staff
● The person answering the phones should
know your media schedule
● Know what every kind of lead looks like
● Train your staff to be well-versed in your
business
● If they can’t do this reliably, get someone
else to do it…it’s too important!

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Tuesday
Thursday
Please email me to
schedule a time
Let’s
schedule
a call
Missed out on the poll? Send us an email! marketing@surefirelocal.com
Get an expert analysis
of your digital marketing
next week
After the call we’ll send you a
Google Chromecast for free!

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You have last year’s data, and
maybe even two years.
What next?

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Rank lead source statistics by number of leads.
Now you know which pieces of your budget are most important
Media Spending Sales $ Ad Cost # Leads Lead Cost
Website $30,000 $400,000 7.5% 350 $85
Direct Mail $15,000 $200,000 7.5% 100 $150
Radio $17,500 $86,000 20.3% 63 $277
Billboards $5,000 $30,000 16.6% 13 $384
BBB $1,500 $26,000 5.7% 6 $250
Postcards $8,000 $28,000 28.5% 6 $1,333

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Next, rank your lead sources by Ad Cost
Lower at the top
Now you know what the most inexpensive media is, and therefore the
ones that should be covered first
Media Spending Sales $ Ad Cost # Leads Lead Cost
BBB $1,500 $26,000 5.7% 6 $250
Website $30,000 $400,000 7.5% 350 $85
Direct Mail $15,000 $200,000 7.5% 100 $150
Radio $17,500 $86,000 20.3% 63 $277
Billboards $5,000 $30,000 16.6% 13 $384
Postcards $8,000 $28,000 28.5% 6 $1,333

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Then Understand These Things
About New Media Potentials:
● Did I buy everything they had
last year? If they were good,
should I buy more?
● Do I have more to spend this
year?
● Are there things on my list that
could be cut? (there’s no risk
when you cut non-performing
media)

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Build Your Budget From the Bottom Up

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First - Collect Your Building Blocks
● Buy as many of the things that work as you can
● More frequency
● More geography
● Move to the next thing on the list
● Buy what you can there
● Stop when it doesn’t make sense any more

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Rinse, Repeat.
● Do this exercise annually and monthly- these
are seasonal businesses, and it’s different in
December than it is in June…spend
accordingly
● Stop when you spend the budget; spend only
what you can afford
● If you build it this way, you will always buy the
most leads at the most inexpensive cost, and
your marketing budget will provide you with
the best return

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Challenge: Measuring marketing
in this way has its challenges

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How do you know which tools and solutions to choose from?
~5,100

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You want to use technology
that makes your life EASIER…
not harder

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You want to use technology that makes
your life EASIER…not harder...and helps
you manage it all in one place to get the
insights you need

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Enter the
Surefire Local
Marketing
Cloud
A single platform that
allows you to see &
strengthen all of your
online marketing
activities - from a
single platform
# of leads
# of reviews
#avg. star rating
Website
performance
Social media
engagement
Search terms
people are using
to find your
business
Directory
Listings
Most common
terms that
appear in your
online reviews

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Paid Search
Organic
SEO
Local SEO
is your business appears in
all majors sections of
Google Search because
you’ve built a consistent
and expansive digital
footprint that Google
trusts
The end result...

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Tuesday
Thursday
Please email me to
schedule a time
Let’s
schedule
a call
Missed out on the poll? Send us an email! marketing@surefirelocal.com
Get an expert analysis
of your digital marketing
next week
After the call we’ll send you a
Google Chromecast for free!

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Hey Google, who is today’s lucky winner?
The winner of the
Google Home Mini is…
Q&A

46. HARDWORKING MARKETING
FOR HARDWORKING PEOPLE
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!