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Generate $17 to $34 For Every $1 You Spend On Digital Marketing
Business Development, Content Marketing, Digital Marketing, E-Mail Marketing, SEO, Social Media

Digital Marketing Success: Case Study!

Generate $17 to $34 For Every $1 You Spend On Digital Marketing

Generate $17 to $34 For Every $1 You Spend On Digital Marketing

Generate $17 to $34 For Every $1 You Spend On Digital Marketing

Since 2015, I have continued to offer digital marketing services to restoration contractors throughout the United States. When I first started this business, I knew that a digital marketing strategy is effective if it is well thought through and implementation is executed consistently.

From 2011 to 2014, I worked exclusively for a disaster restoration company, starting initially in a marketing and business development role and eventually moved into the position of Chief Financial Officer. These were great learning years where I gained a complete understanding of how a restoration company operates from a marketing and lead generation stand point as well as the complexities of operations and financing.

This experience is the primary reason my strategy generates results for my clients. I understand the restoration business and the questions consumers have about the services they offer. This understanding enables me to anticipate and answer questions through the content I post on my clients’ websites. In turn, this creates goodwill and trust between the consumer and restoration client, which leads to higher close ratios.

My passion for this business really grew from the desire to educate consumers. In 2007, I suffered from mold illness after purchasing a building after the inspector indicated it had moisture concerns. There was water damage in the ceiling from a leaky roof, window casings were rotten, and the integrity of the building structure was questionable as the walls moved noticeably when pushed. Like most people, I really did not pay much attention to the damage and after fixing the leaks, continued to work. Unaware of the presence of mold and its impact on health, my family and I grew increasingly sick for the next three years. I still remember how difficult it was to accomplish anything during this period. I suffered from bronchitis and pneumonia several times, always felt tired, could barely concentrate, and really became depressed. In 2010, we moved after selling the business and the building and I began to feel better. Full recovery took 12 months.

In 2011, I started a consulting business focusing on helping business owners grow. Luckily, one of my past business associates who owned a disaster restoration company presented an opportunity to work with him. My first task was to begin working on creating an online following for his business, managing his social media and website content. I was also required to educate consumers on the topics of mold, asbestos, indoor air quality, water damage, etc. I really enjoyed this work because I was learning so much from the research, but most importantly, helping other consumers educate themselves.

After gaining considerable experience in the field, fast forward to 2015 when I decided to launch my digital marketing agency and offer my content marketing and digital marketing services to other restoration contractors. The rest as you say is history.

Today, I have gathered 4 years of data from my current clients and the purpose of this article is to present to you with the results of one of my clients with whom I have been working with since March 2016. You will learn three key lessons in this article…

First, I will provide you with data clearly demonstrating you can gain a significant return from investing in a digital marketing strategy.

Second, I will detail why your website is so important in converting visits to leads and how you can maximize conversions with 16 website recommendations.

Third, I will present the top 10 skills you need to have to implement a successful digital marketing plan.

Case Study Data!

Case Study: Data!

Case Study: Data!

Since March 2016, one of my clients has generated 100,000 plus page views mostly from visitors referred by search engines and FaceBook.

Implementing my strategy, traffic to their website has grown approximately 50% each year: 20,960 page views in 2016; 30,660 page views in 2017; and 43,557 page views in 2018. Most of the visitors to the site originate from Facebook through B2C (Business to Consumer) PPC (Pay Per Click) ads and organic search engine visits.

In 2018, this client spent $24,000 (including the advertising budget for PPC ads) on RDMS’s services and generated 340 web leads from consumers filling in an online form. This does not include additional direct phone calls to the client, which are in addition to online inquiries. However, for the purposes of this article, we will focus on leads captured from direct inquiries online through the website.

I spoke with the client and they advised me that the average closure rate on leads is 40% and their average sale ranged from $3,000 to $6,000.

Based on this data, this means they closed 136 leads (40% of 340) generating sales between $408,000 (136 jobs x $3,000 per job) and $816,000 (136 jobs x $6,000 per job).

Simply put, for every $1 spent on RDMS’s digital marketing services, the client generated between $17 and $34 in revenue. This is an excellent return on investment!

Top 5 Reasons The Client Got An Excellent Return On Investment!

Top 5 Reasons The Client Got An Excellent Return On Investment!

Top 5 Reasons The Client Got An Excellent Return On Investment!

This client is getting such a great ROI on their digital marketing spend with RDMS for FIVE KEY REASONS:

Patience!

When I started working with this client, I explained this approach is a long-term strategy. All good marketing takes patience because it takes at least 7 touch points, ie. exposures to their brand, likely more, when you are focusing on creating online relationships with potential consumers.

Quality!

RDMS’s strategy focuses on posting high quality content on the client’s website. You likely have heard “Content Is King“, but this is only true if the quality of the content is sincerely written to provide value to the reader. The main purpose of the article is to create awareness and educate. It is posted to generate a positive reaction and hopefully lead to what I call “digital word of mouth” where the reader decides to share the article with their friends and family on their social media profiles.

Consistency!

The success of any digital marketing effort is based exclusively on consistency. This is the guiding principal for all marketing. To have a deep and strong impact, the campaign must be scheduled and implemented consistently. Consistency develops trust and trust increases successful lead acquisition and sales.

Advertising Budget!

Included in every proposal is an ad budget to push consumers to the website. Since there is so much content being produced today, the most effective way to compete is increasing awareness through investment in PPC ads. I specialize in B2C PPC on Facebook, which accomplishes two objectives:

  1. It creates significant brand awareness of the client’s company and their Facebook page, which leads to a higher fan base.
  2. The ads target consumers in the client’s service area, meaning they are seeing the ads locally on their Facebook timeline.

Keep in mind, these are not “salesy” ads. They are designed to peak the viewers interest and compel them to want to learn more about the topic. I focus on Facebook because the cost per click is significantly less than Google ads.

Engagement!

Included in the digital marketing contracts I sign with my clients is management of their social media, meaning their FaceBook fan page is consistently updated. Comments and notifications are monitored continuously and if a comment or question is posted that requires the input of the client, I will let them know so they can respond personally. The impact of owner engagement is significant because it demonstrates caring which leads to further trust amongst fans of their business. This results in an increase of customer referrals, sharing, and goodwill from consumers in their service area.

Most importantly, this client has generated such great results from their investment because of the quality of their website – as provided by RDMS. There is absolutely no point investing in a digital marketing campaign if your website is not designed professionally. With this in mind, the next section lists my top 16 website recommendations.

16 Website Recommendations To Increase Lead Conversions!

16 Website Recommendations To Increase Lead Conversions!

16 Website Recommendations To Increase Lead Conversions!

The success of your digital marketing strategy will be accelerated if you have a well laid out, professionally designed website as the foundation for all future efforts.

By far, this is one of the most important steps you must take into consideration before you invest anything into your digital marketing efforts. Here are some recommendations to consider:

  1. Make sure your menu is designed so visitors can navigate the site easily.
  2. Create your website using WordPress. I recommend WordPress because it is a very effective tool for inbound marketing/blogging/content marketing and provides you with many different plugins that you can use to enhance SEO efforts, stats, list building, sharing, etc. More importantly, WordPress is very easy to use. Once your website is successfully getting lots of traffic, you can likely manage this yourself or appoint a staff member to do so!
  3. Ensure your website is built using responsive design so that it looks good on multiple devices (mobile, tablets, desktop, etc).
  4. Implement AMP (accelerated mobile pages) so Google can serve up mobile pages to your viewers.
  5. Spend time on the “About Us” section of your website. You want to create trust, which is conveyed best through staff pictures, bios, personal and company history, etc.
  6. Make sure the SEO of your pages is set up properly with title tags, header tags, meta descriptions, etc.
  7. Optimize images and make sure that they have alt tag descriptions.
  8. Make sure the “Contact Us” page is easy to find and has all of your business details (address, etc).
  9. Ensure that your visitors can easily share your pages and posts.
  10. Be social! Your website should have links to the social media you use including Facebook, Twitter, and LinkedIn. I also recommend that you claim your Google Business page and go through the steps to verify the page.
  11. Make sure your website has a site map so it is easier for search engines to index it.
  12. Get testimonials – written and video if you can. Ensure that you have a separate section devoted to this.
  13. If you offer a guarantee, make sure this is visible on your website.
  14. Ensure your phone number is visible at the top of each page.
  15. Publish before and after photos of your work.
  16. Finally, offer a newsletter or some type of free report or something to prompt visitors to your website to subscribe to your newsletter and create an e-mail list that you can market to.

I offer a digital marketing course to contractors that want to educate themselves and implement their own digital marketing strategy in-house. There is no cost to the course. That said, in my experience most contractors that start their own digital marketing campaign find it difficult to maintain primarily because they get so busy managing their businesses. If you plan to implement a digital marketing campaign and hire in-house, the next section will list and explain all of the skills that you should be looking for in a potential employee.

Top Ten Skills Required To Be Successful At Digital Marketing!

Top Ten Skills Required To Be Successful At Digital Marketing!

Top Ten Skills Required To Be Successful At Digital Marketing!

The ideal candidate to manage your digital marketing campaign should have, at minimum, these 10 skills:

  1. Research and writing skills. By far one of the most important skills. Note: 300 or 400 word articles will likely be of little benefit. Aim for articles with 1,000 words or more.
  2. Marketing or communications background which is essential for creating copy to create calls for action and enticing ads on Facebook. This draws consumers in and encourages them to read and share the content.
  3. Ability to curate content from news sources so that your social media profiles (Twitter, Facebook, LinkedIn, etc.) are consistently posting information to keep your fans engaged and following you.
  4. Basic knowledge of html and working knowledge of WordPress including the many plugins that can be used to enhance your website look and feel.
  5. Basic knowledge of Google analytics and Google webmaster tools. Knowledge of Bing is beneficial as well.
  6. Page and Post SEO skills to ensure the candidate is not only able to research and write effectively but is able to set up the content properly on your website with proper title tags, meta descriptions, etc. Getting this right is critical for long term success.
  7. Ability to use SEO plugins like All In One SEO or Yoast SEO.
  8. Ability to source and implement images effectively into blog posts, meaning they should be resized to load quickly and have proper alt tags for SEO purposes.
  9. Discipline and organizational skills. Content marketing only works if it is done consistently. Plan to post and promote a minimum of 2 articles per month or 48 to 60 articles in a period of 24 months.
  10. Working knowledge of social media, most importantly Facebook, Twitter, LinkedIn, and Google Plus. The individual you hire should know how to post articles, schedule posts, share information, and understand how to manage your profiles effectively and consistently.

Note: if planning to hire someone for this, expect to budget between $30,000 and $60,000 annual salary expense plus advertising costs. According to PayScale, the average salary of a digital marketing specialist is around $58,000 per year. In addition, you should forecast your budget for a minimum of 24 months to yield any results from this.

Keep in mind, hiring in house may cost significantly more than hiring an outside agency. If you decide to work with an agency, make sure they are familiar with the restoration industry, work with multiple clients, and have significant expertise.

Request A Digital Marketing Proposal!

RDMS offers you 6 key benefits of leaving your digital marketing needs to us. We work in the background, managing all of your digital marketing while you focus on managing and operating your business.

The proposal process starts with a 60 minute free consultation which you can book online. The purpose of the free consultation is to find out more about your business, your current digital marketing, and find out about your lead generation goals.

Book your free 60 minute call today or send us a message using the form below! 🙂

Related Articles!

  1. Blogging Is A Game Changer!: Blogging is a game changer for the disaster restoration industry because it empowers contractors to connect with consumers early on in the sales cycle. This article explains why contractors that think outside the box can gain more leads and sales by investing in an inbound marketing strategy.
  2. Top 7 Content Marketing Statistics: This article explains why digital marketing works by answering the top 5 questions most often asked by disaster restoration contractors. In addition, we list and explain the top 7 statistics that show you why content marketing can be such an effective strategy at increasing your leads and sales.
  3. Top 4 Goals Of Content Marketing!: Many disaster restoration contractors set up blogs and wonder why they do not work. The purpose of this article is two-fold. First, it highlights the top 4 strategic goals of content marketing. Second, it explains why “content is king” but “consistency is queen.” Consistency is the key to success!
  4. Google Is No Longer The Referral King!: Did You Know That Facebook Refers More Traffic To Websites Than Google? In fact, 60% of all the traffic to websites today related to education and research originates from Facebook, compared to only about 20% from Google. This article explains how to maximize your ROI from a Facebook marketing strategy!
  5. If You Want More Leads, Read This!: If you want to create a long term organic lead referral system, this article will explain how you can generate more leads with a content marketing strategy promoted through PPC ads on Facebook.
  6. The Business Case for Content Marketing: An article published by R and R magazine, explaining why your business needs to have a digital marketing strategy.

About Sanjay Gupta

Sanjay Gupta

I look forward to helping you, call 613-561-3563!

Sanjay is a marketing professional with over 20 years of experience in both traditional marketing and digital marketing. His digital marketing agency specializes in helping disaster restoration professionals increase their brand awareness and online lead generation using content marketing on topics related to mold removal, asbestos abatement, water damage restoration, fire and smoke restoration, and bio-hazard. In addition to providing marketing services to several restoration contractors, Sanjay is also the CEO of CitriFresh Distribution. CitriFresh Distribution provides eco-friendly mold removal, exterior cleaners, and other household cleaners. The goal of CitriFresh is to help disaster restoration contractors increase their profits. Sanjay is also a trained business coach, offering coaching and consulting services. Sanjay has also contributed several articles to R and R Magazine on the topics of mold and digital marketing.

How Much Traffic Will Your Business Lose If Your Website Is Not Mobile Friendly?
Content Marketing, Digital Marketing, E-Mail Marketing, SEO, Social Media

Is Your Website Mobile Friendly?

How Much Traffic Will You Lose If Your Website Is Not Mobile Friendly?

How Much Traffic Will Your Business Lose If Your Website Is Not Mobile Friendly?

How Much Traffic Will Your Business Lose If Your Website Is Not Mobile Friendly?

Top Reasons You Need To Ensure That Your Website Is Mobile Friendly!

Earlier in the year, Google stated:

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.

Since this announcement, there have been many articles written on the topic.

On March 12th, Search Engine Land published an article: How Much Traffic Will You Lose From The Upcoming Mobile SEO-Pocalypse?

This is a fairly dramatic title, but is there any merit to it?

According to Mitul Gandhi of seoClarity 30% of total traffic, regardless of industry, is done on mobile devices.

With respect to the Restoration Industry, Sonny Ahuja, an SEO experts states that over 50% of local internet searches were done on a mobile phone. Ahuja states that if you DO NOT have a mobile optimized website you will likely lose business to your competitors because:

1. On average, EACH mobile search triggers nearly TWO FOLLOW-UP ACTIONS.
2. 55% of CONVERSIONS happen within ONE HOUR.
3. 77% of mobile searches are in a location likely to have a PC AVAILABLE to them.
4. 81% of mobile searches are driven by SPEED and Convenience.
5. 45% of ALL mobile searches are GOAL ORIENTED and conducted to help MAKE A DECISION
6. 81% of CONVERSIONS triggered by mobile search occur within 5 HOURS.
7. In 2013, mobile phones OVERTOOK PCs as the most common web access devices worldwide. (Source: Gartner.com)
8. The Prediction is there will be an 18 TIMES INCREASE in data usage because of searches on mobile devices. (Source: Cisco)

The next question: How much traffic will you potentially lose if your site is not mobile friendly? According to some experts, the loss of traffic could be 41% or more and disruptive to many businesses simply because the use of smartphones to do searches online is so prevalent.

The Restoration industry is a competitive environment. As a business owner, you need to ensure that your marketing assets maximize the benefits you gain and you should ensure that your website is mobile friendly so that you do not lose out on potential business.

Consider this, let’s say a homeowner’s basement starts flooding. Will they find a PC to do a search for a restoration company or will they use their phone? I think you know the answer to that question.

If you are unsure if your website is mobile friendly, the experts at Seo-Hacker, recommend four different tools that you can use to check if your website is mobile friendly:

1. Google’s Mobile-Friendly Test: Enter your website’s URL for it to generate a report that will tell whether your website is mobile-friendly or not.
2. HubSpot’s Marketing Grader: Similar to Google’s Mobile-Friendly Test, HubSpot’s Marketing Grader has the capability to analyze if your site is responsive enough PLUS provides a free audit for blogging, social media, SEO and lead generation.
3. W3C mobileOK Checker: Provides a very detailed technical analysis of your website, great to use if you understand the technical components.
4. BrowserStack: This is an excellent tool to see how your website looks on multiple devices and operating systems.

Is your website mobile friendly? If not, let us know, we are here to help.

RDMS is a full service digital marketing agency specializing in the Restoration Industry. We understand why you need to have a digital marketing strategy, but most importantly we implement it with decisive and tactical action that gets results.

RDMS offers an ALL INCLUSIVE web design, SEO, and social media integration package PLUS we are committed to managing the complete online PR of your firm. We will ensure that your blog is updated consistently with content that your customers want to read; distributed properly using social media to maximize exposure and viral sharing; and optimized for SEO so you capitalize on organic searches.

To learn more about our services and solutions, contact us for a 60 minute free consultation.

Digital Marketing Business Case
Content Marketing, Digital Marketing, E-Mail Marketing, SEO, Social Media

Digital Marketing Business Case

The Business Case For Disaster Restoration Contractors To Implement A Digital Marketing Strategy!

Digital Marketing Business Case

Digital Marketing Business Case

Do You Have A Digital Marketing Strategy?

It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. (Charles Darwin)

Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. (Content Marketing Institute)

INTRODUCTION

In order for your business to increase your market share and further stand out from your competition, you should:

• Have a clear digital marketing plan to gain further brand recognition;
• Increase retail B2C and B2B business; and
• Become a comprehensive resource of information for consumers and businesses seeking answers to their questions.

Digital marketing has permanently changed the landscape of marketing and early adopters will benefit. The long term purpose of digital marketing is to connect with consumers in a meaningful way. This can be accomplished through a comprehensive and consistent content marketing campaign promoted through social media. Business success is based on establishing relationships. Consistent content that consumers want to share builds TRUST ultimately translating into long term sales.

Compared to traditional brand building advertising (newspaper and magazine ads, television, radio, etc.) where the investment must continue in order to generate an ROI, content marketing provides a much higher potential long term ROI. As content is added to the website, the pages are indexed by Google and other search engines, increasing the opportunities for higher ORGANIC listings from the search engine optimization (SEO) efforts. Over time, as more pages are added, this creates long term ROI because more pages can be accessed by consumers searching for services offered by your company. In short, digital marketing generates a much higher ROI than traditional advertising because the content becomes a permanent part of the website, thus creating long term value from consumers that find the content through queries on search engines.

MARKETING THEORY BASICS

People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising. (Mark Zuckerberg, Facebook Founder)

According to Jay Conrad Levinson, author of Guerrilla Marketing for the New Millennium and Seth Godin, author of Permission Marketing: Turning Strangers into Friends and Friends into Customers, business success depends on your ability to gain permission to market.

Permission marketing is less costly and more effective than traditional interruption marketing. Interruption marketing has become less effective because consumers are constantly bombarded with commercial messages. Unread junk mail and flyers end up in the garbage. Constant bombardment through television, radio, billboards, magazines, direct mail, telemarketing, and newspapers make us unconsciously filter out the message.

Conversely, potential customers pay attention to permission marketing messages because they invited us to send them. This system enables us to spend less time marketing to strangers and more time marketing to friendly prospects that look forward to hearing from us. The message becomes personal and relevant, establishing trust between client and marketer.

Prior to the popularity of blogging and social media, smart marketers used the Internet as a tool to build e-mail lists that they consistently permission marketed to. Today, social media has once again changed the landscape of marketing. Intelligent marketers still understand the importance of e-mail marketing, but have also added blogging, promoted through social media, to their marketing arsenals. Content marketing expands the reach of brands, enabling them to leverage the power of word of mouth because social media makes it so easy for consumers to share information.

THE IMPORTANCE OF BLOGGING

By creating and publishing remarkable content in the form that educates, informs, inspires and entertains, marketers can begin to build relationships with prospects early on in the buying cycle. (Jonathon Lister, Author and Blogging Guru)

The success of any blogging effort is based on commitment and not just a campaign. The whole premise of blogging/content marketing/inbound marketing is to add value to the reader’s life. This is important for one key reason: it creates relationships and relationship building is a prerequisite to gaining leads which can be converted to sales.

Yes, content curation and creation adds costs to any marketing budget, but the long term benefit should be a high ROI simply because excellent and consistent content builds TRUST and TRUST drives REVENUE. The key is that by sharing and creating content, your business will build relationships with many readers and followers. At the same time, consistency and relevancy of content will build trust in the brand which should result in sales for your business.

SOCIAL MEDIA MARKETING POWER

The various social media channels: Twitter, FaceBook, LinkedIn, Pinterest, YouTube, Instagram, Google+, etc. make it that much easier for individuals to share information and pass it on. This is the key to understanding social media. In the words of Jim Carroll, futurist author: Technology is accelerating the rate of change. To capitalize on changes in the market place, innovation needs to be a part of your businesses marketing strategies.

Blogging, content curation, and content production should be part of any business strategy. Blogging is the equivalent of publishing newsletters that needed to be mailed out to a database of subscribers prior to the dominance of the Internet. It is a way to connect with customers. Social media accelerates the ability of a business to connect and get the word out.

According to social media strategist, Jay Baer, “Facebook Fan Pages are email newsletters with smaller pictures.

Consider these statistics on FaceBook:

• It is the largest social media platform in the world, with more than 1.35 billion users;
• 72% of FaceBook users visit once per month;
• In Canada and the United States, 152 million people access their profiles and spend an average of 21 minutes.

Boosting excellent content is essential to reaching your target market thereby increasing followers and potential customers.

At the same time, it is also a important that your business commits to a Twitter campaign that not only tweets content produced by your company but also relevant content curated from news sources and other experts.

Consider these statistics on Twitter:

• There are more than 645 million Twitter users in the world;
• An average of 58 million tweets are posted per day;
• There are 2.1 billion Twitter search engine queries per day.

By increasing the number of Twitter followers, your company will increase its overall influence and following, which in turn, should translate into future business.

GOOGLE ORGANIC LISTING STRATEGY

Google only loves you when everyone else loves you first. (Wendy Piersall, Google Expert)

The success equation for getting high organic ranking listings on Google is as follows:

1. Produce excellent SEO optimized content on a consistent basis that people want to share. In the words of David Meerman Scott, marketing and leadership speaker, “Think like a publisher, not a marketer.

2. Actively promote the content on social media channels: Twitter, FaceBook, Google+, and LinkedIn and respond to any comments or interaction.

3. Build a following of fans by boosting posts on FaceBook. This is paid advertising that can be tracked and has the added benefit of reaching a targeted market in your state.

4. Build followers on Twitter, LinkedIn, and FaceBook not just through content posted on your company blog, but by researching and searching out content on news sources and other blogs.

The above steps will accomplish the objective of attracting followers, and most importantly should create significant social sharing. Social sharing of content is important to higher search engine rankings.

SUMMARY

There is a strong business case for committing to a digital marketing strategy. The success of such a strategy will be built on excellent content actively shared across multiple social media channels.

The long term benefits of such a strategy are:

• Increased traffic to the website referred from search engines and social media channels;
• Increased followers on various social media channels: Twitter, FaceBook, Google+, LinkedIn, etc.;
• Increased social sharing of content;
• Increased “Top Of Mind” brand awareness of your company and the services and solutions you offer;
• Increased relationships, trust, and goodwill with consumers and business owners that actively read and share your content;
• Increased lead acquisition and conversions that should generate sales and revenue for your business.

If your business is ready to commit to a digital marketing strategy, contact us, we are here to help.

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