Traditional Marketing Solutions
Why is Developing a Marketing Plan Critical to Your Success?
Many service companies focus on doing the work, and then they do some marketing "by feel".
Clearly, sometimes this works - that is, the companies are still in business.
But are they making the best use of their marketing dollars? Are they wasting their money on advertising that doesn't bring them much business, and then missing opportunities for more effective advertising?
Are these companies failing to grow because they are failing to plan?
Having a marketing plan for your company is the single best marketing decision you will ever make.
Over time, careful planning will enable you to focus your efforts on things that work and set your priorities appropriately.
A marketing plan will not only help you choose the most effective traditional advertising - it will also help you identify and make the most of internal lead generation sources, and set up operational processes to support your lead generation efforts. It gets your entire company on the same page and creates accountability for maximum results.
Successful marketing is a whole-business discipline that helps you make the most of your finite marketing resources.
A well-designed marketing plan will make you more profit!
In this section of our website, we will help you create a marketing plan by determining your budget and your lead requirements, identifying your growth goals, and evaluating your media options.
The pages in this section, "Budgets", "Lead Planning", and "How to Choose the Right Traditional Media" contain useful information about each of these elements of your marketing plan. The final page, "Download Our Free Marketing Plan", contains a detailed road map for marketing planning, and a downloadable PDF of the workbook so that you can use it in your own company.
Here are some of the things we'll help you do:
- Evaluate your company once a year as a matter or good business and marketing practice. It is called a business review.
- Develop and refine your business model so it compliments your overall business plan. Grow service to grow sales.
- Create strategies and goals for your company based on your business review, and your overall desires for your company.
- Establish a baseline Marketing, Advertising & Promotions budget for each year, based on your business budget as a whole.
- Create a set of defined and clear marketing goals that fit neatly and snugly into your business plan. These marketing goals should be aligned with your business direction.
- Choose marketing strategies that compliment your marketing goals. And write them out so you can make them work together!
- Define your specific advertising/media objectives in support of those marketing goals, including leads required by type.
- Work with your creative team/vendor to identify your Unique Selling Proposition, your theme or slogan, and any other creative components you may need.
- Set up systems for tracking the results of internal lead generation efforts, sales, promotions, and advertising so that you can see what works and why.
- Create a media plan designed to generate the leads your company needs to thrive!
Here's what people say:
Everything has been great with the results and customer service from iMarket. Anything that we’ve asked for has been done quickly and exactly as we wished. Everyone in your organization has been very responsive and are all truly customer focused – you have great people working for you.
Specifically, we’ve been blown away by the organic traffic to the site and the leads and revenue generated from the SEO work that iMarket has done for us. Our SEO placement and leads/revenue went from something that wasn’t even worth tracking to our second highest source of both leads and revenue in just 6 months – the only higher source for either has been customer referrals. The investment that we made literally paid for itself in 6 months – maybe less than that. We should have done this years ago.
When we ran our reports from organic/SEO leads and revenue, it was our most abundant source of lead generation and revenue as well as our most cost effective source of lead generation and revenue – even when we had amortized the entire cost of the new site over just a 6 month period.
In comparison to yellow page advertising, it has cost us less than 10% of what yellow page expenditures cost to generate both leads and revenue. As a result of this, we have already reduced yellow page expenditures for next year that will result in savings that are over 3 times what it cost us to build the new site.
As for the social media aspect of things – everything has been great. I’m not well versed in those arenas nor do I have time to get involved with it, so I asked Martina to take care of keeping us up to date and she’s done a great job with it, updating our pages (as well as our blog) 2 or 3 times a week. I may get more involved with it at some point, but I haven’t had to as it’s being managed for us without me needing to do anything.
Finally on the PPC campaigns, we have not spent a lot of money there – simply because we haven’t had to because we are generating so much organic traffic. What we have spent has been worth it, we are averaging around $30 per lead via PPC which is outstanding when compared to any other paid advertising that we are doing. The next closest source in terms of expense is $90 per lead. We may look to increase PPC budgets in the future as a source of growth. For now though, we have our plate full with all of the organic leads as we are on Google’s first page for nearly every keyword that we have targeted.
Kevin Carney, President
Carney Plumbing, Heating and Cooling
Here's what's going on:
Google is known for changing things up on a regular basis when it comes to their algorithms, but when it comes to the design of their search engine’s search result pages (SERPs), they tend to be a little more careful. When they do make changes, it’s typically done so within controlled test groups (i.e. only certain servers or countries will see the change). As a result, there is usually little talk regarding UX changes on Google.com in comparison to algorithm introductions, updates, refreshes and the like. But late last week, Google introduced a major redesign of their local map pack that is anything but subtle.