Kitchen and Bath Digital Marketing
An online marketing strategy for generating leads and sales
Like it or not, digital marketing is here to stay.
If you’re older, you may find this a bit frustrating or overwhelming. If you’re younger, this might be second hand to you.
Either way, we are here to help.
The underlying process of digital marketing
As a local business owner, you are at least familiar with the marketing terms and activities related to digital marketing – PPC, Google search, Facebook Ads, email, Google My Business your website, landing pages, social media, etc.
Chances are you may have tried a few.
But how does it all fit together?
Believe it not, there is a method to this madness, this jumble of technology confusion.
Let us show you how.
It all starts with your website.
No news here, right? Every business needs a website. It’s how people know you are for real. Even a simple website will confirm for prospects that you are a real business.
How you approach your website and how much you invest in the developing your website is going to vary by your personal style and by your budget.
But you should know this.
Every website should perform three functions. They should inform (with words), inspire (with images and design) and convert (with Calls to Action).
Most websites do a good job with the first two functions – inform and inspire – but often come up short with their conversion strategy. We will talk about this in a minute.
How a digital marketing campaign is structured
So, you have a website. Great. What’s next?
Whether you spent a small fortune on it or took the cheap route, your website isn’t going to do you much good if people don’t visit it. (and by that, I mean more than just your friends and family).
To be useful, websites need traffic. Lots of traffic.
We use Google Analytics to see how much traffic your website is getting every day, week or month – and to see exactly where that traffic is coming from. Over time, as you develop ways to generate traffic, you will see your numbers improving.
Website traffic can come from many different sources – from Google search campaigns, Google banner campaigns, Facebook ad campaigns, local search on Google maps as well as non-digital marketing programs like direct mail, print ads and inserts, radio, TV, tradeshows, billboards and flyers.
The goal for any marketing program is to find traffic sources that can generate a consistent flow of new leads at an affordable cost.
There’s a little math required here. You may see numbers like the cost-per-click but that’s not enough to do any real analysis. What you really need is a cost-per-lead or cost-per-appointment to properly evaluate a traffic source.
With traffic coming to your website, we can assume some percentage of those visitors are good prospects and may be willing to respond to a Call-to-Action on the website. These are known as lead conversions.
When that happens, when you start creating leads, you need some way to stay in touch with those leads until they are ready to buy. This is known as lead nurturing.
Most leads don’t convert into sales right away. Most potential buyers are going to need some time to think about what you’re offering before they make a decision.
During that time, you want to stay top-of-mind through lead nurturing.
Traffic. Conversions. Nurturing.
These are the essential elements of a digital marketing campaign.
As described above, it’s a three-part process …
- You need to generate traffic through various marketing activities like Google, Facebook and non-digital sources.
- That traffic then goes to your website (or a connected landing page) where some percentage of your visitors are converted into leads.
- Leads are then followed up with a series of emails stay in touch and nurture your relationship over the long haul.
Tracking, testing and adjustments
One of the advantages of digital marketing is the ability to track results.
With the proper setup a little bit of discipline, you should be able to identify every lead you get by its source, which then allows you to calculate your cost per lead.
With this information, you can begin to compare different sources with the same cost-per-lead data, and eventually decide which sources are most effective for you.
When you compare marketing sources, It’s important that you do an apples-to-apples comparison. Use these steps in the marketing/sales process to decide what you want to compare.
Cost per click – Cost per lead – Cost per appointment – Cost per proposal – Cost per sale
Learn more about our marketing programs
To learn more, request a FREE 30-minute Marketing Strategy Session or download our FREE K&B Marketing Handbook. Or contact Bob McCarthy at 508-473-8643 or email@example.com.
Read Bob McCarthy’s article in
Kitchen + Bath Business (K+BB) Collective