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Tag Archive for 'SEO'

Insight Into The Customer Lifetime Value of Your Digital Customers

A recent study from marketing company Custora, who analyzes customer retention and acquisition, provided insight into the lifetime value of customers, based on the digital medium from which the customer came.

The study shows shows the varying Customer Lifetime Value of digital customers, with PPC (Pay Per Click), referral and even e-mail topping the list, beating out Facebook and Twitter in regards to obtaining a higher quality customer.

alt="Customer Lifetime Value Chart"

For customers seeking a product or service via the search engines directly (IE: Google) or click on ad specifically of what they are looking for, these results are easy to account for because those channels utilize the intent graph (the consumer is looking for something specific). Social media platforms like Facebook and Twitter will have to use their graph searches to redirect the customer to the product or service they seek.

Another result that came out of this study is that rural area customers tend to be more valuable and loyal over time, as their choices of vendors are more limited due to their living area. The Wyoming customer, for example, is 28% more valuable than the average American.

Tips for the Restoration Contractor:

While this study proves to have compelling information to help you see where valuable customers through digital efforts can come from, it’s important to incorporate a variety of digital and non-digital tactics to not only prospect for new business, but also, to make sure that they will be the kind of customer you want. The study makes a strong point for digital marketers to not put all their eggs in one or two baskets, in particular, Facebook and Twitter, who have made great strides to provide advertising, targeting tools and other strides in order to build a stronger (and more profitable) user community.

While SEO and PPC can bring in several to handfuls of leads a week, are you finding that those customers are jobs you are wanting to take on? Recently, we spoke with a prospective client who was receiving numerous leads a week through their PPC efforts, but 90% were the types of jobs they did not want, and thus, their return on investment was not what they had hoped for either.

On the flip side, we also have restoration contractor clients who see decent work come through their digital marketing efforts. But, it’s part of their overall marketing mix, and contributes as another source of business. As we mentioned before at the beginning of this blog…don’t put all your eggs in one (or two) baskets!

The most effective way to ensure a steady and predictable stream of work is to make sure that you not only have the right tactics in place (SEO, PPC, Direct Marketing Tactics, etc.), but also, the right sales reps in place and a dynamic way to hire, train, coach and manage them. Check out this article on “How Managing Your Salespeople is Different From Your Techs” to give you a flavor of what we are talking about.

And most of all, you’ve got to have a strategy as the foundation of your marketing plan, that supports the tactics and the sales force.

If you’re a restoration contractor looking to predictably grow your business, you should take a few minutes to visit us at www.gobda.com. While we’re not the perfect fit for everyone, we are a sales and marketing consulting agency helping restorers all over the country through proven and proprietary programs that help them to generate millions in new business. Now doesn’t that sound like an egg you want to have in your basket?

The Unreliable “Chicken Dip” Of the Restoration Industry

Superbowl weekend is upon us, and it’s time for many Americans to feast down on an array of game snack favorites, including the ever popular buffalo wing and what has become the current champion of SuperBowl snacks: Buffalo Chicken Dip.

Now, we’re defining the Buffalo Chicken Dip as the most popular football snack due to its popularity, evidenced by being the most searched keyword phrase on Google as compared to its game day counterparts, such as guacamole, chili, nachos, etc. According to a Wordstream research study on the seasonality and trends of keywords, “buffalo chicken dip” and “chicken wings” for that matter, have a direct correlation between the beginning and end date of the season and the increase in the search of those keywords.

“Buffalo Chicken Dip” for example, increases in keyword search significantly in September, peaks in December and again in February, which is the beginning and end of the regular football season, and then of course, the Superbowl.

As a restorer, you also have seasonal peaks that are busier than others. Or, as the owner of Wordstream would phrase it, the “chicken dip” of the restoration industry-when your business will have spikes due to seasonal changes. As consultants specializing in the restoration industry, we know that for most restorers, while weather can be a great source of sales for the year, it’s also highly unpredictable.

While vendors who sell wings might throw a lot of money at PPC and SEO during this football season, restorers might also be spending or thinking about spending their marketing dollars to capture some of that winter weather business when searches for your services might be peaking. PPC and many types of SEO techniques might lead to some increased activity if you have the time and resources to dedicate to it. Take caution though, you’re essentially counting on something unpredictable (i.e.: the weather,) to be a driving force of your sales and now, you’re spending dollars online to capture business from an unreliable source.

Now, if you do have the time and resources to properly implement a PPC campaign or advanced SEO, great! But let it be another piece of your overall sales and marketing strategy versus betting your hard-earned dollar on a horse that could go lame. Take a look at the recent NHL lockout, which caused many vendors to were bite their nails at the lost business (and if the NHL season didn’t start, probably lose some fingers eventually).

For every Bruins game that was cancelled, for example, bars and restaurants around TD Garden lost as much as $1M for every game cancelled. (In our industry, “The Winter that Wasn’t” is probably conjuring up similar nail-biting memories for you right now.)What would happen to wings and chicken dip if football (heaven forbid!) had a lockout? How many vendors would be biting nails then because they assumed that football would be there every season as their biggest source of income. We’ve found the same to be true with many restorers we talk to in regards to how they count on weather-related work every year as a substantial part of their income and in many of those cases were very disappointed with the season that wasn’t.

We’ve talked to a lot of restorers that have tried individual tactics, and while some had gotten a job or two out of it, the ROI they had received when it was said and done did not cover the expense of the tactic itself. Or worse, they got zero ROI. And we can usually attribute that to having no strategy driving and directing the tactics. Having your strategy, tactics and sales force all working towards the common goal, along with having an overall plan that predictably grows your business, versus counting on the “chicken dip” season of the year, can create incredible growth and success in your company.

For now, enjoy the game on Sunday, and see you next time on the BDA Blog! (By the way, If you’re interested in learning how to predictably grow your business and not count on weather, programs or good luck to be the main sources of your company’s growth , click here!)



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