Advertising Analysis With Action Planning by PreFocus in Surprise AZ

Advertising Analysis With Action Planning

Over the past few months, I’ve been committed to promoting transparency. I realize others may copy the strategies I use – but, they’ll never be able to mimic my passion, creativity and personalized service. With that being said, I wanted to share a recent analysis I did for one of my current PPC clients. I want to be able to show you how I piece campaigns together and why..

I’ve been working with this company since February on a lot of initiatives, but their main focus has been Adwords. Even though PPC in their industry is extremely competitive, they want to increase their adspend by $10,000 to $25,000 per month. This may seem like an easy decision (because it means more money for me). But, making more money isn’t necessarily my prerogative. It’s about helping my clients prioritize opportunistic channels while constantly improving current campaigns. There’s no reason to throw more money at something when there’s room for improvement. If you have a hard time following this analysis, send me an email and I’ll answer any questions you might have.

Increased Adspend Forecast

In order to avoid overpromising, here is my baseline projections for your ROAS (return on adspend):
  • $20k = 105 Conversions (about 4/day)
  • $25k = 131 Conversions (about 5/day)
The last few months, we’ve been talking about transparency during the sales cycle. This would definitely help me forecast more efficiently. For example, how many conversions are actually turning into clients? – and what are your margins for each? What are monthly margins?

Anticipated PPC Return

If you were to convert 50% of form submissions and make $500 (low) on every client, that’s a $26,250 (+6,250) return. With a $25k spend, it would be a $32,750 (+$7,750) return. This is a 1.3:1 ROI. For every thousand you spend, you’re guaranteed to make $300.

Analysis:

The ROAS is close because your industry is saturating the PPC market instead of playing the long game. CPA (cost per acquisition) has been consistently rising over the last 6 months because of this and some keywords are now well over $60. In my opinion, an increase in your paid advertising budget may not be a wise investment. Even though I anticipate improving the Adwords CPA, putting an additional $10k into evergreen methods will be more fruitful. Let me explain why..

One-Time, $10k Investment in SEO:

This is the main reason why we’ve been pushing for SEO. With PPC, we’re guessing the intent behind every search and don’t have an ability to get bad clicks back. There’s also no true way to determine if the “searchee” is a qualified candidate. Even when visitors are qualified, they’re comparing and contrasting other websites and pricing. Blogs allow you to nurture like we were talking about today – and it becomes an autopilot campaign that compliments a pay-per-click strategy.

Anticipated SEO Return:

Say you invest $10k on 4 blogs a month over the next 6 months and garner 250 emails and 100 leads.
At least 50% (125) of those 250 emails will be qualified customers at some point.
Using the same math as above, closing 50% of the SEO leads would drive a $25k profit ($15k margin) and almost a 3:1 ROI.
Imagine if that same investment drove you 200 leads over the course of the next year – $10k could turn into $50k ($40k margin) and a 5:1 ROI. and so on..

Suggested Marketing Action Plan:

If you do all of the work in one month and plan out the next 6, you’re left with an additional $50k that you’re still wanting to invest.
I recommend putting more money towards improving your on-site conversion rates. Revising some of the deficiencies of the website and improving your brand image will maximize your current clicks in Adwords.

Reasoning:

In July, we were right around a 7% conversion rate. In the last two weeks, we converted 68 of 975 clicks.
If we can get this closer to 20% (195), that would bring our CPA down around $65. Once we’ve executed this number, we can talk about scaling the campaign by adding $10k to the monthly budget. In addition to SEO, I think there are a lot of little things we can do to improve CPA – outside of bidding, tracking and writing compelling ads.

Additional PPC Improvements:

  1. Conditional forms (similar to what Bluesoft uses)
    • submission funnels that encourage people to continue filling out info by asking questions they can relate to.
  2. Short Youtube Videos
    • 10-15 second attention grabbing/pitch videos
    • 1 minute interviews answering legit questions
    • I’m confident in my ability to write and capture these videos by understanding the obvious wants/needs (and hidden wants/needs) of your target audience.
  3. Original company photos on landing pages.
    • You speak to consumers more when they feel like they can get to know the company before calling.
    • Stock photos or basic images don’t allow you to stand out from the standard pictures everyone else uses.
    • Capture photos that show landmarks (signage, building), branded props (letterheads, coffee mugs, pens) and actual employees/clients (meetings).
  4. Graphics Showing a Simplified process
    • Icons and branded graphics that explain your process with visuals and minimal text.
  5. Email subscriptions on Landing Pages
    • Offer deliverable (ebook, guide, free gift)
    • Position valuable information in exchange for email
      • Industry news, law changes, lawsuits, educational content, etc..
      • This would go hand in hand with the blog strategy.
    • This encourages interest if they don’t want to fill out a consultation form
  6. PPC Management increase for Retargeting
    • Youtube
    • Display ads

Other Opportunities:

  1. Hosting Workshops and Special Events
  2. Sponsoring relevant events for brand exposure
  3. Former Client Testimonial Strategy
    • Email Campaigns to solicit more reviews (Facebook, G+, Yelp, Angies, Trustpilot)
    • Free gifts for cell phone video testimonials (authentic and not a production)
  4. Contests on Social media
  5. About videos for stakeholders, managers, consultants, attorneys.
  6. Create pricing transparency page ($1995 vs $1200 example)

Conclusion to: My Advertising Analysis with Action Planning

As you can see, simply increasing a budget isn’t always the best option. It may improve your lead generation, but if you’re not continuously improving – you’ll eventually become stagnant. Competition is real and they’re always looking for a way to bring you down. So, stop “competing” with them to see who can spend the most money and start investing in your customer’s experience.

The better your first impression is, the more likely people are going to choose you. Just because they click and arrive doesn’t mean they’re going to buy in. Improving conversion rates by a few percentile can save you thousands of dollars every year. Don’t make the selfish decision and PreFocus this time around.. Thanks for dropping by!  -Jordan

Would You Like a Free Analysis?

I take pride in my ability to understand a business and it’s customers. In addition to sharing my time and perspective during consulting sessions, I avoid selling at all costs. I would rather you reach out to me down the road than try to talk you into buying into my mentality. At the end of the day, our PreFocus has to be cohesive. I have to know you’ve bought in before we can proceed.

Positioning Purpose, Passion and Perseverance with a PreFocus.

Positioning Purpose, Passion and Perseverance with a PreFocus.

Have you ever ran with an idea but failed to reach fulfillment? Are you tired of being an employee but don't believe you have what it takes to be an entrepreneur? There are plenty of ways to fail, but they all stem from your lack of passion and purpose. If you're considering taking a leap of faith or are struggling to stay afloat after your leap - this live video dialogue is for you! In order to find satisfaction in life, you must allocate your purpose. But, if it doesn't include passion, then you'll never be able to deliver on a promise. In other words, you can't promise squat without being passionate about your purpose. Brady Vilhauer has been studying why stories for a while now and I was excited to chat with him about branding and positioning purpose. It's so much easier to persevere at life when you're focused on the unique value you bring to the marketplace. Listen in..

Looking for a Brand Champion?

I’ve put a lot of blood, sweat and tears into developing a process that magnifies my client’s brand identity. Solidifying the aura and voice of your business allows us to formulate a purposeful marketing plan that speaks to your ideal customers consistently. Cohesion across all channels enhances brand recognition and drives loyalty. I also help my clients establish a culture and determine who fits it best. So, let’s get to work!

Tuesday Thought Series with Jordan Trask

Tuesday Thought Series with Jordan Trask

Every week, I come up with a new way to explain how you can use your brand identity to improve your marketing. No one has time for being basic and it's time for you to stand out amongst competition and be memorable!
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Episode 1: Standardizing Design Elements

In the first recording of my Tuesday thought series, I wanted to focus on something that drives me crazy: Businesses investing in and promoting cheap looking (or copied) social media designs. Instead of taking the easy way out and losing people’s interest along the way, develop standard templates for your publishing efforts. You’d be surprised at what a little design cohesion and the right color contrast will do for your social media engagement and support.

Episode 2: Should You Use SEO or PPC?

This is a topic I love talking about and I had to include it in the Tuesday thought series. I might bust your bubble, but there isn’t a definitive answer here. Every business is different. Until companies can understand this, they’re going to keep shoveling money at both without direction. And the contractors your paying will gladly take the money. Being able to analyze your opportunity through your brand identity and customer audience gives you a practical advantage. Although the right mix of both will increase recognition, understanding how to use them is what creates revenue and return rewards.

Episode 3: How to Formulate a Solid PPC Campaign

Pay per click is something that a lot of people think is simple to manage. Although most anyone can find some popular keywords and start flushing dollar bills, I want to encourage you think a little. In this episode, I talk a little bit about long tail phrases and how important it is to focus on user search intent. If you’re throwing money at traffic, but your conversion rates suck, it’s time to reevaluate.

Episode 4: Targeting the Right People on Holidays

It cracks me up how many businesses fail to take advantage of Halloween. Since I was feeling this type of way during the Tuesday holiday, I thought it was a good time to give you a reminder. Marketing the generalities of holidays is like going to the petting zoo and watching the animals. You need to think about the ways your IDEAL customers are thinking during the season so you can speak to them in ways that make you memorable.

Episode 5: Invest in Social Media Publishing Strategies

Most of you reading this are paying a “social media manager” that has no clue what they’re doing. They’ve been making money posting random (and copied) nonsense for people they know since they were in high school. No element of strategy whatsoever. Some of them aren’t even publishing with purpose, just to collect their check. If you think this might be you, ask your SSM what times of day they’re posting on each channel. There are times of day that are most popular, but you should be focusing on the time of day YOUR audience is online. Not everyone.. Cmon..

Episode 6: How to Discover Your Brand Identity

Listen, marketing isn’t just about developing a certain number of deliverables and crossing your fingers. It isn’t about following trends and trying to engage people’s short attention span. It’s about establishing a presence for your business. Anything outside of this can be so wasteful. My passion is to help businesses uncover their true identity so they’re marketing strategies make sense and attract the right audience – not just a bunch of likes or shares. I had to add my favorite step of the PreFocus branding process to the Tuesday thought series. Press play to learn more about bucketing adjectives to define who you are.

How SEO Understanding Improves Client Campaigns

How SEO Understanding Improves Client Campaigns

Many people believe search engine optimization is simple keyword choreography. In reality, it's much more than that. Learning how to understand the search itself - customers behaviors, emotions, values and intentions - allows you to execute organic strategies that work. But most importantly, methods that are purposeful and make sense. Let me tell you a little bit about my story..

In college, I was always fascinated with misleading advertisements. Not because I was impressed, but because I was frustrated with the intent behind them. So many consumers were shafted during the early “dial up” internet days. It bothered me that the integrity and ethics of a new dimension were being taken advantage of. In 2000, the FTC even published an article titled “The Rules of the Road” that addressed most of this.

Now, I know advertising has always been full of heavy words that lack real meaning – but preying on people rubbed me the wrong way.. I knew this wasn’t what the internet was made to be. I knew that telling people where to click and why they should would eventually expire. But, it’s taken a long time.

What Does Advertising Have to Do With SEO?

After my brother had entered my parent’s credit card 6 times for that “free” Playstation, I knew I was destined to make an impact in the online spectrum.  Not to expose these types of advertisers, but to be a part of the user experience revolution we’re now closing in on.

Aside from my eventual goal of creating a top Super Bowl Commercial of all time, I’m motivated to become a thought leader in content strategy. Not just creatively, but purposefully. This doesn’t mean writing blogs to capture searches. It means curating content that informs or educates visitors on a certain voice that means something to them. It’s about using that voice to encourage them to buy into the identity and value of the brand. You can mislead them into clicking, but when you possess their trust they come back. They share your content. They’re aware of you.

When people click on the Google search bar today, they want to find what they’re looking for. They don’t want to view the company that spent the most money or hoarded the most keywords! They want a memorable experience that answers the actual question they’re seeking. SEO is changing and I’m glad I’ve positioned myself to be a part of the transformation. Let’s take a look at my PreFocus..

So, Where Did My SEO Understanding Begin?

Most everything I’ve done over the last 7 years has been geared towards search engine optimization. What’s more fulfilling than giving consumers what they want, right?

Kicking the Tires in My Spare Time.

My SEO Experience started in 2011 when I began researching online user behavior and marketing relevancy. I’ve always been intrigued by informative search and the sales cycle – beginning in the customer awareness phase. In other words, I have a thorough understanding of informative vs needs recognition search phrases. Either consumers are seeking knowledge or they’re looking to become aware of a product or service. They’re also being exposed to a brand that can eventually service them. Knowing how to leverage each for different initiatives has allowed me to excel in the organic search realm.

During this time, I was a retail store manager working 70 hours a week. My passion allowed me to find time to work on freelance projects for local websites of friends and colleagues. Being committed to original copywriting allowed me to curate website content based on the value of the company and the identity (wants, needs, behaviors) of ideal customers. I should have charged a lot more, but I digress.

Search Driven Relevancy Ads.

After growing tired of the retail environment in 2013, I decided to follow my passion My first pit stop was with a search ads company that utilized a cop op database for behavioral retargeting. Simple right? When I started, my main responsibility was sales presentation and client management. But, I was driven to retain clients by executing media buying efforts that focused on search intent. The keywords I targeted (as well as the ads we targeted users with) were all geared towards the user’s search behavior and visited website (cookie) data. Although this was a paid advertising (CPA/CPM/CPC) company, an organic search strategy was important to client success and ROI.

Getting Creative With Content and SEO

In 2014, I took an improved position with a marketing agency as an SEO and content strategist. I started off by analyzing competition and developing keyword research methods. After some success, I became responsible for maintaining 24 websites and corresponding organic blog strategies. For new website builds, I was in charge of creating the site map and keyword mapping document for design and copywriting implementation. For blog posts, I would identify focus keywords, research phrase variations, analyze competitive performance, outline the SEO understanding and manage our writers for implementation.

I focused on a mix of high volume search phrases and long tail keywords that correlated with the client’s value propositions. After 6 months with the company, I was head of the discovery process and advised clients on content strategies that improved their domain rank and on-page SEO. Each of our clients saw at least a 12% increase in traffic and an improved conversion rate.

Building a Company Around Medical Keywords With Intent

In 2015, I took a position with a medical start-up company that lacked a web presence. After 3 months with the company, I improved PPC ROI from 3:1 to 24:1 by revising their keyword strategy. I know PPC is different from SEO, but you need to analyze search intent in both cases. Moreover, PPC and SEO understanding should go hand-in-hand and I implemented a plan for this. Instead of curating SEO articles based on popular medical keywords across the country,

I focused on local keywords that were relevant to patients needing on-site medical specialties. Since we offered a different service than most providers, I wanted to make sure we weren’t chasing general searches for private practices. We wrote articles that patient care facilities (one of our target audiences) would be interested in and redesigned the website to funnel organic searches that needed improved care. Not only did this improve conversion rates (patient registrations), but it increased website traffic by 1000%.

My SEO Understanding With a PreFocus

In the last year, I’ve create website mapping documents for 12 different companies. Ive also written numerous blog articles for SEO purposes. My most successful post was with Big3z titled: “Top 5 Production Tips Before Your Next Studio Session.” Since this client was a music producer, he needed to target amateur artists that weren’t really sure how to go about creating music. This placed him as a thought leader in the space and allowed him to garner return clients.

I take pride in a through discovery process that formulates the identity of the brand so the conveyed message speaks clearly to my client’s ideal audience. I’ve participated in a few speaking engagements on the importance of this. I’ve also consulted numerous clients on brand development and organic strategies. Aside from on-page SEO understanding, I’ve also managed organic social media campaigns and YouTube content. I use a similar strategy for keyword management and off-site messaging.

Understanding SEO is important in almost everything you do online. Not only do you need to understand how your customers think and feel, you need to know how they search. Taking the time to put all of this together allows you to hit a home run the first time, with consumers that want, need and appreciate you the most.

Understand Your SEO Opportunity

I'd love to help you formulate a strategy that focuses on you and your customers. Feel free to schedule FREE analysis or get started on your search content today. Best in success nonetheless!
Contact JordanBack to Blog

How to Build the Best Marketing Strategy for Construction Companies

How to Build the Best Marketing Strategy for Construction Companies

Marketing for the construction industry isn't as complicated as most think. In today's age, the promotional industry is filled with fluff and agencies telling businesses what they need to do. But in reality, companies simply need to focus on who they are, what they really can do, and who they serve best. In this article, I discuss some of the best ways to construct an effective strategy by highlighting authentic value and purpose. I'm not here to garner likes and shares on social media - I'm here to drive recognition and loyalty.
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1. Develop a Mission and a Personality

developing-a-marketing-strategy-for-a-construction-company-jobsite-photographer-in-phoenix-arizonaIf you follow my purpose, you know how passionate I am about brand identification. Without this, you’re only perceived as an option with a price tag. The first step in building the best marketing strategy for construction surrounds your first impression. Creating a mission statement is a no-brainer, but a company mission gives your audience something to get behind. A mission doesn’t just include what you plan on doing – but how you will accomplish it.

In addition to trust, people are willing to pay more for an entity they can identify with. Telling people why they should pay you, or how you plan on building amazing projects, just doesn’t resonate. It’s important that you create an aura around your ability to build. When someone (or a group of people) are considering your services, what can you promise them? No matter what you’re constructing, what do you know they’ll experience? Thinking long-term, how will this influence the industry or improve it’s generalities? The purpose of your marketing efforts isn’t to convey your ability to erect sturdy buildings – it’s to drive recognition and loyalty. This begins with your mission.

Once you solidify a promise, try to understand what type of personality suits it best. For example; if you’re big on safety, then communicate your marketing strategy with safety as the central focus. Your mission might be to decrease on-site injuries by implementing routine tests and check ups for your employees. The personality of your brand would encompass a cautious and strategic contractor with awareness of his or her surroundings. Anything outside of this will waiver from your promise and decrease your value.

2. Know What You Do Really Well

blueprint-for-how-to-build-the-best-marketing-strategy-for-construction-companies-through-authentic-messaging-with-a-prefocusThis is where a lot of businesses falter. As I already mentioned, it’s important that you avoid throwing yourself into a bucket of options. Now that you know your mission doesn’t have to pigeon-hole your capabilities, you need to realize your actual competency won’t either. If you want to build the best marketing strategy for your construction company then you have to commit to being recognized for what you do extremely well.

I recently did a webinar on brand identity development and highlighted a residential plumber as an example. Pete was really good at bathroom drains. He’d been addressing this home feature for most of his life. When building his brand, he needed to focus on this to drive home credibility and trust. It doesn’t mean he can’t help homeowners repair their sprinkler systems or dig up commercial sewage lines – It means he committed to attracting clients by marketing intentionally and harnessing what he does really well.

Marketing is all about intrigue and engagement. Once you execute construction projects based on your experience, you’ll be able to expand into other areas. You don’t necessarily have to niche your construction business, but being known for something is better than being shopped for bids. When you take the time to combine a purposeful mission with a bread and butter service, your reputation will skyrocket. Don’t focus on what you want to be known for – rather what you actually do better than anyone else. The rest will fall into place.

3. Determine What Sets You Apart

construction-plans-imagery-for-best-marketing-strategy-consulting-in-phoenix-arizona-by-prefocus-solutionsDifferentiating businesses is my favorite aspect of marketing. No company is the same, even in the construction industry. If you’re looking for the easiest way to build the best marketing strategy for construction, then this step is for you. When it comes to contracting, your corporate DNA (or company hierarchy) can really help set you apart.

Every member of your team brings something different to the drafting table. I hate seeing so many companies fail at leveraging their own talent. Not all bids are considered on pricing alone. Experience, integrity and team efficiency plays a big role in the outcome of construction projects. Showcasing the track record and accomplishments of your team can go a long way. Being authentic with your presentation helps you create that first impression that’s hard to ignore. It can help you win a bid based on peace of mind alone.

Aside from the squad, what else can help you stand out? Are you using an above average software? Does your crew use top-of-the-line equipment or materials? Are you able to work overnight shifts? Do you have partners or streamlined processes that aid timelines and efficiency? Do you have safety measures that are above a beyond industry standards? Do you have sharp uniforms or vehicle graphics that garner appeal? Have you completed any unique projects that you can display on site as case studies or time lapses?

All of these things are common sense when writing a bid. But when you leverage them as value propositions, it gives you an advantage on the front end. This is why a marketing strategy for construction is so important. It can be easy to wait on leads, but consider the type of business you can obtain by building brand equity. When you create intrigue with qualitative value, people have a desire to be a part of your story.

4. Focus on Your Target Audience

Much of what we already discussed isn’t going to make much sense if you don’t know who you’re speaking to. Marketing in general is all about resonating with your target audience. It’s crucial that you’re able to create some sort of emotional or intuitive appeal through your efforts. Once you’ve solidified the aforementioned areas, you’ll want to cater it to those you need to reach the most. Although the construction industry varies immensely, there are a few areas I want to share that will enhance your strategy.

Define Your Audience First

Understand the basic demographics of your targets. This means, their geographical location, behaviors (online and offline) and attitudes. Not everyone is prevalent on social media – so don’t waste your time marketing in one area that may be irrelevant. Consider how an advertisement or message might be perceived. Timeliness of the exposure is also key. Knowing where they are and when they’re looking for you makes a big difference in ROI. So if you’re building a marketing strategy for construction companies, focus on the majority while avoiding a wide net approach.

Create Branded Drivers

Based on your ideal target audience, what added benefits can enhance your construction marketing efforts. Do they value convenience or affordability? Do they make decisions based on emotional attachment or something they can relate to more? Are they the type of people that consider status or the way your company makes them look to their partners? Are they going to appreciate certain societal or environment benefits of doing business with you – such as green building or energy efficiency? Knowing your targets helps you uncover what types of added benefits will appeal to them best.

Focus on the “buy-in” Cycle

Focusing on your audience truly helps you decrease spending while harnessing appeal. When delivering your strategy, you’ll need to consider all phases of the customer journey. The general awareness phase is when they first become aware of your entity. They may not be in the market, but it’s an opportunity to be remembered with your messaging. This is typically where you target demographics and job titles. The needs recognition phase is when they’re beginning to map out the project. There are a number of ways you can target them here to increase exposure. Whether it’s through partner channels, email marketing or online search ads. This is also true in the informative search phase as they begin gathering information on relevant options.

Creating the best marketing strategy for construction around these three initial phases is critical. The last three phases involve bid shopping, the project timeline and post project experience. Having a purposeful message in each of these phases improves the experience exponentially – as well as your ability to land the project.

5. The Best Marketing Strategy for Construction is Consistency

building-plans-used-for-strategic-marketing-purposes-for-custom-builder-branding-and-social-media-promotions-to-enhance-bids

The last step I want to touch on is dedication to consistency. If you really want to learn how to build the best marketing strategy for a construction company, then you have to focus on cohesion. This is why I started the article with a definitive promise and personality. Staying true to your promise, no matter what you promote, initiates intuition and allows you to be perceived as valuable.

Companies fail with marketing when they waiver from what they do well and what differentiates them. Time and money is wasted when they aren’t focused on their customers. Harnessing your mission and who you serve best is a recipe for success. Cohesive construction marketing allows you to attract partners and talent that values what you do and what you stand for. As I said before, marketing is all about establishing a trustworthy culture and brand loyalty. Don’t be known as a construction option, be recognized for your reputation.

Learn More About My Services

Marketing a construction business can seem overwhelming – but it doesn’t have to be. I focus on foundational elements to help you position a your brand with authenticity in mind. I’d love to schedule a FREE strategy session with you to see where opportunity lies. I simply want to help you improve, so there’s no investment obligation. 
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How to Develop a Brand Identity Webinar

How to Develop a Brand Identity and Market Accordingly

I started my business because I saw a disconnect in the branding and marketing process. After witnessing hundreds of businesses fail due to inadequate marketing, I knew I had to do something about it. I'm passionate about bridging this gap so business owners can focus on what they do and streamline their new acquisition efforts with loyalty in mind. In this PreFocus webinar, I hammer down on my process for branding and positioning in order to inspire you to promote efficiently. In order to garner emotional and intuitive intrigue, a brand must harness who they are, how they serve and who they serve best. By doing so, they're able to formulate a marketing strategy using cohesive messaging, brand drivers and value propositions.

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