Grow Plumbing's Ultimate Plumbing Marketing System 2016
Marketing campaign tracking system for plumbing businesses, detailing projected quarterly success goals and key performance indicators (KPIs) such as leads, revenue, and conversion rates. The sheet includes a monthly dashboard with metrics like total traffic, organic search traffic, and social media reach across various platforms. It also features lead tracking based on traffic sources, providing insights into paid and organic conversions. Additionally, the social reach tab tracks the growth of social media followers across networks like Facebook, Twitter, and LinkedIn.
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Grow Plumbing's Ultimate Plumbing Marketing System from 2016 outlines a comprehensive strategy for enhancing marketing efforts in the plumbing industry, covering various aspects from campaign documents to digital scorecards.
In the "Campaign Documents" tab, the Ultimate Plumbing Marketing Blueprint Architectural System serves as a foundational guide. It includes crucial components such as Success Goals, Target Marketing Personas, Focus Keywords and Keyword Research, Content Campaigns, and a Monthly Reporting Dashboard. The document emphasizes the importance of evergreen social media posts and provides insights into the competitive landscape with sections dedicated to the Top 10 Hyper Local Competitors and Influential Community Members. Additionally, contact information for Gregg Towsley is provided, including a phone number, email, and a note indicating the option for DIY or done-for-you services.
The "Success Goals" tab presents projected quarterly success goals, emphasizing that these figures are estimates and not guarantees. Key Performance Indicators (KPIs) include Leads/Phone Calls/Conversions, Revenue, Cost Per Phone Call, Conversion Rate, Website Visitors, New Customers, and Average Revenue per Customer. Each KPI is tracked across four quarters, allowing for a clear overview of expected performance.
In the "Monthly Dashboard," various metrics are tracked from January to June 2015. The online marketing budget fluctuates, starting at $11,220.57 in January and reaching $14,304.62 in March before decreasing slightly to $13,345.38 by June. Total traffic to the website shows a similar trend, with January seeing 10,522 visitors and peaking at 14,814 in March. Organic search traffic, paid search traffic, and social referral traffic are also detailed, with organic search traffic rising from 1,066 in January to 2,076 in March. The dashboard also tracks SEO metrics like indexed pages, backlinks, and domain authority, with domain authority increasing from 25 to 27 over the six months.
The "Lead Tracking" tab details conversions based on traffic sources. For example, in June, there were 221 total conversions, with 65 from paid sources and 128 from organic sources. The total budget for that month was $4,791.42, with a significant portion allocated to PPC and SEO. The conversion rate for June was 61.86%, showcasing effective lead generation strategies.
The "Social Reach" tab tracks social media growth from 2013 to 2014. LinkedIn followers increased from 550 in April 2013 to 2,405 by December 2014, while Facebook fans grew from 620 to 1,215 over the same period. This growth indicates a successful engagement strategy across multiple platforms.
In the "Target Market Personas" section, six key personas are identified, including Mary & James, homeowners aged 45-80, and Janet, a real estate agent with a similar age range. Each persona is characterized by specific demographics, psychographics, pain points, and common sayings, providing a nuanced understanding of the target audience. For instance, Mary & James are described as DIY-oriented and cost-sensitive, while Janet values reputation and responsiveness over cost.
The "Keywords" tab lists the most commonly searched plumbing keywords for SEO and Pay-Per-Click advertising. High-volume keywords include "plumber" with 74,000 monthly searches and "plumbing" with 60,500. Other notable keywords include "water filtration systems" and "clogged toilet," each with 9,900 searches, indicating areas of opportunity for targeted marketing efforts.
The "Online Profiles" tab outlines various platforms for online presence, including Constant Contact, Google Local Business, and Yelp. Each entry provides URLs for profile creation and management, emphasizing the importance of maintaining a robust online presence across multiple platforms.
In the "Content Campaigns" section, a variety of premium content ideas are categorized by the sales funnel. Top-of-the-funnel content includes whitepapers, guides, and videos, while middle-of-the-funnel content features webinars and customer testimonials. Bottom-of-the-funnel strategies include free estimates and consultations, showcasing a diverse approach to content marketing.
The "Blog Content Creation" tab outlines blog topics aimed at engaging potential customers. Titles such as "The Benefits of a Sewer Camera Inspection" and "10 Stupid Things that Ruin Plumbing" are designed to attract attention and provide valuable information. Each entry includes a description and suggests relevant keywords to optimize searchability.
In "Published Pages," a schedule for content publication is maintained, ensuring timely delivery of marketing materials. The "Influential Community Members" section identifies key individuals in the community, capturing their contact information and social media presence for potential collaboration.
Finally, the "Digital Scorecard" serves as a performance measurement tool, summarizing the effectiveness of digital marketing strategies. The "Customer List" tab contains an updated email list for automated review requests, ensuring ongoing engagement with customers.
This comprehensive approach to plumbing marketing, encompassing everything from lead tracking to social media engagement, positions Grow Plumbing to effectively reach and convert their target audience.