1 Market Assessment & Campaign SLA Calculator LOGO WE OPEN THE DOOR, SO YOU CAN CLOSE IT.
2 Your Market Assessment Overview Your Inbound Market Assessment and Campaign SLA Calculator is broken down into several chapters in order to completely evaluate the opportunity in your target market, for your targeted services. The below outlines and introduces these chapters. Market Analysis Competitive Analysis Your Inbound Activity Analysis Your Campaign SLA Calculator In this section we explore the total opportunity in terms of the total keywords, impressions and expected click throughs used to search for related offerings. This analysis is also completed for Plan27 s identified top keyword segment, and is tailored to your overall target market, including key cities that our research has focused on. To beat the competition we must first understand their strategy, what is working for them and where opportunities exist to displace them. In this section we examine your top search competitors including their estimated total spend, campaign impressions, clicks and leads. We also report on their remarketing stats, and how well their websites are optimized for search with a comparison to your own SEO results. Understanding your baseline success in marketing your business online serves as a key foundational dataset identifying your strengths, weaknesses and opportunities for improvement. Further we provide a detailed audit and score on your web site that identifies and documents, Errors, Warnings and Notices that can affect your site, lead performance and SEO ratings. Finally, we conclude your Opportunity Assessment with the actual opportunity that exists for you to increase your revenues through a Managed Inbound campaign with Plan27. We map out campaign expectations and the SLA s that our team will use to help you succeed.
3 MARKET ANALYSIS In this section we explore the total opportunity in terms of the total keywords, impressions and expected click throughs used to search for related offerings. This analysis is also completed for Plan27 s identified top keyword segment, and is tailored to your overall target market, including key cities that our research has focused on.
4 Market Analysis: Locations Targeted Understanding the value of each of your key local markets is extremely important to defining a data driven online marketing plan. We have identified the top keywords in each of the below markets in order to develop a strategy for each. Localizing your online ad s to each area follows Google s best-practices of optimizing campaigns for the best time and place where a sales inquiry is most likely to occur.
5 Managed Inbound Market Analysis To begin our assessment we look at your specific market, we are able to identify the most relevant keywords and determine the number of monthly impressions. With this impression data we categorize the total volume of searches and which keywords generate the most relevant volume. These lists also identify your top search competitors who we will explore in more detail throughout the assessment and use as a comparative benchmark for your strategy and metrics for success. PPC Total Market Analysis Keywords Monthly Impressions Est. Clicks Total Market , Top Segment 151 2, Keyword Breakdown Impressions Breakdown 15% 6% 85% 94% Top Segment Total Market Total Market Top Segment
6 Managed Inbound Market Analysis In order to identify the top segment keywords that are an ideal fit to drive new sales lead inquiries, we sifted through all keywords that your competitors are bidding on and cross referenced this against keyword opportunities that we know convert well in comparable markets. We then took this list of keywords and further localized the results for the below regions. Locations Targeted with Top Segment Impression Share Monthly Impressions Est. Clicks Market Share % Big City, State % Big City 2, State % Big City 3, State % Big City 4, State % Totals 1, % Impressions Est. Clicks Top Segment Impressions and Clicks by Location Big City, State Big City 2, State Big City 3, State Big City 4, State
7 Managed Inbound Market Analysis Top 27 Keywords Monthly Impressions Est. Clicks % of Top Segment it support % business computer services % it consulting firms % network management services % it services for small business % it support for small businesses % it consulting company % it management services % technology consulting firms % outsourced it services % business it support % network consulting services % it solutions company % managed it support % outsourcing it % small business technology solutions % small business it support % managed services provider % computer network consultants % enterprise networking support % technology consultants % it consulting services % it solutions % it professional services % it network support % managed it services % small business it % Totals 1, %
8 Market Analysis Summary PPC Total Monthly Market Analysis Summary Keywords Monthly Impressions Est. Clicks Total Leads Available Top Segment 151 2, Top 5 Keywords To Target Monthly Impressions Est. Clicks % of Top Segment it support % business computer services % it consulting firms % network management services % it services for small business % Totals % Top Segment Monthly Clicks and Leads Top Segment Impressions and Clicks by Location % 31% 40 23% 20 26% 0 Total Market Est. Clicks Total Leads Available Big City, State Big City 2, State Big City 3, State Big City 4, State
9 COMPETITIVE ANALYSIS To beat the competition we must first understand their strategy, what is working for them and where opportunities exist to displace them. In this section we examine your top search competitors including their estimated total spend, campaign impressions, clicks and leads. We also report on their remarketing stats, and how well their websites are optimized for search with a comparison to your own SEO results.
10 Competitive Analysis Competitor Listing: IT Service Providers Est. Monthly PPC Spend Est. Monthly Traffic Est. Monthly Leads COMPETITOR 1 $47, COMPETITOR 2 $25, COMPETITOR 3 $17, COMPETITOR 4 $12, COMPETITOR 5 $9, COMPETITOR 6 $6, COMPETITOR 7 $2, COMPETITOR 8 $1, Totals $123,457 1, Estimated Competitive Monthly PPC Spend COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 COMPETITOR 4 COMPETITOR 5 COMPETITOR 6 COMPETITOR 7 COMPETITOR 8 $0 $12,500 $25,000 $37,500 $50,000 Top Competitors: Monthly Traffic and Leads COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 ALL OTHERS Est. Monthly Traffic Est. Monthly Leads
11 Competitive Analysis Understanding your PPC Competitors An essential component to succeed with your inbound lead generation campaign is understanding your competitors strategy. This enables the discovery of opportunities to effectively compete from the onset and your ability to stay ahead of the market through ongoing analysis and comparison. Our research has found that the following three companies represent your biggest competition in your target market. The below outlines their online marketing efforts. PPC Competitive Comparison: Spend vs. Impressions vs. Traffic vs. Leads Est. Annual PPC Spend Est. Annual PPC Impressions Est. Annual PPC Traffic Est. PPC Leads COMPETITOR 1 $570, ,930 9, COMPETITOR 2 $309, ,160 4, COMPETITOR 3 $213, ,000 2, ALL OTHER COMPETITORS $388, ,433 6, Totals $1,481,477 1,556,523 23,347 1,625 Est. Annual Competitive Spend Est. Annual Comp. Impressions 700, , ,000 $388,289 $570, , , ,160 $213, , ,000 $309,228 0 COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 ALL OTHERS COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 ALL OTHERS
12 Competitive Analysis PPC Competitive Comparison: Keyword Dataset Total PPC Keywords Shared PPC Keywords COMPETITOR COMPETITOR COMPETITOR Totals Estimated Annual Competitor Traffic and Leads , , , ,471 0 COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 ALL OTHERS Est. Annual PPC Traffic Est. Annual PPC Leads PPC Keyword Bid Share % Shared PPC Keywords COMPETITOR 3 17% COMPETITOR 3 21% COMPETITOR 2 27% COMPETITOR 1 56% COMPETITOR 2 26% COMPETITOR 1 54% Our research has uncovered the keywords that your competitors are bidding on and using to generate results. By identifying their core keywords, we can assess what is working best for them and how we can and should compete. The shared keywords indicate the overlap in the market, allowing for strategic placement decisions to take place.
13 Competitive Remarketing Analysis What Are your Competitors Doing Online? By analyzing the landing pages that are currently driving your inbound marketing efforts we can draw conclusions as to what content best represents a visitor who is close to making a purchase decision. Visitors to these pages who do not convert into a lead will serve as the trigger for remarketing action aimed to bring these engaged visitors back to your site in an effort to remind them of your value proposition and to convert them into actionable leads. Who s Remarketing? COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 Remarketing Status Yes Yes Yes Competitive Comparison PPC vs. Remarketing Impressions Dataset Est. Annual PPC Traffic Est. Annual Remarketing Impressions COMPETITOR 1 9,374 8,437 COMPETITOR 2 4,622 4,160 COMPETITOR 3 2,880 2,592 TOTALS 16,876 15,189 Estimated Annual Competitor PPC vs. Remarketing Impressions 18,000 8,437 13,500 9,000 9,374 4,160 4, ,622 2,592 2,880 COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 Est. Annual PPC Traffic Est. Annual Remarketing Impressions
14 Competitive SEO Analysis COMPETITOR 1 : Historic Rankings 700 Organic Keywords 637 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks k 399 SEO Keywords Apr '14 May '14 Jun '14 Jul '14 Aug '14 Sep '14 Oct '14 Nov '14 Dec '14 Jan '15 Feb '15 Mar '15 Apr '15 COMPETITOR 1 : Biggest Rank Gain Keywords Small Business IT Support Business IT Support IT Professional Services IT Management Services Current Rank COMPETITOR 1 : Data Insights With Competitor 3 acting as a relative goliath in the national Managed Services market, we can say for certain that they are utilizing deep links from across their site, and within press releases to drive the value of pages that are well optimized for broad, nationally focused search terms. The key to beating Competitor 3 will be to focus on high converting keywords, as learned from a PPC campaign and applying this knowledge to locally focused keyword variations.
15 Competitive SEO Analysis COMPETITOR 2 : Historic Rankings Organic Keywords 50 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks 13 1, SEO Keywords Apr '14 May '14 Jun '14 Jul '14 Aug '14 Sep '14 Oct '14 Nov '14 Dec '14 Jan '15 Feb '15 Mar '15 Apr '15 COMPETITOR 2 : Biggest Rank Gain Keywords Altigen System Altigen Max Communicator Altigen VOIP VOIP Phone System Current Rank COMPETITOR 2: Data Insights Competitor 2 serves as an interesting example of a marketing campaign that likely has recently gone through changes in areas of focus. The primary rankings for Competitor 2 from an SEO perspective are product focused, whereas their paid search efforts are services focused. We can see that they are likely trying to turn this tide with their organic search volume growth throughout the last quarter of The locally focused strategy noted in Competitor 1 s summary will hold in working to displace Competitor 2 as well.
16 Competitive SEO Analysis COMPETITOR 3 : Historic Rankings 700 Organic Keywords 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks SEO Keywords Apr '14 May '14 Jun '14 Jul '14 Aug '14 Sep '14 Oct '14 Nov '14 Dec '14 Jan '15 Feb '15 Mar '15 Apr '15 COMPETITOR 3 : Biggest Rank Gain Keywords IT Services Managed Services Managed IT Services IT Support Current Rank COMPETITOR 3: Data Insights It is apparent that this competitor was hit with search penalties mid October We can also see that their organic search clicks and rankings are back on the rise, with the home page acting as the primary landing page for multiple IT service / Managed Service related keywords. Combining these two insights, tells us that we will need to focus on well optimized content that is locally focused as compared to the broad nature of the keywords noted above.
17 Competitive SEO Overview COMPETITOR 1 : Historic Rankings Organic Keywords 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks k 399 COMPETITOR 2 : Historic Rankings Organic Keywords 50 1st Page Keywords Est. Monthly SEO Impressions COMPETITOR 3 : Historic Rankings EST Monthly SEO Clicks 13 1, Organic Keywords 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks Organic KWs 1st Page KWs Competitive SEO: Total KWs vs. First Page Keywords COMPETITOR COMPETITOR COMPETITOR Competitor 1 through 3: SEO Impressions and Clicks 1, ,350 1, Competitor 1 Competitor 2 Competitor 3 0 Est. Mthly SEO Impr. Est. Mthly SEO Clicks
18 Competitive Analysis Summary Competitor Listing: Search Marketing Focused Est. Monthly PPC Spend Est. Monthly Traffic Est. Monthly Leads COMPETITOR 1 $47, COMPETITOR 2 $25, COMPETITOR 3 $17, COMPETITOR 4 $12, COMPETITOR 5 $9, COMPETITOR 6 $6, COMPETITOR 7 $2, COMPETITOR 8 $1, Totals $123,457 1, Estimated Annual Competitor PPC vs. Remarketing Impressions 18,000 8,437 13,500 9,000 9,374 4,160 4, ,622 2,592 2,880 COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 Est. Annual PPC Traffic Est. Annual Remarketing Impressions Top Competitors: Monthly Traffic and Leads COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 ALL OTHERS Est. Monthly Traffic Est. Monthly Leads
19 YOUR INBOUND ACTIVITY ANALYSIS Understanding your baseline success in marketing your business online serves as a key foundational dataset identifying your strengths, weaknesses and opportunities for improvement.
20 Your Inbound Activity Analysis Understanding the ROI of your current inbound activities In addition to understanding your competition, in order to effectively generate inbound sales leads we audit and review your current activities/results, search terms and overall user behavior that has worked to your advantage. Current Inbound Activities Analyzed Google Analytics Last 12 Months Dataset Total Visitors % Direct Traffic % Relevant Referral Traffic Approx. % Branded Search Visitors % Est Relevant Non Branded Search % Est. Non Branded Leads 6, % 9.3% 2.8% 5.3% 0.1% 0.8% Relevant Referral Traffic Approx. Est. Branded Search Visitors Est. Non Branded Leads Generated 23.0% 76.2% This chart illustrates at a high level the impact your non-branded search traffic has on generating leads for your business as compared to your overall traffic.
21 Your Inbound Activity Analysis Branded vs. Non-Branded Search Traffic There is an important distinction that must be established between search traffic that is generated through terms that include your company name, as compared to traffic that is through non-branded, transactional keywords. Branded search terms indicate the lead was already aware of your business, whereas non-branded keywords represent your visibility to prospective customers who are not already familiar with your business. Top 10 Non-Branded Keywords Dataset: Last 12 Months Search Term Traffic Generated % Total Est. Leads % Total it consulting 27 23% 2 33% it network services 20 17% 2 33% computer networking 16 14% 0 0% computer networking services 14 12% 0 0% computer networking support 11 9% 0 0% computer support 9 8% 0 0% it network support 7 6% 1 17% computer repair 7 6% 0 0% it solutions company 4 3% 1 17% Total Non Branded Values Traffic Generated Est. Conversions Top 10 Non-Branded Keywords it consulting it network services computer networking computer networking services computer networking support computer support it network support computer repair it solutions company
22 Your Inbound Activity Analysis Landing Pages that Drive Value by Source By analyzing the landing pages that are currently driving your lead generation efforts we can draw conclusions as to what content is best suited and crafted to drive action from your potential customers. Top 10 Landing Pages Dataset: Last 12 Months (Excluding Home Page) URL String Source Annual Visitors % Total Visitors Leads Tracked % Total Leads 1 /services-solutions/cloud-computing/ Google % 0 0% 2 /about-us/our-team/ Google 87 15% 3 33% 3 /tag/social-media/ Google 79 14% 0 0% 4 /about-us/contact-us/ Google 71 12% 5 56% 5 /about-us/work-for-xyz/ 44 8% 0 0% 6 /about-us/our-team/ Direct 46 8% 0 0% 7 /services-solutions/managed-services/ Google 46 8% 0 0% 8 /about-us/support-center Direct 37 6% 0 0% 9 /services-solutions/ Google 31 5% 1 11% 10 /2014/05/29/tips-to-becoming-more-productive/ 30 5% 0 0% Totals Annual Visitors Conversions Tracked
23 Remarketing Analysis: Key Pages Webpages that are Primed for Remarketing By analyzing the landing pages that are currently driving your inbound marketing efforts we can draw conclusions as to what content best represents a visitor who is close to making a purchase decision. Visitors to these pages who do not convert into a lead will serve as the trigger for remarketing action aimed to bring these engaged visitors back to your site in an effort to remind them of your value proposition and to convert them into actionable leads. Top Visitor Engagement Pages Dataset: Last 12 months (Excluding Home Page) URL String Unique Visitors % Total Visitors 1 /features % 2 /pricing % 3 /about 59 10% 4 /contact 54 9% 5 /request-a-demo 48 8% 6 /partnership 37 6% 7 /integrations 29 5% 8 /outsourcing 24 4% 9 /sales 18 3% 10 (your latest blog post receiving relevant traffic) 0 0% Totals 594 Unique Visitors
24 Competitive SEO Analysis Your SEO Results In order to better understand how you stack up against your competitors from an SEO perspective, the charts below outline historic rankings, impression, and click data. Following this overview, we will examine each competitor independently in order to discuss their specific strategy in more detail. YOU: Historic Rankings 24 Organic Keywords 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks SEO Keywords Apr '14 May '14 Jun '14 Jul '14 Aug '14 Sep '14 Oct '14 Nov '14 Dec '14 Jan '15 Feb '15 Mar '15 Apr '15 YOU : Biggest Rank Gain Keywords IT Consulting IT Network Services Computer Networking Computer Networking Services Current Rank YOU : Data Insights Your website has gone through several peaks and valleys of search traffic, and optimization penalties. First in June 2014, then again in September and again in December. Each of these correspond to Google s efforts to fight web spam. This tells us that your content is too thin, that your pages are over optimized and your backlink profile may be viewed as black hat by Google reviewers. Overall a lot of opportunity to improve.
25 Your Inbound Activity Summary YOU: Historic Rankings Organic Keywords 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks COMPETITOR 1 : Historic Rankings Organic Keywords 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks k 399 COMPETITOR 2 : Historic Rankings Organic Keywords 50 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks 13 1, COMPETITOR 3 : Historic Rankings Organic Keywords 1st Page Keywords Est. Monthly SEO Impressions EST Monthly SEO Clicks Competitor 1 through 3: SEO Impressions and Clicks 14, ,300 10,500 1, ,670 1, , , Competitor 1 Competitor 2 Competitor 3 0 YOU Est. Mthly SEO Impr. Est. Mthly SEO Clicks
26 YOU vs. The Competition Estimated Annual Competitor Traffic and Leads , , ,880 0 COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 YOU Est. Annual PPC Traffic Est. Annual PPC Leads Est. Monthly PPC Spend COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 YOU $0.00 $12, $25, $37, $50, Est. Annual Remarketing Impressions 9,000 6,750 8,437 4,500 4,160 2,250 2,592 0 COMPETITOR 1 COMPETITOR 2 COMPETITOR 3 YOU
27 Your SEO Website Analysis Organic Search Optimization Website Audit The below details your website s health and it s ability to rank. The score is calculated by the amount and severity of issues found on your website for the first 100 pages crawled. When embarking on an SEO Campaign we recommend resolving all issues as a top priority. The actual issues found will be sent to you along with this assessment in XLS format so you can take immediate action! Score Top Three Issues: Warnings & Errors 95 images don t have alt attributes 49% of total errors & warnings 64% 34 pages have too much text within the title tags 17% of total errors & warnings 31 pages don t have meta descriptions 16% of total errors & warnings Total Issues Errors Warnings Notices Total Issues including errors, warnings and notices. Highest priority issues that relate to your websites ability to rank in the search engines and your ability to deliver an optimal user experience from a structural point of view. Medium grade issues such as title tag issues, alt tag issues, robots.txt issues, as well as over optimized pages and pages with too few words to satisfy an optimal user experience. These suggestions, if addressed will ensure that you are addressing all possible requirements to deliver an optimized user experience and satisfy search engine optimization best practices. Number of issues found Number of errors found Number of warnings found Number of notices found Number of issues checked Number of errors checked Number of warnings checked Number of notices checked 6,521 3,316 2, % 99.7% 94.88% 87.84% 3.31% 0.3% 5.12% 12.16% Passed Failed Passed Failed Passed Failed Passed Failed
28 High Priority SEO Issues To Fix Get Started on Improving Your SEO Results! The below table outlines the highest priority / lowest hanging fruit in terms of SEO structural issues to your website. These items represent a more detailed view of select issues noted in the previous page of this assessment. We strongly suggest that you take immediate action to correct these errors so your current performance is not negatively affected. Page URL Issue Note Error Type ALL Sitemap Missing Sitemap REDACTED Broken Link Broken Link Page Missing Meta Description Meta Description Page Missing Meta Description Meta Description Page Missing Meta Description Meta Description Page Missing Meta Description Meta Description Page Missing Meta Description Meta Description Page Missing Meta Description Meta Description Low Text / HTML Ratio Low Text Low Text / HTML Ratio Low Text Missing H1 Tag H1 Missing H1 Tag H1 REDACTED 302 Redirect Word Count: 161 Word Count Underscore in URL URL Images Missing Alt Tags Alt Tags REDACTED Duplicate/No Content Word Count 82 Word Count Word Count 164 Word Count Word Count 153 Word Count Word Count 154 Word Count Images Missing Alt Tags Alt Tags Images Missing Alt Tags Alt Tags Images Missing Alt Tags Alt Tags Images Missing Alt Tags Alt Tags Images Missing Alt Tags Alt Tags Images Missing Alt Tags Alt Tags
29 YOUR CAMPAIGN SLA CALCULATOR Finally, we conclude your Opportunity Assessment with the actual opportunity that exists for you to increase your revenues through a Managed Inbound campaign with Plan27. We map out campaign expectations and the SLA s that our team will use to help you succeed.
30 Your Remarketing Plan Your Managed Remarketing Solution The below campaign structure and scenarios are the result of our reviewing the content of your website and the typical journey of your ideal website visitor. While the pages that we target for remarketing will change as your website traffic changes, the benchmark column indicates the campaign results you should expect working with Plan27. Remarketing Campaign Expected Monthly Definition Baseline Benchmark Best Visitors Remarketed Brand Impressions Click % Re-engaged Visitors 1.0% 1.5% 2.5% Remarketing Clicks Branded Traffic Remarketing Campaign Expected Annually Definition Baseline Benchmark Best Visitors Remarketed Brand Impressions 5,700 5,700 5,700 Click % Re-engaged Visitors 1.0% 1.5% 2.5% Remarketing Clicks Branded Traffic ,000 Remarketing Clicks Visitors Remarketed 57 Expected Annual Remarketing Actions ,500 3,000 5,700 5,700 5,700 1,500 Baseline Benchmark Best
31 Opportunity Campaign Calculator Your Managed Inbound Lead Generation Solution The below campaign structure and scenarios are the result of our reviewing the search terms that your competitors are focused on, what is working for you and the new opportunities uncovered based on our research and experience. The benchmark column indicates the campaign results you should expect working with Plan27. Inbound PPC Campaign Expected Definition Baseline Benchmark Best Search Volume Impressions 2,550 2,550 2,550 Click % 2.5% 2.5% 2.5% # of Clicks Visits Lead Conversion % 12% 15% 20% Minimum # of Leads Sales Leads Sales Leads Visits Expected Monthly Inbound Activity Baseline Benchmark Best
32 Opportunity Campaign Calculator Based on your historic and planned sales metrics, below illustrates the new business you should expect as a result of launching a managed inbound lead generation campaign with Plan27. Sales Opportunities Expected Definition Baseline Benchmark Best Average Sale Price (ASP) $22,500 $22,500 $22,500 Opportunity % 75% 75% 75% # of Opportunities Opportunity Opportunity Value $129,600 $162,000 $216,000 Opportunity Close % 60% 60% 60% Close % of Leads 45% 45% 45% # of New Customers Sales Monthly Sales $78,750 $96,750 $130,500 Monthly Sales Opportunity Value Monthly Opportunity and Sales Scenarios $400,000 $130,500 $300,000 $96,750 $200,000 $78,750 $216,000 $162,000 $100,000 $129,600 Baseline Benchmark Best
33 Opportunity Campaign Calculator Annualized Results Definition Baseline Benchmark Best # of Impressions Brand Exposure 30,600 30,600 30,600 # of Visits PPC Traffic # of Lead Conversions Sales Leads # of Opportunities Sales Opportunities # of Sales New Customers Total Sales Revenue $945,000 $1,161,000 $1,566,000 Annualized Sales Scenarios $1,600,000 $1,566,000 $1,200,000 $800,000 $945,000 $1,161,000 $400,000 $0 Baseline Benchmark Best PPC Traffic Sales Leads Sales Opportunities New Customers Annual Sales & Opportunity Scenarios Summarized Baseline Benchmark Best ,200
34 Opportunity Campaign Calculator Just as the success of your business operations rely on key performance indicators, your lead generation and sales efforts should follow this same data driven rigor. The charts below outlines the ROI you can expect when investing in a completely managed inbound lead generation program with Plan27. Managed Inbound Return on Investment Definition Baseline Benchmark Best Plan27 Managed Inbound Flat Monthly Fee $7,675 $7,675 $7,675 Monthly Sales Opportunities Opportunity Value $129,600 $162,000 $216,000 Monthly New Sales Revenue $78,750 $96,750 $130,500 Revenue Per Lead Revenue $10,254 $10,078 $10,195 Monthly Sales Flat Monthly Fee Managed Inbound Monthly ROI Scenarios $140,000 $130,500 $105,000 $96,750 $70,000 $78,750 $35,000 $7,675 $7,675 $7,675 Baseline Benchmark Best
35 Your Campaign Opportunity Benchmarks Inbound PPC Campaign Expected: Monthly Leads Visits Definition Benchmark Search Volume Impressions 2, Click % 3% # of Clicks Visits 64 Lead Conversion % 15% 64 Minimum # of Leads Sales Leads 10 Sales Opportunities Expected: Monthly Definition Benchmark Monthly Sales Opportunity Value Average Sale Price (ASP) $22,500 Opportunity % 75% Opportunity Value $162,000 # of Opportunities Opportunity 7 Opportunity Close % 60% Close % of Leads 45% # of New Customers Sales 4.3 Monthly Sales $96,750 Annualized Results: Summarized Definition Benchmark # of Impressions Brand Exposure 30,600 # of Visits PPC Traffic 765 # of Lead Conversions Sales Leads 120 # of Opportunities Sales Opportunities 84 # of Sales New Customers 52 Total Sales Revenue $1,161,000 $162, $96, New Customers Sales Opportunities Sales Leads Managed Inbound ROI: Summarized $7,675 Definition Benchmark Plan27 Managed Inbound Flat Monthly Fee $7,675 Monthly New Sales Revenue $96,750 $96,750 Revenue Per Lead Revenue $10,078 Flat Monthly Fee Revenue
36 Managed SEM Services PLAN 1 PLAN 2 Scale Your Business with Inbound Leads SEO & Remarketing Pay Per Click + SEO & Remarketing All Design, Creative, Set-up & Implementation $2,500 $4,500 Monthly Inclusive SEM * Includes All SEM Advertising Fees $1,875 $7,675 Annual Leads Expected: Benchmark SLA Service Includes: All Advertising Fees, Design, Creative, Asset Development & Delivery Remarketing Across The Web & Facebook! Account Driven Remarketing. Restart Conversations With Your Old Leads! Real-Time Call & Lead Conversion Tracking via Google Analytics + PSA Integration! Local Focused SEO Presence Lead Conversion Focused Keyword Targeting Local Profile Management & Optimization (Google+, Yelp to name a few) Best-Practice Off-Page Link & Mention Creation No Risk of Black-Hat SEO PENALTIES! Daily Campaign Optimization, Management & A/B Testing of ALL Creative Monthly reporting and campaign review summary measured against SLA Service Terms: Set-up fee, first and last month of service paid at time of contract Service is paid monthly, one month in advance. Minimum service term of 3 months. Service may be cancelled at anytime with 30 days notice after minimum term WE OPEN THE DOOR, SO YOU CAN CLOSE IT.
37 Monthly Inbound Search Sample Report YOUR COMPANY NAME HERE! Report Date Range: Dec 11 to Apr 11, 2015 Number of Weeks 17 Ad Group Search Impressions Landing Page Visits CT (%) Leads Converted LC (%) Managed Service Provider 2, % 5 7% IT Services 2, % 4 6% Consulting 4, % 3 2% IT Support 2, % 5 5% Network Services 2, % 2 4% IT Solutions 1, % 3 8% Network Consulting % 2 7% Ad Groups Tested 6, % 4 3% REMARKETING ADDITIONAL BRAND IMPRESSIONS 12, % 2 1% Total Impressions Total Landing Page Visits Average CT (%) Total Leads Generated Average LC (%) TOTALS 35, % % BENCHMARK TARGETS 10, % % ACHIEVEMENT vs. TARGET 338% 291% 112% 118% 49% Active Ad Groups Ad Groups Tested Optimization Changes Made ,948 CAMPAIGN NOTES: We are extremely happy to see the campaign starting to take affect, leads are consistently converting - typically through multiple touch points with collateral All mentions of the $350 / month starting offer have been removed from the website, landing pages and advertisements The value proposition flash video summary is completed and has been activated on all landing page variations We have seen success promoting the money back guarantee and will continue to leverage this benefit to convert website visitors into leads Dynamic keyword insertion has been added to all landing pages in an effort to better align search intent with the landing page experience On-going landing page optimizations are being completed - testing new layouts, messaging changes and calls to action to continue to drive lead conversion action CT = Ad Click Throughs LC = Lead Conversions
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