Marketing After 48,000,000 Pounds Million Ad Impressions

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Reynard Leonard
5 years ago
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2 2 Before we start our Linen and Uniform Service, it s required that you sign a contract. No need to look at the fine print about the price increases, impossible exit clauses, 7 year term or minimun inventory charges. It s really not that important.

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4 4 I m sorry I don t fully understand, what exactly to you do for a living?

5 5 Marketing for Large Commercial Laundries across the US, Canada, Australia, Colombia, United Kingdom & Spain.

6 6 Why only laundries?

7 7 Where it all began

8 8 48,000,000 Pounds Started with these

9 9

10 10 48,000,000 Pounds?

11 11 Welcome to Florida Bob Raphael, Woody Ostrow & Bruce Feldman

12 12 Transition to Digital Laundry Marketing 2009

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14 14 Mighty Thor

15 15 Advertising Linen, Uniforms & Laundry Yellow Page Advertising First Inbound Marketing

16 16 Calculating Advertising Return On Investment for Linen & Uniform Companies

17 17 Cost Per Lead (Inbound Contact) $40 - $500 Cost Per Acquisition (New Customer) $160 - $2,000

18 18 The Value of Inbound Contacts

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20 20 Industry Trends That Will Continue

21 21 Online Search Queries

22 22 In Sales: Always Be Closing

23 23 In Marketing: Always Be Testing & Optimizing

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25 25 Marketing Sales - IT (all working together)

26 26 Marketing Supports Sales

27 27 Marketing Generates Leads, Opportunities

28 28 In the Field, Sales Collects Data for IT

29 29 Prospect Details Uploaded into CRM 1. Detailed Customer Info 2. Product / Services Received 3. Contact Info 4. Contact Expirations 5. Competitor Information

30 30 IT Supplies Marketing with Actionable Data Facebook / Google List Uploads, Addresses for Marketing Campaigns

31 31 Google Analytics Visitors Hostname Information

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33 33 Marketing Mediums

34 34 Mediums

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36 36 Facebook posts with images get 2.3x more engagement than those without

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38 % Engagement Rate People Like Cintas's Facebook Page People Follow Cintas's Facebook Page"

39 39 How to Succeed Within Facebook s New Rules Build Targeted Audiences Create Engaging Content Targeting Your Audience Achieve High Relevance Score to Reach Large Audience Future Posts Show Organically to Previous Engagers

40 40 Build Targeted Audiences Demographic & Industry Page Engagement Remarketing & Database

41 41 Create Engaging Content Targeting Your Audience

42 42 Achieve High Relevance Score to Reach a Large Audience HIGHER POST ENGAGEMENT Higher Relevance Score HIGHER RELEVANCE SCORE More Impressions Share and Lower Cost Per Engagement

43 43 Future Posts Show Organically to Previous Engagers

44 44 Facebook vs. LinkedIn Advertising $ Cost Per Impression $11.50 Avg. CPC Industry Audience $71.50 Avg. CPC Industry Audience

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46 46 Google Search Results Page

47 47 Google Ads Structure AD GROUP 1 Keywords Ads Landing Pages AD GROUP 1 Keywords Ads Landing Pages ACCOUNT Billing Info Account Preferences CAMPAIGN Daily Budget Display, Search or YouTube Language & Location AD GROUP 1 Keywords Ads Landing Pages

48 48 The Search Marketing Lesson Shakira Taught Me * it wasn t hips don t lie Address detail Lorem ipsum dolor sit amet, consectetuer adipiscing elit

49 49 Test, Test and Test Again

50 50 How do we test?

51 51 Minimum Data & Key Metrics For Ad Test Decisions Look at CTR & Conversion Rate or combine and look at Conversion Per Impression (CPI). Minimum Data to Make Decisions IMPRESSIONS: 500 CLICKS: 150 CONVERSIONS: 10

52 52 Google Ads Structure Test Example 1 Split Test Numbers vs. Text The Local Company Since 1938 Trust The Local Company Who Cares Calls to Action Don't Wait, Call Us Today Contact Us For A Free Estimate Brand vs. Service XYZ Linen & Uniform Company Reliable Linen & Uniform Rentals

53 53 Speed Kills Every extra second it takes for your site to load, and every extra minute that passes after receiving a prospect contact greatly reduces the probability of gaining a new customer..

54 54 Don t Forget About Bing Ads (Which Show on Yahoo Too!) Address detail Lorem ipsum dolor sit amet, consectetuer adipiscing elit

55 55 Measurement

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57 57 A Few Stats to Consider Half of All B2B Buyers Are Millennials -Google % % % % % % % % 55+

58 58 A Few Stats to Consider 42% of decision makers use a mobile device during the B2B purchasing process. -Google

59 59 A Few Stats to Consider In our industry almost 45% of inbound searches are from a mobile device.

60 Go To Your Website On Your Phone Picture this:

new linen or uniform service, so you grab your phone,

website. How does your website messaging look?

60 60 Go To Your Website On Your Phone Picture this: You're walking to catch the train and need to hire a new linen or uniform service, so you grab your phone, search on Google and land on YOUR company's mobile website. How does your website messaging look? Did it load fast? Does it display properly? Can a prospect easily call you?