Client objective: Be number one ranked business for concrete supplies and concreting along a coastal area on various business directories.
Scenario: Client owns multiple mobile concrete readymixers located along the coastal area. Client has no website, but wants a solution to manage their online exposure starting from implementation to reporting.
My assessment:
- client not a household name
- minimal understanding of the web, and possibly no particular requirement to have a website at this point in time.
- needs location-specific exposure and dominance on the Internet.
- catering to the building industry so ratio of Cost per Click (CPC) to Revenue per Sale will be relatively small - i.e. only a couple of jobs to justify ROI.
My solution:
Paid Placement - sponsored positioning on reputable, multi-channel online business directories that allows rich content uploads and have brand awareness.
Location-specific placement - multiple listings reflecting the locations of clients concrete supply readymixers.
ROI Reporting - provision of 1300 number to appear on their online ad that provides instantaneous email reports; useful to track phone leads.
Client-end ROI tracking - client to always ask caller the source of info; simple questions like 'did you hear about us from ad on newspaper or the Internet' is a good starting point to collect information, which can be later dissected into which particular Online source - client understands that ALL calls need to be screened.
Reputation Management - informed (and constantly reiterate) the importance of encouraging reviews from his customers; not only does it help increase click-throughs to his ad, local search directories like Googlemaps index the reviews, which assists in SEO, without having the need of a website.
Status:
Client so far satisfied with service and engagement. They continue to receive reviews from happy customers. Still in progrees. I am, however, unsure as to whether or not they've received a job from their online spend.
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