Featured Business: Signs In One Day - Signage Retailers
Business Name: Signs In One Day
Business Web Site: www.sarasotasign.com
Business Location: Sarasota, FL
Marketing Decision Maker: Ken Frank
Business Description: Sign retailer - Manufactures, installs and repairs commercial signage
What are your current marketing activities?: Word of mouth, networking, yellow pages, web site search engine optimization.
What is your primary marketing method?: Yellow pages
What changes are needed (if any) in your marketing methods?: I am currently re-evaluating all of may marketing efforts. I took over this small business about 8 years ago and have grown significantly. I realize that what I have been doing needs evaluation and certain changes to keep current with the times. My issue is I don't know where to start and if I even have the time to devote these changes. I hired an SEO company about 6 months ago and have gone from zero internet presence to very dominant positions but I don't see it translating to the kind of customers and accounts I am looking for. My market is almost entirely local and I keep pretty busy but I do see the need for changes sooner than later.
Do you know what Inbound Marketing is, if so, please define in your own words?: Sort of - The truth is that I have little time and desire to learn anything new that will place new demands on my time. I usually stay with what works and even though the economy slowed, I have stayed busy. My understand of Inbound marketing is having a web site and some internet exposure so my customers can find me easier.
What percentage of your marketing budget is applied to Outbound marketing vs. Inbound marketing? In 2009 it was 100% of all our marketing budget. It is now 80%. We launch a new web site and hired an SEO company 4 months ago. Our rankings seem to be outstanding but I am not even sure (yet) what is translating into business customers. When I have more time I will evaluate this further.
What inbound marketing components are you currently utilizing?: Web site development (content) and an SEO program.
How are you currently measuring ROI?: I have only measured ROI resulting from my yellow page ads. I have not yet constructed the appropriate ROI measurement from my web site activity.
Have you ever executed a keyword development strategy for your web site?: Yes, as part of my new search engine marketing campaign.
How are you measuring your web site's traffic?: Not.
How are you measuring your web site's conversions?: Not.
What search engine strategy has been employed?: We have hired an SEO company to optimize our site for about 15 different keywords.
Are you using a blog? If so, how often are you posting a new article?: No, I don't see why people would care what I have to say about sign installation and I don't have the time to do the writing or blog development.
Who creates each blog article?: N/A
Does your business have a Linked In account?: No.
Does your business have a Twitter account?: No.
Does your business have a Facebook account?: Yes and my wife created a fan page.
How would you define your lead generation system?: It's more of a traditional, fly by the seat of my pants lead generation from referrals, yellow pages and now my web site.
How would you define your lead tracking system?: I have none.
How would you define your lead nurturing systems?: Follow up call from my staff.
Have you considered developing an Inbound Marketing Plan, if so, what are your challenges?: Yes, I would like to get more involved but I don't really know where to start and frankly I don't see it as a priority.
On a scale of 1-10, how important is developing a focused inbound marketing program?: 1
How soon do you plan on developing a better inbound marketing plan?: I developed a new web site 6 months ago and hired an SEO company to get search engine exposure. I'm not sure what my next step will be. I guess my main challenges is trying to understand what inbound marketing means to me and if I can really benefit without giving up my management time.
What would be your first step in creating a better inbound marketing plan?: Speaking with an expert on the subject.