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Professional SEO and PPC Management in the Kansas City Area

The official blog of Scott Randolph - Online Marketing Consultant, managing director of 7xo Media and the founder of the 7xo Media Academy.

Online Marketing Costs

Especially in tough economic times, the cost of online marketing can be quite a concern for business owners.  If you’re a small business owner, this can be especially troubling.  How can you justify a $5000 pay per click budget, when you’re having trouble making payroll?

The short answer to that is, if your online marketing isn’t showing a direct contribution to your bottom line, you can’t.  However, the ABSOLUTE BEST THING about online marketing, especially pay per click marketing, is that you can track it down to the dollar.

Let’s take my favorite example, a local family owned plumbing service - we’ll call them “John Smith and Sons Plumbing.” Well, ole John doesn’t know much about PPC, and blew through $1000 in a couple months, and decided to get stop advertising.

Instead, he is spending $500 on Yellow Page ads, and another $2000 a month on some remnant radio time.  He’s doing ok, but he’s not really sure how many of the calls he’s getting come from his website, much less how many come in as a result of his Yellow Page or radio ads.

He’s throwing $2,500 into a void.

The neat thing about John’s business is, he doesn’t need leads, email opt-ins, or someone to purchase online - John needs PHONE CALLS.

Did you know there are CHEAP services out there that let pay per click managers like me track phone calls, down to the keyword?  Instead of throwing money into ads you can’t track - why wouldn’t you want to put an ad in front of people searching for “local plumbers?”

I can tell you right now - I can deliver phone calls to your service business for less than $20/call (that includes my profit margins) - do you think your business could turn a profit on those kind of numbers?

Let’s make some assumptions in John’s case….he’ll turn 35% of those callers into customers, at an average revenue of $300/customer, at a $175 profit margin/job.  So, if he gets 125 calls from his $2500 ($20/call), he’s going to get 44 new customers (35%).  At $175/customer, that’s $7700 in profits.  Remove the marketing spend ($2,500), and you’re left with $5,200 in pure profit.

Let’s go one step further and say John retains about 30% of his business for future jobs.  Those people hire him back at the same profit margin, approximately once per year.  Since I talked him in to setting up a monthly email newsletter, there is no cost associated in closing these guys again.  So, for every 44 customers, he gets about 14 repeat customers the next year.  For 12 months, that turns in to 168 repeat customers.

So, in year one, John spent $30,000 online, and netted $62,400 in profits after it’s all said and done.  (that’s not revenue, that’s profit).  Because of his repeat business, in the next year, he netted another $29,400.

You can imagine how this could compound year after year…right?  If you’re interested in how using a system like this can help your business, just let me know in the form to the right!

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A simple explanation of our tax system.

I stole this from a friend on Facebook, who I’m sure stole it from somewhere else.  Doesn’t mean it isn’t perfect!

Suppose that every day, ten men go out for beer and the bill for all
ten comes to $100. If they paid their bill the way we pay our taxes,
it would go something like this:

The first four men (the poorest) would pay nothing.
The fifth would pay $1.
The sixth would pay $3.
The seventh would pay $7.
The eighth would pay $12.
The ninth would pay $18.
The tenth man (the richest) would pay $59.

So, that’s what they decided to do. The ten men drank in the bar every
day and seemed quite happy with the arrangement, until one day, the
owner threw them a curve. ‘Since you are all such good customers, he
said, ‘I’m going to reduce the cost of your daily beer by $20. Drinks
for the ten now cost just $80.

The group still wanted to pay their bill the way we pay our taxes, so
the first four men were unaffected. They would still drink for free.
But what about the other six men - the paying customers? How could
they divide the $20 windfall so that everyone would get his ‘fair
share?’ They realized that $20 divided by six is $3.33. But if they
subtracted that from everybody’s share, then the fifth man and the
sixth man would each end up being paid to drink his beer. So, the bar
owner suggested that it would be fair to reduce each man’s bill by
roughly the same amount, and he proceeded to work out the amounts each
should pay.
And so: The fifth man, like the first four, now paid nothing (100% savings)
The sixth now paid $2 instead of $3 (33%savings).
The seventh now pay $5 instead of $7 (28%savings).
The eighth now paid $9 instead of $12 (25% savings).
The ninth now paid $14 instead of $18 (22% savings).
The tenth now paid $49 instead of $59 (16% savings).

Each of the six was better off than before. And the first four
continued to drink for free. But once outside the restaurant the men
began to compare their savings.

‘I only got a dollar out of the $20,’declared the sixth man. He
pointed to the tenth man,’ but he got $10!’

‘Yeah, that’s right,’ exclaimed the fifth man. ‘I only saved a dollar,
too. It’s unfair that he got ten times more than I!’

‘That’s true!!’ shouted the seventh man. ‘Why should he get $10 back
when I got only two? The wealthy get all the breaks!’

‘Wait a minute,’ yelled the first four men in unison. ‘We didn’t get
anything at all. The system exploits the poor!’

The nine men surrounded the tenth and beat him up.

The next night the tenth man didn’t show up for drinks, so the nine
sat down and had beers without him. But when it came time to pay the
bill, they discovered something important. They didn’t have enough
money between all of them for even half of the bill!

And that, boys and girls, journalists and college professors, is how
our tax system works. The people who pay the highest taxes get the
most benefit from a tax reduction. Tax them too much, attack them for
being wealthy, and they just may not show up anymore. In fact, they
might start drinking overseas where the atmosphere is somewhat
friendlier.

Maybe all this Wall Street Jazz isn’t so bad.

One of my favorite business “journalists” - Stanley Bing - has a great post about how the fall out on Wall Street is really just karma.

You know - I have to agree. We’ve watched businesses rise and fall at the whims of these guys, who cared more about their bottom lines than the success of the businesses. It’s because of them a quarter point of share price is more valuable than 1000 jobs.

I’m currently reading “Supercrunchers” (very cool book, btw) - and it speaks of experts who don’t understand the true nature of their actions, simply because the existence of their paychecks rely on that exact fact. I think that’s a great line.

Personal Finance Spreadsheet

So, I’m a personal finance geek. I worship at the altar of Dave Ramsey and Suze Orman. I love it - it’s interesting and fun to plan. Most importantly, it’s one of the most important things you can do for yourself. Managing your money and credit is vital to your future - so the sooner you start, the better.

In the spirit of that, I did a template of my personal finance spreadsheet for a friend, and he thought it was pretty cool, so I thought I’d share it here as well. You can download a blank version here (I’ve added in some “dummy” numbers for reference).

The purpose of this model is to manage your month to month cash flow, taking into account debt amortization and savings (although no interest is applied to the savings, but that would be easy to add in). It’s pretty basic, but it’s what I’ve been using for quite a while now, and I have to say, it really works!

If you like this - please let me know! Also, if you have questions, I’d be happy to answer them. Just leave comments and I’ll reply.

One last thing - if you’d like to add something like savings account interest but can’t, let me know and I’ll work on it. It would be very cool to see this evolve into a more sophisticated tool that we can share for free.

UPDATE - Andy over at the Bofe Blog saw my spreadsheet, and raised me a savings account.  I say, download both!

What’s wrong with the economy?

“The danger is that housing prices continue to tumble and accelerate, people’s ability to pull out equity will evaporate, and you’ll see a serious downturn in consumption.”

This from Dean Baker - chief economist at the center for economic policy.

My translation: “People no longer have access to money they don’t really have - so they won’t buy a bunch of crap they can’t afford, and put their house up as collateral.  They may actually have to live within their  means - which will destroy the profits of banks and huge corporations”

Or - the economy will keep getting worse, because people will stop doing the stupid things that got us here in the first place.