Michele Petrillo has built a profitable business during the past 15 years.  From her offices in Dumont, NJ, Michele creates and distributes gift baskets to consumers and corporate accounts.  Baskets-n-beyond has gained success regionally and nationally by offering high quality custom gift baskets at a competitive price point.  Perhaps more importantly with personal items like gift baskets, the level of service provided is always referral worthy.

Recently Michele called upon G Street to enhance her online lead-gen with the goal of increased sales overall.  Michele has been advertising on Google, and Yahoo for years with some degree of success.  Unfortunately the only measurement of that advertising spend is predicated on questioning the caller about how they found Baskets-n-beyond. 

The goals for transitioning Baskets-n-beyond to managed Search Engine Marketing services by G Street are:

#1 Free Micheles time to focus on her core expertise. Creating and selling gift basket packages.

#2 Identify not only what works, but more importantly what does not work in her advertising.  This will allow G Street to “cut” the ineffective spendingand free up that budget for refocusing on the higher perforning elements of the ad-spend.  This is a key ingredient in the plan to grow her business along with her marketing budget over time.

#3 Focus on soft targets in her competitive market.  In other words do not spend money on keywords like “gift basket” at several dollars a click.  That 3-5 dollars is more effectively spent on garnering 6-10 clicks for keywords like “kosher gift basket” or “yankees gift basket” than it is to get one click on the very general “gift basket” keyword.  I would add that those clicks are not only less expensive, but offer a more highly qualified prospect.  The more specific the keyword phrase, the more specifically the prospect has defined the need they want to address.

#4 Transition some percentage of Michele’s sales to online.  Baskets-n-beyond is installing ecommerce shopping cart functionality on the site.  This will allow us to drive direct sales through the online technology versus traditional telephone.  This is like giving Michele an employee that can take calls and sell 24 hours a day.  Only this way is far less expensive then a human resource.

 Finally, it should be noted that we are starting this initiative in a targeted geography including NY Metro.  Once this effort has been proven one of the easiest modes of expanding the scope is to broaden the overall geographic targeting.     

G Street is working to grow the online sales of a great company based out of North Jersey.  Kesstek sells electronics by Olympus, and Phillips, and others in the recording and dictation market.  They are in fact, according to owner Jody Gonzales, one of the premier volume dealers for these manufacturers. 

Jody is focused on enhancing SEO, and PPC exposure and conversions related to the targeted traffic.  It just so happens that we (G Street) have a great deal of experience with the particular ecommerce platform that is being employed by Jody.  This gives us a bit of a leg up in assisting her with landing page optimization and a significant comfort level for the client to boot.

Jody has elected to focus her initial campaign on a limited number of products with similar prospects.  She is starting with products that serve professionals such as doctors and lawyers.  These are products with a relatively high sales volume, and because Jody is one of the larger resellers her margin on these particular products is healthy enough to absorb a single digit hit from additional lead-generation costs. 

We are also recording all the calls that come in from Kessteks new advertising campaign.  This feature allows Jody to log into http://calls.gstreetweb.com and access high level reports, or individual call recordings.  This is a powerful business tool when the client chooses to use it.  Not only does it provide an idea as to where your prospects are coming from, but also how their phone calls are handled by your staff when the phone rings. 

In the next couple weeks we’ll be launching a broader campaign for Kesstek.com’s sister site Vipertel.com

Vipertel is a full service telecom hardware reseller.  Both new and refurbished business phone system components are available for sale and immediate shipping.