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.