SureFire Social focuses on local marketing goals

Usefulness

Feature

Price

SureFire Social’s SurePulse Dashboard aims to help small businesses simplify, automate and centralize their marketing efforts, both locally and beyond, while saving you money.

One of the best parts of my job is seeing the evolution of business solutions firsthand. Yeah, I’m a geek like that.

Over the years, I’ve noticed that effective business solutions use one or more of the following principles to make running your business easier:

  1. Simplification – reduce the steps to do something;
  2. Automating – allowing the solutions to manage the tasks for you; and
  3. Centralization – integration of processes and reports in one place.

These three principles contribute to a single goal: to reduce the time you need to focus on back-office processes so you can focus on increasing sales and serving your customers.

I’ve rarely found all three principles applied equally in a single solution, but that’s exactly what I encountered, and more, when I took a look at SureFire’s SurePulse Dashboard Social.



SurePulse dashboard helps you stay on top of your local marketing goals

SureFire Social Founder and CEO, Chris Marentis, explained SurePulse’s mission this way: how to automate most processes. to do just that.

Visibility is the core concept of SurePulse as the solution aims to put you in front of your target market no matter where they come to meet you online.

One of the features that really stands out is the ability to dig into the data presented in the dashboard to see the information behind it all. This is particularly useful in the National to Local tab, however, it is very handy in every way.

The three principles mentioned at the top of this article are present in force in every component of SurePulse and below that there is a fourth principle that really sets the solution apart from the rest: the ability to take advantage of economies of scale.

Connections

Before talking about economies of scale, I need to explain the first component of SurePulse, the connections.

SurePulse Connections centralizes local marketing objectives

Connections are how SurePulse provides centralization. Each connection is a point of integration with an external information source.

For example, when you connect to Google Analytics, the solution will automatically display the campaigns you have set up in this tool. In order to track a campaign in the dashboard, you need to add it through a login:

Local Marketing Objectives - Adding Google Analytics Campaigns to SurePulse to Track

The connections you currently have access to depend on your connection. More refined user management is coming.

The Fourth Principle – Economies of Scale

While SEO and Social logins are available for free, all three online presence logins are chargeable in two ways:

  • Behind the scenes where the cost is spread – while Visibility and Directory connections are included in your SurePulse charges, third-party providers that are paid for by SureFire Social provide both, the cost of which is spread across all users.
  • Separately by you at discounted rates – if you want to use the connections of the telephone campaigns, you have to pay separately for DialogTech however, if you sign up for this service through SurePulse, you will receive a discounted rate negotiated by SureFire Social.

“If you were to buy all of that separately,” says Marentis, “it would be $400 or more a month. For $150 a month, SurePulse customers get social media and reputation management, and all the other things we bundle, including reduced fees at preferred providers.

For a small business, these economies of scale are a big deal and a step towards the next stage in the evolution of business solutions where the fourth principle adds a whole new dimension.

What’s new in Connections?

The SureFire Social team has developed an ambitious roadmap. As with all product roadmaps, it’s hard to promise exact delivery dates, however, I’ll give you a rundown of some highlights throughout the post.

New Social Connections

In the coming months, connections to the following social networks will be added to the three already in place:

  • pinterest
  • LinkedIn
  • Youtube
  • Foursquare
  • instagram

New integrations

The company plans to open up its solution so third-party vendors can build apps that connect their solution to the dashboard. The current vision is an application marketplace for SurePulse.

These applications will allow users to connect their dashboard to solutions other than the ones they prefer.

While economies of scale may not exist with non-preferred solutions at first, I suspect the team plans to increase the number of preferred solutions by negotiating discounts with popular third-party vendors.

Main Dashboard

Currently, the main dashboard displays a summary of all your data or, if you are a marketing consultant using SurePulse for clients, all of your client data, including:

  • Referral sources (where does your traffic come from?);
  • Research broken down by queries, impressions and clicks;
  • Visibility; and
  • Reputation.

If you have more than one location, you can also dig into local views – more on that in a moment.

What’s new in the main dashboard?

Top Search Queries

The team plans to bring the top search queries report to the dashboard. This is a pretty cool word cloud that gives you insight into the searches people are using to find you:

Local Marketing Goals - Top Search Queries

KPIs

At the very top of the main dashboard, the team plans to add important key performance indices, including:

  • Cost per lead (CPL) based on organic and paid data (although more calculations based on things like website, social media, etc. are coming soon); and
  • Cost Per Sale (CPS) which will also show up if you integrate your CRM.

leads

SurePulse allows you to track the number of leads you get as well as the source of each lead by integrating Google Analytics goals.

For example, you can launch a campaign that uses multiple channels (social media, newspaper advertising, etc.) and send prospects to different landing pages where they complete an action (eg, fill out a form, call your business on a certain number). So the specific landing page on which they convert indicates the source of the prospect.

Local Marketing Objectives - Lead Sources

Below the Main Tracks table are more details, including one that lets you dig into phone calls and even access call recordings. It is convenient !

Traffic

The Traffic tab displays a wealth of information collected from Google Analytics. At the top, you have a graph that compares your total traffic to your organic and referral traffic. You can even compare different time periods as shown below (you can see the numbers for different time periods in the small pop-up window):

Local Marketing Goals - Traffic Results

Visibility

Using a number of factors such as keywords and their ranking in search engine results, SurePulse calculates your visibility score. I loved how you can compare your score to specific competitors as well as your industry average:

Local Marketing Objectives - Visibility Score

Another handy graph on the Visibility tab is the Keyword Search Engine Comparison which shows how you rank for each keyword on Google, Bing, and Yahoo!, as well as any changes in those rankings over time:

Local Marketing Objectives - Keyword Visibility

Reputation

This tab is for your online ads and reviews.

Online registrations

SurePulse will sync your business information with over 65 online search engines and other directories. You can adjust your information at any time and add images and other relevant information.

A graph on this tab also shows the number of shares your ads are getting in terms of search results impressions and profile views.

Online reviews

SurePulse consolidates your reviews from different sources so you can get an overview of your online reputation:

Local Marketing Goals - Online Reviews

What’s coming in reputation?

Soon you will be able to respond to reviews directly from SurePulse, a real time saver for sure.

Content

The Content tab lets you create, schedule, and post content to your blog and social media profiles. The standout feature here is the ability to set up an approval workflow so that content is reviewed before it goes live.

From national to local

Now is when things get local! The National to Local tab is where SurePulse takes key system-wide statistics and breaks them down into regions and territories:

Local Marketing Objectives – National to Local Views

In addition to website statistics, you can see the following statistics broken down by location:

  • Goals;
  • Social; and
  • Visibility.

Dig

Perhaps the coolest feature of all is the ability to dig into the dashboard for any location. All you have to do is click on the name of the location in a table like the one above and all tabs in your SurePulse Dashboard will now show information only for that location.

Not just for domestic companies

After seeing the National to Local tab, I asked Marentis if SurePulse was just a local marketing solution for multi-location businesses. “Oh no,” he replied, “a business with one location will get a lot of value from SurePulse, especially if they want to track multiple campaigns, results for different product offerings, publish content, and all the other features. that we integrate.”

CPC

The last tab in the dashboard is the pay-per-click (PPC) tab which displays the results of your PPC campaigns (surprise!).

Price

You can get SurePulse for $150 per month as a standalone solution, but the dashboard solution is also included for free with all three tiers of SureFire Social’s marketing packages.

Conclusion

SureFire Social’s SurePulse Dashboard aims to help small businesses simplify, automate and centralize their marketing efforts and track their local marketing goals, both locally and beyond.

By adding a fourth component, economies of scale, the solution also puts powerful functionality into the hands of small business owners at a greatly reduced cost.

This is the next step in the evolution of the enterprise solution and I look forward to seeing it grow further.

Images: Surefire Social