local lead generation – heaven & hell
DESCRIPTION
Learn about how local lead generation works as well as the positives & negatives to this often discussed “next generation” of affiliate marketing.Experience level: Beginner, IntermediateTarget audience: Affiliates/Publishers, Merchants/Advertisers, Networks, OtherNiche/vertical: LocalAd Hustler, Chief Hustler, Ad Hustler, LLC (Twitter @adhustler)Amanda Orson, Managing Partner, Lacuna Group LLC (Twitter @phillian)TRANSCRIPT
Local Lead Gen
Ad Hustler & Amanda Orson
Stats & Facts
•90% of consumer purchases are made within 20 miles of where people live or work ~Kelsey Group
•Spending on digital media for local advertising will grow about 19 percent through 2014 ~Clickz
75% of new-vehicle buyers in 2008 began their purchase with Internet-based research. ~J.D. Power & Assoc.
60% of all purchases begin with internet research. ~Pew Internet
What Is It?
Local lead gen is generating leads for local business through a variety of methods.
Understanding Local Businesses
Where Do They Spend Their Ad Dollars?
•Print (Mostly Newspapers)•Radio•Cable
•Direct Mail•Outdoor Advertising
•Phone Book
Why Don’t They Just Do It Themselves?
•Little to no knowledge about the net•Complicated•Can’t afford testing•Don’t know where to start
Secret Formula
Targeted Traffic + LP = Leads
Sell Leads For Profit
Traffic Sources
•Search Engines (Paid)•Search Engines (Content Network)•Search Engines (Organic)•Facebook Ads•Myspace Ads------------------•Independent Media Buys•Network Media Buys
GEOtargeting is KEY!
LP vs Website
LP Advantages Website Advantages
Tracking
Easy To Update
Easier Testing
You Maintain Control
Domain Age
Better QS For PPC
Tracking
Emails
Mail ForwardersHosted Forms (Logiforms • Wufoo)
LeadMesh
Phone Calls
Tracking Numbers (Local or Toll Free)
VoiceStar • 800Response • IfByPhone • MongooseMetricsTwilio • Google Voice
Proven Local Lead Gen Niches
AutomotiveAuto dealersMotorcycle dealersAuto FinancingAuto RepairCar RentalWindow Tinting
LegalLawyersDivorce LawyersBankruptcyPersonal InjuryEstate PlanningBusiness Formation
InsuranceCarLifeHealthDentalIndependent AgentsAnnuities
Profession ServicesAccountants/CPAsFinancial PlannersConsultantsHR Specialists
Real EstateRealtorsHome InspectorsHome AppraisersMortgage BrokersReal Estate InvestorsForeclosure/Short SaleMovers
EventsFloristsCateringPhotography/VideographyDisc JockeysWeddingsLimousinePersonal Chefs
MiscChild careVeterinariansPet groomersTattoo shopsKarate
Health and beautyHair salonsNail salonsDay spasCosmetic SurgeryDermatologistsTanningChiropractorsDentalGymsPersonal TrainersWeight loss specialistsDieticiansMassage Therapists
EducationPrivate schoolsTechnical training centersVocational training
TravelTravel Agents (yep, they still exist)Small non chain hotelsResortsTimeshares
Construction/Home ServicesAir Conditioning/HeatingHandymanHeating And CoolingHousekeeping/Maid ServicesPaintersPlumbersBathroom RemodelingKitchen RemodelingGeneral ContractorsPest ControlCarpet CleaningDecks & PorchesPools & SpasRoofingFencingLandscapingSidingFlooringLocksmithsGlass repairSecurity SystemsInterior DesignersHome Theater Services
Chad From CDF Networks Is The Man
Original Car Landing Page
Revised Car Landing Page
Revised Car Landing Page Results
Total Ad Dollars Spent: $32,133Clicks: 19,537
Email Leads: 852Phone Calls: 647Vehicles Sold: 68
Approximate Vehicle Sale Price: $25,000Total Revenue: $1,700,000
Sample Landing Page - HVAC
Sample Landing Page – Used Cars
Positives of LLG
•Low Competition•Services Offered Often Times Fills a Consumer Need•True Business Model That Isn’t Going Away•Low Overhead and Initial Startup Cost•Service sells itself
Negatives of LLG
•Clients Are Stupid•Why Is My Ad Not Showing?•Small Businesses Cannot Close The Sale•Clients are Flaky•Clients are Needy•Lack Of Scalability/Lead Capping•Constant Innovation of Web Technologies
Pricing Models
Per Lead
Per Sale
Hybrid
Management Fee
Use Your Imagination
Take Home Tips
•Facebook is amazing for demographic research. (Data doesn’t lie).
•Let the client say how much they can pay for the lead first, then negotiate if needed.
•Lead Spoilage; client needs to respond while customer is still in “buy mode”.
•Begin your business with your friends and contacts first; word of mouth works.
•Lots of room for client service upsells if you want it: Google Places management, SEO / SEM work, etc.