online lead generation the inside story on what works and what doesn’t jordan muela, co-founder,...
TRANSCRIPT
![Page 1: Online Lead Generation The inside story on what works and what doesn’t Jordan Muela, Co-founder, Manage My Property, LLC May 2011](https://reader035.vdocuments.net/reader035/viewer/2022062517/56649e875503460f94b8a6e2/html5/thumbnails/1.jpg)
Online Lead GenerationThe inside story on what works and what doesn’t
Jordan Muela, Co-founder, Manage My Property, LLCMay 2011
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Search Engine Optimization
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The Good
The image on the left is a visualization of search data released by AOL in 2006: http://training.seobook.com/google-ranking-value
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The Bad
You a lot of at least two of the above.
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How it works
View the SEOmoz bi-annual SEO Ranking Factors report here: http://www.seomoz.org/article/search-ranking-factors
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Check out Rand Fishkin’s guide to keyword targeting and on-page optimization here: http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization
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The Problem With Outsourcing
If you don’t know what you’re are looking for you’re not likely to find it.
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Tips For Outsourcing
- Pay for advice when you don’t know what you need.
- Pay for execution once you know exactly what you are looking for and the criteria the work will be graded against.
- Avoid low cost generic SEO packages. They are typically worthless.
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Remember That You Still Have to Convert the Traffic
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Local SEO
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Local is Becoming More Important
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Ranking Factors For Local SEO
David Mihm has collaborated with local search experts to release the local search ranking factors report: http://www.davidmihm.com/local-search-ranking-factors.shtml
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Optimize Your Local Pages
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GO DO THIS NOW!
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Social Media
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Why Are we Doing This Again?
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Low in Marketing Nutritional Content
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The “Experts” are wrong
Check out Ian Lurie’s post “10 Questions to Evaluate a Social Media 'Expert”: http://bit.ly/dmTKc
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Pay Per Click
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When PPC works
• Keyword research is performed to find the right mix of relevant keywords
• Negative keywords are added and non-converting keywords are culled
• Multiple Ad’s are tested to find the best CTR
• Geo targeting is used to target searchers in your area
• Landing pages are used to maximize conversion
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When PPC Doesn’t Work
• Only a few high traffic, high cost keywords are targeted
• The campaign is allowed to run without close monitoring and tweaking
• Traffic is sent to a page not designed for conversion
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Consider Outsourcing
• Most of the cost is in the initial setup
• Allow someone more knowledgeable to vet the channel for you
• If you are happy with PPC you can either take over the campaign or pay them to continue to refine the campaigns.
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Tips For Outsourcing
• Ask to see a sample monthly report they send their clients
• Don’t pay any setup fees
• Don’t pay more than $400 a month in management fees unless you are spending over $4k in ad spend
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Directories
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Review Sites
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Yahoo Local’s ratings for management companies
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Yelp’s ratings for management companies
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Management Companies Receive Polarized Reviews
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It Can Get Pretty Rowdy
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A Blessing or a Curse?
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Tips
• Incentivize clients to leave reviews
• Don’t post reviews yourself
• Always respond to bad reviews
• Don’t get sucked into paying for additional services
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Pay Per Lead Services
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The Good
• Easy to setup
• Completely offloads ongoing marketing work
• You can define the type and location of the properties you get leads for
• You only pay when you get a lead
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The Bad
• Lead volume and lead prices vary wildly based on the service, market and lead type making it hit or miss in terms of ROI
• Not allowed to place contact info on profile
• Lead refund policies vary
• Strong lead flow can mean higher price per lead due to more competition
• Leads may be shared
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What to Look For
• Flexible lead refund policy
• Ability to test the water without making a commitment
• Solid ROI
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Action Plan
• Decide what your marketing goals are for the next quarter
• Determine what marketing channels are the right fit for you and which aren't
• Divert resources from weaker channels and fully commit to developing those channels and tracking the results
• Do a monthly performance review which ends with suggested changes