SlideShare une entreprise Scribd logo
1  sur  25
Télécharger pour lire hors ligne
Local Lead Acquisition for Dummies

         Kristopher B. Jones
           Founder / CEO
           ReferLocal.com
         - A KBJ Capital Company -
About Kris


• Founder / CEO of Pepperjam – internet marketing agency and
  affiliate network sold to GSI Commerce in 2009 and acquired
  by eBay (NASDAQ – EBAY) in 2011
• Best selling author of SEO Visual Blueprint (Wiley, 2008, 2010)
• Founder of early stage technology investment fund KBJ
  Capital – investments include ReferLocal.com, Yumm.com,
  Highlighter.com, APPEK Mobile Apps and several others
• Founder / CEO of ReferLocal – we help newspapers, radio, TV,
  and other media companies make more money online
Overview
• Traditional advertising strategies are declining in popularity,
  while Internet advertising methods are booming.
• Facebook is becoming an essential tool for creating raving fans
  and generating new leads
• The daily deal model presents a unique opportunity to get
  paid for growing your sales
• Google is much more than a search engine and allows you to
  generate leads through video, press release distribution,
  product listings, mobile devices, and hanging out in Circles on
  Google+
The Old School Way of Generating
Customer Leads – Traditional Advertising
• Newspapers, radio, and television ads
• Direct mail pieces / Coupon Clippers / Lists
• Chambers of Commerce Membership
• Local networking events like ribbon cuttings,
  professional mixers, industry groups
• In-person sales pitches / demonstrations
• Word of mouth referrals
Newspaper Classified Revenue has
 Dropped 92% in the Last 10 Years
The New Way of Generating Customer Leads –
Online Advertising

•   Social Networks
•   Search Engines (SEO / PPC)
•   Video Web sites
•   Online Communities / Forums
•   Blogs / News Web sites
•   E-Mail
•   Mobile (Apps / SMS)
•   Daily deal sites
•   Yelp, Angie’s List, craigslist, Quora, Yext, FourSquare
Interactive Media Spend is Skyrocketing –
Most Growth Expected in Social and Mobile
Local Lead Generation Strategy #1:

         FACEBOOK
Facebook has dramatically changed the way
your business connects with existing and
prospective customers
                     HIGHLIGHTS FROM FB IPO FILING:

                     - 845 million monthly active users

                     - 2.7 billion Likes and Comments per day

                     - 250 million photos uploaded per day

                     - 100 billion friendships

                     - 2011 FB Revenue was nearly $4 billion;
                      Exceeded $1 billion in profit

                     - FB offers free advertising for your business
                     via Facebook Pages and paid advertising
                     via Facebook Ads. Let’s take a closer look…
Thanks to Zuck it’s Ridiculously
Easy (and Inexpensive) to Generate
Leads and Connect with Customers
Through (1) Facebook Pages and (2)
Facebook Ads
FACEBOOK FAN PAGES
Facebook Fan pages are FREE to create and provide unparalleled access to communicate with existing and
prospective customers. Get your very own fan page - http://www.facebook.com/pages/create.php
5 Compelling Reasons to Leverage
Facebook Fan Pages to Generate Leads



1.   Promote your business for FREE - connect with “Fans” (aka,
     customers, friends, prospects)
2.   Easily Communicate with Customers – Post special offers and
     deals, distribute news, run FB-only contests
3.   Deliver Happiness and Create Raving Fans - deliver superior
     customer support, wow your fans, and drive leads!
4.   Better Control Your Brand – manage your reputation and be
     part of the conversation peopleare havingabout your business
5.   Everyone Else is Doing It – don’t risk being left behind
FACEBOOK ADS (SELF-SERVE ADVERTISING PLATFORM)
Facebook Ads allow anyone with a Facebook account to easily create ads and promote just about anything. You
can use Facebook Ads to generate more “likes” on your FREE Facebook Fan Page OR generate traffic to your
Web site or anywhere else. Start advertising through Facebook Ads - http://www.facebook.com/business/ads
7 Sure Fire Reasons to Leverage
Facebook Ads to Generate More Leads
1. Target with Precision – Only show ads to the audience you
   want (geography, age, sex, education, interest…)
2. Pay for Performance – Pay only for clicks or “likes”
3. Quickly Generate more “Likes” - Easy way to target new
   customers to like your FB Fan Page
4. Test Multiple Ads at Once – Maximize ROI
5. Easily Set Daily Spending Limits – Control spend
6. Create Image Ads – Use attractive images to drive traffic to
   your FB Fan Page or Web site
7. Control the Size of Your Audience – Leverage FB’s tools to
   easily determine the estimated reach of your ad.
OMG, did I mention…

The average person spends 8 hours per month
on Facebook.

In contrast…..

The average person barely spends 2 hours per
month on Google.
Local Lead Generation Strategy #2:

       DAILY DEALS
Daily Deals – Expected to be a nearly
 $7 billion opportunity by next year
Did you Know? Groupon grew from $0 to
$2 billion in sales in less than 36 months.
The company is now publicly traded with
a market cap of nearly $16 Billion. That’s
a lot of cabbage. Just saying. - KBJ
5 Reasons Why Running a Daily Deal is
Smarter than Placing an Ad in a Newspaper
1. Accountability – No Up-front Cost / Unlike traditional media
   placements daily deal sites are strictly performance based
2. Get a Check versus Write a Check – Most daily deal sites will
   share revenue on every transaction (cash in the door)
3. Control – Strategically structure / package deals that make
   sense to your business; Up-sell / Cross sell to maximize ROI
4. Manage Excess Capacity – Leverage daily deals during slow
   times of the week or year to strategically fill excess capacity
5. Predictable / Fixed Cost – Once you “do the math” and
   decide what it’s worth to acquire a customer you can
   structure a deal to protect your downside risk and maximize
   upside potential
Local Lead Generation Strategy #3:

              GOOGLE
Search, News, Video, Product, Mobile, Social
Google – The Most Powerful Lead
Generation Machine Ever!
• Google is by far the #1 search-engine with 66% market share
  and 18.24 billion US searches in December
• Google Video (i.e. YouTube) received 157.2 million unique
  viewers in December 2011
• Google News allows you to deliver press releases to literally
  millions of prospective customers
• Google+ is approaching 100 million members
• Google Product search is free and allows you to show-up in
  Google’s popular shopping category
• Google’s Android operating system powers over 200 million
  phones and serves mobile ads on all of them
5 Proven Strategies to Generate More
Profitable Leads with Google Adwords
1. Set-up Google Analytics and Google
   Conversion Tracking (for FREE!)
2. Opt out of Google’s display network
3. Write no less than 5 ads per ad group
4. Geo-target your ads
5. Make sure your keywordsare directly
   relatedto your ad copy and the content of
   your landing page
Top 3 Ways to Leverage Google Video

1. Provide VALUE to your viewers. Be THE
   expert. Share knowledge generously.
2. Optimize video like you would your Web
   page – use keyword dense titles, tags, and
   descriptions.
3. Take Action. Get cracking and make some
   video! It starts with turning on the camera.
5 No-Brainer Tips for Generating
Leads with Google News
1. Write press releases no less than once every
   two weeks and submit through services like
   PrWeb, PR Newswire, PR.com, etc.
2. SEO Optimize the content of your press
   releases
3. Use press releases to build links
4. Use press releases to get speaking gigs
5. Include links to your videos and other recent
   news within every press release
Thank You!

  Twitter - @krisjonescom
 Facebook – krisjonescom
   LinkedIn – internetceo
e-mail – kris@krisjones.com

Contenu connexe

Dernier

20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-pyJamie (Taka) Wang
 
UiPath Clipboard AI: "A TIME Magazine Best Invention of 2023 Unveiled"
UiPath Clipboard AI: "A TIME Magazine Best Invention of 2023 Unveiled"UiPath Clipboard AI: "A TIME Magazine Best Invention of 2023 Unveiled"
UiPath Clipboard AI: "A TIME Magazine Best Invention of 2023 Unveiled"DianaGray10
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7DianaGray10
 
The Kubernetes Gateway API and its role in Cloud Native API Management
The Kubernetes Gateway API and its role in Cloud Native API ManagementThe Kubernetes Gateway API and its role in Cloud Native API Management
The Kubernetes Gateway API and its role in Cloud Native API ManagementNuwan Dias
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfAijun Zhang
 
Valere | Digital Solutions & AI Transformation Portfolio | 2024
Valere | Digital Solutions & AI Transformation Portfolio | 2024Valere | Digital Solutions & AI Transformation Portfolio | 2024
Valere | Digital Solutions & AI Transformation Portfolio | 2024Alexander Turgeon
 
IEEE Computer Society’s Strategic Activities and Products including SWEBOK Guide
IEEE Computer Society’s Strategic Activities and Products including SWEBOK GuideIEEE Computer Society’s Strategic Activities and Products including SWEBOK Guide
IEEE Computer Society’s Strategic Activities and Products including SWEBOK GuideHironori Washizaki
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
UiPath Studio Web workshop series - Day 5
UiPath Studio Web workshop series - Day 5UiPath Studio Web workshop series - Day 5
UiPath Studio Web workshop series - Day 5DianaGray10
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IES VE
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemAsko Soukka
 

Dernier (20)

20230202 - Introduction to tis-py
20230202 - Introduction to tis-py20230202 - Introduction to tis-py
20230202 - Introduction to tis-py
 
UiPath Clipboard AI: "A TIME Magazine Best Invention of 2023 Unveiled"
UiPath Clipboard AI: "A TIME Magazine Best Invention of 2023 Unveiled"UiPath Clipboard AI: "A TIME Magazine Best Invention of 2023 Unveiled"
UiPath Clipboard AI: "A TIME Magazine Best Invention of 2023 Unveiled"
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7UiPath Studio Web workshop series - Day 7
UiPath Studio Web workshop series - Day 7
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
The Kubernetes Gateway API and its role in Cloud Native API Management
The Kubernetes Gateway API and its role in Cloud Native API ManagementThe Kubernetes Gateway API and its role in Cloud Native API Management
The Kubernetes Gateway API and its role in Cloud Native API Management
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Machine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdfMachine Learning Model Validation (Aijun Zhang 2024).pdf
Machine Learning Model Validation (Aijun Zhang 2024).pdf
 
Valere | Digital Solutions & AI Transformation Portfolio | 2024
Valere | Digital Solutions & AI Transformation Portfolio | 2024Valere | Digital Solutions & AI Transformation Portfolio | 2024
Valere | Digital Solutions & AI Transformation Portfolio | 2024
 
IEEE Computer Society’s Strategic Activities and Products including SWEBOK Guide
IEEE Computer Society’s Strategic Activities and Products including SWEBOK GuideIEEE Computer Society’s Strategic Activities and Products including SWEBOK Guide
IEEE Computer Society’s Strategic Activities and Products including SWEBOK Guide
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
UiPath Studio Web workshop series - Day 5
UiPath Studio Web workshop series - Day 5UiPath Studio Web workshop series - Day 5
UiPath Studio Web workshop series - Day 5
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
IESVE Software for Florida Code Compliance Using ASHRAE 90.1-2019
 
Bird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystemBird eye's view on Camunda open source ecosystem
Bird eye's view on Camunda open source ecosystem
 

En vedette

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)contently
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024Albert Qian
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summarySpeakerHub
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next Tessa Mero
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best PracticesVit Horky
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project managementMindGenius
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...RachelPearson36
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Applitools
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at WorkGetSmarter
 

En vedette (20)

AI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdfAI Trends in Creative Operations 2024 by Artwork Flow.pdf
AI Trends in Creative Operations 2024 by Artwork Flow.pdf
 
Skeleton Culture Code
Skeleton Culture CodeSkeleton Culture Code
Skeleton Culture Code
 
PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024PEPSICO Presentation to CAGNY Conference Feb 2024
PEPSICO Presentation to CAGNY Conference Feb 2024
 
Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)Content Methodology: A Best Practices Report (Webinar)
Content Methodology: A Best Practices Report (Webinar)
 
How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024How to Prepare For a Successful Job Search for 2024
How to Prepare For a Successful Job Search for 2024
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024Trends In Paid Search: Navigating The Digital Landscape In 2024
Trends In Paid Search: Navigating The Digital Landscape In 2024
 
5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary5 Public speaking tips from TED - Visualized summary
5 Public speaking tips from TED - Visualized summary
 
ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd ChatGPT and the Future of Work - Clark Boyd
ChatGPT and the Future of Work - Clark Boyd
 
Getting into the tech field. what next
Getting into the tech field. what next Getting into the tech field. what next
Getting into the tech field. what next
 
Google's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search IntentGoogle's Just Not That Into You: Understanding Core Updates & Search Intent
Google's Just Not That Into You: Understanding Core Updates & Search Intent
 
How to have difficult conversations
How to have difficult conversations How to have difficult conversations
How to have difficult conversations
 
Introduction to Data Science
Introduction to Data ScienceIntroduction to Data Science
Introduction to Data Science
 
Time Management & Productivity - Best Practices
Time Management & Productivity -  Best PracticesTime Management & Productivity -  Best Practices
Time Management & Productivity - Best Practices
 
The six step guide to practical project management
The six step guide to practical project managementThe six step guide to practical project management
The six step guide to practical project management
 
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...
 
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
Unlocking the Power of ChatGPT and AI in Testing - A Real-World Look, present...
 
12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work12 Ways to Increase Your Influence at Work
12 Ways to Increase Your Influence at Work
 
ChatGPT webinar slides
ChatGPT webinar slidesChatGPT webinar slides
ChatGPT webinar slides
 
More than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike RoutesMore than Just Lines on a Map: Best Practices for U.S Bike Routes
More than Just Lines on a Map: Best Practices for U.S Bike Routes
 

Local Lead Acquisition for Dummies

  • 1. Local Lead Acquisition for Dummies Kristopher B. Jones Founder / CEO ReferLocal.com - A KBJ Capital Company -
  • 2. About Kris • Founder / CEO of Pepperjam – internet marketing agency and affiliate network sold to GSI Commerce in 2009 and acquired by eBay (NASDAQ – EBAY) in 2011 • Best selling author of SEO Visual Blueprint (Wiley, 2008, 2010) • Founder of early stage technology investment fund KBJ Capital – investments include ReferLocal.com, Yumm.com, Highlighter.com, APPEK Mobile Apps and several others • Founder / CEO of ReferLocal – we help newspapers, radio, TV, and other media companies make more money online
  • 3. Overview • Traditional advertising strategies are declining in popularity, while Internet advertising methods are booming. • Facebook is becoming an essential tool for creating raving fans and generating new leads • The daily deal model presents a unique opportunity to get paid for growing your sales • Google is much more than a search engine and allows you to generate leads through video, press release distribution, product listings, mobile devices, and hanging out in Circles on Google+
  • 4. The Old School Way of Generating Customer Leads – Traditional Advertising • Newspapers, radio, and television ads • Direct mail pieces / Coupon Clippers / Lists • Chambers of Commerce Membership • Local networking events like ribbon cuttings, professional mixers, industry groups • In-person sales pitches / demonstrations • Word of mouth referrals
  • 5. Newspaper Classified Revenue has Dropped 92% in the Last 10 Years
  • 6. The New Way of Generating Customer Leads – Online Advertising • Social Networks • Search Engines (SEO / PPC) • Video Web sites • Online Communities / Forums • Blogs / News Web sites • E-Mail • Mobile (Apps / SMS) • Daily deal sites • Yelp, Angie’s List, craigslist, Quora, Yext, FourSquare
  • 7. Interactive Media Spend is Skyrocketing – Most Growth Expected in Social and Mobile
  • 8. Local Lead Generation Strategy #1: FACEBOOK
  • 9. Facebook has dramatically changed the way your business connects with existing and prospective customers HIGHLIGHTS FROM FB IPO FILING: - 845 million monthly active users - 2.7 billion Likes and Comments per day - 250 million photos uploaded per day - 100 billion friendships - 2011 FB Revenue was nearly $4 billion; Exceeded $1 billion in profit - FB offers free advertising for your business via Facebook Pages and paid advertising via Facebook Ads. Let’s take a closer look…
  • 10. Thanks to Zuck it’s Ridiculously Easy (and Inexpensive) to Generate Leads and Connect with Customers Through (1) Facebook Pages and (2) Facebook Ads
  • 11. FACEBOOK FAN PAGES Facebook Fan pages are FREE to create and provide unparalleled access to communicate with existing and prospective customers. Get your very own fan page - http://www.facebook.com/pages/create.php
  • 12. 5 Compelling Reasons to Leverage Facebook Fan Pages to Generate Leads 1. Promote your business for FREE - connect with “Fans” (aka, customers, friends, prospects) 2. Easily Communicate with Customers – Post special offers and deals, distribute news, run FB-only contests 3. Deliver Happiness and Create Raving Fans - deliver superior customer support, wow your fans, and drive leads! 4. Better Control Your Brand – manage your reputation and be part of the conversation peopleare havingabout your business 5. Everyone Else is Doing It – don’t risk being left behind
  • 13. FACEBOOK ADS (SELF-SERVE ADVERTISING PLATFORM) Facebook Ads allow anyone with a Facebook account to easily create ads and promote just about anything. You can use Facebook Ads to generate more “likes” on your FREE Facebook Fan Page OR generate traffic to your Web site or anywhere else. Start advertising through Facebook Ads - http://www.facebook.com/business/ads
  • 14. 7 Sure Fire Reasons to Leverage Facebook Ads to Generate More Leads 1. Target with Precision – Only show ads to the audience you want (geography, age, sex, education, interest…) 2. Pay for Performance – Pay only for clicks or “likes” 3. Quickly Generate more “Likes” - Easy way to target new customers to like your FB Fan Page 4. Test Multiple Ads at Once – Maximize ROI 5. Easily Set Daily Spending Limits – Control spend 6. Create Image Ads – Use attractive images to drive traffic to your FB Fan Page or Web site 7. Control the Size of Your Audience – Leverage FB’s tools to easily determine the estimated reach of your ad.
  • 15. OMG, did I mention… The average person spends 8 hours per month on Facebook. In contrast….. The average person barely spends 2 hours per month on Google.
  • 16. Local Lead Generation Strategy #2: DAILY DEALS
  • 17. Daily Deals – Expected to be a nearly $7 billion opportunity by next year
  • 18. Did you Know? Groupon grew from $0 to $2 billion in sales in less than 36 months. The company is now publicly traded with a market cap of nearly $16 Billion. That’s a lot of cabbage. Just saying. - KBJ
  • 19. 5 Reasons Why Running a Daily Deal is Smarter than Placing an Ad in a Newspaper 1. Accountability – No Up-front Cost / Unlike traditional media placements daily deal sites are strictly performance based 2. Get a Check versus Write a Check – Most daily deal sites will share revenue on every transaction (cash in the door) 3. Control – Strategically structure / package deals that make sense to your business; Up-sell / Cross sell to maximize ROI 4. Manage Excess Capacity – Leverage daily deals during slow times of the week or year to strategically fill excess capacity 5. Predictable / Fixed Cost – Once you “do the math” and decide what it’s worth to acquire a customer you can structure a deal to protect your downside risk and maximize upside potential
  • 20. Local Lead Generation Strategy #3: GOOGLE Search, News, Video, Product, Mobile, Social
  • 21. Google – The Most Powerful Lead Generation Machine Ever! • Google is by far the #1 search-engine with 66% market share and 18.24 billion US searches in December • Google Video (i.e. YouTube) received 157.2 million unique viewers in December 2011 • Google News allows you to deliver press releases to literally millions of prospective customers • Google+ is approaching 100 million members • Google Product search is free and allows you to show-up in Google’s popular shopping category • Google’s Android operating system powers over 200 million phones and serves mobile ads on all of them
  • 22. 5 Proven Strategies to Generate More Profitable Leads with Google Adwords 1. Set-up Google Analytics and Google Conversion Tracking (for FREE!) 2. Opt out of Google’s display network 3. Write no less than 5 ads per ad group 4. Geo-target your ads 5. Make sure your keywordsare directly relatedto your ad copy and the content of your landing page
  • 23. Top 3 Ways to Leverage Google Video 1. Provide VALUE to your viewers. Be THE expert. Share knowledge generously. 2. Optimize video like you would your Web page – use keyword dense titles, tags, and descriptions. 3. Take Action. Get cracking and make some video! It starts with turning on the camera.
  • 24. 5 No-Brainer Tips for Generating Leads with Google News 1. Write press releases no less than once every two weeks and submit through services like PrWeb, PR Newswire, PR.com, etc. 2. SEO Optimize the content of your press releases 3. Use press releases to build links 4. Use press releases to get speaking gigs 5. Include links to your videos and other recent news within every press release
  • 25. Thank You! Twitter - @krisjonescom Facebook – krisjonescom LinkedIn – internetceo e-mail – kris@krisjones.com