Local Lead Generation – Heaven & Hell

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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, Intermediate
Target audience: Affiliates/Publishers, Merchants/Advertisers, Networks, Other
Niche/vertical: Local

Ad Hustler, Chief Hustler, Ad Hustler, LLC (Twitter @adhustler)
Amanda Orson, Managing Partner, Lacuna Group LLC (Twitter @phillian)

Published in: Business
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  • Press F5 or use the tool bar to enter presentation mode in order to see the poll. http://www.polleverywhere.com/free_text_polls/LTEzNzYzOTY4NzE If you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone. In an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:
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  • Local Lead Generation – Heaven & Hell

    1. 1. Local Lead Gen Ad Hustler & Amanda Orson
    2. 2. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
    3. 3. Stats & Facts <ul><li>90% of consumer purchases are made within 20 miles of where people live or work ~Kelsey Group </li></ul><ul><li>Spending on digital media for local advertising will grow about 19 percent through 2014 ~Clickz </li></ul><ul><li>75% of new-vehicle buyers in 2008 began their purchase with Internet-based research. ~J.D. Power & Assoc. </li></ul><ul><li>60% of all purchases begin with internet research. ~Pew Internet </li></ul>
    4. 4. What Is It? Local lead gen is generating leads for local business through a variety of methods.
    5. 5. Understanding Local Businesses <ul><li>Where Do They Spend Their Ad Dollars? </li></ul><ul><li>Print (Mostly Newspapers) </li></ul><ul><li>Radio </li></ul><ul><li>Cable </li></ul><ul><li>Direct Mail </li></ul><ul><li>Outdoor Advertising </li></ul><ul><li>Phone Book </li></ul>
    6. 6. Why Don’t They Just Do It Themselves? <ul><li>Little to no knowledge about the net </li></ul><ul><li>Complicated </li></ul><ul><li>Can’t afford testing </li></ul><ul><li>Don’t know where to start </li></ul>
    7. 7. Secret Formula Targeted Traffic + LP = Leads Sell Leads For Profit
    8. 8. Traffic Sources <ul><li>Search Engines (Paid) </li></ul><ul><li>Search Engines (Content Network) </li></ul><ul><li>Search Engines (Organic) </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Myspace Ads </li></ul><ul><li>------------------ </li></ul><ul><li>Independent Media Buys </li></ul><ul><li>Network Media Buys </li></ul>GEOtargeting is KEY!
    9. 9. LP vs Website LP Advantages Website Advantages Tracking Easy To Update Easier Testing You Maintain Control Domain Age Better QS For PPC
    10. 10. Tracking Emails Mail Forwarders Hosted Forms (Logiforms • Wufoo) LeadMesh Phone Calls Tracking Numbers (Local or Toll Free) VoiceStar • 800Response • IfByPhone • MongooseMetrics Twilio • Google Voice
    11. 11. Proven Local Lead Gen Niches Automotive Auto dealers Motorcycle dealers Auto Financing Auto Repair Car Rental Window Tinting Legal Lawyers Divorce Lawyers Bankruptcy Personal Injury Estate Planning Business Formation Insurance Car Life Health Dental Independent Agents Annuities Profession Services Accountants/CPAs Financial Planners Consultants HR Specialists Real Estate Realtors Home Inspectors Home Appraisers Mortgage Brokers Real Estate Investors Foreclosure/Short Sale Movers Events Florists Catering Photography/Videography Disc Jockeys Weddings Limousine Personal Chefs Misc Child care Veterinarians Pet groomers Tattoo shops Karate Health and beauty Hair salons Nail salons Day spas Cosmetic Surgery Dermatologists Tanning Chiropractors Dental Gyms Personal Trainers Weight loss specialists Dieticians Massage Therapists Education Private schools Technical training centers Vocational training Travel Travel Agents (yep, they still exist) Small non chain hotels Resorts Timeshares Construction/Home Services Air Conditioning/Heating Handyman Heating And Cooling Housekeeping/Maid Services Painters Plumbers Bathroom Remodeling Kitchen Remodeling General Contractors Pest Control Carpet Cleaning Decks & Porches Pools & Spas Roofing Fencing Landscaping Siding Flooring Locksmiths Glass repair Security Systems Interior Designers Home Theater Services Chad From CDF Networks Is The Man
    12. 12. Original Car Landing Page
    13. 13. Revised Car Landing Page
    14. 14. Revised Car Landing Page Results Total Ad Dollars Spent: $32,133 Clicks: 19,537 Email Leads: 852 Phone Calls: 647 Vehicles Sold: 68 Approximate Vehicle Sale Price: $25,000 Total Revenue: $1,700,000
    15. 15. Sample Landing Page - HVAC
    16. 16. Sample Landing Page – Used Cars
    17. 17. Positives of LLG <ul><li>Low Competition </li></ul><ul><li>Services Offered Often Times Fills a Consumer Need </li></ul><ul><li>True Business Model That Isn’t Going Away </li></ul><ul><li>Low Overhead and Initial Startup Cost </li></ul><ul><li>Service sells itself </li></ul>
    18. 18. Negatives of LLG <ul><li>Clients Are Stupid </li></ul><ul><li>Why Is My Ad Not Showing? </li></ul><ul><li>Small Businesses Cannot Close The Sale </li></ul><ul><li>Clients are Flaky </li></ul><ul><li>Clients are Needy </li></ul><ul><li>Lack Of Scalability/Lead Capping </li></ul><ul><li>Constant Innovation of Web Technologies </li></ul>
    19. 19. Pricing Models Per Lead Per Sale Hybrid Management Fee Use Your Imagination
    20. 20. Take Home Tips <ul><li>Facebook is amazing for demographic research. (Data doesn’t lie). </li></ul><ul><li>Let the client say how much they can pay for the lead first, then negotiate if needed. </li></ul><ul><li>Lead Spoilage; client needs to respond while customer is still in “buy mode”. </li></ul><ul><li>Begin your business with your friends and contacts first; word of mouth works. </li></ul><ul><li>Lots of room for client service upsells if you want it: Google Places management, SEO / SEM work, etc. </li></ul>
    21. 21. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.

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