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Narpm webinar may

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  • 1. Online Lead Generation The inside story on what works and what doesn’t Jordan Muela, Co-founder, Manage My Property, LLC May 2011
  • 2. Search Engine Optimization
  • 3. 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
  • 4. The Bad
    • You a lot of at least two of the above.
  • 5. How it works View the SEOmoz bi-annual SEO Ranking Factors report here: http://www.seomoz.org/article/search-ranking-factors
  • 6. . 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
  • 7. .
  • 8. The Problem With Outsourcing
    • If you don’t know what you’re are looking for you’re not likely to find it.
  • 9. 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.
  • 10. Remember That You Still Have to Convert the Traffic
  • 11. Local SEO
  • 12. Local is Becoming More Important
  • 13. 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
  • 14. Optimize Your Local Pages
  • 15. GO DO THIS NOW!
  • 16. Social Media
  • 17. Why Are we Doing This Again?
  • 18. Low in Marketing Nutritional Content
  • 19. The “Experts” are wrong Check out Ian Lurie’s post “10 Questions to Evaluate a Social Media 'Expert”: http://bit.ly/dmTKc
  • 20. Pay Per Click
  • 21. 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
  • 22. 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
  • 23. 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.
  • 24. 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
  • 25. Directories
  • 26. Review Sites
  • 27. Yahoo Local’s ratings for management companies
  • 28. Yelp’s ratings for management companies
  • 29. Management Companies Receive Polarized Reviews
  • 30. It Can Get Pretty Rowdy
  • 31. A Blessing or a Curse?
  • 32. 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
  • 33. Pay Per Lead Services
  • 34. 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
  • 35. 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
  • 36. What to Look For
    • Flexible lead refund policy
    • Ability to test the water without making a commitment
    • Solid ROI
  • 37. 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

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