With online marketing for “local” there are often fewer impressions for search than more broad category terms. It is important to get the most return out of every click to your website in order to maximize your marketing efforts online. This discussion will present several available tactics to enhance your click to lead or lead to sale ratios for your business with local. The discussion will include examples from LifeShield/DirecTV home security marketing efforts as well as available tools to leverage.

1. Squeeze
the
Most
out
of
Every
Local
Click
Evan
Kramer,
Head
of
Digital
and
Customer
Acquisi:on
for
LifeShield/
DirecTV

2. Local
Online
Engagement
Opportunity
• LifeShield
Background
• LifeShield
“Local”
Digital
Strategy
• “Squeeze
the
Click”
–
LifeShield
Case
Study

3. Click
to
Lead
–
Optimize
The
Funnel
Squeeze
the
Local
Online
Click
Sale
Click
Click
Click
Web
Site
Local
Search

4. Convert
as
Many
Local
Clicks
Into
Leads
4
Stages
To
Engagement
Optimization
SERP
CTRs
Landing
Page
UX
Funnel
Op:miza:on
tools
Remarke:ng
Effec:veness
How
EFFICIENT
are
you
with
each
click?

5. Stage
#1
–
SERP
CTR
• LifeShield
local
pages
last
30
days
–
June,
2013
• Top
queries
by
clicks
• Dive
deeper
to
the
“engagement”
and
evaluate
causa:on
for
CTR
Query
Impressions
Clicks
Average
Posi7on
CTR
520,633
%
of
Total:
94.66%
(550,000)
14,525
%
of
Total:
90.69%
(18,000)
24
Site
Avg:
23
(2.00%)
2.79%
Site
Avg:
3.27%
(-­‐54.75%)
1.
Home
Security
Systems
60,000
2,000
11
3.33%
2.
Home
Alarm
Systems
27,000
1,300
4.9
4.81%
3.
Home
Security
40,000
1,300
18
3.25%
4.
Home
Security
Companies
18,000
400
3.7
2.22%
5.
Alarm
Systems
for
Home
2,500
320
2.4
12.80%
6.
Home
Alarm
Companies
2,500
250
2.2
10.00%
7.
Home
Security
System
18,000
250
8.8
1.39%
8.
Brinks
Home
Security
Systems
6,500
200
3.2
3.08%
9.
House
Alarm
System
2,500
200
3.7
8.00%

7. Stage
#2
–
LP
Experience–
CTR
to
Lead
• Loca:on
based
Keywords
• Local
Relevancy
• Local
Reviews
• Local
Offers
• Engage
Deeper
• SEO
Impact
– +
Advanced
SEO
– Local
Author
Rank
– Link
Building
– Rich
Media
– Rich
Snippets
– Local
Reviews
– Etc.

8. %
Total
Unique
Leads
%
Total
Leads
Engagement
Rate
Local
Places
11.07%
279
23.23%
10.10%
Local
LifeShield
24.91%
608
50.62%
9.78%
Non
Brand
Organic
-­‐
LifeShield
64.02%
314
26.14%
1.97%
Organic
Total
100.00%
1201
100.00%
4.81%
Stage
#3
–
Funnel
Optimization
•
“Local
Long
Tail”
–
Opportunity
for
Organic
Visitor
Growth
35%
of
Local
Visits
generate
nearly
75%
of
leads
Local
MAGNIFIED
–
5x
Engagement
Impact

9. Lead
Distribution
Mix
by
Type
Phone
Leads
(70%)
Landing
Page
Web
Leads
(30%)
Sales
Conv
(14%)
Sales
Conv
(16%)
Phone
Leads
(60%)
Landing
Page
Web
Leads
(40%)
Sales
Conv
(15%)
Sales
Conv
(22%)
22%
Increase
in
Sales
Conversion:
Just
by
Re-­‐distribu:ng
EXISTING
LEAD
GEN
Oct
2012
to
Jun
2013

10. Alternative
Web
Leads
–
Based
on
Buyer’s
Intent
57%
43%
of
Web
Leads
Now
From
Alterna7ve
Forms
1
2
3
4

11. Alternative
Web
Leads
–
Based
on
Buyer’s
Intent
57%
43%
of
Web
Leads
Now
From
Alterna7ve
Forms

12. Alternative
Web
Leads
–
Based
on
Buyer’s
Intent
57%
43%
of
Web
Leads
Now
From
Alterna7ve
Forms
1
2
3
4

13. Alternative
Web
Leads
–
Based
on
Buyer’s
Intent
57%
43%
of
Web
Leads
Now
From
Alterna7ve
Forms

14. Alternative
Web
Leads
–
Based
on
Buyer’s
Intent
57%
43%
of
Web
Leads
Now
From
Alterna7ve
Forms
1
2
3
4

15. Alternative
Web
Leads
–
Based
on
Buyer’s
Intent
57%
43%
of
Web
Leads
Now
From
Alterna7ve
Forms

16. Alternative
Web
Leads
–
Based
on
Buyer’s
Intent
57%
43%
of
Web
Leads
Now
From
Alterna7ve
Forms
1
2
3
4

17. Alternative
Web
Leads
–
Based
on
Buyer’s
Intent
57%
43%
of
Web
Leads
Now
From
Alterna7ve
Forms

18. Manage
Buyer’s
Intent
Web
Leads
Conv
16%
to
22%
18%
15%
20%
30%
50%

19. Stage
#4
-­‐
Remarketing
the
Click
• Site
Retarge:ng
–
“Middle
Touch”
• Email
Marke:ng
–
Over
20%
CTR
on
“Local”
emails
– Next:
Match
loca:on
dynamically

20. What
is
next
• Local
Chat
• Phone
Lead
Diversifica:on
– IVR
Sekngs
– Mobile
Script
– A/B
CTA