In this short video I show you the simple four step lead generation formula that we use to deliver 25 to 30 hot new qualified leads every day to our local marketing agency.

The first step in this formula that we focus on is our foot in the door offer which is responsible for increasing our sales conversions by 348% in the first two months that we introduced it.

See what I am talking about here.

STEP #1: Create Your Foot-in-the-Door Offer

FITD thumb2The first step is creating your Foot-in-the-Door offer which I highly recommend you do regardless because just this one step makes clients or prospects 15-18X more likely to buy your core services.

Once we introduced our Local SEO foot-in-the-door offer our sales conversions increased 348% in 45 days simply because this makes it a no-brainer for clients.

As you can see in the video there are a couple of important factors when you create your foot in the door offer, such as, making sure it leads logically to your core services and the value and pricing are positioned so that it’s an absolute no-brainer for the client.

STEP #2: Create Your Irresistible Lead Magnets

lead-magnetsThe second crucial step to our smart lead generation funnel is the irresistible lead magnet. This is a vital part of converting our initial traffic to opt in for our special report, video tutorial or other valuable piece of content.

This is one of those areas that you must make sure you put your best effort into because when you send traffic or prospective clients to your lead magnet landing page if they’re not interested everything stops dead in its tracks.

Make sure you keep your lead magnet short and sweet, focused on one of the biggest pain points that your clients are likely to have and always deliver your very best value in this content.

STEP #3: Build Your Smart Local Marketing Funnel

sales funnel 300Now this is where the magic happens!

The way we build our smart marketing funnel nurtures our local client prospects through our sales funnel giving them a great experience and valuable content along the way.

Once they opt in for our lead magnet they are given the opportunity to buy our foot-in-the-door offer which only a small percentage will take you up on.

But now that they are in our sales sequence we will nurture them with valuable content problem-solving ideas which all lead up to an irresistible offer that many clients will take you up on.

STEP #4: Unleash the Facebook Local Traffic Formula

LIMU - FB traffic180Now that we have our Foot in the door offer, our irresistible lead magnet and our smart marketing funnel set up, it’s time to drive traffic in the top of our  funnel.

There are many different sources you can use to drive interested local marketing prospects into your smart marketing funnel but right now Facebook is by far and away the most powerful and effective traffic generation tool that we use in our agency.

Along with a clever LinkedIn strategy, these two account for 90% of our leads and prospects turning into paid-up clients.

There are some very specific factors that make a Facebook advertising campaign effective and successful they are:

  1. You must be very vigilant and specific in your audience targeting which is a lot easier if you are going after specific vertical markets such as i.e. dentists, chiropractors, plumbers or painters etc.
  2. Your ad must grab their attention and offer a solution to one of the biggest panes that they experience. This is the only way to make sure that you engage your prospects, get their attention and get them to opt in to your lead magnet.
  3. your landing page that your local marketing prospect lands on after they click on your Facebook ad must be good and must convey the message that you have the solution to their problem and make it easy for them to say yes.

If you would like to learn how to implement your own High Converting Local Lead Funnel, then click below check out the complete step-by-step detailed training inside Local Marketing University!

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Drawing in traffic to your Web site takes time and a great strategy. This especially holds true when you’re using search engine optimization. What a lot of small business owners are finding to be quicker and just as service-ppc-21effective are pay-per-click ads. By implementing PPC ads into your marketing campaign, you can target specific people at certain times of the day right away. While with SEO, you have to wait months before you get a chance to achieve a ranking that will allow your site to be found by visitors.

But this doesn’t mean you should choose one over the other. PPC ads can be highly effective for small businesses, especially those that are brick and mortar, since they can target local audiences. Just keep in mind that SEO is a part of building a successful PPC campaign. While you’re creating your strategy, make sure not to make these five common beginner mistakes.

Failing to Choose Keywords Based on Buyer Intent

Your first intention when you start searching for keywords to use for your PPC ads is to find all relevant keywords that have high search volumes. Unfortunately, search volume of a keyword alone isn’t going to ensure the profitability of that keyword. This is because it may not have a buyer intent behind it. If your buyers aren’t clicking on it, then your traffic won’t convert.

The search queries you choose (the keyword phrase people will type in to find your business) should be carefully thought out. Research will have to be performed to determine how your target buyers are finding your small business. If you already have Google Analytics connected to your Web site, you can use that to find this out.

The keyword phrase should be quite specific. For example, if you see the key phrase “home insurance” and it has over 15,000 searches per month and costs $26 per click, this isn’t a good option. Home insurance is too generic. What would be better is “buy home insurance” or “home insurance quotes”, especially if they have a high search volume.

Not Eliminating Worthless Traffic Using a Negative Keyword List

This feature in your PPC campaign can and should be put to use. If your local small business sells handmade furniture, you may have people searching for DIY articles and videos about making handmade furniture. So you want to make sure that you eliminate those DIYers, since they aren’t looking to buy. You could eliminate keywords like “DIY”, “How to” and “video”. Controlling you traffic will ultimately enable you to control your PPC budget.

Sending Traffic to the Wrong Pages

When people click on your small business ad, where are they taken to? If you aren’t sending them to a landing page that will help them to convert into paying customers, then you need to rethink your strategy. A common mistake made by beginners is driving traffic to a home page or contact page.

When someone clicks on your ad, they are interested in whatever it is your small business offers. The page they land on should help them find more information about your product or service and how to purchase, aka sealing the deal. Otherwise, you will have frustrated individuals leaving your site within seconds, sending your bounce rate soaring.

Your best bet is to create specific landing pages to use for your pay-per-click ad campaign. You can then offer special deals to the incoming traffic. The ads should also be related to the copy in your PPC ads. To do this, build a landing page for each and every offer you have.

Not A/B Testing Your Ads

You won’t know what works until you test it out. Guessing what you think will work and then failing is going to quickly deplete your PPC budget. A/B testing, also known as split testing, can be used to determine which ads perform the best. You simply create two or more slightly different variations of an ad and watch them for a few days or weeks.

What you should be paying attention to is the quality of the traffic, versus the quantity. It’s better to have a lower amount of converting traffic than a high amount of non-converting traffic.

An example would be to have one ad say “Save 25% on Bed Sheets” and another that says “Buy Bed Sheets 25% Off”.

Not Using a Strategy for Your PPC Budget

If the issue with your PPC campaign is that you’re running out of money too quickly, then there is an issue with your strategy. If your ads are only running half the day because the budget depletes before giving you the results you desire, then you will have to either raise your budget or use ad scheduling.

As a small business, you may struggle with the idea of increasing your budget, after all it’s the reason why you created that budget in the first place. If this is the case, you should look to using ad scheduling to help keep traffic coming in during the times of day your target buyers are shopping.

To determine this, you’re going to have to find out what time of day and which days of the week your buyers are converting. Using this as your schedule will help you to get more out of your campaign, without having to break your bank account.

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There are a few other ways you can get more out of your smaller budget:

  • Divide your campaigns and ad groups and make them more specific with short lists of keywords
  • Add a longer list of negative keywords
  • Get rid of the high-cost keywords
  • Use keyword match types that are more restrictive, like broad match or phrase match modify

Make Sure You Run a Successful PPC Campaign

When you own a small brick and mortar business, the goal of your PPC campaign is to drive in local traffic. Keep in mind that you should be using specific keywords that include the names of your city and surrounding cities. Tie in these five tips and you should be able to save your PPC campaign and your budget.

 

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Remember when SEO was big? We do too; in fact, that’s how many of us got started in this whole digital marketing field! Recent trends, however, have seen a decided shift local-seofrom traditional SEO in favor of local and content strategies.

Well, we’re here to tell you: don’t put away that SEO hat just yet!

SEO may not be the pinnacle of any digital marketing plan anymore. But it has a very important place within any local marketing plan (or any marketing plan).

Local SEO is crucial for getting your business into those directories that thousands upon thousands search. Without SEO, your local business is likely missing out on that extra juice that on-page optimization offers. Did we also mention that traditional link building isn’t dead? What better way for people to find you than via a partner’s site they already visit?

Convinced? Good. Because we’re going to outline a few quick ways you can get your local marketing SEO back up and off to a good start.

(Want some more in-depth tips? Garrett Mehrguth‘s 5-Day Game Plan for Improving Local SEO should help you out!)

  1. Reviews

We’ve talked about how to embed Google review tools onto your website to make reviewing easier. What we haven’t talked about is the fact that reviews are crucial to your search engine placement.

But reviews are crucial not just on Yelp. Google and Facebook both take reviews into account when displaying businesses. It only takes seven reviews for those gold starts to start displaying under your business’s name on Google.

So how many do you really need? The answer, as Garrett Mehrguth so eloquently puts: at least one more than your competitor.

  1. Keyword and On-Page Optimization

This might be a bit early 2000s, but on-page optimization isn’t dead. It’s just that you need to start focusing on the local part of your keyword.

Using Google Webmaster Tools is just one part of the process though. Mehrguth, once again, outlines what else you should be doing more succinctly than we can state.

  • Each page only gets one keyword. Keyword stuffing is so 2004.

  • Each landing page has a keyword and location in the URL, title, and H1.

  • Talk about locally relevant content on your local pages. If you are a donut shop in San Juan Capistrano, CA, talk about the Swallow’s Day Parade and things that Google associates with your area. If you need help finding out what these are, look at the Wikipedia page for your city, and see what is associated with your town.

  1. Local Listings

It’s not that Yelp and Facebook aren’t important. It’s just that the more directories you’re in, the more chances there is for Google and others to find you. There are many ways to find these industry specific sites to put your business listing on and numerous ways, as BrightLocal shows, to find directories.

Here at Local Oxygen, we can do this part for you or help get you started with UBL list. Easy, convenient, and it just needs that NAP we keep going on about (name, address, phone number).

  1. Partner Up

Remember when we said some traditional methods aren’t dead? Consider partnering up. Cross promotion and link sharing can net rewards for both of you.

Even better? Google sees your name appearing elsewhere on the web. It’s not just about having the most optimized site or the most listings, after all. You’ve got to have people talking about you as well.

  1. Local Content

Take advantage of what makes your town unique. From a flower festival to a local parade, there’s no better way to make your brand relevant than to write about what’s going on in your area.

Content doesn’t always have to be (and never entirely should be, if we’re honest) a sales pitch. People value relevant, useful information so why not be that relevant and useful source? And when that event does coincide with what you do? It’s easy enough to add a plug or two in!

So what are you waiting for? SEO isn’t dead. In fact, it could be helping you right this second not just with your search engine optimization but also with your sales. Get out there and get optimizing!

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Google Places Optimization – How to Rank Despite the Google 3-Pack Changes

Thumbnail image for Google Places Optimization – How to Rank Despite the Google 3-Pack Changes by Andy Google Places

How to combat the new Google Local changes with these Google Places Optimization tips! Chances are if you’re at all tuned in to the digital marketing radio that are the usual marketing news sites online then you already know there’s news on the local front. Google is now showing only three business instead of seven […]

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