Local Lead Acquisition for Dummies

Kristopher B. JonesFounder / CEOReferLocal.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 businessvia Facebook Pages and paid advertisingvia 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 PAGESFacebook 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 people are having about 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 Leads1. 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 Page4. Test Multiple Ads at Once – Maximize ROI5. Easily Set Daily Spending Limits – Control spend6. Create Image Ads – Use attractive images to drive traffic to

your FB Fan Page or Web site7. 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 Newspaper1. Accountability – No Up-front Cost / Unlike traditional media

placements daily deal sites are strictly performance based2. 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 ROI4. Manage Excess Capacity – Leverage daily deals during slow

times of the week or year to strategically fill excess capacity5. 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 network3. Write no less than 5 ads per ad group4. Geo-target your ads5. Make sure your keywords are directly related

to 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 News1. 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 links4. Use press releases to get speaking gigs5. Include links to your videos and other recent

news within every press release

Thank You!

Twitter - @krisjonescomFacebook – krisjonescom

LinkedIn – internetceoe-mail – kris@krisjones.com