Local Lead Gen

Ad Hustler & Amanda Orson

Stats & Facts

•90% of consumer purchases are made within 20 miles of where people live or work ~Kelsey Group

•Spending on digital media for local advertising will grow about 19 percent through 2014 ~Clickz

75% of new-vehicle buyers in 2008 began their purchase with Internet-based research. ~J.D. Power & Assoc.

60% of all purchases begin with internet research. ~Pew Internet

What Is It?

Local lead gen is generating leads for local business through a variety of methods.

Understanding Local Businesses

Where Do They Spend Their Ad Dollars?

•Print (Mostly Newspapers)•Radio•Cable

•Direct Mail•Outdoor Advertising

•Phone Book

Why Don’t They Just Do It Themselves?

•Little to no knowledge about the net•Complicated•Can’t afford testing•Don’t know where to start

Secret Formula

Targeted Traffic + LP = Leads

Sell Leads For Profit

Traffic Sources

•Search Engines (Paid)•Search Engines (Content Network)•Search Engines (Organic)•Facebook Ads•Myspace Ads------------------•Independent Media Buys•Network Media Buys

GEOtargeting is KEY!

LP vs Website

LP Advantages Website Advantages

Tracking

Easy To Update

Easier Testing

You Maintain Control

Domain Age

Better QS For PPC

Tracking

Emails

Mail ForwardersHosted Forms (Logiforms • Wufoo)

LeadMesh

Phone Calls

Tracking Numbers (Local or Toll Free)

VoiceStar • 800Response • IfByPhone • MongooseMetricsTwilio • Google Voice

Proven Local Lead Gen Niches

AutomotiveAuto dealersMotorcycle dealersAuto FinancingAuto RepairCar RentalWindow Tinting

LegalLawyersDivorce LawyersBankruptcyPersonal InjuryEstate PlanningBusiness Formation

InsuranceCarLifeHealthDentalIndependent AgentsAnnuities

Profession ServicesAccountants/CPAsFinancial PlannersConsultantsHR Specialists

Real EstateRealtorsHome InspectorsHome AppraisersMortgage BrokersReal Estate InvestorsForeclosure/Short SaleMovers

EventsFloristsCateringPhotography/VideographyDisc JockeysWeddingsLimousinePersonal Chefs

MiscChild careVeterinariansPet groomersTattoo shopsKarate

Health and beautyHair salonsNail salonsDay spasCosmetic SurgeryDermatologistsTanningChiropractorsDentalGymsPersonal TrainersWeight loss specialistsDieticiansMassage Therapists

EducationPrivate schoolsTechnical training centersVocational training

TravelTravel Agents (yep, they still exist)Small non chain hotelsResortsTimeshares

Construction/Home ServicesAir Conditioning/HeatingHandymanHeating And CoolingHousekeeping/Maid ServicesPaintersPlumbersBathroom RemodelingKitchen RemodelingGeneral ContractorsPest ControlCarpet CleaningDecks & PorchesPools & SpasRoofingFencingLandscapingSidingFlooringLocksmithsGlass repairSecurity SystemsInterior DesignersHome Theater Services

Chad From CDF Networks Is The Man

Original Car Landing Page

Revised Car Landing Page

Revised Car Landing Page Results

Total Ad Dollars Spent: $32,133Clicks: 19,537

Email Leads: 852Phone Calls: 647Vehicles Sold: 68

Approximate Vehicle Sale Price: $25,000Total Revenue: $1,700,000

Sample Landing Page - HVAC

Sample Landing Page – Used Cars

Positives of LLG

•Low Competition•Services Offered Often Times Fills a Consumer Need•True Business Model That Isn’t Going Away•Low Overhead and Initial Startup Cost•Service sells itself

Negatives of LLG

•Clients Are Stupid•Why Is My Ad Not Showing?•Small Businesses Cannot Close The Sale•Clients are Flaky•Clients are Needy•Lack Of Scalability/Lead Capping•Constant Innovation of Web Technologies

Pricing Models

Per Lead

Per Sale

Hybrid

Management Fee

Use Your Imagination

Take Home Tips

•Facebook is amazing for demographic research. (Data doesn’t lie).

•Let the client say how much they can pay for the lead first, then negotiate if needed.

•Lead Spoilage; client needs to respond while customer is still in “buy mode”.

•Begin your business with your friends and contacts first; word of mouth works.

•Lots of room for client service upsells if you want it: Google Places management, SEO / SEM work, etc.