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