Bringing Science To The Art Of Marketing

15 Ways To Increase Leads

@ReachLocalAu

Paul LiascosGeneral Manager - Sales

ReachLocal Australia

Speakers

YOUR OBJECTIVE:

Clients Start As Consumers….

YOU WANT CLIENTS?

HOW DO CONSUMERS BECOME CLIENTS?

1

3

2

THERE ARE 3 STEPS:

Don’t Leak Leads

Saving Customers One Lead At A Time

Where Are You Losing Leads?

Prospects Discover Youwhen they search, surf and socialise online and then click to visit

Leads Contact Youwhen they are impressed with your website

Customers Choose Youwhen you stand out with good, timely follow-up

Identify Your Leaks

In Reality Leads leak out At each stage

Ideally All visitors become leads and all leads Become customers

To Increase Leads

15 WAYS

DON’T LOSE VISITORS

Claim & Optimise Business Listings & Review Sites 1

Google Listings + Organic Search account for 58% of visits to local business websites

50%of business owners have seen wrong information, which causes consumer frustration, on their business listings.1

Include Tracking Phone Numbers & Website in Offline ads#32

Half the money I spend on advertising is wasted; the trouble is I don’t know which half. John Wanamaker, Department Store Innovator

02 8235 9364

#63 Advertise on all Major Search Engines

7.1%of Internet users use Bing or Yahoo! to search online.2

Optimise all Search CampaignsIDENTIFY Local Search Terms

WRITE Better Paid Search Ads

LINK to Highly Relevant Landing Pages

REALLOCATE BUDGET daily based on which keywords get clicks & calls

CONSIDER Enhanced Campaigns Extensions for Location, Phone #, Website, Sitelinks, and Offers

          

Set up & Actively Manage Social Media Profiles & Respond to Questions

#84

of consumers require up to 5 reviews and 29% need 6 or more before deciding to purchase.5

66%

Actively Request Positive Reviews from Happy Customers  

Follow-up Survey

Follow-up email within 24 hours

    

Create Relevant Content That Gets You to the Top of Search Results PAGE 1

PAGE 2

#75

of searchers don’t scroll past page one of the search results.485%

Example: Blog Post, Facebook & Twitter

Craft a magnetic headline  

Open with a bang  

Use persuasive words  

Insert killer bullet points  

Create exquisite subheads  

Keep attention with internal cliffhangers or relatable examples

  

Choose an arresting image  

Be authentic  

Use Display Advertising to be discovered more online#1

06

DISPLAY ADVERTISING on the top sites where consumers are searching most, will raise awareness for your brand & help to keep it top-of-mind.

News

YourDispla

yAd

YourDispla

yAd

YourDisplay

Ad

DON’T LOSE CONTACTS

Use Site Retargeting to Remind Past Website Visitors About Your Business

#107

RETARGETING is an effective way to keep your institution top of mind after they leave your website without converting.

Harness Leads With a Beautiful Website8

Phone number in upper right corner

Calls-to-action and conversion paths on every page [phone, form, email]

List call to action, clear value prop & products / services 88%

of consumers are less likely to return to a website after a bad user experience.6

9234 2194

Example: Before

No Clear Call to action

No Phone # at the top right

No form

No Clear Value Prop

Example: After

Clear Call to action

Phone # at the top right

Value proposition

Access to details about services offered

(02) 9345 2034

Dynamic Landing Pages to Boost ad Conversions9

1300 120 284

Website Must be Mobile FriendlyMake it easy for contacts to call you from your mobile site

10

of mobile searchers trigger quick follow up actions - without a mobile friendlysite advertisers may be missing out.8

73%

(02) 9345 2034

(02) 9345 2034

(02) 9345 2034Pickens Technical College

Serving Sydney, NSWEnroll Now!

(02) 9345 2034168 Walker Street

North Sydney NSW 2060

Offer Additional Contact Methods10 Live Chat Social ChannelsEmail Forms

ReceptionChat with: Visitor, Nicole

Nicole: Would you like to speak with an Sales Coordinator using our Call Connect feature?

9

(02) 9401 3852

Example: Live Chat

1300 120 284

Timely Follow-Up11 100x

greater chance of reaching a lead when calling back in the first 5 mins vs. first 30mins.10

Answer your phone or have a call-system service set up

  

Call back new contacts or leads within an hour

  

Reply to web forms & emails within an hour

  

Check all phone numbers, web forms & email addresses are active

  

Responding to a lead in the first five minutes vs the first 30 produces a 21 times greater chance of converting your lead.

21X.11

Collect Contact Information & Create Lead List1

2

(02) 9254 9287

(02) 9234 1047

(03) 3029 5029

(02) 8204 0238

(08) 2309 0384

Make a Good Impression on Lead Follow-up

(02) 9531 8357

Increase conversions by when using follow-up emails.1230% 

(02) 8104 2860

835 Pacific Highway Sydney, 2000Call: (02) 9531 8357

Special offers to take next step

Send a few follow-up emails:• Why Your Business• Benefits of your products & services• Unique offerings

Nurture Leads That Aren’t yet Ready to Buy1

3Businesses that use marketing automation experience a

451%increase in qualified leads.13

Admissions Coordinator(02) 9531 8357

Example: Lead Nurturing

(02) 9531 8357

Listen to Calls to Coach & Improve Sales Skills, + GET ALL DETAILS REQUIRED1

4

Track Customers’ Purchasing Paths & ROI1

5

Fixing The Funnel

30%of contacts are active leads interested in your products or services

30%of leads convert into customers

1,000 Contacts

300 Leads

90 Customers

50,000 Visitors2.0%of visitors contact you [phone, form, email]

Conta

ctC

hoose

Small changesmake a BIG impact on increasing your Customers

Dis

cover

http://www.dontleakleads.com.au/marketing-math/

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ReachSource Central

reachlocal.com.au/social

Ebooks

Subscribe & Download: http://www.reachlocal-ebook.com.au

Resources1. Yellow Advertising

http://www.yellowadvertising.com.au/knowledge/articles/thesorrystateofsmallbusinesswebsites.html

2. Ad News http://www.adnews.com.au/adnews/mi9-takes-on-mighty-google-with-bing-ads

3. Digiocial http://digiocial.com/2013/05/state-of-australian-social-media-2013-infographic

4. ABC http://www.abc.net.au/unleashed/2853892.html

5. Sensis http://about.sensis.com.au/IgnitionSuite/uploads/docs/Yellow%20Pages%20Social%20Media%20Report_F.PDF

6. CIO http://www.cio.com.au/article/462542/corporate_website_performance_stuck_1990s_survey/

7. ReachLocal internal Data

8. Big Egg Media http://bigeggmedia.com.au/blog/website-design-development/6-aspects-to-keep-your-business-website-fresh/

9. ReachLocal Internal Data

10. Jack Media http://www.jackmedia.com/lead-response

11. Jack Media http://www.jackmedia.com/lead-response

12. ReachLocal Internal Data

13. LoadTech http://loadedtech.com.au/services/marketing-automation/