STRATEGIC LEAD GENERATION STRATEGIESyocalstrategicmarketing.s3.amazonaws.com/Yocal... · STRATEGIC...

STRATEGIC LEAD GENERATION STRATEGIES

• Discover Real-World, Actionable Lead Generation Strategies that will DRAMATICALLY Increase your Sales Leads & Revenues…Guaranteed! Brought to you by www.yocal.co.za

Yocal? • We Help Successful Small to Medium Sized Businesses to develop

Online Lead Generation Strategies that will make MASSIVE differences to Sales Revenues in their Specific Markets.

• Guaranteed Results • Large mix of clients across many verticals • Effective Lead Generation with a positive ROI • www.yocal.co.za

Brought to you by www.yocal.co.za

http://www.yocal.co.za/�

Why Bother with Online Lead Generation? • 97% of internet users use the internet to shop of which 57% characterise their

behaviour as shop online, purchase offline • 90% of online commercial searches result in offline and mortar purchases

• 82% of local searchers follow up offline via an in-store visit, phone call or purchase

• 80% of budgets are spent within 100km of the home

• 74% of internet users perform local searches

• 73% of online activity is related to local content

• 66% of users use online local search, like Google local search

• 61% of local searches result in purchases

• 54% have substituted the internet and local search for phone books

• 35% of all searches are local

• 25% of internet searches have a purely local, commercial focus


The Consumer Buying Cycle Has Changed

• There is a shift to SELF-EDUCATION • Prospects are much better INFORMED • Access to the web changed their EXPECTATIONS • They KNOW you BEFORE they INTERACT • MORE STAKEHOLDERS involved in decision • Prospects talks to PEERS & COLLEAGUES


The Traditional Buying Cycle Does Not Work Anymore…


Suspect Prospect Engage Qualify Propose Defend Close

The way people buy has changed. Have you changed your sales processes?

How Does it Impact you? • Sales Cycles are longer • Traditional Lead Generation yields less • Sales are not achieving targets • Always in competitive situations • Increased cost of outbound marketing • Cost per lead is increasing


Rewards of Solving the Problem? • Improved NUMBER of sales leads • Improved QUALITY of sales leads • Reduced COST per lead • Avoid COMPETITIVE bidding situations • Charge PREMIUM prices • HIGH PERFORMANCE Sales people


Why Solve it Now? • Everyone faces the same challenges – even your competitors • Early Mover Advantage capture market • Search Engines like Google changed how people buy • A new buying cycle has emerged that is suited to Online Lead

Generation and marketing


The New Buying Cycle

Calm Problem

or Change Happens

Search Problem

Symptoms

Frame The Problem

Look For Solutions

Talk To Peers

Look For Providers


What is the New Buying Cycle? • Lets make it easier to explain the concept with a story: I am a long distance runner that competes in half marathons and marathons. I’ve been doing this for a while and

quite satisfied with my performance to date. I am in a “calm” state, I don’t want to BUY anything at this point. I suddenly find that I am experiencing pain in my knees and lower legs when I run very long distances. And it seems

to persist. Something “changed” or “shattered my status quo” I now think I have a problem. So I “Google” the symptoms and I find quite a few blogs, websites, wikis and articles that describe these symptoms

and I start to see a pattern. Most of them point to the fact that my running shoes may be the culprit. They have supporting statistics and

evidence and I am now pretty confident that I have “framed my problem”. My current running shoes don’t fit my style of running and the anatomy of my foot (Damn sales person who didn’t

know this when they sold me the shoes, I won’t trust sales people anymore and just do my own buying research).

Now I “look for solutions” that will solve my specific problem. I find a few different brands (and price ranges) of

shoes and I refer back to those initial sites that helped me frame the problem to see if they have the shoes that will solve my problem. I trust them more as they understood my initial problem better.

I now “look for feedback” from other runners (peers) to see if they had positive experiences with the vendors and

products. I read some reviews and look at testimonials. I find that I need a special pair of running shoes that cost much more than I initially spent on my previous pair. I am

comfortable with the model, style and brand (even though I spend more) and I now “look for a provider”.

I am now ready to buy. Brought to you by www.yocal.co.za

How do you Solve the Lead Generation Problem?

• Actively engage in online marketing activities • Planned approach to integrate all the channels • Focus on Inbound marketing with content (customers find us)

• Support Outbound marketing with online channels (us finding customers)

• Create a “Lead Generation Architecture” • Measure the performance and improve


Online Lead Generation Funnel

Website & Blog

Social

PPC

PR & Articles

Lead Gen Mini Sites


Facebook

Twitter

LinkedIn

Google+

Slideshare

more

more

This Is A Paradigm Shift…You need to be where your customers are every day!

• Online and on their phone. • Just having a web page isn’t enough anymore

(Watch Video – Critical Online Marketing Components of a Business Website)

• You want to be a respected and trusted

authority and a yellow page ad isn’t going to get it done for you.


http://yourwebsite.yocal.co.za/critical-components-video/�

Lead Generation Strategy Tip #1


Know what people are looking for


• How many people are looking for your specific product or service

• What words are they using when they want to

find you • Successful Lead Generation is not random acts

of marketing – even more important online



• Google Keyword Research Tool • Make a list of 10 potential search phrases • What does Google think of our competitors? • What keywords can we find in articles? • How many competitors are there? • How much will it cost to advertise?

• **View a Detailed Video Research Video HERE


https://adwords.google.com/select/KeywordToolExternal�

http://www.yocal.co.za/market-research/�


• Where else can we get traffic?

– Facebook (Pages and Ads) – Linkedin (Pages and Ads) – Google Places


Why Local Search Is Important


Where Are Your Customers? • Neighborhood/Town? • City? • Nearby cities? • Province? • Countrywide? • Worldwide?


Where Are Your Customers?

• The broader your geographical reach, the more time and money you need to be successful.

• Generally, the narrower your reach, the easier it will

be to compete online. • Why? There is usually less competition and it is

usually less savvy about internet marketing.


What is the “Long Tail”


On Page Optimization

• Build relevance and trust in your through your website content with location+keywords.

Focus on the basics to make your site friendly to

Google: Title Tags, Description, Great Content, Internal Linking

Always keep a local geographic slant in mind

*Get your FREE SEO for Business Owners Here


http://www.yocal.co.za/your-report/�

Location, Location, Location! Where Are You?

• Place your full street address and local phone number on all pages of your website.

• Optimize your Contact or About page for your business name

and location. • Use the hcard micro-format to make your location

unmistakable to the Search Engines. • Add a KML file (special location file) to your website


Create your business listings (Maps):

• Google Places

• Bing Local

• Yahoo Local

**If you do nothing else, just build your Google Places page**


A Google Maps Listing


Google Maps Dashboard


Standardization Builds Trust

• Use the same name, address and phone number everywhere online.

• Go to the sources of business data and

standardize there • Make it easy on Google • Build Your Brand


Optimize Your Biz Listings

• Use your main keyword phrase and complementary terms in your profile descriptions

Grab the “long tail” by including: Your products and services,

The brands you carry, The Locations you serve & Anything else relevant to your niche

Choose – or create – the right categories Give your listing attributes


Create Citations

Citations, aka web references, are web pages that cite or mention your business or web site. *They do not have to contain a link!


Keep Creating Citations!

• Citations are important in building Google’s trust in the information it has about you.

• Citations can drive targeted traffic to your business. • Citations are easier to get than links – many are

free

*Watch a FREE Video Tutorial – Get Listed in the Google Local Listings


http://www.yocal.co.za/get-listed-in-the-google-local-listings/�

Offsite SEO – It’s all about Linking!

• The right incoming links can help with location trust • Look for links from local authority sites • Look for links from sites that rank for what you want to rank

for • Use existing relationships to get local links

*Tip: Get Local Links whenever you can




Create Lead Grabbing Mini

sites

Lead Generation Strategy Tip #2 • Make sure you have a clear CALL TO ACTION • Make sure that you have valuable content • Make sure you can be found

– Search Engines – Social Media – Direct Mail


Lead Generation Strategy Tip #3 • Incorporate the Following 5 Components into

your Lead Generation Campaign...


How Can You Build an Effective Online Lead Generation Campaign?


You Can Go it on your own or use Yocal…

“We help successful small to medium sized

businesses to develop online lead generation strategies that will DRAMATICALLY Increase Sales Leads & Revenues in their specific markets.”

GUARANTEED!


Some of our Happy Clients…


Lead Generation Packages


*TBD – Cost per lead to be determined based on specific Market *Customised Lead Generation Campaigns also available

How to Order Packages? • Contact Us via our Support Desk or email [email protected]

See Some of Current Clients – http://www.yocal.co.za/client/


http://yocal.zendesk.com/registration�

mailto:[email protected]�

http://www.yocal.co.za/client/�

STRATEGIC LEAD GENERATION STRATEGIESyocalstrategicmarketing.s3.amazonaws.com/Yocal... · STRATEGIC...

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