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

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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

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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