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Ultimate Guide to Local Business Marketing
Perry Marshall, Talor Zamir
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eBook - ePub
Ultimate Guide to Local Business Marketing
Perry Marshall, Talor Zamir
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About This Book
MASTER LOCAL SEO AND REACH THE RIGHT CUSTOMERS EVERY TIMEWith Google, Yahoo!, and Bing returning local businesses as results on more than a billion daily searches, Google Adwords expert Perry Marshall and lead generation expert Talor Zamir introduce you to the basic framework behind a successful local SEO campaign.From defining local search--often confused with paid search and search engine marketing--to local listing and reviews to social outreach and effective content development, this guide delivers the tools to build an entire local marketing campaign.You'll learn how to:
Capture high-quality leads from Google AdWords and Bing in 48 hours
Master the components of a high-converting campaign and get the most bang for your buck
Harness mobile search advertising and Facebook ads for maximum results
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Chapter 1
Why 95 Percent of Local Businesses Are Failing Miserably with Their Marketing
by Talor Zamir
I recently spoke with a lawyer who used to do over a million dollars a year in business. But my conversation began when he said:
You have to help me. These young lawyers out of law school who know how to do this internet marketing thing are taking all my business, and my business has been almost cut in half.
He went on to tell me how he went from over a million dollars a year to around $600,000. Thatâs no small drop in revenue, and he still had the same overhead, so it pretty much wiped out his profits.
This lawyer had advertised in Yellow Pages for the past ten years or so and had been running the same ad the whole time. The only difference was that he recently started taking out bigger ads (and paying a lot more) than he used to, but the leads have not been rolling in anymore. As a result of the big drop in leads, revenue, and profits, he got to the point where he could barely afford to do any type of marketing. Death Spiral.
Do you feel like youâve heard this story before? Have you experienced something similar with your local business? Itâs not uncommon for established local businesses to find themselves in a similar situation.
Alternatively, there are many local businesses opening their doors for the first time. Opening a local business is no small undertaking, and most people donât realize all that goes into it. It means signing a long-term commercial lease, furnishing the place, hiring and training employees, registering the business, getting insurance, and on and on. Depending on what kind of business youâre in, you could easily sink $100,000 before you even open your doors!
WHAT THEY DONâT TEACH YOU IN LAW (OR ANY PROFESSIONAL) SCHOOL
After you open your doors, you may ask, âWhere are the clients? Why arenât new clients coming in my door?â
The cold, hard truth is you can be the best lawyer/dentist/plumber/chiropractor/etc. in the world, but if you donât have new leads coming in, then youâll be the best broke lawyer/dentist/plumber/chiropractor/etc. nobody ever heard of.
Unfortunately, they probably didnât teach you any marketing in school, and thatâs a shame, because it is the most important part of your business. Our goal with this book is to show you the most effective strategies for marketing your local business.
WHAT YOU WILL NOT LEARN IN THIS BOOK
This book is not about branding. Weâre not interested in any form of marketing where there is no way to measure your ROI (return on investment) and how effective your marketing efforts are.
Not to say that branding does not have its place and does not work. But branding typically costs millions of dollars, so you better have a really big budget if you plan on doing a branding campaign that actually gets you an ROI.
Weâre assuming you donât have millions of dollars to spend on advertising that may or may not get a return for your local business. And weâre not here to throw a bunch of random ideas at you that may or may not work.
âREALâ MARKETING
This book is about direct response marketing. That means that you have real, measurable results and are able to track your ROI down to the penny. That is what we call ârealâ marketing.
Weâre here to show you a system that has worked for thousands of other local businesses, and weâre extremely confident that, if you follow our instructions, it will work for you, too. This system has huge upside potential and could double or triple your business in less than a year.
HIGH POTENTIALâLOW RISK
One of the biggest benefits of the system you are about to learn is that it has a very high potential upside with very little risk. Again, you have the potential to double or triple your business, however, your risk is only two or three thousand dollars to test out this method. Thatâs a pretty good risk/reward ratio! While we canât guarantee that what we teach in this book is going to work 100 percent of the time, we will say that we have got it down to a science where it works a large majority of the time. And because this system is completely transparent and trackable, if for some reason itâs not working for you, youâll be able to see very quickly that itâs not, and you will be able to cut your losses.
This is about getting real measurable results and scaling a business. It is not about how to increase your business by 10 percent per year. Our goal is to arm you with tools that can potentially double or triple your business and give you a consistent flow of new leads coming in the door.
LIMITED BUDGET? NO PROBLEM!
This book is designed to help you grow your small to midsize local business on a limited budget with very low risk and a very high potential upside. The method you are about to learn does not require huge investments in branding or any other type of advertising. You donât have to do billboards or TV. Of course, if you are doing any of those things (and if they are working!), thatâs great. If your prospects are already familiar with your name, it can only help.
However, none of that is necessary, and the goal of this book is to show you how. Whether you have zero employees or a thousand, you can use this system and test it on a very low budget, see real and measurable results, and scale up massively from there.
There are countless businesses whose number-one source of leads, income, and business are the exact strategies weâre going to share with you. And we are confident that if you follow our step-by-step instructions and implement these strategies, there is a very high likelihood they will work for you, too.
SEO LAST, NOT FIRST
One of the first mistakes local businesses make is focusing on Search Engine Optimization (SEO) early. This is backwards, because Paid Search generates nearly instantaneous results. So unless you want to wait around for six months, start with Chapter 1 and get pay per click right. SEO comes in Chapter 27 and itâs a powerful chapter.
Sound good? Great! Letâs dive in.
Chapter 2
Search Engines Are the New Yellow Pages
by Talor Zamir
I did not quite finish the story about my conversation with the lawyer I shared with you in the last chapter. After venting to me for a while about his huge drop in leads and revenue and how ineffective his Yellow Pages ads are, this was my response:
Thatâs because Google is the new Yellow Pages. Twenty years ago if someone needed a plumber or roofer or lawyer or whatever, they would go to the Yellow Pages and find a business there. These days, when was the last time youâve even seen the Yellow Pages? Personally, I have not seen an actual physical Yellow Pages in years.
The point is, if you need a plumber or a roofer or a dentist or a lawyer, youâre going to Google them. (Note: There are other search engines besides Google, but for the purposes of this book, we will focus on Google because it is, by far, the dominant search engine.) As you are reading this, your prospects are searching on Google for a business that does what you do. These are people in your local geographic area who need help with a problem you can solve, and they need that help now.
Will they find you there?
WHY THE YELLOW PAGES WAS (AND SEARCH ENGINES ARE NOW) THE HIGHEST-QUALITY LEADS
The reason why Yellow Pages ads were one of the most effective forms of advertising for local businesses for so many years and why search engines have now taken over as one of the most effective forms of advertising for local businesses is this:
These leads are from people that have already made a decision that they need a lawyer, dentist, chiropractor, roofer, plumber, or other local business, and they are actively searching, finding, and calling you.
This makes them a much higher-quality lead than just about any other form of advertising.
If you have done any sort of sales or marketing, then you know the difference between âcold callingâ or âcold prospectingâ someone and when someone searches, finds, and calls you. The difference is like night and day, both in the quality of the lead as well as in the conversion rate (turning them into a paying client).
Think about it: If someone goes to Google and types in âPersonal Injury Lawyer in Dallas,â that means they are probably looking to hire a personal injury lawyer in Dallas right now.
Youâre not going to get a higher-quality lead than that from any other form of advertising!
In fact, the only lead thatâs higher quality than a search engine lead is a personal referral. If your friend says, âThis is the best personal injury lawyer in the world, and you need to work with him,â that would be an extremely high-quality lead which would most likely turn into a client.
However, you canât get referrals if you donât have enough clients to give you referrals! Thatâs why itâs so crucial for local businesses to constantly be bringing in high-quality leads that turn into clients for their business. Then when you treat those clients right, that should turn into referrals, which means new business that comes in for free. But remember, you would never have had that (free) referral business if you didnât generate the initial lead from Google.
Letâs say every 10 clients generate two referrals for you, but you only have 150 clients. Then in this example you would only get 30 referrals. But if you had a constant stream of new high-quality leads coming into your business every day, and letâs say you got 500 clients from that, then in this example you would get 100 referrals (free clients).
As you can see, the referral machine works in tandem with the advertising machine, but you must feed the machine (your business) if you really want to grow it fast.
WHY TRADITIONAL FORMS OF MARKETING ARE LESS EFFECTIVE
Itâs not only the Yellow Pages but also other traditional types of advertising an...