ReachLocal has worked with tens of thousands of customers to help them acquire customers online. We’ve seen time and time again an opportunity to improve lead capture and conversion. In this presentation we will outline How to Identify Leaks in your current marketing process and provide 15 ways to increase leads.

1. Bringing Science To The Art Of Marketing
15 Ways To
Increase Leads
@ReachLocalAu

2. Paul Liascos
General Manager - Sales
ReachLocal Australia
Speakers

4. YOUR OBJECTIVE :
Clients Start As
Consumers….
YOU WANT CLIENTS?

5. HOW DO CONSUMERS BECOME
CLIENTS?
1
3
2
THERE ARE 3 STEPS:

6. Don’t Leak Leads
Saving Customers One Lead At A Time

7. Where Are You Losing Leads?
Prospects Discover You
when they search, surf and socialise online and then click to visit
Leads Contact You
when they are impressed with your website
Customers Choose You
when you stand out with good, timely follow-up

8. Identify Your Leaks
In Reality
Leads leak out
At each stage
Ideally
All visitors become leads
and all leads Become
customers

9. To Increase Leads
15 WAYS

10. DON’T LOSE VISITORS

11. Claim & Optimise Business Listings &
Review Sites1
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

12. 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

13. #63 Advertise on all Major Search Engines
7.1%
of Internet
users use
Bing or Yahoo!
to search online.2
Optimise all Search Campaigns
IDENTIFY 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

14. 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

15. 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%

16. 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

17. Use Display Advertising to be
discovered more online#106
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
Your
Display
AdYour
Display
Ad
Your
Display
Ad

18. DON’T LOSE CONTACTS

19. 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.

20. 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

21. Example: Before
No Clear Call
to action
No Phone # at
the top right
No form
No Clear
Value Prop

22. Example: After
Clear Call
to action
Phone # at
the top right
Value proposition
Access to details
about services
offered
(02) 9345 2034

23. Dynamic Landing Pages to Boost ad
Conversions9 1300 120 284

24. Website Must be Mobile Friendly
Make it easy for contacts to call you from your mobile site10
of mobile searchers trigger quick follow up
actions - without a mobile friendly
site advertisers may be missing out.8
73%
(02) 9345 2034 (02) 9345 2034
(02) 9345 2034
Pickens Technical College
Serving Sydney, NSW
Enroll Now!
(02) 9345 2034
168 Walker Street
North Sydney NSW 2060

25. Offer Additional Contact Methods10
Live Chat Social ChannelsEmail Forms
Reception
Chat with: Visitor, Nicole
Nicole: Would you like to speak with an Sales
Coordinator using our Call Connect feature?
9
(02) 9401 3852

26. Example: Live Chat
1300 120 284

27. 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

28. Collect Contact Information & Create
Lead List12
(02) 9254 9287
(02) 9234 1047
(03) 3029 5029
(02) 8204 0238
(08) 2309 0384

29. Make a Good Impression on Lead
Follow-up
(02) 9531 8357
Increase conversions
by when using
follow-up emails.12
30%
(02) 8104 2860
835 Pacific Highway Sydney, 2000
Call: (02) 9531 8357

30. 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 Buy13
Businesses that
use marketing
automation
experience a
451%
increase in
qualified leads.13

31. Admissions Coordinator
(02) 9531 8357
Example: Lead Nurturing
(02) 9531 8357

32. Listen to Calls to Coach & Improve
Sales Skills, + GET ALL DETAILS REQUIRED14

33. Track Customers’ Purchasing Paths & ROI15

34. 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 Visitors
2.0%
of visitors
contact you
[phone, form,
email]
ContactChoose
Small changes
make a BIG
impact on
increasing
your Customers
Discover

35. http://www.dontleakleads.com.au/m
arketing-math/

36. Follow Us
ReachSource Central
reachlocal.com.au/social
Ebooks
Subscribe & Download: http://www.reachlocal-ebook.com.au

37. Resources
1. 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.PD
F
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/