Do You Want 40% or 100%?
Studies indicate that less than 40% of consumers click on the paid listings when researching a product to purchase. Others like to click on the organic listings, which are the non-paid listings. If your website is ONLY showing up on Google Page One for paid listings you are not reaching 100% of the Internet Shoppers! Pay Per Click campaigns, like Google AdWords, can’t buy all the customers you want to reach.
If you acknowledge the above fact that organic listings get more traffic than paid listings, then who is getting these organic leads?. In the automotive industry, car buyer leads are being harvested by sites like www.automotive.com, www.edmunds.com, www.cars.com and www.motortrend.com. In the home professional services industry it may be a company like “Service Magic”; one of the largest lead generators for consumer service businesses. Why are these companies successful? It is because they have a website model that is targeted for local lead capture.
Once the consumer leads are collected by these sites, they SELL THEM BACK TO BUSINESSES at a price of $20 -$25 per lead. You don’t control is how long the lead has taken to arrive in your control or if the lead was sold to someone else. Its a great business for the lead generators and marginally beneficial to the companies that buy them but the system has flaws.
If all your car leads came to you directly, you can control the response time and the quality of the callback or email to answer the consumers questions. We can offer you the same marketing model used by multi-million dollar lead collection websites that can be implemented for your website.
The Power of Local Organic Search
Regardless of your success with Pay-Per-Click, if you have not called us to discuss your Organic Search potential you are missing a BIG PART of your potential sales leads. Here is a quick test. Make a list of 12 cities that surround your business in a 20 mile radius. Now go to Google and type in a search phrase that is structured like this:
City Name + (Type of Business or Type of Service)
Example #1 - Car Dealer Local Search Marketing
If you are an Infiniti Dealer in Santa Monica California, you would type local towns in your area as follows:
- Northridge Infiniti
- Culver City Infiniti
- Santa Clarita Infiniti
- Inglewood Infiniti
- Calabasas Infiniti
Now, go to Google and do this for YOUR dealership “brand” whether its Honda, BMW, Lexus or Chevy. If you are NOT coming up on Google Page one for EVERY town in your PMA you need to call us.
If you type in the six examples given above…you will see that our client, Infiniti of Santa Monica is the #1 listing for those town searches in Google. How does this happen? We have the methods for you to dominate local search…just give us a call.
Example #2 - Professional Services Marketing
If you are in a service business that covers a wide geographic area, local search can be very effective for lead generation. For one of our clients, Mr. John, who offers portable toilet rentals they wanted to appear for all town in New Jersey, New York and Pennsylvania that they service. This could apply to any service business; but for Mr. John we setup a local search marketing plan to gave great results for town search like:
- Porta John Red Bank
- Porta John Edison
- Porta John New Philadelphia
- Porta John Albany
- Porta John Atlantic City
With our local search marketing expertise, Mr. John is now on Google Page One for the towns that they serve.
In conclusion, the perfect marketing plan combines the instant gratification of pay-per-click and the long term staying power of organic search optimization.
Read our latest article on the balance between SEO and SEM. Read Story