17 Things to Tune Under the Hood of a Search-Engine Lead-Generation Campaign.

Tony Stewart’s NASCAR® mechanics will tell you there are about 700 things they review, adjust, tune and tweek to get optimum performance around the track. The same is true with online lead generation. Here are 17 of them…

  1. Geotargetting the campaign – Where are the most-likely-to-buy customers for your business located? How far is too far for a customer to drive to do business with you?
  2. Careful selection of what is to be promoted – What items or services are customers most likely to search for?
  3. Timing – When should the campaign run, when should it be paused? Are there seasonality, weather, economic, trend or holiday influences that may affect optimum timing? 
  4. Search engine visibility – Are all search engines equally effective for your business? How high should your Search Results Listing or Text Ad appear on the first page to get optimum results for the expenditure?
  5. Keyword selection – Which keywords do “buy-ready” internet searchers use? Which are worth the click-cost and which do not convert into customer inquiries and sales?
  6. Keyword bidding –Is it more effective to bid for a lower text ad ranking with a lower bid, or does that “leave money on the table”? What is too much to pay for a click?
  7. Text ad writing – Which words in a text ad generate click-thrus and which do not? Which words generate clicks from non-buy-ready searchers, and which generate clicks from buy-ready people? Should you write a different text ad for every keyword you bid on? What common mistakes do small business make when writing their own text ads that routinely cost them dearly?
  8. Directory and map page submissions – What is necessary to generate a response from buy-ready searchers using this strategy? Are the people using online directories and map pages simply looking for your address or phone, or do valuable buy-ready new customers actually use maps to find your particular business?
  9. Search Engine Optimization – Is it really worth paying a company for a year or 6 months to get you high organic ranking for specific keywords? Many companies that hire an SEO specialist for 6 months to get them on the first page of Google still do not get significant new customers from their expenditure – because other items listed here are not optimized properly.
  10. Business domain naming – Slight variations can result in very different customer attitudes toward a business – and determine if you receive a ton or a trickle of new customers.
  11. Landing page design – Bad design can cause even the hottest buy-ready prospect to click off your site and move on to a competitor’s site. What design factors work best at generating the most inquiries?
  12. Landing page content – What are “absolute must” content items (without which a prospect would never call you) and which are “avoid saying this at all costs!” content items? Which content items generate the most inquiries? With text, often “less is more”.
  13. Landing page offers – What offers generate calls, and which are worthless? How many times have small businesses offered “free estimates” and wondered why nobody calls them.
  14. Landing page response mechanism – Is there a trackable email form and unique, trackable phone number on the landing page? Do they work properly? How valuable are email inquiries versus phone inquiries?
  15. Pacing of inquiry generation – Our biggest complaint (which we’ve since learned to avoid) is over-delivering too many qualified new customers to our clients from our online lead generation campaigns. It’s important for us to know how much new business you can handle with your current staff and facility – so we can pace new customer inquiries to you appropriately.
  16. Feedback from listening to inquiries – Since we listen to recordings of all calls to our clients that we generate, we often hear tidbits of valuable feedback that can help us improve the ROI on our online spending. For instance, when occasional callers requested “unfinished” cabinetry from a kitchen cabinet client of ours (who only sold “finished” cabinets), we added the negative keyword “unfinished” to our pay-per-click campaigns, which then prevented those searchers from finding our client’s text ad.
  17. Feedback from listening to clients – Our clients often tell us which inquiries are the most valuable, and the easiest for them to close the sale. Knowing which set of campaign adjustments generate more of a specific type of call helps us to reduce the spending that generates the other, less valuable calls.

Find out more about how we can cost-effectively generate quality new customers for your business on a Pay-Per-Inquiry basis. Call Swift Marketing Partners at 877-525-1381.

This entry was posted in Uncategorized. Bookmark the permalink.

Comments are closed.