THE SMART WAY TO DO INTERNET MARKETING

Transcription

1 Local Online Leads WSO Special Report THE SMART WAY TO DO INTERNET MARKETING Authored by: Peter Maxwell

2 Local Online Leads WSO Special Report Contents OVERVIEW... 2 BUILD A BUSINESS ON INTERNET SEARCH... 3 ONLINE TRENDS... 4 HOW DOES LOCAL ONLINE LEAD GENERATION WORK?... 5 THE BENEFITS OF LOCAL ONLINE LEAD GENERATION BUSINESS... 6 HOW MUCH CAN I MAKE?... 7 WHAT IS THE LOCAL ONLINE LEAD GENERATION SYSTEM?... 9 MODULE 1: STRATEGY MODULE 2: MARKET RESEARCH PROCESS OVERVIEW LOOK FOR LONG TAIL KEYWORDS DIFFERENCE BETWEEN RESEARCH AND BUYING AUDIENCE MAKE THE KEYWORD LOCAL BUT TARGET THE RIGHT AUDIENCE RESOURCES MODULE 3: CREATE LEAD GENERATION WEBSITE CREATE LEAD GENERATION WEBSITE PART SET UP YOUR LEADS DATABASE (AUTO RESPONDER) PART THIS IS NOT YOUR MAIN COMPANY WEBSITE TOOLS THAT WE USE THIS IS THE SECRET SAUCE TYPICAL FREEBIES HIGH CONVERTING REPORT HEADLINES TYPICAL WEBSITE STRUCTURE BASIC WEBSITE VS BLOG RESOURCES MODULE 4: GET TRAFFIC TO YOUR LEAD GENERATION SITE TRAFFIC STRATEGIES MODULE 5: MANAGE THE DATA AND MONETIZE DIFFERENT MONETIZATION PLANS PERFORMANCE BASED LEADS (CPA) LEAD MINI SITE RENTAL OTHER MONETIZATION PLANS MODULE 6: MEASURE AND IMPROVE RINSE AND REPEAT

3 Overview Video: Module 0 - WSO Overview Time 23:10 This version of the Local Online Leads LeadGen product is specifically formatted by as a Warrior Room Special Offer (WSO) and is aimed at Internet Marketers that have an understanding and some experience in Internet Marketing concepts such as landing pages, auto-responders and Adwords configuration. The course goes into extensive detail and is aimed at Internet Marketers and business owners with some technical skills that want to manage their own local lead generation campaigns. This product started off as a 20 minute demonstration video to a prospective customer to explain the concept (the customer was in a different city). It was subsequently expanded as training material for other customers and also some friends that wanted to start an online local lead generation business. Each section has a quick overview for experienced Internet Marketers and then some detailed video showing you exactly how I do it. This PDF is intended as a basic guide to the videos. There is just too much content in the video to try and put into a PDF document. This is not a local SEO course. It is the exact steps that I take to set up mini sites for the sole purpose to capture prospect information for my offline (and some online) clients. It is a very different business model to local SEO where I believe customers have an unrealistic expectation of getting on the top of Google organic search results overnight. Local Online Leads provides the basis for packaged online lead generation businesses for people who want to start a sustainable online or work from home business. Local Online Leads is ideally suited to you if you always wanted an online Internet business but: You don t have the funds to start or buy an existing expensive Internet business You don t know where to start You don t have the technical or Internet marketing skills You don t want to risk money on something that isn t based on a proper business model You don t want to wait for months or years for the business to become profitable You don t want to give up your day job yet (you may want to, but you can t) You want a business that is sustainable 2

4 You want a business that can grow into the size that suits you Lead generation businesses are ideally suited to the new online entrepreneur as it doesn t require selling any products online. It is based on generating online leads through targeted Internet marketing tactics and then selling those leads to businesses offline. The strategy is to get leads online and monetize offline. It removes most of the risk associated with trying to sell products on the Internet. Build a Business on Internet Search More and more people are using search engines like Google to find local services and products. Local Online Lead Generation provides an opportunity to capitalize on the fast growing trend. When last did you look through the Yellow Pages for a commercial cleaning company, wedding venue, Lasik eye surgery clinic or hydroponic garden systems in your local area? Local search is the fastest growing element of Internet search as more and more people are turning to Google to find instant answers. How often do you hear I just Googled it? Local search are terms such as Seattle driving schools, Sydney boat hire, Boston wedding venues and Manchester widget makers. Do you know how many search queries Google handles in a month? July 2010 : 10,461,000,000 August 2009 : 9,088,414,036 August 2008 : 6,620,663,191 The statistics for local search is even more impressive. It grew by 58% in 2008 with more than 15.7 billion local searches for the year. This will be the trend for the foreseeable future as people are turning to search engines to find local products and services. There is an unbelievable business opportunity for those people who can capitalize on this trend. 3

5 FIGURE 1 - SOURCE : Selling physical and digital products on the Internet can be high risk, hard to sustain, take a long time to get traction and have a limited timeframe. Starting an online business that has limited risk, can be built into something substantial and start generating revenue immediately makes more sense for those venturing into an online business for the first time. Local Online Leads has a proven 6 step approach to capitalize on the search market and create a sustainable online business. Online Trends There is a wide range of marketing research reports that document the growth and opportunities in local search. Below is a short summary: 97% of American internet users use the internet to shop of which 57% characterize their behavior as shop online, purchase offline (NPD Group) 90% of online commercial searches result in offline bricks and mortar purchases (proprietary research / comscore) 82% of local searchers follow up offline via an in-store visit, phone call or purchase (TMP / comscore) 80% of budgets are spent within 50 miles of the home (DMA / proprietary) 74% of internet users perform local searches (Kelsey Group) 73% of online activity is related to local content (Google) 66% of Americans use online local search, like Google local search 61% of local searches result in purchases (TMP / comscore) 54% of Americans have substituted the internet and local search for phone books (comscore networks) 35% of all searches are local (DM News) 25% of internet searches have a purely local, commercial focus (Kelsey-Bizrate) 4

6 Local search, and as a result, local lead generation is often overlooked. How does Local Online Lead Generation work? Businesses are all looking for more customers. It doesn t matter if it is the shop around the corner or a multi-billion dollar company. Large business spend a fortune on marketing and employ expensive marketing consultancies to help them attract prospects through brand building, direct marketing campaigns an online lead generation. Small and medium businesses in your area don t have that same luxury, but they face the same challenge. The formula for business stays the same, irrespective of the market or size. Sales in all businesses are a product of the number of prospects that they have and how well they can convert or sell to them. When I say product, I mean it literally (mathematically). Sales = Prospects x Conversion Rate It is part of the Business Formula that applies to all businesses, large or small and is quite a simple equation. FIGURE 2 - BUSINESS FORMULA 5

7 Business can only influence the red elements in the equation. The green elements are a result or product of the preceding elements. Prospects (leads) x Conversion rate result in buying customers. Sales revenue from these customers is a result of the converted customers x the number of times they buy from us in a given period and the average value of the sale. Profit, in turn, is a result of the sales revenue x the profit margins of the business. The Business Formula drives Local Online Leads. All businesses are actively seeking new prospects and Local Online Leads shows you how to generate leads online and sell them to these businesses offline. It uses proven Internet marketing techniques and applies them to conventional business. The Local Online Lead Generation system will show you how to: Do online research to find targeted, profitable markets for lead generation in your area. Set up a dedicated website per target market, drive traffic to it, and capture the prospect information Sell these leads to targeted businesses in your market. Put the lead generation program on auto-pilot. Select a new niche or target market and start the process all over while your original website runs on autopilot and produce a steady income. Grow your business by outsourcing some tasks when you have multiple lead generation sites. The benefits of Local Online Lead Generation Business It builds a sustainable, long term business. It is not based on a short term money making strategy or fad. It is based on a fundamental mathematical principle of economics. The business formula starts with prospects. Always! You are in a win-win relationship with your customer. You are not selling them something that they don t want. They want to get more prospects. You are building a valuable business asset, your prospect list, and you can use that to market to these prospects outside of the leads that you sell on to other businesses. You own the data and the prospect lists. It requires a minimal upfront investment and you are in complete control of your expenses. You don t sell them anything on your website, just get their details. Conversion rates are 25 times that of product sales websites (our own websites have a 25% sign up rate where successful product websites have around 1 in a 100 people that visit their site buy something) 6

8 You scale the business to the size where you determine how much you earn and how much time you spend on it. You determine the price of the lead. Customers in high value markets pay hundreds, sometimes thousands of dollars for leads. It has unlimited potential and applies to an infinite number of markets and businesses. Due the local nature of this business it has almost no competition (very different to the highly competitive Affiliate Marketing world in the big niches) Online Lead Generation is not normally the domain for Internet entrepreneurs and the competition is generally large marketing organizations that can t service the small and medium businesses in your area. You can start part time until you have grown it to the point where you can venture into it on a full time basis. How much can I make? The Local Online Leads Generation system let you choose your income potential. Markets differ on what they will pay for a lead and the value of their products and services provides some indication of earnings potential. Our examples range from several of our own lead generation websites. A lead generation website for wedding venues in Sydney averaged around 14 prospect registrations per day and sold for A$25 per lead. 12 leads x $20 x 30 days = $ revenue per month The 360 leads per months is easily spread among 10 wedding venue customers. The average advertising cost is around $4.43 per registered prospect. 12 leads x $ 4.43 x 30 days = $ cost per month Profit = $ $ = $ profit per month If you create 5 similar Local Online Leads Generation websites you could potentially earn in excess of $ per month. A lead generation website for a high value specialized engineering product in the mining equipment sector generates around 15 leads a month at an average value of $ 5oo (one customer takes all of the leads from the site) and an average cost of around $ 6.20 per registered lead. You do the math? A real estate website for a niche market product in a specific area of Los Angeles gets an average of 28 prospect registrations per day and sells around the $50 mark. 7

9 Would the 3 examples enable you to quit your day job and turn this into a focused business? You can create and get 3 websites on auto pilot in the first 3 months while working part time. Most of your potential customers spend money on marketing and advertising and with the Local Online Leads Generation System they pay for results and qualified prospects. It is a win-win scenario for you and your customer. 8

10 What is the Local Online Lead Generation System? The Local Online Lead Generation System is based on the list building concept that most Internet Marketers are familiar with. Essentially, it is based on the following six steps: Create Strategy Create Lead Generation Website Manage The Data and Monetize Do Market Research Get Traffic To Your Website Measure and Improve FIGURE 3 - LOCAL ONLINE LEAD GENERATION SYSTEM OVERVIEW The first step is to create a strategy on your target market, time that you have to spend on this etc. It is probably not so crucial for Internet Marketers as you have a general understanding of what it takes to do Internet marketing. I generally go into quite a lot of detail on strategy when I show business owners how to create their own Local Online Leads generation campaigns. The next step is to do keyword research for the target markets of my customers (I cover how to find customers in the monetization module). I use 3-4 word key phrases that have a local modifier in. The videos in module 2 explain my approach in detail. It includes looking at what keywords my competition is bidding on etc. Now that I have the keywords that I want to target I set up a mini site with a Landing Page or Squeeze Page with a very specific call to action. This call to action is the secret sauce. In the sign up I get them to agree to a free phone consultation etc. to establish their requirements or to give them free advice. This gives my customer the permission to call the prospect and establish a relationship with the free consultation. Some customers may even give away a first free face to face consultation etc. I cover how I set up my auto-responder in the second part of Module 3. I use Aweber and it is essentially my leads database. Building the prospect list is where the long term monetization comes in. Your auto-responder list becomes a money list in Module 5 (Monetization). Next I have to get traffic to my website. I used Adwords first and foremost and I explain in Module 4 why I do that. Adwords remains the quickest way to test my niche, marketing and keywords. The advantage that I have is that my conversions are much 9

11 higher than in affiliate marketing and the Adwords costs are low compared to the price that I get for the leads that I sell. The customer pays for Adwords where they rent the mini sites from me and I essentially have no cost. I also go into some of the other traffic sources that you can use like SEO, Facebook advertising etc. In Module 5 I cover all the monetization strategies that I use (the money is in the list) and it is not only limited to selling the leads once-off. I explain how you can JV with other businesses and create special offers to the list. I also explain how you can sell, for example, ClickBank products to your prospect list. This needs to be done subtly and in context. You should respect the relationship that you have with your list. The normal Internet Marketing rules apply: provide lots of great content and information for free and monetize when appropriate. The objective here is to get the number of transactions per prospect as well as the average $ per up (Business Formula) Lastly I spend some time on optimization, specifically on Adwords as you would like to get your costs down and improve the Margins (Business Formula) The remainder of this document describes each phase and the supporting videos for each module provide a step-by-step guide on how to set these up. The PDF is not a manual but rather a basic navigation structure for the content videos. FIGURE 4 - BUSINESS FORMULA FOR RECURRING PURCHASE BUSINESS 10

12 Module 1: Strategy Video: Module 1 - Strategy Time 8:53 Most Internet Marketers have a basic strategy in place. The challenge that they have is that there are so many products launched every day that promise the holy grail to traffic and riches. Many new Internet Marketers find that they will jump between product ideas and concepts and not make money with any one of them. The supporting video provides a basic strategy for Internet Marketers. This course is also used for small business owner training and in that course the focus is on developing a comprehensive strategy with clear traffic, conversion and sales goals. FIGURE 5 - MODULE 1 VIDEO CONTENT 11

13 Module 2: Market Research Video: Module 2 Part 1 Traffic Strategy Time 13:42 Module 2 Part 2 Market Research Method Demonstration Time 27:20 Module 2 Part 3 - Google External Keyword Tool Example Time 23:18 Module 2 Part 4 Facebook Market Research Example Time 6:04 Module 2 Part 5 Summary Time 5:03 Search Information is the BEST Market Research Process Overview How many people search on which specific keywords or phrases in your market What keywords or search phrases do your competitors use in their Adwords campaigns How many advertisers are there, how much are they paying and what budget should you set Choose your keywords and build your lead generation website and campaign around that FIGURE 6 - GOOGLE'S EXTERNAL KEYWORD TOOL 12

14 Look for long tail keywords 300 to 500 searches per month The above is a rule of thumb. In some markets as little as 100 searches per month is also acceptable Difference between research and buying audience Wedding research Boston Wedding Venues interested lead 3-4 keyword strings convert higher Make the keyword local but target the right audience Difference between Las Vegas Wedding and Atlanta Wedding Use local modifier in front and back of the search term hire rental to rent for sale How to use Keyword Spy Other places to do keyword research Bing, Yahoo, Facebook etc. ** Bonus Idea ** Another source for finding keywords is to look at articles on This is not covered in the video. I search for articles in the niche (it doesn t have to be local) example wedding planner and the look at the top ranked article. Right Click on the article and look for View Source/View Page Source. This will open the code behind the page. Don t worry about the code. Just look for the keywords tag and see what they use. Sometimes you find real gems and someone else took the time to research it. Just apply your local modifier and see what comes up. 13

15 FIGURE 7 - EZINE ARTICLES : SEARCH FOR MAIN KEYWORD FIGURE 8 - EZINE ARTICLE 14

16 FIGURE 9 - RIGHT CLICK TO VIEW PAGE SOURCE AND LOOK FOR KEYWORDS Resources

17 Module 3: Create Lead Generation Website Video: Module 3 Part 1 Lead Generation Website Overview Time 20:03 Module 3 Part 2 Set up Lead Generation Website Time 22:34 Module 3 Part 3 Auto-responder setup and configuration Time 30:32 Module 3 Part 4 Upload to hosting account and configure Time 9:43 Module 3 Part 5 Setting Up A Lightbox Hover Time 6:36 Create Lead Generation Website Part 1 Create Website with free tools (I use Microsoft s free SharePoint Designer 2007) Create Free content Register website Set up Hosting Copy website to hosted environment FIGURE 10 - EDIT MINI SITE TEMPLATE FOR YOUR NICHE 16

18 Set up your leads database (Auto responder) Part 2 Step by Step process to set up leads database Create Automated Follow Ups This is not your main company website Single Page Site Squeeze Page One Call To Action - SIGN UP with Contact Details Don t have links to other pages Don t have other content. Don t try to monetize FIGURE 11 - SET UP AUTO RESPONDER AND FORMS (AWEBER) Tools that we use SharePoint Designer free from Microsoft Free Template 17

19 This is the Secret Sauce Offer something of value in exchange for their contact information The more they value it, the more they will sign up Typical Freebies Free Downloadable Report with information that will take them some time to gather themselves Free Specification Template Free Business Case Spreadsheet Free Sizing Chart etc High Converting Report Headlines The Seven Things You Must Know Before Speaking To Any Wedding Planner That Will Save You $$$ s The 10 Things To Ask Your Landscape Architect Before Hiring Them What You Must Know Before You Make Any Plans To Buy (Rent) Brooklyn New York Condos How To Choose The Right Matting/Tunnel Boring Machine Without Wasting Time and $$$ s Typical Website Structure Landing Page Squeeze Page Thank You Page Special Offer Affiliate Product Start Relationship Marketing Introduce Problem to Solution Content Series Privacy Policy Terms and Conditions Page Downloads Page (Optional) Basic Website vs Blog This course use basic html website no technical skills to edit and upload Wordpress blog website Search for No Header No Menu theme or use squeeze page theme Don t show additional content Great for SEO experienced users 18

20 Resources baa3ad86-bfc1-4bd d9e710d44f

21 Module 4: Get Traffic to Your Lead Generation Site Traffic Strategies Video: Module 4 Traffic Strategy Time 35:08 FIGURE 12 - MODULE 4 VIDEO CONTENT 20

22 Getting traffic to your LeadGen website is the next phase in the process. All the elements are in place to get a prospect to sign up if we can get them to the website. There are many diverse views and strategies on how to drive traffic to your website. It is not the focus of this course and I am sure that most IM marketers have their own views and ways to get traffic. I will explain how I do it and what works for me. I ALWAYS use Google Adwords to start a campaign. It is one of my business rules. There are so many products out there promising quick traffic but Adwords remain the best way to get quick feedback on a campaign. You can test keywords and get the first leads within hours. Module 6 covers the optimization strategies that I use to reduce the cost of my Adwords but the markup on the leads is so high that it isn t a major concern. You can quickly see what keywords convert and it also provides a way to test landing pages, optin forms etc. Once you have Adwords working you can look at other traffic sources. The effective keywords in Adwords are generally the ones that convert well in articles etc. as well. I often get the customer to pay for the Adwords if I rent the site at a fixed monthly cost. Performance-based pay per lead is slightly different but it is easy to set a low daily budget and first establish a good campaign before scaling it up. Scaling is also one of the benefits of Adwords. Just make sure that you keep record of all the data in order to make informed decisions when scaling up. This module is not intended as a training course on Google Adwords. It is rather to demonstrate how I have used Adwords effectively to drive quick, qualified leads. There are many Adwords training courses available that go into extensive detail on traffic. FIGURE 13 - SOURCE: FOR.HTML 21

23 Module 5: Manage The Data and Monetize Video: Module 5 Monetization Strategies Time 24:31 FIGURE 14 - MODULE 5 VIDEO CONTENT 22

24 Different Monetization Plans This is probably the part of business that Internet Marketers fear the most. Dealing with real people offline is different to trying to convince them to buy a product of your or someone else s website. But it is easier than you think. It is actually easier to explain your value proposition and handle their objections then and there. Research has shown that unanswered objections are the main reason why people cancel halfway through an online transaction. Dan Kennedy said that unanswered questions and unresolved concerns sabotage sales letters. Now you know why the long form sales letter is so effective. It is designed to address all your questions and concerns in a subtle way through stories, examples, social proof etc. Seeing a potential customer face to face makes it a lot easier to handle questions and objections then and there. And if you do it right, you won t have too many objections. In actual fact, you want them to ask you to sell your services to them. This has been my secret strategy. Don t beg for the work. Create the impression that the decision lies with you to take them on. Prepare yourself to handle the typical objections that your prospective customers may have by making a list and writing out the answers that you have. Writing them down helps you to clarify what you want to say and you won t be caught out stumbling and stuttering. The objections or questions may be based on: Your experience with local online lead generation Their perception of the online market (showing them the Google External Keyword tool with some of their keywords and how many potential customers they are losing per month). You may also want to prepare a report that you leave with them. (See The 7 Deadly Internet Marketing Blunders Most Business Owners Make PLR report that you can download and rebrand. BTW I found it in the private area of the Warrior Forum (compiled by Chris Ramsey it comes with a squeeze page template etc. I am including it as-is.) Will this method work for my type business (offer 3 month trial at least they will know they ve tried ) The cost of your services (performance based or rental). The best way to address this is to show what the value of the additional clients (Life Time Value LTV) is. Never be cheap or discount. Rather offer a 3 month trial period at a reduced rate after which they can go to your full rate or give up the mini site and you can offer it to a competitor. Let them know that you are offering this to other businesses in their market, if appropriate. Just be sure that it is a business-like manner and nonthreatening. They must understand that you are serious about your business but don t p**s them off. The cost with the associated Adwords (I typically say that they can set a daily budget that they are comfortable with for the first period i.e. $10 or $20 per day) 23

25 Customer references. This is a hard one if you are looking to land your first client. Try and get a friendly first one or offer to set up a mini site for free in exchange for a rave review. I avoid prospects contacting existing clients as you don t have control of the conversations. I do that for all my businesses, online and offline. I prefer to help my client to put the reference together that I want with specific successes outcomes and metrics that I want to have in the testimonial. I write the testimonials in many cases and give it to the customer to edit and adjust. It is a tip that I got from Frank Rumbauskas in his great book Never Cold Call ( I suggest that you opt-in and download the first 10 chapters of the book for free. Customer references have been an issue for me and I hardly use it in the Local Online Leads generation business. The idea is to get customers asking you to help them. Enough on objections and questions, just make sure you have pre-prepared answers. Performance Based Leads (CPA) Small and medium business owners generally don t understand what Cost Per Action or CPA offers are. A better term for them is Cost Per Lead or CPL. CPL is just local CPA but it is important to relay information about the opportunity to them in their own business language. You may even change the term to suit the industry that you customer is in. FIGURE 15 - PHRASE MATCH RESULTS FOR TUNNEL BORING MACHINES - USA 24

26 CPL is the most lucrative of all the monetization strategies but also the one with the most risk. It works better in businesses where the LTV of a customer is high or the product is a big ticket item. High value, specialized engineering equipment is an example where the value of the lead might be hundreds or even thousands of dollars. An example for a tunnel boring machine, (used to drill tunnels under roads etc. for piping and cables), may cost hundreds of thousands of dollars and sometimes millions. As of the writing of this guide there are 1900 phrase match searches per month for tunnel boring machines. (A 100 or so may be in your local area ) Boat Share Sydney is a very lucrative market as these boat sharing memberships sell for tens of thousands of dollars (for the small yachts) and at 140 phrase match it might be worth the effort on a cost per lead basis. There is a spin-off with this market as the boat hire market is closely associated and has around 1900 phrase match searches per month. Not to mention Sydney harbour cruises FIGURE 16 - PHRASE MATCH FOR BOAT SHARE SYDNEY By the way, Google Extended Search provides some additional clues of high relevance associated searches (you can use these as article and blog post ideas). 25

27 FIGURE 17 - FINDING RELATED SEARCH INFORMATION Back to performance based monetization. How do I determine pricing for CPL? Well, I look at the generic keywords in a specific niche and apply a factor of 10 to see if it makes sense. The cost for boat share Sydney is A$ 0.09 (indicative) but boat share is A$ 7.25 so I would, as a minimum, look to charge A$ for the first 3 month trial offer. In this instance, I would charge closer to A$ (You can negotiate a % of the deal but these are harder to manage). With around 10 keywords in the niche and the right free content like The 10 pitfalls of boat sharing to consider before buying. you should be able to generate at least 20 leads for the month. A cool A$ on average per month when it is up and running. The down side is that you pay the Adwords costs but in this example it should be a small amount. You can, however, sell the leads to whoever you want and in some markets where the customers are constrained by their time, for example wedding photographers who can only do so many a month, you can sell these leads in bundles of 10, 20, 50 etc. It is the basis of our wedding coordinator or planner example. There are just too many leads for one wedding planner to handle. 26

28 The advantage for the customer is that they only pay for performance. You can use this and compare it to their advertising spending and show a high ROI. In the boat share Sydney example one of the companies in the paid Adwords section of the figure above has national TV and radio commercials and they don t have an opt in on their landing page. They do have some great YouTube videos that I can embed in the mini site landing page or preferably on the thank you page after sign up. I suggest that you follow a portfolio approach and have some of these high value niche markets on a CPL performance based contract. I prefer to have around 40% of my portfolio in CPL based contracts and 60% on a mini site rental basis. Note: Certain industries like Medical in California prohibit the buying of customers. There are also some strict marketing guides for lawyers in the US and it differs by state. See : In these instances renting a site from you is also better option. Please make sure that you understand the legal requirements of the niche that you are targeting. Lead Mini Site Rental This is the simplest model and I suggest this approach when you start off and also for markets that have lower price points. Leads for the local Spa etc. is ideally sold on a monthly site rental basis. You remain the owner of the site as well as the list. The customer pays for the Adwords to get traffic to the site and you provide them with a daily list. I prefer to set up my Aweber autoresponder to them with a sign up notification. It is possible to have multiple notification s set up and it save me time checking the s. The advantage of this is that they can contact the prospect immediately, while they are still hot and in buying mode. It also automates your business and you can provide them with a Weekly Summary Report that is essentially an Excel spreadsheet download. The rental model is simple. Set the Local Online Lead Generation system on autopilot and give them the 3 month introductory trial at low price. Re-negotiate the price after 3 months when you have some data (btw. I assume that you have Google Analytics installed on all you sites). Make the value proposition a no-brainer. Sites like these go anywhere form $250 per month to $2500 per month, depending on your market. The key to this model is that it must be super low maintenance and everything automated. Remember that the customers set their daily Adwords or Facebook budget and they pay you for (you remain the owner of the Adwords account in case you want to rent the site to a different customer etc.) This model is also ideal when you set up Local Mobile Leads generation for them with Click To Call set to a specific number. But that is the scope of another training program. Remember that we do Adwords to a mini site first. 27

29 Renting out the mini-site also comes in handy when you start with a Facebook advertising lead generation campaign. There are so many new frontiers for the business owner that they back down if they see too much risk. If you include all the lead generation in one monthly site rental fee (maybe with 3 different items for each of the lead generation methods described above) it removes the obstacles in the mind of your customer. Other Monetization Plans You own the list. This is critical for additional monetization options. Each niche will have associated interest that allows you to on-sell or upsell. Just remember that the key principles remain: Build a relationship with your target audience Provide lots of free content and value Don t create hard sells in every follow up Let s take a look at 2 quick examples. In the wedding niche we know that they are in spending mode. Photographers, venues etc. You can possibly create a JV with a local travel company with special honeymoon package and you provide the discount code or coupon in your follow up autoresponder. This makes it easy to track. Remind the travel company that there are other companies interested in your list if they try to cheat you with the number of sales etc. This is hardly ever an issue as they know how important your list in the relationship is. There are other ways of monetizing the wedding list as well. The bride or groom may want to lose some weight quickly, manage anxiety and stress before and on the day and have the best speech ever prepared. Does this remind you of some ClickBank products? Once again, it is important that you don t hard sell, but that you approach it with subtlety and care. The nice thing about the boating example is that you are building a list of high net worth individuals that are looking for lifestyle products. Manage the relationship right and you have a goldmine in your list. If a site or niche really don t work for you, you can sell it to someone in that niche or on Flippa.com. But that should be a last resort. Remember that sites like these sell for around 10 times their monthly revenue. So a $500 a month rental site should sell upwards of $ The module 5 video explains the monetization strategies in more detail. 28

30 Module 6: Measure and Improve Video: Module 6 Measure and Improve Time 11:27 Adwords Optimization Strategy Monitor adwords daily for the first week Adjust to get ads in positions 1-3 Split test ads Record statisctics Monitor adwords weekly for the next month Fine tune keywords to get position 1-3 Remove those that don t convert and spend more on those that do Ensure improving conversion rates. Keep stats. Monitor adwords monthly thereafter Optimizing Ads and Landing Pages (Squeeze Pages) Keywords Check for inactive keywords, increase bid accordingly Filter all keywords that are in positions 1-3 and reduce bid by 20% if you want Filter all keywords that are in positions 8-11 and increase bid 20% Filter all keywords that are in positions 12 and higher and increase bid 35% Ads & Landing Pages Look for high impressions and low CTR and fix the ad Look for high CTR and low conversions and consider changing the landing page Rinse and Repeat Once this is up and running you can rinse and repeat the process and start the next one. 29

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