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Join Todd McPartlin, author of Automation Domination: A Business Owner's Guide To Dominating Your Market Online and CEO of iMarketing Leader. Watch this slide presentation and/or the replay of the live webinar at the end of this presentation to learn the 3 keys to successful online marketing using display advertising.
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How to use targeted online ads to increase your visibility, attract new customers, and stimulate growth
3 Keys to Successful Online Lead Generation for Local Businesses Todd D. McPartlin
iMarketing Leader’s R4 Marketing
System
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Chapter 9 In My Book.“Anyone Can Have
Traffic – As Long As You Have Money”
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Agenda
I. Why targeted display advertising can be a
powerful growth tool for your local business
II. 3 keys to successful online lead generation
III. Summary of key takeaways
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
WHY TARGETED DISPLAY ADVERTISING CAN BE A POWERFUL GROWTH TOOL FOR YOUR LOCAL
BUSINESS
act one
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
As the world becomes increasingly digital…
+ 2.4 billion global internet users
+ 1.1 billion global active Facebook users
+ 38 million user-generated Yelp reviews
+ 100 hours of video uploaded to YouTube
every minute
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
…local consumers have turned to shopping online
+ 73% do at least half of their shopping
online
+ 88% of consumers who search for local
business call or visit within 24 hours
+ mobile searchers are 51% more likely
to make a purchase
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
More and more ad impressions are coming from time spent online+ In 2012 there were 5.3T ads served online in
the U.S. alone!
+ That’s in increase of 1T+ ads since 2009
+ 74.2% of consumers prefer to see ads from
local businesses over national businesses
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
More local businesses are turning to online advertising for growth and brand building…
3 Big
Reasons
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
You see online ads everywhere you browse...
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Online advertising levels the playing field for small advertisers…
+ Highly targeted (15 mile zip code radius)
+ Lower cost ($1.50 CPM vs. $4.50 CPM for
Radio)
+ 35% of people who have seen an ad will
search for the business within 48 hours
+ Easy-to-measure ROI using analytics
compared to other forms of advertising (i.e.
TV, Radio, Print, Billboards)
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
3 KEYS FOR TO SUCCESSFUL ONLINE LEAD GENERATION USING TARGETED
DISPLAY ADS
act two
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Key #1: Create Compelling Ads
+ Needs to be grab your
attention
+ Short, Creative copy+ Accurately represents your brand and message
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Start by doing your homework
+ Determine target demographics
+ Assess competitor ads (good, bad, and ugly)
+ Develop your unique approach
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Example: Ads targeted to audience
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Keep it simple
+ Short, crisp copy+ Easy to distinguish colors, fonts & overall design+ Simpler is better
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Strong call-to-action
+ Be precise and clear on what you want visitor to do + Don’t have more than one (The CTA that is, not the Martini)+ Bribe them when appropriate!
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Use your location if appropriate
+ Targeted is always better+ 74% of people prefer to see local ads over non-local ads+ Start copy with “<City> Residents…”
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Use social proof
+ Include powerful testimonials
+ Add star ratings <- Reputation
+ Show pictures of real people
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Key #2: Target your ads precisely
4 main buckets: + Location+ Interests+ Intent+ Demographics
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Measure your results
+ Constantly review analytics
+ Run before-and-after
reports
+ Draw insights and shift your targeting accordingly
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Key #3: “Follow” your prospects
+ “Retargeting” shows your ads to users who previously visited your website+ Your ads appear when they browse other websites
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Retargeting delivers…
+ Repeat impressions to your most interested prospects (Brand Building)+ Ability to build a “list” to advertise to through Adwords+ Very High ROI
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
SUMMARY OF KEY TAKEAWAYS
act three
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Everything you need to know…
+ Be Memorable
+ Target your ads
+ Strong call to action
+ Measure & Adjust
+ “Retarget” your best
prospects
Contact us if you have any more questions or if you’d like help!
[email protected] 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
iMarketing Leader | imarketingleader.com