Category: 1. Service Lead Generation

Ignorance About Search Engine Optimatization = Letting Your Competition Win

Executive Summary

Marketing Perspective:Competitive forces will compel you to master the basics of Search Engine Optimization (SEO). My recommendation, just keep things simple. Don’t outsmart yourself and waste time on trivial matters. Start by identifing which keywords you want to target and track how well you stack up against your competitors.

Technology Perspective: Use Google and type in your competitive keywords. Browse through the resulting list—also called the Search Engine Result Pages (SERP). Once you get a feel for the competitive landscape, you’ll have a clear basis for allocating the appropriate resources to improve your site’s SERP ranking. Although you may need to leverage consultants to bootstrap your efforts, ultimately, you will want a permanent member your your team well-educated on the primary issues and techniques of SEO. Learn how to leverage a smart mix of Search Engine Marketing and organic search effectiveness for the best results.

Results Perspective:In a highly competitive field, you need to find a way to get to page one—preferably positions 1, 2 or 3. Those top spots clearly yield the biggest competitive advantage and will reward you with increased traffic volumes.

This Example Shows Competitive Ranked Results using Google
Test Date: June 30, 2010
Google Location: Los Angeles
Keywords Used: Mercedes Los Angeles
Ranked Entries: Franchised Mercedes-Benz Dealers Only

Page 1 Winners
1. Keyes European
2. Downtown LA Motors
3. Mercedes-Benz of Beverly Hills

Page 1 Runner-ups
4. Mercedes-Benz of Long Beach
5. Penske & Mercedes-Benz of West Covina
6. Calstar Motors
7. Mercedes-Benz of Valencia
8. Rusnak Arcadia

Page 2
9. Mercedes-Benz of South Bay
10. Mercedes-Benz of Encino
11. Mercedes-Benz of Santa Monica
12. Walters Mercedes-Benz

Page 3
13. Mercedes-Benz of Anaheim
14. Mercedes-Benz of Calabasas
15. House of Imports

Do You Know the Top Keywords in Your Marketplace?

Executive Summary

Marketing Perspective: To get the most from your online strategy, understand the top keywords in your marketplace.

Technology Perspective: Sign up for a Google AdWords account and learn how to use Google Insight.

Results Perspective: Learn what keywords are hot. Make sure your website maximizes the effective use of those keywords in page titles, ad copy, section headings and other strategic (SEO: Search Engine Optimization) web page elements.

How Does Email Fit into Your Online Marketing Strategy?

Executive Summary

Marketing Perspective: To get the most from your online strategy, make email marketing a priority.

Technology Perspective: Obtaining useful metrics and ensuring high deliverability rates are technology-driven issues.

Results Perspective: Real world experience has shown email broadcasts can make a dramatic improvement in sales—even in a down market.

In today’s tough and competitive marketplace, email continues to offer powerful benefits to improve your lead generation results. Make it the foundation of your online strategy. Finding the full potential of marketing your dealership online requires your recognition of the “right place” for email in your efforts.

Most importantly, stay focused on your list—that golden list of email addresses. Your open and conversion rates are fully dependent on three things:

  1. The quality of your email marketing list
  2. The quality of your marketing messages and design
  3. The deliverability of your email system

Golden lists don’t just happen. Make it your goal. Measure it. The most important lead generation metrics:

  • List size
  • Open rates
  • Click through rates on your call-to-action links
  • Phone calls generated from your call-to-action messsages

As you craft your design and messages, split your list into two randomly selected segments. Send one design to the first group. Send another design to the second group. Which worked best? Learn from that and then repeat the process on the next effort. These experiments can dramatically improve your results.

Lastly, don’t neglect deliverability. Watch your bounce rates and open rates. How are they trending? As these numbers go down, it may indicate technical issues related to your approach. Stay on top of best practices and legal requirements so your email messages are delivered to the inbox every time.

Set aside time to keep up with new advancements and best practices. Find out more about your customers’ expectations. Learn from others by observing how other savvy marketers navigate all of this.

Google Changes Local Business Center to Google Places

Executive Summary

Marketing Perspective.

Google Places provides you the ability to freely market your business. Highlights include:

  • Manage business information
  • Post coupons & live updates
  • See how you’re doing with a performance dashboard

Technology Perspective.

No technology to learn here. Just master your favorite Internet browser and follow their directions—making simple things simpler and complex things possible.

Results Perspective.

Take a look at these useful links:

Improve Your Lead Generation Results with Social Media

eMarketer published an article today that shows how small business can improve their lead generation with social media.

Marketing Perspective:

Developing a healthy online presence in the social media world has fast become as essential as your business website. Your social media effort should only take a few minutes per day—if done right and with discipline. And it can profoundly benefit your business.

Technology Perspective:

Focus first on the popular social sites, like:,,

Results Perspective:

The first milestone for a business is to achieve the threshold of 100 “real” followers. Typically a week of effort can get most business to this point. Data cited from other sources showed promising statistics where the active use of Twitter can improve lead generation by as much as 100%.