As local businesses, we need to get our share of local leads to stay in business. That’s a logical statement, but bringing local leads to your business in the digital world is anything but logical.
Bear with me as I share a bit of my story and how my experience can help you get more local leads.
A PhD in Digital Marketing Experience
If I could go back and change just one thing about my journey in digital marketing it would be learning the value of branding sooner. The truth is I learned it by accident, not by design. Hindsight being 20/20, I can look back and see how lucky I was.
Let me take you back to 1999. That’s when I created my first San Diego based e-commerce business, Autopia Car Care (aka, The Perfect Shine, LLC). At first it was just a hobby, but it soon took off like wildfire. Within a few short years the business had over a million dollars in annual sales, several consumer brands, and plenty of local media attention.
In addition to hundreds of products under three Perfect Shine brands, the business had a branded discussion forum, Autopia.org, cleverly used to generate buzz that drove e-commerce sales like crazy. Again, not by design, just dumb luck.
When I looked back at the eight years of success I had with that business enterprise, and all of the lessons I learned, I knew I needed to package that knowledge and share it with others. That’s what this website is all about. I’m here to help you enjoy the same success I’ve found through digital marketing.
A Simple Marketing Concept Tweaked for Local Businesses
I took a simple concept – fueled by my Perfect Shine experience – tweaked it for local business, powered it up, and automated it for consistency. What came out the other end is an amazing branded marketing system that consistently brings local businesses more leads.
In honor of my former Perfect Shine business, I named the new digital marketing system Perfect Local Leads. I offer it as a service to select San Diego businesses and as a video training system for those who want to learn how to do it themselves.
Perfect Local Leads™
The Perfect Local Leads (PLL) digital marketing system is conceptually very simple. It has three main components:
- Brand Establishment & Amplification
- Reputation Management
- Local SEO and Video SEO
Brand Establishment & Amplification
Most local businesses do a less than stellar job establishing their brand. By this I’m not talking about your business logo, letterhead, business card, storefront, etc. No, I’m talking about your online presence.
Big brands understand the value of being everywhere their potential customers are hanging out. They claim all of the online real estate they can and use it to shout out to the world that they’re open for business. This is the starting point of online brand establishment.
The very first step in our PLL process is creating high-value social media, blog and Web 2.0 accounts. We use these accounts to power up a branded content syndication network that acts like a giant megaphone.
Earlier I told you about my former car enthusiast forum, Autopia.org. This was the megaphone for my Perfect Shine business. Over a period of years, Autopia.org members told members of other automotive forums about us (e.g., links in forum posts), and the word spread. In today’s environment, it would be nearly impossible to duplicate what I created with Autopia.org, because there’s too much competition.
The beauty of a branded content syndication network is that you don’t have to invest in building your own community of members and visitors. The owners of the social media, blog and Web 2.0 properties have already built an audience and established the authority of their platforms. All you have to do is claim your account and use them wisely to communicate with your audience.
Just like my former car forum, a branded content syndication network is an amplifier. Used correctly, it amplifies your brand presence. And it doesn’t take Google long to notice.
As you might imagine, managing a branded content syndication network can be time consuming and laborious. That’s where automation comes in. We automate the entire process so that publishing a new blog post on your company blog, or uploading a new video to your YouTube channel, kicks off the automation process.
For most of us, our personal reputation and the reputation of our business is important. Before we do business with others, we all know what we do, we Google them. This is why taking control of your reputation online is critical to future business success. It’s also why we made reputation management the second component of our PLL system.
In the digital space, people hide behind the anonymity of their online profiles. They will say things online that they’d never say to you in person, or even to a family member or friend. So, how do you protect yourself from bad reviews and social media posts that are out of your control? This is the process of reputation management.
Our branded content syndication networks are a significant component of our reputation management capability. Each digital property in the network has the trust of Google. As a result, it’s easy to make these properties show up on page one when people Google your business.
To get even more content in front of searchers, we use the power of YouTube videos and our vast media contacts. Our process works like magic to make sure your future clients or patients see your 5-star reviews before everything else. This is how you take charge of your reputation online.
Local SEO and Video SEO
Traditional SEO is a crazy business. Since its inception, Google has powered its search engine results using complex algorithms that consider hundreds of factors. At the core remains backlinks. These are hyper links from one website to another, and Google has multiple patents around this concept.
SEO agencies and specialists resort to a long laundry list of ways to get links, most of which violate Google’s best practices and terms of service. As a result, we avoid traditional backlinking altogether. Instead, we focus on methods we can control and that do not violate Google’s terms of service.
To start, the branded content syndication networks we build bring tons of great links. We’re not link building, we’re syndicating, and Google likes this. We go out of our way to claim all of our syndication properties, and we do it in a way that Google loves.
Next, we use Google’s own properties to link to our syndication properties, our YouTube channel, and our primary brand website. There are a dozen tools Google gives us to create content, and they all come with the power and authority of Google.
Finally, we use the power of our media contacts to spread the news about what’s new in our business. Our news announcements are published on hundreds of high authority news, media and blog sites, all with powerful links back to our branded website and YouTube channel.
Here again I go back to my Perfect Shine days. Quite by accident I got my business local morning TV news coverage. The Perfect Shine was helping the learning impaired by empowering them with jobs, and that was big news. That lead to another local news story, and then we went viral.
That’s how it works with the media, but you have to get your story out there. Our process is designed to do exactly that. We amplify your brand through the media and they shower you with backlinks.
The result of these powerful methods are better placement in the Google Maps Pack, better organic search engine results (including multiple placements per page), and much better YouTube results. Frankly, I don’t know why anyone would result to spammy link building methods when doing it right is so easy and cost effective.
That’s How You Get More Local Leads for Your Business
Our Perfect Local Leads system isn’t rocket science, and we have nothing to hide regarding our methods. In fact, we’re happy to share what we do, how we do it, and why it works so well. Check out our blog.
If you’re a local San Diego business, and you’d like a free visibility report and consultation, call us or drop us an email. We’d love to hear from you.
If you’d like to learn how to put the Perfect Lead System to work for your local business or your own SEO agency, fantastic! We’d love to welcome you into our Local Lead Academy training program, where we teach the Perfect Local Leads method is great detail.