Today’s guest is Lindsey Anderson and on this episode we talk about Pay-Per-Click ads for lead generation, some tips on lead follow up and strategies for targeting Facebook ads.
Lindsey is a web strategy expert working with small business owners to help them utilize the web to produce more website trafﬁc and leads. Lindsey is the founder and CEO TrafﬁcAndLeads.com that specializes in driving trafﬁc, getting leads and the art of nurturing leads to become lifelong clients.
Lindsey is an expert in landing pages, email sequences, search engine ranking, newsletters, analytics, social media, pay-per-click ads, websites, blogging … the list goes on. She knows how to utilize the myriad of online marketing options to generate more trafﬁc and leads which produces more paying clients.
In today’s episode you’ll learn:
- What the pay-per-click means?
- How to generate leads through pay per click ads?
- How Google Adwords works?
- Why you should have a landing page for every campaign?
- What is a Facebook pixel and how you can use it?
Narrator: Welcome to The Sustainable Business Radio Show podcast where you’ll learn not only how to create a sustainable business but you’ll also learn the secrets of creating extraordinary value within your business and your life. In The Sustainable Business, we focus on what it’s going to take for you to take your successful business and make it economically and personally successful. Your host, Josh Patrick, is going to help us through finding great thought leaders as well as providing insights he’s learned through his 40 years of owning, running, planning and thinking about what it takes to make a successful business sustainable.
Josh: Hey, how are you today? This is Josh Patrick. You’re at The Sustainable Business.
Our guest today is Lindsey Anderson. Lindsey is also known as one-click Lindsey. I like that. That’s kind of cool. Actually, Lindsey, I don’t know how she got on my podcast a long while ago. We had this really interesting conversation. The conversation was good enough that I thought, “It might be fun to have her back as a repeat offender.” We like repeat offenders on our show since this now about episode, I think, 160.
Lindsey: Dang, I like that, yeah.
Josh: We’ve been at this for a little bit over three years now. Let’s bring Lindsey in and we’re going to talk today about how service businesses have to think about their marketing, especially local service businesses.
Lindsey, let’s start off the conversation there. If you’re a local service business and most of your customers walk in the door to actually visit you, what should you be focusing on to create enough flow of customers walking through that door?
Lindsey: As far as digital marketing goes. We run a couple of really cool strategies for service‑based business, Josh, that I can tell you about today. The first one has to do with pay-per-click. Probably one of my more successful segments of clients is going to be like specialty dentists who do veneers and like all those kind of specialty dentist type of things. I actually have fours roofing clients that it works for. I know, dental. But if you think about it, it’s similar because the cost of each—because like a roof is going to cost you like 10,000 bucks, right? And a pair of veneers is also going to cost you about 10,000 bucks. Neither are covered by insurance so they’re both very similar which is probably why it works really well.
What we do, Josh, is we run a pay-per-click campaign. The reason why you want to run pay-per-click over like Facebook ads is it’s going to be really hard on Facebook to actually find people who like was in a hailstorm and need to fix their roof or who’d need veneers. And so, we always want to start that over on Google Adwords.
Josh: Okay, so let’s talk about what Google Adwords is and what the pay-per-click means.
Lindsey: Okay, sounds good. Essentially, what happens is when you go to Google and you type in say “roofers in Portland” then up in the very top you’re going to see two or three ads and they have a little yellow ribbon next to them that says “ad”. Those mean that it’s paid for. Essentially, as a roofer, I can go into Google and I can say, “Hey, Google, please display my ad” that says all the— like, you can go in and create your ad. “Please display it for every time someone types in all these keywords.” You can go in at Google and you can put in a list of keywords. Google will help you find all of these amazing keywords. You can go say, “Based on this location of wherever they’re at, we want to make sure that they’re in Portland.” And you can say, “I’m ready to bid. Essentially, my monthly budget is $500.” Once you meet that $500 threshold then you no longer show up on Google.
The benefits are you can show up on Google today. The negatives are it can be really expensive. Those roofing leads that I was talking about, those probably come in, it probably costs about $25 a lead and he probably ends up closing one in seven, maybe, for a $10,000-gig which sounds like a lot, right? It’s like $250 but you’re making $10,000.
The same kind of goes for veneers. They will get a handful of leads a day, many leads day and they’ll probably only close one in ten but a lot of that has to do with their sales process which I’m sure you’ve interviewed lots of salespeople about follow up and how important it is. But just generating the names of people who would be interested, we always go with pay-per-click. Essentially, it’s like eBay. It’s a bidding game. Well, you’re willing to bid $2, I’m willing to bid $2.50. That’s not per lead. That’s per every time someone clicks on an ad. They might click and leave, you’re still out $2.50.
Josh: What you’re saying is it’s going to cost me $2 to get a click and $25 to get a lead. That means every 12 people who click on my ad, I’ll get one lead out of it?
Lindsey: Yeah, if you have a good landing page and your ads are good and your targeting is good. Yes.
Josh: What is a landing page?
Lindsey: Essentially, when you set up Google pay-per-click, you don’t want to send people just to your homepage because when people go to the homepage of your website they will be looking all over. They’ll see all of the menu items and they’ll all these— your Facebook post and this and that and they won’t know where to look. When we create an ad on Google Adwords, we want to say “Free estimate for your roof”. And then when they click through, we only want to show them a page, Josh, that talks about how to get that free estimate for their roof. We want the ad in the landing page to match up and we want to capture their information. That’s a really important part of Google pay-per-click.
What is a landing page? It’s a dedicated page, dedicated to one goal. You know what traffic is coming in, what they clicked on, what the message was and you want that page to match exactly, and you want that page to have a very specific call to action whether it be to call you or to fill out a form, or to do something very specific.
Josh: When somebody goes on a landing page and you put in your name and your email address, I’m assuming with these folks, you also ask for a phone number?
Josh: What do they do with that information once they get it? Just because they get a lead some place, it doesn’t mean somebody’s necessarily going to use me for something.
Lindsey: That’s true. That’s where a lot of— even my current clients, because we actually have a training program where we train the clients because they get this influx of leads and they kind of cherry pick the easy ones. They make a quick call back maybe in an hour or two later when they have time and they kind of only close some people.
It’s really important, when you’re getting leads from pay-per-click that, first of all, you call them within five minutes of them filling out that form because it’s top of mind. They want to hear from you. They’ve filled out that from. You’ve got to call them the second you get that.
Next, you have to email them and you have to create an email sequence that emails them nearly every day until you hear from them. And then you need to have a sales process that will continually follow up with them. At least a call every day. I would call again the second day but it’s all about that follow up.
These leads are just like any other business leads. They’re not super easy to close or anything. They’re probably out there looking at all your competitors so you still have to work at it and follow up with these people. Make your service seem special. Give them an offer. Get them to come in. All of these things.
Josh: Here’s a problem I see with most businesses. They all sound the same.
Josh: What do you do to help your customers sound different or present as being different?
Lindsey: Well, I think, a lot of that can do with the landing page. One of my best landing pages, the template that we kind of take people off is, it’s for the dentist. We actually use it for all of our dental clients. A very similar thing. We have people come in from the pay-per-click ads. When they get to that page, we of course have beautiful images of people smiling. Then we have the form and a phone number so they can pick between if they want to call now or fill out the form.
I think this is the special thing. Over on the right, we always list the five reasons why you want to go XYZ Dental Care for your XYZ procedure. We list out very clearly the five reasons. “I’ve been in business for 12 years. I have this many customers.” Like very simply, they can see it. And then right below that we have gobs of testimonials. I think, just all of that social proof, bringing out why they’re different, and literally, a bulleted list telling them why they’re different really helps these pages convert.
Josh: One of the people I’m really fond of is a guy named Donald Miller who wrote a book called Story Brand. In that book, Donald talks about understanding the internal conversation that our prospects are having. I almost never see this in marketing. To me, it seems to make lot of sense to have it there is that if I need to go to a dentist and I’m going for veneer work, what is the conversation I’m having with myself around that? It seems to me that incorporating that internal conversation is really something that would tell your potential customers that you really understand them and know who they are and what they’re thinking and what their challenges are.
Lindsey: And really addressing their main concern. It’s like straight up saying, “This is your concern and this is how we resolve it.” Yeah, that’s good marketing right there.
Josh: I literally have not seen people do this. It just seems to me that the marketing world is missing a major piece of building trust quickly between a potential customer and the supplier.
Lindsey: I agree.
Josh: It seems to me that this would actually be best done as a video.
Lindsey: I love that, yes, but have you ever tried to get a dentist on a video?
Josh: Well, if you have local clients, you could just say, “Here’s a web cam. I’m recording you on Zoom.”
Lindsey: I know. I couldn’t agree more that video is the quickest way to develop authority. I absolutely agree. It lets people kind of know how you are and it builds trust that much faster. I absolutely agree.
Josh: That’s one of these questions I keep running around with. The other piece is— and this is where I think marketing people have an opportunity that they don’t take advantage of which is to help their customers learn how to sell.
Josh: Marketing, which is what you do, creates awareness. Creating awareness is really just the first piece-
Lindsey: The first step.
Josh: -which, in the marketing or sales world, we would call top-of-the-funnel activity. As you bring people down through that funnel, you eventually want to get them into a sales process which I call a pipeline. Do you do anything with your customers, to help them learn about a sales process they should be using with their customers, that if they do this, this, this and this, they’re going to pop out a higher percent of the people to get as leads, so the cost for conversion might not be $2.50, you might able to get it down to $1.25?
Lindsey: Right. That’s kind of what I was explaining is when customers come on, we end up having long conversations about following up on the phone calls, following up with an email sequence, and constantly following up which, I think, is one of the most important sales tactics. Outside of that, I don’t get into a lot because it’s now where our focus is. Our focus is to bring in traffic and leads to website. I cannot overstate the importance of that – of having a good sales process for these leads.
Josh: How many of these people you’re working with, dentists. Actually, in a dental office, they do have a natural salesperson.
Lindsey: The receptionist?
Josh: Most dental offices don’t take advantage of that.
Lindsey: And who’s that?
Josh: That’s the office manager.
Lindsey: Yeah. Yeah.
Josh: Like, if you go to a really well-run dental operation. My best friend happens to be a dentist so I know a lot about dental operations.
Lindsey: Oh, yeah.
Josh: If you actually have a closing room which is sort of like you get at a car dealership although not as obnoxious where you have a thing and you walk them through a process of what it’s going to mean to go from where they are today to where they want to be tomorrow and just stir them along the way. You’re going to have a much higher percentage of closing than if you just say, “Well, here’s a sale. I’m going to call him and see if I can badger him into coming in to talk to me.”
Lindsey: True story.
Josh: The same thing with roofers. What makes a good roofer? What’s the guarantee that I can have that I’m going to be happy with the work I do? Well, most roofs come with a 25- or 30-year guarantee these days. Most customers don’t know that it comes with a 25- or 30-year guarantee. What are the things that roofers are concerned about? From my own experience of changing roofs is— well, I usually don’t call a roofer until I get a leak.
Lindsey: Right, that’s true. Or a hailstorm.
Josh: Or a hailstorm or a tree falls on it. Something silly like that but it’s typically a leak. If I have a leak, I have a problem right away which needs to be dealt with but, at the same time, how long do I want to fix my problem for because I might only live in the house for five years, or maybe I’m going to live in that house for 25 years.
Josh: It almost seemed I would have a different campaign for someone who’s going to be there for five years versus somebody who’s going to be there for 25 years.
Lindsey: Yeah, that’s true, but it’d be really hard to figure that out.
Josh: I guess, the question would be, when somebody comes, does it make sense to do—there’s a guy named Ryan Levesque who has a program called the ASK Method.
Lindsey: Mm-hmm, I’m familiar with it.
Josh: Would it make sense that landing page would lead you to an ASK-page landing page. And from there, you’ll be put into a different campaign depending on what your need is?
Lindsey: Yeah, it’s typically my— especially with pay-per-click. Actually, there’s one more piece of that strategy I wanted to cover so don’t let me forget that.
Josh: Let’s cover your one more piece.
Lindsey: The one more piece. You run pay-per-click to a landing page and then you make sure a Facebook pixel has been installed on the landing page. And then, you continue to Facebook market to these people which is really minimal cost on Facebook ads because the amount of people who have visited the page is going to be pretty low but your ad on Facebook can be extremely targeted because you know they’ve been to your page and you pretty much know that they came to that page through pay-per-click. The message can be really clear and you can keep reminding them, “hello, hello, hello.”
Josh: What is a Facebook pixel?
Lindsey: Essentially, Facebook for everybody who has a Facebook ad account, if you’ve ever ran a Facebook ad before or you can go set up an ad account, then Facebook gives you this piece of code that you stick on the header of all of your webpages. And then, essentially, every time someone visits your website, Facebook will remember who they are so you can go into Facebook and you can say, “Hey, Facebook, remember those hundred people that came to my website in the last 90 days? Show them this ad.” Or, even more powerful, you can go to Facebook and say, “Hey, Facebook, you know everything about us. You know if we’re a Trump supporter. You know what kind of car I drive. You know how much money I make. You see those hundred people that came to my website in the last 90 days, go find all the similarities of those guys and create me a look-alike audience of a million people that look just like those guys because if those hundred people either bought from me, joined my newsletter, or visited my website then chances are this look-alike audience will perform similarly.
Facebook pixel is really powerful in this way of re-marketing to people who came from a Google pay-per-click ad is really effective because we know they were actively searching on Google for roofers in Fort Collins and your page came up and they clicked on it. And then when they go over to Facebook, they just keep seeing, “Your roof, your roof, your roof, your roof, your roof.” It’s really, really effective.
Josh: How many people have to actually visit some place you have a Facebook pixel before Facebook will allow you to start serving ads to those group?
Lindsey: Yes, but in order to make a look-alike audience you have to do a hundred.
Josh: If I wanted to take and I want to put a Facebook pixel on my website and I just wanted to serve ads to people who’ve been to my website in the last 10 days, I can do that?
Josh: What if I have five people who visited my website?
Lindsey: Absolutely, yes.
Josh: Wow. For some reason, I thought you needed to have a hundred people before you did that.
Josh: Here’s a tip for everybody, in those Facebook ads that you serve where you’re actually just targeting the people who come to your website, those are pretty cheap, aren’t they?
Lindsey: Super cheap. Yeah, very very inexpensive. This is a good takeaway for anyone. Even if you’re not running a pay-per-click campaign and even if you don’t want to get hip deep in the Facebook ads, I always recommend to all of my clients, “You should be running two Facebook ad campaigns.” One, is you should be running for likes. You should be building up the likes on your page. We can talk about why later. And number two, you should always be running a re-targeting ad to everybody who’s visited your website in the last two weeks.
Josh: That re-targeting ad actually is a good way to get their email address, I’m assuming.
Lindsey: Yeah, it’s a great way. It’s a great way to do a lot of things just to remind them that you exist.
Josh: I might have a website that gets about, probably, 8,000 to 9,000 visits a month and I have not been running an ad to them. I’m going to start doing that now.
Lindsey: Yes. Yeah, it’s really powerful because they know who you are. They were just at your website and you can continue with that.
Josh: Yeah, they came to my website for some reason and maybe I can serve them an ad that gets them interested in something that we’re doing.
Lindsey: 100%, yes.
Josh: That’s a great tip and a great takeaway. Why do I want to build likes up?
Lindsey: Well, the reason why is because that’s an excellent top-of-the funnel strategy, Josh. I cover this in my new book, if you don’t mind me say that, The Click Technique.
Josh: Wait a minute, we have a book coming out?
Josh: You see, that’s what we should’ve started this–
Lindsey: I’m sorry. I’m sorry.
My book, Monday, July 16th. You can find out more at TheClickTechniqueBook.com which is essentially a strategy for building a strong online marketing foundation. Everyone here, you’ve heard of like the six-figure launches and how you make all this money online. Well, none of these people do that without having a strong digital marketing foundation. I cover that in my book, The CLICK Technique.
Josh: Where can they find the book?
Lindsey: You can go to theclicktechniquebook.com.
Josh: Okay, cool. Are you going to sell it the usual places like Amazon or just through your website?
Lindsey: Yes, I am. Yes, I am. It’ll be available everywhere. It’s amazing.
Josh: You’re going to have a Kindle?
Lindsey: Yes. yes.
Josh: You’re going to have an audible book?
Lindsey: Not right away but soon.
Josh: Are you going to read your book or are you going to have a professional do it?
Lindsey: You know what, do you have an opinion on that, Josh?
Josh: I do.
Lindsey: What is it?
Josh: You should read it.
Josh: The reason is— and again, we’ve talked about why do we do a book? We don’t write a book to make a zillion dollars because there’s only four or five Stephen King’s in the world.
Josh: We write a book because we want to build trust with people who might consider us and build authority. Well, if I’m reading my own book. It’s my voice you’re hearing and it’s not some professional that you’re hearing.
Lindsey: So true.
Josh: So just like we use Facebook Lives and horrible videos, get people to get a sense of who you are, reading your book gives you a sense because of the tone of your voice.
Lindsey: I love it. Okay, I will be reading it for my audible book, Josh.
Josh: Okay, cool.
Lindsey, if somebody wanted to find you and actually engage you – if you’re a dentist, or a roofer, or anybody else that you have a niche in, where would they find you?
Lindsey: Yeah, you can find me at my company website which is trafficandleads.com. You can find out about all of our services there. We do landing pages, SEO, pay-per-click, all of these things to drive traffic and leads. That’s why my company is called traffic and leads, so yeah.
Josh: Cool. Cool.
I also have an offer for you or something I want to tell you about anyhow which is this book.
Lindsey: Yeah, that’s a great book. I have a copy.
Josh: Oh, cool. Cool.
The name of the book is Sustainable: A Fable About Creating a Personally and Economically Sustainable Business. It’s really pretty easy to get. I would prefer that you go to sustainablethebook.com. If you do, you get to have a free 20-minute conversation with me about a problem you’re having or an opportunity you’re not taking advantage of. I also wrote a 37-page cheat sheet for how you implement all the things that we talk about in the book. Again, that’s www.sustainablethebook.com.
This is Josh Patrick. You’ve been with Lindsey Anderson. You’re at the Sustainable Business. I hope to see you back here really soon.
Narrator: You’ve been listening to The Sustainable Business podcast where we ask the question, “What would it take for your business to still be around a hundred years from now?” If you like what you’ve heard and want more information, please contact Josh Patrick at 802-846-1264 ext 2, or visit us on our website at www.askjoshpatrick.com, or you can send Josh an email at firstname.lastname@example.org.
Thanks for listening. We hope to see you at The Sustainable Business in the near future.