2 – Flex leads – Lead Generation and CRO

Written by Alex Harris

conversion rate optimization mastermind podcast

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Alex

Hello and welcome to the conversion rate optimization mastermind. My name is Alex Harris of alexdesigns.com. I have here one of the members Frank, how are you doing Frank?

Frank

Great! Thanks for having me, Alex.

Alex

Yeah, thanks for being here. Frank is an expert. He’s gonna say he’s in adwords and manages clients and campaigns but I’ll let you tell him who he is and what he does. So, who’s Frank and what’s flexleads?

Frank SalvatoreFrank

Flexleads is an internet marketing company that I started back in 2002. My background is basically database administrations work on databases. That kind of eventually branched out into building websites for my clients. Like the databases administrations work I did but they were looking for websites at that time. You have to have a website but no one necessarily knew why. So it kind of morph into me developing websites for the clients and it was kind of a challenge to put together websites. It’s a lot of work then at the end of the day, they have a website. Well, big deal. That doesn’t really impact anything. So I start using adwords and started to get traffic to the clients’ websites. It’s starting getting customers. That was a real rush for me and it was extremely satisfying to add measurable values to clients’ bottom line. Every other jobs that I have I worked a lot in the corporate world. You just don’t get to see the impact that you’re having on a daily basis. So that’s what I really like about adwords. It’s like I’ve got a real time dashboard, I see leads come in and you know you’re delivering value to clients. So that’s what Flex leads does. We setup internet marketing campaigns so that would be the ads and landing pages for the clients. We measure the value that we provide to our clients.

Alex

For the most of your time, you worked for service industry with your clients either local based or tell us a little bit about it and the clients you take.

Frank

Sure. The majority of Flexleads clients are local businesses of all the clients that I have probably 10% of advertising more on national bases and it’s over local clients to reach local market. So that comprise most of our clients.

Alex

Yeah, you managed their ad campaigns for Bing also along with adwords and also you setup custom landing pages specifically for these clients. And then that way you can isolate the experience to track their leads and their phone calls.

Frank

Yah, that’s exactly right, Alex. I think one of the trouble that a lot of managers go through is that they setup the ad campaign but they really don’t have much the control of any pages and I’ve learned that early on with my clients. Their websites aren’t always great for conversion. And a lot especially small business websites, they focus on the business. They take not necessarily negative way in a selfish way like talking about their own rather than what they can do for the clients. So that’s where I come in. I’m only running the adwords campaign but making sure that the adwords traffic that I send to the landing pages could be converted into clients. So landing pages do a good job for that whereas clients sites aren’t really for good conversion.

 Alex

Yeah, I think it’s an excellent model that you know many people could really replicate this. You build your own sites or not on Joomla right?

Frank

Correct. I use Joomla for my sites in that platform.

Alex HarrisAlex

Right. So you brought some tools of this Joomla or another type of solution. You’re creating an isolating experience specifically so you can track your leads correctly and ensure that you provided enough value because if the client is managing their sites themselves, they may not send traffic to homepage. You want to make sure that the dots get really connected and then also the people are on the right phone numbers. How do you do your phone number tracking? I use a third party service. There’s lots of them out there. I use to company calling to call tracking metrics. And with call tracking metrics, they give you as many phone numbers that you need. And depending on the source that is delivered to the landing page, it will show different numbers. So you could buy different numbers for bing ads, a different number for adwords, another number for direct traffic, another number for organic traffic. And then what you do is you hook up you call tracking metrics account with your google analytics account. And then also you integrate your adwords account with your analytics. So what happens is all of your call tracking metrics leads will go through your analytics and will appear on adwords as conversions. So once you integrate your call platform and your analytics in adwords, you can track and you can actually determine keywords or driving leads for your clients.

Alex

I think it’s really interesting. I can see something that I always want to do for my landing pages of my clients but you know. Actually I don’t want to do the hosting. So I don’t know if you have issues with hosting on clients’ landing pages but that’s the only way really to incentive based the models.

Frank

Yes, I think I’m a bit of a control freak. There’s still in an area for some of my clients where I wish I could figure out a way to get into a little bit more but yeah, to be able to control the ads and landing page experience is vital but that’s another thing. The call tracking you do see sometimes, you see call that’s 37 seconds against calls 53 seconds. You wonder if the calls are being handled properly. You can’t control the entire experience and the whole process but I’ve controlled as much as I able to for my input.

Alex

Yah, I know when I was in my corporate job, running few commercials and you know different kinds of commercials. We have a call center and that call center was tracked on a CPA. They were held to the same account as I know the people buting the ads. It can be hard to actually close the deals of that with phone site.

Frank

It can be. The nice thing about call platforms is you do have call recording. So you can take it to the client so they can see how their incoming leads can be handled. So they are having a slow month. They can try to determine okay, the leads that are coming from the ad campaign or do we need to improve our intake and inbound processes you know they way we handle the customers when they call us.

Alex

Great stuff. Frank, let’s close out. Tell people how they can find more about you

Frank

I can be found at flexleads.com. My twitter handle is @flexleads.

Alex

Sweet. Thanks a lot Frank.

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