Episode 371: 2 Inbound Lead Generation Channels Your Website Can’t Live Without
Are your digital marketing efforts fetching the results your pet business deserves? Is your SEO strategy falling short of the results you want?
Join me with special guest Bobby Machado for the first of a 4 part series. Together, we dive nose-first into the transformative world of inbound lead generation channels that promise not just to sniff out leads, but to deliver them straight to your digital doggy door.
Mastering the Google local pack is no longer a luxury—it's a necessity. Bobby shares tips on SEO strategy for reaching the pinnacle of those coveted top spots. But how do you engage the 70% of pet parents who trust organic results over paid ads? We touch upon a strategy that ensures your presence is felt across both territories.
Discover why conversion tracking isn't just tech talk—it's the heartbeat of your growth strategy. And, to give you a glimpse into the holistic audit that could revolutionize your approach, Bobby has a treat in store that's sure to get tails wagging.
With a free local SEO audit on offer to listeners and actionable insights into optimizing your lead capture, we ensure that your pet business stands out in the digital pack. Lastly, we'll separate fact from fiction in pet business marketing, framing a partnership built on trust and a clear-eyed SEO strategy.
Topics & Key Points
- Business, marketing, and personal growth
- Inbound lead generation channels for businesses
- Inbound lead generation channels and conversion tracking
- Local SEO audits and pricing for small businesses
- SEO and blogging for pet businesses
[0:04] Business, marketing, and personal growth
[2:31] Inbound lead generation channels for businesses
[7:48] Conversion tracking
[15:38] Local SEO audits and pricing for small businesses
[21:11] Trust, partnership, and myths in SEO
[5:40] “Google, being one of the major ones, is always going to be one of those top sources of inbound leads. The reason being is because everyone is going to their phone, or to a laptop or a desktop, and in their search bar, which a lot of times 90% of time is defaulted to Google as a search engine”
[7:24] “But at the end of the day, you’re gonna have those Google ads, adding organic search listings, and both combined, actually, is really powerful for inbound marketing, because now you’re tapping into both types of personas, people that like to click on ads, and then other people that like to click on your organic search listings.”
[10:34] “Yes, so that is always going to come down to tracking and accurately tracking conversions. So that’s that’s actually going to lead us to one critical thing that every website should have is proper conversion tracking using Google Analytics for.”
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Happy New Year. Happy 2024 I am so happy to be back here with you missed recording the podcast and we have something really special for you. We’re kicking off this new year and the entire month. We have my friend Bobby Machado with us. Bobby, you may or may not have heard him if you’ve been in the mastermind. But he was the Savior when my website got hijacked at the beginning of this year. Yes, that is true. talked about it in the podcast or not this year I guess last year now in 2023. But for those of you who do not know Bobby, you’re gonna get to know him very well over the next couple of weeks. He is currently CEO and lead strategist at Signum Marketing and CEO at Sector Seven Apps. As a kid, he always had an interest in business and was providing Landscape Services, training horses, or reselling Tang back to his parents in fifth grade, which is hilarious because I’ve done similar things. His experience in the digital world began when he taught himself how to code websites in high school, which turned into a way for him to make money on the side while racing motocross, which remains his passion today. After he stopped competitively racing, he decided to focus his full-time efforts on web development as a freelance web developer, which then introduced him to digital marketing as being part of an analytical and creative type, which guys this is, this means left and right brain together, and you don’t get this a lot in this industry. He developed a passion for digital marketing and data, after working with an automotive digital marketing agency as a paid media specialist managing over 300,000 per month in Google ad spend. So he knows what he’s talking about with Google ads. He combined his passion for business and launched a signet marketing. Bobby, welcome to the show for the next four episodes.
No, thank you so much. Happy to be here today. And, and happy to dive into it?
Absolutely. So today, we’re gonna specifically talk about something that we’re gonna kind of unpack and unravel. We don’t talk about this a lot on the podcast, which is why Bobby and I got together. And as he and I have been working together on my website for the past year, we’ve just realized there are certain topics that we want to expose you to we want you to, you know, have your ears perk up and your tail start wagging and start thinking about, wow, I can do that too. Or can I do that to help my website perform better? So today, we’re going to talk about two inbound lead generation channels your website can’t live without. And so how’s that for a cliffhanger? You guys? Bobby. I’m gonna throw it over to you first, though. And let’s start with a basic solid foundation, especially for all these conversations we’re going to have. First off, what is inbound marketing?
Yeah, no, great, great question. And it’s a great part to start on. Firstly, inbound marketing means that you have a channel that is producing leads that come directly to the website or directly to your business of users who are actively trying to find the service that you offer. They’re just trying to find the right provider. So these inbound leads are there, they’re the best for a business. You don’t have to persuade them that they need this service or anything like that. What you need to do is do a really good job of communicating to them why you are the best choice to solve their problem because they’re inbound, they have a problem, they have a pain point. You can always be that provider depending on what that pain point is, but that but that’s inbound marketing, and when a business has an inbound marketing channel that they can depend on, that is critical for growing your business because now you’re not praying for referrals, or you know, just looking for the To the divine for new leads or anything like that you have a predictable system that’s going to be feeding you leads every month. And that’s important for building a business. So that’s what inbound marketing is all about. Fantastic.
So you guys, it’s not that pesky sales, it’s when people are searching for you. And they’re coming in somehow. They’re already interested. So from a sitting perspective, Bobby, what are the best channels to attract potential customers? From an inbound digital marketing perspective?
Yes, yeah, great question. So at the end of the day, Google in terms of one of the search engines, but search engines in general, general, Google, being one of the major ones, is always going to be one of those top sources of inbound leads. The reason is that everyone is going to their phone, or a laptop or a desktop, and in their search bar, which a lot of times 90% of the time defaults to Google as a search engine, they’re going to be typing in, you know, cat sitter, and Phoenix, or, you know, dog dogs that are in Atlanta or whatnot. And those types of searches are transactional, meaning they carry buying intent, only someone that’s actively trying to find that type of service provider is going to be typing in those keywords. So the businesses that do appear on Google search, at the very top for those types of keywords, or queries, end up getting inbound leads because the users are finding them at the very top of search engines. And so that’s going to be one of the main channels, there are search engines. Now, when there are two different types of channels, how we’re speaking here, there’s your paid ads, which are the very, very top you’ll see those sponsored ads that appear on Google search. And then after that, you’ll see the organic search listings, which are the search engine just doing its job, you know, as far as populating relevant results based on the user search. And what’s going to be important for pet businesses in particular, is showing up in what we call the Google local pack, which that’s going to be those top three listings that show the stars and the review reputation of each business. Ideally, you want to be showing up there, because those businesses get a lot of leads by being in those placements. But at the end of the day, you’re gonna have those Google ads, adding organic search listings and both combined, is powerful for inbound marketing because now you’re tapping into both types of personas, people that like to click on ads, and then other people that like to click on your organic search listings. But at the end of the day, those are going to be your top inbound channels for inbound leads.
Wait, did I just hear you say that there are people who like to click on ads?
Yes, yeah, you will find that about 30% of users will click on the ads, and the other 70% will click on organic search listings, which makes more sense that, you know, a greater population does not trust the ads as much, but the other 30% do. And so that’s one thing I like to remind business owners is that when you’re looking to do inbound lead generation, you can start with one or the other, you don’t have to do both out of out of the gate. However, you have to understand what to expect out of it. So if you said, hey, I want to dominate my market. Well, at that point, you would want to run a hybrid approach of having coverage and placements on your Google ads for the paid placements and ranking high on the organic side. So essentially you appear twice, for a given search query. That way, you’re getting full exposure.
And if you have a person who wants to click on the ad, they can, or, on the contrary, if you have a person who rather click on your organic search listing, they can do that as well.
Woohoo, that’s a really good tip. I like that. So you know, double down. And so guys, if you missed it, the answer to this podcast already is to inbound lead generation channels, your website can’t leave live without that would be Google, right?
Yeah, Google ads, yeah, the paid listings, and then also executing a search engine optimization campaign, which is what is used to increase your rankings organically. And so when you save, for example, when we break down the search engine results page, so what you type in the query, you get all those results. Ideally, you want to have your your business appearing on Google ads at the very top, and then also in the organic search listings. That way you have full coverage, but you don’t always have to start with both. You could say, hey, you know what, I’m just gonna start with Google ads. I just want to tap into the first 30% of the mark and get some leads. And then over time, you can always reinvest those, those profits, those some of the profits back into your marketing for inbound and start to invest in SEO so that you get your organic search listings now ranking at the top of search engines. So you can always do a combination, depending on where the business is at what your goals are, how quickly you want to scale, and stuff like that.
Got it. That makes so much sense. So I know a lot of our listeners are thinking right now. But Bobby, how do I know what channels are producing inbound leads for us?
Yes, so that is always going to come down to tracking and accurately tracking conversions. So that’s that’s going to lead us to one critical thing every website should have proper conversion tracking using Google Analytics. And so before we had Google Universal Analytics, that’s the old version of Google Analytics. And now we have the new version. Do you know that UA Universal Analytics has been retired by Google? So it doesn’t exist anymore. It doesn’t process any new data. So if you have not moved to GA for Google Analytics you want to make sure you do that. But within Google Analytics we set up conversion tracking, conversion tracking is going to track how many phone calls we get from the website that are inbound leads. Also, what form leads we are receiving? So if you have a lead form or contact form, where new businesses can be inquiring about your services, we want to track those form submissions within Google Analytics. And so once you start to record conversion data, you will see which channels of traffic are producing leads, you’ll see how many leads came from your Google ads, and how many came from your organic search. And at that point, by default, you’ll see if you’re getting leads, even from your you know, if you’re doing email marketing, or referrals, or stuff like that, because it tracks everything.
So yeah, so that’s one of those things that you want to make sure you have in place as a business owner, is proper conversion tracking, the Google Analytics for this is so so good, Bobby, I love this. So okay. If a pet company like one of our listeners, if they’re receiving traffic from the search engines, or the Google ads that we were just talking about, right? They’re not getting any leads, because you know, they can see it on their Google Analytics for like, what’s the issue? How can we convert website visitors to inbound leads?
Yes, yeah, very, very good question. And it can be frustrating as a business owner when you’re say you say you have been investing in SEO or, or running some Google ads. And you’re, you see all the clicks, you see all the activity, and you’re like, Man, I’m getting all these website visitors, why am I not getting the leads? So the second component of inbound marketing is going to be converting those website visitors into leads. So to break it down, we have traffic acquisition, which would be you know, SEO, Google ads, etc, actually getting the the users that are interested in your services onto your website. So that’s traffic acquisition, and the second part is converting them. So a lot of times, what we see as mistakes would be a web a website or landing page that is not answering the pain point to a user, within, you know, we’re talking like, within a less than a second type of deal, it has to be very, very easy for the user to land on the page, understand that they are on the right page and that they have found the right provider that is going to solve their problem. When those conditions are met and satisfied on the user end, they’re going to convert because they’re going to say, okay, cool. I typed in, you know, pet sitter in San Antonio, and I landed on a page about pet sitting services in San Antonio, here’s all the social proof, they look like a very credible company. They have testimonials. They have a breakdown of what their service entails, what to expect, etc. And at that point, as a user, you say, Okay, it sounds like I found the right provider, I’m going to inquire about the service. Now I’m going to place a phone call, or I’m going to submit this form lead. And so those, that page that the user lands on, has to have an exceptional user experience that has no friction, we want to make sure it makes it just easy peasy. For them to convert. And the better that we do on the user experience side to convert those users, we’re going to have a higher conversion rate, naturally as a domino effect, which means more leads for us, the more leads that we can get with even the same amount of traffic, but just by upping our conversion rate. That can always be very magical in the sense that if you’ve already invested in Google ads, you’re getting all the traffic, but if you make some tweaks to uplift your conversion rate, then you can get more leads within the same budget at that point.
It all sounds so easy when you say it.
It sounds like today. Yeah, yeah, theoretically for sure. Yeah, I think what we’re business or sometimes we’ll get stuck is, is just the actual strategy of the page of the landing page. You know, what type of headline should I be writing? How do I write a hook that gets someone’s attention, you know, the placement of the forms, you know, stuff like that? There’s a lot of strategy, of course, that goes into those landing pages. But the fundamentals are practical, of course, in the end.
Awesome. That’s such good information. And I love that so much that I think next week, we’re gonna have you back on here talking about the dangers of hiring an SEO company, for your pet business, which of course, we’re gonna get some great tips of what we should be looking for with that SEO. But you guys, you always know I love to share my wealth, and I love to share my partnerships with you. So Bobby and I have actually kind of teamed up and this is going to be exciting for you. First, I’m gonna have Bobby explain how he might be able to help you like he has helped me tremendously. And let me just say, it’s delightful to be able to talk to someone who is a geek, but also speaks regular terms as well, as you hear here today on the podcast. But Bobby, I’m gonna throw it over to you because you’ve got a free local SEO audit. I want you to explain what that is. And then I want you to explain to them what I kind of like forced behind your back and made you do because I have to look up my jumpers man. No,
No, it’s it’s an honor and a pleasure working with you, of course, Bella, as always. And so yeah, well, we wanted to do it provided value to, to to the audience, we know that, especially as a small business or medium-sized business, there are a lot of moving pieces. And we’re here to help and make things life easier when it comes to inbound marketing. And so what we wanted to do was provide a free preliminary local SEO audit, what that’s going to do is provide you business owners within this industry, in the pet industry, a breakdown of where their opportunities to rank for their transactional keywords. So to define a transactional keyword, a transactional keyword is a keyword that your ideal customers type into Google when they’re trying to find your service. And so if you’re not popping up if you’re not showing up for those keywords, then really, there’s an opportunity cost that you’re losing the opportunity that exists there, by not ranking for those terms. So we are more than happy to provide a preliminary local SEO audit for anyone interested in one. And that’s going to outline the gaps or any opportunities that we find that should be filled up from a local SEO standpoint. So ideally, you would be ranking for those transactional keywords and capturing those inbound leads that are actively trying to find, you know, the right provider. And so, that’s the first time we wanted to offer now the second for anyone that decides, hey, you know what, I do need inbound, more inbound leads from search engines on the organic side of things. That so this would be search engine optimization, della yet she, she did everything she could and we made it happen. We found a good I could. Sorry. Yeah, there we go. Let’s see if I can. How do I go? How do I jump back on?
Bobby, you were like, well, I could help them. And we could do that local SEO stuff. And like really start working with the monthly thing for 2000 a month. And I was like, Bobby, seriously, it’s way too expensive. My crew is not like some of the other big businesses that you work with. They’re not those big automotive companies that we talked about where you’re managing $300,000 a month. These are blood, sweat, tears, and hard work in Mom and Pop, like built from the ground-up people. And you know, they got their hands in a lot of places. So I immediately said no, like, Guys, I just stood up for you. And I said that. So Bobby, tell them exactly what we did land on because you could do a better job at it than I can.
Yes. So what we landed on was cutting that in half. We were able to meet a price point of 1000 a month. And without, for us it’s very critical without cutting corners. At the end of the day, local SEO. It’s hard stuff. It’s of course not easy, but it’s very beneficial from an inbound marketing standpoint. It’s that’s one of the top channels there and we know how important it is for businesses and so on. Looking at our resources, see where we can be very proficient and efficient with how we execute local SEO campaigns specifically for this industry, we found a way that we can deliver the results, do everything that is needed for a local SEO campaign to deliver top ranking results so that those inbound leads do come into these businesses. And so yeah, we’re able to execute these at 1000. a month. The minimum is six months, of course,, I always tell people that if they want to do SEO for two, or three months, it’s ethically not right for me to take their money. Because I know that it’s not, it’s not the best use of their money, like, only someone ready to do SEO for six months or greater, where they’re going to see the results is who we’re able to work with. And yeah, apart from that, yeah, if someone did say, Hey, I got I can do two, three months, I always tell him, you know, save your money, save up, we can strategic, you know, work in the future, we don’t have to work today, you know, we can always work together in the future as well. But ya know, we’re so we were able to make it happen, and, and it’s available to anyone within the job Consulting Group.
Awesome. Well, thank you so much, Bobby, I think one of the best things about this, and this is the feedback I’ve gotten from clients that I’ve already that you’ve already worked with of mine, is that, you know, they can just trust you. And they appreciate it, how it wasn’t a transaction, it was a relationship and a partnership. And they were impressed with how you kind of came in and you and your team came in and just really, like taking the time to understand their business, their goals, you ask them some hard questions that, you know, they had to think about and so that you could help devise a strategy. So you guys when I’m saying this, I’m not trying to sell you or pitch you I’m just trying to help solve the problems that you know, you have in some of them you don’t know you have so anyways, we’re gonna be back again next week, we’re going to talk all about myths about I’m sorry, not wrong one, we’re going to talk about dangers of hiring an SEO company for your pet business. And since I already let the cat out of the bag, we’re also going to be talking in the future weeks about the four myths about what blogging will do for your pet care company. Because so many people think a blog is going to help why it’s not as important as you think it is and what it can do for your results referring to blogging again.
So we’ll be back for another episode of Bella in your business. Remember when life gets shut down, always keep jumping by now