This is the full power point presentation I gave at Online Marketing Summit 2012 in San Diego, California. The focus of the presentation was on how businesses can use local tactics to drive new customer leads and create raving fan customers. For instance, I discuss the power of leveraging Facebook Fan Pages to drive interaction with existing and prospective customers, while also using Pages to drive energy and excitement into your brand identity. Facebook Ads is a power tool to generate leads and provides extraordinary targeting capabilities from targeting based on age, sex, geography, and education to interest. I also cover the power of properly setting up daily deals as a way to generate cash flow and prime the pump for new customer acquisition. Google is covered, including the ability to leverage Google Video, Google News, Google Products, and Google Adwords to drive new customer leads and share subject matter expertise.

1. Local Lead Acquisition for Dummies
Kristopher B. Jones
Founder / CEO
ReferLocal.com
- A KBJ Capital Company -

2. About Kris
• Founder / CEO of Pepperjam – internet marketing agency and
affiliate network sold to GSI Commerce in 2009 and acquired
by eBay (NASDAQ – EBAY) in 2011
• Best selling author of SEO Visual Blueprint (Wiley, 2008, 2010)
• Founder of early stage technology investment fund KBJ
Capital – investments include ReferLocal.com, Yumm.com,
Highlighter.com, APPEK Mobile Apps and several others
• Founder / CEO of ReferLocal – we help newspapers, radio, TV,
and other media companies make more money online

3. Overview
• Traditional advertising strategies are declining in popularity,
while Internet advertising methods are booming.
• Facebook is becoming an essential tool for creating raving fans
and generating new leads
• The daily deal model presents a unique opportunity to get
paid for growing your sales
• Google is much more than a search engine and allows you to
generate leads through video, press release distribution,
product listings, mobile devices, and hanging out in Circles on
Google+

4. The Old School Way of Generating
Customer Leads – Traditional Advertising
• Newspapers, radio, and television ads
• Direct mail pieces / Coupon Clippers / Lists
• Chambers of Commerce Membership
• Local networking events like ribbon cuttings,
professional mixers, industry groups
• In-person sales pitches / demonstrations
• Word of mouth referrals

5. Newspaper Classified Revenue has
Dropped 92% in the Last 10 Years

6. The New Way of Generating Customer Leads –
Online Advertising
• Social Networks
• Search Engines (SEO / PPC)
• Video Web sites
• Online Communities / Forums
• Blogs / News Web sites
• E-Mail
• Mobile (Apps / SMS)
• Daily deal sites
• Yelp, Angie’s List, craigslist, Quora, Yext, FourSquare

7. Interactive Media Spend is Skyrocketing –
Most Growth Expected in Social and Mobile

8. Local Lead Generation Strategy #1:
FACEBOOK

9. Facebook has dramatically changed the way
your business connects with existing and
prospective customers
HIGHLIGHTS FROM FB IPO FILING:
- 845 million monthly active users
- 2.7 billion Likes and Comments per day
- 250 million photos uploaded per day
- 100 billion friendships
- 2011 FB Revenue was nearly $4 billion;
Exceeded $1 billion in profit
- FB offers free advertising for your business
via Facebook Pages and paid advertising
via Facebook Ads. Let’s take a closer look…

10. Thanks to Zuck it’s Ridiculously
Easy (and Inexpensive) to Generate
Leads and Connect with Customers
Through (1) Facebook Pages and (2)
Facebook Ads

11. FACEBOOK FAN PAGES
Facebook Fan pages are FREE to create and provide unparalleled access to communicate with existing and
prospective customers. Get your very own fan page - http://www.facebook.com/pages/create.php

12. 5 Compelling Reasons to Leverage
Facebook Fan Pages to Generate Leads
1. Promote your business for FREE - connect with “Fans” (aka,
customers, friends, prospects)
2. Easily Communicate with Customers – Post special offers and
deals, distribute news, run FB-only contests
3. Deliver Happiness and Create Raving Fans - deliver superior
customer support, wow your fans, and drive leads!
4. Better Control Your Brand – manage your reputation and be
part of the conversation peopleare havingabout your business
5. Everyone Else is Doing It – don’t risk being left behind

13. FACEBOOK ADS (SELF-SERVE ADVERTISING PLATFORM)
Facebook Ads allow anyone with a Facebook account to easily create ads and promote just about anything. You
can use Facebook Ads to generate more “likes” on your FREE Facebook Fan Page OR generate traffic to your
Web site or anywhere else. Start advertising through Facebook Ads - http://www.facebook.com/business/ads

14. 7 Sure Fire Reasons to Leverage
Facebook Ads to Generate More Leads
1. Target with Precision – Only show ads to the audience you
want (geography, age, sex, education, interest…)
2. Pay for Performance – Pay only for clicks or “likes”
3. Quickly Generate more “Likes” - Easy way to target new
customers to like your FB Fan Page
4. Test Multiple Ads at Once – Maximize ROI
5. Easily Set Daily Spending Limits – Control spend
6. Create Image Ads – Use attractive images to drive traffic to
your FB Fan Page or Web site
7. Control the Size of Your Audience – Leverage FB’s tools to
easily determine the estimated reach of your ad.

15. OMG, did I mention…
The average person spends 8 hours per month
on Facebook.
In contrast…..
The average person barely spends 2 hours per
month on Google.

16. Local Lead Generation Strategy #2:
DAILY DEALS

17. Daily Deals – Expected to be a nearly
$7 billion opportunity by next year

18. Did you Know? Groupon grew from $0 to
$2 billion in sales in less than 36 months.
The company is now publicly traded with
a market cap of nearly $16 Billion. That’s
a lot of cabbage. Just saying. - KBJ

19. 5 Reasons Why Running a Daily Deal is
Smarter than Placing an Ad in a Newspaper
1. Accountability – No Up-front Cost / Unlike traditional media
placements daily deal sites are strictly performance based
2. Get a Check versus Write a Check – Most daily deal sites will
share revenue on every transaction (cash in the door)
3. Control – Strategically structure / package deals that make
sense to your business; Up-sell / Cross sell to maximize ROI
4. Manage Excess Capacity – Leverage daily deals during slow
times of the week or year to strategically fill excess capacity
5. Predictable / Fixed Cost – Once you “do the math” and
decide what it’s worth to acquire a customer you can
structure a deal to protect your downside risk and maximize
upside potential

20. Local Lead Generation Strategy #3:
GOOGLE
Search, News, Video, Product, Mobile, Social

21. Google – The Most Powerful Lead
Generation Machine Ever!
• Google is by far the #1 search-engine with 66% market share
and 18.24 billion US searches in December
• Google Video (i.e. YouTube) received 157.2 million unique
viewers in December 2011
• Google News allows you to deliver press releases to literally
millions of prospective customers
• Google+ is approaching 100 million members
• Google Product search is free and allows you to show-up in
Google’s popular shopping category
• Google’s Android operating system powers over 200 million
phones and serves mobile ads on all of them

22. 5 Proven Strategies to Generate More
Profitable Leads with Google Adwords
1. Set-up Google Analytics and Google
Conversion Tracking (for FREE!)
2. Opt out of Google’s display network
3. Write no less than 5 ads per ad group
4. Geo-target your ads
5. Make sure your keywordsare directly
relatedto your ad copy and the content of
your landing page

23. Top 3 Ways to Leverage Google Video
1. Provide VALUE to your viewers. Be THE
expert. Share knowledge generously.
2. Optimize video like you would your Web
page – use keyword dense titles, tags, and
descriptions.
3. Take Action. Get cracking and make some
video! It starts with turning on the camera.

24. 5 No-Brainer Tips for Generating
Leads with Google News
1. Write press releases no less than once every
two weeks and submit through services like
PrWeb, PR Newswire, PR.com, etc.
2. SEO Optimize the content of your press
releases
3. Use press releases to build links
4. Use press releases to get speaking gigs
5. Include links to your videos and other recent
news within every press release

25. Thank You!
Twitter - @krisjonescom
Facebook – krisjonescom
LinkedIn – internetceo
e-mail – kris@krisjones.com