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Selecting Keywords
Overview The selection of keywords is one of the most important sections of the sale process. The right keywords could be the difference between the customer staying with us long term or cancelling after a couple months. The following sections below will give a better understanding to the process. Using Keywords in the Sales Process The first time you should be thinking about keywords is when you identify the type of lead you are calling. If you are calling a plumber, start with the most basic words associated with that industry: plumber, plumbing, plumbing company. Use the sales script to identify the type of customer the business owner prefers. If a plumber is looking to build his commercial business, use keywords to attract that type of customer. If a plumber specializes in residential plumbing, use keywords that a consumer might use when looking for a plumber. Selecting Keywords You can help your client generate the best keyword phrases for their business. Keep control of the sale by suggesting keywords and phrases that make the most sense for the business type you are selling. What keyword would a consumer most likely type in when looking for a product or service? If they were looking for a limo company, “limo” would make sense. Other consumers may use the phrase “limo company.” Still others may search for “limousines.” DO Start the selection of keywords Ask the business owner to suggest one or two Write down the keywords the owner suggests Agree on 10 keyword phrases with the business owner before leaving DON’T Ask the customer, “What keywords would you like?” before suggesting a few first Be afraid to let the customer know if a keyword they chose won’t work
Keep Your Keywords Relevant
Keywords must be relevant to the business type in order to get an optimized listing. If you are working with a landscaper, only use words that are associated with landscaping. If the keywords are landscaper, landscaping, lawn service, additional words like used cars or equipment rentals will not match the industry, therefore jeopardizing the entire listing. If the customer has multiple businesses, they will need a separate listing for each business and must have a physical address in the city they want listed.
1. The best way to pick keyword phrases is to listen to the customer describe their business. 2. After you pick the 10 keyword phrases, let the customer know their keywords may change if we feel there is a better keyword available.
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Handling Objections
What if my customer already shows up high in the results? Sometimes you will discover that a customer is already listed in the top 3 positions. Remember, there are other keywords that they may not be listed under. Try additional keywords or phrases that are relevant to the business type. Even if the customer has a #1 listing, include that keyword or phrase in the order. This will ensure that another customer will not receive a higher listing. Why do keywords sometimes not produce a local result? There are times when a keyword or phrase does not produce a local result. The reasons are not always clear, for example the word “real estate” often times does not produce a local result. Large real estate companies have agreements with Google and Yahoo. Because of the large amount of money these companies spend, the search engines hide the local showcase to give more exposure to these high paying clients. Try Alternative Words Other words associated with Real Estate will often work. Keywords like “realtor” will produce a local result most of the time. Make sure to check the keywords before committing them to the customer. Creating a New Local Showcase Sometimes the town or city is just too small to have a local result. Let the customer know you can submit the words in hopes of creating a “new local showcase.” Even though the local showcase doesn’t appear, the “Local” button on the top of the page will often times produce a local result.
Things to Remember: The advertiser must have a physical mailing address in the market they want to buy the SEO package in. Remember, you can only sell 1 Premium and 10 Standard Profiles per vertical per city. For example, you can only sell 1 plumber a premium package in Davenport, IA. To check the availability of keywords before pitching the product to your advertiser. Go to: http://elocalprofiles.com/Admin/SalesDash/ Callsearch.aspx Notify your advertiser if any of the keywords change after the initial meeting. Share reports with your advertiser to show how their page rank has improved over time.
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Scripting Overview
The sales process consists of 4 major parts: the needs assessment, presentation, consultation and close. The script outlines the sales process and offers you direction in creating a sale. Each part in the sales process is critical and has a specific format for which it should be used. This process is effective and it will help you close the sale. The process for selling SEO is divided into the needs assessment, presentation, consultation and close/next steps. 1. Needs Assessment The needs assessment is the first part of the sales process and acts as the key to understanding what your customer needs and wants. SEO gives the advertiser access to customers in the area that need the products and services they provide. Remember that this product is one piece of the overall offering of the Interactive Marketing Builder program to retain, expand and promote their business. It is during the needs assessment you will engage the customer into a conversation which allows you to not only build rapport but also gather useful business information. The more information the customer gives about the company, the more you can personalize the product and upload into Sugar later. The ultimate goal of the needs assessment is to identify how the customer will benefit by using SEO. The benefit of using the service is not necessarily new customers; the benefit is what having those new customers does for the owner. 2. Presentation The key to a good presentation or demo is going over all of the components of the IMB program. Make sure your advertiser is in front of a computer so that you can share the slides you have prepared and to review the search results pages. Some areas to point out and explain on Yahoo! or Google: The map with the local businesses listings The business names and PHONE NUMBERS next to the map The number of listings for that keyword Where the business shows up using different keywords and phrases
Our customer should be able to follow along and understand through visualization as you explain in detail. After you have touched on these points during your demo, you should always ask the customer if they are interested before continuing on. Ask the customer if he/she is interested in having their phone number seen in front of customers looking for their services on Yahoo and Google. If the customer does not agree, do a more in depth demo. 3. Consultation In this step, you will help the business owner understand how using our service makes sense for their company. This is the time where the features/benefits and cost of custom package should be discussed. Objection handling will be important here -- help the owner see how our IMB program, the product, the placement, the service, etc. can BENEFIT the business. Always pitch the product as part of a custom package with other IMB products you found to be of value during the needs assessment. 4. Close & Next Steps Decide on how the client will pay for the product and/or IMB package Confirm correct business information such as mailing address, phone number, description & top 10 keyword phrases Turn in the form to the order fulfillment person in your newspaper Confirm with your client when the service has begun Follow up with your advertiser within 3-4 weeks and share reports
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Sample - Suggested Keyword Phrases
Insurance: car insurance, auto insurance, life insurance, health insurance, dental insurance, home insurance, medical insurance, travel accident insurance Massage Therapist: massage therapy, massage parlor, body massage, Swedish massage, full body massage, deep tissue massage, massage therapist parlor. Florist: Wedding florist, flower shop, florist shop, florist, flower store, custom floral arrangements, floral arrangements Bakeries: bakery, bakery café, cake and pastries café, cake bakery, bread bakery, bakery shop, bakery store. Limo Services: limousine, limousine service, limousine and shuttle, limousine rental, taxi and limousine service, limousine rental service, limousine dealer. Used Car Dealerships: car dealer, used car dealer, auto dealer, used auto dealership, car dealership, dealerships, and used car lots. Plumbing: plumber, emergency plumber, licensed plumber, certified plumber, plumbing, plumbing contractors, plumbing service, toilet plumbing, shower plumbing, plumbing installation. Real Estate: real estate agent, real estate financing, real estate agency, commercial real estate, realtor, realtor property, mobile home realtor, prudential realtor, house realtor, home realtor, commercial realtor Mortgage: Mortgage Company, home mortgage, mortgage lender, mortgage broker, commercial mortgage Home Inspections: home inspection services, home inspection company, home inspection business, professional home inspection, new home inspections Towing Companies: tow truck, tow company, tow service, tow Truck Company, roadside assistance, emergency roadside assistance, towing, commercial towing, and tow truck service Windshield Repair: auto glass repair, window repair, auto windshield repair, windshield glass repair, auto glass, auto glass replacement, windshield replacement Landscape: landscape contractor, Landscape Company, landscape services, landscape designs, landscape architect
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Keywords
The following is a list of available keywords with the video catalog number for Premium packages. To view all available video footage go to www.youtube.com/elocalsales
General Business Video – 86110000_01 General Business Video – 86110000_02 Acupuncture – 80490200_01 Advertising Agency – 73110000_01 Advertising Agency – 73110000_02 Air Conditioner – 17110400_02 Appliance Repair – 76991600_01 Attorney – 81110200_01 Attorney (Bankruptcy) – 81110200_03 Attorney (Divorce)-81110200_02 Auto Body – 5499903_03 Auto Detailing- 76992400_01 Auto Glass - 50130102_01 Auto Insurance- 63_01 Auto Insurance – 63_02 Auto Repair – 75499903_01 Auto Repair – 75499903_02 Bail Bond- 73891302_01 Bakery – 20519903_01 Barber – 72410000_01 Bathroom Remodeling – 17990606_02 Beauty Salon – 50870100_01 Beauty School – 72310200_01 Boat Repair – 76990601_01 Bridal Shop – 56210102_01 Café – 58129902_01 Carpet Cleaning - 72170000_01 Carpet Cleaning – 72170000_02 Car Rentals - 41190101_01 Catering - 58129903_01 Charter Boat Fishing – 37320101_01 Child Entertainment – 79299906_01 Chimney Cleaning – 73490203_01 Chiropractor - 80410000_01 Electrician – 17310000_01 Electrician – 17310000_02 Employment Agency – 73610000_01 Engraving – 73899915_01 Financial Planning – 87210000_02 Financial Planning, accounting-87210000_01 Financial Planning – 87210000_03 Flooring Contractor – 17719903_01 Flooring Contractor – 17719903_02 Florist- 5992_01 Franchise Opportunity – 67949902_01 Furniture Store - 50210000_01 Dance Studio – 79110000_01 Day Care – 83510000_01 Day Spa- 7231_01 Demolition – 17959902_01 Dentist – 80210000_01 Dentist – 80210000_02 Disc Jockey – 79299903_01 Dog Grooming – 07529901_01 Dog Grooming – 07529901_02 Dog / Pet Grooming -07529901_03 Dog Trainer – 51990303_01 Dry Cleaners – 72120100_01 Chiropractor – 80410000_02 Computer Repair – 73780000_01 Concrete Contractor– 17710000_01 Construction – 13890100_02 Contractor – 13890100_01 Contractor – 13890100_03 Contractor / Drywall – 17420101_01 Custom Cabinets -25410200_01 Custom Furniture – 57120200_01
(Con’t) Garage Door Repair – 76991805_01 Garage Door Repair – 76991805_02 Gates and Fencing – 52119907_01 Gift Baskets – 51990603_01 Golf Courses – 79920000_01 Gutter Cleaning – 17610101_01 Gym – 79910101_01 Hair Removal – 51310204_02 Hair Stylist – 72319902_01 Handyman – 72999905_01 Handyman – 72999905_02 Hauling (trash/junk) – 42139904_01 Health Insurance - 63210102_02 Health Insurance – 63210102_03 Health Insurance – 63210102_04 Healthcare – 63210102_01 Heating/Air Conditioning- 17110400_01 Home Inspection – 73890200_01 Home Insurance – 64110304_01 Home Security- 73820000_01 Home Security – 73820000_02 Home Theater – 36519902_01 Hotels – 70110300_01 House Cleaning – 73590100_01 Interior Design – 73890600_01 Iron Work – 34460301_01 Jeweler – 50949902_01 Kitchen Renovation -17990606_01 Landscaping- 07810200_01 Landscaping – 07810200_02 Laser Hair Removal – 51310204_01 Limousine - 41190103_01 Limousine – 41190103_02 Locksmith – 76991103_01 Locksmith – 76991103_02
Martial Arts -79991113_01 Masonry – 17410000_01 Massage – 72990201_01 Massage – 72990201_02 Massage -72990201_03 Mattress Store – 50210303_01 Moving Company - 421204_01 Moving Company – 421204_02 Music Lessons – 82990303_01 New Car Dealer – 55119901_01 Nursery Flowers/Gardening– 51930200_01 Office Cleaner – 73490106_01 Office Cleaner – 73490106_02 Organic Produce – 51490603_03 Painting- 1721_01 Painting – 1721_02 Party Rentals – 73590600_01 Party Rentals – 73590600_02 Patio Furniture – 50219904_01 Pawn Shop – 59329904_01 Personal Trainer – 79991127_01 Personal Trainer – 79991127_02 Pest Control - 7342_01 Pest Control – 7342_02 Pet Sitting – 59991104_01 Pharmacy – 59129901 – 01 Photography- 73350000_01 Photography – 73350000_03 Pilates – 79910301_01 Plastic Surgery – 80110517_01 Plumbing- 17110000_01 Plumbing – 17110000_02 Pool Cleaning – 59991204_01 Pressure Washer – 34520200_01 Private Investigator – 73810204_01 Property Management – 65120200_01 Psychic – 79999905_01 Real Estate – 65_01 Real Estate Appraisal – 73891400_01
Real Estate Luxury – 65_02 Recording Studio -73891105_01 Rental Property – 65310400_01 Rental Property – 65310400_02 Restaurants – 58120500_01 Roofing Contractor – 17610103_01
Tow Truck – 75490300_01 Travel Agencies – 47240000_01 Tree Trimming – 07830105_01 Tutoring – 82990202_01 Tuxedo Rental – 72990903_01 Upholstery – 76410100_01
Self Storage – 42259903_01 Self Storage – 42259903_01 Senior Care – 83220103_01 Signs – 39930000_01 Signs – 39930000_02 Smoke Shop – 59939902_01 Solar Energy – 17110403_01 Swimming Lessons – 79991122_01 Swimming Pool Construction– 17990105_01 Tanning Salon – 72990105_01 Tanning Salon - 72990105_02 Tattoo - 72990106_01 Taxi – 41210000_01 Tile Cleaners – 30690208_01 Tile Installation – 17439904_01 Tire Repair/Installation – 75349903_01
Used Car Dealer - 55219902_01 Used Car Dealer – 55219902_02 Vacation Rentals – 70110200_01 Vent Cleaning – 17110404_01 Veterinarian – 07429902_01 Videography – 78120200_01 Wedding Photography – 73350000_02 Weight Control – 80939905_01 Whale Watching – 09190100_01 Window Cleaning – 73499906_01 Window Replacement – 17510200-01 Window Tinting – 30890321_01 Yoga – 79991123_01