Introduction: How To Eliminate the Complexity of Online Marketing in 5 Minutes

Simplicity is the key to brilliance.
— Bruce Lee

HERE'S A LITTLE INDUSTRY INSIDER-ONLY SECRET FOR YOU:

Online Marketing is actually very simple:

At the most basic level, all you are trying to do is generate targeted traffic to your webpage, get those visitors to convert by taking an action, and keep track of everything going on with analytics so you can test and tweak things to improve your results.

 

 


 

The 3 Master-Key Concepts of Online Marketing:

Traffic: how You get people to your site (Google, social media, Email, etc)

Conversions: an action you want someone to take on your site (fill out a form, buy something)

Analytics: how you track what people are doing on your site. (Google analytics)

 

Everything you will do in Online Marketing fits into one of these three categories!

It's so easy to be confused by all the articles, services, blogs, and "educators" out there that want to sell you marketing when it really is as simple as 1, 2, 3!

 

 


 

Marketing Strategies can get very complex...

Below we have the Marketing Strategy Blueprint that we've used to audit a $100,000,000 per year car dealership chain.

Traffic: Here you see a business who is taking full advantage of all available traffic sources from referral sites, social media, organic search, and paid advertising.

Conversions: They also have a well structured conversion funnel that guides their visitors from taking advantage of their free content all the way to purchasing their most expensive products.

Analytics: They have their analytics set up properly so they can track their ROI and continually make tweaks to improve ROI month after month.

 

 

...But for our bail strategy we can keep it much simpler:

 

 


 

Chapter 1: The 3-Step Bail Funnel Blueprint

In our simple 3-Step Bail Funnel, we only need:

 
  • one traffic source (Adwords),

  • one conversion page (Landing Page

  • one analytics tool (Google Analytics)

 
 

 

 

Aladdin Bail Bonds $20k/Month Case Study

In this case study, we'll show you how Aladdin Bail Bonds is able to spend over $20,000 per month consistently knowing they make a profit on every dollar they spend.

How do they do it?

They used the proven 3-step advertising system:

 

 

 


 

 

1. Adwords gets Traffic to the Site: 

People search for a 'bail bonds' on Google and see the ads.

Many of them click to call right away.

Others click the link to the website.

Investing $1,000 into Adwords at $20.00 per click would generate about 50 Clicks.

 

 

2. Landing Page Converts Visitors to Leads: 

A percentage of those 50 visitors will click the 'Call' button on the Google Ad or on the the Landing Page.

If the website did its job of converting 20%-35% of the 50 paid visitors to leads, we would end up with around 13 phone calls.

 

 
raventools-analytics-snapshot.png

3. Analytics Helps Calculate the ROI: 

[$1,000 Investment] / [$20.00 per click] = 50 Clicks 

[50 Clicks] x [27.5% Conversion Rate] = 13 Calls

[13 Calls] x [30% close ratio] = 4 Customers

[4 Customers] x [$500 Average Sale] = $2,000 Revenue

[$2,000 Revenue] - [$1,000 Investment] = $1,000 Profit

 

 

Thanks to analytics, we know that for every $1 spent on Adwords, this campaign makes $2, doubling our money!

 

This means we can virtually spend as much money as possible on this system as long as the numbers hold up.

 

This 3-step system is by far the easiest and most reliable way to increase your bail calls....

 

 

 

 

 

Chapter 2: The "Perfect" Bail Business Website

 

The 5 Keys to a Successful Website

This next part may surprise you. 

It goes against the grain of what 99% of bail bonds companies are doing with their website.

The main concept is... less is more when it comes to a bail bonds website.

You don't need a fancy website with multiple pages for this to work. In fact... it actually works better if you take all of the "important stuff" and organize it on just 1 page.

This is called a landing page. There are no links to other pages and really not that much content. 

We just need the essentials:

  •  Your logo and a (click-to-call) phone number at the top
  • A good Call-To-Action (Ex: "Call Now: 555-555-5555")
  • A brief explanation of the process
  • 3-4 testimonials from past clients
  • A brief explanation of exactly why someone should pick you over a competitor

Below is a good example of a Landing Page:

 
 
 

Chapter 3: How to Drive Targeted Leads to Your Website

 

Google Adwords: The Lazy Bondsman's Best Friend

There are many ways to get traffic on the internet these days but Google Adwords continues to be one of the most reliable and predictable source of bail calls... if you get it right.

Google is essentially the Yellowpages of today: It's where you look when you need something right now, like a bail bond. And like the Yellowpages you can pay a premium to show up right at the top so you are the first one people call.

But unlike the Yellowpages, Adwords has hundreds of complex algorithms running in the background determining when, where, and how much it costs for your ads to appear.

Some of you may have already used Adwords and had a bad experience. Maybe you spent thousands of dollars and didn't get anything to show for it. That's very common and you're not alone. 

Or maybe you've been burned by a marketing company in the past that over-promised and under-delivered. Also very common. 

 

In any case, here are the basics of setting up your own simple Adwords campaign to help you avoid some of the potential pitfalls and get off to a good start:

 

Select Specific Locations

Improper geo-targeting can be the difference between a wildly profitable campaign and a wildly out of control campaign.

Google Adwords gives you very specific geographic targeting options so be sure to use them to your full advantage.

You can be as specific as targeting individual zip codes or as broad as selecting the entire World if you're not careful so pay attention to this step.

It may sound obvious, but you should only target ads to the areas where you are able to serve bail.

google-adwords-targeting-map.png

 

Writing Great Ads

Writing Google ads is different than writing ads in most other mediums: You only get 2 headlines and a description with an 80 character limit for getting your main selling points across.

 

A Few Pointers:

  1. Use the keyword in the first headline. The more relevant your ad is to the search term, the better your results will be.
  2.  Use a benefit in the second headline. "Fast, 24 Hour Bails Bonds" points out benefits while staying relevant to the core keyword.
  3. Use as many ad extensions as you can. Ad Extensions make your ad larger in the search results and give different functionality to your ads.
  4. Include a clear action that you want them to take. For this to work, your ads need to stick out on Google and get attention. 

 

When in doubt, find the best looking competitors' ads and try to out-do them.

  

No Ad Extensions:

weak-bail-adwords-ad.png

With Ad Extensions:

(Learn more about Ad Extensions from Google)

 

 

Choosing The Best Keywords

Choosing the right keywords is very important.

To avoid spending money on unqualified calls, make sure you're only going after keywords that have buying motivation behind them. 

A keyword like "bail" is pretty broad. Someone looking into starting a bail bond business could be searching that (low buying motivation). On the other hand, a slight tweak to the second word like "bail bonds san antonio" means they're searching for a bail bond in a specific location (higher buying motivation). It makes a big difference and keeps you from wasting money on bad leads.

For starters, keep it simple and choose just a handful of keywords. Here's a list that you can start with:

bail-bonds-marketing-strategy-keyword-planner.png

 

Set Your Budget (carefully)

When it comes to the budget, the rules are much different if you are starting your own campaign vs. hiring an expert.

If you are self-starting, I recommend going with a daily budget to prevent you from spending too much on accident.

However, If you set a budget that is too low; $10/day for example... you will get very few leads and it'll take a very long time for the campaign to get its legs.

I recommend starting with a budget that will let you get 3-4 clicks per day. 

For example: If your average Cost-Per-Click is $19, set a budget of $76/day Monday - Friday. Running your ads 20 days per month at $76/day will cost $1,520/month. 

For that $1,520, you should get anywhere from 15-30 bail call leads every month. 

Not too bad if you ask me. After you start racking up sales from these leads, you can increase your budget and go after 50+ or 100+ calls per month. 

 

The sky is the limit when you know your numbers and have a system that you can scale. 


Conclusion & Free Bonus

Hopefully this guide has given you a new way of looking lead generation. You don't need to rely on referrals for leads anymore. You can have your own system that gets you a steady stream of bail leads without breaking the bank. 

If you want to learn more about how this can work for you, I can walk you through the system and answer any questions you have.

Schedule a 1-on-1 Bail Blueprint call with me by clicking on this link.

The Bail Blueprint is a free 45 minute call where you and I will create custom blueprint that will show you exactly how you can generate more bail calls.

If you enjoyed this article, like and share this on Facebook or tag a bondsman friend who would find this useful.

As always, thank you for reading. 

-Andrew

PS: Here's the link to schedule your free 1-on-1 Bail Blueprint.