25 Ways to Get More Customers by Todd Ebert
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In today's highly competitive market it’s not realistic to think that every prospect will become a customer. In other words, some lead leaks are inevitable but you can plug leaks and close more business by following these 25 marketing best practices.
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25 Ways to Get More Customers by Todd Ebert
- 1. 1 To Get More Customers 25 Marketing Best Practices
- 2. 2 Todd Ebert Chief Marketing Officer @ReachLocal @ToddEbert
- 3. 3 YOUR OBJECTIVE: CUSTOMERS START AS CONSUMERS YOU WANT CUSTOMERS
- 4. 4 Prospects Discover You as they search, surf and socialize online and then click to visit Leads Contact You when they are impressed with your website Customers Choose You when you stand out with good, timely follow-up Marketing 101Refresher
- 5. 5 Do You Close 100% of Your Visitors? In Reality Potential customers leak out of your sales funnel at each stage Ideally ALL ad views turn into site visits ALL site visits become leads ALL leads become customers
- 6. 6 • Circle line pic of DLL Don’t Leak Leads www.DontLeakLeads.com
- 8. 8 Claim & Optimize Google+ Local1 Accounts for 33% of visits to local business websites Google Listings + Organic Search account for 58% of visits to local business websites 59% of consumers use Google every month to locate a local business (31% every week)1
- 9. 9 Claim & Optimize Local Listings & Review Sites 50% of business owners have found wrong information on their business listings, which causes consumer frustration.2 2 …and 50+ others
- 10. 10
- 11. 11 …and Don’t Forget Industry’s Sites, Too! Education Legal Automotive Home Services Real Estate Healthcare
- 12. 12 Use Tracking Phone Numbers for Offline Half the money I spend on advertising is wasted; the trouble is I don’t know which half. John Wanamaker, Department Store Innovator 555.666.7777 3 555.666.8888
- 13. 13 Advertise on ALL Major Search Engines 35% of Searchers don’t use Google.3 4
- 14. 14 Always Advertise on Your Business Name5 YOUR BUSINESS COMPETITOR COMPETITOR YOUR BUSINESS
- 15. 15 Always Advertise on Your Business Name5 http://searchenginewatch.com/article/2363320/Brand-Terms-To-Bid-or-Not-to-Bid-Bing-Ads-Study Bing research proves 32% lift
- 16. 16 Monitor & Optimize Search Campaigns IDENTIFY local search terms WRITE better paid search ads LINK to highly relevant landing pages REALLOCATE BUDGET daily based on which keywords get clicks and calls CONSIDER enhanced campaigns Extensions for location, phone #, website, sitelinks, and offers 6 53% of SMBs only optimize their search campaigns 1x per quarter.4
- 17. 17 Check Your Social Media Pages Daily7 of consumers who contact a brand on social media expect a response within 1 hour.542%
- 18. 18 Regularly Post Fresh, Authentic Content8 Post content weekly: new offers, community service projects, product demos, how-to videos, helpful reminders, etc. Leverage relevant events: news stories, holidays, seasons, community events, etc. Encourage fans to enter contests and to post questions, reviews, photos, etc.
- 19. 19 Get More Customer Reviews 90% of consumers reported that a positive online review influenced their decision to purchase.6 Don’ts… DON’T pay for or offer gifts for good reviews DON’T encourage fake reviews about you or a competitor Do’s… DO send follow-up surveys DO follow-up via email within 24 hours 9
- 20. 20 10 People who are retargeted with display ads are more likely to convert.7 70% Stay in Front of People Who Leave
- 22. 22 Wow Visitors With a Beautiful Website11 of consumers will leave a website if it is poorly designed.8 85%
- 23. 23 12 Provide the 3 Things People Want 1 2 3 of potential sales are lost because consumers can’t find information they are looking for9 50%
- 24. 24 Make Your Website Mobile13 of consumers looking for local products or services search on mobile first.1045%
- 25. 25 Use Custom Landing Pages for Ads14
- 26. 26 Check All Contact Info is Active & Accurate Delivery to the following recipient failed permanently: not-active@email.com We’re Sorry, something went wrong with request. Please try again later. 15 CHECK your website, email forms, and directory listings regularly to keep them up-to-date
- 27. 27 Live Chat Social ChannelsWeb Forms Free Consultation Chat with: Visitor, Nicole Offer Additional Contact Choices16 Marion: Hello, thanks for contacting Armstrong Plumbing. My name is Marion, may I have your name? Visitor: Mike Visitor: What areas do you service? Marion: Okay. We service the Greater Sacramento Area and Beyond Marion: Hi Mike, how may I help you? Businesses using live chat on their website have seen a increase in leads. 11 30%
- 28. 28 Answer Your Damn Phone17
- 29. 29 …at Minimum Call Back Within an Hour18 50% of consumers will choose to do business with the company that calls them back first.12
- 30. 30 Reply to Forms / Emails Within an Hour19 A visitor contacts you 1 You reply within an hour 2 $$$ You generate more revenue 3 Emailing a new contact within 20 minutes boosts conversion rates by 49%.14
- 31. 31 Collect Contact Info & Build Lead List20 May I get your email address, please?
- 32. 32 Use Automated Emails21 Hello Robert, Thank you for contacting us! Someone will respond to you very soon about your inquiry. We appreciate your interest and look forward to speaking with you! Best regards, Armstrong Plumbing (555) 555-5555 555-555-5555 Driving Directions Increase conversions by when using follow-up emails.13 30%
- 34. 34 Listen to Calls & Coach Your Staff22 Call recording systems make this easy
- 35. 35 Nurture Those Not Ready to Buy23 Businesses that nurture their leads see up to more in ROI than those that don’t.15 45%
- 36. 36 Track Lead Sources & ROI…24 Where do your leads really come from? Which sources get you the best ROI?
- 37. 37 …Use This Info to Adjust Your Tactics25 WEBSITEOFFLINE DISPLAY / RETARGETING SEOSOCIAL SEARCH
- 38. 38 Follow Us: reachlocal.com/social 1. Fill out postcard 2. Bring to booth 114 Get Ebook + Enter to Win GoPro Camera!
- 39. 39
- 40. 40 Resources 1. BrightLocal http://blumenthals.com/blog/2011/04/14/brightlocal-survey-59-of-consumers-use-google-each-month-to-find-a-good-local-business/ 2. Search Engine Land http://searchengineland.com/survey-half-of-small-businesses-never-update-their-listings-online-147459 3. comScore http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Releases_April_2013_US_ Search_Engine_Rankings 4. Wordstream http://www.wordstream.com/blog/ws/2013/10/09/free-adwords 5. The Social Habit http://socialhabit.com/uncategorized/customer-service-expectations/attachment/slide1/ 6. Zendesk http://www.zendesk.com/resources/customer-service-and-lifetime-customer-value 7. B2B Marketing Mentor http://b2b-marketing-mentor.softwareadvice.com/5-lessons-learned-in-site-retargeting-1120412/ 8. Online Marketing institute http://www.onlinemarketinginstitute.org/blog/2013/05/importance-website-usability/ 9. Online Marketing institute http://www.onlinemarketinginstitute.org/blog/2013/05/importance-website-usability/ 10. Telmetrichttp://www.telmetrics.com/2013/top-mobile-local-companies-xad-and-telmetrics-announce-results-from-highly-anticipated-2nd-annual-u-s-mobile- path-to-purchase-study/ 11. ReachLocal Internal Data 12. Inside Sales http://www.insidesales.com/insider/lead-management/lead-response-management-infographic/ 13. ReachLocal Internal Data 14. MarketingCharts http://www.marketingcharts.com/wp/direct/calling-new-leads-in-under-a-minute-boosts-conversion-rates-by-391-24755/ 15. MarketingSherpa http://www.marketingsherpa.com/data/public/reports/special-reports/SR-A-Tactical-Approach-to- Content-Marketing.pdf
Notes de l'éditeur
- We’ve separated these lead conversion tips into 3 sections Discover, Contact and Choose So let’s start with the top of the funnel with how prospective clients discover your business Note that we’ve also assumed you have an existing website for this session
- It’s imperative to optimize your institution for local search and there is no better place to start than with an optimized Google+Local page. It helps you appear higher in search results especially on mobile searches. Not only do you need to have the Google Map piece but you need to combine this with Google+ for Google+Local Google+ is the social media platform tied to Google. There are other SEO benefits too of tying your G+ profile to your website with Google Authorship profiles.
- The second step is to claim and optimize all the other directories that prospects may find your firm on when searching online. Don’t forget that many of these databases power third party sites as well so you want to ensure they are accurate. You’ll see at the top we have the most popular local directories and review sites Below here we have some of the specific legal directories you need to make sure you have your listing in
- The second step is to claim and optimize all the other directories that prospects may find your firm on when searching online. Don’t forget that many of these databases power third party sites as well so you want to ensure they are accurate.
- A key way to track ROI of ad spending or promotion performance is with tracking phone #s. You’re leaking leads if you spend money on things that don’t work when you couldve spent it on things that do. Research shows people spend the most time online today so why are marketing budgets still weighted so heavily to offline things like direct mail that have poor response rates and worse that are hard to track ROI? These are unique phone #’s you can procure to use on each specific marketing piece where you’d like to track it separately. These are easy to purchase and can cost $30 or less a month.
- To capture searchers it’s important to be at the top of search results. Although Google may be the primary search engine for many consumers, Bing & Yahoo are popular as well representing close to a 1/3 of all search volume So make sure to capture your fair share of the market by being present in all these places.
- Your competitors are most likely running ads against your business name keyword and you want to make sure they don’t your competitor's ad above yours Also advertise on common misspellings and other institution names Why Low cost Defend against competitive poaching Ask me for the study that Bing just did and I’ll send it to you. Both Google and Bing research shows an incremental lift in total traffic when bidding on your name + organic so while you think you’re just paying for traffic you would have gotten organically it’s not true – there is 30% or higher lift. And you’ve kept your competitors from poaching. All the major brands do this – ATT vs. Verizon, Insuance companies, etc etc. Go try it.
- Your competitors are most likely running ads against your business name keyword and you want to make sure they don’t your competitor's ad above yours Also advertise on common misspellings and other institution names Why Low cost Defend against competitive poaching Ask me for the study that Bing just did and I’ll send it to you. Both Google and Bing research shows an incremental lift in total traffic when bidding on your name + organic so while you think you’re just paying for traffic you would have gotten organically it’s not true – there is 30% or higher lift. And you’ve kept your competitors from poaching. All the major brands do this – ATT vs. Verizon, Insuance companies, etc etc. Go try it.
- Fact is we could spent a full webinar on how to run better paid search ads. If you only optimize once a month or quarter then you’re leaking leads….and wasting your budget while your competitors are out in front of consumers searching for your types of products.
- First of all it’s not that hard to build a decent facebook page that reflects well on your brand. Think of it as a satellite to your website. You want it to look great don’t you. Secondly when a customer calls you you answer the phone right? What’s the difference between that and social media? It’s how many people communicate with businesses today – not just kids but customers of all ages. I see posts every week by neighbors looking for businesses on social and more importantly we run a social media service for a lot of clients and they get leads from social weekly. It might not be as many as via search engines or other advertising but it is growing and every lead counts. Again you wouldn’t not answer your phone or email would you? Social Media sites have a high domain rank so can help your business name rank higher in organic search results. Even more important, is clients leverage social media on a regular basis so make sure you have a presence where possible. At a minimum claim and optimize these listings to help with SEO
- Multiple benefits….brings your brand and personality to life online and people who like you will vote for you right [i.e. call you]. Also Google loves fresh content and signals from social sites helps push your content to the top of search results which ultimately means more searchers find you. Virtual cycle. Bring your business to life online – matters for plumbers too – why not post about little league team you sponsor, or to wrap pipes because a freeze is coming, etc. Search engine optimization (SEO) can help your website rank at or near the top of the search engine results page (SERP). If your business doesn’t rank well in organic search, or if there are negative results showing up, you’re losing a lot of searchers looking for trustworthy, quality businesses like yours. Help your website, blog, and other content rank higher by creating informative, useful, and interesting content that contains relevant product and service, geographic, and business keywords. Fact is prospects pay attention to results at the top of the search results pages. If your business doesn’t rank well in organic search, or if there are negative search results appearing, you’re losing a lot of prospects looking for trustworthy, quality business just like yours Help your website, blog and other content rank by creating informative, useful, and interesting content that contains relevant degree and course information, geographic keywords and other related keywords
- When it comes to getting positive reviews, the following tips are recommended: Place review badges on your website that link to your various review page listings Send follow-up surveys and include one of the following phrases in your messaging: “Check us out on Yelp!” or “Happy with our service? Then please consider leaving us a review on Yelp.” Send a follow-up email within 24 hours and include links that direct your audience to review sites. Also, add social share buttons at the bottom of your email that takes the reader to your Facebook, Twitter, and Google+ page. NEVER pay for or offer gifts in exchange for a good review. NEVER ask someone to post a fake review about you or a competitor.
- Some prospects leave your website without contact you but still may be interested in learning more about your institution By using site retargeting you can get your display ads in front of those interested consumers as they surt the web aiming to drive them back to your website Search retargeting pinpoints people who’ve shown purchase intent by searching for keywords related to your business.
- If a consumer visits your website and sees and unsightly, unprofessional, or outdated design, they may leave without even learning if your institution is right for them. They make an immediate judgment based on the look and feel of the website. Your goal is to build credibility and trust with visitors so they’ll learn more about why you are a fit for them
- *Place phone # in upper right corner
- Why Mobile Google says that more and more businesses are simply directing mobile search traffic to a mobile home page rather than to the specific indexed page that a searcher really wants to see ….This results in a poor user experience for searchers. So Google has changed its mobile search results to now alert smartphone users if they are about to click a link that may redirect them to a homepage rather than the page they’re actually looking for. The searcher can select either visit the page anyway, or they may instead choose to click on a search result that doesn’t provide this poor user experience and instead offers mobile-optimized content relevant to their search. Help visitors find the information on the go Easily accessible phone numbers that a visitor can click-to-call you for better conversion - Make it easy for contacts to call you from their mobile
- Increase your search advertising quality score by ensuring your ad landing pages match the ads. One way to do that is by creating stand alone landing pages that are directly correlated to the ads.
- Often times prospective clients may not be able to call while visiting your website such as if they are work or in a public space. Include alternative contact methods including live chat to capture
- consumers are in hurry and will go with the company that answers.
- Treat them with the same urgency as a phone call – many consumers prefer online contact over picking up the phone, but still expect the same response time
- Be sure to pay extra attention to your HOT leads
- Come up with example here. Check hours didn’t ask for email or phone #? Given the value of each customer, the behavior on each inbound critical is paramount to getting that prospective client to set an appt.
- Send a series of follow-up emails: Why your business / how you’re different Services offered Customer testimonials Educational topics Special offers to take next steps
- Get the ebook version of this presentation by filling out the postcard in your chair *OPTIONAL: Check box on the postcard to opt-in to receive expert marketing tips, ebooks, articles, etc. and when you bring it to the booth, you’ll be automatically entered for your chance to win a GoPro Camera! *If you ONLY want the ebook, just leave the opt-in box unchecked