Last updated 19 days ago
Getting consumers to visit your website is a primary goal of your online marketing. But is your website turning visitors into leads or just turning them away to your competitors? In this infographic, you will see seven essentials to apply to your business website so that you convert more visitors into leads.
Last updated 25 days ago
The average business only generates 3-6 customers for every 1,000 visitors to their website (Marketing Sherpa).
That leaves a lot of room for improvement. The culprit? Something we call "lead leakage."
Check out the webinar above and find out where your business might be leaking leads and ways you can make a big impact through small changes.
Last updated 26 days ago
Got your latte in hand (or caffeinated beverage of choice)? Good, let’s start off this final week of the month with a bang!
First, let’s recap what you’ve learned so far:
Part 1- You learned from a local university how a proper lead management process can boost closing ratio, and in their case by 34% in first 30 days. What impact would that mean for you?
Part 2- You gained insight from a skincare product company on how adding a steady stream of consumers into to the top of the funnel (via website visitors) can boost monthly revenue by over 380% in less than 90 days. What would you do with that additional revenue?
Part 3- You got a breakdown of how to get more prospective customers to contact you from your website using the example of a local plumber. With the roadmap provided, making small changes and modern updates to the website, as well as tweaks to their lead follow-up strategy, this plumbing company increased phone calls by 18% in just a few weeks. Could you handle an increase like this and properly follow up with those calls quickly?
Part 4- The cherry on top
In part 4, my final post of this series, I am going to use a Volvo dealership and talk about the strategies they used to 1) get their best customers talking about them and then 2) amplify that so others can easily read the good comments and develop instant rapport and credibility with them.
Without this second piece in place, having all of the positive reviews in the world wouldn’t be as effective. At the end of the day, people have to be able to find those reviews and easily share them if they want to.
Background and proper steps
First, just a little background. When this dealership engaged my company over 16 months ago, they had little to no social media presence. They had only one online review from four years ago, and it was not a kind one.
First step was to claim all of the major directories and social media pages that they had (but didn’t necessarily know it) like the obvious, Facebook, Google+ Local, Yelp, Twitter, and the not so obvious, like CitySearch, Yahoo Local, WhitePages, YellowBot and others.
This allowed us to start putting those pages and sites to use and provide brand consistency across the entire web. Your website and advertising are just two ways to be discovered on the web. Organic listings, maps, blogs, videos, social media and review sites are where potential consumers go to find more and non-intrusively form an opinion about you and choose to contact you or visit your business.
Optimizing and taking control of this process was critical, because they also moved their location, so getting Google and other search engines and sites to link to the new address was very important!
Now that we felt comfortable knowing any which way someone wanted to interact with the business across the web, either pre-sale or post-sale, we knew we could have more control of the process. Whether it was leaving a Facebook comment or a review on their Google+ Local Page (tied to Google Maps) or something more applicable to their industry, like DealerRater.com, they were covered.
More importantly, we implemented a system to automatically capture positive reviews from one source and then amplify them across multiple sources- their website, blog, Facebook page, Twitter, etc. Conversely, if there was a negative review, we were able to quickly identify it and the proper personnel from the dealership could address it instead of having it dangle out there for eternity.
Finally, by giving attention to content (known as content marketing), we were able to build a base of followers and friends who would genuinely be a potential consumer (PLEASE, never buy Facebook likes!). Weekly blog posts helped with search engine optimization, social media helped establish a connection with customers and potential local Volvo buyers and online reviews helped build credibility.
Small changes can make a big impact
Needless to say, things are working very well. Here are the results in the past 12 months:
Both the dealership and service department are also getting a steady stream of positive online reviews that we can help shout out across the web.
Tying it all together, here is a modern path for business growth:
Build a better website
Stop leaking leads
Drive more conversions
Build the brand
Stay connected (before, during and after purchase)
Track ROI by all marketing sources
Automate timely tasks
Re-allocate marketing budget strategically
Digitize back-end office services
Try the Marketing Math calculator which shows you how simple changes in your process could make a big impact for your business.
Be sure to join the movement #DontLeakLeads!
2014 is quickly approaching. How prepared is your business?
>>SEE MORE STATS
Last updated 1 month ago
Own or work for a local business? Check out what actual consumers have to say about what they look for when they go online and search for a local business.
Testimonials? Reviews? Good website? Easy to find on search engines?
Check out the video, take note and make changes now to stop leaking leads!
You want more customers. But getting more customers starts with getting in front of more consumers. To do so, you need to understand the journey consumers take when when buying your types of products and services. We use a funnel to illustrate these steps. At the top of the funnel, consumers look for your products and services online. Some of them find your business and move to the middle section of the funnel where they visit your website and contact you. Even fewer get to the bottom section where they choose to become your customer.
Last updated 1 month ago
In Part 1, I discussed the positive impact that improving your sales closing ratio can have on your bottom line and used a local university as a simple example. Last week, I outlined successful ways to get discovered online in order to add more qualified consumers into the top of your sales funnel, leveraging a real skincare product business as an example. This week, I am focusing on the middle of the funnel and showing productive ways your business can get more contacts (phone calls, emails, chats, and contact forms).
I am going to use a plumber I have been working with for about 9 months as an example, and highlight what we did to improve the number of phone calls and jobs they get each month.
We are increasingly living in a “click-to-call” world. Rarely do we remember numbers by memory, and the fads of a vanity number or using just one local number are a dying art. Mobile is becoming so important as our direct contact to the outside world, especially for the economy known as online-to-offline commerce.
Besides ease of contact, we are becoming a lot less patient and we’re hungry for the knowledge we seek instantly. By making consumers hunt for your phone number on your website, or worse yet, embedding your number as an image instead of text so when someone tries to click on the number on your (not so) mobile friendly site, you are going to lose customers. Nobody has the time or patience. Consumers simply move on and your competitors will be thanking you for passing along the business.
Small changes can make a big impact
We helped the client increase monthly calls by 18% (and we’re just getting started). We recently transitioned them from their not-so-bad website to our ReachEdge smart site and added TotalLiveChat (by having this simple option, the client captured leads in real-time who may have otherwise left their site).
Specifically, we gave them a more modern design, ensured their site was search, ad and mobile optimized, corrected grammar mistakes, improved their images, simplified their contact forms and built it to work harder and smarter behind the scenes to get them more contacts.
Here are snapshots of their website before and after the changes:
The bottom line
If you are spending money to advertise your business, you need to be sure you are getting as many contacts as possible from your efforts. According to Marketing Sherpa, the average business gets only about 5% of website visitors to contact them. That leaves a lot of room for improvement!
You also want to be sure to utilize a system that shows you what advertising source (online and offline) is not only getting you the most contacts, but the highest ROI.
The key takeaways to rolling out a good Contact strategy are
>>Update your website (the average business updates their site every 2.5 years) to make it clean, modern and optimized to today’s standards
>>Ensure your site is mobile-friendly
>>Put your number and address (if you have a location for consumers) prominently in the upper right corner on each page of your site
>>Make contact forms short and easy to fill out
>>Use reviews and client testimonials to build credibility
>>Quality images and videos can help establish professionalism
>>Use compelling calls-to-action where it makes sense to get consumers to contact you now
>>Offer more than one way to be contacted besides phone, such as Live Chat and email
>>Make sure your phones are always being answered
>>Reaching contacts within 1 day increases their likelihood to convert by 49% (Source: Gleanster)
>>Track the sources that drive the most contacts and ROI, and then optimize around those ad campaigns
How many consumers contact you? Here is the link: http://www.dontleakleads.com/Marketing-Math/ to plug in your numbers. Be sure to join the movement #DontLeakLeads!
Searching on Mobile for local businesses: