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
- Get discovered
- Generate leads
- Stop leaking leads
- Drive more conversions
- Build the brand
- Increase awareness
- 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?