25 Ways to Get More Customers by Todd Ebert
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Transcript of 25 Ways to Get More Customers by Todd Ebert
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To Get More Customers Online
25 MarketingTips & Tricks
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Todd EbertChief Marketing Officer
@ReachLocal
@ToddEbert
#SFSmallBizExpo
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YOUR OBJECTIVE:
CUSTOMERSSTART AS CONSUMERS
YOU WANT CUSTOMERS
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Prospects Discover Youas they search, surf and socialize online and then click to visit
Leads Contact Youwhen they are impressed with your website
Customers Choose Youwhen you stand out with good, timely follow-up
Marketing 101Refresher
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Do You Close 100% of Your Visitors?
In RealityPotential customers leak out of your sales funnel at each stage
IdeallyALL ad views turn into site visits
ALL site visits become leads ALL leads become customers
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• Circle line pic of DLL
Don’t Leak Leads
www.DontLeakLeads.com
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GET MORE VISITORS
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Claim & Optimize Google+ Local1Accounts 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
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Claim & Optimize Local Listings & Review Sites
50%of business owners have found wrong information on their business listings, which causes consumer frustration.2
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…and 50+ others
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…and Don’t Forget Industry’s Sites, Too!
Education Legal Automotive Home Services
Real Estate Healthcare
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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
3555.666.8888
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Advertise on ALL Major Search Engines
35%of Searchers don’t use Google.3
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Always Advertise on Your Business Name5
YOUR BUSINESS
COMPETITOR
COMPETITOR
YOUR BUSINESS
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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
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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 campaignsExtensions for location, phone #, website, sitelinks, and offers
653%of SMBs only optimize their search campaigns 1x per quarter.4
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Check Your Social Media Pages Daily7
of consumers who contact a brand on social media expect a response within 1 hour.5
42%
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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.
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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
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10People who are retargeted with display ads are
more likely to convert.7
70%
Stay in Front of People Who Leave
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CAPTURE MORE CONTACTS
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Wow Visitors With a Beautiful Website1
1of consumers will leave a website if it is poorly designed.8
85%
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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%
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Make Your Website Mobile13
of consumers looking for local products or services search on mobile first.10
45%
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Use Custom Landing Pages for Ads14
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Check All Contact Info is Active & Accurate
Delivery to the following recipient failed permanently:[email protected]
We’re Sorry, something went wrong with request. Please try again later.
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CHECK your website, email forms, and directory listings regularly to keep them up-to-date
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Live Chat Social ChannelsWeb Forms
Free ConsultationChat 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%
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Answer Your Damn Phone17
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…at Minimum Call Back Within an Hour1
8 50%of consumers will choose to do business with the company that calls them back first.12
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Reply to Forms / Emails Within an Hour1
9 A visitor contacts you1
You reply within an hour
2
$$$
You generate more revenue
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Emailing a new contact within 20 minutes boosts conversion rates by49%.14
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Collect Contact Info & Build Lead List2
0May I get your email
address, please?
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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%
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CONVERT MORE CUSTOMERS
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Listen to Calls & Coach Your Staff22
Call recording systems make this easy
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Nurture Those Not Ready to Buy23
Businesses that nurture their leads see up to more in ROI than those that don’t.15
45%
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Track Lead Sources & ROI…24
Where do your leads really come from?
Which sources get you the best ROI?
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…Use This Info to Adjust Your Tactics2
5WEBSITEOFFLINE
DISPLAY / RETARGETING SEOSOCIAL
SEARCH
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Follow Us: reachlocal.com/social
1. Fill out postcard
2. Bring to booth 114
Get Ebook + Enter to Win GoPro Camera!
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Resources1. 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