Bringing Personal Experiences to Life Through Advanced Marketing Automation
Bringing Science To The Art Of Marketing
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Transcript of Bringing Science To The Art Of Marketing
Bringing Science To The Art Of Marketing
15 Ways To Increase Leads
@ReachLocalAu
Paul LiascosGeneral Manager - Sales
ReachLocal Australia
Speakers
YOUR OBJECTIVE:
Clients Start As Consumers….
YOU WANT CLIENTS?
HOW DO CONSUMERS BECOME CLIENTS?
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3
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THERE ARE 3 STEPS:
Don’t Leak Leads
Saving Customers One Lead At A Time
Where Are You Losing Leads?
Prospects Discover Youwhen they search, surf and socialise 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
Identify Your Leaks
In Reality Leads leak out At each stage
Ideally All visitors become leads and all leads Become customers
To Increase Leads
15 WAYS
DON’T LOSE VISITORS
Claim & Optimise Business Listings & Review Sites 1
Google Listings + Organic Search account for 58% of visits to local business websites
50%of business owners have seen wrong information, which causes consumer frustration, on their business listings.1
Include Tracking Phone Numbers & Website in Offline ads#32
Half the money I spend on advertising is wasted; the trouble is I don’t know which half. John Wanamaker, Department Store Innovator
02 8235 9364
#63 Advertise on all Major Search Engines
7.1%of Internet users use Bing or Yahoo! to search online.2
Optimise all Search CampaignsIDENTIFY Local Search Terms
WRITE Better Paid Search Ads
LINK to Highly Relevant Landing Pages
REALLOCATE BUDGET daily based on which keywords get clicks & calls
CONSIDER Enhanced Campaigns Extensions for Location, Phone #, Website, Sitelinks, and Offers
Set up & Actively Manage Social Media Profiles & Respond to Questions
#84
of consumers require up to 5 reviews and 29% need 6 or more before deciding to purchase.5
66%
Actively Request Positive Reviews from Happy Customers
Follow-up Survey
Follow-up email within 24 hours
Create Relevant Content That Gets You to the Top of Search Results PAGE 1
PAGE 2
#75
of searchers don’t scroll past page one of the search results.485%
Example: Blog Post, Facebook & Twitter
Craft a magnetic headline
Open with a bang
Use persuasive words
Insert killer bullet points
Create exquisite subheads
Keep attention with internal cliffhangers or relatable examples
Choose an arresting image
Be authentic
Use Display Advertising to be discovered more online#1
06
DISPLAY ADVERTISING on the top sites where consumers are searching most, will raise awareness for your brand & help to keep it top-of-mind.
News
YourDispla
yAd
YourDispla
yAd
YourDisplay
Ad
DON’T LOSE CONTACTS
Use Site Retargeting to Remind Past Website Visitors About Your Business
#107
RETARGETING is an effective way to keep your institution top of mind after they leave your website without converting.
Harness Leads With a Beautiful Website8
Phone number in upper right corner
Calls-to-action and conversion paths on every page [phone, form, email]
List call to action, clear value prop & products / services 88%
of consumers are less likely to return to a website after a bad user experience.6
9234 2194
Example: Before
No Clear Call to action
No Phone # at the top right
No form
No Clear Value Prop
Example: After
Clear Call to action
Phone # at the top right
Value proposition
Access to details about services offered
(02) 9345 2034
Dynamic Landing Pages to Boost ad Conversions9
1300 120 284
Website Must be Mobile FriendlyMake it easy for contacts to call you from your mobile site
10
of mobile searchers trigger quick follow up actions - without a mobile friendlysite advertisers may be missing out.8
73%
(02) 9345 2034
(02) 9345 2034
(02) 9345 2034Pickens Technical College
Serving Sydney, NSWEnroll Now!
(02) 9345 2034168 Walker Street
North Sydney NSW 2060
Offer Additional Contact Methods10 Live Chat Social ChannelsEmail Forms
ReceptionChat with: Visitor, Nicole
Nicole: Would you like to speak with an Sales Coordinator using our Call Connect feature?
9
(02) 9401 3852
Example: Live Chat
1300 120 284
Timely Follow-Up11 100x
greater chance of reaching a lead when calling back in the first 5 mins vs. first 30mins.10
Answer your phone or have a call-system service set up
Call back new contacts or leads within an hour
Reply to web forms & emails within an hour
Check all phone numbers, web forms & email addresses are active
Responding to a lead in the first five minutes vs the first 30 produces a 21 times greater chance of converting your lead.
21X.11
Collect Contact Information & Create Lead List1
2
(02) 9254 9287
(02) 9234 1047
(03) 3029 5029
(02) 8204 0238
(08) 2309 0384
Make a Good Impression on Lead Follow-up
(02) 9531 8357
Increase conversions by when using follow-up emails.1230%
(02) 8104 2860
835 Pacific Highway Sydney, 2000Call: (02) 9531 8357
Special offers to take next step
Send a few follow-up emails:• Why Your Business• Benefits of your products & services• Unique offerings
Nurture Leads That Aren’t yet Ready to Buy1
3Businesses that use marketing automation experience a
451%increase in qualified leads.13
Admissions Coordinator(02) 9531 8357
Example: Lead Nurturing
(02) 9531 8357
Listen to Calls to Coach & Improve Sales Skills, + GET ALL DETAILS REQUIRED1
4
Track Customers’ Purchasing Paths & ROI1
5
Fixing The Funnel
30%of contacts are active leads interested in your products or services
30%of leads convert into customers
1,000 Contacts
300 Leads
90 Customers
50,000 Visitors2.0%of visitors contact you [phone, form, email]
Conta
ctC
hoose
Small changesmake a BIG impact on increasing your Customers
Dis
cover
http://www.dontleakleads.com.au/marketing-math/
Follow Us
ReachSource Central
reachlocal.com.au/social
Ebooks
Subscribe & Download: http://www.reachlocal-ebook.com.au
Resources1. Yellow Advertising
http://www.yellowadvertising.com.au/knowledge/articles/thesorrystateofsmallbusinesswebsites.html
2. Ad News http://www.adnews.com.au/adnews/mi9-takes-on-mighty-google-with-bing-ads
3. Digiocial http://digiocial.com/2013/05/state-of-australian-social-media-2013-infographic
4. ABC http://www.abc.net.au/unleashed/2853892.html
5. Sensis http://about.sensis.com.au/IgnitionSuite/uploads/docs/Yellow%20Pages%20Social%20Media%20Report_F.PDF
6. CIO http://www.cio.com.au/article/462542/corporate_website_performance_stuck_1990s_survey/
7. ReachLocal internal Data
8. Big Egg Media http://bigeggmedia.com.au/blog/website-design-development/6-aspects-to-keep-your-business-website-fresh/
9. ReachLocal Internal Data
10. Jack Media http://www.jackmedia.com/lead-response
11. Jack Media http://www.jackmedia.com/lead-response
12. ReachLocal Internal Data
13. LoadTech http://loadedtech.com.au/services/marketing-automation/