turning consumers in customers
Post on 26-Jun-2015
327 Views
Preview:
DESCRIPTION
TRANSCRIPT
ReachLocalConsumers to ClientsPaul Liascos, MD ReachLocal UK
The Local Business Challenge
“Am I converting enough leads into customers?”
“I don’t know what’s working for me, so I don’t know where to invest my money”
“Am I getting enough leads?”
YOUR OBJECTIVE:
CLIENTSSTART AS CONSUMERS
YOU WANT CLIENTS?
HOW DO CONSUMERS BECOME CLIENTS?
1
3
2
THERE ARE 3 STEPS:
Passively discovered a product or service via offline advertising, signage and word-of-mouth
Checked the Yellow Pages, printed reviews, in-store information and personal recommendations
Bought the product or service often after shopping prices or getting several estimates
Told a few people about your experience and checked the mail and newspapers for sales and offers
Discover businesses as we search, surf and socialize online
Seek information about businesses on their websites, blogs, search engines, review sites, local directories and social media
Book appointments and buy on or off-line
Share our purchase experience on directories, review sites and social media. ‘Like’ the business or subscribe to newsletters to get updates and offers.
Power to the People
Identify Your Leaks
when you stand out with good, timely follow-up
In Reality Leads leak out At each stage
Ideally All visitors become leads and all leads Become customers
Where Are You Losing Leads?
when you stand out with good, timely follow-up
Customers Buy from You
Consumers Discover Businesseswhen they search, surf, and socialise online
Visitors Contact a Businesswhen they are ready to buy, or impressed with elements on your website such as offers, guarantees, range etc
Leads Choosewhen you stand out with prompt & professional follow up and they feel they can trust you
Don’t Leak Visitors
Google My Business Pages
59% of consumers use Google every month, and to locate a good local business (31% every week)
Google Listings + Organic Search account for 58% of visits to local business websites
Account for 33% of visits to local business websites
Claim & Optimise Google My Business
Source: Search Market Share
Claim & Optimise Business Listings & Review Sites
Generic Sites 50%of business owners have seen wrong information, which causes consumer frustration, on their business listings.Source: Intelligent Positioning: Google Search, SEO and
Ecommerce Statistics 2014
Optimise Search Campaigns
IDENTIFY Local Search Terms
WRITE Better Paid Search Ads
LINK to Highly Relevant Landing Pages
REALLOCATE BUDGET based on which keywords get contacts
CONSIDER Enhanced Campaigns
Extensions for Location, Phone #, Website, Sitelinks, and Offers
of UK searchersDon’t scroll pastPage one of the Search results.Source: ConstantContact Survey SMBs
Don’t Leak Contacts
Harness Leads With a Beautiful Website
Optimised for organic and paid search
Calls-to-action and conversion paths on every page [phone, form, email]
Designed to engage and convert visitors into contacts
9234 2194
Example: Before
No Clear Call to action
No Phone # at the top right
No form
No Clear Value Proposition
Example: After
Clear Call to action
Phone # at the top right
Access to details about services offered
Clear Value Proposition
(02) 9345 2034
Website Must be Responsive
Of UK consumers called the business or service after a local search on mobile device.32%Source: Google Our Online Planet
(020) 9345 2034
Answer Your Phone
Follow up With New Contacts Within An Hour
50%of consumers will choose to do business with the company that calls them back first.Source: The Short Life of Online Sales LeadsHavard Business Review
Emailing a new contact within 20 minutes boosts conversion rates by 49%Source: Marketing Charts 2012
Don’t leak Leads
Collect Contact Information & Create Lead List
Make a Good Impression on Lead Follow-up
(02) 9531 8357
Increase conversions by when using follow-up emails.930%
(020) 8104 2860
161 Hammersmith Road, London W6 8BS
Call: 020-3178-6956
Source:SocialMediaImpact.com
Nurture Leads That Aren’t yet Ready to Buy
Special offers to take next step
Send a few follow-up emails:• Why Your Business• Benefits of your products & services• Unique offerings
Businesses that nurture their leads see up to
45%More in ROI than those that don’t.10Source: MarketingSherpa
Listen to Calls to Coach & Improve Sales Skills
Track Customers’ Purchasing Paths & ROI
ReachEdge™: 3 Major Components
ReachEdge A integrated marketing system made up of a smart website, lead management software, and a mobile app that gets you more contacts and helps you turn them into customers.
Smart Website To get more leads from your traffic
Mobile AppSo you Never miss a lead and know your ROI.
Lead ManagementTo turn contacts and leads into customers.
ReachEdge™: 3 Major Components
Smart Website
• Modern clean design
• Responsive to device – mobile friendly!
• Compelling, simple proposition
• Clear call to action
• Tracks activity and conversion
• Easy to find contact information
More Leads
Lead Management
• Respond to calls and web forms as soon as you get them
• Nurture leads with emails and special offers
• Manage pipeline
• Train staff
• Resource management and planning
More Engagement
Mobile App & Reports
• Access your contacts and leads 24/7
• View performance metrics on visitors, contacts, leads, and customers
• Listen to calls and read each form and email – and reply directly from the app
• View prioritised lead list
• See results by marketing source so you know what works best
• See how well you are converting contacts into customers and revenue
More Results
The Local Business Challenge
“I am converting more leads into paying
customers”“I know which
marketing channels provide me the best
return”
“My lead volume has increased”
Follow us
reachlocal.co.uk/social
top related