25 Tips & Tricks to Get More Customers Online

1 @TMonhollon #BostonSmallBizExpo

To Get More Customers Online

25 MarketingTips & Tricks


Tiffany MonhollonDirector of Content Marketing

@ReachLocal

@TMonhollon

#BostonSmallBizExpo


YOUR OBJECTIVE:

CUSTOMERSSTART AS CONSUMERS

YOU WANT CUSTOMERS


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 101 Refresher


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


• Circle line pic of DLL

Don’t Leak Leads

www.DontLeakLeads.com


GET MORE VISITORS


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


Claim & Optimize Local Listings & Review Sites

50%of business owners have found wrong information on their business listings, which causes consumer frustration.2

2

…and 50+ others



…and Don’t Forget Your Industry’s Sites, Too!

Education Legal Automotive Home Services

Real Estate Healthcare


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


Advertise on ALL Major Search Engines

35%of searchers don’t use Google.3

4


Always Advertise on Your Business Name5

YOUR BUSINESS

COMPETITOR

COMPETITOR

YOUR BUSINESS


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




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


Check Your Social Media Pages Daily7

of consumers who contact a brand on social media expect a response within 1 hour.5

42%


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.


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

9


10People who are retargeted with display ads are

more likely to convert.7

70%

Stay in Front of Lost Consumers


CAPTURE MORE CONTACTS


Wow Visitors With a Beautiful Website1

1of consumers will leave a website if it is poorly designed.8

85%


12

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%


Make Your Website Mobile13

of consumers looking for local products or services search on mobile first.10

45%


Use Custom Landing Pages for Ads14


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.

15

CHECK your website, email forms, and directory listings regularly to keep them up-to-date


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%


Answer Your Damn Phone17


…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


Reply to Forms / Emails Within an Hour1

9 A visitor contacts you1

You reply within an hour

2

$$$

You generate more revenue

3

Emailing a new contact within 20 minutes boosts conversion rates by49%.14


Collect Contact Info & Build Lead List2

0May I get your email

address, please?


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%


CONVERT MORE CUSTOMERS


Listen to Calls & Coach Your Staff22

Call recording systems make this easy


Nurture Those Not Ready to Buy23

Businesses that nurture their leads see up to more in ROI than those that don’t.15

45%


Track Lead Sources & ROI…24

Where do your leads really come from?

Which sources get you the best ROI?


…Use This Info to Adjust Your Tactics2

5WEBSITEOFFLINE

DISPLAY / RETARGETING SEOSOCIAL

SEARCH


Follow Us: reachlocal.com/social

1. Fill out postcard

2. Bring to Booth #700

Get Ebook + Enter to Win GoPro Camera!


ReachLocal At A Glance


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



http://searchengineland.com/survey-half-of-small-businesses-never-update-their-listings-online-147459

http://www.comscore.com/Insights/Press_Releases/2013/5/comScore_Releases_April_2013_US_%20Search_Engine_Rankings

http://www.wordstream.com/blog/ws/2013/10/09/free-adwords

http://www.wordstream.com/blog/ws/2013/10/09/free-adwords

http://socialhabit.com/uncategorized/customer-service-expectations/attachment/slide1/

http://www.zendesk.com/resources/customer-service-and-lifetime-customer-value

http://b2b-marketing-mentor.softwareadvice.com/5-lessons-learned-in-site-retargeting-1120412/

http://www.onlinemarketinginstitute.org/blog/2013/05/importance-website-usability/

http://socialhabit.com/uncategorized/customer-service-expectations/attachment/slide1/

http://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/




http://www.insidesales.com/insider/lead-management/lead-response-management-infographic/

http://www.marketingcharts.com/wp/direct/calling-new-leads-in-under-a-minute-boosts-conversion-rates-by-391-24755/

http://www.marketingsherpa.com/data/public/reports/special-reports/SR-A-Tactical-Approach-to-%20Content-Marketing.pdf

Small Business & Entrepreneurship

25 Tips & Tricks to Get More Customers Online