Archive for February, 2015

How Engaging Are Your Sign-up Forms?

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Take a moment to think about the forms you ask your visitors to fill out and submit when they visit your website or come to your store. These forms help convert those individuals from anonymous visitors to active leads you can contact regularly. To make that happen, you want people to feel encouraged to leave you with their name and information so you can remember them.

Make the offer look enticing

Leads are the lifeblood of any organization. If you want people to provide you with their contact information, you need to give them a reason to do so. Make your sign-up forms appealing. First, make the offer something desirable. Then, make the actual screen look inviting.

Desirable offers

Developing a desirable offer means understanding the people with whom you’re speaking. Carefully analyze your buyer personas and consider the type of information and material that would appeal to them. Once you develop the information you want to put behind a sign-up wall, advertise it on the parts of your site where you know those specific buyers are likely to venture. For example, mention it at the bottom of relevant blog posts or alongside product information geared toward specific customer groups. As with all content, your primary goal should be to provide high-value information.

Appealing appearance

When visitors reach your landing page, you want to make sure the offer looks appealing on the screen. Add an image or two to help them connect with the offer. It doesn’t have to be an image of the real offer. A cartoon drawing with the name of your ebook, for example, will work just fine. Use a balanced layout and enticing language to encourage people to sign up.

Make the form itself manageable

Once you’ve attracted visitors to your sign-up page, the last thing you want to do is scare them off by making the process too drawn out or complicated. Make sure the form itself doesn’t look too intimidating. The amount of information requested should be comparable to the offer you’re providing. If it’s just a basic ebook, you should only ask for basic information. If you ask for too much, people will get turned off and click away.

If you’re interested in learning more about how to entice leads, contact us today. We’d love to help you with your marketing campaign.

Date: 27th February, 2015 | Under: Design Tips, Marketing, Tips & Tricks | 1 Comment

Keep Your Existing Customers Around By Improving Engagement

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If you’re like many business professionals, you know that half the battle of growing your business is getting existing customers to stick around. When you provide your customers with outstanding customer service, some incredible things happen:

  • Customers are willing to pay more, just for your service.
  • Customers are more likely to recommend you to others.
  • You end up spending less for each conversion (it costs less to retain customers than find new ones).
  • You build customer loyalty.

In our intensely competitive modern market, you can’t afford to overlook these benefits.

The key to providing this outstanding level of service is taking the time to engage your existing customers. Too many organizations focus so much energy on attracting new customers that their existing customers feel neglected and overlooked. This can lead to feelings of resentment. Fortunately, with just a little bit of extra effort, you can keep your existing customers engaged and invested in your company. Here are a few ideas to get started.

Leverage the ‘social’ part of social media

Social media was designed to give you a platform to chat and get to know your customers on a personal level. Rather than advertising blindly to large populations, you can communicate directly to individual people and meet their needs personally. Encourage your existing customers to communicate with you on social media. You can do this in a number of different ways.

  • Invite them to ask questions about using your products or services.
  • Start fun contests that involve customers telling stories about using your products or services.
  • Respond to inquiries quickly and personally.

When you use social platforms to reach out and communicate with your customers, you show them how much you care about their experience, which resonates with both existing customers and those considering your company.

Run relevant promotions that existing customers can use

We’ve all experienced times when special promotions or discounts were made available only to new customers. Such deals often leave us feeling unappreciated and annoyed. Many customers facing such restrictions look for ways to get around them, such as switching back and forth between companies just to take advantage of the promotions. This leads to poor service and frustration for customers and does no good for the company’s reputation.

Instead of rewarding only new customers, offer your longtime customers a “loyalty” discount based on their longevity with your company. Customers will feel more appreciated and more loyal to your brand. They’ll see this simple ‘thank you’ as evidence that your company truly does value them, not just the bottom line.

Develop communications relevant to your existing customers

The more personal you can make your communications and correspondence, the more likely your customers are to respond. When people buy from your company, remember what they bought and why. Initiate messages, such as emails, asking customers about how well their needs have been met and if they have any questions about using your products or services. Ask customers for reviews and feedback, and make your requests using the name of a salesperson the customer dealt with personally.

Keeping customers engaged is an important step in encouraging them to stay with your company. When you do this successfully, you can grow your customer base and your bottom line.

Date: 24th February, 2015 | Under: Marketing, Tips & Tricks | No Comments

How to Build a Company Culture that Helps Marketing

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As managers, we all strive to develop an atmosphere of success and teamwork. When you can develop a culture that respects those in your office and encourages success, you’ll notice many immediate benefits.

  • Workers will become more motivated.
  • Employees will feel valued and know the role they play in the success of the greater organization.
  • They’ll also feel more confident handling day-to-day situations and solving problems.
  • You’ll be able to spend your time more productively, too, by not having to handle issues your employees now feel confident dealing with on their own.

When your employees feel valued and content, the impact can stretch far beyond the office walls. Happy employees present a more enthusiastic and helpful face for your brand to potential customers. Your company’s reputation for caring for its employees and its customers will spread. Referrals will grow, and your marketing efforts will have a greater impact. In short, this type of fantastic company culture can help the bottom line.

So how do you achieve this type of business-friendly dynamic in your office?

During hiring

Building a fantastic company culture begins during the hiring process. Make hires based on two main factors: skills and how well the candidate will fit with the culture you’ve created or are trying to create. Many companies focus solely on finding the person with the best qualifications, without taking into account how well that person will fit in with the rest of the team.

Ask questions during the interview that speak to the values you seek. When you’ve found a candidate that appears to work well, consider having them do a trial project with your team to see how well they get along.

Among current employees

Educate and empower your employees so they feel confident taking control of their interactions with customers. Teach them how to delight customers not by just telling them or giving presentations, but through examples and demonstrations. Build a culture that focuses on under-promising and then exceeding customers expectations at every turn. Teach employees to focus on solving problems for their customers. Develop concrete buyer personas that employees understand completely, so they can quickly gauge what customers seek when they speak with them.

At the same time, empower your employees. Let them know they’re trusted and responsible for solving problems and finding new ways to help their customers. Have clear guidelines about when employees should ask for help and when they need to come up with their own solutions. This will help employees better assist customers and solve their problems. Customers will be happier knowing they’re speaking with someone who can actually do something, rather than just relay messages.

Creating a positive culture and work environment does more than make your organization a great place to work. It can also help boost marketing efforts and improve the bottom line. By helping your employees, you’re improving the face of the brand your customers see. You might be amazed at the impact it can have on your efforts.

Date: 10th February, 2015 | Under: Marketing | No Comments

How Much Value Are You Providing Customers Online?

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Imagine you’re a student struggling to understand a difficult concept in one of your classes. A friend who aced the class last semester offers to help but ends up just regurgitating the same information you already got from your notes. Frustrated, you ask if they can give you any insight that might help you better understand the subject. “Sure,” they reply, “but that wouldn’t be fair to the rest of your class because it would make it too easy for you.”

Sound far fetched? It probably is. After all, who would show such little interest in helping their friend succeed? Yet, for many companies, that’s precisely the attitude they take with their marketing content.

How helpful is your content?

We’re all turning more and more online to learn about products and make intelligent and informed buying decisions. In response to this trend, many companies broadcast themselves as the expert and want people to turn to them.

Their content, however, is far less than helpful.

Rather than actually answer industry questions or help customers learn about their products, these companies simply repackage the same general information found elsewhere online and remain vague about the advice they give.

They’re afraid that by ‘giving away’ too much information, customers will not have a reason to hire them. In the process, they’re missing a key part of the marketing puzzle: building trust.

Instead of giving customers a reason to hire them, they’re driving them away in frustration over the lack of information they provide. Potential customers end up visiting competitors’ websites and getting the information they seek there instead. The unhelpful content meant to entice customers actually destroys opportunities to build trust and credibility.

How you can avoid this scenario

The solution to this problem is straightforward: provide valuable content. Listen to the questions that customers ask and use them to generate blog posts. Write helpful articles that will actually inform the reader and guide them in making better decisions. Use the Internet to build a reputation as an approachable leader in the industry.

Consumers today want answers and help navigating your industry. Like a student seeking help in a school subject, these customers aren’t going to stick around someone who just tells them general information they already know. To convert your customers, you need to be the helpful authority.

Date: 6th February, 2015 | Under: Marketing | No Comments

Are You Neglecting This Valuable Source of Income?

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When most people think of marketing, their minds automatically turn toward finding ways to attract new customers. In the process, they’re overlooking one key customer segment, and that could be costing them enormously.

Who is this precious group? Their existing customers.

Why existing customers are so critical

It costs an estimated 6 to 7 times more to attract new customers than to retain existing ones. Neglecting your existing customers doesn’t just waste time and money; it cuts into the bottom line, as you continually search for enough new customers to replace those who leave.

Existing customers can be excellent resources for expanding your consumer base. Customers in general are much more trusting of referrals they receive from friends and family than they are of advertising produced by a company itself. This is also true of reviews on websites and review sites. Taking the time to cultivate a fantastic customer experience will not only help encourage customers to come back, but will also lead to more referrals and positive reviews, which can increase your customer base and improve your reputation.

Encouraging customers to come back

To encourage your customers to return to you time and again, you must create a superior customer experience from the moment they first interact with your brand. Part of creating an ideal customer experience means investing in your employees. Treat your employees well and cultivate a culture that works well with the brand. Happy employees tend to present the best possible image to potential customers.

Train your employees to exceed customer expectations at every turn. This often means under-promising what they can do for the customer, then over-delivering. It means personalizing communications from the company to the person, even in a mass email. Make sure the content is relevant by segmenting email lists.

Make sure the content you develop for your website and blog is relevant and valuable to those who have already purchased from you. While much of your content will be more oriented toward potential customers you’re looking to land, you should also have some content geared toward existing customers. This content might suggest ways for them to get the most out of the products or services they’re using, offer continued education, or provide other useful information existing customers might find interesting.

In the same way, you should also be paying attention to your existing customers when it comes to promotions and deals. Too many companies focus on special sales and discounts for first time customers. This can leave existing customers feeling annoyed, overlooked, and put off. Make sure you run deals regularly for loyal customers, too, such as milestone discounts and points promotions. Such deals will help to m ake your customers feel valued.

Your existing customers can be a fantastic resource for building your business. These are the people who have already trusted you enough to do business with you, so show them how much they matter. Demonstrate you care about your customers through outstanding service, valuable content, and relevant promotions. You’ll keep more customers around, build loyalty, and see a rapid impact on your bottom line.

Date: 3rd February, 2015 | Under: Marketing | No Comments

How to Use Keywords to Get Attention

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When it comes to developing content, few buzzwords are thrown around quite as much as “keywords.” While quality content remains by far the gold standard for SEO, keywords can be very helpful for guiding search engines and those making queries on them to relevant content on your website. Of course, figuring out what keywords to focus on can be a challenge. Keywords should match the vocabulary and information sought by potential customers, while also flowing naturally within the piece. Here’s what every professional should know about finding quality keywords for their website.

Determine the keywords people use

You don’t want to use keywords you think potential customers might use. Instead, you want keywords you know are commonly used. Use resources such as Google Trends and Adwords to monitor how frequently certain keywords are used. Look at trends within your market or industry, too. If a keyword has been decreasing in usage, focus somewhere else. If usage is low but has been growing steadily over the past few months, it may be worth looking at ways to incorporate that word or phrase more prominently on your site.

Look for words that match the vocabulary of your customers

In many industries, there’s a difference between the language used by the professionals and that used by their customers. Make sure the keywords you include on your website reflect the language your customers use. If you use your industry jargon, you’re more likely to attract your competitors or others in the industry rather than potential customers.

Make sure your content answers the query

It’s always good practice to run your own searches using keywords before developing your content. This will give you a good idea about the type of content that already exists for a particular keyword or phrase. It will also help you gain insight into the type of content people expect when they type those words or phrases into the search engine.

How well does your content line up with customer expectations? Even if you are able to use a keyword naturally in your content, if you aren’t answering the questions people have, your content will rank poorly. Google and the other search engines want to present helpful, relevant content for users. If your content isn’t addressing customer needs, it will quickly find itself falling behind.

See what your customers respond to

As you develop content, keep a careful eye on the type of content most likely to attract customers to your website. Note the keywords and topics that bring the most traffic and the most conversions. This can help you hone in on what your customers are responding to the most, helping to refine your efforts and increase traffic to your website. It will also help you better understand your customers, which will help you serve them better.

Keywords can be enormous assets when it comes to catching the attention of search engines and potential customers. When you take the time to determine the right types of keywords that will best serve your business, you’ll see much greater return on your efforts. If you’re looking to develop a strong marketing campaign, contact us today to see how we can help.

Date: 1st February, 2015 | Under: Marketing, Tips & Tricks | No Comments


 

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