Dana's presentation, "Search, Social, & Mobile Marketing for Business Brokers" fits nicely in with the theme of the CABB Annual Productivity Conference, since past participants value the unique opportunity to network, share information with one another, and re-invigorate.
She's invited to talk on Friday March 22nd at the Embassy Suites in Napa California. It's a true pleasure for Dana to share with the business community and where better than Napa?
Dana Chen Fischer is the president of NetEdge Marketing and is a certified advanced Internet marketing consultant. In her work as an Internet consultant, Dana's focus is to help small to midsize companies leverage their website to generate sales leads and increase revenues.
Dana frequently speaks to business conferences, companies and organizations such as Silicon Valley SCORE, San Jose State University, Key Point Credit Union, National Association of Women Business Owners (NAWBO), and Construction Finance Management Association (CFMA), California Business Broker Association (CABB) on the key benefits of digital marketing.
Conversion rate is easy to understand for eCommerce site. If there are 100 visitors came to the website, there are 10 purchases, then you get 10% conversion rate.
What if your website is for product or services that the deals are normally closed offline? That means your website conversion goal could be one of the followings:
Capture the lead by asking them to fill out a form
Download your Video/Apps/Whitepaper
Sign up your event/seminars/subscriptions
Get calls from the prospect buyers.
We’d like to share the top 5 things you can do to improve your online conversion rate.
Images & Video: Pictures worth thousand words, if possible consider adding a video to the page. Carefully select images that complement the site’s content. Using effective imagery contributes significantly to keeping your visitors on the site and improving your website’s bounce rate. Similarly, color affects behavior, so choose the right color palette to portray your product and service in the right light. Remember, this is about the user experience, not yours!
Page layout: Think if your target audience and the different personas you are trying to attract. Consider how they will look at the information on your site and identify your trigger points to ensure they will be attracted to your page.
Visible Phone number & lead capture form: Avoid making a visitor search through your site for a phone number. By simply adding your phone number or a small contact form on every page makes it easy for your visitors to contact you. This is simple, but can get you outstanding results.
Clear, concise content: Remember, website visitors are not book readers. Typically, your visitors will scan the pages. So develop content that is straight to the point! Incorporate effective titles and point form notes to promote higher readership.
Call-to-action: Web users are all behavior driven. If you’d like them to call you, you need to say so. If you’d like them to fill out the form, you need to tell them what they are getting if they fill it out, and when you will get back to them. It’s one of the most important factor contribute to the conversion rate..
The integration of social media into your email marketing campaign provides a promising opportunity for your business to perform even better in your niche. But before diving into a strategy to integrate social media into your email marketing, see to it that you are doing the best practices when it comes to email marketing. Social integration is not going to propel email results to its optimum potential if your email campaigns are poorly written and designed.
In this article, we are going back to email marketing basics. Let us discuss some email marketing guidelines:
Build a clean database – your list of email recipients or addresses makes the building blocks for an effective email marketing campaign. The success of your email marketing greatly depends on how clean is your database of email addresses. When we say clean, the list must [a] include email addresses in use [b] target your niche market [c] free from dummy accounts. This task perhaps can take a chunk of your time but this is definitely attainable.
Keep your email personal – studies suggest that personalized emails are far more effective than the general ones. The idea is, when you do it in a more personal approach, the recipient feels that the email you send is really meant for him/her. Addressing your recipients with their names is far better than “Dear costumer” or “Dear friend”.
Compose a catchy subject line – when you send emails, the subject is what your recipients first see in their inbox. Therefore it is really important that you write a more compelling subject or else your recipients put it to trash.
Educate and captivate – there is no need to make a hard-selling email. Instead, make it informative as expected by your recipient. Remember that they subscribe because they want to receive information useful to them – stick to their expectations. This is a way of building reputation.
Design your email accessible to mobile – the use of mobile phone particularly smart phones is exponentially growing – an indispensable asset for both personal and corporate productivity. This is what we call expanding your business horizon. The wider the market you reach, the bigger the chance for more return on investments.
Lead nurturing earns your prospects’ interest and trust over a period of time, especially for a more expensive or hard-to-define product or service. You’re not selling -- you’re giving out useful information that encourages your leads to rely on you as an expert in your field. Then when they’re ready to buy, they’ll buy from you. It's farming, not hunting. Just as a farmer plants seeds and nurtures them as the grow, you stay in touch with your prospects as they learn more and more about your services and gradually become ready to make a buying decision.
Let’s use a chiropractic office as an example. Many prospective patients don't even know what a chiropractor really does, and they have tons of questions and concerns: "How do I tell a good chiropractor from a so-so chiropractor? Is chiropractic right for my condition? Does it make sense financially?" They're much more likely to go with the chiropractor who addresses their questions with helpful bits of information spread out across a series of communications -- say, one day after the initial contact, then five days, then a week, then two weeks. Along the way, the chiropractor builds trust by sharing his expertise and positions himself as the logical choice when it's time to make that first appointment.
This kind of lead nurturing pays off in the business-to-business sector too. If, say, a bank distributes regular “state of the industry” blurbs to the businesses it serves or works alongside, it solidifies its position as the trusted advisor for financial information.
Whether you’re B2B (Business to Business) or B2C (Business to Consumer), however, bear in mind that you don’t just take your leads and throw them into a generic series of emails(it's one of the most deadly mistakes for many email marketing campaigns). You want to craft a series of responses that address where they are in the decision-making process.
If they’ve just begun to shop, for instance, you may want to present general industry information about how to select the right company for their needs. Then as they stick with you as leads you can gradually offer more direct information about your own company -- again, not to sell but to add value and strengthen their feeling that they know and trust you.
Nurture your leads, and eventually they will nurture your profits!