Trust is The First Step in Sales
Most consumers use search engines to find products and services, whereas TV, Print ads and Radio have fallen from their once lofty positions as advertising giants. The content on your website is how you communicate with your customers and prospects, the final destination for paid advertising you are doing, AND is your sales brochure. How people find goods and services today is from online sources to a large degree.
Website visitors make buying decisions based on perception. This is heavily influenced by the frame of mind the visitor is in when they arrive at your site and how your website looks to them. Frame of mind is influenced by what they’ve seen previously, especially online reviews they’ve read before visiting your site.
Influence and Perception
There is a lot you can do to influence a persons attitude before they arrive on your site. Obviously you want to look your best and project a positive impression. Show your best work, write compelling content and point out good reviews your customers have written so these visitors will feel you are the company they want to deal with.
Trust plays a big role when people are searching for your service. If they can find proof that others have had a favorable experience with your company, chances are good they will pick up the phone and take that desired action. If they find negative reviews or no reviews at all when in the research stage, it’s as if your business is irrelevant to them. There is no longer any incentive to consider your offer.
If they decide to keep looking, you’ve lost the opportunity – unaware it even existed. Lost potential is hard to measure, so turning that around becomes an all important part of your marketing efforts, once identified.
As you realize how important your online reputation is, the question we often hear is “how is that accomplished?” Building an online reputation must be done organically, no fake reviews or bribery allowed. It needs to be initiated from your office as part of your regular business practice.
Here’s where we come in. Our reviews marketing system is integrated into your day to day operations and presented to your customers as part of your service. Once everything is set up and installed we display streaming reviews on your site in real time. Here is an example of a full page review widget. Watch the right hand video above to see how it can be used in the field or office.
When someone is on your website considering your offer, they must be convinced this is what they’ve been looking for. Converting a prospect into a customer is the end game for every business and the only reason we advertise. If you are fortunate with enough word of mouth business that advertising is unnecessary, then this next statement will be irrelevant. Advertising is a necessity every successful business budgets for.
Every advertising dollar spent needs to work towards that all important conversion. It’s possible to be number one in the search engines, getting 40% of all the traffic, but without a robust conversion factor most of that traffic bounces away, never to be seen again. In fact, many websites see 90% or more of their visitors moving on to see what else they can find.
The reason there is competition in any given industry is because of potential business. Without that potential, your business would not exist! An interesting thing to consider is how much competition there is in your industry and then what percentage you currently get. If you could increase conversions from your existing website traffic, sales would increase quite a bit.
How To Improve Conversions
With so many people leaving your site denying you the opportunity to interact, something needs to change. The answer is three fold.
- Build a new customer data base
- Deliver personalized content based on individual preferences
- Market to your past customers
Well over 90% of all marketing managers focus on bringing in new business. While this is intuitively correct, it is a flawed approach. The most expensive customer is the first time customer. When you deal with someone a second time (or repeatedly) the cost of acquisition drops. Done right, this establishes a financial foundation that can be relied on for growth, to hire more staff, expand into new markets, set up an exit strategy, and so on.
If you are poised to expand, improving conversions is the most cost effective way to do that. Even if you have not experienced any real growth lately, improving conversions is by far the most effective strategy you can implement, bar none!
Once conversions are handled it’s time to look at attracting more new business.
There are many ways to advertise online, good, better and best. We focus on what we believe to be the most effective advertising medium for a local business – local display advertising. We have the ability to serve graphic ads within specified perimeters, there-by conserving ad spend by not displaying banner views outside your service area. Re-targeting is included in our display ad system to further improve ROI. There is also a split test option which gradually improves ROI over time.
Add up all the parts and you realize you have a winning combination of elements that deliver a targeted audience to an on-site lead capture system using “top of mind marketing” to sell more business than was ever before possible.
People will search your company name on a recommendation or to research things like reputation. When online branding is done correctly, searches display results with up to six indented pages in a box formation under the main URL. To lock things down we make sure the entire first page is blanketed with business profiles, social properties, reputation listings and videos covering ten or more results, depending on the competition.
Author: Dwain Berlin