Turning Leads Into Customers With an Email Autoresponder

Today’s Guest Post is by Jack Reamer – Enjoy!

Imagine if your marketing ran on autopilot…

You could sit back, kick your feet up and watch your sales go through the roof.

You could grow your business (and take that much-needed vacation) without worrying about how you’ll get your next customer.

Sounds good, right?

Now, you know that marketing isn’t that easy. But a good email autoresponder can bring you new customers like clockwork – even when you’re not working.

What is an email autoresponder?

An autoresponder is an automated series of emails that gives your leads value, draws them closer to your brand and eventually makes them buy what you’re selling.

Basically, it puts your email marketing on autopilot.

How can your business sell with an autoresponder?

Photo credit: Banquet hall via flickr (license)

Photo credit: Banquet hall via flickr (license)

Picture yourself in a 10,000 square foot banquet hall that’s packed with your potential customers.

You’re holding a microphone, and your potential customers are waiting to hear your best sales pitch. What would you say? What would you want them to know before they made a buying decision?

Those are your selling points. And as long as you have your lead’s attention, your email autoresponder can deliver your selling points just like this fictional banquet hall sales pitch.

You need to know two things to sell with an email autoresponder:

  1. What do your leads care about?
  2. What are your selling points?

If your autoresponder messages are about things your leads care about, they will open and read your emails. So earn their attention by sending emails that will help your leads solve a problem or reach a goal.

Then how do you sell? Easy. Just connect one of your selling points to each email.

Let’s look at an example:

Let’s say you’re a bookkeeping company that wants to turn your leads into customers with an autoresponder.

Your leads are busy small business owners who care about saving time running their business. And one of your selling points is you can save business owners one hour a week by doing their bookkeeping.

An email that would work well in your autoresponder is:

“How any business owner can save 5 hours this week”

Then, inside that email, give five time-saving tips for small business owners.

Make sure one of the tips talks about hiring a bookkeeper to instantly save 1 hour every week. (Include a link back to your website so your leads can click to learn more about your bookkeeping service.)

Why does this email work well?

  • It’s a topic your leads care about so it will get opened.
  • You provide five helpful tips so it will get read.
  • You tie your selling point to the email so your leads can click for more details.

Three email ideas for an autoresponder that sells:

1) Welcome Email

Use this email to get your leads to look forward to future emails (by telling them what’s coming up) and to ask, “what are you struggling with?” so you know exactly what your leads need help with.

2) Problem Solver

Help them solve a problem they’re struggling with. (Just make sure the problem relates to your business.) Give your leads helpful tips to establish your credibility and to prove you’re an expert.

3) Case Study

Talk about a past customer’s problems (and how you helped them solve it), so it’s helpful to your leads. Make sure to provide insights with this case study, but don’t forget to include a testimonial.

Have any questions about selling with email? Leave them in the comments, and I’ll answer each one.

Jack ReamerJack Reamer is an email marketing expert who specializes in helping B2B companies turn leads into customers with helpful & engaging emails. Jack shares actionable email marketing insights on his blog emailsthatsell.com. Want to bring in more sales with your emails? Click here to learn the four biggest mistakes business owners make with email marketing (and how to avoid them.)

How to Determine When A Lead Is Sales-Ready

Today’s Guest Post is by Ellen Gomes – Enjoy! 

Relay runners know that the exchanges make or break a race. The same is true for businesses of all sizes. Whether you’re an enterprise industry with huge marketing and sales teams or a small business owner piecing everything together yourself, figuring out when a lead is ready to buy can be tricky business with potentially serious consequences.

Leading scoring is how successful business of all sizes “practice” the exchange. It is a key element to lead nurturing that helps companies determine whether prospects need to be fast-tracked to sales or nurtured further. There are four basic dimensions to lead scoring:

1. Lead Fit
2. Lead Interest
3. Lead Behavior
4. Buying Stage

Each dimension will help you assign a number value to actions and characteristics that create a “score” for each lead. All you have to do then is determine what score makes him qualified for a sales contact.

Lead Fit

Scoring lead fit means collecting some data on your prospect. You can collect data with online forms for gated content or registrations.

  •  Demographics—This consists of information on the lead himself, such as his job title, years of experience, etc.
  •  Firmographics—This is information you want to capture about organizations, like the company size, revenue, and locations served.
  •  Budget, Authority, Need, Time (BANT)—This is more advanced qualification, but can tell you where the lead is in the buying journey by collecting information on her budget, purchasing timeline, etc.

Calculating an initial lead fit score will help you focus on those who might actually become sales.

Lead Interest

Determining lead interest involves monitoring a prospect’s interest in, and interaction with, your content and networks. This score will tell you how interested someone is in your brand, in addition to your information. Monitor behaviors like email opens and click-throughs, social media engagement, and downloads.

Lead Behavior

Monitoring lead behavior starts to move beyond determining if a lead is a good fit, to determining where she is on the buying journey. These scores are developed and honed over time, but if you know your audience and your industry, you can put together a strong initial estimate.

Consider which behaviors and online activities tend to correlate with leads which eventually become customers. Those are “active behaviors,” and should come with high scores. Conversely, “latent behaviors”—like early-stage content and blog posts—earn much lower scores.

Buying Stage

Determining a lead’s buying stage is the final touch to pinpointing where he is on the buying journey. One simple way to structure and score the buying stage is to align it with a traditional sales funnel.

Untitled

  •  Early Stage—A person who is aware of your business but may or may not ever become a qualified lead. She will read blog posts, download infographics, and share funny videos.
  •  Mid Stage—This is when a person becomes a lead. He has engaged with your content over time, and displayed some of the usual buying behavior. He has moved on to content like buying guides and ROI calculators. He may have contacted you for more specific information.
  •  Late Stage—These are qualified leads that would either pass to sales or start receiving content like pricing, demos, and discount offers.

Once you establish criteria for your buying stages, it will be much easier to score leads and get an objective perspective on where they are on the buying journey.

Lead Nurturing Means Lead Scoring

Businesses that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost, and the metric for effective lead nurturing is a strategic lead scoring system. This process can help SMBs from the start, and scale as the business grows into an enterprise.

If you don’t have a system in place for scoring leads, it’s never too soon or too late to start, and no business is too big or too small. Start at the top by identifying some of the simple lead fit data points that characterize your target audience, and then score your current leads against them. Before you know it, you’ll be nurturing more effectively, timing sales calls perfectly, and closing more business.

Author: Ellen Gomes is a Content Marketing Specialist at Marketo and co-author of The Definitive Guide to Lead Nurturing—a newly released eBook that offers unique insights, and practical lessons for nurturing leads like the pros.

Using Social Media to Generate Sales Leads

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Jane Smith – Enjoy!

Hand over keyboard

photo credit: Free Images

If you’re looking to generate sale leads successfully, you need to go where the people are. And currently, everybody seems to be on social media. At first glance, social media looks like a place for friends and family members to share pictures of their daily outings – which is true to some degree – as social media is about connecting people digitally through conversation.

With the average Facebook user spending 6.35 hours a month on the social platform, and 260 million active users on Twitter, you cannot afford to avoid social media. Businesses are investing a lot of money and time into their social media strategy. On the other hand, smaller businesses cannot afford to budget marketing and finding leads through social media is overwhelming.

If this sounds like your business, stop putting your head in the sand and find those sale leads through social media by following these four simple steps:

Know your audience

People join social networking websites to socialise. They don’t want to be bombarded with advertisements. Advertisements belong in magazines and not on social media. You should treat your social media accounts like you would your mailing list. Be personal, be engaging and be human. Always remember to reply to customer comments.

Give them what they want

You know who your prospective customers are but they don’t know about you. Why should they come to you? Be interesting, be entertaining and be informative with your content. Be reliable, be dependable and don’t ask for anything in return. Soon your prospective customers will find you.

Become the go-to person

You should have an integrated blog on your website. You should be addressing current issues that your customers are facing, updates on your business and daily ramblings. You should be sharing these posts on social media. People are quick to dismiss the brands that they believe will not deliver the services they require. By becoming the go-to person in your industry, you will attract more customers and strengthen existing relationships.

Utilise multiple channels

It is worth knowing that the most popular networking websites are: Facebook, Twitter, YouTube, LinkedIn, Google+ and Pinterest. Each social media channel boasts their own community. You should adapt your long-term plan to each community accordingly. Have a clear focus, be consistent and prove your expertise. Utilise multiple channels and cross promote. Nonetheless it is better to be actively involved with one or two social channels, than to be spread thinly with no given direction on them all.

Measure your success

There are many free tools to monitor your social media engagement but they do not tell you if people clicked through to your website. Google Analytics is a great tool for learning about your customers. You can see how many people have visited your website through social media. Learn what works for your audience and what doesn’t. By consuming this data you can work to making your social media a triumph.

Finally

Studies show that 70% of businesses generate leads on social media. Productively use social media and your business will see an increase of brand awareness, website traffic and conversation. Follow the above steps and advance your business by attracting more customers and strengthening existing business relationships.

Jane Smith, AllDayPA

Jane writes for alldayPA, a telephone answering service offering business a bespoke call handling service 24 hours a day, 365 days a year.

 

4 Steps to Leveraging Your Network to Build Your Business

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Jonathan Greechan– Enjoy!

Networking doesn’t have to be about luck, but most people I work with treat it that way. Like any marketing endeavor, some simple planning can greatly increase your chances of success. As Sun Tzu famously said, “Most battles are won before they are fought.”

Unlock the potential of your network to grow your business by following the simple, step-by-step plan below;

1. Define your Goals

Networking takes time, so any business goal that needs to be met within 3 months through networking is usually unrealistic. Therefore, list out two primary goals for the next 3 – 6 months, and then two secondary goals that you foresee being a priority in the 6 – 12 month range.

2. Identify your Targets

photo credit: Bogdan Suditu via photopin cc

photo credit: Bogdan Suditu via photopin cc

You don’t target a company – you target a person. Go narrow and deep (versus wide and broad), and find out who makes the purchasing or partnership decisions at the companies you are targeting. You can usually find this information by checking the speaker roster (and topics) from industry events, corporate press releases, and LinkedIn.

3. Identify Your “Strategic Contacts”

With the prevalence of social media, there is almost no excuse for a cold-call or cold-email anymore. As Mark Suster, a prominent venture capitalist, put it very aptly at my Founder Showcase event, “in the era of social networks, if you can’t figure out how to get access to a venture capitalist, hang up your cleats now. You don’t pass the IQ test.”

“Strategic Contacts” are contacts who can provide introductions to your targets, and creating a list of them is easy with LinkedIn’s “Advanced Search Tools”. Here are some things to keep in mind;

  • Scroll through the contacts of the people who come up in your searches – you’ll often discover positions and companies you didn’t know existed.
  • Once you’ve found a search that works best, be sure to “Save This Search” so you can use it in the future.
  • Use LinkedIn for research, but not for contacting. “InMail” and LinkedIn referral requests have become so bogged down by recruiters that most well connected people I know find them un-usable.

4. Email your Strategic Contacts

Now that you have your list of strategic contacts, it’s time to start your outreach via email, which should come in two parts.

Email 1: Create Value

One of my favorite rules of marketing is to always provide value before asking for it in return. This is doubly true for networking, and it does not even have to require a lot of effort – just a small “out of the blue” gesture to a strategic contact can pay large dividends.

For example:

  • Provide an unsolicited intro to somebody in the same industry (“… you two seem like you would have a lot to talk about.”)
  • Send a link to an interesting article about their industry (“… thought this article was interesting. You’ve been in the industry for a while – do you agree with the author?”)
  • A simple check-in (“… Yesterday I randomly thought about that event we both attended in ‘09, and how funny that emcee was. How are things going with you?  Everything well?”)

Whatever you do, just provide value, respond quickly, and keep the conversation going.

Email 2: The Ask

After you have provided value and some time has passed, it is time to ask your contact for an introduction to your target.

Keep the communication within the previous email stream, and send a simple two-sentence email;

  1. One sentence on your company, and what you are looking for.
  2. One sentence on the intro, which includes a mechanism to make the intro feel natural.

For example:

“[MY COMPANY NAME] is an app that connects parents and family-friendly events, and we’re looking for angel investors interested in mobile B2C apps to close out our seed round. I was hoping you could provide a quick intro to [YOUR TARGET] – she has invested in both parent-focused and event-focused apps, so I think we may fit nicely into her strategy.”

Closing Note

Networking is not a “one-off activity”, but if you follow the steps above, you can start leveraging your contacts to help build your business NOW.

Jonathan_Greechan_headshotJonathan Greechan is a Partner and the Head of Marketing at the Founder Institute – an entrepreneur training and startup launch program that has helped launch over 1250 tech companies across 6 continents. In addition, he is a Partner at TheFunded.com, and the Executive Producer of the Founder Showcase, a leading startup event in Silicon Valley. Jonathan has been heavily involved in startups and online marketing since 2004, and has advised hundreds of technology companies. Follow him on Twitter at @jonnystartup.

 

Five Selling Mistakes that Cost You Marketing Dollars

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Mike Montague– Enjoy!

sales-mistakesMost businesses these days seem to take a sales or marketing approach to business development instead of a sales AND marketing approach. These common mistakes in sales can cost you marketing dollars and a lot of revenue from potential sales. If you are looking for a better return on your marketing budget, you might try looking at your sales department.

You don’t tightly target your prospects.

When business is slow, the temptation to tell your story to whomever will listen is great.  Instead, be choosy about the people to whom you “tell your story.”  Use your existing customer base to identify the characteristics of your best customers.  With that information, have the sales and marketing departments sit down together and develop a profile of your “ideal” customer.  Then, search out prospects that most closely fit the profile.  You may meet with fewer people, but you’ll close more sales.

You’re not sufficiently selective about the prospects with whom you meet.

Expressing an “interest” in your product or service is not a strong enough reason to schedule an appointment with a potential prospect. If prospects’ “interests” aren’t backed by recognized needs or desires for your product or service – now or in the immediate future – then there’s no compelling reasons to meet with them.  Find out why prospects are interested and what trigger event sparked their interest before you schedule sales appointments.  Use the marketing department to score the leads and nurture them until they are “sales ready”.

You neither establish credibility nor demonstrate expertise.

In sales, your job is to help the prospect view their situation from different perspectives and discover elements or aspects of their challenges they didn’t previously recognize.  And most importantly, you can’t just tell them! Prospects can get information from your marketing, but you must be able to ask questions in such a manner as to help prospects make those “discoveries” through a conversation.  Here’s an example:

When you asked your production manager to measure the injection pressure differential between the beginning and end of the production cycle and to what extent it contributed to the casting inconsistencies, what did he report?

Educating your prospects through intelligent questions demonstrates your understanding of their problems and allows the prospect to discover your expertise. It is perhaps the single most important skill to master in modern selling.

You don’t ask “tough” questions.

To be valuable as a salesperson, you must be able to identify elements at the center of controversies, uncover root causes of problems, discover carefully guarded information, and obtain rarely volunteered commitments.  You won’t be able to accomplish any of those tasks without asking tough questions. Again, marketing materials can explain features and benefits, but only great salespeople can ask and answer tough questions.

You rush to make presentations.

Many salespeople are too eager to make presentations.  They view them as opportunities to establish the value of their products or services by demonstrating their unique aspects. However, the real purpose of presentations is to confirm your ability to deliver the solutions prospects are predisposed to buy.

Until you know what and why you are presenting, you should refrain from making presentations.  Don’t cool off your lead from the marketing department by presenting information they don’t care about, instead heat it up by discussing the prospect’s situation and understanding why they are considering your help.

Make the most of your marketing and sales opportunities!

If both departments work together, the harmony can take your organization to the next level. Marketing can become sales enablement specialists who create and nurture leads, and then escort them over to sales at the perfect time. The sales team can relax and become closing conversation masters that bring the expertise of a trusted advisor to remove road blocks for prospects. Both departments can work together to create an environment that allows the customer to buy and enjoy doing so!

These five mistakes are just some of the ways selling mistakes hurt your marketing. If you can think of others, please share them in the comments below.

 

Mike-Montague-2013-smThis is a guest blog by Mike Montague, Associate and Certified Trainer at Sandler Training Kansas City. Sandler Training empowers their clients to achieve higher levels of success through innovative training courses in sales, management, and customer service for companies and individuals around the Kansas City area. They offer public and private courses for individuals and organizations who value lifelong learning and continuous improvement.

Using Forums to Market New Products and Services to Existing Customers

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Patrick Clinger – Enjoy!

proboardsBusinesses of all stripes are always looking for new customers to buy their products or services. However, sometimes businesses ignore the best place to look for new sales:  through customers who have already purchased products and services in the past.  Tapping into your existing customers to boost your sales is smart because you’ve already done the hardest part of the sales cycle with them:  you made that first sale.

The easiest path to new sales is often found through those who have already made a decision to buy from you.  The key is getting a sense of how the products are perceived by customers, how the services are used, and what add-on or upsell products and services are a good fit to market new offerings to an existing customer base.

Internet Forums

One of the best tools for learning more about customers who already use your products and services is social media, with Internet forums being one of the more dependable tools for gathering information.

According to a 2012 study by Awareness, a marketing firm based in Burlington, Mass., one-third of marketers are looking to social media and Internet forums as the platform of choice to reach customers.  Nativo, a content marketing firm in Long Beach, Calif., says 20 percent of Americans use forums to discuss and recommend products.  Nearly two-thirds of women in online forums make product recommendations on these boards.

Marketing to customers via an Internet forum delivers this proven path and helps ensure success by enabling a series of regular and intimate communications between the company and the customer. Spending time on Internet forums where your customers can be found often reveals relevant marketing information about products in demand, services used, strengths of competitive offerings, and weaknesses in products or services offered by a competitor.  This sort of intelligence is ideal for putting together a sales pitch on new or related products and services, or to make a compelling offer to customers of your chief competition in order to acquire new customers who were unhappy with their offering.

Internet forums also help to build customer loyalty. The seeds you plant today, through the intimate two-way communication forums provide, help make products better and allow the company to fix potential problems, while ensuring product launches are more successful — just by leveraging the loyalty built through the regular interactive engagement with your customers.

Spend some time finding out which forums your customers read regularly and do some “lurking” where you read each post and response without actively participating.  Take careful notes.  Identify current customers on the forum.  From their posts and comments, what other products or services would improve their experience with your company based on the first purchase they made?  Do they offer advice to others buying similar products or do they warn prospects about the purchase they made from you?

Stay in Touch

If you detect something is wrong, you can proactively contact them and fix the problem.  If it’s a competitive offering, how does your product or service address the shortcomings of the competitive solution?  Can you put together a program to encourage these customers to try your company?

Internet forums provide a great way to stay in touch with your customer base.  But there are some “rules of the road” for participating in a forum and using it for marketing purposes.  Follow them or you could risk being banned by the forum staff:

  • Develop a good profile so forum participants know who you are.  Make yourself approachable.  Make sure there is contact information so it makes you accessible to your customers and prospects.
  • Introduce yourself to the forum members in the appropriate section.
  • Be smart about commenting; never insult a poster.
  • If you are alerted to a problem, play a role in getting it resolved; encourage other posters to ask you questions.
  • Make valuable contributions to the forum; provide good information.  Don’t spread rumors or make bold claims.  Be helpful and humble.  Be objective.
  • Don’t hard sell new products and services when you make a new post, and always expose any biases you have.  It’s great to help people who have questions, it’s bad to spam.

Patrick Clinger Headshot - 300dpi-jpg 05-16-13Patrick Clinger is founder and CEO of ProBoards, the world’s largest host of free forums on the Internet (www.proboards.com).  The company has been hosting forums for more than 14 years with over 3.7 million forums created on its platforms.  The company’s forums record billions of page views every year with tens of millions of registered users.  ProBoards’ Forums.net white label forum service allows small business to quickly and easily create their own branded Internet forum that is fully managed by ProBoards.

 

Why Live Chat is a Powerful Sales Tool

It is guest post day here at Duct Tape Marketing and today’s guest is from Sunir Shah – Enjoy! 

As you read this article, potential customers are browsing your website, looking to buy something from you. Lost, confused, skittish, they will abandon your site before buying anything.

If only you had talked to them in time.

If you still think live chat is just for technical support, you’re in the wrong decade. As your ever present salesperson on every page of your website, the new live chat finally gives online companies that shop floor presence the average customer needs before buying.

What live chat has become

bonobosWhen I say live chat, I’m talking about the chat tab in the corner of websites like BonobosHipmunk, and Birchbox.

I’m talking about live chat that is immediate and personable, where real humans answer questions and provide helpful, actionable information. The kind of live chat that provides you with direct, one-on-one conversations with customers.

It’s no surprise that a study conducted by Shopify showed that chatting customers were 3 times more likely to become return shoppers and had 48% larger order sizes.

Why Live Chat Improves Sales

A customer clicking through from search or advertising is not a loyal customer. They just want to know, ‘What’s in it for me?’

Live chat gives you a chance to show you’re more than a landing page by being there, answering their questions, and If you’re not online to answer that question for them, customers will move on to the next website that can.

By simply initiating a chat, a customer instantly qualifies themselves as a lead.  That one-on-one interaction gives you the opportunity to answer a question or solve a problem that converts them from ‘lead’ to ‘customer.’

More importantly, you get the chance to delight them with an amazing experience that might win you a future and returning customer.

How to rock live chat

Be available. If you’re going to do live chat, you need to staff it. Not answering an incoming chat is worse than not answering the phone. It’s gives customers the same feeling as when walking into a store and not being able to find a salesperson.

Make it snappy. Customers expect immediacy, so aim to respond to their first message in under 30 seconds. A few seconds more and they could be on to the next store. Even a simple hello will get the conversation started.

Make it human. Fire the robots. Burn the scripts. Let your staff be natural when they’re helping customers. Like this Netflix customer support rep who managed to delight the customer with a deep knowledge of science fiction programming. This is a chance to build a relationship with your next loyal customer.

Prepare your team to sell. Train your staff to know solutions for common problems and problems the customer hasn’t yet considered. Ideally your operators are good listeners and strong critical thinkers, able to solve immediate problems and anticipate future needs based on conversation context. Share transcripts of good and bad chats to show your team what works and doesn’t.

Practice starting chats. The beauty of live chat is you can see who’s on your site and what pages they’re viewing. You can initiate a sales conversation by posing a targeted sales opener. For instance, if they are looking at bikes, “Hey, we have a big selection of mountain bikes. I can help you find the right one. Are you staying near the city or going offroad?

Close the sale. You can lose a lot of sales at order and fulfillment, either from customers who lose faith in the purchase, don’t trust you, or are having problems. Set an automated rule to initiate a chat for any customer that hesitates on checkout, such as “Hey, want to know more about our money back guarantee?”

Big Finish

There are tens of thousands of companies just like you using live chat for sales. Like Farms Technology, LLC, which uses it to approach sometimes introverted farmers with useful product information. Or WhoIsHostingThis.com who uses live chat to establish trust and build a rapport to boost sales.

Live chat is a powerful, if not the most powerful, sales tool you have. It’s the only tool that lets you talk to customers while they are shopping on your website.

It’s immediate, helpful, human and more like a real world sales experience than any other online channel.

‘Carpe Chatem’ – seize the opportunity in each conversation to win a customer and close more sales.

 

Sunir 1Sunir Shah is a marketer, developer and startup guy who loves making the Internet a more glorious place. Currently he’s the Chief Marketing Olarker at Olark live chat where he spends his days winning markets through engineering and his nights losing Settlers of Catan.

 

4 Ways Creativity Can Help Generate Online Sales

Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Ryan Ernst – Enjoy!  

As digital marketing and advertising has evolved throughout the years, function has slowly gobbled up form, one clicks, like, page view and web lead at a time. It’s 2014. And Don Draper ain’t walking through the doors of your boardroom with a storyboard anytime soon.

But creativity and imagination still play a huge role in digital marketing – a role that can drastically boost online sales in any industry. They’ve certainly helped our business grow.

When it comes to marketing your company, showing off your services and products in a clever manner is a key component to capturing the imagination of the consumer. Creativity will instantly distinguish you from the competition. Not only will your brand appear to be a trendsetter, it will be.

Below, we’ll highlight four creative ways that can help your business generate online sales. They should be key not just to your strategy, but to your overall digital marketing mindset.

graphics

photo credit: BigStock

Stunning Graphics: Having compelling graphics throughout your website and social channels is an absolute must. Invest in graphic design work, photography and above all else, attention to detail. All will provide you with returns. When a visitor comes to your website and sees amazing imagery, they will be captivated by your company. Implementing a creative strategy with graphics will help you soar past the competition and result in more people inquiring about your company. You’ll regret not implementing this creative strategy sooner.

Video

photo credit: BigStock

Video: A study by eyeviewdigital.com shows that using video on landing pages can increase conversion by 80%. Videos increase the length of time people stay on your page, giving your brand message longer to sink in. This rich form of media on your website will make your company seem larger while clarifying your overall brand message.

Copywriting

photo credit: BigStock

Copywriting: Have you ever taken the time to examine the verbiage on your website? Is it clear and concise while helping the visitor navigate through exactly what they are looking for? Keep in mind, you’re losing a reader with every sentence. Keep your image simple and keep the most important information at the top. We strongly recommend setting up a Google Experiment within Google Analytics platform where you can test two different pages to see which one performs better. This will help you gauge which messaging resonates the best with your web audience!

Personality: Let’s face it, so many website are dull and boring. When a brand actually conveys its true personality, the consumer will be more connected with it. In the bio section of your website, in addition to professional photos, add an interesting fact about each associate that actually has some personality! This is also a great conversation piece when meeting with your customers.

Keep in mind, sales is sales. Watch any great salesperson and you’ll see the way they capture the imagination of the person to whom they’re selling. Creativity always will have a place in that process. It might not have the direct correlation in an uptick in business as spending more money on advertising. But in the long run, creativity will make people connect with and share your brand. That means more clicks, more likes, more page view, more web leads. And more sales.

 

Ryan_ Ernst_bio_photoRyan Ernst is the Director of Communications at The Connor Group.