Transforming Facebook Passers-Bys

Most small and local business owners think content works like this:

A visitor reads your content (Facebook post, blog post, web page, or whatever). They are amazed. They can’t wait to contact you and become a paying customer.

Unfortunately, the scenario outlined above is only valid in a small percentage of cases.

In reality, visitors read your content. Some who find it helpful for solving a painful problem they have are, in fact, amazed. Yet, they don’t need to pay for your services right now—so they like you, bookmark your page, join your email list, and take whatever action they choose to stay in touch. Then, when they encounter a problem they know you can solve, they decide to hire you. This process can take months—and sometimes even more than a year!

With this in mind, content’s all about building relationships. First, you capture attention. Then, you strive to hold that attention by providing consistently useful information your competitors don’t offer.

But how can you use Facebook, specifically, to help deepen relationships? Check out these tips:

  1. Use Facebook Chatbots

Yes, these tiny pieces of software exist and send automated messages you can use to deepen relationships with your customers.

For example, let’s say you create a Facebook post on which a few people comment. The chatbot then sends them an automated message that perhaps includes a link to a blog post you wrote further elaborating on the same subject. At the end of that blog post, you can direct your visitors to a web page selling a service that solves the same problem discussed in the center.

  1. Send Chat Blasts

Chatbots also allow you to send custom messages based on information gathered from your Facebook page visitors.

For example, when they land on your page, you can seek to determine their gender and age. Then, since you are knowledgeable about consumer inclinations to purchase specific products, you can send a tailored message about a special offer designed just for them.

This is much more effective (and wins more sales) than blasting out an identical offer to everyone via a single Facebook post. You’ll even see higher engagement rates than email (which is traditionally the most effective way to score additional sales).

  1. Send Drip Campaigns to Win Higher-Price Leads

Let’s say you sell a premium business-to-business service. Rather than aiming to get buyers to act right now, you send them information slowly over a series of months: perhaps including a link to a blog post, then a white paper, and finally a case study. And then they come back to you with a PO!

Wrapping Up

The incredible power of online sales lies in the data you can harvest and your ability to more precisely target messaging than you ever could using TV, radio, billboards, or newspaper ads.

With this in mind, these Facebook strategies are merely another tool you can add to your arsenal.

The 4 Types of Search Intent (And Why It’s Important to Understand Each)

The 4 Types of Search Intent (And Why It’s Important to Understand Each)

Should you rank for the keyword you want? Well, that depends. And fortunately, we’ll help you understand what that depends on.

Take a minute to learn about the four different kinds of search intent and why/how you should target each one:

  1. Informational Intent

Yep. This is the most common reason someone turns to the web. Searchers have a question they’re seeking an answer to. Accordingly, these keywords have the most significant search volume.

You target these types of searches on your website with blog posts—meaning you don’t want to sell just yet. For now, you’re looking to earn attention as the best resource for this search (compared to all others).

  1. Navigational Intent

People already familiar with your company or seeking a page they can’t find via manual navigation employ this search type. Perhaps they’re searching for your home page, a product or service page, or a contact page.

While you want to optimize for these searches just in case, you should first focus on ensuring your site is so easy to navigate (and even to search from within the site itself) that people won’t even need to perform this search.

  1. Commercial Intent

Despite the name, these searches don’t involve 100% purchase intent. Instead, customers need a little more information before they finally feel ready and well-equipped to buy.

Informational pages—such as reports or blog posts—and sales pages discussing your services are perhaps just the ticket needed to transform visitors into paying customers.

  1. Transactional Intent

At this point, searchers have 100% purchase intent. Likewise, these searches focus on finding products or services that summon direct, immediate sales. This could be something like “Warby Parker men’s eyeglasses.” For the sake of comparison, “eyeglasses for men” would represent an informational intent search for the same product. Consumers who employ phrases like this are likely comparing and evaluating options.

Concerning a service, “North Texas Foot & Ankle Podiatrist” is one example of a transactional intent search—revealing the customer knows the company and wants to visit. Conversely, commercial intent might take shape as “Dallas podiatrist.” In this way, the customer will likely examine Google reviews, blog posts, and Facebook pages (and reviews on the same) to compare options and make a decision.

Where Should Your Page Rank?

Now that you understand different types of intent, you can decide how to construct your pages so they meet customers right where they are.

Ask people to buy when they search using an informational intent keyword phrase, and they’ll get turned off and leave. Give them the information they want—the very best you can offer—and they’ll gain interest.

With this in mind, examine each phrase you optimize your website for and consider: what do searchers want when they enter that phrase?

It’s a never-ending process worth mastering, as you’ll sell more when your site is optimized for both machines and searchers.

 

 

 

How to Use Welcome Emails to Generate More Sales

 

Have you ever been pelted by a popup asking you to provide your email address to join a company newsletter the second you land on a website? Yeah…annoying! You haven’t even had time to check out anything on the site, and the company is already clamoring for your email. It’s like walking up to a random woman, not even asking her name, and then trying to score her phone number. Very few people—if any—will respond positively to that.

This is not the best way to generate more sales with email marketing. With this in mind, check out these welcome email tips so you get more deals from your website without annoying your customers:

  1. Use Double Opt-In

Going this route helps ensure people who genuinely want to receive your emails are on your list. You won’t get spammers. You won’t get people who complain, believing they never subscribed to your list in the first place.

Using this strategy, your email marketing software will send visitors who initially provided their email address a subsequent email asking them to confirm their subscription, ensuring only visitors genuinely interested in getting emails from you are on your list.

  1. Strike While the Iron is Hot

Some companies wait a few days or a week before sending you an email after you join their list. They do this to send everything in one big batch, which makes more efficient use of their time and resources. However, that’s a big mistake! This strategy throws potential sales out the window because customers are much more likely to act when they have a high level of interest. And you know that since they just joined your list, they have a strong interest in your company right now.

Please take advantage of this vested interest and send them a welcome email, possibly offering a discount for purchasing. This brings them closer to your inner circle and keeps you top-of-mind for future emails.

  1. Deliver Exceptional Value

Your welcome email can serve as the kickoff to what’s called a “drip” campaign. With this strategy, you send emails over a set period, each containing more helpful information than the last.

To snag attention, you tell people something new each time. Maybe you dispel common myths and misconceptions in your niche. Perhaps you share new research. Originality attracts attention. Tell people the same old stuff they hear everywhere and have no reason to pay attention to you.

At the end of your drip campaign, you ask for a sale. This can be a reasonably expensive purchase because you spent so much time educating your new subscriber. And if they don’t buy, at least you’ve caught their interest!

That’s a large part of the battle, in and of itself.

Wrapping Up

So yes, it can quickly transform your welcome emails into a potent sales-generating weapon. And the best thing is that they will repeatedly sell—without costing you additional money!

4 Essential Online Marketing Metrics to Know

Aaaaaaaaaaaahhhhh!

There’s so much information on online marketing you can easily find yourself pulling your hair out in a desperate attempt to know which content to pay attention to.

No worries—we have you covered. Here’s what you should care about when it comes to online marketing metrics:

  1. Sales Conversion Rate

You’ll most often hear this referred to as a “conversion rate,” referring to the percentage of customers who perform any given action. While this technically doesn’t need to take shape as something that results in a sale, for our purposes, let’s assume “conversion rate” refers to this same action as a concern that truly matters to your business.

Conversion rates for service-based businesses typically run in the 1-3% range. So, it’s essential to know that just a few more website visitors could result in 50% more sales.

You can always track the conversion rate. This cannot be easy, but it must be done.

  1. Revenue by Referring Source

Who/what helps you bring in the most revenue out of all possible channels driving customers to your site? In-person, word-of-mouth marketing? Google? Facebook? Twitter? Instagram? Paid search? Other unknown sources?

When you uncover this information, you can identify where to spend more time marketing and where/how to shore up any weak areas.

  1. Social Media Engagement

Size doesn’t matter—at least concerning social media. If you have a large audience who doesn’t engage with your posts, your ability to capture and grow the same is of little consequence. Possessing an engaged audience who takes action in droves whenever you post is better.

With this in mind, it’s great to know the engagement rates of your audience. This means measuring metrics such as comments, likes, shares, and mentions, which carry much more meaning than the size of your audience.

  1. Open Email Rates

This is the engagement metric to measure for emails, telling you just how engaging your email content truly is. Again, a smaller, more engaged audience is more important than a larger, less engaged one. You only need a few hundred subscribers!

More is always better, but if just a couple hundred more subscribers can result in more sales, that makes a big difference for your bottom line. Your email list subscribers love to purchase because they’re your best customers. After all, only your most devoted customers join your email list.

Plus, this is an easy metric to track and also tells you what interests your audience. In this way, you can learn what to discuss on your website, in your social media profiles, and even in person—piquing consumer interests and resulting in more sales.

Wrapping Up

For any small business, these are key metrics to keep in mind regarding online marketing. As they improve over time, you’ll undoubtedly notice a difference in your bottom line.

What to Consider Before a Major Website Redesign

What to Consider Before a Major Website Redesign

Think now is the time to give your digital storefront a significant overhaul? It just might be! Before you and your design team dive in, be sure to think through these critical questions first:

  1. What Do Your Customers Want?

While your website should make you happy, it’s ultimately more important for your customers to feel satisfied with its overall design and performance—as they’ll use this platform to evaluate whether or not to do business with you. A website that pleases you may not have the same effect on the people you’re looking to win sales from.

Per the website monitoring experts at Pingdom, page-loading times directly impact bounce rates (the number of visitors who view just one page on your site and then leave). So, while you might crave newfangled site features, this comes at a cost if it leads to longer load times. Keep this in mind during the redesign process.

  1. How Can You Use Your Website to Boost Sales?

Yes—it’s essential for your website to look spiffy and modern. An old website communicates to potential customers that you’re perhaps no longer in business. Or, they might think the same might hold for other parts of your business if you don’t care about your website.

Besides ensuring your website boasts an updated look, it needs to drive your customers to action: whether you sell products, services, or both. You can rely on various design techniques to boost the number of visitors who make a purchase and collaborate closely with your designer to implement the right enhancements for the products and services you sell.

  1. How Can You Integrate Content Within Your Site?

Will your website feature videos, a blog, case studies, white papers, podcasts, and user-generated content?

You know your site needs content, but it’s also essential to know not all of the above are required. Just one form of content will do. Nevertheless, it’s necessary to understand your unique strategy—which will ultimately impact your website design. Content presentation dictates just how much of the same your market will consume. And the more they digest, the more likely they will become paying customers.

Wrapping Up

While there is a boatload of other considerations to remember before redesigning your website, these are some of the top items to consider. Plan accordingly and watch the conversions roll in.

 

 

How to Quickly Analyze Your SEO Competition

One great thing about the internet is that you can quickly gather heaps of data concerning your competition—not too shabby compared to those Yellow Pages days of yesteryear.

How to Quickly Analyze Your SEO Competition

A solid competitor will highlight their competitive advantages on their website to attract more

customers. With this in mind, researching your competition is far easier and faster than ever. Here’s how to go about this in 2022 and beyond:

  1. Keyword Research

SEMrush allows you to check competitive keywords for free. While you may be able to eyeball your competitor’s keywords at the small and local business level without it, if there’s any complexity in doing so, SEMrush will help add clarity—free of charge!

  1. On-Site Optimization

One major ranking factor is your competitor’s ability to optimize their website for their target keywords. Their primary keywords must appear in the page title (the big blue one that pops up when you do a Google search), in their meta description, and on the page itself (about 2-3 times or so).

Watch for an “unnatural” use of keywords, meaning those that sound “awkward” or “forced” when read out loud. Google does not like this kind of optimization. However, it still pulls ranking ability but not as much as keywords that sound “natural” (those you barely notice while reading the sentence out loud).

Overdoing or underdoing this represents an opportunity for you to gain an advantage.

  1. Internal Linking

Competitor site links that link to other pages on their site is called “internal links.” This is another vital ranking factor Google analyzes.

There are dozens of articles (and plenty of hot debate) about the best internal linking practices. Yet, generally, internal links should make it easy for users to navigate your site, link to more helpful information, and point most frequently to the most important pages on your site.

Check out this great in-depth blog post on internal linking from Neil Patel.

  1. Content Analysis

The uniqueness of content outshines all other content creation aspects when it comes to getting noticed by Google.

Long is good. But if it’s already been said 10,000 times elsewhere, it’s not as good as something brand new. Check your competition for frequency, rank, and freshness.

  1. Design

Your website doesn’t need to be beautiful or even eye-popping (although both are good). But it does need to reflect a modern look to show you’re still in business (not all SMBs understand that).

It must also feature easy-to-use functionality and quick speeds while making sense to visitors—these factors may suggest it’s time to seek a professional opinion.

If your competition has an older-looking design, it can allow you to trump them in search.

Wrapping Up

So yes, analyzing competition at the local level—featuring smaller websites—isn’t an overwhelming task. Moreover, you’ll frequently unearth accessible opportunities for nice gains in your search rankings.

 

2 Risks to Take and Avoid in 2022’s SEO Environment

 

As a business owner, you’re used to taking risks. After all, you wouldn’t have gotten to where you are without doing things that make you uncomfortable.

Of course, you don’t take foolish.

2 Risks to Take and Avoid in 2022’s SEO Environment

Risks. You learn as much as you can about the viable paths forward and then remove as much risk as possible from the options available to maximize your chance for success.

Well, it’s no different with SEO. Take a second to learn some intelligent SEO risks to take and silly ones to avoid in 2022 and beyond:

  1. To Take: High-Quality Backlinks

If your website boasts hundreds of links pointing to you but just a handful going back out, Google rewards you less than if you maintain a balance. Why? The search engine behemoth believes reputable websites happily link to other websites with equally strong (or more robust) reputations.

No optimal ratio exists, so make sure you add links to quality websites in your niche that also help your visitors in some way.

  1. To Avoid: Using Your Keywords in Your Links’ Anchor Text

It used to be that adding your keywords to your blue anchor link text would drive up your search rankings quite nicely. This also fits logic: you want your website to rank for specific search terms, which you highlight so Google knows what to organize you for.

Alas, some no-good SEOs found methods to spam thousands of links with their exact anchor text across the web—artificially boosting these websites to the top of search results, which Google (and searchers) didn’t want.

So now, Google penalizes this practice. No one knows a precise ratio for how to avoid this, but the consensus holds no more than 1-3% of links pointing to your site should include your exact keywords in the text.

  1. To Take: Redesigning Your Website

Yes—this one carries significant risk if you don’t know what you’re doing. That’s why it’s essential to go with a designer with lots of experience who can prove they protect client search rankings. And, with the right firm, you’re possibly in for an excellent orders boost!

Users expect your website to feature a modern design. They also want a site that’s easy to use. Moreover, you can employ plenty of small SEO ins and outs in your plan that affect your rankings.

With the right partner, this can be a big win for your SEO.

  1. To Avoid: Using “Doorway” Pages

“Doorway” pages may target multiple cities or locations but link to one specific page. They can also summon various similar pages in search results, which Google and web searchers don’t like.

You can create pages on your site relevant to various cities and suburbs. After all, searchers need to know you offer your service in their location. You’re okay if you don’t link and drive searchers back to a single final destination on your site.

Doorway pages, as they are used, actually offer little utility and typically spam keywords to achieve search visibility. Discussing the benefits of your products and services and highlighting why you’re different and better than the competition does provide value and won’t irk Google (or searchers).

Wrapping Up

So, there you have it: smart SEO risks to take and foolish ones to avoid.

Which will you choose in 2022 and beyond?

 

Does Your Website Use “Thank You” Pages?

Does Your Website Use “Thank You” Pages?

“Thank you!” It’s a globally recognized phrase everyone appreciates. You can’t say it enough. Is there ever a wrong time to say “thank you”? And, since the web’s merely an extension of real-life conversations, why don’t you see “thank you” pages more often?

Now, we’re not just saying this to improve your web etiquette. Thank you. Pages also serve a legitimate business purpose to deepen your relationships with consumers and transform more passers-by into ecstatic paying customers.

But…how do you do that? Learn from these concrete examples:

  1. Thank Customers for Joining Your Email List

This is a prime opportunity that gives your customers a chance to buy. After all, they’ve already expressed high interest in your company by signing up for your email list—which takes a lot of trust-building!

Although you’ve already incentivized your customers to join your list, use your thank you page to do this yet again. For example, you can offer a 50% product discount if they purchase within the next 24 hours.

Try different approaches because you never know which one will work best.

  1. Offer Premium Content

This approach may work best for service-based businesses. Why? They typically have longer sales cycles that require more convincing and cajoling to make a sale (compared to product-based companies). It’s certainly more difficult to sell something you can’t see than you can!

So, when customers request emailed content, call up a thank you page that presents other related content they may also enjoy: perhaps a video, podcast, ebook, guide, white paper, or anything else of the like.

  1. Use Written or Video Testimonials

Immediately after a customer completes your email form to inquire about your services, you can redirect them to a thank you page with social proof. This can take shape as a video or written testimonial, for example, clearly illustrating challenges customers encountered before using your product or service and the results after that. Using written testimonials, try to obtain images of your customers to add credibility.

This strategy will ultimately help convince customers they’ve made a wise choice and will reap the results they want by choosing you.

Wrapping Up

So yes, saying “thank you” is always a great idea. And remember to project a genuinely thankful attitude while doing so!

Customers can sense whether you appreciate them or merely see them as another set of dollar signs, but when you’re genuine, that will keep them coming back time and time again!

 

Are You Optimized for Voice Search?

Voice search sure is fantastic. Rather than slowly typing into a search bar and making mistakes, you use your voice—and most of the time, Google and Siri get it right the first time!

Ok. So they’re not perfect. But they’re perfect. And just a search or two yields precisely what you want from your voice search.

Here’s the thing:

96% of businesses fail to list their business data accurately on Google, Yelp, and Bing (which account for 90% of local business searches). So even when customers search for your business, they’ll have a more difficult time finding you than necessary…if they even see you!

Or, you can look at it another way: by making a few simple changes, you can scoop up a bunch of customers your competitors would otherwise get.

Simple-to-Fix Mistakes Most Businesses Make

The data shared earlier and below comes from an Uberall research report. While most local businesses don’t list their company data correctly, the problems are simple to fix. Specifically:

● 50% of businesses don’t list their opening hours correctly
● 30% of businesses don’t list their website address
● 25% of businesses don’t name their location
● 20% of businesses don’t list their street address

What These Mistakes Cost You

Statista shows Americans spend 261 minutes (4.35 hours) per day on their smartphones: a trend that has increased every year since 2012.

And remember, 5G wireless technology—which enables faster and more extensive data transfers than ever before—was recently adopted nationwide. As bandwidth and ease continue to increase, so will mobile technology use.

What’s the actual cost of the afore-mentioned oversights? Hard to say. But it’s most undoubtedly significant, given the size and strength of these market trends.

You Can’t Ignore This Quick Win.

In business, you’re constantly comparing the size of the investment versus the reward. In this case, there’s no need to invest many resources—if any at all! Updating your business location information across leading search sources is not an overly arduous or costly task. Yet, doing so can pay dividends.

Small investment. Much bigger reward. A no-brainer for most businesses.

Is your business information accurate? Now’s the time to check, so you don’t miss out on the power of optimized voice search results.