retargeting-cookies-facebook-ads

How To Double Your Leads With Retargeting (Facebook)

The online eCommerce business is very competitive. Visitors will log off of your landing page within 10 seconds (1-3 seconds is the norm in 2018) if you can’t hook them.

Conversion rates tend to vary according to the type of device used. Desktop and laptop computers can have a conversion rate of 4% or higher. Tablets have a 3% conversion rate. Smart device conversion rates are just under 2%.

If you are having an issue with conversion rates, you may need to understand your site’s visitor online habits better.

Establishing your brand, marketing your online presence and retaining visitor traffic is the key to success in a crowded online business market. You must know your audience to expand your business potential.

That can be impossible if visitors don’t stay on your landing page long enough to make purchases. Or to allow you to record business-centric analytics. The bounce rate for many landing pages can be as high as 26% to 70%.

The number of online visitors that you need on a daily, monthly or annual basis to stay solvent varies for each online business. An average conversion rate for many online businesses is around 4%.

So, you want to double that conversion rate to about 8% or higher? You must know the intimate transaction habits of your consumer demographic as it pertains to your website.

A good way to do this is by using technology to subtly follow and market to the online visitors of your website. After they have left your website. It’s called retargeting.

Have you ever noticed an ad for a product from a website you just visited on another site? That is retargeting. It’s been practiced in eCommerce for years. It’s the future of online commerce.

Retargeting can also be the marketing strategy you need to double your conversion rates via Facebook interfacing.

What is Retargeting?

Retargeting is the strategic tracking and data-collecting practice of following your site’s visitors with tracking cookies. A retargeting supplier, or retargeting software, enables tracking cookies to follow your site’s visitors to another website.

On the new site, the online visitor who visited your site will be shown advertising or a banner of the product they perused on your site. Even if they visited your site for a few seconds.

It’s called “retargeting” because online users who visited your site are tracked and targeted again with marketing from your site.You are essentially being given a second chance, and sometimes multiple attempts, to make a first impression.

There should be a strategic marketing rationale behind a retargeting campaign. Like enticing visitors to come back and increase conversion rates. This is where Facebook comes into play.

Why Facebook(tm)?

Facebook has over 2.27 billion monthly users by most conservative estimates. It’s the default social media website people mention if you ask them to name a social media website.

Retargeting campaigns via Facebook are an effective way to engage people as well, since they go to the site to be sociable anyway. You can create a Facebook Advertising account and use Facebook Pixel to launch a retargeting campaign.

*** Want done for you Facebook Ads?

The Facebook Pixel

The Facebook Pixel is like a cookie or an online tracking code. The Facebook pixel is synced to your website and then attached to any visitor to your site.

The aim is to use Facebook pixel as an analytics aggregator. Data about the Facebook users who visit your website is digitally routed to your Facebook Advertising account.

Then, you can use this information to develop a strategic targeting campaign. The bounce demographic from your website may be open to revisiting your website if you retarget them in non-creepy ways. After all, perception is everything.

Facebook Pixel Retargeting Strategies

Make “engagement” the key word in your retargeting strategy. Many people never notice retargeting ads. Some who do may be creeped out by it.

The trick is to not be so overt and direct in your retargeting marketing.Use the information that you have accrued via your Facebook pixel analytics in a way that personalizes your retargeting. Give your retargeting demographic reasons to revisit your website again.

Prioritize different retargeting campaigns for different demographics. Your retargeting efforts should be customized for online visitors who visited once, multiple times, visiting a page without purchase, length of visit and so on.

You can place newsfeed ads on Facebook promoting a sale. Or you can offer a discount to users who revisit your site and submit their email address. Blog posts about your website can be placed in the Facebook feed of retargeted consumers.

About 73% of people abandon their online shopping carts before checkout. Tempt such consumer back to your site with a discount code, advertised on Facebook.

Facebook also has conversion tracking tools that can help you assess the impact of your retargeting campaign. You can even place retargeting ads in Facebook newsfeeds that target your demographic.

Perfect Your Retargeting Strategy

Your success will vary according to your retargeting strategy. Use the information you collect wisely.

Connect with past site visitors in ways that feel less like online stalking and more like a social marketing engagement campaign on Facebook.

Set a realistic monthly visitor goal. Look at your current traffic (web analytics), get the baseline over a 30-60 day period, and pick a new goal number.

See if you can double it.

Reassess your retargeting strategy accordingly thereafter as necessary.

facebook-messenger-chatbots-advertising

FB Messenger Ads: Chat-bots, Customer Care And Your Brand

Several years ago we worked with an e-commerce client to scale up their web chat system for customer service and sales.

They provided online chat support for clients like MGM, Nokia, Microsoft and several other big brands.

The chat platform we helped build was a competitor to Liveperson, a messenger platform that also has come a long way since then. While our partner technology was innovative 7-8 years ago, times have changed – and as we fast forward to today, it’s pretty clear that web-chat is history.

However, the idea of direct to consumer chat, or direct to business customer messaging, in specific, is on the rise.

Companies like T-Mobile are embracing the instant messenger trend.

Here’s what T-Mobile Marketing said about embracing customer care and messaging together:

“We’ve taken the messaging approach to heart when interacting with our customers as well – we know it’s not just how they talk to each other, it’s how they want to talk to us. That’s why we were the first US wireless company to introduce asynchronous messaging for customer care. This isn’t some “rep chat” window you get on the web”. 

They continued, “…our T-Mobile app has a persistent chat experience with Care reps, so you can get help anywhere you want – on the platforms you already use today. And, we were the first wireless company in North America to launch commerce over Facebook Messaging, so customers can interact with reps and buy directly from the Facebook platform.”

Testing, learning & tracking

With the ability to easily track massive amounts of data points captured from testing and learning within marketing and advertising campaigns (e.g. Facebook Ads for Messenger), the output of data – when analyzed properly – provides intelligent statistics that can be used to improve performance.

That means smarter scaling strategies of campaigns that meet established KPI’s. Dissecting the demographics is part of the data intelligence gathering so you can get to the core of the audience that you then can serve in an improved manner.

Ongoing testing of audiences and creatives is an important exercise for campaign flights, while reviewing and analyzing data in 3, 7, 14 and 30 day increments.

Additionally, leveraging pixel technology and custom scripts from various platforms (e.g. Facebook, Google, Twitter, LinkedIn, Yahoo) and placing them on websites and pages you own, helps to build up “warm” custom audiences.

These valuable customer data sets can and should be further tested and segmented through retargeting (Facebook ads) and remarketing (Google ads, YouTube ads).

Cold traffic (brand new visitors) vs. warm (custom audiences that know you already) or hot (CRM lists, buyer data) will allow you to focus money and resources in the most essential areas.

What messages to use?

Creating messages (copy), ad creatives (images, videos) and a workflow blueprint (user engagement patterns) for the chatbot is a great starting point.

For example… is “welcome message 1” better than “welcome message 2, 3, 4”?

Interestingly – though users may feel that a non-human chat-bot is not optimal, the technology is powered by humans and creative work behind it, and your messaging ought to reflect that. Tell them in your messaging what to expect, and that “Paul or Susan, the chat-bot” is there to help them, faster, better, smarter.

This will make the chat-bot seem more human. Tonality definitely matters. Use “A/B” testing practices through the use of smart experiments to help you understand better how to move forward and when.

“Because messaging is so new, keeping an open mind and letting data accrue and then making non-emotional decisions on messaging strategies is key”, says Jon Rognerud, Founder of Chaosmap.com

Big results and changes

For a recent 8-figure client, we tested different messages in a chat-bot sequence and found that “yes/no” questions provided much better engagement than an “open-ended” type of question. We found this out through testing and learning.

The end result? Over the first 2 weeks, we raised conversion rates for big ticket event sales by over 52% from this simple change!

When reviewing your analytics, gaps in data and variances comparison will help you navigate and optimize campaigns as you build a performance-driven, scalable solutions for yourself and clients, as we do.

Gartner Research indicated that 25% of customer service and support operations will integrate virtual customer assistant (VCA) or chatbot technology across engagement channels by 2020, up from less than two percent in 2017. This is a fast rise on a technology an advertising platform that is in many ways under-used today.

Meeting people where they are (online) is essential in today’s environment.

And, with email open rates declining and messaging engagement easily beating email, it is prudent and useful for any business, big or small – to test and learn from Facebook Messenger ad solutions.

Email open rates dropping

According to the E-mail Marketing Metrics Benchmark Study, the world average open rate of emails was 21.8%. This means that almost 78% of users are not interested in opening emails sent by brands. The reasons may be different, but one of the main reasons is related the high number of unwanted messages that users receive daily to their email accounts.

Intent-based branding marketing combined with technologies like FB messenger, chat-bots to leverage better customer service and more sales can yield solid improvements in your company’s bottom line sales.

Testing messenger platforms on Facebook can allow an easier way to penetrate a market without making substantial changes to website UX designs, which is an added benefit.

missing-google-web-traffic

3 Reasons Your Website Isn’t Getting More Google Traffic

Generating quality website traffic is a perennial problem for businesses.

Only 5.7 percent of web pages rank within the top 10 on Google results within a year of being published, Ahrefs research has found. Nearly one in 10 pages get fewer than 10 visits per month. Over nine in 10 get no traffic at all.

If your site isn’t getting enough traffic, there are a few common reasons why you may not be attracting more visitors. Here are three reasons why your site may look like a ghost town, along with some tips on what you can do about it.

1 – Lack of Blog Content

If you’re not getting enough traffic, you’re probably not posting enough blog content. Blogging is the most effective way to generate traffic, HubSpot research has shown.

Companies that post four or more blog posts a month start to see significantly higher traffic than companies that post three or fewer blogs per month. Companies that post 16 or more blog posts a month enjoy traffic 3.5 times higher than those that post four or fewer times a month.

For B2B companies, posting 11 or more blogs a month generates three times more leads than posting once, while for B2C companies, posting 11 times a month generates four times more leads than posting four to five times.

As these numbers indicate, publishing more quality blog content should be a primary strategy for increasing your traffic. Use keyword research to identify which topics are drawing traffic from search engines, and incorporate these topics and keywords into your blog titles and posts.

Create a blog publication schedule to help ensure that you’re posting enough content on a regular basis. Use content management platforms to automate the process of sharing your blog content on social media when it gets published.

Using a tool such as FlashMarks, create a digital-friendly logo to distribute along with content on your site, on search engines, and on social media, so that your brand maintains a consistent look across all platforms. Choose a unique company logo design so readers can recognize your brand immediately.

2 – High Bounce Rates

Another reason you may not be getting enough traffic is that visitors who arrive at your page are leaving right away.

The average website has a bounce rate of 58.18 percent, meaning that over half of visitors leave immediately after viewing only one page, Google Analytics data reviewed by Brafton shows. The average visitor only sticks around for 2 minutes and 17 seconds. For blogs, nearly eight out of 10 visitors leave after viewing only one page.

High bounce rates can be caused by a number of factors, including mis-targeted marketing, technical difficulties loading your page, irrelevant content, and navigational issues. Make sure that your blog content is targeted toward your intended audience so that you’re not attracting traffic from visitors who aren’t likely customers.

Check your site to make sure it loads in three seconds or less on mobile devices so that potential visitors aren’t getting frustrated by slow loading time.

Use a navigational structure that makes it easy for visitors to find other relevant content once they land on a page, and include visible internal links to related and suggested content to encourage visitors to stick around.

3 – Not Enough Backlinks

Another major reason most sites don’t get enough traffic is that they haven’t built enough backlinks to drive traffic and boost their search engine rankings. Backlinks are one of the biggest factors that determine your content’s search engine ranking, but most sites don’t pursue an effective backlinking strategy. Over half of pages have no links pointing toward them, Ahrefs has found.

Consistently creating quality blog content will help you build backlinks.

To support this strategy, SEO authority Moz recommends creating pieces that incorporate useful information, newsworthy facts, or humor in order to encourage your social followers and email subscribers to share your content. Post links to your blog content on social media in order to promote sharing and backlinking. In addition, you can offer your best customers and business associates partnership badges, which are graphic icons that link back to your site.

For example, Google’s AdWords certification program gets AdWords-certified partners to link back to Google.

Lack of blog content, high bounce rates, and insufficient backlinks are three major reasons sites don’t get enough traffic. By taking steps to avoid these mistakes, you can increase your site’s traffic, improving your ability to attract customers and generate business.

BONUS TRAFFIC STRATEGY:

Consider testing content strategies with paid advertising (Facebook Ads, Google Ads) and collect important metrics and stats to determine (in advance) how well a content piece works. This strategy often proves worthwhile, and it will save you time and money when done right!

customer-analytics-performance

3 Keys To Optimizing Customer Performance Analytics

If you’re not leveraging customer analytics, you may be selling your business short.

In fact, companies that subscribe to the practice of collecting and leveraging customer analytics significantly outperform their competitors, according to McKinsey.

Moreover, firms that make extensive use of customer analytics are more than twice as likely as their competitors to generate above-average profit, sales and ROI — and they’re nearly three times as likely to generate superior revenue growth.

Achieving these types of results requires employing a smart customer analytics strategy.

In other words, merely having your IT department gather data without a solid strategy in place won’t automatically translate into financial improvements.

With that in mind, here are three keys to effectively leverage your customer analytics data for optimal business performance.

1. Draw Data from All Channels

In order to leverage customer analytics successfully, you need to base your analysis on a comprehensive view of data throughout your organization.

Sure, companies that work with data in silos may collect plenty of pertinent information, but they’re capturing just a snapshot of the buyers’ cycle, thereby only seeing a distorted view of their customers.

These days, customers expect the brands with which they do business to offer a comprehensive and efficient omni-channel experience.

In particular, implementing an omni-channel data-collection strategy should span all customer-facing departments of your company.

This includes marketing, sales and customer service.

Additionally, data collection should encompass all channels your customers use to interact with these departments.

For instance, your marketing data may include information collected from social media, mobile text messaging, email and other channels.

2. Integrate Your Analysis

Collecting data across all channels is only a preliminary step.

In order to put data to practical use, customer information assembled from various support channels should be collected into a central database for coordinated analysis.

This poses the challenge of how to synthesize data from multiple channels into a coherent whole. Ultimately, your company’s ability to integrate data effectively is heavily impacted by your software selection.

Software platforms that are designed to combine and analyze data from multiple sources greatly increase the efficiency of data integration.

For example, using an automation platform that tracks your online marketing practices across multiple channels makes it easier to obtain a holistic view of your various internet marketing campaigns, rather than having to log into each channel separately to perform an individual analysis.

Moreover, using a cloud-based call contact center allows you to pool your customer service data from all support channels, including chatbots, social media, mobile apps and interactive voice response.

3. Use KPIs and Benchmarks to Track Performance

In order to translate your data analysis into actionable outcomes, it’s vital to prioritize which key performance indicators to track and to set benchmarks that measure performance.

One of the most important KPIs to track is customer satisfaction scores.

In particular, soliciting feedback through post-sales surveys is one popular way to measure satisfaction.

Additionally, providing a means and encouraging your customers to interact with your brand on Facebook and Twitter is another cost-efficient way to gather data on satisfaction levels.

Other important customer-centric KPIs to track include customer lifetime value, customer acquisition costs, customer engagement and customer churn rates.

Additionally, it’s important to segment the performance of individual marketing channels and sales campaigns, allowing you to see how well your marketing and sales efforts are working.

However, you can improve the performance of your marketing and sales efforts by doing segmented tracking of the different customer demographics you serve so that you can see how well customers are responding to different promotions and offers.

You can then do split-testing for different demographic groups to adjust and improve your marketing and sales performance.

Smart use of customer analytics strategies can give your business a big boost.

Firstly, taking an omni-channel approach to data collection provides you with a complete picture of your customer interactions.

Then, through the use of integrated software tools, you’re able to better analyze your data and improve the ease and efficiency of your analysis.

Finally, employing KPIs and various other benchmarks enable you to translate your analytic-collecting efforts into practical, profitable results.

Understanding data is essential, and everything starts with a performance audit.

mobility-in-the-workplace

3 Ways Your Company Can Expand Workplace Mobility

Here are 3 different ways your company can leverage remote workers.

Dealing with a mobile workforce (remote workers) is becoming a necessity for today’s enterprise.

Three in four U.S. workers will be mobile by 2020, International Data Corporation estimates. This shift to a mobile workforce reflects a more seismic shift in enterprise mobility spending, which will help propel the global mobility solutions market to $1.6 trillion this year and $1.7 trillion by 2021, IDC projects.

Markets seeing the demand:

  • Professional services
  • Banking
  • Discrete manufacturing and
  • Retail

The above are seeing some of the biggest requests for mobility solutions, as technologies such as artificial intelligence, augmented reality and 5G are making mobile technology increasingly critical to business success.

Enterprises that have a mobile infrastructure capable of leveraging these vital technology trends have a distinct advantage over competitors who don’t. If you’re looking to increase your company’s mobile capability, here are three strategies you can pursue.

1. Use a Unified Communications Platform

Shifting to a mobile corporate communications paradigm means moving away from seeing mobile as one more communications tool and embracing mobile as part of an integrated approach.

A typical problem plaguing most companies’ communications is a vast plurality of tools and providers.

For instance, today’s average contact center manages no less than 18 different communications vendors due to the wide range of tools employed.

To name a few:

  • smartphones
  • tablets
  • PCs
  • texting
  • live chat
  • video chat
  • social media and
  • email

When your workers are not only using multiple tools, but are managing them from multiple remote locations, this can compound the complexity. Workers can get overwhelmed, and information can get isolated and lost, leading to inefficient communication.

For instance, customers who are already irritated about an issue they just got done talking about for an hour over live text may face mounting frustration when they have to repeat the same information over the phone.

A unified communications platform solves this problem by replacing your physical communications center with a digital cloud contact center that integrates all your communications channels.

Regardless of where your team members are located or what devices and channels they are using, they can all access the same data.

This makes it easy to manage conversations even if they move from one communications channel to another, and even if the conversation partners are located in widely distributed locations.

2. Employ Cloud-Based Collaboration Tools

A unified communications platform lays a foundation for cloud-based collaboration, another vital component of a mobile work strategy. Traditional collaboration uses email for functions such as task scheduling, file sharing and project tracking.

But email wasn’t designed to be a collaboration tool, and it suffers major limitations when used as one. For instance, tracking long conversations may require scrolling through archived threads.

This problem becomes compounded if someone joins a multi-party conversation late.

File versions can also get out of sync when files are being shared between multiple partners.

Cloud-based collaboration tools are designed to overcome these limitations by replacing the email paradigm with an interface similar to social media.

Social media is designed to allow multiple partners to see entire conversations at a glance, while keeping files in sync for all conversation participants.

This allows for real-time collaboration between workers even when they’re in widely separated locations and time zones.

3. Make Mobile Security a Priority

A mobile workforce opens your enterprise up to new security challenges.

Having worker mobile devices connected to your network, each potentially with its own operating systems and apps, creates more potential vulnerabilities and vectors of attack. Additionally, there is the challenge of ensuring that remotely-dispersed workers comply with your corporate security policy.

These considerations mandate making mobile security a priority.

Today’s cybersecurity best practices focus on prevention through strategies such as firewalls, intrusion prevention systems, endpoint protection suites and content filters.

Prevention can be supplemented by detection strategies, such as use of security information event and management solutions that use artificial intelligence (AI) to pinpoint suspicious activity. Some of today’s latest mobile devices have on-device AI security tools built in to their hardware.

These strategies must be supported by strong bring-your-own-device (BYOD) policies, such as protecting devices with passcodes and biometric authentication, encrypting data, keeping operating systems and apps updated, and maintaining remote wipe capability.

Adopting a unified communications platform provides a basis for an effective company mobility policy. Using cloud-based collaboration tools leverages your mobile communications network for efficiency.

Mobile security ensures that data shared over your company’s mobile network stays secure. Pursuing these mobility strategies can make your company more agile, more productive, and ultimately more profitable.

education-based-marketing-for-sales-strategies

3 Reasons For Education-Based Marketing As A Sales Tactic

Only 3 percent of your ideal customers are actively searching for your product, or are in an active buying mode, according to the author of the Ultimate Sales Machine, Chet Holmes. (Note: you should get this book on audible and listen to it now)

For both large and small business, this means that you need to constantly come up with new and creative ways to sell your company’s offerings and try to weed out the other 97%.

Naturally, this can get quite expensive, because “everybody” wants them, and so SEO, PPC prices go up, and hungry marketers will do anything (even use stupid, shady tactics) to get attention and grab marketshare.

Education-based marketing is a growing solution that is seeing brands provide more information and knowledge surrounding their products and services. The aim is to sell the solution without explicitly selling it. It will more naturally repel the people not interested, and draw your warmer audience in.

Not convinced?

Here are three reasons why education-based marketing is becoming more effective as a sales strategy.

1. You don’t come across as sales-aggressive

It’s a common trait to get frustrated with salesmen they can come off as pestering, money-hungry people with dishonest motives.

And once that reputation is established, it can be hard to shake.

However, with education-based selling, the sales strategy is so well disguised under the wealth of knowledge you’re providing, customers often come to a purchasing decision on their own, without feeling bothered by sales tactics.

Apple Rubber, for example, provides consumers with information on o-rings, including content about their function and what makes them so useful.

Without any aggressive advertising or promotions, the o-rings ultimately sell themselves by showing the consumer why they need them (and they do it in a fun, interesting and useful way!)

2. You establish yourself as an authority figure

Rather than providing your customer base with blanket statements about how great your product is and then asking them to trust you, you should establish yourself as an expert first.

authority-leader-boss-chaosmap

By educating your potential and loyal consumers, you are communicating that you have a lot of knowledge about the industry and know what you’re talking about.

From there, when you tell them that your product is worthwhile, it holds more weight in the consumers’ eyes and selling becomes that much easier.

Not only will audiences begin to trust your word, but they’ll learn to rely on your expert opinion, creating a much deeper relationship with your customers and making the sales process long-term and efficient.

3. You’ll build your brand personality and provide extra value

These days, with social media marketing becoming such a major facet of any business strategy, consumers are looking for something more from brands over and above what they sell they’re looking for a personality they can relate to.

How about Jon’s podcast? (it’s FREE to listen)

jonrognerudmedia-marketingpodcast-chaosmap

Jon Rognerud Podcast iTunes, Google Play, Spotify

Education-based marketing is another addition to the strategy of displaying a brand personality, as it gives your company a voice, an opinion and an excuse to communicate with your customers.

Whether it’s:

  • blogs
  • seminars
  • videos
  • podcasts
  • online webinars
  • or events

…the education you provide to your audience is a value-add that can set you apart from your competitors.

Ultimately, in your consumers’ eyes, you’re not only the brand that sells that one product, you’re a unique and engaging entity that contributes to the conversation.

Education-based marketing is an effective method that draws customers in for the long-term.

By eliminating the negative connotations around selling, education-based marketing provides your audience with something extra and allows your products to sell themselves.

Click to learn more.

crm-tools-automation

3 Automated CRM Tools For Your Company Website

Improving the customer experience is simple with automated customer relationship management tools.

When applied correctly, these automated tools can single handedly improve the customer experience, all while boosting your business’ bottom line.

Here’s how.

Why Automated CRM Matters

How do you manage your customer relationships? Gone are the days when business owners turn to unmanageable spreadsheets.

Modern business leaders are increasingly implementing automated customer relationship management tools to better manage their contacts.

Automated customer relationship management comes in many forms, from personalized emails to targeted customer recommendations on a website based-on past purchases or interests.

Today’s CRM tools offer scalable personalization, no longer leaving personalization for a few “best” customers, but to all customers. CRM also leads to higher customer retention rates, which is key.

Returning customers will spend 31 percent more than a new customer, and retained customers are 60 to 70 percent more likely to buy from a business that they already have a relationship with than a customer who’s never done business with you.

CRM can also give you freedom, freeing up time from tedious tasks like data entry and customer information recording.

Essential Webmaster Tools

Customer relationships are the driving force of your company.

An automated and cloud-based customer relationship management tool, such as Infor CRM, can help you maximize the impact of every single customer interaction through industry specific capabilities, flexibility and scale and deep integration.

Infor CRM gives business leaders and their teams a seamless, easy-to-use platform that can be accessed across all teams, helping your company to work smarter, not harder, with a functional user experience.

Make use of Infor consulting services, articles and video tutorials on Infor CRM to ensure that your team is up to speed.

Helpful Automated Messaging

Customers come to your website to learn more about your goods or services. Your website is essentially an online version of a storefront for your business.

Here customers can get a glimpse of what you stand for, learn about your company and browse a selection of your offerings.

But who can they turn to when they have a question?

Think about the last time that you were in a department store.

You were probably looking around, getting to know the company, and then you had a question. You likely found a store clerk to talk to.

Like a store clerk, automated messaging services such as LiveChat can give your customers the chance to get answers to their questions without sending an email or dialing up your company by phone.

Real-time answers can inspire purchases and keep your existing customers returning, and impress your first time clients.

In fact, according to LiveChat data, visitors invited to chat are 6.3 times more likely to convert into customers than those who don’t chat.

Modern Customer Self-Service

Today’s customers are more connected than ever before and these digitally savvy customers often act on their own timeframe and terms. Make sure that you offer what these connected customers need with a self-service portal on your company’s website.

The Salesforce Self-Service portal allows you to design and build mobile-friendly, and branded, portals that can enhance the customer experience. Best of all, the low-code option is easy to use and deploy.

Your customer relationships and your bottom line are related.

Give them both a boost with automated CRM.

content-audit-for-marketing-performance

5 Content Auditing Practices To Maximize Marketing Performance

Content marketing is one of the most vital components of marketing strategy today.

U.S. marketers spent $10 billion on content in 2016, and 68 percent rank it among their top five priorities, according to Forrester research.

But despite the priority placed on content marketing, many companies aren’t tracking the performance of their content.

Thirty-seven percent of content marketers never complete a content audit, a survey of 10,030 marketing professionals found. This helps explain why 95 percent of content fails to generate engagement, as Beckon research shows.

Investing in content marketing without auditing your performance risks wasting money. It also robs you of the opportunity to improve your marketing efficiency and boost your return on investment.

Here are five best content auditing practices to help you get the most out of your marketing efforts.

Determine the Goals of Your Content Audit

When you are done with your content audit, you should have a list of all your content pieces’ URLs and titles, along with an evaluation of each piece’s performance and a determination of which steps to take next.

Possible next steps can include leaving content as is, removing it or updating it.

Before conducting a content audit, you should first clarify the purpose of your audit, advises Single Grain CEO Eric Siu.

Content audits are usually undertaken for two primary reasons:

  • One reason is to evaluate your site’s search engine optimization performance by comparing your page rankings for your target keywords against on-page SEO factors to make improvements. In some cases, you might be evaluating your site’s SEO to remove technical problems such as broken links.
  • The other major reason is to evaluate content marketing performance factors that measure user engagement, such as page visit metrics and social shares. You can also include both of these goals in your content audit.

Take a Content Inventory

With your goals in mind, the next step is to take a thorough content inventory.

Crawl all indexable content, or if you are doing a technical SEO audit, all crawlable content, says Inflow director of marketing Everett Sizemore.

This will provide you with basic information about your pages such as URLs, titles, descriptions and on-page metrics. You should then gather any additional metrics you need, such as information about internal links, backlinks and traffic.

Prepare for Ecommerce Optimization

Tools such as URL Profiler can assist you in collecting the data you need and exporting it into a spreadsheet. You’ll also find it easier to take content inventory if you use a good ecommerce content management system to upload and manage your content.

For instance, Content Analytics provides online retailers with a single interface for managing product page content and ecommerce product page optimization across sites, while also providing you with built-in analytics tools to see how your pages are performing.

Display Your Data as Actionable Information

The next step is to take your raw data and display it as actionable information.

This involves supplementing your data with a performance evaluation for each piece of content, along with a prescription of what next steps should be taken to improve, apply or eliminate that content.

Do this via your content management system or on a spreadsheet or dashboard tool.

Apply Your Findings

With your data displayed in a useful format, you can begin reviewing individual items and determining what next steps to take.

For example, you might begin by looking for SEO issues that could cause an algorithmic or manual penalty to be applied, such as quality, duplicate content or relevancy issues.

You can then present your recommendations in a report for your team to take action on.

To get the most out of your content audit, consider auditing your competitions’ sites as well. This can help you identify where your competition is outperforming you, as well as any weaknesses they have that might represent opportunities for you.

live-chat-lead-generation-more-clients

How To Use Live Chat To Boost Customer Retention and Generate More Leads

Did you know you could lose at least half of your customers if you don’t respond to their questions quickly?

According to Forrester research, more than 50 percent of customers said they would likely abandon an online purchase if they can’t get answers to product questions.

If you don’t have a plan in place to address your customers’ needs, consider implementing live chat into your website.

livechat-boost-client-retention

Here’s the why and how:

Let’s Talk A-Bot It

In the past, the decision process for implementing live chat was deciding who would be responsible.

The support team?

Sales reps?

Outsourcing?

A new option has emerged and growing fast: chatbots or virtual (non-human) assistants.

facebook-manychat-bot-integration

A chatbot is designed for providing a quote or appropriate phone number, while virtual assistants (think Siri) are built around machine learning and artificial intelligence (AI).

Early stage companies will often want the control of having team members operate live chat, as one sales rep can handle four to six chats or more depending on level of detail needed, and the entire experience can be controlled and monitored.

However, as your company grows, if you’re not considering chatbots or virtual assistants in at least some capacity, you’re ignoring a growing trend. There are powerful chatbot solutions in many market segments, for example finance and automobile sales.

Live Chat Implementation Checklist

Live chat is not a turnkey solution.

The process requires not only choosing a live chat vendor, but training team members and deciding how and when live chat will be available for site visitors.

Here’s everything to consider:

Purpose: What is the main goal of the live chat service?

  • Reactive Lead Generation: The most traditional form of live chat. Sales reps chat with visitors and treat them as inbound leads.
  • Technical Support: SaaS products (web-hosted applications like Salesforce and Zendesk) that require backend installations open up live chat as a developer resource. These leads will be CTO-types looking to estimate the required resources for setup.
  • Product Support A support rep or customer success team answers questions and provides product education for visitors. The conversation is transferred to a salesperson when required.

Format: Where live chat will display and for whom?

  • Homepage/entire website: Create rules around when users will be notified about the chat option and when the chat should be hidden, such as on a specific “Request a demo” landing page.
  • Pricing page: If you’d like to get started by testing the service, implement on the pricing page and have sales reps experiment with coupons and discount offers.
  • Trial environment: Live chat becomes increasingly important for trials. Users will have questions as they consider long-term applications. This is where quality live chat support can be the tool that wins a new customer.

Guidelines: Standards for success and optimization

  • Response time: Pick a number and stick to it. Visitors may leave your site if they don’t see the average response time posted. This can also be used as an internal metric for evaluating sales teams.
  • Follow-ups/Nurturing: Fortunately for sales reps, quitting a chat mid-conversation is not like hanging up a phone call. Their information can be collected and sent to integrated customer relationship management software. Sales reps can then create follow-up campaigns for these leads. Make sure this process is ironed out before implementation.
  • Channel management: Make sure prospects get the same information through live chat, social media and on the phone. Canned responses and FAQs can be used so the whole company stays on message. Some vendors combine live chat services with call center software so teams can keep things centralized.

If you are considering implementing automation and bot chat systems for Facebook(tm) – then consider Chatfuel.com and (free training courseManychat.com

Great sales, engagement and support tools for online chat:

…and here’s Hubspot’s favorite live chat software list.

Be clear on a strategy before simply adding another tool. What are you trying to do?

NEED SOME HELP? Contact Us Here and schedule your time.


back-pain-fix-by-chiropractor

Facebook Ads for Chiropractors And Health Services

Uncommon Ways to Get More Patients and Clients For Your Practice This Week

What is the #1 priority for a local Chiropractor’s business?

The main goal of a service based business like a chiropractor’s and doctor’s office is to service existing clients and attract new ones.

To grow, and to stay financially healthy, it’s all about a creating steady stream of quality paying clients and to help them solve back pain issues and joint problems.

The chiropractor provides total relief along with education and support. You help your patients get back to wellness and enjoying their lives.

The inbound traffic activity can be done in many ways, we’ll talk about Facebook ads in this article.

A predictable way to generate leads is what you need. If you don’t have the lead flow, you are a month or two away from being out of business.

While Facebook can drive traffic and leads, you also need to show up as an authority chiropractor and doctor. That means you provide value first, even if they don’t buy on the first touch point.

Adding more content to a blog or page may be fine, but it’s not where you win. Rather, think of the new way of serving online as “context”. And, how you present your messages.  Create client magnets that add value, and drives results for your business. Communicate your narrative that offers solutions, but give you the benefit – without the audience knowing it.

Don’t just be another service provider where you compete on price or being cute with flashy graphics.

Instead…

Focus on these three things:

  1. the right message
  2. positioned to your right audience and
  3. at the right time

Too many chiropractors focus on selling “the thing”. Instead, think about this concept: “If somebody is looking for a mattress, don’t sell them a mattress. People are looking for a better night’s sleep.” So, instead of focusing on the what, focus on the why.

Fear of loss is a great motivator for a health-care practice marketing and messaging approach. This chart displays four quadrants.  It shows that people generally move away from something (loss), or towards something (pleasure). For you, that means focusing on your messaging on the right side. Sell solutions, not prevention, a much harder sell.

 

motivation-by-the-fear-of-loss-chiropractors

Quadrant Figure: Writing copy for your prospect’s why. Who are you to them under this model?

You need to start considering yourself a marketer, even though you don’t have to do all the work yourself. It’s a mental shift, and making it a priority along the way. It also means that you need to be shown in the market place as high up as possible on this pyramid of expert-ness:

 

expert chart for chiropractors and doctors

Expert Chart: Serve above the green line!

With Facebook ads it’s easy to get this framework started.

[Need help setting up Facebook Ads? Check this out!]

It begins with setting up the message strategy and drilling down into local and demographic targeting. Here are common approaches:

  • Display new patient specials
  • Create new inactive client offers (“come back this week” offers)
  • Offer treatment specials and unique chiropractic exams
  • Offer training and consulting programs

But, as you’ve seen – you must work towards becoming an expert authority, and that means the traditional ways of promoting, is just a temporary solution.

You must fully understand them, “I know how you feel”. Educating, engaging and inspiring your market helps create a “know, like, trust” factor that is needed for easier selling.

Once you present your prospects with a congruent message and use this simple formula, you will own the keys to success:

facebook-ads-landing-page-thank-you-workflow

Chart: Ad click to landing page, response and thank you page + nurture framework

 

Let’s switch gears…

As we move into the more technical aspects of this, your practice’s website must become “the hub” of acquiring traffic and controlling user activity when using Done For You Facebook ads for Chiropractors.

The struggle to acquire new clients and retain existing ones is not a straight path – and especially when considering growing competition and an increasingly crowded marketplace.

A quick mention on Adwords vs. Facebook

Facebook ads are like Google Adwords in that they both display ads.

However, the underlying technology works differently. Adwords is more focused on keywords searched (intent driven), whereas Facebook ads places your ads in front of people who weren’t necessarily searching for you. It’s “interest” based. With Facebook ads, you can place ads in front of people that didn’t even know they needed your services.

You can also promote your practice and place ads in front of people who already “like” and “follow” you, visited your website, etc. That includes targeting and finding people who like other pages and resources that are related to your business.

With Chiropractors and related practices in the local services based, health-care industry, we see a high under-utilization of one of the most powerful tools in the Facebook Ads Platform, the “pixel”.

Editor’s Quick Case Study:

We researched 10 local chiropractors in the Torrance region in Los Angeles, and NONE were using the Facebook pixel at the time of writing!

The Secret Weapon: Facebook Pixel for Chiropractors And Doctors

The Facebook pixel is a piece of JavaScript code for your website that unlocks powerful advertiser tools for measurement, optimization and targeting.

Using this pixel code, you can make use of actions and usability patterns from your website to make Facebook ads more efficient and effective.

Some immediate benefits are:

  1. Track conversions across multiple devices
  2. Measure ads spend and your ROAS (return on ad spend)
  3. Understand and analyze your audience better
  4. Optimization intelligence to show ads to people who are most likely to engage – from signing up for a presentation, book a call for a free consultation or join your monthly newsletter
  5. Improve your audience by finding new clients and retargeting visitors that already found your website.
  6. Remarket (present ads) to ONLY those who to a specific action
  7. Make use of automatic Dynamic Ads (multiple products lists) to increase relevancy, and lowering click costs from reaching specific goals, like link clicks or conversions – and ultimately, sales.

Once installed (either directly on your website, or as part of Google Tag manager (recommended)) – you’ll track data to understand how people are behaving on your website. It’s like Google Analytics in that way, but for Facebook, you can see data points inside the platform, and easily see how many conversions were reported from your campaigns.

Facebook Ads Targeting For A Beginner Campaign

[Need help setting up Facebook Ads? Check this out!]

In this quick “Facebook Ads Targeting For Beginners” infographic you’ll learn something smart. Focusing on a “warm” audience first (#1) is of greater benefit to you. They will already be pre-framed with a positive view of you. In other words, when you show ads to them, they’ll be easier to reach, communicate with – and with a possibly lower click cost. Here’s the run down of Facebook targeting priorities when first starting out:

facebook-targeting-for-beginners

Infographic: Facebook targeting for beginner campaigns

Reminder – this is the ONLY thing that matters in your business:

Leads!

Conversions!

Checkouts!

Incoming calls for information, appointments and credit card processing options are the only things you need to care about. These bring in the revenue.

Optimizing at the ad campaign level and the ad levels is important, but the landing page(s) (offers, specials, webinars, etc) and the marketing funnel from first click to last is essential to get right.  That means that your product offer, placement (mobile, desktop) and locale will be necessary. And, the targeting, bidding and interests are set at the ad set level. Copy and images (videos too) are used within the ads level:

facebook-ads-campaign-architecture

Ad campaign structure, Facebook For Business: Campaign, Ad sets, ads.

The example graphic below of moving a customer from point “A” to point “B” is key in your business (restore their their back to a healthy condition), but is also important in the traffic generation models. The first click starts on the left, and through a series of steps (maybe a phone call), an appointment and subsequent client agreement is completed):

The path (steps) from pain “A” to success “B” with a Chiropractor and their website:

chiropractor-sales-funnel

Figure Sales Funnel: Moving a person from cold prospect to paying client.

Important: It’s about the right click, not “lots of clicks”. That means the first touch point and message should be congruent all the way to the final transaction. Congruence and relevancy is essential for success with Facebook ads. The copy is important, as is the creatives (images, videos).

Don’t pull the the ads down too fast

[Need help setting up Facebook Ads? Check this out!]

New Facebook ads will on average take 24-48 hours of run time before you can check if the ads are working or not.

Sure, bigger daily ad spends will get you data faster, but most don’t want to invest a lot day one.

The ads and the targeting take some time to mature and for the Facebook ads algorithm to work. We recommend 2-3 days before tuning and tweaking a new Facebook ads campaign in local markets. Then, you can decide if you copy and paste campaigns (never delete) and begin to change images or drill down with “flex targeting”.

TIP: If doing this yourself, be aware of mind tricks. Emotions and mindset has ruined many potentially good Facebook ad campaigns. Simply because you or your ads manager killed the ads too fast!

Here’s how to install and use the Facebook Pixel for Chiropractors:

  1. Check to see if you or somebody else on your web team has installed the pixel already. You can use and check with the Chrome plugin from here: https://developers.facebook.com/docs/facebook-pixel/pixel-helper – it works in the background to review websites code that show if you have the pixel installed or not – and if there are any errors.
  2. Log in to your Facebook ads manager at https://www.facebook.com/ads/manager/ and select “Pixels” under the “Assets” menu (exposed from the top left) menu bar.
  3. Click “Set Up Pixel” and select the best option for you. (You have three options, but select “Manually Install the Code Yourself” for this example).
  4. Once you see the Pixel code (Javascript) – copy the entire code and paste it in your website header section. It should be placed just above the </head> tag in your HTML code. (Advanced option, but highly recommended is to place it inside a container with Google Tag Manager)
  5. Once placed, refresh the page to make sure it works, and see the point #1 above to make sure it’s recording correctly. Inside the Facebook Ads Manager, you’ll see the event recorded as “Active”. It may take a few minutes, so please be patient before refreshing again.

You now have the pixel placed, and all your website pages will “fire” based  on events on the pages as they are rendered by visitors. (Note: advanced options exist to customize for “custom conversions” — where Facebook records activity specific to a page or URL that you want to track.)

Example Of The Facebook Pixel Javascript Code:

facebook-pixel-chiropractors

Example of The Facebook Pixel Helper: (As found on the Chrome Toolbar)

facebook-pixel-helper-chiropractor

Now that you have everything installed and configured – you can let data accrue from organic visitors (SEO) and paid traffic ads.

There are more aspects to be included in a successful practice for marketing. Consider all of these:

  • Funnels
  • Branding and PR
  • List building (capturing emails, building the relationship ongoing, auto-responders, email sequences)
  • Facebook targeting
  • Landing Pages
  • Copy & Copywriting (unique message for target audience)
  • Automation
  • Program launches and ever-green content
  • Staffing and outsourcing

As you dive deeper into Facebook Ads for your family medicine business, you can:

  • Display ads based on visitor behavior and actual website traffic (retargeting)
  • Show ads based on similar audiences (lookalike modeling)
  • Create custom audiences from existing buyer (CRM) data (show ads to previous buyers)
  • Drive traffic and “boost” posts inside your Facebook Business Page based on engagement (likes, followers)

If you find yourself caught with the shiny object syndrome and need help, learn more below.

Get Leads From Facebook In 7 Days, Without Doing All The Work?

CLICK HERE >> Get an online appointment.

 

 

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