Hiring the top attorney for your legal needs can sometimes feel like an overwhelming task, especially if you don’t know where to look. 86% of clients meet their lawyers through Google, which means a web search is undoubtedly one of the most reliable ways of searching for top attorneys in your area.
However, many lawyers follow the practice of creating shell offices and promoting them as online firms. They do not actually work out of these cities, yet they list them with the sole motive of reaching into communities that they do not live or work in. Therefore, you might be misled into believing that the attorney works in your area, whereas you might end up meeting just one of his paralegals.
This is why it is essential to follow some best practices when searching for top attorneys in your area and actually finding them. At Bash Foo, we have helped several law firms optimize their websites for search; therefore, you can say we have insights to provide you on this matter!
Let’s dig deeper into this topic.
A Few Things to Focus on Before Beginning Your Lawyer Search
Most people prefer to have long-term connections with their lawyers to resort to them even for future cases. This makes it important to look for the right qualities in your attorney that could make an association with them feasible for you in the long run.
The lawyer’s experience and areas of expertise are prime factors, for most lawyers tend to focus on just one or a few types of law. Therefore, always try to select an attorney who has previously proven experience in the field you seek help in. For instance, a lawyer specializing in divorce cases is not ideal for dealing with business laws or criminal court cases.
Secondly, you might also want to look at the size of their practice. If you need an attorney to only help you out with contract reviewing and documentation, it is not necessary to go for a large firm. However, a large corporate firm with multiple experts and vast experience might prove much more helpful when dealing with more significant business issues.
Location is an important factor since you want an attorney well-versed with state and local laws, rules, and regulations. At the same time, it would be much more convenient for you to make frequent trips to their office for consultations, discussions, depositions, and so on.
This is How You should Search for the Top Attorneys in Your Area
With the internet having revolutionized almost every traditional field, searching for a good attorney has also become more convenient than ever before. Together with the web, you must deploy a mix of conventional approaches for a fool-proof search of the best lawyer for your case.
There are several ways to search authentically for the top attorneys in your area while steering clear of any shell companies or fraudsters. Here is our list.
Good Old Google Search
In 2019, around 86% of law firms had a website, which is steadily increasing year on year. Thanks to Google’s latest algorithm update, it is no longer possible for online businesses to rank high unless they assure quality, value, and, naturally, high traffic. This is another reason why attorneys and firms hire top digital marketing agencies to help present their value better and reach out to potential clients on the web.
Therefore, you can use the web as a first step towards researching the top attorneys in your area. Be mindful of using your location (or “near me”) and the lawyer’s expertise when typing in a search query for the most relevant results. Try shortlisting lawyers or firms that have verified Google My Business pages and boast multiple positive reviews. Take a good look at their website to understand their principles, values, experience, and expertise to understand whether or not they are a good fit for you.
Social Networking Sites
These days, social media has quickly replaced search engines to provide more authentic and customer-reviewed information on businesses. The same can be said about law firms and attorneys with a handsome social media presence across relevant platforms like LinkedIn and Facebook.
You can search for the top attorneys in your area on these platforms with ease. The additional benefit you get is in the form of authentic reviews by their clients, who you can look up online too. Word of caution: not all attorneys or law firms readily showcase their work or profile on social media. You might not get all the top attorneys in your area on these platforms. However, it is a good initial step to be able to shortlist some choices. First, find 2-3 lawyers using Google, and then look into what sort of a person they are on Facebook.
Refer to a Reliable Online Directory
Online directories, such as Nolo, offer comprehensive and trusted information on the top attorneys in the US, which you can browse by location. Such directories offer an all-inclusive profile of attorneys, including their experience, education, fees, area of expertise, and so on.
However, you should ensure that you are using only the most reliable online directories for accessing such information. Some directories promise to list only those attorneys who have a valid license and are in good standing with their bar association. Therefore, you can have a list of the best and authentic attorneys in your area in a single click.
Buyers beware of sites like NOLO; however, they allow their attorneys to pay for enhanced listing views and feature spots. They may not be the best lawyer in the pack, but they may have the deepest pockets to buy ads.
Apart from an online directory, you can also access the Local Chamber of Commerce for reliable information on top attorneys in your area. You can get direct line or mobile phone numbers for reaching out to them, saving you from passing through a wave of client advocates or paralegals.
The Word-of-Mouth Way
By far, one of the most trusted ways of looking for and finding a top attorney who can meet your needs is by way of referrals. If you are in touch with another lawyer, say someone who is not an expert in the field you are looking for, you can always ask them for someone who is. Most lawyers have direct contact numbers and emails of fellow lawyers. Besides, they could share their insights on whose work they deem best.
You can also reach out to business referrals – your banker, accountant, insurance agent, real estate broker, and so on – for expert attorneys in your area in the field you are interested in. Such people are usually in constant touch with lawyers and paralegals and can help you instantly with the best recommendations.
Then again, you can depend on your friends, family, relatives, or colleagues to share with you their personal references when it comes to an expert attorney. If they have been in similar situations before, they could even provide you with honest feedback on their experience with the attorney and his firm.
Advertisements by Law firms
Not all, but some ads can actually be helpful in your quest for the best attorneys in your area. There is always a degree of caution to be maintained – do not believe everything you hear or read.
However, with the increasing relevance of internet search for law firms and social media, many reliable and resourceful attorneys and law firms choose to catch the potential client’s attention through advertisements. Look out for their area of expertise, years of experience, location, fees, and so on in such ads.
Taking Help from Non-Profits
Some non-profit groups and men/women support groups often help individuals, small businesses, and families by helping them access the right attorney for their case. Such groups are also the best destination when researching for similar cases, especially if you are a small business new to legal complications.
These groups are well-versed with authentic local attorneys in your area and even help you meet someone who fits your budget and philosophy. From family and divorce lawyers to business lawyers through clinics, you can also access specific experts, such as someone who could deal with an urban sprawl case with help from an environmental group.
It does not end with the search
Even after you have successfully drawn a list of the top attorneys in your area specific to your need and budget, there are a few things to keep in mind.
Actually Finding the Attorney is Equally Important
With no shortage of fraudsters and shell companies on the web, the next step after searching for attorneys is to find them. When using the electronic medium for searching a local attorney, seek their direct email address like firstname.lastname@example.org, instead of email@example.com to have a better chance of actually reaching the attorney. A background check of their office location and a discovery call are also great options.
Be Wary of their Charges
It is an excellent practice to have some clarity over the consultation and interview charges beforehand. Ask the attorney if they provide free consultations and how much an initial interview would cost. Also, be transparent about their fees, included services, method (lump sum, installments), and mode (online, bank transfer, and so on) of payments.
Read Maximum Reviews
Even after you have searched the top attorneys in your area, it is best to dig up client reviews of them, whether online or in-person. This gives you a clear idea of how suitable they are for you and how working with them will turn out to be.
Have Transparent Communication with Them
Lastly, before you finalize your attorney, get in touch with them either in person or on a phone call to understand their philosophy and present your concerns. If you hope for them to represent you, your ideologies must match theirs to a certain level.
Living in the past is unhealthy – both for you and your website’s SEO. Search Engine Optimization tactics, just like other trends in the digital world, have seen significant changes over the last few years that have primarily redefined conventional SEO practices.
While some of the traditional strategies continue to be relevant in the current climate, several SEO tactics are now outdated and should be discarded.
The fact that SEO drives 1000%+ more traffic than organic social media itself speaks of the importance of the right SEO strategies for better results. A vital digital marketing tactic, effective SEO requires businesses to tailor their website to what their audience needs.
The impact of SEO work becomes amplified due to Google’s dynamic algorithm, which demands quality and content over age-old SEO tactics. Let’s take a look at some of the most outdated, obsolete SEO strategies that you need to get rid of today!
Our Content Management Systems have been reminding us to use more and more keywords – paragraphs, headings, subheadings, introductions, conclusions, images – everywhere! While keyword density used to be a standard benchmark for search engines to rank a page higher in terms of value and relevance for the particular search, the trend no longer holds much value today.
The reason behind this shift is the growing inclination of businesses to rely extraordinarily on keywords, almost leading to the abuse of this SEO strategy. From unnecessary repetition to out-of-context mentions, the attempt to overload content with keywords invariably led to poor quality content across such websites. For instance:
“Our food delivery service is the fastest in Portland. We offer quick food delivery services across all neighborhoods of Portland. If you plan to call a Portland food delivery service today, please contact our food delivery company at portlandfooddelivery.com”
Despite being laden with the obvious keywords, such content would do no good for your business – it could even land you up with a ranking penalty.
What Could You Do Instead?
Instead of focusing on keyword density and frequency, search engines now stress more on the relevance and intent of keyword use. Therefore, it is best to act more responsibly when it comes to keyword optimization in your content. Focus more on content quality and use keywords naturally where they fit into the context. Search engines want you to write content for audiences, not their algorithms.
Longer Domain Names to Include Keywords
What seemed like the smartest thing to do a few years back is problematic today – getting longer domain names just for the sake of fitting “keywords” into them. For instance, do not get a domain like fooddeliveryservice-portland.com just to fit in the location and specialty keywords.
Such kind of action is also unrewarding for the long term. What if you decide to expand your business to multiple regions in the future? What if you change your niche or add more services? The only two options before you in such a case would be either to get stuck with an irrelevant domain or buy a new one and lose out on the already established and circulated first one.
What Could You Do Instead?
After Google updated its algorithm, the importance of such domains has fallen considerably. While it may still be considered fruitful to include high-value keywords in your URL, nothing beats a consistent yet unique brand strategy.
Therefore, when it comes to a domain name for your website, try making it as meaningful and relevant for your brand as possible. Opt for a concise brand name. The more deciding factor is the quality of your services and content – not the keywords in your URL.
Duplicate Pages to Rank for More Keywords
Another obsolete SEO strategy that marketers often fall prey to is creating multiple similar pages to rank for more keywords, sometimes entirely duplicated, sometimes with a few tweaks and twists in language.
Sadly, this strategy no longer works. Google’s ever-changing algorithm has brought to the table penalties for content duplication. Therefore, if you are just thinking of populating your website with identical pages just for keyword rankings, it will not lead to anything fruitful.
What Could You Do Instead?
If you are inclined to create similar pages for different services on your website, for instance, and want to play safe with a set of keywords, at least make sure that your content is unique for each of these pages. Make each bit of content valuable and relevant for the audience or region you are targeting. If your content has quality and value, this could outscore other problems.
Besides, you can optimize your pages in other ways for keyword rankings. Consider adding keywords to the site’s footer, including locations, services, links, or other helpful information.
Backlinks are undoubtedly one of the most important aspects of SEO; however, digital marketers tend to behave very immaturely by purchasing links from “link farms” just for additional links. Many also go to the extent of submitting their site to suspicious site directories for “link exchanges.”
A few years back, this trend surpassed tolerable limits, and it was then that Google’s updated algorithm ‘Penguin’ brought in penalties for such illicit practices. Today, sites that buy spammy links or get involved in unusual “link exchanges” can get banned from search engines.
What Could You Do Instead?
Backlinking itself is not illegal. You can use links of social media accounts, communities, and associations that you are a member of or resourceful links on your site. Besides being relevant to your content, such backlinks also make sense to search engines and make the process hassle-free.
Duplicate ALT Tags and Captions for Images
Indeed, ALT tags are not readily visible on websites, but that does not mean that they should be treated like hidden caveats for stuffing keywords that seem to work. ALT tags and image captions are equally relevant for your SEO game if you treat them as information-rich resources that add context and relevance to your content online.
Copy-pasting the same ALT tags and captions is as good as not adding one at all. Despite these being essential elements of your website’s SEO, Google does not support duplication of ALT tags and captions and could penalize your content in terms of rankings.
What Could You Do Instead?
Try spending some time working out unique captions and ALT tags for your image while still making relevant, in-context choices. Make sure that the captions are chosen based on utility and value and not mere numbers. Using the proper tags can lead to better rankings for long-tail keywords for you. Besides, it is unnecessary to add tags to all images in your content – just a few images with unique tags could do the trick.
Exact Match Search Queries
Creating websites, domains, and content with multiple repetitions of specific search queries in mind could have worked a few years back, but not anymore. This is because the new algorithm of search engines focuses on value and meaning, not on numbers.
What Could You Do Instead?
Content that targets niche audience pools and their queries will produce results; however, it is time to do things differently. Try focusing on addressing top trends in queries without dwelling on exact matches. Make your content resourceful, engaging and provide the solutions your audience is seeking – the rest will follow.
It might seem enticing to publish a few quality posts on more prominent media publications like HubSpot, hoping for an overnight success story. Sadly, this trend is officially out of trend.
The issue is that these media channels continue growing in size, content, and diversity with time. The more they grow, the more writers they host, and the more similar posts their platform caters to. This considerably reduces your chances of standing out among the crowd of similar content that is live on their platform.
What Could You Do Instead?
Guest blogging could work only in cases where your content has gone viral. In such cases, it plays an integral role in drawing traffic, subscribers, and social proof. However, instead of sending out your content only to more prominent publications with a bigger audience in mind, you could opt for a more balanced approach.
Target specific blog pages, despite them having smaller audiences. Publishing your content on such blogs might also draw targeted traffic to your page and establish stronger relationships with these budding publications right from the start. Also, make sure you choose the publications or blogs wisely – relevant to both your audiences and adding value to your services.
Turn the Tables for Your SEO Game
Ranking high in search engine results demands more than just age-old SEO tactics based on numbers. It is time to act smart and use the power of SEO right. With the dynamic field evolving constantly, it is important to stay upbeat with the latest trends and kick out those that no longer work.
Apart from focusing on quality, learn to market your content well and leverage social media, artificial intelligence, and data analytics to balance quality and numbers. Dwell on trends like voice search, mobile responsiveness, meaningful featured snippets, and predictive search technology.
At the same time, use the latest strategies such as improved User Experience (UX), long-form content (such as this blog), bucket brigades to guide readers through the copy, and optimizing content with videos. Lastly, dive into the technical basics of website and page speed, image optimization, and meta tags for hitting the jackpots.
Get in touch with us for a more guided and technically sound approach to higher search rankings with SEO strategies that work!
So, if you want to generate business from your website or improve your retention rates or increase your site traffic, here is a complete guide to SEO for law firms to help you do that.
What is law firm SEO? Why is it important?
Law firm SEO is a specific search engine optimization practice designed for the legal industry. A whopping 86% of clients find lawyers through Google. So, if they don’t see you there, you only stand to get 14% of the total business in the market.
And since you are competing with other law firms, your firm’s chance of getting clients from that lot reduces even further.
Moreover, people take more than 24 hours to weigh their options before contacting you. So, you need to have better online visibility than your competitors for them to access your services quickly.
But SEO for law firms gets you more than just qualified leads. It helps you build a positive reputation.
How to build an SEO-friendly law firm website in 2021
As of 2021, there are 437,540 law firms in the United States, and more than 80% of them have a website. If your law firm wants to rise to the top of the search results organically, you need to work your way around Google’s algorithms. Here is what you need.
Using niche keywords can help your site rank higher. Law firms that highlight their specializations in their SEO plan enjoy up to 95% more traffic.
Optimized URLs, meta tags, H tags, images
It is impossible to rise to the top if your URLs aren’t user-friendly, meta tags aren’t clickable, H tags aren’t skimmable, and images aren’t optimized for image search.
Interlinking your pages allows you to retain your visitors longer. Since search engines consider your visitors’ session durations before pushing you to the top, adding interlinks is an essential SEO practice.
Both humans and search engines prioritize content above everything else. If your content isn’t worth the visitor’s time, it won’t be long before your site disappears into the lower positions. The golden rule of creating valuable content is following the E-A-T approach. (More on that later!)
Local SEO for law firms in Ohio
Local SEO for law firms helps you garner clients from your local area. The results that you find when you look for terms like ‘law firms near me’ and ‘best lawyers in Ohio’ are all part of local SEO.
And there are only two things you need to know about local SEO; one, it always works when done properly, and two, it is relatively simple to set up.
To set up your local SEO, claim your business on Google My Business and follow the steps. After answering a few questions, you will receive your verification code from Google via mail, and people will start seeing your firm every time they use relevant keywords.
How to build links for law firms
Link building or backlinking is a vital SEO practice for improving your site’s domain authority. Since law firms need credibility to stay in business, backlinks allow you to direct qualified and interested leads to your site. So, although it takes some time, it is worth the efforts.
Once you have created an SEO-friendly website, you must sketch out your content objectives. Since link building is usually carried out through content, you must have great content ideas to become instantly popular.
For instance, writing a piece on ‘Sustainable Law Practices’ might help you drive aspiring lawyers to your site. But a piece about ‘How to Choose a Law Firm’ will help you connect with people looking for lawyers.
So, narrow down your topics wisely and use the SEO content marketing guide in this article (below) to write your article.
Then, approach law magazines that accept guest posts. Please do your research and ensure that the sites you pick have a high domain authority before submitting your articles to them. Link your site within the post and watch your traffic grow.
Next, set up your social media pages. (Check out the social media marketing guide in this article below to do that). The more links you have across the internet, the higher your chance of rising to the top.
In essence, search engines love to see more people talking about your business. Since link building can make that happen, it is an indispensable part of doing SEO for law firms.
“Prior to joining Dinsmore, I discovered how Bash Foo can double website traffic and increase online client bookings through their use of SEO and paid ads. If Mike and his team say it’s time to spend some money, understand that their disciplined approach to ranking law firms within Google will and does pay off”. – Glen McMurry, Partner with Dinsmore
The primary reasons to incorporate SEO content marketing for your law firm are; to bring visitors to your website and to make visitors stay on your website.
Here are some of the best practices to follow when creating and optimizing your content for search engines if you want to generate higher traffic and improve your retention rates.
● User experience
The best content is skimmable. Your visitors don’t always have 15 minutes to read a long piece, but they want quick ideas/strategies to make changes. Heck, if you made it this far in this blog post, you were probably skimming the content. Good for you! We hope this information helps you and your law firm.
Make your content easier to read, more precise, and more research-based. If you are using Yoast SEO to rank higher, use simple sentences while writing to improve your content’s readability score.
● Content structure
Only 53% of law firms have organized site content. The headings, subheadings, and other highlighted text in your content should give the reader a complete step-by-step picture of everything you are writing about. When in doubt, check your outline. If you can understand your article’s structure without reading the entire passage, then your readers definitely will do, too.
● Conversion potential
Your content should be relevant for your visitors to convert them into potential customers. When writing, ensure that your article has well-positioned CTAs, unlike 70% of the US law firm sites. Remember that only 3% of law websites deliver personalized, relevant content. So, if you can be one of them, your rank can potentially skyrocket.
● E-A-T content
To measure the value of content, Google recently announced that it would rank E-A-T content at the top. This simply means that if your content has Expertise, Authoritativeness, and Trustworthiness, you will have more chances of organically ranking on the first page.
As a law firm, you already have ‘expertise’ and ‘authoritativeness’ to improve your online presence through SEO content marketing. Focus on building trust, and you will be at the top in no time.
Social media management for SEO for law firms
Social media marketing is the cheapest way of increasing your law firm’s visibility using SEO. It allows you to expand your reach and influence more consumer segments.
Today, more than 90% of lawyers use LinkedIn for business, while 47% use Facebook. Social media works because 35% of them have generated business either directly or through a referral by simply managing their social media pages.
The most successful social media management is one with high audience engagement. And the quickest way of increasing audience participation is by offering them solutions to their problems.
Once you set up your social media presence, create posts that demonstrate your expertise in the legal field. Remember, E-A-T content applies to social media, as well. If done correctly, social media marketing can double your website traffic.
Know your basics –
Avoid offering legal advice
Be transparent about licensing
Avoid running misleading legal advertisements
Post general content
Stay active between 9 a.m. to 6 p.m. during weekdays
Engage with other lawyers
Use visual aids
How to find an SEO agency for law firms in Ohio
From avoiding keyword stuffing to doing niche keyword research, doing SEO for law firms isn’t easy. So, it is wiser to outsource your SEO activities to marketing agencies in Ohio if you wish to save time.
And while it can be tempting to appoint any agency that offers you the cheapest quotes, remember that 40% of law firms neither get regular reports nor analytics from their marketing agencies. So, they never know how their online presence is being managed.
Furthermore, there is fierce keyword competition in the legal space. To get the best SEO results for law firms, you need to work with a digital marketing agency that can target the right search terms to help you achieve your goals.
Bash Foo is a professional digital marketing agency with years of experience doing SEO for law firms in Ohio. Our team of SEO experts is proficient at creating optimization strategies that deliver the best results every single time. Ring us up and connect with one of our specialists to get a customized SEO plan for law firms today.
That’s bad news for small businesses that can experience more than a 107% revenue boost over the holiday season. This year, you have to offer your customers deals and make your offers lucrative enough for them to be interested in what you’re saying.
So, if you’re an online store, there’s hope as 65% and 64% of shoppers have decided to buy products online instead of in-store to avoid crowds and to shop from the comfort of their homes, respectively.
More specifically, beverage, food, and clothing brands are in for a treat because consumers, who will be shopping from home, will be inclining toward them more than anything else.
Since “Holiday Season 2020” is nothing like the ones we’ve experienced before, it can be tricky to make marketing decisions during such an important time of the year. So, here’s a comprehensive list of all the holiday digital marketing tips you need to equip yourself for the final event.
Smartphone use in up by 55% in 2020, and if your site doesn’t load in less than 3 seconds on your prospectives’ screens, you’ll experience high bounce and customer turnover rates, which isn’t ideal in today’s economy.
Make your URL search-friendly
Google recently released a guide on best practices for Black Friday and Cyber Monday. One of the pieces of advice that stuck out for SEO experts is how businesses should optimize URLs for the holiday season the right way.
The article advises against using the year in the URL. So, instead of writing /sale/2020/black-friday, consider writing /sale/black-friday. This will help you build link equity.
Link equity or link juice refers to URLs’ being one of the most crucial determinants of your website’s value. They help pass authority to the page they’re associated with. Simply put, the longer you keep using the same link, the higher the authority of the page (in terms of SEO).
Using a permalink will also make it easier for you to get found on Google year after year, which will allow you to make more sales.
Raise your email marketing game
Whoever said email marketing belongs to B2B couldn’t be more wrong because 59% of people admitted to emails being a significant influence on their buying decisions.
Email marketing should be a big part of your digital marketing strategy for the holiday season as it’s the best tool for using all that data you collect through your website.
Stats have revealed that more than 40% of Americans subscribe to email lists to receive savings and discounts and 1 in every three subscribers reported having purchased something from the brand whose emails they receive.
If that’s not all, in 2019, 39% of consumers turned to emails from brands to receive information on deals and promotions before they could purchase from them. So, you should definitely be where your audience is.
Narrow down your target audience
It’s incredible what the entire digital space can do for marketing and sales. Today, you can combine all the data from every platform in the world to create a foolproof marketing strategy for your business.
For Black Friday 2020, 52% of Georgia, 51% of Wisconsin, 50% of Illinois, 48% of Virginia, and 47% of New York will be the top spenders in the U.S.
So, instead of spraying and praying, you can specifically target these states for now you know where the highest spending potential is.
Use keywords that your customers are using to look for you
People probably love free shipping more than free gifts. And if you can combine the words fast delivery with free shipping, nothing can stop you from making more sales.
This holiday season, customers expect free or fast shipping, and 64% of them are refusing to pay extra for quick deliveries. And while we can all blame Amazon for spoiling people, we have to play the hand we’re dealt.
Start by taking care of two things; putting a cap on the ad impressions when you’re retargeting your ads and sending the customer a cart abandonment reminder within an hour of leaving to recapture their interest in the product. This will allow you to avoid missing out on easy closes.
Consider partnering up with money-saving apps
Money-saving apps are the new buzz in the market. They’ve been around for some time but have only begun to gain popularity in the past couple of years.
Usually, these apps can be installed as a Chrome extension and be used during checkouts. One fine example of an excellent money-saving app is Honey.
If you haven’t heard of Honey yet, then you probably don’t watch many YouTube videos because the brand has practically roped in every other YouTube influencer for affiliate marketing. As a result, Honey has a vast customer base of 17 million active users.
Automatically finds and applies valid codes during checkouts, customers find shopping using Honey to be more convenient. So, if you can partner with a money-saving app like this, which already has a vast customer network, you can easily take the guesswork out of your marketing and enjoy better sales figures.
Offer free rewards for recurring purchases
Nowadays, every business is trying to build an ecosystem to keep customers coming back. A good loyalty program for automating future purchases is quite feasible for retaining customers.
So, instead of offering 10% off sitewide upfront, make it a little more interactive. Ask your customers to share feedback on their purchases in exchange for 10% off their next bill.
For new users, setting up a ‘spin to win’ pop up also works wonders and reduces the bounce rate because the rewards won from the spinning wheel encourage them to check out the site if nothing else.
Remember that getting people to look at your products is as important as closing is. So, if you’re not selling anything, at least make ’em take a look. Because even if you generate a 5% increase in retention through your popups, you can increase your profits by 25%.
Answer FAQs for every product
A 2019 survey by BlackFriday.com revealed that Amazon’s ad was the most-anticipated Black Friday ad in that year — even though it didn’t release an official Black Friday ad, just a list of deals.
There are countless reasons people choose Amazon, but one of the major ones is that Amazon offers a small space for discussions, increasing trust among buyers.
If you don’t have infinite resources like Amazon, this minor addition can help build a community. Moreover, it can also help you increase your domain authority because you’re allowing potential buyers to use your platform to ask questions and get answers.
And why stop there? You can combine the aforementioned loyalty program with the FAQs section and ask customers to answer questions from the FAQs to receive more points/rewards, which they can redeem with their purchases.
See how everything just connects when you’re on the right track?
Seize the opportunity for as long as you can
The final quarter of the year is definitely the most stressful time for the marketing and sales teams. But it also brings in a ton of revenue, so who’s complaining?
So, there’s plenty of time to earn. Here’s what we recommend; as soon as you’re done with Black Friday, start making arrangements for Christmas SEO, followed by that for New Year’s. This will allow you to remain relevant throughout the last quarter and rank higher in search results for your desired keywords.
Although there’s quite a lot of time for businesses to cover up their losses throughout the year, there isn’t enough time to plan and execute effective marketing strategies.
We’re halfway into November, and it’s time to buckle up. So, if you can’t get your head around the holiday season of 2020, allow an agency with 20 plus years of experience in digital marketing to take things off of your plate.
Ring us up and get a custom marketing solution delivered wherever you are. The best part? You won’t have to pay for shipping.
In August, Apple became the most valuable company globally after reaching the $2 trillion mark. To give you a perspective, Samsung has a net worth of $295 million.
But with the complaints about Apple’s lack of innovation on the rise, it makes you wonder why Apple is still so popular and what we can learn from its communication method.
Why people choose Apple
Three words: better user experience.
Today, you can walk into an Apple store to get a repair done, and you’ll be happy even if they charge you a premium fee because you’re getting a quick solution. But the same isn’t the case with Android.
A survey by PCMag revealed 47% of people who switch from Android to iOS do so to experience better customer service. Apple has streamlined a rich user experience – something that sits at the absolute pinnacle when it comes to smartphone satisfaction.
They’ve positioned themselves as being ‘style with substance,’ which basically means that you get the best of both worlds. And that’s the communication they’re sticking to despite creating products that many people believe aren’t worth the hype anymore.
Still, Apple continues to grow because their communication keeps winning even if their products aren’t performing well in some parts of the world.
So, what can we learn from Apple?
Reducing churn rate
If you know anything about email marketing, it’s a tool to reduce the high churn rate, which means retaining customers after the free trial is over. And Apple has been doing that without any emails.
To reduce the churn rate, it’s essential for you to find out two things; why people are leaving and why people are staying.
Apple realized this before they went all-in with their marketing activities. So, when they launched their iPhone, they made sure to highlight the fact that the phone can store thousands of songs just like an iPod – a device that was already a hit among their target audience.
Since people were familiar with iTunes and they loved it, they felt it was easier to transition into an iPhone than leaving the ecosystem and switching to Android.
Familiarity. That’s the main ingredient.
People will always buy things that they know and are comfortable with. So, Apple leverages its existing products’ strengths and markets the hell out of it to keep you tied up.
The new iPhone 12 variants are all about nostalgia. It’s a sum of all of Apple’s most loved parts, i.e., the body of iPhone 5, MagSafe, and mini screen size.
So, before you create any strategy, figure out that familiarity factor in your product or service to get one step closer to making a successful campaign.
Controlling the conversation
The first rule of PR is you must always control the conversation. This allows you to steer the story in the direction of your choice and avoid giving into rumors, which can harm your brand image.
When iPhone X was launched, let’s be honest, nobody liked it. People bullied Apple for copying Android and ditching their signature home button.
Notice how they raved about the positive reviews from those who have the authority to influence the market?
They even brought in YouTube stars to say nice things about the product and quickly roped in Hollywood to work its magic as they did back when Apple replaced Blackberry in movies. That had never happened before.
If you head over to Apple’s YouTube channel right now, you’ll notice that they’ve turned off the comments under all their videos. They know that we are living in a world of memes. It doesn’t take long for people to joke about product features that can ruin sales.
By switching off the comments, they curb negative PR, which doesn’t hurt their sales much.
Remember what happened to the iPhone 7? People joked about the headphone jack being removed, and now, the whole world wants earbuds. Interestingly, iPhone 7 and 7+ have the highest sales of any iOS devices, with close to 80 million units sold to date.
And if you walk into an Apple store, you might spot the iPhone 7 positioned right next to the recent launches because it still sells like hotcakes.
Selling fun over features
The most fundamental principle of successful marketing is that you should always sell usefulness over features.
Gone are the days when people sat through the list of specifications before buying a phone. Now, all they see is how good the camera is.
But since Apple is still innovating, they have a unique way of showcasing their features. Because people care about the camera, in iPhone 12’s official trailer, Apple has led the video with what’s new with the camera.
After grabbing the attention, they move on to more critical features. But they don’t just lay down the features; they show what you can do with them.
Apple always tries to sell fun over features like editing on-the-go. But when they do talk about features, they stick to the details.
This way, even if they aren’t convincing people to buy from them, they’re creating a desire in them. So, they won’t wait for a second before running to the store when they have the money.
Having a clear target
Even the worst marketing campaigns can work if you have your target audience correctly figured out. So, if you aren’t familiar with your product or service’s accurate buyer persona, allow Apple to teach you.
Apple operates in two market segments:
That’s why they don’t obsess over their price points or get bothered by the memes. They’ve sold a smartphone for $999, and just when you thought they couldn’t go any higher, they are now selling the iPhone 12 Pro Max for $1,099.
Apple isn’t wasting time appeasing people who aren’t their target. They focus on their customer base and speak to them directly. Their communication is clear.
They know that this isn’t a race to the bottom, so they avoid price wars and focus on adequately positioning their value in the market. Because at the end of the day, a convincing value proposition is all that the customers care about.
And many businesses follow the same rule. For example, Ahrefs charges up to $9,990/year, while Majestic charges up to $3,990/year. Yet, people continue to choose the former because it has a unique value prop that’s still unmatched.
You don’t need to advertise if people are continually talking about your product. Creating a buzz is one of the most important marketing strategies that Apple has mastered. Here’s what Phil Schiller, VP of Worldwide Marketing at Apple, had to say about advertising.
Schiller said Apple decided not to pay for any advertising during a brief period after the device was introduced in January 2007 and when it went on sale later in the year.
“We didn’t need to,” Schiller said. He read from several rave reviews of the iPhone and iPad, explaining that such stories did a better job than advertising to build buzz.
Word of mouth publicity is better than any paid marketing. So, if you can convince people to leave positive reviews, you won’t have to spend a dime on paid marketing.
Ditching the jargons
Take a look at this official trailer for all the iPhone 12 launches. There’s nothing that you can’t understand. Not a single dialogue, and you know exactly what you’re going to get.
Because they’ve kept it simple.
And when they do use a technical term like A14 bionic chip, they quickly follow it up with what it means, i.e., it’s the world’s fastest and most powerful chip.
When it comes to marketing, speak your customers’ language. You can’t talk about the eco-friendliness of a barbie when selling the doll to a 5-year-old. Instead, you’ll talk about how you can style it for different occasions to drive sales.
If you see Apple’s website, you’ll notice that they’ve simplified the copy significantly. For example, the copy on the watch section is planned out to make checkout easier for you.
Filled with well-positioned CTAs, the copy is designed to make you understand the technology while telling you what you can do with it, such as gifting the watch to someone for Christmas.
See how they’ve personalized the copy for the holiday season way ahead of time?
Apple knows that their target audience isn’t facing the wrath of COVID-19 as much as the rest of the world is. They’ve still got the purchasing power, and they’ll be looking for present ideas. So, Apple is cashing in on the opportunity the right way.
Leading with the intangible benefits
In 2016, Apple launched MacBook Pro with a touch bar – a feature that makes editing documents and producing tracks more convenient. But when Apple first introduced it, they addressed the intangible benefits more than the tangible ones.
For instance, they used sentences like “the touch bar allows you to interact with your MacBook” or that “it offers a more immediate connection to your content.” And then, they dove into the technicalities of having all your hidden commands in front of you for easy accessibility.
Apple’s entire marketing strategy is designed to spark a user’s desire before they move on to making a sales pitch.
They don’t sell you a 12MP camera. They sell you the experience of capturing, editing, and sharing crystal clear videos in Dolby Vision and clicking beautiful phones in wide, ultra-wide, and selfie mode even in low light.
Even when introducing MagSafe, they led the audience in with the line “everything just clicks” rather than saying something like “charge your phones faster with MagSafe” because intangible benefits drive sales and customer satisfaction.
Joining the conversation
It’s not just about controlling but also joining the conversation. Apple is one of the few companies that catch on pretty quickly.
The moment the world started inclining towards being more environment-conscious, Apple hopped on the bandwagon. They announced that they would be reducing their use of plastic by not offering adapters with the new phones.
Sounds noble but remember that this is the same company that launched iPhone 12, iPhone 12 Pro, iPhone 12 Pro Max, and iPhone 12 mini all in the same year. Those plastic adapters aren’t harming the environment as much as these bulk launches are.
But their communication worked, and people are beginning to adapt to their logic with time. They’re also garnering more sympathy and brownie points for caring for the planet, which will affect their sales numbers.
Building a community
You know what they call Apple enthusiasts, don’t you? Apple fanboys/fangirls.
No matter how condescending it sounds to those on the outside, the Apple fanbase is a loyal one. They stick to their brand year after year without complaining about the lack of features or higher prices.
And every brand needs that to become the most valuable company on the planet.
Countless businesses have been asking people to join their Facebook group for years, but now, they’ve gone one step ahead and created more closed communities on Slack, where they can control the conversation.
These communities have the potential of spending more, generating a buzz around new launches, and becoming influencers for your products. Make this happen, and you’ll never go out of business.
Apple is indeed working with marketing geniuses to deliver campaigns that make people stop whatever they’re doing and listen.
And sometimes, no matter how much you invest, finding the right people can be quite tricky. So, why not speak to an agency that knows what they’re doing. Bash Foo has been creating marketing solutions for the past two decades, and we’re always willing to collaborate with businesses that love meeting goals.
Your website is one of your business’s most powerful tools for attracting new customers and keeping current customers informed when they make online searches. For this reason, your website needs to rank highly on the results pages of the world’s most popular search engine. Ranking highly on Google, though, is easier said than done. But armed with a little knowledge, you can make smart decisions on how to optimize the content on your site so it ranks highly. Here is some information about how Google is changing the search industry, and what you can expect in the future.
1. Google Updates Their Algorithms More Than You May Realize
It’s Google’s job to deliver reliable search results to people looking for information. Because of this, Google has gotten even better at understanding our search terms and the context surrounding them. In the past, Google was able to recognize certain terms but struggled with understanding conversational phrasing. But because of the way people use search engines changes constantly, Google has to be extremely flexible and adaptable to stay on top of the search engine game.
Google uses specialized algorithms to understand, categorize, and rank every webpage on the internet so that it can quickly return accurate results when someone makes a query. Though Google has made some major changes to their algorithms in the past few years, they’re constantly making smaller updates. For businesses, this means that their page rankings may change, but not to worry. Just as Google’s algorithms evolve, so do online search tactics. Staying ahead of the curve on algorithm changes can really give your business a boost.
2. Google’s Algorithms Are Getting Smarter
Google is at the forefront when it comes to machine learning and natural language processing (NLP). These new technologies help computers understand elements of human conversation and can teach them the meaning of new words and phrases. For example, Google introduced an algorithm update in 2019 called BERT. This update was considered by Google to be its most significant change in the previous five years. This algorithm uses NLP to fully understand the meanings of unknown words by using the words and context that surround them. This update was a huge step up for Google and their ability to understand the intent behind searches.
Users around the globe conduct billions of searches every day, and Google gathers useful data from each one of these searches. Machine learning thrives on high-quality data, and Google has an ample source of relevant data from all the searches conducted. Machine learning algorithms analyze trends, words, and phrases that are often used in conjunction, and how certain words relate to one another and then use this to make predictions about the meaning, context, and user intent of searches. Google is getting better at understanding exactly how humans think and speak.
3. Big Changes Are Coming Next Year for Online Search
Earlier this year, Google announced an algorithm slated for next year that focuses on the usability and user experience of websites. While the content of your site is important to how Google ranks you, so is the experience that users have on your website. If your site isn’t quick, responsive, and easy to use, people might get frustrated and leave before they have a chance to find the information they were looking for. Google doesn’t just want to return the most useful and informative results, they want the information to be easy to access as well.
Google’s new update, called Google Page Experience will analyze how quickly your web pages load, how quickly your site responds to user input, and how visually stable your site is. Google has created an initiative called Web Vitals to detail the metrics that are most important to ranking:
Largest Contentful Paint (LCP): this metric measures your site’s loading performance. A website with an LCP metric will have the largest piece of content on a page load within 2.5 seconds.
First Input Delay (FID): this metric measures the interactivity of your site. When a visitor does something on your site (i.e. clicks a button), the site should respond in 100 milliseconds or less.
Cumulative Layout Shift (CLS): this metric measures the visual stability of your site. Do certain elements on your page move (i.e. ads or images)? This can sometimes be distracting, so your pages should have a CLS of less than 0.1.
To prepare for this algorithm change, make sure that your site responds quickly. Pages filled with large, high-quality images can take a long time to load, so it’s important to optimize the images, code, and files on your site.
4. Now Is The Time You Need To Focus On Your SEO Strategy
With big changes on the horizon, it’s important to focus on building a strong SEO strategy now. In fact, using outdated SEO techniques can actually have a negative impact on your overall ranking. Though keywords are still important, focus on a holistic content marketing strategy that includes creating helpful, informative content that your audience is looking for. Following a topic cluster model is an SEO technique that may work for many businesses. It works to let Google know that you’re an expert in your field based on how you structure the links and content on your pages.
Also, make sure that your site is optimized for mobile browsing, as mobile’s share of browsing will only continue to increase in the coming years. Google ranks sites that aren’t designed for mobile use lower, as this can impact the user experience. When planning an SEO strategy, focus on what your audience really wants and needs, and aim to delight them from the first interaction they have on your website.
If you want to get a better handle on which SEO tactics are best for your business, a professional agency may be able to help. At Bash Foo, we have 20 years of experience in digital marketing, and we are happy to help make your marketing goals a reality. Contact us so we can help you find a marketing solution that meets your business’s unique needs.
Search engines are more complex than they used to be. Every year, Google updates the algorithms to better reflect real human search intent and results. Most of us still remember a time when keyword stuffing not only worked, it was considered mandatory to flag the search engine crawlers at all. Now, stuff a keyword inorganically and you’ll win a penalty instead. SEO changes optimal strategies every year, but the one unifying theme of these changes is the human experience.
Search engines are themselves, optimizing to give the searchers the best experiential results. That means not just being the right answer, informative, and reliable as a source – you also need to appeal to the sensory journey of your website visitors to build a presence for search engines. Where do you think Google gets the text and images for every Position-0 snippet? The same place it gets every other search result – existing websites.
Formatted and Organized Page Layout
The first place to begin is an organized webpage template. Organized web pages are easier for web crawlers to explore and more appealing for users. Create a formula for each page, something that aesthetically presents your page content and information. Then match the template or modify it for each page of the website. In this way, your menus, action buttons, conversion assets, and content are all quickly found by the eye and by crawlers cataloging your website for search results.
Product Pages with Clear Details
Google has some amazing shopping search results and wants to help searchers find items to buy. In addition to fully integrating your GMB profile, your product pages also need detailed completion. Once again, choose an aesthetic and functional layout for all product pages, then present the same complete data for each or the same data for each category of product.
For example, you might always list material, weight, dimensions, size, fastener type, etc. in the first few lines immediately after your paragraph description. Remember that your title, image, price, and shipping are the four details Google is most likely to harvest and display.
Ask and Answer Questions
One of the best ways to earn your content a snippet-spot is to ask questions and answer them using the typical question language. Remember your W’s “Who, What, When, Where, and Why”. Ask these and other typically formatted questions, considering the way that your audience might ask questions that your team can readily answer through service pages, product pages, the help section, and of course, your blog. Pose questions to answer and then answer them in language that web crawlers will immediately recognize as direct, useful, and concise.
Hierarchy of Headers
Google loves to answer questions in lists. You may have noticed that the top snippet is often a list answer, and the list doesn’t have to be at the top of your article (though that helps). What search engines really need is a hierarchy of headers. Your title is H1. Your section titles are H2. Sub-paragraph headers should be H3 and below. A list of H2 headers or H3 headers underneath an H2 category are more likely to be picked up and used for quick search engine answer snippets.
Use Numbered and Bulleted Lists
Search engines also love lists that are easy to suss out as lists. The use of numbers makes this exceedingly simple for the crawlers to determine when one point follows the next, no matter how many sub-points are in between. Make the use of numbers to sequence any long or listed information.
Concise information is equally appealing, and bullet points have a certain appeal to a very wide user audience. Find creative and simple ways to make use of bullet points. Pre-list your article topics, list instructions, recipe ingredients, or project supplies. Create outlines, frame ideas, and summarize the coming content. Just use useful configurations of bullet-point lists.
Short, Informative Paragraphs
Wherever you place information – from blog article to product and service pages – make your paragraphs concise and informative. Search engine crawlers make snippets from quick-answers and digestible in-depth answers. Break up your paragraphs by point and be free with subheaders that tell what each paragraph is about.
Make use of your image metadata. If you want your images to appear as the snippet image on search results or in image searches – you have to tell the crawlers what they’re looking at. Make sure your alt-text and captions are descriptive and simple. Name the people, the setting, the activity, or the subject. Name prominent colors, categories, or uses. Stick to 4 or fewer keywords for your image details, choose the best four.
Share Charts and Graphs
Charts and graphs are fantastic for attracting search engine visitors and keeping their attention. Many people rely on charts, infographics, and graphs to understand the massive amount of data we deal with every day. If your team is good at making graphs that explain related concepts, then you have a great tool for building awareness, following, and search engine ranking.
Search engines will often favor a well-built graph with a clearly-marked axis or a key so that searchers get the best possible information on their search. Use the image labeling techniques to ensure that web crawlers know exactly the graph they are looking at. Then build pages around your charts and graphs detailing the data and information surrounding why that data is important.
Work with Professional Web Designers
Every business designs its own brand for the website, including everything from web page layout to your images and assets. For most teams, it’s perfectly usual not to have an SEO expert on staff, much less a visual web design artist who can remodel your website’s presence for search engines. IF you know that your website needs a boost in search result traffic but aren’t sure how to make that happen, you can count on us. As an experienced team of web designers and SEO experts, we’re here to help your website reach that coveted tier-zero snippet territory – not just attracting visitors but also informing them, keeping them, and beginning the conversion process.
Contact us today to consult on your website remodeling plans.
Hiring in the current employment market requires action and finesse. When there are more jobs available than there are skilled professionals to do them, the most courteous and strategic employers win the best talent. Many new recruiting and hiring strategies have been developed in the last ten years in order to respond aptly to the War for Talent. Sure, you could actively compete with your business contemporaries for the best talent. But why compete when you can nurture?
One of the most effective modern recruitment techniques is email nurturing. This is a friendly outreach method that HR professionals can use to build their talent network and fill roles when applicants are lacking. Through email nurturing, you can get in touch with great professionals and build that relationship into winning a great job candidate. Email nurturing is designed to help you turn passive candidates into promising leads.
What is Email Nurturing?
Email nurturing is one of the leading ways for HR to reach out to potential job candidates. The nurturing process involves a series of friendly emails that provide candidates with timely information and opportunities. It’s a way of building a conversation and keeping your passive candidates engaged even when there’s no ongoing conversation.
An email nurturing campaign might open with an explanation and an invitation to engage. The next email might include more information about the role and the company. The next one might be about benefits and the company culture. All the information you want candidates to know that might influence their decision, you can provide through an engaging email nurturing campaign. In other words, a series of useful and interesting emails about taking the job.
Tools to Enhance Your Email Nurturing
Every HR professional knows that tools can reshape a task. Depending on your recruitment style and the size of your company, your email nurture campaign can become much easier with the right software.
CRMs, for example, are great at putting together a profile of information and many are designed to feed that profile into personalized email templates. For HR of a large company, this kind of streamlining can empower your team to reach far more potential candidates per year.
Other tools like Litmus and Grammarly can check your emails for quality and impact, which can help you perfect your strategy before the first emails are out of the gate.
HR Email Nurturing Best Practices
1. Constant Talent Outreach
With email nurturing, you have the opportunity to seek out new talent and you have every reason to constantly grow your talent network. Passive candidates are those who are currently employed and/or satisfied with their situation but who might consider a role in your company if the circumstances were right. Email nurturing makes it possible to connect and build a relationship with hundreds to thousands of professionals so each time you encounter a promising professional online, start nurturing.
2. Open with Honest Flattery
In your first email, your passive candidates will want to know why you’re reaching out in the first place. Many professionals get boring canned invitations to apply for jobs all the time. What makes your email stand out should be open and honest flattery. Why did their profile catch your eye? What credentials, past work, or experiences made you think they would be a good fit for your open roles?
By conveying this, you not only flatter your candidates, you also tell them something about how they might be valued to the company and the nature of the work.
3. Reveal Your Sources
When you reach out, candidates also wonder how you heard of them. Did their LinkedIn profile dazzle you? Or did you get a referral from a past boss or coworker? Revealing this mystery opens the door to a personable and productive conversation where the candidate knows your vector of approach.
4. Ask What the Candidate is Looking For
Don’t just explain what the candidate can do for the company. Modern hiring is all about enticing great talent to choose your company. How do you entice each individual person? By asking. Remember to ask your candidates what they’re looking for in a role and what might persuade them to change roles. No doubt the answer will be useful to you.
5. Collect Templates but Write Personal Messages
Email nurturing templates are incredibly useful. They give you structure, tone, content, and an idea about how to spool out information in a conversational way. But they’re not a campaign on their own. When you’re reaching out to a candidate, this should be a connection between people. Some emails are simple or formulaic enough to automate safely. In most cases, the best communications will be done by planning from templates but making each message personal. Consider the candidate’s history, experience, and responses so far.
6. Relate as a Person
Include details about yourself. No one wants to email with a robot, and email campaigns open that risk. So put a piece of yourself into your messages. Use interesting facts about yourself as ice-breakers and example-answers to your questions. This kind of personability will relax most candidates and they’ll feel freer to share personal details. The important soft-skill details that no one shares with a robot.
7. Know When to Automate
Some emails can and should be automated. Anything you can automate will save you time and increase the speed of a good email nurturing campaign. Good times to automate include out-of-town messages and follow-ups on incomplete applications. Anything that you would genuinely say the same way to everyone can be smoothly automated.
8. Help Candidates to Self-Engage
When considering a new job, most people do a lot of research. So make that smooth and welcoming for passive candidates. Create a web portal that provides all the relevant information a prospective candidate might need. Create a social media funnel for candidates. Get candidates interested in your employer brand and powering their own engagement through activities, research, and conversation.
9. Welcome Referrals and Recommendations
“Is there anyone you’d like to refer?” is a question that every recruiter should be asking everyone they know. It’s an open, friendly invitation, just in case. It’s a great way to turn a few declines into a positive hire down the line. Many people know someone who’s in the industry or looking for a job, but they’d normally never mention it. By asking for referrals and recommendations with each conversation.
10. Invite Feedback
Finally, always invite feedback. Always welcome each contact you make to critique and leave comments. You never know when really useful insight, information, and opportunities can arise. Not to mention the useful survey data.
Contact us for more insights to attract new customers and nurture the customer relationships you have already built.
In the hospitality industry, upsell of hotel reservations has evolved from a business goal into a refined art form. Diners in restaurants allow themselves to be tempted by desserts. Guests book appointments in the spa because they’re enjoying the vacation. And your staff does everything in their power to make these upselling indulgences entirely worth the price.
But in the world of online booking and digital marketing, your upselling efforts have to go beyond the borders of your property. These days, travelers often plan their entire vacations out ahead of time with online bookings and an absolute budget. Even those who make impulse decisions in the hotel are less likely to splurge because they don’t know what to splurge on. Today, we’re here to talk about how to use your digital marketing tactics to encourage your guests to upsell themselves before and even during their stays.
Create an Upsell Bonus List
The first step is to hammer out a standardized list of booking upgrades for guests. In reality, there are thousands of unique things you would do for a guest (and charge them for) if asked. And at least a few dozen listed on a price sheet somewhere in the spa, restaurant, behind the front desk, or printed in each room’s hotel book.
The key here is to make a ‘menu’ that you can both use as a strategy guide and provide to guests who are looking to be upsold. Because in digital marketing, a list of services is more powerful than the suggestion that guests can have everything. Online, everyone looks at the menu first.
Offer Bonuses While Guests are Booking
The first way to use these upsell bonuses is through your online booking UI. This is something guests can’t get through third party booking partners like Hotels.com. The key is to make the interaction casual, simple, and transparent.
After a guest has selected the room they want, offer a drop-down of checkbox options. Do they want a few extra pillows stocked before they arrive? A chilled bottle of champagne waiting in the room? To pre-book a spa treatment on the first night to unwind from the flight?
Next to each option, neatly list the additional price. The more transparent, the better. This allows someone planning their vacation to make the decision with no hesitation. Either they want and can afford the bonus or they don’t. Underneath your first three or four options, include a dropdown that says ‘More…’
This can reveal a long list of upsells that guests might want, ideally separated by category. You might be surprised how effective this method is for pre-upselling guests who book online.
Market Full-Package Booking Deals
The next option is one hotels have been working on for decades: vacation packages. If you can make a package good enough, guests will spring for the all-in-one deal and pay for more than they normally would booking each activity and luxury one at a time. And as with any good hotel policy, the best packages are the ones that give guests every ounce of extra enjoyment from what the upsell included.
You know best what makes a great package experience at your hotel. Classic packages include multiple nights, complimentary room extras (like a bottle of wine), spa treatments, dining or room service, and shuttle tours.
Market these packages through all your digital marketing channels. Feature the potential experiences on social media. Spotlight the packages on your website and, if possible, through your booking platforms. Consider reaching out to travel services to bring your packages to the attention of their clients. And feature your package deals in PPC and banner ads if you use these channels.
Send ‘Upgrade Your Booking’ Email Offers
Another great digital way to upsell your guests is to target guests who have completed their booking but their trip has not started yet. During this time, they have likely been researching more things to do and getting excited (or possibly worried) about their trip. This is the perfect time to send an email offering a few key upgrades to their existing booking.
This essentially gives guests the chance to book more details about their trip after a few days to think about the time they’ll spend there. Guests may have a great deal of fun browsing your bonuses and adding little extras at their leisure, with pressure to choose at the moment of booking the room.
Upsell Guests During Their Stay
Finally, never forget that guests are often easiest to upsell when they’re in the throes of enjoying their holiday. Vacationers often love to splurge and get a little more joy from the vacation and will happily take opportunities for a fun or luxurious upsell. There are a couple of ways to do this that are more reliable than guests taking front-desk suggestions.
There are three places you should absolutely place your list of stay-bonuses and upsell options available to current guests: Your wifi landing page, the smart tv directory channel, and the guest book inside every hotel room. Right next to the room service menu. You may also include these delightful little upsell options on the pamphlets and table signs in other areas of the hotel.
First, you should absolutely print your upsell bonuses list in the guest-book included in each room. Right next to the room service menu. Second, you should include a section about upgrading their stay on the wifi login page, a page that every plugged-in guest will visit at least once during their stay.
Upselling to digital-age guests is only a challenge if you limit your methods to in-person interactions. Your modern professional and traveling students do everything online and through their phones. So the best way to upsell the wonderful hotel experiences you have to offer is to do it through digital marketing. Let us boost your bookings and guest satisfaction with expert hospitality software and the insights you need to succeed. Our team would be honored to upgrade your hotel management experience. Contact us today to find out more and consult on your hotel performance and popularity.
Maintaining a steady stream of sales leads is fundamental when growing a business. All B2B businesses thrive on an ongoing bundle of other companies that have a reason for needing their products or services. This is not an environment where forgotten leads are acceptable.
“The way you position yourself at the beginning of a relationship has a profound impact on where you end up.” – Ron Karr — Marketing Consultant
If a business gets sloppy about garnering and exciting their leads, the company is going to lose revenue. Let’s talk about what that means, exactly.
The Marketing Team
No matter the size of your company, someone, whether it is your staff or your marketing manager, or your marketing team, should be bringing in qualified leads. Dropping the ball in the marketing leg of your business is going to affect your bottom line. According to marketing experts, these industry statistics are occurring for B2B sales:
80 percent of leads, passed on to the sales division, are dropped
90 percent of marketing collateral is unhelpful
An average of $500,000 is available to win a new enterprise customer by direct sale
80 percent of enterprise technology deals accrued are not influenced by marketing in any manner
All B2B entities must begin to distinguish between good leads and bad leads. What B2B marketers need to understand is that quality leads are what to look for, not weak ones. Some ways a business can discern if a prospect is a sales-qualified lead include:
Build relationships with your potential customers. When that client is ready, he or she will choose the business that they already know and trust.
Be Available to Your Customers
In 2018, an infographic published by Invoca showed the inbound call industry generated approximately $4.17 billion. Incoming calls, in other words, can generate revenue.
If you follow up on 200 “bad” leads monthly and spend 10 minutes with each lead by way of calls and emails, you have wasted over 11 hours. For example, a salesperson brings in a gross profit for a car dealership. It’s possible, however, that ten cars go unsold, and holding costs are approximately $40 a day. The dealership would be losing $28,730 in lost gross income, along with holding costs.
As is true in most businesses, the lead volume does not equate to lead quality.
Defining a Forgotten Lead and How to Win Them Over
When you consider that the cost of a lead in 2019 was an average of $.05 to $20 a prospect, and for paying customers, selling a product costs about $40 to $3,000, you can understand why leads are expensive and valuable at the same time. But there do exist ways to get those leads involved again.
Consider repackaging your original offer and proposing it to the forgotten prospect.
Remember that it is not unusual for someone who has expressed interest in your product to wait before buying at the first offer.
Make sure your timing is right. If you sell in a place where a professional team of any kind has a home base, you may want to time your sales pitch to occur when the season opens.
Give your leads a deadline or a special offer.
Remind your prospect that the product in which they were interested is about to sell out, and it is time for them to make a move.
The tried and true “bonus” still comes in handy, as well. Some oldies are still goodies, such as:
7. Mix up the actions you take to reach out to customers. If your first email does not increase interest for potential buyers, try something else:
People live busy lives these days. Distractions are a daily occurrence. Some buyers don’t use email or texting. And some individuals just do not pick up the phone or turn on their computer every day.
8. Do something you have never done before. Some examples might include:
Partner with another business that is complementary to yours to surprise and encourage your leads to spend.
The time may come when you decide to purge a certain percentage of customers who have never responded to your product.
Informing your leads of new changes in the product, new offerings, and price changes is usually beneficial.
9. Touch base with forgotten leads about every six months. You could ask them if they have changed any of their company priorities; if they have met the goals they made for themselves, and query them about their challenges.
No Marketing Department?
If a company does not have a marketing department, how can an enterprise generate its leads and keep those leads interested? It’s good to remember that prospects do not become leads until they have qualified by determining their level of interest and have a positive fit as a potential customer.
If you are on your own when it comes to accruing leads, then you are probably stumped about the ways to get cold clients back. These steps can take place easily:
Total up how much you are spending per month on marketing. (with assistance with marketing, such as Google Ads, emails, a white paper, etc., your costs might be $1,000)
Sum up the number of leads you had in one month. (Let’s say you have 30 new prospective customers.)
Divide your total marketing expenses by the total new leads, and you will get your Cost Per Lead. ($1,000 divided by 30 =$33 per lead)
Now you know your cost per lead. You must now figure out what amount of Cost Per Lead is best for your company.
Our company uses digital marketing tools to help those small businesses improve their online reputations affordably and inspirationally. We are also in the business of lead generation services. Your SMB will not need a marketing department because Bash Foo is your digital marketing agency. You can look forward to more leads, more exposure, and more sales.
If your sales team is having a hard time connecting with sales leads and closing the deal, you are not alone.
There are many reasons why a sales team may not be hitting the mark every time. Your sales team may need additional training on your CRM software, you could have some miscommunication between sales and marketing, or your team is simply overwhelmed with the number of leads coming in.
While hundreds of leads flowing through the funnel is a good problem to have, having a clear grasp on a customer’s journey can make or break the experience when connecting with potential customers. Whatever the reason, BashFoo can help you diagnose and solve the issue by bringing efficiency back into your sales department through sales enablement services.
This new service was born out of an inherent need to relieve overwhelmed sales teams and boost sales within our community. There are many different approaches to sales enablement, but because we play on your team, your existing process and strategy remain top of mind.
What is a Sales Enablement Service?
Sales enablement services is a collaborative tool used to enhance efficiency, process, and understanding within an existing sales department. By uniting the teams and resources necessary, customer-facing professionals are empowered to add value in every customer interaction that aligns with the buyer’s journey.
Through this initiative, our team empowers your sales representatives. Instead of taking over, we improve what currently exists and equip your team with the tools needed to carry on. By resolving these issues, your team has the opportunity to increase revenue, improve client acquisition, and have more selling time on their calendars.
The best way to understand where the funnel has sprung a leak is to audit the processes, software, desired business outcomes, and assets that are currently performing.
After we have a grasp on the foundation, we begin developing a digital roadmap with custom tools and tasks to improve your current strategy and reach your goals. This path takes the strategy to maturity.
Supported through a range of services, sales teams are equipped with the information and tools necessary to provide real value in customer interactions.
Here are some examples of digital sales enablement services offered by our team:
Automated Lead Qualification
CRM implementation and training
Sales and marketing team alignment
Integrated Funnel Definition
Buyer’s Journey Development
Enablement is not a one-and-done solution. It requires constant diligence and implementation to achieve the desired results. Every initiative must begin with a strategy and be supported by leadership teams for continued success.
We aren’t here to reinvent the wheel. We are here to rotate the squeaky ones. If your team is continually struggling to close deals and you are coming up short on your business goals, reach out to us to learn more about our sales enablement services.
Email marketing is an effective strategy for building relationships with new and existing customers. Brands around the world are taking advantage of email automation to generate new leads and convert existing leads into customers. A powerful method of email marketing is a drip campaign.
A drip campaign is a series of automated emails sent to subscribers based on a pre-determined timeline or in response to a specific action. A drip campaign can be used to nurture new leads, welcome new subscribers, or re-engage with inactive users. It’s also an effective way to remind customers about your products and services.
Advantages of Drip Campaigns
Automated drip campaigns are simple to set up and manage, and they give your prospects timely, relevant content. The benefits of drip campaigns include:
Drip campaigns are a great way to save time. Once you’ve set up your sequence of messages, they will do the rest of the work for you. You’ll consistently stay in touch with your customers, without the risk of leads slipping through the cracks. A well-executed drip campaign will nurture your leads and build relationships, leaving you more time to focus on sales.
Segmenting your drip campaign allows you to reach out to specific groups of customers with highly targeted messages. Each potential customer can receive the exact information they need based on where they are in your sales funnel. You can easily add or update content to ensure your leads receive timely information. Your messages will be relevant and personal, leading to higher open rates and higher conversions.
Drip campaigns take the heavy lifting out of lead nurturing. Not all potential customers will engage right away. They may wish to know more about your products or your company before making a purchase. That’s why it’s essential to stay in contact with customers and build relationships. A drip email campaign allows you to explain the benefits of your products, answer common questions, and address any potential concerns your prospect may have. This will keep your products in your customers’ minds and build trust.
Building Brand Awareness
A series of relevant emails will keep prospective customers connected to your brand. When a prospect is ready to make a purchase, they’ll think of your company. An effective drip campaign will increase brand awareness and build relationships with new prospective clients.
Applications and Examples
Drip campaigns encompass several types of messages. Here are some of the most common.
When a prospect joins your company’s mailing list, the first message they’ll receive is a welcome email. Effective welcome emails are personalized with the prospect’s name, a welcome message, and information about your services or products. A welcome email lets your customers know that you appreciate their interest. It also allows you to showcase what you have to offer and what they can expect from your company. It’s a chance to make a great first impression while the customer is newly interested.
A welcome email is often followed by an onboarding email, which lets your customer become further acquainted with your company and what it has to offer. For example, if a user signs up for a free trial, an onboarding message may explain the next steps to take and the benefits available to paid users.
Re-engagement messages are sent to your subscribers who haven’t engaged with your company for a long time. There are several reasons a potential customer may no longer engage. They may have an issue with your website, or no longer be interested in your products. A re-engagement campaign attempts to reconnect with users and win them back.
Everyone loves to get a good deal. Set up a drip campaign to offer your prospects a free trial, a temporary discount, or a promo code. Running an exclusive offer for your email subscribers is a great way to boost engagement and sales. It will keep your customers interested in your products—and your mailing list.
Keys to an Effective Drip Campaign
A successful email campaign can convert leads into new customers. However, if it’s not done well, it will only annoy your prospects, leading them to unsubscribe from your mailing list. Follow these best practices for a successful drip campaign.
Segment Your Mailing List
Sending the same email to your entire mailing list is not an effective tactic. To increase engagement and ROI, make sure your messages are relevant to your users and where they are in the sales funnel. A brand-new lead may need to learn more about your company and your products. Long-standing customers may respond to discounts and exclusive offers.
Provide Quality Content
Users are more likely to engage with relevant, high-quality content. Keep these tips in mind for effective emails.
Keep paragraphs short. Users may find long blocks of text intimidating, especially on mobile devices.
Personalize your emails with the customer’s name.
Avoid sounding too “salesy.” Marketing buzzwords can get your messages sent to users’ spam folders.
Create a sense of urgency and fear of missing out. You should set deadlines for taking advantage of special offers.
Include a call to action in each message. Keep the call to action simple and straightforward, and make it easy to click on a mobile screen.
Don’t Flood Your Users’ Inboxes
An effective email campaign should keep your users engaged, but also leave them wanting more. Sending too many messages too soon is likely to irritate your leads. Many customers will unsubscribe if they feel inundated with emails. A good guideline is to avoid sending your prospects more than one email per day. This should keep your leads engaged without making them feel overwhelmed.
Perform A/B Testing
A/B testing involves testing a new design against an original design to determine which one performs better. You can A/B test any aspect of your emails: subject lines, images, copy, or calls to action. With ongoing A/B testing, you’ll continuously improve your drip campaign.
A well-executed drip campaign will keep your prospects engaged throughout the entire customer journey. For more insights into drip campaigns and marketing automation, contact us today.