Conversion Conversations

Conversion from a lead into a customer does NOT require magic or manipulation. There are many misconceptions about what a conversion is and how to measure it. Before we get into the how, let's define conversion. 

 

The traditional definition of conversion is the process of changing or causing something to change from one form to another.

 

A marketing definition of conversion is getting a potential customer/client to respond to your call-to-action. When marketers talk about conversion, it often relates to views, clicks, likes, and paid transactions.

 

One example of a marketing / sales conversion is getting someone to open an email, while another may be someone making a purchase.

 

Get Conversions From Conversations

Conversations, unlike a social media "like" or an email "click through", offer a deeper understanding of your brand, as seen through the eyes of a customer.  No, a conversation does not exclusively happen in person or...

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Customer Retention Strategies for Small Businesses

Keeping a good friend is a lot easier than making a new one, right?  The same goes for customers / clients. Maintaining your existing customer relationships is less expensive and has a better return on your investment. While it's important to put energy into your "top of funnel" efforts to find new people, I would argue that it's MORE important to work on customer retention strategies.

 

Creating a Customer Retention Strategy

The biggest challenge for many companies looking at their customer retention is where to begin.  Here are 5 practical customer retention strategies you can use to keep your existing customers happy over the long-term and increase your profits.

 

1. Customize Your Content Strategy

Speak / Write to your existing customers like you know them - because you do! No one wants to feel like another number, so create customized messaging for your customers based on their history with you.

If you know about their purchase history, then send an email...

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An Introduction to Content Strategy

Honesty. It's a word that so many of us claim to live by and be a reflection of our lives. And yet, business owners sometimes forget about the importance of honesty when promoting their brands. Marketing is often tied to the idea of stretching the truth, padding the truth or "making it sparkle" to sell something.  Business owners aren't trying to be dishonest people by marketing their brands. Rather, we have been taught by the Man Men era of advertising that we must "trick" people into buying things from us. 

Business Owners and Marketers: You have the power to end this ridiculous way of thinking starting here and now.  No one wants to be tricked into buying anything, because they end up feeling deceived and angry later. 

Our goal as business owners is to offer a valuable product or service to the people who want and need it. That's it. Authentic marketers understand this idea and we run with it by offering value using content marketing and content...

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Lead Generation and Funnel Basics

What's Your Lead Generation Plan?

While I love content marketing, storytelling and expressing business concepts through the written word and images, it’s all useless if you haven’t laid out a lead generation plan for your company. The phrase lead generation can seem overwhelming to non-marketers. I assure you that there is nothing to fear. Here is a quick-start guide to your lead generation plan and understanding a common "marketing funnel" in action.

  

Quick Start to Lead Generation

Creating Awareness About Your Company / Product / Service

This is the step you are most likely doing right now. When you publish a blog, publish a post on social media, attend a conference, or speak at an event, you are creating awareness of your company / brand. Make the best use of these tactics. When it comes to website content and social media, allow readers to subscribe to get updates. This can be done with an email newsletter or using an RSS Feed.

...

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Successful Business Relationships Begin with Trust

GUEST POST by Jamie Williams

Would you create a relationship with someone if you felt they were not trustworthy? Are you wasting valuable time working with someone who does not have you or your business’ best interests at heart?

Trust is the foundation of all relationships, both personal and professional. In order to grow that trust, we need to establish the foundation first. Building strong relationships can set you up for success. Below are a few ways to establish trust and create lasting relationships.

As a virtual assistant, I am always creating and maintaining relationships with clients (one being the amazing Candice!). Building trust is key to ensuring the success and growth of our clients. To me, trust is a feeling of security, a way to show someone that I am knowledgeable, reliable, honest, and always have their back.



There are Many Different Ways to Establish Trust in Business Relationships:

  • Be Personable
  • Communicate
  • Be Honest
  • Be Respectful
  • Exceed...
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What is Marketing Operations?

customer journey Jan 28, 2019

“Marketing Operations is a broad term that collectively describes the function of the marketing organization, including process, technology, and human resources, that allow marketing to efficiently scale with quality and consistency.”

 – Centric Consulting

 

“Marketing Operations (MO) is a next-level concept engaged in the actual process of creating, manufacturing and promoting products. A marketing operations department is likely to be a wild blend of creative left-brain thinkers and buttoned up right-brain statistic ninjas, all working in harmony towards a common goal.”

 – Tenfold

 

“Marketing operations (MO) as a capability has exploded onto the scene because of fast-changing technology, the need for a more transparent, efficient, and accountable view of marketing and big-time pressure from the C-suite for marketing to contribute to the bottom line.”

 – Martech Today

 

“Marketing...

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SMART Marketing Goals

goals Jan 11, 2019

Why Set Marketing Goals?

Goal setting is the foundation of all your marketing strategy and the tactics you use to fulfill on it. If you want people to make purchases through your website, then shouldn't you be tracking conversions? And if you are going posting to social media and writing blogs every week, wouldn't you like to have a clear understanding of what is working? Isn't it logical that you want to see the effective of your marketing tactics and be able to measure that success or failure?  

 

How do you create achievable marketing goals?

First, let's look at your business objectives. Wait, you have those setup... right? Does your company have a mission, vision or values? Usually, your mission or vision represent your passion for what you do. It's a good place to start the conversation about goals. For those of us in small business, we are often looking to grow and that's why we are putting all of this effort into a marketing...

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Customer Communications + Productivity = A Smart CRM Strategy

Planning, process, systems, segmentation, and automation...these seemingly mundane concepts are the true key to balancing your customer relationships with your day-to-day business operations.

Customer Relationship Management (abbreviated "CRM”) is a term used to describe your customer communications strategy. It also refers to the software most businesses use for implementing that strategy. Before you get excited about another tech tool (or run for the hills), a smart CRM Strategy begins with people and your customer communications. 

How do you keep in touch with customers, prospects, vendors, and partners? Is it just as ideas pop up in your head? Do you have a specific system for maintaining those relationships?

For many of us, the answer to that last question is sort of or not really. However, maintaining regular communications with your vital business contacts is essential to the sustainability of your business in the long run.

 

Holiday Card Anxiety

If...

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Customer Journey Mapping and Your Brand

crm customer journey Oct 29, 2018

 

Customer Journey Maps: Define the step by step experiences of your customer beginning with the initial discovery of your business, getting to know you, deciding to buy, and then becoming loyal. That is a customer journey. High-tech friends often talk about user experience, and that concept is tied specifically to the way a customer uses your website during their customer journey.

 

Most small business owners I speak with understand this concept of customer journey maps very well, but they have not taken the time to map it all out. Each step in the customer journey is a reflection of the business’ brand. Your business is under scrutiny by prospective customers at each step of the way. Why not put your best foot forward and present the business brand in the...

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7 Steps to Creating Customer Personas

Would you like to…

Attract more ideal customers?

Increase your conversion rates?

Create marketing campaigns that generate engagement?

Provide useful resources for your loyal customers?

Build a feedback loop for improving your business?


 

If if your answer is yes, then continue reading, because this article reveals the powerful tool that so many small business owners neglect. It is highly effective, easy to use, and can completely shift the way you run your business.

 

What are Customer Personas?

Have you ever heard any of these phrases used before? Target Market, Target Audience, Buyer Persona, Marketing Persona, Customer Avatar

These are the phrases used to describe the semi-fictional character(s) who represent your ideal customer and ideal prospect. Businesses create these characters based on internal data on existing customers as well as external information gathered from market research.  The Success of your business’ marketing, sales, product...

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