RainMaker Blog

Converting Site Visitors to Customers with Web Video

You’ve spent countless hours and large sums of money developing pay per click campaigns, press releases, and other strategies to attract visitors to your website. Now what? Shouldn’t the sales start rushing in? They should, but if your site lacks compelling content, calls to action, and a reason to buy, they won’t. Many strategies exist to convert prospects into customers. One such strategy involves using Web videos.

When a prospect visits your site, he may or may not intend to make a purchase. With a solid website strategy in place, you can gently guide the visitor through the decision making process. Web video can play an important role. Let’s take a look at the site visitor’s perspective before exploring how Web videos can enhance the process.

Most visitors arrive after entering a phrase into a search engine. For example, a visitor might enter the phrase “low cost widgets” and land on a page of your site that has been optimized for the same term. Alternately, your pay per click ad for low cost widgets may show up, prompting the user to visit your website. Does he find anything on that page that convinces him that your company is the best source of low cost widgets? What makes your widgets better than other widgets in the same price range? What makes your company the company of choice? Why should the visitor act now?

If the visitor’s attention is not captured quickly, if there’s nothing on your page that distinguishes your products from your competitors’ products, or if there’s no reason to act, the visitor will move on to the next site listed in the search engine results. Don’t let this happen. Instead, help your visitors by providing well written information and professionally produced Web videos.  

First, consider where site visitors will land when your targeted keywords have found a prospect. This page is called a landing page. Because it is the first page that the visitor lands on, don’t assume that he has read your Home or About Us pages. This landing page is your first, and possibly only, chance to make a good impression. Since the landing page is related to a specific keyword phrase, in this case “low cost widgets,” the content needs to be relevant to that topic. In this example, you’ll be competing on price, but that doesn’t mean you need to focus only on that aspect. Yes, highlight that your widgets are affordable, but add value whenever possible. Think about what makes your widgets better than comparably priced widgets. The warranty? The quality? The free technical support and training? Make sure to discuss value in the text.

Now, let’s add Web video to the mix. A short video showing how easy your widgets are to assemble could be a terrific selling point. If your competitor’s widgets have complicated instructions and take three hours to assemble and yours snap together in three easy steps in under five minutes, use Web video to illustrate the difference. You could also use video tutorials, video testimonials, or even a video spokesperson.  

In fact, video spokespeople are a terrific strategy. These video overlays can direct visitors to pages with additional information, provide details, demonstrate products, and put your visitors at ease. Suddenly, your website promoting low cost widgets isn’t one of many; it’s unique and professional.

The prospect is impressed. Will he click the “buy now” button or will he click the “back” button to continue his search? Don’t leave it to chance – include a call to action. Ask the customer to do something such as:
•    “Take advantage of our special discount and save $X by buying today”
•    “Add this product to your wish list”
•    “Sign up for our free newsletter”

Ideally, after reading your content and viewing your Web video, the prospect will be ready to buy. If not, adding the product to a wish list or signing up for a newsletter makes it more likely that you’ll get a second chance. Use Web video as a key component of your site’s conversion strategy.

Banish “Slow Season” from Your Vocabulary

Companies often have so-called "slow seasons." These are times of the year where business typically slows down as part of its natural cycle. Slow seasons vary from one industry to the next. For instance, if you're in the car rental business, you'll likely see slower periods of activity once summer travelers return home, back to their normal routines. However, accepting "slow seasons" can also contribute to the slowdown. When a company accepts that business is slow "because it's the slow season," it likely reacts by cutting back on spending or eliminating jobs.

How many times have you heard these excuses for a company slowdown?

• The kids are on a school break
• The kids are back in school
• People are too busy traveling
• People aren't traveling
• Tax refunds haven't arrived yet
• The weather's too bad
• The weather's too good
• We work hard most of the year; we deserve a little downtime

Depending on your business, the excuses may be valid. However, that doesn't mean that you have to accept them. Adopt a new attitude about these cycles by banishing the term "slow season" from your vocabulary. When your employees are slacking off because it's the "slow season" they are making excuses. Slow periods require the exact opposite of slacking off. They require active participation on all levels. Instead of a calling it the "slow season," come up with a new term. You might call it the "get busy" season or the "drum up business" season.

In order for this to work, the entire company needs to understand the cyclic nature of your business and your plan for each cycle. This means that you need to have such a plan. Before you berate others for their excuses, come up with a proactive plan that addresses company slowdowns.

Start by analyzing your business's seasonal cycles. When is business typically busy? When is it typically slow? Why? Next, think about how you normally respond when business is slow. How can you respond that's proactive rather than reactive? Instead of laying off customer service representatives, can they switch gears from handling incoming calls to making outbound sales calls when it's slow? Can your mobile technicians knock on a few doors after completing a job, offering customers a discount because they are already in the area? Can you rearrange your marketing plan so that fewer advertising dollars are spent when you're overbooked and more spent during slowdowns?

Once you have a solid action plan, communicate it with your team. Employees know when it's slow. While some may feel entitled to a little break after a long busy season, many are fearful of what the slowdown really means. By communicating your plan and including employees in brainstorming sessions, you are empowering them to get busy while also easing their fears.

In fact, as the "get busy" season approaches, you may even want to have a kickoff party. Reward your team for their hard work during the hectic season that just ended by scheduling a day where it's okay to slack off in between phone calls, service calls, and regular job duties with the understanding that this is the only day where slacking off is acceptable. Let them watch Web videos on their computers, play games, or simply relax. From here on out, when the phones aren't ringing, when there are no service calls scheduled, when no customers are browsing for goods, everyone must implement the marketing plan you've laid out. Now is the perfect time to make additional sales calls or work on those projects, such as online video productions, that we simply "never have time to do." Schedule regular brainstorming and creativity sessions to keep ideas flowing.

When the entire team banishes the term "slow season" from their vocabularies and becomes more proactive during business slow periods, you'll soon find that it's not so slow after all.

2010 is Here – Do You Have a Plan for Sales?

As we say goodbye to one year, in fact an entire decade, and usher in a new one, now is a terrific time to take stock of your company's sales. How did well did your company perform last year? How can you ensure that 2010 will be successful? The answer involves looking back as well as looking forward and planning your sales strategy.

Look back and identify the best customers of the decade. What did these customers have in common? What made them the best? How many of these customers remain loyal to your organization? As you reflect on these core customers, look forward with the knowledge that you want to attract more customers just like them. For example, if you are a caterer and have discovered that your best customers are business event planners, then you'll want to target business event planners in 2010. Likewise, if your best customers are those who have set up their accounts to automatically reorder products when inventory reaches a certain trigger point, consider offering similar auto-reorder programs to your other customers.

While you're at it, identify customers that no longer use your services and find out why. Has the customer's company been acquired by another? Has the decision maker lost his job? If so, who can you contact at the new company? Who is the decision maker's replacement? Where is the decision maker working now?

In addition to identifying potential customers, identify your referral sources. Who has referred business to you in the past? Who is regularly referring business? Are you leaving referrals to chance or are you actively encouraging referrals? Are you thanking your referral sources? Are you returning the favor? What types of referrals do you want?

Next, evaluate your sales team. Which sales people have been the most effective? Which ones haven't? Why? What motivational techniques have worked in the past? Which ones will you use in 2010?

Take the time to consider the past performance of your customers, referral sources, and sales team and identify your ideals. Next, plan a brainstorming session where you come up with ideas on how to find more ideal customers, encourage quality referrals, and motivate your sales staff. At this point, write down all ideas that pop into your head, no matter how crazy they may seem. Later, you can cull your list, but the ideas must first flow and build upon each other.

Now, sleep on it or switch gears for a few days. Let your ideas simmer in your subconscious as you go about your business. Finally, return to your notes and craft a sales strategy for 2010 that addresses targeting customers, managing referrals, and motivating your team.

You can take this strategy even further by setting specific targets and milestones or by setting specific sales goals. However you customize your sales plan for 2010 is up to you. The plan can be as elaborate and detailed as you decide it needs to be, or it can be as simple as "Land one new business event planning customer per month." The important part is to get started and create a plan and then revisit it periodically to make sure that you are on track. With a sales plan in hand, you have a road map to success. Without one, you're leaving 2010's sales up to the status quo and chance.

Selling in a Floundering Economy

Everyone knows that consumers and businesses have tightened their wallets due to the severe economic conditions. If your business relies on sales for its survival as most do, you also know that we’ve got to keep selling, even though the economy is floundering. Pressure and competition is intense. Tight credit, fewer buyers, and other hungry salespeople are making your job tougher than ever. So, how do you succeed in sales right now?

Just because the economy is floundering, it doesn’t mean that you must. First, create a plan. Football coaches don’t send their team out with vague instructions such as “just throw the ball” and neither should you. You must know who to throw the ball to and what you’re going to do with it once caught, right? With that in mind, which prospects are your best prospects? While selling is often referred to as a numbers game, right now, it’s important to carefully target prospects. Ask yourself what type of customer is your best customer and narrow your prospect list down to those that match.

Once you know which type of business to pursue, begin tailoring your approach. For example, if you’re pursuing high end clients, you’ll have a different approach and product lines than if you’re pursuing clients on the lower end of the scale. Ask yourself what types of problems can your product or service solve for this client type and start tailoring your presentations to address your client’s needs. In a floundering economy, focusing on solving problems is more crucial than ever. Consumers can put off purchasing luxuries and even some necessities, but problems need solving.

In fact, despite the gloomy economic news, consumers and organizations are still spending money. They expect more value for their purchases but spending has not come to a screeching halt. Make sure that you are offering a solution as well as value. Now is a great time to be specific in how your product or service solves their problem. For example, “Your company will save $586 per month by switching to our phone service. That’s over $7000 per year.”

In your effort to acquire new customers, don’t neglect your existing ones. They too are suffering the ill effects of a bad economy. Make sure that your current customers are well taken care of and that their problems are being solved. Continue building your relationship and being attentive to their needs and concerns.

Increased networking is also crucial during economic slowdowns. Participate in business events, conferences, and tradeshows typically attended by your ideal customers. While having a booth is good, being a featured speaker is even better. Start building yourself up as an industry leader now and gain greater visibility amongst your prospects. While this may not result in immediate sales, it does distinguish you from your competitors and could be the deciding factor.

Finally, stay motivated. People and businesses ARE buying; they’re just far more selective about what they buy and who they buy it from. Target your ideal customer, tailor your solution to meet your prospect’s needs, continue building relationships and networking, and sharpen your sales skills. It’s tough out there but not as hard when you have a game plan.

Do you have a game plan for selling in a floundering economy? What are your tips? We’d love to hear about them.

Pick Me! Pick Me! Why Should Your Customers Pick You Over Your Competitor?

No matter what business you happen to be in, you likely have competition. You know it. Your customers know it. In fact, your customers regularly compare you to your competition when making decisions. Do you look just like your competitor? If so, get ready to compete on price and price alone. If your customers cannot see much difference between you and your competitors, then the company with the lowest price is the clear winner in the customers' eyes.

We all know that competing on price is far from ideal. Wouldn't you rather stand out as a clear choice for a more compelling reason? In order to convince your customers to pick you over the dozens of other choices available, you have to distinguish yourself. Ask yourself the following questions:

• What do you offer that the competition doesn't?
• Are your customers aware of what you offer that others don't?
• What do customers expect of businesses such as yours?
• What don't customers expect?
• What do your customers value?

One of the best ways to understand how your company is different than your immediate competition is to shop your competitors. Sure, it sounds sneaky, but it's important to see how your business measures up. And it doesn't have to be sneaky either. In fact, when business is booming and you have to turn business away, you'll need another company that you can recommend. For example, if you run a mobile dog grooming business, schedule an appointment with the leading competitor in town to have your own dog groomed. Explain that you're also a groomer and looking for a company that you can recommend when you're overbooked. The other groomer may even return the favor and recommend you from time to time.

As you're shopping the competition, pay attention. How was the phone service? Was the appointment on time? Were the facilities neat and tidy? Were the employees professional? What type of value did you receive for the price? If you were a customer, would you return?

Do the same for your own business. Yes, shop yourself. Pretend that you are a customer and go through an entire transaction from start to finish, paying attention to the details. How did your company do compared to your competitor? Was the phone service better? If not, it's time to invest in customer service over the phone training. Even if it was, you still may want to do this. After all, how you answer the phone and handle the call is often the first - and last - impression your company will make with customers. Go through each key point of the transaction and improve each area.

While this is a good practice to improve your business, it's not enough to differentiate your company from the competition. Examine your customers' expectations of businesses like yours and choose one area to absolutely excel in. Remember Dominos with its delivery pledge of "30 minutes or it's free"? Dominos didn't set out to be known for making the most delicious pizza on the planet; instead, it distinguished itself for speedy delivery. Southwest Airlines with its "no frills" airline and wise cracking flight attendants is another good example of a company that set itself apart from the competition.

The area of specialty that you choose is up to you and your business. You may want to be known for speed, quality, friendliness, professionalism, customer commitment, environmental friendliness, value, selection, or even wackiness. Once you decide on your specialty, become a master of it and let your customers know exactly how you are different. Once they know, they'll have one more reason to pick you instead of your competition.

The Ins and Outs of Inbound Marketing

A relatively new marketing concept, inbound marketing, is generating quite a bit of buzz. But what exactly is it? Should you adopt an inbound marketing strategy? Should you abandon your outbound marketing efforts? Before you make your next move, let's explore the ins and outs of inbound marketing.

First, inbound marketing isn't necessarily new. You've been doing it all along by establishing a presence where the customers are. For example, if you run an oil change business, your shop is likely located where cars congregate such as at a busy shopping center or in an automotive business park, right? You chose your location because you understood that customers looking for a place to have their oil changed would easily find you. That's inbound marketing.

Inbound marketing techniques ensure that you are easily discoverable to those needing your product or service. Outbound marketing involves sending out your message to the masses that may or may not need your product or service. For example, if you send out thousands of coupons for 10 percent off an oil change to residents in your service area, many of these residents may not even own a car. Some car owners will prefer doing their own oil changes while others already have a reliable oil change service. Outbound marketing is a numbers game where you cast your net far and wide, hoping to catch enough customers to make your efforts worthwhile.

But what if you knew where your customers were going for information? What if you had a presence there? Today's customers flock to the Internet for information before they make their purchasing decisions. By using inbound marketing techniques on the Internet, blogosphere, and social media sites, you are far more accessible to customers who want what you are selling.

Outbound marketing techniques such as direct mail, coupons, and telemarketing are becoming less effective. Many of today's consumers simply tune out. Their mailboxes are overflowing with junk mail that goes straight from the mailbox to the trash can. Their DVRs allow them to skip commercials. Their phone numbers are on the "do not call" list. And they get their coupons delivered to their cell phones or online.

In the past, customers found businesses by looking in the Yellow Pages. Not too long ago, they'd search Google. Today, they search Twitter. Word of mouth has moved online, too, with more people relying on online reviews and social network chatter for recommendations.  
 
The beauty of adding inbound marketing to your marketing plan is that you don't have to abandon your outbound marketing efforts altogether. Inbound and outbound marketing work well together - and you may already be doing it. For example, do you have your Web site's URL on your direct mailers? Do your service trucks have "Follow us on Twitter" decals? Blend inbound and outbound marketing techniques to build your social network. Those who are interested in what you have to offer will join your community. As your online presence grows, potential customers will find you.  

The popularity of the Internet, blogs, and social media sites has transformed inbound marketing as we know it. Customers are searching for exactly what you offer. Will they find you?

 

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