[Build Backlinks Online] The Complete Guide to Reconversion

Build Backlinks Online has posted a new item, 'The Complete Guide to
Reconversion'


Posted by TomRoberts
This post was originally in YouMoz, and was promoted to the main blog because it
provides great value and interest to our community. The author's views are
entirely his or her own and may not reflect the views of SEOmoz, Inc.

A great deal of emphasis is placed on inbound marketing and attracting new
customers. However, we should be careful not to neglect the existing clients
that we may have. These people are just as important as new customers and more
often than not can provide you with a great return of investment. We should give
our existing clients the marketing focus they deserve.

In this guide, I will look at why remarketing and reconverting your clients can
be a valuable tactic for your business, while also providing examples on how we
can do just that.

I hope you find this guide to be something a little bit different than what we
normally see on Moz and, most of all, I hope you find it useful. Id love it if
you could read through the whole post, but for those revisiting or those
strapped for time, here are a few links to jump you to each chapter:




Prelude: What Prompted the Post


Chapter 1: I Demand Satisfaction




Chapter 2: Don't Count Out a Discount


Chapter 3: The Best Things in Life are Free




Chapter 4: The Lost Art of Email Marketing


Chapter 5: Community is Key




Conclusion: Let's Get Out There





Prelude: What Prompted the Post


I am just a poor boy, though my storys seldom told. We dont see an awful lot of
in-house SEO perspectives here on SEOmoz and even less so from the financial
services sector, of which my current role is in. This does give me the
opportunity, however, to provide a real case study of how a company has
identified the need to get more value from the client base and how they have
done so.

Basically, our company provides a way for people to trade the financial
markets, things like equities, currency pairs and so on. We provide this service
in a number of countries across Europe, with the UK being our primary market.

The curious thing about this industry, over the last 6-12 months is that, while
we as a company have acquired new clients somewhat exponentially, the trading
volumes of those clients, effectively the amount that they have been trading,
has not seen the same amount of growth. This is something that is reported to be
affecting the industry as a whole.

There are likely a number of factors that are contributing to this. Market
volatility as a whole is at a record low, while we are also reviewing our
marketing channels to see which ones are providing the most worth to us.
However, the thing that we felt we had most control over was ensuring that our
clients were as happy as they could possibly be with us, which in turn would
extend the time period they want to trade with us and would do so with more
frequency.

This guide will aim to show what we have done as a company to help ensure our
clients are satisfied with us and want to reconvert and how these methods can
apply to a wide range of industries.

Chapter 1: I Demand Satisfaction




If youre trying to get people to come back to your business and reconvert, they
better have had a bloomin good experience the first time round. It goes without
saying that people will need to have a positive experience with your company to
even consider returning, regardless of whatever marketing campaign you are using
to entice them back.

Therefore, the first part of any reconversion strategy is ensuring that the
conversion the first time round is as smooth as possible. If youre working on an
ecommerce site, cart abandonment is always a hot topic and I really like Russ
Henneberrys guide on decreasing abandonment over on CrazyEgg.

The best way to know whether or not you are being well received is to have an
open dialogue with your clients. SEOmoz is a great example of this, while at ETX
Capital we always display a free contact number on our website, so that people
only have to pick up the phone to talk with us. Being readily available on
social media, particularly Twitter, is another great way to garner client
feedback. Over 30% of top brands have launched a dedicated customer service
handle and Id advise you to check out the Simply Measured case study on brands
Twitter activity.

You may also want to consider asking your clients to leave you their feedback
on external review sites, such as Review Centre. Not only do you often get
detailed feedback from people leaving reviews, your ranking here can help you
obtain rich snippets in your PPC ads. If you receive over 30 reviews for your
business and keep an average rating of 4 or more, you can have fancy, shmancy
stars appear next to your ads like these:

Oh my God its full of stars!

Finally, you definitely need to check out Joshua Unseths SEOmoz post on using
Google Analytics for a Q&A strategy. Not only is it a brilliant resource, it can
also help you discover what people are asking about your brand in Google search.
You may find some trends on your service that you can address prior to people
converting.

Chapter 2: Dont Count Out a Discount


Source: NoSweatShakespeare.com

It might seem simple, but it is often effective. Offering discounts to
returning customers is a great way to have them return and to build up a bit of
brand loyalty. I can remember in November last year that I had a mullet to rival
Billy Ray Cyrus and I decided that it was time for a smart cut. I went to Rush
salon with no intention of returning for regular cuts, as I thought it was a bit
pricey. One loyalty card stamp and two 25% off cuts later and Im already looking
forward to my next princess day!

Repeat customers very often cost less than acquiring new customers, so when
youre working out your margins and what discount you can afford to give, cost is
definitely something you will want to consider.

Implementing the discount system is something that should not be underestimated
either. For the ecommerce SEOs out there, you can find some very useful
extensions for your CMS. OpenCart is arguably one of the best CMS systems out
there right now and these three extensions may be of interest for you.

Providing physical discounts is still a very popular method as well. Providing
branded cards with a discount code is a popular trick used by Amazon, when
sending out its products (I must have had 600 worth of wine vouchers sent to me
in three months, what are they trying to say?). I have to say I am a fan of the
loyalty stamp card and Ive often wondered why more businesses do not employ an
online solution to this. For all intents and purposes, the Tesco Clubcard is a
loyalty card that stores your data online, allowing you to redeem points for
discounts perhaps this could be applicable to your business?

It looks as though that more companies are heading towards loyalty stamp apps,
if sites such as Stampfeet and Stampme are anything to go by. This could also be
a useful discount solution for you.

Gamification is not something to be underestimated either. We see a lot of
gamification in the health industry Id love to see a gym take it one step
further and have a workout leader board. When you join the gym, you would be
given a chip that logs all of your exercise on the machines. The people who run
the most miles, burn the most calories, generate the most watts and so on would
be given discounted membership for 1/3/6 months. It would offer an incentive for
people to exercise harder, which can only be a good thing, while giving the gym
some really positive PR.

Chapter 3: The Best Things in Life are Free


The Fandom of the Oprah is plain to see

Everyone loves free stuff, am I right? But how does giving stuff away for free
translate into returning customers?

Remember, this is all about building brand loyalty and a satisfied consumer
base. If you can achieve that, not only might customers be more inclined to use
your services again, but happy customers may refer their friends to your
business as well. Repeat customers can be walking billboards for business.

Having said that, it would be wise to plan your giveaway so that you can gain
something else as well, in case the reconversions dont come. Let me use an
example of a recent contest we held on our Facebook page.

We recently offered some trading credit to our clients if they could correctly
guess the US employment report, also known as the non-farm payrolls, at the
start of the month. The ultimate aim was to reignite interest in trading and to
see an increase in trading volumes, but we knew that we could also see the
following benefits, if planned correctly:


An increase in likes on our page.

An increase in engagement on other posts.

An increase in traffic and conversions, assisted or otherwise.


Because of the potential multi-benefits, we were happy to go ahead with the
giveaway and Id recommend that people look for similar multi-level benefits
before parting with their product or service for nothing.

After contacting our existing clients by email on the day that the contest went
live, as well as previewing the contest earlier in the week via our social media
channels, we ended up seeing some great results. The likes on our page increased
substantially, analytics is reporting an increase in assisted Facebook
conversions that week and weve also been seeing some increased engagement on our
regular market updates, which is great to see. Having this open communication
with our clients allows us to keep in touch with their wants and needs.



The icing on the cake is that we have also seen increased trading volumes in
the days and weeks since the competition was launched. Without giving away too
much sensitive information, I think it would be safe to say our initial outlay
in terms of cost has been recuperated and then some.

Chapter 4: The Lost Art of Email Marketing


Source: poofytoo.tumblr.com

According to the DMA 2012 conference, for every $1 spent on email marketing
$40.56 is returned (The Email Marketing Trend Slideshare from Silverpop is a
great read, if youve not seen it already). It surprises me that we dont see it
mentioned more often here, as it can be a great way of getting your clients to
reconvert.

Many of the previous tips I have mentioned in this post have been used emails
in order to generate interest, such as contacting our client base to alert them
about the Facebook contest we were running. Thats not really marketing, but it
is an indication that email is still one of the best ways to communicate with
your customers.

Email marketing is a great way of interacting with your inactive user base and
get them reconverting. There is a great CNET case study on Marketing Sherpa that
looks at how offering incentives can get people to reconvert. The key takeaways
are making sure that you:


Accurately segment your lists ie knowing what group has been inactive for
60-120 days, which clients have been inactive for 120+ and so on.

Come up with a number of engagement tactics to test.

Identify with your team what constitutes as reactivation or reconversion.


If youre using a decent CRM system, you will be able to track user activity, or
lack thereof, in a lot of detail, such as date of last login, recent
transactions etc. Using this data, you can segment your users how you want and
can judge for yourself what classifies as an inactive user, for example. We use
SalesForce for this purpose, but different size businesses may find better
solutions elsewhere, so it is worth researching. PC World has featured five
useful CRMs for small businesses in the past.

The above CNET case study makes for a great read and I think an email marketing
campaign can be taken one step further by running a Facebook custom audience
campaign. There is an excellent SEOmoz blog post on this topic that you should
definitely check out, with one of the key highlights of custom audiences being
that you can import and target people from your email list only. This obviously
relies on a person using the same email for Facebook as they did with your
website, but theres a fairly decent chance that they would have. With this level
of targeting, you can serve them relevant ads to supplement your email campaign,
without breaking the budget.

If youre looking to learn more about email marketing, the Aweber and
Deliverability blogs are great places to start, while the email marketing
whitepaper from MailChimp is a great free resource as well.

Chapter 5: Community is Key


Erm...probably not this Community

Community managers: rejoice! This chapter celebrates you and all the things
that you do.

This is arguably the most important section of the guide. Nurturing your
community is essential for reconversion, which is something that I have alluded
to throughout this guide. The better the experience a customer has with your
site, the more likely there are to return, reconvert and refer.

Remember, your community is most likely an open forum and not just the people
who have used, worked with or are associated with your online business. This
means that you need to create a positive community for people pre-conversion as
much as you need to create a positive one for post-conversion folks.

Having high quality engagements with your community is one of the most direct
ways of catering to their needs. Social media is an obvious outlet for this, but
sometimes it can be hard to work out which social media channel would be best,
both for levels of engagement and also for usability reasons. We have already
talked about how customer service handles on Twitter can offer a direct response
channel, but LinkedIn is often overlooked.

Linkedin discussion groups can be a great place to engage with your community,
whether its in your own group or joining in the discussion elsewhere. More often
than not, when youre providing and contributing to useful discussions on
LinkedIn, you are not just helping your community, but also your unaided brand
awareness. One of the most famous examples of a big brand using LinkedIn is
Hewlett Packard.



That is a summary of the HP case study provided by LinkedIn, which you can read
in full here:
http://marketing.linkedin.com/sites/default/files/pdfs/LinkedIn_HPUKCaseStudy2011.pdf.
HP identified that their community and the demographic that they wanted to
target were present on LinkedIn and so created a non-branded, general small
business discussion group that allowed users to help one another out. Despite it
being non-promotional, HP saw great results as a result of unaided brand
awareness and the work that they had put into the community.

Hosting discussions such as these on LinkedIn brings with it an element of
trust, as it is being hosted on a website people can trust and they would
probably be more inclined to engage on than perhaps your own hosted forum.
Furthermore, the benefit of being able to connect with users very quickly is a
very valuable one, particularly when you bear in mind that HubSpot has reported
that LinkedIn is up to 277% more effective at lead generation than other social
networks.

It is worth noting that setting up a LinkedIn discussion group will be a
time-consuming task. Moderation and encouraging engagement can take its time, so
be sure that you can commit the human resource to the project in order to help
it be as good as you want it to be. Theres a great resource on social media
examiner on how to build a thriving LinkedIn group, while HubSpot also provides
some useful tips on how to manage groups.

Alternatively, Google+ is well on its way to matching and possibly succeeding
LinkedIn as the discussion group king. Google+ communities work very much in the
same manner as LinkedIn discussion groups, with the added benefit that they are
arguably more visible to people surfing the net. For some industries, there is
already a thriving presence on the network, with SEO being chief among them. The
Google Authorship community is probably the stand out example (and you should
definitely check it out if you have not done so already). It would be tough work
to host discussion groups on both networks with limited resources, so it is
worthwhile dipping your feet in some already existing groups in your industry to
see whether or not there is an appetite for what you want to discuss.

It is a good idea to find communities in your industry that are not based on
one of the big social media websites. There is a forum called Trade2Win that is
extremely targeted to our audience and it serves as a great resource to them. We
try to engage with our audience there as well, in order to let them know about
any of our new developments and for them to also offer feedback and ask
questions about our service. It can be a very open and frank discussion at
times, but you have to respect with communities like these that you, as a brand
rather than a consumer, are on their turf as it were, and so you should treat it
with the utmost respect. The one thing about engaging on a forum that you do not
control of is that you are potentially open to attack, with no way of removing
slander unless the forum master deems to do so. With that in mind, it is
important that you establish a clear social media policy within your
organisation before you engage, with clear rules of engagement for how to handle
certain kinds of negative engagement.

Of course, nurturing your community is not exclusively an online pursuit.

There are many great things that a business can do to connect with their
community offline. In London, where I am based, there is a relatively new
artisan bakery called Gails. Their mission statement is to not only provide the
best quality bakery products out there, but to also become integrated within
their local communities. They do this by customising what products they stock in
each store, for example in the region of Hampstead, where there is a large
Jewish community; the store stocks more rye bread goods, among others.

Gails goes one step further than this and also holds community events in each
store. Some events include book-reading clubs for their store based adjacent to
a primary school, so that families can come after school and enjoy themselves.
The Hampstead store also organises a garden party each year, where they invite
businesses that offer local produce to set up market stalls across the high
street and invite people to come and sample some tasty food. Both of these
events are not designed to generate profit, but to increase the brand awareness
of Gails and to also give back to the community that they are integrated in.

Incidentally, I dont have much need for Gails anymore, as Ive taken to making
my own bread!

Note: Pacman Onesie not obligatory

Theres method in my madness: can you imagine if Gails asked people to post
pictures of their loaves and funny bakes on their Facebook page, with the
entrants getting discounts or even free items? That would be a prime example of
a company engaging with its community online and to help them reconvert.

If youre looking for more community ideas, you should look no further than the
folks here at SEOmoz. They do a great job at engaging with their community. Just
this week I was sent this swag from the team:

The slap-wrist has brought me much joy and my office much annoyance.

Conclusion: Lets Get Out There


I hope this guide has inspired you to look at fun and engaging ways to spark
reconversion. Let your customers know you love them and theyll surely love you
back!

Id love to get some feedback from you in the comments below, as well as some
cool stories about how you have worked on reconversions and building up your
lovely communities.
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