Build Backlinks Online has posted a new item, 'A New Version of GetListed.org'
Posted by David Mihm
Today, I am excited to announce the release of a new version of GetListed.org.
While no new functionality is included in this update, the team and I hope it
provides a dramatically improved user experience on several fronts.
The best way to get a sense of what's changed is to run a business search for
yourself, but I'll run through a few brief highlights here.
Faster business lookups
GetListed is now waaayyyy faster (that's the technical term used by our
engineers) than it used to be. Previously, lookups averaged around 20 seconds.
We've cut the average response time in half to about 10 seconds, and we'll be
working to make it even faster as we analyze usage of the app and further
optimize our response times. We hope this increased speed provides a big
value-add for those of you who use GetListed in your on-the-spot client
meetings.
More consistent results
Previously, GetListed's Listing Snapshot displayed a composite listing based on
the data points returned by several search engines in our list. This led to
unnecessary confusion among business owners, and made it difficult for some of
our agency users to identify which search engines were returning incorrect
information about clients' listings. It also made tracking Listing Score
progress over time more difficult, since this score was dependent on the order
of results returned by our search engine partners, and this order sometimes
varied week-to-week and month-to-month.
The new version of the site asks users to establish their canonical NAP (Name,
Address, Phone number) information prior to running a full query for a given
business, so that the new Snapshot page and Listing Score are no longer based on
"best guess" composite listings.
Please note: this update means you may see changes in your listing scores,
including for those businesses saved to your Dashboard.We suggest
re-establishing these scores by running your listings through the new site. When
you do, you'll have a fixed data point against which you can measure your
progress over time.
Cleaner Listing Snapshot interface
When we started GetListed back in January 2009, only four search engines were
displayed on the snapshot page. As our app grew in popularity and we established
new relationships with data providers and other search engines, that list grew
ever-longer and the formerly-simple interface grew clunky and overwhelming. The
goal of the site (to get business owners to update erroneous information and add
missing information) became muddied.
We hope the new interface makes these calls-to-action much clearer--to create
listings on search engines where they don't exist, and to update information
that doesn't match reality. The new app consolidates the old Snapshot, Accuracy,
and Details pages, bringing accuracy front-and-center, and makes it easy to see
listing details inline without jumping from page-to-page.
Cleaner Dashboard interface
The new Dashboard removes the clutter of favicon-style search engine logos
(another problem created by our gradual expansion to include more listing
providers over the last four years). The new Dashboard provides a quick way to
assess listing scores at a glance, and easy access to the details page for your
listings from clickable business titles.
U.S. version only
Over the past couple of months, we've noticed GetListed UK and GetListed CA
returning an unacceptably high number of errors on business queries. As part of
this release, we've decided to temporarily suspend these versions in order to
focus on the backend and interface for our U.S. audience, which accounted for
98% of all queries run in April. After we've had a chance to analyze our
domestic audience usage on this new system, we plan to re-release UK- and
CA-specific versions (along with more international sites) later in the year.
Looking ahead
Well, that takes care of most of the major changes for this release. Feedback,
as always, is welcome. We've even added a handy-dandy tab where you can submit
feedback directly within the app; you can also feel free to email me at
davidm@seomoz.org.
I hope I've laid out a compelling case above for the rationale behind this
release from a user's perspective. From a development perspective, the goal of
this iteration of GetListed was to create a foundation for more frequent feature
releases and better integration with SEOmoz tools moving forward. It paves the
way for a number of new features we will be rolling out over the course of the
summer and fall, which all of us on the GetListed team are even more excited
about. Looking forward to sharing those with you soon!
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Thursday, 2 May 2013
[Build Backlinks Online] TITLE
Build Backlinks Online has posted a new item, 'Caribbean Adventure on the Island of Providenciales'
Here’s a glimpse of our getaway to the exclusive island of Providenciales, which is part of Turks and Caicos. Of all the places we’ve been in the Caribbean, this was our favorite and had the most beautiful beaches. We stayed in the world-famous Grace Bay area at the Windsong Resort.
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Build Backlinks Online has posted a new item, 'Persuasive Copywriting: 4 Tips for Higher Converting Websites' 
You may view the latest post at http://feedproxy.google.com/~r/WordStreamBlog/~3/EWsIsNxk1Gw/persuasive-copywriting-tips You received this e-mail because you asked to be notified when new updates are posted. Best regards, Build Backlinks Online peter.clarke@designed-for-success.com
How do you tap into the subconscious mind of your site visitors and make them click that call-to-action button? The moment you get a little salesy, you know they'll run away before you even realize what happened.
But how do you do that? Some of you have probably heard about the principles of persuasive copywriting, like scarcity, urgency, authority, consensus, consistency, reciprocation, and liking.
Moving beyond the common wisdom of these persuasion tactics, here are some of the lesser-known persuasive copywriting techniques that you can implement on your website to subtly get the odds in your favor and be the proud owner of a high-converting website.
1. Appeal to Your Visitors' Identity
Tweaking images or language so they relate with the identity of the majority of your visitors is known to have a higher impact in stimulating response from people. This article on psychologytoday.com provides explicit detail into how identity marketing works:
Do you think of yourself as a beer-drinker, or do you merely drink beer? Are you a Volkswagen driver or a Democrat, or do you just drive a Volkswagen or vote for Democratic candidates? The difference in how these notions are worded involves more than just splitting linguistic hairs. Phrases like drive a Volkswagen or vote for Democrats simply describe behaviors that you take part in. But if you assert that you're a Volkswagen driver or a Democrat, you're expressing something fundamental about who you are. Wielding the right language to tap into people's sense of identity, as it turns out, can make for potent persuasion.
Remember the "I'm a Mac," "I'm a PC" ads by Apple? Try utilizing this concept to come up with an interesting identity-driven headline or value proposition for your website.
2. Give Them a Good Story, Numbers Can Come Later
Emotional appeal works best when you want people to take a desired action. Excitement, urgency ... whatever feeling might inspire them to take action, giving people hard-core data will usually not have the same effect.
A 2007 study conducted by Carnegie Mellon University tested response to different appeals for donations for people in dire living situations in Africa.
The first appeal gave elaborate statistics on the dislocation of millions of people, food shortages, and the scarcity of rain in the region.
The second appeal talked about the story of a particular girl who was starving in Zambia. A picture of the girl was sent alongside, and students were requested to send donations directly for her.
While the fact-focused appeal got students to donate $1.14 on an average, the amount rose to an average of $2.38 for the story-based appeal.
A third appeal that contained both the story and the statistics collected $1.43 on an average.
This suggests that the predicament of the African population in general was overwhelming for people and made them see their contribution as only a drop in the bucket, so they were less compelled to help.
Instead of overwhelming your visitors with hard facts, try weaving them into an interesting story and see how they respond. Just be careful that you do not make them feel lost with all the statistics.
3. Show Them Both Sides of the Coin
People are not dumb. If you don't mention an apparent drawback of your product, it doesn't mean that your site visitors won't think about it.
Now this doesn't imply that you should fill your website with pages of what's wrong with your product or service. But mentioning 1-2 minor weaknesses can many times favor your case more than hurting your business. Your visitors begin to recognize your brand as honest and trustworthy and may be more inclined to buy from you.
I'm sure you've noticed how Amazon shows both positive and negative reviews of products. But again, you must know how to maintain a balance in the two viewpoints. This PsyBlog article explains how balanced arguments can help in persuasion:
Daniel O'Keefe at the University of Illinois collected together the results of 107 different studies on sidedness and persuasion conducted over 50 years which, between them, recruited 20,111 participants … What he found across different types of persuasive messages and with varied audiences, was that two-sided arguments are more persuasive than their one-sided equivalents.
There's one big proviso to this: when presenting the opposing view it's vital to raise counter-arguments. Two-sided arguments which don't refute the opposing view can be significantly less persuasive than a comparable one-sided argument.
So consider mentioning a potential drawback, but providing a counter-argument. Similarly, encourage your brand advocates and happy customers to leave positive reviews on your site.
4. Open with "Yes" Questions
"Are you tired of manual proofreading?" "Have no time to learn Corel Draw for your designing needs?" Opening with questions that make your visitors say "Yes" draws instant attention, and the lingering effect of that affirmative attitude can carry forward until the purchase.
In one research study, some participants listen to a speech by Barack Obama while others listened to a speech by John McCain. All the participants then watched a Toyota TV ad.
Republicans who watched the John McCain speech were more persuaded by the ad. On the other hand, the effect was just the opposite on Democrats, who found the ad more compelling after seeing the Obama speech. The idea is that people were more receptive to the ad after seeing statements they agreed with.
So, when writing conversion-focused copy, try to open with statements that your target audience would agree with. Present a worldview they identify with when you wish to persuade them to complete your conversion goal.
Settling for a 3-4% conversion rate is plain mediocre. Top retailers constantly A/B test their sites and settle for no less than conversion rates of 10-15%. Now that you're armed with these subtle persuasion tactics, use them to your advantage and aim higher.
Smriti Chawla is a Content Marketer with Wingify, the company behind the success of Visual Website Optimizer, one of the leading A/B split testing tools in the industry.
This post originated on the WordStream Blog. WordStream provides keyword tools for pay-per click (PPC) and search engine optimization (SEO) aiding in everything from keyword discovery to keyword grouping and organization.
You may view the latest post at http://feedproxy.google.com/~r/WordStreamBlog/~3/EWsIsNxk1Gw/persuasive-copywriting-tips You received this e-mail because you asked to be notified when new updates are posted. Best regards, Build Backlinks Online peter.clarke@designed-for-success.com
[Build Backlinks Online] Dos Equis Resolves A “Cinco De Lemma” With Integrated Dos De Mayo Campaign
Build Backlinks Online has posted a new item, 'Dos Equis Resolves A "Cinco De
Lemma" With Integrated Dos De Mayo Campaign'
Even the Dos Equis spokesman, the Most Interesting Man in the World, has the
occasional Cinco de Lemma. When faced with the prospect of a Sunday Cinco de
Mayo, the Most Interesting Man didnt get upset or flustered he simply decided
to arrive fashionably early and extend the celebration throughout the weekend.
Mark your [...]Dos Equis Resolves A Cinco De Lemma With Integrated Dos De Mayo
Campaign is a post from: Convince and Convert: Social Media Strategy and Content
Marketing Strategy
You may view the latest post at
http://www.convinceandconvert.com/social-image-of-the-week/dos-equis-resolves-a-cinco-de-lemma-with-integrated-dos-de-mayo-campaign/?utm_source=rss&utm_medium=rss&utm_campaign=dos-equis-resolves-a-cinco-de-lemma-with-integrated-dos-de-mayo-campaign
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posted.
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Build Backlinks Online
peter.clarke@designed-for-success.com
Lemma" With Integrated Dos De Mayo Campaign'
Even the Dos Equis spokesman, the Most Interesting Man in the World, has the
occasional Cinco de Lemma. When faced with the prospect of a Sunday Cinco de
Mayo, the Most Interesting Man didnt get upset or flustered he simply decided
to arrive fashionably early and extend the celebration throughout the weekend.
Mark your [...]Dos Equis Resolves A Cinco De Lemma With Integrated Dos De Mayo
Campaign is a post from: Convince and Convert: Social Media Strategy and Content
Marketing Strategy
You may view the latest post at
http://www.convinceandconvert.com/social-image-of-the-week/dos-equis-resolves-a-cinco-de-lemma-with-integrated-dos-de-mayo-campaign/?utm_source=rss&utm_medium=rss&utm_campaign=dos-equis-resolves-a-cinco-de-lemma-with-integrated-dos-de-mayo-campaign
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posted.
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Build Backlinks Online
peter.clarke@designed-for-success.com
Wednesday, 1 May 2013
[Build Backlinks Online] 7 Customer Loyalty Lessons from Lady Gaga
Build Backlinks Online has posted a new item, '7 Customer Loyalty Lessons from
Lady Gaga'
With 23 million albums sold, five Grammy Awards, and Forbes distinction as one
of the worlds most powerful celebrities, Lady Gaga is one of the most well-known
pop artists in the world. Known as much for her voice as for her over-the-top
wardrobe, few recognize Lady Gaga for her stunning business acumen, giving her
legions [...]7 Customer Loyalty Lessons from Lady Gaga is a post from: Convince
and Convert: Social Media Strategy and Content Marketing Strategy
You may view the latest post at
http://www.convinceandconvert.com/brand-communities/7-customer-loyalty-lessons-from-lady-gaga/?utm_source=rss&utm_medium=rss&utm_campaign=7-customer-loyalty-lessons-from-lady-gaga
You received this e-mail because you asked to be notified when new updates are
posted.
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Build Backlinks Online
peter.clarke@designed-for-success.com
Lady Gaga'
With 23 million albums sold, five Grammy Awards, and Forbes distinction as one
of the worlds most powerful celebrities, Lady Gaga is one of the most well-known
pop artists in the world. Known as much for her voice as for her over-the-top
wardrobe, few recognize Lady Gaga for her stunning business acumen, giving her
legions [...]7 Customer Loyalty Lessons from Lady Gaga is a post from: Convince
and Convert: Social Media Strategy and Content Marketing Strategy
You may view the latest post at
http://www.convinceandconvert.com/brand-communities/7-customer-loyalty-lessons-from-lady-gaga/?utm_source=rss&utm_medium=rss&utm_campaign=7-customer-loyalty-lessons-from-lady-gaga
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
[Build Backlinks Online] TITLE
Build Backlinks Online has posted a new item, 'PPC Campaign Structure Case Study: English Soccer & The 80-20 Rule' 
You may view the latest post at http://feedproxy.google.com/~r/WordStreamBlog/~3/KcuJIDI9KiQ/ppc-campaign-structure-case-study You received this e-mail because you asked to be notified when new updates are posted. Best regards, Build Backlinks Online peter.clarke@designed-for-success.com
What's your strategy for setting up your campaign budgets? One of our clients shared a case study with me about how he restructured his campaigns and budgeting strategy by combining the popular 80-20 Rule and the English soccer league system. Using this structure, he was able to improve his metrics across the board.
Let's take a closer look at his account restructuring plan and execution to see what lessons we can learn.
Background Info
80-20 Rule
The 80-20 Rule (more formally named the Pareto principle) states that roughly 80% of the effects come from 20% of the causes. Our client was seeing a similar ratio of cause to effect with the performance of his account: 20% of keywords and ad groups were bringing in about 80% of impressions, clicks, and conversions.
Soccer League Tiers
Our client also used the soccer league tier system in England as a basis for how the account would be structured. For those of you who aren't familiar, there are several tiers of leagues for club teams. The top league in England, called the Premier League, houses 20 teams. These teams are the best of the best. Underneath the Premier League is the First Division (it's actually called The Championship but that makes things more confusing). These teams are a step below the teams in the Premier League.
Also, every year the very best soccer clubs across a variety of European nations and leagues get together to play in a tournament called the Champions League.
The Campaign Organization Plan
Our client used these principles when structuring his campaigns. The account had three types of campaigns:
Premier League Campaign: Primary Campaign
This is a geographically targeted campaign that contains ad groups specifically targeting the 20% of ad groups and keywords that bring in 80% of impressions (and other PPC metrics). This campaign will have the largest budget – at an 80%/20% ratio with the First Division Campaign below it.
First Division Campaign: Secondary Campaign
This is a geographically targeted campaign that contains the rest of the ad groups and keywords outside the top 20% – this contained ad groups for the locations that did not receive as many clicks or conversions. In the real life soccer leagues, teams can move between the leagues by promotion and relegation. Our client used "promotions" and "relegations" to pause or enable keywords or ad groups between the two campaigns.
Champions League Campaign
As the Champions League in soccer pulls in teams from a wide variety of nations (as opposed to the Premier League and First Division which only draw teams from one nation), the plan for the Champions League campaign was to have a more general campaign that was targeted to potential areas not targeted by the other campaigns within the country. This campaign could pull in other potential queries from other locations not targeted by the other campaigns. However, the ad groups, keywords, and ad text that are part of this campaign will have geographic specific terms to let users know where the physical locations are. This campaign would have the smallest budget.
Execution of the Plan
Our client started implementing the plan he laid out, but learned that there were several factors to consider that changed his original outline:
1. Using the 80-20 rule, our client focused on setting his Premier League campaign to target the locations that had the best response rate and were generating the most business. The First Division campaign was used to target locations that were not performing as well.
2. Our client told me that geographic targeting in his country is not quite as effective as it is in the USA. To tackle this issue, he focused less on the geographic targeting options at the campaign level and used more keywords that had geographic terms to refine his ad impressions. If I were running a similar campaign in the USA, I would lean more on geographic campaign targeting than he did.
3. The Champions League campaign wasn't quite as successful as originally planned. Realizing that, our client decided to use this campaign for other purposes, such as experimenting with new ideas, or running special offers through the campaign.
Lessons Learned
What are some key takeaways from looking at this account restructuring?
1. Use a Plan – Our client put significant thought into his campaigns before he even started touching AdWords. By documenting his plan, he was able to maintain solid organization as he was restructuring. Also, through documentation, he could easily bring other people (like the WordStream Customer Success Team) up to speed with his goals. Don't be afraid to have a bit of fun with your plan! Because our client got creative with his terminology, it made it easier to remember how things were structured and it also helped him explain the concepts to me as well. He also came up with a way to name each of the different groups and campaigns something unique, but stuck to a consistent naming pattern that made it easy to understand. These methods helped him reign in his large account structure.
2. Experiment – One of the main successes in the case study is how the client used experimentation to implement his plan – and to figure out when to ditch his original plan. In using a portion of his budget to test new ideas, our client was able to incorporate those successful ideas into the main structure of his account. One of the great aspects of AdWords as a marketing tool is the data that it provides. Everyone can use this data on some level – whether it's A/B testing ads against each other or using a part of the budget to test new marketing concepts.
3. Know Your Environment – Make sure you understand the environment you're operating in, in the "real world" and in AdWords. In the case here, our client found out that location targeting options weren't sufficient for him so he needed to take control into his own hands by adjusting his keywords. Knowing your environment also means understanding features and options within AdWords that you can use to your advantage.
4. Don't Marry Yourself To Best Practices – Best practices are there as guidelines, and oftentimes they will help you be more successful, but you don't need to always follow them to a T. Our client could have followed a best practice of splitting his campaigns up by location and using location targeting, but by using data through experimenting, he found that he could target better, and manage his account easier, by using a slightly different structure where location was targeted through keywords on the ad group level.
5. Sometimes You Need a Big Overhaul – The complete restructure of this client's campaign took significant effort, but it paid off for him with lower CPAs as he was able to improve and optimize his campaigns.
6. Use available tools – Here is a direct quote from the client: "The real game changer was Wordstream, without it the fine tuning would have been an enormous task. Indeed I suspect I would have had to produce my own Access/Excel solution to crunch the volumes of data." If you're not a WordStream customer, take advantage of the tools available to you to make your restructuring easier.
This post originated on the WordStream Blog. WordStream provides keyword tools for pay-per click (PPC) and search engine optimization (SEO) aiding in everything from keyword discovery to keyword grouping and organization.
You may view the latest post at http://feedproxy.google.com/~r/WordStreamBlog/~3/KcuJIDI9KiQ/ppc-campaign-structure-case-study You received this e-mail because you asked to be notified when new updates are posted. Best regards, Build Backlinks Online peter.clarke@designed-for-success.com
Tuesday, 30 April 2013
[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.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten
hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think
of it as your exclusive digest of stuff you don't have time to hunt down but
want to read!
You may view the latest post at
http://feedproxy.google.com/~r/seomoz/~3/nax0_l88hHc/the-complete-guide-to-reconversion
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
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.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten
hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think
of it as your exclusive digest of stuff you don't have time to hunt down but
want to read!
You may view the latest post at
http://feedproxy.google.com/~r/seomoz/~3/nax0_l88hHc/the-complete-guide-to-reconversion
You received this e-mail because you asked to be notified when new updates are
posted.
Best regards,
Build Backlinks Online
peter.clarke@designed-for-success.com
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