One of my mantra’s is ‘increase number of leads without increasing the cost’. Sometimes this requires split-testing, other times it just needs a simple tweak to some existing copy.
A friend of mine runs a business called Restaurant Live; http://www.restaurant-live.co.uk/
Now they were sending out a mailshot and including a case study where an existing customer was saying how much business had improved.
The problem? It did not mention specifics.
Here is a snippet…
We switched from an old fashioned paper based reservation diary after a year of starting up our own restaurant and moved to Restaurant-Live.
It has dramatically increased bookings that we may not have got previously due to the ease of being able to book online. It has also given me back a lot of my time as the manager and face of the business, not having to respond personally to every query or request, as Restaurant-Live allows customers to add requests themselves.
My suggestion? Put what the actual percentage increase in bookings was. Doing this makes it more believable. The net result?
A response rate from less than 1% to 8.24%!!!!
Always use specifics, it adds credibility to what it is you are offering!
Shall I tell you?
That’s right, absolutely big fat zero. In fact you might be reading this and once done you’re off. Its fine I understand!
But here is the key thing, if you are not using re-targeting in your business in 2015 then you are losing out.
The best thing about this? The two largest platforms that can use to get this up and running (Google and facebook) do not even charge for this! It is not even that difficult to setup. It can be done in a matter of minutes.
This subject is critical and you can find more on my page here.
If you need to do any form of marketing online then you will always hear the saying ‘the money is in the list’.
You must be building a list regardless of your business to get a list of prospects that, even if they do not buy from you today. The two biggest mistakes I see business owners make are:
1. Driving visitors to their home page instead of a specific offer or landing page (especially if they have spend money on ads)
2. No call to action! Or at least no lead capture mechanism.
Now I’m not just talking about annoying pop-ups that appear everywhere and annoy us all. I’m talking about sign-ups that can appear unobtrusively at the top or bottom of a page or even appear at the side.
Now I have bought several landing page/opt-in builders in the last year and I have just purchase ‘thrive’ which is by far the best one I have used by some degree. It integrates with wordpress and allows you to create all manner of opt-ins but also allows you to create really impressive looking custom pages without being a designer!
You can see an example of the sort of content here
And you can get a copy here, I urge you to start implementing some form of lead capture on your website and there is no better tool to do it than this one.
This blog is all about marketing and numbers right? Well, recently I had a facebook page analysis tool built. You can find it here.
So why an analysis tool? Well if you do any kind of marketing/promotion on your facebook page it is useful to see
- Where the likes on your page are coming from, as in which country
- Which posts stimulate the most engagement
Now by engagement I mean which posts get the most comments, likes and shares. Why is this useful? Because the whole point of your fanpage is to build an audience. To build this audience you need to post interesting material! If you know what works best then you can keep doing more of the same!
The tool is completely free to use!
If you haven’t seen the film ‘The Wolf of Wall Street’ then you really should. Not only is it highly entertaining but it’s based on a true story, which, when you watch will make you go ‘Did that really happen?’ Well last night, 28th May, I got the chance to go and see the man himself at London Excel. Yes, Mr Jordan Belfort the *real* wolf of wall street was giving a 3 hour seminar covering bits of his story and his sales system ‘Straight Line Persuasion’.
What he has done is distill his experience and success into a ‘system’ that can be followed. Now, I’m not about to give you some long pitch about his product (which I think is $1997) but it struck me that many businesses don’t have systems in place. This doesn’t just apply to marketing but to any facet of your business so that someone could take that system and apply it.
You must systemise your marketing efforts. You must be continually tracking and testing your marketing efforts and adjusting accordingly. I bang on about this because so few businesses do it! Are you doing it in your business?