S.E.O., Internet Marketing, and Traditional Marketing Tips for My One Call Clients and Associates.
A couple of unusual lead generation and conversion programs we’ve been testing over the last month deserve some space here.
Maybe you should add them to your marketing.
Tactic: Live Chat on your Site.
I used live chat years ago, and dropped it after a month or so after getting no results. Recently I noticed a tweet from 720 Media in Colorado Springs about the number of live chats they were getting, and noted recent research that sites with live chat convert 70% more than without. That’s a BIG number. So I used Meebo, the service they recommended (and and use on their own site http://www.720media.com) and installed chat on most of my pages. Easy. Now I can see when someone is on my site, and they can ask us a question if they like.
Results: In a couple of weeks, we have had three live chats. One was a competitor with several helpful comments about our Local Google listing. That’s what happens when you show up number four on Google under SEO – you get noticed. On the other two, one appears to be a prospective new client in Ft. Collins. They wanted pricing information on Internet Optimization. I called them, and what they really need is Sales Coaching. They intend to sign up next week.
My gut feeling is, without the live chat they may have just moved on to the next site looking for pricing and info. No way to tell, but I am giving live chat the credit on this conversion.
Should your company use Live Chat? If someone is sitting in front of a computer most of the business day, and they have the knowledge to answer questions, why not?
Let me know if you try it, and what kind of results you get. Call me if you have any questions. We may be putting together a co-op chat group, where one person can handle the chat function for 10 or 20 companies.
Tactic: Pay per Click Advertising on Google
Cost: I am spending around $1175. per week
I wanted to jump-start some of my Internet marketing programs, so I started a Pay per Click campaign on Google AdWords. AdWords has become pickier about your landing pages and your keywords, so it takes a little while to figure out and organize your campaigns. I won’t go into detail here except to mention if you’re using Google AdWords, make sure you match your keywords to the landing page.
Results: After about six weeks we are seeing an 11-1 return on spending including the reoccurring revenue from sold accounts, which has been more than 50% of our new Internet marketing sales for this period. I will take an 11-1 ratio any day! Because S.E.O. keywords are expensive per click (over $15.00 a click on the top words and positions), it’s a little nerve-racking. But so far so good.
Should your company use Pay Per Click? Maybe. There are a lot of pros and cons. Even with a highly ranked site organically (we are number four) you still miss a significant number of screen views with the different keyword and area combinations your prospects can use. So, it’s a good catch-all tactic. There is also recent research that shows companies with high rankings and utilizing Pay Per Click get better results from both because of the branding effect. Maybe. But, if you can get a 10-1 return, or as some clients do, a 30-1 return, it’s a good investment.
Warning! In most cases don’t go it alone! Lots of companies jump in, make uneducated decisions, lose a bunch of money and never go back. Get some help from a professional firm, or at least some early consulting. (Hint).
A couple of plugs here for cool companies:
www.720media.com does really great Web design and social media work in the Springs and Denver.
For the do it yourself website crowd: www.localcontentnow.com can write great content for you, or do your editing.
And another really professional Web firm based in Florida, www.digitaleel.com
And of course our company: www.salesjumpstart.net