Category Archives for "Tools"

New Google My Business Updates

Google My Business (GMB) is an online tool for businesses to manage their presence on Google and a great way for companies to keep their customers informed. Your GMB page helps customers stay up-to-date about your company location, hours, reviews, etc.

Google has recently released new GMB features to help your local search presence, specifically during COVID-19.

Is your company utilizing these 4 new GMB features?

1. Health & Safety Features

  • Appointment required
  • Mask required
  • Staff wear masks
  • Staff get temperature checks
  • Temperature check required

2.  Pickup and Delivery Options

  • Curbside pickup
  • No-contact delivery
  • Dine-in

3. Online Services 

  • Online Care
  • Online Appointment
  • Online Estimates
  • Online Classes

4. Messaging

  • You can now message customers via GMB on your desktop
  • Opt in to the service by clicking Messages and select Settings
  • Make sure to respond to messages before 24 hours or Google might revoke your messaging right

Need a GMB Overview? Click here!

Want to learn how to get GMB reviews? Click here!

How to Build Relationships

Build Relationships:


Overview:

At this point in the customer journey, customers are actively using your products or services and they want things to work smoothly. They may become irritated or disengaged if things don’t go well or they could become advocates if they are delighted. The role is to build lasting relationships and keep interactions and relationships going. Handle any issues that arise quickly and always look for ways to delight. It is important to encourage loyalty and advocacy at this stage.


Principles:

1. Demonstrate the appreciation by communicating, listening and providing tangible value.

2. Get feedback – frequently,  but without annoying.

3. Take care of any problems quickly, competently and completely.


Marketing Channels:

Email, Sales Calls/Meetings, Website, Social Posts & Communications, Customer Forums, Events, Sponsorships, Gifting, Webinars, Feedback Surveys, Appreciation Events


Primary Metrics:

# Contacts, Open Rate %, # Listens, # Views, # Transactions, # Visitors, # High Ratings, % Satisfied, High NPS

How to Gain Commitment

Gain Commitment:


Overview:

At this point in the customer journey, people are actively in the process of buying and trying to get through the process as easily and confidently as possible. The role is to grow the customer base and make it easy to “buy”. Create an easy and memorable buying experience that makes people feel confident throughout the process.


Principles:

1. Identify and eliminate any points of friction in the buying process.

2. While spurring buyers to action, don’t annoy.

3. Provide useful, relevant and timely information to make the experience positive.

4. Show appreciation


Marketing Channels:

Website, In-office, In-store, Customer Set up Process, Customer Service, Implementation Teams, Social Posts, Social Ads, Online Ratings & Reviews, Centers of Influence, Sales Outreach


Primary Metrics:

# Qualified Leads, # Referrals, # COI’s Contacting

How to Increase Brand Interest

Increase Brand Interest:


Overview:

The customer is interested in your category at this point in the journey and they are considering their options between you and your competitors. This is usually a time of research and information gathering. The role is to convey "why you" and give clear information that compels them to choose you over your competition. 


Principles:

1. Be present in those places where your customers are doing their research.

2. Focus on messaging that helps people understand why they should choose your brand.

3. Focus on getting them to take an active step towards you (free trial, request a demo, call for details)


Marketing Channels:

Website, SEO, Targeted PPC, Social Posts, Social Ads, Webinars, E-mail, Online Ratings & Reviews, Centers of Influence, Sales Outreach, Referrals


Primary Metrics:

# Followers, # Visitors, CTR %

How To Build Brand Awareness

Build Brand Awareness:


Overview:

The customer is "unengaged" at this point in the journey. People are thinking about other things and aren't paying attention to your category or to your brand. The role is to stay top of mind and build preference so that when people enter the category they are more likely to consider your brand.


Principles:

1. Consistently communicate so people will see/hear your brand message multiple times and in a variety of channels over time.
2. Focus on brand-building messaging vs. activation (promotion). Use messages that help people emotionally connect with your brand.


Marketing Channels:

TV, Video, Print, PR/Media interviews, Social, Radio, Podcasts, E-mail, Webinars, Out of Home, Events, Speaking, Digital PPC (Adwords & Display), Storefront, Office Front, Sponsorships, Blogs, Affiliates, Review sites.


Primary Metrics:

# Impressions, # Post Impressions, # Tweet Impressions, # Attendees

Sales & Marketing Funnel

Do you question what marketing is trying to accomplish? Are you unclear how to delineate marketing vs sales? Do you wonder what percent of the marketing budget is being wasted?  Most business owners struggle with the same issues.  This is because marketing’s role is often mis-understood, marketing and sales are usually artificially separated and marketing and sales activities, expenses and outcomes are not tracked and measured.

Marketers and business owners alike care about the impact of marketing activities.  To fully understand and maximize impact, it is crucial to think about marketing as a system.  This includes inputs and outputs – and what happens in between. A well-designed marketing system produces outcomes it is designed to deliver. 


HOW DO YOU DESIGN AND CONTINUALLY ENHANCE THIS SYSTEM?

Ensure your Inputs and Desired Outcomes are Clear and Specific

What are your revenue & profit targets?

What do you want MORE of?

  • New customers?
  • Retain more current customers?
  • Higher $ per purchase?
  • More purchases?

Are your goals SMART (Specific, Measurable, Achievable, Relevant, Time-bound)?

Integrate Marketing & Sales Within the System 

“Sales” is a Channel Within the Marketing System and should be integrated within each conversion step of the funnel. 

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Only Agree to KPIs that Deliver Business Goals

Why spend time measuring things that don’t lead to you achieving your business goals? When choosing Key Performance Indicators (KPIs), note that actionable and accurate KPIs:

  • Tell you if you are likely to achieve the goal
  • Track the critical activities that drive, or lead to the business goal

Example of marketing system KPI's include: Impressions, engagement rate, web visitors, referral numbers and qualified leads. 

Track Activities, Expenses & Outcomes to Continually Enhance the System

Successful business owners should know the ROI of everything they do.  While it is possible to produce a marketing ROI number using the equation below, understanding the IMPACT of marketing activities is far more telling of indicated success.

Measuring the impact by looking at the "System" level effectiveness and tracking activities:

  • Create a Marketing Dashboard using consistent data format and time periods (use quarterly, 6-Month or annual time periods)
  • Choose Key KPI’s for each Conversion Step
  • Look at trends over time instead of points of time
  • Look for correlations between activities and results

Continually Enhance the system by:

  • Reviewing dashboard together
  • Discussing what is driving the results
  • Identify what could be tried to enhance results
  • Try it, track it and learn from results
  • “Rinse & Repeat”

Deloitte 2021 Global Marketing Trends

Deloitte published a report about the Global Marketing Trends in 2021. In the report, they discuss how customers are rewarding companies that authentically- and holistically- meet their needs. This year's global marketing trends help executives break through the wall of uncertainty and strengthen the human connection we all crave. These trends can enable leaders to respond to customer needs as they unfold, pivot business models to better align to evolving needs, and foster human connection. Click the link to learn how you can leverage the seven trends: purpose, agility, human experience, trust, participation, fusion, and talent. 

Read The Full Report Here

Marketing Budgets for 2021

The CMO Survey collects and disseminates the opinions of top marketers in order to predict the future of markets, track marketing excellence, and improve the value of marketing in firms and in society. Founded in 2008, it is the longest running non-commercial survey for and about the field of marketing.

This Special Edition of The CMO Survey provides the marketing profession with an understanding of how marketing activities, spending jobs, and performance have been influenced by the upheavals of the past three months. Reflecting marketing’s special position at the boundary between business and the marketplace, this Special Edition Offers forward-looking insights regarding customer behavior, economic forecasts, and managing growth during these uncertain times. Drawing on the power of The CMO Survey’s longitudinal view of marketing, they develop leadership lessons applicable across periods of crisis and into the future.

 

Download The CMO Survey Summary Here

Google Reviews with Keywords

Getting reviews is just the first step in making an impact on your local ranking and building your online reputation. It is important for your organization to not only have many reviews but also have high-quality reviews. The best way to get quality reviews is through specific keywords in your Google reviews. The more quality reviews your organization has, the higher it will rank on Google. According to Google, keywords in reviews are now the 7th most significant factor in Google (ahead of the number of ratings in importance).

Getting high-quality reviews isn’t as hard as you may think. It’s as simple as emailing customers and asking for a review and making suggestions for what to include.  Below is an email template you can use:

 

EMAIL TEMPLATE

Hello [name]!

It was a pleasure working with you. We really appreciate your business!

Online reviews from people like you will help others feel confident in choosing us. Would you take a minute to leave a review on Google?

Here are some questions to give you ideas about what to write. 

  • What service/product did we provide to you?
  • Which one of our locations/branches did you visit? (if applicable)
  • How did we do for you?
  • What do you like about working with us?
  • Did you work with any specific people you’d like to mention?
  • How do we compare to others?

If you are pressed for time, a short and powerful review is also appreciated.

Here is the link [hyperlink the word “link” to your Google My Business Page]!

Thanks in advance for helping us out.

 

See below to learn how to generate a link to your Google My Business Page.

GENERATE A “REVIEW” LINK

Make it as easy as possible to leave a review by giving the person a link.  This eliminates the time it takes to search for your Google My Business page in order to leave one.  This link can be emailed or texted.

Desktop

  1. On your computer, sign in to your Google My Business page
    • If you have multiple locations, open the location you want to manage
  2. In the left menu, click Home.
  3. In the “Get more reviews” card, you can copy your short URL to share

Mobile

  1. On your mobile device, open the Google My Business app
    • If you have multiple locations, open the location you want to manage
  2. Tap Customers   Reviews.
  3. In the top right, tap Share 
    • If you haven’t created a short name, you’ll be prompted to make one
  4. Copy your short URL to share
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