The last time you wanted to know something, what did you do? There’s a pretty strong chance that you Googled it. That’s how we find out whether the actor in the show we’re watching was in that one movie and it’s how we find service providers when we need a new roof, the gutters cleaned, or an attorney. As a service provider, if you’re not taking advantage of your Google My Business Listing, you could be missing out on these opportunities.
What’s a Google My Business Listing?
When you search for something on Google and one of the top results is a business, the Google My Business Listing is what shows up on the right-hand side of the page with links for directions, website, etc. It usually contains photos of the business, the address, hours, phone number, and any reviews.
These listings are automatically created by Google based on activities like creating a website for your business, people checking in at your business, and information about your business on other sites. Because this information is being pulled from a variety of sources that may or may not be up-to-date or accurate—and because Google users can make changes to the listing without notifying you—the information there may be incorrect.
How can you take advantage of your listing?
The first step is to claim and verify your listing through Google. This allows you to have some control over the listing and ensure that the information on it is accurate. Go to https://www.google.com/business and complete the form there to claim and verify the listing.
Once you’ve done that, you can log in to Google My Business to manage the listing. There you can see if anyone has made updates to your listing and review those changes, giving you the chance to remove any info that is incorrect.
You can also add posts to your listing, which can serve as free advertisement. In the Google My Business dashboard, you can create these posts, which can include images, calls-to-action, and even links to your site. These posts are great for promoting sales, events, products, or good publicity that you’ve received.
A particularly useful feature for service-based businesses is the Booking button feature, which works with your integrated scheduling software to allow people to book appointments right from the listing. If you’ve ever booked a flight through Google, it works just like that. It’s super convenient, and it makes it so quick and easy for someone to become a customer.
Good reviews are also critical for service providers, and Google reviews are definitely influential to potential clients. You can ask satisfied clients to leave honest reviews for your business on Google, and if you’re managing your listing, you’ll be aware when false, malicious, or particularly negative reviews are made so that you can address them quickly.
Managing your business’s presence on Google is just one of the many ways you can use your online presence to reach new customers. If you’re interested in learning how digital marketing strategy can work for your service-based business, get in touch and let’s get started.
No one wants to hire a lawyer who they think will lose their case, they want a lawyer who can win. How do you demonstrate your law firm’s commitment to getting results for your clients and your winning record? Client success stories. How do you incorporate those success stories into your digital strategy? Keep reading.
Why Client Success Stories?
Everyone loves a good success story. There are hundreds of books, movies, and TV shows dedicated to showing successful people and their rise to the top. And while your stats for the percentage of cases won and average settlement amounts are compelling and interesting to clients, they don’t match the power of a success story. Humans are wired to respond to narratives, and we want someone, a real person or character, who we can root for and identify with.
How Do You Use the Success Stories?
A great way to capitalize on a big success is to write about it on your blog. Of course, there are some concerns with writing about real clients and lawsuits when it comes to privacy and what you’re allowed to disclose. You’ll want to anonymize the name of your client; one strategy is to just refer to them as “the client,” another is to use their initials. You should also omit the names of other parties involved (doctors, insurance agents, etc. ) and just refer to the companies or the position the party holds.
When writing a client success story, remember that it is a story. As such, use narrative techniques like setting the scene. Don’t start with the lawsuit, start with the inciting incident; in a workers’ compensation case, for example, start with the injury. And even though you’re not revealing the client’s name, make them seem like a relatable person, tell us that times were already tough for J.B. because his wife had lost her job, or that he had four kids under five to provide for. Doing this will allow the reader to become invested in the story. Include lots of detail so that readers can understand the situation (especially important if they’re going through something similar) and then explain how your law firm got involved: how the client found you, what actions you took to help the client, and the ultimate result.
You’ll also want to take into account SEO best practices when writing success stories for your blog. Ensure that you’re using specific keywords that play into your website’s overall keyword strategy and apply to the specific case. These will help people in similar legal circumstances to find the story and your site, which may prompt them to give you a call to discuss their potential case.
Client success stories are one good method for reaching potential clients online. There are a lot of other ways that you can enhance your digital presence and attract potential clients to your site. Interested in learning how? It all starts with a conversation. Schedule a talk with our President, John Heritage to see how digital marketing can work for your firm.
Manufacturing buyers are not going to the Yellow Pages to find suppliers anymore: they’re searching online. If you want those buyers to find your company, you’re going to have to show up in the search engine results, and to do that, your site needs to use SEO best practices.
Quick Refresher: What’s SEO?
SEO stands for search engine optimization. SEO practices are things that best allow search engines to crawl and understand your site, making sure it shows up as a result in relevant searches. SEO strategy involves how you structure the pages on your website, the keywords you use, how often you add and update content, and how content is tagged, among other things.
Why is SEO So Important for B2Bs?
Like we said earlier, the people who are looking for your products and services are looking online. And, unlike B2C products, traditional advertising doesn’t do much for B2Bs. Have you ever seen ads for washing machine screws or rearview mirror assemblies? Neither have we. While a brand of soda might appeal to a lot of people and draw a lot of attention, your products or services are targeted toward specific applications in specific industries, and you need to target those potential customers with your digital marketing efforts.
SEO for B2B manufacturers is what will help people find you, and more specifically, people who want what you’re selling. That’s because SEO entails strategically using the same words your ideal customers are using when they search—keywords. When you use the right keywords, people who are looking for the services or products you offer, even searchers who have never heard of your company or don’t remember your company’s name, will find you.
SEO draws more people to your website, and that is the best way to get your site higher in search engine rankings and to convert interested site visitors to sales leads. The higher your site ranks in the search engine results, the more likely it is that potential customers will see your site and navigate to it. Plus, internet users are savvy, and they are more likely to click on a top organic search result than a paid search ad.
Additionally, the content you create when you implement SEO practices like blogging will help you establish authority in your industry and build trust and credibility with future customers. If buyers appreciate and trust the information you provide them, they’re more likely to purchase from you.
Think it’s about time to start implementing SEO practices on your site? Evenbound can help! We’ve worked with a number of B2B manufacturers, and have delivered serious results. Check out this case study to see how our inbound marketing strategy can help you get on page one:
Whether you’re a B2B, a home services pro, or a housing developer, you need leads. For every business, leads, calls, conversions, and a potential client picking up the phone to say “I need your help” is the goal. If you’re working on your website and digital marketing strategy, you probably already understand the importance of those leads, but what might not be so clear is how to get them.
Building a website that drives leads, calls and conversions can take time, but it is doable. And once you get it working for you? Your entire sales team will have additional hours to work with existing clients, building your base of dedicated customers. On the whole, calls and conversions make your life easier, and generate more revenue for your company. But if you’re just starting out, you may not have figured out how to drive those conversions online yet. Here are a few website strategies you can employ to give your digital marketing strategy the best chance at boosting your leads:
Make it Easy
Before we talk about anything else, if you want to increase calls and conversions, your fundamental goal should be to make your clients’ web experience as easy as possible. The easier it is to navigate, find information, and call or reach out, the more likely you are to get those conversions. In every web improvement you make, you have to ask: does this make the viewer’s life easier? If the answer is yes, then make the change. If it’s not, there’s a potential that your conversion rate will drop. With the concept of making the buyer’s journey easier at the front of your mind, you’re sure to implement changes that will help boost calls and conversion.
Keep Design Simple
Consumers are creatures of habit. While they like something to look fresh and new, anything too wild is likely to put them off. Keep that in mind while building your website. You need something that looks upscale and professional, but you don’t need to reinvent the wheel. Go for a style that’s very classic and clean, with high-resolution photos and an easy, clear navigation menu. This makes it apparent that your company is professional, but it also helps make the user experience simple and seamless, meaning it takes less time for them to figure out your website. The quicker they know where everything is, the quicker they’re going to call or message you with their question.
Because consumers are (like we said earlier) creatures of habit, it’s a good idea to place things where they’ll expect them. You should always have a “contact us” button on the top right of your website, because that’s where most consumers will look for it, and it’s where they’re used to seeing them. Placing buttons and click-to-calls exactly where consumers expect them to be is a surefire way to help customers covert quickly.
Make it a Button
If you want people to get in touch, you need to make that very clear, front and center. The best way to do that is to make a button. Whether you were linking to a landing page, offering a free download, or requesting that people call you, the bolder it is, the more likely people are to see it, and follow through on that action. That’s why call-to-action buttons work. They’re bright, they’re bold, and again, the consumer is used to seeing them, so they have a good idea of what will happen when they click. Buttons offer the perfect way to call out those opportunities for leads to call and convert, making it easier still for people to contact you.
Why do people call you?
Typically it’s because they think you’re the best for the job. Whether you have the best prices or seem the most trustworthy, people will call or email you when they’re convinced that you are their best option. The absolute best way for you to make that clear is to feature testimonials and client reviews.
Let your previous work speak for you! If you did a really great job on a house, or you know a client that loved working with you, have them write a short sentence or two, and put it on your website. Nothing builds consumer confidence more than seeing that other consumers—just like them—had a great experience with you. The more comfortable new site visitors feel with your company and your level of service, the more likely they are to call you. So, put those testimonials on your website. And if there’s a clean, logical way to place them next to a call-to-action, do that too. That way, as soon as they read all of those great things other people have said about your company, they can pick up the phone and give you a call.
Add a Chat Tool
Today’s consumer wants instant answers. They appreciate a company that can solve their problem, right now. One easy way to implement that idea for your own business is to add a chat tool. A small icon on the bottom of your consumer’s screen, it just lets them know if they need help right now, there’s someone there for them. It’s a great way to get simple questions answered, and to start building a solid relationship, so when that client makes the final decision to buy — you’re the one they turn to. A chat feature is easily added to your website, you just need to make sure someone is monitoring it during the day, and you turn it off when no one is in the office.
Consider Adding a Headshot
Though this may seem small, adding a headshot can actually do a lot to help boost calls and conversions. In today’s virtual world, many consumers feel a disconnect when they’re browsing the web. It’s easy to forget that there are real people behind the companies you’re looking at, and the services you’re looking for. A small headshot next to your call-to-action button or on your chat tool will remind potential clients that they have the opportunity to talk to a real person who can answer their questions. In today’s virtual world, person-to-person communication is a big deal. A small headshot is a quick, easy addition that can make a major difference because people are able to see exactly who they’ll be working with and talking to—a personal experience they might not get anywhere else.
In the end, the best way to boost calls and conversions is to make sure that you’ve made your website user experience as easy as possible. If potential clients can find the information they’re looking for quickly and efficiently, they’re more likely to convert. Your website design should work in tandem with quality content that answers questions and solves problems. While that content will pull them deeper into your site, convincing them further that you’re the right company for the job, when they’re ready to make a decision, your calls-to-action and content offers will be there to help them convert easily.