WHY do businesses need each service? - Let's put together this RESOURCE

by D37
21 replies
From what I know business owners could care less about getting a mobile site, etc.. and I feel that we should be focusing on WHY they need it.

In your own words I'd like you to explain for each, WHY the business owner needs: (I'm hoping this will serve as a good resource for everyone - feel free to add your thoughts)

- Facebook Fan Page
- PPC
- SEO
- Mobile Website
- Mobile Apps
- Email Marketing
- Video Marketing
- SMS Marketing
- Press Release
- ...and anything else I missed
#businesses #service
  • Profile picture of the author RyanJ
    I will take Facebook, or rather social media services as a whole.

    Managing and optimizing social media accounts (ideally FB, Twitter, LinkedIn, & G+) for your clients, will help them to:

    - Build name for their business and be able to get the attention of those people who are in need of their services.

    - Great for reputation management.

    - Establish presence, being that the aforementioned social media have high visibility and page authority which search engines pull out on page 1 results.

    - Building links using the social media comments and discussions will definitely help drive more possibility in ranking their site higher.

    - An avenue to gain referral's and educate past and potential clients.

    - Also works really well for quicker customer service and gaining great feedback and reviews to use elsewhere.
    {{ DiscussionBoard.errors[6381460].message }}
    • Profile picture of the author limaxa
      Originally Posted by RyanJ View Post

      I will take Facebook, or rather social media services as a whole.

      Managing and optimizing social media accounts (ideally FB, Twitter, LinkedIn, & G+) for your clients, will help them to:

      - Build name for their business and be able to get the attention of those people who are in need of their services.

      - Great for reputation management.

      - Establish presence, being that the aforementioned social media have high visibility and page authority which search engines pull out on page 1 results.

      - Building links using the social media comments and discussions will definitely help drive more possibility in ranking their site higher.

      - An avenue to gain referral's and educate past and potential clients.

      - Also works really well for quicker customer service and gaining great feedback and reviews to use elsewhere.
      I agree with this
      {{ DiscussionBoard.errors[6385142].message }}
    • Profile picture of the author D37
      Originally Posted by RyanJ View Post

      I will take Facebook, or rather social media services as a whole.

      Managing and optimizing social media accounts (ideally FB, Twitter, LinkedIn, & G+) for your clients, will help them to:

      - Build name for their business and be able to get the attention of those people who are in need of their services.

      - Great for reputation management.

      - Establish presence, being that the aforementioned social media have high visibility and page authority which search engines pull out on page 1 results.

      - Building links using the social media comments and discussions will definitely help drive more possibility in ranking their site higher.

      - An avenue to gain referral's and educate past and potential clients.

      - Also works really well for quicker customer service and gaining great feedback and reviews to use elsewhere.
      Well put. Let's answer WHY businesses need SMS marketing?
      Signature

      Thank you to everyone on WF for all the great information, help, support, and kindness you have all shared!

      {{ DiscussionBoard.errors[6388327].message }}
      • Profile picture of the author MaxwellB
        They ultimately need them all because it makes them more money, brings more people in the door, or calling to make an appointment.

        I'll do mobile websites.

        53% of small business website visitors are on their mobile phones.

        1 in 5 mobile website visits results in an immediate call to the business.

        When you average out website and mobile website conversion rates you get an average 3% conversion of NON mobile optimized websites and 12% conversion of mobile optimized websites.

        If a business only gets 100 visitors per month to it's website, having a mobile version will lead to 9 more customers per month and 108 more customers per year than if they didn't.

        How much is 108 customers worth to a chiropractor? Well a client is worth at LEAST $200 per year, so 108 would be worth $21,600.

        A chiropractor without a mobile site that ONLY gets 100 visitors per month is losing $21,600 per year in revenue. Paying $1000 for a mobile site means at 2,060% ROI by the end of the first year.

        How much is 9 customers per month worth to a car repair shop? Probably about $150 on average per sale, on the low end, so they are losing $1,350 per month because they don't have a mobile site.


        This is how you sell to small business owners. They don't care that it's the latest technology or that "mobile is popular and everyone has a cell phone" they want to know WHAT THAT MEANS in terms of putting money in their pocket.

        It means that people are less likely to call a business when they can't read their website end of story, and having a mobile website will instantly triple or quadruple the sales businesses get from their website.
        Signature
        Get featured on Forbes, Inc, Entrepreneur, Bloomberg and other major media publications - Gain instant trust, credibility and close more sales!

        {{ DiscussionBoard.errors[6388564].message }}
        • Profile picture of the author sodomojo
          Am I the only one that prefers a full website on my phone? I doubt people are losing customers by not having a mobile website. That's the beauty of a phone these days the site looks and acts the same most all of the time. A mobile site for me anyWay is too stripped down for me to enjoy. I could not in good consience tell a customer they will get x more sites if they have a mobile site. I don't think people on a phone are clicking on somebody's site from their phone and leaving cuz its not mobile optimized.
          {{ DiscussionBoard.errors[6388740].message }}
          • Profile picture of the author MaxwellB
            Originally Posted by Tydowns View Post

            Am I the only one that prefers a full website on my phone? I doubt people are losing customers by not having a mobile website. That's the beauty of a phone these days the site looks and acts the same most all of the time. A mobile site for me anyWay is too stripped down for me to enjoy. I could not in good consience tell a customer they will get x more sites if they have a mobile site. I don't think people on a phone are clicking on somebody's site from their phone and leaving cuz its not mobile optimized.
            I know it's easy to bring your own opinions into it and I mean no offense but it doesn't matter what you or I or anyone really thinks.

            The research has shown that that is the case. Conversion rates are higher for locally focused small businesses on a mobile site than a normal website viewed on a mobile phone. 1 in 5 mobile site visits results in a call to the business. Whereas conversion rates on desktop computers are much smaller between 2-8%, 8 if they are lucky.

            When a consumer is trying to get a number or directions or a map it's harder and loads longer on a non optimized site...thats just the fact and they just don't convert as well.
            Signature
            Get featured on Forbes, Inc, Entrepreneur, Bloomberg and other major media publications - Gain instant trust, credibility and close more sales!

            {{ DiscussionBoard.errors[6389214].message }}
            • Profile picture of the author iAmNameLess
              Originally Posted by MaxwellB View Post

              I know it's easy to bring your own opinions into it and I mean no offense but it doesn't matter what you or I or anyone really thinks.

              The research has shown that that is the case. Conversion rates are higher for locally focused small businesses on a mobile site than a normal website viewed on a mobile phone. 1 in 5 mobile site visits results in a call to the business. Whereas conversion rates on desktop computers are much smaller between 2-8%, 8 if they are lucky.

              When a consumer is trying to get a number or directions or a map it's harder and loads longer on a non optimized site...thats just the fact and they just don't convert as well.
              I don't want to start a debate, but your numbers are very wrong. A lot of the research done, is made up and promoted by marketers to run their own agenda. 93.4% of statistics are made up on the fly, you know?

              A Chiropractor doesn't get an addition 108 clients a year from a mobile website... if you're lucky, they will get an additional 8-10 directly from a mobile website... that is, if you're lucky. Most, with their current traffic will get an extra 4-5 per year.

              Even with those lower numbers, it's still worth it.

              The funny thing is.... you don't even need to sell ROI to be able to sell the service...

              There are business owners that want it simply so it will be compatible. Others, for bragging rights... others for QR code strategies... others to tie into an SMS campaign, etc.
              {{ DiscussionBoard.errors[6389557].message }}
              • Profile picture of the author digichik
                Originally Posted by iAmNameLess View Post

                I don't want to start a debate, but your numbers are very wrong. A lot of the research done, is made up and promoted by marketers to run their own agenda. 93.4% of statistics are made up on the fly, you know?

                A Chiropractor doesn't get an addition 108 clients a year from a mobile website... if you're lucky, they will get an additional 8-10 directly from a mobile website... that is, if you're lucky. Most, with their current traffic will get an extra 4-5 per year.

                Even with those lower numbers, it's still worth it.

                The funny thing is.... you don't even need to sell ROI to be able to sell the service...

                There are business owners that want it simply so it will be compatible. Others, for bragging rights... others for QR code strategies... others to tie into an SMS campaign, etc.
                You are correct, many of the marketing statistics are made up on the fly. However, more and more people are using their phones for internet search to find information for products and services. They can now search the internet without having to use their work computers(without their snooping bosses knowing they're shopping online, instead of working), they can search the internet from most places without having to lug their laptop around, looking for a wifi connection.

                For some businesses(chiropractors), their increase in business may not be that great, but for other types of businesses( restaurants, banking, etc.) their increases will be phenomenal.
                Signature



                {{ DiscussionBoard.errors[6390229].message }}
              • Profile picture of the author MaxwellB
                Originally Posted by iAmNameLess View Post

                I don't want to start a debate, but your numbers are very wrong. A lot of the research done, is made up and promoted by marketers to run their own agenda. 93.4% of statistics are made up on the fly, you know?

                A Chiropractor doesn't get an addition 108 clients a year from a mobile website... if you're lucky, they will get an additional 8-10 directly from a mobile website... that is, if you're lucky. Most, with their current traffic will get an extra 4-5 per year.

                Even with those lower numbers, it's still worth it.

                The funny thing is.... you don't even need to sell ROI to be able to sell the service...

                There are business owners that want it simply so it will be compatible. Others, for bragging rights... others for QR code strategies... others to tie into an SMS campaign, etc.
                Could you let us know how you know this.

                I mean is there a specific statistic that you know is wrong or have you read something contradictory?

                The way I basically thought of it was well okay if about half of all local service searches are with mobile phones then you can easily average the conversion rate of a mobile site and a non-mobile site.

                I just always thought that average website conversion rates were around 2-4% so I said okay we'll say 3% if they don't have a mobile site....and if you average a 3% conversion and 20% conversion evenly (since half of searches are mobile) you get 11.5 (~12 to make numbers even)

                Even if they have a higher converting website which I guess they should because they are a local service and the searches are actively seeking them any conversion that they should increase when you add a 20% conversion to it.

                I guess what I'm asking is do you think the 20% conversion of mobile site visitors is wrong? Or the 53% of local searches are on phones is wrong?
                Signature
                Get featured on Forbes, Inc, Entrepreneur, Bloomberg and other major media publications - Gain instant trust, credibility and close more sales!

                {{ DiscussionBoard.errors[6391358].message }}
                • Profile picture of the author iAmNameLess
                  Originally Posted by digichik View Post

                  You are correct, many of the marketing statistics are made up on the fly. However, more and more people are using their phones for internet search to find information for products and services. They can now search the internet without having to use their work computers(without their snooping bosses knowing they're shopping online, instead of working), they can search the internet from most places without having to lug their laptop around, looking for a wifi connection.

                  For some businesses(chiropractors), their increase in business may not be that great, but for other types of businesses( restaurants, banking, etc.) their increases will be phenomenal.
                  Originally Posted by MaxwellB View Post

                  Could you let us know how you know this.

                  I mean is there a specific statistic that you know is wrong or have you read something contradictory?

                  The way I basically thought of it was well okay if about half of all local service searches are with mobile phones then you can easily average the conversion rate of a mobile site and a non-mobile site.

                  I just always thought that average website conversion rates were around 2-4% so I said okay we'll say 3% if they don't have a mobile site....and if you average a 3% conversion and 20% conversion evenly (since half of searches are mobile) you get 11.5 (~12 to make numbers even)

                  Even if they have a higher converting website which I guess they should because they are a local service and the searches are actively seeking them any conversion that they should increase when you add a 20% conversion to it.

                  I guess what I'm asking is do you think the 20% conversion of mobile site visitors is wrong? Or the 53% of local searches are on phones is wrong?
                  Both statistics are inaccurate. I think where the search statistic came from is that about 50% of mobile searches are local. Marketers have mixed that up and have changed that.

                  1% is always a realistic conversion rate. People talk about higher converting websites and offers, but 1% is standard in just about everything, even with mobile websites. BUT.... you have the additional benefit of local listings that play into the factors. Such as, a google places listing(google+local now)

                  Less than 10% of searches and website hits are done on mobile devices. This is actually something that I can verify the stat across hundreds of my own domains. I'll have anywhere from 5-8% of mobile searches on all my websites.

                  With the 20% conversion you heard and actual mobile device traffic... you would get 10 visitors with 2 converting monthly. 24 yearly. Numbers are nothing to sneeze at but the conversions are more around 5-10% on a very good mobile site if you include the listings. If you test the response rate with a different number than what is listed on a google places listing or local directory, you will notice the majority of the "conversions" were from people that never were on the mobile website, so technically you're still around the 1%... the local listings definitely inflate the conversions. Test it out for yourself though.

                  I'm in no way disputing the value of a mobile website... just want to make sure you guys have realistic expectations so you don't have some upset clients!

                  A lot of numbers you see, really don't mean much, you know? Someone elses numbers will not help your own. Always test... don't take my word for it in correcting these statistics, create your own stats from your own tests.

                  Every website you go to that will have difference in stats, have their own agenda. Their "research" doesn't mean it will also apply to you.

                  It's like the people that say mobile is so hot right now, so they can release a guide on how to sell it, and make money selling that guide LOL.
                  {{ DiscussionBoard.errors[6392336].message }}
              • Profile picture of the author Ckventure
                Originally Posted by iAmNameLess View Post

                I don't want to start a debate, but your numbers are very wrong. A lot of the research done, is made up and promoted by marketers to run their own agenda. 93.4% of statistics are made up on the fly, you know?

                A Chiropractor doesn't get an addition 108 clients a year from a mobile website... if you're lucky, they will get an additional 8-10 directly from a mobile website... that is, if you're lucky. Most, with their current traffic will get an extra 4-5 per year.

                Even with those lower numbers, it's still worth it.

                The funny thing is.... you don't even need to sell ROI to be able to sell the service...

                There are business owners that want it simply so it will be compatible. Others, for bragging rights... others for QR code strategies... others to tie into an SMS campaign, etc.
                Did you 'make up' those stats? :-)
                {{ DiscussionBoard.errors[6410476].message }}
    • Profile picture of the author DNChamp
      Originally Posted by RyanJ View Post

      I will take Facebook, or rather social media services as a whole.

      Managing and optimizing social media accounts (ideally FB, Twitter, LinkedIn, & G+) for your clients, will help them to:

      - Build name for their business and be able to get the attention of those people who are in need of their services.

      - Great for reputation management.

      - Establish presence, being that the aforementioned social media have high visibility and page authority which search engines pull out on page 1 results.

      - Building links using the social media comments and discussions will definitely help drive more possibility in ranking their site higher.

      - An avenue to gain referral's and educate past and potential clients.

      - Also works really well for quicker customer service and gaining great feedback and reviews to use elsewhere.
      When taking on their Facebook and Twiiter. What are you doing for the,. Are you just adding their own blog post to it or do you ad your own info to them? I always wonder how cna I help them with Social Media if they are not doing anything at all?
      {{ DiscussionBoard.errors[6417051].message }}
  • Profile picture of the author emarion1114
    I agree. Facebook and other social networking sites provide the best advertising media at the present.
    {{ DiscussionBoard.errors[6384042].message }}
  • Profile picture of the author mayankgangwal
    Even you can go for pinterest, stumbleupon and G+.
    {{ DiscussionBoard.errors[6384315].message }}
  • Profile picture of the author Bayo
    Good thread and you're right about businesses not caring about any of the s**** that makes your average froth at the mouth and start to see dollar signs.

    Everything you highlighted should be considered in light of how it can solve a problem the business has and that the person or people that can authorize payment for a solution are seeking and are motivated to solve.

    If the itch doesn't exist, or it does but it can be ignored either deliberately or out of ignorance, lack of time to focus on it, not knowing what to do e.t.c, a need to scratch won't exist either.

    BAYO
    {{ DiscussionBoard.errors[6410356].message }}
  • Profile picture of the author Preeti
    D37, I'll take a shot at the PPC option

    1. Can target local/regional/national clients very easily
    2. Up and running very quickly so your ads are getting viewed in minutes
    3. **Biggie** Ability to target and "show up" when potential customers are proactively searching for your products/services--be where your clients are
    4. Adcopy that highlight incentives/bonuses/benefits of customers doing business with you--talk to your client before they get to your website

    That's all I can think of for now...LOL
    {{ DiscussionBoard.errors[6414165].message }}
  • Profile picture of the author D37
    Some great information so far. I'll put together some information soon for one category.

    Once we have a whole bunch on great points I'll make it into a PDF and then put it into the first post for people to download (obviously for free / no opt-in)
    Signature

    Thank you to everyone on WF for all the great information, help, support, and kindness you have all shared!

    {{ DiscussionBoard.errors[6416650].message }}
    • Profile picture of the author sjohn
      For SMS/Email marketing:

      - you have the ability to capture your clients details possibly through an incentive like discount coupon on there next visit etc
      - the important part though is that the client your building a list for, now has the ability to market to their existing customer base for the opportunity to bring them back for more sales. This list will continue to grow with more new customers, potentially bringing in more and continued business for your client.
      {{ DiscussionBoard.errors[6416798].message }}
  • Profile picture of the author goindeep
    If you peel back the Onion you find out the reason they "Need" these things is because they want to feel and be a certain way.

    Dont over complicate it.

    All of those products and services are for marketing their business.

    Why do they need to market their business?

    So that they can get more people through the door, on the phone or on the website.

    Why?

    So they can sell more stuff and get more customers?

    Why?

    Because they need to make money.

    Why?

    To pay for the roof over their head, to put food on the table, to send their kids to school, to buy clothing and to be healthy.

    But some of them already have that... Why else?

    To attract the opposite sex, to make themselves feel more powerful and inflate their EGO, to do good and donate, to keep their employees working, to feel awesome when driving down the road in a 911 and to give themselves more time to do the things they want as opposed to what they have to do ...

    Why?

    Because they are no different to us and what we all want at the end of the day is to have more pleasure, less pain and ultimately to enjoy life and experience it.

    Sorry, just re-read "Awaken The Giant Within" Tony Robbins. Lol.

    Hope that helps. Sell benefits not features.
    {{ DiscussionBoard.errors[6416909].message }}
  • Profile picture of the author cdl512
    who cares about any of this? If you understand direct marketing, traffic, LPO, copywriting and testing then why are you trying to sell services in the first place?
    Why not focus on the result. Sell the result, not the service. If you know what you are doing then you will make far more money. What you do for a lawyer in Denver will work for the lawyer in L.A. (keywords will change based on location but the concept is the same) I know this because I do it all the time. I would much rather make $100 per new client from a law firm(s) that can handle 100+ new clients a month than getting a few hundred/thousand a month from them for bits and pieces of a true marketing campaign that may or may not actually help them.
    Talking to a plumber about why he needs a Facebook page is a waste of time. He does not need to "engage" his customers. His branding is done by expanding his customer base not by increasing his online footprint.
    You create the Facebook page and consistently update it but your main source of new clients come from PPC/media buys/SEO (eventually) campaigns that don't convert at 1% like iamnameless says but should be in the 5 to 7% conversion range, minimum.
    {{ DiscussionBoard.errors[6417321].message }}
  • Profile picture of the author sniger
    good post. learning more about how to promote my business
    {{ DiscussionBoard.errors[7218650].message }}

Trending Topics