Cutting to the chase: Broadcast media is radio and television. Even amidst the pop culture dominance of the internet, broadcast media still commands the largest share of the advertising pie nationwide. Put the audio and visual media to work for you as your company earns larger market share, stronger branding, and increased sales. If you are looking for cost-efficient lead generation, you need to be looking at radio and television advertising.
Not only are radio and television the main media for advertising today, they are continually developing new ways to reach their audience. The SyFy cable network launched a show (“Defiance”) that combines interactions on a video game with the plot of a series show. Radio stations are supplementing on-air campaigns with digital media to provide on-air and on-screen promotions to those who stream the station through their computer.
Multiple studies have shown that combining radio and television can help advertisers reach audiences not achievable with only one medium or the other.
Radio reaches more Americans than any other advertising media. As an example, let’s look at Los Angeles, CA. It is the #1 radio revenue market in the world and generates more than $1 billion dollars in sales each year. In that market alone, more than 9 million people listen to radio each week. People are loyal to radio and love listening to their favorite DJ or talk show host. The shows become part of their routines as they drive to and from work or run errands or take kids to school. There is probably at least one conversation in your office every day that starts with, “I heard on the radio this morning…” The reason? More adults in L.A. listen to radio in a week than will visit Google+ in a month!
Radio offers a unique method to achieve Top-Of-Mind-Awareness (TOMA). As people listen to radio advertising and don’t rely on visual cues they would get from TV or a website, your ad is playing in a “theater of the mind”. For example, the phrase “a soft pillow” could conjure an image of a white silk pillowcase on a down pillow for one person whereas another person could be thinking of the cute yellow pillow they had as a child. That openness for interpretation means the quality of your copywriting is vital to success. You have an opportunity to connect with a listener through their own experiences, ideas, and dreams.
We just mentioned a unique power of radio to achieve TOMA. Television advertising -another part of broadcast media- is the most powerful medium currently available to put your brand at the forefront of your customers’ minds. The combination of audio and visual messages allows for a dual delivery of your marketing message.
There is a huge range of choices when it comes demographic targeting with television advertising. The most basic is network vs. cable. Attach your brand to the prestige and authority of companies such as ABC, CBS, NBC, or Fox. Take advantage of the huge variety of cable networks that enable you to selectively target viewers based on income, hobbies, ethnicity, favorite sports, gender, sexual orientation, education level, or any combination you may need.
Much has been said about the impact of TiVO/DVR devices and people skipping commercials. Multiple studies have shown that advertising on TV continues to be one of the most effective marketing methods available. Only about 50% of DVR-owning households actually skip commercials. And many of those that skip have been shown to retain what they see in fast-forward or -most importantly- see something that catches their attention and will go back to watch the full ad.
The newest addition to television advertising success is the multi-screen viewer. Millions of Americans watch TV while also surfing the internet on their desktop, laptop, tablet, or smartphone. These potential customers can see your add on television and surf immediately over to your website to learn more about your company or product. Conversely, a potential customer can share reactions on Facebook or Twitter to their favorite shows and see your mobile or other online ad appear. A great example of this was the recent airing of “Sharknado” on the SyFy cable network. This B-level movie on a low tier network generated more than 300,000 live Tweets while it was airing.
It should be said first and upfront: you can measure advertising results from every media. Traditional, digital, subliminal, online, offline, experiential, indoor, outdoor, audio, video…all of them.
With that out of the way, I want to briefly explain why I am personally authoring this blog post. Arkside Marketing was born partially out of frustration. Through my experiences in all three sides of the marketing industry, it became apparent that many people in this business are limited. Some by choice, some by employment (restrictive companies or bosses), and some by ignorance. I do not mean any of those as an insult. Just facts. Calculating the Return on Investment (ROI) of your advertising is critical. Marketers have inaccurate or partial views of how to craft a message, what media(s) may work best, or how to properly quantify results. That last item is what we will address here. Being able to track or source results is so vital to effective marketing that it is a core element of Rule #1 at Arkside, and we only have 2 Rules. Additionally, it is foolish and arrogant to believe that marketers of the past simply threw their money against a wall in radio or television and did not accurately measure the revenue generated. Let’s look at some of these shortcomings and how they can be addressed.
The answer is that simple without any qualifiers. I will boldly go further by stating that any professional marketer who claims you can’t measure advertising results either doesn’t know how or is lying. The former can be fixed. The latter is an operational danger to your company. Important information can be gleaned throughout the marketing and sales process and this has always been the case. Today’s technology has exponentially increased those capabilities. They are more accurate and educational.
To fully measure the ROI of your marketing investment you need to implement tools which empower you and remove hurdles that restrict you.
This list is by no means complete, but these are some of the most accurate and engaging methods by which you can calculate your marketing ROI and obtain data to optimize future campaigns.
Unique Phone Numbers – Arguably one of the most effective and well-known ROI measurement tools in the business. Simply give each media outlet its own phone number. If you get a call on a particular number you know what ad generated it. You can do the same with each creative in an A/B test as well. Make sure you calculate call volume against the cost of each individual ad. You also want to track the sales quantity and profit margin of each call to determine the value of leads from the individual media. WARNING: Do not do this across online directory listings or social media. Ad campaigns are okay, but your phone number must be consistent on all of your online profiles.
Coupons – “Bring in this ad to receive…”. Not much easier than this. It can teach you a lot about your audience if you gather the right data. Where did they come from? What else did they buy? How long were they in the store? Male or female? Etc. But beware of misinterpreting your data. A coupon can have high or low redemption rates for a variety of reasons: offer value, time sensitivity, geographic distance, competitive offers, bad timing (alcohol coupons after election day are good, steak dinners the first Friday of Lent are not so good).
Limited Time Offers – A cousin to the coupon, but with an added hook. Give customers an incentive to help you suddenly sellout. “Come in before this Saturday to save 50%!”. Limited time offers are usually asking people to adjust their schedules so make sure you are providing sufficient enough incentive (a.k.a. savings) to do so. Keep in mind that these can be done in-store or online. Don’t feel limited on how or where to send people.
Codes/Words – If Jane wants her free tote bag, she needs to say “Happy Strawberry Day” at checkout. Keep an audio (if legal to record in your state/country) or written log and count how many bags were given out. Staff training on this is critical. They need to understand the value of the campaign and should not be handing out bags without the code. Again, this can be applied online as well: Enter the code at checkout or upon arrival to reveal a unique coupon.
Referral Bonus – This particular tracking method encourages both new sales and existing customer loyalty. It incentivizes your customers to refer their friends and family. If your product or service price can absorb a small dent, a referral bonus empowers your customers to become “brandvocates” and your most effective sales force. Remember – word of mouth is your best form of advertising. Referral bonuses are great because the referrer is usually very diligent about making sure the referral gives them proper credit. This greatly enhances your trackability.
Ask For a Specific Person – This one requires delicate deployment. If you have more than one person, the best way to use this is to advertise a product or service that only one of your staff is able to represent. For example, if Sally is the only person in the company who knows about the new Widget3000, launch an ad campaign that says “ask for Sally, our Widget3000 expert!”. Not doing so may still bring Widget3000 customers but you know those that ask for Sally saw or heard a particular campaign or media. It also achieves the goal of inspiring the customer because they are working with an expert that can answer their questions. Finally, it can expedite the sales process which enables greater quantities sold per day, higher total commissions (which makes Sally happy), and is more likely to result in a positive review from the customer.
Loss Leader Pricing – The most well known examples may be car dealers. You’ve all seen low priced vehicles with the famous “one at this price” disclaimer. The concept is straightforward: drastically discount one unit with the goal of attracting attention and opportunities to switch the customer to a regular-priced unit or higher-priced item. This is very effective for tracking purposes as you can monitor how many calls, emails, in-store requests, or social posts you receive for the offer. It works well across traditional and digital media.
For most “new school” or digital tracking methods, you will have multiple added data points to make future decision making more informed. You can receive demographic, geographic, experience, and perhaps even psychographic data in addition to raw response and engagement rates. Make sure you have detailed tracking tools installed on your site such as Google Analytics. You can’t know too much and knowing too little costs you money.
Unique URL and/or Landing Page – These two tactics are related and can even be the same thing. A Uniform Resource Locator (URL) is just a website address. Could be as easy as “www.ArksideMarketing.com” or something longer such as “www.arksidemarketing.com/why-fox-should-not-have-apologized-for-x-men-billboard/”. For online campaigns, sending traffic to a unique location is very effective at funneling traffic, tracking response rates, controling what information is seen, and beginning to source your new lead.
UTM Codes -As strange as it sounds, UTM stands for “Urchin Tracking Module” because it was invented by a company called Urchin Web Analytics. They were bought by Google in 2005. They created a way to attach information to a URL. If you saw that you were receiving traffic from “mail.yahoo.com” to your website, you would know people were clicking a link in from their Yahoo! email account. But with UTM codes, you could see traffic from “mail.yahoo.com?utm_source=campaignA&utm_medium=email&utm_campaign=widget3000discount”. Each part of that code tells you an additional piece of information as well as enabling you to launch multiple campaigns simultaneously, do A/B testing, and separate identical campaigns that may have launched at different times. UTM codes can be extremely lengthy but they have no impact on the user’s experience. It only provides you data.
Form Submission – Another multifaceted tracking tool. You can already count how many forms are submitted via your website. But have you gone deeper on their value? Form submissions not only give you raw response rates, they can also tell you the value of the path to the form. Some website visitors may go from your home page, through a couple product pages, over to your portfolio or testimonials, abandon a shopping cart or two, and then finally request more information via a form. Others may go from a custom landing page straight to a form submission. Both paths generated a lead, but if you analyze the flow path more deeply, you may discover that people going straight to a landing page are submitting forms at a lower rate than those who “wander” around your site. Those who wander may feel more comfort or trust with your brand and are therefore more likely to contact you. Perhaps the landing page isn’t providing enough information and your page menu doesn’t allow them to go elsewhere on the site. The point is getting a form submission isn’t nearly enough data for future decision-making. It is a starting point for your analysis.
Click Through Rate – We’ve referenced the value of knowing what and how certain things prompt a response. Tracking a click through rate (CTR) helps you understand the final effect of a user experience. Monitor what pages, forms, ads, and media are generating higher engagement. But make sure you are tracking ALL clicks: ad click, call-to-action item click, form submission, menu clicks, internal links, etc. You need to understand what your customers are looking for on your website, social media, videos and, most importantly, why they are looking for it. Tracking each available CTR can help you understand that.
Contests – There are so many different ways to run contests that I can’t list them all here. Basic guidelines are as follows:
Spot Time Alignment – This method allows you to sync your digital and non-digital media. If you have a TV or radio spot airing at 10:02am, track your website traffic, social engagement, calls, and in-store visits immediately after the spot. People tend to be curious about something after hearing about it. This data can be a critical element when doing your ROI calculation and making decisions about future marketing investment. Two media may generate similar sales volume, but knowing which produces a more research oriented customer can help you refine your sales process and capture the higher hanging fruit.
Product/Service Profit Margin – I have already referenced it multiple times in other tracking methods, but it deserves its own explanation. It is vital to understand how a particular marketing lead impacts your profitability. Selling 100 more Widget3000s is great, but if your radio leads are more likely to also buy accessories or your Facebook leads are more likely to be hagglers, that data should factor into your future decision making. Fox Business viewers may be more profitable than HGTV viewers. You won’t know this unless you match each customer to their lead process. It can mean the difference between thousands or millions of dollars in revenue.
We have covered a huge variety of ways to track every media in existence. There is no advertising you can’t track with the right approach and execution. All of that tracking relies on collecting customer data. Digital media are great at providing basic demographic and geographic data, but you have the ability to go deeper. Consider the difference between these three questions:
Each question gives you a unique and valuable piece of data. All three help you better understand who your customer is, how your brand is recognized and perceived, and where your sales strengths (and potential weaknesses) are. Here are a variety of ways you can gather customer data at multiple points throughout your marketing and sales cycles:
Make sure you are honest with your customers and potential customers about what you’re collecting and what you’ll do with it. Privacy policies are required by law in most places so make sure you are compliant.
Moving forward, don’t ever let someone tell you that something can’t be tracked. In the 2,500+ words above, I have show you how to do so across every possible media. I have also shown you how to collect additional data to enhance the total value of your marketing and improve your sales. And I will leave you with one final point:
YOU MUST DO ALL OF THIS.
The successful companies of the future will be disruptive. They will know more about their customers than ever before because their customers know more about them than ever before. Knowledge is power. Understanding their emotions and decision-making process is what can separate success from failure. Your competitors can be smart or you can. But someone will go out of business and it will be the company that knows the least.
Don’t believe me? Think about how much Amazon knows.
As we celebrate our seven year anniversary in February 2017, we want everyone to understand a basic fact: You only need the 2 Rules of Marketing. The marketing industry can become extremely and unnecessarily complicated. Whether sifting through data, managing opinions, or exploring media options, the number of ways to get overwhelmed is staggering. I have seen this phenomenon as I’ve worked on all three sides of the industry – media, client, and agency. It is one of the primary reasons I created Arkside: to be a one-stop shop for an organization’s marketing needs. Achieving that goal required simplification of the typical approach to marketing. My years and depth of experience led me to two rules that can be applied to all situations resulting in simple decision making.
Think about stock investments. As I remind guests at my lectures, no one throws darts at a Wall Street ticker symbol and decides to put their money there. Even 401(k) plans are managed by professionals, and the investors who invest in them rely on the knowledge of the fund managers. The bottom line is that a positive return is expected on the investment.
Why would you treat your marketing any differently?
A proper campaign should be a combination of great creative and data-based strategy, all intended to align with an organization’s goals. From business card layout to multi-network TV ads, you should expect a return on your investment. That Return on Investment (ROI) can be measured in a variety of ways but should always be aligned with your goals.
Don’t limit yourself to sales. Your investment can be used to achieve one or more goals.
The first step in a marketing campaign should be to establish its goals and the Key Performance Indicators (KPIs). Only then can you measure success. That success is your Return on Investment. If, and by how much, you achieved your goal is your success…or failure.
Many years ago I adopted my attitude toward life: “I only have two kinds of days – good days and educational days.” Learning is the key to success. The only way I can have a bad day is if I didn’t learn something. Failure is an education. It will teach you how to not repeat the mistake. It can show you how to try something in a new way.
After you have done your research, identified your target audience(s), selected the proper media, and crafted a great message, what happens when you don’t meet your goals? That should teach you something. As our client Chris Surdak says, “reports should be an input”. The failure you experienced will certainly be disappointing but it should be used to do better the next time. I have heard marketers blame the media and, frankly, I feel that is lazy. Statements like, “I tried radio and it doesn’t work” or “we dumped a bunch of money into Google and got nothing out of it”. While I don’t doubt their results were bad, I am always skeptical that the tried-and-true media formats are to blame.
Identify the error(s) in your approach and don’t repeat them.
This is no less important than the first of the 2 rules. Let me address something up front: Your sales and marketing efforts are not separate. They are intrinsically linked for very good reasons. Take the following scenario as an example:
You have invested many, many hours on setting your goals, doing your market research, identifying your target market, building a beautiful campaign, and launching to the public. Leads start pouring in. Your sales team wasn’t given any of the ads to review, were not prepped on the offer, and are putting all of your carefully crafted leads into a broken sales funnel.
This is not the time for the marketing department to say, “we did our job!” Sales and marketing should be working together. Sales should be providing on-the-ground, real-time feedback to marketing about what questions customers are asking, how providing key information earlier in the process can avoid unnecessary delays, and other elements that improve the customer experience. Conversely, marketing should be training sales on where ads will appear (radio stations, Facebook, direct mail, etc.), how the offers are being presented, and what they can expect customers to know and/or ask about.
There are so many potential customers out there willing to become customers. So many, in fact, you would never be able to serve them all. But for those who have given you a chance to earn their business, you better not blow it. They are ready to give you their money. Are you making it easy for them to do so? Long buying processes, repeat negotiations, complicated pricing or discounts, improperly trained staff, key information buried on your website, no credit card payment options, and many more are all things that make it hard for someone to give you their money.
So how do you make it easy?
These two rules form the foundation for every decision we make, both internally and the advice we offer our valuable clients. Marketing is one of the few areas of business that impacts and is impacted by every department and person in an organization.
We changed our company slogan in 2016 from “The way things should be.” to “Educate. Succeed. Repeat.”. Our 2 Rules are now a cornerstone of delivering on our mission to teach marketers, help them succeed, and repeat that cycle. Whether you are a client of Arkside Marketing or not, we want you to make the most informed marketing decisions possible. Your advertising should result in success. Once both of those are done, we hope you repeat the process.
You will be seeing “2 Rules” in all of our marketing materials and we will be using the hashtag #2Rules throughout social media. We encourage you to use it on your social media as well for any questions or discussions you want to have about marketing. We look forward to meeting and helping you in the years to come.
People don’t love buying cars.
People love driving cars.
Going fast. Showing friends and family. Personalizing with accessories. Even the new car smell. You can buy it in sprays, little mirror trees, and scratch-and-sniff stickers. No one feels nostalgic for the “low” payment or the warranty. They love the experience that is uniquely part of owning a vehicle. So why are dealerships continuously and relentlessly focused on everything but ownership?
“The dealership experience is as old as the car industry, roughly 100 years old. While cars have changed, the retail experience is much the same as it was 100 years ago.”
–Dr. Ian Robertson, Head of Sales & Distribution at BMW
This is what so many dealerships resist to acknowledge and are even slower to correct. They remain focused on their experience (lot layout, funneling an up, trade evaluation, price negotiation, finance, etc.) instead of the experience of their customers. Most other industries have already recognized the necessity of building an experience for the customer instead of forcing customers into an experience.
Consider these facts from a 2014 Edmunds survey:
That should be alarming to the automotive industry. One-third of your customers would rather deal with the IRS than you. Employees are personified as the icons of lying, cheating, and stealing. “He’s as bad as a used car salesman.”
When we meet with dealership clients, most say they want to stand out from their competition. To do that at most stores, we encourage them to look internally first. At Arkside Marketing, we have two rules we teach every client. The second one is, “never make it difficult for someone to give you their money”.
The solution is usually easy to identify. Any area where the customer is not the primary focus could be an area for improvement. Getting a customer excited is surprisingly easy for a great dealership. Expectations are already so low that exceeding them can be achieved with one or two simple actions. A dozen would blow them away!
Here are some simple changes you can make to improve a customer’s first five minutes at your dealership:
Build everything around the experience of owning a car – not buying one. Your dealership is a method of delivery for a product they can buy at your competitor. You can be a dealer of a great experience. By doing so, you will generate more word-of-mouth referrals, more positive conversations and testimonials online (Facebook, Yelp, etc.) and more service drive retention. Then take those incredible experiences and make them part of your marketing. Tell the world about your success.
Don’t sell a car – offer a great car experience.
If you would like to know more about how to integrate your sales and marketing strategies to deliver a great car experience for your customers (and cost-efficiently for you, contact us today. Our first consultation and needs analysis is completely free.
This is the first of our new weekly #WisdomWednesday feature. We will share an important tip, strategy, or other sage-like wisdom each week. It is always our goal to give you actionable marketing or advertising advice that can help improve your business. If you would like to suggest content for this feature, feel free to email us at www.arksidemarketing.com/contact-us
For this week, we want to draw attention to the need for refocusing priorities. It can be easy to get lost in the minutiae of developing or redesigning a business logo. The right font, the right colors, the right alignment, the right whatever. All important. But they pale in comparison to the importance of staying focused on your customer. The right logo won’t mean anything if your customers leave due to a lack of attention.
Pick a font, pick a color, pick an alignment, pick something…then get back to work.
SUCCESS through Sales and Marketing Integration
January 23, 2014
Canyon Crest Country Club
ATTENDANCE BENEFITS: Complimentary lunch
Nearly $1,000 in raffled business products and services
We were proud to co-host a great workshop titled, “SUCCESS through Sales and Marketing Integration” with our friends at Empire Sales Strategies. It was our first collaboration and the results were not only great for us, but for each of the nearly 50 business owners and managers that attended.
The goal was to highlight the benefits of integrated sales and marketing efforts to improve performance in both areas, increase revenue, and decrease wasteful spending.
For example, it was revealed in a national study that businesses which integrate their sales and makreting efforts see an average of 39% year-over-year revenue growth when compared to their non-integrated competition. Our CEO, Nathan Greenberg, and the CEO of Empire Sales Stategies, Ryan Stephens, used that fact as their guiding principle when developing the workshop.
Throughout the one hour workshop, both presenters illustrated the “why” and “how” to make changes in current business operations to improve performance and decrease waste. Each attendee was given a worksheet with five “take away” items they could apply to their business and begin making changes that afternoon.
As part of a good marketing program, each attendee was given a feedback form at the end of the event and asked to rate various aspects and the event overall. With comments like these, you can bet another workshop will be hosted in the second quarter of the year!
We would like to thank the following companies for donating a raffle prize to the event:
In case you haven’t heard, Twitter plans to go public with an IPO sometime in 2014. Cheekily, they made this announcement in a tweet. Now they are under intense pressure to prove their value. How can Twitter be profitable? Can it grow? Can it help business? How will it attract advertisers? With a recent blog post, Twitter has set out to prove that tweets drive offline sales.
Twitter partnered with Datalogix to determine the impact Promoted Tweets (and tweeting in general) had on offline sales. Despite the surging popularity of social media with businesses and their consumers, 94% of purchases in America are still made offline, according to the U.S. Census Bureau.
So how can businesses use Twitter to impact their offline sales?
Promoted Tweets, according to Twitter.
The logic is fairly simple but execution is key. Tweeting is about condensing any idea or action into a message of 140 characters or less. The people that see those messages have just become a branding audience and, in most cases, the goal is to move from branding to action. You want people to act on the information or call-to-action you provide.
When 35 CPG brands were studied, it was determined that Promoted Tweets (one of Twitter’s advertising products) directly correlated to a 12% sales lift offline. Also impressive, organic Tweets helped push an 8% offline sales lift.
Impressed? Wait, there’s more. (We’re not cheerleaders for Twitter. This just happens to be excellent marketing data that we believe can help our clients achieve great success in social media and gaining incremental sales. You want to sell more, right?)
Twitter’s data also showed that customers exposed to Promoted Tweets bought 29% more than customers who were only exposed to organic Tweets.
Twitter has helped advance the measurement metrics of online promotion affecting offline sales. It is a critical tool for any brand who seeks to grow their business with the inclusion of social media in their marketing mix. Verifiable sales are an element of measurement, just like website traffic, online buzz, or media coverage.
Facebook also had a recent announcement about conversion from online ads to offline purchases. This segment continues to grow and should not be ignored.
It is becoming more difficult for skeptics to deny the importance of social media in marketing. Its importance has been documented for SEO objectives and its genuine dollars-and-cents value is being better quantified every day. If you would like to learn more about effective social media and how it can lift your sales, please contact Arkside today.
When the doors to the office are locked for the evening, that never means you have to stop receiving phone calls, generating website traffic, receiving emails, or educating your customers. There are many ways that your direct response advertising campaign can continue to sell after hours. Advertising is an investment and, like your money, it should always be working for you.
Let us pretend your company sells mattresses. You have three showrooms within 200 miles of each other and they are open 9am – 6pm seven days per week. Your website shows your full product catalog along with information about your company and how to contact any store. You are currently running a radio ad campaign and 20% of your commercials are running from 8pm – 12 midnight. (Don’t worry. You got these for free as a result of our negotiating.) You also have a television campaign running from 4pm – 12 midnight, a YouTube channel, Facebook Page, Twitter feed, Google AdWords, and a long-term SEO strategy.
How do you continue to sell after 6pm?
Your radio and television ads include a phone number. But after 6pm, you don’t have a live body in the office to answer it. That is no reason to stop your customer from calling after hours. There are many call center services with locations around the world (remember the time difference) that can provide professional operators to take calls for your business after hours. They speak proficient, sometimes fluent or native, English, and can be trained to follow your company protocol for greeting and working with after hours calls. This can include instruction on what to do with urgent calls and whom to reach. Messages can be taken and delivered via fax or email for convenience.
They can also direct customers to your website and/or social media networks, which we will cover in the next sections. Always remember that your staff and marketing media should be a resource to the customer.
Your direct response advertising should include a reference to your website. And your website has a live chat operator, right? If your answer was “no”, we hope there is a great reason because a live chat operator can help you move more mattresses when your brick and mortar is closed. According to a 2010 Forrester Research study on live chat, “44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a Web site can offer.”
In addition to answering questions just before or even during someone’s purchasing process on your site, live chat also offers specific after hours benefits. If most or all of your competitors are lacking a website live chat feature, you are in a unique position to help your customers AND sell to them while your competition waits for 8am the next morning.
Live chat is also a great means of reducing cost-per-sale.
Customers hate waiting. By allowing your employees to multitask, you can substantially reduce the backlog on your phone system during the day (not to mention reduce call volume dramatically) and increase the overall number of customers who received support.
Finally – use it in your advertising! Promote your competitive advantage of having help available 24 hours a day, especially if that is when your advertising is running.
It isn’t wasted time or space to include social media in your direct response advertising if you can help questions and sell mattresses via social media. In much the same way live chat can help you sell after hours, so can social media, but with more opportunities. Live chat requires initiation by the user on some level to begin the relationship. All of the social media sites give your business the opportunity to start a relationship, answer questions, promote a new mattress line, or offer advice.
A recent study showed that Google prioritizes social media factors in its calculations for search rankings. Seven of the top 10 factors involve social media. If for no other reason, make sure your company is using social media to enhance its own rankings in search. Never make it a challenge for customers to find you, especially after hours when customers have plenty of time to search and choose between you and your competitors.
Content is also critical for SEO and customer engagement. No one wants to see a Facebook Page or Twitter feed filled with self-promotion. Talk about events in your community, share interesting and RELEVANT photos and videos, and create contests to prompt customer engagement. These are a few of the things you can do that will earn a customer’s attention while they try to learn more about you and your mattresses in the wee hours of the night.
Ensure that your staff or an outside vendor are monitoring your social media networks after hours. They should have the ability to respond to messages, reTweet, share information, and assist customers with making purchases on your website. The goal is to be far more than an answering service taking messages for someone to handle in the morning.
Your social media team should be thoroughly familiar with your website. This is vital so they can direct customers to the right page at the right time. For example, a customer wants to know how many years a mattress will last. Your social media team should send that person to a Testimonials page about the mattress line, not a description of the features. (Of course, if your product page has testimonials on it, that is okay.)
There is no reason you need to wait for your doors to open to sell. Utilize your after hours direct response advertising to direct your potential customers to the places they can find answers. With these three techniques, you can successfully and cost-efficiently sell your product or services after hours.