The Importance Of Trust In Lead Generation – A Good Service is Not Enough
Do you know what role trust plays in your lead generation efforts? If you haven’t thought this one element through, you could be majorly missing out.
In order for a visitor to connect with you and your service business in Idaho they have to feel that they can trust you. Both to give them quality, reliable information, and to keep their personal details safe, trust is key to building a relationship and turning that visitor into a buyer.
This is a breakdown of elements that made a difference for a consulting firm who wanted to turn around their lead generation. Trust, in the end, is a must.
Many consulting firms and service providers offer visitors a free “Test Drive” of the consulting services on offer, so that prospective customers can learn more about it. Checking the site visits and statistics reveal that a lot of people are clicking on the page for the “Free Test Drive,” but are not taking the step of actually filling out the form to request a test drive.
The offer might be good and generous: free consultation by phone with customized ideas and analysis of the prospect’s situation in Idaho. But the site’s visitors weren’t converting because the overall website might be poorly done: outdated design, low-quality content, not mobile responsive and not a lot of relevant, factual testimonials to build trust.
Add Client Testimonials
Every service business needs to be able to point to authentic, relevant, updated testimonials from the clients they have served in Idaho and or in your area served. Include the real names of the companies (unless you have signed a Non-Disclosure Agreement) and if possible, the real names and job titles of your client contacts.
Clients who have given testimonials often get emails or calls from prospective customers, wanting to find out more about the business. This is a good thing … This is a sign that prospects want to learn more and are almost ready to take the leap into signing on as a client, but they need a bit more affirmation first.
How Case Studies Build Trust
One of the best ways to show your readers that you’re trustworthy, reliable, and worth following is to provide proof – in the form of case studies!
For a long time, case studies were thought to be long and boring, a perception that sent your leads scattering to directions other than yours. In case they really needed to get information from your case study, they would struggle to find abridged versions or read blogs that shortened the study.
Fast forward to today and case studies are hot in the world of content marketing. They have been proven to be a successful lead magnet. In fact, a recent study by Content Marketing Institute revealed that service business owners – also in Idaho – believe case studies to be the most effective content marketing strategy.
According to these service businesses, this marketing strategy is not only good for lead generation but also prospect nurturing. Different reasons have been cited.
Why you need case studies:
1: They Boost Credibility
Case studies serve as powerful social proof on the effectiveness of your products or services. This way, consumers in Idaho are able to develop and build trust and confidence in you as a business, due to the relatable human evidence.
The quality of information presented is far much better than information given in testimonials. In a case study, a reader is taken through a journey, which shows the upside and downside of a product or service. Speaking in detail on how each business problem was solved and the most effective method of using a particular product.
With a case study, a prospective client can prove whether a marketer’s word of mouth was truthful enough or was sheer marketing speak. The fact that one of your clients was confident enough to allow themselves to be quoted in your product gives your target market confidence in what you do.
2: They Give Reusable Information
From the details emanating from case studies, you can reuse the information and generate a whole new lot of content. For example, a case study that shows different growth levels can be used to produce an infographic, publish a podcast of the review, make a video with the relevant business speaking on its success.
This will be the same information, reproduced in different formats, relevant for different content marketing platforms. For example, video could be posted on YouTube. The beauty of this is that you can include visual beauty in your case study and further influence leads.
3: They Cure Content Marketing Blues
As much as you are THE go to service provider in your field, sometimes you tend to have content marketing blues after running out of content ideas. This is where case studies come in handy. They give you fresh and totally originally content, that has both quality and quantity that could rank high on search engines and especially on local search results.
With the customer being in control of the content, you will always have fresh and dynamic content. This is better because it is only a matter of time before your audience gets to fully master your type of language and get bored. Unique case studies offer the much needed change.
Have you ever used case studies in your own content marketing? Did it have an effect on your bottom line of your service business in Idaho?
Showrooming: When to Use Music to Increase Sales
Do you know that teleseminars are actually being used in the regular, brick and mortar business world? What is even better is that most of these intra-business teleseminars cost the business no money for equipment nor service. How could that be, you ask?
Many businesses today use teleseminars to train their entire staff, which can now be located around the globe. Because people in one state are going to be getting the same information as the people overseas, today's businesses have agility and service like never before seen.
Finally, using webinars to train affiliates or other workers, keeps information and performance uniform. If you have a desired and preferred way to handle business, a webinar allows you to show all of them so they can institute it immediately.
What Makes Omnichannel-Marketing Different From Multichannel-Marketing
Multichannel marketing refers to the practice of interacting with customers using a combination of indirect and direct communication channels – websites, retail stores, mail order catalogs, direct mail, email, mobile, etc.
Omnichannel refers to the multi-channel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store, and the experience will be seamless.
While multichannel tends to be based on an inside-out approach, omnichannel is more outside in.
Omnichannel (also spelled omni-channel) is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.
Upon first glance, it seems as though the aim of each approach is to interact with consumers via an assortment of different channels, but although the terms may appear to be only subtly different, the true meanings and resulting strategies go down two distinctly different paths.
The multi-channel approach merely aims to get the word out via the maximum possible number of channels. Multi-channel marketing is about casting the widest net to get the most customer engagements; the more the merrier. Companies utilizing the multi-channel strategy are adopting two or more channels to engage their consumers; most popular are social media and email.
Conversely, the omnichannel approach inter-relates every channel to engage with customers as a holistic whole, to ensure they are having a wonderful overall experience with the brand throughout each and every channel. The focus is on building a stronger relationship between consumers and the brand.
In fact, companies with well-defined omnichannel customer experience strategies in place achieve a 91b49319e39c035a7240c8f549c6136674cb596e562341494b0d71f60803891609 higher year-over-year increase in customer retention rate on average, compared to organizations without omnichannel programs in place.
How To Do Advertising For a Small Business
Many clients, and companies in the wider marketplace, have multi-channel marketing efforts. Additionally, more and more of those clients and companies have been trying to work across those channels more productively, to enable effective and measurable commerce independent of the channels themselves. That sense of working more efficiently, and optimizing the use of each channel, caters to the omnichannel approach. Omnichannel marketing is all about the individualized and consistent customer experience, which is crucial in any kind of service business marketing.
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