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 Wisconsin 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 Wisconsin. But the site’s visitors weren’t converting because the overall website might be poorly done: outdated design, low-quality content, not mobile responsive and not a lot of relevant, factual testimonials to build trust.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 Wisconsin 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 Wisconsin – 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 Wisconsin 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 Wisconsin?
How To Do Advertising For a Small Business
Omnichannel’s focus on the customer’s experience brings about the second key difference between the strategies: consistency. Omnichannel businesses are diligent in ensuring their customers receive the same experience and messaging through each and every channel.
A consistent brand image and message ensure a heightened sense of familiarity and relationship with the brand. Marketers implementing an omnichannel marketing strategy must ensure that all internal departments are on board and in-tune with the messaging. For example, PR, customer success, social media and sales teams, must all be portraying this consistent message to ensure the strategy implementation is successful.
Foster An Effortless Buying Experience For Consumers With SMS Marketing Services
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.
Brick and Mortar Businesses Need Small Business Email MarketingElectronic items are among those frequently examined by customers in a retail store prior to their online purchase.
Showrooming is the practice of examining merchandise in a traditional brick-and-mortar retail store or other offline setting, and then buying it online, sometimes at a lower price. Online stores often offer lower prices than their brick and mortar counterparts because they do not have the same overhead cost.
The reverse phenomenon of showrooming is webrooming. In webrooming customers research a product online before buying it in a store.
A comScore study found 35b49319e39c035a7240c8f549c6136674cb596e562341494b0d71f60803891609 of U.S. consumers reported showrooming and of those, half were between 25 and 34 years old. A survey polled 750 U.S. consumers, 73b49319e39c035a7240c8f549c6136674cb596e562341494b0d71f60803891609 of whom reported having showroomed in the previous six months. However, three years of data collected and analyzed by Deloitte, refutes the prevalance of showrooming. Deloitte found that, in fact, customers who use a digital device in-store as part of their shopping process were actually more likely to make a purchase – not less.
Showrooming can be costly to retailers, not only in terms of the loss of the sale, but also due to damage caused to the store's floor samples of a product through constant examination from consumers.
Showrooming was said to be behind the collapse of UK photography chain Jessops, and Target’s decision to discontinue carrying the Amazon Kindle.
Many retailers have tried to compete with showroomers by slashing their own prices. Independent businesses, however, are advised to counter showrooming by adding value via included services and other tactics, such as making information and reviews more readily available to customers so that they might not choose to seek it out online.
Some major retailers, such as Target, are attempting to battle showrooming by selling products exclusive to their stores. Walmart is allowing customers to avoid the shipping charges of online purchases by picking up the items in the stores. The same practice is expanding to European countries.
Some specialty fashion stores in the U.S. and Australia have introduced a "fitting fee" for browsing, which is refunded in full if the customer makes a purchase.
Best Buy has guaranteed to match the online price of goods listed on Amazon.com, and began to lease out space to manufacturers such as Samsung, so customers can view working products and then purchase them at the MSRP.
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