Morgan Morris

Live Chat: The Powerful Tool Every Business Should Have

Posted by & filed under Blog.

How many website visitors does your organization receive on a weekly basis? Studies show the average number of website visitors for small to medium size businesses is ~700 a week (Source). Who are these site visitors?

  • Are they qualified leads?
  • Are they customers interested in more of your services or products?
  • Are they people looking to partner with your organization?

Live chat enables you to find out more information about these visitors, get more leads, and close more business.

Why it is important?

  • Live chat provides an effective engagement channel for prospects and customers to receive instant feedback on questions, allowing these visitors to immediately get their questions answered and obtain information about your organization.
  • There’s also an operational benefit to using live chat: one internal resource can manage multiple conversations at once, increasing efficiency and lowering the cost per interaction, when compared to phone calls.
  • Industry research shows that live chat has a measurable impact on visitor conversions, and is just as valuable for B2B as for consumer-facing sites (Source):
    • Forrester Research identified a 20% increase in sales conversions, paired with a 70% reduction in cost per interaction.
    • Gartner Research observed a 12% reduction in phone call volume.
    • The American Marketing Association likewise observes a 20% increase in conversions, with the potential for as much as 305% ROI on the cost of implementing live chat.

How will it be utilized?

  • The live chat functionality can be implemented quickly using a third-party service provider in such a way that internal resources can have the chat function running on their computer desktop.
  • When a visitor to your website submits a live chat request, the internal resource will receive a notification and be able to conduct a dialogue via a chat window, similar to common instant messaging platforms such as Skype or Google Chat.
  • Most live chat platforms also have the option to set up offline greetings messages, or to hide the live chat option when resources are offline.
  • Most importantly, the live chat platform can be used to capture contact information that can be loaded into outbound campaigns (emails, direct mail, phone calls, etc.)
  • Most of the live chat service providers allow businesses to set up their own rules which makes live chat more realistic for small to medium size businesses to implement. Here are some examples of rules you can implement:
    • If a visitor uses the live chat function during offline hours, you can set up live chat to enable the visitor to send an email that your internal resources can respond to the next business day.
    • Targeted chat allows you to automate decisions about how and when to interact with your visitors. For example, you can set rules to interact only with visitors who go to a specific page or have been on the site for a certain amount of time.
  • Finally, chat reporting and transcripts will give visibility into the performance of the live chat function and the internal resources covering it.

There are many easy-to-implement and cost-effective live chat tools such as, Olark, Bold Chat, and Live Chat Inc. This engagement channel allows you to capture more information about your site visitors, and can help you capture more leads to grow your business.

A Reengagement Campaign that Converts

Posted by & filed under Blog.

A reengagement campaign is often overlooked by businesses because the sales and marketing teams are hyper-focused on new leads and new customers. However, setting up an automated reengagement campaign is an easy way to engage with lapsed leads and convert them to customers.  

Target: Compile a list of lapsed leads. Depending on your business and sales cycle you can pull leads from the past six months, or as far back as five years. This list should include contact’s name, position, email address, and phone number.

Message: Crafting and customizing the message is key in a reengagement campaign. These people know your business because they have been in contact with you in the past. Your message should highlight new services, current happenings, and a strong call-to-action to reconnect.

The key to a reengagement campaign is frequency through multiple channels. Here’s an example of a workflow your business could follow to reengage with old leads:

o   Develop a drip campaign, which is a set of scheduled emails that are sent at pre-set intervals. A drip campaign allows your company to have multiple touchpoints with lapsed leads with minimal effort on the part of your internal team.

o   Set up a low-cost email service provider that can help you implement this campaign. Mail Chimp and iContact Pro are two easy-to-use options.

o   Once you have an email platform in place, you should develop a 4-email drip campaign to send to lapsed leads. Each contact will go through the same journey:

  • Email #1: Sent to all lapsed leads
    • Download the list of leads that open and/or click on your email platform. These people are considered hot leads. Your sales team or appropriate contact should reach out to the person via phone or email for a personalized touch-point.
  • Email #2: Sent if no engagement after 10 days
    • Follow the same process as Email #1. Download open and clicks. Have your team reach out to these leads with a personalized touch-point.
  • Email #3: Sent if no engagement after 15 days from Email #2
    • Follow the same process as Email #1. Download open and clicks. Have your team reach out to these leads with a personalized touch-point.
  • Email #4: Sent if no engagement after 15 days from Email #3
    • Follow the same process as Email #1. Download open and clicks. Have your team reach out to these leads with a personalized touch-point.

o   Now that this workflow has been developed you can utilize it to recur after a set time period. For example, every 3 months you can pull inactive leads and add them to the drip campaign.

Three Simple Opportunities to Retain Digital Donors

Posted by & filed under Blog.

Online giving continues to grow year over year for nonprofits. These digital donors are different than the people acquired through traditional marketing channels (print advertising, direct mail, televisions commercials, etc.) These digital donors seek out your organization through organic and paid search. They browse your website and make the commitment to be part of your movement. They are typically of a younger generation and expect a different level of follow up marketing. These people are buying from Amazon and other large eCommerce sites. They have completed countless online transactions and expect a certain level of appreciation after that transaction is complete. The steps a nonprofit or any organization takes after that transaction is an opportunity to retain this person and increase their customer lifetime value.

Here are three practical ways for nonprofits to increase retention and the lifetime value of digital donors.

Optimize the Thank You Page

The “Thank You” page is the place donors are directed to after they have completed their transaction. Do you know what your thank you page looks like? Most organizations do not. It was something they set up years ago when they converted their site to a responsive design. The “Thank You” page is your first opportunity to provide the donor with instant gratification for their gift. Your thank you page should:

  • Communicate the donors’ impact with resonating content, and an impactful photo or video.
  • Provide a snapshot of future communications. For example, let the donor know you will be sending them emails to stay-in-touch.
  • Encourage them to join your organizations movement through Facebook, Twitter and other social channels.
  • Give the donor something to do next. They are feeling good about making that donation, continue to nurture that emotion by providing them with an impact story or video.
  • Inspire them to share the great news with others. Include a link on your thank you page that will auto-populate the person’s social media posts letting their networks know they are a dedicated donor of your organization.

Improve the Confirmation Email  

Your website should automatically deploy a confirmation email after a transaction is complete. This presents the second opportunity to build loyalty with the donor and encourage them to give again in the future. Take a look at your confirmation email, it should:

  • Be personalized. Respond to the donor by name and re-confirm their donation amount. If possible, remind them of the impact of their specific gift.
  • Ask donors for their communication preference. Digital donors like to have a choice. You should ask if they would like to receive communications by phone, email and/ or mail. This will help you customize your approach to the donors’ next gift.
  • Include the contact information for a person on the donor relations team. For example, “Reach out to Suzy on our donor relations team if you have any questions or just want to say hello! Suzy@xyz.org, 000-000-0000.” It is important to use a first name to make the donors feel connected with a person at the organization.
  • Explain where the donor can retrieve their tax information. If your organization has an online portal direct them there. If you send out a tax letter via the mail let them know when they can expect it.

Provide a Formal Acknowledgement

Everyone loves to feel appreciated. For digital donors a formal acknowledgement of their gift is extremely important. At nonprofit organization, resource time is limited so it is important to determine which digital donors should receive a formal acknowledgement. We recommend first time donors, donors who give over a certain amount and donors who give multiple gifts in one transaction. These types of donors are more likely to give in the future. This formal acknowledgement should:

  • Utilize the communication preference. Have a dedicated person reach out to digital donors via their preferred source of communication.
  • Be within 48 hours after the online gift is received.
  • Reiterate the impact of their gift and make them feel part of your organization’s movement.

4 Weekly Google Analytics Reports Every Business Should Set Up

Posted by & filed under Blog.

Google Analytics is a valuable asset that many businesses overlook. Companies may get overwhelmed by the large amount of data and endless analytical views. However, there are four reports every business should review on a weekly basis, and by setting up scheduled email reports the company does not have to login to Google Analytics to view these reports.

Setting Up Weekly Reports
You need to first set up the automated reports in Google Analytics. This is a one-time set up, so you will not need to do this on a weekly basis.

  • Step One: Login to Google Analytics
  • Step Two: In the platform, go to the report you would like to receive on a weekly basis. For example, go to Behavior > Site Content > All Pages
  • Step Three: Select the “Email” button in the top left corner
  • Step Four: Fill in your email address, the file format (PDF is preferred), the frequency you want to receive the report, and the day of the week
  • Step Five: Click “Send”

It’s that easy! Now you will receive an automated email on a weekly basis from Google Analytics providing the business with key insights into your website performance.

Four Reports Every Business Should Set Up
Now that you know how to set up the automated reports, you need to determine the type of reports you want to receive. Here are the four reports that every business should receive on a weekly basis:

  • Pages by Views Report, which shows the increase or decreases in site traffic, and popular trending content. With this information a business can direct more prospects to these pages through social media posts and email marketing.
  • Conversions by Channel Report, which shows the conversions the business received from each digital marketing channel. This will allow the business to invest in the channels that are working and decrease the spend in channels that are not.
  • New vs. Returning Visitor Report, which can be used to determine the company’s reach. This will help the company keep a pulse on their prospecting and re-engagement efforts.
  • Pages by Bounce Rate Report, which shows the top twenty-five pages that people bounced off of. This will help the business identify non-engaging content or errors on the site. If a person bounces off the site it is for a reason. The business should look into these pages to fix or improve them.

Businesses invest a large sum of money into developing their websites. Google Analytics and these reports provide key insights into the performance of this sizable investment.

 

Optimize Your Landing Pages to Improve Your Paid Search Strategy

Posted by & filed under Blog.

Landing pages impact key components of your paid search campaigns, specifically quality scores, ad rankings and advertising costs. Paid search platforms, such as Google AdWords, want to ensure their users are receiving the most relevant information they are searching for during their user experience. Google and other paid search platforms measure the users’ experience based on how relevant a landing page is compared to the ad that was being advertised.

How Google and Other Platforms Measure Landing Pages

To make sure users have a good experience and the most relevant information is being provided, paid search platforms use key factors to measure a landing page:
• Landing page content is relevant to the ad that is being displayed
• The user can easily navigate and find the content they are looking for
• The landing page encourages the user to stay longer on the site
• Landing page load time is low
• Keywords on the landing page are relevant to the paid search campaign

How Landing Pages Effect Your Quality Score

Quality score is a variable used by paid search platforms that can influence both the rank and cost per click (CPC) of ads. There are four factors that affect your quality score: keywords, click-through-rate, ad relevance, and landing page experience. These factors are determined by the paid search platform every time a user enters a keyword that matches your ad. Ensuring all four are up-to-date and that the content is relevant is essential to maintain a high-quality score.

Tips to Optimize Your Landing Pages for Paid Search

• Create targeted landing pages that provide content directly related to what is being advertised
• Provide relevant, useful, and original content
• Create a strong and attention grabbing headline that is relevant to the keywords in the campaign
• Write a compelling description at the top of the page to sell what the page is about and what you want the user to do (browse, purchase, connect)
• Include eye-catching and clickable buttons that promote a call-to-action
• Increase webpage load time by optimizing images

Make Your Video Stand Out of the Pack on YouTube

Posted by & filed under Blog.

YouTube is the world’s second largest search engine with two billion videos streamed yearly. Video optimization will expose your company’s brand to a universe of new prospects. Most companies film a video, put it on YouTube, and think they are done. However, if you want to stand out in the pack, there are steps to optimize your video and make your investment worth every penny. To make this post as actionable as possible, we’ve outline the key ways to optimize your videos on YouTube:

Metadata

Metadata—titles, tags and descriptions—is used to index videos correctly. Your company’s metadata must be optimized in order to maximize presence and outreach.

Titles
Make titles compelling and accurate; use keywords first followed by branding

Tags
Descriptive keywords that will help people find your videos
Create a set of standard tags for your company that can be applied to any video
Include a mix of both general and specific tags, as well as keywords from the title

Descriptions
Appear in search results or above the fold on a watch page (only first few sentences display)
Add links to other episodes, related videos or playlists
Add links to your company’s site and social media networks
Drive viewers to subscribe to your YouTube channel (include a subscribe link)

Thumbnails
Thumbnails display in different sizes and formats, whether on YouTube or other platforms. You should use a strong, vibrant image.

Visual Guidelines
Clear, in-focus and high-res (640px x 360px min., 16:9 aspect ratio)
Bright, high-contrast
Visually compelling imagery
Well-framed, good composition
Foreground stands out from background
Looks great at both small and large sizes
Accurately represents the content

Annotations
Annotations are clickable text overlays used to increase engagement, provide more information and ease navigation. They can be added, edited or deleted at any time. This includes controlling the text, placement, timing and link URLs.

Common Uses
Ask: viewers to like, favorite or share a video; specific questions to enhance viewer engagement
Make it easy for viewers to subscribe to your YouTube channel right from your videos
Link to: related videos or content you reference in the video; other videos in the series; other videos, playlists, channels or full versions of shorter video clips; your social media networks
Make areas of videos clickable and interactive
Direct viewers of older videos to newly uploaded content
Add text or clarification to specific parts of videos

Captions, Subtitles and Transcripts
Your company can provide its own captions and transcripts or use YouTube’s features to help create and translate transcriptions. Captions and subtitles make videos more accessible to a wider audience and act as additional metadata which assists with organic SEO and video popularity.

Creating Captions
If you upload a caption track on your video, YouTube can then enable Auto-Translate which will automatically translate into 58 languages (edit and improve via the Edit Video interface)
To create captions, write out and upload text of all audio. YouTube auto-syncs timing to match speech in the video
Use multiple language for titles, tags and descriptions to improve discoverability through search terms
A transcript’s content and keywords are searchable; if video is captioned for multiple languages, it will be searchable in all those languages

Channel Optimization
Optimize your company’s channel for placement in search, related channels, browse channels and the feed so you’ll engage current and potential subscribers.

Channel Description
As first few words appear most frequently across the site, highlight most important content and keywords upfront
Accurately describe your company’s YouTube channel
Use relevant industry keywords in the description

Improve Your SEO Today with Google’s Search Console Tool

Posted by & filed under Blog.

If your site does not have a Google Search Console account, you are missing out on a huge opportunity to improve your organization’s SEO. Google Search Console, formally known as Google Webmaster Tools, is a free service offered by Google that helps you monitor and maintain your site’s presence in Google Search results. The Search Console tool is very practical and essentially creates a unique checklist of SEO issues to resolve. Below we have outlined the major items the Search Console tool will highlight and their SEO importance:

Content Keywords

  • Definition: In Google’s Search Console tool, there is a Content Keywords List which contains the most significant keywords and their variants Google found when crawling a website. This list of keywords provides insight into how Google is interpreting the content of your site.
  • Importance- The content keywords provide insight into what search terms for which your site is showing up. By pulling this report, it can alert you to issues on your website. These issues include over-emphasis on a keyword not related to your business or missing keywords related to your business that need more emphasis.

Duplicate Meta Descriptions

  • Definition- Meta descriptions are HTML attributes that provide concise explanations of the contents of webpages. Meta descriptions are commonly used on search engine result pages to display preview snippets for a given page.
  • Importance- The easier it is for Google to identify and classify individual pages of your site that provide accurate and relevant search results, the higher your site will rank. Therefore, having unique meta descriptions for every page on your site is a best practice, and having duplicate meta descriptions will hurt your SEO.

Duplicate Title Tags

  • Definition- Title tags are often used on search engine results pages to display preview snippets for a given page. The title element of a webpage is meant to be an accurate and concise description of a page’s content.
  • Importance- Similar to meta descriptions, title tags help crawlers identify and classify pages. Therefore, it is important that they are unique, and having duplicate title tags will hurt your organization’s SEO. Additionally, title tags are part of what appears when your website shows up for searches. As a result, having relevant, accurate, descriptive titles is also important for successfully driving quality traffic to your site.

Robots.txt

  • Definition- The Robot Exclusion Standard, also known as the robots.txt protocol, is a convention to advise cooperating web crawlers and other web robots about accessing all or part of a website which is otherwise publicly viewable.
  • Importance- While a robots.txt file is not necessary, it is useful for indicating to search engine crawlers which pages they should pay attention to and which they should ignore. This is especially important for a large site or one that includes many dormant pages.

Sitemap

  • Definition- A sitemap is a file where you can list the webpages of your site to tell Google and other search engines about the organization of your site content.
  • Importance- Creating an official sitemap and submitting it to major search engines gives more credibility to your site in the eyes of the crawlers and makes it easier for them to find and track the website pages. The Sitemap section of the Search Console tool also provides information on how many pages were indexed from the sitemap and what pages were not indexed by crawlers.

Set up your Search Console account now to get started.

 

Three Web Directories to Put Your Business at the Top of Google

Posted by & filed under Blog.

Web directories are organized web site listings put together by human reviewers. Similarly to desktop directories, where you gather files in a directory based on some criterion, web directories are just enormous collections of links to sites, arranged in different categories.

Companies have the power to utilize web directories to improve their organic search rankings. The first step is to build a company profile on these directories by filling in information about your organization. These web directories achieve high Google search ranking because they are credible resources that many people visit, which is a key factor in SEO success.

Here are the three top directories that will improve your SEO:

Google+

  • Why is it important?
    • Google is the main player in search results, so it makes sense that having a listing on their social platform (Google+) will increase your ranking. When your business gets on Google, you make it easier for customers to find information about your organization online, including hours, contact information and directions. Your verified business information will appear in maps, helping customers find your business and increase your local searches.
  • How do you build a directory listing?
    1. Simply log in or create a free account at www.google.com/places
    2. Click “Add New Business” to claim your listing.
    3. Then, verify your information. You can also add in extras like photos and descriptions.

Yellowpages.com

  • Why is it important?
    • YellowPages.com is a leading local marketing solutions provider. Essentially the company took the printed Yellow Pages in the Phone Book and placed it in on a digital platform. Most businesses remember how important it was to be listed in the Yellow Pages of the Phone Book. Well not much has changed, and it is even more important to be listed on their digital platform.
  • How do you build a directory listing?
    1. Create an account for your business by visiting this link http://adsolutions.yp.com/free-listing-benefits
    2. Add in the “basic” information about your business.
    3. Check your email. You will have to confirm your account there.
    4. Log in to Yellow Pages again (or follow the link from your email). Now once you have logged in you will see in the top right corner you have some options.
    5. Customize your business profile. The Location tab allows you to tell where your business is located. The Reviews section is where you can access and monitor reviews written about your business. The Photos tab allows you to upload pictures and place them in your account.

Local.com

  • Why is it important?
    • Local.com is very similar to YellowPages.com. It is a local-search engine with a database of over 16 million business listings. Regardless if your business targets customers across the globe or only a few miles away these location based directories are credible resources that drive SEO.  Local.com helps search engines understand what your business does based on your directory listing information.
  • How do you build a directory listing?
    1. To create your business listing visit: http://www.local.com/
    2. Fill out the information about your business.
    3. You will receive an email confirming your listing. After confirmation, your listing will be published onto the site.

It is essential that your business submit listings with these three directories in order to achieve top Google search ranking positions.  In addition, your company should build profiles on industry specific web directories. For example, if you are a manufacturer, your organization should be on http://manufacturingengineeringsourceguide.com/. To figure out these industry specific sites, simply perform a Google search of “[your industry] web directories”.

$10,000 in Free Advertising for Non-Profits

Posted by & filed under Blog.

If you are a non-profit and not using Google Grants you are missing a huge opportunity to capture additional donations and gain visibility- for free!

What is Google Grants?
Google Grants is the nonprofit edition of AdWords, Google’s online advertising platform. Google Grants enables non-profit organizations to gain new donors through a $10,000 per month spend on Google’s search result pages.

How does Google Grants work?
The first step to create a Google Grants account for your organization is to apply. Learn more here. Once your application is accepted, you will need to set up your AdWords account and begin to build campaigns that align with your organization’s mission.

How will Google Grants help your organization?
Google Grants empowers non-profits by getting in front of potential donors at no additional cost. Your organization can build advertising campaigns to attract people who share your goals and mission. This free advertising money will generate donations and gain visibility in the marketplace. Recently, TribalVision set up a Google Grants account for one of our clients. In three months, we have generated over $15,000 in online donations and drove 13,000 visitors to the website.

It Gets Even Better…
If your organization is utilizing the full $10,000 per month spend, you have the ability to qualify for a $40,000 per month spend. Can you imagine what your nonprofit could do with $40,000 in free advertising money?

Three Must-Have AdWords Conversions

Posted by & filed under Blog.

Setting up and tracking conversions in AdWords is essential to understand where your marketing dollars are going. It is very simple to implement, yet the vast majority of AdWords accounts do not track conversions. Here are three must-have conversions for your AdWords account:

Track Mobile Phone Calls

If your business’s mobile website displays a clickable phone number, you can track leads in AdWords. Customers who visit your website on their mobile phone, see a clickable phone number, and call are tracked as conversions in AdWords.  Tracking calls is a helpful feature to understand how new customers are finding your business through Google AdWords.

Track Form Submissions 

After launching an AdWords campaign, a business owner may receive an influx in form submissions, such as contact us forms, request more information forms, etc. You could make assumptions about the AdWords campaign driving new traffic to the website or you could track those submissions.

Adding a small snippet of HTML and JavaScript code to the page customers see after they complete a form submission tracks conversions in your AdWords account.  Tracking these conversions allows you to directly correlate leads and closed deals to your AdWords spend.

Track Online Sales

If your business has an e-commerce website you can determine ROAS (return on advertising spend) by assigning monetary value to your conversions. Tracking sales via AdWords makes it easy for you to understand how much revenue is generated from your campaigns.

Similar to tracking form submissions, adding a small snippet of HTML and JavaScript code to the page customers view after they purchase from your website will track conversions.  This is the most tangible type of AdWords conversion tracking.