Smart Funnels Create More Customers

Smart Funnels Create More Customers

The beauty about local search is how tangible it can be if you incorporate information about local circumstances. If you think of the standard sales funnel (below), you already have pretty concrete numbers about your market potential. Let’s take a close-up view of the 2,000 to 4,000 searches in your area. Does your web presence captures all it can, or even a fair share? First and foremost, your internet presence will simply not perform if it is not on Page 1. But there is another reason why you may be underperforming online: the commuting pattern of your prospective customers. Your search strategy is broad and encompasses a greater service area of Anywheretown, USA, and yet it still doesn’t yield the expected results. Well, you can just switch to a better Search Optimization (SEO) provider and website designer and start over, right? Hold your high-horsepower engines for a little bit, hope is not a strategy. The image below segments searching motorists – the highest potential of losing the share being the red pie segment. Those motorists don’t find it convenient to get to the business location and will select a different business.     So it becomes clear the importance of targeting motorists outside the obvious business location area. But how do we cover the entirety of prospective customers? And what if the commuting pattern opens area that are not obvious? What if local commuter trains offer the opportunity to drop the vehicle in the morning, and then take a train and pick up the vehicle in the evening? Check below an area near Sacramento with the top five zip codes...
Success Metrics You Shouldn’t Overlook

Success Metrics You Shouldn’t Overlook

I have been asked by shop owners and industry experts alike, how it would be possible to make Google rankings and reviews tangible. So tangible that a decision to invest in SEO, a website, review collection etc. can be justified and tailored to the shop’s needs. Before I do that, lets have a look at why Google is so important. Just follow the trend comparing Yellow Pages and Google Maps as search items in the image below between 2004 and today. Do I need to say more about why Google search should not be overlooked for local businesses?   Now let’s set the baseline for a realistic look at the power of Google Search. Although not an easy task, since trillions of factors influence the numbers – which influence you as local business owner – I was looking over our stats and zeroed in on a virtual area, representing “most likely town”. In “most likely town” live approximately 60,000 people driving 20,000 vehicles every day to work. The commuter traffic in and out of town is balanced out, the median household income is about $50k and the age profile looks as shown below. There is a healthy portion of 25-55 year olds, but also some college students, all of who use the internet regularly.   Second, I took the number of our search database for similar towns and selected a few shops, where we measure website traffic, appointment requests through the shops’ websites, and track phone numbers. I determined how websites and business listings, which are not highly ranked stack up against well optimized websites, and I compared those...
Dear Business Owner/Web Designer

Dear Business Owner/Web Designer

Have you ever had discussions with your web designer/client on how the website should look like? Discussions about what image to place where, what color, what layout, what design in general? And did you catch yourself getting more and more agitated because you realize this is a discussion based mostly on aesthetics? And since tastes differ, there is no right or wrong? But what should we base our decisions on then? Here is a proposal: It all depends on your goals: 1. Do you want to have the best designed website in town, maybe even with the fanciest features web technologies can offer? Go with the best web designer you can afford. Maybe you’ll win a design award. 2. Do you want the highest Google ranking possible? Go with an SEO expert and let him tell the web designer what to do. 3. Do you want the most effective website possible? That is a trick question, since it sounds like “Do you love your mother?”, right? Not quite. If you can define what effectiveness means to you and your business and you know how to measure it, you have a solution. Lets define effectiveness as highest ranking possible and highest percentage of clicks on the call to action buttons on your website. Can you measure ranking? Yes, research the most searched items in the industry you are in (hint: tire related searches are 6 times more often searched than auto repair related searches) and optimize your website for it. Can you measure clicks to your website? Yes you can, it is called heat map and looks like the one...
Online Communication Beyond the Counter – Social Search for Auto Repair Shops Part 5

Online Communication Beyond the Counter – Social Search for Auto Repair Shops Part 5

Is the customer interaction at the counter related to the effectiveness of an online campaign? Can messaging to the customer be automated? Can the service adviser be replaced? Watch this recipe for success when leveraging the counter experience in your online communication. Mitch and I explore the potential for local businesses to amplify the effectiveness of his online campaigns. Please leave your comments and questions. Read about this ephiphany we discovered about online communication in customer relationship when talking to our daughters. Find out how to use our service leveraging Google based social search in customer retention....
Click or Not to Click – Social Search for Auto Repair Shops Part 3

Click or Not to Click – Social Search for Auto Repair Shops Part 3

In the third segment of the series, Mitch and I explore the importance of a small business’ website, tools to measure its effectiveness and potential pitfalls. Especially the urge to please Google and human eyes creates a challenging task when trying to maximize the effectiveness. Enjoy and please leave feedback or questions, so we can prepare the next segment. See you next time Uwe (Oova) Maximize your Website’s Effectiveness...
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