31 Jul 4 Small Business Tools to Get More Leads
For Small Business, getting leads means making digital customer experience more real
It takes a village, or at least it used to. With Millenials – the generation having grown up online – taking more and more space in the consumer market, its no surprise that businesses need to target them by adapting their marketing strategies to the digital era. A growing share of Small Businesses are increasing profitability by making connections online, but too many are simply “pouring old wine into new bottles” – i.e., consuming employees’ time (and company resources) marketing, converting leads and finishing sales online much the same way it used to be done over the phone: by having an individual employee handle every part of the process.
Not that a human touch will ever go out of style, but research in 2012 showed that for every 92$ marketers spent acquiring traffic, only 1$ was spent optimizing it, leaving a plethora of potential customers without a means to interact with a business aside from a phone call or email – all while new Call-to-Action tools emerge daily that allow Small Businesses and their teams to automate repetitive administrative tasks and focus their energy on delivering the best goods and services possible.
How using Calls-to-Action Humanizes a Small Business’ Customer Experience
Where to start for a Small Business? Well, the foundation of any digital experience is an online presence, whether it be through a website, social media page, or other means. It’s important to not underestimate this, as (according to a recent Google study) 4 in 5 consumers conduct searches online when looking for a service. But with the new dominance of mobile and the ability of applications to make consumer-to-business interactions more efficient, how do Small Businesses leave a personalized impression on their customers’ digital profiles without breaking their budget? This can be solved with tools that make web interactions more like those of the real world – no longer simply using webpages as a “showcase”, but using them to recreate interactions that consumers expect from any business when they walk into their storefront and converse with their staff. All this is possible, if not necessary, since digital customer experience one of the major areas of improvement consumers demand of Small Businesses, and if a website is unengaging or offers a lacklustre user experience a full 43% of web users are likely to share their negative impressions with their community, creating any Small Business’ very worst enemy: bad worth of mouth.
With this hazard in mind, one of the best ways a Small Business can create a positive and refreshing user experience is by adding Calls-to-Action (CTAs) to their website. CTAs are simple buttons or forms incorporated into a website or a Facebook page that allow customers to have meaningful interactions with businesses, whether it be asking questions, addressing their needs, booking appointments, offering feedback or sharing their own information, all casually and without ever having to walk into a storefront. Here are four cases where CTAs can, online, reproduce the feel of consumers’ real world experiences:
– Does a customer want to ask if a business is open, if it can stay open late, or if it is too busy to come buy? What about if a particular brand is in stock, or if a particular employee is there on that day (your favourite barber or hairdresser is the first thing that comes to our mind)? Click-to-call (1) and Live Chat (2) features allow customers to access a business at the press of a button, quicker and more comfortably than walking into a storefront to get the information they need, whether it is by having the business call the consumer back for free or chatting with him online.
-Does a customer want to book an appointment, or change, modify, or add information to an existing appointment? Appointment Booking (3) helps a customer pick a time that’s right for them, all without the hassle of comparing schedules.
-Does a customer want to leave their information, contact or otherwise, so that a local business can connect with them or prepare a product or service? Form Builders (4) enables to prepare automated forms that prompt clients to give this information, ensuring not only that its already indexed digitally, but that both businesses and clients also don’t have to shuffle papers around.
Every interaction requested by a consumer through the above mentioned CTAs can create new sales opportunities for a Small Business. What’s more, information collected on these new leads through these CTAs can be directly integrated into editable profiles in a CRM (Customer Relationship Management) interface. There, it’s made easy for a Small Business to search for a specific client, update their information and preferences, organize them with tags and even contact them in a few clicks. In this way, Small businesses can recognize customers with the same ease that they recognize their face in the real world.
Enhancing the impact of your business on its clients
Part of the charm of Small Businesses is that they are local and familiar – it is easy to walk in and ask a question or have a casual interaction, but rarely does a digital customer experience strengthen the immediacy of that relationship with the customer. With the right set of tools, that can change with studies showing that fully 70% of mobile searchers are already using click-to-call to contact businesses. The right Calls-to-Action are necessary for a Small Business to create the online responsiveness that customers now crave, and with ease recreate the kind of prompts and cues that exist in personal communication.
CTAs help Small Businesses answer consumers’ questions faster, emulating the casual aspects of the real world while also enhancing their in-person interactions, so it’s no surprise that more personalized calls-to-action also produce 42% more clicks than generic ones. As the number of younger, digital-native consumers grow and larger retailers and service-providers include more and more online services, incorporating tools like these is vital to the continued success and growth of Small Businesses, not only because businesses want to succeed, but because they can bring businesses and their customers closer together.