Are you making it easy for folks to come to your website to stay in touch with you? I’m Suzanne McDonald with the marketing consultancy Angles & Insights.
Use Google Analytics
Conversions and online traffic funnels are pretty easy if you’re selling a product. But what if you have a long sales cycle, like a yacht builder, or an executive coach, or a mergers and acquisitions firm? What are these guys all have in common? It’s a not an impulse buy. There’s a long conversion cycle. We’re not talking Amazon.com here. How do you know if your marketing and advertising are working? Hint: look at Google Analytics, which is a free tool to help you judge what’s working and what’s not.
Have a Click-to-Call Button
But let’s say it is working. You’re blogging, you’re doing a magazine ads, or you’re on a speaking circuit. Are you making it easy for people to connect with the star of your business? It could be you or it could be a partner. Here’s one easy way. Have a “click-to-call” button on your website. What you have is a little link that if someone uses their mobile phone, they press a button and it pops up as a call.
Related: Websites Need a Value Proposition & Call-to-Action
Have a Downloadable on Your Website
Let’s say no one is interested in talking right now, but they want to be in touch with you. Do you have a downloadable on your website? It could be a white paper. It could be a quiz. It can be an email newsletter that talks about trends. What you want is a key piece of information.
Related: 3 Top Tools to Automate Your Email Marketing Funnels
Use an Online Booking Tool
Your focus needs to be to get someone’s email address so they can stay in touch with you. But let’s say you’re not ready to provide good information or good insights or a newsletter. Maybe stick with the click-to-call, or you could consider using an online booking tool, like YouCanBook.Me or Calendly, and you can embed that code into your website. So when someone comes to your website, they can easily select a time that you have already said you’re going to be available. There’s no back and forth with email trying to figure out a time. It also allows you to sync it to Google Calendar. So if you have a meeting during your office hours, you can book yourself during that time and Calendly will show you as busy. It’s free, it embeds, you can use PayPal to get people to prepay. It’s a really great tool.
About Suzanne McDonald
Former Boston Globe journalist and CEO of Angles & Insights marketing consultancy, Suzanne is an omnivore of all things new media & client success. She’s pioneered award-winning courses at area universities and digital marketing campaigns, including “Best Viral Video Award” for #Ticknado.
Suzanne also founded and curates Newport Interactive Marketers networking-learning community, providing marketing insights to SEOs, social, PR & content pros and to brands and nonprofits big and small.
Suzanne holds a master’s in Mass Communications and Journalism from University of South Carolina and engineered a BA into a journalism program at Framingham State University, magna cum laude.
She has 15 years’ experience at daily newspapers, 6 at The Boston Globe, until she took a voluntary buyout to launch Designated Editor in 2008. In 2015, Suzanne launched Angles & Insights to better reflect her expanded abilities to meet clients’ needs beyond SEO, social & content.
Suzanne has a rare ability to solve clients’ root problems with technology that removes guesswork and makes employees’ lives better. Current Angles & Insights projects harness technology – like CRM, marketing performance, and Analytics – to drive not just clicks and engagement but sales and brand loyalty.