I was just checking out one of our members stats and it got me thinking about how people use directories and what their expectations are. So I thought I’d write this article…
In 7 months:
Their business listing received 243 visits
The 1 article that they have online received 120 views
They had also posted a couple of offers and events that would have each had roughly the same views as the article so we’ll round those up to 200
So in the 7 months they received an average of 80 ‘touches’ a month for their £10 a month membership (or less if they had taken an annual or lifetime option). Consider that to Google Adwords, Facebook Advertising etc that sometimes generates no actual clicks to your page and will cost upwards of £1 per day (ie 3 times the price of HD membership)! And the fact that the directory part is only a small piece of the Holistic Directory’s offering (download our Membership Prospectus here).
Now, this is just the tip of the iceberg as these 80 touches are not guaranteed clients but they are people who have an interest in the business and the article subject and have been interested enough to click to view it.
From here it is in the hands of the business listing to entice the visitor to take action and get in touch and I’d like to share with you some examples of how you can
1) Increase the likelihood of people taking action
2) Increase the number of potential touches for your business
So, let’s get straight into it…
1 – How can you get people who land on your business listing to take action?
No different to a promotional postcard, leaflet, brochure or even website, your listing is your platform to entice the visitors to take action – i.e. contact you!
Just because people are landing on your page, doesn’t mean that they are going to do anything about it… unless you give them a reason to.
Think about the reasons why someone might be on your page:
- They may have an interest in the subject
- They may be wanting to find out more about you
- They may be looking for a solution to a problem they have
- They may have got there by mistake
So you can guarantee that not everyone that lands on your page is ready to buy now. But you can also guarantee that there will be a proportion of visitors that ARE ready to buy and they’re looking for a good reason to do it now AND WITH YOU, not your competitor.
1) Does the copy on your listing give them a good reason to buy from you and not your competitor?
2) Does the copy on your listing give them a good reason to buy NOW rather than do nothing and put it off until later?
3) Do you have a special offer that entices them to take action NOW?
4) Do you have a clear Call To Action telling your visitors what you want them to do next?
If you are not answering a resounding yes to all of the above then, bluntly, you are doing yourself a disservice and pretty much giving away your potential clients to your competitors.
If, as a visitor to your page, I can see no reason to act now and I have to think about how I might get in touch with you, then I am having to think too much. In order for me to take the first step of getting in touch with you, downloading a free gift – whatever – I want it to be effortless.
This is of course just a small part of what you can do to boost your response rate from your promotions but if you do nothing else but address the above 4 key points then you will see an increase in the number of referrals you get from anywhere you promote your business.
2 – How can you increase the number of touches for your business?
We’ve designed the directory and the membership to give you the maximum opportunity to get in front of potential customers by enabling you to add:
Each of these interlink between each other so that it is as easy as possible for an interested party to get from one of your items to your business listing (and back again) as possible.
How can you increase your chances of being seen?
Simply by being more active!
If you take the article as an example, there were 120 views over a 7 month period. If there had been at least one article added per month then you are boosting that to 840. Add into that offers and events and soon your numbers begin to grow.
If you’re even more savvy and you write articles that you know will get more people clicking then you increase your view rate even further.
So, as with many things in life, the more you put in, the more you get back. The more articles, offers and events you add, the more you get seen.
Plus, even better than that! The more you post, the more you are seen as a credible expert in your area of expertise. People are looking more and more for businesses that can help them specifically and the more you can demonstrate this, the faster you will build trust and rapport with your readers.
Think about the customer experience. What do you like to see from people you are thinking about buying from? Think about what your Ideal Customers would like to see you doing and DO IT!
Active blogging and promotion increases both your visibility and your credibility and builds trust with potential clients while you’re sleeping. It also gives your SEO a boost too.
Carefully crafted business listings will increase the amount of referrals you get.
After all, what is the point of just splattering an un-dynamic, unimaginative, not particularly thought-out message everywhere? I’m sure you’ll agree that a well worded, targeted, easy to read and understand message is far more attractive and likely to get you to take action.
I haven’t even touched on using specific web links and tracking numbers to be able to track where your leads are coming from and I’m guessing you don’t know 100% where all your contacts come from either. That’s content for another article later! 😉
If this has got you thinking that you’d like to make some changes but you have no idea where to start, get in touch with us at email@example.com and we’ll be delighted to help you.
N.B. We haven’t included the stats for any events or offers in this example but they will also have received views similar to that of the article.