Web Site Marketing
There is another factor that most people forget about: Customer retention and the importance of reviews in both retention and marketing.
The sale process does not end when the sale is done.
The process is multi-step:
- Attracting potential customers
- Engaging potential customers
- Turning a potential customer into a customer (the sale)
- After-the-sale service (follow-ups, etc.)
- Reviews for improvement and future marketing
The problem is that most people stop at #3. And, worse, if you are paying for any type of advertising none of this even tells you if it is working.
I get asked this question all the time: “I am paying for a Google pay-per-click ad campaign, do you think that is a good idea?”
The rest of the conversation goes like this:
Me: “I don’t know. If it makes more money than you spend then it is probably a good idea, otherwise it’s not. But do you know how much money you make from the ads?”
Them: “Well they give me reports showing how many times my ad is clicked. And I know how much I spend.”
And that is generally the case. All of these companies that drive traffic to your site and the best they can do is tell you how many visitors you have had.
Me: “You don’t care about visitors to your site. You don’t care about clicks. You care about one thing: How many people spend money with you. If you don’t know that then you can never know if a particular form of advertising is effective.”
Our platform is capable of tracking where people come from – Google, Yelp, Facebook, online ads, etc. No matter where they come from, either directly typing in your web site address or clicking a link, we know. And this information is tracked everywhere they go on your site. And, if they actually book an appointment, buy a product or engage your business in any way via your web site that information is stored in the database. We then recommend that you supplement that by asking where someone found you when you manually enter their information. By doing all of this we can show you where your customers are coming from on a daily, weekly, monthly, yearly or even custom date range basis. You will always be able to determine if ANY form of paid advertising is effective.
On to Review Management