We’ve talked about the reasons you shouldn’t pause campaigns over the festive period here, but if you’re taking time off, going to be away or need to know what to do about leads that you might still be paying for, we’ve got you covered with some top tips on what to do to build a pipeline for 2019 while you lament over the number of Brussels sprouts you’ve eaten…
If you’re unable to answer the phone during a certain period, remove call extensions from your campaign.
Alternatively, you can keep them, and make sure you have someone professional who can answer the phone for you and make appointments or bookings. You could even hire the services of companies who specialise in this area.
At the very least have a personalised voicemail explaining when you’ll be able to get back to their message.
Tweak your ad text to influence people’s next steps by using a Call to Action. Tell your prospects what you want from them. “Email Us For 2019 Bookings” or “Email To Get In First For 2019!”, “Email For January 2019 quotes” all this will help build a pipeline for 2019.
What you’re saying in your ads needs to be reflected in your landing page, so get those updated.
Also, you want to make it clear that anyone visiting your site knows what your movements are over Christmas. Do not have it hidden on your contact us page. Have it on the header banner across all pages.
Other tips to build a pipeline for 2019…
Shorten your sales funnel to quick sales conversions
At this time of year, people are open to buying and don’t need to be as nurtured as other times. There is more sense of urgency across November, December and January. Make it as easy as possible for them to buy from you. Reminders in the form of phone calls, emails or other forms of marketing can be ramped up over Christmas without fear of scaring off prospects.
Give back to loyal customers
Reward your best customers, a tempting Christmas offer or a gift or freebie can encourage more sales in the new year. It’ll be remembered when those hard sales calls from competitors start up in January.
Optimise product descriptions
Include keywords such as new year, 2019, resolutions etc. Research what your customers will be searching at this time of year and don’t be afraid to change product descriptions to reflect this.
For more Christmas-related advice, you might want to try some of our other blogs:
Are you thinking it’s better to Pause Ad Campaigns at Christmas? It’s tempting to wind down for the Christmas period. The office Christmas party, more lunchtime drinks – it all makes us feel like we should be putting everything on pause. We get it. But while pausing your ad campaigns might have short term gains (a few savings) this is a false economy… find out why:
That elusive and mysterious method by which Google decides where and how often your ads are shown to customers… The score is determined by a few things, including quality scores, bids, use of extensions and also the length of time you’ve had an active campaign with Google.
Pausing your campaign damages your ad rank. It removes you from auctions and automatically gives your competitors a boost up the ladder. So when you reactivate your campaign you are at an immediate disadvantage having to fight harder to regain your position. Simply put, this costs money.
If you keep advertising while competitors pause their campaign, bidding on keywords gets cheaper, competition is reduced.
REMEMBER! You only pay the amount for a click as the highest bid on the position below you
Trafffic Volume Increases
Think about what you do over the Christmas period… a sneaky search for next year’s holiday? Looking for office supplies while work is quiet in the countdown to Christmas Eve? Planning events, home improvements, weddings, , marketing plans… The list is endless. Make sure you’re there.
Predicted traffic volumes
Black Friday – 190-200 million
Cyber Monday – 170-185 million
Manic Monday – 150-157 million
Christmas Day – 150-155 million
Boxing Day – 170 – 190 million
New Year’s Day – 130-137 million
With Christmas bonuses, cheques and vouchers, people are looking to spend money. Not just on gifts, but on themselves too. Just think about the opportunities that social gatherings, family treats, outings bring with them for many different industries. If you pause ad campaigns at christmas, you’re going to miss out on this extra opportunities.
40% of us are expected to over budget this Christmas by at least £70
New Year’s Resolutions
This is the time of year that people are looking to the future. They’re planning, they’re researching and looking for answers. This an example of what Google calls ‘micro-moments’. And they’re exactly when you need to be in front of your customers.
Trades and Services
Many service clients assume they should wind down over the festive period. This couldn’t be further from the truth. You can remain competitive over the Christmas period even if you’re taking time off – make sure that you clearly inform customers when you are or aren’t working and you’ll already have an edge over many rival companies. Switch off call extensions active and for times that you are not working, or make sure you have a voicemail set up to get customers to leave a message – let them know when you’ll get back to them. Convert those calls!
Emergency tradesmen are in short supply at this time of year. If you’re planning on working, advertise this. Bid high to ensure customers call you first. You’ll get more exposure than those not working and will be the first port of call next time an emergency happens.
Want to know more | Pause Ad Campaigns at Christmas?
If you’re a Broadplace customer, get in touch with your Account Manager to draw up a plan-of-attack for your successful Christmas. Not a Broadplace customer? Get in touch today and we’ll tell you what we’d recommend FREE OF CHARGE.
Despite more than 30% of companies increasing marketing staff and marketing budgets since 2014, digital budgets remain a small proportion of marketing spend for many law firms. Using a report from Econsultancy and The Lawyer, as well as our own experience with our clients in the law sector, we have been looking at what opportunities there are for law firms in the sphere of digital marketing in 2016 and beyond.
Overview: Law Firms and Digital
In the report co-authored by EConsultancy and The Lawyer magazine, it was found that:
only 16% of respondents used Paid Search as part of their digital marketing campaigns; while some 59% used SEO for natural search traffic
This presents an excellent opportunity to get ahead of the competition. Savvy law firms are embracing newer advertising channels such as social media and larger networks.
The Challenge: Competition
The law sector is highly competitive, we empathise – we work in a similarly competitive industry! The key is to find your differentiation and ensure that these are communicated to the right people at the right time. When choosing online advertising or promotion, knowing your audiences and their behaviour is paramount. As more law firms are turning to digital to reach wider audiences and make quicker conversions, competition is on the rise.
Now is the time to develop a digital strategy. Whilst only 16% of law firms were carrying out paid search marketing in the survey, that number will surely rise, as will competition. Making digital a part of your overall marketing plan now will ease you into the inevitable shift to digital (it’s already happened in most industries). Paying particular attention to the four stages of a customer journey:
Attract – Awareness and research
Convert – Finding a number of potential law firms, considering which one to choose
Close – The final decision
Delight – Where customers become advocates (pun not intended!) for your firm.
The Challenge: High CPCs
It’s true that some legal keywords are in the Top 100 most expensive. Recently, SEMRush created a list of the most expensive keywords (single keyword and long-tail keywords) in the UK. In reality, the bulk of the list is dominated by gambling search terms. But some more specific longtail keywords from the legal sector found their way into the top 100:
It’s worth noting that these are average prices in highly competitive and specific legal areas; the whole point of employing a digital marketing agency or an in-house marketer is to look at ways to reduce this cost, or to increase conversions to achieve a better ROI.
The Challenge: Mobile Optimisation
Mobile remains an untapped resource; only 4 of the top 20 firms in The Lawyer 200 list have responsive websites (that is, a website that automatically re-formats itself to be readable on different devices such as tablets and smartphones). People are five times more likely to leave a site that isn’t mobile-friendly.
This is one of the easiest ways to improve visibility across search (paid and organic). Because of the high number of agencies without mobile-friendly sites, this is your chance to immediately get ahead of the competition. Google looks favourably upon mobile-friendly sites and will often list them higher than those sites which are not responsive.
The Argument for Paid Search/SEO vs. Traditional Media
This is where digital marketing can provide more than traditional marketing. With print, tv and radio advertising you are able to target your audience somewhat, but you will always be paying for extra views from people other than your target market. With digital advertising you are in control, you can accurately measure the results and your return on investment and can pause/stop/start campaigns with immediate effect. Quick reasons to choose digital:
Easier to control budgets; cheaper to reach wide audience compared to TV/Radio/Print
More accurate – it is far easier to pinpoint the people you want to show your advertising to.
Reach a wider audience, more regularly than print media.
Measurable – every step of the process is measured and can be analysed to find out what works and what doesn’t
Digital allows you to be available to clients 24/7 – your ads run and potential clients can find you even when your office shuts.
Since taking over their AdWords management, we have achieved some great things with one new law firm client in just the first 60 days of working together:
ClickThrough Rate has increased by 224.4%
Conversion rate has increased by 19.2%
Conversions have increased by 84%
Where To Start…?
We understand that it can be a more attractive prospect to do digital advertising in-house to start with, you may prefer to try it out for yourself to get to grips with all its nuances and capabilities. For that very reason, we’ve launched an incredible enterprise-level AdWords reporting tool that you can use, regardless of whether you are a customer of ours. The Free advanced reporting tool, CampaignHub has been developed with Google (we are Google Premier Partner). All you need is an AdWords account (that’s free to set up and you can start advertising straight away).
You may also be interested in seeing the differences between advertising through Google vs Bing…
As we close the door on January, we are really pleased with the new developments that have taken place already within the agency in 2016 and I’m pleased to use our blog as a platform to tell you all about them. We’re delighted to announce a few changes that will see the level of service to our customers increase even more! We are now offering call tracking through our CallHub feature and we’ve noted customer feedback and made our reporting more streamlined and accessible.
CallHub call tracking service launched
When you answer a customer call…
… Do you know why they might be calling? Customer service query? Sales?
… Do you know what your callers are doing just before they call?
… Do you know which web pages they viewed, products they click on, forms they completed?
… Do you know if they are an existing customer or a new customer?
… Do you know what their online customer journey has been?
Call tracking with CallHub shows you which of your marketing sources are making your phones ring. It allows you to optimise your marketing campaigns far more effectively and reduce wastage of your advertising spend.
We bring you this service to help bridge the gap between offline and online and understand what aspects of the online journey are driving customers to call and ultimately convert. Many businesses track their PPC campaigns but in the modern market, that isn’t always enough. You can improve the customer experience through CallHub – with various levels of service available depending on your circumstances.
By better understanding your customer’s journey – from research, to making a call to you – you can serve them better.
You can get straight to the point of their enquiry without the need for endless questions. You’ll see what they searched for, what pages on your site they’ve looked at and gain a better understanding of what product offering will best suit them.
Call Tracking Features
These are the key features of call tracking through Broadplace’s CallHub: Invisible Dynamic Number Replacement– This prevents ‘number flicker’. Dynamic Call Routing– Make sure your customers get to the right place, based on how they found you. Missed Call Email Alert– This includes the person’s telephone number and how they found your website. Dynamic Call Whisper– You can type in a short message that can be read out to the person taking the call (before/after). Call Benchmarking– Measure call length and other metrics. Sales and Lead Tracking – There are lots of different ways of logging sales and leads, which helps calculate ROI. Call Recording– Great for post-match analysis and training. Callers are played a message, as per legal requirements. Post Call IVR – Real-time feedback by call-takers. Spam Guard – Intercept spam calls and block them.
More personalised reports
We’ve been working really hard to improve the way we report to customers. Our focus is your return on investment, so we ensure that you are able to see this happening clearly. We also make sure that we are available for calls at any time. We schedule regular contact, so you get to speak to the person handling your account (we know this isn’t always the case with agencies).
We also listened to feedback about the way reports are formatted. They are now sent out in a responsive manner that can be viewed on any device.
The new report commentary integration feature is designed to enhance auto reports with both analysis as well as personalisation. Providing Broadplace customers with:
A platform to voice how you are ‘feeling’
Temper incorporated in to weekly reports
We have added a feedback widget to your reports which allows you to give instant feedback to your Account Manager on your current performance. Whilst this does not replace your regular phone contact with your Account Manager, when you can discuss account strategy at length, it does provide an additional layer of client interaction and means we can be more prepared when dealing with your account.
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