By now, most SMBs already understand the importance of establishing a strong web presence and some have largely invested in building it correctly. However, a good looking website alone, even when combined with optimized content, can limit an SMB’s ability to expand and maximize its business opportunities, as sites should be optimized to capture and nurture as many potential leads and customers.
Missed opportunity #1 - Responsive design
While SMBs have functional websites, the vast majority of companies haven’t optimised their website for mobile viewing. Mobile usage statistics are astonishing and continue to rise exponentially. Companies that haven’t optimized their sites for mobile are missing out on a potentially huge audience. Recent studies show that users expect pages to load on mobile devices within 2 seconds and will abandon a website within 3 seconds if it hasn’t loaded. Mobile sites should load quickly and easily display the information potential customers are looking for, including contact information.
Missed opportunity #2 - Call to action and lead generating ad-ons
Most SMB websites are currently designed to provide potential customers with information about the company. However, they fail in converting the lead into a customer because they lack specific calls to act. Most websites have a “contact us” page with contact information, however it is usually the fourth or fifth page in the site menu. As the vast majority of website visitors will only browse the homepage, most SMB sites simply miss the opportunity to convert a big part of the incoming traffic.
Most SMBs will have a primary conversion goal that should be clearly presented to the site visitor throughout his online journey, such as “Book an appointment,” “Call now,” and “Get a quote.” Other than prominent call-to-action buttons, SMBs can utilize several different types of tools to convert viewers into customers:
- Online booking - By installing an add-on that connects to the company’s calendar, potential customers can make appointments any time of the day - even when the business itself is closed. Ideally, the booking form will appear on the page at all times, even when scrolling through the site, to ensure the user can easily book an appointment when so inclined.
- Call me back - A simple but effective tool that allows companies to both capture lead information and easily set up a call back, thus increasing the chances of the lead converting into a customer. This removes the boundary (and responsibility) of the lead having to remember to call, especially if they visited the website after business hours.
- Campaigns and promotions - Companies can offer web visitors incentives to contact the company in the form of coupons and special offers. Recent studies show that a staggering 60% of consumers state that coupons influence their purchase decisions more than any other type of digital promotion. Moreover, the majority of those surveyed used the coupons within 3 days and over 30% within 24 hours. Almost half of those surveyed said they were more likely to try a new brand if they had digital coupons, and over two thirds stated that it increased their positive impressions of the brand.
- Action Pop-ups - Action pop-ups (AKA Exit Intent pop-ups) are banners with a special offer or opt-in form that are displayed to site visitors when they show signs of leaving the website. A simple PLEASE DON’T GO! message paired with an incentive, such as a coupon code, boosts sales by as much as 10%.
- Nurturing leads - A basic Customer Relationship Management system (CRM) is imperative for small businesses. Potential customers arrive at the site and may not be ready to book or buy, but would definitely like more information. Basic contact forms leading to emails are good, but a system that captures and tracks leads helps companies access customer information, build relationships with potential customers, and even analyze trends that can help companies optimize their websites and sales process. Consequently, companies will be able to run SMS and email campaigns, retargeting leads that were previously interested, thus increasing lead conversion.
The Blondie website is a great example of a website with multiple calls to action. As a hair stylist, the salon’s phone number is clearly displayed at the type of the site and remains as part of the header when scrolling throughout. Additionally, the contact form, scheduler, and call me back abilities are prominently displayed on each page, both reminding the potential customer that these options are available, prompting them to take action and increasing the chances of these leads converting into customers.
Missed opportunity #3 - Social media
Gone are the days where web presence meant having a website; Today’s digital consumers expect to find information on social media outlets, and even base their decision-making on company activities online. Merely having a Facebook page isn’t enough; In fact, an inactive and barely-Liked Facebook page can negatively affect potential customers. Pages that are updated with relevant, timely content will engage fans and followers and in turn will boost the visiting consumer’s confidence in the company, thus increasing the chances of them converting into a customer. By far, consumers are drawn to pages with added value. Hair salons can provide tips on dealing with different types of hair, basic hairstyle tutorials, and samples of hairstyles that can be achieved at the salon. Restaurants can post photos of their meals, provide cooking and baking tips, and share recipes. Of course, all of these companies can also offer digital coupons as mentioned before. SMBs can save time by using simple tools to unify their messaging and schedule posts, reply to inquiries, and engage with consumers, both nurturing existing customers and converting new leads into customers.
For some business verticals, social media marketing may generate leads at a very low cost, and paid advertising through social networks may show significantly better return on investment than search or banner advertising.
While all of the aforementioned business opportunities may seem overwhelming, Camilyo’s platform has been specifically designed to help SMBs maximize their potential, both in calls to action and social media management. By providing numerous options in one intuitive dashboard, Camilyo allows companies to turn an average, content-focused website and a standard Facebook page into leads and transactions generating machines by easily adding conversion add-ons and Facebook apps that are fully integrated into Camilyo’s CRM, and by promoting these online assets with social posts and advertising. The best news? Camilyo’s all-in-one approach was designed to fit SMB marketing budgets.
Interested in what Camilyo has to offer? Please refer your online service provider to www.camilyo.com and we will help them help you drive real results online,