Lessons Legacy Brands Can Learn From Leading DTC Brands & How They Use First-Party Data

FAQ pages are the ones where all your potential clients can get their answers to their queries. It is as valuable as your website's homepage. Creating an FAQ page can provide your potential clients some in-depth, intimate, and useful information about your practice. As we know, more than 35% of online legal clients use the internet to find an attorney, therefore it is very obvious that most of your clients will have queries about your services and a FAQ page can answer all of them on a single page. According to a survey done in 2020 on online legal firms, it was found that 97% of the law firm websites didn't have any personalized content for their clients. Your FAQ page can provide them some personalized content as well. A law firm's FAQ page can guide them, like what next steps their client should take in case they have a pending case. It can tell them what they shall do next. We know, you might be providing all these minor details in your blogs, but a Frequently Asked Questions page on your website can add even more relevant content to your website that can help your visitors to understand your firm's legitimacy as well as services. Did you know that your law firm's FAQ page content can help you in boosting your website's visibility? How? Imagine one of your potential clients enters a question in the search engine - "Will I have to go to the court if I hire an attorney?". What if you have already answered the exact question on your FAQ page? Google will show your FAQ page in its SERPs and chances are huge that your potential client will click on it to enter your website. He or she might get converted into your legal client! You can answer similar questions on your FAQ page so that you can drive organic traffic onto your website. Let's get back to our example, what did you notice? Did you see how specific we were with our question? Yes! You have to think like a legal client and then formulate your FAQ page, try writing specific questions to reap maximum results. You Can Implement These Methods To Optimize Your FAQ Page 1. FAQs and Google Google's algorithm is progressing every year in terms of finding out what exact results their users want. The artificial intelligence behind Google's functioning is evolving each year and therefore they are focusing on providing absolute results to their search users. Any mistype or typing error in the search query is analyzed by Google, and it manages to interpret the exact sentence that you were trying to enter. The same phenomenon applies when a legal client is looking for an attorney or a specific query regarding their court case. For eg. "What will be the hourly fee for hiring an attorney" or "What will the legal service cost to me in Canada?". Google also provides a FAQ box where people can ask questions. Google considers you exact wordings. If your FAQ page contains the same question as the user is searching for, then your FAQ page will appear on the box. You might have seen small snippets of questions on the search result page, when you tap on them, they expand showing the full description along with a website link. After reading one answer, Google showcases more relevant questions to you that you might not be looking for, but chances are very high that you might click on them as well to know more. This snippet section is a great feature from Google because it allows you to bring more organic traffic to your website. Try writing your FAQ questions in the same manner where one question leads to another. You must humanize your questions and answers on your FAQ page, the best way to do something like that is to think about how your legal client would speak to the Google Search engine (via voice search) when he's trying to ask a question. 2. How To Frame Questions For Your FAQ Page? Here's a very simple way to find the best questions for your FAQ page. Jot down the questions that your legal clients often ask on the web but they never find their answers on any FAQ page. Once you gather all such questions then post their answers on your FAQ page. Other common questions you can place on your law firm's FAQ page are - What is your specialization in law? How can a legal client reach out to you? (Give details about your forms, email IDs, or phone number). We would also recommend you to check out the other social media platforms where you can find several relevant questions. Platforms like Reddit, Quora, LinkedIn, and other forums provide loads of questions, surveys, and polls. Such forums also provide a wide platform to discuss several things, you can squeeze out some popular questions from the legal field and answer them in a simplified language on your FAQ page. Another great way to frame good FAQ questions for a legal firm is by providing "location-based" or "jurisdiction-based" information. This will help you in ranking well in the local SERPs. Another classic way to get more legal clients on your FAQ page is by providing the answers to the questions that arise when a new amendment is made or a new law is published. "How the new healthcare laws affect my health insurance policy?". Don't worry if your questions sound too plain or laymen, FAQs are meant to answer such questions. 3. How To Format Your Law Firm’s FAQ Page? If you want to please Google's Algorithm, you have to focus on structuring your FAQ page. You can't just pour down a long blog or a paragraph, so you have to optimize your FAQ page as well. Make sure your page has a header/title, a meta description that matches your content. Make sure you group similar questions into one category, under one header. Make sure you use anchor tags so that you can link individual sections. Make sure you use schema markup so that it is easier for Google to index those pages. If you have a longer FAQ section, add a search bar so that a user can type the question to find his/her answer quickly. Make sure to link your FAQ pages internally with other website pages for on-site SEO optimization. It'll help Google's algorithm to crawl on these pages. Make sure you add a CTA button at the end of the FAQ page. Offer them an appointment, call, or consultation so that they can be converted into real customers. 4. Tracking The Performance Of Your FAQ page After planning, writing, and publishing your FAQ page your next step is to enhance its performance. There are several tools available in the market with the help of which you can track the efficacy of your pages. Before jumping onto those tools, let's discuss your website's analytics. The data analytics of your website can tell you how many visitors are visiting your page daily. You can find out whether your FAQ page is attracting a significant amount of traffic or not. You can also find what specific search queries are driving people to your website. For eg., you might be receiving traffic for a search query like "What are the state laws regarding driving under influence?". Another question that can lead from here would be 'For how many months my driving license will stay invalid for driving under influence?". If that's the case then you can create a separate page that is dedicated to the laws involving DUI. If your website has on-site optimization then you must evaluate your log of search queries. It can provide you tons of questions that your potential clients must be searching for. You can include popular questions from them by adding them to your FAQ page. Lastly. you can use features like SEMRush or Ahrefs that'll provide you tons of data about your competitor's website vs your website. You can use these tools to know more about search queries. Using an analytics tool such as Ahrefs or SEMRush will let you see the top search queries coming into your website and your closest competitor’s website! If you see lots of searches coming in for your competitor on a topic you don’t address, you know what to do. 5. Make Sure You Play Fair As Per The Guidelines No matter what type of website exists over the internet, following Google's guidelines is a must! But Google pays extra attention to websites that fall under the YMYL category(Your Money Or Your Life). Online businesses that are dedicated to providing health, finance, media, legal, or political services fall under the YMYL guidelines. In the year 2020, Google invested $6.5 Million to fight the spread of misinformation regarding covid-19. Google takes up such initiatives to combat ill-practices, criminal activities, and fake news. To be on the safer side, you must ensure that your law firm's website is abiding by the guidelines provided by Google. Make sure you have content experts, digital marketing experts, and other technicians that can help you in building a healthy website. Make sure you update your FAQ pages as well as every other content on your website. Avoid making grammar mistakes! Make sure you publish high-quality content only. Accept relevant links only. Creating a FAQ page for your law firm's website is as crucial as creating your homepage or landing page! It helps you in driving traffic because your potential clients are always on the internet, looking for answers to their queries. Yes, FAQ pages can help you to improve your search engine rankings but don't have a selfish approach by just focusing on Google's algorithm. Think about your potential clients first! Their concern should be yours as well. Trying providing them a premium user experience and content that adds value to their lives or educates them. ...

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There should be no doubt referring to Amazon as the largest and most competitive eCommerce marketplace, having over 9.7 million sellers worldwide. Among these, almost 1.9 million sellers are actively promoting and selling their products on this marketplace. Now, the question is, how can you make your product and services stand out when millions of products are already striving for the same trophy? Well, Amazon’s A+ Content can be an efficient solution to beat your competitors to the draw and boost your sales. This blog will guide you through the world of Amazon A+ Content and its benefits to maximize your sales by improving conversions. So, let’s get started! What’s Amazon A+ Content? As described by Amazon Seller Central, Amazon A+ Content is an advanced feature that allows brands to modify the product description of branded Amazon Standard Identification Numbers (ASINs). It was formerly renowned as Enhanced Brand Content (EBC). Amazon A+ Content is a kind of additional information that Amazon sellers can include in their product’s description listings. Using this feature, you can showcase your product’s features to the users uniquely, consisting of enhanced images, brand stories, and text positioning. When you get access to the A+ Content, you can add the following features to your product description: Precise and informative introduction of the product Detailed and more comprehensive product description Highly optimized images HD videos that describe your product's features Comparative charts and tables of your competitors Attractive bulleted features list Inclusion of a section known as “What’s in the box?” Using A+ Content will efficiently help you convey your brand’s story and products’ benefits that add value to the customers. It will also enhance their experience, making them choose your products over your competitors. Since your brand will generate more value for your customers over others, you can observe a significant increase in sales. How to Create an A+ Content for Your Brand? Until mid-2019, Amazon A+ was only accessible for the sellers or vendors having a former EBC. However, now this feature is open-source and available to almost everyone. But you have to make sure you are eligible for a specific set of requirements. The first thing to remember is to have a professional seller account. Secondly, make sure you register yourself in the Amazon Brand Registry to be approved as a brand owner. Once Amazon verifies you, you can start including the ASINs of your products to A+ Content. When you update the content for the particular ASIN, it will be reflected for the parent ASIN and all the child ASIN levels. However, how strategically you create and optimize your content will help you get the proper conversions and sales maximization. Let’s talk about it in the latter part of the article. But what if your brand is new on Amazon? Well, that’s not an issue. You still have an option to be eligible for the A+ Content feature. Amazon also accepts and promotes emerging brand owners engaged in other managed selling programs, such as Amazon Exclusives and Launchpad's. Benefits of A+ Content for Your D2C Business You have already been told that Amazon is a highly competitive marketplace, and with the correct utilization of Amazon A+ Content, you can appear as the game-changer. It can provide you with a competitive edge to skyrocket your conversion rate and accelerate product sales. In fact, proper integration of A+ Content into your product marketing techniques can help you increase your product sales by 3% to 10%. Here are some advantages of A+ Content for your D2C businesses: Seize your shoppers’ attention The hardest part about selling a product on Amazon is grabbing your customers’ attention when millions of similar versions are out there. Amazon’s A+ Content helps you capture the eye of potential buyers as they are fed up looking at cluttered and messy product listings and no longer want to see them. However, with A+ Content, the product description is well-descriptive with large HD images and a video describing the product’s features and usage. Moreover, the formatted text and enticing bulletin points make it easier to grab your products' attention. A better option in terms of SEO One of the best things about A+ Content is that search engines like Google easily recognize it. Due to this, your brand and products get more visibility, and they appear on your users’ screens more often. One thing to note is that A+ Content is not indexed on Amazon, but Google does it, which means if you work correctly according to the algorithms, your products will be visible to your potential customers on Google. Enhanced product listings increase discoverability, optimize your brand rankings, and ultimately increase sales. Increase in conversions Well, this is normal. When you use high-quality images, HD videos, attention-grabbing, and SEO-friendly product listing pages, getting a higher conversion rate is no surprise. Your products eventually come into the limelight, making your shoppers click on the “Add to Cart” or “Buy Now” button confidently. More reviews and fewer returns! What do you usually do while shopping online? If you get sufficient time, you will try to gather as much information as possible about the product you want to buy from different sources and several reviews. However, when you use the A+ Content strategy in describing your product information, they get a clear picture of the product all at one stop. It helps the customers make the right and quick decisions. Furthermore, when they purchase a product with its complete understanding, there are negligible chances that they will return it. Also, the satisfied customers will leave positive feedback on your products page that will help other customers choose your product. Hence, increase in sales! Minimize ACoS and Raise ROI When you run a PPC campaign for your product, it might bring you clicks in a large number but not necessarily guarantee sales. In addition, running a PPC ad can cost you a good amount based on your needs and target options. However, the right on-target and comprehensive A+ Content can easily convince your potential buyers to purchase by grabbing their attention on the products’ features. Also, you won’t be charged for using the A+ Content strategy (until you upgrade to the premium version). Therefore, with A+ Content, you get more sales, less advertising cost of sale (ACoS), and a higher return on investment (ROI). Best Practices Regarding Amazon A+ Content To get better results, you need to ensure that your A+ Content is optimized with the best practices. Here are a few tips for delivering quality A+ Content and a better customer experience: Emphasize the USP of your brand Remember that a product is not produced just to sell it, but for your customers to buy it. Therefore, see it from the customers’ point of view. Discover why they will need it or how it can benefit them. That would be the Unique Selling Point (USP) of your product that you must emphasize in your A+ Content. The advantages of your product will help drive emotions, the emotions that describe your customers' needs. And where the emotions are aroused, the purchases automatically take place. Keep your content short and clear It doesn’t matter how informative your product description is, your customers usually have the same time you would invest while purchasing for yourself. Nobody wants to wait, and no one has much time to read long and detailed paragraphs about your product. Therefore, make sure you stick to short and on-point A+ Content to accelerate the buying decision. Use the combined power of text and images You might have read or heard that the visuals speak more than text. Hence, in your A+ Content, combine high definition visuals along with the precise text. You can use banners to segregate your product’s listing and details page to make it more straightforward and offer a streamlined experience to your customers. Avoid errors and proofread your content before submitting Make sure you avoid using special characters in your A+ Content. Amazon forbids the use of some special characters, including copyright and registered trademark symbols. Moreover, you are also not allowed to use hyperlinks to other websites in your A+ Content. However, adding a link to any other ASIN is acceptable within the module type. Also, Amazon takes almost a week to approve your content describing the product listing and description. Therefore, make sure you proofread it for any grammatical errors before the submission. It is crucial because, for some reason, if you ignore the mistakes and Amazon approves your content, it will be live on the website. Later, when you realize that your content has some errors and you wish to fix them, you will have to submit the page again. However, until the mistake is resolved, it would have run live almost for a week. Keep your page designs uniform Always remember that you do not create the design or structure of your A+ Content for one page. Instead, you will be using it for the whole product catalog. Therefore, make sure to maintain consistency throughout the layout of your products page. Use minimalistic designs with optimized images and formatted text. Your products’ page design should be unique and signify your brand’s extension. Also, to avoid rejection from Amazon regarding your visual content, ensure that your images and videos are of appropriate resolution and size as per the policies suggested by Amazon. Guidelines for Amazon A+ Content You should not refer to your business as a seller or distributor. Don’t provide any contact information of your business or company. Avoid using purchase references, like “cheap,” “free,” “bonus offer”, “affordable”, “shop with us,” etc., in the product description. Don’t use any special characters including ?, ? or ™. Avoid using low-quality images with the unreadable textual matter. Do not add hyperlinks to any website inside or outside of Amazon. Don’t use images or graphics that might imitate Amazon logos or programs. Never mention anything in your A+ Content that shows association to any kind of criminal activities. Avoid mentioning debatable claims, such as “the best product,” “#1 selling item”, “the top product in the list,” and like. Ensure that the lifestyle images you use show the products. Your A+ Content (images, videos, or text) should be unique. Any changes or modification in the content is allowed only in the first two business days after publication. Don’t insert or mention anything that violates the Amazon selling policies. Amazon has the right to take down your page in that scenario. Wrapping Up As per an Amazon report, on average, around 4000 items are sold every minute by the small and medium-sized businesses located in the United States. This statistic might clearly tell you why all kinds of companies want to incorporate themselves with Amazon services. However, a wide presence of competitors can make it extremely challenging for you to distinguish your brand from them. Undoubtedly, A+ Content is an efficient method to make your own way in this cut-throat competition and grab the attention of your potential customers. All you need is to follow the proper guidelines to make your products stand out from the product. And the appropriate knowledge comes from experience. Therefore, it is worth investing in an efficient and proficient digital marketing agency to help you deliver high-quality A+ content to increase conversions and boost sales. ...

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In the wake of the COVID-19 pandemic and the ensuing lockdowns, businesses have had to reevaluate their strategies for getting products into the hands of consumers. This shift in approach has led many to adopt the direct-to-consumer (DTC) model, which allows companies to sell their products directly to customers without relying on traditional intermediaries.As the popularity of DTC continues to grow, the competition within this space is becoming increasingly intense. In such a competitive landscape, even minor missteps or oversights can have far-reaching repercussions for a brand's success. It's crucial, therefore, for companies to not only keep pace with the market but also to focus on their own growth and adaptability.To help you navigate this dynamic terrain, we've compiled a comprehensive list of key DTC metrics that should remain at the forefront of your business strategy. These metrics will serve as vital signposts, guiding your efforts toward sustained success in the DTC arena. You can explore them in detail with formulae in this DTC Metrics Template. DTC Metrics That You Should Be Tracking Customer Lifetime Value (LTV) Customer Lifetime Value is like predicting how long a friend will stick around in your life, except in business terms. It's the total amount a company expects to earn from a customer over the course of their relationship. This helps in understanding not just how long a customer might stay with you, but also how much they're likely to spend. For instance, if a company offers a subscription service where customers regularly receive products, keeping an eye on LTV is crucial. If a bunch of customers start canceling after a certain period, something's amiss. It might be time to adjust pricing, improve the product, or offer extra features. Conversion Rate Conversion rate is like measuring how many window shoppers in a mall actually end up buying something. It's about figuring out the percentage of people visiting your site and then going ahead and making a purchase. This metric can also be applied to free trials – how many actually convert into paying customers once the trial period is over. If a company is putting money into their website to attract potential customers, tracking the conversion rate tells them if it's worth it. If the conversion rate is low, it's time to dig in and figure out why and what can be done to improve your conversion rate. Average Order Value (AOV) Average Order Value is like finding out how much your average dinner bill is when you go out with friends. It's the average amount a customer spends every time they place an order. This metric is calculated by dividing total revenue by the number of orders. Focusing on increasing AOV can help a company directly impact its profit margins. A quick trick to upping AOV is setting a free shipping threshold just slightly above the AOV. Churn Rate Churn rate is like keeping track of how many plants in your garden aren't making it. It's about the number of customers who leave a product over a specific period. This is super important for subscription-based companies because it shows the health and momentum of their subscription plan. High churn rates affect other metrics like Customer Acquisition Cost (CAC), Monthly Recurring Revenue (MRR), and Customer Lifetime Value (LTV). If churn is high, it's a red flag. Time to figure out why and how to keep customers on board. Customer Acquisition Cost (CAC) Customer Acquisition Cost is like counting how much it takes to make a new friend. It's the total expense of gaining a new customer and it involves the efforts of various teams like marketing, creative, growth, customer experience, and engineering. CAC is most important when looked at in relation to Customer Lifetime Value (LTV). Ideally, you want your customers to spend more than what it costs to acquire them. Monthly Recurring Revenue (MRR) Monthly Recurring Revenue is like knowing how much money you'll get from your job every month. It measures the total predictable income a company receives on a monthly basis, which is especially crucial for those offering subscription services. If a DTC company isn't calculating MRR, it might be missing out on understanding its true growth potential. Keeping tabs on MRR helps in gauging a company's overall growth and momentum. It's a compass for understanding the health of the business model, setting goals, and figuring out how to reach those targets. Product Margin Product Margin is like figuring out how much profit you make from selling a homemade craft. It's calculated by dividing the cost of making the product by the price at which it's sold. This doesn't include expenses like shipping, handling, or discounts - it's purely about how much profit you make compared to what you spend on the product. Net Promoter Score (NPS) Net Promoter Score is like asking your friends how likely they are to recommend a new restaurant they tried. It's a metric that measures customer loyalty and how likely they are to become brand advocates. This is particularly relevant in the DTC space, where brand promotion through influencers is on the rise. NPS helps in understanding if customers are naturally spreading the word about a product, which is gold in marketing. Calculating NPS and gauging customer satisfaction reveals what kind of marketing and advertising efforts are happening post-purchase. Net Revenue Retention Net Revenue Retention is like checking how many of your neighbors still use a shared community space over time. It's about measuring the continued use of a product or service. For companies with a subscription model, this is especially crucial. It's not as important for one-time purchases, unless you're keeping track of how frequently customers come back for more. These metrics are like a toolbox for businesses. They help in understanding the health, growth, and potential areas of improvement in a DTC model. Keeping a close eye on these can help companies adapt to changing circumstances and thrive in a competitive market. In Conclusion The direct-to-consumer approach revolutionizes the buying process by bypassing traditional stores and middlemen. Its significance surged during the COVID-19 pandemic, propelling a rapid digital transformation. Today, an increasing number of companies recognize the advantages of DTC, demanding heightened competitiveness. Keeping a vigilant eye on your metrics is imperative to thrive in this landscape. To understand better, you need to download our DTC Metrics Template. Remember, customer retention should never be an afterthought. Proactively implementing strategies to maximize growth and revenue is key. For expert guidance in optimizing your DTC strategy, consider reaching out to Saffron Edge. Their specialized expertise can propel your business toward even greater success in the direct-to-consumer market. Don't hesitate to take the next step towards a thriving DTC model with Saffron Edge. ...

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