The Art of Client Retention for an Inbound Marketing Agency
Jul 06, 2016
10 min read
Let’s talk of one industry that is not competitive, Can think of one? No, right. Let’s face it, your customers have a lot of choices these days, and thanks to inbound marketing by your competitors, your customers know about them. In such challenging times how can you retain those clients?Will putting some FAQ’s and how-to’s on your website help? No, you need to do a lot more than that, and it starts from day 1 when the sale is made. It is the Inbound marketing that can help you retain your customers.
What Are The Reasons That Make Your Customers Stay With You?
- They are happy with your product or service.
- Issues are quickly getting resolved and customer service is polite and helpful. They feel connected and supported.
- Everything revolves around the products and services. Products are constantly improving or the service is showing sustained and positive results.
- Customers feel that you are the industry expert and are ahead of the competition.
- Your product or service is unbeatable, and the customers don’t see the added value in switching to your competitor.
How to Retain Your Customers Using Inbound Marketing in Few Simple Steps
Step #1. Put Forward the right tools in place- you need a close integration of a good CRM system and your Inbound Marketing lead generation tools. This is termed as Closed Loop Marketing. This type of marketing will empower your sales and marketing team to work together and monitor customer communications, progress, support issues and milestones, such as trial expirations, subscription renewals ,etc.
Step #2. Stay connected with your clients by reaching out early and often- to gather knowledge of any malfunction of a product or error in service, schedule regular review meetings to answer questions and provide best practices to improve performance. Send Monthly newsletters with product/service update and new content. Let your client know that you genuinely care and are growing bigger and better by the time.
Step #3. Be available online and offline- make sure that you are available across all the channels where your clients can reach you out. Make sure that all your lines are open and people can submit a service/support request or reach out to a human being to get their issues resolved. You don’t need to be present 24/7, but it also depends on your business type whether your client can be in need at odd hours and you are needed to be available, but be transparent in telling the client or new customers at what time they can reach you.
Step #4. Use Social Media as a PR Tool- your support team should have a Twitter account that is monitored in the business hours or preferably more. Use attractive hash tags for your different product or service lines, and publish them on your support channels. Your ORM team must be able to respond to all inquiries, even if it means referring them to a support page. Do follow the same instructions for Facebook and Google+.
Step #5. Grab Attention- to stay ahead of your competitors. This means constantly publishing good content often. It means creating content that not only solves the problem of your existing clients but also attracts new customers. Participate in chats, forums, and regularly comment on your blog posts. Invite people to write guest posts on your blog and seek guest posting opportunities on influencer blogs. By doing all of this “you stay on top of mind” with your own clients while you attract new ones.
Step #6. Measure your retention rates- Track your customers through their interaction with your website, blog and content marketing efforts. Use Advanced Marketing Analytics tools to track your client behaviour and reach out to them via behavior driven communications. Identify problems early and fix them- you should look for negative comments posted on social media or blogs. You can track such comments using advanced social media analytics tools. Reach out to the complainant directly, but privately, to address their issues.
By making customer retention as important as customer acquisition, you benefit from enhanced customer lifetime value, increased referrals and reduced customer complaints. By using Inbound Marketing for both new sales and retained sales, your business benefits from using one set of resources for two important goals. You can beat the competition just by establishing yourself as the leader in the industry, by being most responsive, and by being most genuine to clients.
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Are The Video Content on Your Law Website strategized Correctly?
As the digital marketing landscape evolves, most (if not all) businesses are getting a wider opportunity to attract, engage, convert, and retain their target audience into a loyal base of customers. New trends arising regularly is resulting in brands aggressively competing to create more captivating and shareable content. While many trends come and go, take, certain trends or practices prevail which helps businesses market themselves successfully One such trend is video marketing, which takes visual content to one step ahead in devising a strategy to engage the target audience better. From it being a secondary marketing tool for communication with consumers to marketers, eventually realizing the significance of incorporating video in their marketing campaigns, they have become the prime focus of the marketing tactics and how! Do you know how much content is being consumed via video, and what is the scope of it? If given a choice between text and video, over 72% would prefer knowing further about the products and services through a video. Per Brightcove’s Video Marketing Survey, 23% of people, that includes 30% of the millennials are interested in products and services that have a video accompanied by a link to guide them towards the purchase further. What keeps 66% of millennials engaged in a brand is the video on their social feed. Source Speaking of the scope of video marketing, per The State of Video marketing 2018, 83% of marketers consider video as a potent tool for enhancing brand awareness and driving potential customers to their websites. If we look at how the marketing sector plans to invest in growing their base with videos, then IAB Video Ad Spend Study suggests there has been an escalation of 53% since 2016, and there has been an escalation of 34% from 2017 in the number of business planning to utilize video as a marketing tool. How can it benefit your legal marketing website? Every industry at the moment is looking for ways to leverage video adequately to escalate their growth and profit, and the legal sector is no exception here. Albeit slowly, but the video is becoming one of the most prominent legal marketing trends in 2019. But before we divulge into the benefits of video marketing to the legal industry, let me ask you a question: Have you got a website for your legal practice? If no, then that should be your primary goal and the first step towards marketing your proficiency to the qualified audience. Remember only hire a team of certified professionals to ensure that your website is designed and developed aligning your goals and objectives with what your target audience is looking for. Having said that, allow me to shed some light on the benefits of incorporating video in your legal marketing strategies: Increase visibility: With Google giving preference to the website with high-quality video over those that don't have one, it is only profitable to create video content as your website will be placed at the top of the SERP, preferably. This will help your website rank better in the organic search results, enhancing visibility from the client seeking legal services. Bolsters client engagement: Engagement is one of the biggest challenges that legal practice s faces while marketing themselves online. Since videos provide vital information about the services being offered in those seconds or minutes, it is a more engaging tool than any other visual marketing technique being implemented at the moment. The kind of impact i.e., trust and connection that is forged by the videos, cannot build by printed images or texts. If done right, with an easy going yet insightful content with a format that can be easily comprehended by the audience. Screen potential clients: An adequately created video will better help those searching on the web understand the field in which your proffer legal help. Take, for instance; you are a personal injury lawyer who has created videos about the significance and why your firm stands out of the crowd in ensuring justice is brought to the victim. Now, these videos will help decrease the number of unnecessary call to your office that ends up with, "No Sir, we do not provide criminal defense/divorce/will and estate service.". Hence videos will only bring qualified candidates to your doorstep. Increase time on the page: While all it takes is a scroll to skim through the words or images on the website, having a video, on the other hand, requires one to convenience=citrate and listen to what is being proffered. This will significantly increase the time spent by the visitors on the landing page. Videos will help you connect and stick with the potential clients who might reach out to hire your legal service. Maximize return on investment: A professional video of attorney profile, firm introduction, or practice area videos has the potential to deliver a powerful impact on the client's mind at an emotional level. The next time they will think of legal service, your name will instantly come to their mind because of what part of your legal service has stuck with them. Now that you are well acquainted with the benefits of utilizing video content to expand your reach and boost your profitability; let's discuss some tips that can substantiate the success of your video marketing strategy: Educate the clients: You will have a lot of information to share regarding a specific legal sector, and your potential clients will have numerous questions regarding the same. Why not use a video to create a question and answer session, wherein you can resolve general queries of the potential clients? You can also use a live video streaming app for talking live with your clients and answer their general queries. This will build your authority, and you will be seen as an expert in the respective area of practice. Incorporate webinars: Webinars have been gaining quick popularity in the community and should be leveraged by your legal practice to strengthen the authority online. Upload copy of webinar on youtube, export the presentation to PDF and upload it on leading presentation platform for maximum visibility. Talk to your audience: Remember, you are reaching out to your audience through video marketing and talking to them. Address the audience as the first person using you and not them. This will help change viewers perspective of you and your practice. This will help increase engagement with your content. Upload it on social media platforms: There are a plethora of social media platforms with millions and billions of users. You need to determine the efficacy of each in bringing traffic and engagement to your practice's website and accordingly upload the video on Facebook, Twitter, Youtube, etc. Furthermore, make it a point to advertise and promote these videos on your LinkedIn company and personal profile to boost overall engagement. Embed your video to the website: First impression matter and when this is being said in context with the site, it is how your homepage looks. Embedding video (introduction, welcome, attorney profile) to your homepage will give the potential clients a better insight into your legal practice, establishing a connection stronger than the text. Be consistent: Consistency is the key to mastery, and in the case of online marketing, the authority. Post educational videos consistently periodically. Look for the keyword being targeted by the competitors and used frequently by the target audience in their searches to create video content that will deliver more strategically. Consistency will help build trust, authority, and give you expert status in the respective field. Mistakes that you should avoid while using video as a marketing tool: Making lengthy videos: While it is understandable that you, as a lawyer, must have a lot of legal information pertaining to your field, to share with the potential clients, this doesn't mean that you have to. There is a difference between educating and being boring. You do not want to be the latter, so stay straightforward, keep the message clear and video short. Not using SEO for your video: Not using SEO techniques to enhance the visibility of your video and practice's work can hamper the impact of your efforts. Link a relevant post with the video, add a description, tags to your video to ensure they appear in the search results, add schema markup so that Google can include you in the search results, etc. Wrong placement of CTA and links: The attention span of online users, which as per the Microsoft 2015 report, is shorter than that of a goldfish, which is not a surprise since we have a lot of content on the internet to consume. Why would you risk placing the most critical information just anywhere or not provide a proper call to action? Provide a clear call to action which clients can easily find. Also, make sure to keep the vital information, in the beginning, to better educate your target audience about the video and york legal practice. As mentioned above, the legal sector might be slow in catching up with the latest marketing trend, considering the nature of their job, but once they do, they will be able to forge and foster long term strategic relationship with the clients. ...
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Ways Primary Research Can Help Your SEO Efforts
The rapid changes in the algorithm by popular search engines have altered the online landscape for businesses in a positive sense, by pushing the users to provide most useful and relevant content to their customers. This not only helped the businesses in getting quality leads but also the search engines to serve their visitors better. This is where marketing research and optimized SEO strategies stepped in: before you tackle the online space for rankings you must have a means to understand your customers. By gaining the right intelligence you will gain good insight to your customer’s needs and thoughts. This helps in developing content with informed SEO strategies and that in turn brings in legitimate increase in web traffic. How Primary Research Helps Establishing the market research early in the development cycle focuses your efforts and helps reduce costly mistakes. Depending on the financial resources available with you, research about the customer needs and product based research can be done through primary research. This is done with the help of surveys and focus groups and the data is gathered and analysed accordingly. Idealy, the making of an online strategy begins with market research long before the development of a website. Here are some of the questions to evaluate your strategy: Is the website producing a healthy volume of visitors? Do these visitors make any purchase? If so, how frequently do they purchase, and within what timeframe? Do you have analytics softwares in place to analyze the location, access and use of your website by visitors? Understanding these questions and the answers to these questions will decide the future course of your SEO strategy and mould your content accordingly- and that your SEO strategy is organic and effective. Understanding your buyer User personas are fictional or ideal users that are created to be used in the making of a user-centred content design process to understand the various user types of a website. They can help you in not only finding the right keywords but also create the right content and be a useful tool in identifying the targets for building links. By obtaining quality research data, you can begin shaping an informed SEO strategy: You will be able to create ideal buyer personas. Group them all by factors such as age, gender, and buying habits. Now you will be able to focus your product line and strategies based on this data gathered. Jot down customer’s pain point and understand why they need your product in first place or why were they searching for products or services offered by you and competitors. You must pay attention to the location of your customers. Are they local or international clients? How understanding the buyer persona helps? Buyer Personas are a great help in brainstorming for the right keywords. At the earliest stage you need to some broad research of what users might search for in a query within your niche. If you’re generating seed terms, it’s useful to keep buyer persona’s in mind- do they reflect the need and intentions of all the potential buyers? Personas might also be helpful at the final stage in the keyword research process and that is implementation. This might be less important for on-page SEO activities, but it will direct about the tone and direction of the content on the landing pages. Personas for Link Bait User Personas can also be a helpful tool when creating and implementing a link building strategy. First and foremost we could use user personas to identify link baits. For example- Roger the techie, might be likely to own a gadget blog, or is at least highly likely to to be a reader of similar sites. So what sort of content gadget sites link out to? This will help in knowing substance of the content and the format(videos, infographics, guides etc.) So you can also use your personas as a test for your content link bait- Would Roger be interested in this? Would he share it? Personas for Guest Posting Finally, User Personas would be a great way to brainstorm for guest post topic ideas. Before you start, you should think what sort of sites your personas might use and what kind of content they might want to read when they get there. ...
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A Comprehensive Guide For SaaS Reporting And Analysis
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It enables companies to track key metrics like user engagement, subscription renewals, churn rates, and revenue growth. SaaS reporting tools offer real-time data visualization, customizable dashboards, and automated reporting features, helping businesses make data-driven decisions and optimize their operations. This type of reporting is particularly valuable for identifying trends, improving customer retention, and enhancing the overall user experience. The Significance of SaaS Reporting Understanding the SaaS Landscape SaaS businesses thrive in the digital landscape by delivering software via subscription models. Without physical products to track, the performance metrics for these companies can be elusive. However, effective SaaS analytics helps bridge that gap, offering insights into critical factors like churn rate, customer lifetime value (CLV), and recurring revenue. Companies can ensure long-term profitability and growth by leveraging a comprehensive reporting structure. The key to success is using SaaS data analytics to create actionable insights that inform business decisions. With a powerful SaaS marketing strategy, these insights help companies better understand customer behavior, optimize offerings, and improve customer retention. Engaging with a SaaS marketing agency or a SaaS marketing consultant can further enhance the effectiveness of these strategies, aligning your marketing efforts with data-backed decision-making. Measuring Success Central to SaaS reporting is the metric of profit growth rate, with saas ltv calculation serving as a crucial determinant of a company's success. Despite the absence of palpable products, comprehensive saas analytics ensures that pivotal criteria like churn rate and client continuance value aren't overlooked. As per SaaS Capital, a growth rate of 80% for a $3 million business is considered below average, whereas a SEO SaaS growth rate of 80% for a $20 million business is twice as much as the average. Benchmarking for Growth SaaS businesses are known for their rapid-fire growth, but assessing this growth effectively requires benchmarking against also-sized counterparts. Maps depicting average and median growth rates give an environment, helping best SEO SaaS companies understand their standing in the competitive geography. This is where SaaS data analytics is crucial in providing accurate and actionable insights. Key Metrics in SaaS Reporting SaaS Financial Metrics MRR (Monthly Recurring profit) MRR signifies the anticipated yearly profit generated by a SaaS company. Calculated by multiplying the total number of guests by the normally billed quantum, MRR offers a mark for overall success. Types of MRR New MRR( Monthly Recurring profit): This represents profit generated from recently acquired guests within a specific period. It indicates the growth attributed to fresh subscriptions and influences the SaaS conversion rate. Expansion MRR: This signifies fresh profit from being guests due to upsells, cross-sells, or upgrades, reflecting the capability to subsidize openings within the current client base. A well-crafted SaaS sales strategy includes initiatives to maximize Expansion MRR. Churn MRR (Monthly Recurring profit): This represents the profit lost within a specific period due to client cancellations or downgrades, highlighting the impact of client waste on overall profit. Net New MRR: Calculated by abating Churn MRR from the sum of New MRR and Expansion MRR, it provides a net growth metric, factoring in client accession and expansion while counting for churn. ARR (Annual Recurring profit) ARR forecasts the periodic profit a SaaS company expects to induce. By multiplying yearly subscribers by the Average profit Per stoner( ARPU), ARR provides a longer-term perspective. Cohort Analysis Cohort analysis helps pinpoint client lifecycle issues by grouping guests based on specific criteria. It offers practicable perceptivity in reducing churn rates and optimizing the stoner experience. SaaS Deals Metrics Client churn Rate and Revenue Churn Rate These criteria measure client and profit loss over a specific period, which is pivotal for gauging the health of a SaaS business and shaping an effective SaaS go-to-market strategy. ARPU (Average Revenue Per stoner) ARPU reveals how much profit a company can anticipate per client or stoner, helping deal brigades understand client spending habits. SaaS Conversion Rates Base Conversion Rate: A abecedarian metric immolation perceptivity into website optimization. Lead to Trade Conversion: This rate measures the effectiveness of converting leads into paying guests, showcasing the impact of SaaS affiliate marketing on lead conversion. Lead Source: Tracks the origin of leads to identify the most effective channels. Typical SaaS client Lifecycle Client Lifetime Value (CLV) CLV estimates the total profit a client is anticipated to induce throughout their relationship with a SaaS company, abetting in marketing budget allocation. SaaS client Acquisition Cost (CAC) The cost of acquiring new guests is pivotal for assessing the effectiveness of marketing and deals. Gross periphery A computation of business profit minus the cost of operations, furnishing perceptivity into profitability. CAC to LTV Ratio Compares the continuance value of guests to the cost of acquiring them, offering effectiveness marks for client accession. client Engagement Score( CES) Though not a fiscal standard, CES measures client engagement, impacting long-term fiscal criteria by indicating client fidelity and satisfaction. Enforcing SaaS Reporting Strategies Define Reporting compass Determine whether to track criteria across the entire business or specific departments. Specify the compass, covering subscription-related, app operation, and marketing criteria of your popular saas products. Decide on the temporal focus, balancing recent data with literal perspectives. Select Metrics Choose crucial criteria aligned with the reporting compass. Essential criteria include Monthly Recurring profit( MRR), client continuity value ( LTV), Churn Rate, and client Acquisition Cost( CAC). Identify Data Sources Dissect operations or datasets, casing needful data for reporting. ensure comprehensive monitoring of all applicable data points, encompassing literal data for contextual perceptivity. Aggregate and dissect Select tools for aggregating and assaying data. Explore options similar to Coupler.io, Looker Studio, ProfitWell, HubSpot Marketing Analytics, and Zoho Analytics. These tools can significantly improve your SaaS marketing analytics capabilities. Emplace Reporting result Opt for a reporting result that acclimates to your requirements and makes it accessible. Consider interactive dashboards for real-time monitoring or integration with tools like Slack for immediate updates. This strategic approach ensures a well-rounded and effective SaaS analytics framework. Top Tools for SaaS Reporting Coupler.io Features: Data analytics and robotization platform with 60 operation integrations. Benefits: Automates data import, supports real-time dashboards, and offers data analytics services. Looker Studio Features: a Data visualization platform with native integrations and over 700 third-party connectors. Benefits: This enables the erecting of interactive dashboards, the calculation of criteria, and teammates' participation in perceptivity. ProfitWell Features: Focuses on tracking SaaS earnings with integrations to major payment processors. Benefits: Observers MRR, ARR, churn, upgrades, and reactivations, furnishing perceptivity into profit trends. HubSpot Marketing Analytics Features: acclimatized for HubSpot druggies, offering analytics for marketing sweats and website shadowing. Benefits: Provides dashboards, reports, and advanced analytics to estimate marketing performance. Zoho Analytics Features: Connects to over 250 data sources, supports data visualization, and includes an AI-powered adjunct. Benefits: Fetches and transforms data into customizable dashboards, offering a stoner-friendly interface. Conclusion In summary, SaaS reporting is a crucial navigational tool for businesses navigating the evolving landscape of subscription-based services. By optimizing technical SEO, focusing on key factors, and adopting effective website designs, SaaS companies can evaluate their current position and make informed decisions that lead to long-term growth and success. Embrace the power of reporting to guide your journey and leverage it to thrive in the competitive SaaS environment. Furthermore, working with a SaaS SEO Agency will tremendously improve your reporting and business outcomes. When operating in the SaaS environment, knowing that B2B SaaS marketing and business SaaS data analysis are crucial to success is crucial. ...
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