ReachEdge Ebook

reachlocal.com | 888-435-3220© 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark.

CAPTURE CONVERT

KNOW

The Secrets Behind Lead Conversion Software & Why You Need It

© 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark.

SHARE THIS EBOOKCapture. Convert. Know. The Secrets Behind Lead Conversion Software & Why You Need It

12 3 4CHAPTER: 1

TABLE F. CONTENTS.

WHAT MARKETING DOES FOR YOUR BUSINESS

WHAT EXACTLY IS LEAD CONVERSION?

SOFTWARE THAT SIMPLIFIES LEAD CONVERSION

SOFTWARE WITH SERVICE

O F

1

2

3

4

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2CHAPTER: 1 2 3 4

© 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark. *MarketingCharts

So, what is it you really want from your marketing?

Is it calls, ad clicks, site visits, foot traffic, social

follows, or something else?

Savvy business owners know it’s not just ad views

and clicks that matter. Website visitors are great,

but the ultimate goal of any marketing program is

to get more customers.

So, is all the marketing you’re investing in working

to drive you more customers? How do you know?

And what are you doing to fill the gap from “lead”

to “customer”?

59% OF SMALL BUSINESSES SAY GETTING MORE OUT OF THEIR BUDGETS IS A TOP CONCERN WHEN IT COMES TO MARKETING.*

YOURBUSINESS

WHAT MARKETING DOES FOR

Marketing is an important investment for any business that wants to grow. And just as with all aspects of your business, you want to make sure it’s effective and that you’re

getting a good return on your investment.

http://www.marketingcharts.com/traditional/small-businesses-look-to-optimize-marketing-spend-42176/






3CHAPTER: 1 2 3 4

The Guessing Game of Marketing Success

Answering those questions may be harder

than it seems on the surface.

You probably have countless reports and

metrics on your different marketing tactics. But

how many of those reports show you details

like which marketing sources drive the most

leads, how many contacts you get from your

marketing, and how many of those website

visitors actually become paying customers?

If you’re like many business owners, you may

ask customers to tell you how they heard

about you in an attempt to measure where

customers come from. But you probably don’t

get consistent answers, making this hard to

use as proof that your marketing program

is a success. And, you might have a way to

tally how many leads you get in a week or

month, but it’s often manual, time consuming,

and inaccurate.

Get More From Your Marketing

What if you could see the exact marketing

sources that are generating contacts, leads,

and customers for your business and use

those insights to improve your marketing?

Now there’s a way. With ReachEdge lead

conversion software, you can find out how

every marketing source is working to impact

the bottom line. But that’s only part of the

reason ReachEdge should be a key element

of your marketing strategy.

By tracking all visits, calls, form submissions

and other contacts that come from all your

marketing sources – both online and offline

– ReachEdge captures all the information

you need about your contacts. The software

makes it easy to classify your new contacts

as leads while also automating much of the

lead conversion process, which helps you get

more customers.






42CHAPTER: 3 41

LEAD CONVERSION?

W H A T E X A C T LY I S

Let’s take a look at what we mean when we talk about a lead conversion process.

O Promptly answering

the phone and returning

missed calls O Following up immediately

with prospects who filled out

a form or emailed you

Lead conversion is what happens behind the scenes from the moment you get a new contact — like a call, email, or form submission — until they become a customer and even beyond. This is an ongoing process that includes:






52CHAPTER: 3 41

O Capturing all the right

data and information about

each new contact

O Storing new contact data in a

system that can be accessed

anywhere, any time by your staff

O Determining if new

contacts are good

sales leads

O Nurturing leads with

helpful emails until they

are ready to buy

O Following up personally

with top leads via email or

phone to close the sale

O Tracking new sales so you

can evaluate the results of

your engagements

O Measuring the success of each

marketing source in driving

contacts, leads, and sales

O Using insights from this

process to improve

your marketing

NEWLEAD

Staying up to speed with all of these tasks, collecting marketing results, and making sense of all the data in relation to each other isn’t a small task. It’s like playing a game of connect the dots with an infinite amount of numbers. But, while some of these tasks will always be necessary for your team – like answering the phone and following up with leads personally – the right technology automates the lead conversion process, so you can focus more of your time and effort on running your business.






63CHAPTER: 2 41

SOFTWARE THAT SIMPLIFIES

Once the code is installed, lead conversion

software is able to capture every new contact,

track the marketing source, help you follow up

with leads, and measure the effectiveness of

your marketing.

So, how does it work?

Lead & Call Tracking

Understanding where your website visits come from

is great, but it’s not the final step in understanding

where your customers come from. The lead and call

tracking feature of ReachEdge enables you to know

which marketing sources your visits, calls, emails,

form submissions, and chats come from, and which

of those contacts turn into leads and customers.

How It Works

In order to track contacts and leads, unique

phone numbers and web forms are set up for

each marketing source. The phone number and

back-end of web forms on your website dynamically

change depending on where the visitor came from,

like social media pages, search ads, or local listings.

ReachEdge is lead conversion software that automates the tough parts of the lead conversion process, and it’s easy to get started with just a simple piece of code on the back end of your website.

LEAD CONVERSION





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© 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark. *Customer Experience Impact Report

You can also place a phone number in offline

advertising that the software tracks so that all of your

marketing is covered. In addition to tracking the source

of every phone call, form submission, and email,

it also records your calls, captures important lead

details, and stores the information in a contact list.

This enables you to listen to your incoming calls and

classify them as leads who are ready to buy now or

leads who need some nurturing.

How It Improves Lead Conversion

O When you know what marketing

sources work best to drive leads

and customers, you can invest in

sources that provide the most value

to your business. For example, by comparing the

number of converted leads driven by your search ads

versus a newspaper ad, you can determine whether

or not a costly print ad is worth the extra money.

O Say goodbye to post-it notes,

indecipherable phone numbers,

and multiple notebooks. With

lead conversion software, all the

details about your contacts are in one place, easily

accessible from anywhere by all those on your team,

so that they always have the information they need to

follow up with prospects. Plus, you can add notes and

additional information, like email addresses you’ve

collected from those who called you or the details

about products or services they are searching for.

O Providing excellent customer

service is one thing that can

sway a hesitant prospect to

buy from you. By listening

to calls captured by the software, you can

know firsthand how well your staff is handling

phone calls and use this knowledge to create

guidelines and expectations for great customer

experiences. This can set your business apart

and help you get a leg up on the competition.

40% OF CONSUMERS WILL BUY MORE IF A COMPANY PROVIDES GREAT CUSTOMER SERVICE.*

O Sometimes a prospect may not

want to call you, which is why

you provide alternate methods

of contact like an email address

and web form on your website. With lead conversion

software, you can see the details of email and form

contacts alongside your calls and automatically

send follow up emails with additional information

prospects need to continue their purchasing decision.

http://www.businesswire.com/news/home/20120111005284/en/RightNow%E2%80%99s-Annual-Research-Shows-86-Percent-U.S.#.VNjb817F_vI





83CHAPTER: 2 41

© 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark. *Harvard Business Review

THE REACHEDGE MOBILE APP

Stay connected to contacts even while you’re on the go! With the ReachEdge mobile app, you can listen to all your recorded calls, see the details of the call, and access a list of all your contacts and leads.

Instant Mobile Notifications

Even if you’re not in the office, you can still

be connected to your business through your

smartphone or tablet. With lead conversion

software, your smartphone becomes an

extension of your front desk. That’s because

you get an instant alert via mobile app or email

letting you know each time you get a new

contact from your website. That way, you can

quickly qualify and respond to leads and begin

to move them closer to a purchase.

How It Works

Every time you get a new contact via phone, email,

or web form, the lead conversion software sends you

a mobile alert to let you know there’s a new prospect.

These alerts are customizable so you choose when

and how to receive them. For example, you can

choose to receive a notification via the mobile app

the instant you get a new contact or receive an hourly

report via email.


O Timeliness can be the difference

between winning and losing a

customer. When you’re alerted

in real time about a new contact,

you can follow up with them quickly and avoid

losing an immediate opportunity to your competitor.

O Sometimes a contact might not

be ready to buy, but they still

expect information about your

business in a timely manner.

Having the ability to see new contacts and follow

up with them with the right messages can help you

provide shoppers the information they need so

that when they are ready to buy, they remember

your quick response and helpful service.

BY CONTACTING A PROSPECT WITHIN AN HOUR, BUSINESSES ARE 7 TIMES MORE LIKELY TO CONVERT THEM TO A CUSTOMER THAN IF THEY WAITED OVER AN HOUR.*

https://hbr.org/2011/03/the-short-life-of-online-sales-leads/






93CHAPTER: 2 41

O It’s important to be able to

classify the different types of

people who call your business.

Whether they are active buyers,

researchers, or even existing customers, you need

to be able to identify the types of calls and leads

you’re getting. Lead conversion software makes

it easy for you to identify and label your contacts

and helps you see your highest priority leads, so

you can follow up with them appropriately and

kick off lead nurturing emails and reminders.


Classifying a contact as a lead is easy with the ReachEdge mobile app. In just a couple of clicks, you can classify a contact as a long-term or active sales lead to instantly begin the lead nurturing process.

Automated Lead Nurturing

Following up with all of your leads – both those who

want to buy as soon as possible and those who are

still researching and comparing multiple businesses –

is one of the most important steps in converting a lead

to a customer. With lead conversion software, your

leads will receive timely emails that provide incentives

and information on why they should choose you,

while keeping your business top of mind.

How It Works

When you classify contacts as a leads, via the mobile

app or desktop, ReachEdge starts an automated

series of emails to the leads whose email addresses

are in the system. You customize these emails to

provide important information about your business

as well as other details that keep your business top of

mind and entice your leads to buy from you.

Plus, for prospects who contacted you via email or

web form, ReachEdge sends an automated response

via email letting them know they should expect a

personal reply from you or your staff to speak to them

about your products or services.


O Think about a time you contacted

multiple businesses to compare

information on products or

services. How many of them

called you back or followed up in any way at

all? By nurturing your leads, including those

who are still in the research phase, your business

stays top of mind when they are ready to buy.

NEWLEAD

Active Lead





103CHAPTER: 2 41

© 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark. *eMarketer

O Savvy consumers look for

incentives and deals before

making a purchase. Do you

offer the most competitive price?

Are your products or services more unique than

competitors? Have your other customers had positive

experiences working with your business? When you

use automated lead nurturing emails to regularly

send promotions or offers, product demonstration

videos, and customer testimonials to your leads,

you can provide the information they need to buy

from you. Plus, since the software sends the emails

automatically, you save time previously spent on

sending one-off emails to prospects.

SMBS USING AUTOMATED LEAD NURTURING HAVE SEEN CONVERSION RATES OF NEARLY 50%.*

Follow-Up Reminders

As important as it is to follow up with leads, it can be

difficult to remember to do it while focused on your

day-to-day tasks. But, with lead conversion software,

you get regular reminders via the mobile app and

email that prompt you and your staff to personally

follow up with new contacts and priority leads.

How It Works

The software sends you and your staff reminders

to follow up with new contacts and leads. You can

choose to send out notifications via the mobile app

or email and customize the preferences to make sure

your staff provide the touch points prospects and

leads need to convert.


O Personally following up with

your top leads is a great

way to demonstrate your

commitment to providing excellent

customer service and show consumers that their

business matters to you. Sometimes it takes that

personal touch to turn a lead into a customer.

O Reminding your staff to follow

up with leads can be time-

consuming and easy to forget.

With follow-up reminders,

you can make it easy for your staff to follow

up with your top leads, ensuring that you

never miss the chance for a new sale.

http://cdn2.hubspot.net/hub/36315/file-249160529-pdf/docs/emarketer_email_marketing_benchmarks_key_data_trends_metrics.pdf






113CHAPTER: 2 41


The ReachEdge mobile app is available to your entire staff. They can download the app and enable notifications to start getting mobile reminders to follow up instantly with top leads.

ROI Reports & Lead Insights

At the end of the day, numbers matter. ReachEdge

lead conversion software tracks the marketing

sources of all your prospects from contacts to leads

to customers. Because all of the actions are captured

and stored in the software, ReachEdge takes all that

data and shows you a complete overview of how

your marketing is working in an easy-to-read report.

Plus, it rates how well you and your team are

using the system to convert more leads, so you get

important insights about your own effectiveness in

making the most of your marketing.


By capturing all of the lead source information and

follow-up actions in one system, your reports show

details of each of your marketing sources, consumers’

actions, engagements with your leads, and the

effectiveness of your marketing in generating new

business. Plus, you can access your reports at any

time and from any device so you always know how

well your marketing is working.

Here’s what you can see:

Our software helps you understand which marketing

sources drive visits, calls, emails, chats, and form

submissions to your business, so you can finally know

what marketing works. Knowing how your marketing

sources perform over time can also help you make

improvements to your existing campaigns. For

example, say you decide to expand the geographic

targeting area of a search advertising campaign to

reach more prospects, and after a month your results

don’t improve. You can use these results to fine-tune

your campaign, optimizing it to drive the best results.

Since the lead conversion software captures

all of your incoming contacts across multiple

formats, including phone calls, emails, and web





123CHAPTER: 2 41

© 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark. *Econsultancy

forms, you can see when people are contacting

you, including the days and times you get the

most inquiries. This can help you decide if you

need to add staff to be available to more callers,

or if you should invest in a live chat service to

answer questions that you receive after hours.

FOR CUSTOMER SERVICE, LIVE CHAT HAS THE HIGHEST SATISFACTION LEVEL AMONG ITS USERS. IN FACT, 73% OF CONSUMERS USING IT REPORTED A HAPPY EXPERIENCE.*

ReachEdge software automates much of the lead

management and follow up work for you, but

it still takes some effort on your part to close the

sale. Because it rates how well you and your team

classify, follow up, and engage with every contact

and lead, you can see how effective your team is

at turning hard-won marketing leads into customers

and make improvements where necessary.

Knowing that your marketing sources are

getting you leads and seeing how effective lead

management and follow up can help you turn

those leads into customers improves the value of

your marketing efforts. When you can see results

on a larger scale, you can better understand

the full potential of all your marketing efforts.


With the ReachEdge mobile app, you have instant access to all your reports at any time, so you know what you’re getting from your marketing even while on the go.

https://econsultancy.com/blog/63867-consumers-prefer-live-chat-for-customer-service-stats/






134CHAPTER: 2 31

Our marketing experts have the experience and training to help you install our software on your website, set up timelines for your automated reminders and lead nurturing emails, walk you through your results, and provide suggestions to get you the most out of your marketing.

This is what we call “software with service.” Our unique solution helps you fully understand the impact marketing and lead management can have on your business. You get the peace of mind knowing you’re making the right decisions about your digital marketing. And best of all, you get an advantage over competitors when it comes to turning more leads into customers.

SOFTWARE SERVICEW I T H

With ReachEdge, you not only get powerful technology, you also get the support and customer service of a marketing expert

who helps from the very beginning.






144CHAPTER: 2 31

Now that you know how ReachEdge lead conversion software enables you to capture more

leads, turn them into customers, and finally know how every marketing source is working,

you can understand how it can significantly impact your bottom line. By saving you time and

effort, ReachEdge gives you the freedom to not only handle more leads but to truly see what

works best to generate new sales for your business.

If you’re ready to capture more leads, convert them into customers, and finally know what

works, then contact us today to start a 30-day free trial.

VISIT US ONLINE AT WWW.REACHLOCAL.COM/REACH-EDGE

OR CALL US TODAY AT 888-435-3220




reachlocal.com | 888-435-3220© 2015 ReachLocal, Inc. All Rights Reserved. REACHLOCAL® is a registered trademark.

15

ABOUT US At ReachLocal (NASDAQ:RLOC), our mission is help

local businesses around the world get more customers.

Our total digital marketing system helps local businesses

get more leads, convert them into customers, and know

their ROI. Through our global technology platform, a

decade’s worth of insights, and our team of experts, we

help local businesses get more out of their marketing.

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ReachEdge Ebook

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