On August 1, 2018, Google rolled out a major update. They classified it as a core broad algorithm update with no intent to target a specific vertical however, the search community saw that affected sites are in the health and medical industry thus calling it the Medic Update.

What is a “Core Broad Algorithm Update”?

Here’s what Google has to say about the broad core algorithm update:

“Each day, Google usually releases one or more changes designed to improve our results. Some are focused around specific improvements. Some are broad changes. Last week, we released a broad core algorithm update. We do these routinely several times per year….”

Yes, this is a very vague explanation but that’s how Google operates when it comes to their search algorithm. The key takeaways from this statement about broad core algorithm updates are:

• Not focused on specific improvements
• Designed to improve results

Then what exactly is the Medic Update about?

Let’s start by looking at what Google has said about this update:

Google has confirmed that an update was rolled out on August 1, 2018, referencing a statement they released on March 2018:

“As with any update, some sites may note drops or gains. There’s nothing wrong with pages that may now perform less well. Instead, it’s that changes to our systems are benefiting pages that were previously under-rewarded….”

“…There’s no “fix” for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”

Google’s Danny Sullivan, has also said that this update is global.

The Americans with Disabilities Act (ADA) is a comprehensive civil rights law passed by Congress in 1990 to protect people with disabilities from discrimination in employment, public services, public accommodations, and telecommunications. This is why we now have handicap parking spaces among a long list of other requirements.

The ADA is categorized under three titles:

Title I – Employment

Title II – State & Local Government

Title III – Public Accommodations and Commercial Facilities

In 1990 the internet as we know it now didn’t exist, not many people thought of a website as something that should be under ADA accessibility guidelines.

It wasn’t until July 26, 2010, that the US Department of Justice issued an Advance Notice of Proposed Rulemaking (ANPRM) regarding the accessibility of Web information and services of state and local government entities (title II) and public accommodations (title III).

The DOJ then separated the rulemaking to deal separately with title II and title III and proceeded first with title II rulemaking. On May 9, 2016, the DOJ published a Supplemental Advance Notice of Proposed Rulemaking regarding accessibility of Web information and services of state and local governments.

However, the Department of Justice HAS NOT published ANY rulemaking document regarding title III, (private and commercial businesses) Web accessibility since the 2010 ANPRM.

As a matter of fact, on 12/26/2017 the Justice Department announced the WITHDRAWAL of four previously announced Advance Notices of Proposed Rulemaking (ANPRMs), pertaining to title II and title III of the Americans with Disabilities Act for further review.  And then they go on to say:

“The Department is evaluating whether promulgating regulations about the accessibility of Web information and services are necessary and appropriate.”

So, if you are a privately run or commercial business, don’t feel bad if you are confused about what the ADA compliance regulations are for your website when the Government itself isn’t sure!

Do I really need to worry about my website being ADA compliant?

If your business exists to benefit the public or is a local or state government agency or you’re a private employer with 15 or more employees, you should be ADA compliant.

ADA Compliance is meant for these qualifiers:

• Private companies with a minimum of 15 people on its payroll
• Local and state public sectors, including programmed and physical access
  to programs and services rendered (under Title II of the ADA)
• Public facilities and nonprofit businesses (under Title III of the ADA)

We are not just talking about your website is accessible to visitors, but accessible to your employees that have a disability.

How is ADA compliance enforced?

The US Department of Justice is in charge of enforcing ADA requirements and has been active in making sure government agencies are ADA compliant. Title III of the ADA just has a general non-discrimination mandate and other general rules. Since a set of web accessibility guidelines are not yet law for private website owners, the DOJ “encourages” self-regulation.

A much bigger worry than the DOJ coming after you are individuals with disabilities filing lawsuits. In 2017, plaintiffs filed around 814 federal lawsuits about allegedly inaccessible websites, including a number of putative class actions. It is crucial to go over your ADA Compliance very carefully to avoid lengthy and expensive legal battles.

For more information regarding ADA and the law read ADA Compliant Websites and The Law.

How do I make my website ADA compliant?

The original intent of the ADA back in 1990 was to make business physically accessible to those with disabilities. So, there were extensive building codes and construction requirements business owners had to fulfill and for that, the ADA Standards for Accessible Design was created.

For websites, the recommended guidelines for accessibility currently come from The World Wide Web Consortium’s (W3C) Web Content Accessibility Guidelines (WCAG 2.0 AA). Accessibility for a wide range of disabilities, including visual, auditory, physical, speech, cognitive, language, learning, and neurological disabilities.

WCAG Accessibility Standards

The WCAG 2.0 AA, with its extensive list of guidelines on how to make Web content accessible to individuals with disabilities, is primarily intended for:

• Web content developers (page authors, site designers, etc.)
• Web authoring tool developers
• Web accessibility evaluation tool developers

If you don’t have a web developer in-house, it is recommended that you get one to implement the standards to achieve the level of compliance needed for your website.

The WCAG has 3 levels:

1. Level A (Beginner) The most basic web accessibility features
2. Level AA (Intermediate) Deals with the biggest and most common barriers for disabled users
3. Level AAA (Advanced) The highest (and most complex) level of web accessibility

The Web Content Accessibility Guidelines address four areas of your web site’s functionality to ensure that it is:

Perceivable – The senses people use when browsing the web, sight, sound, and touch. Make sure that users with difficulties with one or more of their senses can perceive all the information on your website. This can be done by:

• Providing text alternatives for any non-text content so that it can be changed into other forms people need, such as large print, braille, speech, symbols or simpler language.
• Providing alternatives for time-based media.
• Creating content that can be presented in different ways (for example simpler layout) without losing information or structure.
• Making it easier for users to see and hear content including separating foreground from background.

Operable – The different ways in which your users browse your website. These operational issues can be addressed by:

• Making all functionality available from a keyboard.
• Giving users enough time to read and use the content.
• Designing content in a way that is known to cause seizures.
• Offering ways to help users navigate, find content and determine where they are.

Understandable – A website needs clear terms and simple instructions. It must function in a way that users understand, by avoiding unusual, unexpected or inconsistent functions. Fulfill this requirement by:

• Making text content readable and understandable.
• Making Web pages appear and operate in predictable ways.
• Helping users avoid and correct mistakes.

Robust – Your website needs to be workable with third-party technology like different web browsers and screen readers. Robust also means it must meet recognized standards, such as using clean HTML and CSS. Maximize compatibility with current and future user agents, including assistive technologies.

WCAG Update

WCAG 2.0 was issued in 2008. 10 years later after 4 years of work, on June 5, 2018, the World Wide Web Consortium published an expanded version of the Web Content Accessibility Guidelines. WCAG 2.1 adds 17 more requirements to address new technologies and other digital barriers for individuals with disabilities. The updates are mainly related to mobile devices. View the WCAG update.

Benefits of an ADA compliant website

The legal reasons previously talked about are more than enough to tell you that you should have a website that is ADA compliant. But even if lawsuits weren’t an issue, it is just the right thing to do.

Here are 7 other reasons to have your website overhauled and made more accessible.

Expand Your Customer Base – According to the U.S. census bureau, nearly 1 in 5 people have a disability in the U.S. Make it easier for individuals with disabilities to engage with you digitally, you will connect with many more consumers.

Better Usability for Everyone – It will be easier for anyone disabled or not to use the assistive technologies to engage with your brand online such as Screenreaders and Text to Speech applications.

Improve Your Reputation – By projecting a disability-friendly brand presence you show people that you care and understand how to best serve them. Consumers prefer doing business with socially responsible companies.

Rank Higher in the SERPs – Google rewards sites that check many accessibility boxes with higher rankings.

Handle Government Contracts – Open the doors to work as a government contractor.

Be Prepared for the Future – You’ll be up to standard when the ADA compliance regulations eventually evolve

Claim Tax Breaks – Tax incentives are available to encourage compliance with the ADA.

ADA Compliant Website Checklist

Here are some things to consider before going public with an upcoming website. At the end of this article, you’ll find some ways to get a check mark on the ADA compliance test.

Presentation

The website’s design can be a very difficult obstacle to maneuver. Make sure that the website layout is not too complex; have the options for adjustments. Let website readers or visitors have the option to adjust the size or color of certain parts such as text, font, and even images. The requirement by the ADA is a resizable ability of up to 200% from the original size.

Text

Favor bigger fonts for titles, headings, menus, and banners. The font size is relevant for those who have vision impairments such as blurry visions. The Bigger size will enable them to read better and with less strain.

The color is also important. Design texts that are easy to spot. The texts should not be consumed with the background color rendering it difficult to read. Moreover, texts that are underlined must be removed. This gives the impression that the text is a link to another page or website.

Audio and Video

For audios, videos, and images, the best way to make them compliant is through captioning. Add text to images. Detailed descriptions are also required, these will be useful information for those who cannot see. These descriptions can be read with the help of text reader software. Video transcripts are also a good way to provide other options, especially for deaf or blind people.

Assistive Technology

Today, people with disabilities get help from sources that are available to them. Technology has made it possible to utilize the same tools to be used on the internet. We have the text-to-speech devices, closed captioning, text magnifiers, screen-reading software or optical character recognition and more. Bear in mind that most websites can utilize these tools to cater to those with disabilities. Here are some changes or enhancements that can be done:

Provide HTML formats

This format is easy to interpret for those who are using text-to-speech or similar applications. Avoid PDFs; these documents cannot be read or recognized by optical character recognition devices. For people who are not able to use a computer mouse, a specialized keyboard can be used instead. Make sure the website can support keyboard navigation.

Skip navigation is also now available. This allows users to skip links or headings to directly go to the main content of the page without going through the whole website.

Support

The above list already covers most of the checklist requirements. However, as most websites and other publicly accessible engines, a website needs to provide support. Support for the disabled is also a requirement. Here’s how:

Provide access for feedback

• Get feedback from people with a disability. They might contribute suggestions that could significantly improve your website.
• Web developers need to be ready to apply tweaks and changes whenever a requirement is not met.
• Try hiring or asking people with disabilities to try the website from time to time. This helps to see if the ADA conditions are being met or are still working.
• Provide support by phone, email or letter. Just like feedback, questions might arise. This provides good customer support and not only is the website being compliant; this might entice more people to visit your website.

These are just some of the basic things a web developer and a website owner need to before going online. Or, if your website is already live, follow the above suggestions as soon as possible.

ADA Accessibility Resources

View an ADA/WCAG Checklist features that enable users with disabilities to access all your site´s information or elements.

Here is a link to a developer needs to implement these standards required for accessibility. Visit https://www.w3.org/WAI/standards-guidelines/wcag/. If you have no one to do these developer tasks, please contact us as soon as possible and let’s get your website compliant.

To evaluate your website for accessibility, use this free tool. http://wave.webaim.org/

Here is a site dedicated to empowering organizations to make their web content accessible to people with disabilities. https://webaim.org/

ADA Archive – https://www.ada.gov/anprm2010/web%20anprm_2010.htm

ADA Lawsuit article: https://www.adatitleiii.com/2018/07/website-access-and-other-ada-title-iii-lawsuits-hit-record-numbers/

Contact PrimeView for help with ADA Compliance

Following the ADA and WCAG guidelines can get quite tedious if you don’t have any experience or have a knowledgeable webmaster. PrimeView is serious about accessibility issues for many reasons but essentially, it’s just “the right thing to do.”

People with disabilities have the right to have equal access to what others need and enjoy, and websites are one of those, especially in the modern world.

If you follow all the guidelines in the WCAG, you will mitigate the risk of lawsuits, grow your client base and improve your reputation. Miss some and you may open yourself to lawsuits.

We offer this information to help our clients or anyone with a website who wants to get their assets up to date with the Americans with Disabilities Act. Stay tuned for more information and updates on rules and regulations affecting your website and business.

Also, we can provide a free ADA compliance test for your website, just click this button.

For further reading:

Americans with Disabilities Act – WCAG Checklist

Make Your Website ADA Compliant Checklist

Setting up and maintaining the online presence of a brick-and-mortar business has become incredibly simple thanks to modern technology. Still, it might come off as a challenge especially if you are running to stay on top of every interaction on your social media, blog, pay per click advertising, and even an online store. With numerous things to monitor, one of the most basic and critical aspects of Internet marketing is often neglected: your company’s online local listings.

You Risk Losing Potential Customers

According to a recent survey, inaccurate local business information can harm the trust of customers. Around 73 percent of the respondents stated that they expect less from a brand with incorrect online information. Meanwhile, 67 percent say that they completely lose trust in the business if they get lost walking or driving to their location just because of a wrong given address.

Businesses that fail to ensure the accuracy of search engine location data will not only miss out on potential customers but can jeopardize their relationship with existing clients as well. Even when directories like Yellow Pages and Yelp provide the incorrect information, nearly a third of consumers say they would still blame the brand.

How To Clean Up Your Bad Internet Listings

It is not enough to Google your business occasionally. When you poke around at various mapping websites, social media platforms, search engines, and online business directories, you’ll be surprised to uncover that not all of them reflect your correct business info. You may find missing details, old phone numbers, and addresses, or bad links. What’s worse is that they can even get your business name mistaken.

Once you start to correct these, you will learn how much work it requires and how long it should take. Almost every site will require you to verify your ownership of the business. You can do this via snail mail or a quick phone call. Meanwhile, you have to be mindful of sites that allow just anyone to edit listings as they can put erroneous content that may hurt your business. Consider these tips to clean up those bad listings once and for all:

Select The Proper Categories

One way to secure your spot is to select the right category. The categories might differ from one website to another, but try to be consistent with your choice. A golden rule is to not overreach to categories you don’t specialize in because this will only confuse your viewers and it can even lead to more incorrect entries.

Be Consistent

After establishing the right name, phone numbers, and address of your business, you have to stick with them. Make sure they are formatted and spelled exactly the same for all pages on the web.

Be meticulous when it comes to every entry and make corrections even on the tiniest details, such as word spacing and capitalization. It’s important to note that most of the time, it won’t be a human reading that listing, but rather a search engine bot. Any inconsistency can be seen as completely two different businesses.

Document Your Listings

Your business could end up on literally thousands of places online. While it’s virtually impossible to repair every single one of them, having a record of listings you fixed can help you from making any unnecessary work.

Have a spreadsheet for all the updated entries and include a link to the site. If your business happens to add a new service or move to a new location, you’ll know which sites to edit with a simple click of a mouse. Also, do not forget to take note of directories that feature reviews and ratings so you can go back and check them often.

Add Relevant Content Where Needed

Take advantage of sites that let you add a description for your business. This is your chance to make your brand shine. Use keywords and words that accurately reflect the nature of your business.

You don’t have to overdo it – just try to be concise and clear. If there’s a spot for a video or photo, by all means, upload your best one. The added content will help attract customers to check out your business.

Go Big, Then Go Local

Before correcting local listings, check for the biggest sites first where most of the traffic comes. Start with Google Maps, Google+, and Facebook. Next, hit major search engines like Google, Yahoo!, and Bing. Fix inconsistencies as they come up.

Your next visit has to do with online magazines, local newspapers, and events in which your business sponsored or participated. Look up news that could possibly mention your brand and leave no stone unturned. Remember that one bad address spread onto many other websites.

Don’t Shell Out Cash

So you want to correct your listing, but the site admin wants you to pay for access to your information – don’t believe it. You should never have to shell out money for this matter. People will not trust websites with inaccurate information, so it’s in everyone’s best interest to let the business correct their listing. Be patient in looking for the link to verify your ownership and don’t fall victim to the gimmick that they would only let you update your info for a price.

Check Reviews and Ratings

As you sift through your several online listings, you may stumble upon sites with reviews and ratings of your business. If you see a dissatisfied customer, follow up in a courteous and professional manner.

One bad review can impair your brand and prevent people from further checking your products and services. Actually trying to address the issue and showing concern for your customer’s feelings and experience, on the other hand, can do wonders for your business’s name.

Appreciate what potential clients have to go through to look for your business. From their initiative to search you online to driving to your location, it will be a huge disappointment for them to be directed to the wrong place.

If you need help with spotting incorrect listings and connecting with your customers online, PrimeView can provide you with a very effective strategy and solution. We can manage your brand’s reputation and tailor the best experience for your clients. Talk to us at 480-970-4688 and we will be delighted to assist you!

What Is Customer Loyalty?

Beyond Philosophy, a consultancy and training company defines Customer Loyalty as “the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services.” In simpler terms, customer loyalty is a measure of how likely a consumer will do repeat business with a brand.

Repeat buyers or consumers are your most valuable customers. Even though they do not make big purchases in one go, it is likely that over time, their recurring investments will exceed your income from big one-time buyers. In fact, repeat customers spend up to 67 percent more than new or one-time customers.

How to Earn Customer Loyalty

Even though only 13 percent of retailers described themselves as “digital-first,” 51 percent of Americans prefer to shop online, and 96 percent of them have made an online purchase in their life. Furthermore, with hundreds and thousands of competitors online, getting people to visit your site, click on a link, and more importantly, become repeat customers, is more challenging than ever.

To overcome this, let us discuss the six things you can do to earn customer loyalty–and get them to keep coming back for more.

1. Share and practice your company values

Do you ever wonder what makes customers choose one brand over the other? Here’s a clue: Commitment, honesty, efficiency, and reliability—and no, these are not just adjectives—these are values that will help customers choose you over your competitors. Often, customers not only buy products, but they invest in what your company stands for. In fact, 64 percent of consumers cite shared values as the main reason they remained loyal to a business.

Also, having values is not enough; you must practice what you preach, too. Build a business culture focused on a set of shared values, which may or may not include the aforementioned, as well as other great company values such as integrity, consistency, and dependability (among others). These core values should reflect your products and services, your employees, and every decision your business makes.

2. Provide quality products and services

In line with practicing your values, if you say your product or service is superior compared to your competitor’s—you need to walk the talk. Many new and established businesses fail to live up to their promises. In hindsight, having a well-established reputation for quality and reliability can cultivate repeat business.

As an example, if you are an e-commerce site that promises to deliver orders within 24 hours, you need to live up to your end of the bargain. Remember that consumers prefer businesses they can rely on. Thus, give them that, and they will compensate you with support and loyalty.

3. Reward customer loyalty

An excellent way to secure loyalty is to reward it. Offering complementary goods, discounts, and exclusive purchasing opportunities to regular customers is a form of “nourishment,” showing that you value and appreciate them. As a result, these customers may reward you by making more purchases in the future. You can also reward shoppers and clients with a points system or by giving them discount codes and coupons to entice them to come back.

Depending on the nature of your business, you can customize the type of freebies and rewards you offer.

4. Talk to your customers

Making time to communicate with your customers is crucial to the long-term success of your business. With that said, you must never ignore queries and qualms in your social media pages. When a prospect or long-time customer reaches out to you on social media, retaining that customer may rely on your eagerness to listen and respond.  

Your customers will be much more willing to stick around when they know you are responsive to even the simplest concerns.

5. Encourage customer feedback

Are your customers satisfied with your service? What did they like (or dislike) about your products? Is there something you can do to improve your business? — These are questions best answered by people who have tried and tested your business.

Since over 88 percent of online shoppers incorporate reviews into their buying decisions, you need to make sure that your products and services receive excellent reviews. How? By asking for feedback! You can use a myriad of platforms to gather responses, including an online survey or questionnaire.

As an example, many e-commerce sites reward customers who leave reviews with store credits and discounts, which further encourages them to provide their feedback.

6. Make your customers feel special

Making your customers feel special, exclusive, and valued is essential to fostering loyalty. For instance, if your customer will be experiencing a delay in deliveries due to inclement weather, you can inform them through email instead of making them wait for a package that will not arrive for another 2 or 3 days.

Another way to make your consumers feel valued is through small surprises, including discount coupons on their birthday. Surprising your customers keeps your business top of mind, and reinforces your values.

Happy Customers Equals Great Business

Earning repeat, loyal customers should be a top priority for any business, including yours. As long as you focus on your customers and meet their needs with superb service, they will reward you time after time.

Need Help Securing Your Customers’ Loyalty?

If you are struggling to obtain the loyal customers your business desires, PrimeView can help plan and execute surefire ways to win customer loyalty. We know people want the best deals, but we also understand that they appreciate value. Together, we can build your brand for all to see it as the trustworthy and reliable business it is. Dial 480-970-4688 today to get a free quote.

Nevertheless, receiving negative reviews is not something that business owners should take lightly. If you ignore these negative comments, your brand can come off as someone that just doesn’t care about customer service. If you appear to be too accommodating, then a lot of people will just complain to get free stuff.

Are you curious how you should properly address negative reviews? Here are a few tips to help you.

1.  Respond immediately

If people are posting negative reviews on a consumer website such as Yelp or on social media, such as on your Facebook page, you can almost always assume that a lot of people would have read it. If the complaint on social media was particularly juicy, then the complaint would have the tendency to go viral. Therefore, it would be in your best interest to resolve the issue before the post receives a few thousand shares. If the complaint goes viral before you had the chance to rectify it, then the damage it may have done on your brand would be lasting.

However, what are you to do if the negative complaint was posted in the wee hours of the morning, or when you are unsure of how to address the comment? Having an auto-responder of “Thank you for your comment. We’ll be glad to respond to you during our business hours” usually does the trick for the off-business comments. On the other hand, saying “Thank you for your feedback. Rest assured that we are looking into this,” and actually getting back to the customer after a few hours would be appreciated.

2.  Provide a solution

Nothing is as frustrating as airing your comments and being told that they are looking into it and not receiving any feedback in time. When you tell your customers that you are going to “look into the problem,” make sure that you actually have someone follow-up the concern within the day.

The quality of the solution is indicative of your brand, too. Do not just offer discounts or rebates for bad service; rather, personalize the solution based on the problem. Is the customer complaining that your services caused them personal injury, such as an allergic reaction to your food that was not disclosed on the menu? Have them send their medical bills and offer to reimburse them, adding that you would be correcting the menu. Did a server provide subpar service? Assure them that you are retraining your server to ensure that it doesn’t happen again.

3.  Own up to your mistakes

There have been countless instances wherein instead of responding objectively to a negative comment, businesses would instead engage in a word war with the customer. If you are in the wrong, admit your mistake and apologize sincerely. For example, was there a delay in the service? Explain what happened (a tour just reserved at the last minute and the staff are frazzled), apologize for the bad service, and promise to do it better the next time around. Whatever it is, reassure your customers that you are working on the mistakes so that they will not happen again.

4.  Don’t be afraid to be honest

On the other hand, there are commenters that are just plain abusive. These are customers who have resorted to name-calling, shaming the brand, and threatening your business. If what they are complaining about is not true, then do not be afraid to call them out and back this up with evidence.

For example, if a customer complains that you canceled her reservation at the last minute, but the truth was that she arrived late to the reservation and you actually held on to her table for another 10 minutes, then say so. Oftentimes the complaints would become a case of he said-she said, but if your brand is being dragged through the mud for lies, then do not hesitate to be honest — particularly if you have the evidence. In the case of our example above, a CCTV snapshot with a timestamp would suffice.

5.  Don’t always take the resolutions offline

If the complaint has gained traction and is getting a lot of interest from the public, then it would be in your best interest to resolve it in public space as well. If the complaint is about something you can easily rectify, then provide the solution then and there.

For example, if a customer says that he didn’t receive timely service despite having no fault on his end, ask for the reference number and look into the matter. Once you have established that it is your brand that has been lacking (such as you are understaffed), comment back a solution. You can say “We have identified the problem and we apologize for the inconvenience. Please send us a private message so we can give you instructions on how to get a replacement.” This way, the people who are following the exchange on social media would then understand that the issue has been resolved.

6.  Don’t let your emotions get the better of you

No matter how angry a comment may make you remember to keep your words professional as they would reflect your brand. Thank the customer for bringing the issue to your attention and provide a speedy resolution. If you are too upset to respond objectively, then have someone else read your drafted reply, ensure that it is at least professional, and then respond. Never, ever, respond whenever your emotions are getting the best of you.

Need help with reputation management?

We understand that negative reviews can leave bad imprints on a business, and you can’t get ahead by ignoring what’s being said about you online. If you require assistance in managing negative reviews, PrimeView can help you navigate the delicate path of online commentary. Call us at 480-970-4688 to request a free proposal over coffee — on us. “

Call tracking: An Overview

Are you baffled by the low numbers on your digital advertisements, but your balance sheet says you are actually bringing in more business than ever before? One of the common challenges digital marketers face is that they are unable to pinpoint exactly where each conversion comes from. Pay-per-click (PPC) advertising, Google Adwords, display ads, social media ads, and even other forms of digital advertising may give you an idea where the conversion is coming from. However, the results can be inconclusive particularly when offline factors are added in the equation. For instance, how many sales did you actually make when someone called your phone number and asked for your services?

All this can change with call tracking.

Defining call tracking

If you want to boost your online ranking and get better SEO traction, you are probably running several advertising campaigns that each target different keywords. Doing so will help you find out what keywords your target audience is searching for, and will, therefore, help you customize your campaigns to respond to this need. You will also determine which ads are not working for you, and you can terminate them easily without investing more money in it.

Why Call Tracking Matters

The same goes for call tracking. It is the act of assigning a specific phone number to a single ad — for example, a different phone number per keyword — which will help you find out exactly where the business is coming from. You would no longer have to ask callers “Hi, where did you hear about us?” since you would know immediately which advertisement led them to call your landline. You would, therefore, have a more concrete, more holistic idea of exactly how profitable each advertisement is for your company.

This works for the simple reason that today’s consumers are heavy mobile users. They search for businesses on the web or on social media, and if they are intrigued by something, they call that number. This often happens even though there is a digital equivalent to a salesperson — that is, customers can put items they want in a cart and just pay when they have completed the transaction. If they want clarification, they are more likely to call a number instead of using the built-in help assistant.

Call Tracking in the Hospitality Industry

If you are still not convinced, take a look at the hospitality industry. While most hotels have online bookings and have competitive prices thanks to websites that can compare their rates, the reality is that most customers would still use the phone to confirm their bookings. If you rely solely on digital advertising to determine where your leads and conversions are coming from, then you would lose the actual figures you should have when you factor in the phone conversions.

How it works

When companies decide to use call tracking to generate leads and get better insight regarding their digital campaigns, they normally tap firms that offer call tracking systems. These systems enable companies to instantly create local or toll-free numbers that they can then associate with each campaign. These numbers are assigned labels, nicknames, and tags so that they can be easily tracked.

The 360-Degree View Process

What happens next gives digital marketers a unique 360 view of the entire conversion. The numbers are assigned to specific advertisements – for example, social media ads, radio ads, and even print ads – and when a caller uses a specific number to inquire, then the number would report to the system. This then gives you a good idea of which ad source works the best. What’s more, you can optimize the system so that your metrics can include call time, so you can determine which phone calls actually led to a sale, and geolocation report, so that you would know where your customers are.

Cost-Effectiveness and Implementation

What makes this even more intriguing is that purchasing multiple numbers is actually very affordable. You also do not need different landlines for each number – all can be routed to a central number, the only difference is that the calls would be coming from different sources.

The benefits of call tracking

Here are some of the more notable benefits of using a call tracking system:

• It saves you money.

How many times have you run an ad for a time, only to find out that it is not earning you anything? With call tracking, you would be able to pinpoint exactly which ad is working and which one is not – thereby giving you the flexibility to cancel the ads that are not working and to focus on the ones that are actually bringing you in money. You don’t have to wait for a long time to be able to say that the ad campaign is effective – you would have real-time data to base your decision on.

• It helps you understand the entire customer journey.

When you rely on digital ads alone, you would have no idea of the customer’s thought process prior to them clicking or engaging with your ad. With call tracking, you would be able to monitor the entire journey. You’ll know what prodded the customer to call your business, the length of wait time, the duration, and other pertinent behavior. For example, if a caller tells you that they called because they wanted more information and they were intrigued by one of your ads, then you would know to customize your succeeding ads the same way.

• Improve your website and SEO performance.

Aside from understanding the entire customer journey and customizing your future ads based on what the customer said was effective, you can also apply these things to your website and therefore improve your SEO performance. You can appropriately set the tone on your social media channels and your website based on what the customer responds to. You can also apply this tone to your website. As a result, your overall messaging would then be a unified front that talks exactly to your customer the way that they understand. Essentially, when you find out what works through the phone calls, you can implement them across the board for a more holistic, more competitive campaign.

Do you want to learn more about Call tracking and how it can help your online marketing campaigns? Give us a call or just send us a quick message!

Have you been operating a thriving business for years without a website? Have you been wondering whether you do indeed need a website? You might think that with all these years of business success, who needs it? Whether you are operating a small or a large scale business without a website, there are a few good reasons why you need one. You might think that just because you are not exactly techy or are hardly online, that the rest of the world is the same way. Nothing can be farther from the truth. There are tons of reasons why your business needs a website. Here are thirteen:

1. Sell your products/services online

It goes without saying that the best reason for having a website is to be able to sell your products and services online. If you only had a brick and mortar store in the past, having an online store/website helps you sell more, without having to face the customer and convincing them to buy. It makes buying your goods easier for both your customers and simplifies selling for your staff.

2. It Helps Identify Your Customers

There are tools you can use online that will help identify what your customers like, how they found you and their behavior on your site. This helps you be able to adapt your business to them and maximize site purchases. You can also tweak your site to be much more appealing to your customers. 

3. It Is Expected

These days, everyone has a website. All your current and future customers are going to assume you have one. As a matter of fact, if you don’t have a website you might turn off more than a few potential customers since that would be highly unusual in their eyes for any business not to have a site. In fact, it may seem a bit suspicious to them.

4. On Par With The Big Leagues

When you have a website, you immediately become on par with bigger businesses that have websites as well. For example, if you are just starting your own store online, the moment your website is up and running, you will immediately be able to compete with all the sites that have been online for years. Having a website levels the playing field.

5. You Are Always Available

Basically, when you have a website you are always available. Your business will then be running all year round, twenty-four hours, seven days a week. There won’t be a need to lock the physical door or supervise every inquiry. In essence, being online all the time gives you and your customers the convenience of being available and noticed at all times of the day or night. When all you have is a physical store with no website, your shop closes at the end of the day, which puts limits on your exposure. A website will get you more and it will look like your store is always open.

6. Grow Influence and Keep Your Customers Informed

When you have a site that shows your products in front of thousands of people searching for what you have to offer at a drop of a hat, this is an effective method of maximum exposure for minimum effort. You can also announce upcoming events, special promotions and new products or services that you offer immediately on your website.

7. Potential Clients Increase

You will be missing out on all the potential clients you might otherwise have when you don’t have a site. There are billions of people online every day and ninety percent of those people are buying something online. When you join the online crowd, you can make more sales.  Add to that the possibility of getting customers from all over the world – remember, your website can be viewed not just in your local area, but international too. They don’t call it the world wide web for nothing.

8. It’s Your Online Brochure

When you own a website, you can create an online business brochure to reach unlimited audiences around the world. This will be lower in cost than actually printing out millions of paper brochures. 

9. Save Money and Time

It will take less time and money to provide your customers and potential clients with the information they need through your website. Rather than having to print out brochures, answer every email, talk on the phone or entertain customers face-to-face, a website will be able to do it all.  You might feel that spending to maintain a website for a small business will cost more, but the opposite is true as this saves you time and money in the long run.

10. Credibility Matters

Believe it or not, your business becomes more credible when you have a website. You might argue that you have been successful for years without a site. Well, you will soon find out firsthand how much more successful you will be when you actually have a website. After all, the point of your business is to sell a product or a service, right? Adding a website will build your credibility in leaps and bounds, translating to ever-valuable sales.

11. It Promotes Your Brick and Mortar Shop

When you have an actual shop in town, your website can contain the contact information and directions on how to get to your shop. This will enable customers to come to visit your actual shop without having to search too hard for where to find your telephone number or store location.

12. Staffing

When you need to hire new staff, you can advertise online and potential employees can apply online as well. This makes it so much more convenient than actually having to do the application process in person.

13. Your Location Is Constant

When you need to move your brick and mortar shop to a different location, your website remains constant. This means that if you have to sacrifice your brick and mortar business and delay opening day, your website store stays open no matter what.

Need help setting up a website for your business?

Putting off building a website hurts your business in so many ways.  If you need help in setting up your website or you don’t know where to get started, PrimeView can help you plan it from scratch and create a strategy to maximize your online visibility. Call us today 480-970-4688 or fill out our online form

Photo by Jens Kreuter &  rawpixel.com on Unsplash

These days, we can see a lot of websites that make use of the live chat tool because it can aid to the customers’ needs and wants immediately. If you happen to have a business website, and you want more people to engage with it, then a live chat is definitely one of the best tools to have.

1. It Can Save on Costs

First up, it can help you save up on costs. Most businesses would outsource call centers or would invest in plenty of company phones that the customer service representatives use to engage with the customers. With a live chat tool, you can cut costs on phones since you only have to pay for the software. With this, your customer service team can just engage with the customers using their computers.

2. It can Improve Your Customer Service

Of course, one of the main functions of a live chat software is to improve customer service. Your potential customers can just immediately chat with a customer service representative, instead of looking for the customer service email or the hotline on your website. This provides ease as well as convenience to customers who need help right away.

3. It Can Boost Your Sales

Aside from customer service, a live chat tool may also be used to upsell to customers. For example, a first time visitor looks around your website. A live chat option may automatically send an instant message to the visitor offering a certain product or service that the website sells. Add this with some good customer relations messages, and you can help your business boost some sales. For this, you would need to train your customer service representatives also to know how to upsell using the live chat software. Do this with the right customer engagement strategy, and you will get higher conversion rates.

4. It Helps You Gain Feedback Easily

Another thing that a live chat tool does is that it can be the perfect medium where you can get feedback from customers easily. Feedback is crucial to every business because it gives you an idea on what parts or aspects of your business operations have to be improved. While you engage with your customers, you may ask them about their website and shopping experience and what things can still be improved. Doing this would elicit personal connection to your customers, making them feel like their opinion matters. One thing that you must know is that trust and loyalty are related, and they can be achieved through the proper medium and personal connection.

5. It Gives Visitors a Good First Impression on the Website

Aside from its functionality, a live chat software can also act as a marketing tool for the website. A website that has a live chat tool is often viewed as a site that cares deeply for its visitors as it gives them an easier time with their inquiries, complaints, or feedback. Visitors value good service from businesses, and a live chat feature will give an impression that your business goes out of its way to give good service to its customers.

6. It Can Deepen Your Relationship With Your Visitors/Customers

Since you can directly engage with your website’s visitors, you can reach the people at a deeper and more emotional level. You can answer all of their questions comprehensively through the chat system without looking like you sent a robotic reply from a spiel. This would deepen your relationship with your customers because it enables you to talk to them one on one at real time. This will also make your customers feel special, giving them the impression that you always try your best to cater their inquiries and concerns.

7. It Offers Chat Transcripts That Can be Used for Analysis

Another thing that a live chat can do for you is that it offers chat transcripts and chat history that you can use later on for your market analysis and study. With the platform, you’ll be able to look back at the chat messages that your customer service representatives have with your customers or visitors. You can then use the data for your analysis to know what works and what does not.

8. It Allows You to Give 24/7 Service

With a live chat system, you can go 24/7 to enhance and provide the best customer service. The good thing about operating a 24/7 service live chat system is that you can access it from a computer. This makes things so much easier for both the customers and the representatives. The customers can contact the representatives at the comfort of their homes any time of the day. This also allows you to attend to your customers’ needs promptly, thus, boosting your customer engagement.

9. It May Act as an Analytics Tool

Aside from letting you have a medium to engage with your customers or visitors, it can also serve as an analytics tool. The records found in the live chat system will tell you how many customers visited your website, how many used the chat support feature, which messages were responded to by the customer service agents, and which messages were ignored.

10. It Gives You An Edge Over Competition

Lastly, it will give you an edge over all of your other competitors because not all businesses have this feature on their websites. If you have this feature coupled with your personalized welcome messages, then you’ll be able to cater to your customers like no other.

These are some of the ways that a live chat tool can be able to help your business. In a world where technology has taken over, personal touch and face-to-face interactions have become limited. This is specifically true when it comes to sales and customer service since these can be done through email nowadays. Live chat tools enable you to give your customers an easy time accessing information. It also gives them the personalized touch that they are looking for. In fact, it can be a big asset to your business, and can even gain you an upper hand when you are up against your competitors.

Need a chat tool on your website?

Some prospects prefer an immediate response compared to waiting for emails. Don’t miss out on a potential client by installing a live chat tool on your website. Call us at 480-970-4688 today.

For example, when you go to the address field of your browser and type in the website of Apple, such as www.Apple dot com, this is the domain name. What you may not realize is that the name of the website actually translates to numbers called an IP address, such as 12.345.678.9. Since people remember names better than numbers, domain names are the result. As a matter of fact, people tend to remember the shortest domain names the best. There are more than just a few good reasons to get a good domain name.

Some business owners and new company entrepreneurs try to cut costs by renting rather than buying a domain name. This is not a good business idea as it shows that you don’t even care enough to invest in your own link.

Build Your Brand

Brand awareness is enhanced when you own a domain name. If your company name and your domain name are the same, this gives you brand reinforcement. It makes it easier for potential clients and existing customers to keep your name in mind and tell their friends about you.

Walk-In Business Becomes More Possible

When you register your own name domain and this matches your business concept, you will draw surfers on the web that are searching for what you have to offer. For example, when you sell lawnmowers using the domain name Lawnmower.com, people browsing will simply stop by your website as virtual walk-in customers. In searching results, Lawnmowers.com might show up more often every time someone types the word lawn or lawnmower on Google.

Internet Presence Mobility

When you buy and own your very own domain name, you can move offices or states as many times as you want and keep the domain. In fact, you can travel across the world and people will still be able to reach you at the same address. The same cannot be said for people that don’t own their own domain. Having different domains will result in losing the momentum you built up your brand with.

Thinking Forward

When you have your own domain, this tells the world that you are serious about what you do. Not only that, it tells everyone that you are thinking forward. You welcome the Digital Age. It gives the impression that you are stepping up to the plate, going with the program and are keeping updated on the latest and the up and coming technologies. Whether this is completely true or not, having your own name on the domain does give this impression. In fact, it may be the very reason you are staying ahead of the rest.

Credibility

Your company looks very professional when you have your own domain name. When you publish your website through a free web host site or an ISP, this will give you a so-so, generic domain that does not really spark interest or stand out in any way. Since people don’t completely trust e-commerce and the internet with their money completely, credibility is important. In fact, it may even cross their minds that why should they reveal their credit card details to a company that won’t even spend to buy their very own domain name?

SEO and Your Domain Name

With such different views about how to climb the ranks of Google, the SEO world can be very contentious. With Google continuing to evolve its algorithms for rank, the right approach is anyone’s guess. With the changes in the algorithms, the importance of keywords in domain names has changed as well. Of course, there will be benefits in having your domain name contain target SEO keywords.

SEO Ranking and Your Domain

Believe it or not, when you have a name domain that is a match for your keyword target, this will give you an advantage. However, there is an even more significant factor to think about and that is your domain’s brand-ability. The importance of your brand cannot be denied. It is the basis on which your brand online will be built. Your name domain is how each user will share, remembers, find and relate to your online company. In both search engines and social media, the name domain is the main method in which a user identifies with where the links lead to.

The Real Truth

Some marketers will probably still tell you that search engine optimization is only all about links and keywords. The truth is that brands are something that Google really likes. Eric Schmidt CEO of Google mentioned ones that rather than being the problem, brands are the solution. The affinity for brands is clear and hard-wired. To the human existence, it is so basic that it is here to stay whether you like it or not. Choosing a domain that is brandable is clearly the first step to building a brand.

No matter how much cost-cutting you are taking to launch your company, having a great domain name should not be one of them. As a matter of fact, spending on not just your own domain name but on a great domain name that will work wonders for your brand is a great way to invest. Why should you compromise on the one thing people will recall when it comes to your brand? A domain name is your global internet location. You need to make it stand out and you need to pick the right one. Why compromise on this one thing? This is the one area of your brand that you will need to focus completely on. The results will be truly worth it.

Need a domain?

Having a simple and direct domain can distinguish the difference between creating a successful web presence and getting lost in cyberspace. If you need help securing the appropriate domain name for your business, call us at 480-970-4688 to request a free quote.

Email marketing stands as a dominant force in modern business strategies, offering a direct and cost-effective means of communication with potential and existing customers. Its impact on sales, brand recognition, and customer engagement cannot be overstated. Let’s explore the key benefits, strategies, and compelling statistics that underscore the unparalleled effectiveness of email marketing:

Driving Sales

Email marketing serves as a powerful tool for boosting sales by showcasing products, services, and special offers. Promotional emails highlighting discounts, deals, and exclusive perks entice customers to make purchases. According to a report by DMA, email marketing boasts an average ROI of $42 for every $1 spent, making it one of the highest-performing marketing channels available.

Enhancing Brand Recognition

Consistent email communication reinforces brand recognition and keeps your brand top-of-mind for customers. Incorporating brand elements such as logos and imagery strengthens brand awareness, making your brand more memorable and recognizable. According to Statista, the number of global email users is projected to reach 4.6 billion by 2025, highlighting the extensive reach and accessibility of email as a communication platform.

Establishing Authority

Providing valuable content in the form of newsletters and industry insights positions your brand as an authority in your field. Sharing tips and product information demonstrates expertise and builds trust with your audience. Data from HubSpot shows that personalized subject lines generate 50% higher open rates, demonstrating the importance of segmentation and personalization in email marketing campaigns.

Expanding Networks

Effective email marketing efforts not only engage existing customers but also attract new opportunities. By staying visible and relevant to your target audience, you may attract partnerships, speaking engagements, and collaboration opportunities. According to Content Marketing Institute, email newsletters are among the top three tactics used by B2B marketers to nurture audiences, demonstrating the role of email in building and maintaining brand engagement.

Improving Customer Retention

Email marketing plays a crucial role in improving customer retention by maintaining regular communication and encouraging repeat purchases. Personalized emails, such as “We miss you!” campaigns, re-engage inactive customers by offering incentives and special deals. Campaign Monitor data reveals that segmented email campaigns result in a 760% increase in revenue, emphasizing the effectiveness of targeted messaging in driving conversions and sales.

Crafting Compelling Messages

Effective email marketing hinges on delivering compelling messages that resonate with your audience. Tailor your content to address customer needs and interests, focusing on providing value and relevance. A skilled copywriter can craft engaging emails that captivate readers and drive action, maximizing the impact of your email marketing campaigns.

In conclusion, email marketing remains a vital component of modern business strategies, offering unparalleled opportunities for driving sales, enhancing brand recognition, and fostering customer relationships. By leveraging the power of email marketing effectively and incorporating data-driven approaches, businesses can unlock new possibilities and propel growth in today’s competitive landscape.