1. Ringless voicemail
Ringless voicemail is a technology that allows users to record a message, upload it to a server and then send the message to multiple cellphone voice mailboxes without actually calling the phones. Because there is no phone call, there is no interruption and no annoyance. This is the biggest reason why ringless voicemail is not illegal. The technology is not regulated in the same way as cold calling or robocalls.
Two biggest benefits of ringless voicemails are high conversion rates and automation.
Automation means that you can record a ringless voicemail message once and then send it over and over again. When doing so, simply make sure that you do not make any statements related to specific dates and you will be able to use the same message year after year. For example, if you create a message that reminds about an appointment on June 2nd, then you will only be able to use this message for the appointments that will occur on the day. If, however, you replace the date with “tomorrow,” then you will be able to use the same message all year round to remind your prospects and customers about next-day appointments.
Ringless voicemails get high conversions because many people do not know about the technology. They do not get a call, they see that they have a voicemail and they get curious about who called them and what happened that they missed a call. Because of this, they want to listen to the voicemail to make sure that they are not missing anything important.
While more and more people are using mobile devices instead of desktop computers, email is still an extremely important communication tool for most people. For this reason, you want to obtain emails of your prospects as early as possible in the buying process. Ideally, you want to get them during the “research stage” when they are not ready to buy yet. A research stage is when a person knows that he or she wants or needs something, but is not yet ready to buy.
There are several big reasons for doing so. The first reason is that you will have less competition because your prospects are likely to search for you using non-sales terms. For example, when someone is typing “best dance studio near me” into Google, chances are very high that this person is looking for dance classes in the nearest future. At the same time, if someone is typing “beginner dancing,” the person may be still in the exploration stage.
When someone is beginning to learn about a subject, you get an excellent opportunity to build expert positioning. One of the best ways to do so is to not just talk about the subject, for example, dancing, but also talk about typical mistakes that beginners make and give pointers about how to choose a dance studio or a dance style that will be right for the person. If you are a car dealer, you can create a report about spotting dishonest car dealers. If you are selling recipes, you can also talk about cooking products, supplies, brands, and materials. Offering free information to the visitors of your website or office in exchange for their email can be a very effective sales tool because free information doesn’t come with any kind of sales pressure, yet it gives you expert positioning and will make people want to do business with you.
3. Facebook advertising
One of the biggest benefits of Facebook advertising is that if you know who your prospects are and they are on Facebook, you will be able to find them. “They are on Facebook” is an important caveat because certain types of prospects, typically high-paid middle-aged professionals, may be not on Facebook at all.
Today, Facebook allows marketers to create almost any kind of audience. For example, you may choose to only target moms of Asian descent who are between 40 and 45 years of age, work in technology, make $200,000 a year or more, have at least one child in high school, like running as an activity, and Lululemon brand on Facebook. This is the level of targeting that Facebook allows.
The problem with Facebook advertising is that you are showing your ads to people who are not actively looking for you. For instance, when someone types “buy a car in town, state,” into Google, the person is very likely to buy a car. Even when a person has no buying intent and is using Google to do research, say, is looking for information about different types of car engines, you know that the person is doing something about the interest. When you are showing your ads on Facebook, you don’t know any of that. You may be able to zoom on an audience, but you don’t know how many people in the audience are proactive about what you have to offer. This means that you will have to do more work and start with trying to get a low level of interest first.
With Facebook, you should also pay attention to days and times that you run your ads. For example, if your market is busy married professionals, you may discover that you get great response in the morning and at night, but no response during lunch time. People may be looking at your ads on the phones without any intention to take any kind of action because they are on the subway to or from work, at lunch, and so on. Weekends can also be tricky. In some niches, you may get very high response rates, yet in others, it is better to shut down your Facebook ads on Saturdays and Sundays altogether.
4. Referral programs
The higher up the affluence ladder you go, the more important referrals become. Affluent people have a lot of choices and a lot of people trying to sell them products and services, which is why it is often hard to get to them and present a message. This is also one of the reasons why affluent people value so much the opinions of their peers, people who are in the same position as them and who do not try to sell them anything.
Even if your market is not affluent, referrals can still be very profitable. A referred customer is often a better customer because in essence he or she has been pre-sold by a friend, a colleague or a family member. Referred customers are also likely to be less price sensitive because the fact that their friends are paying you what you are asking means that your prices are justified.