Small Business Q&A
This interview with Barbara Batt of U Creative Group, is part of the Convirza Webinar Series. The following is the small business Q&A portion of the interview.
McKay Allen: Awesome. So yeah, questions everybody. We want you to ask questions and address those to Barbara. We’ll read those to her and she can attack them one at a time. We’ve just got a few minutes as well for it.
First of all Barbara, you talked a little about at the start about differentiating in terms of design, how big of a problem is that template design model that everybody seems to be using?
I mean you see on websites you see just the smiling people with the headphones on or you see on the real estate sites, you see just pictures of houses and people smiling. How big of an issue is that and are there industries I guess in which maybe it’s worse than others?
Barbara Batt: I think in personal services it is probably a bigger problem. If you’re doing something like plumbing and auto repair and that kind of stuff, it’s my experience that people want to know who they’re doing business with. They want to do businesses with people, not businesses so to speak. So we usually encourage our clients to use their photograph. Put your picture there because I want to know who I’m going to be doing business with.
There’s an element of trust in that that you just don’t get from a stock photo of some guy working on your car. So, and the templates… I’m a graphic designer so I am obviously biased but I really don’t think that templates do a service to businesses. I know you’re saving money by purchasing templates but I’m afraid it’s probably costing you more money than it’s saving you because you just don’t stand out. So sometimes it’s probably a better idea to consider how much money you might be losing because you got a less expensive alternative to your design problem.
McKay Allen: That makes a lot of sense. Makes a lot of sense. In terms of landing pages, my sense is and you can tell me if you agree with this or not is that a lot of small businesses, I would say most small businesses do not take advantage of landing pages and if they do, maybe not correctly. Would you agree with that, number one. And number two, what are the sort of first steps to starting down creating the landing page and sort of capturing leads?
Barbara Batt: No, most small businesses are not using landing pages, and I think that will change out of necessity as we learn more about how to effectively generate leads online.
That’s why having more effective tools available to small businesses is going to be critical. So, no they’re not using them. Some of the keys to landing pages is really about copyrighting, and I’ll cover that in that free video course that we’re putting out about landing pages and the best practices for creating a landing page that has the best potential to convert.
McKay Allen: Great. And then you mentioned a moment ago just sort of the ways people can measure their success in terms of their marketing. Because obviously if they spend more money to design or they create a landing page that’s going to cost them a little bit extra money, what are the ways you recommend that they gauge whether or not that money was well spent. And obviously there’s web traffic, there’s calls. What methods are there to determine if that extra money was well spent, I guess is my question.
Barbara Batt: Well and clearly the whole tracking mechanism, either tracking calls which you can actually do with landing pages as well. So the tracking mechanism, the analytics to go in and actually review what kind of traffic you’re getting and then what the conversions are. And that does require some time but obviously if you’re making that investment that’s some time you want to commit to doing that sort of thing.
So you look at your analytics. The first thing is to establish goals for your campaigns, like what do you want the campaign to do. Actually determine what you either want it to do or need it to do to give you a return on the investment. So for a landing page, you’ll probably want to determine how many conversions, what your conversion rate needs to be for it to be a decent campaign for you financially.
That also depends on what your conversion rate is from lead to actual customer but for landing pages you want to set your goal structure based on how many leads you’re generating. And then, if it’s not working, change it. And again that’s one of the things that’s really nice about landing pages is that it gives you that flexibility to go in and change it very quickly in response to poor results.
McKay Allen: Great. And then our last couple of questions come from Lee. He says first, can you track people that open a landing page? Yeah you can. You can track people that visit the landing page and then of course the people that fill out a landing page form and or call from that landing page. You can track all of that.
And then another question I think is really good what is the cost of a landing page? And I’ll take a stab at this is if I can, Barbara and then you can have the last word. There are lots of services online, sites that we can email you about that start really, pretty inexpensively, 20 bucks a month, something like that for you to set up a landing page, have forms, that sort of thing.
I would recommend having someone help you with the design of that page. Someone like Barbara. Setting that up and figuring to how to use it. But what is your sense on cost, process for setting up landing pages for small businesses?
Barbara Batt: Yeah, it is depending on whether or not you want to kind of dive into creating landing pages yourself or have someone else do it for you. You’re right you can pay anywhere from 20 bucks a month on up, substantially. But the solution we found for doing it yourself is $197, and it’s for the business owner who wants to create landing pages themselves or at least test it and try it, it’s probably the most cost-effective way to do it.
Now there is a caveat. You need some kind of follow-up system in place once the lead is generated. So that usually requires marketing automation and that’s, depending on how many leads you have, that starts around $20 a month.
McKay Allen: Perfect. Perfect. Well good. Barbara, thank you so much for your time today. Really good information, really good questions from everybody. And as I said, this webinar’s being recorded, it will be up on our website this afternoon and you will have the ability to come and listen to it anytime after that and share it with people. You will also get an email tomorrow morning that has the recording everyone. So we encourage you to share that. Barbara, any last thoughts before we run today?
Barbara Batt: I just want to thank you for the opportunity. I hope that everyone got at least one good little tidbit out of this that will help them improve their marketing results and I’m always happy to answer any questions if anyone wants to email me. You can reach me at firstname.lastname@example.org
McKay Allen: Great. Barbara, thank you for your time today. We appreciate it. Everybody have a wonderful day today.