Numbers Don't Tell The Entire Story About Pay-Per-Click Marketing

I’m a true believer in online pay-per-click marketing. As someone who has actively spent the past 30-some years marketing my business, I can honestly say that it is by far the effective method I've ever encountered and the best part is - it's only getting stronger.

Not long ago, the most efficient and cost-effective forms of marketing were print-based in outlets such as phone books and newspapers - then the internet came along and changed everything! Sure, the Yellow Pages and newspapers still exist today, but for the most part, our potential customers are no longer utilizing them as a primary way to find the goods and services they want.

That's important to realize because as marketers, our success depends on us being where our customers are looking. It's so much easier to stick with methods that traditionally worked well for us than it is to risk investing in something we've never tried before, but in instances such as this one, going back to the old way is not a viable option.

That's why I'm always eager to talk about pay-per-click advertising. I just want people to understand exactly how it works and learn why it's such a terrific method of marketing.

Questions about conversions

A lot of business owners I talk to question the conversion rates on pay-per-click advertising, namely the validity of those numbers and just how important they are. Sometimes that can be a bit frustrating for me because knowing what I have experienced looking at phone conversion data, it's hard for me to feel empathetic when I consistently see conversions of calls over the phone that most shop owners cannot realize.

In many cases, when you're only looking at the results on a website, you usually only see 1/3 of the true results and that's why I can see a shop break even in sales and feel it's okay to spend. The truth is, customers will call over the phone and ask for everything - from wanting to know when you're open to how much a specialty design may cost - and then they order. Just because you can't track it doesn't mean it shouldn't be factored in.

The report below was an $80 day for the florist. All they could see was $256 in sales, but out of 36 clicks, I would wonder how many calls, and how many orders? The answer is here, the only problem is that many florists don't have the luxury of Floral Prodigy so we need to do a little assuming. I like to see concrete results.

The secret to getting ahead today is online digital marketing with reporting to help bring you as close to your results as possible. Pay-per-click is so much better than any traditional advertising because when it's slow, the clicks cost go down and when you're busy, costs go up. It may sound confusing, but I promise it's not as intimidating as it looks - so long as you know what you're doing. And if you don't? We're just a phone call away and ready to help get you started.

-Art

Do you need help with pay-per-click marketing, or have questions about how to start? If so, give us a call anytime or drop us a line and we'll be happy to explain things in terms you can understand and show you real results.

Turnkey Solutions Mean More Now Than Ever Before

It is important to connect all the work being done together with one central point. While we have been doing this with some, we are now able to offer this new service to all. What is that?

Managing your third-party website - no matter who runs it for you.

We will work together with any third-party companies to bring you results you expect and deserve. Retailers that get the best results have us managing everything; from their websites, to social, to PPC, and even weddings. Yes, we can now do it all! Better yet, if you are already using our services, we have special pricing for you!

The busy season will be here in the blink of an eye. While I will be sharing tips on holding onto the money you have made in the past, our web marketing ideas may be exactly what you need this fall.

Like what, you may ask? How about $20 Tuesdays? We will make the image, create banners, coordinate with web services, and execute your promotion that will lead to more walk in sales.

But, there is so much more:

• You will now have the strategy customized for your shop and executed while tracking results. Results guaranteed.

• We can start now and have you ready to get more sales in the fall and during the busy holiday season when you need them most.

• Did you know that July and January sales are almost the same? Let's change that together!

Bloomerang Solutions is here to help your business grow. From digital marketing to social media and location managment, we connect you with the customers you desire. But we don't stop there, we give you the tools to help you dominate your market with proven solutions and novel ideas like $20 Tuesdays and Turn 2. Give us a call today or email us here to find out how we can help your business grow.

A Painless Guide to Offering 24-Hour Delivery Without Missing A Wink of Sleep

In over 30 years of retailing, many people asked me how I grew Beneva Flowers from a tiny local flower shop to one of Teleflora’s Top 20 retail florists in the nation. Trust me when I tell you, I get far more credit than I deserve. I was not the smartest guy in the room, nor was I rich, nor a more talented floral designer. What I learned at a very young age from my father has kept me ahead of my competition to this day, remove the word NO as an option – it really is that simple. From that, I created my own slogan back in 2003, YES WE CAN. Telling a customer “no” is no longer an option.

Can I be a YES WE CAN florist?

The short answer is (of course) YES! It really is simple enough that anyone can do it. It certainly requires planning and possibly some extra work, but you didn’t get to be where you are as a business owner without rolling up your sleeves a few times – this is no different, and the benefits are well worth your extra efforts.

One of the most important steps you can take to becoming a YES WE CAN florist is by offering 24-hour delivery.

It’s important to note that this does not mean your shop has to be open 24-hours a day; it simply means that you’re willing to do what it takes to make your customer happy – as long as the customer is willing to pay for it.

Obviously it’s not practical – or even possible - to honor every request, but the key is to give the customer options and let them choose which solution they would like to pursue.

One person’s problem is another person’s opportunity

We still hear florists getting mad at after-hours delivery requests. We are repeatedly reminded the “shop closes early on Saturday,” or worse yet, we are scolded that “the delivery cut off is at 2 p.m.”! You know the tone, everyone knows the tone. Why on Earth would we treat a customer this way if they are willing to pay extra for the service? Don't forget, after-hours delivery requests are opportunities, don't punish your customers for asking!

A painless plan for offering 24-hour delivery

1. Set the rules and make sure they’re very clear

   • All orders must be placed during your normal business hours

   • After 4 p.m., charge an additional $10 to your normal fees

   • After 6 p.m., charge an additional $20 (item must already be designed and in the cooler)

   • After 8 p.m., charge an additional $20

   • After midnight, charge an additional $20

2. Consider offering your drivers 75% of the additional fees you collect after hours. I promise you will not have a problem getting the delivery accomplished!

3. Let the customer know you will be happy to make the delivery at the time they request as long as they are willing to pay the appropriate fees. If they’re willing to pay $80 for a late-night delivery that would only cost them $10 the next day, why say no? The customer gets what they want, while you and your driver earn a little extra money. It’s a win-win situation for everyone.

4. You can now tell the world you offer 24-hour delivery and next thing you see, your afternoon deliveries will take off. People won't wonder if you can still deliver, they just know you will.

What about last-minute holiday requests?

I often get asked, “what am I supposed to do when I am fully committed for Valentine’s Day delivery and I am being asked for delivery on the 14th – or else?”

Since saying no isn’t an option to a YES WE CAN florist, the key is again, to offer options and let the customers choose. Here is how I handle this request:

"Yes, we can deliver your flowers for you. Considering the orders we must prepare that came in ahead of yours, the next available day for delivery is Feb 15. I can appreciate you need these flowers for Valentine's Day and would gladly have them ready for you to pick up by 5:00 p.m."

Although you know this is not what the customer wants, the customer knows they’re late. What you have done is repeat and educate the customer of the options now available due to the request they have made. Nowhere in that scenario did you tell the customer “no.”

Throw away the policies, just focus on procedures!

This all starts with you – the owner. There is no secret to success, but there are ways to achieve it if you’re willing to put in the work. Take a step back and look at your industry. That is called the playing field. If you’re ready to succeed, then remove the roadblocks! Yes We Can is a retailer's way of saying I LOVE YOU to their customers. People shop where they feel welcomed and accommodated.

-Art

9 Pro Tips to Help Make Your Phone Agents Shine

Phone answering skills are critical for florists - especially right now with Thanksgiving approaching soon and Christmas just around the corner. This becomes even more important if you're hiring temporary or new employees to answer the phones for the holidays, although we could all use a refresher now and then.

The telephone is still a primary point of contact for customers, and the way you answer your company’s phone will form your customer’s first impression of your business. Train your voice and vocabulary to be positive when phone answering, even on a “down” day. Keep your voice volume moderate, and speak slowly when answering the phone so your caller can understand you easily. The phone answering tips below will ensure that callers know they’re dealing with a winning business.

1. Three rings...max! – It is very important not to let the phone ring more than three times. Today’s consumers don’t have time to wait – what they do have are other options if you’re too busy.

2. The voice that smiles is the voice you trust – Believe it or not, the customer can see if you’re smiling, even over the phone.

3. Introduce yourself – Wouldn’t you like to know who you’re talking to? The call becomes more personal if the customer knows your name.

4. Recognize the mood swing – Every order has a different mood associated with it, pay attention and be aware of the occasion the customer is ordering flowers for. For example, you would naturally speak with a different tone on a sympathy order than on a new baby or birthday order.

5. Use preferred phrases and avoid Inappropriate slang – Avoid terms such as: ”okay,” or “no problem,” and replace them with “certainly,” or “very well.” Avoid the use of fillers such as “um,” and “uh-huh,” and train yourself carefully not to use these when you speak on the phone. Make a list for your agents of preferred phrases as well as phrases to avoid.

6. Repeat all orders s.l.o.w.l.y. – Never assume you know how to spell someone’s name, a street name, city etc. Always repeat the order –slowly- to ensure all spellings are correct, as well as the delivery date and time, card message, etc. One tiny error could lead to big problems.

7. “Brief” holds must be brief – Always ask the caller if you may place them on a brief hold when answering the phone, and don’t leave people on hold. Provide holding callers with progress reports every 30 to 45 seconds. Offer them choices if possible, such as: “that line is still busy. Would you like to continue to hold or can I take your phone number and call you right back?”

8. Be consistent and create a script – Train everyone else who answers the phone to answer the same way, including other family members if you’re running a home-based business. Check on how your phones are being answered by calling in and seeing if they are answered in a professional manner.

9. Enable and empower – Consider allowing your agents flexibility to solve a situation on the spot. Customers these days have a shorter fuse and want to speak to someone who can make a decision. The more you put them on hold, the more frustrated they get.

Do you need help training new employees on the proper sales techniques? Bloomerang Solutions is here to help! Give us a call, or leave us a comment below to let us know how we can help your Business bloom!

Do You Show up on Google Maps? Why Location Services Are So Important

Do you know how Google My Business works and why its so important for your business?

Google My Business allows business owners to supply information that can show up in a Google search, such as open hours, address, phone number, and photos. Google may combine the information provided by businesses with information from other sources, including a business's own website, user contributions, and third-party websites. It also allows business owners to respond to review and post updates about announcements, events, or sales.

When potential customers are conducting a search for a local shop they're typically provided with a list of likely matches based on their current location. For example, a search of "florists near me" will show results based not only on proximity, but also on their relevance to the query.

Why is this so important? Because the person searching for flowers may not even know your shop exists, but if your location information is accurate and consistent, the likelihood of them finding you increases substantially.

The local results favor the most relevant results for each search and businesses with complete and accurate information are easier to match with the right searches.

By making sure that you’ve accurately entered all of your business information in Google My Business, customers know more about what you do, where you are, and when they can visit you.

It sounds simple in theory, but unfortunately it goes way beyond Google and the sheer volume of platforms that feature your shop's information make consistency an uphill battle - even if you are vigilant about keeping your information up-to-date as your business changes. Monitoring and editing your business information regularly is one of the most important methods for staying on top of the search results, but many business owners lack the resources to keep on top of this task.

How Can Bloomerang Help?

At Bloomerang Solutions we specialize in driving customers to your door by increasing your visibility. Our Location Services offer the most effective way to properly manage your business data across websites, search engines, mobile apps, directories, social media, and more.

Google determines local ranking based primarily on relevance, distance, and prominence. These factors are combined to help find the best match for your search. For example, Google algorithms might decide that a business that's farther away from your location is more likely to have what you're looking for than a business that's closer, and therefore rank it higher in local results.

According to Google, prominence refers to how well-known your business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels, or well-known store brands that are familiar to many people are also likely to be prominent in local search results.

Referring to established locations is also a strategy we suggest. Google review count and score are factored into local search ranking: more reviews and positive ratings will in most cases improve a business's local ranking. Your position in web results is also a factor, so SEO best practices also apply to local search optimization.

See For Yourself

You can check the health of your online business information here with the help of our free listings scan. This scan will help you see how your critical location data appears across dozens of listings and directories.

If things look good then you're on the right path, but if not - never fear - we're here to help out. Don't leave the last mile of your customer journey to chance - optimize it with Location Management from Bloomerang Solutions.

If you have any questions about managing your listings or would like to learn more about how Bloomerang can help your business grow, give us a call at (941) 806-1911 or drop us a line here.