Preparing Emails for Success

Email marketing is stronger than ever. In fact, the return on investment for email marketing generates $38 for every dollar spent. For the past 10 years, no other tool has consistently generated a higher ROI for marketers, yet many business owners underutilize this incredible marketing tool and some even ignore it altogether.

It’s easy to get seduced by social media advertising because many people perceive it to be more effective and less outdated than email marketing, but the numbers suggest otherwise. The average open rate for email is around 22 percent, while Facebook organic reach has steadily decreased to just over 6 percent.

Not all emails are created equal

Email marketing still achieves higher conversion rates at a lower cost than paid social ads, so it has the potential to provide a better ROI than social media - but it has to be done right. Email marketing today is much different than it was a decade ago. Technology has changed the way businesses interact with customers as marketers continue to discover new ways of growing their businesses and generating new leads by engaging electronically. People no longer have the patience to read a lengthy email. In fact, most people don’t read them at all – they scan. And if your content appears too comprehensive, they won’t even bother. Email marketing is a whole new ball game, and here’s how you should approach it.

• Make your content easy to scan

• Put the most important information up front

• Use numbers or bullet points so it’s easy to scan

• Present content in a quick, condensed, and scannable way 

Make sure it works on any platform

Nearly 70 percent of consumers use their smartphones as their primary method for checking email so if your email content isn’t mobile-friendly, you could be missing out on reaching a huge portion of your target market. People don’t have the time nor energy to take extra steps to try and consume your content if it’s not convenient. It’s worth the extra time it takes to make sure your content is optimized for mobile devices. 

Visual content is extremely important

A wall of text may provide a lot of detailed information, but you can get your message across instantly by using powerful images in your email messages. Communicating your message with a compelling image that’s complemented by short copy can help you get your message across much faster than if you’re relying on text alone. 

Mind the (curiosity) gap

The space between what a person knows and what they want to know is called the curiosity gap, and it utilizes some knowledge a person already has. This could be previous insight, or even enough knowledge of the subject to make predictions. The thought of what could be waiting on the other side of that link is sometimes too enticing to move past. This is important to keep in mind when constructing your email; your goal is to pique their curiosity and make them search for more.

Email marketing is an extremely effective way to reach customers, but you need to give them what they want, when they want it, and in a format they can consume quickly and on the go. If you need help with your email marketing campaigns, then Bloomerang Solutions is here to help. Give us a call today at (941) 806-1911 or drop us a line below. Together we can help your business bloom!

Optimize Your Website and Improve Your SEO With Location Pages

With over 63,000 Google searches taking place every second of every day, it’s no wonder why search engine optimization (SEO) techniques are being examined so closely by businesses vying for the few precious spots on the first page of search results. Showing up on the first page of Google can mean the difference between a thriving business and one that can barely struggle to find new customers.

When you consider that 75% of all Google searchers never even make it to the 2nd page of the search results, it becomes clear that your chances of someone finding you diminish rapidly if your site isn’t listed near the top. So how do you get to the top? With the help of SEO!

What is SEO, and how can it help my website?

In simple terms, search engine optimization means organizing your website and online content to rank high in the unpaid section (organic listings) on a search engine in order for it to appear as a top result for searches of a certain keyword. That sounds straightforward and simple enough until you try to figure out the algorithm that Google uses to determine your page rank.

Google is very vague when it comes to their search algorithm. There are over 200 determining factors they use to assign page rank and many of them are not made public, but one thing that many of them are looking for are consistency and accuracy, so that is a good place to start if you are looking to improve your Google ranking and your position in the search results.

What are some easy steps I can take to improve my rank?

SEO changes all the time so the rules are often ill-defined, but on is that “content is king,” and should be the first thing you focus on when trying to improve your SEO and your search results ranking. It’s important to remember, however, that Google algorithms look for quality over quantity, so your content needs to be clear and concise and also relevant to the goods and services featured on your website. After all, Google’s goal is delivering the best and most relevant results for every search.

One of the most effective ways to accomplish this is to take inventory of your website and look at it through the eyes of potential customers. Is it easy to navigate and are you able to quickly find what you’re looking for? Is there assistance available for people who need it? Does it give visitors enough relevant information (your locations, hours, prices, reviews, testimonials, daily specials, etc.) to make an informed decision on whether or not to consider your business? These are all things you need to keep in mind when optimizing your website.

What else can I do to make it easier for potential customers to find me?

I used to own Beneva Flowers, which was located in Sarasota, Florida. It was the biggest shop in town, and we had an aggressive pay-per-click marketing strategy to make sure people saw Beneva on top when they thought of Flowers in Sarasota. But then I began to wonder what happened when people searched for flower delivery in one of the neighboring cities that also happened to be in our delivery area and I noticed that we weren’t always coming out on top in some of those other areas.

I felt that we were doing a big disservice to people who lived in those areas. We made deliveries there every day, but we weren’t promoting those areas very prominently on our website. The information was there if you knew where to look, but it wasn’t ranking as well as I expected.

From there I decided to enhance the information that was already on our website with unique pages dedicated to each city in our delivery area. That way when someone was searching for a flower shop to deliver to Bradenton (a neighboring city), Beneva’s Bradenton page was the first to appear.  

I added these pages to all the other floral websites we were managing, and they always preformed very well. Now we are offering the same opportunity for all of our clients who have websites through us or Teleflora. The new pages are similar to the one pictured above and contain relevant keywords to enhance your website and boost your Google ranking when people are searching for areas where you deliver. It also includes a Google map so people will know exactly where they’re searching.

We have already began creating pages for some of our clients and will be expanding the program in the coming weeks, but we need your help! In order for us to create a set of neighboring city pages exclusively for you, we need to gather a little information first. The process is simple, just click here and fill out a few short questions about your local areas along with any hospitals, care facilities or venues in your delivery area and the zip codes where you deliver. We’ll take it from there and begin building your pages and increasing your Google rank!

The bottom line is that search engine optimization is no longer optional because there are only so many coveted spots on the first page of results to go around. Your competitors are working hard to find ways to occupy those spots and they’ll take advantage of every opportunity they have to get there. These city pages won’t solve your SEO issues overnight, but they’re an effective place to start and we’re here to help! Give us a call today at (941) 806-1911 or drop us a line below – let’s get started today!

Are You Where You Want to Be? The Choice Is Yours, Choose Your Path Today

Don't let another day go by if you are not where you want to be. Think and act like the person you want to become and turn decision making into a habit!

In retail as well as and many industries, there are three types of entrepreneurs:

• The “experts” who have done it, understand the path and chose where and how they want to play.

• The “watchers” who go about business everyday, do a great job and go home at 6.

• The “PDE” (passion-driven entrepreneurs) are the most dangerous to competition, the Keyword, PASSION.

When someone has drive, lookout. Those are the clients I look for. That was me. I meet those looking to take on and conquer their market, whatever industry they are. You can't measure or read about passion. It is the fuel that runs the engine of your mind and ability. Get on the wavelength of where you want to go, now drive your passion. Hope you like this:

-Art

Six Simple Steps for Sensational Customer Service

Outstanding customer service is truly an art form and simply doesn’t happen without a lot of hard work. Like most skills, it takes practice and a positive attitude to perfect.

Actions speak louder than words when it comes to customer service and it’s up to your entire sales team to make sure every customer is treated with the professional level of service you’re known for, and that their shopping experience with you is as positive as can be.

You can deliver the most beautiful flowers in town, but if you shop is lacking in customer service, that may be all your customers remember about their experience with you and may likely cause them to seek out alternative options next time they order flowers.

No matter how much we pride ourselves on customer service, there is always room for improvement and it typically starts with the basics. Here are six simple tips that will help create a foundation for a more professional in-store experience for your customers:

1. Name tags – Customers expect a personalized experience when shopping with reputable companies. A simple name tag indicates you care, and that your customer knows your name when working with your company. Having shirts with your company logo is also important - not only for brand visibility, but also because they create the appearance of an organized team. There is a level of respect and professionalism you earn when you greet your customer with appropriate company attire. People like to do business with people they trust.

2. Walk around the counter – Joining the customer while they take a look around the shop adds so much value to their shopping experience. This is a practice used by many quality retailers that takes very little training. Join your customer and take your time with them, don’t forget to share your smile, as this will convey a positive and upbeat attitude. Never make them feel rushed, but feel free to make product suggestions or offer your expertise. They will always remember the personal service and attention.

3. Surveys – Offer a survey on the customer’s receipt. Have your employees circle it and encourage the customers to fill it out. You can even offer a discount on their next visit for completing the survey. Your customers should be proud to fill out your survey regarding their experience in your shop and you will benefit from the valuable feedback.

4. Offer help to the car – Offer to help your customer by carrying their arrangement out to their car. This is a nice way to see them out the door. It takes very little effort and sends them off with a positive personal experience that is rare in today’s retail world. Again, simple actions like this need to be planned if it is to happen on a regular basis and become a part of your culture.

5. Get your priorities straight – The most important customer is the customer in the store. Greet customers immediately when they walk in the door. If you can’t assist them, assign someone to do so promptly. Customers are far less likely to turn around and walk out if they have already been greeted. The customer on the phone should be your second priority. A ringing phone is your alert to new business, but remember that the customer on the phone cannot see what else you’re doing while the customer in the store can see you choose the phone over them.

6. Have a Yes We Can attitude – Being a Yes We Can florist simply means never saying “no” to a customer’s request. This doesn’t mean you have to say “yes” to every request, but you should be able to offer viable alternatives and let the customer decide which course of action they prefer. If someone is willing to pay $100 to make a delivery at midnight, don’t you think you’ll be able to find an employee who’s up for the job – with a nice little bonus to go along with it? Not only is having a Yes We Can attitude a win-win situation for both you and your customer, it also makes your shop shine when it comes to customer service.

If you need some help with your customer service or would like to become a Yes We Can florist, Bloomerang Solutions is here to help! Drop us a line below or give us a call at (941) 806-1911 and let us know what we can do to help make your business bloom!

How to Handle Customer Complaints

We always strive for perfection but sometimes mistakes happen. When they do, you need to have a plan in place to deal with any issues that may arise. With such a high volume of orders and deliveries in such a short time period, even the most careful planning and execution won’t guarantee that every customer will be happy. So what do you do when customers call to complain?

1) Addressing and understanding the concerns is the first step

The biggest mistake you can make is preparing a solution before getting on the phone. In many cases, you don’t know what the customer expects as far as a resolution, so offering them a refund or discount may not be appropriate and could make the situation worse. Instead, listen to their complaint and ask them what they think a fair resolution would be and go from there. If you can meet what their expectations are, they’re going to feel a lot better getting off the phone.

2) Keep in mind that holidays can get hectic and emotions can run hot

Holidays are meant to be joyous occasions spent celebrating with loved ones but everyone's level of holiday cheer - or lack thereof - is a bit different. For some, holiday shopping and decorating can be more of a stressful chore than a pleasurable experience. That doesn't excuse bad attitudes or Grinch-like behavior but it is important to be sensitive and understanding, even when your customers are not. Some customers may even take it to the extreme and elevate an already uncomfortable circumstance. Be prepared if this happens and do what you can to diffuse the situation so cooler heads can prevail.

3) It’s all about the closing and how you end the incident that happened

If a customer does not ask for anything, now is your chance to exceed their expectations. You could offer to send the recipient a note stating it was your shop’s fault and letting the customer know your name and that you will personally assist them next time they call. You have the opportunity to earn more customers off of complaints than you ever do off of compliments. It’s how you approach that complaint and what you do with it. Remember, they’re already upset, you can only make it better – it probably can’t get much worse.

If you would like help with customer service techniques, Bloomerang Solutions is here for you! From digital solutions to in-store sales and marketing assistance, Bloomerang is your friend in the floral business! Give us a call at 941-806-1911 or drop us a line below and let us know how we can help your business bloom!