prosenergy local business marketing


Prosenergy Long Beach 562.200.0492
george l jackson

Mobile Marketing

Did you know 2 out of 3 local searches are made from a phone? If you don’t have a mobile-friendly website, visitors will click away and go to your competition instead. Fortunately, there’s a quick and easy fix.

Reputation Marketing

What is being said about you online will make or break you. You need to know how to get positive feedback and limit damage from negative feedback. We know how.

Social Media Marketing

Social media – Facebook, Twitter, YouTube, LinkedIn, Pinterest. It’s powerful, cheap and trackable advertising. You need to be using it. But you need to do it right, and it takes time. We can help – or even do it for you.

Local Business Is Our Focus

Prosenergy is a marketing service providing help for local businesses when they need it most.  We use the most powerful marketing medium the world has ever seen:  The Internet.

Who We Are

  • marketing consultants
  • solution providers

Through the use of proprietary methods and state-of-the-art tools, we leverage the explosion of video and mobile marketing and social media to boost the marketing of your business. We can now accelerate Web traffic for small business owners just like big companies have been accustomed to receiving in the past. Small business owners, take heed: Mobile marketing, combined with video and social media are a game-changer. 

And you need to know and manage what others are saying about you, your products and services – that’s reputation marketing.  Think you understand reputation management?  Odds are you don’t unless you’re up on the latest game changers that have occurred in online marketing. Learn why you don’t want to “just” do reputation management.

We specialize in:

  • reputation marketing
  • mobile marketing
  • video marketing
  • social media marketing

If you are a business owner and you would like:

  • more Internet traffic
  • to appear on page 1 of organic search results for Google, Yahoo and Bing
  • to be on the Google or Yahoo map listing for your business type
  • get more 4- and 5-star ratings in the reviews you receive
  • to increase profits
  • all of the above done for you OR shown to you or your staff to do it yourself

contact us today.

customer-lifetime-value-calculator

Not sure if you can even afford us? Check out our Customer Lifetime Value Calculator and prove it to yourself!

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We offer ‘done for you’ traffic generation services that boosts your business’ Web presence and increases profits. You’re good at what you do. That’s what keeps you in business. So keep doing it. We’re good at what we do. So let us handle your internet marketing to boost your profits. Our approach works especially well for businesses that have a local market – like restaurants, car dealers, attorneys, chiropractors, CPAs, carpet cleaners – who have largely been ignored by the revolution in marketing that has come along with the ever-increasing popularity of the Internet and reliance upon local search to find and contact merchants for goods and services. In this economy, if you’re like many locally-based business owners with whom we’ve talked, you have an unbelievable number of challenges…

  • Decreasing numbers of new customers and clients
  • Slimmer profit margins, especially prompted by bargain hunters
  • Discovering that the old “tried and true” Yellow Pages (and other print and traditional media) don’t work as well anymore
  • Trying to figure out how to use the every-changing Internet as an effective marketing tool
  • And so on…

Some sobering facts

  • “The Yellow Pages industry will lose 39% of its annual revenue over the next 5 years, amounting to a loss of $5 billion in annual revenue by 2013”  (source: Borrell Associates)
  • “70% of online searchers use “local search” to find offline businesses” (source: comScore Networks)
  • “60% of all local business searches now happen online  (33% happen in print Yellow Pages and 82% of the people using Local Search websites follow up their research with offline action”  (source: TMP Directional Marketing – comScore)
  • “54% of Internet users have substituted Internet/Local Search to replace the phone book”  (source: comScore Networks)

Now, consider these questions

  • If you’re spending thousands of dollars every year on Yellow Pages ads, what kind of results have you been getting?
  • How have you been measuring the results?
  • Are you even measuring the results?
  • Are your other traditional marketing methods getting you all the prospects and customers, clients, or patients you want and need?
  • How effectively are you using the Internet to attract new prospects and customers or clients to your business or practice?
  • Do you have a top Google ranking in the Local Results for the words that your prospects are typing in to find you (or your competitor)?
  • Did you know you can directly measure your Internet results?
  • Did you know there’s a huge difference between “just having a web site” on the Internet and “New Media?”

What does all of this mean to you?

If you’re in an area where people are going online to search for your local business solution, and you’re not listed in the Google Local Results and have top Google ranking, you’re missing out on potential business. Bluntly, you’re toast! How do you find out? Get a complimentary Opportunity Analysis AND get a website critique (if you have a site) by completing the form on the right side of this page. You’ll then be positioned to know what and how much potential business is available for you. And how much you’re missing.

The 5-step Process for Turning Your Blog into a High-Conversion Funnel

The blog. It’s the oft-overlooked stepchild of a website; yet, positioned properly, it can generate an almost unlimited number of highly qualified leads.

There is a proven, five-step process for transforming your blog into a high performing conversion funnel engine for acquiring qualified prospects. We’ll go through examples of blogs that are doing it right—along with some examples of what not to do. No matter what you’re selling, you’ll learn how to design your blog for maximum conversion success.

Every business with an online presence has steps that a person must follow to become a customer. Whether people are buying your product or signing up for some other service, there will always be a certain number of steps they’ll have to take before they open their wallets and give you their hard-earned money.

The process by which you engage your prospect and turn them into a paying customer is called a sales funnel. A funnel exists at every one of your touch points—and one of the most valuable of these is your company’s blog.

What Is a Sales Funnel?

First things first: What exactly is a sales funnel? In simple terms, it’s the process for turning cold prospects into hot buyers, and it encompasses four basic steps:

  1. Acquire prospects
  2. Turn prospects into leads
  3. Convert leads into buyers
  4. Get those buyers to buy more and more often

This post will focus on the second step in this process—turning prospects into leads.

conversion funnel for blogs

The classic sales funnel.

Your Blog’s Role in Your Conversion Funnel

Think of your blog as a showroom. It’s not a place where people come to directly buy from you, but it is a place where they come to learn about you, preview what you have to offer and decide whether or not to engage with you further. And like a showroom, every piece of real estate on your blog is valuable.

However, many companies treat their blog as a repository for content rather than as the valuable lead generation tool it really is.

This is unfortunate, because the people who visit your blog represent a captive audience who are interested in what you have to say. And that means they’re ripe for conversion. On a blog, this can mean one of three things:

  1. Getting people to sign up to your email list
  2. Enticing them to click on an offer on your blog
  3. Tagging them for ad retargeting later on

With that in mind, where do you start? With your lead magnet.

Step 1: Create Your Lead Magnets

Getting leads to sign up to your email list is essential to your sales efforts, because once someone is on your list, you can market to them repeatedly for a very low cost. (If you don’t have an email list, now is the time to set one up.)

Getting someone on your email list is a simple matter of value exchange. You give them something of value. They give you their email address.

In funnel terms, what you offer to your prospect is called a lead magnet. It is as it sounds—an offer or piece of content designed for one purpose: to attract new leads. That’s it. Your goal isn’t to sell them something; it’s simply to “sell the click”—the signup to your list.

The nature of your lead magnet will differ depending on your target market and the products or services you sell, but all lead magnets have one thing in common: They’re free.

If you’re selling a SaaS product, you can offer a free trial or a test drive. If you’re selling a service, you may offer a free report or a free consultation. And if you’re selling a physical product, lead magnets often take the form of free shipping, a percent off your first order, or access to exclusive deals.

Whatever your lead magnet is, it must be targeted specifically to your buyers and be valuable enough for them to exchange their email for it.

Here are three great examples of lead magnets:

Image of CrazyEgg's lead magnet part of their conversion funnel

CrazyEgg’s blog offers a free ebook, How to Solve the Biggest Problems in Conversion, as an enticement to sign up for their newsletter—perfect for its target market.

Image of Bobbi Brown Cosmetics' lead magnet part of their conversion funnel

Bobbi Brown Cosmetics offers 15% off your first order + news, tips, and exclusive offers.

Image of KissMetrics' lead magnet

KissMetrics offers a free assessment of your website. While this lead magnet is on their homepage (and not their blog), it can be easily used on a blog.

Step 2: Create Your Content Plan

Once you’ve decided on your lead magnet, the next step is to craft your blog content so that your visitors will want to stick around long enough to take your offer.

People come to your blog to learn something that’s of value or interest to them. They don’t come to read white papers, press releases, or lists of awards you’ve won.

Unfortunately, many companies don’t give much thought about who’s reading their blog and why. Successful marketers, on the other hand, plan their content around generating interest and inciting action.

So how do you do that? Simple: Put yourself into the shoes of your prospects. Who are they? What do they want? What are their hopes and dreams, wants and needs, even their fears? What outcomes are they looking for?

Perhaps your visitors are looking for a business outcome, such as generating more sales or streamlining their HR. Or maybe they want that cute pair of jeans, a new home, or the best insurance information. Your content must speak to what your prospects want, because that’s why they’re on your site in the first place.

Once you’ve decided what to post, create a schedule to ensure that you’re producing new content regularly. Ideally, you should be posting at least 2-3 times a week. Keeping your content fresh gives people a reason to keep coming back. And the more impressions you get, the higher both your overall conversions and conversion rates will be.

Step 3: Design Your Blog

Finally… we get to the fun stuff: setting up your blog. Fortunately, this is pretty straightforward, as most successful blogs typically use the same proven setup. This structure includes four sections:

  • Section 1: The header
  • Section 2: The sidebar
  • Section 3: The content area
  • Section 4: The footer

Section 1: The Header
The header contains your navigation, search bar, and social media links. All sites have them, and visitors use them to navigate, so make sure to include them.

Section 2: The Sidebar
Every high-converting blog uses a sidebar, because it’s the one area where you can place consistent lead generating elements. The reason is simple: People read left to right, and our eyes often stop on the sidebar. Therefore, it’s the perfect place for placing offers.

At the risk of being dramatic, blogs that don’t use sidebars are literally flushing money down the toilet, because they’re missing the huge lead that would otherwise sign up for their lists or click on their offers.

Image of an example from ClickFunnel conversion funnel

The ClickFunnels blog offers a free report with content its market wants.

It is imperative that you offer your lead magnet in the sidebar. If you’re selling a physical product, you should also use this area to promote products related to your posts.

Image of the Free People's blog high-conversion funnel

Free People’s blog shows product offers directly in the sidebar.

Section 3: The Content Area
The content area includes your actual blog content—articles or videos. This area is often ignored as a lead generation tool, but this is a mistake, because it’s here where prospects will most often be looking. Take advantage of it.

Lead magnets can—and should—be offered from within the content area. You can place them within the posts themselves or below the post.

Image of LeadPages.net's in-blog offers conversion funnel

The LeadPages.net blog uses in-blog offers to drive opt-ins to its list.

You can also link to offers from text and images within your content. This is a very effective way to seamlessly weave an offer into your content.

Image of Mr. Porter's links - Also a sales funnel example to convert more customers

The Mr. Porter blog hyperlinks products within the text of its posts

If you’re an eCommerce company, you must absolutely be linking to your products from within your blog posts. Readers of eCommerce blogs are actively interested in the types of products you’re selling, and not offering them product is like inviting shoppers into a store with empty shelves.

Image of Williams-Sonoma's display

The Williams-Sonoma blog displays products directly embedded in its posts

Section 4: The Footer
Your site’s footer is another overlooked piece of real estate. Users will often scroll to the footer to find company information, so this is a natural place to show them an offer. In this instance, the offer is more subtle, simply because the space is more crowded.

Image of a standard footer opt-in conversion funnel

A standard footer opt-in can significantly increase your lead flow.

Step 4: Incorporate Lead Capture Tools

Fortunately, you don’t have to build any of this from scratch. There are a number of third-party tools and plugins that offer all of the functionality. Installing them is simply a matter of adding a few lines of code to your site (or, if you’re using something like WordPress, installing a plugin).

Sidebar, Footer, and In-Post Capture Tools These plugins can be added anywhere in your site—in your sidebar, within a blog post, or in the site’s footer. The three most common are listed below. Each has features that allow you to customize the look, size, and functionality:

Image of Sumo's List Builder conversion funnel

Sumo’s List Builder can be deployed as a popup, sidebar opt-in, or inline opt-in box.

Popup and Popover Capture Tools
Adding popups is a bit of a touchy subject, as many companies are afraid they’ll alienate users. But the truth is you will statistically convert a much higher percentage of your audience by using popups—sometimes up to 200-300% more.

The trick is to not go overboard. Each of these popup tools have settings that allow you set the intervals between appearances. I typically set my popups at 30 days, so that the same user will see a given popup no more than once a month. That way, you’re not repeatedly bombarding them with the same offer while also giving yourself the opportunity to capture that lead.

There are three types of popups that are particularly effective:

Standard Popups
These popups will show as soon as the visitor enters your site. They show an offer, which the user can take or decline. Two of my preferred tools are Sumo and OptinMonster.

Design successful conversion funnels for your blogs

Image of a pop-up example

Pop-ups are also mobile-friendly like this one from Barkbox

Exit Intent
These only show when the user is leaving the site and are triggered by the user’s mouse rolling over the browser’s address bar. They can be particularly effective at capturing lost traffic.

Image of Exit Monitor's popup for your conversion funnel

Exit Monitor’s popup appears when a user tries to leave your website. Statistics show this tactic results in significantly higher conversion rates

Screen Takeover Sumo offers another great tool, called Welcome Mat, which takes over the user’s entire screen. Its benefit lies in the fact that it monopolizes the user’s attention because it covers everything else on her screen, eliminating the option to click on anything else. The user can either take the offer or decline it and continue onto your blog.

Image of a screen takeover for the conversion funnel

Sumo’s Welcome Mat covers the entire browser window

Scroll Box
The Scroll Box is a particularly effective tool. Also built by Sumo, it triggers when a user scrolls a certain percentage of your page (you can adjust this setting). The benefit is that the appearance of the scroll box slides up from the bottom of the screen; this movement captures the user’s attention and, therefore, increases conversions.

Image of a Scroll Box for conversion funnel

Sumo’s Scroll Box displays your offer as the user scrolls down the page.

Step 5: Analytics and Retargeting

Now that you’ve set up your killer blog, there’s one final step: measuring, tracking, and retargeting. Analytics allow you to pinpoint what’s working—and what isn’t—so you can improve your ROI and plug leaks in your funnel.

Adding proper analytics to your blog will also yield valuable data which you can use across your sales and marketing efforts. What follows is an overview of the tools I use most often:

Basic Tracking: Google Analytics
Google Analytics is the standard for tracking audience behavior and is used by every successful web marketer in the world. Setup is free, and it allows you to track valuable information, including:

  1. Geographic location of your audience
  2. Traffic source
  3. Device
  4. Age
  5. Time on each page
  6. Pages viewed most
  7. Time on site

Google Analytics also integrates with every other analytics platform, and in many cases, is required for using those third-party tools. For more info on setting up a Google Analytics account, go here.

Advanced Tracking: KissMetrics and CrazyEgg
While Google Analytics is invaluable, it can also be both overwhelming and incomplete. Fortunately, there are two third-party platforms that capably fill in the gaps.

KissMetrics is essentially a streamlined version of Google Analytics. It removes many of Google’s more confusing features and instead offers understandable, actionable, and visual data.

Image of analytics

CrazyEgg goes one step further by showing you where on your page visitors are engaging, where they’re scrolling, and how long they’re staying. Its suite of heat maps and advanced tracking tools offers you priceless insight into user behavior on your blog.

Image of CrazyEgg's Heat Map tool

Image of CrazyEgg's Confetti tool

CrazyEgg’s Heat Map and Confetti tools.

Audience Tracking: Facebook
Facebook is the hidden gem of audience tracking. Simply put, it has the most advanced audience measurement tools in the world—bar none.

Facebook has over 1.8 billion users. And unlike Google, people don’t go to Facebook to search for things. They use it to explore content, watch videos, chat with their friends, and “like” everything under the sun.

And Facebook tracks all of this. It has billions upon billions of data points, all of which add up to unparalleled audience information.

And the best part? Your blog doesn’t have to be on Facebook to leverage its tools. All you have to do is install a tiny piece of code—what Facebook calls an audience pixel—and Facebook will gather all that data for you.

You’ll learn how old your blog audience is, where they live, what they like, even what they do and how much money they have. The amount of data you can track is staggering, and you can use it to learn more about your audience than any other tool on the Internet.

You can then use this information to create more targeted blog content, retarget your existing audience through Facebook ads, and even to leverage across other areas of your funnel.

To learn more about setting up a Facebook custom audience, go here.

Image of Facebook custom audience setup

Facebook Custom Audience.

Your Complete Funnel and Beyond…

Building a sales funnel is a comprehensive job, but one which is invaluable to your online marketing efforts. Done well, it can significantly increase your ROI by allowing you to identify and hyper-target the best leads and buyers.

While your blog is just one piece of that funnel, it sits on the front line of your marketing efforts. Get it right, and you’ll have a lead generation engine that keeps on giving.

Happy blogging!