Local SEO vs Google Reviews: Which is a higher priority?

Online competition for businesses in every industry is higher than ever. As a local business, you are fighting for digital space to attract new customers. There’s no doubt about it, showing up high for search results is crucial for your business. 88% of consumers who do a local search on their smartphone end up visiting or calling the store within a day.

Clearly, local SEO matters. If your business shows up high in the search results for targeted keywords that include your location, then you will certainly be able to drive more people to your website and ultimately to your store. Certainly, you should be spending some time and effort on boosting your local SEO so you can show up high in the search results.

But is local SEO all that matters?

Unfortunately, many businesses place too much emphasis on local SEO, forgetting about the value of online reputation via Google Reviews. So, which is more important, local SEO or Google Reviews?

In this post, we explain how both local SEO and online reviews benefit your business, and why you actually need to invest in Google Ads and online reputation.

The Importance of Local SEO

92% of people choose a business on the first page of local search results. Getting your business to show up on the first page for local keywords is definitely important. Local SEO focuses on boosting your visibility for searches relating to not only your services but to your physical location as well. When someone in your area is looking for a certain service, they obviously want one nearby. Local SEO helps you capture your local market online by optimizing your site for relevant terms and helping you bring in more traffic.

Where Local SEO Falls Short

There’s no denying that local SEO should be part of your business strategy. You definitely want to dedicate some resources to showing up higher in the search ranking. However, just doing that is not enough. If you focus solely on local SEO, you are missing a big opportunity to grow your business.

Here’s why.

Even if you are #1 in the search result, you still have 3 ad listings at the very top and 3 google maps listings above you. The Google Ad listings ahead of you will still grab the attention of local consumers before your organic result does. While it’s great to be the #1 organic search result, you have to remember that Google Ad results and Google Maps listings are still showing up ahead of you.

You cannot fully control SEO. No matter how many proven strategies you implement, you cannot 100% control where Google ranks you. You can do everything in your power to boost your SEO, but you may still not rank as high as you want to.

Dedicated SEO experts know best practices and constantly monitor the industry, but we still do not have all of the answers. Search engines have extremely complicated and constantly changing SEO algorithms. In the end, you cannot control where Google ranks you. Of course, this does not mean that you stop trying, you should still focus on valuable local SEO strategies. But this does mean that you should not dedicate all of your resources to local SEO, and you should make sure to focus on the strategies you can control.

The Key is Online Reputation

Forgetting about Google reviews is a big mistake. Google reviews are something that you can control, and they yield critical results. If you have great local SEO but have minimal Google Reviews, your business will not appear as credible as one that may be a few ranking below yours but has 3x the number of reviews and a higher star rating.

First and foremost, Google reviews actually impact your local ranking on Google. That’s right, Google Reviews are one component that affects your local SEO, and Google confirmed this. Local SEO is definitely complicated and involves many factors, but Google Reviews and your brand’s response rate matters for local SEO. If you are not paying attention to generating and managing Google Reviews, you are failing to do one of the simplest local SEO strategies.

Having an abundance of online reviews makes your brand a clear choice. In fact, 73% of customers trust a local business more if it has many positive reviews. Both quality and quantity matters when it comes to reviews. Having too few reviews or too many negative reviews hurts your business. On average, your business needs 40 online reviews before customers will believe the average star rating, so having a few great reviews is not enough.

Additionally, online reviews are something that you can control. You can implement proven strategies to generate more reviews. Can you fully control what customers say? No, of course not. But you can control how your business handles reviews, positive and negative. 51% of potential residents expect that management responds to online reviews. Review management is fully in your control.

Combine Google Ads with Online Reputation

You have control over having a higher star rating and more total reviews. The best way to leverage your Google reviews is with Google Ads. Combining Google Ads with Google Reviews provides far more actionable results than just being top in organic search results.

With Google Ads, you can add a local extension that will put your Google Business Listing (Google Maps Profile) at the top showing your 5-star reviews front and center. This way potential customers see the incredible social proof and your location right away. This winning combination puts your brand ahead of all of the organic search results. Having more positive online reviews than all of your competition makes you the obvious choice, and amplifying that top-rated status with Google Ads is a recipe for growing your business.

A Leading System

Should local SEO or Google reviews be your main priority? You should do everything you can to have great organic SEO. However, the list of strategies and tactics for SEO is extensive and you could spend all of your time and budget on a marketing strategy that you don’t have full control over the result.

Google reviews combined with the visibility of Google Ads is the ideal strategy. We recommend putting an equal amount of effort into Google Ads and Online Review Management to put your business in front of your local market and differentiate yourself as the obvious choice.

We understand that this is still not easy to do on your own, and our dedicated team is here to help. Attract and Close has a proprietary process and system for generating reviews, running google ads, and collecting new leads or booking appointments. Schedule your free consultation to learn more about how this system could work for your business by clicking the link HERE.

Improve Your SEO with a Topic Cluster Content Strategy

Search engine optimization (SEO) is critical for getting your website to the top of the search ranks and boosting organic traffic. SEO is a proven strategy that has longlasting results, but there’s one issue. 

SEO best practices are already changing. 

If you just started to get the hang of single keywords, you are already behind the search engine algorithms. 

Now, search engines are concerned with how ideas relate because this is best for delivering the results that real people want. Instead of focusing on singular keywords, it is now most important to base your content strategy around core topics. 

This new strategy hits the main points of modern search engine algorithms, like latent semantic indexing, site expertise, authoritativeness, and trustworthiness (EAT). It is referred to as topic cluster content strategy, and it can dramatically increase your organic growth. 

So, what exactly is topic clustering and how will it skyrocket your SEO?

Read on to find out, as we break down topic clustering in this post. 

SEO Must Adapt to Search Engines

Search engines are constantly changing and updating so that they can be more effective for users. To keep up and master SEO, companies must adapt to search engines and find the most efficient ways to show up for relevant searches. 

Previously, search engines focused on fragmented keyword queries. At that time, more people were searching that way as well. Now, things are quite different. In fact, 64% of all searches are four words or more. For example, nobody would just search “dog” to find a local pet store. Instead, they may look up something like “dog groomer near me” or dog groomer in My City Name”. People submit more detailed searches in hopes of finding the most relevant information right away. 

Consumers submit more conversational and complex questions to search engines, and they expect quick, accurate results. Search engines can also find connections amongst different queries and they search for search intent. Google has made many major SEO updates throughout its inception, all in hopes of helping searchers find the information they are looking for as quickly as possible. 

What does this mean for you?

You need to have a well-organized site aligned with core topics and content that addresses and hyperlinks the conversational long-tail keywords people are looking for. Topic clusters are the way to do this. 

What are Topic Clusters?

Topic clusters provide you with a way to organize your web pages and content into a system that fits top search engines’ algorithms. Essentially, topic clusters are “groups of related web pages that al link to one core pillar page.” By organizing your site into clusters, you make it easier for search engines to discern your genre and find a relationship between pages. 

Components of Topic Clusters

Topic clusters include three main components. The parts of a topic cluster include:

  • The pillar page
  • Content and subtopics
  • Hyperlinks.

The pillar page is the first component of your topic cluster. It is the main page that should be the authority for the core topic you are looking to rank for. Typically, the pillar page is a long-form piece of content like a long blog, resource page, or service page. In the pillar page, you want to go very in-depth about the topic and include different sections. 

Next, you have subtopic pages or cluster content. The purpose of these pages is to appeal to long-tail search queries that relate to the core topic on the pillar page. Blog posts are the most common type of subtopic pages. You can break down parts fo the pillar page into separate blog posts to create many different posts from the original pillar post. 

Hyperlinks are the final ingredient to a great topic cluster. Each of the subtopic pages must link back to the pillar page to let search engines know that that page is the authoritative resource on your primary topic

How Do Topic Clusters Work?

According to a HubSpot study, topic clusters boost your position in search engine result pages (SERPs) and impressions. The experiment also found that the more hyperlinks sites used for clustering, the better the results. Connecting your own content more tightly with internal links yields greater results for SERP. 

Topic clusters provide a uniform linking structure that makes it easier for search engines to crawl through your pages. Instead of having pages that cover similar topics compete with each other, you can use a well-planned topic cluster strategy to prioritize certain pages for search engines. According to HubSpot, “ by linking all internal content within that topic to a pillar page, search engines such as Google, Bing, or Yandex can easily scan all the content and understand that there is a semantic relationship between the pages’ content.”

The two images below illustrate the difference between many typical content strategies and topic clustering. 

How to Create a Pillar Page

Your pillar page is the first part of your topic cluster. The pillar page broadly addresses the specific topic, then you use cluster content to dive deeper into the individual topics. The pillar page must be longer than your typical blog post since it is covering all of the primary aspects of that topic. However, each part of the pillar page is not as in-depth as the cluster content. 

You can also work backward to create a pillar page if you already have a lot of related content. All of the blogs and content that you wrote before starting topic clustering does not have to go to waste! Let’s say you already have numerous blog posts about different facets of credit cards (building credit, credit scores, fixing credit, etc). Figure out a way that some of those posts relate and how you can create a larger pillar piece of content that broadly covers credit cards. Hyperlink back to your individual blog posts to use them as subtopics for your new pillar page. 

To create your pillar page, you need to figure out what topics you want to rank for (not just keywords). Remember that your pillar page must address a broader topic that you can then create many other blog posts for as cluster content. 

Make sure that your pillar page answers a certain question or query that consumers may search for about that topic. This will make your pillar page more enticing when it shows up in the search results. The person will see your pillar page answering the question they searched for and then they will also obtain links to many more specific pieces of content that are hyperlinked on your pillar page. 

To summarize, your pillar page:

  • Addresses multiple aspects of a broad topic. 
  • Answers the many questions a person would have who searched for that keyword. 
  • Should be broad enough to serve as the core for at least 20+ blog posts. 
  • Does not try to rank for a long-tail keyword. 
  • Does not explore a narrow topic in great depth. 

Let’s take a look at an example that we used here at Attract and Close. We focused on online reviews/ review management. Of course, there are many different subsets of that genre. For our pillar piece, we created The Ultimate Guide to Online Review Management for Multi-Location Businesses. We then took each heading and made an entire blog post about it that went more in-depth about that aspect of online review management. Using this strategy, our pillar piece addressed many different aspects of the broad topic of online review management and hyperlinked to subtopics. 

Forming a Topic Cluster

After creating your pillar pages, it is time to form the cluster. If you worked backward and made the pillar page from existing content, then update all of the links to connect those pieces. If you started with the pillar page, then cross-link the pillar page and cluster content as you upload it. The key is that each content cluster must link back to the pillar page at least once so that search engines view it as a cluster. 

You can (and should) monitor your pillar page over time. Measure your pillar page’s ranking in the search engines. Once you have a stale rank and the search engines view you as an authority on the topic, then you can broaden your chain of clusters by linking to another related topic. 

The Most Important Tips for Topic Clusters

Topic clustering may seem overwhelming and difficult, especially if you already have a lot of existing content. As long as you break down the process, it is very manageable. Trying to jump into topic clustering without the proper research and planning will just lead to frustration. Instead, follow the guidelines below. 

First, you need to figure out what your ideal customer is looking for. Consider your buyer persona, and figure out some of the core problems they may have. You can research online communities, examine competitors, conduct interviews, and run surveys to gather this information. If you are a jetski company, for example, one big problem your ideal buyer may have is starting their jetski for the first time. 

Next, you want to group those problems into broad topic areas. Break down the typical core problems, and try to form broad topic areas that will serve as a pillar. 

Once you have your broad topics or pillar, defined, you then want to use keyword research to come up with subtopics. Use this information to create a content map that connects the core topics and relevant subtopics. 

Before you dive headfirst into content creation, posting, and linking, you need to make sure your cluster holds up. Use industry research and competitor analysis to validate each idea. 

Then, it is time to get started. Create your content and hyperlink it accordingly to your pillar piece. Even when your topic cluster is live, you are still not done. Now, you must measure the impact and effectiveness of your topic cluster and pillar piece. Refine your strategy accordingly. Like all forms of content marketing, topic clustering is an everchanging process that requires constant monitoring and adjustment. 

According to HubSpot, the categories you need to track include:

  • Page URL
  • Cluster topic
  • Subcluster (if applicable)
  • Keyword to rank for
  • Is it linked to the pillar page? (Y/N)
  • Is it relinked (if applicable)? (Y/N)
  • Any other actions needed
  • Has the other action been taken yet? (Y/N)
  • Links out to pages 1, 2, 3, and/or 4
  • Is it also a sub pillar page (if applicable)? (Y/N)

Here’s an example of a spreadsheet for the topic clustering tracking as well:

The Easiest way to Create Topic Clusters

HubSpot makes it easier than ever to create highly effective topic clusters. All you must do is add your initial topics to HubSpot to start creating and managing your topic clusters. Witha  HubSpot account, you can just use the Marketing Hub, head to Planning and Strategy> SEO, and input your topic. Once you create your topics, you can add subtopic keywords and manage the subtopics. You can also add external URLs and link to your respective pillar pages.

HubSpot is an incredible tool for implementing the topic clustering strategy, but we know you may still need a bit more help to truly create a stellar topic cluster. That’s where our experienced team of HubSpot partners at Attract and Close comes in. As official HubSpot partners, we can help you get the most out of this incredible software, and use it effectively for your topic cluster strategy. 

Topic clustering is critical for the success of any modern SEO strategy, and Attract and Close will help you master it. With our marketing expertise and HubSpot knowledge, we will help you dominate your industry with topic clustering. To learn more about how we can help you with SEO and topic clustering, schedule your free consultation HERE.

Attract and Close Your Ideal Customers with Google Ads

Your online presence is paramount for getting your business in front of more local customers. When your company shows up for relevant google searches, you gain critical visibility in your local market. However, it can be really difficult to compete against larger brands for visibility. 

The best way to attract and close more customers for your local business is to implement Google ads into your marketing strategy. 

Why Google Ads? Do they really work, and why are they so important?

Read on to find out as we break down the value of Google ads in this post. 

How Google Ads Work

Google ads rely on a pay-per-click model to boost your brand on Google. You can use Google Ads to target a relevant keyword that your ideal client would search to find a local business like yours. When you do this, your ad will show up at the top of Google for that search. Additionally, you can add a local extension to your ads so that your map listing shows up at the top of the list. By doing this, you put your business right in front of the people who are looking for it. 

What Do Google Ads Look Like?

Google Ads look like a regular search result with a small “ad” marking. When people search for a business like yours nearby on Google.com your business will show up at the top of local results. If the ads feature your location, then they will show up when users search on the Google Maps mobile app. 

Local Service Ads

80% of local searches convert, so you need to show up for these searches to win your market. There is a new ad format that is specifically designed for local businesses with services. These ads help you stand out even more in your local market than traditional Google Ads because they focus on your community and are narrowed down to certain searches. Because of this, Local Service Ads are very powerful and work incredibly well. These ads are ideal for businesses that offer any kind of service, and they also boost your visibility on Google Maps. 

Why Google Ads? The Benefits

Google Ads are an incredibly powerful tool for local businesses. They offer benefits that you cannot replicate elsewhere. Some of the top reasons to use Google Ads include:

  • Increase brand awareness. Using Google ads, you can get your business in front of more customers. A study from Google found that search ads lift top-of-mind awareness by an average of 6.6%. 
  • Great ROI. When done correctly, Google Ads are very effective. According to Google, businesses earn an average of $8 in profit for every $1 spent on Google Ads! That is a crazy ROI and investment that will surely pay off. 
  • High conversion rate. With local Google Ads, you can gain valuable conversions. These ads help more customers learn about your business, which in turn leads to more calls and ultimately more store visits. Visitors who came from ads are 50% more likely to buy than organic visitors. Google Ads allow you to reach more high-intent buyers and thus improve conversions. 
  • Test copy. Google Ads are also a great way to experiment with different ad copy like subject lines, titles, print ads, blog posts, and images. Use Google Ads to split test title tags and meta descriptions, and then use the one that works best on your website. 
  • Keyword research. Not all keywords work the same for your business. Certain keywords are related to higher purchasing intent than others, and you want to figure out which high-intent keywords work best for your business. Test out how keywords convert for you with Google Ads. This method is a small investment that saves you a ton of time and helps you decide which terms to focus your SEO efforts on. 

Attract and Close More Customers With Google Ads

Google Ads are a powerful tool that your local business needs to be using. To leverage the power of Google Ads, you need a holistic marketing strategy. If you have more reviews at a higher star rating than your competitors and you are running ads, you will win.

That’s where we will help. Attract and Close has a comprehensive marketing system that includes online review generation, Google Ads, and converting ad traffic to leads, appointments, and ultimately customers. With our years of experience working with businesses in every industry, we know the best practices for Google Ads. To learn more about how we can help your local business attract and close your ideal customers, schedule your free consultation HERE

The Content Progression Model

There is no doubt about it, content is king. Content marketing is an incredibly effective way of engaging customers in the modern digital world that over 53% of businesses use. 

There are two major factors when it comes to content: quality and frequency. 

Creating a few pieces of amazing content will not yield results, but neither will constantly creating subpar content. 

So what type of content is really king?

Video content. 

96% of consumers between 18 and 34 watch videos several times a week and 90% of users say product videos help them with decision making. Videos are also the best content for repurposing. From a single video, you can get dozens of other pieces of content. 

But hold on, don’t grab the camera just yet! Remember, quality matters

Read on to learn how you can combine the content progression model and the content repurpose model to create incredible videos that yield even more content.

The Importance of Video Content for Your Brand

For 92% of marketers, video is an important part of their strategy. It should be for you as well. Video content is the best content you can create for your brand. Using video, you can effectively develop your branding and industry authority. No other platform matches the engagement and conversion of video. Including a video on your landing page increased conversion rates by an incredible 80%. Videos work so well because they are:

  • Visually appealing. 
  • Unique 
  • Easier to digest than text 

Additionally, video content is extremely adaptable. From one video, you can create many other pieces of content, making your content marketing strategy a breeze. Videos alone are diverse. Some of the video content you can create includes:

  • Video testimonials
  • Live stream recordings
  • Video ads
  • Video presentations
  • Product demos 
  • Video interviews 
  • Instructional videos 
  • “About us” or company educational videos
  • Tutorials 

The Challenges of Creating Video Content

Despite its many benefits, video content is not easy to create. Video content is challenging and can give beginners a lot of difficulties. Even though your end goal should be to create compelling, high-quality video content, it is not what you should start out with. The reasons the video is difficult to create are:

Visual presentation

 Videos are visual content, which means that how they look matters. While you actually do not need the world’s fanciest equipment to create good video content, you still need to get the right lighting, audio equipment, and camera to produce professional-looking content. Because of this, there is a barrier to entry. Starting with video content will delay your content creation process. 

Videos require editing.

Again, you do not need a full team of editors and the most expensive software to edit your videos, but video content does require some editing know-how and experience. Finding the right editing process is harder for companies that are newer at content creation. 

Videos can be awkward to film. 

Not all of us started out as teen YouTube stars. Aside from the occasional school project, many of us do not have experience filming videos. Trying to create video content before you are comfortable is a bad idea. If you feel awkward, the video will turn out awkward regardless of the amount of editing. Additionally, the video will take you a lot longer to make than it needs to. Instead of jumping right into the video, it can be more effective to work your way there.  

Video Content Progression Model 

In the end, you want to be able to create video content for its many incredible advantages. However, trying to start out with video is not going to work. Instead of jumping straight into video creation, we recommend the video content progression model. Using this model, you can still make content before you have all of the equipment you will need for video content. You can also work on your content creation process, and improve your speaking skills along the way. By the time you reach the video creation step, you will e ready to make videos that look and sound exactly how you want to. 

Writing First

The first step in the video content progression model is actually writing. Think about it. People do not create hit movies on the fly. Professional video production starts with writing, and yours should too. Written content is the easiest to produce. You can simply write down an outline of the key points and hire a content writer to actually do the writing. Starting with written content helps you practice content idea generation. Additionally, the written content:

  • It is incredibly easy to outsource. 
  • Has a quick turnaround time. You can produce a lot of content fast. 
  • It is easy to edit and update. 
  • It is inexpensive to create. 
  • Will give you something to start posting and publishing immediately. 
  • It can serve as the starting point for the rest of the progression. 

Audio Content 

Once you have a number of articles written and are comfortable with that process, then you should turn to audio content. You can take the articles and create audio scripts. Use the audio script to make a podcast, audiogram for social media, or audio version of the blog that you can also post on your website. 

Creating audio does not require you to make up anything new. You are just transforming the basic concepts from your blog into another medium that you can share again on your pages. Audio serves as a clear intermediate between writing and video. With audio, you can get comfortable with speaking on recording and delivering your message the right way, but without the added pressure of people seeing you. Advantages of audio content include:

  • Hone your speaking skills.
  • Enter the very popular and growing podcast space. 
  • Engage your audience in a new way and add your audio to new platforms. 
  • Prepare yourself for video creation. 

Video Content 

The last step in this content progression model is the videos. Once you have successfully written and audio recorded content, you will be much better prepared to create videos. Written posts teach you how to generate ideas and form an outline. Audio content allows you to practice your speaking skills and relay your information more effectively. After you are comfortable with both written and audio content, then you can prepare for video content. 

Of course, video content is still different from the audio content, but starting with audio better prepares you for video. Once you feel comfortable relaying your information through audio, then you just have to practice your delivery on video. This is the time to invest in some starting equipment and help to ensure your videos are highly produced. 

Again, you can take the same basic concepts from your articles and audio to create videos. Integrate the videos on your website to explain a product or service or to enhance your pages. Create a YouTube channel, and share them on social media. 

The Content Repurpose Model 

As the content progression model above shows, creating content is not just about creating a single piece of content. In the example above, we demonstrated how one blog article can become a piece of audio content and then a video. 

But the reserve is also true. 

Once you master video content creation, then you open up an entire world for repurposed content. 

According to Gary V’s content repurpose model, you can over 30 pieces of content that you can share across all of your platforms. 

Here’s more about why you need to incorporate this model and how it works:

Reasons to Use the Content Repurpose Model 

Imagine creating 10 separate pieces of content. You would need to brainstorm the topics, design an outline, and then execute each piece separately. This takes time. A lot of time. The more time you spend, the more money it costs you, and the less often you can deliver value to your audience. 

How can you cut down the time it takes to produce content?

Repurpose it. 

Instead of creating a blog post, podcast, video, social media post, and newsletter that are all separate and about different things, use the content repurpose model to create all of those and more around one main topic. 

The content repurpose model streamlines your content creation process. The top reasons you need to incorporate this strategy include:

  • Save endless hours on content creation when you repurpose content into new pieces. 
  • Make content creation an easier, smoother process. 
  • Reduce the resources (money and manpower) that you need for content creation. 
  • Deliver high-quality, high-value content to your audience every single day. 
  • Increase your SEO and brand awareness with more content. 
  • Create more content is optimized for each platform. 
  • Dominate your industry and position yourself as a powerful authority. 
  • More opportunities for inbound and outbound links to all of your own content. 

How the Content Repurpose Model Works

Think of the content repurpose model as a reverse pyramid. You are using one large piece of content and then breaking it down into smaller pieces of content. The steps of content repurposing include:

Create Your Pillar Piece

Your pillar content is the main piece of content that you are starting out with. This may be an eBook, a long-form video, a longer podcast, or a speech. All of the other pieces will be derived from your pilar piece, so it should be descriptive and index all of the main points.

Create Micro Content 

The next step is to break down your pillar piece into micro-content. Micro-content is just short-form content that is pulled from your pillar piece. You can turn your long-form video into multiple blog posts, many different social media posts, quotes, mini videos, and more. Take the best moments from your pilar content and turn them into multiple pieces of micro-content. 

Distribute the Content 

Next, you must share your content. You can share your pillar content on major platforms like YouTube, IGTV, Facebook, and your website. Share some micro-content via the rest of your social media. Share articles on your blog, in your newsletters, and as LinkedIn articles. Use your micro-content to drive your audience to your pillar content. 

Assess the Response

After distributing your content with your audience, it is time to listen. The best way to figure out which content is effective is to listen to your audience. Look at your analytics and evaluate responses to determine which content resonated best with your audience. 

Create and Distribute Community-Driven Micro-Content

Use the feedback to create another round of more powerful micro-content for your audience. Create more micro-content from the sections that your audience really enjoyed, and distribute it across your platforms as well. 

Be Agile with Content 

Even once you’ve become more comfortable with creating all mediums of content, it can take a while to nail your distribution strategy. Closely monitor your analytics to determine the best times for posting across your platforms. Listen to the feedback your audience provides to guide your future content creation. The things that consumers resonate with may sometimes surprise you. Be adaptable and flexible with your content strategy, and always remember that the primary goal is to deliver value. When you offer value, you start building relationships that are then easier to convert to long-term business relationships. 

Master Content Progression and Repurposing with Attract and Close 

Most companies “help” you with your content marketing by just writing all of your content for you. While this helps you in the short term, it makes you totally dependent on them every step of the way. You only get content when they give it to you, and you’re left in the dust about how content creation really works. Attract and Close will help you master modern marketing by teaching you how to effectively produce your own content. I experienced team will guide your strategy while helping you learn exactly how to achieve high-quality video content and master the content repurposing model. Using these methods, we will streamline your content marketing strategy so you can attract more customers than ever and rapidly grow your business. For results-driven content marketing practices that will help your business scale, schedule your free discovery call HERE.

The Ultimate Guide to Migrating to HubSpot

Are you frustrated with your current CMS and Marketing Automation Tool?

Are all of your inbound  and content marketing tools spread across different platforms?

If the answer is yes, or you are looking for an incredible all-in-one solution for your entire customer journey, then it is time to consider migrating to HubSpot. 

Unfortunately, many companies hesitate to migrate to HubSpot because the process seems so daunting, and they do not fully understand the incredible power of this software solution. Migrating to HubSpot is actually not as painful or difficult as you may think, and Attract and Close will make the process even more efficient. 

But how does HubSpot migration work, and how will it help your business?

Read this ultimate guide to migrating to HubSpot to find out. 

What is HubSpot?

HubSpot is one of the top all-in-one solutions available for your CMS and CRM. On the HubSpot platform, you can connect your website to your contacts and prospects for seamless inbound marketing. With HubSpot’s full suite of software, your entire business can work together efficiently and effectively. You can use HubSpot to host your website and blog, create email sequences, design landing pages, and manage your leads. HubSpot includes many incredible features that you can use to sell more. The important HubSpot features allow you to:

  • Increase your traffic
    • Blog Software
    • Social Media Software
    • SEO Software
    • Ad Software
    • Content Management System
  • Connect with Leads
    • Email Tracking 
    • Click to Call your leads
    • Email Marketing
    • Email Templates
  • Collect and Manage Leads
    • Meeting schedule tool 
    • Sales automation tool 
    • Pipeline management tool 
    • Lead management tool
    • Document tracking tool 
  • Obtain amazing Support
    • PieSync integration s
    • HubSpot templates
    • Local user groups
    • HubSpot partners 
    • Free tools and generators 


The Hubs in HubSpot

HubSpot has different tools that they call “hubs”. Each hub has numerous tools and capabilities to help you convert customers. While you can actually purchase the hubs individually, they are incredibly powerful and offer a streamlined process when you opt to combine them. The HubSpot hubs and their functions include:


HubSpot Marketing Hub

The marketing hub has all of the features and tools that you need to run an effective marketing campaign. With this hub, you can create powerful content and position your brand in front of your ideal audience. The marketing hub includes:

  • Blogs
  • Social media
  • Analytics
  • Landing Pages
  • Emails
  • SEO
  • Marketing automation 
  • Lead generation 


HubSpot CRM Hub 

The customer relationship management (CRM) hub is a free tool that you can use to track and organize your leads. Forget about using manually tracking methods like outdated spreadsheets, CRM is the best way to organize all of your contacts. The HubSpot CRM tool includes:

  • Activity tracking 
  • Pipeline visibility 
  • User contact information
  • Real-time chats with prospects and customers
  • The ability to sync with Outlook and Gmail 
  • SEO recommendations
  • Website themes
  • Drag-and-drop editor 


HubSpot Sales Hub

With the sales hub, you can track, manage, and communicate with all of your leads. This hub provides more visibility to your sales team, which helps them quickly engage with customers automatically. The sales hub is a powerful system with the tools you need to convert more customers. The sales hub includes:

  • Free calling
  • Meeting scheduling
  • Email sequences and automation 
  • Email templates
  • Pipeline tracking 


HubSpot Service Hub 

Manage your customer relationships with the HubSpot service hub. Happy customer help grow your business quickly, and remediating a negative experience is just as important. The features in the service hub include:

  • Support tickets
  • Live chat
  • Conversational bots
  • Customer feedback
  • Knowledge Base
  • Reporting and goals


How do the Hubs Work Together?

While you can buy the hubs separately, they coordinate incredibly well for a cohesive strategy. By using all of the hubs simultaneously, you can build a smooth customer experience that is easier to track and manage. Here is an example of how all of the hubs coordinate together to impact the customer journey:

Peter searches on Google and comes across one of your blog posts. (marketing hub)

After reading your post, he decides that you are a credible source and wants to learn more about the subject, so he signs up for your newsletter. (marketing hub)

HubSpot is able to track all of Peter’s activity on your website. (CRM)

You see what Peter was reading about, and send him additional information via email. (marketing hub)

At the same time, your sales team can access Peter’s information as a prospective lead. (CRM)

Your team contacts Peter via email and phone. (sales hub)

After the interaction, Peter schedules a discovery session to learn more about your company and products/services. (Sales hub)

He then makes a purchase (sales hub)

After the purchase, Peter has a question about how the purchase works. (service hub)

He is able to find the information via the Knowledge Base. (service hub). 

Peter has a positive experience with your company and his customer journey, which he posts about on social media. 

His friends and followers are interested and head to your site to begin their own customer journey. 

With HubSpot, you can harness the power of inbound marketing instead of actively pursuing customers. HubSpot has a comprehensive suite of tools to help you provide value, attract leads, and interact with potential and current customers so that you can efficiently scale your business. 

The Benefits of HubSpot

There are a lot of key reasons that companies use HubSpot. HubSpot is an incredible tool that can greatly enhance your business with many important advantages.  You can more efficiently grow your business using HubSpot. Some of the main benefits of HubSpot include:

Comprehensive Solution 

With HubSpot, you can have all of your important tools in one place, which makes your inbound marketing job much simpler. You can use HubSpot for all of your marketing needs including tracking your customers’ activity, write your blogs, and send your emails. Using HubSpot allows you to streamline your entire process. 

Powerful Analytics

Another major benefit of HubSpot is the crucial data that it tracks. You can easily access up-to-date reports and closely monitor your success. Every single aspect of your inbound marketing is measurable with HubSpot, and finding critical information is easier than ever. Customize your reports and share them throughout your company. 

Responsive Website

Mobile accounts of over half of web traffic! With so many users turning to mobile devices for their searches, having a mobile-friendly website is absolutely paramount. Your HubSpot website is automatically responsive to screen size, even if it was not before migrating to HubSpot. Right out of the box, your website will be responsive to all popular screen sizes, making you more accessible to mobile users. 

Enhance Social Media 

Social media is a major part of inbound marketing, but it can be difficult to stay on top of. In order for social media to be effective, you must post and engage quite frequently. The easiest way to do this is to schedule posts ahead of time so that you do not have to worry about it every single day. Amazingly, HubSpot has an excellent social media calendar and scheduling capability which makes social media marketing painless. 

Integrated CRM

HubSpot’s CRM simplifies customer relationship management. Integrate your social media and website so you can easily track what visitors are doing on your site. The information you gather about visitor activity will help you plan more effective, tailored communication and marketing strategies. 

Data-Driven 

The most effective strategies are powered by analytics, and HubSpot facilitates incredible data collection. Gather critical metrics to guide your marketing strategy and to assess its ROI. It is easier than ever to collect the most valuable metrics and perfect your marketing with HubSpot. 

Reasons to Migrate to HubSpot

Once you have your business set up with software solutions and platforms, it can be hard to make a change. The migration process seems time-consuming and challenging, yet many businesses are choosing to migrate to HubSpot to enjoy many of its unique benefits. Over 78,700 top companies around the world rely on HubSpot to grow their business. However, there are some very specific reasons that businesses are leaving their existing platforms for HubSpot. 

 One of the biggest reasons people migrate to HubSpot is because their current tools are difficult to use. Many other platforms are not user friendly and are unnecessarily complex. Companies with software that is too challenging to realistically use its features end up wasting a lot of money each year. To save money and take advantage of software that they can actually use themselves, many businesses are choosing to migrate to HubSpot. 

Another major appeal of migrating to HubSpot is its all-in-one capabilities. Instead of using multiple different software solutions, you can use HubSpot for all of your inbound marketing needs. As an all-in-one tool, HubSpot has everything you need with just one login. it is both easy to use and has an intuitive user interface. Additionally, they have a very large community that is incredibly helpful and best-in-class customer support.

How to Migrate to HubSpot

For many businesses, migrating to HubSpot is the right choice. However, it is a careful process that takes some important steps. When migrating from your current platform to HubSpot, you want to be sure not to miss any critical steps or information. The basic process of migrating to HubSpot includes:

  • Extracting your data. While this may sound simple, it often is not. Many times, you will need to export lists in multiple batches. Make sure to export your lists and performance data. 
  • Import your creative files and data into HubSpot. Next, you must set up all of your lists (including unsubscribers) and import your contacts. 
  • Generate workflows. With HubSpot, you can generate unique, complex workflows that all collaborate cohesively. You can set up a series of emails, referral programs, and surveying.
  • Check if your workflows are set up properly and make any corrections to streamline the process. Use HubSpot’s testing feature on their workflow page to optimize workflows. 
  • Migrate your blog. If you choose to use the blog feature, then you must also move your blog to HubSpot. While this is not required, it certainly helps streamline your operations and data. 
  • Set up reporting. Define your KPIs and set up reporting to match using HubSpot. Customize the dashboards for your unique needs and preferences.


Considerations fo HubSpot Migration

Migrating to HubSpot may seem pretty straightforward. For the most part, it is. Businesses of all sizes can effectively migrate to HubSpot while also streamlining their databases and processes. However, there are some things to consider when migrating. Here are some of the other processes you need to consider when migrating to HubSpot:

  • Creating custom emails, landing pages, and blog templates if you choose to use the blog feature. 
  • Integrating HubSpot with your CRM if you decide to keep using a different CRM, like Salesforce. 
  • Configuring all of the details of the software like setting for email, DKIM, CAN-SPAM, time zone, adding users, permissions, and more. 
  • Setting up each tool. Since HubSpot is an all-in-one tool, each hub must be set up. You need to set up the CRM, social media tools, landing pages, forms, messaging templates, sales tools, meeting links, lists, and contact views. 
  • Set up lead scoring
  • Replace your website forms with HubSpot forms. 
  • Rebuild any automatics you had running on other tools. 


Attract and Close Streamlines HubSpot Migration 

HubSpot is an amazing tool for creating an incredible customer experience through marketing and sales. There are many crucial benefits of migrating to HubSpot, but the process can be intimidating. You want to make sure that you properly migrate so that you can enjoy all HubSpot has to offer through a seamless transition. 

That’s where we come in. As an official HubSpot partner, Attract and Close streamlines the HubSpot migration process. Our knowledgeable team has the expertise to help you migrate to HubSpot while meeting all of the considerations above. Our dedicated experts provide support and management once you are migrated, and offer HubSpot training to your team so you can get the most out of the tool. Migrate to HubSpot with Attract and Close today to start enjoying the many benefits of this all-in-one platform. To learn more about our HubSpot migration services, schedule your free consultation HERE.

How to Attract Jewelry Customers with Positive Online Reviews

Your online reputation is your most valuable tool for attracting new customers to your jewelry store. To dominate your local market, you must set your jewelry store apart from the competition. Since finding information is now as easy as the click of a button, people turn to the internet when searching for local businesses. In fact, 97% of people will look online to learn about a local business first. 

When people look for a jeweler, reviews can be your differentiator. With a strong online reputation composed of many positive reviews, you can be the obvious choice. 

Read on to learn more about you can attract more jewelry customers with positive online reviews. 

Benefits of Online Reviews

Online reviews are essential for your jewelry business. The best way to attract new customers and retain previous ones is with positive online reviews. Some of the ways online reviews benefit your business include:

  • Build credibility. Customers want to know they are choosing a reliable, trustworthy company. Online reviews offer a glimpse into your great products and services, so new customers can feel more confident choosing your jewelry business. 
  • Social proof. Online reviews are a powerful form of social proof. While many customers are skeptical of the information brands provide, 84% of people trust online reviews as much as a friend. 
  • Increase your local SEO. The higher your website shows up for relevant keywords, the more potential customers you reach. Increasing your search ranking, or SEO, is a tricky process, but Google confirmed that online reviews are a factor. 
  • Sets your business apart. On the surface, the difference between you and your competition seems small. Online reviews differentiate your business from competitors and highlight the reasons that potential customers should choose you. Online reviews help you attract more customers and lower your customer acquisition costs. 

How DeAngelos Jewelry Dominated Their Local Market

We helped our client, DeAngelos Jewelry, attract more customers using online reviews. Prior to working with us, DeAngelos had less than 10 Google reviews. They now have nearly 600 and counting each day. The surge in reviews puts them at the top for local search. DeAngelos now gets more calls and visits than ever before. Additionally, they expanded their customer radius. Online reviews attract more customers to DeAngelos and customers are even willing to travel further to visit the store. By leveraging online reviews, DeAngelos has dominated their local market and grown their business.

Generate More Reviews for Your Jewelry Business

Start attracting more customers and growing your jewelry business by generating more online reviews. Attract and Close is here to help you streamline your review generation process and online reputation management. Our dedicated team has the knowledge and experience to help you with your entire review strategy. To learn more about how we can help or to get started, contact us today to schedule your free discovery session HERE

How to Grow Your Home Service Business with 5-Star Online Reviews

Acquiring new clients for your home service business can be very tricky. People are hesitant to let strangers onto their property, and rightfully want to find the best service possible. As a plumber, electrician, pest controller, handyman, mover, etc. you will have a lot of local competition for clients. One of the best ways to differentiate yourself from the competition is with 5-star online reviews. In this post, we will explain why online reviews are critical for your home service business and how to start generating more. 

The Importance of Online Reviews for Home Service Companies

A staggering 92% of customers read online reviews before making a purchase. Before a potential client will consider your business, they are searching for your business online and reading online reviews. Therefore, online reviews are one of your first chances to make a positive impression with a potential client. 

The quality of reviews is critical for building trust with clients. 88% of consumers will read up to six reviews before they form an opinion, so it is more important than ever to acquire a large body of reviews. The more positive review you have, the more that potential clients will trust the information, and the more likely they will be to consider your business. 

Additionally, only 14% of consumers would even consider using a local business that has less than a three-star rating. That means the rest, 86%, will only consider a home service company with at least a three-star rating. Positive ratings put clients at ease and provide incredible social proof for the quality of your service and employees. 

Online reviews also have a snowball effect. The more positive reviews you have, the more clients you will attract, and the more reviews you will earn. Instead of spending countless time and money on customer acquisition, you will have clients flocking to your business when you have a strong online reputation. 

How to Generate More Positive Reviews 

Online reviews are the key to attracting more local customers to your home services business. Unfortunately, many home service companies struggle to do this. The keys to obtaining more positive reviews include:

Offer Great Service 

Of course, great reviews start with great service. Make sure you are offering quality service and employees are being professional. While excellent service is an important start, it will not get your reviews alone. People are likely to post a review when they are upset than when they are satisfied with your service. 

Make It Easy to Leave Reviews 

To generate online reviews, you need a strong online presence. People should easily be able to find your website and Google Business page when they search for your business online. You should allow customers to easily leave a review on your own website, as well as top review sites. 

Ask for Reviews in Person 

Many companies have tried to get reviews by handing out flyers or posting signs. While these strategies may help a little bit, they will not generate the amount or quality of reviews you need to grow your business. 

Instead, ask customers directly after their service if they would be willing to receive a link to leave a review. If the client agrees, send the link as soon as possible via email or text. Sending the link to leave a review will reduce the friction of the process, making it much easier for the client. Asking directly will be even more effective if you explain how reviews help your home service business. 

Respond to Reviews

Getting reviews is only part of the equation, you must also respond to them. Monitor reviews closely and respond to all reviews. A quick, personalized response lets a happy customer know how much you appreciate their review and helps build your relationship. A timely response to a negative review can help you remediate the situation and potentially save the client. 

Automate the Process

A big reason that many home service companies lack reviews is that the process can be time-consuming. Manually asking for reviews, sending the links, and responding to reviews takes time that many home service companies do not have. Streamline review management with our powerful team and software

Start Generating More 5-Star Reviews

Now is the time to start generating more 5-star reviews for your home service business, and Attract and Close is here to help. We have the expertise and tools to help your company streamline review generation and management. Our dedicated team knows how to help all kinds of home service companies including:

  • Plumbers
  • Electricians
  • Solar companies
  • Pool services
  • Pest control
  • Movin
  • Cleaning
  • AC/HVAC
  • Painters
  • And more!

Grow your business with more 5-star reviews today! Contact us for your free discovery session HERE

How to Dominate Your Local Market With 5-Star Online Reviews

Nearly half of all Google searches are looking for local information. To attract new local customers through online searches, your business needs to dominate your online reputation. Since 92% of consumers use online reviews to assess the quality of local businesses, the best way to dominate your local market is by generating more high-rating reviews. Read on to learn more about how you can crush your local market with 5-star online reviews. 

The Importance of Online Reviews for a Local Business

According to Google’s Consumer insight reports, “near me” searches have grown by an incredible 900% over the last two years. Customers are looking for a local business just like yours, but in order to gain their trust, you need a strong online reputation. Online reviews are your first chance to make a lasting impression on a potential customer. Online reviews offer many important benefits for your local business including:

  • They serve as strong social proof. 87% of people trust online reviews as much as a personal recommendation, so online reviews are an excellent way to attract new customers. 
  • Online reviews and responses boost your local SEO. 92% of people choose a result on the first page, so getting your business high in search rankings is crucial. Google confirmed that authentic, positive reviews and responding to reviews help increase your SEO. 
  • Legitimize your business. Trying a new business is a leap for customers. Online reviews help build confidence in your brand. 
  • Reviews provide User Generated Content that you can use in marketing. Online reviews are free, unique content that you can showcase on your social media, website, newsletters, and more. Incorporate reviews into your marketing strategy to demonstrate your brand experience to potential customers. 
  • Reviews help you learn what to improve and what your strengths are. While reviews have many great peripheral benefits for your business, they also allow you to understand the customer experience. Though negative reviews can be disheartening, they provide important information on how to improve your business, as well as an opportunity to remediate an issue. Additionally, positive reviews remind you of your strengths and the things people want you to keep doing. 

How to Generate More Online Reviews for Your Business

Many businesses understand the value of online reviews but struggle to generate them. If you are simply waiting for reviews to roll in, you are doing a disservice to your business. Common methods, like posting signs or passing out flyers are also not very effective for generating high-quality reviews. Instead, you need to start asking. The best way to generate more 5-star reviews is to ask satisfied customers for a review right after the service. Simply ask the customer if he or she would be okay receiving a link to leave feedback, then immediately send out the link to leave an online review. 

Why does asking for reviews work? People are more likely to do something when asked, and by starting the conversation in person, you can also strengthen your relationship with the customer. Sending the link to leave a review reduces the difficulty of it, which means satisfied customers will be more likely to take a moment to share their feedback. 

The only issue with this method is that it takes time. While we can certainly help you set up fully automated review requests, we highly recommend asking for reviews manually then automating the link sending. Attract and Close has the most powerful software that will connect with your CRM to automatically send out review requests, so you never forget to send out the messages. Our system can even help you reply to reviews so you never miss a chance to connect with a customer.  

Case Study: DeAngelos Jewelry 

You can start generating more online reviews for your business and dominating your local market today. Our client, DeAgnelos Jewelry, has done demonstrated this perfectly. Prior to working with Attract and Close, DeAngelos Jewelry was doing well. However, they had fewer than 10 Google reviews after over 15 years in business! 

The issue was not their service, it was their review management. Attract and Close helped DeAngelos Jewelry automate review generation and response so they could start generating the reviews that they deserved. Now, they have nearly 600 Google Reviews and an impressive 4.9-star rating! Due to their high-rating and many reviews, DeAngelos has seen business boom more than ever.

 

Start Generating 5-star Reviews

Now is the time to start generating more 5-star reviews so you can crush the competition and dominate your local market. Attract and Close is ready to help your business with all of your online reputation management needs. We have the expertise, tools, and knowledge to help your business generate more positive reviews. To learn more about how we can help, schedule your free consultation with Attract and Close HERE.

How to Attract Solar Customers with Positive Online Reviews

Gaining new solar customers is expensive. Acquiring a new solar customer takes up a whopping 17% of the total system cost! The high customer acquisition cost is a huge hurdle for solar companies. 

Luckily, there is one key factor that will help you attract new customers and ultimately reduce the cost for acquisition: online reviews. 

For 90% of Americans, reviews are a critical part of the purchasing process. Generating more positive online reviews will ultimately allow your brand to rise against competitors and attract more customers. 

Highly Competitive Industry 

With environmental consciousness on the rise, the solar industry is booming. When any market grows, new players enter to try to capitalize on it. More solar companies mean a more competitive industry, and a more challenging environment to stand out in. Setting your business apart before the market is too saturated is crucial for gaining loyal customers. 

Thorough reputation management is essential for your solar company to stand out. The average business has 39 Google reviews. If you do not have many online reviews, you are falling behind the competition in the solar industry and will have a very hard time obtaining new leads. 

Differentiate Your Solar Company with Online Reviews 

Online reviews are the best way to set your solar company apart from the competition. Genuine reviews give potential customers the peace of mind so that they can be confident in your products and services. Purchasing from a solar company is a large investment for the consumer, so online reviews are even more important. Reviews for higher-priced products increase the conversion rate by an astounding 380%.

Instead of struggling to bring on new customers and spending a lot of money to do so, focus on your online reputation. When you build a strong reputation through many positive reviews and a high rating, your solar company will have new customers calling you. 

The best part is that you do not have to find a way to generate reviews alone. Attract and Close is here to help you with your online reputation management, including your review generation and responses. Our powerful software will help you automate the entire process, so you can start generating more reviews than ever and never miss a chance to respond. To learn more about how Attract and Close will help your solar company with review management, or to get started, schedule your free consultation HERE.

Signs You Need Help with Online Review Management

Online reviews are so important for your multi-location business, but they are not the easiest to generate or manage. Managing your online reviews when you have multiple locations is complicated, tedious, and stressful. If you know the importance of your online reputation but are struggling to obtain the results you deserve, you may just need some help from a professional. In this post, we explain the top signs that you should seek help with online reputation management. 

You Have Very Few Reviews 

Your multi-location business can not have a positive reputation without substantial online reviews. Even if you provide excellent service, you will struggle to generate reviews if you use ineffective strategies. To turn things around quickly and start obtaining more reviews, you may need some help. 

Too Many Negative Reviews or a Low Rating 

People turn to the internet to find local businesses, and the majority will click on a link on the first page of results. Search engines use reviews as one factor to assess the quality of your business. Overwhelmingly negative reviews and a low rating will only hurt your SEO, making it so you do not appear high in the search results. Mostly negative reviews will also hurt your reputation, so customers will not trust your business. If you are currently getting mostly negative reviews, it may not be an accurate reflection of your business. People who are upset tend to leave negative reviews, where happy customers actually need a bit of a push to leave a positive review. 

You Are Not Effectively Responding to Reviews 

Generating reviews is only part of the equation. Your multi-location business must also appropriately respond to the reviews. Responding to reviews shows that your business is dedicated to its customers. Positive reviews and your review management both factor into your SEO, according to Google. To effectively manage reviews, you must respond in a timely manner and appropriately. If you are not keeping up with reviews and do not have a response protocol, it’s time for some help. 

Attract and Close Will Help With Review Management 

If you experience any of the issues above, it is time to consult a professional for help with online reviews management. For the most affordable, knowledgeable service, look no further than Attract and Close. We have the tools and expertise to help your multi-location business nail its online review management strategy. Learn more about how we can help you or schedule your free consultation HERE.