PBUS Presentation - Succeeding Where Others Fail

Succeeding Where Others FailGrowing Your Bail Agency in Challenging Times
AboutBail.com Team
Adam Camras – CEO
Beth Davis – MarketingDirector
Mindy Naumer – Marketing Consultant

Our Products...
LAWgicalSites
Local

Formula For Success
Professionalism
Marketing
Operational Efficiency

Professional Office
Phones
Customer Service
Appearance

Professional Office
Phones…
Always,Answer The Phone!
Forward Calls toCell Phones
Phone Etiquette
“BAIL BONDS!!!” vs…
“ABC Bail Bonds, this is Adam. How can I help you?
Be Professional andCourteous
Call Recording

Professional Office
Customer Service…
FriendlyVoice When Answering The Phone
Everyone is a Potential Customer
Respond toInquiries Immediately
TreatCustomers The Way You Want to be Treated
Know When to Hire Help

Who would you rather hire?
Umm… Hi… Umm… Do you need bail?

…or, this guy?
ABC Bail Bonds, this is Adam, how can I help you?

Marketing
Your Brand
Traditional Marketing
Web Site
SEO
Social Media
Marketing Effectiveness

Branding
Professional Logo
Have a Consistent Message
Educate the Customer

Traditional
Marketing to Attorneys
Jails
Yellow Pages
Outdoor
Radio / TV
Giveaways
Networking
Community Outreach
Get Creative!

Creative Bail Marketing
Beer Mugs
Community Outreach
Pizza Boxes
Letters
Vehicle Wrap
Bar Stamps
Sporting Events
Get Attention for Doing Something Good

Are You Online?
Do You…
Have a Web Site?
Does it rank in Google, Yahoo and Bing?
Can customers find you online by searching
“Your county or city + bail bonds”
People don’t search for you. They search for what they need(e.g. Clark County Bail Bonds)

Your Customers are Online & Searching…
Need to be here:
201,000 Searches forBail Bonds every 30 days
1,440,000 Results for the search Bail Bonds

Building An Online Presence in 4 Easy Steps

So… How Can You Get Online?
Build a Website
Optimize Your Website
Submit Your Business to Local Search Sites
Advertise

Step 1 - Build a Website
Domain Name - (“aboutbail.com”)
Keep it Clean, Simple & Professional
Include Phone Numberand Areas of Coverage
Do not use Music or Flash Animation
Keep the Content Relevant
Educate Your Clients  Trust!
Why Hire You
Call to action
“Call us 24/7 for a Free, Friendly Consultation”

Bad Website Design

Clean Website Design

Step 2 - Optimize Your Website
Title Tag
Tells the search engines what your site/page is about.
70 characters long & should include keywords.
About Bail Title Tag

Meta Descriptions
155 characters describing your business
Its what search engines present to their users about your site
Meta Description

Content & Keywords
Search Engines Rank Site Based on Usefulness.
Good, Relevant Content has your Keywords.
Write Content That Helps Users and the SE’s will “like” it.
Other Sites Link to Good Content. Links = Good!
Sample Pages
Home Page
About Page
Contact Page
Services Page
FAQ’s (Frequently Asked Questions)

Step 3 – Submit & Manage Local Listings
Lawgical Local…
100+ platforms
Local Search
Results
100 More Valuable Networks

Step 4 – Advertise…
Paid Advertising that Targets Indemnitors
State and National Associations
Bail
Criminal Attorney
Directories that Target Your Buyers
Other Sites That Rank for Your Keywords
PPC / CPC

What Should You Spend on Advertising?
8 to 15% of revenue
“If you're in a services business, you might want to bump your starting point to 8%…I've seen companies spend upwards of 15% when warranted—especially young companies that need to invest to build their brand.”
Business Week Article - February 2009

Lots of Social Media Options

Why Should Bail Agents Use Social Media?
Other Marketing is Getting Easier to Ignore
Brand Your Company as Experts
Unlimited Audience
Build a Community
Easy Way to Keep People Informed
Keep Track of Competition
Write More Bail!

Marketing Effectiveness
Half Your Marketing Works! Which Half?
Ask the Question? “How did you find us?”
Train Your Staff
Answers
“The internet”, “Google”, “Lawyer”
50% of theTime is Great
The SilverBullet?
Phone Tracking!
Aggregate the Data

Operational Efficiency
CRM / Call Sheets
Monetize the Calls
Accounting
Keeping Score
Current
AR
Reduce Expenses
Renegotiate Agreements / Contracts
HR
Getting a Return
Optimize Comp
Acquire Assets

Questions?
?

Online Marketing Mix
Web Site
Online Marketing
Social Media
Track The Effectiveness
Have Fun!

AboutBail.com
Trusted Network of Local Bail Agents
Launched in 2001
Market to Indemnitors & Criminal Lawyers
Spoken to Thousands of Your Clients
100 Million + in Retail Bail Bonds

Other Services
Websites for Bail Agents - Professional, Inexpensive Designs
Local Search Results - Google Local, Yahoo Local and 80+ Local Searches
Social Media Setup and Management - Facebook & Twitter

Success
Professional Office
+
Online Presence
+
Social Media
=
Business Growth

Getting started...
1. Sign up for accounts that best match your business.

Build a Strategy
2. Build a strategy around how and what you want to communicate.

Connect
3. Connect with people you know or would like to know

Communicate
4. Start communicating
Ideas for posts
Relevant news stories
Business specials
Interesting facts about your business and industry
Events you are attending
Charities you support
Employee accomplishments
Funny happenings
Awards you've won
Industry legislation

Execute
5. Execute your plan
Set Aside 30 Minutes 3 Days a Week
Make a Consistent Habit of:
Posting to your pages
Looking for new contacts and connections
Communicating with people you already know
Keep it professional

Set Expectations
6. Keep your expectations in check.
It will take time to cultivate relationships.
Don't just sit around waiting for people to find you - let people know you're on these sites through:
Links in your email signature block
Links on your website

Social media is easy and “free” to use, it takes a plan of action, time and consistency.

Step 4 – Submit & Manage Local Listings
Google Local
Yahoo Local
Bing Local
Super Pages
Yellow Pages
Paid products submit to these sites and 100+ other high ranking directories
Cheap and Critical
Manual submissions are cumbersome and take 100’s of hours

Domain Name
Should include keywords like Bail, Bail Bonds, Bail Bond, etc…
Good: DenverBailBonds.com
Bad:BillsDenverBailBondCompany.us

Traditional cont.
Legal Events
Business Events
Political Events
Reach out to Legislators
Start a Company Blog
Stay Informed with RSS feeds
Share Your Importance and Expertise
Do Not Stop Learning (??? Tc)

Step 3 – Search Engine Submission
Manual
Google - google.com/addurl/
Yahoo - search.yahoo.com/info/submit.html
Bing - bing.com/webmaster/SubmitSitePage.aspx
Paid Services
Not necessary if you get the right links
Different than “Local”

Step 6 – Social Media
What is Social Media?

Social Media
Social media uses web-based technologies to turn communication into interactive dialogues.
What does this mean?

A “free” tool to communicate and interact with clients, people in your social circle and community.

PBUS Presentation - Succeeding Where Others Fail

by About Bail on Mar 01, 2011

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PBUS Presentation - Succeeding Where Others Fail — Presentation Transcript

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