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PBUS Presentation - Succeeding Where Others Fail

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Adam Camras, CEO of AboutBail.com presented 'Succeeing Where Others Fail' at the PBUS convention in Las Vegas.

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PBUS Presentation - Succeeding Where Others Fail

  1. 1. Succeeding Where Others FailGrowing Your Bail Agency in Challenging Times<br />AboutBail.com Team<br />Adam Camras – CEO<br />Beth Davis – MarketingDirector<br />Mindy Naumer – Marketing Consultant <br />
  2. 2. Our Products...<br />LAWgicalSites<br />Local<br />
  3. 3. Formula For Success<br /><ul><li>Professionalism
  4. 4. Marketing
  5. 5. Operational Efficiency</li></li></ul><li>Professional Office<br /><ul><li>Phones
  6. 6. Customer Service
  7. 7. Appearance</li></li></ul><li>Professional Office<br />Phones… <br /><ul><li>Always,Answer The Phone!
  8. 8. Forward Calls toCell Phones
  9. 9. Phone Etiquette </li></ul>“BAIL BONDS!!!” vs… <br />“ABC Bail Bonds, this is Adam. How can I help you? <br /><ul><li>Be Professional andCourteous
  10. 10. Call Recording</li></li></ul><li>Professional Office<br />Customer Service… <br /><ul><li>FriendlyVoice When Answering The Phone
  11. 11. Everyone is a Potential Customer
  12. 12. Respond toInquiries Immediately
  13. 13. TreatCustomers The Way You Want to be Treated
  14. 14. Know When to Hire Help</li></li></ul><li>Who would you rather hire?<br />Umm… Hi… Umm… Do you need bail?<br />
  15. 15. …or, this guy?<br />ABC Bail Bonds, this is Adam, how can I help you?<br />
  16. 16. Marketing<br />Your Brand<br />Traditional Marketing<br />Web Site<br />SEO<br />Social Media<br />Marketing Effectiveness<br />
  17. 17. Branding<br /><ul><li>Professional Logo
  18. 18. Have a Consistent Message
  19. 19. Educate the Customer</li></li></ul><li>Traditional<br /><ul><li>Marketing to Attorneys
  20. 20. Jails
  21. 21. Yellow Pages
  22. 22. Outdoor
  23. 23. Radio / TV
  24. 24. Giveaways
  25. 25. Networking
  26. 26. Community Outreach
  27. 27. Get Creative!</li></li></ul><li>Creative Bail Marketing<br />Beer Mugs<br />Community Outreach<br />Pizza Boxes<br />Letters<br />Vehicle Wrap<br />Bar Stamps<br />Sporting Events<br />Get Attention for Doing Something Good<br />
  28. 28. Are You Online?<br />Do You…<br /><ul><li>Have a Web Site?
  29. 29. Does it rank in Google, Yahoo and Bing?</li></ul>Can customers find you online by searching <br /><ul><li>“Your county or city + bail bonds”
  30. 30. People don’t search for you. They search for what they need(e.g. Clark County Bail Bonds)</li></li></ul><li>Your Customers are Online & Searching…<br />Need to be here:<br />201,000 Searches forBail Bonds every 30 days<br />1,440,000 Results for the search Bail Bonds<br />
  31. 31. Building An Online Presence in 4 Easy Steps<br />
  32. 32. So… How Can You Get Online?<br />Build a Website<br />Optimize Your Website <br />Submit Your Business to Local Search Sites <br />Advertise<br />
  33. 33. Step 1 - Build a Website<br /><ul><li>Domain Name - (“aboutbail.com”)
  34. 34. Keep it Clean, Simple & Professional 
  35. 35. Include Phone Numberand Areas of Coverage 
  36. 36. Do not use Music or Flash Animation
  37. 37. Keep the Content Relevant
  38. 38. Educate Your Clients  Trust!</li></ul>Why Hire You<br /><ul><li>Call to action </li></ul>“Call us 24/7 for a Free, Friendly Consultation”<br />
  39. 39. Bad Website Design<br />
  40. 40. Clean Website Design<br />
  41. 41. Step 2 - Optimize Your Website<br />Title Tag <br /><ul><li>Tells the search engines what your site/page is about.
  42. 42. 70 characters long & should include keywords. </li></ul>About Bail Title Tag<br />
  43. 43. Step 2 - Optimize Your Website<br />Meta Descriptions <br /><ul><li>155 characters describing your business
  44. 44. Its what search engines present to their users about your site</li></ul>Meta Description<br />
  45. 45. Step 2 - Optimize Your Website<br />Content & Keywords <br /><ul><li>Search Engines Rank Site Based on Usefulness.
  46. 46. Good, Relevant Content has your Keywords.
  47. 47. Write Content That Helps Users and the SE’s will “like” it.
  48. 48. Other Sites Link to Good Content. Links = Good!
  49. 49. Sample Pages </li></ul>Home Page <br />About Page <br />Contact Page <br />Services Page<br />FAQ’s (Frequently Asked Questions)<br />
  50. 50. Step 3 – Submit & Manage Local Listings<br />Lawgical Local… <br /><ul><li>100+ platforms</li></ul>Local Search <br />Results<br />100 More Valuable Networks<br />
  51. 51. Step 4 – Advertise…<br />Paid Advertising that Targets Indemnitors <br />State and National Associations <br />Bail<br />Criminal Attorney<br />Directories that Target Your Buyers<br />Other Sites That Rank for Your Keywords<br />PPC / CPC<br />
  52. 52. What Should You Spend on Advertising?<br />8 to 15% of revenue<br /> “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.”<br />Business Week Article - February 2009<br />
  53. 53. Lots of Social Media Options<br />
  54. 54. Why Should Bail Agents Use Social Media?<br /> Other Marketing is Getting Easier to Ignore<br /> Brand Your Company as Experts<br /> Unlimited Audience<br /> Build a Community<br /> Easy Way to Keep People Informed<br /> Keep Track of Competition<br /> Write More Bail!<br />
  55. 55. Marketing Effectiveness<br /><ul><li>Half Your Marketing Works! Which Half?
  56. 56. Ask the Question? “How did you find us?”
  57. 57. Train Your Staff
  58. 58. Answers
  59. 59. “The internet”, “Google”, “Lawyer”
  60. 60. 50% of theTime is Great
  61. 61. The SilverBullet?
  62. 62. Phone Tracking!
  63. 63. Aggregate the Data</li></li></ul><li>Operational Efficiency<br /><ul><li>CRM / Call Sheets
  64. 64. Monetize the Calls
  65. 65. Accounting
  66. 66. Keeping Score
  67. 67. Current
  68. 68. AR
  69. 69. Reduce Expenses
  70. 70. Renegotiate Agreements / Contracts
  71. 71. HR
  72. 72. Getting a Return
  73. 73. Optimize Comp
  74. 74. Acquire Assets</li></li></ul><li>Questions? <br />?<br />
  75. 75. Online Marketing Mix<br /><ul><li>Web Site
  76. 76. Online Marketing
  77. 77. Social Media
  78. 78. Track The Effectiveness
  79. 79. Have Fun!</li></li></ul><li>AboutBail.com<br /><ul><li>Trusted Network of Local Bail Agents
  80. 80. Launched in 2001
  81. 81. Market to Indemnitors & Criminal Lawyers
  82. 82. Spoken to Thousands of Your Clients
  83. 83. 100 Million + in Retail Bail Bonds</li></ul> <br /><ul><li>Other Services
  84. 84. Websites for Bail Agents - Professional, Inexpensive Designs
  85. 85. Local Search Results - Google Local, Yahoo Local and 80+ Local Searches
  86. 86. Social Media Setup and Management - Facebook & Twitter</li></li></ul><li>Success<br />Professional Office<br /> +<br />Online Presence<br />+<br />Social Media<br />= <br />Business Growth<br />
  87. 87. Getting started...<br />1. Sign up for accounts that best match your business. <br />
  88. 88. Build a Strategy<br />2. Build a strategy around how and what you want to communicate. <br />
  89. 89. Connect<br />3. Connect with people you know or would like to know<br />
  90. 90. Communicate<br />4. Start communicating<br />Ideas for posts<br /><ul><li>Relevant news stories
  91. 91. Business specials
  92. 92. Interesting facts about your business and industry
  93. 93. Events you are attending 
  94. 94. Charities you support 
  95. 95. Employee accomplishments
  96. 96. Funny happenings
  97. 97. Awards you've won
  98. 98. Industry legislation </li></li></ul><li>Execute<br />5. Execute your plan <br /><ul><li>Set Aside 30 Minutes 3 Days a Week
  99. 99. Make a Consistent Habit of:
  100. 100. Posting to your pages
  101. 101. Looking for new contacts and connections
  102. 102. Communicating with people you already know
  103. 103. Keep it professional </li></li></ul><li>Set Expectations<br />6. Keep your expectations in check.  <br /><ul><li>It will take time to cultivate relationships. 
  104. 104. Don't just sit around waiting for people to find you - let people know you're on these sites through:
  105. 105. Links in your email signature block
  106. 106. Links on your website</li></li></ul><li>Social media is easy and “free” to use, it takes a plan of action, time and consistency. <br />
  107. 107. Step 4 – Submit & Manage Local Listings<br /><ul><li>Google Local
  108. 108. Yahoo Local
  109. 109. Bing Local
  110. 110. Super Pages
  111. 111. Yellow Pages
  112. 112. Paid products submit to these sites and 100+ other high ranking directories
  113. 113. Cheap and Critical
  114. 114. Manual submissions are cumbersome and take 100’s of hours</li></li></ul><li>Step 2 - Optimize Your Website<br />Domain Name<br /><ul><li>Should include keywords like Bail, Bail Bonds, Bail Bond, etc…
  115. 115. Good: DenverBailBonds.com
  116. 116. Bad:BillsDenverBailBondCompany.us</li></li></ul><li>Traditional cont.<br />Legal Events<br />Business Events<br />Political Events<br />Reach out to Legislators<br />Start a Company Blog<br />Stay Informed with RSS feeds<br />Share Your Importance and Expertise<br />Do Not Stop Learning (??? Tc)<br />
  117. 117. Step 3 – Search Engine Submission<br />Manual<br /><ul><li>Google - google.com/addurl/
  118. 118. Yahoo - search.yahoo.com/info/submit.html
  119. 119. Bing - bing.com/webmaster/SubmitSitePage.aspx</li></ul>Paid Services<br /><ul><li>Not necessary if you get the right links
  120. 120. Different than “Local”</li></li></ul><li>Step 6 – Social Media<br />What is Social Media?<br />
  121. 121. Social Media<br />Social media uses web-based technologies to turn communication into interactive dialogues. <br />What does this mean?<br /> <br />A “free” tool to communicate and interact with clients, people in your social circle and community.<br />

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