How to use the Online Impact Score to improve your business

The Online Impact Score report you’ve just received holds many insights into your marketing. We want to help you make full use of it by giving you a complete understanding of the report’s main elements.

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7

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In this article, we explain what each of the report’s score pillars (discoverability, awareness, trust and conversion) mean and how you can improve your numbers:

  1. Discoverability

What is it?

This shows you how easy it is for potential customers to find you when searching for services or products like the ones you offer.

The higher the score, the more likely they are to find you online.

Why is it important?

89% of customers begin their buying process with a search engine. This is why it’s vital to make sure you have a high discoverability score.

The more easily customers can find you online, the more new business you will be able to generate. If customers don’t see your business when they search Google for a business like yours, they will turn to your competitor.  

How can you improve your numbers using 12Handz?

  • List your business on all relevant directories and make sure your listing stands out and is able to draw in new customers.
  • Find out which search terms, or keywords, customers are using when Googling for a business like yours
  • Start a blog and write articles that will address your potential customers’ search terms
  • Make sure your website is search engine-compatible
  • Use paid Google Ads to be shown in relevant searches

  1. Awareness

What is it?

This indicates how top-of-mind you are among your potential customers, compared to your competitors

Why is it important?

If more customers are aware of your business, they are more likely to choose you rather than your competitors.  

How can you improve your numbers using 12Handz?

  • Find out who your potential customers are: their age, gender, location, preferences, challenges, etc.
  • Post new, engaging content on all relevant social media networks, and be consistent about it
  • Send email and SMS campaigns with clear Calls-to-Action, that remind customers of your business and your offering
  • Launch paid ads on social media

  1. Trust

What is it?

This indicates how trustworthy your business is perceived by potential customers

Why is it important?

The more your business is perceived as trustworthy, the more recurring and new business you will be able to generate. 93% of consumers say online reviews impact their purchasing decisions.

So if potential customers trust you to provide a quality service and to have a value offering, they will become paying customers more quickly and more easily.

How can you improve your numbers using 12Handz?

  • Feature customers’ testimonials on your website  
  • Encourage customers to post reviews on your social media profiles and on review websites
  • Always reply to your reviews, both positive and negative
  • Try to prevent negative reviews by handling customer issues in person

  1. Conversion

What is it?

This shows you how likely customers are to make a purchase or a booking when they land on your website, listing or social media profile.  

Why is it important?

Once customers have discovered your business and are aware of it, you need to make sure they will buy from you or order your services.  

How can you improve your numbers using 12Handz?

  • Use marketing messages that directly target customers.
  • Make sure you have CTAs (Calls-to-Action) on your website, social media profiles and online listings, that drive visitors to become leads and paying customers.
  • Feature an FAQ section on your website
  • Add services and products lists to your online assets
  • Add pricing to your online assets
  • Add a prominent Contact Us form on your website
  • Use an online chat on your website and social media
  • Use analytics to find out why some customers aren’t converting
  • Add online booking to your website