ReportWire

Tag: Conversion

  • Thousands of apartments set to take over empty office buildings with new L.A. ordinance

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    Los Angeles officials just made it easier to convert empty commercial buildings to housing, opening the door to the creation of thousands of apartments across a city clamoring for housing.

    Developer Garrett Lee is already rolling.

    After years of struggling to find white-collar tenants for a gleaming office high-rise on the edge of downtown, he has just begun converting its office space into close to 700 apartments.

    With the new Citywide Adaptive Reuse Ordinance going into effect this month, many more housing conversions are coming to Los Angeles, Lee said.

    “This is monumental for the city.”

    The ordinance opens the possibility of conversion for many more buildings than the 1999 guidelines, which paved the way for converting older downtown buildings and jump-started a residential renaissance that turned downtown into a viable neighborhood after decades as a commercial district where few wanted to live.

    The first ordinance applied to buildings erected before 1975 and was focused primarily on downtown. Under the new guidelines, commercial buildings that are merely 15 years old throughout Los Angeles can be converted to housing with city staff approval, rather than going through lengthy review processes that may reach the City Council.

    Streamlining conversion approvals for projects that meet city guidelines will remove one of the biggest hurdles for developers who have historically had to guess how long it would take to start construction, Lee said.

    “When you take that risk off the table, it materially improves the feasibility of conversions,” he said.

    “It addresses both the housing shortage and the long-term office vacancy issue,” said Lee, president of Jamison Properties.

    Jamison Properties is converting this office high-rise on the edge of downtown Los Angeles into housing.

    (William Liang/For The Times)

    There are more than 50 million square feet of empty office space in Los Angeles, according to industry experts, spread among the city’s many commercial districts and corridors such as Wilshire Boulevard.

    The new ordinance inspired developer David Tedesco to move ahead with plans to convert a high-profile office building in Sherman Oaks, a neighborhood that wasn’t previously included in the city’s adaptive reuse guidelines.

    His company, IMT Residential, plans to turn the former headquarters of Sunkist Growers into 95 apartments.

    The eye-catching inverted pyramid designed in brutalist style is visible from the 101 Freeway and served as Sunkist’s headquarters from 1970 to 2013. The Los Angeles Conservancy called the building “a symphony in concrete,” worthy of city landmark status.

    Earlier, there were plans to renovate the building for new offices, but as demand for office space plunged after the pandemic, developer Tedesco says his company decided to use the new adaptive reuse ordinance to make it into residences.

    The new rules mean “we could move forward a lot faster” and avoid a potentially lengthy environmental impact review, he said.

    The 1999 ordinance proved that people wanted to live downtown and that converting old office buildings to housing or hotels could transform a neighborhood, said Ken Bernstein, a principal city planner in L.A.’s Planning Department.

    People walk through the Union Bank Plaza in downtown Los Angeles.

    People walk through the Union Bank Plaza in downtown Los Angeles in August.

    (Allen J. Schaben/Los Angeles Times)

    Construction of new apartments followed the wave of conversions downtown in the early 2000s, and the ordinance was expanded to a few other neighborhoods with older buildings, including Hollywood and Koreatown.

    But until this month, residential conversions in most of the city still required more approvals, permits and hearings as well as an environmental review, Bernstein said.

    “That could be a very time-consuming, cumbersome and expensive process,” he said.

    The new rules “unlock the potential,” he said, of thousands of underutilized structures all over the city, including such commercial centers as Westwood, Olympic Boulevard, South Los Angeles, Ventura Boulevard and the Harbor District.

    The ordinance is not limited to office buildings. Industrial buildings, stores and even parking garages are eligible for conversion to housing.

    Bernstein envisions shopping center owners converting part of their retail and garage space to housing under the new guidelines. Even smaller strip malls would qualify for conversion to housing.

    While the new ordinance lowers hurdles for landlords interested in converting their underused buildings, they still face market and regulatory forces that bedevil all housing developers.

    Mockup of an apartment inside a 1980s office tower.

    Mockup of an apartment inside a 1980s office tower at 1055 W. 7th St. in Los Angeles that is going to be converted to housing.

    (Eddie Shih/E22 Studios)

    Among them are interest rates that make construction loans more expensive . Higher tariffs have driven up the prices of construction materials and equipment, while the crackdown on undocumented workers has thinned and spooked much of the international workforce on which the housing industry depends.

    Developers also say that Measure ULA, the city’s “mansion tax” on large property sales, hurts the outlook for the profitability of any housing.

    Measure ULA “is really impeding developers from doing any development in the city of Los Angeles,” said local architect Karin Liljegren, who specializes in adaptive reuse projects and helped the city craft the new ordinance.

    Developers also worry that new apartments won’t generate enough income to cover construction costs.

    Apartment renters accustomed to steady price hikes saw a downward shift last year as the median rent in the L.A. metro area dropped to $2,167 in December — the lowest price in four years, according to data from Apartment List.

    Experts disagree on the momentum behind the drop. Some say it’s a sign of things to come, while others suggest it’s merely a brief price plateau and rents will rise again this year.

    Conversion activist Nella McOsker, president of the Central City Assn. business advocacy group, said the new ordinance is “tremendous” and creates “incredible flexibility” for owners who want to make changes. But L.A. needs to follow the example of other cities and do more in the way of financial incentives for developers trying to make a project pencil out.

    The Central City Assn. wants the city to consider financial incentives for conversions, even though it is experiencing budget shortfalls, McOsker said.

    City leaders should consider offering financial incentives, such as those used in other cities, to bridge the gap to profitability, McOsker said, citing programs in other central business districts.

    New York, Washington and Boston have property tax abatement programs, for example. San Francisco offers transfer tax exemptions, and Chicago uses tax-increment financing to encourage some redevelopments. In Canada, Calgary offers direct grants.

    In Washington and New York, there has been widespread adoption of adaptive reuse, Lee said, resulting in makeovers of buildings that each add 1,000 to 2,000 residential units.

    Lee, who has converted nearly 2,000 apartments so far, said he plans to take advantage of terms in the new ordinance that will allow him to put more apartments on each floor.

    “We’re taking projects that are fully designed already and we’re redesigning them for more, smaller units,” he said, which helps reduce rents.

    The new rolling 15-year age requirement will also bring up a new crop of conversion candidates every year. More recently built structures need fewer upgrades and may not require seismic retrofits to meet safety codes.

    “Vintage matters,” Lee said. “Converting a building from 1990 versus one from 2010 is night and day due to the differences in code eras.”

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    Roger Vincent

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  • OC billionaire sells pair of Irvine office buildings for $60M

    OC billionaire sells pair of Irvine office buildings for $60M

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    A publicity shy billionaire boss of a hedge fund has gone from steady buyer to opportunistic seller of office properties in the Orange County white-collar hub of Irvine.

    C. Frederick Taylor’s TGS Management got $60 million for a total of 165,000 or so square feet of vacant office space over two buildings at 1 and 3 Banting, the Orange County Business Journal reported. TGS had crafted plans to redevelop the office properties into a distribution complex, which appears to fit the pattern of the Chicago-based buyer Bridge Industrial.

    The deal for the low-slung office buildings in the Irvine Spectrum commercial district came to about $435 per square foot, more than triple the price an undisclosed buyer paid last week for the Class A office, 52-story office tower at 777 South Figueroa Street in downtown Los Angeles. The comparison is somewhat skewed by the 12 acres of land that come with the two buildings in Irvine.

    TGS, a hedge fund driven by quantitative analysis, recently leased the entire 115,000 square feet of nearby building at 17500 Laguna Canyon Road, within the Irvine Company’s Spectrum Terrace.

    Taylor has a net worth of around $3.6 billion, according to the Business Journal’s latest OC’s Wealthiest list. His firm acquired the two buildings on Banting for about $50 million in 2021.

    Neither Taylor, who has long shunned any spotlight, nor Bridge Industrial offered comments on the deal.

    A move by the new owner to carry through on the redevelopment plan of TGS would put the site among the bigger office-to-industrial conversions in the Irvine Spectrum, an area that blends Class A office space and warehouses and distribution hubs next to a major mall that bears the same name. The area is especially attractive for distribution, criss-crossed by the 5 and 405 freeways and the local 133 toll road.

    The formerly white-hot industrial market of Southern California has cooled recently but remains strong by historical measures. Orange County stands out in the broader region, with the lowest industrial vacancy rate at 4.6 percent, according to JLL, and an average asking rate on leases of $1.62 per square foot.

    TGS made waves in Irvine when it paid $240 million to FivePoint Holdings, master developer of Great Park Neighborhoods in Irvine, for 42.1 acres of vacant land there.

    TGS has not made its plans for the site public.

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    TRD Staff

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  • 5 Types of Content That Will Attract Ready-to-Buy Prospects | Entrepreneur

    5 Types of Content That Will Attract Ready-to-Buy Prospects | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    They say that content is king — but not all digital content is created equal. While most digital content can help increase awareness for your brand, the most valuable content is designed to draw in warm prospects who are ready to make a purchase from you.

    Of course, even the best content isn’t likely to result in a purchase on the first exposure. The marketing rule of seven indicates that consumers must be exposed to your messaging at least seven times on average before they decide to make a purchase. While this may often be the case, strong digital content will go a long way in lowering this total.

    Related: 5 Digital Content Types Prospective Buyers Love to Engage With Online

    1. Email campaigns

    Email marketing remains one of the most effective methods for communicating with warm leads and staying in touch with existing customers to ensure they will buy from you again. Not only are emails far more likely to be read than other types of content, but their average return on investment towers over other options.

    According to the HubSpot Blog, most marketers see an average open rate of 46-50% and a clickthrough rate of 2.6-3% — numbers that far outpace the engagement levels of social media and other popular forms of content.

    Even if they are mostly comprised of previous customers, email lists are an essential marketing tool because they are made up of people who agreed to receive additional messaging from you. This fact alone already makes them far more qualified leads than someone who randomly stumbles across your blog.

    2. Personal engagement on social media

    While the overall engagement and reach of many social media platforms have declined, there is still much to be said for the potential these platforms offer for fostering one-on-one engagements with your warmest leads.

    When marketers comment strategically on other people’s posts, actively participate in relevant groups and conversations, and respond to the comments and messages they receive, it helps create a meaningful dialogue with their target audience.

    By pairing this personalized engagement with relevant, authoritative content (including videos, polls and more), you can leverage social media to nurture warm leads.

    3. Cost calculators

    Most companies have at least some kind of on-site content marketing strategy, which usually revolves around blogging. A blog can be undeniably beneficial for building SEO and domain authority, but depending on the type of content you create, it isn’t always going to create warm leads.

    However, if your website content focuses on the customers who are ready to buy now, you can greatly increase your own sales potential — and one of the best ways to do this is with a cost calculator.

    From calculating the cost of shipping a car across the country to determining how much it would cost to build your own website, these tools are inherently targeted at warm leads who are ready to make a buying decision. In this case, providing useful budgeting and planning information directly influences the user’s purchasing decision, providing a powerful way of reaching warm leads.

    Related: 4 Steps to Writing Content That Converts

    4. Webinars

    Webinars have become an increasingly popular digital content option, and for good reason. When webinars are promoted to the right audience, they can become far more engaging and attractive to warm leads than a blog post covering the same topic would be.

    The simple fact of displaying content in an audiovisual format helps make the webinar feel like an event in its own right. With an engaging topic and professional presenters, you can build a large audience. And when the topic of the webinar itself ties into your offerings, you can create a natural segue into how you can help viewers solve their most pressing problems.

    Webinars can be even more effective when paired with other content, such as an e-book or follow-up video lessons. When done right, webinars can be an excellent resource for collecting email addresses and other information from warm leads who are most likely to be interested in your services.

    5. Software demos

    Admittedly, this digital content option doesn’t apply to every industry. However, there is a wide range of companies that offer software services, addressing everything from tracking logistics and customer relationships to managing the back end of a website.

    A software demo gives warm leads the opportunity to try the service before they commit to a purchase. Firsthand interaction and experience with the software is ultimately far more convincing than a series of sales calls could ever be, as this helps buyers clearly determine whether or not a particular product works for them.

    It should be no surprise, then, that opt-out free trials see an incredible 48.8% conversion rate. It’s worth noting, too, that companies that don’t sell software can use similar “trial” options, such as a two-week trial for their services. Trials and demos appeal to the warmest buyers, who often use them to finalize their purchase decision.

    Related: 5 Steps for Creating a Content Marketing Strategy That Drives Business Results

    While regularly updating a blog or social media profile can be useful as part of your content marketing strategy, it is essential that brands in every niche focus on the types of content that are poised to deliver the greatest return.

    By focusing on the types of content that are most likely to capture warm prospects in the first place, you can turn more leads into sales and maximize the success of your content strategy.

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    Andres Tovar

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  • How to Sell High-Ticket Products With Facebook and Google Ads | Entrepreneur

    How to Sell High-Ticket Products With Facebook and Google Ads | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    High-ticket products are the holy grail in the world of sales. Put simply, these products are the ones that have the highest profit margins and can make a huge impact on your bottom line. However, selling such products is no easy task. It requires an effective strategy to generate leads and convert them into loyal customers.

    So, what’s the best way to get potential customers interested in your product and convert them into buyers? Many people turn to Facebook or Google Ads as a solution, but do you have a plan for success? In this comprehensive guide, we’ll walk through the process of lead generation and conversion using Facebook and Google Ads to help you sell high-ticket products.

    Related: The Secret to Making Facebook Ads Work for Your Business

    I. Defining your target audience

    When it comes to selling high-ticket products, defining your target audience is crucial. Without understanding who your audience is, you are essentially shooting in the dark when it comes to creating effective campaigns and targeting the right people.

    Knowing your audience means you have a better grasp of their needs, interests and pain points — all of which you can use to craft powerful ads that appeal to their specific situation.

    Strategies for defining your target audience

    Now the question is — how do you go about defining your target audience? Here are some strategies for getting started:

    • Analyze your customer base: Take the time to analyze your existing customer base. Consider things like their demographics, interests and behaviors to get a better understanding of who is buying from you. This will help you create campaigns that are tailored specifically to this audience.

    • Conduct market research: This goes without saying, but conducting market research is a great way to gain insight into the interests, needs and desires of potential customers. This can include surveys, interviews with experts in the field or even using tools like Google Trends to get an idea of what topics are being searched for.

    How to create buyer personas for high-ticket products

    Once you have garnered enough information about your target audience, it’s time to create buyer personas. This process can help you tailor your campaigns to reach the right people with the right message.

    Start by writing down everything you know about a typical customer. Consider their age, gender, job title, income level, interests and goals. Then go into detail on what type of content they’d be interested in, what their pain points are and how you can solve them.

    Finally, give this persona a name and picture — this will help bring it to life and make it easier for you to create campaigns that genuinely resonate with your potential customers.

    II. Crafting a compelling offer

    Have you ever heard of the phrase, “A great product will sell itself?” While there is some truth to this statement, in reality, it takes more than just a great product — it also requires a compelling offer. Your offer should not only provide value and solve the customer’s pain points, but it must be presented in an attractive way that entices them to click on your ad or visit your website.

    Best practices for creating an offer for high-ticket products

    High-ticket products require a bit more thought when it comes to crafting the perfect offer. Here are some best practices for creating an attractive offer:

    • Create urgency, and don’t oversell: Using things like limited-time offers, discounts or exclusive access can be a great way to create urgency and encourage people to take action. Also, the worst thing you can do is promise something that the product or service can’t deliver. Be honest and transparent about what your offer includes, and make sure to over-deliver on the value.

    • Provide social proof: People are more likely to engage with an offer if it comes from a reputable source. Include reviews, ratings and customer testimonials to build trust and make your offer more attractive.

    Examples of effective offers

    Effectively promoting your high-ticket products can drive more sales and dramatically increase your bottom line. To help you get started, here are some examples of effective offers:

    • “Get 50% off our flagship product for the next 48 hours only!”

    • “Sign up now to receive exclusive access to our new features before anyone else.”

    • “Try our product risk-free for 30 days and get a full refund if you don’t love it!”

    Related: How to Scale Your Business Using Google Ads

    III. Designing your ads

    Ad design is of utmost importance when promoting high-ticket items. They can make or break your campaigns, so getting them right is important.

    Tips for designing effective Facebook and Google Ads

    Some tips for creating effective ads include:

    • Keep it simple and concise: Don’t overload your ads with text and visuals. Stick to one message!

    • Use attention-grabbing visuals: Use visuals that stand out and capture the attention of potential customers.

    • Highlight your offer: Make sure to include your unique offer in the ad.

    Best practices for ad copy and visuals

    Certain best practices should be followed when crafting your ad copy and visuals. Here are a few:

    • Ad copy: Make sure to include relevant keywords, focus on benefits over features and use simple yet persuasive language.

    • Respect your audience: People appreciate it when brands respect their time and don’t bombard them with too many ads.

    IV. Creating landing pages that convert

    Your landing page is where potential customers will decide whether to take action or not. So, having a well-optimized one can make a huge difference in your conversion rates.

    Elements of a high-converting landing page

    Here are some elements to keep in mind when creating a high-converting landing page:

    Tips for designing effective landing pages

    When designing effective landing pages, focus on highlighting the benefits of taking action as soon as possible. You should also include CTAs in places that are easy to find, use visuals that capture attention and tell a story, and keep the copy concise and persuasive.

    V. Optimizing for conversion

    A well-oiled machine is needed to ensure that your high-ticket offers are successful. In this section, we will cover how to optimize your campaigns for conversion.

    Strategies for optimizing your campaigns for conversion

    When it comes to optimizing your campaigns for conversion, here are some strategies you can use:

    • Test and optimize: A/B testing is essential for finding out what works and what doesn’t. Test different elements of your ads and landing pages to see which ones produce the best results.

    • Analyze your data: Use analytics to gain insights into your campaigns and find out which ones are performing the best.

    • Improve your targeting: Make sure that you’re targeting the right audience for your offers. Look for ways to refine your target audience for better results.

    Best practices for testing and refining your campaigns

    One of the most important things to do before testing your campaign is to have a set of defined goals. Aside from that, you should also make sure to use reliable tracking tools, think before making changes, and document your results.

    Related: 5 Key Tips to Improve Conversion Rates

    VI. Retargeting and follow-up

    Finally, retargeting and follow-up are essential elements of any successful high-ticket offer campaign. Retargeting helps you stay top of mind with potential customers, while follow-up ensures that you don’t miss any opportunities.

    Strategies for retargeting campaigns

    Here are some strategies for retargeting campaigns:

    • Target customers who have already shown an interest in your offer.

    • Develop targeted content for each stage of the funnel.

    • Test different ad formats and targeting options.

    Best practices for follow-up and nurturing leads

    When it comes to follow-up, here are some best practices:

    • Reach out promptly, and be proactive.

    • Offer multiple contact points (email, phone, etc.).

    • Follow up with meaningful content that adds value.

    • Track your results, and make adjustments as needed.

    High-ticket offers can be incredibly lucrative for businesses, but only if done correctly. By following these strategies and taking the time to optimize your campaigns, you can drive more sales and increase your bottom line.

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    Alex Quin

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  • Marketing Agency vs. Business Owner: Who’s to Blame When Leads Don’t Convert to Customers?

    Marketing Agency vs. Business Owner: Who’s to Blame When Leads Don’t Convert to Customers?

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    Opinions expressed by Entrepreneur contributors are their own.

    When something doesn’t go exactly the way we want it to, it’s easy to point fingers at external factors. We are not usually inclined to admit that we ourselves may be responsible for the undesirable outcome. Business owners — like myself and the dentists I work with — can have a lot of pride and don’t always like to think that they may be the reason opportunities are not turning into customers (or patients in our case), and so they typically only focus on the source (i.e., the leads or opportunities) rather than reflect on their own internal processes.

    I know this because I have witnessed it and have done it myself in the past. As a marketing agency, my company’s entire purpose is to generate opportunities for the dental practices we serve to capture new business, and to a large extent, we are responsible for the types of opportunities that the practices receive. However, are we to blame when those opportunities don’t convert into new patients? Maybe, but also, maybe not.

    Related: Ask These 5 Questions Before You Blame Your Company’s Failures on the Marketing

    Collaboration is key

    Marketing agencies get blamed often for producing low-quality leads, and the same is true with a highly specialized agency like mine that works only with dental practices. In theory, however, the quality of the leads we produce for a practice mostly depends on how specific the parameters are for those leads, and that is information we get from the practice itself. Naturally, the more precisely we can define the types of leads they want to attract, the higher our chances of being able to target that demographic within the area. That doesn’t mean that every single lead generated will be perfect, but many of them will be, or close to it.

    I’ve said it before, and I’ll never stop saying it: Marketing is a collaborative effort between the agency and the client. The more you can work together and develop a synergy, the better the outcome will be. Dr. David Pearce, a highly respected New York dentist who has worked with my agency and now works consulting with practices on this very topic, agrees with me. In a recent article, he wrote, “The better the dentist is at understanding the marketing company, and vice versa, the more they can help each other.” He knows that to get the leads the practice wants, they need to work with the marketing agency to help them understand the practice’s needs.

    Now, of course, some businesses might find it difficult to define their ideal customer or lead, and that is perfectly understandable, especially if you’ve never taken the time to really break it down. But that is also where a marketing agency can be a great asset. Marketing professionals are experts at drilling down to get answers. The more a business owner is willing to participate in that process, the better leads they will receive and the less “weeding out” they will have to do to get bad ones out of the mix.

    Related: Don’t Blame The Marketing: Five Reasons Why Your Company May Actually Be Struggling

    Put your process to the test

    What about when you’re getting a good number of leads, but those leads are not turning into customers? Is the marketing agency to blame then? If those leads don’t meet the quality parameters that you established with the agency, then the agency bears some responsibility. However, if those leads are consistently good quality, meaning that they check most if not all of the boxes, then you may need to look internally to understand the disconnect.

    Let’s take an example from my experience marketing to dental practices. Say a dentist has gotten 100 good leads from a marketing agency, but only 15 of those leads converted (i.e., became patients that followed through with treatment). That is decidedly a low number. But is it because the leads are not good enough, or is it because there is some sort of breakdown in the practice’s sales process? Again, this is where the marketing agency can be an excellent partner. If the dentist is willing to let the marketing agency scrutinize the sales process from start to finish, it can identify any weaknesses that could be keeping leads from turning into patients.

    Dr. Pearce explained this in his article as well, adding, “While the marketing company cannot make the necessary changes, the best marketing companies have internal mechanisms to help each of their clients improve this process.” So, while the marketing agency may not be to blame for the low conversion rate, they can still help increase that rate to a more acceptable number, as long as the dentist is willing to work with them.

    That said, in my experience, quality leads do not always turn into quality patients right away. You can contact them and get them to book their first appointment, but that is not where the work should end. As Dr. Pearce says, “Quality patients don’t just walk into the office saying, ‘Doctor, where have you been all my life?’ The best dentists have a system that meets each new patient where they are in their journey to saying yes to optimal dentistry. From this starting point, the team will nurture and grow the patient’s understanding and value of optimal dental care.” The same holds true for any type of business. Luckily, if a business owner is not used to thinking about leads and customers in this way, they have help. The marketing agency can work with them to identify areas of opportunity and convert more leads into long-term, quality customers.

    Related: 5 Things to Look For When Hiring a Marketing Agency

    Rely on your partner, but also do your part

    If sales and marketing don’t come naturally to you or your team, then finding a good agency to partner with will make a big difference. However, for such a partnership to work, you must be open to the possibilities and ready to change how you approach and handle leads. Be sure to ask your marketing partner if they offer sales training or resources to improve your sales approach. Sometimes, they will at least have some materials you can use and distribute to your staff with some tips on how to handle incoming leads.

    My company offers resources on how to properly handle new, interested leads to teach the office staff how to properly handle phone calls and form submissions from all digital marketing efforts. You can also ask your marketing company to record phone calls to further give you insight into how your incoming calls are being handled. This is a good way to provide concrete examples of what is going well and where your sales process may need improvement. In short, the more you make yourself and your staff available, the more productive your partnership will be.

    It is also imperative that you be honest with your marketing partner. It’s not enough to just express your satisfaction or displeasure with the service. If you want to really capitalize on the partnership, give details. Take notes, and tell your marketing agency what exactly you are not pleased with and why. Provide real examples of what you see is not working to your expectations, especially when the relationship is new. When you give detailed feedback, your marketing partner is better able to fine-tune and target campaigns to suit your specific needs, and you will generate more quality leads together.

    Once things are humming along and you have found the “sweet spot,” be careful not to get complacent. It is easy to fall back into old habits when things are going well, and then your results start to nosedive. To avoid this, request that your marketing partner check in periodically (if they do not do that already) for a status report. These periodic calls will help you and your partner keep your marketing strategies top of mind, plus they are a good time to talk about what is working and what is not. Meeting regularly keeps your marketing partner informed and keeps you and your staff accountable.

    So, who is to blame when leads don’t work out? The business or the marketing agency? In my experience, it’s never entirely anyone’s fault, and also playing the blame game just doesn’t get you anywhere. Pointing the finger at the marketing agency for not generating quality leads or the business for dropping the ball with its sales process does not resolve anything. Real progress happens when the marketing agency and the business come together as partners to get better results.

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    Jackie Cullen

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  • 4 Strategies to Increase Your Conversion Rates

    4 Strategies to Increase Your Conversion Rates

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    Opinions expressed by Entrepreneur contributors are their own.

    There’s no question that conversion rates are important to the success of any business. After all, a company can’t make money if its potential customers aren’t converting into actual paying customers. But what many business owners don’t realize is just how big of an impact hitting your conversion goals can have on your business’s bottom line.

    Consider this: If your company has a 1% conversion rate and you’re bringing in $1 million in revenue each month, increasing your conversion rate by just two percentage points — to 3% — means you’ll be bringing in an additional $2 million each month. That’s an extra $24 million per year!

    Of course, increasing your conversion rate is easier said than done. But it’s certainly not impossible. Here are a few tips to help you boost those numbers and reach your full revenue potential:

    Related: 5 Key Tips to Improve Conversion Rates

    1. Perform regular funnel analysis

    Funnels can be really simple (ad, sales page, delivery email) or incredibly complex (several ads leading to segmented landing pages leading to a sales call leading to … well, you get the picture). At any stage in the process, your funnel either loses people or moves them forward to the next stage.

    If you’re not regularly performing a funnel analysis, usually called an audit, you could be missing out on revenue that could be a game-changer for your business. Let’s look at a simple evergreen webinar funnel with a “buy now” option for a $1,500 offer as an example. We’re going to keep it super simple and assume you’re sending just one email to your existing list to drive them to the webinar registration page. Your funnel looks like this:

    • Email: converting at 50%

    • Registration page: 15%

    • Webinar: 20% watch rate

    • Order conversions: 0.67%

    With the conversion rates above, you’ll bring in $1,500 or one sale.

    Your email is converting really well, so we don’t need to do anything with that, but the registration page? Not doing so hot. We want that number to be 25% or higher, so we’re going to optimize the registration page.

    This might mean changing up the copy, design, images — even the offer itself — until we hit our goal of a 25% conversion rate on the registration page. With all other things being equal, that increase in conversion rate on the registration page alone nets you another sale, bringing your revenue for this funnel up to $3,000.

    By working through each step in your funnel this way, you could go from bringing in $1,500 to $28,500 — just by hitting the minimum conversion rate at each funnel stage!

    2. Make sure your website is optimized for conversions

    Your website is often the first point of contact between you and a potential customer, so it’s important to make sure it’s up to snuff. Is your site easy to navigate? Do the pages load quickly? Is the copy clear and concise? Is there a strong call to action on each page?

    If you answered “no” to any of these questions, it’s time to do some website soul-searching. Making even small changes — like adding testimonials or enhancing your calls to action — can make a big difference in terms of conversion rates.

    Related: 5 Tactics to Supercharge Your Website Conversion Rate

    3. Segment your email list

    When it comes to email marketing, quality is more important than quantity. Sending out a generic message to your entire list is likely to result in few conversions because not every recipient will be interested in what you have to say. Segmenting your list enables you to send more targeted, relevant messages that are more likely to lead to conversions.

    Not sure how to segment your list? Start by dividing it into smaller groups based on factors like geography, age, gender, interests, etc. Then craft different messages for each group.

    4. Personalize the user experience

    In today’s competitive market, simply having a website isn’t enough — you need to go above and beyond to stand out from the crowd. One way to do that is by personalizing the user experience for each visitor to your site.

    Thanks to advancements in technology, this is easier than ever before. There are now numerous tools available that allow you to collect data about each user and then use that information to display content that’s tailored specifically for them.

    Related: Why a ‘Personal’ Customer Experience Is Critical to Your Business’ Success

    Reaching — and exceeding — your desired conversion rate can have huge implications for your business revenue. If you’re not happy with your current numbers, take heart; there are plenty of things you can do to improve them. By following these four tips, you can start making progress toward reaching those all-important conversion goals.

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    Jacinda Santora

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  • A Protest on Religious Discrimination and Human Rights Violation

    A Protest on Religious Discrimination and Human Rights Violation

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    Press Release



    updated: Mar 27, 2018

    A 25-year-old woman was found dead at a lodging in Hwasun, South Korea; a victim of a coercive conversion program. CheonJi-News reported the confirmed investigation from the Hwasung police stating the autopsy showing the possibility of suffocation and a high possibility of cardiopulmonary arrest due to oxygen deprivation. After this incident, protesting to bring awareness of Human rights violation and discrimination of religious freedom took place and petitioning for the protection of religious freedom protected by the Constitution of South Korea, Article 20 started.

    Sunday, January 28, Cheonji-News reported 140,000 people attending a protest in Seoul speaking against Coercive Conversion Education. The purpose of the demonstrations is to bring awareness of the situation and to petition for a legal framework criminalizing religion-based violence. According to the Korean Civil Society NGO, Human Rights Association for Forced Conversion (HAC), Coercive Conversion Education was performed on more than 1,000 individuals, by a group of Korean pastors. Organizations such as the Association of Victims of Coercive Conversion Programs (AVCCP) have reached out to international human rights groups to spread awareness. Through the petition, all branches of the HAC within many countries have gone out nationwide spreading awareness to citizens, organizations, and media as well as to the United Nations.

    After the January 28 event, a Ban on the coercive conversion education has become a viral sensation, continuing to spread across the world and Human rights organizations across the nation are coming together with other organizations and groups from multiple countries, such as, the Philippines, Germany, Japan, Australia, Uganda, Kenya, Netherlands, France, Malaysia, China, and United States. Washington DC, New York City, and California all led a demonstration and the newly establish HAC of San Francisco and San Jose took part in this growing movement by practicing their rights of Freedom of Speech bringing awareness of the Forced Conversion of Religion and Human rights Violation at the San Francisco, Golden Gate Bridge. Since the effect of the discrimination and the practice of the Coercive Conversion is becoming more revealed, how can we allow this to continue and to be ignored? That is why the solidarity displayed through these events will be heard all over the world.

    Charleen Hull
    Telephone: 408) 442-1896
    Volunteerpt@gmail.com

    Source: CheonJi-News

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