Published on March 14, 2014
Questions That Frustrate Contractors About Online Marketing Answered! Confidential & Proprietary
Agenda • About Three Deep • Industry Trends • 13 Questions • Summary • Special Offer 2Proprietary and Confidential
About Three Deep
Helping businesses grow through measurable digital marketing programs Three Deep’s Mission Statement 4Proprietary and Confidential
Three Deep Marketing Digital Services Digital Strategy Strategic Consulting Digital Media Management Creative Execution Email Strategy & Execution Contact Center Services Search Engine Optimization YouTube Advertising Website Design & Build Social Media Marketing Reporting & Analysis Align Client’s Goals with Digital Strategies 5Proprietary and Confidential
Three Deep Capabilities, Certifications & Awards • 45 person digital marketing agency in St. Paul, MN • Manage $5+ million in paid search spending annually • Manage 30+ million in consumer database records • 220 million opt-in emails sent in prior 12 months • Certified in popular CRM tool, Salesforce.com • 6 Google Adwords and 2 Bing Certified Professionals • 12 Google Analytics Certified Professionals • Appointment setting contact center for online conversion • Inc. 5000 Fast Growing Company Award in 2010, 2011,2012 • Best Company to Work Awards in 2010, 2011, 2013 6Proprietary and Confidential
Three Deep Marketing Works with Major Brands in Home Improvement and Top Home Remodelers 7 Some of the Top Brands in Home Improvement Over 300 independent contractors in the US participate in online marketing programs offered by Three Deep Marketing Proprietary and Confidential
Industry Trends and Contractor’s Online Presence
Consumers Now Spend More Time on Digital Media Than Television 9Proprietary and Confidential
Advertising Spend Growth 10 • You should consider spending about 30% of your marketing budget online • Online marketing should be your 1st or 2nd most cost effective lead source $53.36 B Digital Proprietary and Confidential
Consumers Rely on Search Engines to Research Home Improvement Projects 11Proprietary and Confidential
Top Objectives for Digital Marketing Programs 12 For B2C companies, “driving sales/revenue” is the top objective and the “measuring and proving ROI” is leading challenge, followed by converting leads into customers. -2014 State of Digital Marketing - Webmarketing 123 Proprietary and Confidential
Things that frustrate contractors about online marketing 13Proprietary and Confidential
Why aren't more homeowners finding me in my geography? #1
Why aren't more homeowners finding me in my geography? 15 FACT: 43 percent of the overall query volume coming from Google carried a search term with local intent, compared with 25 percent on Yahoo and Bing. Proprietary and Confidential -Chikita Ad Network
Typical Online Eco-System for Contractors 16 Paid Media Local Social SEO Buy Leads On- Page Facebook Reviews Google Places Have tried buying leads unsuccessfully 70% have claimed Google listing Most have a few reviews but are focused on only on 1 review site Inconsistent communications and updates Most score less than 25% with on- page SEO Contractor Website Proprietary and Confidential
Required Online Eco-System for Contractors 17 Paid Media Local Social SEO Buy Leads YouTube Ads Display Facebook Ads Content Marketing Content Strategy On- Page YouTube Facebook Other sites Twitter Guest Blogging Reviews Directories Google Places Lead/List Aggregators In Search In Display In Stream Content Networks Retargeting Demographic or Interest Based Ads Optimized, consistent biz info Social integration Ensure consistent, correct biz info in all directories Identify vital review sites Incentivize within reason Provide content to relevant blogs Quick, brief announcements Sharing of images, videos, and special offersOther channel- specific campaigns (Instagram, HOUZZ, Pinterest) Facebook announcements Special offers for FB fans Video Testimonials & Optimization Form & Function Metadata/URLs User Experience Content Strategy Company Story Blogging Customer Stories Outreach & Content Placement Social Amplification Contractor Website PPC Google Bing Mobile Proprietary and Confidential
Does paid search advertising on Google & Bing really make sense? #2
Does paid search advertising on Google & Bing really makes sense? 19 FACT: “Studies show that web users predominantly click on the top four results for any particular search, and then move on.” Proprietary and Confidential -Forrester Research
Search Engine Results – Paid Search Marketing 20 Paid Search Paid Search Organic Search Proprietary and Confidential
Search Campaign Geo-Targeted by Contractor Ads are seen based on the contractor’s service area by radius, DMA or zip codes. 21Proprietary and Confidential
Paid Media Conversion Funnel 22 Cost Overview: x $4.90 Average CPC = $16,600 Ad Spend @ 6% Total Conversion Rate = $82 Cost per Lead Proprietary and Confidential MARKET AD IMPRESSIONS 100% SHARE OF AD IMPRESSIONS 60% CLICK-THROUGH 2.15% CONVERSION 6% AD SPEND BUDGET FILTER 160,000 AD IMPRESSIONS (Our Share) 3,400 CLICKS or VISITS 260,000 SEARCHES (Market) 200 CONTACTS (Forms + Calls) Raw Inquiries PPC YouTube Facebook Retargeting Display
Measurement and Reporting Contractor Reports • Month to Month trends lines • Landing page conversion percentage rate • Advertising budget • Minute+ phone calls • Web forms • Cost per acquisition 23Proprietary and Confidential
PPC CONVERSION FUNNEL – RAW INQUIRIES APPOINTMENTS SET 60% APPOINTMENTS ISSUED 75% DEMOS 75% SALES CLOSED 35% Sales Conversion Funnel Set & Close Rates 200 CONTACTS 120 APPOINTMENTS SET 90 APPOINTMENTS ISSUED 68 DEMOS 24 SALES 24Proprietary and Confidential
Paid Media & Remarketing 25Proprietary and Confidential
You need experience internally or an agency that can manage holistic digital marketing plans for your business: • Paid Search • Display/Content Advertising • YouTube Advertising • Remarketing • Conversion Optimized Landing Pages These marketing programs will drive incremental online inquiries to your sales reps to handle. Monthly ad budgets average $2,500+ or more. 26Proprietary and Confidential Does paid search advertising on Google & Bing really makes sense?
Is my website getting enough search traffic each month? #3
Is my website getting enough search traffic each month? 28 FACT: Website visits depends on several variables including size of company, industry, and the type of product or service the company is selling. As a general benchmark, a 25 person company’s website gets 685 visits per week. Proprietary and Confidential -Hubspot
Is my website getting enough search traffic each week? 29 http://blog.hubspot.com/blog/tabid/6307/bid/5092/How-Many-Visitors-Should-Your-Site-Get.aspx 685 visits x 52 = 35,620 x 2.9% conversion = 1,033 or 20 inquiries per week x 10% sales conversion = 2 deals / week Proprietary and Confidential
Motivated “Buyers” • Brand aware, ready to purchase, now buyers • HighConversion Rates (often 5-10%) • * Ex: “LeafGuard gutter dealer in Seattle” Online Lead Generation Funnel Tracking 30 Broad Discovery “Suspects” • BroadCategory Searches • HighVolume, Unknown Quality • LowConversion Rates (less than 1%) • * Ex: “rain gutters that block leaves” Need Based “Prospects” • Still gathering information, no product picked • Opportunity to accelerate decision timeline • Decent conversion rates (1-2%) • * Ex: “top rated rain gutters” PPC SEO Social Inquiries TOFUTop of Funnel MOFUMiddle of Funnel BOFUBottom of Funnel Local Proprietary and Confidential Rain gutter example
Is my website getting enough search traffic each month? • Understand the buying cycle and develop content with that in mind: • Top of Funnel (TOFU) – leaky roof, foggy window, leaky tub • Middle of Funnel (MOFU – design guides, how to, brochures • Bottom of Funnel (BOFU) - $500 off, free financing, • Break down content for each step of the cycle in terms of problem, solution and conversion • Use your receptionist, contact center and sales reps to define the most common questions people ask • Use Adwords keyword tool to find most popular and vital keyword themes for each step in the buying process • Develop content based on relevance to your business, keyword search volume and competitiveness Proprietary and Confidential 31
Why isn’t my online traffic converting more leads and what can I do about it? #4
Why isn’t my online traffic converting more leads and what can I do about it? 33 FACT: “Forrester Research indicates that the average conversion rate – that is the ratio of orders (inquiries) to overall site visits – is 2.9 percent.” Proprietary and Confidential -Target Marketing Magazine
Get More Conversion from Long Tail Keywords 34 Replacement windows Replacement windows Double hung vinyl windows Contractor in Cottage Grove who sells Marvin Windows Proprietary and Confidential
You Need Your Website and Content to Engage All 4 Major Buying Personas Proprietary and Confidential 35
• Contact Us Forms - 300 • Quote Forms - 1,700 • Web Calls – 4,000 • PPC Calls – 1,800 Online Lead Generation Funnel Tracking 36 • Homeowner visits 100,000 • Multiple page views – 20,000 • Time on site • Video Plays – 4,000 • Brochure Downloads - 500 PPC SEO Social Inquiries – 8,300 TOFUTop of Funnel MOFUMiddle of Funnel BOFUBottom of Funnel Local Proprietary and Confidential
Why isn’t my online traffic converting more leads and what can I do about it? • Make sure that you have your reporting tools -like Google Analytics- set up properly to track conversions (which are generally only web form submissions) • Consider adding a unique phone number on your website to know how many calls are driven by your website • Determine if you have calls to action that support taking the next step. “Free Estimate” is an overused call to action • Develop more content and offers at the MOFU (mid-funnel) and BOFU (bottom of funnel) to increase conversion rates Proprietary and Confidential 37
Does response time with online inquires really make a difference in appointment set-rates? #5
Does response time with online inquires really make a difference in appointment set-rates? 39 FACT: “Homeowners’ request a quote statistics were: • 22% called 1 contractor • 19% called 2 contractors • 36% called 3 contractors • 17% called 4-5 contractors • 6% called 6 or more.” Proprietary and Confidential -Roofing Contractor Magazine
Does response time with online inquires really make a difference in appointment set-rates? 40 Lead360 Study The bottom line is that contractors must respond to internet leads within minutes of receiving a web form inquiry: • Handle your phone calls in real-time, don’t let calls go to voicemail • It enables your company to make a first good impression with the homeowner • You reach homeowners first and beat your competitors to important leads Proprietary and Confidential
Does response time with online inquires really make a difference in appointment set-rates? • Put a process in place to call back all inquiries within five minutes and measure it • Use the phone call to get valuable information to set appointment such as homeownership, etc • Don’t over qualify inquiries! ‐ Quoting prices or “ballparks” over the phone ‐ Quoting minimum job sizes over the phone ‐ Asking about “budgets or “other estimates” ‐ Asking about how they plan to pay • Goal is to set the appointment and let your sales reps do their job 41Proprietary and Confidential
42 • Answer inbound calls immediately with a best practices script • Capture data within a CRM system before transferring • Provide warm telephone transfer for an interested lead to appointments • Include any special notes taken by contact center agent or receptionist • Use phone tracking for marketing ROI and recording for adherence •Appointment reminders are important to increase appointment adherence rates Contractor sets an appointment with the homeowner(s) CRM Email/phone Contractor is selected for the homeowner’s project Database to store the lead, status and preferred contractor in that geography Does response time with online inquires really make a difference in appointment set-rates? CRM Portal Proprietary and Confidential
How can I build a foundation of online ratings and reviews that help my business rather than hurt it? #6
How can I build a foundation of online ratings and reviews that help my business rather than hurt it? 44 FACT: Approximately 72% of consumers surveyed said that they trust online reviews as much as personal recommendations, while 52% said that positive online reviews make them more likely to use a local business. Proprietary and Confidential -Search Engine Land
Searching for a Contractor 45 Why would you want to click here? Proprietary and Confidential
46 Google+ Reviews Help Establish Credibility Proprietary and Confidential
Best Practice for Getting More Reviews Proprietary and Confidential 47
Reviews are Integrated into Customer Satisfaction Process Survey Results Immediate direct followup Ask happy customers to review Make it right Proprietary and Confidential 48
Best Practices for Getting More Reviews • Reviews are important to establish trust and credibility, but they can serve a greater purpose – they can provide critical feedback on what your business needs to be doing a better job of. • Best approach for getting more reviews is to actually implement a survey-style customer feedback process. • Deal with negative feedback directly and solve the issue offline. You’ll be viewed as having excellent customer service and minimize the chance of negative reviews making their way online. • Encourage those who give you positive feedback to share their thoughts on review sites. Reduce friction by providing direct links to your business profile pages. Proprietary and Confidential 49
What are online directories and why are they important to me? #7
What are online directories and why are they important to me? 51 FACT: “85% of respondents believe it’s important to be seen on directory sites such as Google, Yahoo, Yelp, and Yellow Pages, yet 49% of small businesses have never updated their online listings.” Proprietary and Confidential -Single Platform from Constant Contact
What are online directories and why are they important to me? 52 Names like Yellowpages, Superpages, and Citysearch might not mean much to you. However, those sources (among others) are a key component in Google’s Local Algorithm. Having correct, consistent business information across these sources is VITAL to local search success. Proprietary and Confidential
Anatomy of Vital Business Information The most important parts of your business information is: - Name - Address - Phone Number This is referred to as your “NAP” In local search, accuracy is key Improve accuracy signals by sticking to a single, consistent business name, address, and phone number for all listings 53Proprietary and Confidential
What are online directories and why are they important to me? 54 GetListed.org is a great starting point to help judge your current health Proprietary and Confidential
Top Citation Sources for Contractors A citation is a mention of your business name with another piece of business information, such as your Name, Address, Phone website, or a combination of the three. Citations are important for ranking in Google's local search results, so the more of them you have from quality sources, the better your business is likely to rank. 55Proprietary and Confidential
What are online directories and why are they important to me? • Ensure that your business has an optimized listing on Google first (Consistent Name, Address, Phone) • Use getlisted.org to see how well you’re currently doing in the top local directories • Encourage customers to leave reviews on your business profile pages 56Proprietary and Confidential
What should I do with homeowner inquiries that don't close immediately? #8
What should I do with homeowner inquiries that don't close immediately? 58 FACT: About 7-12% of initial online inquiries turn into revenue in the initial homeowner process. Consistent follow-up, especially in the 30-45 days from initial contact can net an additional 3-5% in new business. Proprietary and Confidential -Three Deep Study
What should I do with homeowner inquiries that don't close immediately? Prospect goes online seeking information Prospect finds ads about products and services Prospect learns about services on micro-site pages Web form or phone call to office or contact center Prospect agrees to an appointment with a dentist Closed loop process matches lead source with location for ROI measurement Centralized Database Proprietary and Confidential
Not all leads are qualified to set an appointment 60Proprietary and Confidential
What should I do with homeowner inquiries that don't close immediately? SEO PPCOff-line Website Landing Page Phone/form Inquiries Leads 61 Recency and relevancy increase engagement and likelihood of success. • Campaign – Suspects/Prospects • Campaign – Appointment Set • Campaign – Demo / No Sale • Campaign – Review Request • Campaign – Referral request Proprietary and Confidential
What should you do with the 63 inquiries that didn’t close initially ? What should I do with homeowner inquiries that don't close immediately?
What should I do with homeowner inquiries that don't close immediately? • Update: Use email to prospects and customers up to date regarding your products or services • Remind: Reminder emails take on all forms: appointments, special offers, other services • Nurture: As the sales cycles lengthen, use email drip and lifecycle email programs to stay top of mind • Retain: Use emails proactively to educate your customers on your company, your products and general tips • Simplify: Encourage offline customers to move their lives online, for checking on appointments, sales rep assignment, etc • Share: Use email to foster “likes” with social media sites or to ask for reviews • Listen: Survey customers on how you can better meet their needs Proprietary and Confidential 63
Which months are better for advertising online? #9
7,963,000 Window Searches Monthly Replacement Windows 5,280,730 Window Type 986,530 Window Price 474,940 Window Reviews 331,370 Energy Efficient 70,630 65Proprietary and Confidential
4,984,189 Siding Searches Monthly Vinyl Siding 1,293,553 Siding Specifications 569,384 Cost 360,564 Contractors 114,059 House Siding 543,032 Brands 692,866 Cement Siding 343,044 Proprietary and Confidential 66
1,643,830 Gutter Related Searches Monthly Gutter Maintenance 307,680 Gutter Types 289,910 Gutter Downspout 145,880 Gutter Leaves 149.930 Gutter Protection 166,400 Gutter Installation 109,770 Proprietary and Confidential 67
Indoor Contractor Services versus Outdoor Services (12 month trends) 68 5.4% 5.0% 6.2% 9.1% 9.6% 11.0% 10.8% 9.2% 9.8% 10.8% 7.9% 5.1% 10.0% 11.1% 9.8% 7.6% 7.3% 7.3% 8.1% 9.0% 7.3% 7.6% 7.1% 7.7% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% January February March April May June July August September October November December Outdoor Indoor Proprietary and Confidential
How important is it for homeowners to find me on their smart phones? #10
How important is it for homeowners to find me on their smart phones? 70 FACT: 9 in 10 American adults own a cell phone. Beyond texting, 60% are now accessing the internet from their phone and 53% are sending and receiving emails. Proprietary and Confidential -Pew Research Center
Mobile Advertising Spend is Growing 71 • You should consider spending about 30% of your marketing budget online • Online marketing should be your 1st or 2nd most cost effective lead source $53.36 B Digital Proprietary and Confidential
72 Websites Need to Adjust to Support Integrated Multiscreen Campaigns Proprietary and Confidential
How important is it for homeowners to find me on their smart phones? • Your website should be optimized for mobile (often called responsive design) • Your marketing team should be advertising on mobile ad platforms like Google, FB, etc • Your emails should be built to render on a desktop, tablet or device and email platforms • Rating and review requests should consider mobile users • Some industries are using text messaging to remind customers of appointments Proprietary and Confidential 73
What can I REALLY expect from Social Media (Facebook, Twitter, Pinterest)? #11
Zero Moment of Truth - Online 75 (In-home Demo) (Customer)(Online Presence)(Drafty Windows) Proprietary and Confidential -Winning the Zero Moment of Truth, Jim Lecinski
Here’s Where Social Media Plays 76Proprietary and Confidential (In-home Demo) (Customer)(Online Presence)(Drafty Windows) -Winning the Zero Moment of Truth, Jim Lecinski
What can I REALLY expect from Social Media (Facebook, Twitter, Pinterest? 77Proprietary and Confidential • Social media is another way for people to find your work and your company online • Post your pictures on HOUZZ and make it simple for homeowners to pin your projects on Pinterest • Post some “How To” videos on and customer testimonials on your website and YouTube • Write new content around common homeowner questions ask you during the sales process • Don’t depend on social media as a major lead generation tool This becomes the next homeowner searching online "Zero Moment of Truth"
Should I be buying competitive leads to get more lead volume? #12
Should I be buying competitive leads to get more lead volume? 79 FACT: Competitive inquiries take 6+ phone calls to reach the homeowner and only 16% of those agree to an initial appointment in a study of 5,500+ inquiries from 3rd party sources. $150 Proprietary and Confidential $40 -Three Deep Study
BUY A LEAD You Buy a Competitive Lead fromAggregator APPOINTMENT ISSUED Initial appointments have a 50% cancellation rate DIALING FOR $$$$ All 4 contractors try to reach homeowner; taking 6 attempts each DEMO Homeowner demos at a 70% rate in home APPOINTMENT SET Leads have a 16% success rate of setting into an initial appointment SALES Homeowners buy at a 35% sales close ratio Competitive Leads Proprietary and Confidential 80
Exclusive Leads 81 CREATE A LEAD You create your own leads through online marketing programs APPOINTMENT ISSUED Initial appointments have a 75% success rate DIALING HOMEOWNER You try to reach homeowner; taking 3 attempts APPOINTMENT SET Leads have a 60% success rate of setting into an initial appointment SALES Homeowners buy at a 35% sales close ratio DEMO Homeowner demos occurs at a 75% success rate in home Proprietary and Confidential
The Tale of Two Leads Pricing, Quantity and Quality 82Proprietary and Confidential
Should I be buying competitive leads to get more lead volume? 83 • If you buy 3rd party leads, do it from well-known, lead generation sources • Track lead source with a separate source code to identify all vendors • You must respond within 5 minutes to these competitive leads • Studies show that 78% of 1st contacts get an initial appointment • Understand that the home owner is getting phone calls from lots of different contractors • Measure everything by lead source and don’t confuse activity with results Proprietary and Confidential AppointmentCost LeadCost IssuedCost DemoCost CostPerSale
How can I track and measure online results better? #13
How can I track and measure online results better? 85 FACT: “Google Analytics is used by about 56 percent of all websites. Google Analytics is far and away the number one analytics tool on the web, and appears to be approaching a market share similar to Google Search itself.” Proprietary and Confidential -Web Technology Survey
86Proprietary and Confidential How can I track and measure online results better?
87Proprietary and Confidential How can I track and measure online results better? This website is not conversion optimized for mobile traffic
How can I track and measure online results better? 88 This website has a nearly 7% conversion rate on mobile! This demonstrates the power of a mobile optimized website. Proprietary and Confidential
Leverage Data such as Multi-Channel Funnels 89Proprietary and Confidential
Google Analytics Checklist Getting Started • Find a Google Analytics Certified agency to assist you or • Install tracking code and start viewing reports within hours • Identify what key actions you want to track, conversion rates for ads, marketing initiatives, ecommerce or more. • Set up goals to measure your effectiveness • Explore your data and learn how to read basic reports Maximizing Online Advertising & Ecommerce • If using PPC, monitor your AdWords revenue, conversions, and ROI • Optimize keywords to get the most value from your advertising spend • Track conversions on banner ads, email marketing, and other marketing initiatives 90Proprietary and Confidential
Average Contractor Versus Best Practices Contractor 91Proprietary and Confidential
Summary and Priorities Get Your Company Found Online • Website is your central hub for online marketing • Consider a responsive design to support mobile • Link other manufacturer’s websites and blog posts Drive Traffic to Your Website • Start adding unique and relevant content to your site • Fix your local citations for Name, Address and Phone • Consider paid media to drive more lead volume Get Prospects to Convert Once They Arrive • Try and measure different calls to action • Put videos on your website on top questions • Post job photos and current customer reviews What to Do With That Lead Once You Receive It • Call online leads immediately and always use a script • Follow-up on leads that don’t close initially • Ask for photos and reviews after job complete • Post content on social media 93Proprietary and Confidential
Strive For An Effective Online Eco-System 94 Paid Media Local Social SEO Buy Leads YouTube Ads Display Facebook Ads Content Marketing Content Strategy On- Page YouTube Facebook Other sites Twitter Guest Blogging Reviews Directories Google Places Lead/List Aggregators In Search In Display In Stream Content Networks Retargeting Demographic or Interest Based Ads Optimized, consistent biz info Social integration Ensure consistent, correct biz info in all directories Identify vital review sites Incentivize within reason Provide content to relevant blogs Quick, brief announcements Sharing of images, videos, and special offers Other channel- specific campaigns (Instagram, HOUZZ, Pinterest) Facebook announcements Special offers for FB fans Video Testimonials & Optimization Form & Function Metadata/URLs User Experience Content Strategy Company Story Blogging Customer Stories Outreach & Content Placement Social Amplification Contractor Website PPC Google Bing Mobile Proprietary and Confidential
FREE Limited Time Offer Online Search Marketing Report REPORT Valued at $250.00 • Exclusive report on your online marketing presence • Examines key SEO factors of your business • Summary Analysis of your SEO Results • On-Site/Off-Site SEO Score • Local Directory and Google+ Listing results • Competitor report, Contact Info match • Detailed break down of data & next steps recommendations Proprietary and Confidential 95 www.threedeepmarketing.com/helpcontractors
Three Deep Marketing 180 E. 5th Street, Suite 910 | Saint Paul, MN 55101 651-789-7701 www.threedeepmarketing.com firstname.lastname@example.org Presenter: Dan Derosier Vice President 888-239-5894 email@example.com Questions That Frustrate Contractors About Online Marketing Answered! www.threedeepmarketing.com/helpcontractors
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