Proven Digital Marketing System For Plumbers And Home Services Contractors Who Want Break Into Or Expand In The Lucrative, Reliable Home Owners Market
Grow Your Business By Up To 3x In The Next 12 Months
R1: Right Focus
There are two parts to this:
Strategy before tactics. We help you sort out your market, your message and then the promotional approach you need to use. There's no point in doing SEO of you are targeting 70+ seniors - there's much better tactics to reach that audience.
Measure and track everthing. If you are looking to build profitable marketing systems, you need to measure important things such as the cost of getting a customer (by marketing channel), the life time value of a customer, the flow of leads, conversion rate and marketing effectiveness.
You also need to be using the sophisticated online marketing techniques such as conversion testing, lead scoring, market segmentation and lead nurturing, marketing and sales funnel performance. This is all so much easier and lower cost these days.
R2: Reputation Marketing and Optimisation
Word of mouth is so important to nearly all business owners, especially those dealing with consumers. It's no different for Carpet Cleaners, Plumbers, Electricians, Air Conditioning Contractors and others who supply services to home owners.
Today it's common to see on Facebook "does any one know a good plumber?". Word of mouth has moved online. Good reviews and a positive online reputation help convert visitors and leads to customers. It's a foundation for your success.
- 72% of consumers check reviews before making purchases.
- Seventy percent of online consumers trust unknown users, people we don’t even know, while only 14% of online consumers trust advertising, so there’s a huge gap between the advertising we’re doing to get customers and how people trust that vs. the reviews of other people.
So what are your customers saying about your business? Do you have any way of knowing what they are likely to be saying and how satisfied they are with your work? Are you proactively collecting reviews?
R3: Reaching Your Target Market
What are you doing to ensure that more people know about you today than yesterday? If you want to consistently and reliably grow your business, you need to make sure more people know more about you today than did yesterday.
Online marketing such as Facebook marketing, Google Ads and local SEO is one of the most cost effective and measurable marketing activities you can do. And it works.
And so does local advertising, mailbox inserts and direct mail...you just need to know how to track it properly so you can learn what is working and what isn't.
Often you need one or two marketing and sales processes that take your prospective customer from not aware of you to aware of your business, to having a preference for your business and then helping them choose your business when they are ready to buy. We can automate most of of that for you with email marketing and a CRM.
Is your pipeline-filling activity proactive, effective and ongoing or is it like most businesses - scatter-shot and random?
R4: Retention and Reselling
It's easier to sell to customers and former customers, but too often, home services contractors assume the customer will call them of they need them. Not if they don't know about you...and a fridge magnet won't cut the mustard these days.
There is one vital thing to understand about retention and resale. Businesses who keep their customers for longer and make more money from the customers they have win the marketing battle.
This is because they can pay more to get a new customer and if you can pay more to get a new customer you can make almost any marketing channel work for you.
What are you doing to retain, up-sell, cross sell and repeat sell to your customer base so you can maximise their lifetime value?
R5: Referrals: Friends Referred By Friends Make Better Customers
If you are doing a great job taking care of customers and keeping them happy, you can maximise the benefit of this by having systems in place to make it easy for people to refer your business.
Even if customers are happy with your business, if you leave it to chance, very few people will give your business a referral unless directly asked.
Moving from passive referral collection to putting in place a proactive referral system will grow your business at low cost. Referrals are low cost marketing where your customers do the work for you. And, several studies have shown referrals are much 3x easier to convert stay with you longer and buy more (2x the life time value) - this is mostly due to the social proof of the referral.
What is your home services business doing to use your successful relationships to create new, organic opportunities so that you can spend less and make more?