Even a company that’s doing well can significantly benefit from automation. Read about how we helped The Plumbing Doctor massively and find out how your company could achieve the same.
Automated messaging and artificial intelligence represent the cutting-edge technology that can help you automatically book about 60 to 70% of potential customers.
Our work with one of our clients shows the unrivaled efficiency of these systems. That client is The Plumbing Doctor, a company based in Falls Church, Virginia.
Using our tracking dashboard, we determined they had 257 leads with an average cost per lead of about $26. These results were quite good for a massive market like Falls Church. Additionally, their conversion rate was around 30%, giving them a seven-fold ROI.
However, they didn't have any automation to follow up with the leads, which meant all those numbers could be much better.
We at Plumbing & HVAC SEO started making the necessary improvements for them, with a focus on automation that ensures customers received a quick reply and that the booking process functions seamlessly.
The Plumbing Doctor's conversion rate jumped to 70% within a short period, enough to more than double their ROI. With such numbers, it's safe to say that putting the automation in place had a significant positive impact on their business.
Your business can reap the same benefits if you can effectively leverage automation.
In this article, we'll explain the essential automation methods you can use to achieve similarly impressive results.
Four Crucial Elements of Successful Automation
Method #1. Text and Call Your Leads
The first follow-up with a customer who's just filled out the form on your website should be an automated text message. And as this is the customer's initial contact, the message should be simple, to the point, and sound natural.
Ideally, the message should greet the customer and thank them for reaching out, followed by asking them if they would like to schedule a call now. Simultaneously, the automated system will notify the dispatcher to expect the call.
If the customer agrees to the phone call, you could book the job within the first few minutes from when they submitted the form.
In other words, automation could help you convert leads almost immediately.
However, more than half of these leads tend to not pick up and let the call go to voicemail. Again, automation can play a role here, as you can prepare a recorded message for such cases.
Finally, after the text, call, and voice message, the customer will receive an email. While most conversions will happen with the text messages, automation can ensure all of the bases are covered.
Method #2. Use Spear Questions
Artificial intelligence can start a conversation with a customer by asking them simple, specific questions that require a response. A good example of this is asking if the customer wants to schedule an appointment.
When it comes to yes or no questions, the AI can quickly determine the intent of the answer and follow up with automated action.
For our example, if the customer responds with a Yes, it could take them to a scheduling calendar where they can pick a date and time. Similarly, if the answer's No, there can be an automated follow-up question or a message.
These spear questions are directed towards directly engaging customers and creating a sense of expedience. They will show the customer you're paying attention to their needs and not wasting their time.
Method #3. Alert Your Company
The next crucial element of automation is creating alerts for your company simultaneously with engaging customers. These alerts should notify your staff that there's a new request or a customer hasn't yet scheduled a time or booked.
Dedicated phone and desktop apps are particularly useful in this regard. When it's time to connect via a phone call, the customer will get a live communication almost instantaneously.
Through this first part of the automation, you'll act on the crucial mistake that causes most leads to not convert.
Considering that lead conversion drops off by 80% after five minutes, it's apparent how important it is to have your staff ready to respond immediately after a potential customer signs up. With automation, they'll get followed up within the first five minutes when conversion chances are the greatest.
Your team can also get notifications about customers that have scheduled a time. Of course, the booking will be followed up with confirmation messages and emails, but it's vital your staff gets an alert about it. They can then focus on the most promising leads and adjust the schedule accordingly.
Method #4. Have Automatic Nurture Sequences
There will always be a potential customer who doesn't respond. When that happens, they can be placed into an automatic nurture sequence that will send them non-obtrusive scheduled messages every couple of days.
Automatic nurture sequences yield surprising results, as people will often reply after they've been in the cycle for a week or two.
The point of these sequences is to message customers until they respond with a positive or negative reply. And if they wish to proceed with the company, they might even call the office directly.
The automatic sequence can be a powerful tool if you can avoid the common pitfall of messaging customers. Doing it too often or doing so in an obtrusive way can obviously cause an effect contrary to the desired.
Leverage Automation and Experience the Improvements
Proper automation can immediately engage your customers the right way, keep your staff prepared for communication, help you make an effective strategy, and nurture leads to conversion.
When your customers know they're dealing with a service that's on top of the matter and get a quick reply, they'll be more likely to decide to book. At the same time, your team will be ready to help them and pay attention to the customers most likely to employ your services.
By dealing with the most common lead conversion issues, automation will significantly improve your company's ROI and contribute to customer satisfaction. Every plumbing and HVAC business looking to move forward would be wise to automate as soon as possible.
If you’d like to discuss how you can generate better results online, let’s schedule a time to chat. You can pick a time that works for you now by going to https://go.plumberseo.net/schedule
Get a Free Internet Marketing Strategy Evaluation
If you would like to have me and my team personally review your online marketing strategy and show you where you are ranking, where there is room for improvement and how we can work together to make this your best year ever and finally get your Internet marketing right, then click below to schedule your Leadflow Acceleration Session now.