Your 2020 Internet Marketing Plan for Plumbing, HVAC & Home Services

Hello and welcome. Thanks for joining me on today’s session, we’re going to be talking about your 2020 internet marketing plan. And really what you can do to maximise your lead flow going into the new year. And, you know, this is one of those things we should do every year because the internet marketing equation is constantly changing from the Google algorithm to Google Maps to local service ads to what’s working with pay per click and what’s not working and Facebook ads and everything in between, you know, this beginning part of the year, it’s just a great time to pause, get clear on what we want to accomplish, like what our goals are in our plumbing hbic Home Services business, get clear on what we would need to do from a marketing perspective to make that a reality. And then build a plan. Like there’s a an infinite supply of things you could potentially do to market your plumbing or HVC business online. And so it’s great just to pause for a little bit and think about Okay, what exactly do I want to accomplish? Now we do have a workbook that we’re going to be following In today’s session, it’s your 2020 internet marketing plan workbook. The link is in comments, be sure that you’ve got this downloaded, we’re gonna be doing some exercises, we’re going to be thinking through some stuff. And this workbook will just help to make sure you leave the session. You know, not just with some ideas, but with a clear plan. Here’s what I need to do, here’s what we need to implement as a team within our company. And here’s what we’re going to do to make sure we actually execute on these ideas. Sound good? Excellent. So here’s what we’re going to cover on today’s session. First of all, we’re going to set some goals in 2020. And, you know, you know, we’re not gonna spend a lot of time thinking about how much revenue you want to you know how much revenue you want to hit, because you probably already have that locked in and everybody knows that. But really, what I want to get clear on is, if that’s your goal, and everybody has a target that they’re going to be shooting for in the new year. How many leads Do you need to generate from the internet in order to make that a reality? Now I know we have some certain quantity of leads that are kind of baked in from our from our branding or from our reputation or from our home service plans and things like that. But how many new leads, we need to generate the SEO Pay Per Click social media, local service ads, if we actually are going to hit that goal or hit that target, so I want to spend a little bit of time getting a lot of clarity on that target. Because with clarity, we can build plans, we can have appropriate budgets, and we can bring things into existence. There, we’re going to talk about the three fundamentals of marketing success, right there, you know, there’s tactics, and then there’s strategy. And it’s always good to revisit the strategy the beginning of each year. And those three fundamentals just help you get refocused on your ideal customer, where they’re hanging out what your messages and how to get their attention. What’s been a little bit time working on that. And then how to optimise your website for conversion in 2020 and beyond. You know, what used to work with websites doesn’t work anymore, right. So we’re going to spend a little bit of time looking at some best practices in terms of your website. site, your website design the conversion elements to make sure you’re not only is the website going to, you know, rank well and all that, but it will actually convert visitors into book jobs and leads as as effectively and efficiently as possible. And then we’re going to look at the big picture of your online marketing, and all the channels that you could be tapping into in order to maximise your lead flow. And there’s there’s a lot, right, so we’re just going to get real clear, here’s all of the different channels. And then from there, we’re going to drill down on some of the new trends, the things that have changed the things you need to be aware of the things that you know, you want to put in place to be ahead of ahead of the ball, and then develop a specific action plan, what I call your 2020 internet marketing plan

that you can implement starting today, or if you know if you’re heading off into Thanksgiving time, implement next week, right? Here’s what we’re going to do with our website. Here’s we’re going to do with our SEO, here’s how much we’re going to allocate to hit these leads, and be really clear with a checklist of all items on what we need to do and what we’re going to get done. So, I’m going to ask for your attention. We got a great live group with us. I see we got a lot of great people with us watching on on Facebook as well. That’s going to ask, turn off the cell phones, turn off Facebook, close any other tabs unless you’re watching this on Facebook. And if you’re completely serious about getting better results in 2020 I really believe this next 60 to 90 minutes could be a game changer. So let’s just give it our undivided attention. Let’s like close the other tabs and remain completely focused on this. have our workbooks ready to rock and roll and and let’s make this as interactive as possible. So when I asked for questions are asked for engagement, chat with me in the in the comments that way I know you’re there and we can make this a vibrant conversation. When I asked you to spend a couple minutes working on a workbook. You know I don’t spend a couple minutes working on that. I promise you if you engage with me and you do these exercises, you’re going to go a lot more value added to the session. Then if you then if you don’t and of course you know you get 100 things going on. And there’s a lot of things competing for your attention. So I want to give you an ethical bribe to stick with me through the tenure of today’s session. So if you stay with me to the end, I’m going to give you a couple goodies. And I’ve already put these into a special Google folder for you, or you’ll be able to click in and download this stuff, I’ll give you the link at the end, I’ve got a visual of the online dominance method, which kind of maps out those big picture online marketing initiatives that you want to be aware of, and you want to be tapping into, we’ve got an updated list of the most commonly searched plumbing HVC related keywords that you know, if you know these keywords, you can kind of build your strategy around them. And then the checklist that really helps you get clear, you know, here’s what I need to be doing, here’s what’s deficient and here’s what I need to do next. So that’s my ethical bribe, you stick around to the end, I’m going to give you the link where you can download these and a couple other resources that will help you get the most out of today’s session and really get the most out of your planning going into into 2020. So a little bit about me and why you should listen to Most of you know, otherwise you wouldn’t be on today’s session. But I’m the author of The Complete Guide to internet marketing for plumbing HVDC contractors, we actually just released the latest version of our book last month based on all of the things that have changed and all the new updates within internet marketing, how to triple your sales, but getting your internet marketing, right. If you’d like to get a copy of this reach out to us, we’d love to get you a copy of the book. Because it’s it’s great and it’s great reading. I’m also a member of phc que se a CCA I’ve spoken to a lot of the industry associations and events. Several my articles are published in plumbing and mechanical contractor magazine h back Insider. But I’d say more than any of that stuff. The reason you should listen is that at this point, I’ve had the opportunity to work with hundreds of plumbing HVC companies and some of the most competitive markets across the United States. And then it will take a lot of them for virtual obscurity online to the point where they’re now the dominant player in their area. Many of them getting hundreds and hundreds of calls. via the internet every single month, and that what I share is not based on theory, it’s not based on all this might work for plumbing and HVC companies. It’s based on my real world experience and my team’s role and experience working with companies in this space. And what I’m sharing with you is based on that type of experience, and I think you always want to be listening to people that have experienced in your type of business, and not just general knowledge, or, more importantly, not just information that they read somewhere, and I’ve never actually implemented in the real world. And this is what we do. I’m sitting in our office in Miami, Florida, we’ve got a team of 30 full time employees, our company’s plumbing and HVAC SEO, we’re on a mission to triple the sales of 1000 plumbing and HVC companies. And so this is what we do we do the implementation of these ideas and strategies. You know, setting up the website, doing the SEO running the pay per click campaigns, putting the tracking in place. And so if you’d like to talk with us about implementing this for you, and really be becoming your strategic partner to generate the best results online possible. We’d love the opportunity to talk with you one on one, do a complete evaluation of your current online marketing strategy and show you how we can help. So, you know, it’s implicit, you know, this is information you’re going to get great value from the session. But if you’re interested in working with us and helping us implement this for you, all you have to do is post in comments. Hey, guys, let’s schedule a time to chat Christians on here. He’ll get it on the calendar and and we’ll we’ll dive in, we’ll look at your website will show you exactly where there’s room for improvement and and how we can help. So that’s the deal. Let’s go ahead and dive in. Before we get started. Again, I want to make this interactive. Love to hear right now What’s the hardest part about marketing your plumbing or HVC business online. Just kind of think about that for a second write it down on the first page in your workbook and post it in comments and we hear from a couple of you guys. I’m going to give you a couple minutes just to kind of get in the right mind frame because this isn’t going to be an hour and a half of me talking It’s going to be very interactive. So write that down. And I want you from at least a couple of you guys in the comments. What’s the hardest part? What’s the challenge? What Where are you guys getting stuck in your in your internet marketing? Is it you know, spending money and not getting return? Is it not really knowing where your dollars go? Is it not getting the kind of rankings that you want? Is it you know, Google Local Service ads, you know, not getting yourself approved quick enough. It’s gonna you know, post that in comments that way we can, we can talk a little bit about that.

Alright, so Jeff says Google Ads call only fraud and spam are extremely high. Okay, so you get some, some fake clicks and some fake calls that are eating up your budget. Josh says newly designed website, ranking it getting it ranked since this new site, okay. Sarah says the hardest part is figuring out a plan. Okay. Excellent. So good. I mean, that’s kind of gives me a sense of some of the challenges some of you guys are facing. And we can address a lot of that on today’s on today’s session. Okay, so some of you have logged in late. If you haven’t already, make sure that you download this workbook, you can go to plumber seo.net slash workbook, or click on the link that Christian is going to drop in here right now or kyrsten. And make sure you got this downloaded so we can we can track together in today’s session. So as you look at your 2020 plan, you know, it would be remiss not to spend a little bit of time getting clear about your goals, right, because if you’re not clear on what you’re trying to accomplish, then, you know, you could spend a lot of money let’s just put $20,000 a month in our advertising and hope that it works out. Right, without clarity and what you’re trying to accomplish. Any amount of money is kind of just, you know, haphazard spending of your dollars. So I want to spend a couple minutes getting clear on on the goals and more importantly, how that breaks down into lead targets so that you can see a marketing plan that’s based on helping you accomplish the goals that you’ve set for yourself. So there’s a great book by Brian Tracy. I’m a big fan of self development. I do a lot of reading. I do a lot of, you know, listening to books on Audible. And one of my favourites is the ultimate goal setting programme by Brian Tracy. How many I put a Y and comments if you’re familiar with Brian Tracy. He’s like one of the godfathers of self development. Put a thumbs up if you’re on Facebook or ally in the in the comments if you’re familiar. And one of the quotes from that programme that really stuck out to me that success is goals, all else’s commentary, right. So to the extent that you’re not clear on your goal and working towards the accomplishment of some very specific goal, you wind up in a chasing your tail, right you wind up you know, busy in nonsense busy enforcement’s and that’s so that’s why I want to spend a couple minutes it’s just dialling in the goals a little bit getting them clear as it relates to your marketing strategy. For for 2020 just as he has all of the Brian Tracy CDs and cassettes, I’ve got some old cassettes too. Awesome. So to me, you know,

with in the absence of goals, you’re almost like a, like a sailboat Odyssey, right with no end. You’re just kind of drifting aimlessly. And you know it can be it can be kind of frustrating as you know, you’ve got a business and you know, you want to go somewhere, but there’s just no momentum and there’s no wind and you just feel stuck. And what’s awesome though, is that anytime in your business that you feel stuck or you feel stagnated, you can change that by setting some goals and some targets, right you can set annual targets, you can set quarterly targets, you can set monthly targets. And whenever I’ve done this in my life whenever I’ve done this in my business in any area that I feel stuck with and I feel stagnated when I set a goal and I put it visually in front of myself, okay, this is what I’m trying to accomplish. It creates momentum. It creates action. And it really does move you forward. So in my mind, having clear goals, it’s almost like the ability to create your own wind out on a sailboat and start to create your own momentum to carry yourself forward. And so there’s an amazing Harvard study that was performed back in the 1970s. I’m sure I’m sure, Jeff, you’ve heard this one. How many of you guys have heard this story of this Harvard study? Put Yes, before Yes. And comments if you have. But here’s here’s what it found. They interviewed the graduates from 1979. And they asked them Do you have specific goals? and 84% of them answered? No. So they were graduating from Harvard This is some of the smartest some of the sharpest in the world. 84% of them answered, No written goals. 13% had goals but they weren’t written down. So they’re like, okay, I want to accomplish this. I want to make this amount of money. I want to live in this type of house and so they had in their mind clarity on what they wanted to accomplish. Only 3% of them had goals and then taking the extra step to take out a pen and paper and write them down, write only 3%. And you might find yourself well, like, who cares, right? What difference does it make if I have goals, and I’ve got them written down, we’ll talk a little bit about the ability to create your own wind to create your own momentum. Well, the result was they went back years later to that same group. And what they found was the 13% of the class who had the goals were earning. were earning twice as much as the 84%. That didn’t, right, so double the amount and a unit magic, these guys probably make pretty good money, graduating from Harvard. But what’s more important is that the 3% that had written goals, they had the goals and they were also written down learning 10 times as much as the other 97% put together, and I found this true in my life. I found the true in our business. We made the Inc 5000 List of fastest growing companies the last four years in a row. Found this true in the in the lives of the plumbing HVC companies that we serve the ones that are spending the time to get clear on a goal spending the time to write them down and then create their own momentum are the ones that win are the ones that make the most money. And so that’s why I want to spend a couple minutes here just kind of flushing out some goals and putting them on paper, paper and putting together a plan to bring it into reality to really make this reality for you in your business. So the girlfriend setting framework that I found to be most effective is obviously you have to have a goal and you have to have a plan written in place. We here’s what we’re going to accomplish. Here’s what we’re going to do in order to make it a reality. And I think you want to have a one year goal. So looking forward into 2020 by the end of this year or the end of next year at this point, where we want to be, how much revenue how many service calls, how many leads Do we need to generate or to make that a reality? I think you want to reach Your goal, you want to break that down into quarters, because you’re combining can only really think in terms of 90 days. So yeah, you can set a goal to the end of 2020. And that’s great. But the fact is you can’t keep yourself motivated and doing work and doing activity for entire 365 days, right, but you can for 90, so that’s why I like to take the annual goal, breaking into quarters, right, q1, q2, q3, q4 and then break those further down into monthly goals and monthly targets. And here’s the thing that I think is most important with this whole process. And why I’m spending a couple minutes at the beginning of today’s session talking about this, is you also have to have a stopping point at the beginning of each of those periods. To reflect Did you hit the target? Or did you not? Because what I find is most businesses what we do is, you know, we set some goals, right? So okay, by the end of the year, we’re going to do $5 million dollars, right? And the year passes. And we never really pause to say Did we get the 5 million or did we not Or if we broken into quarterly is it’s like the the, the year just kind of breezes by.

And when you don’t have a stopping point to reflect, okay, here’s the target. Did we hit it? Did we not? It becomes a wasted exercise is like, okay, I set some goals and I don’t know, like I just kind of put it out there and it doesn’t, it loses all of its teeth, right? You want your goals to have teeth, you want them to be, you know, something that you set into this future and you do the work and you do the activity, and you can make it a reality. I think it’s one of the most powerful muscles we can develop as human beings is the power of manifestations like the ability to say, Okay, here’s what I’m going to accomplish, and then do the work and do the activity and have your team rally around to make it a reality. And so, if you don’t stop, you lose your your ability to track whether you hit it or not. It becomes a waste of exercise, and that muscle atrophy so you lose any confidence in in the value of investing the time to do it. So it’s really important if you’re going to set goals that you will also see at a stop point, doesn’t have to be a weekend retreat or they just a couple hours is okay. Did we hit the target? Do we not? What did we learn? What did we not learn? So, that being said, we’re all clear, right? We all believe in the in the power of goals and the value of goals. I want you to spend a couple minutes now on page was page two or page one in your workbook, depending upon how you’re looking at it, fleshing out your goals for 2020. And there’s a couple goals I want you to pay attention to that will help you didn’t it kind of land on how many leads you need to generate was really what we’re trying to get after as a marketing plan for 2020? How many leads Do you need to generate? How many of those needs to come from the internet? And then let’s figure out how much we need to spend in order to make that a reality. So what I want you to start with is what’s your annual revenue for 2020? What’s the goal? Put that on the first question box there? How much revenue Are you in For what’s the realistic goal for 2020. And then I want you to come up with a monthly target. So if the goal is let’s just call it 3 million, divide that by 12. And that’s going to be your monthly target. And then further, and we’re going to do some exercises to figure out this number, how many calls or how many leads will that require in order to make it a reality. In order to figure that out, we’ve got to figure out what our average transaction value is. And then divide that out. So I think you all said that you had the workbook, maybe you didn’t get a chance to print it out. I would encourage you to take a scratch pad so you can run these numbers for yourself. So now’s the time I told you this was going to be an interactive session, get your pen and paper handy. If you don’t have this printed, then just put it on any scrap sheet of paper. Because I wanted a minimum for you to be clear on here’s your annual goal. Here’s your monthly goal. And here’s how many leads it’s going to require on a monthly basis to make that a reality. So let’s just say as an example, your annual goals 1.5 million. We divide that out by 12, that our monthly target is 145,000. Right in order to get to 1.5 million would have to do 125,000 in revenue per month. So I just want to pause real quick, because again, this is, this is kind of mission critical reason we’re spending 15 minutes on this at the beginning of today’s session is because I’ve seen the power of it. So I want you to just to put in comments. I don’t need to know your numbers specifically. But if you’ve got your clarity on your annual goal, and your monthly breakdown didn’t make that a reality, just put a yes in comments. So on Facebook, you can throw a thumbs up in there in in the zoom, just put a yes or a lie to confirm your clear. Here’s what my annual target is. And here’s what my monthly target is. OK, yes, yes, yes, yes, yes, yes, yes, yes, yes. Perfect. All right. You guys are tracking along with me. From there, what I want you to think about is what your average transaction value needs to be, because this will, this will instruct how many jobs we need to run on a monthly basis to make that a reality. So, you know, I know some of you guys, the average transaction values, you know, less than 400. A lot of you that are well trained that have, you know, great technician selling in the field, or, you know, averaging north of 750 or 800. So just get clear, right down on on Question number number four, what’s the average transaction value? And then with that, all you got to do is divide the monthly target, whatever that was 125,000 or what, by the average transaction value and that will tell us how many jobs we need to run per month to hit the target. Excellent. So the number I want you guys to land on right now. I want to give you a couple minutes here and work on this is the number of service calls Assuming your average transaction value that you’re going to need to run in order to make your maker target

for some of you this is easy easy math like and done this you know, it’s like in breakfast. Others of you this is a little bit more challenging so just putting comments once you’ve got that number dialled in the number of service calls required

to hit your target okay series got hers nice. So you can either put the number in Karen’s got hers fantastic. Or or just put a yes if you just want to see what God got it let’s move forward. I don’t want to leave anybody in the in the dust here. Give me a thumbs up on Facebook. Give me a yes or a Y and comments. Okay, yes, yes, yes. Excellent. All right, you guys got that board perfect. So now we’re clear annual revenue is this that breaks into this much monthly. And we need to run this many service calls in order to in order to hit our targets. Now what we can figure out is our number of leads, right? And really, that’s what this is about, right? I mean, there’s only so much I can do to help you hit your revenue target, right? There’s lots of things you can do from improving your conversion rates on the phone to, you know, improving your average ticket when you get into the home. But really, from a marketing perspective, what I want to help you focus on is is generating enough leads to make that a reality. So to do that, we got to figure out what our average conversion rate is from colour to book job, and then divide that by our target. So just I mean, real quick and comments. And I know it’s different for everybody like what’s your what’s your average conversion rate from lead? Alright, so somebody calls in from the internet They call them from a billboard and they call him from your advertising to book job. You know, we’re finding it anywhere from as little as 30% all the way up to as much as like 80%. For those that really have this dialled in, you know, what would you say is your average conversion rate this point? Somebody shared that with me in the in the comments. Wow, I’m going to go a couple 75% 78% fantastic. You guys are you guys really good, that’s fantastic. So then what we want to do is divide our number of calls that we need in order to hit our target and some of you guys are saying somewhere in the 170s, some of you saying in the five hundreds, you want to divide that by your conversion rate. So if you have an average conversion rate of 55% and you know you need 308 book jobs or calls or whatever you want to call it, that will tell us how many leads we need to generate per month in order to hit our monthly target which will help us get to our annual target. So, as an example, if we had 308 jobs, we need to book in order to make a reality, divide that by a 55% conversion rate we need 560 leads to our goals. So I want you guys all to have this number because from a marketing perspective, everything you do can be engineered around. Okay, how do we make sure we generate our 500 leads per month? Or how do we make sure we generate our thousand 600 leads, but whatever the number is, in your particular world, because from a marketing perspective, that’s what’s going to boil down to you how do we get enough leads to book enough jobs to generate enough revenue to enter targets and get the kind of momentum that we’re after in our business? So I want to hear from a couple of guys in the comments either give me a yes I got it, or give me a number, right. If you’ve run this number, and you’re like, Okay, I need 700 leads per month. Put that in and and make sure that you’ve got it written down in your workbook or on your on your scratch pad, because this is going to be one of the most important numbers to drive. What you’re going to do going into next year. Okay, so we get to 90 we got 417. Heather’s got hers. Brett wants a call. Okay, we’ll take care of that. I’m excellent. All right, good, good, good, good. Looks like you guys are tracking along with me. Give me a thumbs up. If this is making sense. What I want you to do, because this is really going to drive the rest of our activity is I want to make sure you write that number down, and you put it like on something outside of the workbook where it’s like, okay, maybe it’s on your on your laptop case, maybe it’s visible on a whiteboard in front of you, like, really make sure that you’ve got this target clear and visible within your business. Because this is what’s going to help you accomplish your goals or not accomplish your goals. So we’ve got a goal for 2020. We’re clear on how many leads we’re going to need to generate monthly in order to make it a reality. And now we can get to work on of developing the plan, developing the strategy that’s going to help drive those leads. See that’s what it’s like. If you’re comfortable I know we got a lot of you guys on with us and there’s lots of you engaging with me and I appreciate that just put your number in just the number of leads you need to generate that way and get an idea average across the people that are on today’s call. Give me a couple seconds here and you know don’t leave this is like all come back to it later type of thing because later never happens. Right now we’re here we’re building a plan. We’re going through the workbooks. Let’s Let’s spend the time now and let’s get these numbers dialled in.

I got to 90 I got for 17. I’ve got 900 I’ve got 131 I’ve got 400 I’ve got 515 Okay, so it’s keep putting them in. Sarah needs help figuring out Okay, we’ll help you out with that. 500 to 5200. Okay, good, good, good. So, somewhere between let’s just call it 150. I think someone said 909 hundred. So we could use like, let’s use like 350 to 500 as as kind of as I’m using examples and things I’m going to kind of gauge for that, but you guys know what your what your number is, and what you’re trying to what you’re trying to drive towards. So as we start to build a plan or to make that a reality, we have to start with the fundamentals, right, what like, what are the basic things you need to revisit every year to make sure that your marketing is as tight as possible to make sure that your conversion is as tight as possible to make sure that your target is as clear as possible, because when you’ve got the fundamentals in place, you can actually generate leads at a lower cost per lead, you can convert at a higher level and it can make everything that you do so much more effective. So the second thing I want to do right now is just spend a couple minutes updating our marketing message. And and it really comes down to these three key pillars right the fundamentals are, first of all, you have to know your market like really clear who it is that you sell to because The clearer you are on your market and like, okay, who’s that customer? Like? Are they a homeowner or they are in a specific area, they have a specific amount of income. Because the clearer we are on that market and who our ideal customer is, the better we can craft the messaging that resonates with that person messaging about why somebody should choose us and why we’re the go to company and really make sure that the message matches the market. And with that, then we can put together the media strategy, right? How do we get that message in front of that ideal customer, this these are the three pillars of marketing success, and when you get them dialled in again, it makes everything work so much better. So the first is, is really the whole the whole ideal customer piece, right? You want to spend a couple minutes thinking about our customer. There’s a quote that I found that that really rings true, and that’s if you can see Joe Jones through Joe Jones eyes, then you can sell what George Jones buys, right. I think I got that from. I think I got that from Brian, Brian Tracy as well. So just spend a couple minutes and it’s on page. It’s on page four in your workbook, we’ve got kind of like this ideal customer avatar. It’s worth spending some time thinking about this, getting this dialled in. But you know, usually what we’re finding, and I want you guys to modify this as it as it makes sense for you. Usually we’re finding it’s a homeowner, they’re 35 years or older. Typically, the female is the one that’s making the buying decision deciding who’s going to come to the house. In America, on average, married with two kids head of the household, depending upon the market $65,000 annual income in a family oriented, very reliable, easily frustrated. They like to please people and expect the same in return. Not handy. They don’t want to have to try and fix it themselves. Even if they did they wouldn’t know what to do with it. And you know, these are some of the demographics across our client base that we’re seeing, I’d love to have you guys just spend a second, you’re thinking about your customer, the customer that you deal with day to day, the ones that tend to pay a premium that aren’t worried about your price, they aren’t worried about the trip fee. If you have that. They’re not sweating, these types of things. That’s your ideal customer. Just spend a couple minutes. Are there demographic elements that are distinctive to that customer, because the more clear you are in the customer, you can really visualise them. You can write your your marketing and the content on your website to speak to them, the better it’s going to resonate, the better the whole thing is going to work. And the further every one of your marketing dollars will will go to give you guys like a couple minutes where maybe I’ll give you 20 seconds to just kind of work on that particular piece. Again, a minute spent developing clarity on your ideal customer can pay can pay dividends throughout the course of the year.

Alright, so posting comments if there was something its distinctive about your, the demographics of your ideal customer here in the, in the comments box that we were all we’re all learning from from you and your business and kind of what’s unique to you. So with clarity on on kind of who they are, the other thing we want to think about is, is their fears and their frustrations, right, their pains, their fears, their frustrations, and we’re finding is, you know, no one’s gonna pay you if there’s not a frustration, no one’s going to pay a premium. If they’re not clear on the pain that you can solve that the other company can’t. And so usually it’s in the plumbing he sees not working. I said the AC is not working for some reason. The plumbing is clogged up for some reason. They’ve got an issue that they need fixed. But if we take it one level deeper than that, because The other thing is, they’re really frustrated that they can’t get a plumbing or H AC company on the phone. Like if you do a an analysis of your average homeowner and the experience that they go through when trying to find a solid plumbing or HVC company, they go to Google, they go to Yelp, they look at some reviews, they call a couple of companies, and you’d be surprised what percentage go to voicemail have a answer service that says okay, I’m going to pass the message to bill and it’s very frustrating for them when they can’t get somebody on the phone and they can’t just get the thing scheduled and be done with it. So you want to you want to think about that in the messaging on the site. They’re really busy, right your your ideal customer avatar is busy. It’s you know, if it’s the male that’s involved, he’s at work, you know, usually that that married with two kids female you know, buyer is either working full time or has a part time job, and so he or she is extremely busy. doesn’t want to have to deal with calling the plumber scheduling appointment, being home in order to be there at the house in order to resolve the issue. And they’re worried that it’s going to be a waste of time. Like, one of the biggest fears we find that your clients deal with is the concern that they’re going to call you out. They’re going to take time off work, or they’re going to say, Hey, boss, I got to go to the house, because I’ve got a HVC technician coming in. one of their biggest concerns is that they blocked that time, and then you don’t come, right. And it happens, right? And so you’re going to be there too, but you don’t come till four or that the whole meeting gets cancelled, and then they’re scrambling and then they got to go back to the boss and be embarrassed, right? So to the extent you can hammer in on this, this idea that you’re all liable, you’re going to answer the phone, you’re going to solve the problem as quickly and efficiently as possible. That’s really good speak to your to your customer base. So some of their fears and implications right. They don’t want to be ripped off. They don’t want to overpay they don’t want to have their house damaged because They paid too little. They don’t want to read around that really don’t want to wait around for the plumber or the HVC company. They don’t want to be inconvenienced, and they definitely don’t want their home to be to be damaged. Right. And it’s important to spend a couple minutes thinking this stuff through because you can make sure that you’re you’re again, you’re making marketing messaging that resonates with with your ideal customer. So because again, if we can see Joe Jones through Joe Jones eyes, we can sell in a way that Joe Jones wants to buy. So that’s the message piece. I love to add you guys just real quick on on the six page or workbook to kind of map out the the messaging, right? What is it that is your unique selling proposition? Why is it that somebody will choose you versus the competition.

Again, that’s Page Six in our in our workbook.

I’ll just share from example, some of the ones messaging wise that that have worked well, because what I find is when we look at our online marketing, and really we’re going to talk more about the specific media in a second. But if we look at our websites, if we look at our pay per click ads, if we look at our social media posts, a lot of times they’re very technical in nature. You know, we can fix we have this type of hbic system, or, hey, we do all of these variety services, plumbing, drain cleaning, water heaters, tankless, what, in reality, your customer could care less about that what they wouldn’t do they care about. They care about, are you gonna answer the phone? Are you going to show up on time? Are you going to treat me fairly? Are you gonna stand behind what you said you were going to do? And when you can infuse that messaging into your website, your text ads, your campaigns, again, it’s going to resonate in a different way it’s going to work better. So so the message the message that works, same day service 24 hours on time straightforward pricing upfront pricing satisfaction guaranteed, trustworthy technicians experienced. And really the case that you want to make is fast same day service or next day service rate. People that your customer loves to hear that fast same day service. money saving offers 24 hours with no overtime charge. I know not all of you do that are willing to that’s fine. I’m just saying what we found work well, clean cut professional technicians that will leave your home clean, cleaner than they found it great service guarantee that you’re going to stand by what it is that you say that you’re going to do. So this is important, right? I don’t want to understate that having clarity on your target market. Having messaging that’s going to resonate with them is super, super important. And so I want I want you guys to make sure you kind of fold a little full on this one and go back and spend a little bit more time really dialling in this messaging because you can make the difference between profitability your marketing and spending a lot of money getting a lot of eyeballs with not having those eyeballs convert into leads. So definitely make sure you should invest some time on that. Would anybody be willing to volunteer in their comments like what their unique selling proposition is? How they position themselves differently? If you don’t mind, go ahead and pop that in comments. Because I’d love to I’d love to hear what your unique message or your unique selling proposition is. Jeff wouldn’t hear the road of someday leads to a town called nowhere. A quote from Tony Robbins when we’re talking about Oh, yeah, I’d be like same thing like this, right? Oh, yeah. Josh is talking about messaging. I’ll watch the replay. Maybe I’ll do it then. Right. That a lot that I’ll do it later. Never comes right. So that that was a it was a great point. So now we’re clear on our client target. We’re clear on our message and now we can look at media and I appreciate you guys indulging with me on the on the whole messaging piece because it is really important, but it’s um, most of us, myself included, are much more interested The tactics, yeah, I get it, I get the messaging, I get the media, I get the, you know, the target stuff. But let’s talk about where we can advertise. Let’s talk about SEO and pay per click and local service ads and all the other fun stuff. But I think it’s that poor. And that’s why I wanted to spend some time talking about that. Now, as we look at media, right? The fact is, your customers are going to wind up at your website. At some point, they’re going to wind up on your website before they call before they fill out the web form before they convert into a lead. And so regardless of the marketing that you do, the fact is your website will make or break the effectiveness of almost all the advertising that you do. And so I want you guys to spend a couple minutes thinking about your website is the central hub, where all of your other advertising lands and make sure that your website is built to convert at the highest level possible. Because if you think about it, like a like a bucket Right, you take a bucket and you fill it up with water,

assuming it’s a good bucket that’s going to hold, right. But if there’s a bunch of holes in the bottom of the bucket, it’s going to leak all over the place. So you’d be water falling out before you know it, what would have been a full bucket is now a half bucket, a quarter bucket. And it’s it’s not working. And so that’s how I think about your website. If your website isn’t converting your visitors at the highest level possible. It’s like a leaky bucket that you’re spending money on whatever you’re spending money on, right, you’re doing local service ads, you’re doing pay per click advertising, you get your trucks rap, you’re running Vout pack ads, you know, wherever it is you’re doing advertise. If your website has holes, then you’re not going to be getting the maximum return on investment from all that advertising that you do. And so page number six in your workbook is all about how to optimise your website for for maximum conversion. I’m going to dive into this with you and I’m gonna show you an example of what I found to be website. That is really built to convert and the key elements that you want to look at as you as you set up your website. So good example of this is Lenny’s there a full service plumbing HVC, electrical company based in Fargo, North Dakota. And let’s pull up their website here for one minute. Whoops. Here we go. So this is this is a website that converts exceptionally well. So you the data that proves that this works really well. You guys should all be seeing the website now. Right? somebody posted comments if you’re, if you’re seeing the Lenny’s website. See, okay, great. So we talked about messaging, right and the fact that your customer wants to you really your customer has fears, apprehensions concerns, and we want to make sure the messaging on the website speaks those fears, apprehensions and concerns and so You look at this site, the first thing that kind of stands out to you, pleasing you pleases us. Never an overtime charge legendary lifetime furnace guarantee, free second opinion, right? We’re speaking to the customer. We’re not talking about platitudes. We’re not talking about, you know, the technical side of plumbing and HVC and electrical, really calling out the reason somebody will want to choose them and speaking it in their words and what they want to have happen. The other things that you’ll notice is that like, right within the homepage of this site, you got a couple things. You’ve got a phone number, the top right hand corner, that’s mission critical. You look at your website, you don’t have a phone number in the top right or left hand corner, you’re leaving money on the table. That’s where people want to engage. We are speaking directly to the Avatar and their fears, their concerns, their frustrations. You’re giving them multiple mechanisms to convert, right, we’re finding the customer of old that wants to just pick up their phone and dial your office. becoming less and less. Right? And and you know, the best way to illustrate this is if you have the opportunity right now to engage with somebody, and I want you guys to answer this for me in comments. If you have the opportunity engage with somebody via phone, like a quick chat, or a text message, which would you prefer, if you prefer to have a phone call put phone, if you prefer to have a text message back and forth, put text. Everybody’s putting text, I don’t know if you guys can see the comments, but it’s text, text, text, text text, your customer also prefers to engage via text message, right? So you want to make sure that you’re giving them opportunities to engage Scott wants to make a phone call in a way that is most comfortable for them. And that’s going to be most convenient for them. And if you can get on the on the front of this, it can really have an impact. So we want to give them opportunities to engage in a variety of ways. So yes, we want the phone number there. Yes, we want a web form they can fill out so they can just enter it right in their computer or their cell phone. And we want to have the ability to engage in a chat. Ideally, a chat via two way texting message that way, it can be the easiest and most convenient conversion experience for them. I’m going to kind of talk about some of the high level elements on this, and let’s talk about for your specific website. But having the phone number up in the top left hand corner, having a web form, having the ability to engage via chat makes a big difference in your conversion rates. Leveraging imagery of authenticity, right? So if you compare this to your average plumbing HVC home services company, the thing that makes it distinct is that we’ve got an owner picture of here’s Kevin Wolf, here’s the real dude like this is the guy that’s going to be responsible for my home either getting fixed or not fixed, right? There’s their authentic image of a building that looks like it’s legitimately their building. And it is.

This actually has a massive impact on conversion rates, being authentic with your imagery, being authentic with your with your video videos and things like that being real All helps with conversion, showcasing your positive reviews across the web, you’ll notice one of the key things somebody wants to see before they do business with you is what other people are saying about you. And so having an easy way that where they can go read your reviews and see that your quality company is a is just a great place. And so yeah, there’s lots of elements in here that make this website convert well, but the phone number, the authenticity of the imagery, the ability to engage in a variety of different ways and modalities using video, using like messaging, again, that hits the friendly Expert service, fast response time, up front service, one stop resources, honest advice. competitive pricing, really, really helps with conversion. And so I’m gonna I’m going to kind of put together a short list of items you want to pay attention to, but I thought it’d be good to show you guys a real world example of a website that converts really well. And the fact is when we started working with ladies, maybe you like three or four years ago, this was their website. Very, very simple, outdated, no authenticity, not a lot of easy ways to engage and convert to the, to the version you just saw. I want you to see they’re pretty well branded in their market. They’re pretty well known. They’re pretty well respected. They’re they’re kind of the the hundred pound gorilla in the in the Fargo North Dakota market. But when we first started with them, they were averaging about 55 calls a month via the internet. And then just by putting the, the the the new version of the website in place and getting the conversion elements dialled in, almost immediately before we had a chance to to run paid search or to increase the SEO or any of that they jumped to 317 calls via their their website. And so that’s really the impact that conversion can have on your on your website and really how well your website converts. And this is an executive summary. I almost was hesitant to show this because the numbers are staggering but They generated 147 leads via the internet last month 375 of those from organic 100,000 from Google Maps 31 via web forms, and really want you to see like this is what’s possible when your website converts extremely well, because the website is the hub, it’s the place where people when, before they make the decision to, to call you or to convert. And so in your workbook, there’s a there’s a what I call the ultimate website, cheat sheet. And, you know, this just just a visual so that as you look at your site, you know, you can see you can one of the elements that are going to help make sure that this website converts as well as possible, right, the live chat, the phone number in the top right hand corner, the authentic imagery. So this is just kind of a little cheat sheet that you can go back to, as you’re thinking about what you might need to change going into 2020. You know, maybe the website needs to be revisited. In order to make sure it converts. Maybe it doesn’t, maybe you just need to add a couple of elements to help bump the conversion rates from the existing site that you that you already have. So you know if it’s set up for conversion, what does it speak to your customer avatar? Does it speak to their fears and frustrations? Does it have pictures of your team? pictures of your office throughout the throughout the website? Are you leveraging video when I found the worthwhile video is a welcome video? Hey, welcome to the website. Here’s who we are. Here’s what we do. Is there a video for each of the different services? Is there some type of video that explains why somebody should choose you versus the competition? Does it showcase your online reviews from across the web? Does it make it easy for them to engage in the way that they want? Whether that’s via text message, or chat, or picking up the phone? Does it this add the basics in place of the phone number in the top right hand corner a web form that somebody can fill out? Are there calls to action underneath each block of text? Are you giving them the opportunity to engage via chat and are you leveraging and this is new Are you leveraging marketing automation? Right? Are you making it so that when somebody does engage with you that there’s an automatic follow up happening? For not? So I’ve got the checklist here for you in the in the workbook. I’d love for you guys just to think for a minute about your conversion optimization, like, do you have some things you can do in order to improve how well your website converts? online? So I want you to spend a couple minutes thinking about that. And I’d love to hear from you guys in the comments on this or, you know, are there one or two things that stood out to you from that? And you’re like, Okay, yep, I need to put that in place, or I need to, you know, solve for this. Maybe it’s taking some pictures of your team and incorporating that into the website. Maybe it’s, you know, having a chat bubble on your website will makes it easier for someone to engage with you. exist chat, absolutely.

You know, what I found, in my opinion, right now dealing with hundreds of plumbers. HBC companies across the across the country. One of the biggest marketing challenges facing you guys is unconverted leads, like you’re generating phone calls, you’re generating web forms, you’re generating chats, but in a lot of cases, the conversion rates are much lower than they should be. Historically across across our spectrum of clients that we serve. We’re finding is somewhere between 50 to 60% of inbound leads, leave unconverted. So they call in, hey, I’m wanting to schedule a, you know, a quote for a water heater or I’m thinking about, you know, repiping my home. And when I say unconverted, I mean they say okay, I’ll call back or let me check with my wife or let me check with the tenant. Or hey, let me call around that I’ll call you back. 50 60% leave unconverted. What I find is 90% of the web forms like I showed you on ladies and almost any plumbing or HVC websites. across the internet, there’s this place where you can enter your name, your phone number, your email address in a quick detail of what your issue is. To me a web form is where leads go to die. Because most of you guys are so busy that you have time to deal with the inbound call that comes in talk to the customer. And if they book it right then and there, fantastic, you’ll deal with those guys. But the web form is it’s like, okay, I’ll call them once. And that’s it. If they don’t put it on that first call, I don’t have the time to chase them. Now I’ve got plenty of other leads behind them that are going to call in. And I really believe this is a massive opportunity. Because you know, if you can convert at a higher level on your web forms, and if you can convert at a higher level, the the number of people that call in and say okay, I’ll connect with you later can have a massive impact on your on your results. I think part of the big problem is leads that don’t get followed up with in 15 minutes or less tend to go cold. So if we think about your You know, your web form on your website, if somebody is not calling that person back with a 15 minutes or less, it’s gone to somebody else. Matter of fact, we found that leads that are followed up within five minutes or less, or 600% more likely to convert into a book job. So that’s one big staggering thing, like the web form piece, you have to have immediacy with the follow up. The average customer that we’re finding really needs to be touched five to seven times before they book their job. Right. And again, I find the most common HVDC companies, they’ll have that initial call, and it’s like, okay, peace. I’ll talk to you later. No follow up via text message, you’ll follow up via email, no follow up call, you know, later the next day to say, Hey, did you get that taken care of, you know, you’re still in need of services. And the other issue is, again, I asked this question earlier, how many of you would prefer to engage via text message and everybody except for us, I think Scott said they prefer to engage via text, and most plumbing HVC companies don’t have a two way text. mechanism, right, let’s hit some very small one man operation that’s comfortable giving his cell phone number out to the, to the customer, you know, beer companies with five 610 15 employees, there’s no real easy mechanism for your clients to engage with you via text message. And so I really believe that we’ve we’ve developed a pretty cool solution for this. And it’s what I call leveraging marketing automation. And I, you know, I’d love to have a separate conversation with you about this. If you’re interested in learning more about it, put it in taxes. I don’t want to run away with the entire session on this. But I think it’s really important as we go into 2020 that we’re thinking about next level things that can improve conversion rates. And so what we can do with marketing automation, is make it so that every single web form that happens on your website, initiate automatic follow up, so someone fills out the form automatically in the first 30 seconds a call goes to the office, forcing a contact So I would call the office and say, Hey, you have a new web form from Tom Jones press one to connect now, and it forces your, your team to make that initial call. But then also, it will automatically shoot a text message to the customer that just fill out the form, saying, Hey, you know, you just you just submitted the form, here’s our cell phone number, feel free to give us an email back or text message back or call us at the office if you’d like some help.

And then automate the follow up and that touches after that, so that the 50 or 60% of the leads that didn’t convert are getting texted daily until they reply back and say no, or they say, you know, leave me alone. So, you know, we got an amazing platform. It’s called conversion app. It does exactly this. It basically what we’re seeing is for our clients that we started beta testing this with their web forms that were converting, like one out of 10 are now converting nine out of 10 and their their unconverted leads the people that call in and say Hey, I’ll call back later. We put them into an automatic automation campaign, where immediately after the call, the customer gets the prospect gets in a text message. Hey, thanks for your call today. This is team over here at, you know, the plumbing doctor, give me a call back and there’s anything I can do to be at service. And then every day, another text message goes out to that customer until they say I already booked it somewhere else. Or me. No, no thanks. I decided not to do the job. Or Yes, I’d like to go ahead and schedule that now. And we’re finding is when we are showing up and the way they want to communicate, which is text message. And we can move the communication along, we can really bridge the gap between those unconverted leads to book jobs. So, you know, I’m super pumped about this. This is a new initiative that we’ve we’ve developed in it. I think it’s it’s a game changer. Really, what I want you to do is think about, are you maximising the conversion rate of the leads that you get, and if not, you should be thinking of Okay, what are the platforms out there that can do this that can make it easy for my Customer engage via chat, they can make sure that every lead is followed up with between five and six times. And that there’s an easy mechanism where the the text messages back and forth can be handled either by somebody on your staff or by a service that can manage those two way communications with your customers and prospects. So, if you want to learn more about that posted comments, marketing automation, we’ll make sure to reach out to you and tell you about our new marketing automation platform. But the you know, the statistics are pretty, you know, pretty cut and dry. You know, our typical client rejecting 100 leads, they’re only converting on 30% because there’s no automation in places no marketing, there’s no text messaging, it’s just answering the phone. And if they book it, great if they don’t, hopefully they call back. So for every hundred leads, we generate really only about 30% are getting booked at an average transaction value of 650. Let’s just say that’s 19,500 and revenue, which, I mean, is a breakeven. Sure but Definitely not going to, you know, be as effective and efficient as as it could. Now for that same investment or findings, when we do put this marketing automation in place, we’ve got the text message that goes out, we’ve got the automatic call that goes out, we’ve got an automatic follow up mechanism in place to reengage with those customers that hadn’t converted to get them to raise their hand and reply back and schedule him. We’re seeing, you know, an average of 70% of those now converting. So for the same hundred leads, we get 70 book jobs, and an average same average of 650. That’s $45,000 in revenue, you know, ultimately, you get this dialled in, it can have a massive impact and will make every lead that you generate more valuable now actually make it make it so that you can generate less leads, spend less money, but have the revenue, the amount of book jobs that you need in order to hit your sales targets. I’d love to implement this for you. Again, a couple of you have already commented here chat if you’d like to learn more about this marketing automation stuff. posted comments marketing automation, or shoot me a private message in Facebook or reach out to me via email. And we’ll, we’ll get you set up. So covered a lot of ground there in terms of how to optimise for conversion rates. We looked at the website, we looked at the key elements, just spend a couple minutes what are the three things and it would be remiss if I didn’t give you specific actions were three things that you can implement on your website to maximise conversion, and I want to hear from you guys in chat. Put in the three things that you’re going to do to improve the conversion rate because none of your advertising is going to be as effective as it could be. If you’re have that website isn’t converting well.

All right. Good stuff you guys are tracking along with me. If you’re still watching me in the Facebook group, give me Thumbs up

for the top right hand corner reviews, welcome video image of the honour all the things that go along way.

Okay, so the next thing is we got to make sure that we know our KPIs and that we’re tracking the the key performance indicators, because the one thing I know is that online advertising, there’s a lot of activities, a lot of things you can do. And if you don’t know your metrics, you’re getting cleaned up spending a lot of money and having very little to show for it. So what are the KPIs? What are the key things that you absolutely need to know? You need to know how many calls you’re getting? Right? You have to have call tracking in place. And that call tracking needs to be split out by source, SEO versus PPC versus organic. You need to know what your average cost per call is. Right, you need to know what your average cost per lead or colour, however you want to refer to it. And ideally, you want to have some type of simple dashboard that would show you. Okay, here’s how much we spent, here’s how many leads we got, here’s what our average cost per lead is, here’s what our return on investment is. And again, if we’re clear, we need 300 leads per month, we need 450 leads per month, we’ve got a target that we’re shooting towards. And of course, we’re also trying to maximise, you know, what’s our conversion rate on those leads? What’s our average ticket with those jobs, and all that kind of stuff. What I know is what gets measured, gets done. And so this is the dashboard that we provide our clients. If you work with us, we’ll give you something like this. If you’re you know, on you know, in house or you’re looking to do it, this is what we found works really well. You know, how much did we spend? How many leads do we generate? What’s our average cost per lead? And then where did those leads come from, you know, organic Pay Per Click Google Maps, web forms, and this is our total number of leads. is really important that you don’t spend a lot of your time on on metrics that have no impact. Your number of leads has an impact. What keywords you rank for traffic to the website, impressions on Facebook ads, impressions on Google AdWords campaigns are not nearly as important as the key metric that you need to focus on, which is total number of leads, average cost per lead, and return on investment. So let’s make sure that we’ve got that particularly dialled in. So we want so what we covered so far, we get clear goals and targets for 2020. We got really clear on the number of leads we need to generate in order to make that happen on a monthly basis. We spend some time getting clarity on our market message media, we looked at our websites or to look at the things we need to do in order to maximise conversion. And we’ve also set up a simple KPI board for tracking the most important metrics so we can know Are we on track or off track? Are we overspending? Are we understanding now what’s building build up the 2020 plan? So I think the easiest way to do this is just a pull up a visual for you have the online dominance method. And again, those of you sticking with me through the end of this, you’re going to get downloadable version of all of this stuff. But to me, you know, it really starts with your website, having a good website that’s built to convert that’s showing up in the non paid listings. And I really still have found that some of our best leads some of our best traffic comes from people that click on the on the non paid organic listings and the Google Map listings. So for me, it starts with a good foundation, a good website that’s built to convert that’s ranking for the variety of keywords in the map listings in the organic listings. From there, I found that paid search is probably the next thing you want to be taken advantage of. And to me at this point, that’s Google AdWords that’s being and that’s also Google Local Service ads. Right. I’m going to talk more about local service ads here in a second because it’s a 2020 initiative that you should all be paying attention to, but you should be in local Service ads, and you should be advertising with Google pay per click, because that’s the knob that you can turn to increase the volume. Right? If you’ve got a good website, if you’ve got good messaging, if you’re really clear on your target market, then you should be able to spend money and generate more traffic, more calls, more leads. And the beauty of it is if your average cost per lead is dialled in, because you get good campaigns, you can spend more generate more leads and have a healthy enough margin to convert those leads into jobs to hit your targets. retargeting, you know, if you’re running SEO and pay per click, it just makes sense that you would have retargeting in place, retargeting in the banner ads that people see on Facebook and on various websites across the internet. And what we want to do is drive people to the website organically and via pay per click, and then we want to have banner ads that they see in Facebook as they see to convert them because not every Everybody that gets to your website calls or starts a chat, to convert them into customers,

we should be paying attention to the online directories. And this is a constantly moving target. But the fact is Yelp in most markets is pretty big white p still has a decent presence. Angie’s List is pretty large. And you know, you don’t want to go crazy, you have to be in all of these as at least a free listing. But you should think about advertising at least one or two of these, track the metrics, track the return on investment, and make sure that you’ve got a presence in all the places where your your clients or your potential clients or your potential customers are looking. We want to make sure that we’ve got a strategy in place to drive repeat and referral business. Right? And that’s means how do we get our existing customer that’s already done business with us to know us like us, trust us, us us again and again, and to me that’s done through email marketing. It’s done now through text messaging, so having a database of your customers and nurturing them couple times a quarter, giving them new special officers, letting them know that you’ve got, you know, technician in their area and that you can circle back in these things really well. And your cost to reactivate existing customers is significantly lower than the cost to generate a brand new one. And, you know, being on social media, being on Facebook, being on Twitter, putting out relevant content and a consistent basis helps you remain top of mind. Then there’s your, your humdrum paper lead services like home advisor and a local plumber. There, I don’t think there’s a big place for that most of your businesses, but if lead flow is low, and for whatever reason, the SEO and the pay per click isn’t generating enough volume, always good to have that as a backup, right? Because Okay, let’s turn up the homeadvisor leads or let’s turn up the E local farmer leads just to get some activity. But I would consider that a very fallback, play a very fallback strategy. And then there’s social media advertising YouTube advertising media advertising things like that. And then have it as number seven because really, if you don’t have your SEO, your pay per click your retargeting, your local service ads, your, you know, kind of your database reactivation stuff dialled in, not I don’t think that’s the most effective use of your dollars at this moment in time. So it’s really, it’s really let’s get one through five really dialled in, and then have six and seven is it as a backup plan. And then number eight is, is having strategies to put your arms around your customers and make sure that they use you again and again, read. So that’s sending thank you cards after the service call. It’s having a newsletter that goes out in the mail once a quarter. It’s having strategies to help them refer you to their friends. There’s some great programmes along these lines that are built for the plumbing HBC home services industry. If you’d like to know more about those types of programmes Let us know I can connect you with with a partner we work with it does exceptional work on that on that front. So this is the big picture, you know of your online marketing strategy. I want you guys to really get that dialled in. So I’m going to give you a document where you can access this, I’d love to have you kind of just map out, okay, what are the things you’re going to put in play? How much money are you going to put into each of these, in order to really make sure that you’re striving towards the accomplishment of the goals that you’ve that you’ve set for yourself? So a couple key trends for 2020. I’m not going to spend a tonne of time on this, but I know there are some brand new things that you want to be aware of. The biggest one is Google Local Service ads. At this point, it’s available all throughout the country. I’m going to talk a little bit about again, what it is how it works. But if you’re not in this and you’re not participating in it, you’re leaving money on the table. I have no doubt in my mind. There’s been a major shift from I want to dial in on the phone. I want to conversate with you via message via chat message via to a text message. If you don’t have a strategy to two way text message with your leads, you’re leaving money on the table. And it really at this point has to have an all in strategy. It’s not just SEO. It’s not just local service ads. It’s not just pay per click, you want a strategy to show up in all the places that your customer is looking when they need your service. So that’s SEO Pay Per Click local service ads, and and social. So this is what local service ads is if we want to search right now for San Francisco plumber, you know up what comes at the top is local service ads. It’s the three pack it comes up above the map, it becomes above the Google Pay Per Click ad ads. And it’s it’s pretty much rolled out across the country. Google throws a Google guaranteed badge next to it. The phone numbers are tracked, they’re not your main number. So basically you’re you’re basically getting call in leads directly into your business.

It is impacting the search results pretty significantly because it used to be, we had our paper quick. And then we had our maps. Right now we’ve got our local service ads, and then we’ve got the pay per click. And now we’ve got the maps and the organic is way down the page. So you can’t sleep on this. And when you run a search on Google, from your phone, it comes up at the top right, and you really have to scroll quite a bit to see any organic results. It’s it’s taking up a lot of real estate on the first page. So the way it works is there’s an application process for Google local services. Google will run background checks on you and your employees through Pinkerton. Once you’re approved, you pay on a per lead basis. So it’s somewhere between 20 and $45 per lead. It’ll vary by industry, very beat bye bye bye area But it’s good quality leads, like what we’re finding from our from our clients that use it. It’s the lower cost per lead than pay per click, you know, even paying on a per click basis, and getting people to a landing page and getting them to pick up the phone and call, you know, usually going to pay a little bit more for the pay per click lead than you would for a local service add lead. So you’re only paying when you have a legitimate lead, that called in that was on the phone for at least 30 seconds. So we’re finding it’s lower cost per lead much higher quality than home advisor, you’re still going to get some price shoppers, but without a doubt, it works well. And the clients that are on board with it, for the most part are getting a solid return on investment. You know, you can spend 30 to 35 bucks, convert those leads into jobs, convert the one time customer into a multi buyer and have a great source of high quality leads on a consistent basis. I think all of you should be doing it. I think it’s kind of a no brainer. If you’re a client, all you need to do is talk with a new strategic partners will work with you to get the background check set up and get this process off the ground for you. Put the tracking in place, make sure that you know your numbers, right. How much are you spending on local service ads? How many of those jobs are getting booked? What’s the return on investment and the return on investment is there and it makes sense. Then you’re off to the races. And I would say continue to play it as long as you as you can. I did put together a resource It’s called The Complete Guide to local service ads, everything you need to know you can go read that at plumber seo.net slash local services. Bottom line, you should be in it. You should get yourself background checked. And you should be playing this game as aggressively as you can. And if you want to learn more about like the logistics of how to rank and local service ads, how to optimise your listing how to kind of get the most out of it. I did a deep dive training on this that we can send you that explains ad nauseum you got about an hour and a half just on what You need to know about local service ads. So there’s that there’s the big picture of the plan. You’ve got this in your workbook so you can go back and work through it. I want to share a couple examples and case studies of this in the real world and kind of once you get this dialled in, and once you get to the place where you’ve got a comprehensive strategy that touches website that converts SEO, pay per click social media systems and strategies to convert your leads at the highest level possible, the impact that it can have on your on your results and on your on your clients. I mean on your on your lead flow in the in the new year. Let me just pull this up. Yeah. Okay, so I will make this quick because I want to make sure this is as actionable as possible for you. But one of the companies we work with is the meridian advantage based in East Lansing, Michigan. So we run a Google search East Lansing AC repair. You can see this is where they come up because they’ve got a good website, it’s been optimised ranks on page one for a majority of the keywords. They’ve got a great website that’s built to convert, right we got a phone number, the top right hand corner, we get into multimedia that shows a lot of personality and authenticity, easy conversion elements, right, the ability to engage via web form, the ability to engage in chat, the chat bubble will come back up.

And you know, all the right conversion elements that make the website work. But you know, here here’s the statistic. So this client spends about 70 $500 a month all in on advertising that includes their pay per click spin, that includes management fees to our company, off of the website and the SEO and everything that we do. And the gentleman 530 leads last month, so that’s 513 leads, if you divide that out $14 and 59 cents per lead You know, hundred and 21 from organic hundred and 12 from Pay Per Click 258 via Google Maps 22 via web forms. And, you know, they’re they’re growing right? I think they went from, you know, when we started together about 3 million per year. Now there there are over $5 million in annualised revenue, they’re going to I think it’s, you know, 23 to 30 trucks in the field now, I mean, you know, this, this strategy is working well for them know, what I want you to see on this case study is, if all they did was pay per click advertising, all they did was Facebook ads, or all they did was one thing, they’d be leaving a lot of money on the table. So it really is a comprehensive approach, right? You have to have a good website that’s built to convert that has all of those conversion elements we talked about and needs to rank organically, but you also have to be showing up in the paid listings you have to be showing up in the in the places where your customers are looking. Alright, but once you another example, this is Valley plumbing. They’re based in the Salt Lake City area. We’re going to search for West Jordan plumber, Western plumbing, West Jordan Drain Cleaning, Salt Lake City city trenchless sewer repair, they come up for all these key terms to pull up their websites you can see, you know, another example of a website that’s really it’s built to convert right we got the phone number, the top right hand corner mergency service available with the dugs exceptional service, you know, a lot of imagery that makes you feel like okay, this is a quality organisation I can trust that’s going to do good work that’s going to show up on time. Lots of you know, reviews and testimonials, easy ability to engage via chat via the chat bubble. And here’s here’s the number so they spend about 10,000 in advertising monthly for the the valley plumbing company 589 leads a month via the internet $17 99 cents average cost per lead, again 400 from Google organic 107 from Pay Per Click ad to from Google Maps. And so it’s it’s a diverse mix where these leads and opportunities come from. And I’ll show one more example. And this is Nick’s go plumbing based in Mason, Ohio, Jeff eagers been with us for a number of years. Now. If we run some searches, you’ll see he comes up number one and Mason in the surrounding area as the dominant dominant player. And if you look at the numbers here, he’s investing about 5000 a month in advertising, that’s SEO, Google AdWords and our management fees, about 334 leads average cost per lead is about $16 and three cents. And, you know, evenly distributed right 128 for organic 85 for Pay Per Click 104 via Google Maps and 17 web forms that were submitted. And so, you know, hopefully this kind of gives you sense of you know, if you spend the money wisely, you can generate a nice quality of leads, you can have a manageable cost per lead. And if you’ve got the conversion elements in place, you can really maximise the conversion rate from lead the sale. I’m going to show you one last example. And this is Falcon plumbing. They’re based in Miami, Florida. Again, you know, simple phone numbers in the top right hand corner schedule form, lots of personality and authenticity, and the great, great metrics. Now, why do you want you to see those that this website has what we call smartphone we talked earlier about marketing automation. The way this works is when a customer fills this in, immediately a call goes to their office that says, hey, you have a colour press one to connect. And it automatically connects to that customer. The other thing that happens and if you want to test it, you could do it on a text message immediately goes out and says hey, this is Wendy with Falcon plumbing, you just submitted the form on our website. I wanted to reach out in Is there anything I can do to serve you? Or would you like to schedule a service call? Right? And if they don’t answer the phone, in which case, a lot of cases they don’t, it leaves a message on their on their phone that says, hey, this is Falcon plumbing, you had called us to schedule service calls are we we missed it, give us a call back when you get a chance. And what we found is having that simple marketing automation in place, people call back immediately they engaged via text almost immediately.

And the conversion rate from all the leads, they generate, skyrocketed, like they’re, you know, they’re, they’re booking something like three or four times more jobs from the same volume of leads that they always have. And the other thing that’s in place, is every time a phone call comes in. There’s really only a couple of outcomes. The customer, like schedules the call, right? They hang up and say, Hey, I’ll call you guys back later. Or they leave a voicemail. And so we put in places now every call that comes in, that doesn’t get booked, gets dropped into a follow up queue that sends a text message to that person, hey, this is Wendy, from Falcon farming, you know, let us know if there’s anything we can do to be of service. And then every day a follow up message to that goes out. And again, these two little tweaks with marketing automation about a massive impact on the conversion rate of their of their leads. And I think they do a pretty good job of answering the phones and dispatching their tax and really handling all of that. But I wanted to share that with you guys because I thought it would be useful to kind of think through what you can do to maximise your lead flow, maximise your conversion rate, and really take your take your company to the to the next level. So what I want you guys to do now is you’ve seen some examples, you’ve set some goals, you’ve looked at the big picture. I want to give you some homework, and that’s the audit yourself. And that’s this document right here in your workbook is the ultimate online marketing. checklist. I want you guys to as homework, right, as soon as we finish up today’s session, go through this checklist. And what you’re going to do is certain things you’ll be able to check off and say, boom, got it, move got it. Other things you’ll either be unclear about, or say I need to work on this, I need to tighten this particular part of my strategy up. And I want you to circle those items, because that is really going to be the things that are going to move you to the accomplishment of your goal. So we’ve come a long way as we set our goals for 2020. We talked about the key fundamentals, we talked about optimise for conversion, we looked at the big picture and the different online marketing strategies that we can put in play. We looked at the latest trends in 2020. And we developed a specific action plan which is really this checklist of the things you need to do in order to make sure you hit your goals and hit your targets going into 2020. So I’d like to ask if if you feel like you need some help with this and you feel You know what I’d like to have Josh and his team, look at my strategy. Look at my website, look at my conversion elements. Look at how we’re following up with our leads, potentially. If you’d like some help with this, let’s talk. And all I need you to do is in comments if you just like to chat about our services about how we can work together to help you implement some of this help you make 2020 the best year ever, just put in comments, let’s talk. And that will be our indication that you’re interested in scheduling a time to talk about how we can help you put this in play and put it into place. So again, if you’d like to talk, you can either put let’s talk in comments, or you can call us at 866-610-4647. Or just go to plumber seo.net slash schedule. If you go there, you’d be able to pick a time on the schedule that works for you. And we’ll look at your website will look at your rankings will look at the conversion elements and we’ll be able to explain to you exactly how we can help so I see a bunch of work Talks coming in awesome Christian in Houston will be reaching out to you to get that scheduled ASAP and or if you prefer you can always call us or go to plumber seo.net slash schedule so I want to give you guys a reward for those of you that stuck around and promised I was going to give you the checklist the online dominance method and the and the list of keywords to get that all you have to do is go to plumber seo.net slash reward Christian if you can double check the link make sure that it’s working correctly and put that in the in the in the chat plumber seo.net slash reward it’ll take you to a Google Drive folder that’s got the checklist for you to use. It’s got the online dominance method and it’s got the the list of most commonly searched keywords. So I do want you guys to get the award. Okay, I see I see more and more. Let’s talk scum it awesome. Look forward to working with you guys and helping you to make 2020 your best your best year ever. So that’s a that’s a wrap. Thank you guys so much for your time I’m super excited about seeing you take your company to the next level in 2020 and really maximise your lead flow and hit those goals and hit those targets if you’d like to work with us again let’s let’s talk to they put in the let’s talk in the comments will reach out to you or just go straight to plumber seo.net slash schedule and right there you’ll be able to pick a time on our calendar

if you know somebody saying they put it in you got to make sure if you put an HTTP s colon slash slash plumber seo.net slash reward that will get you to the to the reward page. Or if you click the link it will it will take you there directly. That’s a wrap Christian if you don’t mind dropping the link to the Schedule page. So if you if you want to pick a time, this week’s kind of that you know closed off right we’re going to be going into the holiday season. Thanksgiving probably the day after Black Friday. Hopefully you guys enjoy your time with family and friends. But let’s pick a time next week where we can sit down and, you know, really roll up our sleeves and build a plan together that we can help you implement to make 2020 your best year ever. Hopefully you got great value from today’s session was an honour to share with you guys. I’m excited to see where we go in 2020 and I look forward to talking with you all again soon.