Let's build your plan to CRUSH it in the New Year Online. In this video I'll be going over the simple 3 step process to CRUSH IT with your online marketing in the new year.
During this workshop we will help you:
- Set Clear Goals & Targets for the Year
- Realign KPIs & Tracking to achieve outcomes
- Map out our PLAN for accomplishment
- Important Trends
- Set you up for massive success in the 2023 & Beyond
All right, hello, and welcome. I’m so excited to have you here. I’m so excited about today’s session, what we’re going to be doing today is helping you build out your 2023 digital marketing plan, right. And you know, as you start to look towards the New Year, and you start to look towards, okay, it’s a new year, it’s a new horizon, one of the most powerful things you can do is get super clear on what you want to accomplish, get super clear on why you want to accomplish it, and then reverse engineer the plan, right. And specifically, what we’re gonna be focused on is the plan for generating enough leads and enough sales so that you can hit the goals and hit the targets that you’ve set for yourself. And so kind of in setting the pace for today’s session, I’d like to start by having you think back on last year, and for those of you that were on early, just kind of indulge me and type this into the comments. Thinking back on last year, you had to rate it on a scale from one to 10. One being a terrible year 10 Being it was just an amazing year, you’re really happy with how things turned out? Let me know in the comments. Was it a one? Was it a five? Was it a seven, just kind of give me some feedback in terms of how the year played out for you. And again, webcams on if you could Marcellus gave it, it was a five. So it’s kind of like, didn’t really do what you needed it to do not really happy with the outcome. 46 Okay. I know we’re getting lots of lots of contractors super happy with the way things were like nines and 10s. So, Bob, and eight, profit was great, says Rick. Jimmy says nine, Rachel says nine. So the good thing is, even with all of the economic uncertainty this year, even with everything that was happening with COVID, over the last couple of years, for the most part, you guys in home services have done really well. You know, businesses continue to boom, the demand for the services, the demand for the equipment has remained strong. And so I really believe that’s going to carry forward into 2023. And if you can be strategic with how you set up your marketing strategy, with how you position yourself in the local market, you can even take things further than you probably even imagined. So a couple of housekeeping rules and then we’ll we’ll get right into it. If you can’t have your webcams on. That’s perfect, right? Because then when I can see your face, we can have this be a two way dialogue. And let’s let’s let’s try and make it a two way conversation. Like when I asked you guys to type something into the chat, type it in, that helps me know what’s going on. Also, we’ve got our account managers and our our team on here. So they’re going to be looking at the chat and kind of helping to fill in gaps and answer questions as we go. So just give me a one of the comments. If you’re good to play by those rules, right? We’re going to keep our webcams on we’re going to keep it interactive, and we’re gonna we’re gonna really make this productive time together. Awesome. Appreciate that. Okay, so here’s the plan for the session. You guys should be seeing me big and seeing the screen behind me. Somebody give me like a thumbs up at the at the screen, if you can see what’s up here. Okay, good, good, good. So the main thing like if this is our 2023, digital marketing plan session, we need to make sure we’ve got clear goals and targets for the year. And I know a lot of you guys do this planning in advance, but I really want to make sure that it’s geared towards. Here’s what we want to do revenue rise in 2023. Here’s what that breaks down to monthly. Here’s how many service calls it’s going to require to make that happen. And then most importantly, realign your KPIs, your key performance indicators that you’re going to be tracking for from a marketing perspective, to make that a reality. I find a lot of times we set the new year. And we’re like, Hey, I’ve got big goals. I’ve got big plans. But we don’t take the time to figure out well, what does that mean, in terms of how much I need to spend in terms of how many leads I need to generate? So give me a one to comments. If you feel like that would be a good use of this time. If you would feel really good. If you were super clear going into the new year? Well, this is what we have to do, right? This is how much we need to spend to make that a reality. Awesome. So that’s my one priority, I want to make sure we get that done. From there. Most importantly, I also want to map out a plan for accomplishment. Because they always say write a goal without a plan is just a dream. Right? And so it’s one thing to say yeah, I know, I want to do $5 million in the business this year. And I know I need to spend, you know half a million dollars in advertising to do it. But if you’re not clear where that money needs to go, and how it needs to be allocated, and how you’re going to optimize that investment to really hit those goals. It’s just a dream. And so we’re going to spend a lot of time really making sure you’re clear on the different online marketing digital marketing initiatives that are out there for you. And the ones that you want to make sure you’re tapping into to hit those goals and to hit those objectives. So what that means for me is I’m going to give you a worksheet that gives you a clear budget. All right, if that’s the goal, here’s how much we need to spend a breakdown on the channels like so how much we spend on SEO how much we spend on Pay Per Click how much we spend on Google ads, how much we be putting into local service ads, how much maybe we should be doing on Facebook and Tik Tok and stuff like that. We’re gonna get really clear on where other channels we Are you tapping into, I’ll be talking about some of the important trends, some of the things that are changing in the digital marketing space as it relates to your home service business that you want to be aware of. So you’re on the cutting edge, and you’re really ready to to hit the ground running in the new year. And really my my main goal and my main outcome for you for today’s session, it’s to make your set you’re set up to have massive success in 2023 and beyond. And so this will be less of a teach session that I usually do and more of a let’s, let’s think let’s work shop, let’s let’s put things on on paper. But if this sounds like a productive use, and you guys are excited for this, just give me a yes in the comments. And we can dive right into the right into the program. Fantastic. Excellent, and I appreciate the engagement, I appreciate all the webcams that are on you guys are you guys are doing awesome. Okay, so this workbook is a digital workbook that’s going to drive today’s session. And so I’m going to drop the link here in the comments. And I’d like to ask all of you guys to open this up, and have this open in a separate tab. So you’re gonna have what we’re doing here on zoom right in front of you. And you’re gonna have a separate tab open where you can see the workbook. And so when you click that link, what it’s going to do, it’s going to open up and ask you to make a copy. Now this assumes you got a Google account, I think everybody does. But it’s going to ask you to make a copy. And now you’re going to have your own 2023 growth planning workbook that you’re going to be able to update and kind of flesh out as we go through this today. So ideally, this is this is pretty simple stuff. But I know some of us are at different levels in terms of technology, just give me a one if you were able to open that document up and you’re able to have it open in the tab next to me. Okay, fantastic. You guys are like you’re on an internet marketing planning webinar, you guys are on the like the cutting edge of how this stuff works. So fantastic. Thank you guys, for tracking along here, you got the workbook. This workbook, I’ll just kind of share the screen and then we’ll get right into it. So this workbook is going to it’s going to be great for you, it’s going to really give you some of the key things you’re going to need to be able to access, it’s going to give you some of the questions that we’re going to be fleshing out, it’s going to give you links to some of the worksheets and the workbooks that we’re going to be helping you build out your plan. And then it’s going to give you a deep dive kind of review that you can take your own marketing through to say, you know, where’s the gap? Where are the things that we need to focus on in order to generate better results with our online marketing going into the new year. So hopefully, you can see some value in this workbook, we spent a lot of time this is something we’ve been innovating and developing over the years. So I’m really excited about this new version of it, and how it’s going to help you guys grow. So just one more time one if you’ve got this open, and, and everybody’s ready to rock and roll. Okay, then testing. So real quick, who I am and why you should listen to me. Let me make sure that I’m pinned here. If you don’t already know, my name is Josh Nelson. I’m the founder of plumbing and HVAC SEO or digital marketing agency specifically for plumbing HVAC, home service contractors. I’m the author of this book, How to triple your sales by getting your internet marketing, right. Hopefully you guys have either received this book or read this book or have seen this book, just give me a book in the comments if you’ve either had or have reviewed this book at some point in the past. We’re active in a lot of the different groups and association really active and next door service Roundtable, a CEO warrior. All of the all of the the big groups, but I’d say really more important than any of that stuff is that we’ve had the opportunity to work with at this point, hundreds of the top plumbing HVAC and home service companies across the country, out of them go from virtual obscurity online to now where they’re the dominant players in their markets. And so what we share with you and what I’m going to be sharing with you on today’s webinar isn’t based on theory, it’s really based on our team working with home service contractors just like you and actually implementing this stuff and seeing what works and seeing what it takes to really get the goals that we’re after. And the clients that are on with us. We’re so glad to have you here. We really appreciate your business, just typed me in the comments here. If you’re a client with us, and our account managers, we’re going to be really excited to see you and work with you through this process as well. Great to have you on here guys, this is gonna, this is gonna be
great. And this is what we do day in and day out. So we’re this is an education based session. You know, there’s no hard pitch here. But this is what we do. As a company. We’re on a mission to help triple the sales of 1000 Plumbing HVAC and home service companies across the country. This is our passion. We do this all day day in and day out. And so if you’re not a client and you’d like to learn about how we can help implement these strategies for you, there’ll be an opportunity to schedule a time and we can Sit down and talk with you about what we do and how it works and how much it would cost to have us implement this for you, Dinah, say my audio is dropping in and out. Give me a one if the audio is okay, or two, if there’s some issues with my audio, just so I know. Mostly once I’m gonna assume that it’s okay. And maybe it was the internet connection on your end. Okay, so so let’s get let’s get into it. Right. So the first thing we want to do is we want to make sure we set clear goals. I’m a big I’m a, I’m a big information junkie. I don’t know about you guys. I love to listen to audiobooks, I love to go to like seminars and trainings, I’m constantly learning, I’m trying constantly learning to be on the, on the cutting edge. And one of my favorite books on this whole idea of self development and goal setting is the ultimate goal setting program by Brian Tracy. Type Brian, in the comments if you’ve ever studied Brian Tracy, I know. He’s he’s one of the legends. And there’s one thing that he has in that program, the ultimate goal setting program that was stuck with me. They, they kind of interviewed some of the most successful people. And they asked like, what is it that makes you more successful than the other people. And one of them said is success is goals. All else is commentary. And that really stuck with me, right? The idea that if you’re not really clear on what you’re trying to accomplish, you don’t have a clear goal in front of yourself. You just get into commentary, like you get busy chasing your tail and doing activity. And so it’s really important that we know exactly what our goal is, right? Because if you don’t have clarity on your goal, if you’re not really clear on where you want to go in 2023, and you’re not crystal clear, like here’s where I want to be, here’s how much revenue you want to generate. There’s so many trucks we want to have, here’s how much revenue we want to generate. We’re almost like this, this boat out at sea, right? Where the currents taken us wherever it’s gonna go. And there’s very little traction, right? It’s like, you might be moving, but it’s not gonna take you very far, it’s not gonna take you very fast, where when you take the time to do what we’re doing right now. And you get super clear on your goals and your targets. It’s almost like you create your own wind in your sails. Anytime I deal with a contractor that’s kind of stalled out. And they’re like, you know, what, I’ve been at, you know, a million and a half per year, and we’re just not really growing. We take a minute, we say like, Okay, are you clear, like where you’re trying to go? Does your whole team know that the goal is to go now to 3 million next year is everybody like really working towards the accomplishment of that goal. And the second that the company and the team gets clearer. And this is the goal, and this is where we’re going, immediate momentum starts to follow. And so that’s why I want to spend a couple minutes today really getting you clear on your goals, and especially on your goals as it relates to your marketing plan, and really taking things to the next level. So what I want you guys to do in your workbook, and I’m going to open this up, because this is going to be our first exercise. And we’ll get into the planning piece. But I really think if you spend a little bit of time on the goals, it can really take you a long ways. So if you look at my screen, I’ll take you to where exactly I want you guys to look. It right here where it says 2023 plan, I want you to spend a couple of minutes to map out your current snapshot. So that’s just a really clear on where you are right now, in your business. And there’s a couple metrics that we want to know, like, What’s your average monthly revenue? Right, just write that down. And in your workbook? This is your current snapshot. So looking at 2022 as a whole, what did you do on average? Was it 500,000? I mean, was it you know, 50,000 500,000 a million? Like, what’s the average? How many jobs are you running in a typical month? And then some important key metrics that will help us kind of reverse engineer things here in a minute, what’s your average ticket? What’s your average conversion in the field? So like, when a tech goes out, what percentage of those house visits turn into an actual book job, and then how many trucks you have right now, right, this should be quick math. You’re just kind of plugging this in. I’m gonna give you guys two minutes in your own workbook. And again, this is a working session. So this isn’t going to be taught me talking the whole time. Put that in just get really clear on where you’re at as you wrap up 2022 And if you have questions, let us know in the comments but ideally, if you do this work with me, you’re going to wind up with some some great clarity on where you’re at where you want to go and what needs to be done to make that happen. Give me one if you’re tracking along with me in the in the chat just so I can get some context
just read along Rick’s drag along. That’s good. Corey. Excellent. Thank you guys appreciate it Tyson. Great arena, great to see it.
Steve leads the workbook if somebody could drop that, there you go. Steve Christian just dropped it for him. And if you could, again, we’re filling just the current snapshot in this should this should be done I would think Most of you guys now just type done in the comments that way I know can you get it filled in?
Got it. If I don’t see the DUNS, I’m gonna assume you guys are still working and that’s totally fine you this is it’s hard to pace how long this stuff takes sometimes was trying to get average monthly recurring typical jobs run per month and then some of those key metrics, average ticket number of trucks done in the comments if you’ve got that initial current snapshot piece finished and you anybody done
okay. All right, I got a couple personal direct messages that say done. So I’m gonna assume, you know, told me to stop if I go too fast. But I also don’t want to go too slow. I think that one of the one of the things that could derail this whole process if I go too slow, and you’re just kind of like to me out, right? Give me a one if you’re okay with that if I keep this train going. Okay. Excellent. So we’ve got our current snapshot. And the next thing I want to do is spend a little bit of time projecting long term, right, it says a lot of times, we’re gonna think, this year, and we’re gonna think this quarter, but every now and then you want to like blue sky, think like long term going out into 2025? Where do you want to see this business? Like, in the perfect world, just vision for a minute, if you could wave a magic wand, and you could just materialize the exact business you wanted? What would that look like? How much revenue? How many trucks? And most importantly, why I just want you guys for a couple minutes here just kind of envision is it a $10 million company is that $100 million company is a $3 million company, you know, based on your reality and your current context? Over the next couple of years? Where would you like to see the business? Let’s just put that down? And most importantly, why like, how is your life gonna be better as a function of getting to that next level to that $5 million? Mark? Or to that $10 million? Mark? I’d love as you guys type that in. Put it in the comments for me like where are you trying to get the business over the next five years? Where would you love to see the business in terms of revenue and in terms of number of trucks
we’re just walking down 2025 future vision and goal amazing hopefully you guys are doing this work with me, right? Because this isn’t going to be a very productive session. If we don’t do this work. We don’t think this stuff through.
Okay. Bison sent this to me. A couple of you guys are sending it to me personal so I’m not going to read it out unless you put it into the public chat. Okay. Aaron, for us. 3,000,035%. Net more gross. Diminishing Returns on headaches for the money. Yes. Love it. Like Joe, Joe O’Grady always says revenue is vanity. Profit is sanity. So I love the fact that you’ve got a net number associated with it. Amazing. Okay. So we’ve spent a little bit of time thinking about where we want to go in the in the in the long term. Now let’s get really into the specific practical year, right, because that’s what we’re here for think about 2023 Not necessarily like like blue sky thinking not so I got a worksheet to help guide this process. So if you scroll down to where it says key targets, and then you open up that worksheet, it’s going to open up your 2023 marketing planning worksheet. And hopefully, this is where you guys start to say, okay, cool, Josh, you got something cool here. For me, this is going to be useful, this is going to be beneficial. So I want you guys to all open this document up. And then in order for you to edit it, I should have made this may be a little bit different link but in order for you to edit this, what you’re going to want to do is go file, make a copy, right and then make a copy of your own. That way you can you can modify this
hopefully, just give me a one if you’re able to do that. Like I know some of that sometimes this is more complicated than it needs to be but I love doing it this way because it’s all right on Google Docs, you’re gonna be able to use this and you know play with and make this your own. Okay, good. I’m getting one so that’s positive thing. Okay. So just look at what I’m going to do here because this should really make it easy for you guys to plan out the goal for the year and more importantly kind of reverse engineer back to what that breaks down to monthly And what that means for your marketing, right, but like getting down to brass tacks here, like I don’t want, I don’t want this just to be obscure marketing, you know, unobscured goal setting process I want you to, as it relates to your marketing be able to either say, hey, plumbing, a check SEO, this is the goal, this is what we need to do from a lead generation prospective, or whoever handles your market. If you do this in house, or you work with another company, the clearer you can go back to your marketing company and say, hey, you know, I’m trying to get the 5 million, I need this amount of leads to do that. The better, right? Because with clarity comes power. So I’m going to walk you through how to fill this in this is easy stuff. But think about the goal for the year. Like if you think about where you want to be by the end of 2023, what’s that number, right and make it realistic to where like, you know, don’t don’t do like a 10x jump. But let’s just say the goal is to get to three and a half million, I saw a couple people put, you know, a number in that range. When you put that number in, that gives you a monthly target automatically just divided by 12. So if your goal is to get to three and a half million in 2023, that would mean you’re going to do two or 91,000 in monthly revenue generated. From there, the variable that you want to change is what your average ticket is. But Tyson said, Should we include higher ticket? Yes, absolutely. So if you get a higher average ticket, and I’d love you know, Joe, great, has great training on how to increase that average ticket. Right? What’s your realistic average tickets? I know I’ve seen it as low as 350. Ish. And I’ve seen it as high as 1000s. Right? So just type in what your average ticket is, let’s just say it’s 850. Right? What that does is it divides your monthly target. Alright, so Tyson is saying is 1600 Beautiful, that’s a that’s a great average ticket. Take your website, that number, and it’s going to divide your monthly by the average ticket and tell you how many service calls or how many, you know, in home estimates that you’re going to need to actually book in order to hit that target. Right. And none of this is an exact science, but it gives you something to, to manage towards. So basically, if the goal was 3.5 million, and you got an average ticket of 850, that would mean you need about 343 Close jobs per month to hit the target. Hopefully, you guys are plugging this in as I go give me a one if this makes sense, if you’re kind of clear on what we’re doing. That Excellent. Okay, simple, simple stuff. But I think hopefully, it’s gonna it’s going to become more and more useful as we look at the other tabs. From there, we got we got to, we got to estimate what the average conversion rate from a lead will close Javis. So when someone calls in off your website, or off your pay per click or off a Google ad, what percentage of those are you finding actually convert into a job? And so you know, I know there’s really two things here, there’s the conversion from a call to dispatch to the home, and then conversion from in the home to an actual close job. But I’d like you to try and figure your average, and I’ve seen it as little as 10% and as high as like 60%. So just in the comments, like and get some some, like some feedback, like what’s your average, lead to booked job ratio? Let me know in the comments, is it 10% 20% 30% 50%? Let me know, let me know. Let me let me know. Tyson says 55. Okay, once you guys reading me the indirect message, which is fine. And so I’m assuming you’re saying to be direct, you know, I’m gonna call it out. But yeah, I’m seeing numbers between 35 and 75. You know, you want to track this stuff to make sure it’s accurate. So what this does is when we put in our average conversion rate, it gives us an idea of how many leads we need to generate leads from SEO Pay Per Click your referrals from your past customers, how many leads do we need to generate on a monthly basis to hit that target. So using the numbers that I’ve got hidden here as a as a guesstimate, right? 3.5 million and an average of 850, with a 65%. close ratio means we need about 528 leads per month in order to book 343 jobs in order to get to our $3.5 million in revenue. Hopefully, this is helpful, just like give me some feedback, you know, type helpful in the comments if you can see how this will be helpful to kind of at least get some idea what your target is how many leads you’re going to want to generate to get your annual target. All right, super helpful, helpful. Awesome. And I appreciate you guys commenting into me on direct messages this great. Okay, so now we’re clear like, here’s the goal. Here’s what we’re trying to get to by the end of 2023. Here’s what that breaks down to monthly. Here’s the target. Now we can kind of figure out how much we need to spend in order to make that a reality. We’ll really work on the plan here in just a minute. But I think the clearer we are on the goal and the better we communicate to our team, to our marketing providers to our internal marketing team, what the target is, and what the actual KPI we’re shooting for is, the more we can arrange our strategy to match that. If you if you figure out what your average cost per lead is, and we’re gonna talk a lot about how to optimize your average cost per lead on today’s session, and know what that number is, you can say, Okay, well, if I need 528 leads, and my average cost per lead is $75, then I’m you spend about 40 grand a month, right in order to hit that target, right? Now, if you get that average cost per lead down, like to $25 per lead average and only 13 grand, right. But if your average cost per lead in your market, let’s say you’re in LA and it’s very competitive, is like 250, then you need 131 grand to hit that same target. So that’s just a little variable that you can play with. If you look at the other tabs, and I’m not going to spend a bunch of time because I know a lot of us that are different places. But you know, if you’re a client, we can go through this worksheet with you in depth and really help you map this out. If you want to schedule a one to one with us, we can go through this with you in depth. But the budget allocations document helps you say, okay, and if you come back to my screen here for a sec, if the goal is 3.5 million in revenue, what percentage of your of your revenue are you willing to reinvest in your marketing, and usually, we’re saying 5% is just to stay status quo, like to kind of hit the same revenue you hit last year, if you can reinvest 5%, that will kind of keep you status quo. If you’re looking to grow, you need to be reinvesting at least 10 to 15% of your revenue back into marketing in order to really have some growth momentum. So let’s just say you are doing a 10% of your budget, that would mean you’ve got $350,000 to play with average monthly about $30,000 To spend based on that you can start to figure out where you can allocate those dollars, right? How much should be going to offline, right, which is like your, your direct mail and your billboards, your, you know, your stuff like that, how much can you allocate to online marketing, which would be your website, your SEO, your pay per click what we’re going to be talking about today, because I do think you want to spread like don’t put everything online, you want someone online, you want someone offline and you want some back to repeat and referral business. And then from there, you can kind of play with the average. And you can play with the trends to figure out how that should be spread out over a monthly basis how much you’d be going to like your your pay per click advertising, how much should be going to your local service ads, how much should be going back to display in order to get retargeting going and then build your brand through online marketing. So you can see like, we can get really fancy with this, we can spend a lot of time with it. But I wanted to give you guys some high level, you know, data to play with. So you can really start to figure out the budget and the money that you want to reallocate in order to make this work. So again, we could spend more time with this later. If you’re a client, you want to really go deep with this schedule a time with your strategic partner to walk through it. Give me some feedback, like do you feel like you’ll be able to use this like, give me a yes in the comments if this is helpful to have, like kind of this planning worksheet and have something that you can run the numbers with? Okay, good. I’m getting some yeses. I’m getting some positive feedback. Amazing. Okay. So the main thing I wanted to make sure we were doing with that piece of the process, that first piece was to make sure you’re super clear, like what’s the goal? What’s the goal for 2023? How much revenue? And then what are the KPIs? How many jobs we need to run to make that a reality? And most importantly, how many leads do we have to generate, in order to expect to hit that outcome? Give me a one. If you feel like we’ve accomplished that so far, like you get some clarity on what the goal is. And you get some more clarity on how much you need to spend and more clarity on how that breaks down month over month. Awesome. That’s fantastic. So I think that’s a win, I feel I feel good about that first piece of what we’re working on. So now we’ve got the goal, we got to reverse engineer the plan. And so let’s get into actually figuring out what the plan should look like and what we need to be doing. Because the internet marketing game has constantly changing what needs to be done with websites and SEO and pay per click and Google ads and local service ads is a constantly moving target. So I want to spend some time bringing you up to speed with the latest trends and what we call the accelerated growth model. So just give me a yes in the comments if you’re able to see my screen.
Hopefully I’m big on your screen now. And I’m back and your guests are seeing me Okay, good. I’m going to apologize in advance because I’m going to draw on this board. I probably got the worst handwriting you’ve ever seen. So this is more just to give you like some context as I talk through this than to actually try and read what I’m saying. So just give me a give me a one if that’s okay, you get to kind of Forgive me in advance for my terrible handwriting. Okay, thank you guys. I appreciate that. All right, you guys are great. Okay, so here’s the accelerated growth model. So we’re looking for accelerated growth. And what we’ve found is it really boils down to three key things, three things we have to do. And we want to make sure that we do going into 2023. Number one is we’ve got to drive leads, right? We’ve got to drive leads, right, you’re not going to grow, if you don’t have enough leads, we’re not going to grow, if we don’t have enough leads to at least hit that minimum target that we just set, in order to hit the number of book jobs or to hit the revenue targets that we’re going first we’re gonna talk about some strategies to drive leads. And a lot of us, that’s all we think about, they are going to drive leads, we’re gonna drive leads will marketing company, whoever it is, me, Scorpion, whoever else we’re working with drive more leads, but the reality is intended to driving leads, we have to convert, right? And so we have to maximize conversion, right? Driving leads, and converting those leads into book jobs into revenue go hand in hand, right? If you can get them both dialed in, you can really, really improve your probability of success. Now, outside of that, the third thing we have to do is we have to optimize results. So what does that what does that mean, right? If we can drive leads, we can maximize conversion, and we can figure out what’s working, we can really optimize around our results. So for driving leads, there’s three key channels that we’ve found to work day in and day out, and the three key channels you want to absolutely be plugging into the first is organic. And we’re going to go into this in more depth as we go. But organic is, you know, showing up on Google showing up on ag showing up in the non paid listings, where your customers are looking right, there’s a tremendous amount of low cost, high quality lead flow by getting your organic strategy dialed in. So we definitely want to be tapping into organic. In addition to that, we want to do paid, right, we can’t just live off organic, right, we can’t just live off our SEO, we want to also be showing up on local service ads, we want to be running Google ads, we want to be running display ads, we want to be tapping into paid advertising so that we can get our services in front of our ideal customers. So pay gives us the ability to blend the result and really put some gasoline behind our strategy. Now the third that most of you guys don’t think about as it relates to driving leads is your database. The lowest cost customer for you to acquire is the one that you’ve already got. And what I find is most plumbing HVAC, home service companies don’t do anything to remarket to their existing customer base to their best customers, to those customers that may be inquired, but didn’t actually book a job. And so really, what we want to be thinking about is organic, paid and database, emails, text messages, even phone calls into that existing database. So that we can drive leads on a consistent basis. Like if you dial in these three, and you get them going on a consistent basis, you can really write your ticket in terms of the number of leads that you want to generate. And so as I unpack this model, what I’d love to have you do is just kind of put a traffic light next to each of these. And so let’s say this is red, this is yellow, and this is green. Just think about like, where are you strong? And where are you weak, like maybe right now you dominate your local market from an SEO perspective, and you’d say, you know, I’m green in this area. But I’m not doing really good with pay, like I’m spending money, but I’m not getting a good ROI. Like just kind of think about how you would rate yourself and each of these, so you can get clear on where the opportunity is to improve and to generate better results. So we’re going to drive leads from there, we have to maximize conversion. And really your conversion comes down to three key things, your website. Because the reality is your your traffic, regardless of if they found you through paid or they found you through organic, where they got one of your emails, typically, they’re going to wind up on your website, and they’re going to look around. And if your website isn’t built to convert, if it doesn’t really compel somebody to want to do business with you, versus the competition, you’re going to lead conversion, you’re not going to be generating as many book jobs for the same amount of traffic that you are generating. So we really want to make sure the website is built to convert. And this is very specific things you can do especially going into 2023 to give yourself a big edge and how well your website converts. From there, your reputation. Your reviews are huge with conversion, what we find is your customer before they booked that job before they call, what they’re doing is they’re going to Google and they’re typing your name and they’re looking at your reviews, right? And if you get bad reviews, that’s an indication if you don’t have a lot of reviews. That’s an indication if you have only five star reviews. That’s an indication but it’s really important that you get a proactive strategy to build up your online reviews to tell have compelling story and that you’re responding to the reviews that you get. So you’re really building that reputation, which massively impacts your conversion rates, which really massively impacts your overall results that you can generate online. And then from there, again, kind of the third piece for conversion, and I think most of us aren’t tapping into correctly and aren’t really leveraging in our home service companies is automation. Again, I apologize for the the writing automation, there’s technology that now exists, when somebody submits a request on your website, hey, I want to schedule an appointment, you, they can automatically get a text message from you, they can automatically get a call from you, they can automatically be connected, they can automatically book a time. I think most home service companies are spending a lot of money on websites and SEO and pay per click and you know, all of this different marketing, but we’re not really following up with the leads as quickly as we could, we’re not communicating with the prospects in the way that they prefer to communicate, which is via two way text message. And so if we don’t have automation in place, we’re gonna be leaving a lot of opportunity on the table. So as you think about the Convert side of this equation, like where’s the opportunity, maybe you feel like the website I have right now is great. It’s really pretty, and it really converts, well, people love it, I get compliments all day. And I’ve got great reviews, right? I’m crushing it with reviews, but I’m not really leveraging automation. I’ll talk more about each of these as we go. But maybe the opportunities to do better with your automation like to really put some automation in place to to close the gap on the leads that you do generate. And then from there, we have to optimize the results. So that’s down here, as we’re driving leads, we’re maximizing conversion. From there, we need to optimize results and really optimizing results, drilled down into three things. Number one is spend, spend, right, if you want to triple your sales, if you want to hit that goal that you just set your for yourself in 2023. A lot of times it comes down to your spend surprises me every time when I talk with contractors like okay, here’s where I want to go, right, I want to generate $3 million this year. And we look okay, well, how much are we spending in our marketing? And we’re spending the same amount that we did when we were at a million dollars. It’s like well, why can’t we grow? Well, as you grow, you need to invest more, right, you need to put more dollars in so that you have more gasoline to generate the lead flow to generate the sales. Oftentimes, it’s just a matter of looking at the spin. And so going back to that worksheet, which is shared, if you can optimize, here’s my goal, here’s how much you need to put back, it’s probably somewhere in the 1510 to 15% range. Now you’ve got enough money to spend to generate the lead flow to hit the targets. And of course, if you’re driving the right kind of leads, and you’re converting those leads, it’s profitable revenue, right? So we first did spend from there. It’s the it’s the average cost per lead. You need to know, here’s how much I’m spending right now in my marketing for across the board for my website, my SEO, my pay per click everything in between? How much? Is it costing you to generate a lead, we’re really good at helping to help our clients drill down and okay here. So we spent, here’s my average cost per lead, we really optimized for that average cost per lead. And we know, our average cost per lead from pain is going to be more typically than our average cost per lead via organic, and it’s gonna be you know, somewhere in between for our local service ads. But you need to know what that average cost per lead is. So that you can optimize around which of your channels is generating the best, most favorable average cost per lead. And then from there, ultimately, we need ROI, right? We need to optimize the return on investment, how much they spend, on the leads that we generate, most importantly, what’s my return on investment. And if we can really dial in into your your dispatch system, whether it’s service Titan, or some other platform to figure out like, here’s how much we spent. And here’s how much actual book revenue came in. And we can track that back to the source. This is where we’re really
optimizing the results, because we can say, Okay, what we’re doing here on the organic side in this market with this particular service is working. So let’s spend more on that. Let’s really optimize around that. This formula works really, really well when you get it in a in a complete circle like this. If this makes sense. Give me Give me a one of the comments if you track along with me this if this model makes sense. Okay, cool. So I really want you guys as I’m talking about this grade yourself, like right now, are you spending enough? Maybe maybe like, you know what, I’m only spending 2%. So there you go, let’s, let’s put some more money into the kitty. So we can actually expect to have some reasonable level of growth. Maybe you don’t know what your average cost per lead is right? You need to put the right tracking in place. So you can say okay, now I can see what my average cost per lead is I can see that I can spend more because it’s a management cost per lead that’s going to convert into jobs. And maybe it’s like we just need to get clear on the return on investment. We need to know that when I spend that dollar it’s confidently gonna come back three to five times, right. Hopefully there’s some some light bulb moments as we go through this in your workbook, I’d love you guys to kind of crack that in, I did give you the actual digital file of this. So you don’t have to rely on my my chicken scratch there, you’ve got the actual filled in version with the actual text that goes with it. Um, this might be hard to see, but this is our triple your sales model, right? It’s really boils down to these three things driving leads, maximizing conversion, and optimizing results, right. And for our clients that are on with us today, like this is our focus for you in 2023, making sure this is fully rolled out, and that we’re really firing on all cylinders to get you amazing results, so that you can hit those targets and that you grow that you can scale so you can accomplish the goals. If you’re not a client, you know, we’d love to walk through this with you and really show you how we can help you implement this in your business to generate better results. So that’s the strategy. I really want to get into some of the nitty gritty. And I know we’re about 40 or 40 minutes in at this point. Give me a one of the comments here. If you’re good if we kind of get into some of the nitty gritty like what does it mean to optimize the website for conversion? How do we make sure the website is getting ranked organically? Okay, cool. I’m getting I’m getting some ones. So let’s let’s keep going. And for those of you that are kind of as you’re thinking about this model, you’re thinking, you know what you’d like to potentially talk about working with us. Krishna, can you drop the link so that the link if you want to schedule a time complimentary, we will sit down look at your business right now we’ll go through that worksheet with you and show you exactly what it would look like to work with us and have us implement this for you. So there’s the link, if you’d like to schedule a time get a plumber SEO dotnet slash schedule. So this is what we call our digital dominance method. If you think about all of the different channels to market, right, you get SEO Pay Per Click retargeting online directories, repeat referral business pay per lead services, your media, like Facebook ads, and YouTube and Tiktok. And then you’ve got like a referral program to get more people for our business, we find is, when you’ve got this entire digital dominance method fleshed out, and you really got all of this stuff in place, you’re going to have accelerated growth, you’re going to be able to hit all the revenue targets that you might want to set for yourself. And it’s lined out and really the order that we think you should implement. So sometimes, like, Oh, I just want to spend all my money on Facebook ads, or I just want to put all my money into Google ads right now, really, you have to have a good foundation to build from. And so hopefully, this visual is helpful in your workbook as you start to think about the order in which you want to roll out your online marketing. So the first thing we want to think about like looking in your workbook here, and it kind of like the first step, I said number one is organic, we have to make sure that we’ve got a website that’s built to convert. And so let’s talk about a little bit about that. I’m gonna give you Cliff Notes versions on this, because I can spend an hour on each one of these topics, and I probably will be throughout the course of 2023. But I’m a big believer in the 8020 principle, right, the 20% of the activities that can drive 80% of the results. Give me an 8020 in the comments if you’re okay with me hitting the 8020 of the 8020 on what we need to know about how to optimize your website, your SEO, your pay per click and your social strategy for 2023 8020 of the comments. Okay, amazing. So your website’s the hub. Like I said, this is where everybody lands before they decide to do business with you. So it’s it’s mission critical that your website is built to convert. And a great example of this is a client that we work with in Fargo, North Dakota, ladies, their full service, plumbing, HVAC, electrical remodeling company, amazing company, world class company, but when we start working with them, over here, on the left, you can see they had a very basic website, it wasn’t built to convert, they were the known player in their market, they were very well branded, but the website was leaking conversion. So we put a new version of the website in place, I’m gonna kind of talk you through the key variables we put in place that will absolutely double or triple your conversion rates. We put this in place. And what happened was we saw a massive increase in the amount of leads that they were generating without even adding any additional traffic. So we could see they were tracking about 55 leads, but phone calls tracked from their website per month. Once the new website went live, it jumped to over 370 leads tracked, that’s almost a WHAT IS THAT A it’s almost like a doubling in the in the amount of leads tracked just by improving the conversion rate on the site. Now if we fast forward a little bit, we track very closely like how much they spent how many leads are being tracked in terms of phone calls and web submissions on their site. You can see here 930 leads tracked from their website for an average of like $2 per lead, because they’ve got a very good organic footprint. And so I’m going to talk through the conversion factors here and really what it takes to set your website to convert so much better than it probably is right now. Couple things I’m not going to talk through these bolts because that’s the To be super boring, I’m going to show you visuals of this stuff. And this is in your workbook, right that the very specific action items that we always look at, and that you want to think about as you think about whether your website is truly built to convert or not, I’m going to hit the key points, but just know when your workbook you can go through this and say, okay, you know, is my website speaking to my target avatar? You know, am I using real pictures and authenticity do I have web chat and all of the other things that we talked about here, but I want to show you guys a real example of one of our clients in the Salt Lake City Market, which is Valley plumbing. And I’m going to pull up their website, and I want you guys to look at the key factors that we put in place that helped to make this website convert, as well as it does. So let me share my screen and I’ll get this site up in trying to hit the 8020 of the 8020. Okay, so here’s here’s Valley plumbing, they are north of $10 million per year in revenue. Now, they are booked solid. And we’ve we’re proud to have been partnered with him for years and years, they’re adding about a truck every nine months. And it’s a lot in duplicate to having a dialed in strategy, a website that’s built to convert all things that we’re talking about on today’s webinar. But I want to show you why this website converts north of 35%. And why most of our websites convert visitors into colors and leaves at an average of 35%, where the industry average is something like 10 to 15%. Number one is personality and authenticity, we always look to infuse real authentic imagery into the site. The fact is your customers want to do business with people they know like trust, right. And so what you don’t want to be as an anonymous brand, you don’t want to just have a website with a stock image of some happy family. It I mean, it just doesn’t resonate the same way as real authentic imagery. So you’ll see on the site, we’ve got boring snow and Robbie snow and the actual people behind the business you can see this is real company with real people. The other things that maybe are more fundamental, kind of looking at this in the top right hand corner, we’ve got the phone number, right, top right hand corner, you can quickly get to the number you can call, you see that they’re available 24/7. And without even having to scroll, you can see the truck with the duck providing exceptional service and quality workmanship 24/7 book an appointment, you can actually convert from this just like you were from the yellow page without having to scroll. Now beyond that, you can scroll down and you can read more, and you can get all the details and you can read about why you should choose them versus the competition. So a couple of the key things, right, this speaks to the customer avatar, it speaks to the fact that they want immediate service, they want professionalism, they don’t need to know all the technical mumbo jumbo, they just want to know that you’re gonna be there. It also makes it easy for them to convert, you can see there’s three conversion factors that any customer can take. As soon as they get to the site, they can pick up the phone call, they can book an appointment and actually book right in.
Or they can start a chat. And we find a lot of people will do straight to chat, a lot of people will book directly online, and a lot of people will pick up the phone, there’s still a lot of old school people that that pick up the phone and dial in, right. But what I find most home service contractors want to do is just focus on the phone, like I just want them to call in so they can talk to our dispatch and they can schedule the appointment. Well, your customer today’s environment, would much prefer to book directly online. We are in an Uber eyes world right now, where people literally they’re hungry, and they just go on the app and they search their food that they want. They press enter and the food shows up 25 minutes later, right. If you can start moving towards that with your plumbing HVAC Home Services, you’re going to win, right, you’re going to be well ahead of the competition, because today’s consumer doesn’t necessarily want to pick up the phone the same way that they did in the past. So we want to give them the option to call to book directly online or to start a start a chat. And then we want to fill in gaps, right, we want to talk to them about why you’re unique. We want to talk about the different services that we offer. We want to use personality and authenticity throughout the website. And then we want to use some multimedia because some people do like to go deep. They do like to watch the videos, they do like to really understand what’s going on within your company. And we have to leverage our social proof right showcase what other customers are saying about us showcase how good we are and the fact that we’ve got tons of reviews for real customers in our true service area. You can see here they’ve got tons and tons and tons and tons of social proof of their customers 2000 Plus for just one of their locations. And that has a big a big factor in how well they they convert. So that that’s just an example of of a website that’s that’s truly built to convert and I want to show you we track this stuff so we can know that they are in this timeframe that generated 3317 visitors to the website. And it converted 35% from visitor to lead, right 35%. Visually, that’s a big difference if you can go from the average of 10 to 15% to 35%. Plus, it means that every one of your paid ads, every one of your organic visits, converts so much better. And so it’s really worth it to kind of go through your worksheet here and look and see. Okay. Where’s the opportunity on my website? Like? Is it speaking the customer avatar? Do I have authentic imagery? Am I using video? Am I showcasing the online reviews and testimonials might make it easy for them to convert via chat via text via direct booking online, I’ve got some other examples that you can look at of other home service companies that are truly built to convert and really that maybe the difference between what you’re doing with your current website today. So give me one if that’s helpful to see a real example here, real example of you know, a Home Service website built to convert ideally, ideally, there’s at least one thing that stands out, which is like, oh, man, I gotta get the chat going, oh, man, I gotta put some more authenticity into this website. Oh, man, I gotta record some videos to speak to the actual customer. Good, I see some, some ones, I appreciate the engagement. So, you know, without going into 100 different examples here. Some people call me that, I do a lot of training in the agency space as well. And they say that you’re not really converting at 30% with these home service sites. And I can show you lots of examples here of 32%. For Meridian advantage in East Lansing, one of our one of our near dear clients, the plumbing nerds in in the Southwest Florida area, you can see here, this is the dashboard we put in place, just kind of looking at their they’re looking at their total spend 18,300. In a given month, we track 927 leads, that’s from SEO Pay Per Click the whole nine yards, we divide that out comes out to an average of $19.93 per lead, which is very affordable for plumbing and drain services. It’s one of the reasons they’re able to continue to grow and scale since we’ve got this really dialed in to a science. And you can see 236 of these are coming from organic, shorter 99 from paid search 387. From maps, we’re gonna talk about why you can’t just do ads, why you can’t just do SEO, you want to have a blended approach 64 web forms. And what’s interesting here just talking about the website conversion piece of the equation, you can see 668 Organic leads tracked on 1100 1859 visits, that’s a 35% conversion rate for for drainers in southwest Florida. So the key things that make these websites work and I’m just gonna hit the cliff notes right personality authenticity. And if you don’t have pictures of yourself, your team, the real people within your company, you’re missing out. Using authentic video feedback of yourself of your team of your customer testimonials. showcasing your social proof the reviews from your happy customers, making sure that’s prevalent, make sure that the customers have the ability to book on your website in a lot of easy ways, either through the form, either through the chat, either through the actual direct booking on the website, give them a direct call to action. Make sure that your website’s mobile friendly like in today’s environment more and more of your customers are getting to the website from their cell phones. Make sure that your website has an easy click to call and it’s it’s super, super simple and practical. So that’s the key on the on the website conversion piece. I could go super deep on this stuff. I’m trying to hit the 8020 Just give me a yes if you’re still tracking along with me or give me a like just honestly give me a no if you’re like Dude, chill out, man. We’re going too deep. I got some I got some yeses. Okay, good. This is this is positive feedback. I appreciate it. Yes, plumbing nerds crushing it. Okay, so the next thing we want to think about now we know our website’s built to convert is is the website coming up organically? Like is it coming up where your customers are looking in the non paid listings? And the big question I get here, especially as you start to think about 2023 Is, is organic even still matter? Like just like Google is moving the search results down? They’ve got the local service ads at the top, they’ve got the paid listings, does does SEO even matter? Well, our data and again, we work with hundreds of plumbing, HVAC home service contractors across the country, the data is telling us like 71% of the clicks still go to the organic listings, like I don’t know about you, but for the most part I backed by bypass the paid listings, I go straight to the organic listings. And that’s what we’re finding your customers are doing. As a matter of fact, 67% of the clicks and the calls go to the first five listings on the page. So yes, SEO still matters. It just as an example, one of the companies we work with again, East Lansing, Michigan, the meridian company, you can see they they’re very dominant when we’ve got a great strategy for them. We got really good at getting our clients ranked in the map in Your organic listings for the most important keywords and I’ll talk a little bit about the strategy behind this. But they come up dominant for almost all of the keywords in their in their service area. You can see here at 8000 that are spent 417 leads tracked about $19.32 per lead on average, you can see 95 from organic 127 from pay per click 173. From from Google Maps. Give me a yes, if you can see this. Like, I don’t know if I’ve got my screen too small. Just a yes in the comments. Okay, cool. So what I want to draw your attention to is, yeah, we’re spending a grant. And 127 came from paid, which is, which is powerful. But really, a lion’s share of leads came from organic 65% from organic SEO. And so yeah, SEO still matters. Like, if you’re just relying on pay per click, or just relying on local service ads, you’re leaving some of the highest quality, lowest cost leads on the table. So what I’m gonna suggest is you don’t want to optimize your website just for your city plumber, or your city AC repair. Like there’s lots of different things your customers are typing when they need your services. And so we put together a list of the most commonly searched plumbing keywords. If you go to plumber, SEO, dotnet, slash plumbing dash keywords you can download because there’s no way for you to see it, and really do anything with it here. If your HVAC unit plumber, SEO dotnet slash keyword dash list, if once somebody on the team could drop that into the chat, I know it’s hard to see, this will give you a list of the keywords. And really what I want to encourage you to do is go much broader with the things right really make sure that you’re optimizing your website for all of your different services, and each of the main cities and service areas that you that you work in. And so again, I could I could talk for a long time about the key things you want to do. Thinking about the 8020, the A 20. Really, you want to make sure you get pages for each your services, pages for each of your cities, like the top 10 cities that you operate in, you want to optimize those pages with unique content, keywords in your title tag, your h1 tag, your meta descriptions, the content on the website itself. And that’s the main things you want to do on the website itself. And again, I could probably go for an hour and 30 minutes probably do a half day workshop just on this piece of the puzzle. I don’t want to bore you guys to death. But if you if you look at that valley plumbing website, you’ll see exactly what I’m talking about. So I’ll show you this as a, again, a quick a quick example. Because sometimes it’s helpful to actually see what I’m talking about. And then we’ll get to the next piece of the puzzle. So top rated
plumber, Salt Lake City, so we got our keyword of the title tag, right, we’ve got the keyword of the h1 tag, we’ve got great unique content and unique content is key to the way all this works, right, you can’t just copy and paste the same content on the website, it has to be different right on each of the pages of your site. From there, we want to make sure we have pages for each of the services. So you can see this goes super deep, we got pages for everything from repiping, the bathroom remodeling, there’s unique content that speaks to that service in that city for each of those different services. And then within the service area. Like we want pages for each of the main city. So like Midvale, for instance. And you want a different page with unique content for each of those until your title tag is up here. Midvale, plumber, plumber, you know, then we want that in the h1 tag, we want it in the content, right. And so from an on page perspective, without me going for 45 minutes on this particular topic, like that’s what what it is, right, we want to really build good unique content on the website for each of the services each of the cities, and we’ve got to optimize it. And that’s how we’re able to rank for hundreds and hundreds of key words, you know, in the maps in the organic listings, which drives just tremendous results. So just looking at Valley plumbing here $10,000 In spend 460 leads generated average is $23.65 per lead. You can see 329 from organic 36 from Google Maps, they get a ton more from Google Maps, we recognized, we weren’t actually pulling all of their different Google map locations into the results. Average cost per lead from organic about $9 If you carve that out. So again, it’s really important if you do this, right, you can generate lots and lots of great results. One of the companies we work with in Reno, Nevada, is Ira Hanson plumbing and heating. And you can see here sparks Nevada plumber, he ranks really well in his entire market on maps and organic. And the key thing is your Title Tag h1 Tag great in the content pages for each of your cities. And that’s just one page stuff. Right? And I don’t want to bore everybody I know some of you guys are starting to log out. What like give me a one if you’re still tracking along with me here. I’m just trying to hit the key elements here as you think about your strategy for 2020. Okay, good. Those of you that are with me. Cool. Thanks for being here. Thanks for Thanks for hanging in. So But most of the home service contractors I talked with kind of get the on page stuff, they get it like, Okay, I need to have pages for the services pages, I need to have all this unique content. But what they don’t get is they’ve done that. And the site’s still doesn’t rank. And they’re like, why don’t don’t get it. Like I wrote the content. I had paid this company to write the content. And I set up my website, I did all that stuff, why doesn’t it come up? On the map? Why does it come up in the top couple of listings? Give me a yes, if you ever feel that way, like you’re like, man, but like, I have that stuff, but it’s still not coming up. The on page, like the actual structure of the websites, probably, you know, 40% of the effort, the other 60% boils down to what’s happening off the website, it’s your authority, it’s the amount of links you have, it’s not citations you have the amount of reviews that you have. And so there’s lots of things you can do to build up your authority and to build your links. But really, that’s what’s going to drive that city page up in the results, because you have more links, you have more context, pointing back to it. And one of the key things we do that differentiates us from from the competition is we do great on page optimization. And then we’ve got proactive, ongoing, like Link strategies to build up the authority for the site. And then we use what we call syndicated content strategy. So we don’t just roll out a blog, we create a blog post that drives links back to strategic pages on our website, which helps to move the pages up over time. And it’s one of the things you really want to be thinking about is that somebody whether it’s you somebody on your team, somebody that you’ve hired needs to be thinking about, what are we doing to move the website up in organic search over time, because it’s not just gonna magically happen, like, you’re just not magically going to move up, you have to be doing consistent effort in creating relevant content, and creating relevant context, which is what’s going to move you up over time. And so I’m in your workbook, I’ve got a lot more details on this. If this is something you’re doing on your own, you’re like, hey, I want to learn how to do this. And I want to go deep on it. There’s a specific step by step with the key things we focus on, on page, your Google Maps, your ongoing content strategy, and how you’re building that authority and trust over time. But this is one of our superpowers, this is something we’re really good at. And so you know, if you’re if you’re not a client, and this is something you’d like to talk with us about, we’d love the opportunity to talk about how we can help you generate better organic results going into into 2023. So just give me a give me some feedback here. Like if you at least one or two, take away some things you can think about on how you’ve structured your website, or the the SEO strategy to move up in organic or maybe you just open your eyes to some possibilities in terms of what’s possible with organic when you do get ranked. Give me a yes in the comments. Like if you’ve got at least one or two takeaways here that you can implement on that front. Amazing, I got some good yesterday. That’s That’s fantastic. Okay. The next is Google Maps. And a lot of the same stuff applies. So I’m not going to go nearly as deep on this. But Google Maps is mission critical. Like you have to make sure you’re coming up in the map listings in your service area. Otherwise, you’re leaving some massive opportunity on the table. We know 44% of the clicks and calls go directly to the top three results on Google Maps. So yes, Google Maps still matter. As an example here, one of our clients longtime in Orlando, Florida, is shamrock plumbing comes up dominant Orlando on the map listings, over 890 leads generated, you can see over 400 of those come directly from the Google Map listings, which is, which is huge. So I’m just gonna get straight to the cliffnotes here on what you need to do on Google Maps to really optimize the results. Because, you know, it’s it’s not that hard. But it needs to be done. Right. So we’ve got to claim an optimized Google My Business listing some very specific things, you can do categories, some very specific things you can do in order to really move things forward on, on how you’ve claimed your Google My Business Profile, you’ve got to build up lots of citations with consistent references, your name, address, phone numbers, you’re consistently referenced across the web. And all other things being equal, you got to have reviews, right gonna get real reviews from your real customers in your real service area. And so we want to implement some type of automation, whether it’s nearby now or one of these other platforms, we’re review requests is going out after every service call. Thanks for the business, please post review. And there’s a lot of strategies we like to put in place to help drive more views. And then your on page SEO plays a really big factor in this. But the two biggest things are properly claimed in the Google My Business, or the Google business profile, getting lots of citations and then driving those online reviews. James is asking for me to call. Um, so maybe maybe some some things to focus on here. Like maybe like, if you’re not really proactive with planning a great expectation and getting reviews after every service call. Maybe that’s the number one thing to focus on, going into going into the new year. If you don’t have somebody that’s really diligently Managing your Google My Business or your Google Map listings, you know, maybe it’s time to hire somebody that can really take this ball and run for it, run with it on your on your behalf. So that’s the organic side of the equation, the next piece is really your pay, right? You think about that model I just talked about, right? It starts with organic and really spent like the last 45 minutes just on that piece. The next piece is is paid, right? That’s your your Google ads, local service ads, your Facebook ads, all of those different paid strategies. And I could probably go for another 45 minutes on that. But I don’t think you guys are gonna give me the time to go onto that. Give me a one. If you’re like, oh, like a chill out, we’re done. Or two, if you’re like, let’s go a little bit deeper, I’ve got some more time, just so I have some idea where we’re at. So with two is what I said to keep going. Okay, cool. All right, good. So I’m getting I’m getting two. So you guys are still with me, let’s, let’s keep this let’s keep this party running. So I think before you get really aggressive with paid, you want to make sure you got a decent Foundation, right, you got a decent Foundation, which means means you’ve got a good website that’s built to convert, right, you’re coming up organically, you claimed your directory listings, a lot of times we go all in on paid but we don’t have a good found a good foundation. And of course, we’re not going to get great results, right? It’s a blend of your organic plus paid that really is where the great results come from. And usually, I find that this is the pyramid, right? Whenever organic, social media paid directories and PPC, a lot of times I feel like this pyramid is inverted, right? Home service companies are spending a ton of money on Google ads on local service ads on Angie’s, and they’re like man, but I can’t make any return on investment. And it’s because this pyramid is upside down. And usually when I get with a client, and we can turn this right side up, we focus on a great foundation, and then we are paid on top, we get great, great results. So this might be might be an insight for you. If you get all your money up here. And there’s nothing going to the organic side of the equation, you’re putting all your money in the hardest place, right. But at the same time, you don’t want to just do organic, you need the the blend of both where you’re coming up organically, you’ve got a great website that’s built to convert, and you’ve got some some fuel that you can put behind the fire to keep it burning and to keep it really churning forward. Paid advertising, I really want to urge you guys to take advantage of directional advertising is best for home services, right? We want to make sure we’re showing up when that customer is looking around. And then we’re going to Google and they’re typing in plumber in my area roofer in my area, AC contractor in my area, we want to make sure we’re showing up for that search results. So Google ads, absolutely. Local Service ads, if
you’re not in local service ads, shame on you, right, you should absolutely have done the background check, you should absolutely be playing in that game, you should absolutely be opening your budget, because your average cost per lead for local service ads is low, the quality of lead is high. So you should absolutely be playing there. on Angie’s, right? Well, why P not not so much anymore. Yelp in certain markets tends to work really well. If you’re doing if you’re doing installation, and you’re heavy on installation, there’s a play right now for Facebook, and YouTube, and even tick tock because you can target the market, you can make a compelling offer, and you can get the prospects to raise their hand. I don’t have this on the chart, because I think you need to optimize your directional advertising first, right. So interruption advertising where you’re putting an offer in front of a prospect on YouTube, hey, change out your a seat, they weren’t really looking, you have to make a really compelling option offer. And you know, they’re not going to be that interested, like it has to be really, really compelling. You’re gonna have to chase those leads down, you’re gonna have to train your team to think differently. A directional lead, they will had a problem they were looking and they found you. That’s your best customer. That’s somebody that’s going to be like, Okay, I just want to I want to quote and I want this done. Hopefully that makes sense. What if that makes sense the difference between directional and interruption based advertising, there’s a place for both. But you want to make sure you’ve doubled down you get all the money, you can invest in local service ads, and Google ads in your organic before you start throwing a lot of extra money and interruption based advertising. Awesome. So can paid search, especially Google Ads generate a return on investment. I know a lot of you guys have tried this in the past, and the results haven’t been great. Maybe it was because you tried one of the big companies or you were with somebody that didn’t have it dialed in. I want to encourage you that when done correctly, it can be super lucrative, it can be actually really, really productive. So what are the companies we work with this Cardinal, great company, I just want to show you $12,000 spent 936 leads generated while dollars and 82 cents per lead on average. So that’s two or 23 from organic to 1.4 from Google ads on 387 from Google Maps, and 100 and 102 forms average cost per lead Need from google $40. Now, I’m not saying this is the case in every market, I’m not saying this is the case in every case. But when we do this right, we can really optimize the Google ads campaign and generate really high quality leads without over spending. And so if you just do the math, I’m not going to go go super deep on this, because again, this is a like a 45 minute presentation just on Google ads. But 224 leads at a 40% conversion rate would be 59 book jobs, $750 average ticket would be $67,000. In revenue, that’s an eight time return on investment on a $9,000 spin. So I can show example, after example, of companies we work with in major markets, where we’re spending it, we’re getting great quality leads, and we’re getting a great return on the investment. So again, I’m gonna skip through this because I want to get down to down to brass tacks here. The key though, to really run your Google ads, right? What we have to do is we can’t set up one ad group for everything, but we’re going to make sure we get different ad groups for the different services, we’re going to match that to the text that we’re going to match that to the landing page, we’re going to make sure that landing pages super fast super one channel, because one thing that they have to decide is to fill out a form or to call in your office and really optimize the results. And that’s how we’re able to get a lower cost per click, because we’re really relevant. And we’re able to get more leads, because we get a really a better conversion rate, because the congruence between what they searched and what they found on the landing page. And we got to really optimize the campaign. So I again, I could go much deeper on that. But the reality is, that’s that’s the brass tacks where you need to make sure you’ve dialed in your paid campaigns in order to get really, really optimized results. And then just type LSA in the comments here. If you’re on LSA, you’re playing LSA, like you’re getting results with LSA, local service ads, this like Google guaranteed at the top, if you’re not, you should, right. And there’s some very specific things you need to do in order to play this game, right? Like, after just getting the background checks and setting up your profile, you have to play the game correctly, which means as the leads come in, you have to dispose the leads, you have to work the outcomes, you gotta give the data back to Google, and you have to continue to really optimize the campaign so that you remain in three, right? Like it’s not just about spending money on there’s some really, really specific things you can do. LSA isn’t isn’t fully implemented here. So Sarah, interesting, you’re in Canada, I think you said I was pretty much well, I thought it was everywhere in North America. But there you go, it might not be in your particular market. Everywhere in the United States. It’s definitely humming along strong. So when you think about your your online advertising, there’s a spot in your workbook, I just want you to pause and think like, if you’re running Google ads, are you doing it right? Do you have the ad groups? Do you have specific landing pages? Have you really split tested your text ads? Are you taking advantage of local service ads, these are some things that can really move the needle for you. As you look to expand your spend, you want to expand your spend wisely, right, you want to prioritize the things that are going to generate the best results for you first, right, which is going to be your local service ads, and then your Google ads, and then your display retargeting to your existing customer base, right. So when somebody gets to your website, we knew that they were in the market, but they might not have converted, we want banner ads, we want to be showing up on their Facebook feed to get them back to the website to get them to convert. That’s where we want to really invest our dollars. Now outside of that, you’re like if you’ve already spent every dollar you can on Google ads, you spent every dollar you can on local servers, and there’s a saturation point and all of our markets, that’s when we say okay, boom, let’s do some interruption based advertising. Let’s do some, some Facebook ads, let’s do some YouTube ads. Let’s go to the market and really start to make a disruption to build our brand. Give me one of the comments if you track it with me if that makes sense kind of how we want to kind of prioritize our spent. Amazing, amazing. You want to be on social media, right? And to me, this is more of a repeat referral play than anything else. But you want to be on Facebook, you want to be on Instagram, you want to be relevantly posting what’s going on so that you can drive more repeat and referral based business. You need to be marketing via email to your existing customer base. Right I talked about at the beginning, your lowest cost lead is your existing customer. If you’re not sending an email newsletter out to your customers on a monthly basis. There you go like you all should be doing so something we can do for you if you’re a client so that you can do we can do for you if you if your interest in doing business with us. If you’re not using text messaging to reengage with your existing customer base, or with the customers that required but didn’t convert that as well. So one thing we found is like the lowest hanging high profit opportunity in the market, right? Hey, we’re gonna be in your area next week. Did you want us to pop by Hey, We have a $69 in home inspection special. Do you want it and literally just let them right back? Yes, if you do that to 100 to 500 prospects via SMS every single week, you’ll have a consistent flow of leads that you didn’t have to pay for it. They’re just cash sitting in your database, we call it database reactivation. It’s something our team has really optimized over the last year, we’re getting great consistent results with so clients, if we’ve offered this to you, and you’re not taking us up on it, please let us run a database reactivation campaign for you, let us get this going. If you’re not a client, and this is something you’d like to learn more about, we’d love to talk about it because it’s just, it’s just a proven game day in and day out. So make sure that you’re using this, make sure your email and make sure your text message and make sure you’re staying top of mind with your existing customer base. This is in your in your workbook. Like ideally, it’s a couple of things here that you can say, boom, that’s what I need to do. That’s what I need to focus on. Now I want to talk a little bit about conversion. If we think about the circle that we started with, we talked about organic, paid and database, I spent a little bit of time on each probably a little bit more on organic, not as much time on the other two. But the next piece is optimizing the conversion, we talked about optimizing the website for conversion. And then we talked about building up your reviews and your reputation. The next thing is really the database marketing automation to follow up on the leads to convert them at a higher level. And we’ve talked about a lot of places where you can generate leads that can generate leads with local service ads with your SEO with your offline advertising, I know that we can get you flush with leads. But if you can’t convert those leads into sales, that you can’t convert them into book jobs, you won’t have the results that you should, and you won’t be able to scale the way that you need to. The one thing we found that really bridges this gap is using automation. What happens is your customer, they’re they’re calling in, they’re calling in say hey, I’d like an estimate, or I’d like some information, we’re finding something like 50 to 60% of your inbound leads, don’t convert, and they were in the market, they were ready to do something with you. And 90% of the forms, like they submit a form on your website or they started chatting your website failed to get converted. Like I believe in a lot of cases, your web forms are where leads go to die. And the reason for that is if your leads don’t get followed up within 15 minutes or less, they’re gonna go cold. And that means they’re gonna have to somebody else, they’re gonna go Google somebody else and they’re gonna go somewhere else. If you don’t have a system to follow up with your leads at least five to seven times,
they’re gonna go somewhere else, like you have to have a process to do that. And your customers today prefer to engage with you via to a text message. So if you’re only using the phone, or if you’re only using email, you’re leaving money on the table. And so this is where marketing automation is magic. Through marketing automation, the system we’ve we’ve developed called conversion. And what you’re able to do is follow up with every lead in two minutes or less. Because through automation, somebody submits a form, there’s no reason to text can’t go back to them right away. Hey, this is Jeannie from genies plumbing, you just submitted a request, can I help you with something question mark, and immediately close the gap. And they’re like, Wow, that was super quick. And then also have an automatic call to your office that says, hey, you just got to leave press one to connect like that automation exists. Now in tandem to that we can put automatic touches in place, right? Because let’s face it, not everybody says yes, right on that first call, they call and they say I’ll check back with you. Nobody on your team is following up nobody on your team who’s making that fifth sixth seventh attempt? Well, through automation, you can send automatic follow up via phone via SMS to remain top of mind. And we’re finding this is having a massive impact on the conversion rates for the clients we work with that are actually generating the results, right, that are actually using the platform. It’s like tripling and quadrupling the results from the leads that were already generating. And so this is a very fancy visual for what it is. But at the end of the day, somebody submits a form. Automatically a text message goes out automatically. If they reply back. Yeah, I’d like to learn more information I’d like to connect takes them to a place where they can book in, bam, that’s automatically booked. Now, if they don’t respond, it drops on a task queue for somebody on your team to follow up. And they get triggered again, again via email, phone and SMS. And of course there’s exit loops where of like they say no, or they say leave me alone. It disappears. Again, I could go really deep on this, but the reality is we only have so much time. So if you’re not letting us implement conversion and for you please let us make you more money. Right let us let us help you put this in place. We got Rick on wave at the camera. Rick is our conversion amp expert. We can do this for you. We can help you convert at least three times more of the leads that you’re generating. You can get a demo of this at conversion amp.com We’ll walk you through exactly how it works. If you’re a client But we will implement this for you let us do it. And we’ll also run the database reactivation piece, which is where we get the names and emails of all your customers, we send them an offer, and then all they have to do is reply back. Yeah, want that offer. And then they book a time on your calendar. And it’s just like found money in that little drawer that you got on the side that you’re like, wow, I didn’t realize I got like 1000 bucks sitting here, like, and you can do it again. And again, and again. And again. Give me a yes. If you’ll if you’ll implement at least this right this database reactivation and leverage some more automation in your business to generate better results. Rick, Rick says, Yes. Awesome. Good. So we talked about how to improve our conversion rates. Again, I think I’m going longer than I should have. But I’m passionate about this stuff. I really appreciate you guys hanging in with me and kind of nodding me on the screen and get chatting back with me. Give me a one of the comments. If you feel like you’re getting value still, you’re kind of you’re hanging with me. This is this is useful stuff. Okay, good. Thanks, guys. I appreciate it. So last thing we need to think about, and I’m going to wrap up here really quick guys, is we need to make sure we’re tracking right, I talked about optimizing your results, if we aren’t tracking and we don’t know what’s working and what’s not, we can’t spend the money, we can’t scale the advertising. So definitely want to make sure we get Google Analytics in place, we’ve got a ranking report of some sort and place that knows where we’re at on Google and Yahoo for the various keywords that our customers are typing in, that we’re called tracking, where we know how many calls actually came in how many waveforms actually came in, and that we know exactly what our average cost per lead is, you want a dashboard similar to what I’ve showed you throughout the course of this presentation, where you can quickly see how much they spend, how many leads that generate, what’s my average cost per lead, and then ideally, sync it with something like service Titan, or some other dispatch platform where you can truly see where the return on investment is, like, when you take this full circle, like we just talked about here today. We drive leads, we maximize conversion, we optimize results, we can absolutely help you crush those goals in 2023, right, and it’s gonna be one of these variables, maybe it’s a number of these variables that we need to focus on. Maybe it starts with increasing the total spend. And then it goes to really leveraging some more automation to make sure we’re converting the leads that we generate better to make sure that we’re working that database, we’re sending a database reactivation offer on a consistent basis, maybe it’s getting more aggressive with the paid search, and the organic search, where we’re coming up exactly where those customers are looking for us. But I know for a fact, if we get this dialed in, we can help you generate your results, we can help you take things to the next level in 2023 and beyond. So I’ve unpacked in depth, our accelerated growth model really walk you through how to drive leads, maximize conversion, how to optimize your results, you have a checklist, you get your workbook that we kind of opened up at the beginning, hopefully you’ve been tracking along with me as we go. I just want to know like as you look at that, look at that list. Are there opportunities? Are there things that you might need some help with? Just give me a yes, in the comments. If there’s a couple things that kind of stood out. It’s like, Man, I need to go do this on my website, or I need to do this with our organic search. Laura, excellent, good. Ideally, this wasn’t just me rattling for the last hour and a half. But there’s some good insights and some good takeaways. If you’re a client, like Laura, but you guys, we really appreciate your business, we’re completely dedicated to helping you hit your goals in 2023. The entire team is on here to support and so get with your strategic partner, take this conversation forward, like we want to help you implement this, we want to help you hit those goals and just accomplish great things going into the new year. If you’re not a client yet, and you’re thinking you know what, now’s the time like this is the right company that can help me generate better results and take things to the next level. Type. Let’s talk into the comments or go to that link, plumber SEO dotnet slash schedule that’ll take you to a place where you can book a time on this on the calendar. And it’s a it’s no pressure, right? Well look at your website, we’ll look at your current online marketing, we’ll say hey, you know, based on your goals, there’s lots of improvement. Here’s what we do. Or maybe we’ll say, hey, look, you’re in good hands. Like there’s no need to change. Right? We’re happy to have that conversation. Alexa says I need help. Good. Well, we’d love to, we’d love to chat, best thing to do is jump on that link schedule a time. Again, no obligation, we’d love the opportunity to walk through that with you. What I’d like you guys to do is we’ve covered a lot of ground, right? And we like like a lot of good feedback from you guys. You guys did what you said, right? You said you’re gonna play all out, you’re gonna engage with me hedge webcams on. If you had like, come up with three takeaways, three key things or action items you’re gonna do as a function of what we’ve covered. What are those three things? Like if there’s one thing I don’t want for this to be? It’s like, you sat here for an hour and a half and you didn’t get anything from it. So either write that in your workbook, if you’re so bold, put it into the comments, let me know what your what your takeaways are. And in kind of wrapping here, here’s what we did. Right? We said we were going to do this and this is what we covered on today’s session. We set clear goals and targets for the year. If nothing else you guys should all be super clear for Point 23. What’s the goal? How much revenue? How many jobs need to run in order to make that a reality? We realized the KPIs which was okay, if that’s the goal, how does that break down by month? How many jobs do we need to actually run to hit that target? And then how many leads do we need to generate from our marketing in order to make that a reality. And then we backed up the plan, right? We looked at driving leads, maximizing conversion and optimizing your results, we mapped out the key things you want to make sure you’re focused on to bring that into reality. We gave you a worksheet to map out your budget, so you can figure out how to allocate that across the month across the channels. We talked about a lot of the important trends with people, you know, on mobile, and people wanting to do text messaging, and really tapping taking advantage of certain opportunities, you may not be taken advantage of today. And ideally, we’ve set you up for great success in 2023 and beyond. So without further ado, thank you guys so much for your time today. Thank you for engaging with me. I appreciate the opportunity. I’m excited to see what you guys will accomplish in the new year. Clients. We appreciate you it’s an honor to serve you. We’re so excited to see what we’re going to do together and 2023. And for those of you that are interested in doing business, we’d love the opportunity to chat you go to plumber SEO dotnet slash schedule. And that’s it. I’ll let you guys go from there. Happy New Year. Merry Christmas, everybody. Thanks so much for joining us, and we’ll talk to you all again real soon. Thanks, everybody.
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