Post on 03-Aug-2015
The 4 Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth
In the next hour, I’m going to teach you how you can dominate your market and take your contracting business income to entirely new levels.
Leverage marketing & technology to achieve
maximum results.
95% of Contracting Businesses
Are missing AT LEAST 2 out of the 4 critical, proven marketing systems that are necessary to achieve maximum business growth!
Why?
The competitive landscape for contracting businesses has changed
dramatically!
And so has the way your clients find and
shop for your services.
Contractors have been slow to adapt!
3 Drivers Of Change
SearchSocialMobile
Search
• Easier than ever!• Accessible from multiple devices• Has become the predominant way for your
clients to find your contracting services
Search
74% of local consumers use a search engine when they are looking to hire a contracting business.
(Nielsen/Netratings)
Social
• Connecting and sharing opinions with ease• Opinions are highly visible• Search engines paying attention• Content about your business is NOT being
created by you…• CONSUMERS ARE THE PUBLISHERS!
Social
49% of local consumers say positive online reviews make them more likely to hire a contracting business.
Local Consumer Review Survey 2012
Mobile
• The biggest game-changer• Mobile search = Immediate
gratification• You MUST be present – if not you, your
competitors eat your lunch!
Mobile
79% of smartphone owners use mobile devices to influence their decision to hire a contractor; out of those, 74% decide to hire as a result.
Ipsos
It is easier than ever for consumers to quickly research
and compare various contracting businesses.
The contracting businesses that “GET IT” are crushing the
companies that don’t!
The BIG question:
How do you strategically workwith these three big driversof change to make sure your
contracting business leads the pack?
It means that now more than ever, you need to have a
marketing plan that works!
Simplify the challenge and clarify the approach!
You Must Maximize the Impact of 4 KEY Marketing Systems
R4 Marketing Framework for Contracting Businesses
Reputation
Reach
Resell
Referral
R4 Marketing Framework for Contracting Businesses
25%growth on their own…
Ignite business growth to
100% or more when
combined!
Reputation
It is easier than ever for consumers to find the feedback of other consumers to help them
make a decision about which contracting business to hire.
69% of local consumers…
trust online reviews as much as personal recommendations when hiring a contracting business.
7 in 10 local consumers like to read up to 10 reviews before deciding to hire a contracting business.
80% of local clients…
will purposely avoid contracting businesses with negative online reviews.
Today, an unhappy customer will tell thousands of their “closest strangers” on the Internet.
Who’s talking about you?
• Customers• Prospects• Competitors• Disgruntled employees• Ex spouses• Former business partners,
investors• Trolls (the permanently
aggrieved)
Who’s talking about you?
Reviews at the center of search
Your goal!
5-Star Reputation
HOW?
Take ownership of profiles in all of your key directories and networks• Google+ Local *important*• Yelp• Kudzu• AngiesList• RateMyContractor• Facebook• Twitter
Publish your own story!• Make your own content (e.g., announce
special promotions, limited time offers, testimonials, interesting/unique stories, etc.)
• Post helpful information on subjects that will help your clients and prospects
• Add social media sharing buttons
Stay connected
Make educational videos and post them to YouTube
Any given video stands about a 50x better chance of appearing on the first page of results than any given text page in the index.
Source: Forrester
Build a review collection system
Collecting referrals should be an ACTIVE and METHODICAL process
Displaying reviews on your business website can boost emails and calls by over 20%
(Bazaarvoice.com/resources/stats 'Conversion Results')
The BIG takeaway
Reputation is now THE FOUNDATION of effective marketing for contracting businesses!
It is no longer enough to do good work.
YOU MUST PROACTIVELY DEVELOP AND MARKET YOUR REPUTATION!
Reach
Social media use has grown by712% since 2005.
Reach via Social Media
86% of contracting business owners…
….believe marketing on Facebook is important to their business.
There are 155 million + Facebook users in the U.S.
and over 1 billion throughout the world.
Reach them where they’re at…Build a Facebook page and boost your “Likes” by giving free tips and advice
Sponsored Story Ads
Convert users’ activity into ads and display the ad to friends of the user...
Facebook Sponsored Storieshave a 53% higher click
through rate than direct ads.
Source: TBG Digital Test 2011
The BIG takeaway
Your customers are socially active online!
If you’re not reaching them via Social Media...
YOUR COMPETITORS ARE!
Mobile
Mobile searches have QUADRUPLED in the last year according to Google.
Mobile internet usage is expected to overtake desktop internet usage by 2014.
Reach via Mobile
After looking up contracting businesses
via mobile…
result in a phone call
result in a visit
61%
59%
6 in 10 prospects will leave your
site if it’s NOT mobile friendly.
57% of local consumers won’t recommend a contracting
business with a poor mobile experience
Make it as EASY as possible for prospects to consume information about your contracting business on their mobile phones.
Your goal:
Mobile WebsiteStandard Website
CONFUSION
CLARITY
The BIG takeaway
Customers don’t want to be disconnected from their phones…
This ‘addiction’ gives you a chance to keep your contracting business “top of mind” wherever they go.
You have the opportunity to REACH your customers without making them step out of their daily routine.
Resell
Resell via Mobile
• 87% of Americans have mobile phones • 73% say it’s their most-used technology device• 25% of all U.S. households have ditched their landlines!
6.1 trillion text messages were sent/received in 2010.
SMS is capable of reaching 91% of the US population.
Resell via Mobile
Source: Telecommunications Union (ITU)
Why Use SMS
• Instant deliverability• Flexible Platform• Instant Opt-in and Opt-Out• High open and conversion rates• Low effort to create (short message, no
html…etc.)
Why Use SMS
• 97% of all SMS marketing texts are opened
• 95–98% of text messages are read within minutes of receipt
• 33% of email addresses change on a yearly basis, but … People are keeping their cell phone number for LIFE
Appointment RemindersSMS reminders can reduce no-shows by 50% or more—which means you can …
Save a TON of money—and put it back into your business (or into your pocket)
Coupons
Mobile coupons are 10x more likely to be redeemed than traditional coupons
Source: Borrell Associates 2010
The BIG takeaway
Text messaging is the most popular form of communication among your consumers…
Your audience is almost GUARANTEED to get your message with SMS!
BUILD YOUR SMS LIST TODAY!
Referral
65% of NEW business for contractors come from referrals.
Referrals
Source: The New York Times
41% of contracting businesses count on referrals for over 80% of sales.
Referrals
How can you proactively drive
referrals?!
You need to understand thatgood customer service
doesn’talways equate to referrals.
83% of satisfied customers are
willing to refer contracting businesses.
Only 29% actually do!
You MUST leverage a referral system.
Word-of-Mouth vs. Referral Systems
Chance PredictableConsistentRepeatable
A methodical process that captures qualified prospects through your association with people.
Referral System
So how do you generate referrals in a repeatable
system?
YOU ASK FOR THEM!
91% of clients would give a referral, but have never been
asked.
It’s as straightforward as…
Incorporating the message into referral cards, postcards, social media, your website – and making sure your happy customers see them!
Requesting Referrals
Print/Mail:
Distribute referral cards and postcards on a structured schedule.
Requesting Referrals
Online:
Incorporate referral requests into contests, coupons and other viral promotions.
Requesting Referrals
Referrals are great, but hard to depend on if you can’t make them predictable.
Design a repeatable system that captures the referral when your customers are thrilled!
Make it easy for them to share you!
The BIG takeaway
R4 Marketing Framework for Contracting Businesses
Are you doing everything you can to grow your contracting
business?
No.Awareness, time, budget
& expertise!
The problem?
The gap between those that “get it” and those that don’t is
widening!
90% of contracting businesses realize they...
aren’t growing like they should!
THEY need to make a change.Only 50% realize
20% realize that...
being strategic about their marketing is
THE difference.
Only
If you are a part of the 20%...
If you are committed to creating maximum growth
for your contracting business…
I’d like to get to know you and your business better!
Questions?