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How to Get a Steady Stream of Profitable Customers Through the Internet. My Background. Don’t make the same mistakes I have……. Techniques & Strategies. More Techniques & Strategies. There’s a Sad Truth “Experts” Don’t Talk About.

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my background
My Background

Don’t make the same mistakes I have……

slide6

Many of the techniques and strategies that make billions for large corporations don’t work for small businesses.

slide8

Reason #1

Large corporations have more time, money, and resources to commit.

slide9

Reason #2

Large corporations compete in markets where they must invest in activities with low or unpredictable ROI.

slide10

The Pareto Principle

(aka the 80/20 rule)

slide11

The Pareto principle

In any complex system, a minority of the inputs produce the majority of the outputs.

slide13

In many businesses:

80% of sales revenue comes from 20% of customers.

80% of complaints and headaches come from 20% of customers.

focus of this presentation
Focus of this Presentation

How to put the Pareto principle to work in:

Your Marketing

The Services You Offer

The Customers You Do Business With

slide16

Track these every month:

  • Number of Visitors
  • % of Visitors that become Leads
  • Number of Leads
  • % of Leads that become Customers
  • Number of Customers
  • $ from Online Customers
  • Profit from Online Customers
slide17

Reputation Marketing

The Foundation of Your Online Success is Your Reputation

slide18

Basic Truths of Reputation Marketing

The better and bigger your reputation, the less you have to spend on customer acquisition.

slide19

Basic Truths of Reputation Marketing

The worse and/or smaller your reputation, the more you have to spend on customer acquisition.

slide20

Basic Truths of Reputation Marketing

The less you spend on customer acquisition, the more opportunity you have to make a profit.

slide21

The Ultimate Goals of Reputation Marketing:

To spend little to no money on marketing.

To have so many leads that you can pick and choose your customers and the services you provide.

reputation marketing in 3 steps
Reputation Marketing in 3 Steps

Not getting customers from the internet? You haven’t effectively established:

Who you are

What you do

How well you do it

how many fish are in the sea
How Many Fish are in the Sea?

Internet Users in US – 2014

Total Population - 322,583,006

279,834,232 Internet Users

% of Population with Internet - 86.75%

Source: http://www.internetlivestats.com/internet-users-by-country/

80 of customers shop online
80% of Customers Shop Online

86% of survey participants have used the Internet to find a local business and 72% prefer to find information on local merchants via search. (WebVisible)

70% of U.S. households now use the Internet when shopping locally for products and services (The Kelsey Group; ConStat).

89% of US internet users search online before they make a purchase, even when the purchase is ultimately made at a local business (HubSpot)

who are you
Who Are You?

Be consistent. Always use the same NAP:

Name

Address

Phone Number

slide28

Common mistakes made with the Name:

Adding or removing portions of the name (e.g. LLC or Inc).

Changing to a new or similar business name after establishing another name for the same location.

Using a name that is already established within the local market.

slide29

How to Format Your Address:

Start by looking how it appears on Google Maps and on USPS.com.

Abbreviate the Street Address correctly (e.g. N instead of North, Rd instead of Road).

Eliminate unnecessary punctuation. Only use it to separate Address 1 and 2, and City and State.

Use the 5 digit zip code.

Ex. 8155 SE Deer Creek Ln, Ste B

Milwaukie, OR 97222

slide30

Best practices for phone:

Use your main office line.

Be very careful using a tracking phone number on your site. I wouldn’t do it.

trust signals
Trust Signals

Trust signals establish credibility and create connections.

Who owns the business (family owned, former military)?

Are you Licensed, Bonded, and Insured?

# of Years your Company has been in Business

# of Years your Company has served the Local Community

# of Years your Employees have been in the Industry (individually and as a group)

# of Customers You’ve Served

# of Completed Jobs

Industry Schooling and Training

Associations (Professional, Fraternal, Alumni, Religious)

Awards

Reviews (Google, Yelp, Houzz, Angie’s List, BBB)

How do you serve your community?

Other reasons you should be trusted

slide35

Knowing your customers allows you to:

Simplify your efforts and lower your marketing costs.

Speak directly to your target customer.

Plan for profit.

who is your dream customer
Who is Your Dream Customer?

Who is Your Dream Customer?

The products and services they purchase.

The cities their properties are in.

Property type (e.g. residential, commercial, HOA, golf course).

What are their challenges/pain points? What do you help them solve?

What do they value most? What are their goals?

How much do they purchase?

Can they turn into a repeat customer? If yes, what is their Lifetime Value?

your bread butter customers
Your Bread & Butter Customers

Who are your Bread & Butter Customers?

The products and services they purchase.

The cities their properties are in.

Property type (e.g. residential, commercial, HOA, golf course).

What are their challenges/pain points? What do you help them solve?

What do they value most? What are their goals?

How much do they purchase?

Can they turn into a repeat customer? If yes, what is their Lifetime Value?

your least desirable customers
Your Least Desirable Customers

Whoare your Least Desirable Customers?

The products and services they purchase.

The cities their properties are in.

Property type (residential, commercial).

What makes them undesirable?

At what point can you throw them back in the water?

How do you get rid of them in a non-confrontational way?

How do you keep similar customers away without tarnishing your reputation?

slide41

As we review each channel, ask yourself:

Is this channel a good fit for your business?

How much time and money are you willing to commit to this channel on a monthly basis?

the buying cycle
The Buying Cycle

3 Steps in the Online Buying Cycle:

Research

Compare

Purchase

channel 1 direct traffic
Channel #1: Direct Traffic

What is it?

Visitors who manually enter your website to go directly your site.

How did they hear of your company?

Through word of mouth, other sites, and marketing pieces (business card, door hangers, postcards, flyers).

channel 1 direct traffic1
Channel #1: Direct Traffic

What are they doing?

Finding out more about your company, services, and pricing.

Determining if they can trust you.

Deciding whether or not to contact you.

Where are they in the buying cycle?

Step 2 – Compare & Step 3 - Purchasing.

channel 1 direct traffic2
Channel #1: Direct Traffic

Is it a fit for your business?

Absolutely.

slide50

What are they doing?

Socializing

Learning

Networking

Where are they within the buying cycle?

Step #1 - Researching

slide52

The Corporate Executive Board conducted a study of more than 7000 consumers to determine the best ways to engage customers online.

Source: http://blogs.hbr.org/2012/05/three-myths-about-customer-eng/

slide53

Myth #1: Most consumers want to have relationships with your brand.

Only 23% of consumers said they have a relationship with a brand.

Relationships are reserved for friends, family and colleagues.

What consumers really want when they interact with brands online is to get discounts.

slide54

Myth #2: Interactions build relationships.

Of the consumers who said they have a brand relationship, 64% cited shared values as the primary reason.

Only 13% cited frequent interactions with the brand as a reason for having a relationship.

finding a cause
Finding a Cause

Choose a cause:

You truly care about.

You can commit to for the long term.

That’s relevant to who you are and the services you provide (Don’t be the creepy guy at the party!).

Examples for the Green Industry:

Green living / water conservation

Pet safety

Jobs for vets

slide57

Myth #3: The more interaction the better.

No correlation between the number of interactions and the likelihood that they will make a purchase or recommend you to others.

slide58

Thought leaders promote thoughtfully. They share:

Expert advice (from colleagues and their own)

Current news

Success stories

Occasional coupon or discount

key stats
Key Stats

83% of buyers no longer trust advertising but most trust recommendations from users online (Formstack)

72% of consumers trust online reviews as much as personal recommendations from real people – Search Engine Land, 2012

Restaurants with 3.5 stars on Yelp are 63% more likely to be full then those with just 3 stars – a half star difference! (UK Guardian 2012)

local search results
Local Search Results

Landscaping San Rafael CA

  • #1 – 4 - Yelp.com
  • #6 - 7 – Houzz.com
  • #8 – BBB.org
  • #9 – YellowPages.com

Landscaping Concord CA

  • #1 - #3 – Yelp.com
  • #4 – YellowPages.com
  • #6 – AngieList.com
  • #7 – HomeAdvisor.com
  • #8 – BBB.org
  • #9 – Superpages.com
  • #10 – Thumbtack.com

Landscaping San Francisco CA

  • #1 and 2 – Yelp
  • #3 – Thumbtack
  • #6 – Houzz
  • #7 – Yellowpages.com
casting a wide net
Casting a Wide Net

There are many places you can go to get citations and listings. These listings:

Drive traffic and customers.

Contribute to your reputation

Convince customers you are the company to work with.

Make you more visible in search engines.

slide66

A citation is a mention of your business name with another piece of business information (phone number, address, website).

check fix add
Check, Fix, Add

Follow this quick three step process - CHECK, FIX, ADD.

1. Check to see if the listing is there

2. If the listing is there, claim it and fix the NAP if it’s not 100% accurate.

3. If the listing does not exist, create it.

slide68

Set these profiles up first:

Google My Business

Google+

Facebook

LinkedIn

slide72

There are four primary data providers:

Infogroup - http://www.expressupdate.com/search

Acxiom - http://www.databyacxiom.com/small-businesses.html

Localeze - http://www.neustarlocaleze.biz

Factual - http://developer.factual.com/contribute-or-correct-data/

building citations links
Building Citations/Links

Maps:

Yahoo! Local - http://local.yahoo.com

Bing Maps - https://www.bingplaces.com/

AOL Local Search - http://yellowpages.aol.com

slide74

Top Citation Sources for Lawn Services:

YellowPages.com

ServiceMagic.com (known as HomeAdvisor.com now)

SuperPages.com

Manta.com

BBB.org

Thumbtack.com

Yelp.com

Local.Yahoo.com

Angieslist.com

DexKnows.com

Source: http://moz.com/learn/local/citations-by-category

slide75

Top Citation Sources for Contractors

Servicemagic.com (known as HomeAdvisor.com now)

Yellowpages.com

BBB.org

Dexknows.com

Angielist.com

Superpages.com

Manta.com

Local.yahoo.com

Thumbtack.com

Facebook.com

slide76

Top Citation Sources in San Francisco, CA

Yelp

Citysearch

Yahoo Local

Facebook

SF Gate

YouTube

Superpages

Service Magic (known as HomeAdvisor.com now)

BBB

slide78

Best practices for referrals:

Set up as many listings and citations as you can. Most are free or have free options!

Ask for reviews from trusted customers. Build them slowly over time with customers that are already engaged in that community.

Monitor your reviews and respond publicly to negative ones. Review sites will notify you when you’ve been reviewed.

slide80

Referrals and search engines can produce a high volume of quality traffic, but getting the best spots won\'t happen overnight.

reputation marketing
Reputation Marketing

How long it takes to succeed depends on:

1. How established your competition is

2. How wide you cast your net

3. How much effort you put into building your reputation

4. How often you upset the fish

what are keywords
What are keywords?

Keywords are the phrases that customers use to research and select a product or service.

slide83

Key to Success

Pay attention to the terminology (aka keywords) customers use as they search online.

short vs long tail keywords
Short vs Long Tail Keywords

The keywords phrases you want to rank for are:

Reflect who you are or what you do.

2-5 words long.

choosing your keywords
Choosing Your Keywords

Step 1: Write Down The Services You Provide

choosing your keywords1
Choosing Your Keywords

Step 2: Use the Google Adwords Keyword Planner to find keyword phrases that customers use.

https://adwords.google.com/KeywordPlanner

choosing your keywords2
Choosing Your Keywords

Step 3: Choose keywords for each service.

Does it accurately reflect who you are or a service you provide?

How many people are looking for it?

Are there any similar keyword phrases that are for the same service? How many people are looking for it?

slide88

Step 4: Use these keywords on your site.

The more time you invest in keyword research, the wider you can cast your net.

slide90

Common types:

PPC (Pay Per Click)

Graphic

Social Media Advertising (Facebook, LinkedIn, Twitter)

slide92

Getting Your Money’s Worth Out of Pay Per Click:

Start with Google Adwords

Focus on keywords that are for your most profitable services

Keep an eye on how much it costs per Lead? Per Customer?

slide93

Avoid advertising that makes you pay for impressions:

The average click-through rate of display ads is 0.1%. (Source: DoubleClick)

Only 8% of internet users account for 85% of clicks on display ads (and some of them aren\'t even humans!). (Source: comScore)

slide95

The only services I would pay for:

Professional design

Activities that generate Leads (mainly PPC)

slide96

Most of what I’ve shown you here is free if you’re willing to put in some time.

How much time?

12-25 hours up front.

15-60 minutes a month.

More for social and content marketing.

slide98

Your site has .2 - 5 seconds to answer these customer questions:

Can I trust you?

Will I waste my money?

Are you easy to do business with?

slide101

Keep it Simple!

Your Site Exists to Convert Visitors into Leads.

slide102

Building an SEO friendly site:

Identify the keywords that reflect who you are and what you do.

Create one page for each service.

slide104

Do:

Titles: 55 characters

Description: 115 characters

Company name and main keyword on homepage

Appeal to both search engines and target customers.

slide105

Don’t:

Skimp on design

Don’t overdesign

Duplicate text (from other sites, within your site)

Steal images

site checklist
Site Checklist

Your phone number (60% of local business websites don’t have their phone number on them! – BIA Kelsey 2012)

Contact form above the fold

The areas that you serve

Associations/BBB credentials

Testimonials

Consumer ratings/reviews

Promos/online discounts

The services you provide (create one page for each service and link to it from the homepage)

Before & after pictures of jobs

Pictures of staff (About Us page)

get your net in the water
Get Your Net in the Water!

Track these every month:

  • Number of Visitors
  • % of Visitors that become Leads
  • Number of Leads
  • % of Leads that become Customers
  • Number of Customers
  • $ from Online Customers
  • Profit from Online Customers
recommended resources
Recommended Resources

Marketing

  • http://www.thesaleslion.com/
  • http://blog.hubspot.com/

Search Engine Optimization

  • http://moz.com/blog
  • http://searchengineland.com/

Persuasion

  • http://socialtriggers.com/

Conversion

  • http://conversionxl.com/

Social

  • http://www.socialmediaexaminer.com/
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