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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 the Internet

Don’t make the same mistakes I have……





How to get a steady stream of profitable customers through the internet

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


How to get a steady stream of profitable customers through the internet

Why? large corporations don’t work for small businesses.


How to get a steady stream of profitable customers through the internet

Reason #1 large corporations don’t work for small businesses.

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


How to get a steady stream of profitable customers through the internet

Reason #2 large corporations don’t work for small businesses.

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


How to get a steady stream of profitable customers through the internet

The Pareto Principle large corporations don’t work for small businesses.

(aka the 80/20 rule)


How to get a steady stream of profitable customers through the internet

The Pareto principle large corporations don’t work for small businesses.

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


How to get a steady stream of profitable customers through the internet

In many businesses: large corporations don’t work for small 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 large corporations don’t work for small businesses.

How to put the Pareto principle to work in:

Your Marketing

The Services You Offer

The Customers You Do Business With


How to get a steady stream of profitable customers through the internet

7 Stats that Drive Profit large corporations don’t work for small businesses.


How to get a steady stream of profitable customers through the internet

Track these every large corporations don’t work for small businesses.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


How to get a steady stream of profitable customers through the internet

Reputation Marketing large corporations don’t work for small businesses.

The Foundation of Your Online Success is Your Reputation


How to get a steady stream of profitable customers through the internet

Basic Truths of Reputation Marketing large corporations don’t work for small businesses.

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


How to get a steady stream of profitable customers through the internet

Basic Truths of Reputation Marketing large corporations don’t work for small businesses.

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


How to get a steady stream of profitable customers through the internet

Basic Truths of Reputation Marketing large corporations don’t work for small businesses.

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


How to get a steady stream of profitable customers through the internet

The Ultimate Goals of Reputation Marketing: large corporations don’t work for small businesses.

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 large corporations don’t work for small businesses.

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

Who you are

What you do

How well you do it


How to get a steady stream of profitable customers through the internet

How to Fish for Customers large corporations don’t work for small businesses.


How many fish are in the sea
How Many Fish are in the Sea? large corporations don’t work for small businesses.

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 large corporations don’t work for small businesses.

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)


How to get a steady stream of profitable customers through the internet

Who are you? large corporations don’t work for small businesses.


Who are you
Who Are You? large corporations don’t work for small businesses.

Be consistent. Always use the same NAP:

Name

Address

Phone Number


How to get a steady stream of profitable customers through the internet

Common mistakes made with the Name: large corporations don’t work for small businesses.

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.


How to get a steady stream of profitable customers through the internet

How to Format Your Address: large corporations don’t work for small businesses.

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


How to get a steady stream of profitable customers through the internet

Best practices for phone: large corporations don’t work for small businesses.

Use your main office line.

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


How to get a steady stream of profitable customers through the internet

What Makes You Unique and Trustworthy? large corporations don’t work for small businesses.


Trust signals
Trust Signals large corporations don’t work for small businesses.

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


How to get a steady stream of profitable customers through the internet

What services do you provide? large corporations don’t work for small businesses.


How to get a steady stream of profitable customers through the internet

What are you fishing for? large corporations don’t work for small businesses.


How to get a steady stream of profitable customers through the internet

Knowing your customers allows you to: large corporations don’t work for small businesses.

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? large corporations don’t work for small businesses.

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 large corporations don’t work for small businesses.

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 large corporations don’t work for small businesses.

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?


How to get a steady stream of profitable customers through the internet

Where are the Fish Biting? large corporations don’t work for small businesses.



How to get a steady stream of profitable customers through the internet

As we review each channel, ask yourself: customers.

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 customers.

3 Steps in the Online Buying Cycle:

Research

Compare

Purchase



Channel 1 direct traffic
Channel #1: Direct Traffic customers.

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 customers.

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.


How to get a steady stream of profitable customers through the internet

The Cost = Site Costs customers. + Cost to Create and Distribute Marketing Pieces


Channel 1 direct traffic2
Channel #1: Direct Traffic customers.

Is it a fit for your business?

Absolutely.




How to get a steady stream of profitable customers through the internet

What are they doing? customers.

Socializing

Learning

Networking

Where are they within the buying cycle?

Step #1 - Researching



How to get a steady stream of profitable customers through the internet

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/


How to get a steady stream of profitable customers through the internet

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.


How to get a steady stream of profitable customers through the internet

Myth #2: Interactions build relationships. brand.

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.


How to get a steady stream of profitable customers through the internet

A shared value is a belief that you and your consumer have about a higher purpose or philosophy.


Finding a cause
Finding a Cause about a higher purpose or philosophy.

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


How to get a steady stream of profitable customers through the internet

Myth #3: The more interaction the better. about a higher purpose or philosophy.

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


How to get a steady stream of profitable customers through the internet

Thought leaders promote thoughtfully. They share: about a higher purpose or philosophy.

Expert advice (from colleagues and their own)

Current news

Success stories

Occasional coupon or discount


How to get a steady stream of profitable customers through the internet

The Cost = Your Time + Cost of Creative about a higher purpose or philosophy.


How to get a steady stream of profitable customers through the internet

Is Social Media a Fit for Your Business? about a higher purpose or philosophy.


How to get a steady stream of profitable customers through the internet

Channel #3: Referrals about a higher purpose or philosophy.


Key stats
Key Stats about a higher purpose or philosophy.

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 about a higher purpose or philosophy.

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


How to get a steady stream of profitable customers through the internet

Casting a Wide Net about a higher purpose or philosophy.


Casting a wide net
Casting a Wide Net about a higher purpose or philosophy.

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.


How to get a steady stream of profitable customers through the internet

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 piece of business information (phone number, address, website).

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.


How to get a steady stream of profitable customers through the internet

Set these profiles up first: piece of business information (phone number, address, website).

Google My Business

Google+

Facebook

LinkedIn


Google my business
Google My Business piece of business information (phone number, address, website).


Google places
Google Places piece of business information (phone number, address, website).


How to get a steady stream of profitable customers through the internet

There are four primary data providers: piece of business information (phone number, address, website).

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 piece of business information (phone number, address, website).

Maps:

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

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

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


How to get a steady stream of profitable customers through the internet

Top Citation Sources for Lawn Services: piece of business information (phone number, address, website).

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


How to get a steady stream of profitable customers through the internet

Top Citation Sources for Contractors piece of business information (phone number, address, website).

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


How to get a steady stream of profitable customers through the internet

Top Citation Sources in San Francisco, CA piece of business information (phone number, address, website).

Yelp

Citysearch

Yahoo Local

Facebook

SF Gate

YouTube

Superpages

Service Magic (known as HomeAdvisor.com now)

BBB


Your customers can destroy your nets
Your Customers Can Destroy Your Nets piece of business information (phone number, address, website).


How to get a steady stream of profitable customers through the internet

Best practices for referrals: piece of business information (phone number, address, website).

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.


How to get a steady stream of profitable customers through the internet

Channel #4: Search Engines piece of business information (phone number, address, website).


How to get a steady stream of profitable customers through the internet

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 quality traffic, but getting the best spots won't happen overnight.

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? quality traffic, but getting the best spots won't happen overnight.

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


How to get a steady stream of profitable customers through the internet

Key to Success quality traffic, but getting the best spots won't happen overnight.

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


Short vs long tail keywords
Short vs Long Tail Keywords quality traffic, but getting the best spots won't happen overnight.

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 quality traffic, but getting the best spots won't happen overnight.

Step 1: Write Down The Services You Provide


Choosing your keywords1
Choosing Your Keywords quality traffic, but getting the best spots won't happen overnight.

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 quality traffic, but getting the best spots won't happen overnight.

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?


How to get a steady stream of profitable customers through the internet

Step 4: Use these keywords on your site. quality traffic, but getting the best spots won't happen overnight.

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


How to get a steady stream of profitable customers through the internet

Channel #5: Paid Advertising quality traffic, but getting the best spots won't happen overnight.


How to get a steady stream of profitable customers through the internet

Common types: quality traffic, but getting the best spots won't happen overnight.

PPC (Pay Per Click)

Graphic

Social Media Advertising (Facebook, LinkedIn, Twitter)


How to get a steady stream of profitable customers through the internet

Getting Your Money’s Worth Out of Pay Per Click: quality traffic, but getting the best spots won't happen overnight.

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?


How to get a steady stream of profitable customers through the internet

Avoid quality traffic, but getting the best spots won't happen overnight.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)


How to get a steady stream of profitable customers through the internet

Which Channels are a Fit for Your Business? quality traffic, but getting the best spots won't happen overnight.


How to get a steady stream of profitable customers through the internet

The only services I would pay for: quality traffic, but getting the best spots won't happen overnight.

Professional design

Activities that generate Leads (mainly PPC)


How to get a steady stream of profitable customers through the internet

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.


How to get a steady stream of profitable customers through the internet

Building a Site that Converts willing to put in some time.


How to get a steady stream of profitable customers through the internet

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?



How to get a steady stream of profitable customers through the internet

Keep it Simple! questions:

Your Site Exists to Convert Visitors into Leads.


How to get a steady stream of profitable customers through the internet

Building an SEO friendly site: questions:

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

Create one page for each service.


How to get a steady stream of profitable customers through the internet

Do: questions:

Titles: 55 characters

Description: 115 characters

Company name and main keyword on homepage

Appeal to both search engines and target customers.


How to get a steady stream of profitable customers through the internet

Don’t: questions:

Skimp on design

Don’t overdesign

Duplicate text (from other sites, within your site)

Steal images


Site checklist
Site Checklist questions:

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! questions:

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 questions:

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/



How to get a steady stream of profitable customers through the internet

Questions, Need Help, Want this Presentation? questions:

Email me:

Ryan.moore@horizononline.com