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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 Don’t make the same mistakes I have……
Many of the techniques and strategies that make billions for large corporations don’t work for small businesses.
Reason #1 Large corporations have more time, money, and resources to commit.
Reason #2 Large corporations compete in markets where they must invest in activities with low or unpredictable ROI.
The Pareto Principle (aka the 80/20 rule)
The Pareto principle In any complex system, a minority of the inputs produce the majority of the outputs.
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 How to put the Pareto principle to work in: Your Marketing The Services You Offer The Customers You Do Business With
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
Reputation Marketing The Foundation of Your Online Success is Your Reputation
Basic Truths of Reputation Marketing The better and bigger your reputation, the less you have to spend on customer acquisition.
Basic Truths of Reputation Marketing The worse and/or smaller your reputation, the more you have to spend on customer acquisition.
Basic Truths of Reputation Marketing The less you spend on customer acquisition, the more opportunity you have to make a profit.
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 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? 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 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? Be consistent. Always use the same NAP: Name Address Phone Number
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.
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
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 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
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? 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 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 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?
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 3 Steps in the Online Buying Cycle: Research Compare Purchase
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 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.
The Cost = Site Costs + Cost to Create and Distribute Marketing Pieces
Channel #1: Direct Traffic Is it a fit for your business? Absolutely.
What are they doing? Socializing Learning Networking Where are they within the buying cycle? Step #1 - Researching