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Growth Blueprint: The Perfect 2024 Marketing Plan for Carpet Cleaners

In 2024, businesses have to be forward-thinking and strategic in their marketing efforts, especially in an ever-evolving industry like carpet cleaning. As we move toward a new year, it’s imperative for carpet cleaning businesses to revamp their marketing plan, leveraging new techniques and tools to stay ahead in the market. Carpet Cleaner Marketing Masters understands the challenges and complexities of marketing in the cleaning industry and has compiled a comprehensive guide to help your business thrive in 2024.

Understanding the Digital Dominance Method for Marketing Success

The digital dominance method is a game-changer for carpet cleaning businesses looking to elevate their marketing initiatives. It involves integrating compelling sales propositions, risk reversal guarantees, engaging brand presence, personalization, and more to establish a unique and robust presence in the market. By embracing this method, businesses can effectively develop and present their brand to potential customers, setting themselves apart from the competition. By incorporating these elements into your marketing strategy, you can redefine your business and drive significant growth in 2024.

Optimizing Websites for Conversions: A Key to Business Development

A crucial aspect of the 2024 marketing plan for carpet cleaners is the optimization of websites to maximize conversions. Your website is often the first point of contact for potential customers, and it’s essential to ensure that it effectively converts visitors into leads and customers. At Carpet Cleaner Marketing Masters, we emphasize the significance of an optimized website as a cornerstone of successful marketing.

Here are several key factors for effectively optimizing websites for conversions:

  • Compelling content that resonates with the target audience
  • Clear and persuasive call-to-action buttons
  • Seamless user experience and navigation
  • Implementing customer testimonials and reviews to build trust
  • Mobile optimization for accessibility on all devices

By addressing these elements, you can transform your website into a powerful tool for lead generation and customer acquisition.

The Impact of Follow-Up and Conversion Optimization

Follow-up is a critical component in converting leads into customers and clients for carpet cleaning businesses. How and when you follow up can determine the success of your conversion efforts. Carpet Cleaner Marketing Masters provides valuable insights into effective follow-up strategies and conversion optimization to amplify your business’s revenue.

Here are some FAQs on follow-up and conversion optimization:

1. How many times should leads be followed up with?

Leads should be followed up with 5 to 7 times to prevent them from going stale, ensuring that your efforts yield results.

2. What are the tools that can help automate follow-up with leads?

Automation tools such as email marketing platforms, text messaging services, and CRM systems can help engage prospects immediately and sustain the follow-up process efficiently.

3. How can scripting and targeting the ideal customer contribute to successful follow-up?

Improved scripting tailored to the ideal customer and precise targeting can significantly enhance the effectiveness of follow-up efforts, leading to higher conversion rates.

Utilizing these strategies can lead to remarkable growth for your carpet cleaning business.

Building Brand Awareness for Momentum and Increased Interactions

Building brand awareness is an indispensable aspect of marketing, especially for carpet cleaning businesses aiming to create momentum and foster increased interaction with their target audience. When you create a strong brand presence, it paves the way for long-term success and customer loyalty. At Carpet Cleaner Marketing Masters, we emphasize the significance of brand awareness in the marketing landscape.

Here’s what you need to focus on to build brand awareness:

1. Allocating 20% of the marketing budget to brand-building activities

2. Stacking different advertising methods such as door mail, postcards, and radio ads

3. Personalizing content on the website to appeal to the target market

4. Leveraging Google Maps, obtaining reviews, and optimizing listings to target specific markets effectively

By implementing these strategies, you can establish a compelling brand identity in the carpet cleaning industry and resonate with your audience on a deeper level.

Setting Clear Goals and Planning for Business Development

As carpet cleaners gear up for 2024, the importance of setting clear goals and planning cannot be overstated. While it may seem like a fundamental aspect, setting clear, measurable objectives and devising a strategic plan is the bedrock of business development. Carpet Cleaner Marketing Masters advises business owners to fortify their marketing plan by setting clear goals and formulating a comprehensive plan for achieving them.

Are you ready to elevate your carpet cleaning business to new heights in 2024? At Carpet Cleaner Marketing Masters, we’re committed to being your growth partner, equipping you with the expertise and insights to conquer the marketing landscape in the cleaning industry. With a strategic marketing plan in place, your business can thrive in 2024 and beyond.

You will learn:


The secrets to dominating your market in 2024


Converting leads into customers is an art - and we've got the winning strategy.


How to step into the shoes of your ideal customer to sell effectively.


Unlocking the potential of digital marketing for your cleaning business in 2024

Audio Transcript:
John Clendenning [00:00:00]:
We are talking about dominating online and offline, but generating leads like clockwork and planning that for 2024. And that is the most important Carpet, so we’re talking about planning that.

John Clendenning [00:00:50]:
If anybody out there has already created their 2024 marketing plan for their cleaning business. Most of you on the call are cleaners. If you’re not, whatever business you’re in. If you’ve already created your 2024 marketing plan for the whole year, Just put a 1 in the chat. I wanna see who’s who’s if any if, you know, anybody’s done that. So Cool, cool, cool. Okay. And and, Krisha, just make sure everybody can hear me, see me, all that kind of stuff.

John Clendenning [00:01:18]:
You can put a 1 in the private guest chat as well, just so I know in our chat that everything is clean and running properly? Yep. Is there a yeah. Yes. Perfect. Perfect. Perfect. Okay. So let’s get rolling on this right now.

John Clendenning [00:01:36]:
I just gotta make sure I’m on the Right? Screen I keep looking over that way because I’ve got all the webinar controls over there, but, anyways, so let’s get going. We’re John talk about Your 2024 plan to dominate online and generate, like, leads like clockwork. So normal housekeeping rules first. Turn off your cell phone. Turn off Facebook. If you’re the cleaning home service business owner and you’re serious about getting better results as we all talk about, the next 60 minutes could actually change your life. And I mean that seriously when we when we when I say that. It’s it’s it’s not just sort of lip service, so There are things that you can learn, little nuggets you can pick up listening to podcasts, listening to trainings, that they go, oh my gosh, I should put that in place, and you do so.

John Clendenning [00:02:20]:
You stack it on top of what you’re doing and your business adds 10, 20, 30, 50, a100, $200,000 worth of new revenue in the next year alone. That’s transformative. That changes your life. You didn’t get into business to run a business. You got into business to change your life, to give yourself a better lifestyle, to give yourself, more freedom, to give your family more freedom, and learning little things, working on your business is when you actually make those huge paradigm shifts that grow your business. When you’re working in your business, you’re just the technician or the owner, the manager, the chief bottle washer, you know what I mean, band washer, all that kind of stuff. When you’re working on your business, you’re making those shifts. Let’s talk about those.

John Clendenning [00:03:06]:
So what we’re John talk about today, setting goals so that you know how you want 2024 to play out. We’re gonna talk about the 3 fundamentals of marketing success. We’re gonna talk about how to optimize your website for conversions and why that’s Important. How that can actually change the entire game of your Marketing. How much you spend on marketing. How well it works. Where you Marketing. All about that number that third element.

John Clendenning [00:03:30]:
The big picture of all online marketing channels that you should be tapping into to maximize your lead flow. The latest trends that you need to focus on for 2024. Things are changing, and we’re gonna talk about all of that, and we need to help you develop a custom action plan on where you are now and where you need, and what you need to do. Right now, December, a couple days before Christmas of 2023, to make sure 2024 is literally the best year of your business. And if you stick around to the end with me, Gonna give you our resource kit with some 2024 planning guides in it as well, so hopefully you find that exciting. So, of those of you that are not regular attendees, we’re going to I gotta tell you a little bit about who I am. Started my business in 1990, my business career in high school, owner of several cleaning business franchises, independent service business, e com product lines, a service business consultancy, and an in demand marketing agency as well. Also, the founder of the Carpet Cleaner Success podcast.

John Clendenning [00:04:43]:
I wrote the book on the sub subject, complete it guide to Internet marketing for for carpet Cleaner is great for any home service, actually. It is literally the the quintessential bible on how to actually get your Internet marketing right, and a speaker consultant, all that. I sold my my, brick and mortar businesses, started with window cleaning in 1990 in high school, ended up in a janitorial service, built that up, sold it off, bought into carpet cleaning franchises, and then made franchises, and then independent Duct cleaning, all that kind of stuff, and, sold off my final brick and mortar business after 27 years of owning it, in 2 years ago, coming up to two and a half years ago now, in the middle of the pandemic, and because I was doing the consulting and the digital marketing, running a large digital marketing agency with a team all around the world. So that’s enough about me. What do we do for our clients? What do we help people with, and why do we do this consulting and training for free? Well, we’ve got clients that absolutely love and adore us, have grown like crazy, are found number 1 everywhere around the web, building the business that they want. Some people want to be the guy in the truck still, and they just want to own their building, own their asset, Build a legacy. Other people John to be out of the truck, fishing and golfing while the business still runs, and all of those are available in the cleaning It’s a very dynamic industry. Most people get it wrong.

John Clendenning [00:06:07]:
The odd few in every marketplace gets it right. The odd few. Sometimes there’s marketplaces with nobody getting it right. We know how to get it right. I know how to get it right. I’ve consulted on this for decades, and helped build businesses. I got, Classified as the industry leader of the year for 2023, kinda neat in Cleaner Magazine. I’ve got stacks of Clean Fax magazines.

John Clendenning [00:06:30]:
I bought that for years years years as a young, you know, 20 something year old, 30 something year old kid running My cleaning businesses, I I bought Clean Facts magazines. I Cleaner from Jeff Cross and Howard Partridge and and Dusty Roberts and Mark Saggers and, You know, the Joe Polishes of the world and all of those people, and, you know, my career has led me to be in the company of those people as well. So I really like that. But ultimately what do we do? What what is everybody trying to do? What do we do? Well, we help our clients become the top cleaning brand. That doesn’t need to be carpet Cleaner. In home service brand in their local Marketing, so they attract the best clients. They charge the top rates, and they’re booked out for weeks in advance. They’re the in demand service.

John Clendenning [00:07:15]:
Right? And that’s our goal. We do that, and you do that by leveraging the 3 core principles of digital Marketing. Maximize your opportunities to generate a lead, maximize your brand impressions to your ideal leads and maximize your conversions. Any one of these, meh. You can have a lot of opportunities to generate a lead, but if you’re not good at converting them and they don’t know who you Marketing it’s not gonna do well. You can have a lot of brand impressions, but if you’re not converting well, your business didn’t grow. You knock all of 3 of these together and you’ve got it nailed. It’s working.

John Clendenning [00:07:54]:
So the question then becomes, what is the hardest part about marketing your cleaning business online? And that is again, it doesn’t even have to say online, but what is the hardest part? Right? You can put a couple of answers in the chat and let’s see, let me switch over here. Yep. So we’ve got a couple people saying hi and all that kind of hey. Welcome. Yep. So what is the hardest part? We talk to a lot of cleaners. One big thing we hear from everybody is there are so many options. It is they have no clue at all where they where they should be spending their budget.

John Clendenning [00:08:32]:
Should you be spending your budget on SEO? Pay per click, on your website, Social media, billboards on the side of the highway, the back of the bus. Here’s where carpet cleaners get leads and jobs from. Right? There’s about 30 things on this page alone, and each one of them, most of them, you can go deep in layers of of options around that. Where do you spend your money? Right? It’s marketing is a is is is a is a major investment. It’s one of the core functions of your business. It is not an expense. It is not an evil marketing. If you own a business, Marketing is one of the core functions of of running your business, just like service delivery, just like pay or HR and and and all of those things.

John Clendenning [00:09:21]:
Marketing keeps the lights on. Marketing gets customers to come to the door. In fact, as soon as you own a business, your number one role is to be the marketer of that business. That’s the only way the business will survive. It’s not, again, it’s not an an a sort of a necessary evil. It is the thing you invest in to grow your business. But a lot of people do a lot of marketing and don’t have much to show for it. They don’t know which one generated leads.

John Clendenning [00:09:50]:
P. T. Barnum once said, 50% of his marketing works and the 50% doesn’t, and if you could just figure out which, you’d be happy. Right? Something like that. Probably butchered that a little bit, but marketing is is, you know, A lot of people don’t know where the leads are coming from. They’re not tracking well. They don’t know what works and what doesn’t work, John. What’s the best flyer? Is there something I can do on Facebook? Is there a Facebook ad that’s gonna fill up my trucks with with with bookings? Oh, I tried that for a while.

John Clendenning [00:10:19]:
It worked, and then it stopped working. Again, don’t have much to show for it. All of that is a fail because, again, if, you know, if you don’t have a clear plan, you’re John overspend or, worse yet, underspend and underperform. So what is an ideal spend even, Right? That that becomes a really good question is because, like, you know, you can throw it in the chat. What what do you think? What percentage of revenue? It’s not never a dollar amount. I’m gonna give you away a little hint right now. It is never a dollar amount. It’s like, oh, the ideal spend is $1,000 a month.

John Clendenning [00:10:51]:
It’s $5,000 a month. It’s $20,000. No. Obviously, it’s different for every business, but what is the percentage of revenue? Because again, marketing is a core function of a business. There’s a percentage of revenue that should go to, technicians and and and building your team. There’s a percentage of revenue that should go to your the equipment, and upkeep, and repair, and vehicles, and gas, and all. There’s a percentage of revenue that should go to profits, profit first. There’s a percentage of revenue that should absolutely be going into your marketing.

John Clendenning [00:11:19]:
Not a dollar amount, a percentage. So does anybody have a rough idea what percentage they spent last year on marketing? I know sometimes we get people saying 8, 9, 10%, 12%. I’ll tell you from over 30 years of experience in a whole bunch of service businesses, cleaning businesses, and consulting entire franchises from the ground up, that correct number, in my estimation, in my experience, is between 15 and 20%, closer to 20%. Right? So what is marketing then? Well, Marketing everything you do that attracts a customer. When you wear uniforms, when you have your vans wrapped, when you have yard signs, when you have door hangers, when you take the real estate agent out for lunch or out to the hockey game, you can tell I’m Canadian, or to the basketball game, or whatever. When you, have, you know, neighborhood mailings, every door mail when you do pay per click advertising, when you do, you know, your website, and and on and John. You think of everything that that attracts people’s attention. New buyers or repeat buyers bringing your customers back.

John Clendenning [00:12:26]:
All of that is marketing. Everything you do there is Marketing. So 15 to 20% isn’t a lot when you add all that stuff up, and if you’re actually spending it well, your business is John to grow like crazy. So what we’ve got for you here just to start with, you can go to Masters Dash Workbook. We’ve got a whole workbook, that you can use afterwards. You don’t need to download it now. You don’t need it. You’re gonna print it off afterwards, and you can use it as part of your thinking the week, but, you know, next week Masters Christmas, the week between Christmas and New Year’s.

John Clendenning [00:12:58]:
Usually a little bit of a quiet week. You might have a couple large commercial jobs to go to. Lot of residentials don’t kinda worry about it that much. You’ve got a bit of a a quiet week. That was the week every single year I would plan out my next year’s marketing calendar for the entire year, not January, the entire year. There’s a lot of businesses that don’t even think of what the marketing they’re going to do until January, February of the of of the, you know, into the year. It’s already Carpet. You’re almost done the Q1, and you kinda go, maybe I’ll poke at this and think of the what we can do differently.

John Clendenning [00:13:28]:
Wonder what worked last tier. No. This tool, this this webinar here, this training, and this tool together, it’s really John help you. So knowing all that, you now know the opportunity. The opportunity that you have is to set clear goals and clear KPIs. KPIs are those numbers. How many how many leads do you need? How many bookings do you need? How many, you know, to to know if you John put an extra root on the road, How where is all that coming from? What do you what what conversion rates are you getting currently from your different pieces of marketing? How what’s your website converting at? What your ads Clendenning at? What is your social media outreach converting out? What are your flyers converting at or or or or mailings and things like that? You need to know an all your marketing those. And with goals and Carpet targets and KPIs, you’re you’re loaded for bear.

John Clendenning [00:14:18]:
You’re ready to go. So You want to generate enough leads to hit your goals and grow your business. You have to have goals already. Like if you’re doing 20,000 a month, $240,000 a year business and you want to hit $30,000 a month by the end of the year, that’s a 50% increase in your business, how many more leads do you need? Where should they be coming from? It’s not going to be one place, right? So and you wanna you also wanna know, what is your return on investment as well. So, one of the interesting things that, Dan Kennedy is one of the people that have said this. I’m sure others have as well, but is though if you can outspend your competitors to buy a customer, and I’ll show you what that means and how that can actually happen. If you can outspend your your competitors to buy a buy a customer and do it more profitably because your return on investment is higher, you’ve built your structured your business in a way that is set up like that, then you can dominate the market and be the number one go to best known cleaner because you can outspend them on marketing because they’re a discount operator. They don’t maximize the return on investment.

John Clendenning [00:15:33]:
They don’t even know what that means. They don’t maximize the conversions. We’ll talk about all of this stuff. Here are things that you can do. So if you plan for that, hey, what is my conversion rate right now, and how can I increase it? What is my booking rate, and how can I increase it? If you put that that kind of stuff in place, you can outspend your competitors, you can market more, and you can literally double your business in 2024. Brian Tracy, love Brian Tracy to death. Followed I’ve read most of his books, been on webinars and trainings from from the guy for 25, 30 years, and One of his most famous statements, the one I like one of the most anyways, is success is goals. All else is commentary.

John Clendenning [00:16:13]:
And what he means by that is when you set goals, then then then you know where you’re going. Right? Because if you think about it this way, If if if you’re a ship and you’re just sitting in the ocean, there’s no wind in your sails, you’re just by the the mercy of the tide, You don’t have any goals. You don’t have any direction. You don’t have a motor in the back to push you when the wind when the when the wind dies down. You’re not growing in any one direction, you’re gonna get somewhere. But is it where you wanted to go? Right? Think about that for a minute. You can move forward, but is it where you wanted to go? Right? But when you have clear goals, It is the wind in your sails. You’re attacking in the right direction, and your entire team is is focused on where you want to go, where the business is gonna go.

John Clendenning [00:17:04]:
So clear goals takes you in that direction. Now, again, I use the word attacking actually on purpose, because you think about it, do we ever have a straight path to anything in life? Oh, heck no. Our Path in life is, like, hey, I want this. Oh, we’re over here for a bit. Oh, we’re over here. The economy, oh, it’s up. Oh, it’s down. Oh, it’s up.

John Clendenning [00:17:24]:
But over time, are you tacking in the right direction? Are you adjusting course? Are you aiming at the right things? If you’re tacking in the right direction and with, you know, little bit of wiggle room left and and left and right, you are going to achieve your goals way easier, way quicker, and way more often than if you’re just kind of hoping and praying and winging it and just watching what other people do and kind of mimicking that and, you know, that kind of thing. So Harvard did a study, 1979, in interview of its grads, asked them if they had a goal for the rest of their life. Graduating Harvard, Ivy League school, tens if not 100 of 1,000. $1979, whatever that is today, 100 of $1,000 in tuition fees paid, to go there. 84% had no specific goals of what they’re going to do with their diploma after graduating. And this was graduates. This wasn’t 1st year. This was graduates.

John Clendenning [00:18:22]:
13% had goals, but not written down. 3% had goals clearly written John. Right? And a plan to accomplish them. They had had to put a plan in place. What were the results when they followed up with these exact same people 20 years later? The 13% of the class who had goals were earning, on average, twice as much as the rest of the class. The 13% that had goals written down That goals, but sorry, but not written down. Just had goals, but not written down. They knew what they wanted when they were graduating, what their plan was.

John Clendenning [00:18:59]:
We’re earning twice as much as the entire rest of the class, but even more staggering staggering, the 3% who had clear written goals, were earning 10 times as much as the entire rest of the class. Think of that. So setting clear goals. You need to have a written goals and plans. What is your mark what how what is your 1 year goal? We I’m not we’re not in a world where you need 3 years, 5 years, 10 years. We’re talking 2024 right now. You need a 1 year goal. If your 5 year goal or 10 year goal is sort of on paper to to have a $1,000,000 business, have investments, have a retire or have a, you know, a a vacation home somewhere or a cottage or whatever.

John Clendenning [00:19:42]:
Yay. Put that John. But what is your 1 year goal for the business? Can you divide that into quarterly chunks? We know the Q1, if you’re in the northern hemisphere of United States or in Canada, the Q1 of 2024, any year. It’s gonna have snow. It’s gonna be cold. You’re gonna have less customers, calling you. You’re gonna have to do more Street leather hustle, you’re gonna be knocking on doors, you’re gonna be going after commercial, talking about salt damage, you’re gonna be making outreach phone calls, you’re John be doing database deviations and all that kind of stuff. We know the sales volume is gonna be a little bit lower, but the marketing volume should actually be higher.

John Clendenning [00:20:15]:
Right? But what is your quarterly goals for for the Q1, Q2, Q3, and Q4 of 2024? What is your monthly goals? We know what we did January last year. We know what we did February last year. What are your goals in sales, in leads, in lead volume coming in? You know, all of those kinds of things. You must have a stopping point at the beginning of each new year and end of each quarter to reflect on how you did and what you can adjust going forward. So don’t just say, Hi, here’s my plan, and next year, next December, I’ll look at it. No. Break it down month by month, quarter by quarter. It takes about you know, sit down for an hour.

John Clendenning [00:20:53]:
Go to Starbucks, You know, get that murmur of clanking glasses and people talking in the background. Take a notepad. You don’t need to be on a computer. If you’re a computer person, type on a computer. Go into a spreadsheet. If you like Excel, Again, write on a notepad if you don’t. What did you do last year? What do you John to do this year? How many leads did you get? How many booked jobs did you get last year? What’s your average job? If you don’t know these numbers, you’re again, you you need to start working on your business. You need to spend some time knowing your numbers, so that you can actually make sense of them and make a plan.

John Clendenning [00:21:25]:
Right? So with all of that information, you can build out your plan for next year, everything we talk about from this point forward in, in today’s training is John to fit into that. Right? So what’s your revenue target? What’s your how much is that monthly? How many jobs will that require? Right? So if your revenue Carpet $30,000 a month, how much is, you know, or, you know, 300 360,000 a year. That’s 30,000 a Right? That’s fine. That’s your revenue target broken monthly. How many jobs will that require? Well, if your average job is $300, you’re gonna need a 100 jobs. Right? Break this down. What is your actual numbers? And with that, how many, you know, how many leads come in as well? So, again, if your revenue Carpet 550,000, that’s 45,800 a month. Your average job is 375, you need a 122 jobs.

John Clendenning [00:22:13]:
Right? So then we need to go, well, what is your average conversion rate? Do you know that? From phone calls, from text messages, from Facebook Messenger leads versus Facebook ads, from Google ads, from local service ads, from repeat clients, from referrals. Divide. You need to know each one of them broken John, and then aggregate what is what is that number. So say for example, your average booking rate was 50%. A lot of people think their booking rate is much higher than that. In fact, if you want, take it even lower. Just say it’s only 30%. Right? We find that a lot of clients, oh, we’re booking about 70%.

John Clendenning [00:22:50]:
We start running their numbers, they’re 30%. They have no follow-up. They don’t it it’s either yes or no on the phone. They might get a 100% from the repeat clients, 90% from the referral clients, and, like, 20% from the cold leads that don’t know who they are, and they don’t even realize it. And all in blended together, it’s a 30% booking rate. So know your numbers, but in this scenario we just talked about, it’s 244 leads. Next piece of, resource for you, you can go here to Carpet In this worksheet.

John Clendenning [00:23:23]:
You can type in all your numbers. It’s got a whole bunch of tabs on it, and you can click through this document, and it’s it’s a spreadsheet available for you. Just make a copy of it right on the home page. It gives you the instructions just above this this, banner right here. There’s instructions on how to click file in Google drive. Make a copy of it. Make it yours. Play with the numbers.

John Clendenning [00:23:44]:
There’s formulas built in. Just change anything that’s in yellow to your numbers. Right? And, There’s actually arrows pointing at the ones that you need to change, and what you can find out is you can just tweak the numbers up and down. On the 2nd tab, all the different ways you can get leads and how much it roughly costs you, it’ll actually figure out an average cost per lead from all sources. Right? And then it you can go into, well, how does that break down between online and offline marketing? And in online marketing, where do I need to spend the money? And it helps you break all of that John. So then you can now create your goals. So you can create your goals, and that should actually say 2024, but what are your goals for 2024, and how many leads do you need to get there? Right? Now once with that piece of information, who are you targeting? You need to update your marketing message. You need to know if I’m growing my business, where am I growing it? Right? So That now becomes the fundamentals of marketing.

John Clendenning [00:24:42]:
Why am I talking so much about marketing? Because if you own a cleaning business, if you’re the owner, you are the marketer of that service 1st and foremost. 1st and foremost. You don’t have to be the one that knows how to build a website. You don’t have to be the one that knows how to, you know, tweak, Tweet click the buttons and run an ad. In fact, you should, and if you learn all of that stuff, you should own a digital marketing agency or a marketing agency of some sort and sell your cleaning business because now you know too much about Marketing. The how to’s, not the whats. You need to know the what. Right? So the fundamentals.

John Clendenning [00:25:12]:
1st of it is, Who are you marketing to? That is your market. Who is your target market? Who is your ideal customer? What message do you need to say to them to attract them to you. What what is different about you? How can you tell them that you’re different? Right? You need to, you need to have, an understanding of how to, of of of of what is different about your business. You cannot be a commodity in today’s day and age. I you read Claude Hopkins scientific advertising from 1917, 21, something like that, still true today as it was then. It is Marketing is about why telling people how you’re different, and then tracking your KPIs. And the media, where do they hang out? How do you get in front of them? So let’s talk about that. Hey, Todd.

John Clendenning [00:26:03]:
Thanks for being on here. You want advice about setting goals and, when starting from scratch. Yeah. For sure. Again, a lot of what we’re talking about here in those workbooks and the, the spreadsheets and stuff like that. What I strongly suggest all of you guys do is go through those over next week, a little bit of a quiet week. Literally, You know, take a Tylenol or an Advil if you have to, if it’s painful for you. You’re the owner of a business.

John Clendenning [00:26:26]:
Your your your core job is to work on the business, not in it, and one of the John the is planning. So go through that and then hit us up. I have no problem jumping on a call and having to talk about this. I love this stuff. I’ve done it for for for decades. I’ve consulted on it. I can I can guide you and say, hey, I’m again, I’m not gonna tell you what to do? I’m gonna ask some really pointed questions, and have you go, oh, oh, but you’re gonna get a lot of this training as well, because that’s where we’re gonna be heading with all of this stuff, just in this training alone. Right? So who’s your ideal customer? Let’s think about this.

John Clendenning [00:26:59]:
We call it a, a customer avatar. And one thing I want to mention here on the customer avatar, Don’t just think of having 1 avatar. Kind of sounds a little strange, but say the biggest part of our business, 70% of our business comes from residential Cleaner. Right? Well, that you’ve got a customer avatar in the residential world, and we’re going to walk through who they are. But What if you do some commercial cleaning? I knew. I learned. I didn’t know at the beginning who my commercial customer avatar was. My commercial customer avatar was not a 50 to a 100000 square foot office building.

John Clendenning [00:27:34]:
Did we get called out to do quotes on those from time to time because we were Known cleaners in our area? Absolutely. Did I politely excuse ourselves after a while? At first it was like, oh, let me go measure. Let me spend half a day Looking at this whole facility, are we ever going to get it? No, because that wasn’t our ideal ideal customer avatar. We didn’t want to be working all day long, and then from 5, 6, 7 o’clock at night till 3 in the morning, 4, 5 nights in a row to get that done. Still needing our day John, and and at as you know, a very, very small rate because obviously big big corporations and big companies like that, they’re just trying to find it cheaper than paying their own guy in house. Right? So, but we did find that our ideal commercial customer avatar was, like, small medical, dentists, doctors, chiropractors, and and other professional offices, accountants. So smaller offices, know, maybe only a couple 1000 square feet, but you could do them at the end of the day. It could be an overtime for the technician.

John Clendenning [00:28:34]:
They’re willing to pay for protection. They’re willing to, pay extra for spots and stains. The it may be not the same rate as you do a residential client, but the cost the the, The actual hourly rate that you were getting, because it’s wide open, nobody’s there, you can clean quickly, was as good if not better then your residential, and it fit in. Now, you you don’t need to do there’s not enough of them to do every single night all the time necessarily, but it became an avatar we chased down and sold to continuously for 20 of the 27 years I owned the business. So probably took me 6 or 7 to really dial in our best avatar. So think of it that way, but let’s look at the residential one. Right? Our ideal customer avatar is usually a homeowner, 35 to 55 female, occasionally male, but 80% of the time if you check who looks at the ads, who responds to stuff like Google Analytics, and data, and website data, and Google search console, and all of that kind of stuff, you’ll find this is absolutely true. Married with 2 to 3 kids, head of the household, don’t tell the husband that, but head of the household is is mom, usually has and then, again, this number might be a little bit low.

John Clendenning [00:29:39]:
Inflation has Real I’m gonna say that’s probably close to 85, 90,000, depending again, different in different areas around the country, but, annual household income, 100,000, 125,000 in some areas, 150,000 in other areas, but think of your area, know what your median family out household income is, and understand that your ideal customer is not the middle of the road. They’re they’re the ones that, higher cleaners are family oriented. They’re reliable. They usually have pets 75% of the time. Take pride in their home, home decor. They like to help others. They expect the same. They’re usually Marketing, crafts, you know, interior design, things like that, interested in the community.

John Clendenning [00:30:15]:
What are their pains and frustrations? Right? And I’ll tell you why we’re even thinking about this. Oh my god, John. I’m a carpet cleaner. Why do I need to do this? No. You’re a marketer of cleaning services. They can’t get the Carpet Cleaner company on the phone. That’s one big one. Nobody returns their calls or messages.

John Clendenning [00:30:29]:
They need their carpets cleaned or furniture cleaned. Obviously, that’s a pain of frustration. The house is not smelling fresh. There’s something funky about it that they’re trying to solve. Too busy to deal with it. Don’t know what to do themselves. Don’t want to do it themselves. Don’t want to make a mess.

John Clendenning [00:30:42]:
Don’t want to ruin their fine stuff. They’re not living in an apartment with rented or or, furniture they bought off of used furniture off of marketplace, and they’re not, you know and don’t own the carpets. They are homeowners. They’re too busy to deal with it and don’t, you know, Don’t John don’t wanna problems. They’re worried that the situation in their house could get unhealthy, and they wanna know that they’re maintaining a healthy home. Those are their fears and frustrations. Right? How what are the implications of those fears? They don’t John to be ripped off or overcharged. They need to understand.

John Clendenning [00:31:14]:
They don’t need a discount price. We’re not talking about that. They need to know that the person coming in isn’t going to say one thing and do something else. Pay too much for something it could have gotten elsewhere. This is, again, a caveat to that is if you’ve got a unique way of cleaning, you’ve got a unique way of explaining what you do, if you’ve got packages and systems in place, then, again, could they have gotten that somewhere else? Everything that you’re talking about combined? Yeah. But what’s that price? What is your competitor charging for a full suite of services all in, and if you’ve got a package, you bundle it up lower, but most of your clients take that, you’re selling at higher prices than the other guy that just goes, you sells everything a la carte, so ways to think about it. They have, they don’t want their home damaged by faulty workmanship. How do you guarantee that? They don’t John to wait around for the carpets to carpet cleaner to arrive.

John Clendenning [00:32:01]:
They don’t want to be inconvenienced, coordinating it. They want to make it as as simple and easy as possible. They don’t wanna cause a disaster in their home, and, they wanna make sure they can afford it. They wanna know what that’s all about. And their desires is to get clean carpets, have put the issue behind them, have a well kept home, all that kind of stuff. So they want the peace of mind of doing it. So now, again, with that avatar in mind, Again, this is one of these cool phrases that can stick in your head. If you see Joe Jones through Joe Jones’ eyes, you can sell what Joe Jones buys.

John Clendenning [00:32:34]:
I love that little, Limerick phrase because if you can actually see what your customers want, you’re not selling them what you think they want. You’re selling them what they John, right? And it’s not the services they John, it is the removal of of of of pain and allaying their fears. Right? So if you can put all of that in your marketing message, if you can come up with a unique sales proposition, a compelling sales proposition, Why you? Why Nova Steam over Stanley Steemer or, you know, 0 Rez? Why you know, Think of in those terms, what is different about you personally owning the business? What do you promise to them? What can you say? What can you show that’s different? Put yourself in front of the customer, put your face in front of the customer, be transparent to them, and build a system, and they’ll buy from you. Right? So now we know, we we know who we’re targeting. Let’s let’s think of the message for them. Right? Let’s think. What should someone choose what, you know, what should someone choose to do business with you? Why? Sorry. Why should someone choose versus the competitors? I’ve only got 3 lines here, But on a piece of paper, in your homework time, start it right now.

John Clendenning [00:33:44]:
There’s a little bit of of this this sheet right here is in that workbook that we talked about at But think about this, why should somebody choose your business over your competition? Call every one of your competition. Go to their website. See what they’re offering. See what they’re promising. See what they’re doing. See what they sound like. Right? You know, hit whatever star 72 or whatever is on your phone, to to block your phone number.

John Clendenning [00:34:11]:
I don’t Carpet, but Figure out what you can do and say and be different that matches those fears and those desired outcomes. Right? What benefits do you offer your target customer, that will resonate with them? Right. So some that work, Eco friendly Cleaner, 100% satisfaction guarantee or it’s free. We used to offer, Like, we had different packages. Packaging is a brilliant thing. If you ever need to talk about packaging, hit hit us up. It’s part of one of the things we we help train our new clients on and stuff like that as well. And even some of our old clients, they go, oh, I’m finally ready, John, to do this packaging thing you talked about.

John Clendenning [00:34:51]:
But yeah, a 100% satisfaction guarantee. Does that mean your your competitors say, well, we 90 90% guarantee your satisfaction? No. Right? But the or it’s free, and there’s these different ways to word that, that kind of thing. We had a, a 1 year spot free guarantee on one of our higher end packages that came with protection, came with a spotting kit, came with a bunch of stuff. What was the guarantee if you spill something on the carpet and it does not come up with our spot remover that we gave you? Will come out free of charge and work on that stain for you. Right? That was our spotting guarantee, right? So if they, we gave them, we gave them a, a sheet of how to take care of spots John the back of it was the waiver basically saying if you spill a toilet bowl, acid or bleach or this or that, blah, you know, those things aren’t John come out, but if your carpet has been cleaned and properly protected by us and being well cared for, you’re going like it’s going to resist spots and stains. Right? Our high end package had a a free cleaning, a free traffic lane cleaning in 6 months, where we upsold them, refreshing that protector. So we only charge them for the protector, but we charge them regular, you know, 20¢ a square foot or whatever, and we you’d you’d make 80, 90, a100, $120 to go back and just clean the traffic lanes.

John Clendenning [00:36:07]:
Right? Because they would ups they would take the protector and maybe get a couch thrown on at the same time and a bunch of other stuff, So really good package on the 3rd 3rd end was the free cleaning package, free free cleaning within 6 months, but you can create guarantees that you guarantee that if there’s anything they’re not happy with, you’ll come back and re Cleaner. No questions asked. If they’re still not happy, you’ll give your money their money back for the areas they’re not happy about, whatever. If you they can find a competitor that can get it cleaner than you, then you’ll you’ll pay for that competitor to come and do the work for them Masters that those first 2 steps are taken care of. Like, all of that stuff is messaging that works for somebody who has those fears. So you don’t need to be afraid of it. Right? You John talk about highly trained technicians, IICRC certified if that’s, you know, is that your thing, whatever. Phone and chat answered live during business John.

John Clendenning [00:36:56]:
Honest pricing, no sales gimmicks, no hidden costs. What that means, maybe you do. We’ve got some people on here. I don’t Joe, if you’re on the call, there’s a bunch of bunch of guys that every single customer needs an on-site quote first. Why? Because you know you sell 80 or 90% of on-site quotes, and you sell them for more than what you would have on the phone. So you’ve changed the way you do your business, and you only do, everybody has to book an on-site quote first, right before the cleaning. Now you have to have the system in place to come out and do on-site quotes quickly, but that’s an option, but you can also have both options as well, where if they’re ready to book, but you know what it means that when you come into the home, you’re gonna give you’re gonna give a fairly accurate estimate range over the phone, and and the exact price when you show up within that range, based on the information they told you, it’s gonna be between 250 and $350, ma’am, or 250 and 325 on the day of Cleaner. We’ll we’ll measure everything up, we’ll we’ll go over the areas.

John Clendenning [00:37:47]:
It’s all based on exactly this. Our price is very exact, So, we know, you know, it’s based on what you have. We don’t know that till we see it exactly, so anybody who gives you a quote over the phone isn’t really sure if they’re John to be under pricing or over pricing when they show up. We know exactly that you’re going to be charged for the time and materials it takes for us to clean the Carpet because it was based on exactly this. So we’ll give you a range over the phone. We can come out ahead of time. We can come out in the day of cleaning, and dial it right in to the exact penny for you. That’s no gimmicks.

John Clendenning [00:38:16]:
That tells the story without having to quote over the phone. Other things you can make the if you can make the case for same day Estimates, you know, money saving offers. Not discounts. Again, we we have a whole training about offers. It’s not about discounts, it’s about value stacking. You’re gonna leave the job site squeaky Cleaner. Make sure you talk about, like, we used to sweep the front porch off, and we would we would take, you know, one of those Euromobs, and we’d roll out a red carpet right inside the door. We come in, change our shoes, step off, never walk beyond that spot with our outdoor shoes on, and always switch our shoes, never walk outside with our indoor shoes going outside, and then even when we’re done, we’d we’d roll that up, before we put on our our outdoor shoes.

John Clendenning [00:38:57]:
We we would actually Actually, give take a a a damp euro mop and do a quick mop of the hallway. Again, unless they said, no. No. I use some special products. Don’t worry about it. Okay. That’s fine. I’d like to give a quick sweep and a mop of the hallway just in case I’ve tracked some stuff in, you know, all that.

John Clendenning [00:39:10]:
And they’re going holy crap. That’s a lot of stuff you guys are doing. So talk about it, your squeaky clean John site that you lead for sure. Your proven track record, show client stories, great you know, your great service guarantees that we talked about. So that’s your messaging, right? Now you’ve got to talk about the media. Where do they find you? Right? So what is what is the media? How are these people finding you? And you’ve got to think about that, and we’ve got to start thinking about it of an all in perspective. It’s omnipresence is your marketing message of the day. It isn’t 1 channel, and then when that, then you switch to another channel.

John Clendenning [00:39:46]:
No. You gotta be looking at As you grow your marketing plan, you’re stacking. You’re stacking. You’re stacking grassroots with some digital. You’re stacking the digital with some paid ads. You’re stacking that with some social media. You’re not stopping. You’re stacking.

John Clendenning [00:40:00]:
Everything works in concert with everything else. It all helps build your brand awareness as well, which then, actually causes more interactions with each one of those over time, so you’re building a momentum and, like, just like this, a wheel that just spins. You’re building momentum over time. So you John think about stacking. Even every door mail, on postcards, radio ads. Once you start getting 3 or 4, 500, $600,000 a year in sales on, your 20% marketing budget leaves room for radio ads that now may creates even more brand awareness stacked on top of everything else. Right? In Canada here, you know, every every town has even towns of 10,000 people have a hockey rink. Can you sponsor the hockey rink? Can you put your banner on the boards or on the steps going up? You know, again, just another avenue.

John Clendenning [00:40:49]:
Where do you spend your 20% of revenue to grow the business to extreme levels. Right? You John to make sure your website is a hub to convert. It’s one of the main things of your media, one of your wares. So website, there’s an example of a website. For example, You’ve got social proof popping up. You’ve got, automations we’ll talk about in a minute. You’ve got your phone number up in the top right corner prominent. You’ve got your actual h one tag, it’s called for SEO, but below that, it looks like the biggest heading and it isn’t, like, in in the coding is your risk reversal guarantee.

John Clendenning [00:41:26]:
Your personal. There’s your family, real people, all of that kind of stuff. You want to make sure that your website, and we’ve done trainings on this specifically, but your website is set up convert. When they start scrolling down, there’s conversion elements all the way down it, and we it’s personalization. People don’t buy from brands and and brands help influence them to remember you, they buy from people. Right? Even in the franchise worlds that I was in, It we didn’t show the franchise cheesy model holding, you know, holding the their their their cleaning tools or whatever. No, no, it was me, my wife, my kids, all of that kind of stuff. So you want to make sure that you’re, you know, you’re the face behind your business.

John Clendenning [00:42:07]:
It is a local business. You’re not selling nationally. Right? You want to make sure that you’re you’re tracking your numbers, but as an example, Google Maps should be a big focus as well. Getting reviews, uploading pictures. If you’re working with a web team, sending them the pictures. Using their reputation and review tools to get more feedback and reviews. Optimizing that listing and do everything you can because And having an actual listing that’s near an office, an address that’s near one of your target Marketing, right? If you’re in the industrial area and for the next 5, 7 miles around you is factories and you target residential, your maps listing is going to do very, very little because there is a proximity as well. So you want to make sure that you’re you’re thinking of these kinds of things.

John Clendenning [00:43:00]:
So authentic images. Speak to your target market. We just told about it. They’re fears. You have a website that turns around and says, hey. Are you are you do you run a busy, hectic household? Is it, tough enough getting the kids off to dance and and soccer, and and and karate, and and the dog to the groomer, and and and next thing you know, you’re you’ve you’ve had, you know, The weekend comes and it seems like you run out of weekend, before you even had a chance to do half of what you needed to do, and the week starts again. We wanna take 1, you know, one of those, You know, cleaning the house is the last thing on your mind, keeping the carpets and and furniture clean even farther. We wanna take that off your list.

John Clendenning [00:43:35]:
Does that speak to your target avatar? Absolutely does. So you want to include video elements. People watch video, spends more time on your website. By spending more time on your website, you get better rankings as well. You show up more. Showcase your online reviews, real ones, not the fake cheesy, you know, here’s the 3 reviews come back to my website a year from now. Here’s the same 3 reviews. Make it easy for them to take action everywhere on your website.

John Clendenning [00:43:59]:
Have the basics in order. Phone number in the upper right Cleaner. Ensure there’s a a web form that customers can fill out. I’ve had some clients tell us, you know what, John? We don’t like answering web forms, so we just want them to take them off the website. I’m going, k. Really? But Some your there’s a number of your clients that or or leads or prospects that will John to fill out a web form. They don’t want to call and they don’t want to chat. So are you okay with them just choosing somebody else? Because you can’t force people to do what you want them to do.

John Clendenning [00:44:32]:
The customer is not always right, but the customer is always the customer. So you can have smart forms, and we’ll talk about that. There’s ways to do that, but you don’t just decide, oh, I don’t John do chat. Oh, I don’t John to do I don’t want to answer my phones. Take the phone number off. I just want people to self book. Do you think a brand new customer, a brand new lead who knows nothing about your business, is John click a self booking link and choose the rooms they want, build their own quote, and book with you without knowing why you’re different and having any chance of you influencing them? Ain’t John happen. If you’re the lowest price guy in town, maybe, but how else are you gonna tell them what you do? Now you’re repeat customers, by all means.

John Clendenning [00:45:14]:
Hey. Give us a call or book book your point yourself. You know our prices. You know what we do. Click here. Right? For sure. I still like the influence of calling them and chasing them and all that kind of stuff and chatting them and being all friendly on the phone, but yeah, New customers need influence. Your website needs to influence them and what you want them to do is fill out some sort of form where you’ll call them back and Give them an estimate, not self booking, just so you know.

John Clendenning [00:45:41]:
You want to make sure there’s lots of call to actions. You want to leverage offers as much as possible. So, again, not discounts, not deals, value added offers. And you John to make sure you have two way chat on your website. So we like chat to text, so it shows up on their cell phone, they can leave the website, nobody has to sit there on the website. Oh, let me wait till they come back with an answer, and you don’t have to sit there. You know, there’s automation involved, we’ll talk about that, and are you leveraging automation? Right? We just thought mentioned that. So a website has a very specific layout, a very specific format.

John Clendenning [00:46:10]:
If you’re one of our clients, you know it, you see it, we we have it dialed in, we know how to increase conversions, we track all that, we put heat maps on it, we know what people are clicking on, we know what What what they’re spending time on, all of that kind of stuff. But we’ve got some training on it, and if you, again, stick to the end, I’m gonna give you that route that, link, and one of the things in there talks all about this. It’s this actual guide. Right? So if you pull your up website up right now and can take a look at it. We’ll keep moving, so we don’t stop on that one. But now what are your 3 action items, right, for your website. We talked quite a bit about websites here because it is the hub, but it’s one of the media. It’s one of the places, but, right, what are some of the things? You can write them down on your your current website.

John Clendenning [00:46:56]:
Again, if you’re not not if you’re not a client of ours, If you’re just kind of stumbling across this and learning and planning, what are things you need to change, right, to make that all work for you properly. And now what we want to get into is the biggest problem most carpet Cleaner space, which is unconverted leads. 60 50, 60% of inbound leads leave unconverted. They did not turn into customers. What are you doing about those? 90% of web forms and even chat fails to convert. Why? Because the leads are not followed up with within 5 to 15 minutes. If a lead is not followed up with with immediately, at the worst case scenario, 5 to 15 minutes, they have gone cold. They’ve moved on to something else.

John Clendenning [00:47:44]:
Again, if a repeat client, yeah, of course, they might wait around for you. They wait for you to call them back. Oh, yeah. Tom takes forever to call me back, but, yeah, he’s my guy. That’s not a growing business. Right? But when it’s a you’re doing good outreach marketing and you don’t you’re not right there, on top of that lead with a great script and great conversions, and knowing your conversion rates, and knowing how to improve them, and tweaking tiny little tweaks over time, so you’re getting a little bit better and a little bit better because you’re tracking stuff. If you’re not doing that, yeah, and you’re not within 5 to 15 minutes, you’re missing out. Customers must be followed up with 5 to 7 times before bookings, and that should actually say leads.

John Clendenning [00:48:22]:
Customers, I you know, there’s customers and clients. Clients come back over and over again. Customers are the one time first time thing, leads are people that haven’t booked yet. Right? They need to be followed up with 5 to 7 times, a lot of them. So that is why most of them go stale. That’s why your booking percentage on cold leads might only be 20, 30%. You have not chased them at all. Chasing means messaging them back later today, messaging them and calling them tomorrow, waiting a day or so, sending them a whole case study story of other clients just like them that got stuff done, they were happy, waiting a day or 2, calling them back again.

John Clendenning [00:48:56]:
Like, does that sound like you’re bugging them? No. If it does to you, you don’t understand marketing. You have to people forget. People don’t you know, if you got them on the phone, they said, yeah. I’m thinking about it. I’m just kinda planning for month. Awesome. Cool.

John Clendenning [00:49:09]:
Let me send you over some information about us, and, hubby, I give you a callback in, let’s say, 3 weeks, 4 weeks. Yep. Okay. You put it in your calendar. You call them back. They won’t remember you. Right? Today’s customers prefer to interact by text message. We know that, so make it available on your website and everywhere else.

John Clendenning [00:49:26]:
Leverage marketing automation to follow-up with web forms within the 1st minute or 2 and, you know, of submissions via phone, email, and text. We actually have a our our tool, Carpet cleaner lead pro, Mentioned up here in the top Cleaner. As soon as somebody fills out a web form, it rings them. If they get on the phone, it rings you. Right? And connects the 2 of you together to have a conversation. If they don’t pick up the phone call, it texts them. If they miss the call, they can’t take it. They filled out the form, but they’re not in a place they John to take a Carpet.

John Clendenning [00:49:55]:
Whatever. Hey. Thanks. You just noticed blah blah blah blah blah. You filled out the form. Really appreciate it. Looking forward to getting a hold of you know, answering all your questions. In the meantime, I’ve got a quick question for you.

John Clendenning [00:50:04]:
Automated. Get them, start chatting. The more they start chatting right away, the more you’ve taken them off the path of finding somebody else. Put automation in place. Right? Every prospect, it needs to be touched 5, 6, 7, 8, 10 times over the next 2 weeks to increase your conversions. It looks like this. No matter which lead source, there’s a path that they go down that becomes a a communication and chase. If they talk to you and then they go stale, then in your pipeline, they’ve turned into somebody who is thinking about it that didn’t book a quote or didn’t book a job yet.

John Clendenning [00:50:39]:
Right? That’s now a lead that’s kind of gone quiet. You they they need a whole different level of Marketing, And then if they actually kinda just, you know, say the the the transmission went out in the car, you know, the furnace blew, whatever, money went somewhere else, What do we do as business owners? 99% of business owners never follow-up that person ever again. Oh, well, I lost them. I don’t know what happened. Good business owners have an automation in place where there be that person gets an email and a and a text message in a month. Not about, oh, sales pitch, big, big No. Hey. Just checking in to see how things are going.

John Clendenning [00:51:15]:
In the mean, I just popped you a quick email. Just a little bit a little story about one of our happy clients that are one of our the the the services that we solved, you know, for one of your neighbors. That’s one of the better ways to word it. Everybody in town’s a neighbor. One of your neighbors, thought you might be interested. Right? And they’re on a monthly drip until they buy or unsubscribe. Simple math. You generate a 100 leads in a month.

John Clendenning [00:51:42]:
If your average size business, small like 10,000 a month and not a lot of right? You’ve got maybe 10,000 coming in from new leads, and you’ve got fifteen or 5,000 coming in from your repeat clients, $15,000 a month business, running it just under 200,000 a year or whatever, you know, what does that work out to a 180,000 a year. Right? One truck operation quite easily. 30% conversion rate on cold leads. No follow-up, you book 30 jobs, your average is 3.25, you made 10 grand. Do the exact same math, exact same number of leads. You did not change your marketing. You did not change your marketing. You did not spend a dime more.

John Clendenning [00:52:18]:
You just put in conversion optimization. Now you’re booking at 70% because you chase them for the next 2 week or 2, and that 31 up to 50, and you continue to chase them the end of the month, the next month, the next month, and then that went up to 70%, 50 to 70, another 20% actually said, you know what? I John to try these guys out. Right? Good marketing targets the right people, the ideal customer, and then you chase them until they buy. Now instead of 9,000, you’re almost at 23,000, almost tripled your revenue with no more expense. Now if we go all the way back to the Clendenning, what did I say at the beginning? The marketer who could spend more to buy a lead, to buy a customer will always win. How do you spend more? Raise your average ticket, that’s one way, but before that is convert more. So you have the you have a lever, a couple Cleaner to pull. One of the levers is conversions.

John Clendenning [00:53:21]:
You can have better follow-up to get them to come back, you can have in that follow-up a compelling sales proposition, unique sales why you over everybody else and tell that story in all of your message. Better messaging, like we talked about, Marketing right to your average, your ideal customer avatar. Right? If you’ve got marketing going out to commercial, you change the follow-up messages to talk about the commercial to your ideal customer avatar, right, and better scripts on the phone. Better scripts can double the number of bookings right out of the gate. You automatically get a better script in a second? No, no, no, no. You work on scripting. You learn scripting. You work on scripting.

John Clendenning [00:54:03]:
You try things. You rehearse it. You get your staff to rehearse it. Whoever’s answering your phone. There is no such thing as sending it to an answering service that, yeah, we’re doing we just answer the phones. We can’t you know, not at all. You you can’t be answering the phones when you’re standing and talking to missus Jones and trying to influence her to upsell the ticket, and you’re walking through, and the call comes in, and what do I do? No. No.

John Clendenning [00:54:26]:
No. No. You have to have a mechanism in place for somebody else to be Answering your phones and getting back to people, a bit of automation, but you have to Whether it’s at a stay at home mom, is that a well trained call center that has somebody trained just for you that knows carpet cleaning, that has access to your ServiceMonster, your Housecall Pros that can book it in, that knows your area well enough, or at least can pull up a map and route, and not have somebody 3 counties away booking in at 9 o’clock and somebody at, you know, all the way across an hour and a half later at 10:30 in the morning kind of idea. A little bit of that kind of stuff. You need to have somebody who knows that. Again, stay at home moms, stuff like that are really good. You just pay them per booking that they put into your calendar. 25, $30.

John Clendenning [00:55:09]:
Every other call that they take is just, you know, again, answering service processing, but they get paid only for the bookings they get, and you teach them scripts, and their booking percentage will get up to that John cold leads, that 60, 70% range, for sure. Right? So think of the conversion elements, not on your website, but in your whole Marketing. And the takeaways from this section. What did we learn so far? Now the final part of this is knowing your numbers. None of this happens without knowing your numbers. How are you John increase your conversions without knowing your conversion rate? Right? Sometimes it’s hard to go backwards from this point back, but can you go from this point forward? How many inquiry calls, messages, and emails, and form fills did I get today? That’s just a simple Excel spreadsheet, and how many of them turned into jobs. Right? There’s automations and tools. We have tools for that.

John Clendenning [00:56:09]:
Carpet Cleaner Lead Pro is a great tool as our as our clients use it and move their leads across. It calculates the conversion rates and all of that for you. We know if you’re terrible on the phones. We know if you’re terrible at follow-up. We can do the automation. We we remind you to reach out and call. If you don’t, we can see that. We know that your conversion rates are nowhere near the average across hundreds of clients.

John Clendenning [00:56:33]:
Right? So again, what’s the average conversion rate? You should know that. How many came in, like on your websites and like we manage websites for our clients, but if you if you’ve if you’re managing your own website, how many leads, how many people looked at your website and how many filled out a form or picked up the phone? You have better have call tracking numbers. You better be tracking everything. Right? One of our clients, as an example, Q1 on Carpet cleaner lead pro from October to December. Web leads this was from last end of last year’s data. Web lead conversions up from 31 year to date to 65% because of carpet cleaner lead pro alone. Their average ticket was $415 So they generated in that quarter, October, November, December, They generated 367 leads and now book 65% of them. 300 238 jobs according to their service Masters.

John Clendenning [00:57:32]:
They generated $98,000. A projected 15 to 1 return on investment just by knowing the numbers. Right? Total investment, $6,677 over those 3 months. Oh my gosh, John. I would never invest that much. What’s 20% of 98,000? It’s almost $20 over that 3 months. They should be investing $26 went into their digital marketing. They have almost 7.

John Clendenning [00:58:05]:
They have 13 grand left over to invest in more marketing. Now this is growth, so they actually, you know, they they now realize, hey, we can invest more, and now they’re they’re $100,000 in 3 months can turn into $200,000 in 3 months, because they got a lot of marketing room to grow and do other things and find new avenues and channels, and we help with that. Right? But that’s the way you can figure it out. So set This is where we’ve gotten to so far. Set clear goals, Get clarity around your market, your message, why you’re different, your media, who where you’re John to reach out to people, what are you going to do. It’s about stacking. It’s not about switching. It’s stacking.

John Clendenning [00:58:43]:
You join Facebook groups as a business owner, local Facebook groups, and mommy blogs, and all that kind of stuff. Right? That’s just another thing you do. You dedicate 20, 30 minutes twice a week, 10 minutes, 4 times, 3 times, 4 times a week. Pop into these groups. Shared. Be a good guy, share some stories, share some tips, never sell. Just be a good business owner. They come to your Facebook listing, watch a YouTube video or 2 John how to make certain things private, certain things available to only friends, and certain pay for to acquaintances.

John Clendenning [00:59:16]:
Let them know who your business is. Change your cover graphic to show you with your truck, your business. Let them know what you do. Give them a link to your Facebook page for your business in your personal profile because people are gonna see your answers and then go, who’s this guy? Right? That could be a real estate agent. That could be a carpet store owner. That could be a maid service, and they could go, oh my god. I I don’t like our guy. He’s been pissing off our customers.

John Clendenning [00:59:39]:
Let me talk to this dude. Right? So, we made sure, the website is optimized for conversions. We talked about that, and we John to set up KPIs and tracking. Key trends. Let’s just rattle through this quickly. We’re just on the hour. Gonna wrap you guys up. You must have an all in perspective.

John Clendenning [00:59:57]:
SEO pay per click, local service ads, social media, email, direct mail, you gotta be starting to stack. When you’re a small business, you don’t have a lot of people to direct mail. Gonna be direct mailing your database, but you you can also pick up the phone. You got a lot of time to do shoe leather. You’re gonna be knocking on doors, walking into those Condos and property managers and, you’re gonna be joining property manager associations as a vendor. You’re gonna be, you know, being a guest at every BNI group you possibly can, chamber of commerce, all that kind of stuff. You’re just getting out there, out there, out there, out there with your unique message. Video, video, video, and then when you’re done, more video.

John Clendenning [01:00:32]:
Pick this thing up, your phone. Talk into it. Get good at it. Get used to it. Don’t even have to be good at it. Get used to it, and then share it out. Right? Be the face of the business. Wear a nice shirt.

John Clendenning [01:00:44]:
Don’t go out and clean carpets or or do work in jeans. When you’re walking in when you’re meeting a real estate agent or your, going into a carpet store, right? A little bit of cologne, very neat and tidy. Look like the owner of the business Still wear company shirt, but maybe your shirt’s slightly different. When you’re the technician or when there are technicians, they gotta be clean. Spare shirts in the truck. Look the part. Show up. Ready for ready for to to be remarkable so people can remark on you.

John Clendenning [01:01:14]:
Conversion optimization and artificial intelligence is leading the way. Google Ads is all artificial intelligence now. Right? We design the ad campaign. The algorithm takes over and and we we we teach it what the ideal customer should look like. The algorithm takes over. We feed it the data of everybody who interacted with the ads, everybody who made it into, you know, Carpet Cleaner Lead Pro, who converted into a, a lead, a phone call, a form fill. We teach it. We give that back to the the AI.

John Clendenning [01:01:46]:
We give that back to the machine learning. If if you tell us that they became an actual customer, we feed that back. It helps the AI dial in better and better. That happens with Google or Facebook is is is coming along as well. Google’s been doing this for years and getting better and better and better at it. Facebook is now coming up as well with It’s it’s all about our job is all about teaching the algorithm. It’s understanding and teaching the algorithm. Artificial intelligence is everything.

John Clendenning [01:02:12]:
So let’s build your plan. Find out where your leads are coming from. Start stacking. Again, I’m John give you a resource. You can go here. You can go and look at what your, the ultimate Internet marketing checklist. Right? Talks about it’s it’s it’s a report that we give out. It’s available at the end, at the end of this call here as well as one of the things you’re gonna get.

John Clendenning [01:02:33]:
So Top 3 Internet marketing initiatives to put in for and I don’t even know medically why that says 2022, but the top 3 Internet marketing initiative initiatives for 2024. We want to borrow this slide from an old presentation. Set your goals, 3 fundamental marketing. We talked about this, how to optimize your website for conversions, the big picture of all the online marketing channels you should be tapping into to maximize, the big picture is stacking. Omnipresence, omnipresence, omnipresence. The winner is the one that’s seen most. Your vans in the drive thrus, your door hangers, your yard signs, again, all match your social media. You outreach into groups.

John Clendenning [01:03:13]:
You have ads running. You if you’ve got if you create a video and you post it up and you you find the best video, one that starts all of a sudden one of your videos. You don’t know which one. I don’t know which one. Why do certain TikToks take off? I don’t know. Right? But you find the best video that that you put on Instagram or or or or YouTube as a short or on on your Facebook, shared out into groups, and all of a sudden you got one that’s gone viral. What do you do with that? Run ads, run, run ads against it, run paid ads against it. You found a winner, run it for awhile, right? That kind of thing as well.

John Clendenning [01:03:42]:
Or again, work with an agency, us or somebody else and say, Hey, I’ve posted out a whole bunch of stuff. This one for some reason has got a whole bunch of likes and comments. The agency’s John go, awesome. That’s another one we can use. Right? So, latest trends, develop a custom action plan. We talk about it calling it our digital dominance method. It’s part of our whole best known cleaner program. So, and then we’re actually kind of rebranding everything to the best known cleaner, but it is the digital dominance plan around the back end.

John Clendenning [01:04:09]:
Compelling sales proposition, risk reversal guarantee, engaging logo, conversion focused website personalization everywhere. You are the owner of the business, you don’t have to be the guy out cleaning all the time, but as the owner of the business, people are buying from people. Hyper local SEO optimized, all of that, all the way around authority building, feedback syndication, retargeting. Most of the people that come to your website don’t, don’t book, don’t interact, but if you retarget them, you bring them back. You bring them back into your funnel and into your world. All of that kind of stuff. Video marketing, Google ads, it’s it’s all of it. Email marketing, monthly mailed newsletters to your your target Referral clients, your very best clients, your commercial clients.

John Clendenning [01:04:52]:
We provide an actual monthly newsletter to all of our new clients, print newsletter that I have sent out personally for over 20 years, and it’s we’ve actually sold, probably sold for 17 years now, and there’s dozens and dozens of of of cleaners that that just buy our monthly newsletter for $127 a month pre written that they just have to change a few things, print it off and send it out. Not an e newsletter, a real newsletter. Right? So takeaways. Write down. What did you take away? Did this help? Was this helpful? Do you understand planning? Do you understand how to move to the next level in your business? How to think, how to take a deep breath, a coffee, not a glass of wine or a beer? Probably better. And just do the hard work, pen to paper, work on your business. If you want to kind of Get yourself a really good Christmas gift or if somebody still has to buy for you, Christmas, the E Myth Revisited or the E Myth original that you revisit is the updated version, still a decade old or more, by Michael Gerber. Get the audiobook.

John Clendenning [01:05:59]:
Listen to it repeatedly. The E Myth revisited. That’s a starting point. I’ve got lots of lots of suggestions for you. Anything by Alex Harmozi is a brilliant as well, but the E Myth revisited. That would give you an idea of working on your business, not in it. How to structure your business, even if you’re just 1 man show, or if you’ve got 20 people. Right? It’s the thinking process of building a business that runs like clockwork without you needing to be in it.

John Clendenning [01:06:29]:
Okay. So here’s where you’re John go. Carpet Cleaner Marketing Masters .com/rewards, and you’re gonna get a whole bunch of stuff. So remember, we’ve got so far. Masters then also slash 20, 20 four dash worksheet. That’s the spreadsheet and the workbook from this training, and now you’ve got carpet It is a Google drive file that you can has that has all of these in it that you can make a copy of or download if they’re a PDF, make a copy of if when things that aren’t a PDF, or just read where it is. They’re not going anywhere, and we’ve got how to optimize your website workbooks.

John Clendenning [01:07:11]:
We’ve got, Google My Business Guides. We’ve got checklists, all kinds of stuff in there, even things that aren’t on the screen. Right? So, hopefully, that was valuable. Hopefully, there’s a bit of an eye opening there. If you’d like help creating your larger than life appearance online and become the best known cleaner in your marketplace, hop on my schedule. slash schedule. You can book a time in my schedule. We’ll have a quick chat.

John Clendenning [01:07:41]:
We can We’ll chat, you know, 15 minutes. Learn a little bit about your business. You’ll fill out a quick little survey first. We’ll have a chat and see where you John go and discuss if there’s ways that we can help or ways that we can aim you in a in a in the direction for help. We’re not for everybody. We know how to build businesses that John grow. Some people don’t wanna grow. So, we can help you with that.

John Clendenning [01:08:00]:
We can have that conversation and then, you know, move forward. We’ve got lots of options and lots of different ways we can we can help businesses at different levels. We’ve helped guys go from 5,000 a month to 15,000 a month in 3 months with one of our programs, our hustle helper, and then run through our lead challenge lift off to get beyond that, and finally, now they We we’ll invite them to enroll. They’ve now can graduate into our best known cleaner program because they weren’t ready to start with. We only take people that qualify, so but we can help you through that process, and we got lots of trainings and stuff like that as well. So anyways, hopefully, you found all of that Somewhat helpful? Put a 1 in the chat if you found that this was worth your time, an hour and 10 minutes. We’ve got another part 2 of this coming up where we get deeper into the blueprint. See behind me there? The, blueprint for success.

John Clendenning [01:08:54]:
That was the coaching program that I ran for a decade, and man with corporations and franchises and individually at at 750 to $1,000 a month for people owning cleaning businesses to learn to do all of that. We’re gonna talk about that on the next around planning and stuff like that. Get your plans in place. Meet back up here in January, and let’s talk about implementation and how you really see your business with 3 separate separate hats on. So Hopefully, that was helpful. Again, gave you all those links. Make sure you go to them. Keep an eye out for the replay as well because you might John to go back through this a little bit slower.

John Clendenning [01:09:34]:
Download those workbooks and worksheets. Reach out to us if you need have any questions, any input, anything like that. If you’re a Carpet cleaner that wants to hop on The Carpet Cleaner Success Podcast, we wanna do full interview series through all through 2024. We want carpet cleaners to hear from other carpet cleaners as well. So we wanna interview you and just find out about your business, where you’re at, what you’re doing, how you got into it, what what’s working, what what’s your struggles, and just have a a friendly chat and a laugh. Right? So, we don’t run them live, we run them pre we record them first. So, yeah, no pressure at all, but we’d love to have you. So reach out to us about, about being on the podcast.

John Clendenning [01:10:11]:
What we give you, if you join the podcast, is, a whole package around your business that you can that you can use. We’ll create a a page on your website for you out of it. We’ll give you the video. We’ll give you the transcript, and you can social post that out and stuff like that as well, and just share it again into those Facebook groups. Share it to some of your referral partners, your Strategic partners, like the carpet store, hey. Look at this. I just got interviewed on the Carpet Cleaner Success podcast. Right? They know that they’ve they’ve they’re referring a good guy.

John Clendenning [01:10:38]:
Right? You can share it anywhere you want. It’s actually good marketing as well. So, we give you all of the assets just by jumping on and having a good with us. So anyways, hopefully, that was valuable. Look forward to seeing you next time. In the meantime, everybody, happy holidays, Merry Christmas, all of that kind of stuff, and we will see you again in the new year. Take care.

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