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The Ultimate Blueprint for Social Media Success for Carpet Cleaners

The Ultimate Blueprint for Social Media Success for Carpet Cleaners

PODCAST EPISODE

The Ultimate Blueprint for Social Media Success for Carpet Cleaners

Are you looking for ways to improve your social media marketing for your carpet cleaning business? In this video, you will learn the blueprint for social media success. From setting goals to creating content, you will have everything you need to get started.

Topics Discussed:

You will learn how to do marketing your Cleaning Business on a Tight Budget, including: 

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The idea Social Media RECIPE

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How to create video content for Social Media

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A weekly planning process for posting

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How to Syndicate and Repurpose content for maximum reach and increase the frequency of your posts

Audio Transcript:
we’re going to be talking about the blueprint for social media and we’re going to go off on a really interesting angle so we’re going to we’re going to talk about social media in the context of how does it work for your your home service business your carpet cleaning business your maid service business home cleaning business that kind of thing what should you be doing what are all the questions around it and then what actually is working right now that you need to be doing so that’s what we’re going to talk about welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host John clendinning has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing Masters a digital agency that turns your online marketing into a lead generation machine tune in is John shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

foreign if you’re serious about growing your your business and getting better better results for your marketing budget how to get better results you know on a shoestring budget for free from some of the stuff that we’re talking about with social media and things like that that the next 60 Minutes can actually change your business and your life because if you can get more and more results from for sort of less and less effort on your part you’re growing and that’s the most important thing we like to see with everybody all of our customers and all the people that are following us is that your business is on an upward trajectory you’re not just repeating the same thing you do year in year out I talked to a lot of businesses that might have been around 5 10 20 years but they haven’t grown by a factor of 5 10 or 20. they’re kind of running Year One repeatedly so they’ve run year one 20 times and the results show for it if you’re constantly growing constantly learning constantly putting new things in place and staying attentive like you are by being on webinars like this and trainings then then you’re definitely putting things in place that help you to grow so um so what we’re going to cover today we’re going to cover the ideal social media recipe we’re actually going to give you the exact recipe that you should be doing on social media we’re going to explain why social media as well why it’s one of the things you need to have in the mix we’re going to be talking about how to create video content and before you go oh no I don’t want to be creating any videos we’re going to show you a very simple process to do that the perfect framework how to make it super easy and then how to Syndicate and repurpose that content to get maximum reach you don’t want things just lying in one place we say that with our reputation and reviews you don’t want Google reviews just sitting in Google you don’t want Facebook reviews just sitting in Facebook you want to syndicate syndicate means grabbing from one place and sharing it everywhere and and you want to make sure you’re doing that with your social media as well so quickly before we start if you don’t know who John is who am I and why should you listen to me so um essentially what you’re looking at is I’ve been in this business for years I’ve owned cleaning businesses since 1990 when I was still in high school I’ve owned franchises I’ve I’ve consulted with major franchise networks I’ve owned independent cleaning businesses I’ve helped businesses grow from forty thousand a year as a hobby to six hundred thousand dollars a year as a as a business friends of mine and and customers and and Consulting and stuff like that that’s spoken around the world I’m the author of the book the internet marketing how to the complete guide internet marketing for carpet cleaners so you can pick that up on Amazon you can see that and I’ve bought and sold businesses systemized businesses this is what I’ve done for years and um transitioned into not only Consulting but then digital marketing as the marketing World changed so learning marketing understanding the principles and the psychology of marketing and then where where the media changes obviously so it’s always about the message the market and the media where the media changes where you need to get the eyeballs from so that you can grow your business as that changes marketing has to change around that and you have to develop that so that’s that’s who I am but more importantly what do we do well we help customers get growth like this we help carpet cleaners and Home Service businesses be seen everywhere get phone calls from everywhere and and just really dominate their local Marketplace as the authority in that Marketplace so that’s what we do we help take our clients become the

top brand in their local Marketplace that way they are attracting the best clients they’re able to charge the top rates and they’re booked out weeks in advance so marketing is all about making sure you you do that well how do we do that well we do that by leveraging the Three core principles of digital marketing success you want to maximize the opportunities to generate a lead where are all the leads possible and are you maximizing those opportunities you want to maximize your brand Impressions so are people seeing you are people knowing about you are you being seen as the authority we’re going to talk a lot about that in the social media context as well and you want to maximize the conversions so when people hear about you are they buying from you or are you driving them to a competitor you talk them about the services and they need them but you’re not converting them you’re actually driving them to a competitor that can happen a lot if you’re not being very very strategic right so those are the three core principles of how a business should grow and run those those are the the most important factors you need to focus on and in social media what we want to talk about today is you know we the the social media dilemma I don’t know if you watch that um on Netflix that documentary it really really cracked the code on on the algorithm and how it is designed to suck people in the way they’ve manipulated psychology to give you dopamine hits and cause people to spend time on Facebook to spend time on Tick Tock oh my gosh to spend time on on Instagram and Twitter and wherever those social signals you get from even even LinkedIn is is a social platform for business to business and they’re all designed to give you those little dopamine hits and keep the eyeballs within their system so you should be posting you should be relevant in those platforms because they have eyeballs right and most people The Dilemma is that you know you know you should be there but most carpet cleaning business owners home service business owners don’t really feel they’re doing a good job the odd few might the most of them don’t feel they’re doing a good job and why aren’t you doing a good job well one of the big fears or one of the big problems is inconsistency so it’s you need to be consistent you need to be posting on a regular basis do you have a competitor out there that every time you open up your your social media platform there they are you see them all the time they’re getting all of that billboard effect brand awareness brand Impressions because they’re being consistent right and it might be in your industry it might be just somebody else in your Marketplace but there’s certain there’s certain people that you see are posting all the time and that consistency breeds results as well but what’s the problem with that well creative creativity takes time right so you know what your audience actually want to hear why are you even doing this like what what is the net outcome you want from this we’re going to talk about this today because what is it that you’re going to do and how do you make it systemized and easy so you’re not just constantly racking your brain on how to what you should post when you should post it how often what platforms you should be posting on what’s it even going to do for your business you know all the time we audit lots and lots of businesses we go through their SEO we see if they’re ranking organically and getting those leads we see if they’re running paid ads and getting those leads we see if they’re ranking the maps and they’re getting those leads we check out their social media and to see if they’re actually in getting eyeballs on their content right are they actually creating an awareness of their brand and Rising their brand above their competitors and what we find is that some people the very odd few do it okay major already you know you go into the social media feed and when they change their cover graphic that’s the most recent post um maybe they posted once a few months ago and it’s not there’s nothing engaging about it might be an offer oh look at our discounts look at our deals all of that kind of stuff is that engaging is that what you go and look at when you’re on social media if it’s not don’t assume that that’s what your your um your audience is looking at either so and then ultimately you post stuff and then all you want you want that immediate dopamine hit that’s that whole idea behind the social dilemma is like you want you want to be hit by dopamine oh my God look at people are liking it people are comment commenting on it I’m getting all of this engagement right we know part of the algorithm is if the more engagement you get then obviously the more um um the the higher up in the uh the the the the algorithm you show the more often you’re being seen by by people but there’s another variable that’s mixed into this as well so if you’re always waiting for likes and comments and then deciding it’s not not really worth it if you don’t get those I’m going to show you a little stat that maybe changes your mind on that as well so But ultimately the fails that you’re worried about is you know low Authority low positioning low organic momentum on social media on Facebook on on social platforms there’s paid and there’s organic we’re not going to be talking about the pay

there’s a lot of value in having a paid ad service going on a paid awareness paid brand building put some budget behind it because there’s lots and lots of lots more eyeballs you can you can attract and there’s ways to play that game but we’re not talking about that right now we’re talking about the free organic reach that you can get when done well so that you’re actually becoming an influencer in your local Marketplace and it’s all part of that all part of that building your Authority which is a big part of what we talk about you’re you know you want to have your brand your Authority and your visibility right so your brand it that that that is the cause of your your company you need to have that that brand that brand awareness what does your brand stand for what is your main messaging all of that what is your Authority are you seen as the obvious expert in your category locally right are you seen as that if you’re not and somebody else is they are getting the majority of the phone calls the referrals the everything because they’re the authority and then are you visible everywhere and this is one of those Avenues where you need to be visible as well and seen as the authority so what’s the hardest part about creating content right what is it like put in the chat what do you what do you run into when you’re when you’re trying to post and create content yeah exactly Susan part of it is not knowing even what to create like you don’t know what topics to talk about how do you even typed out what kind of mix absolutely any other comments like what else yeah originality yep thanks Tom originality is a big one as well you want to have you want to be unique you don’t want to be sort of you know taking over from what somebody else is doing you want to watch other people that are doing it well maybe in a different industry maybe there’s a local landscaper that just does amazingly well on social media um and you’re always seeing his stuff maybe there’s a roofer things like that well you can learn from those but you want originality for sure you want to your voice your you know you have a a direction for your company you have you have a something that you stand for right you have a brand message and you want that to come across as well and you want the authenticity right so the hardest part of that is what do you do and you want the content that flows so what do I mean by content that flows well you want you want to make sure that again it’s consistency that it it has a reason for being there but you know it’s it’s it’s it’s something that just kind of comes out across the different channels that you’re on right so but you don’t want to be difficult you would rather it be paint by numbers right if you had to constantly think of the best way to like what to post when to post how to post and all of that kind of stuff you’re gonna you’re not going to you’re not going to do it you’re you’re it’s going to be too overwhelming you either have to hire a social media manager in your company you have to hopefully you know have an office secretary who has a really good handle on social media or it’s just hit or miss it’s just that shotgun approach and it’d rather be paint by numbers you’d rather know that you know red goes where the ones are and and orange is where the twos are kind of idea you want you want to go back to that easy I know what I’m doing and and how to how to get it to run and you want to be prolific when you get those other two right then when it’s easy to produce and you’ve got that content flow going all that you’re prolific you are seen everywhere you want people to really the the goal of your your social media again is not to get likes and comments and all of that kind of stuff that’s great but the goal really one of the primary goals of your social media efforts your organic social media efforts specifically is that when somebody comes to the platform when they’re when they’re in their Facebook when they’re on Instagram you’re in their news feed they are seeing you they might pause only for a short period of time they might they might engage with them they pause longer and I’m going to talk to you about those engagement rates and and sort of like the the math on that but you want to be seen you want to be like driving to work there’s that billboard and two years from now there’s that billboard still and it catches your attention and there’s the back of the bus and there you know it’s there’s the yard sign and people start going oh my gosh these guys are everywhere you want that you want to get that that that sentiment across and that’s being prolific so success means that you lead your Market you’re the one that everybody knows and sees around and we’re going to show you how to make that super easy to do again it’s it’s easy um and simple are kind of two different things you really want you you don’t want to make it difficult but actually putting it in place there’s gonna be some work it’s not something where you give it 10 minutes thought a week if you want to grow a business there’s areas that you need to focus on you need to train your technicians you need to deliver client experiences you need to make sure your Vans are clean so you don’t have a dirty van showing up to clean carpets at aisles that looks terrible you’re like you know all this you want to wear uniforms you want to look like the job is done right and see you you put time and effort into that you

want to do the same thing with social media you want to make sure that you’ve put some thought into it but you want to have a framework to build that thought process in you want to become that Authority and The Trusted is the go-to company and organic social media is free it costs you time but there’s no ad costs so there’s a benefit to doing it that’s one of the big reasons why it’s it’s really key right so that’s we just mentioned that that’s your reasons why you want to have a really good reason why you’re doing this so that you’re not focusing on oh I got a whole bunch of likes views great watch how many views things are getting and really trying to ramp up views and I’m going to show you ways to really really sort of Skyrocket the views on things on your organic posts but again it’s not necessarily all about engagement you’re gonna get jobs you’re going to get conversions you’re going to have people see you as the authority and therefore choose you over somebody else that’s higher prices than somebody else for example you don’t have to be the discount guy because it’s it’s you’re seen as the authority that can do it right and there’s a way to do that there’s a pattern to make that happen so anyways so hopefully we’ve uh figured out sort of in your own brain the reason why social media needs to be one of those core features of running a successful business local business local service business it’s just got to be one of those things you tackle and and put in place so now that we know why you’re going to want to know what to post right and I like to break it down into two separate categories so what to post you want to post daily with curated content that is your social social activity you want your accounts to be active right so you want something hitting them once twice a day maybe a little bit more often on a platform like Twitter but you know you want some activity so those are those are the posts and we’re going to walk into what what kind of posts are activity posts but then you want to post regularly with personalized content and the personalized content provides the social conversions so now you’re seen as the authority now people are getting a really good sense of what you’re doing right we don’t want you know we don’t want people coming to your social media platforms and only seeing a whole bunch of the same thing so you want to make sure that you’re doing a mix and there’s a there’s actually a recipe for this the what is the right mix of content and how do you kind of go about getting it and then how do you add that personalized personalization in there so would you like to see what the actual recipe is for social media content put one in the chat if you’d like to see an easy to follow recipe that takes the thinking out of it great got a couple ones coming in come on everybody if you if you want to see this if you want to really understand sort of finally once and for all what kind of what kind of approach you need to put behind your social media to get the most bang for your buck or your time not your book perfect okay let’s show this so here is it you know take a screenshot of this if you want um this is the recipe right and we’ve kind of broken it down to the actual acronym of of recipe so and it what you want to kind of understand is that it’s no different than you know if getting a newsletter from your insurance agent do you want that newsletter all about insurance do you want that newsletter all about your agent no you want it to have a mix of stuff Readers Digest dialed this in really really well social media is basically just the same idea as years and years of those little Readers Digest books it’s it’s what what is that short Snappy short form content that you will be engaged in and be interested in and can you apply that to your social media channel like if you go to your dentist’s office and you know there on the on the um coffee table is a whole bunch of different magazines and they’re not Dentistry today right of course not they’re you know Good Housekeeping and um there’s going to be a People magazine and there’s going to be you know you know maybe a tech magazine and consumer reports and things like that for all different types of people it’s going to be that mix of of of content that is easily absorbed and engaging so think of your recipe like that so ultimately you want to have content that is first and foremost curated activity-based content right so this isn’t the personalized stuff this is just the curated stuff so facts and trivia tips and tricks case studies surveys and polls fill in the blanks um advice and questions and answers funny jokes Throwbacks holiday messages and stuff like that um you know inspirational quotes you might want to have some before and after type stuff client success things like that so what you’re looking at is in fact when we look at this this this chart here the p and the E of the word recipe are actually the personalized right so you some promotion and some entrepreneurial behind the scenes personal life and stuff like that so that’s the personal stuff we’re talking about so the bulk of your feeds are going to be sort of sort of this stuff so ultimately a good number score to run by as well is you know you want if you’re actively posting you want for every six sort of just general recreational type posts you want to have a mix of five educational posts four that fit in the conversational area three of them

that are inspirational two that are promotional and one or so that is behind the scenes so where this really fits in is for example if you’re creating video content which we’re going to talk about obviously as well um if you created if we’ve got you know right here there’s 11 15 21 posts so that would roughly be three a day if you’re doing you know seven days a week and if you’re doing five days a week you’re just under between four and five posts a day right so Monday to Friday or Monday to Sunday that kind of idea so 20 20 to 25 posts a week across the platforms recreational funny jokes and stuff like that though that’s just those are that’s a Content hell those are memes those are again they’re curated your their things that you find around the the web we actually have a service that we offer where we will create um uh like a a series of one to two posts a day of just this kind of stuff and then you can throw in reviews customer reviews you get reviews from um from Google take screen captures of them or take you know create little canva Graphics around them but you know you can take reviews from one platform and share them as a post in another platform right so offers and stuff like that again if you’ve got a promotion on the go just mention it once or twice a week that’s it just in the mix don’t don’t not 20 times just understand that things in social media scroll away people tend not to scroll down so take out like too far so take a take a look at what shows up in the first and second scroll and you can repurpose and bring things back again as well right so webinars and trainings you can you can have uh you know a little how-to that could be a video a little how-to how to do something right so you could go live and do a demo that’s that’s an option of something personalized as well right a little bit about your personal life you can have share a little story um why you got into this business in the first place and things like that so we’ll talk about sort of how to create those stories and share it but the rest of this stuff is just is literally just stuff you know Martha Stewart um how to prepare your home for the holidays you might share that out hey here’s a great article coming you know for the holidays coming up you you curate a bunch of content and then you you put it into account content calendar and you just post it out so you can curate 30 days worth of content in maybe an hour’s worth of your time and there’s tools we’ll talk about the tools that you can use as well so that is the recipe is you want to have a mix of stuff that you can post out on a regular basis that you spend a few hours collecting and then put it into a posting calendar we’ll talk about that like the services that you can use for that that are you know pretty inexpensive where it’s just a tool that you can load up or you can hire a service that does this type of stuff for you and it leaves you just having to worry about um some of the personal stuff and how to do the personalized content so does that make sense so that you’re just doing a mix of of of things you’re just sharing like a client success story well you can have 10 of them in the bag and you can share one of those every couple of weeks that could be one of your three posts that week you got quotes inspirational quotes maybe one of those a week one two of those a week some before and after but then a client success story um inspiring images you know things like that you can just have a mix of those waiting and just put a couple of those in your weekly mix right and you just drag and drop it and you know this client success story might show up again three months later why not you know the people that saw it before it’s not going to hurt to see it again and there’s gonna be all kinds of new people that see it that show up and it just becomes part of that mix in in your in your um in your feed so that’s the way you think of it this is the most important right this personalized content is the conversion side of it as we mentioned in the previous slide this keeps your keeps giving you social signals allows your Social account to get picked up more it creates all of that kind of stuff you’re not going to get a lot of people liking and and subscribing because of that um they might share it around and things like that but you’re going to get eyeballs on it you’re going to get some engagement you want to put your branding on a bunch of it um if you can like just a little Watermark or a logo things like that but the very most important part is you don’t you want to make sure it’s a mix when they land on your social media pages and when they land into your feeds but you want to have this personalized stuff running past them on a fairly consistent basis okay

so the again the curated content create a gallery of it that’s what you’re going to be posting we can we can talk about that at depth at a later date but it’s not that difficult it’s just a matter of finding things that your audience needs to know a little bit more about what what do they like to do like you know if it’s homeowners and Housewives what’s if that’s the bulk of the people that call you if that’s the bulk of your client interactions then that’s going to be the type of content what are you know not about carpet cleaning not about home cleaning

maybe a little bit about green cleaning maybe a little bit about home decor and and interior design and things like that think of those types of General topics that they’re interested and just have some of that passes by as a link to a blog post as a link to an article with your own little one or two sentence comment and again once you build that that dossier of those it’s just sitting there in a spreadsheet or whatever now you’ve got content forever now you’ve got now you can reuse that and repurpose that content over again but what you want to concern yourself with is the personalized content so I want to with that in mind what I want to do is I want to talk you through the five key principles of creating this personalized content and video is becoming one of the most important sources of that content so we’ll kind of focus on video but think of it you can also you can also create sort of like a written content and some photographs and things like that and a collage but video is faster and actually in the end of the day even if you’re shy on camera it’s the easiest content to create

so first point you want to come up with topics in advance if you have to sit there and think what am I going to create you know a post on today what am I going to create a video on right um you’re never going to do it you’re going to procrastinate but there is a way to do this so um Marcus Sheridan uh if you guys have heard of him there’s a book called they ask you answer he he was one of the co-owners of a pool business he learned content marketing to grow the pool business realized how important it was and the content marketing was around the questions that he gets asked as a as a pool salesman in ground pool salesman um the questions he got asked every single day and he made content around all of that and it became that sticky content that drove more and more views and likes and stuff like that and that was just for blogging that was for SEO but it works across social media and everything what are the questions they’re asking so there’s a framework called 10 and 10 which is what are the 10 things that you get asked every single day about your business in carpet cleaning you know how soon can you get here what is the best carpet cleaning method um think of how much do you how much do you charge how what kind of pricing what is what is the average going rate for carpet cleaning in our area and anyways what’s the difference between steam cleaning and shampooing or whatever you know those those kinds of questions think of the 10 most common questions you get asked every single day that you’re answering all the time when you’re in front of customers when you’re on the phone with customers you know when you’re at meetups anything like that what is the what are those 10 questions um think of the 10 questions that you know they should ask so the audience your Marketplace always asks specific questions um all the time how much does it cost to blah blah blah but you know yourself that there are far more important questions than that that they never ask right um so you know things like you know what is eco-friendly cleaning you know why do you use um why you know why do you use a CRV before CRV before you um um before you start the cleaning process and and other people don’t um what is the importance of pre-vacuing like things like that you know there’s there’s a lot of questions in the marketplace what what you know why do the different types of carpet matter in a proper carpet cleaning you know um process right so think think of those kinds of things that you know people should ask but they never do because they just don’t know the Nuance you do but there is more important questions to ask you know you know why why are some companies discount and why some companies costs charge more you know based on risk reversal guarantees and you know there’s all kinds of things you can get into but think of those questions the 10 and 10 10 questions you get asked every single day 10 questions that you know people should ask but don’t there’s 20 pieces of content right there and a lot of times that content can be broken down into multiple pieces of content if you start really thinking about and going deep right and then again they ask you answer what are what are the the deeper answers around that um so that book they ask you that you answer is um is really is worth picking up um or if you’re like me listen you know get the audiobook and listen to it there’s a lot of just great great insights into how to have a limitless amount of content because you don’t have to really think it up you just have to write down what you’ve been asked right and then it becomes fairly easy so once we move past the topics you want to have topics in advance you just want to you want to block out half an hour an hour and just write a list write a list of of the types of things you can you know that your you know your customers need to know how to get a red wine stain out um you know why carpet cleaning on its own won’t get rid of urine stains you know all of that kind of stuff think of those kinds of things right then when you’re doing video you don’t want to grab it once a time you want

one at a time you want to shoot the video in batches right so you want to set aside some time and do say three to five of these videos all at once right you’ve got your you get all geared up you’re all ready to go you’re either using your cell phone you’re gonna have like a a um a digital camera set up on a stand however you wanted there’s different ways to do that but you’re gonna record them in batches so that you you can you can piece them together create the edit edit the final version sometimes you you know you can just go live a couple times in there now you know answer four or five questions in a row and now you’ve created four or five pieces of video content that you can then use elsewhere again right so you want to create batches but you don’t want to just Freewheel you want a freestyle within a framework so there’s a very specific framework that that we use that I can teach you we’ll talk about in a few minutes that will show that kind of um how to how to just kind of structure a video that crap captures people’s attention gives them some valuable information and then directs them what to do next right so problem agitate solve that kind of that kind of solution but you want to do it within a framework and then you know your topics really really well so don’t don’t pigeon yourself your whole your pigeonhole yourself into creating a script and having to read from a script it’s going to feel like you need to at first trust me I know you don’t you know your topic inside and out give yourself that framework and then it all the rest becomes easy

and then from there you just want to amplify your reach right so amplifying your reach basically means syndicating it out so you want to be able to share that out to the world in a bunch of different places you don’t want to just create one video and and then it sits on one place right there’s ways that you can create content that allows you to cut it up slice it put it in you know repurpose it for all the different platforms and you want to be able to to share that out and amplify your reach by posting that one piece of content in multiple forms and we’ll talk about that as well and then essentially pardon me you want to be able to move yourself remove yourself from the posting so when you get really good at this you will let it actually have all of this content and then you’re going to have somebody do the posting for you right so you’re just going to provide the content and let it go so you’re gonna you’re gonna create this repository you’re going to use a tool to let you know to have your activity post go out you’re gonna your personalized content is going to be created in batches and then put into that tool so you’re removing yourself from having to do the posting you’re just putting it into a scheduler or you’re hiring somebody you know maybe it’s a student maybe it’s again a digital marketing firm um your vendor your provider you’re gonna you’re gonna have them post it out for you help help the process but you want to make it super easy where you’re not the one constantly constantly thinking about what to post next when to post because you might get all excited and understand the value of this and how it can really transform your business and really make you a local Authority as one of those pieces of marketing that you should be doing and you might do it for a couple weeks or a month or even two months and then something happens it gets harder and you stop doing it because you’re individually posting every single day and you forget to and then you forget to post a couple times tomorrow okay I’ll get it the next day no no you want to schedule that out and be weeks in advance

right so there’s a a really cool book called the content rule another book worth worth reading um in the content rule they talk about the stats of the 9190 rule and what that basically is is one percent of everybody on social media platforms are the actual creators there’s only one percent of the people that are on the platforms that are creating anything there’s only nine percent that are the contributors those are the people that comment they share um they like all of that kind of stuff that’s only about nine percent ninety percent of the people on social media are lurkers they see but they don’t interact so when I was saying that hey you’re not getting enough likes you’re not getting enough you know follows and this and that it’s because the the nine percent is really the only ones that will do that which is fine but 10 times bigger of a crowd is seeing your stuff so visibility and Views is way more important like sure the the interactions Drive the algorithms and that’s great right so you do need some interactions and you you do want to kind of get but don’t think because you’re not getting tons and tons and tons of interactions that it’s not um it’s not valuable to have out there the 90 are the ones that you’re creating that billboard effect the back of the bus the the door hangers the the yard signs things like that you’re creating that awareness of your brand and you’re creating it in a very strategic way and I’m going to show you

how the first 10 seconds is the most important um in when you’re creating video content and how to really dial in and rule the first 10 seconds as well so content rules tells you what’s happening in social media and you start creating some content you’re part of the one percent which is really interesting as well so 65 of all face Facebook video views come from mobile device so you want it mobile friendly for sure which is tall not wide um 85 of Facebook users watch video with the sound off so you want to make sure that you’re not worrying like you’re having captions right there’s lots and lots of free ways to have captions you do it in Instagram it’s built right in you can actually have captions turned on and it will just start creating captions when you’re talking there’s other tools that do that but you want to there’s apps that you can download and have on your phone when you’re creating content content that way but you want to make sure that your video content has captions that people can read in the content as well and most people only watch 10 seconds we just talked about that so that’s fine they watch 10 seconds because it’s not their topic they’re not interested it’s not they’re not interested right now does that mean you didn’t influence them in those 10 seconds when somebody’s flipping through a magazine they only see an ad for a split second when somebody’s reading a blog post and there’s ads around they’ve they’ve got a few seconds of eyeball attention and that’s it if they’re not interested their attention turns away but there was there was an impression made right and it’s repeated Impressions so that 10 seconds there’s a way to rule that 10 seconds so you want to keep your content in bite-sized three minute or less chunks one to three minutes is the rule now and that’s a good starting rule ultimately the truth is the content needs to be as as big or as long as it takes to make the point right and there’s ways that you can take 10 minute content and tell them an entire story around you know your risk reversal guarantee what it means and all the nuances of it but out of that you might be pulling two three five little 45 second 30 second one minute Snippets some platforms only allow one minute um so like Instagram and stuff for example reels you want to make sure that you your whichever platform you’re using your content fits within that as well so there’s ways to to create one piece of content and then break it up and use it in the right platforms and ultimately if you start at first just to get used to this start creating little one to three minute um pieces of video content just grab your phone put it on a stand hold it in your hand have a digital camera whatever it is and just just create those little pieces of content I’m going to show you what content you create how easy it can be to to create that schedule but you’re just going to do the one to three minute bite size pieces um to start with and then eventually if it’s longer content understanding your brain you’re going to start breaking it up but everybody invariably you know sucks at doing content hates doing content when they first start but you you just do it you just create it create it a couple minutes it does not to be perfect just just get it out there and and then as you get better at it and I’ll give you that framework to make it super easy as you get better at making that content what’s going to happen is you’re going to start seeing content everywhere so you’re going to go oh that’s a really cool point oh that I just that that’s a really good thing oh that customer just asked me a question I’m going to make a video of that like that’s a great question you know you’re going to start seeing content everywhere because it becomes natural what you want to do right so so that becomes the the point is if you get used to creating these little bite-sized Snippets it becomes easier and easier and easier and then you might end up with a little bit longer content down the road but that’s fine it’s it’s and some of that longer content might get engaged with differently better on some of it if it’s answering a very important question but by less people and the smaller content might get but seen by more people but again it’s your ideal audience is going to be the ones that that resonates with right now at that moment when they come across it so hopefully that makes sense put a one in the chat if this is kind of helpful if it’s useful if you’re getting some value out of this this this this um training this master class on how social media Works in our world and how you need to be engaging with it to grow your business awesome awesome I like seeing ones coming through the chat any questions at all pop them in the chat um obviously rima’s gonna try and uh direct us and if there’s any really pertinent questions um she can bring it to my attention as we move forward so one of the things you want to make sure you’re doing is not hitting the same key every time so what that means is you don’t want all your content to be to be the exact same thing so you don’t always want to be just showing you know if you’ve gone to you know a carpet cleaning Facebook page and all you see is before and after before and after before and after before now that’s you scroll down forever and all it is before and after pictures that’s hitting the same key there’s a point at which the what the hell okay yeah I get it right but

if in the mix of that is customer reviews shared from this source to that Source it’s helpful tips it’s a you know a whole customer story with you know um you know a a project that you’ve done in a you know in a case study if there’s a video of you going hey I want to tell you um if you’ve got this problem or whatever you know like you’ve got a really dirty area um right off your kitchen as you enter the dining room so you got your carbon your dining rooms carpeted um or your rec room family room is carpeted right off the hard floor you’ve got a really dirty area before it it kind of Blends back into looking like what your carpet should you want to know what’s causing that blah blah blah off you go right you know that stuff you know what’s all that’s all about you know what to do to solve that that’s a video right so if you’ve got a mix of all of that content you’re not hitting the same key so would you like to see some examples of what this actually looks like in the real world I’m not sure if you’re gonna be able to hear these um Rima can let us know if uh if the audio is coming through um but here’s an example of some mixes of content right so devron’s really good at this um he’s got some content out there that’s that’s done really really really well um three and four million views on some of it which is insane but you know again don’t expect to that level but um here’s an example of sort of how-to videos and again Rima can give me uh a thumbs up um if uh if if we’re hearing the audio on this one excuse the second here

I’m not actually hearing the audio right now either so maybe there isn’t any at this beginning oh there we go

probably a bit quiet can can you hear that Rima can you give me a one in uh the chat

oh hit pause let me let me see if I can turn the audio up a little bit no maybe not okay

all right

so before and after our how-to video we’re talking about um how soiled it is what you’re going to be doing to do it what type of material it is things like that so this is a little bit longer this is five minutes but yeah there’s

he’s talking about breaking down the dirts and soils and things like that and and emulsification so all of that kind of normal stuff all right and then a little bit speed up here you don’t need to be fancy but this was a good way of you know showing the process you can be a little bit you know slower on one section but you get the idea

and see the difference

so I read a bit of an audio I’ll try to get my computer audio to play through the the webinar thing and it’s not uh it’s not working as I wanted to but um let’s see here so anyway is that the board after you can see how much different is but again that’s a five minute video we can easily see how that could be one to two minutes right just uh how how to care for your upholstery properly right that’d be a how-to video um this is a before and after there is actually no talking on this one but it is like just a whole job build and spell

right so that’s another way to do it just using an app right on your phone take the take the video you know say oh this is going to look really good and just fill the whole process time lapsed

right this is only a minute and a half long all right so going around cleaning the edges then they get their rx20 on the go

right and again this is that example off a hard surface Honda entrance you know things like that this was like huge traffic Lanes not been cleaned obviously in years but look at how well it turned out right good carpet good standard resistant carpet obviously but yeah that’s a that’s a great video that’s the Eraser video where you’re actually erasing the Dirt away and showing people that your funky machine your method whatever method you’re using provides a really good job now this is one way to do a before and after another one is hey hey folks

I’m here you know at one of our clients house Sally’s and you know I want to show you uh um we got this area here and it’s that you know first couple of steps up a flight of stairs and they’re really dirty and the rest of the steps look okay less because this is being used as a doormat blah blah and um we’re gonna go ahead and clean this um shortly and we’re gonna apply our funky pre-sprays and our blah blah blah and we’re just going to show you the kind of results we can get right you might pause your video camera turn that video Stitch them together or just press pause go ahead and clean half the step turn your video back on and go okay so I’ve cleaned about half this step here and you can see the massive difference I’ve used this tool right here in my hand and look at this is what we’re getting out so you don’t have to necessarily do a time lapse you could just do an expose that and then pause again and finish it completely and go okay now we’re all done and this looks amazing I strongly suggest we put a protector on this but you know you get the idea right so those types of videos the before and afters the how to’s the how to take a spot out all of those you know how to get rid of you know what to do when you’ve got a red wine stain what’s the first thing you should do um if it doesn’t come out this way then give us a call again teach your audience um what they should do and they’re going to see you as the authority uh we’re gonna switch over here as well to um a company that actually creates a ton of videos so let me see Mountain rug cleaning they’re out of UK but as you can see for an example they’re running they’re running a channel they’ve got videos every week um they’ve got kind of a different strategy for it but they’re an area of a cleaning company and they’ve got like tons and tons of videos now they’ve had some other videos like two million views 4.8 million views from six months ago things like that um they’re kind of they’re targeting not only their company but the whole um ASMR sort of thing like it’s all about the relaxing sound people can play in the background as well different reason but there is some videos in here as well that have um the owner talking and explaining the process and stuff like that and there’s some shorts and they’re you know all of that kind of stuff so it’s just an example of how many videos you can create totally totally easily just by um turning on the camera when you go to do something right there’s a lot let me see if they’ve got the shorts here these are this so longer videos turned into short videos so again there’s not going to be any talking in this one I don’t believe but you’ll see in the short again short is a tall version see that the way so that would work well on your cell phone right it’s got the audio turned up so you really hear the audio but look at you’re also seeing Oh my gosh that’s a disgusting rug it obviously gotten a flood or something like that but you’re seeing them and their cleaning process and now you’re going to question who are these guys right these these videos can be targeted to local marketplaces and local keywords as well so you get that idea right so really cool videos and this guy’s going after sort of an audio version of the video but um the other examples let’s go to the next view here so there’s a roof for example there’s there’s Roofing videos so we’ve got this right

again a four or five minute video that could be easily repurposed around the web for other content as well but this is an on-the-job video so think of this in carpet cleaning maid service janitorial we’re doing a strip and wax um we’re doing a commercial carpet cleaning job for example so let’s there we go hey guys Gator here with Texas select instruction we’re at first day on our new project First United Methodist Church Garland just wanted to walk around and show you some of the problems they’ve been having here so he’s walking around showing the problems um what the customer so again he’s problem agitate right so you know why that’s a problem he’s gonna be talking about um he’s got the text down here

now he’s agitating the water permeates everything it gets in it’s creating leaks it’s got low spikies again I know nothing about Roofing but he’s taught he’s walking around talking about this job coming up City and the things that he’s gonna have to run into the the way they’re going to be solving it and then the solution um

putting on a roofing system and solving that problem right so another one here how to Consumer education same guy you got a magnet on the side of his truck that’s the number one sign that he is probably a little shady right talking about how to how to spot a shady roofing contractor how to spot a shady carpet cleaner how to you know you know things like that bait and switch you can have those little how to you know the answers to those crab grab a you know get a video up and running this is only a minute and a half long good for almost every

platform and it’s just it’s a how-to consumer education consumer education video on how to shop in your category right and then another example is of a visual um so this is um Andrew Andrew is from master roofing so I kind of just I kind of stuck to the roofing theme on this uh on for these examples here but this is his Instagram so I’m going to show you example of an Instagram video again explaining how to solve a problem a tip and then I’ll show you his channel his whole Instagram Channel he’s a master of this so let me turn the I don’t know

about it is

all leaves off your house so he’s talking about keeping leaves off your house problems that’s that’s not like again he’s at the end of it we’re gonna I’m gonna show you a little bit about a formula he’s going to mention he’s going to have a call to action um but he’s coming across as a local Authority and now if we go to his channel he’s a master at this like he’s if we go to the Instagram Channel look at the feed yes I can hear there we go um you know he’s got he’s got some drone videos again that’s Roofing drone videos but he’s got some you know zooming in on on a problem area he’s got his family a little bit of his family he’s got a charity give back that they’ve done um he’s got team he’s got ones that are just text over top of a video so created a video film some content and then just ran some text over top of it right so doesn’t even have to talk on it on this one this is the four Lessons Learned selling roofs right he’s gonna teach the four lessons so he’s got some video content and then he’s gonna right um the three steps to removing red wine stains properly that’s another one you’ve got some video content don’t always have to be the one talking um there’s some Team videos or images and things like that so posting that mix but it’s there’s a lot of reels a lot of video in that mix right so you can do some static posts things like that but you’re also going to be doing a lot of that video content on the job and how to’s and a little bit of that family little story of how you got in the business things like that as well so just another example so hopefully that makes sense um that’s kind of the point I’m trying to drive home here is that you want to make sure you’ve got that kind of mix of content

so here done look through the actual Doom right so you want to have a monthly plan and the monthly plan just means what types of videos are you doing and we’ve talked about them success story um character story like your Origins what you got a white guy in the business um um teaching on a topic motivation share your favorite Mantra quote whatever um be the expert show a tool that solves a problem do you guys use you know um crbs you um kind of rotate yeah see our yeah kind of crbs um do you guys are you using um Corner guards are you using you know um door genies and things like that talk about you know be the expert talk about that kind of stuff right um you want to teach on a topic so you could have it where every Wednesday as you’re teaching on a topic day if you want to do it five days a week you can have one or two pieces of this video content a week it mixed with all of your other stuff and then it’s just that again that monthly plan one of these could be on that personalization before and after success story could be a post could be um a um uh collage and then a little story of how you got in the business that could be you just grabbing your phone and filming it teaching on a topic again could be you know one of those um create some video put pull the content together a little bit and put text over top of it right there’s lots of apps that make this super super easy as well we’ll talk about that so um again you just want to have that mix so you want to have that monthly plan uh and you want to have it just just kind of running through the same type of content right so character study character study team story you want to talk about your team you know you want to be the expert a bunch of times things like that so you want to create a monthly plan and then you want to have a framework that you can that you that you you don’t you know you can follow but you’re not reading from a script so you can Freewheel a little bit within the framework so this is the framework we recommend is where you start off with a promise right what is this video going to deliver just like um Andrew did in the previous example I want to tell you guys about this here’s right you want to quickly then mention your branding because that’s that first 10 seconds and you want to plant the seed of what you’re going to solve and why like what what why you’re making decision why this comes up what it what what that’s all about and that’s your first 10 seconds is promise branding and usually seed and people hear that and then

move on and they at least see you as the expert they know what you’re talking about and this is sort of a little bit of social proof as well um and then you want to give your tips your training then you want to have your call to action and you want to sign off and all of that can be done within one to three minutes so let’s see an example right here right so here’s an example for typical carpet cleaner on this video I’ll share you I’ll share how to determine the cost of carpet cleaning in kitchen and Waterloo right so on this video I’ll share the how to determine the the cost of carpet cleaning and kitchen Waterloo hi it’s John cleaning here with Mighty cleaning systems this is one of the most common questions we get from homeowners right so there within 10 seconds promise what I’m going to do who I am my branding right away and Company right up front and this is one of the most common questions we get from homeowners um I’d like to help you you know understand so let’s talk about what goes into the cost of a typical cleaning right and now you’re just going to Rattle off the stuff you know the type of carpet cleaning um is there spot cleaning included or is it extra um is there urine involved that’s a that’s an extra cost um you know is there Furniture to move are there area rugs in the area things like that um you know that kind of stuff so you’re gonna all of those things are gonna you know the type of method being used think of the stuff that you know of right so what goes into the typical cost of carpet cleaners in your area that guarantees how long they take is it somebody that’s gonna be in your in your home for like 30 minutes or are they going to be there for a couple of hours and do the job right that kind of thing right so so depending on these different variables you know carpet cleaning in our area typically runs at a range of you know 35 to 75 a room or you know an average three rooms in the hallway from 125 to 250. really depending on you know as protectors included pre-vacuing all of those kinds of things if you’d like to receive a detailed estimate on whole house cleaning carpet cleaning please visit our website at johnscleaning.com or mightycleaningsystems.com and schedule a free estimate thanks so much um you know thanks for joining me on this quick video we’ll talk later alright that’s your sign off so that becomes your framework where you know promise in this video I’m going to talk about uh you know the best way to remove red wine stain so that you don’t leave a permanent Mark hey it’s John here from mighty cleaning systems this is a question we get around the holidays all the time you’ve got guest overs there’s spills and stains happening and you just don’t know what to do and you don’t want that embarrassing permanent stain so let’s talk about it well the first what you want to do is act quickly you want to blot up as much of that liquid as possible and then you want to put something down on that to dilute it some people say well put red wine or white wine on red wine well no that’s sticky we don’t suggest that at all but club soda good fizzing carbonated water would be good put it down and put another you know clear the white towel down stand on it absorb up as much as possible right you can just give a few tips like that and if you’d like to if you’ve got a red wine stain or any other stains on your carpet you’d like to receive a detailed estimate um to get those stains taken out you can visit us on our website uh hit us up on social media send us a DM um we’ll get back to you and we’ll schedule a free estimate thanks so much for joining us look forward to talking to you next time right there’s another video you can do dozens of these really easily because now you’ve got a framework and see how easy that is with a framework that you’re just following along right so have that framework and and then you’re gonna you it’s going to be so much easier right so what I want to do as a video exercise so um right we’re gonna we’re gonna be wrapping up here in about the next 10 minutes and what I We’re not gonna have time to record a video right now so you know before you kind of go oh crap I don’t know I’m not going live I’m not coming on I’m not recording a video what I want you to do is actually I want you to pick three topics right what are three topics that you know you can talk about that can just solve a problem we’ve given you a couple of examples type some in the chat if you want um let me know what you’re thinking but three topics that you want um that you know you can talk about quickly and easily right take that framework that topic is going to become basically that fourth slide right you’re gonna do the intro the promise the foresight of the how-to and then the rest of it is just the frame right and then what you’re going to want to do is when you get off this video so write down three topics right away when you get done this training before you go anywhere record your three videos follow that framework record your three videos so let’s go back really quickly take a screen capture of the framework promise branding seed topic call to action and sign off and here’s an example right you can do this one if you want sorry about my yellow squiggles all over the place um

nope apparently erase so take a screen capture of that pause it like on your on your phone if you’re on a smartphone on your computer just capture that use that as your framework plan three questions fill in the blanks and shoot um three videos so three topics three videos two to three minutes each I don’t care if you use a webcam right on your computer right on your laptop smartphone if you’ve got a digital camera don’t overthink it start with either just a webcam or a smartphone just get them recorded don’t critique it don’t think twice about it just just do it and you’ll get a little bit more comfortable about it doesn’t mean you have to post them right away I think you should but at least get them video recorded

and then you know that you’re going to repurpose your content everywhere so we talked about that as well so for example this is our social media feed right here’s a lot of our short tips so um interviews with Jeff Cross been on cleanfax magazines take five things like that those are little Snippets of a longer conversation that’s on Instagram the longer conversations are on YouTube our webinars our podcasts things like that all on you know YouTube in longer form but they’re also in short cut up a little bit and then just just again little this is these are from webinars these are from trainings things like that there’s a little segment that’s only a minute long right so that’s the kind of stuff you want to do you want to you want to just have your channel be a mix of content

and then you’re going to use tools again we want to remove you from the posting process you’re going to use tools like sendable social pilot Sprout social plannable meat Edgar these are all tools that you can get for you know a few bucks a month that allow you to create a posting schedule across multiple platforms so now you can re you know you can take a hundred pieces of content 50 pieces of content 30 pieces of content and just drag and drop them around and reuse them again know that you know you know just because you recorded a how to get red wine stains out now is that you know is that still applicable in six months from now well if you mentioned the holidays it’s good for next year but if you just you know if it’s pet urine stains if it’s whatever now you’ve got content that you can reuse again and again and put back in the mix so you don’t as you make new content it’s going into a library of content it’s not just gone right so think of it that way as well and then you can create that curated content and put that in the mix and together you’ve got a great content plan

so what are the next steps you want to customize your content plan you want to plan it out what are you going to post where’s the content coming from you want to put some time into it you want to think about it um and and create that that good mix of stuff you want to block out time that you will shoot your videos I suggest weekly right so you can do a you know you can do on the job videos if you’re out on the job um you can have your technicians send back before and after pictures and and images and quick little videos and stuff like that teach them how to just grab content without even speaking if you have one of those technicians that really likes to go on camera by all means exploit that but otherwise just get them take pictures you know sound off that you can add again you’ve got a sort of b-roll content that you can add in add in your own text over top of or use in different ways as well but you want to grab a phone and some you as the owner of the business the principal manager of the business you want to Market your business so you want to you want to be able to answer some of those questions even if you’re just sitting at your desk on your webcam or whatever or walking around your van right so you’ve just got a quick little topic you got your little framework and you’re just going to walk around the van so on the you know there’s Motion in the background but you’re holding the selfie stick or the the camera in your hand just press go and record right and you want to set up your syndication so that when you post it here you post it everywhere right so you’re posting on Facebook it also goes to Instagram you you’re using one of those tools that’s going out to your LinkedIn all of those are connected in there and boom your one piece of content is being syndicated everywhere it possibly can be so hopefully that makes sense it’s a it’s actually a very basic three-step plan but with everything we gave you here today with the the Frameworks and the examples and the you know all of that kind of stuff and the recipe it becomes a full strategy that’s going to have your business become more visible and you’re going to have more of those brand Impressions and create more of that Authority and you’re going to stand out where your competitors don’t right so what do we talk about today what have we covered we covered the idea of the social media recipe how to create videos um content

for your social media weekly planning process for posting perfect video framework that’s that’s golden right there I don’t think anybody’s ever shared that with you before something internal that we’ve developed that works really really well based on your normal again problem agitate solve a principle things like that how to take content for maximum reach repurposing content for increased frequency of your post so you’re not constantly having to make new content all the time you’ve got a a a reservoir repertoire of content that you can just pull from and put into your posting calendar so you’re just constantly growing that so from that list what are your takeaways right write them down put them in the chat what are you guys going to do next are you going to start making more content are you going to start creating videos are you going to take that framework and come up with a list of questions and start aiming at that right are you going to start filming more when you’re out on the job right well before more more before and afters things like that don’t over complicate it if you really want to create some of those speed up videos and things like that and you’re not sure you’re not that’s not technically what you do for your own family and your own social media find a teenager who whose it is give them a few bucks and say hey I’ve I’ve captured all this video can you can you help me convert it into something like a little speed up this and that that kind of stuff it’s not going to cost you much at all every kid and every kid who’s on social media knows how to do something like that so you know hire a student um do have go to your local high school um talk to the the co-op director say hey I’ve got a little bit of social medias or somebody I can you know have come in for a few hours a week you know for the next semester things like that and do that have them film you have them hold the camera up and film you as you as you as you do it things like that so it’s not that challenging you want to build that that repertoire of content and you want to kind of get good at just being the go-to person that answers tips and questions and ideas and helpful information and who you are and why you got into this business and your family history and all that kind of stuff um just really really personalizing yourself to the community because that is the conversion content and it all fits into our digital dominance method it’s all part about you know defining your brand building your brand anchors and your voice creating that Authority and creating that visibility so brand Authority and visibility is everything we talk about around the web whether that’s pay-per-click whether it’s SEO whether it’s your website all of them play a role in making you the dominant player in your Marketplace which protects you in case of recessions and downturns in the economy because you’re you’re the dominant the other ones fall away and you’re the one left you a lot of times if you’re the dominant player in the marketplace you end up with more work when the economy slows down because other people end up going out of work and you’re the one collecting all of that you know their phone numbers no longer work their websites are down they’re not getting any interaction and the person comes to you and they see you everywhere because of that so think of it that way um social media is one of those pieces you have to add in you can’t just do one thing we’re in an all any um mindset with uh with marketing nowadays and uh and digital marketing specifically it’s not one thing it’s dominating everywhere increasing and maximizing those opportunities to generate a lead where are all the opportunities well this is one of them on top of all the other ones and then you want to maximize your brand Impressions this is a way to maximize that those first 10 seconds when people hear about you and they come to your Facebook page they hear about you and they they come to any of your social media channels you’re not just it’s not just crickets on your on your on your feed you look like the obvious expert you’ve got videos you’ve got testimonials you’ve got before and afters and they go oh my God this these guys are amazing right and you’ve now stood out from your competition that’s that’s conversions because now you’re maximizing from the brand Impressions you’re maximizing your Authority therefore you’re maximizing your ability to convert that is the role so if you want to talk to us about it you know what’s your next step obviously you can hop on a call with us so we have what we call lead acceleration consultations we break down your entire business we check out all of your marketing you hop onto a 15-minute call with Rima um and she she gets all the background information on your company and it goes to our research team the same team that does the research and the work for all of our clients every single week it goes to those those members of our team we break down what we see missing what you’re doing well what your competitors are doing better than you where you fit into that dominance and Authority structure in your local Marketplace and how to go from where you are to where you need to be and then that is created generates a report and then you and I meet on a call to go step by step and create a plan on how to go from

where you are to where you need to be and we create all that and that’s a thousand dollars worth of Consulting and marketing advice and and tools and and budgeting advice and all that kind of stuff and resources and and everything worksheets all that kind of stuff absolutely free for a select group of people so we do it for a limited time we only do it very select you you all you have to do is contact us um any of our social media platforms DM us go to our website there’s chat there with Rima um give us a call leave a message anything like that and say that you’re looking for your lead flow acceleration or you’d like a consultation you’d like to chat you’d like us to look at your social media you like this look at your web presence um you’d like to see if your current pay-per-click provider your current Facebook ad provider is actually doing a good job or not do you have a mix of multiple marketing um and uh yeah you can go to uh if you want to schedule that session right now carpet cleaner marketingmasters.com schedule and you can again hop on that calendar and then Remo will reach out to you and before that before that meeting we’re going to get all that information from you run all of our reports do all of our Deep dive do a whole bunch of research for you and that’s all free to you if you qualify and qualifying means that you’re actually running a business um and your your service business that that uh that we can help out that that we’ve got the ability to give you that advice on right so we are specifically in the cleaning industry I’ve run cleaning businesses as you know for 30 years um can we help other service business providers sure we could but we know cleaning inside and out we know what your customers want we know what the buzzwords are we know what the keywords are we know what the competitors are doing and not doing we know what the franchise networks are doing and not doing we know how to get you ahead of the competition and we know how to give you that step-by-step plan so that’s what we want to do and if that makes sense to you guys by all means and schedule one of those and otherwise let us know what you thought of this webinar this is uh again we do this training for free we help out the industry so that so that you guys can get the most value and be able to run your business successfully make it easier to run the business and grow your business so that you’re not just repeating the same thing year after year you’re locking and loading new strategies new ways to generate clients new ways to generate leads new ways to generate your Authority and you’re building over time that you just become a snowball running downhill an Unstoppable momentum machine and to do that you need to be learning new strategies all the time from books webinars podcasts all of those places and you need to be picking a couple of those and putting them in place locking them into a system getting them off your plate and going on to the next making them super easy to use and that’s what we do we build systems we help out where we can and we provide the training that helps the industry move forward and the big players in the industry the key players whether you’re a one truck or a 10 truck operation we’re here to help you grow your business with lots of free training and lots of other stuff that we can help you with as well so anyways hopefully that was valuable hope you enjoyed this webinar like subscribe to all of our stuff so you don’t miss anything in the future and we look forward to seeing you next time take care everybody

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Cleaning Business Success Tips and Advice from Jeff Cross

Cleaning Business Success Tips and Advice from Jeff Cross

PODCAST EPISODE

Cleaning Business Success Tips and Advice from Jeff Cross

Jeff Cross started his career in journalism, became a carpet cleaner for many years, and now combines those two passions as the Media Director of ISSA Media – which includes CMM and CleanFax Magazine. In this interview, we discuss important resources every carpet cleaner and cleaning business owner should tap into.  You’ll learn tips on the various aspects of marketing your business, along with helpful websites, videos, and associations to further your industry knowledge and education. These resources can give you the boost you need to take your cleaning business to the next level.

Topics Discussed:

You will learn how to do marketing your Cleaning Business on a Tight Budget, including: 

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How industry associations are an important resource for your business

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How the ISSA and Howie Mandel Are Help Us Rethink Clean

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When you're with the customer, you are the marketing face...

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And much more...

Audio Transcript:
welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host John clendinning has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing Masters a digital agency that turns your online marketing into a lead generation machine tune in is John share’s proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry hey welcome to this episode of carpet cleaner success podcast we like to share lots of great ideas to help carpet cleaners home cleaning services and people in the cleaning industry better their business prepare for what’s coming ahead get their marketing right get their mindset right get their education right so that they can be leaders in their local community in that regard um got uh with us today Jeff Cross it’s an interview I’ve been looking to do for quite a while now um Jeff is the media director of Isa media Issa media which includes clean facts uh cleaning maintenance magazine Isa today as well as all the related Publications and products and stuff like that previous owner of a successful Cleaning and Restoration firm we’re going to ask him a little bit about that and he also works as a trainer and consultant for business owners managers and Frontline technicians and is an II CRC approved instructor so mouthful there of stuff Jeff that I get it mostly correct mostly correct yes although if you’re looking for real help I don’t know why I’m on this podcast yeah I think we do

a little bit about your background um just your work history I know a little bit about you I know that you started again as a um you’re you’re in publishing or as a as a journalist and then kind of got into the carpet cleaning World um for a while and then reached out to somebody both you and I know John Downey um started doing some writing I used to see you in the magazine I had a copy of cleanfax magazine every month on my doorstep and um and that kind of stuff and now here you are so um yeah just work family that kind of stuff give us a little bit of background about who Jeff Cross is sure um so you hit a few highlights there back in the day when I first got started my career I wanted to be a famous journalist so anyone watching this if you know the Woodward and Bernstein Story the Watergate story that inspired me to get into newspaper reporting and that was my vision so I did get a job with the newspaper and I did some reporting wasn’t as exciting as political Watergate stuff and it didn’t pay good either so I got married had a family and a friend of mine in the town we were in had a carpet cleaning business and that’s kind of how I got into the industry he was doing pretty good uh there were actually a few of my friends doing this and um it was like well you know got to take care of the family and being self-employed was was attractive so I ditched my career in journalism got into this industry and then about 10 years into it I got the itch to write again so I teamed up with a someone I met on the bulletin board the clean fax bulletin board way back in the day a fellow named Jackson Lloyd I think he lived in Missouri we we created this column called berberine and olafina yeah I remember that yeah that was me I was olafina he was berberina and we created these two characters on this bulletin board that John Downey ran and uh tell me if I’m talking too much John no go ahead that was good and so we we got quite the following with these two fictitious carpet cleaning girls sisters in Albuquerque New Mexico and we did this for a long time John saw it and he’s like who is this he sent an email to us we had this uh Gmail or Yahoo email some some secret email and he says I notice you are writing this on my bulletin board I’d like to get to know you you write well can we do something in the magazine I’m like wow this is interesting yeah got the it’s to do more he published us so we ran in clean fax for several years eventually and I did a few other serious articles as Jeff Cross as well but mainly it was berberine and olafina and interesting we got fan mail and hit on by other carpet cleaners that’s awesome this is early 2000s was it if I remember this is like 96. yeah okay yeah because yeah I started my career in in first carpet cleaning business in my 20s at in 95. so and again clean packs magazine came along within that year going I need education so and and stuff like that and then the bulletin boards and all that stuff so yeah that’s bulletin boards were in its early days yeah and I will say John you never did send an email to us or hit on the girls

it was funny though to get to have these two made up people that some thought were real real girls in the industry but we made it real but I I eventually um sold my company and I contacted the owner of clean facts and because John had sold it to ntp media in New York and I said hey I have more time to write I have a background in journalism they knew what I was already doing and so it was just a natural progression so I went from journalism to cleaning back to journalism that was 2003 okay and since then just stayed with the industry uh when we publish you know our clean fax magazine issues CMM and I say today it’s all related to what I know what I kind of grew up in yeah so it was a good fit and that’s that’s where I got to now I became an iecrc instructor as well along the way um we do some marketing workshops we’re bringing back restoration strategies next year well good to help help people on the Consulting side to provide these events so just a progression of things John you know um yeah it’s a good place to be yeah and it’s like and again that’s what I wanted the listeners to hear on this episode is that your history like you know a lot of times you’ll you’ll see like immediate directors and and faces and some of the young crowd may not know who you are and who you were from the years of the rest of us having followed and seen your name everywhere right um and it’s like you know well this person might have went through University and be you know for media and journalism and stuff like that and has no real connection to the cleaning industry but it really it’s that depth it was actually the next question I had for you was sort of um what would you find your to date your most important contribution to the cleaning industry through this journey of what you learned then what you learned after you left your business and kind of learned even more it sounds like and and then how you’re applying it um with you know back giving back to the industry what would you say is sort of like your your place and space what are you trying to carve out is um in your role so that’s a good question um that has changed over the years when I got into publishing back in 2003 back into it um it was it was print you know web and some website stuff and newsletters and that’s changed now to more digital so we still do our print Publications a lot of digital social media but I would say that the payoff is when we publish something whether I write it or not you know and we get the response from someone like this really helped me and that happens people reach out I read this article I needed this or I I saw this on the site and more so since the pandemic uh in Spring of 20 of 2020 started doing videos and I know you John have been on a couple of mine and thank you for that what good content that you provide um the video component is really cool and you can see people are watching we normally get hundreds and sometimes thousands and a few times six seven thousand views and that may not seem like a lot but in an industry business to business that is quite a bit you know we’re not talking about music videos Madonna any gaga gaga type stuff yeah but it’s it’s rewarding to see that and the comments and like at Issa show that we were at a couple months ago or last month actually um people just come up and they’re like yeah I saw the video on this and it helped me uh so it’s it’s making a difference I would say it’s human nature to try to help people okay and that’s what we try to do with our media content and our reach yeah and how like because I mean your history you seem to really be driving that that concept it’s um obviously the the take five with clean facts which is great on it as that that entity and then you’ve got the um the uh Straight Talk which is um more cleaning industry a little bit broader and stuff like that as well and again you kind of touched on the fact of the changing sort of reader habits I don’t they shouldn’t even called reader habits anymore but you know um content consumer behavior and and that kind of thing and that’s what we’re really seeing even obviously businesses themselves should be adapting to that just like you’re talking about like the the actual cleaning businesses should understand that um yeah there was we all read clean packs magazine in the day if we’re if you’re smart enough to do so because there’s already always an article about how to Market better how to do your restoration work better the new products coming out um you know industry highlights and things like that and yeah it’s we’re in a world now where um where really it does seem to sort of have that moment uh that time to sit down and read through an entire magazine I don’t know what’s caused this but it it definitely seems more challenging than before um and you know let alone read a book because you know again readers are leaders and anybody else owns our own cleaning business should be reading you know Michael Gerber you know emit stuff and and everything it’s just how to you know all of the stuff in the industry to get your your head around um how to run a business and how to be in the industry and then upgrade upgrading their credits and their and ircrc certifications and just staying on top of everything but um bite size Snippets seem to be the way that it’s at least as a an entry level right those

people that can sell a bunch of those might end up on webinars and stay a little bit longer later on but so it’s interesting because we have to think as business people or those in media like what we’re doing right now it’s not about what we think or what we think should be put out there to be consumed it’s about the ones who are going to consume and we’re consumers ourselves so as I look on YouTube or Instagram and I’m looking and if a video is long I have to think what kind of commitment is this if a book is thick if a magazine is thick if there’s lots of words we’re all busy people so the videos John and I know the take five with clean facts it’s tough you and I have done uh two or three of those and to get all that content into five minutes or so you know there’s no rule but I like it to be around five minutes it’s tough yeah but it’s also popular because people see oh it’s a short tip I want that yeah and so it’s about what what people want and I think that’s just how it is in business it is and again um kind of you know I like relating what you’re doing and what you’re seeing back to the the the actual cleaning business owner Gary vaynerchuk has said garyvee um that everybody now owns a media company like if you own if you’re the ditch digger the carpet cleaner the electrician the the plumbing fuel in the company you own a media company now because if you don’t recognize that the 20-something year old that just starts the business and has spent years you know streaming on Twitch because they play video games or just you know grabbing their cell phone and going live on Facebook or um YouTube or something like that or now Tick Tock they now become a roofer they now become a carpet cleaner and they continue doing that they have an audience because if they if they know how to do that if they know how to create that content and once you know how to create content you can create it anywhere you can place it anywhere in it um the different environments and platforms that show up all have a different use case but that that ability to create content has become a big part of running a business for the digital marketing World um that we transitioned into its content is King it’s the only thing that causes you to rank online and your content causes people to take an action and stuff like that but um and find out about your brand and then go deeper and whether that’s social media whether that’s search engines whatever but yeah what you’re doing with um take five and straight talk and stuff like that is is kind of what we’re teaching like our clientele in the marketplace to do in general is yeah start with one start make it difficult make it uncomfortable but just start putting out some form of content before and after pictures and then maybe put your voice over and stuff like that and interview a homeowner interview a local um uh real estate agent or something like that do your own little take five kind of thing and just about you know be relevant to your your town and your area and the services you provide will naturally just um sort of perk to the surface for the for people um it’s interesting you say that because we we actually did a piece of content on that concept it’s been a while but I remember from your conversation here it was about how someone could know nothing about what they’re doing they can come into the industry they barely know what carpet is yet they know how to use their phone in their digital marketing savviness and all of a sudden you’ve got a competitor who can’t compete on the technical skill part of it but on the marketing yeah you better up your game and so that’s why John it’s important to recognize that like I wouldn’t try myself to become an SEO expert at my age and what’s going on I would hire that done yeah because there’s so much to do I can do the basics I know the content and the social media part but that deeper level is tough yeah and that that that’s all the technical side of it for sure but yeah it’s you know on on again I know some businesses young young fellows it’s not just sort of like me saying you know young guys or girls come into the industry I know several um that just um small towns at 30 000 people and running four or five hundred thousand dollar a year snow removal companies I’m up here in the north so there’s no removal and take the summer off because you know young young kid just started doing hey it’s snowing today we got our crew out here and that kind of stuff and just grew and grew and grew and within a few short years they were the only one doing residential snow removal and you know a couple other things right but no no really decent website to to you know I would look at their SEO and go oh no that’s terrible but they were blowing up on on Facebook and on YouTube and stuff like that locally and it became the game changer for them right then you start getting the rest of it right and you know it’s a catch-up race for anybody else who wants to be a competitor now for them so absolutely yeah I noticed as well um so I wanted like Issa um just you know now that you are connected to that that that um great organization um an association um and I noticed that they just hit 100 years is that did I get that right no you’re wrong okay next year next year’s 100 years okay so we’re close but you’re close so we are we are back tonight 20 23. that’s insane that the association would have um started then so

yeah uh well it started about 99 years ago with a small event I think it was in St Louis um without looking at my notes yeah um and it’s just it just grew it was just people came together they knew they needed something uh combining of forces in the industry uh distribution and Manufacturing and from there it just started and the shows became popular over time and the association has grown so now some 10 500 member organizations and you think about those members are some of them are large companies so this represents tens of thousands maybe hundreds of thousands of people who are who touch those organizations yeah and over the years um Issa has embraced other components training uh media as well which is how I ended up here because the Publications I work on were owned previously by other companies other publishing companies but Isis they saw the need to reach the market uh have a have a voice in the industry Beyond membership although we do serve our members first and foremost we serve the industry as well so yeah um yeah 100 years coming up uh next year we’re going to have some special content on that we’re going to feature thought leaders companies that succeeded that made a difference the brands and also end of next year uh big uh event at our trade show in Vegas yeah so John if you’re there I’ll get you in just let me know awesome yeah you can be part of that and then we’re going to have a feature on what’s coming in the next hundred years you know what what are some predictions what yeah we’re not done there’s a lot more to do no I was shocked when I saw that you’re like again close to that Centennial then so that’s yeah that’s incredible for for an organization to be around grow that long and and obviously ongoing education and being an education leader um anybody who’s gone to the website follows you know Issa today or anything like that you see that’s a big component what would you say would be um like for the average for the business owner for the home cleaning business owner um janitorial carpet cleaning the the crowd that that we tend to talk to um what would be a good entry level for them to get to get involved with the Issa um joining um expect to get out of it that kind of thing so um if you’re not a member of Issa you can become a subscriber to our Publications and many are we have some 25 000 for clean facts uh it’s pushing forty thousand for CMM are those different magazines too are they still sad are they both print magazines I’ll print I’ll print and digital yeah because you can see the online version but yeah the print is yeah yes interesting that with the digital you can see people are going back five ten years ago and still reading that content it’s yeah it’s cool to see that yeah that’s cool but you know receive our Publications but becoming a member of Issa as a as a contractor which most of those that we serve on the member side are contractors whether it’s carpet cleaning restoration or janitorial facility um as well uh there’s benefits you know we have the rethink Clean Campaign with Howie Mandel all our members can use that toolkit they can use that content to use on their websites using their marketing we spend some five million dollars on this whole campaign wow to rethink clean to to connect the business world the the cleaning professionals to Consumers to those who need them so it’s just it’s a bridge of sorts that we’re doing there yeah there’s other benefits you know there’s the the medical there’s the HR benefits there’s all kinds there’s a huge on your list of typical and Beyond typical trade Association benefits that we offer innocent Community as well yeah so you know you you can be part of a Community Network and help each other and just be part of that family so that’s there’s so many things to look at um and there’s a place for everybody whether you’re a one truck carpet cleaner or a huge Restoration company or multi-truck whatever you are there’s a place for you and that’s perfect that’s what I think people need to realize um there’s a lot of times you feel like as a a business owner starting out you’re sort of on an island of your own trying to learn what’s going on you might join a Facebook group nowadays back in the day it was literally the magazines and chat to local friends that in the industry but nowadays you know again you can jump on an online forum and start asking stuff like that but you kind of do feel like an island of your own around a lot of these different issues and uh um yeah and I know again education educating yourself on the the services you do but again even what I was going to ask you about the the Howie and the rethink clean because part of that whole concept is like we’ve talked about cleaning for health for for decades now like carpet cleaners knew that you had to get away from cleaning for looks and start talking about cleaning for health and you know my own business we we had the the Healthy Home package and the all like I said I just used the branding all the way through and again some people got it but usually the ones that got it had allergies or had another like they had it already in their head um I kind of think um as a world we have rethought clean over the last you know two and a half years um and it’s really kind of you know come to the Forefront and I think even as some people sort

of back themselves back off from okay I’m I’m I’m not I’m I’m not as paranoid or I’m not as focused on that I think we’ve added more people to the club that have said okay no actually this is really really important to con consider like I ran a janitorial company for for an animated service and we both of those we brought in products um we bought existing companies and transformed them by saying hey human contact Point sanitation was a big part of what we sold so 30 higher prices than our competitors but we sold you know not only green products but you know bathrooms got cleaned with orange mops and the rest of the place got cleaned with you know the white mops or the floor scrubbing machines and those got taken out every night not left in a janitorial closet and you know um again the bathroom was wiped down with orange Rags microfiber and the rest of it was the blue or the white and and things like that and it was sort of we went in and taught them that we change we do things differently you can look in the janitorial closet and it’ll be clean enough to eat off of because we’re not leaving stinky stuff behind but we’re also not doing that in your whole facility and you know using peroxide based cleaners and things like that and not not over overloading them with with chemicals in the environment as well and things like that and we kind of brought that in and this was like um mid-2000s and it would be like that message to 10 different business managers um or you know facility managers to try and get the janitorial gig and one would go oh my gosh that’s exactly what I need because they knew about it the other nine were going I have no idea why you’d even do that can we just have the cheapest price right um I think nowadays that’s changed I think a lot of them are like through this whole period of pandemic and sanitizing and spraying and then what do we do and what works and what doesn’t work and you know all that kind of stuff I think yeah I I really see that that that rethink Clean Campaign making a ton of sense so interesting all all true and I think back to why people have things done it’s a trigger so you think about carpet cleaning um sure we should clean for health and sure there’s allergies but most of your homeowners are going to go it looks dirty let’s get it cleaned yeah so there’s that issue or it’s Thanksgiving coming up let’s get it clean before the family shows up eventually after they leave and make a mess it’s an event it has there’s a trigger for everything we do so whether it’s a stain on the carpet families coming over there’s an odor whatever it is with the pandemic and especially like you referred to the cleaning and disinfecting we have that momentum that built up and we can’t lose that and that’s that’s what the rethink Clean Campaign is about as well to keep the momentum going because we’re we’re coming out of this and people are getting comfortable and we can see the signs that it could happen where people don’t value the cleaning industry like they should so it’s our goal it’s our job to keep that going yeah and to educate because the only reason people are going to clean for health is through education and that takes all of our efforts combined yeah an education-based marketing Dan Kennedy 101 that’s been around and again some businesses just go oh we’re three rooms in a hall for 99 or whatever um you know other businesses are now let me educate you why you know we do a better job and we use better products and and why you should do it more often and then their their monthly newsletters and their mailings should be about okay you’ve now got to clean for this event here’s how you should keep it up and why and start to educate but it’s definitely way more helpful um for anybody in the industry when the media at large is telling the same message and not just the carpet cleaner or whatever is saying that and they’re going yeah yeah but now they hear it on on the news as well going oh you know and then they see how we involved which I mean for somebody who is OCD about cleaning and well known and as a fellow Canadian we’ve known Howie for years back from the days of a comedian putting uh rubber gloves over his head and and blowing up um his old his old um Bobby gig and stuff like that is a little Joe his uh germaphobia is real and it goes back to an Inca’s childhood so he’s the real deal when it comes to keeping clean and avoiding the germs yeah and and to another point you mentioned there’s always going to be those that want the cheap price no matter what and there’s a place for cleaners that want to offer that yes oh for sure and it’s it again there’s that that’s the marketplace and we know that if it’s if you’re gonna if you’re gonna you know made services and carpet cleaning you come back more often there’s got to be a reason to come back more often other than it’s dirty so um I did notice on the um the rethinkclean.org if anybody’s wanting to look where that is um there is a find your local um business that rethinks clean what’s that all about so it’s it’s our members that’s one of the member benefits to connect them to buying customers so being part of our organization of course there’s a a certain level of of care we offer we want them to offer their customers the the standing in Industry to make sure we’re doing the very best we can so it’s a way to refer

them to those that are paying for services perfect so that is a another is your benefit well that’s that’s just brilliant um and so with all of this like we’ve kind of covered a lot of good stuff um around the difference the changing in the industry the changing of media how you guys are adapting what iss Issa is and um can help you know the business owner get more education stay up on top of it um be compliant on certain things get all these these different benefits and also continue to to understand where they should Place their attention um overall where do you see the cleaning industry heading um you know what kind of things have your attention right now for the near future you know the next 12 months and maybe the next three years um as far as the issa’s focus and just the industry in general sure a big focus is something that many may not even see or or know about and that’s our advocacy Department okay we have an expert on that government advocacy John noder who runs that we do recordings as well we talk about the issues but when you think about taking cleaning to the next level it might take some government interaction as well some just like There are rules and regulations on health well cleaning is part of Health as well cleaning for health and it’d be nice to have some regulations that that we like that we that we knew were important not just to make new laws or regulations but that really raise or raise the bar of cleaning that’s a focus that we have and so that’s a work in progress I know IICRC is an organization has a similar Focus but we have lobbyists and we’re working with those in government to elevate cleaning and uh as that happens we’re going to see the progression of cleaning for health increase the awareness and the reaction to it will be a positive no that’s good yeah and I I think that is a really good Focus for uh again whether it is the the large janitorial firms that we deal with or even the one-off cleaners and stuff like that they really need to stay on top of this information um and and understand where they fit into that role and what’s going on around them so that they can they can tell their customers about that commercial and residential customers yeah and that’s and that’s why we encourage everyone to subscribe to engage and we’ll like anyone involved in media keep people informed as to what’s happening but uh just there to there to help and you know the future no one can predict it but we just need to keep the momentum going yeah other things I see is is more digital marketing and business growth that way but it all goes back to people and how you treat people and the customer service that we need to keep elevating which in almost every industry we see just dropping into the gutter yeah so just caring about what you do is a focus I think we all should have yeah no it’s brilliant and as far as tapping in so we’ve talked a few things definitely go to it’s issa.com am I correct and then so it’s all it is and if you go to isaia.com there’s a media tab that has everything right there so yeah you can always go to each individual publication but there’s a portal there to take you to each one yeah and then go to the YouTube channel for sure check that out because there’s lots of again that’s where your your take fives are and your um all the other the the Issa today and stuff like all the other different straight talk and stuff like that are all showing up there um yeah and that’s all in the media tab too and the number one take five there now is with John Clendening wow there you go hey glad I got a number one spot for for something at some points I was in a band years ago and we never got a number one spot for anything so that’s good so um so again in closing um just wondered um so what kind of advice would you give our type of audience um you know know basically to focus stand out especially with uncertain times like you know you got you and I’ve been around long enough to know that you know even even what what the Publications printed and talked about and helped with during slowdowns and economies and recessions that haven’t really raised their ugly head in you know 12 plus years now um but we’ve been through a bunch of them before and the Specter of that coming up um is is also on everybody’s mind who runs a small business as well and so just you know what do you think is as far as uh our audience they should be thinking about focus on help them survive and and thrive in in the coming times sure top of mind for me is that everyone in the company is a marketing person your technicians out there knocking going to the house taking care of uh Mrs Smith’s Carpet or those doing restoration work whatever you do when you’re with the customer you are the marketing face so my advice is hire the best people pay enough to keep them but remember that everyone is the marketing department because often we think well I’m just a technician I’m out there doing the work I’m not in charge of marketing well you are in charge of marketing because how you treat the customer is going to dictate referrals repeat work and so much with that business so it’s all about people John take care of people when you face your customer and talk to them the owner operator has an advantage because I know when I ran my company and I was an owner operator I I could talk to my customer

whether it was at the job or I saw them out in public or at a restaurant I could communicate with them yeah not every technician can and so we want the best technicians who can communicate and represent the company so I’d say people first know how to talk to them represent the company as a marketing person realizing that you’re not just there to clean you’re there to take care of the customer no that’s great advice yeah that that’s right in line with what we talk about um with again um delivering a client experience the um the whole Dan Kennedy first introduced me to this um but the whole Disney premise of you know you’re not hiring through HR you’re hiring through Central Casting because you’re being cast in a role you know you don’t want your technician flicking a cigarette butt out the window of the van and stuff like that or all that because just driving down the street you’re on stage you’re showing off your wares at every stage throughout throughout the business so and and that’s all true and we have so much information about that but we need to do it you know there’s the books that say it there’s the YouTube videos you can watch about it but how do you make it happen yeah make it happen look at what you’re doing and really analyze and just if you need to change something then do that but I know we can look at all kinds of material yeah that tells us this but until you do rubber meets the road yeah exactly and those will be the companies those are the companies that made it through any other hard Economic Times because customers rally around people that do it right and care about them and show it and and it’s obvious and those are the same companies that that make it through anything any slowdowns in the economy um that might be around the corner so perfect absolutely well I appreciate your time today Jeff this is um awesome as always chatting with you and um yeah for anybody who wants to reach out and learn more about the Issa just go to the the website check out the media tab you’ve got directions to get into everything and just really start learning why this is a great resource for your business and follow everything Jeff does because um he’s becoming a master of the whole digital online media whether he knows it or not so perfect thanks Joe take care thank you John foreign

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Online Reputation and Reviews For Carpet Cleaners: The Ultimate Guide

Online Reputation and Reviews For Carpet Cleaners: The Ultimate Guide

PODCAST EPISODE

Online Reputation and Reviews For Carpet Cleaners: The Ultimate Guide

If you’re a cleaning business owner, it’s important to know how to manage your online reputation. In this training, we’ll talk about the best ways to get reviews and how to respond to them. We’ll also uncover some best tips for building a positive online presence for your carpet cleaning business that will help you to be seen as the local market leader!

Topics Discussed:

You will learn how to do marketing your Cleaning Business on a Tight Budget, including: 

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Why you can have all of the best tools in the world for generating online reviews but still fail when it comes to consistently driving 5-star reviews

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How to tap into the power of multi-channel communication (Email, SMS, Physical) to increase your review count

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Online reviews are a TEAM SPORT and to succeed you need to get the entire team on board & bake a focus on reviews & reputation management into your team culture

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Why you MUST acknowledge & respond to all your reviews (good, bad & indifferent)

Audio Transcript:
welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host John clendinning has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing Masters a digital agency that turns your online marketing into a lead generation machine tune in is John share’s proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry hey welcome to this episode of carpet cleaner success podcast we like to share lots of great ideas to help carpet cleaners home cleaning services and people in the cleaning industry better their business prepare for what’s coming ahead get their marketing right get their mindset right get their education right so that they can be leaders in their local community in that regard um got uh with us today Jeff Cross it’s an interview I’ve been looking to do for quite a while now um Jeff is the media director of Isa media Issa media which includes clean facts uh cleaning maintenance magazine Isa today as well as all the related Publications and products and stuff like that previous owner of a successful Cleaning and Restoration firm we’re going to ask him a little bit about that and he also works as a trainer and consultant for business owners managers and Frontline technicians and is an II CRC approved instructor so mouthful there of stuff Jeff that I get it mostly correct mostly correct yes although if you’re looking for real help I don’t know why I’m on this podcast yeah I think we do

a little bit about your background um just your work history I know a little bit about you I know that you started again as a um you’re you’re in publishing or as a as a journalist and then kind of got into the carpet cleaning World um for a while and then reached out to somebody both you and I know John Downey um started doing some writing I used to see you in the magazine I had a copy of cleanfax magazine every month on my doorstep and um and that kind of stuff and now here you are so um yeah just work family that kind of stuff give us a little bit of background about who Jeff Cross is sure um so you hit a few highlights there back in the day when I first got started my career I wanted to be a famous journalist so anyone watching this if you know the Woodward and Bernstein Story the Watergate story that inspired me to get into newspaper reporting and that was my vision so I did get a job with the newspaper and I did some reporting wasn’t as exciting as political Watergate stuff and it didn’t pay good either so I got married had a family and a friend of mine in the town we were in had a carpet cleaning business and that’s kind of how I got into the industry he was doing pretty good uh there were actually a few of my friends doing this and um it was like well you know got to take care of the family and being self-employed was was attractive so I ditched my career in journalism got into this industry and then about 10 years into it I got the itch to write again so I teamed up with a someone I met on the bulletin board the clean fax bulletin board way back in the day a fellow named Jackson Lloyd I think he lived in Missouri we we created this column called berberine and olafina yeah I remember that yeah that was me I was olafina he was berberina and we created these two characters on this bulletin board that John Downey ran and uh tell me if I’m talking too much John no go ahead that was good and so we we got quite the following with these two fictitious carpet cleaning girls sisters in Albuquerque New Mexico and we did this for a long time John saw it and he’s like who is this he sent an email to us we had this uh Gmail or Yahoo email some some secret email and he says I notice you are writing this on my bulletin board I’d like to get to know you you write well can we do something in the magazine I’m like wow this is interesting yeah got the it’s to do more he published us so we ran in clean fax for several years eventually and I did a few other serious articles as Jeff Cross as well but mainly it was berberine and olafina and interesting we got fan mail and hit on by other carpet cleaners that’s awesome this is early 2000s was it if I remember this is like 96. yeah okay yeah because yeah I started my career in in first carpet cleaning business in my 20s at in 95. so and again clean packs magazine came along within that year going I need education so and and stuff like that and then the bulletin boards and all that stuff so yeah that’s bulletin boards were in its early days yeah and I will say John you never did send an email to us or hit on the girls

it was funny though to get to have these two made up people that some thought were real real girls in the industry but we made it real but I I eventually um sold my company and I contacted the owner of clean facts and because John had sold it to ntp media in New York and I said hey I have more time to write I have a background in journalism they knew what I was already doing and so it was just a natural progression so I went from journalism to cleaning back to journalism that was 2003 okay and since then just stayed with the industry uh when we publish you know our clean fax magazine issues CMM and I say today it’s all related to what I know what I kind of grew up in yeah so it was a good fit and that’s that’s where I got to now I became an iecrc instructor as well along the way um we do some marketing workshops we’re bringing back restoration strategies next year well good to help help people on the Consulting side to provide these events so just a progression of things John you know um yeah it’s a good place to be yeah and it’s like and again that’s what I wanted the listeners to hear on this episode is that your history like you know a lot of times you’ll you’ll see like immediate directors and and faces and some of the young crowd may not know who you are and who you were from the years of the rest of us having followed and seen your name everywhere right um and it’s like you know well this person might have went through University and be you know for media and journalism and stuff like that and has no real connection to the cleaning industry but it really it’s that depth it was actually the next question I had for you was sort of um what would you find your to date your most important contribution to the cleaning industry through this journey of what you learned then what you learned after you left your business and kind of learned even more it sounds like and and then how you’re applying it um with you know back giving back to the industry what would you say is sort of like your your place and space what are you trying to carve out is um in your role so that’s a good question um that has changed over the years when I got into publishing back in 2003 back into it um it was it was print you know web and some website stuff and newsletters and that’s changed now to more digital so we still do our print Publications a lot of digital social media but I would say that the payoff is when we publish something whether I write it or not you know and we get the response from someone like this really helped me and that happens people reach out I read this article I needed this or I I saw this on the site and more so since the pandemic uh in Spring of 20 of 2020 started doing videos and I know you John have been on a couple of mine and thank you for that what good content that you provide um the video component is really cool and you can see people are watching we normally get hundreds and sometimes thousands and a few times six seven thousand views and that may not seem like a lot but in an industry business to business that is quite a bit you know we’re not talking about music videos Madonna any gaga gaga type stuff yeah but it’s it’s rewarding to see that and the comments and like at Issa show that we were at a couple months ago or last month actually um people just come up and they’re like yeah I saw the video on this and it helped me uh so it’s it’s making a difference I would say it’s human nature to try to help people okay and that’s what we try to do with our media content and our reach yeah and how like because I mean your history you seem to really be driving that that concept it’s um obviously the the take five with clean facts which is great on it as that that entity and then you’ve got the um the uh Straight Talk which is um more cleaning industry a little bit broader and stuff like that as well and again you kind of touched on the fact of the changing sort of reader habits I don’t they shouldn’t even called reader habits anymore but you know um content consumer behavior and and that kind of thing and that’s what we’re really seeing even obviously businesses themselves should be adapting to that just like you’re talking about like the the actual cleaning businesses should understand that um yeah there was we all read clean packs magazine in the day if we’re if you’re smart enough to do so because there’s already always an article about how to Market better how to do your restoration work better the new products coming out um you know industry highlights and things like that and yeah it’s we’re in a world now where um where really it does seem to sort of have that moment uh that time to sit down and read through an entire magazine I don’t know what’s caused this but it it definitely seems more challenging than before um and you know let alone read a book because you know again readers are leaders and anybody else owns our own cleaning business should be reading you know Michael Gerber you know emit stuff and and everything it’s just how to you know all of the stuff in the industry to get your your head around um how to run a business and how to be in the industry and then upgrade upgrading their credits and their and ircrc certifications and just staying on top of everything but um bite size Snippets seem to be the way that it’s at least as a an entry level right those

people that can sell a bunch of those might end up on webinars and stay a little bit longer later on but so it’s interesting because we have to think as business people or those in media like what we’re doing right now it’s not about what we think or what we think should be put out there to be consumed it’s about the ones who are going to consume and we’re consumers ourselves so as I look on YouTube or Instagram and I’m looking and if a video is long I have to think what kind of commitment is this if a book is thick if a magazine is thick if there’s lots of words we’re all busy people so the videos John and I know the take five with clean facts it’s tough you and I have done uh two or three of those and to get all that content into five minutes or so you know there’s no rule but I like it to be around five minutes it’s tough yeah but it’s also popular because people see oh it’s a short tip I want that yeah and so it’s about what what people want and I think that’s just how it is in business it is and again um kind of you know I like relating what you’re doing and what you’re seeing back to the the the actual cleaning business owner Gary vaynerchuk has said garyvee um that everybody now owns a media company like if you own if you’re the ditch digger the carpet cleaner the electrician the the plumbing fuel in the company you own a media company now because if you don’t recognize that the 20-something year old that just starts the business and has spent years you know streaming on Twitch because they play video games or just you know grabbing their cell phone and going live on Facebook or um YouTube or something like that or now Tick Tock they now become a roofer they now become a carpet cleaner and they continue doing that they have an audience because if they if they know how to do that if they know how to create that content and once you know how to create content you can create it anywhere you can place it anywhere in it um the different environments and platforms that show up all have a different use case but that that ability to create content has become a big part of running a business for the digital marketing World um that we transitioned into its content is King it’s the only thing that causes you to rank online and your content causes people to take an action and stuff like that but um and find out about your brand and then go deeper and whether that’s social media whether that’s search engines whatever but yeah what you’re doing with um take five and straight talk and stuff like that is is kind of what we’re teaching like our clientele in the marketplace to do in general is yeah start with one start make it difficult make it uncomfortable but just start putting out some form of content before and after pictures and then maybe put your voice over and stuff like that and interview a homeowner interview a local um uh real estate agent or something like that do your own little take five kind of thing and just about you know be relevant to your your town and your area and the services you provide will naturally just um sort of perk to the surface for the for people um it’s interesting you say that because we we actually did a piece of content on that concept it’s been a while but I remember from your conversation here it was about how someone could know nothing about what they’re doing they can come into the industry they barely know what carpet is yet they know how to use their phone in their digital marketing savviness and all of a sudden you’ve got a competitor who can’t compete on the technical skill part of it but on the marketing yeah you better up your game and so that’s why John it’s important to recognize that like I wouldn’t try myself to become an SEO expert at my age and what’s going on I would hire that done yeah because there’s so much to do I can do the basics I know the content and the social media part but that deeper level is tough yeah and that that that’s all the technical side of it for sure but yeah it’s you know on on again I know some businesses young young fellows it’s not just sort of like me saying you know young guys or girls come into the industry I know several um that just um small towns at 30 000 people and running four or five hundred thousand dollar a year snow removal companies I’m up here in the north so there’s no removal and take the summer off because you know young young kid just started doing hey it’s snowing today we got our crew out here and that kind of stuff and just grew and grew and grew and within a few short years they were the only one doing residential snow removal and you know a couple other things right but no no really decent website to to you know I would look at their SEO and go oh no that’s terrible but they were blowing up on on Facebook and on YouTube and stuff like that locally and it became the game changer for them right then you start getting the rest of it right and you know it’s a catch-up race for anybody else who wants to be a competitor now for them so absolutely yeah I noticed as well um so I wanted like Issa um just you know now that you are connected to that that that um great organization um an association um and I noticed that they just hit 100 years is that did I get that right no you’re wrong okay next year next year’s 100 years okay so we’re close but you’re close so we are we are back tonight 20 23. that’s insane that the association would have um started then so

yeah uh well it started about 99 years ago with a small event I think it was in St Louis um without looking at my notes yeah um and it’s just it just grew it was just people came together they knew they needed something uh combining of forces in the industry uh distribution and Manufacturing and from there it just started and the shows became popular over time and the association has grown so now some 10 500 member organizations and you think about those members are some of them are large companies so this represents tens of thousands maybe hundreds of thousands of people who are who touch those organizations yeah and over the years um Issa has embraced other components training uh media as well which is how I ended up here because the Publications I work on were owned previously by other companies other publishing companies but Isis they saw the need to reach the market uh have a have a voice in the industry Beyond membership although we do serve our members first and foremost we serve the industry as well so yeah um yeah 100 years coming up uh next year we’re going to have some special content on that we’re going to feature thought leaders companies that succeeded that made a difference the brands and also end of next year uh big uh event at our trade show in Vegas yeah so John if you’re there I’ll get you in just let me know awesome yeah you can be part of that and then we’re going to have a feature on what’s coming in the next hundred years you know what what are some predictions what yeah we’re not done there’s a lot more to do no I was shocked when I saw that you’re like again close to that Centennial then so that’s yeah that’s incredible for for an organization to be around grow that long and and obviously ongoing education and being an education leader um anybody who’s gone to the website follows you know Issa today or anything like that you see that’s a big component what would you say would be um like for the average for the business owner for the home cleaning business owner um janitorial carpet cleaning the the crowd that that we tend to talk to um what would be a good entry level for them to get to get involved with the Issa um joining um expect to get out of it that kind of thing so um if you’re not a member of Issa you can become a subscriber to our Publications and many are we have some 25 000 for clean facts uh it’s pushing forty thousand for CMM are those different magazines too are they still sad are they both print magazines I’ll print I’ll print and digital yeah because you can see the online version but yeah the print is yeah yes interesting that with the digital you can see people are going back five ten years ago and still reading that content it’s yeah it’s cool to see that yeah that’s cool but you know receive our Publications but becoming a member of Issa as a as a contractor which most of those that we serve on the member side are contractors whether it’s carpet cleaning restoration or janitorial facility um as well uh there’s benefits you know we have the rethink Clean Campaign with Howie Mandel all our members can use that toolkit they can use that content to use on their websites using their marketing we spend some five million dollars on this whole campaign wow to rethink clean to to connect the business world the the cleaning professionals to Consumers to those who need them so it’s just it’s a bridge of sorts that we’re doing there yeah there’s other benefits you know there’s the the medical there’s the HR benefits there’s all kinds there’s a huge on your list of typical and Beyond typical trade Association benefits that we offer innocent Community as well yeah so you know you you can be part of a Community Network and help each other and just be part of that family so that’s there’s so many things to look at um and there’s a place for everybody whether you’re a one truck carpet cleaner or a huge Restoration company or multi-truck whatever you are there’s a place for you and that’s perfect that’s what I think people need to realize um there’s a lot of times you feel like as a a business owner starting out you’re sort of on an island of your own trying to learn what’s going on you might join a Facebook group nowadays back in the day it was literally the magazines and chat to local friends that in the industry but nowadays you know again you can jump on an online forum and start asking stuff like that but you kind of do feel like an island of your own around a lot of these different issues and uh um yeah and I know again education educating yourself on the the services you do but again even what I was going to ask you about the the Howie and the rethink clean because part of that whole concept is like we’ve talked about cleaning for health for for decades now like carpet cleaners knew that you had to get away from cleaning for looks and start talking about cleaning for health and you know my own business we we had the the Healthy Home package and the all like I said I just used the branding all the way through and again some people got it but usually the ones that got it had allergies or had another like they had it already in their head um I kind of think um as a world we have rethought clean over the last you know two and a half years um and it’s really kind of you know come to the Forefront and I think even as some people sort

of back themselves back off from okay I’m I’m I’m not I’m I’m not as paranoid or I’m not as focused on that I think we’ve added more people to the club that have said okay no actually this is really really important to con consider like I ran a janitorial company for for an animated service and we both of those we brought in products um we bought existing companies and transformed them by saying hey human contact Point sanitation was a big part of what we sold so 30 higher prices than our competitors but we sold you know not only green products but you know bathrooms got cleaned with orange mops and the rest of the place got cleaned with you know the white mops or the floor scrubbing machines and those got taken out every night not left in a janitorial closet and you know um again the bathroom was wiped down with orange Rags microfiber and the rest of it was the blue or the white and and things like that and it was sort of we went in and taught them that we change we do things differently you can look in the janitorial closet and it’ll be clean enough to eat off of because we’re not leaving stinky stuff behind but we’re also not doing that in your whole facility and you know using peroxide based cleaners and things like that and not not over overloading them with with chemicals in the environment as well and things like that and we kind of brought that in and this was like um mid-2000s and it would be like that message to 10 different business managers um or you know facility managers to try and get the janitorial gig and one would go oh my gosh that’s exactly what I need because they knew about it the other nine were going I have no idea why you’d even do that can we just have the cheapest price right um I think nowadays that’s changed I think a lot of them are like through this whole period of pandemic and sanitizing and spraying and then what do we do and what works and what doesn’t work and you know all that kind of stuff I think yeah I I really see that that that rethink Clean Campaign making a ton of sense so interesting all all true and I think back to why people have things done it’s a trigger so you think about carpet cleaning um sure we should clean for health and sure there’s allergies but most of your homeowners are going to go it looks dirty let’s get it cleaned yeah so there’s that issue or it’s Thanksgiving coming up let’s get it clean before the family shows up eventually after they leave and make a mess it’s an event it has there’s a trigger for everything we do so whether it’s a stain on the carpet families coming over there’s an odor whatever it is with the pandemic and especially like you referred to the cleaning and disinfecting we have that momentum that built up and we can’t lose that and that’s that’s what the rethink Clean Campaign is about as well to keep the momentum going because we’re we’re coming out of this and people are getting comfortable and we can see the signs that it could happen where people don’t value the cleaning industry like they should so it’s our goal it’s our job to keep that going yeah and to educate because the only reason people are going to clean for health is through education and that takes all of our efforts combined yeah an education-based marketing Dan Kennedy 101 that’s been around and again some businesses just go oh we’re three rooms in a hall for 99 or whatever um you know other businesses are now let me educate you why you know we do a better job and we use better products and and why you should do it more often and then their their monthly newsletters and their mailings should be about okay you’ve now got to clean for this event here’s how you should keep it up and why and start to educate but it’s definitely way more helpful um for anybody in the industry when the media at large is telling the same message and not just the carpet cleaner or whatever is saying that and they’re going yeah yeah but now they hear it on on the news as well going oh you know and then they see how we involved which I mean for somebody who is OCD about cleaning and well known and as a fellow Canadian we’ve known Howie for years back from the days of a comedian putting uh rubber gloves over his head and and blowing up um his old his old um Bobby gig and stuff like that is a little Joe his uh germaphobia is real and it goes back to an Inca’s childhood so he’s the real deal when it comes to keeping clean and avoiding the germs yeah and and to another point you mentioned there’s always going to be those that want the cheap price no matter what and there’s a place for cleaners that want to offer that yes oh for sure and it’s it again there’s that that’s the marketplace and we know that if it’s if you’re gonna if you’re gonna you know made services and carpet cleaning you come back more often there’s got to be a reason to come back more often other than it’s dirty so um I did notice on the um the rethinkclean.org if anybody’s wanting to look where that is um there is a find your local um business that rethinks clean what’s that all about so it’s it’s our members that’s one of the member benefits to connect them to buying customers so being part of our organization of course there’s a a certain level of of care we offer we want them to offer their customers the the standing in Industry to make sure we’re doing the very best we can so it’s a way to refer

them to those that are paying for services perfect so that is a another is your benefit well that’s that’s just brilliant um and so with all of this like we’ve kind of covered a lot of good stuff um around the difference the changing in the industry the changing of media how you guys are adapting what iss Issa is and um can help you know the business owner get more education stay up on top of it um be compliant on certain things get all these these different benefits and also continue to to understand where they should Place their attention um overall where do you see the cleaning industry heading um you know what kind of things have your attention right now for the near future you know the next 12 months and maybe the next three years um as far as the issa’s focus and just the industry in general sure a big focus is something that many may not even see or or know about and that’s our advocacy Department okay we have an expert on that government advocacy John noder who runs that we do recordings as well we talk about the issues but when you think about taking cleaning to the next level it might take some government interaction as well some just like There are rules and regulations on health well cleaning is part of Health as well cleaning for health and it’d be nice to have some regulations that that we like that we that we knew were important not just to make new laws or regulations but that really raise or raise the bar of cleaning that’s a focus that we have and so that’s a work in progress I know IICRC is an organization has a similar Focus but we have lobbyists and we’re working with those in government to elevate cleaning and uh as that happens we’re going to see the progression of cleaning for health increase the awareness and the reaction to it will be a positive no that’s good yeah and I I think that is a really good Focus for uh again whether it is the the large janitorial firms that we deal with or even the one-off cleaners and stuff like that they really need to stay on top of this information um and and understand where they fit into that role and what’s going on around them so that they can they can tell their customers about that commercial and residential customers yeah and that’s and that’s why we encourage everyone to subscribe to engage and we’ll like anyone involved in media keep people informed as to what’s happening but uh just there to there to help and you know the future no one can predict it but we just need to keep the momentum going yeah other things I see is is more digital marketing and business growth that way but it all goes back to people and how you treat people and the customer service that we need to keep elevating which in almost every industry we see just dropping into the gutter yeah so just caring about what you do is a focus I think we all should have yeah no it’s brilliant and as far as tapping in so we’ve talked a few things definitely go to it’s issa.com am I correct and then so it’s all it is and if you go to isaia.com there’s a media tab that has everything right there so yeah you can always go to each individual publication but there’s a portal there to take you to each one yeah and then go to the YouTube channel for sure check that out because there’s lots of again that’s where your your take fives are and your um all the other the the Issa today and stuff like all the other different straight talk and stuff like that are all showing up there um yeah and that’s all in the media tab too and the number one take five there now is with John Clendening wow there you go hey glad I got a number one spot for for something at some points I was in a band years ago and we never got a number one spot for anything so that’s good so um so again in closing um just wondered um so what kind of advice would you give our type of audience um you know know basically to focus stand out especially with uncertain times like you know you got you and I’ve been around long enough to know that you know even even what what the Publications printed and talked about and helped with during slowdowns and economies and recessions that haven’t really raised their ugly head in you know 12 plus years now um but we’ve been through a bunch of them before and the Specter of that coming up um is is also on everybody’s mind who runs a small business as well and so just you know what do you think is as far as uh our audience they should be thinking about focus on help them survive and and thrive in in the coming times sure top of mind for me is that everyone in the company is a marketing person your technicians out there knocking going to the house taking care of uh Mrs Smith’s Carpet or those doing restoration work whatever you do when you’re with the customer you are the marketing face so my advice is hire the best people pay enough to keep them but remember that everyone is the marketing department because often we think well I’m just a technician I’m out there doing the work I’m not in charge of marketing well you are in charge of marketing because how you treat the customer is going to dictate referrals repeat work and so much with that business so it’s all about people John take care of people when you face your customer and talk to them the owner operator has an advantage because I know when I ran my company and I was an owner operator I I could talk to my customer

whether it was at the job or I saw them out in public or at a restaurant I could communicate with them yeah not every technician can and so we want the best technicians who can communicate and represent the company so I’d say people first know how to talk to them represent the company as a marketing person realizing that you’re not just there to clean you’re there to take care of the customer no that’s great advice yeah that that’s right in line with what we talk about um with again um delivering a client experience the um the whole Dan Kennedy first introduced me to this um but the whole Disney premise of you know you’re not hiring through HR you’re hiring through Central Casting because you’re being cast in a role you know you don’t want your technician flicking a cigarette butt out the window of the van and stuff like that or all that because just driving down the street you’re on stage you’re showing off your wares at every stage throughout throughout the business so and and that’s all true and we have so much information about that but we need to do it you know there’s the books that say it there’s the YouTube videos you can watch about it but how do you make it happen yeah make it happen look at what you’re doing and really analyze and just if you need to change something then do that but I know we can look at all kinds of material yeah that tells us this but until you do rubber meets the road yeah exactly and those will be the companies those are the companies that made it through any other hard Economic Times because customers rally around people that do it right and care about them and show it and and it’s obvious and those are the same companies that that make it through anything any slowdowns in the economy um that might be around the corner so perfect absolutely well I appreciate your time today Jeff this is um awesome as always chatting with you and um yeah for anybody who wants to reach out and learn more about the Issa just go to the the website check out the media tab you’ve got directions to get into everything and just really start learning why this is a great resource for your business and follow everything Jeff does because um he’s becoming a master of the whole digital online media whether he knows it or not so perfect thanks Joe take care thank you John foreign

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Managing Your Carpet Cleaner Leads to 5X Your Conversions

Managing Your Carpet Cleaner Leads to 5X Your Conversions

PODCAST EPISODE

Managing Your Carpet Cleaner Leads to 5X Your Conversions

If you’re looking for a way to boost your carpet cleaning leads, look no further! In this masterclass I’ll show you how properly communicating with your leads can get you FIVE TIMES the number of jobs and build your local brand and authority. Check out this training to see for yourself!

Topics Discussed:

You will learn how to do marketing your Cleaning Business on a Tight Budget, including: 

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Importance of Keeping a LEADS Database

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Hot Lead Follow-up - Go beyond the initial call

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Ongoing Forever Follow-Up for Success

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How to AUTOMATE Your Lead Nurture Process

Audio Transcript:
if you’re cleaning a service business owner we’re going to talk to you about things that really need your attention right now uh especially with all that crappy crazy news going on about you know what’s coming next in the economy welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host john clendening has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing masters a digital agency that turns your online marketing into a lead generation machine tune in as john shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

let’s get into today’s training we’re seeing inflation soaring it’s not really coming down as fast as they want employment staying high which is good on one respect not good for us trying to hire people sometimes so we do know all about that but um obviously with interest rates going up and all other costs going up um you know there’s there’s there’s pinches to the pocketbook and what that means for us service business owner i’ve been i’ve been running service businesses for 30 years and been through a couple of downturns recessions slow downs things like that and there’s a whole different mindset to building and marketing and growing your business during a period of time when uh um there may be just less people looking for your services because they have less discretionary income so they just you know so some people stop buying things and clean more often for us cleaners um or do home services more than moving homes uh but that that can and that’s the market you want to hit but other people just hold on to the cash entirely so things to consider um what we’re going to be talking about why that’s all important and why i mentioned all of that is the importance of of keeping a leads database so not just getting leads coming in on the phone and stuff like that but actually keeping a full database of this all about hot lead follow-up so 70 of the sales are made beyond the initial call or the initial message the initial call and message better be right away better be within minutes of the inquiry um during business hours at least some people are using after-hours services and all to make that happen but you need to be uh you need to understand that 70 of all sales come after that first message that first call and forever follow-ups are where the success happens and we need to show you how to automate all of this so it’s not so overwhelming so quick recap who am i so john glennetting career in owning service businesses since my early 20s actually since high school but that’s a totally different story um so i’ve owned cleaning franchises independent businesses consulted in the industry spoke at many industry conventions and things like that for years and years and years um and i’ve been uh bought and sold uh different businesses over the years and finally sold my last brick and mortar business with crews and teams and stuff like that in the middle of a pandemic um and exited because we’ve been running digital marketing and carpet cleaner marketing masters for years helping service business owners and carpet cleaners and cleaning business owners um figure out the internet which is where most of your customers have gone so it’s not the only place to market it’s definitely the the larger part of your budget and the highest part of the mix nowadays and we could talk a little bit about that as well and i’m also the author of the complete guide to internet marketing for carpet cleaners it’s actually a good book for anybody who runs a service business but we titled it for carpet cleaners because we talked to a lot of carpet players and that’s available on amazon as well so more importantly is the clients that we serve and the results that they get so just a snippet of some of the clients that have been with us for many many many years types of results they get more important to you is what we do we help make our clients the top carpet cleaner um home service cleaner like janitorial cleaning made service cleaning work with a lot of cleaning agencies and stuff like that make you the top brand in your local marketplace so you can attract the best clients which are obviously less price resistant possibly less you know recession resistant as well or more recession resistant are able to charge the top rates free cleaning service and you’re booked out weeks in advance that is the ultimate goal um for any business is to be the the top brand in your local marketplace the one that has the most

if you’re cleaning a service business owner we’re going to talk to you about things that really need your attention right now uh especially with all that crappy crazy news going on about you know what’s coming next in the economy welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host john clendening has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing masters a digital agency that turns your online marketing into a lead generation machine tune in as john shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

let’s get into today’s training we’re seeing inflation soaring it’s not really coming down as fast as they want employment staying high which is good on one respect not good for us trying to hire people sometimes so we do know all about that but um obviously with interest rates going up and all other costs going up um you know there’s there’s there’s pinches to the pocketbook and what that means for us service business owner i’ve been i’ve been running service businesses for 30 years and been through a couple of downturns recessions slow downs things like that and there’s a whole different mindset to building and marketing and growing your business during a period of time when uh um there may be just less people looking for your services because they have less discretionary income so they just you know so some people stop buying things and clean more often for us cleaners um or do home services more than moving homes uh but that that can and that’s the market you want to hit but other people just hold on to the cash entirely so things to consider um what we’re going to be talking about why that’s all important and why i mentioned all of that is the importance of of keeping a leads database so not just getting leads coming in on the phone and stuff like that but actually keeping a full database of this all about hot lead follow-up so 70 of the sales are made beyond the initial call or the initial message the initial call and message better be right away better be within minutes of the inquiry um during business hours at least some people are using after-hours services and all to make that happen but you need to be uh you need to understand that 70 of all sales come after that first message that first call and forever follow-ups are where the success happens and we need to show you how to automate all of this so it’s not so overwhelming so quick recap who am i so john glennetting career in owning service businesses since my early 20s actually since high school but that’s a totally different story um so i’ve owned cleaning franchises independent businesses consulted in the industry spoke at many industry conventions and things like that for years and years and years um and i’ve been uh bought and sold uh different businesses over the years and finally sold my last brick and mortar business with crews and teams and stuff like that in the middle of a pandemic um and exited because we’ve been running digital marketing and carpet cleaner marketing masters for years helping service business owners and carpet cleaners and cleaning business owners um figure out the internet which is where most of your customers have gone so it’s not the only place to market it’s definitely the the larger part of your budget and the highest part of the mix nowadays and we could talk a little bit about that as well and i’m also the author of the complete guide to internet marketing for carpet cleaners it’s actually a good book for anybody who runs a service business but we titled it for carpet cleaners because we talked to a lot of carpet players and that’s available on amazon as well so more importantly is the clients that we serve and the results that they get so just a snippet of some of the clients that have been with us for many many many years types of results they get more important to you is what we do we help make our clients the top carpet cleaner um home service cleaner like janitorial cleaning made service cleaning work with a lot of cleaning agencies and stuff like that make you the top brand in your local marketplace so you can attract the best clients which are obviously less price resistant possibly less you know recession resistant as well or more recession resistant are able to charge the top rates free cleaning service and you’re booked out weeks in advance that is the ultimate goal um for any business is to be the the top brand in your local marketplace the one that has the most

write that one down if you haven’t uh haven’t kind of thought this through well it’s that whole continuous follow-up concept because if you’re not repeatedly following up the people that are interested so they they pop their head up and said hey i’m interested in carpet cleaning and they didn’t book or you didn’t get back to them or you didn’t get back to them fast enough or by the time you got back to them there’s a delay and next thing you know they haven’t gotten back to you 99 of the businesses that we see that’s the end of the communication that’s it and that should never be the end of the communication so what we’re talking about here is the difference between lead generation and lead nurture so what are we talking about here well lead generation is just literally trying to generate a phone call a form fill a chat that’s that’s a lead generation activity lead nurturing is saying hey

somebody raised their hand and said you know what i’m interested in carpet cleaning they may have landed on your website there’s ways to capture the information of people that land on your website and mark it in front of them even if they didn’t fill out a form so you can you can start bringing them in to your funnel offering them to join a club where they can get savings and coupons and and things like that over time or a last minute club where you know if somebody has to exit out of your schedule you’ve got a client for today or tomorrow or the next day and they they have to um you know rest you know rebook their appointment you can have a last-minute club a list of emails they may never have been a client of yours before but you just send out first come first serve got this spot um and here there’s a bit of savings because it’s part of our last minute club things like that there’s ways and you can nurture these leads over time to make them become a client so it’s a lot like client database nurturing which you everybody should be doing but most people don’t think of doing that to their leads and the good thing is they’ve stood up waved their hands and said you know what i’m interested in the services that you the service you provide i may not have decided to choose your company yet or to go ahead with it but i’m actually interested in your category and that that’s very important people to know people that buy the services you provide because not everybody does so what is lead generation versus lead nurturing lead generation generation refers to any you know online marketing process such as the social media pay-per-click websites all that kind of stuff used to attract a potential customer lead generation focuses on finding new leads that’s the key point lead nurturing is a process of actually building strong relationships with these individual potential customers so they’re not customers yet over time and with the intent of turning them into loyal paying customers so lead nurturing therefore focuses on communicating with a person who has already shown an interest in your business but has not chosen to buy yet so that’s a really really key point so why does lead nurturing matter at all so your prospects might be just doing research they reached out to you and five other people right so he who nurtures best wins the lead may need to get signed off from their spouse you may talk to them on the phone but they say they have to check with somebody else in the family you know things like that so they they um you know they if you’re not following up with them and influencing them and to to make a decision to choose you over anybody else telling them why you’re different telling your little story of how you got into the industry sharing some customer success stories things like that if you’re not doing that nurturing um you’re just a commodity like everybody else and you know they might choose somebody else um other things that you know can grab their attention you know away from thinking of of the the services they’re looking to get done so they might have called you they’re interested and then life happens the dishwasher breaks down something like that there whatever and now they’re off in a different direction they kind of forgot and you can bring that back to their attention if you’re following up with them for a couple of weeks or beyond but if you’re not they forgot you forgot they start all over again they don’t find you this next time you’re out of the game so those kinds of things you know people are busy they’re on the go they’re unfamiliar with you so think of that as well they just don’t know they may have just taken a stab in the dark somebody might have referred them and it might have just been a hey i think these guys are pretty good and that they don’t they’re unfamiliar with you telling them about you your story your history things like that can get them reminded you know wanting to do business with you um if they forget about you you’re bringing it back into their awareness by giving that same marketing message that same brand awareness colors logos your face things like that they also say it takes seven touches to make an actual impression so um and they may try somebody else this time doesn’t mean they’re not good candidate next time so they may just choose somebody else for whatever random reason they chose does it mean oh that’s it i’ll never deal with those people again unless they find me next time no they found you this time keep talking to them so this is the process of basically what lead nurture looks like you want to inform educate involve them validate convert them keep them alive and go over and over and over and over again and you just want to keep that cycle going until they become a customer so you may have seen this before this is sort of like in sales in general the reason why they talk about why you need to contact people more and more and more it usually takes 7 to 13 successful touches to turn a prospect into a customer and that’s just a normal sales thing so yeah sometimes you get a phone call and people go yes what about all the other people that don’t say yes on that phone call go check your data keep that stats how many people are you leaving behind because what you’ll find is that 50 of all your competitors probably even more give up after the

initial contact if they didn’t book the job that might be you as well there’s a chance there will never be a second contact 65 of people give up after the the second and i would say in the service industry this is just sales in general they say it’s by fourth contact is you 89 percent this is your lowest hanging fruit because most of most other competitors are given up i tell you that it’s normally by contact too most people don’t contact three four five six seven times let alone finding a reason to contact continuously and you know i’ll tell you about what we’re talking about which is ongoing contact even if they don’t pick you right now or they decide to pause and not go ahead with picking any service they’re still ethical and welcoming and rewarding ways to stay in touch with them after that so

what we’re talking about is the ideal inbound lead management to 5x five times your conversions so if your typical website is converting you know ten percent of the traffic that shows up would you like that to be fifty percent of the traffic um if your you know google ad is is generating a you know a certain level of conversions or your um your facebook ads or a certain level of conversions people are coming into the funnel but they’re not booking jobs would you like to take that up by five times more than that so this is the type of stuff that causes that action to happen

so the first step we talked about maintain a lead database so what does that mean is you’re active that should be active i’ll change the spelling there’s a v missing is your active lead list 10 times bigger than your customer list have you serviced in the last three years 2 000 customers one thousand five thousand that’s great is your lead list ten times bigger than that how many leads that you’re actually following and in touch with right so that database needs to be huge um are you are you capturing all the sources your leads are coming in from right so are they coming in from your website are they coming in on chat are they coming in from you know facebook messenger are they coming in from um google my business chat there’s all kinds of channels that they’re coming in from are you capturing from all sources and what is the information you’re capturing from those sources and what defined leap nurture steps do you have in place do you at least have a one to two week sort of communication rhythm that’s going to happen every single time or do you just talk to them once and maybe remember a second time so your lead list is every single source that a lead can come in you need to be adding them to your list you know there’s people that will call up you know if you you can capture the phone number there’s ways to do that automated there’s other ways to do that manually where you’ve heard people say hey in case we get disconnected um what’s the best phone number to call you back on right and then at the end of the call hey let me send over the information we just talked about in the estimate to your email what’s the best email for that and you could ask as well you can always collect that information if you have a reason why you’re asking for it so are you tracking all the leads from telephone calls like that so if it’s just a call you may not you can have some automation that you know caller id things like that but you may also just want to ask those questions as well have that and enter that into a lead database what’s your name again great thanks angela what’s the last name angela baker awesome angela baker um so yeah let’s have a conversation about the cleaning that you need done um and just in case we get disconnected what’s the best number to call you back on is the one i see here on my phone awesome great nothing wrong with that that sounds natural you’ve just had a script that collected information and added them to your database the person taking the call should be typing that into a database as a lead um website leads do they filling out forms are they doing chats is that all being brought into one separate lead database somewhere not just an email to you saying oh this person is interested in some stuff or or just a chat bot um paid leads google ads pay-per-click facebook ads where are they going um and how are you collecting that information referrals when somebody refers their friends are you collecting that in is it coming into when they refer the friend are they is it coming into a database are they replying back by email or form fill and that form is adding it to the database and starting that communication um and then inbound marketing you know newsletter letters social media emails people messaging you are you capturing that information somewhere and turning them into a lead in a database those are the things you need to be thinking about um what kind of information are you capturing you got their full name first and last full email address their best preferred email address the phone number preferably cell number so you can text message

them as well more people are on their cell than they are on any other number phone number in their in their lives what’s the business name if it’s coming from a business or you know any sort of commercial intent who is it um and what is that what is where are they calling from or messaging from what you know what area are they from what city what what neighborhood and what are the services they need are are you capturing all of that information or as much of that as possible from every possible channel

and then how many initial touches what we’re talking about initial touches we’re going to get into sort of like a long-term follow-up in a minute but are how many initial touches do you have and what forms are those calls emails text messages direct mail social message so for example lead you know um comes in and again this is lead nurturing do you send an automated email and maybe an s a text message as well do you follow up with a phone call if you don’t hear back if they don’t answer those messages within 24 hours 48 hours do you have a system in place that it triggers oh this person’s due for a phone call now do they they give you a maybe yes or no right yes maybe or no do you send an email are you going to book maybe a quote or a site visit you know free bonus something like that um and then are you sending more nurturing emails are you telling them more about other people that had services done like they’re interested in so you can take a bit of away some of that fear that they may have as well so thinking of things like that then you want to strategically follow up so with the hot leads so hot leads are ones that are interested in your category that have the means to pay and are just tire kickers right so multi-channel follow-up right just because they called you doesn’t mean you have to call them back you want to make sure you text them email them maybe even you know message them on social media if you if they’re there if they’re connected to you if they’re a follower something like that um you want to multi-touch that follow-up over one to two weeks so if you send them an email you can drop them a quick text or drop them a voicemail saying hey i just popped you an email want to make sure you got it it’s got some information that we talked about right there’s you can have multiple touches to draw their attention to it so that at least you get a reply back hey give me a quick papa reply back that you uh that you’re still looking to go ahead with this things like that um you can check their social media and find something something about them to re you know to to relate to um that’s you know you so what i’m talking about there is you know if you know who it is if they came in through a social media channel um they got referred to you by friend things like that and you can find out about them and find out that they’re you know into softball again not about being creepy or something like that but you know if there if there’s a connection say hey i i noticed you’re connected to one of our clients and um you know you’ve got a wedding coming up um i’m not sure if that’s why you contacted us about a cleaning but we’d really love to help out something like that there’s ways to do that in a you know in a very very sort of non-creepy sort of way um but you can connect with them on different platforms and things like that um send them the mafia offer message so basically what i talk about in this is there’s lots of trainings we have on an irresistible jaw-dropping offer what is the offer that they’re just couldn’t couldn’t possibly say no to whatever that is um and you can send that message um at the end of a sequence so maybe you’re willing to talk to them for two weeks and then you kind of let it go quiet for a week or two and say you know what i’ve been thinking about it we’d really love to come in and service you know clean for your home here’s a great offer we’ll come out and clean one room absolutely free say you’ve done a postal code surgery you know the neighborhood they’re living in they’re near other people that you know spend three four five six eight hundred dollars on cleaning services why not send them an offer we’ll come out and do one room free we really want to be your carpet cleaner um and you know you made it uh inquiry into us and interest into us and we’d like to give you that back give me a call in the next 48 hours um just to uh let me know if you’re if you’d like to take advantage of this offer it goes away in 48 hours you could have a mafia offer for one free cleaning that you know you can come out with in the next two or three weeks to do the cleaning but they have to let you know within 48 hours and then if they you know if you still don’t get them you put them into your forever follow-up where you just drip on them with great before and after content and helpful information every month you know once a month maybe twice a month um until the uh unt until they’re ready again maybe they went with somebody this time but they weren’t as happy as they they thought they’d be next time they need a cleaning if you’re still in front of them you know what i should have tried those other guys and there they’re still in my inbox they’re still sending me messages yeah let me try them so

think of that kind of stuff as well so that’s the forever follow-up i wanted to kind of pause and go a little bit deeper in on because this database needs to have um that list of people that just never said yes even after all of your efforts and i want to kind of pause here and think you know a lot of people go oh gosh we’re just going to annoy so many people um i hear this all the time that you know if you’re just going to keep reaching out and reaching out and reaching out people are just going to get annoyed with you two things one know they’re not if it’s if it’s meaningful outreach and if it’s not just spam it’s not just garbage if it’s not just you know offer offer offer sales sales sale if it’s if there’s other reasons that you’re giving them value then they’re not going to for one and just because um a small percentage say five percent of the people that are on your lead list unsubscribe or tell you that they want to be unsubscribed that means 95 didn’t so you always want to make enough noise that a few of the squeaky wheels kind of kind of tell you you know what that’s that’s too much that’s enough great thanks um because it means that the rest of them aren’t at that point so you don’t stop the whole thing you don’t throw up the whole the baby with the bath water just because a few of them you know made that made that claim so a stale lead is somebody who you’ve tried your routine your one to two weeks of follow up i usually suggest two weeks um and they just didn’t bite there’s for whatever reason you could get them on the phone you got them on the phone you couldn’t get in the home to do a quote you tried them off your offer and they just didn’t bite on that so you put them into the long-term nurture um and you just build like a a series of messages that go out over time testimonials stories um any good reviews you get you put it in and it’s just you know some people just do it as a monthly newsletter hey here’s some great before and afters on pet you’re in jobs we’ve done over the last you know month or so and a little bit of a helpful tip if you ever have this problem and a little bit of a you know here’s here’s a bit of an offer if you’d like to give us a try if you have any of these issues or just give us a call and ask any questions right um and then you can do a check-in call every three to four months just pick up the phone and call get an answering machine leave a message hey it’s just you know pam here over at abc carpet cleaning and you’re interested in our services a few months back just wanted to have a quick check in to see if there’s anything you’re looking to get done um coming up and uh yeah just let you know about our current uh promotions or whatever right again doesn’t have to be discounts and deals and specials that way promotions could be you know you know any minimum order and get a free armchair cleaned you know so you get your full price you’re not discounting your price but you’re willing to add an extra service on or something like that you know there’s ways to do promotions that don’t discount your price you want to send them a company newsletter print and mail is preferred so one thing i’ve always done in our cleaning businesses is had a monthly mailed newsletter we actually even have a service because we got writers to write it for us um we’ve had a service for 15 years that um carpet cleaners and other uh other people are actually on where they get the template every month add their information in within five months or sorry within five minutes and mail it out to their database we prefer mail email newsletters just don’t get looked at you can have a quick email that says hey here’s a couple of things that are in the newsletter that i just popped in the mail for you keep an eye out for it um but email newsletters do not get read when’s the last time you read the email newsletter from your insurance agent or you know your mortgage broker you name it right you don’t but if it gets comes in the mailbox and it’s helpful information for around the home it’s martha stewart type information reader’s digest type information people will hold on to that they’ll put on the back of the toilet we call it back in the toilet reading actually um and it’s it’s so if it’s an a-list client or an a-list lead somebody who is actually really good to get in front of add them to that list definitely make sure you’re mailing them and also mail them your seasonal promotions make sure they’re in your database to get any of that kind of stuff um you know so that’s you know any contest going on any charity events going make sure they know about it just keep them in your your your promotional database as well and this is really good if you take leads and determine based on their zip code or postal code where they live um and you can kind of know their you know the neighborhood they’re in you know if it’s you know the type of person you want to be chasing and you can chase some more vigorously than others just by adding you know upgrading them putting them in your lead database as an a-list lead versus sort of like maybe an apartment person might be c you know kind of idea so maybe they still get the messages but they don’t get the mailings there’s ways to do that and that gets us into how to do all of that is leveraging automation so all of that sounds great john oh my god i can see how chasing people more than i ever have before following

up with them getting a reminder to give them a phone call just to check in things like that dropping voice drops or voicemail that just ringless voicemail there’s all kinds of things that you can do that you can automate that you never have to think about it just happens and the reminders just happen and the flow just happens so how do you automate this entire lead nurture process so leads are coming in you’re talking to them and something is happening in the background to get them to come back to the phone and there’s a reminder to you hey it’s been two weeks all of these messages have gone out um and it’s time to give pick up the phone give them one final chance at a call here’s a script to say and and then they’re going to be put into the forever follow-up so they’re going to kind of be abandoned because everything every attempt has been made right so that automation can happen without you having to do anything if it’s set up properly so all the leads from all different sources need to go into one lead database that’s the first step to make lead automation work you need to put the leads into different pipelines based on the prospects the interests and the intent so the pipelines can be based on you know type of services they’re looking for it could be based on an offer they came in on from pay-per-click or facebook ads or other places there’s different reasons for the pipeline it can be based on the fact that it came to your website and went to the pet year in page and started chatting to you that’s a different pipeline that is a different conversation you need to be having with them because you know they came in with a different intent each pipeline should have its own workflow so that the automated emails calls smses anything like that that’s going out in that is based on that specific pipeline that you’ve set up um you want to provide a consistent automated follow-up until they book or bail as what i always say so that’s what we call hot lead follow-up that’s for the you know two to three weeks kind of idea one week is bare minimum but two to three weeks the mafia offer if you’re gonna run it is it sort of the end of the third week kind of idea um book or bail means bail mean they just didn’t they didn’t they didn’t get back to you they they just kind of went cold um they said oh yeah let me think about it you keep messaging them they don’t get back or whatever at that point they’re considered a stale lead and you drop them into your forever follow-up so what does this look like well lead automation looks like connecting the dots all different ways people came in from different landing pages and different ad sources and things like that facebook and google ads and organic in your website and on and on and on referral campaigns that are sent out and you you name it and they come in from different different um sources and then because of that they get into different message flows they get text messages and emails and delays and times and all that stuff so the whole process drives them into either becoming a client asking more questions or moving on into that forever follow-up that’s what it looks like so there’s a bunch of different tools that can can help you with that there’s ways that you can sort of jing together a few tools as well um but there’s there’s ways that you can sort of play with this sometimes within some of the um customer consumer customer relationship databases the the the crms customer eraser management databases your service monsters some service titan house call pros can do a little bit of this but the sophistication of sort of multi-channeling it is can be a little bit more challenging um one solution is the one that that we built because i’ve been in the industry for over 30 years pieced together a bunch of this different stuff back in the day literally i had a um a file drawer right beside our our office admin or receptionist pull it out and there would be um all the months of the year at the front of the with folders in like a folder for each month of the year and then a folder for for day one to day 31 and it was all manual driven it was you know when when somebody came in they got added to a list um a card and put into that folder and then if they got you know next they got moved to the next day and then the next day that card got everybody every card that’s in that next day folder the secretary would come in pull that out and one of her jobs were to pick up the phone and call anybody that was in that because they were a message from the day before had they booked yet yes or no if no call them and then that card would be put four days back and that four day back one would be to send them a piece of mail you know back in the day you know before emails and all that stuff and then when emails you do emails and then maybe even a physical mail and it was just moved through a process and then they were put into the forever follow-up was which was just month by month by month there was a message and then they moved to the next month and it was it was just a manual process so automation allowed us to build all of that out because our carpet cleaning companies and our maid service companies and our janitorial companies grew like crazy because of this automation of of automating our leads and our referral flow and stuff like that so that became carpet cleaner lead pro which is something that we’ve invested a lot of

time and money in over the last two to three years um and what it basically does is all of that automation and technology and every new piece of technology we keep adding in and coding in so that we can actually do this amazingly well so that the lead automation just happens and the reminders to the staff just happens and the whole thing just flows when a lead comes in from a source um there’s a lot of automation i’m going to show you what that that looks like

so we’re going to walk through so one of the first things is smart forms so smart forms mean that you can have forms on the website these can even just be pop-up chats to text and stuff like that but um as soon as they fill out a form um depending on their answers they can actually be given a survey um the form can actually um the enter it into the database the person is interested they have some questions and based on that your phone rings immediately and says hey this person just dropped this form um here’s what they’re looking for information on press one now to connect with them and it rings them right away um and they could be they could be taken through a certain channel of communication while you you know the phone rings they answer it great if they don’t a voicemail gets dropped hey you know just try to get get ahold of you i know she just uh filled out something on our website we would really love to chat with you um you know take a look for you know i’ve just sent you an email as well and um yeah we’d really love to connect get back to me as soon as you can and then a text message drops as well so you get a voicemail and then maybe five minutes later text message hey here’s a you know you get back to me my text right here as well all of that’s automated so smart forms allow that to start that process to start smart connect is what i just talked about where it drops a phone call or a voice connect drops a text message an email and then based on how they respond back to it it puts them into a different series of messages really really simple because it just happens off the website predominantly landing pages and websites so you know you’d run a pay-per-click ad that should go to a landing page not necessarily directly to the website it should be about what the ad is on um but you go to the website when people land on that because of google my business your rankings your google maps rankings organic there’s a form and that’s a smart form so as soon as they fill out the information they can drop down what services they’re interested in hit submit it automatically roots them internally and automatically rings your phone if it’s between business hours and you can you know your secretary pick it up press one and connect right to them if they’re available to talk just because they filled out a form chat to text so it’s not it’s not a two-way chat where they have to sit on your website and hope you get back to them i hope somebody’s there no they they send a message and instantly their phone goes ping great i’m gonna you know it just says i’m gonna get back to you here on your phone um so you don’t need to sit on our website and as soon as i get a moment i’ll get back to you and that can happen anytime day or night if it’s at night time you know um as soon as the office office is open i will send you a message back and they get they get an instant text message outside of regular hours um and inside a regular are saying hey i’m going to get back to you on your phone no need to sit on the website and they can now move on with their life they can go about their shopping about their day about their whatever they’re doing and not have to sit waiting hoping somebody chats back to them on their website so all kinds of automation can be built into a website every lead gets followed up within five minutes or less is the rule of the day so all the leads are pulled from different sources into carpet cleaner lead pro every single possible source um from seo rankings to website to google ads to facebook ads to google local service ads you name it all of them end up as a lead inside carpet cleaner lead pro so do anybody in messenger you don’t need to be popping into your facebook to message them back it all comes into one source that can be put on your phone and on your desktop to message back and forth with and google maps has a chat as well called google business profile it has a chat platform as well and if you’ve got it turned on you’re you need to have the the um google um google business profile app downloaded on your phone well do you want to be answering all of those chats do you want somebody in your office answering those chats who’s supposed to be doing that well our tool is actually allowed to connect to that platform so they can all come into the tool um so you don’t need to have that the google’s app downloaded on your phone um and it all is in one place because we’re now capturing who was that what what number did they come in on what’s their information we’re going to be capturing that information from them and starting a two-way message back again and they’re on google there’s where it is if they’re on

their cell phone and you’ve got it turned on and you’ve got the app downloaded you can message but with our system we can automatically have that turned on and you don’t even need to be on your cell phone you can be on the desktop and what do leads look like what does the lead pipeline look like well here’s an example you know facebook offer leads the google chat leads um facebook messenger leads all the way through quote job on-site quote leads um book jobs people that did not book completed all of these are different stages of a pipeline that people can move through so it kind of looks like this as well any different source of leads that you’ve got coming in should have its own lead place and then what happened to those leads should have their own pipeline stage as well if they didn’t book yet then that’s a different set of follow-ups so if they came in from a facebook offer um you got back to them there’s a messaging going back and forth you’re communicating with them um and um the conversation started but they didn’t book yet then that should be a whole different series of messages and then um the stale lead forever follow-up if you know they got a job quoted but they never booked the job yet well that’s a different series of follow-up that’s a different pipeline or stage in the pipeline so that’s what we build out for all of this and then the smart message um workflows means that you know hey just reply back with a yes or no blah blah blah and that can take them down a whole different pathway of messages and things like that there’s ways to build all of this kind of sentiment if if you sent them a message you didn’t hear back from them at all from any channel then um then you know after several days hey i didn’t hear back from you on this is it’s automatically being sent and it’s all smart messaging workflow and then as soon as they get moved from one pipeline stage to the other this message stops the next message starts the next campaign starts simply by moving them from one stage to the next and that’s a simple process of just saying hey i just got off the phone and talked to this person let me go into the back end of the um of the system and move them over to um they booked or they didn’t book yet or they booked a quote or whatever and it’s just communicate with the leads on you know either two-way chat right within the tool two-way email right within the tool pick up your phone and call them and then just mark them as what happened on that interaction and that will move them through the stages um and then you know all the campaigns can include email sms call reminders ringless voicemails to leave voicemails on their phone their phone doesn’t even ring and boom they’ve got a voicemail i’m sure we’ve all seen that on our cell phones all of a sudden dang you got a voicemail going i didn’t even hear my phone ring well there’s a technology that allows that to happen we employ that technology as well um and then you want to messaging with um you know that smart automatic automation and tokenization to make it personal so hey sandy how’s it going i haven’t heard back from you about your pet you’re an issue right nobody has to remember that that’s all tokenized right so you want to make sure that the messaging flow has captured that information and now your you’re creating smart messages because you’ve you’ve got the good information and you can follow up based on their needs and you can ask questions and get surveys filled out and all of that kind of stuff and all of that is um really good automation and then so that all becomes part of that hot lead follow-up so the hot lead follow-up is that first couple of weeks two weeks minimum as i say one on one barely two weeks is the minimum our system does the two weeks and then the mafia offer if you’re having if you want that put in place as well um and it’s multi-channel so some people might have they might have emailed you but you might get they’ve got to hold them better by text message um or picking or picking up the phone and calling and having them call back in things like that um you want to basically touch them over that period of time have that automated mafia offer message and then if they still go stale you put them into a forever follow-up and that forever follow-up is just based on you know again client testimonials emails about your story why you got into the industry in the first place you know company awards that have happened things like that all of those things can be added to a ongoing forever follow-up until they turn around you know they you know reply back to this message or give us a call where they give a call and somebody goes oh my gosh you pull you up in the lead database oh yeah that’s great you know i noticed that you checked you know messaged us last may about something you know it’s now september you’re interested in going ahead with that great great i’m glad you’ve been following all of our emails and stories of happy clients that’s awesome great let’s get you booked in boom they get moved from being a forever follow-up lead they get moved into becoming a booked job um or a booked quote and that pulls them out of that forever follow-up they don’t they’re now into your customer database and they don’t need to be you know getting those messages and things like that so there’s ways for all of that

automation to happen super super easy so um let’s recap on this we’ve you know kind of covered a lot over the last 40 45 minutes uh but what we’ve covered is that you need to maintain a lead database i hopefully hopefully hopefully made it made sure or made that painfully obvious um you need to maintain a a lead database you need to strategically follow up with all of your hot um leads multiple times across multiple channels you need to be doing a little bit of that pseudo that that staying in front of them because they just may not make that instant decision the first first day or second day you know you might send a second follow-up email hey i talked to yesterday you know what’s going on and then that’s that’s the end of your communication or you might do it for a while where you actually you know we commute with communicate with a lot of people for quite a while um you know for a week or two or whatever afterwards and then six months later you’re not doing that anymore because you know it’s hard to do if you’re not getting through you’re not getting a lot of messages if it’s automated you’re going to pick up all of the the the people that just forgot about you all those reasons we talked about at the beginning that just you know they got busy and then they started all over again well if you’re in front of them they only start over with you none of the other people are even in front of them anymore so you’re creating that that warmth and goodwill the other thing that that warmth and goodwill really does is it takes you out of being you know price competitive because if ever if they don’t know the difference between any one company to the other then price is the most important thing as soon as they understand hey i want to work with you guys you guys seem to know what you’re doing you seem to get a lot of reviews and feedback a lot of customer testimonials i’ve been watching some of your before and after videos you’ve been sending me um and your youtube channel that you’ve been linking me to and blah blah and i think you guys are amazing um i think your crew is funny whatever you know i want to use you guys that’s not about the price anymore right it should never be about price price is not the most important thing to most consumers it’s actually way down the list we’ve talked about this many many times on past master classes that prices is not the the highest concern even though sometimes as business owners we feel like it is um but we can make price of distant distant concern um or memory if we uh if we’re building nurturing that that lead database and turning them into customers and then nurturing our customers so our competitors don’t steal them away so that’s what we’re talking about and you want to automate everything so that it happens it just has to happen consistently every single time it can’t be something that sort of haphazardly happens it’s got to be consistent and it’s got to be multi-channel and it’s got to be based on on their needs and what they’re asking about and it’s got to be personalized and all of that can be done and all of that we’ve built into a done-for-you solution called carpet cleaner lead pro we’ve got one solution you can learn about all the different automation levels and piece something together yourself there’s you know there’s different ways to play the game but um you know having that figured out is the most important part of it because you know if you take if your average job is 300 bucks and you know you can even just double the number of leads that say yes you’re literally effectively doubling your business and if that’s 40 50 60 leads in a month and at 300 60 leads you know that’s another eighteen thousand dollars in the month if you got 300 each lead so you know or each each lead becoming a job so if you just double the number of bookings you could you know again if you if you’re a smaller business only does five to ten thousand a month um you could take that from ten to fifteen thousand just by doing lead automation so uh so there’s there’s lots and lots and lots of upside potential and revenue in doing this properly so how do you implement this in your business one way you can do it again as i said you can go out and look around and find different tools to piece together um try and figure it out different ways to to do that or um you can take advantage of an offer that we make for a limited time on on some of these master classes or webinars where you can actually have a comprehensive marketing audit done for you you meet with rima that you met at the beginning get some information up and then it sends off to our team the same team that that does all of the seo research and pay-per-click work and all that for our clients they they because they have to figure out what they do you know what needs to be done before they do it they do deep dive competitive analysis well we do all that for you and we do it for free for the people that can that qualify and get on this list and then you end up with a 60-minute marketing consultation with me so i do charge 4.95 an hour for my consulting time and i only have a few hours a month that i i leave open for consulting but for people on these webinars um if you’re looking to get sort of this lead automation figured out if you want to say here’s what i got here’s what i do here’s the marketing i have in

place how can i tie it all together better what kind of things are you talking about our team can do all of that find out what your competitors are doing find out what you’re doing and then pull all that together and then you get on you know and that we’re offering that for free that’s easily over 500 worth of consulting value um or you know research value and you get all of that and we come come on and you end up with um we’re identifying the key issues that could be holding you back online things that were noticed that you’re missing where you’re not even getting leads and not being seen by leads website ranking reports optimization how can you get more people to convert on your website we want to make sure that you’ve got maximum number of reviews not just on google but around the web and that you’re dynamically syndicating those so a google review doesn’t just sit on google it actually gets shared across all of your platforms in multiple different ways things like that you want to be seen as the obvious authority the most reputable company and the one that everybody’s talking about you do that you’ve got tons of lead flow coming in then and that lead flow is if it’s if you’ve got lead automation in place and lead nurture now you’re capturing most of that lead flow to become customers of yours and that’s how the great companies grow amazingly big so we’ve got a sort of a step-by-step blueprint for you we’ve got the ability to have a conversation with you do a bit of research first and then hop on a consulting call so if you’re interested in that you want to go to carpetcleanermarketingmasters.com schedule i would normally also tell you that you will want to um you know message reema in the chat box about this but apparently that part of the tool is not working at all so not really sure what’s going on there but um we’ll get that fixed for you hopefully the replay of this works out but if it doesn’t everybody that’s on live has got a great opportunity now to kind of take their business to the next level put a bit of insurance in place for whatever the economy does because the very best people are going to be reaching out to the very best customers are going to be reaching out to the very best businesses and if you’re seen as one of the best and they’re reaching out and then you follow up properly you know whatever recession happens and whatever business closings happen around you it might just be a good opportunity to pick up good technicians from the competitors who can’t stay in business because you’re marketing better and you’re marketing your leads better and you built that lead um automation dashboard and stuff like that so you’re really hedging yourself against against any sort of downturn in the economy it is always said that if the economy turns down or anything gets tough the last thing you stop investing in is your marketing because the marketing is the only thing keeping the lights on so you market your database you market the you know referral partners you market um you market the you know the ideal consumers you market the neighborhoods you market market market you you do some grass roots market you go hand out flyers and put letters on doorsteps whatever you need to do but there’s lots of things you can do to over market and over deliver on your marketing when the mark when the the economy is slow because your competitors won’t and now you’re growing a lot of people put that on the back burner during busy times i always suggest just hire more people and grow your company huge because that marketing will work whether it’s a down economy or an up economy and uh and and then don’t put it to bed when when everything’s running um just keep doing it keep doing it keep doing it and you’ve built a legacy and an asset you can you can you can sell for hundreds of thousands if not millions of dollars because you didn’t get affected by downturns and recessions because you have a system in place and you have automation in place and you have processes

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The Ultimate Guide To Google Local Service Ads For Carpet Cleaners

The Ultimate Guide To Google Local Service Ads For Carpet Cleaners

PODCAST EPISODE

The Ultimate Guide To Google Local Service Ads For Carpet Cleaners

Looking to dominate Google Local Service Ads for carpet cleaners and home service businesses? Look no further! This MasterClass is packed with all the tips and tricks you need to get your business ranking at the top of the search results. From setting up your account and optimizing your profile to convert, to secret hacks for setting the ideal budget, I’ll walk you through everything you need to know. So sit back, relax, and let me show you how it’s done.

Topics Discussed:

You will learn how to do marketing your Cleaning Business on a Tight Budget, including: 

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Why Local Service Ads is a no-brainer for most carpet cleaners and home service business owners

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How you can jump on board (if you have not already)

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What it takes to rank in the top 3 results

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How you can take advantage of high-quality leads at low CPL and maximize your ROI to truly WIN with Local Service Ads

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…and more!

Audio Transcript:
some great information i think you’re going to really really like this one we had a lot of interest in learning more about local service ads big part of of the marketing mix that carpet cleaners and home service providers should be looking at so we’re going to kind of dive deep into that how to make sure you do it properly and that kind of stuff so welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host john clindining has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing masters a digital agency that turns your online marketing into a lead generation machine tune in as john shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

the interesting thing about this this is really um really interesting webinar um something i i find very very impactful for our clients um it’s something that as a digital marketing agency um we don’t make any money on at all this is just um there’s no services around this that we can really provide to you a little bit here and there as part of you know our main core package and stuff i got to help you guys get set up but other than that this is literally just something that as a business owner you need to know how to do you need to how to manage and see if it fits into your model so so that’s what i wanted to share with you today is all about how to win with google local service ads because they’re still fairly new and a lot of people aren’t quite sure how to how to go about using them properly to actually maximize the results and right now um way back in the day like you go back 15 20 years ago um google pay-per-click ads were pennies a click now we know they’re 5 10 15 20 some mark is 25 a click for every every click that just comes through to your landing page or website and that you know how many clicks do you need before you get generate a phone call and how many phone calls do you need before you generate a a job out of it you’ve really got to be careful and aware of the math because the bidding has gone insane well google local service ads are still just sort of like you know um the new kid on the block so to speak and the the cost for the per lead can work out in a lot of businesses if you run the math correctly so we’re going to be talking about that here today so i need your attention turn off your cell phones i’m actually going to turn and put mine on mute right now i’m actually going to try and prevent my siri from talking to me on my phone as well which sometimes happens during these turn off your facebook um you know if you’re cleaning or service business owner and you’re serious about getting better results from your marketing the next 60-90 minutes i don’t think it’s gonna take that long we’re gonna walk through this pretty quickly 45 to 60 minutes um as it says could change your life it’s definitely could um could really really impact your marketing and and that’s the important point here is to is to is to really see how we can help grow your business and give you some actionable advice again that is not something that we even can provide as a necessary as a service something you guys have to do um and work on you know on your own about as well so

so um what we’re going to be talking about what we’re going to cover is what are google local service apps we’re going to let you know what they are where are they active how do you get involved with them how do they work how can you jump on board if you’re not already and if you are on board already um what you can do to really really um maximize your results and get the best chance of ranking because we’re going to talk about there’s only three results that show up and google decides those three results it’s all part of google’s algorithm still that google everything google does is all about an algorithm as you guys know and how do you influence that um that’s the really important part um and how do you take advantage of of these high quality leads at a low cost per lead so you can maximize your roi so if that sounds exciting if that sounds like what you’re looking to do is hey i need a lead source and i need another lead source i need multiple lead sources can i employ this one in my business as another lead source that that’s valuable to me and if i can how do i maximize it how do i use this tool properly so for those of you who don’t know me i know we’ve got some customers on like some of our regular clients on the line um we’ve got people that have talked to you before uh but there’s some newbies

jumping on the line as well so who am i uh well uh so my name is john clendening i’ve been in the cleaning industry since 1990 while still in high school um i’ve been the owner of many many um cleaning businesses service businesses um franchises i’ve also even got an ecom line on amazon i’ve done i do seo and marketing all over the place but my near and dear to my heart is the cleaning industry and carpet cleaning business specifically um i’ve lectured around the world many three-day elite retreats and and 90 minutes on the stage and all of that kind of stuff vegas and chilliwack bc and miami and the island of samoa i got flown into things like that so i’ve been a long time consultant and speaker trainer author all that kind of stuff um so i bought systemize and sold made franchise businesses during the years the whole time through that period of time from 1995 until just uh just last year i had my brick and mortar carpet upholstery and cleaning business we also had duct cleaning businesses and added the tile grout and stuff like that and i was able to sell that during the pandemic and cash out really really nicely i’m also the author i’m proud to announce of the complete guide internet marketing for carpet cleaners you can go find it up on amazon it’s it’s available um kindle version and the the printed book it will arrive to your door in about two to three days if you go order it from there it’s just a new release something i’ve been working on for a very long time but it is a literally a step-by-step program of everything you need to do to um for internet marketing for carpet cleaners it literally is the complete guide based on the case studies our clients all the work we’ve done the 20 years of experience in in marketing the 15 or so experience of years of experience in digital marketing and our entire team so that’s uh that’s a good resource to grab um as well and to have sort of in your back pocket more importantly than that what about what we do for our clients so there’s just a bunch of happy clients um getting their best months ever their best years ever um ranking number one showing up everywhere online in their local marketplace dominating everywhere which is what we want to do what we call it is our as our digital dominance method and it’s it’s based on again my 30 plus years of experience 15 20 years of consulting and everything i’ve done to build my own businesses to help build franchise networks to help build individual companies help them grow and understand it’s an all in mentality it’s not a one and done you can’t just be doing one thing it’s all about how you put all the pieces together to build a momentum and a machine that is just generating leads and cash and a business that you’re it’s not all based on being the lowest price or any one advertising source it’s firing on all cylinders so if one thing kind of goes down for a little bit you got 20 other sources of leads coming in anyways and that’s how you grow bigger and bigger and bigger and you have an asset that you can sell not just a lead source um uh you’re not just paying for leads all the time so we are going to be talking about you know pay-per-lead today but what we’re going to be what we we always share in our company is that’s just one of many ways of of getting leads into your business so what we do um is we market our clients as the top cleaning brand in their marketplace so they can attract the best clients are able to chop charge the top rates and are booked out for weeks in advance um our core principles are all around maximizing your opportunities um to generate leads from your digital marketing so google local service ad is an opportunity so is google my business so is google pay-per-click so is your website so as facebook ads so is social media all of these things are opportunities the goal is to maximize all of your opportunities because it’s a it’s it growing a business is about is about doing all of those kinds of things and how do you implement that and how do you automate it so it’s not like a pain in the butt it actually gets easier the bigger you grow um you want to maximize your brand impressions so we always talk about the brand authority and visibility you want to be maximizing your brand impressions in your marketplace so you’re seen everywhere as the authority as the one people should call so are you maximizing your brand impressions everywhere you can and then you want to maximize conversions i like to call those lead multipliers so if you’ve got people coming to your website and you maximize the website for conversions you’re multiplying the effect of every single visitor that comes to your website if you’ve got pay-per-click running and you maximize the conversions on your landing page you maximize the words on the page you maximize the offer you’re maximizing everything for conversions and now you’re multiplying the efforts and the effects of the marketing that you are currently running and that that the maximizing conversions you do it once and it continuously maximizes that that vehicle so you’re just constantly thinking of how do i maximize my conversions on every sort of thing how do you maximize conversions on referrals how do you maximize your conversions on repeats how do you maximize your conversions on landing strategic partners locally everything is about maximizing

conversions and that’s that’s a lead multiplier so today what we’re going to talk about we’re going to talk about what are google local service ads um so i’ve heard this story and i i i don’t know if it’s true or not but it it kind of makes sense to me but so google local service ads are these um these are called um they’re they’re they’re pay per lead ads so you don’t pay per click right below it down here is the pay-per-click every time somebody clicks on one of these ads you’re paying google local service ads are pay per lead so we know other lead sources like homeadvisor and thumbtack and um you know bark and a number of these places that want to sell you the lead right so the story that i have heard is that you know you know somewhere along the way google was watching these companies like like homeadvisor and angie’s list and yelp and thumbtack and all this rank in the organic algorithms pay for ads in the paid algorithms so that they could generate leads in all of these different spaces carpet cleaning roofing you know um locks locksmiths plumbing you name it all those different categories of local services um they were watching these companies use their platform generate leads into their their own platform these other companies and then sell the leads that they were generating back to businesses and google went well wow isn’t that a great idea not only can we do that we can do that better and we own the we own the the sandbox as i say we can put it right up at the top so um pay-per-lead is visible right at the top of the search in those marketplaces that have pay-per-lead turned on like in those marketplaces that google is is is providing this so if the marketplace is way too small you’ll notice it’s not there if it’s a decent sized market um they know that they can sell this stuff they have it turned on because there are people looking for these services the interesting thing is different than other lead sources think of it this way this is a person on the phone and that is insanely different so when somebody like again you notice they only show three um before you have to click this more tab that very few people click so they’ve got the top three well when you when somebody clicks on i’m going to walk you through what what happens but when they click on it you’ve got somebody on the phone pay per click it’s just a click they have a click to a page home advisor you have you you get the hey somebody is interested in a lead go chase them now you now have to try and get them on the phone and if you’ve ever used um home advisor or services like that you know how hard that is this is actually a live person on the phone going i’m interested in what you offer tell me more right that is an actual real lead and that’s why the rois can be amazing with with google local service ads so what we’re looking at here is you notice that there’s a couple things we’re going to talk about so the google guarantee badge we’ll talk about that later as well but that’s really important as what that means and the google tracking number so google tracking number means that google puts their own number in there all the calls are recorded their ai bot is actually listening to all the calls as well and you can actually because they’re all all recorded you can dispute a call and we’ll talk about that how to do that properly and you should be you you can dispute a call that is billed to you as a lead and the they will google will go back and listen to that call and and and they will mark it as um you know you’re right that was if it’s in the disputable category we’ll talk about that any one of those they’re gonna market as um as not a lead and and take that charge off your account so you will no longer you won’t be charged for that lead and and that’s really really important so google’s tracking the calls but we’re also finding that their ai bot is getting so good at this that um that a lot of leads are actually marked as already marked as spam by the time um or you know or as as not charged by the time you see them and they’re marked that way because the ai is actually listening to the call and understands that it wasn’t a booked appointment and they’re only charging you for booked appointments not charging for the phone call they’re only charging for the booked appointment so that’s that’s really important as well so let’s let’s um pile through this so um the other point here is that obviously when somebody clicks on the actual one of the the cards so say for example they click on this um team carpet and flooring then there’s going to be a um it doesn’t go to your website it doesn’t go to some you know some other weird place it goes to a landing page that google builds that you that you um can set up and we’ll show you how to set it up in the ways that that make it way more likely that people are going to call you and become a lead to you right but so they click on that you haven’t paid anything yet they get to here they haven’t paid anything yet now if they call your business and are a qualified lead then then you’re going to be paying per lead right so

here’s what like what we’re talking about is your google guarantee shows up right here um we also see all of your reviews and we’re going to talk about how much that influences what’s happening as well so there’s ways to influence what this card is but this is what happens at this moment so why does it matter well it matters because 87 of consumers go to google for their home service providers and we’re in the home service industry so if they don’t already have a preferred vendor or a referral from somebody if they’ve if they’ve got a referral they went like ask them by as they say they asked their friends they asked on social media they might go and start google your name and those kinds of things google local service ads aren’t going to show up then but if they’re just googling the category they’re trying to find a carpet cleaner near me a tile and grout cleaner near me upholstery cleaner near me things like that um they’re going to see those ads at the top 87 of people go to google and that’s really really important um it’s the number one place new play new customers are looking for service is google so the google search results and page one of google specifically so page one of google includes the local service ads um local service ads come up first on both mobile and desktop what you’re trying to do and what google is influencing google’s only showing the google local service ads to people have who have consumer intent so they’re actually using keywords and sentiment that google’s algorithm knows is that they’re in a buying mode so google only cares to show the local service ads to people that have buying intent based on on what they’re searching for so there’s no higher intent than a customer who is proactively looking for your services at the moment with buying keywords so you need to just have a plan in place to win and you’re you’re you’re tapping into this really really nice stream

so how does it impact on search so what we talked about is this is you you need to own the page right

studies that have been done

they know that when

shown on a page so you have the circle local service ad then you got the adwords the pay-per-click right there and then you’ve got the we all know about the trusty old maps pack and then you’ve got the organic listings where the websites go right we know that 14 of the clicks go to google local service ads on average 11 then when google local or service ads are showing 11 go to the pay-per-click ads 35 go to the um google maps listing google business profile as it’s called and a full 40 go down into where the websites are the organic seo stuff that’s the breakdown of average click volume um found in the home service category carpet cleaning category 14 is still a tremendous opportunity and as we said as i said earlier the goal is always to maximize your opportunity to get phone calls and leads from your from the source from this source is google how do you maximize the opportunity well the app the way to maximize the opportunity to get phone calls and leads from google is that you understand that each of these areas is an opportunity you don’t just look at this and go ah 40 all i’m going to worry about is seo at 35 all i’m going to worry about is google maps now 11 i’m just going to worry about pay per click 14 i’m just going to worry about local service ads every one of them is an opportunity every one of them is an ability for you to influence and get all of these working for you so i need to think about that in your in your as you’re managing your business what are all the opportunities to get leads we’re talking about google today but what are all the opportunities to get leads in your business and are you maximizing all of them right so how do you get set up that’s the next step um you must complete a local service application so something we can help you with again if you’re one of our clients we we we help with this kind of stuff um they’re gonna run a background check um on you and your employees um they’re gonna make sure that you’ve got um your business insurances in place and all of that kind of stuff and there there’s a bunch of stuff i’m gonna show you in the next screen a little bit about what they’re gonna do but they’re gonna run a check to make sure you’re verified why because google is gonna guarantee your services that’s that check mark right here it’s it’s google guarantee some people call so google local service ads google guarantee those names are kind of interchangeable um once approved um and active in your area you only pay on a lead basis what we’ve seen is the leads average usually between sort of 20 25 and 45 dollars a lead depending on the size of your

market but expect those to shift over time expect this to be the early days of google local service ads and though the cost per lead is going to go higher as more and more people bid on it and as just as costs go up for everything um the price will vary by city by the service type um so there’s different services that you can that you can suggest like that are in our carpet cleaning category services that you can say yes i do those please make my ad show for those as well and then the different types phone versus chat or both there’s an opportunity to take chat leads as well not just phone leads right through the google local service um ads platform so we’ve seen them come to as low as like 15 bucks um for a chat lead in a small market and we’ve seen higher than 45 for some of our clients in high markets with high volume for phone messages on core services so just you know google will let you know what range you’re going to be in when you set up and then you run your budget we’ll talk about how to maximize your budget to get the most amount of leads but it’s requirements to get improved you do need proof of insurance um so you have to be a legitimate business with at least a million dollar liability insurance that’s the current unless they’ve changed it um you need the background check you need to have customer reviews so if you don’t have customer reviews get them like that’s that’s requirement for your business right now anyways the number of you reviews you need kind of um is dependent on your marketplace and stuff like that and the services but you definitely need to have customer reviews that are going to be pulled over into google local service um you need to have a budget um and then you need to provide your building information so um so once you pass those criteria um we’re going to talk about you’re going to need to set your weekly budget um so google bases it all on your weekly budget so if we do some um and it’s going to determine the maximum amount of leads you’re going to get that week right so say for example let’s just do some simple math say you want to spend a thousand dollars a month towards these leads that is roughly a 250 per week budget right and we know there’s you know a couple extra days over over 28 days in a month but that’s that’s roughly 250 a week which is on a five-day work schedule i’ll talk about why the number of days that you’re running your ads is important as well that’s 50 a day um and we know that the average cost per leads about 25 so you’re gonna you know you could get 40 leads a month without budget you’ll pay for them because you’re only paying per lead which is 10 leads a week which is two leads a day so if google can maximize your budget at 250 a week um then you’ll get two leads a day now it won’t be the consistently two leads today two leads tomorrow google kind of blends it over the month or sorry over the week based on their own algorithm and the budgets and stuff like that but that would be the goal and once your weekly budget is spent it turns you off you’re completely offline so i want to give you a secret tip right here that we do um with with our clients and and one that we strongly strongly suggest our clients do

we recommend that you set your monthly budget as your weekly budget because what this does is this tells the google algorithm you are willing to take as many leads as they can give you it’ll never spend all of it there is never going to be that many leads in your marketplace clicking there and by the way there’s only three ads showing up and we’ll talk about that but there could be dozens and dozens and dozens of people on other businesses that are trying to influence those top three ads and we’ll show you how to do that so the chances of you spending the whole budget very slim but say for example there isn’t some sort of um an event some sort of thing happening um you’re not aware of it even just the back-to-school rush or just before the holidays rush things like that and you have that budget you always have the ability to go in and pause your ads dial the budget down turn it off for a while so if you can’t take any more leads right now or you can’t effectively take leads that can convert right now talk about that in a minute as well then yeah you can always adjust your budget you could go in there every single day and play with this it’s not that hard so if you set your your monthly budget as your weekly budget and then monitor it you’re going to get the maximum amount of leads and you’re going to monitor the conversions of those right within the dashboard and we’ll show you how to do that as well so you can scale back as you need if you max out on your budget or you max out on the number of bookings you can take and things like that you can just scale back so plan just you know plan to set it that way and then monitor it and you’re gonna maximize that’s one tip that a lot of companies um who help manage this for you don’t know and what a lot of you know um a lot of carpet cleaners just would never have thought of um so again you may get a different number of leads from day to day but you’ll never spend more than your budget um you also have the

ability to immediately dispute a lead if you receive a lead and it’s not valid you get a phone call um it’s not a valid lead you can go right in there and dispute it the algorithm may have already picked it up but otherwise um and we’ll talk about what leads can be disputed here next but you can dispute it right away and then that charge will not go against you and your budget stays wide open so what leads can you dispute let’s take a look at that so you can dispute any leads that are solicitation so normally again the algorithm is getting really good at picking these up but somebody trying to sell you something somebody trying to get it to find a job um you know things like that you know the caller did not discuss the business services that you offer it is just a solicitation ad you know entire yelp is calling you to try and get you on their platform you need all those kinds of things um you can dispute those calls from the wrong number is basically what you’re thinking of or calling you have nothing to do with trying to buy your services spam calls so any call that was pre-recorded or anything like that anything that’s not a live human totally disputable doesn’t happen at all um your location not served so um this is another so if if you set the ads to the location you’re willing to take jobs from and we always set set it as large as you can and work your way backwards dial it in tighter if you need to afterwards um we’ll talk about sort of how how often you show up and where you show up in a second but it’s a good idea just to start with a larger a larger swath to your server make sure it’s your service area but you know kind of kind of go wide if you can first and worry about that but if this is somebody who’s calling from outside your service area entirely google shouldn’t be showing those ads to them and if they just happen across it say they’re sitting at their office in your service area but their home is outside of the service area um you didn’t book it but make sure you have all of your scripts like you when you’re booking somebody you have to have booking scripts everybody needs to know they’re asking the right questions whoever is answering your phone because one of those questions is um asking them where they’re you know where they’re located and to confirm that they’re within the service area if you’re asking those questions in your script and you find out they’re not in the service area then it’s obvious that um that you can’t help them well that’s one that you can dispute because it shouldn’t be it shouldn’t be in the service area you’ve set up in the google local service ads as well so um basically the rule of thumb write this down if you book the job on the phone google will charge you and you will not get your money back regardless of how you dispute it if the end result was you booked the customer in that’s on you so even if it turns out not to become a job that’s on you right the booking is what they the is is is what google is matching the dispute on right and if the services are not offered so if you’ve got um the callers looking for a service that you do not provide and you have not set up as one of the services in your google local service ads um then it wasn’t listed in your profile um and you declined the job and you decline the job you you can dispute that one right away and you will not be charged for that that that booking so it’s really good to know so what we’ve found from feedback from from active carpet cleaners that are using these uh google local service ads um it’s the lower cost per click than pay-per-click doesn’t mean you should not do pay-per-click but you can actually get or sorry lower cost per lead than pay-per-click so pay-per-click again as i said you’ve got to influence the click get then your pay you instantly pay how many of those clicks need to come to your landing page before somebody decides to fill out a form answer your your chat to a chat or pick up the phone and call you how many of those leads do you need to get before that so even if it’s five dollars a lead but you need ten of them that’s fifty dollars before you even get somebody on the phone that fifty dollars versus um google’s paper lead at twenty five dollars and then we know from both of them what’s your booking percentage well your booking percentage tends to be higher they’re higher quality leads than home advisor they tend to even be higher quality leads than than many other sources there’s more likely they’re going to book with you um you still get some price shoppers but what we find is there’s less price shoppers here’s something to really understand all consumer data consumer studies show that 20 of consumers are price shoppers 80 of consumers are not price shoppers so if you could influence the right elements to convert them into a customer for you that is outside of price if everything you do is market your price your price your price you’re the cheapest price you’re a low price you got discounts you got savings your price price price and you tell me no no john every customer is a price shopper look in the mirror that is on you and on your marketing because you’re only attracting the twenty percent of the marketplace that are price shoppers eighty percent of the marketplace is looking for something outside of price they want it’s got it’s got to be fair value but they’re looking for results and quality and guarantees and and person you know somebody they

can trust they’re looking for how soon you can get there they’re looking for how quickly it dries they’re looking for how healthy it is for their home they’re looking for something other than price so and what we found from our users is of all again from all the active users um that we if we know amongst our clientele and ones that we’ve talked to and stuff like that is it’s a really solid or roi for right now i’ll say that again it’s a solid roi right now because right now we’re still in the early days it hasn’t taken off to the point where the cost per lead is much higher and maybe when it gets higher you’re you’re gonna have to really consider the roi you’re gonna have to really do your math and you’re gonna really have to consider your your phone answering your conversion tactics everything that you do to land them as a customer so you can maximize that because the ones that don’t will not be using google local service ads in the future because they’ll just be too expensive at some point so why is this a no-brainer for most carpet cleaners you show up at the top of the results you only pay on a lead basis the cost is lower than pay-per-click much higher quality leads than places like homeadvisor and angie’s and bark and thumbtack and all that kind of stuff and you’re able to modify your budget based on your schedule increase and decrease it based on it on on your um uh your your again your budget on on the on the schedule that you uh you have set one of the things in our industry um just keep this in mind as well if you’re taking bookings right now in your current business for two to three weeks out right you probably shouldn’t be running google local service ads they’re going to want to have a booking within the next couple of days at the most and you’re going to notice your booking percentage drop and when your booking percentage drops i’m going to show you how google is going to actually affect where you show up so your booking percentage drops you don’t you don’t appear as often as well and there’s a reason for that we’ll kind of get into that but you want to make sure that you you have capacity so adding extra cleaners adding extra time there’s ways to modify capacity in our industry if you’ve got three crews on the road maybe you have one crew that runs from um seven to three pm and you got another crew that maybe starts at um you know 10 or 11 and runs right through to seven at night for example um now you’ve got broader capacity to help people out as well and you’ve got ways you’ve got a floating crew that bounces in between you got you know employees that can be off on certain days of the week so that you got saturdays covered and things like that there’s ways to sort of modify your capacity so that you can be booked out for core jobs and repeat customers that don’t care about the timing if they really don’t care how quickly put them farther away so you always have openings earlier um and then you can bump people up if you’ve got a gap in your schedule just call somebody and say hey i noticed you wanted something a little bit sooner can we bump you up but this will fill those gaps so plan to have gaps filled using a service like this okay so now that you got the whole strategy around it how do you get set up

so if you’re one of our clients if you work with us let us support you let us help you get this set up this is something that we can help you with um for some of our packages it’s inclu it’s included if you’re looking to do this will help you other packages it’s a very modest one-time fee to help you get set up and if you do need us to sort of manage the back end for you we prefer you do but if you do need there’s a very modest charge for for our team to be in there every single day and connecting with you to confirm some details and things like that but you can work with us and for a lot of it it’s it’s it’s included but for those that don’t really simple you’re going to go to ads.google.com that’s now it’s run by google ads it’s ads.google.com local service ads now some of you guys are driving i’ve heard somebody mention in the chat that you’re driving um you know you don’t need to write this down if you don’t want the other option you can is just google go go to google and type in local service ads click that link that’s the link right so nothing fancy here that’s just you know that’s not a magic tip just google it um that’s how you’re going to get in there okay so once you’re in there what’s going to happen what what are we doing here so um basically when you start setting it up it’s going to walk you through the checklist of eligibility requirements and what you do want to do is you want to make sure that you connect this to your google business profile it used to be called google my business you google maps right because the reviews over there are going to be pulled into your your your google local service ad dashboard so all of your reviews over there can be pulled in we have seen it where some people have been set up by other agencies and the account setup is brand new even though they might have 200 reviews 150 reviews on their google local service ads they’ve got or on their google google my business google business profile they’ve got three in their local

service ads that’s just a bad setup um so what you want to do is you want to make sure if that’s you that you get on the horn with a google representative and get them to help you connect those two because now after the fact it’s much more difficult to connect the two but you want to connect that right away now what we do notice is that some people start questioning well after a period of time how come i’ve got more reviews on my google local service ads than i have in my google business profile you know i’ve got 232 reviews in my google business profile and i’ve got 250 in my google local service ads how does that happen well it’s because google local service ads you can you want to get reviews directly there from verified um customers so once they have booked you you’ve marked them as book you’ve told google that you booked the job and i’ll show you where you do that and that’s really important that you do that now you can request reviews from these people now they’re considered a verified customer just like on amazon when when you guys go and buy my book for example or the kindle version but the physical copy is good you can make notes in it you go buy that i’d love to get a review on it from you guys you’re going to get a request from amazon as a verified purchaser and those reviews are way more important than just anybody who decides to write a review on something so same thing with google you just have to initiate it so just so you know that as well so you’re going to fill out the profile pretty simple just walk through the steps now let’s let’s talk about how the rankings work because this is really really the critical part here um because there is only three listings that show at the top and so why is google showing that before you click that more button there’s nothing to scroll it’s three listings how does google pick that well one of the things is google local service ads has advantages and disadvantages right there’s some advantages and disadvantages like only three showing um that’s a disadvantage and you you and advantages you get you can get a lot of leads if you know how to influence that google business profile has advantages and disadvantages google pay-per-click has advantages and disadvantages your website organic rankings has advantages and disadvantages not any one of them is the full solution for for maximizing google as one of your lead sources google’s a great lead source it’s one of your most important ones it’s not your only one but it’s one of your most important ones but not any one of these platforms or these parts of google is the full solution to maximize your leads from google but all together they can provide amazing results are you doing seo to rank organically for all of your keywords hundreds and hundreds of them are you ranking in the maps for all of your services in the top three i are you are you in google pay-per-click for areas outside of your google maps listing are you in google local service ads for areas in and outside of your maps listing are you maximizing all of them right so just keep that in mind as we’re as we’re kind of going through there because only three spots as we mentioned and google’s algorithm is running in the background um and there may be anywhere from 20 to hundreds of other carpet cleaners trying to influence those three so what is it what does google base that on how do you get yours to show up more often than anybody else’s well one of them is proximity right so all things being equal where the searcher is searching from and where you are matters so sure you might want to be in the google local service ads two or three towns away but if google knows that your location is back here and there’s somebody closer the proximity filter is going to it doesn’t mean you’re never going to show up but it’s going to be less often and hard so keep that in mind that you know again the wider you stretch it too far the proximity filter is going to be an issue but you can influence that with other things like your review score and the number of reviews you receive so again what how many reviews do you have that came from your google business profile that’s taken into account how many legitimate verified reviews do you have from within google local service ads have you been getting people because you think of that process um where you’ve got somebody who who booked through you like they google’s tracked all of that all the way through and they gave you a review that is that is insanely valuable to the algorithm as well and that’s going to have you showing up more this is a this is the one of the most important ones to your entire business but google knows it well enough that it impacts the um the rankings your responsiveness to customers inquiries and requests basically do you answer the phone are you going to let it go to voicemail and call them back later like when any customer calls i don’t care if it’s midday on a thursday and they came from a facebook ad i don’t care if your neighbors friends brother or sister handed over your referral card and they called from there are you answering the phone google cares about that if you don’t answer the calls and remember google puts a tracking number in place you can’t get rid of that that is how it works they’re verifying that you’re a legitimate business that knows how to run a business because they want

their customers the google search person the individual to be so happy with them to come back and use google again so they’re tracking all of this so your responsiveness are you answering the calls if you answer those phone calls every single one of them um then google is is going to reward you for that if you man answer those chats within one minute right treat the chat like a phone call somebody chats you answer right back you should be doing that with your website and your forms and your emails but you definitely need to do that with google um your business hours then really matter you’re not wanting the ads to run 24 7. are you really going to answer the phone at 2 am to book a carpet cleaning job i don’t think so so only run the ads when somebody is available to answer your phone so if you’ve got an overflow call center answering your phones on saturdays and sundays yeah sure run the ads if they’re not and they’re not doing it or you don’t they’re not doing a good job anything like that do not run the ads if you’re using a call center make sure that they that that you’re connecting the dots or they are connected somebody’s connecting the dots between this was a google local service ad call so that they can market if they book it right because somebody’s got a market booked and when you go to market book we’ll talk about that as well when you should do that

if you start getting serious or repeat complaints about your business this is where google guarantee jumps in so google guarantees up to two thousand dollars money back to the customer if they file a serious complaint there’s bells there’s hoops they have to jump through but if they file a serious complaint and a dispute google guarantees to give their money back from google you bet your bottom dollar that if you have serious complaints um and money given back from google or you’re getting a ton of complaints through your service they’re not going to be showing your ad because they’re not stupid so just keep that in mind as well um in addition those ranking factors google will attempt to spread the leads out

over time right so basically they don’t want to spend your entire budget too early that’s why i suggest that you you put your monthly budget as your weekly budget and manage it that way and you work on pausing ads temporarily things like that because you know if you’ve got more than enough leads to handle and you you don’t have capacity to book another job for the next two weeks pause the ads like that’s that’s just smart business hire somebody else in your business to help you know to help do the job ask your employees to to work overtime an extra two hours a day so you can build some more capacity do something but you don’t want to be running running the ads when you can’t meet them um so again google’s trying to spread that budget out so maximize your budget is a really core strategy but make sure you’re you’re um understanding how they’re actually doing that as well and that’s all part of the rankings so think of it for example if google knows that you only have 50 a day um and your average lead is 25 bucks obviously google’s going to try and spread that out it’s not a day by day basis they do on the weekly but if they got you three leads yesterday they might pause it for a couple days themselves and not show your ad as often for a couple days to catch up so that they don’t overspend your budget so the algorithm is very intelligent that way okay so now let’s get into the nitty gritty and the dirt um um the dirty down details as i like to call it so how we’re gonna win right so we’re gonna do a bunch of stuff i’m gonna go through each one of these individually we’re gonna dial in your service area profile and budget talk a little bit about that let’s get let’s get deep on that you’re gonna mark your jobs as booked i’ve alluded to that that’s really important we’re gonna deal just with disputes properly i’ll show you that you’re going to drive verified reviews and you’re going to target an 85 booking rate so if you’re used to people calling your business messaging your business you know all that kind of stuff and out of you know every 100 leads you get 50 of them as clients or 25 of them as clients 40 of them as clients go back and check your numbers that’s your booking rate on google local service ads you want to hit 85 because they’re more qualified so the way you do that is by having appointments available and a bunch of other stuff i’m going to teach you right here so the first one is dialing in your profile so this is what your profile is going to look like kind of back behind here um and you get to turn on and off certain things to make what you’re you get to kind of adjust it’s really simple you get to adjust what what shows up on the screen a little bit but you want to dial in your profile but what are the keys to dialing in your profile so you want to set your budget open it up to have capacity really important um these are very cost effective leads you want to update your schedule make sure that again only when somebody’s

available to answer the phone and only when you have the ability to book people in within the next couple of days that you’re you’re um you’re showing that as well you want to set up your business bio properly so you want to turn on and off those things that really accentuate your business um fill in the information when you’re setting it up you want to set up a very very um attractive personable bio um you want to select the type of jobs that you want so you don’t you’re going to pick the services that you want google local service has to show your ad for so in the carpet cleaning category it can show for a bunch of different things if you don’t want upholstery cleaning jobs don’t take it off if you don’t want you know area cleaning jobs don’t take it off um you want to make sure that you’re targeting the type of server you don’t you you don’t want commercial carpet cleaning don’t take it like manage the types of services that you want so that you’re you you’ve got it really really well honed in set up your service area as i said i suggest start wide target it down a little bit the wider you go the less you’re going to show anyways but if you take jobs out there might as well have it showing up there update your business hours and this is killer right here add lots of photos personality you want photos of your team doing the job you want photos of your team with the truck you want photos of yourself you want to follow you know you want photos of your customers standing beside you you want like anything you can do before and after pictures you want to load your profile up with very engaging photos real photos no stock photos of you doing the job you want to make sure that they understand when they see those photos oh this is what it’s going to be like for me to get this service in my house you want them to see themselves in the job that’s a dan kennedy marketing strategy 101 whenever you’re writing sales copy whenever whenever you’re you’re doing any marketing you want the customer the lead the potential customer to see themselves already using your services and that really really happens with good good images and most of the businesses that we see their profiles the first time have not done a good job on that and that is one of those conversion factors that is going to cause help you get to that 85 percent next one is you want to mark all the jobs that are booked as booked

why do you want to do this this is extremely important you want to tell google that you’re the right business for them to show somebody clicked the ad picked up the phone called you or message you if you have that turned on and and they booked and you’re telling google every single time that they booked so now google goes oh i need to show these guys more they are the type of business and and profile and company and they provide the type of services that consumer our consumers want let’s show them more often because that’s a good um that’s a good experience for the google user and that’s all google cares about they don’t care about you they care about a good experience for the google user um so again so you wanna you wanna mark them as booked scheduled you wanna add the customer details add in include their email address add all that information that you can into the backend let google know that you’re responsive you answered the phones right away you booked the job and anybody that is non-converted opportunity archived them so what that means is you booked them they booked on the call you know they’re booked they’re marked as booked and then say for for some reason the job got cancelled it didn’t show up didn’t happen again that’s on you um doesn’t happen very often but that’s on you to to can qualify that booking and and then keep that appointment if they didn’t stick which happens in our business we know that just mark them archive them because that helps google’s algorithm as well that lets them know that you’re very responsive and you know what you’re doing you want to deal with disputes right away so you won’t be charged as we talked about for disqualified leads so leads outside of your area we talked about this um not the services you provide all that kind of stuff you just want to go in and mark them in in let me go back here for a second i think it’s on this slide yeah three little dots show up over here on the lead so anytime there’s a lead it’s right in the back end and you can mark it’s booked you can archive or you can deal right here dispute the lead and dispute it on one of those those the grounds that google allows you dispute it you won’t be charged for it and it also helps maximize your budget maximize your listings everything and you want to drive verified reviews right from users of your carpet cleaning business into the back end of your google local service ads so this is what we call closing the loop so think of it for from from google’s perspective they have the call tracking number what they know is you answer the phone within a few rings every time you mark the lead as booked 85 of the time you requested a review from those verified jobs that have now been complete now they know you’ve completed the job because you’re requesting a review and then

the customer left you a five-star review all of that is done within your local service ads dashboard this is huge this is closing the loop on google this is teaching their algorithm to be pick you as one of the top three over everybody else so as you can tell it’s not just about reviews it’s not like hey this guy’s got you know this guy’s got um you know whatever this guy on his google local pro google business profile he’s got 300 reviews and you’ve got a hundred it’s not about that it’s about closing the loop within the google local service ad environment as well so if you can do that you’re winning

right so what it looks like if you look at it here again just for this carpet cleaning company right here they you know asked for um for reviews they and those are the ones pending right now and look at right here google verified job this these ones are for plumbing that’s an example and this one actually the the pop of the drop down but this is you know this was one type of job this was a verified another type of job this is another type of job so the person clicked on what type of job they wanted in carpet cleaning these are going to be carpet cleaning and going to be upholstery cleaning and they’re going to be other other types of services the list of services you turned on so you’re going to verify reviews based on the type of jobs that your um that people have booked with and that is very very critical to the other people reading they know what type of work you did and um and they know it’s a verified purchaser as well so the last one here here is um is again what we’re talking about is targeting that 85 booking rate how do we know that making um that that marking the leads as booked is important we know it’s important that you mark the leads as book because google is actually tracking it in their dashboard and they’re telling you that the the booking percentage as well this customer this company here has got a 56 booking rate you really want to target 85 percent by all of that those suggestions i gave you making sure that you’ve got the time of days right making sure you’ve got all of the other things right um in your setup and that you’ve got openings in your schedule and all of that kind of stuff because if you can if you can start getting to that 85 percent booking rate um you are really influencing google’s algorithm and we know it’s important because google’s tracking anything google’s tracks is important period right so recap how do we increase the lead from local service ads open up your budget um you want to expand your services job types ad schedule business app you want to make sure that all of that’s available that’s that’s how you can increase it by expanding your business hours again having overflow technicians things like that you want to close out every lead as booked scheduled archived um and you want to request reviews from every lead that is how you increase your lead flow okay so what do we do now um so if you’re one of our clients get with your strategy partner um on our team and let’s get this set up for you if you’re not go get signed up right now start completing your background checks it takes a while um put this in place and start gauging your roi you know which customers these are you know how many dollars they paid after the after dump you can run the reports determine how much did you spend how much did you make what is the return on investment easy easy math to do um be sure that you leverage the platform to close the most amount of jobs possible all the strategies we just suggested here today make sure you’re employing all of them just be active it’s a really good lead source right now but play the game as long as the roi makes sense right now you’re building customers the whole idea in carpet cleaning as you know if you run discount ads all over the place you get discount customers then you have to constantly be chasing for new discount customers new discount customers every time you might get the same customer back if your discount is as good as they want to see it or they might go to somebody else because they only care about price the game in carpet cleaning to build something that can sell for half a million three million or half a million three quarters of a million a million dollars and plus um the way you build an asset value to your company is building a database that doesn’t go back to the well every single time and find somebody else they only use you right so the lifetime value of your client that is the most important so what is the roi from this lead source and what is the average size of your job are you between that three and four hundred dollar average job or you 200 to 300 or you are you somewhere between 100 and 200 all of that determines how you play the game of running a carpet cleaning business in the first place if you’re constantly buying leads um from and that’s it that’s your only only game then you’re going to be chasing you know chasing an uphill battle for years if you’re building value and you’re going back to that customer again and again and again and the average lifetime value of your client is three four five thousand dollars and you run that math we

can show you how to run that math um then yeah does it does it matter that you spent 50 to land them if the average lifetime value is 5 000 that’s an entirely different conversation and a different business than if your average customer only shows up once and the average lifetime value is 150 bucks did you spend 50 for 150 uh customer you’re gonna go to business pretty quick so um anyways so put in the chat here um will you make money is this something that you understand can you attract more leads and grow your business if you maximize google local service business ads as one of the lead flow programs that you put in place one of the marketing programs you put in place for your business let’s put a one in the chat i’m gonna pop back over to chat um put a one in the chat if you think that you can uh you that this can make you money cool cool cool we got a couple ones coming in already hey the rest of you you know wake up a little bit sorry i know i’ve been talking for a little while here um but we’re going to wrap this up so definitely make sure that you’re considering these types of things if local service ads are running for your business and your category then jump on it give it a try run the math make sure it makes sense for you and make sure your business is structured in a way that it does make sense it is just one of the pieces it’s part of this right here google local service ads it’s just one of the pieces of a proper terrible circle there guys um digital dominance method it’s one of those three core elements your goal is to maximize the opportunity to get phone calls and leads so each of these areas is an opportunity and you want to be using all of them you want to be maximizing obviously all of your opportunities you want to be maximizing your brand impressions as we talk about that is and which is your brand authority and visibility you want to make sure that that’s being seen everywhere um so you’ve got all of this good stuff in place and then you want to be able to make sure you’re maximizing your conversions so you want to have all of those conversion boosters in place we talked a whole bunch about a whole bunch of them here for google local service ads um but there’s the conversion boosters for your website personality on your website having calls to action on your website um all of those kinds of things there’s ways to make your website work better than others having your phone number in the top right corner something as simple as that can help you want to have you want to make sure you’re you have conversion maximizers on all of your social media what what’s your cover graphic look like on on your facebook and on your youtube is it does it get calls to action is it influencing people to want to choose you is it building your reputation um so that your brand authority and visibility is is growing things like that that is a conversion multiplier so you want to be multiplying your conversions everywhere you can as that third core principle of creating a dominant marketing plan and making sure that you are the top provider in your marketplace cool cool cool so if that makes sense um then what we do is we we invite you to jump on a call so if there’s something that we can help you with um we offer a comprehensive audit currently right now this this will go away at some point um but right now for a limited time a few of these a month we offer a comprehensive marketing audit where you hop on a call with rima you give some information our research team goes to work looks at all of your stuff does a whole bunch of metrics on you does a whole bunch of metrics on your competitors sees where you’re winning where you’re where you’ve got some opportunities to grow and then you jump on a 60-minute marketing conversation consultation with me and we go through the research we give you a step-by-step plan things that you should be implementing now things that were going to help grow your business so we identify the key issues website ranking reports website optimization tips conversion tips just we walk through all of it in 60 minutes and all of that is available and rima is going to get mad at me again because i normally should put this in the chat way earlier but in the chat is you can schedule a strategy session if that makes sense to you so in the strategy if you want to jump on a call with us to schedule appointment if you want to refer us if you’re one of our clients and you know a whole bunch of other people that should be using us as well go tell them about us and refer them to to check out our stuff check out our podcast on itunes and spotify go check out the book um on amazon um follow us on instagram we’ve got lots of content we give away for free all over the place follow us on these these monthly uh webinars but let your friends know about us um let’s get them in the club here and if if you’re not one of our clients by all means let’s schedule some time and let’s have a conversation let’s get our team put to work for you thanks so much everybody really appreciate your time and i’m glad we got this one in in just an hour so that’s good for me so take care love you all bye

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