In a world where consumer habits are constantly evolving, the need for carpet cleaning businesses to stand out in their local markets has become more crucial than ever. In this podcast episode, the Carpet Cleaner Marketing Masters team reveals the secrets to achieving omnipresence in your local market. By implementing the strategies discussed, you can become “The Best Known Cleaner” attracting more jobs, the best customers, and ultimately growing your business like never before. Let’s dive into the core message of this podcast episode.
Understanding the Power of Omnipresence:
Omnipresence means being visible to your ideal prospects everywhere they look. It involves utilizing various marketing channels to establish a ubiquitous presence in your local market. By achieving omnipresence, you position yourself as the go-to carpet cleaning business in your area, gaining the trust and recognition of your target audience.
Understanding the importance of working ON your business rather than IN it, by continual learning and growing as a business owner are essential for developing a sustainable and successful service business …and achieving omnipresence is one of the key aspects of that journey.
Our “Best Known Cleaner” Omnipresence Marketing System here at Carpet Cleaner Marketing Masters consists of 3 key principles that make up the foundation of what we do for cleaning companies.
Those consist of the following:
- Maximize Your Opportunities …to generate qualified leads
- Maximize Your Brand Impressions
- Maximize Your Conversions
When you focus on upgrading all three of these core success drivers simultaneously – your business growth becomes unstoppable!
The Significance of Playing the Long Game While Acknowledging the Short Game:
Let’s address the concept of cost per lead. While it’s crucial to consider short-term results, solely focusing on this metric would be shortsighted. However, we shouldn’t disregard its significance entirely.
Running ads on various platforms without generating leads would be a wasteful endeavor that drains your financial resources. It’s important to understand that the seemingly impressive cost per lead numbers that some marketing companies often tout, such as $17/lead or $28/lead, are often selectively chosen to impress you.
But the truth is, there are no magical shortcuts or instant solutions in marketing. It’s an investment that requires time and consistent effort to build your brand’s reputation and establish yourself as a leading carpet cleaning or home cleaning company in your area.
While acquiring leads through Google Ads or other paid ad sources can be costly, implementing effective SEO strategies can significantly reduce you overall cost per new lead, over time. Additionally, targeted ad campaigns can further optimize your lead acquisition cost. Remember, even if the cost per lead exceeds your desired range, it doesn’t mean your company’s growth journey comes to an end.
Every cleaning and on-site quotation appointment you make presents new opportunities. Even if you don’t initially achieve the desired cost from a specific platform, the value of that lead should not be underestimated.
By showing up in your branded vehicle, placing yard signs, door hangers and engaging with neighbors during appointments, you create additional chances to not only secure that particular job but also attract many more clients from the same neighborhood. This approach allows for steady business growth and helps establish a strong market presence.
Strategies for Achieving Best-Known Cleaner Omnipresence:
1. Improve Conversions on Your Website:
The backbone of the omnipresence marketing system from Roofer Marketers is a beautiful lead-converting website. We have tested dozens and dozens of cleaning website formats and designs and found a select few that dominate all others.
With slick calls to action on both desktop and mobile, a beautiful and fast-loading design, and specifically, custom-tailored content, imagery, and branding for your business, your website will be the jumping-off point that we build your marketing system on.
Your brand will look spectacular and visitors will want to make contact with you. We’ve proven it time and time again in our testing. And we’ll have this up and running for your roofing business in less than a month.
Your website should contain all of the following features to work well and achieve your lead generation goals:
- Mobile-friendly and responsive design that reformats on any device
- Dozens of pages of well-structured written roofing content to help your site rank immediately upon launch
- Multi-step high-converting forms that push visitors to request more information
- High-quality images and videos
- Fast-loading hosting and top Google Page Speed scores to ensure you don’t lose visitors due to slow speeds
- Completely SEO-optimized custom content
- An updated blog with regularly published SEO-friendly content
2. Utilize Paid Ad Platforms such as Local Service Ads and PPC:
We want your brand to be seen everywhere that people look. It’s how our proven system generates so many leads so consistently. To reach a wider audience in your local market, it is crucial to utilize paid ad sources in your marketing mix. These targeted advertising methods allow you to showcase your carpet cleaning services to potential customers actively searching for such services in your area.
For our clients, we’re able to do this effectively and get a great return on investment because:
- We only work with cleaners, so we have massive amounts of data at our fingerprints to help YOUR campaign,
- Our campaigns are optimized from the start, meaning you don’t have to wait for your marketing agency to learn about your market and waste thousands of dollars in ads doing so before they find out what works.
- On average with our clients, we convert 1 out of every 5 clicks into a lead which is a 20% conversion rate – and for those who don’t convert right away, they’ll continue to see all other aspects of your brand marketing going forward, making them want to seal the deal and choose you!
By embracing these techniques, you can ensure that your business remains at the top of their minds.
3. Implement Content Marketing:
Content marketing plays a pivotal role in establishing your expertise and building credibility. By producing high-quality content such as blog posts, videos, and podcasts, you can engage with your target audience and position yourself as a trusted authority in the carpet cleaning industry. The hosts emphasize the importance of storytelling, leveraging before and after stories, project stories, and branding to effectively connect with potential customers.
Taking Immediate Actions for Best Known Status:
The podcast emphasizes the need to take immediate action to address specific challenges within your carpet cleaning business. It highlights the importance of making a big push to become the best-known cleaner in your marketplace and provides actionable steps to achieve that goal.
One effective strategy discussed is pre-roll advertising, particularly focusing on YouTube ads. The hosts reveal that Google, which owns YouTube, has access to user information such as search history, allowing you to target ads to people actively looking for carpet cleaning services. By strategically targeting competitors’ channels, URLs, or interests, you can reach your ideal prospects effectively.
Achieving omnipresence in your local market and becoming the “best-known carpet cleaning business” requires strategic planning, continuous learning, and utilizing various marketing channels. By improving conversions on your website, utilizing local service ads and pay-per-click ads, implementing content marketing, and taking immediate action, you can stand out, book more jobs, attract the best customers, and grow your carpet cleaning business.
Remember, the core message of this podcast episode is to become omnipresent in your marketplace, ensuring that you are visible to your target audience everywhere they look. By incorporating the strategies shared in this podcast episode, you can elevate your carpet cleaning business and establish yourself as the industry leader, ultimately achieving the best-known status in your local market.
Listen To The Podcast:
You will learn:
The Carpet Cleaner’s Video Ad Framework
Making the Connection for Google Maps Rankings
Building a Website for SEO & Your Visitors
Your New Website Gallery: Social Media
Google Ads for Quick Wins
Don’t Miss out on Local Service Ads
How to Use Facebook Ads the Correct Way
Youtube Ads for Next-Level Growth
Follow Up for Lead Conversions
… and much more!
we’re going to be talking about how to become the best known cleaner so as part of our omnipresence series it really is what’s necessary in today’s day and age everything is changing in our world around us and uh and consumer habits are changing economy is changing AI is changing everything and we as business owners home service business owners carpet cleaners maid services and anybody else that’s on this call that’s learning from our year 30 years of experience and training how much that is massively affecting where people find their service providers how they know to choose one over the other and how you can influence that to dramatic effect and literally take over your Marketplace so that’s what we’re going to be talking about today is how to become the best known cleaner and if you happen to me on this call and you’re not a a home cleaning service replace the word cleaner with the best known plumber the best known roofer the best known chiropractor whatever it is that’s LED you here but again most of our most of the people that follow our master classes and training have some sort of a home service home cleaning bent to them so let’s uh let’s dive into uh today’s information if you’re a home service business owner cleaning business owner and you’re serious about getting results let’s put our thinking caps on this is that part of your business where you’re working on your business not in your business you’re learning part of being an entrepreneur and a business owner is constantly upgrading your skills constantly understanding the changing environment around you learning new things and growing so that you’re not 5 10 20 years in business and just repeating year one five ten twenty times you’re actually growing year by year and becoming a Powerhouse in a dominant force and we want to help you with that this is part of that free training Series where we want to absolutely help you understand that so so what are we going to cover today well there’s a lot on the screen we’re going to go through a ton today but consider this the the overview training so we go really deep every month uh in a lot of trainings uh we’ve got a lot of resources on our website we’ve got a lot of resources on our social media you can tap into you can follow our YouTube channels our podcasts things like that all of the information goes goes deep on a lot of these subjects individually but right now we’re going to talk about sort of getting it all in your head and creating that full encompassing view what we find a lot when I deal with a I talk to hundreds and hundreds of of cleaners in this space all the time and individually and in group settings and for years and on stage and speaking at events and stuff like that and kind of what I hear a lot is the fragmentation of I know a little bit about this I know a little bit about that I don’t need to worry about this I don’t need to do any of that kind of thing not really getting sort of like that full cohesive view so let’s talk about that because we’re gonna what we’re going to cover today is we’re gonna create talk about your action plan we’re going to talk about setting your company apart with video talk about building your website for SEO and visitors there’s a fine line there and we’re going to talk about that and show you that we’re going to talk about the new website galleries used to be on your website you had to show galleries of stuff that you do that is now social media how does that play out what do you do there we’re going to talk about making uh the connection uh why you should be at the top of Google Maps and then what that means
and what that doesn’t mean like what areas does that cover where doesn’t it cover we’re going to talk about content marketing why you need it what it’s all about what does content even do what does it mean what types of content do you need we’re going to talk about reviews why they matter more than ever uh we’re gonna you know what you’re missing with Google ads because uh we we audit a lot of Google ad accounts and we got people saying that their Google ads don’t work anymore it’s too expensive well there’s things you’re missing that cause that and we can we can talk about that today as well we’re going to talk about your local service ads why you need to be there even if you’ve tried them you said it’s gotten too expensive they’re all just Tire kickers there’s a way to play that game as well that make it work really really well talk about Facebook ads the right way some companies only run Facebook ads they kind of got a phone call or a message from somebody going oh we know how to run Facebook ads oh that’s my only lead source this is there’s a reason why that doesn’t work long term but there is a right way to use Facebook ads and it’s Facebook and Instagram because meta owns both of them YouTube ads the uh sort of the the new kid on the Block in at least for Home Services obviously YouTube and YouTube ads have been around for a long time for local businesses just starting to scratch the surface on how impactful those can be so we’re going to talk about those as well uh we’re going to talk about becoming omnipresent using retargeting so if you’re not using retargeting it is one of those lowest hanging fruits as well and then we’re going to talk about doing follow-up and stuff so again talking about a lot today so um let’s let’s kind of let’s kind of dive into it right away so who am I why should you listen listen to me so if you’re new here uh for all the other people um yeah this will be really quick if you’re new here uh I’ve I’ve owned cleaning businesses since 1990 while still in high school on my first window cleaning business and then I started doing high-rise window cleaning with cruise job jumping over the uh the side of 40-story buildings in my early 20s and then um decided that that was probably a risky move and moved into janitorial and then started buying cleaning franchises and cleaning businesses and growing them and did that for a 30-year or so career started Consulting in that period of time as well and and marketing Consulting and business Consulting and operations and experience Consulting so delivering a great in-home service experience and a company experience and crafting all of that with businesses and networks and franchises and stuff like that and finally exited out of my actual brick and mortar in you know employees showing up every every morning going off in trucks business back in the you know just over uh two years ago now at the beginning or the middle of the pandemic and sold that for many multiples because of our Omni presence that we’re going to talk about today was allowing us to sell the business for many many times more than what anybody else is getting for their their their their home service businesses and things like that and you know just all about systemizing a business and and making it work also the author of the complete guide to internet marketing for carpet cleaners that you can pick up on Amazon so so that’s that’s about us like and about me and and our company we are um I’m considered an industry leader for uh 2023 and clean facts I’ve kind of appreciate the uh the accolades but more importantly I appreciate the Forum and being able to uh to uh share with a large audience through cleanfact through the Issa and through a lot of other resources be able to connect with people like Howard Partridge and and and do webinars with him and and trainings and stuff like that as well so and we obviously um host the carpet cleaner success podcast as well so but more importantly what about our clients we’d like to see our clients up 55 40 number one everywhere just you know screaming our accolades and letting us know that we have helped transform their business make things easier make marketing better help them grow help them stabilize if they want to have multiple Crews and continue to grow 300 500 000 three quarters of a million a million and more we’ve got clients that are at a million and a half and growing in in in in in fairly reasonable size markets and stuff like that we have other clients that want to stay as a one or two truck operation but want to be the premium service provider in the area make a ton of ton of of profit Revenue take home their 100 150 000 years the business owner and hire employees as well and have you know and and own that bit of a nest egg and have something that they can sell off that isn’t just all about them and their face as well so so that is the the you know the the type of people that we help than the type of businesses that we work with there’s a way to carve that out in any Marketplace so we like to talk about that but what we’re going to talk about is how to achieve omnipresence how to become the best known cleaner for all your ideal local customers doesn’t help that you’re if you’re the best known cleaner for people that are not at all interested in your services or can’t afford your
services uh you can be the best known cleaner on Groupon but that’ll probably put you out of business sorry to tell you the truth if you’re if you’re on Groupon but it’s one of those things where it’s just a law of diminishing returns people find the lowest price cleaner next time they come back and find the lowest price cleaner there’s no loyalty best known cleaner builds loyalty and and brand trust so how does that happen well it’s by leveraging the Three core principles of marketing success so you want to maximize your opportunities to generate a lead from your ideal customer so what does that actually mean what does it mean by maximizing the opportunities well the marketplace is fragmented there’s actually sort of if you think about it when somebody’s about to hire a carpet cleaner there’s going to be really sort of one of three ways that they’re gonna they’re gonna consider right first they’re gonna say hey I know somebody top of mind I have I’ve used somebody before there’s somebody I know like and trust somebody has influenced me so that’s the person they go to right the next is that they’re going to do sort of they’re they’re going to go out and do a bit of a of a bit of a search so they might ask friends they might ask in a Facebook group they they’ll ask around to see who other people are are choosing right then there’s going to be that crowd that’s going to just randomly search and Google it so there’s opportunities all over the place there and then there’s going to be people that were referred in right so we know that the repeat and referrals are the ideal crowd that’s part of that’s top of mind but part of that’s also generating a client experience that is referable but then there’s also that people again that they ask that that’s another way of getting referral they might ask the real estate agent they might ask a carpet or a flooring store they might ask their interior designer and they might ask their maid service they might ask their neighbor next door right we so and they might ask on net on the website next door they might ask on Facebook that you you know those kinds of things on Twitter wherever people are hanging out uh so that’s you want to maximize the opportunities because you want to be everywhere that gets in their head about hey I’m looking for this cleaning service for maid service carpet cleaning and you want to make sure that your present and in every place that there is an opportunity then you want to you want to also be maximizing your brand Impressions so that brand Impressions gets into that no like and Trust Factor so when you’re maximizing the brand Impressions to your ideal target market then they know about you they’ve heard about you they’ve seen you there’s something called the rule of seven and it is that people kind of you know it’s in marketing people need to see your brand seven times before they start to trust it feel good about it they need to see your brand message seven times they need to see your unique sales proposition or we like to call it your compelling sales proposition they need to see your risk reversal guarantees they need to see your customer testimonials not just reviews they actually need to be pushed not just poll marketing where they go and find you because they’re now ready to buy it’s that push marketing they see you all the time if you’re targeting that ideal that ideal demographic and so that’s with brand Impressions positive brand Impressions and then you need to maximize your conversions and maximizing conversions can be on the the website there’s ways to say take more of the traffic that already shows up and convert them into customers maximizing conversions can mean that your Google ads perform better that your landing pages perform better that you’ve built a lead database so people come into your funnel they’re interested they don’t necessarily buy right now or they buy from somebody else well how do you maximize conversions of those people well you bring them into a database and you talk to them and you automate that process of messaging them over time until they’re ready to buy again and maybe they didn’t like the other guy the other guy didn’t Market to them they forgot who they were and you’re always in their awareness so maximizing your conversions is is a big part of this as well so let’s get into it and let’s kind of go through that whole realm so the very first step is actually creating your action plan have you set your goals do you know what you want 2023 to be we’re at that sort of halfway mark so we’re moving into the second half of the year did you jump on our training call you can go back into our archives and see it how to set your goal planning for 2023 what is you what do you want to do how many calls will it take to meet your dollar totals do you know how to do that math have you figured that all out what is your average customer how many customers do you need how many calls does it take to book a job are you booking at seventy percent eighty percent um and I say calls a little bit old school calls messages texts emails all of the ways that people now get a hold of you how many of those leading or you know job inquiries do you need to then book enough appointments at your average dollar rate so can you up the rate of every job is there things you can do there can you deliver a better client experience can you create upsell routines can you
teach your technicians make the average job go from 250 to 350 to 450. we’ve got clients whose average job is over 500 where their competitors are offering through Amazon hall for 99 how do they get there well it’s not doing sleazy sales tactics so know your goals and that can help set up everything that you’re going to do in your marketing and how to really start creating that Omni presence then because you’ll then know your marketing budget so what is a reasonable marketing budget we like to say that uh you know for the 30 years I’ve done it for everybody I’ve consulted that between 15 and 20 percent of your revenue is a great marketing budget to go all in like for all your marketing for your database marketing for your referral remarketing your repeat marketing and also for your cold Outreach marketing and all of it combined together fifteen to twenty percent I never had a year where we dropped Below in 18 we grew consistently through recessions through downturns you know we we had a very active database and a very we marketed at our data our ideal customers in our database several times a month our best customers got in that range of 30 to 40 touches a year are our C lift list clients you know maybe they’re renting an apartment but um so they’re not our ideal client they don’t own the carpet but they’re a good long-term client they’re a senior citizen or whatever they got at least hit from us um with a piece of um welcome piece of mail so not an annoying not being an annoying pest but a welcome guest physical mail email follow-up phone calls um you know ringless voicemails all of those things text messages all of it uh maybe 12 a year right so some some just reminder things and also hey did you know this kind of stuff right so 12 to 30 35 times a year is that range depending on your customers well how are you going to Market your database how are you going to Market out cold how are you going to build a referral list how are you going to stay in touch with those referral partners and all that if you don’t have a marketing budget you don’t know what it is what you end up doing without a budget is you’re going to do a little bit of this you know stop that because then you’re going to do this did that work I don’t know I didn’t track my numbers I didn’t see the ROI on that it just feels like I didn’t get enough leads it should never be a feeling data and math determine how we run these businesses right marketing is just math plus psychology that’s all it is right so you want to Define your perfect customer who is it is your ideal customer right so do you know who that is do you because all of your marketing messages on your website on your social media all of the places that you’re going to Target people all of your audiences that the audience list that you build in social media all of that needs to be based on your ideal Target customer Avatar you might have a customer couple of avatars like for example you might mostly target residential customers right but you might have a commercial cleaning division that’s a different Avatar so you need to have Define the perfect customer in that realm and make sure that that marketing is carved out and looks slightly differently you might have your primary service being carpet upholstery area rug cleaning but you do have a hardwood floor refinishing cleaning maybe even do this not just the scrub and recoil but a sanding like really getting into that market as well and starting a sort of like a side service well that’s a little bit different than home cleaning services so that that ideal customer might be slightly different they have a different budget in mind and you know and a different need and stuff like that so who’s the avatar for that so you want to think of all that kind of stuff because that’s how you’re going to be able to deliver your message so setting your goals if you really we went deep with this with an over an hour an hour and a half training master class at the beginning of the year you can go back in our archives and look at that we’ve got future ones coming up but you really want to be good at goal setting right now what we’re going to talk about is really talking about setting your company apart with video so a lot of people go oh gosh John I don’t want to do video that’s for the influencers and the tick talkers and stuff like that I’m going to tell you right now that video has is becoming and has become one of the most important game changers in all of marketing so we’re going to talk you’re going to see video coming up a number of times in this presentation because it’s it’s that important so uh marketers who use video grow their revenue 49 faster than non-video users so if that’s not reason enough to start picking up your cell phone and just creating selfie videos having somebody follow you around for a day hiring a a a college a university marketing student or a media student with uh with a a nice you know dlsr camera that can do some filming for you things like that right 64 of consumers make a purchase after watching a branded social video so video on landing pages increases conversions by eighty percent what does that mean well you should have landing pages for your pay pay-per-click you should have landing pages for any you know Facebook ads or social ads that are not staying within that platform and those landing pages should have video on them your social media
properties are considered digital storefronts best way to think of your Instagram your Facebook your YouTube is a digital storefront well do you have a video right at the front of that hey thanks so much welcome welcome to our our page Welcome to our site Welcome to our whatever 80 higher conversions if you just have that video imagine having a video on every single one of your your service Pages as well and your service area Pages hey John here from John’s cleaning and yes we offer carpet cleaning the whole page about the services let me tell you a little bit of what we do differently and our 29 Points um Perfect Clean Service System and you know on you go and you have that little conversation hey it’s John here I want to tell you all about our risk reversal guarantee if you’re not happy we have our 200 money back guarantee what do you mean by 200 John let me tell you and all of that all the way through all of your marketing all the way through all of your pages all the way through all your landing pages so pay-per-click somebody clicks there they don’t go to your homepage your website they go go to a very dedicated page that converts at a higher rate we’re going to talk about conversion well that should have a video on it it will convert even higher 46 percent of of users act after viewing a video viewer viewers retain 95 of the message they watched in a video compared to only 10 of what they read in a text so so you need to be making videos now you’re going to go okay John I get it you kind of you kind of beat that home a little bit what kind of videos do I do I need to make well there’s four four categories let’s make this super super simple there are four categories of videos that you should be making you should be making brand awareness videos right so it’s just hey I’m John here I own this company um we do a great job you know let me tell you a little bit about it you should be creating lead generation videos lead generation videos would be hey click here to opt in and download this you know give us your email and we’ll send you a free report on how to care for your carpets how to hire a carpet cleaner things like that how to take spots and stains out for yourself all of that kind of stuff right how to you know click click here now if you’d like a you know a free in-home estimate and get this premium offer book now and we’ll add all these extra services on it no extra charge or at 50 off regular price for these extra services and stuff like that whatever that is so lead generation videos that’s where you give the offer before during and after videos so a lot of people talk about before after during is when you’re actually doing the job you should be taking video of before during and after we call those project capture stories so with all of our customers we create project capture stories where we’re telling a story of Mrs Jones who needed to get the carpets cleaned because her you know her um niece is coming from Europe and she hasn’t seen her in four years because of the pandemic and she’s now coming and her you know Mrs Jones’s little dog has peed all over the carpets and needed they need it she needs her house to look amazing and that would be a great story before during and after pictures create a project story they become pages on your website they become videos that you can Market out and and and retarget people with which is the next one as well retargeting videos anybody who lands on your website or any of your digital properties uh anybody who has seen part of your lead generation video your brand awareness videos and you’ve they’ve watched say 75 of those but they didn’t fill out the form they didn’t do the next action send them retargeting video hey I noticed you came to our website you came to our our offer and you didn’t complete it you know hey come here like you know finish that let’s get let’s get that uh book you in for a free estimate and then you’ll you’ll be locking in those those savings that that you saw as well so it works brilliantly and again what happens at a lot of times is people then say okay John well just a carpet cleaner just a maid service nobody watches our videos I’ve tried video before the numbers aren’t great I’ll tell you that there’s something called the the 9190 rule right or some people call the one 990 rule but ultimately what it means is that only one percent of people on social media are creators so there’s one percent of people that actually create the content there’s only about nine percent that interact with that content like it share it comment do anything with that content ninety percent of the audience are lurkers they are seeing you they are getting those brand Impressions they are starting to know like and trust you you’re starting to build that rule of seven and Beyond you become the best known cleaner in your Marketplace when they see you again and again and again and video is one of those places that they see you again and again and the way to use video from YouTube to to social media to retargeting all of that you can use video in all of your marketing so and on your website and when somebody refers you have a video like anywhere you can think of it it’s a it’s a great way to take that that sort of lurking brand impression crowd and really supercharge supercharger results from that so so one of the things is what kind of videos then okay I’m going to be doing a
bunch of videos John I you mentioned that there’s some that are brand impression and some that are for lead lead generation there’s the retargeting ones and then there’s the before and after ones and stuff like that so what are we doing here well here is a great outline of videos If you created a couple for each of these you would have a six right there if you claimed three for for each you would have 18 to 20 videos just like that that you can use throughout all your marketing and then you can just kind of you know kind of do them in batches and then do a bunch more down the road and you you know you’re just grabbing your phone and going through some stuff so a client success story you know of a whole bunch of clients that you’ve served that have done that you’ve done great things for it became very successful one of our best success stories was uh 30 years in business but I still remember to this day a a person sold a home and part of selling the you know the price on the home they they uh they agreed to touch up the railing on the staircase so white carpet throughout the house wooden railing they’re touching up the railing with some wood stain literally kicked the wood stain the little container of wood stain over down the stairs and the house was already sold and they would have been having to replace not just the stair carpet but it matched all the way upstairs through the bedrooms and all so big huge upstairs Landing sort of you know sitting room open area and then a whole bunch of bedrooms off it huge house right would have been thousands of dollars because of that little spill so they called our company they called the real estate agent went ah real estate I said ah don’t worry about it we know we have some we have our guys they’ll come over and see it we’re like oh no right red red dye removers all of that kind of stuff steam irons um rinsing to get rid of the oil stuff first we were able to get rid of that we got you know one of the world’s best testimonials we used that testimonial to get a whole bunch of other real estate agent agents to use us because we salvaged and saved them thousands and thousands of all the homeowner and and the real estate agent who had sold the home so the new buyers were all happy and solved the problem so client success stories that’s a great story to tell a video on right and character um character story so tell your origin story why did you get into the business what drove you what was different I’ve talked to uh I’ve got one of our clients who used to be a cop and got into doing cleaning instead because of a family story a reason why we have another one who had children that had allergies and they actually had to hire in cleaning services they kind of learned that you know you can make a healthier home with you know an air purifier and clean get everything clean they didn’t want to get rid of the carpets they actually realized that carpets could be the largest filter if they’re vacuumed properly HEPA filtered vacuum cleaners or Central Vac venting outside all of those good things we all know so tell that story tell your origin story why you got into the business what you did before this what led you to this you know your second generation your father was in it your uncle was in it you know things like that teach on a topic how many things do we as cleaners know about we because I’ve been in the industry for 30 years myself were you know trained all of our techness was in the truck for the first couple of years in my early 20s as a as a carpet cleaning business owner and things like that what do we know what training have we gone to have we gone to the IRC ircrc training have we gone to any you know John Don have you gone to any other trainings what do we know that the average customer could benefit from why is that first two or three steps off of the front entrance way going upstairs why are those stairs the dirtiest in the middle and then it fades going up how do you take care of that what about matting um you know when they get when they uh when they spill red wine do they really go after it with white wine well no that’s sticky what do we do club soda things like that blot don’t rub you know all of those kinds of things so we can teach on many many topics build that list grab your phone and teach on a topic right motivate and authenticity share your favorite Mantra don’t just be all about business you know be about yourself too like if you’re heavily invested in the church talk a little bit about why that you know why that’s important to you um if you’re part of the community I was talking to somebody the other day there that what they do to give back is they they um teach kids high school students as a in a young entrepreneurs program they’re giving back because they’ve spent years building businesses and carpet cleaning businesses and restoration businesses and now they’re giving back by talking about everything that they’ve learned over those years and and stuff like that so talk about that like you know you know in a very you know not boisterous sort of way but you can talk about that you know why that’s important to give back and and what you do as well maybe you have a clean water initiative you give to a charity a lot of people give to like the SPCA and stuff like a lot of carpet cleaners because a lot of clients have pets and stuff like that so why do we
give 10 of every job to that or ten percent of your pet you’re in job to that or things like that so all that kind of stuff motivational quotes mantras you know what what fires you up be the expert um so you want to show people like again this is a lot like teaching on a topic but be the expert and be the authority tell them when something in the media is wrong or right have your view on it that is related to the services that you do so if it’s you know if it’s becoming you know the the air quality is really bad right now why not be the expert say hey here’s things you can do here’s things that you can clean here’s the ways that you can deal with that become an expert on the helping them you know in and around their home we even say you know again videos work well newsletters work well as well and you can actually even just take some topics out of the newsletter that you write and talk about those as well and team stories share your team hey this is Carl here he’s he’s been with us for you know five years and you know Carl just got his new training on this and that or whatever you know hey this is just had a new baby here’s here’s Angelo on the team and you know whatever all of that’s all you know like whatever Angelo’s story is and why he joined your team and and have Angelo chat a little bit again technicians don’t tend to like to be on video but think about it they’re they’re in front of customers all day long they have to be personable it is you know the person you hire to be in the customer’s home you know on your behalf or with you has to have uh rapport with customers so let’s let’s pull that out of them to see if they can get a rapport on video as well so now Switching gears we now know video we’re going to continue to talk about video throughout the the rest of this presentation but you know what we need to move on to is talk about building that website that is not only for SEO why is SEO important that we can pause on that a little bit and but it’s also important for visitors I’m sure you’ve all gone to a website that is just you know you know it’s keyword stuffed it says the same words in the heading the subheading all the way through the text it doesn’t feel right it doesn’t read right it feels awkward feels like it was written by machine and it doesn’t doesn’t have anything that makes you go oh I like this company I’m going to stick with them right so so that that you might rank well it might show up and you might have found it but it doesn’t speak to you so on the other side of it you could have a website that looks pretty we see a lot of those I do a lot of website audits for for cleaning services and carpet cleaners and doing those audits I we just pick a part say hey here’s ways you can improve the site based on really really well-known metrics using tools like um um hot jars stuff like that that heat map the website and know what people click on and all that kind of stuff we know what actually causes people to convert which is part of the conversion we’ll talk about but we also know what that fine line between making the website SEO friendly and friendly for visitors so you want to have them clicking on call to action buttons or calling you we know that’s what we what we want them to do there’s three things that people do that we see on all of these websites they tend to do that they tend to go to the about us page more than any other page on the website other than the the page they landed on either the home page or the blog article or this the service area the city page neighborhood page however you’ve you know whatever’s ranking well that they’ve found they’re going to go to that page but you know so then they’re going to click on a call to action button or they’re going to call you because call tracking should be on every single website then you know they’re going to click the about us page because they want to know who are these guys can I trust them in my home or they’re going to leave your site altogether by and large number three is the largest crowd 90 to 95 of your web traffic go check your Google Analytics 99 95 of your web traffic never ever ever did anything they came and they left so we’re going to talk about retargeting are you chasing them around right but is there something that you can do that influences them to not leave to take another action to become a lead to request more information anything like that and there is I want to build your website for for SEO and for visitors there is an exact framework To Build The Better website so we did an entire training just on this one topic we will do trainings in the future again um on this this very specific topic but the point is that you want to have your website set up that when somebody arrives there it fits into what the what the conversation that’s already going on in their head that’s the that’s the definition of great marketing is to tap into a conversation that’s already going on in somebody’s head who are these guys can I trust them what do they do what do they guarantee these are the conversations are you going how do I get a hold of them I don’t feel like picking up the phone and calling how else can I get a hold of them things like that right so how much do they charge all of that kind of stuff right so what we have found is that the quest there are more questions unrelated to pricing than there are about pricing so having you know they land on your page and all your whole house for
99 dollars you just you just told the entire world the type of client you want is a cheap discount buyer period right if it’s all about pricing then you’re teaching the customer you’re teaching the visitor that you’re all about pricing right so you’re you’re just about being the cheap the cheapest guy if it’s all about quality and healthful you know healthy home great for their family great for their pets and and all of the services and the longevity of their carpet and saving them money over the long run um and and being their trusted resource for all home cleaning and Healthy Home needs then you’re speaking to a different crowd your ideal customer is the customer you want to attract to that website and now you’re giving them the message they want to hear right they live in nicer homes they have nicer belongings they’re not looking for the low-cost cleaner they didn’t park their motorcycle in the middle of their living room they’re not they didn’t just have a keg party in the in the rec room or the the family room none these are this is this is ideal proper clients that can refer other ideal proper clients so you build a website that that speaks to that but also has enough words on it has enough keyword density has enough pages on it so you want to have a page for everyone whose Services you want to have a page for every one of the Cities you target you want to have a page for every one of the neighborhoods we’ll talk about that in the content section but that’s all part of building a website for that converts well that is for SEO and for visitors and that ties it all together very well
so moving on and again I understand there’s a lot of information here um this will be available on replay just kind of take bullet point notes this is the things that have changed that you really need to get a whole grasp of to become omnipresent so that everywhere anybody looks you are the best known cleaner in your Marketplace which doubles and triples your business and allows you to sell it for many times more when you’re ready to sell and and move on it’s many times more the multiples of any other cleaning company most cleaning companies sell for the price of their equipment you shouldn’t your equipment is disposable like every five years you should be replacing or at least paying to replace your truck mounts your Vans your you know your Portables your your air movers all of that stuff right that that is all sort of you know it’s it’s it’s a temper you buy it it has a useful life you’re fixing it if it lasts beyond that yeah you got a you know a few gravy years out of it but that’s not what you sell your business for you sell your business for the database you built for the name recognition for the rankings for that that what you mean to the marketplace and how important because that is what’s driving the volume of your businesses so you know that in your Marketplace there is probably a stereo shop there’s probably a plumber there’s probably you know a home a custom home builder you name it that is the one that everybody knows right if you’re in a big big town maybe there’s a couple different areas of town but you know that they’re the ones with the Billboards and back of buses and online everywhere you go people are talking about it you see them they’re following you around if you went to their website if you ever needed them they’re top of mind you have them in your mind so that you don’t end up going when you need that service they’re the first ones you think of you might go and Google their um their website not their category you don’t just go oh carpet cleaner near me you go James carpet cleaning right you know Mighty house carpet cleaning right whatever and you follow them right so anyways let’s talk about galleries galleries used to be these things that sat on your website in today’s day and age galleries on social media platforms so on your Facebook your Instagram even Pinterest things like that you’re the new Gallery is there and you want to have pictures here’s some examples of really good ones you want to have pictures of the team your actual team you don’t want to have stock photos you want to have pictures of your team you want to have videos on some of these of before and afters that we talked about you want to you know if you did a charity event all that kind of stuff you want Happy customer pictures anything you do if you do a contest you want to have the winner um smiling face and a big check all of that kind of stuff you want to know when people come here that Gallery is influencing them you know oh some you know here’s an actual rug in the middle of cleaning and I can see this part’s clean and this part’s dirty not just some sort of arbitrary before and after like example here somebody actually cleaning the area rug and then showing parts of it and things like that so you want to have all of that kind of stuff this the second middle example here um we we see the people cleaning we don’t actually see any faces the first example is much much better the second one at least is showing your gallery on social media and we practice what we preach this is um you know carpet cleaner marketing Masters if you go and check out our Instagram we’ve got videos
we’ve got um Snippets of of longer trainings we’ve got um links and helpful hints and all of that kind of stuff because that’s what we do right so we’re providing that value as well same same idea for your customers so if you could you know you could have how-to tips how to video um an image you know about a red wine stain and here’s how to take it out and then the check the description and then the description of some of that information so anyways use social media as as your galleries use Google my business as a gallery as well don’t just use one place make sure that you’re you’re interacting with all of those because people are going to different places um to see so then that way when you’re talking to a customer and they say well you know is there anywhere I can see the work you do or your testimonials or anything like that you can say yeah just go check out our um you know check us out on Instagram check us out on Facebook because even your Google reviews are turned into images and placed on those in the mix as well so you’ve got a mixture of everything right so that’s really really helpful moving on we can talk about Google Maps so Google Maps has become the Yellow Pages so people don’t use yellow page anymore that kind of died 2008 910 during the last recession um Yellow Pages kind of went down and uh 2007’s when the iPhone was released so all of a sudden consumer products iPhones and tablets and all that kind of stuff that two three years after that during the recession and then next thing you know everybody’s on a digital device everybody’s using the internet a lot more even grandma and grandpas and stuff like that and now there’s there’s no need to go to a directory because the new directory is online and the the maps algorithm really really helped people find their local florist their local butcher their local you know beer store and their local carpet cleaner and things like that so Google Maps is really really important and um you you want to rank prominently and well and there’s a bunch of things that that help you in that regard so Google Maps rankings is all about relevance to start with so if somebody’s looking for a plumber they should not find a carpet cleaner listing it’s always looking for a carpet cleaner they should not find necessarily a maid service they’re not going to find a janitorial service those don’t they’re they’re separate categories they sound really close but they’re separate they’re not really going to find you know a wood floor refinisher if they’re looking for a carpet cleaner relevance is the most is one of the most important things what categories do you have list listed as the categories in your Google Maps listing of the things that you do the services you provide and are they relevant to each other because if there’s an outlier that is totally strange like hey we do carpet cleaning upholster cleaning area cleaning and dog walking you’re never going to show up for dog walking because that’s not relevant to your service category so you want to be very very careful on what it is that you talk about the distance to the person searching or the area that they cert they’re searching into so if they say hey I’m I’m over here in you know New York but I’m looking for my mom I’m trying to find a carpet cleaner in Albuquerque New Mexico so I’m going to type in carpet cleaning near Albuquerque Albuquerque New Mexico Google’s smart enough to go okay well this guy’s over here his IP address is proximity Is way over way over here but he wants to to find somebody here because he put those those terms so it’s going to find either by their proximity of their device the their IP address of their Maps listing or any of those kinds of things or buy what they typed in it’s going to find a proximity and there’s a distance marker so on an example you might have seen one of these grids before but for example this business would be um right in this area here somewhere so if you’re standing within a mile these are all miles if you’re standing within a mile of this business good chance are they’re going to show up in the maps listing because of distance as long as they’ve got their relevance right and then and then we’ll talk about the prominence as well but um if they’ve got a couple things right you’re close enough to them that they’re going to be in the top as soon as you start moving away there’s going to be other businesses that are closer more relevant or more prominent and Google Maps goes nope this guy’s ahead of you oh now you’re down there’s only three Maps listings that show up your number four you’re number five your number six now people don’t find you as easily and and you can see how that can really scatter out usually about five to seven miles if you influence it well with good prominence markers and you’ve got the relevance right you’ve got you know all of that and the distance you can go about five to seven miles out in most most marketplaces that you can influence to be seen on the Google Maps so what does that mean think about it this way are is your pin drop so even if you are a service area business and hide your address Google still knows where they sent the postcard they know your ZIP code they know where your business is located that becomes your Hub they do not show you everywhere you talk about they show you from from a source out it’s still considered a map driving direction
service at its core so that is how the algorithms all work so are you within three to five miles of your ideal customers go back to that first thing we talked about setting goals knowing your ideal customer are you within three to five miles of them if you’re not then your Maps listing is going to have a very hard time generating quality leads for your business quality phone calls from Google Maps because of how far away you are and it might be valuable because a Google Maps listing done properly prominence talks about things like you’re getting your reviews right getting your citations and your Authority online right having your website right that connects it all we’ll talk a little bit about some of this these things but you get all of that right and you’re within that that five mile area of your ideal customer and you have a you know an office or a your location Center then that generates 10 20 30 50 phone calls per month of people finding you and going yeah I’d like I’d like to know about your services from Google Maps alone that is just one of the many omnipresence then you’re getting calls from all of the other marketing you’re doing as well so that you’re you’re building a massive amount of leads but one of the sources would be and one of the the higher level sources would be the maps listing anywhere you can’t rank in the maps because it’s too far away it’s a town over um it’s Two Towns over whatever but you still want you’ve got a lot of customers there that’s where your organic SEO and website rankings not maps rankings but website rankings and your paid ads come in on a Google conversation and then your Facebook ads and all that other marketing can be influencing people in those marketplaces as well but Google Maps is one of the the big daddies and needs to be considered so some people physically move their offices they open up second offices there’s conversations we can have around that that we’ve helped businesses open two three and four other satellite offices no different than a lawyer or a you know site you know psychiatrist or a you know whatever account sir would do they might be a couple different offices and satellite offices as long as they meet people there or they run a business out of there there’s ways to deal with that as well so think about that so let’s talk about a little bit more of those prominence markers so one of the ways that that gives Google that Authority that understanding that you’re an authority in the marketplace is that you have your name your address your phone number all of that exactly accurate and right all around the web Google checks all of that and if you’re on all of these other listings you’ve got reviews and you’ve got interactions on these listings and you have these listings there’s there’s two benefits to that one there are some people that just use the Better Business Bureau just use Angie’s List there are yelpers that only go to Yelp right so there’s people that you know on Facebook look around for stuff you know ask somebody in a buy and sell group or a mommy blog group and then you know come over to your your Facebook page and never went to Google at all Google gets about 60 to 70 percent of searches the other 40 to 30 30 to 40 percent of searches never went to Google for our category so so you want it you don’t want to just limit yourself to oh I’m only worried about Google no let’s let’s think about it all one of the things to think about is these um these other directories they add um they add a bunch of authority to your Google Maps listing they also um are also places where people can find you so you want to make sure that you’ve got your all of the the directories that your competitors have you want to make sure you’ve got review velocity that your competitors have we’ll talk about reviews later but all of that helps with your Google Maps rankings you want to make sure that you’ve got your website set up to connect to your Map listing properly and create those connections and citations schema code it’s called things like that you want to really connect the dots for Google so that you move up in the maps listing around your your service area properly
now we talked about we talked about a little bit earlier we’re talking about content so why is content even important what do you mean content John why I’m a carpet cleaner I’m a maid service why do I need content well content marketing as it says is you know for the next level wins well what that basically means is 50 of web searchers even looking for services still move past in Google alone if they’re just searching they’re looking for information and they go into the organic listings where the websites are also in those organic listings below the maps is uh the you know the the home advisors and the thumb tax and the uh Yelps and all of those as well the directories kind of in there and there’s there’s a few websites to answer those questions that people are asking so there’s a couple different types of content you need to be thinking about that really help you show up and generate traffic to your website that then become visitors that you can convert into customers you can convert into estimate requests you can convert into followers you can start following them around and retarget you can
create a lot of content so there’s a difference there’s called top of funnel content and bottom of funnel content content you need both so we really suggest that in most average marketplaces that you’re putting out at least a blog post a week a press release a month to generate a lot of these signals in heavily competitive markets you need way more than that to help you rank for different keywords there is a thousands of keywords about 3 000 keywords that you could you should be ranking for what they call long tail so people type in a longer I need to get red wine out of my carpet so red wine out of carpet red wide you know you know carpet stain removal things like that those are long tail they have a lot of words in it is the search term there’s you know carpet cleaner near me that’s a short term that’s the harder one that everybody goes after that one but there is there is might be five or ten people searching for the longer tail one every month every quarter well if you’re ranking for hundreds if not thousands of those because you’ve got enough content and enough things on your website that attract that attention Google is oh I’ve got somebody who can answer that question in this area you know because your website has been crawled you’ve done it well content marketing and and that content marketing is a huge part of SEO now you’re influencing that Omni presence again you’re being found every time somebody searches for anything related to your category oh my God there’s those guys again there’s those guys again oh my God there’s an ad for those guys they came to your website they left oh my God there’s those guys again you know I’m on the Weather Network and I see them because you’ve become omnipresents so top of funnel is is more like um supporting content so these are not people that are ready to buy right now they’re just in research mode they’re looking to solve a problem they’re looking for information uh even some good top of funnel content can even include Geo content because you want it like if you’re if you’re trying to say that hey you know we’re over here but we actually we’re we’re one of the top cleaning companies for um you know this this community over here this retirement community this um you know Golf Course area whatever well then you want to have content you know say some of the um High income areas around Atlanta right if you had that type of content on your website and it it gets found and that that content you know talking about the high income areas and the fact that you know weaved into that content we happen to be a carpet cleaner in the area that services this area but here’s what we like about the area here’s what we you know here’s what people like about the um the amenities of the area so it’s not really trying to sell them carpet cleaning it’s it’s literally showing up and telling Google that you are in that area that’s the people you serve you link that to the city pages that you have and the service pages that you have and then you’re creating this top of funnel content that really helps your your website rank bottle of bottom of funnel content that is the content that is transactional people are ready to to buy they need to be solving a problem and they’re they’re at the bottom of the funnel they’re ready ready to buy and you need both levels of content because that really creates more omnipresence and it really can transform your business we’ve seen people that just with a really good SEO plan alone you know a lot of people going I just I want I want you to I want to buy leads I want to buy leads I want to buy leads it’s like get your SEO right it takes a little bit longer because it’s an asset it’s building the foundation before you build the home um but you you get your SEO right and it it is the number one organic traffic to your website and your online properties organic traffic is the number one driver of most well-established carpet cleaning and home cleaning service businesses done properly you get your content marketing right and your paid ads are just sort of that added little the bit it might be the thing that all you could live on and and and you know make rent on and feed your family with at the beginning you need paid ads before the asset builds up now paid ads is just that gravy that keeps the trucks busy and running your organic traffic is the number one driver of new customers to your business repeats referrals organic and then paid and it becomes this beautiful mix that just keeps your company growing from 300 000 to 500 000 from five hundred thousand to three quarters a million three quarters a million to a million and you just keep growing because you’ve got all of this omnipresence and uh and and and and this this organic base so really really important and the type of content you need like service content and Geo content we talked about that so about the services you provide and you need content about the areas that you service it really helps tie things together in Google’s mind so then we’ve got um we’re looking at you know why reviews matter more than ever so we knew we’ve known that reviews mattered for about a decade now right so again I talked a little story about coming out of the recession prior to the recession my business used to have you know in all of our yellow page ads because I’m not old we used to run yellow page ads like crazy five to seven thousand dollars a month
where the yellow page ads because they generated a lot a lot a lot of leads and we were really good at converting leads on the phone so the more Yellow Pages ads we could the busier we were as well and then we did a whole bunch of other marketing as well and and and that kind of thing so that building the business that way but what we realized was we used to run hey don’t call any carpet cleaner until you listen to this free consumer awareness consumer information message how to shop in this category you know what questions to ask what things to avoid how to how to not be ripped off all of that kind of stuff and obviously that that 12 minute message on a voice machine um you know would would lead people they could press one at any time to call our office and we influenced them that we were the obvious trusted expert why did so many people call that consumer line 20 to 40 people a day would call from our yellow page ads not directly to us that was available but they’d call the consumer number first and we would see them that light up on on our system and we could have three or four people listening at the same time and then um all of a sudden the phone would ring and because they’d be pressing one and ringing through those most of them would listen to at least eight to ten minutes of our 12 minute message what does that tell you as well well they’re looking to figure out who to trust and they didn’t know enough to do that come enough about the industry enough about the service come out of the recession everybody’s using these these these cell phones they’ve all got these consumer Internet connected devices on their hip and now they you know we had less and less calls to that uh part of it the recession things slowed down we had different marketing we went after our our referral partners and stuff like that we you know to keep the business running and growing we dodged and changed things a little bit come back out of it go back to doing some of the investing heavily in that other marketing in calls the calls right there to the consumer line so it’s like oh just put the consumer information on the website that’ll be fine they’ll find it there nope never went there either what did they start doing they started using reviews reviews became popular at that point Amazon and places like that taught people to read the reviews before buying the next cell phone case the next pair of shoes the next golf clubs whatever it is so reviews became important there they became important every year people started realizing I can Outsource my trust to somebody else who’s ever used them and now 10 years hence um 10 12 years hence we’re now saying that it’s not just the volume of reviews it’s the recency of reviews 87 of consumers read online reviews before taking action with a local business 48 percent of consumers would consider a business with fewer than four stars would not consider doing business with them negative reviews can have a significant impact on a consumer’s Behavior so if the very if the most recent review you have on your listing is a negative review and you haven’t responded to it and you haven’t done everything you can to continue to get more reviews to bury it that negative listing that negative review sitting there is there’s a really good chance it’s turning away one two three five potential phone calls a day that just go no this guy’s got you know is better you might have a 4.7 star rating you never want a perfect 5.0 rating that that looks cheesy it looks manufactured nobody is perfect all the time you want to you want to have the odd well it was pretty good they didn’t get the one stain out but they told me about that and they gave me the money back on that so that’s pretty good I’m giving them a you know 4.9 4.8 star rating that is totally fine to have that mix of stuff um and every review should have an answer from the owner every view good bad or ugly should have a should have a response in there that speaks to the person who’s reading the review and what you what you said about it right so just think of that as well and 79 of consumers say they Trust online reviews as much as a personal recommendation from their friends or family so reviews are critically important they help in rankings but they also help in conversions and reviews should never just sit static on the place that the review came in so they shouldn’t all just be Google there’s actually a golden ratio um of where to get reviews but they should you should also take them off of those places and move them you know dynamically Syndicate them it’s called take pictures of them um take the words and put them in posts and then grab pictures as well and just every single review you get you should be actively seeking reviews you should have a good decent review velocity and so that you have a lot of recent reviews constantly coming in at a decent pace and then you should be taking all of those and marketing them around all of your other web properties so that you’re you’re creating that you know that that many people Trust reviews show it to them everywhere they look omnipresence about your greatness as well so we like to say that 70 of your review should be on Google because again 70 of the traffic goes to Google 20 should be on the Better Business Bureau people still go there but you can also tell people go check
us out on the Better Business Bureau and 10 should be Facebook they actually call them recommendations now but they’re that social media angle Facebook allows consumers to leave in you know positive sentiment get them to do it there so we don’t suggest you do it in one we say suggest you get customers to fill out a feedback survey invite them to leave reviews the ones that are willing to leave reviews will almost 60 to 80 of your customers will fill out a feedback survey if you ask them the right way about 10 to 20 will leave reviews and then you can say hey thanks for that great those great comments could you pick one or all of these places and leave great comments you give them those three Better Business Bureau Facebook and Google and they’ll pick one or all and you’re now getting reviews shared around as well so so we’re we’re wrapping up the last few items here in this omnipresence Marketing System so what you want to do is you want to make sure that um your you you know what you what you might be missing with Google ads you want to make sure that you’re running Google ads properly and that you’re not missing out on the big picture with Google ads sure the leads are expensive on Google ads that doesn’t mean you don’t you don’t take them what is your conversion rate and what is your Roi so if your average cost per click in in Google ads is ten dollars a click and it takes you three three to five clicks before you generate a phone call so now you’ve got you’ve generated a lead for 30 to 50 bucks right sounds like a lot and if you book only half of those you track your math you do you know you do your math you know that of Google ads you know you track you that’s a call tracking number a different ring a different phone line different different way of tracking that a different um when they fill out a text message form when it comes in it lets you know you can track how many people came through your Google ads and you know how many of them ended up booking if you book 50 you just paid 60 in this example to a hundred dollars per lead and that’s pretty average actually well we run hundreds of Google we ad campaigns and 60 to 100 to buy a customer from Google ads it’s pretty reasonable because and it’s pretty average because now you’ve bought an ideal customer that your goal is to lock them in for Life you’ve paid that once they’re if your average job is 300 or 400 you’ve made money but you’ve make money the second time
didn’t turn off my office phone you’ve made money the second time you’ve made money um on the repeats and the referrals and all of that kind of stuff the lifetime value of that customer should be somewhere between two and four thousand dollars are you willing to spend a hundred dollars to get two to four thousand dollars over the lifetime value of the client yeah all day long get as many of those as possible so lead cost isn’t everything you don’t want to say oh well I can get cheaper leads somewhere else you might get cheaper customers somewhere else too these people are at least looking specifically looking for your uh um your services so when they’re looking for you know carpet cleaners near me upholstery cleaners near me area rug cleaning um Studios things like that you want to know that you’re showing up there because that’s part of your omnipresence that’s part of you know making sure that you’re maximizing the opportunities and brand Impressions and that’s you know running branding ads for slippage what what slippage means is there’s a lot of people that go to paper you know the type into Google they’re looking for something at the top of the page they can see the pay-per-click they click on it they go to your landing page they go huh what if these guys are any good they back out of your landing page and they go look you up they go search you you’re You by name they end up on your website right that’s now slippage but because they came to your landing page now you can run branding ads to them to say Hey you know you’re looking for our services you know here you get a get a free estimate you know all that kind of stuff check out what we do our 29 point you know um safe and Healthy Home Cleaning Service you know system or whatever that kind of stuff you can start you know hear some great testimonials from our customers chase them around with that kind of stuff right so um Google ads isn’t just about that that one conversion there are there’s a slippage that still turns into customers that didn’t get tracked properly because they didn’t take action on the landing page but they came back around a different way but they came through you that way so you want to make sure that you’re running branding ads to them to bring them back in because they’re they’re still interested you just gotta you gotta be able to influence that and then artificial intelligence we know AI is everywhere doing everything now um and AI in in Google ads it really is a matter of telling Google it’s getting better and better and better at this over time letting Google know that that click turned into a inquiry that turned into a lead that turned into a customer and was worth 500 bucks if we keep telling AI the AIS that are building out
in the background all of that data they’re going oh you like these customers and these types of people let me show you more often to those because these other guys aren’t telling me that your competitors aren’t telling me that they’re not letting me know when they convert so maybe they don’t and maybe most people like you so it’s how Google search works is like more people end up on your website stay there for longer and seem to find Value in your content the more Google shows that website or that web page over anyone else same idea with ads so um AI is you know will win in in the coming years so keep that in mind Google local service ads um we did some trainings on that recently it’s you know get into this before it’s too late Google local service ads um those are the ads the Google guarantee some people call them they’re the ads that are at the top very very very top of the search results and they’re in almost every market now it was a sort of a trial years ago now it’s just rolled out and those are people you only pay when somebody actually physically calls you so you might have tried and go oh I used to get a lot of good leads out of that back in the day and now I’m getting really expensive or crappy leads they’re all Tire kickers there’s a reason for that part of that is not teaching the algorithm the Google The Google local service ads algorithm the ideal customer that you’re you’re wanting and getting part of that is there’s there’s other influence mechanisms that you can actually set up there’s demographic mechanisms there’s areas where you’re targeting there’s a lot of ways that you can really dial in your ideal customer and not just have it smattered everywhere so everybody just kind of threw up an ad in the in the early days and as there’s more and more and more cleaners realizing that this is a source of paper call leads then you know kind of like what Home Advisor was doing and thumbtack was doing stuff like that this is a source of paper call leads as soon as you get a call you have to pay for it it might have been 17 18 20 in the day it might now be 25 30 40 but again are you booking 50 of them that still might be that you know 60 to 100 customer you just bought and if it’s an ideal customer and you’ve influenced them properly you want to get in into Google local service ads so um with Google local service ads you know you want your ranking is is still all about ranking you only really see three at the top of the page before you have to scroll a little bit so you want to be ranked well so what does Google do for that ranking well the proximity to the potential customers location that is one of the ranking factors of your review score and the number of views reviews you’re receiving inside local service ads and in your Google Maps listing connected to your if you’ve got to connect those two and you connect that in the number of reviews you have but also your review velocity your responsiveness is huge so if you’re getting phone calls and you’ve got your ads on during office hours and have them turning off when there’s nobody in your office and you’re not responding to those calls you’re not getting back to those message leads that are coming in instantly in it like answering every single phone call and getting back to the message leads they say within 24 hours but this as fast as you possibly can then you’re getting demoted you’re you’re not showing up properly and your your results are going to be affected by that if you are very responsive and answering all of the calls getting back to everybody right away um that is a factor that’s going to put you up in front even more so your business hours become really important do not have hours set in local service ads where you cannot answer the phones and you know and whether or not um they receive uh serious or repeat complaints about your business is is another point so you want to make sure that you’re doing delivering a great service if you start if they getting complaints Google guarantee means that they Google guarantees the homeowner that if if they if they’re not happy if there’s a problem Google will pay them will pay them back right so uh you want to make sure that if they’re getting complaints they’re going to demote you as well so keep that in mind
social media next one on the list you want to be on social media so again I get this as a lot this is omnipresence but having a marketing system in place setting those goals and chipping away at this stuff so that you make it automated you do a couple this month a couple next month and you just keep locking it in and doing more and more and more because social media is for browsers not buyers so they didn’t come looking for you they didn’t type in oh I want to find a carpet cleaner on face Facebook that never happened they’re browsing and you’re you end up in front of them so what do you want to end up in front of them with to influence them because social media is a great place to get your omnipresence and your brand message out and create a bunch of those brand Impressions that start to build those those seven touches that they need so they know like and trust you have you top of mind when they’re ready to buy somebody in your account or use somebody in your category
so retargeting anybody that came to your website anybody that came to your landing page anybody that watched your videos those videos we talked about um anybody who watched any you know 75 of the videos all the build retargeting audiences and stay in front of those people that is your active audience branding ads and again videos work well in these as well so the before and after stories project stories that kind of stuff branding is about targeting homeowners your ideal demographic people that are look-alike audience to the ones that visited your website look-alike audience to your customer base things like that you want to you want to run branding ads to those so that they now start learning about your brand and then what you can do is you can take the people that learned about your brand watch say 75 percent of your video about your brand they seem to engaged a bit in your local Marketplace and then send leads leads to them lead generation has its place and can work sort of disruptively but if you’re building a you know sort of a hey here’s some here’s here’s who we are and what we do you know building that brand awareness to your ideal target market and then the ones that seem the most engaged are the ones you place the lead generation ad for the Facebook lead form click here to go to a landing page here’s this premium offer that we’re making available right get your whole home clean and get a couch and loveseat cleaned absolutely free 250 value with any whole home of carpet cleaning over 500 right things like that are over you know 600 square feet or whatever those kinds of things you can create premium offers that are lead gen based on on on that kind of stuff so uh that’s the crowd that you want to Target so the actions to take with Facebook ads are three to four videos um for each of the different those three different types of campaigns that we just talked about uh create your ads and custom audiences based on on what people watch so you can test tests like that which is the fourth one you want to build landing pages and messaging that matches what you’re talking about so you don’t want to be talking about upholstery cleaning or your area or a shop and then take the home page or website that’s all about carpet cleaning no you want to make sure you have landing pages and the and and and assets built out about what it is that you’re driving them towards that’s just that’s common sense right and you want to test everything so you want to find the ads that work the best you want to split test maybe a collage of that of images versus a video for whatever different ad copy and what you do is you you split test them that’s one of the great things about social media and and ads you can split test them against each other and you get rid of the losers and you scale the winners and then you just keep running those tests it’s content marketing is all about testing it’s math plus psychology so and then we roll into the same idea but YouTube this is this sort of um this next level area that is still sort of untapped it’s like what social media was five six seven years ago YouTube’s been around for a while but for local businesses so you got different types of ads you got true view ads pre-roll ads and Discovery ads
ultimately what you want to do pre-roll tends to work the best trueview can show up on on a network all over the place The Weather Network and stuff like that trivia can be everywhere and um Discovery ads are the ones that show up in the sidebar when you’re when somebody’s searching and looking at this here’s some other ones that it might be related what you know um the the best ads we feel are the pre-roll simply because you can actually find people Google owns YouTube they know who’s in the market for cleaning services they know what you’ve searched they they they know your search history you can take people that have searched for carpet cleaners near me and the next time they go into YouTube to look at a silly cat video or to you know watch you know you name it an update from Congress or whatever the you know whatever they do they’re you know people out you know four-wheeling and mudding it whatever their thing is um you can show them an ad before the uh before their video plays they and you can have again a video based ad sitting in there right so you can Target your competitors channels you can actually even Target your competitors URLs or interests that so say for example you load a list of all of your competitor websites and anybody that has visited click through Google and visited your competitor’s website will see an ad from you in Facebook or sorry in YouTube the next time they’re on there a pre-roll that no matter what video they’re going to watch they see you hey by the way you’re looking for quality carpet cleaner in the you know Tulsa Oklahoma area that does an amazing job guarantees our work 200 and you know as um you know been in business blah blah blah and delivers a healthy home cleaning service then come to us let me tell you all about it right and if they last begin that if they don’t skip off that ad in the first five seconds then you you pay for a view but you influence them because they’re interested
they watch the ad and now you’ve got your generating leads as well so and you can even Target keywords so there’s all kinds of targeting in in YouTube ads that are really really really important so the action steps for YouTube ads film your videos with with proper video ad framework the right sizes test a few different hooks to get you know get people to last beyond that first five seconds and then people to actually opt in at the end test a couple different hooks write down a list of all the audiences you could Target all your competitors all of the um websites that your ideal customer goes to all of that all the different channels on YouTube that they that are that that are related to your ideal customer that you can put ads in front of take that entire list write that all down set up your YouTube pre-roll ads um in the Google Google ads interface that’s where you do it you don’t do it in YouTube it’s back in Google ads Google owns YouTube It’s a Google ad product you know you can go up to you know I say minimum 50 a day budget to test you can test it a little bit lower than that you can test you know 20 or 30 bucks a day fifty dollars a day sounds like a lot but again you want to run some split tests and do a couple different things so if you know marketing is all about testing so you can start a little bit smaller than that and see where it goes but um just the whole idea is to put some money behind this because you can take people that searched on Google for carpet cleaning and be exclusively in front of them because your competitors aren’t doing this yet exclusively get a captive audience on YouTube the next time they go look there and we know the majority of people with cell phones and computers go to YouTube and you run them figure out the winners um and losers scale the winners so that’s our goal retargeting 80 of the people that that see you the first time do not do anything they don’t convert so what do we do with this crowd well we make sure that everywhere that they go to everywhere they land everywhere that they come across your brand impression online anywhere that a pixel a pixel can be put a way to put a little cookie on their website and or on their computer and it says hey I can now retarget you I can show you ads when you’re on on Weather Network I can show you ads when you’re on ESPN I can show your ads anywhere you go around the web I can show you ads on Facebook I can show you ads on LinkedIn I can show you ads if you search on Bing I can remarket you anywhere you go around the web you want to make sure you put a Facebook pixel Google pixel Bing pixel LinkedIn pixel uh you want so that you’re generating that entire pixel audience and you can now build this audience of people that have engaged with your brand come and found you didn’t take action you can say hey I noticed you came to our website but you didn’t fill out a form I noticed you came to our website and requested an estimate but you know you haven’t booked yet there’s weight you can break that audience down and send very very very targeted messages final step of what all of this is about is all about the follow-up right so proper lead follow-up is the process that creates those conversions so you can build all the leads in the world you can be the most omnipresent um business in the world but if you don’t follow up you don’t answer your phones use an answering service it rings once to click through through your phone to their phone they get three rings before they pick up excuse me can I put you on hold for a quick second click because it’s a you know answer server and then they finally come back you know 20 30 seconds a minute later that is a really really bad experience for the consumer compared to they you know they they call hey it’s a great day here at ABC Carpet Cleaning how can I make yours have a great day too totally different experience they allow oh that’s funny anyways yeah so I’m looking to get some cleaning done oh great that’s what we do so tell me a little you know off you go right so if you respond right away 78 of consumers buy from the first person who responds and that’s you know um study by lead connect and big players in the industry 78 from the first person that that you respond they’ve done a bunch of their homework they know who they want to call and if you didn’t answer they’re calling the next guy you’re not the only one on their list right so first person who responds after five minutes the odds of qualifying a lead drops by 80 and in today’s day and age a phone call a text message a messenger message a e an email a form fill on your website all of those are the phone ringing the big red phone ringing in the corner the bat phone every one of them is five minutes or less one minute or less we actually have systems in place where if anybody fills out a form on our client’s website their phone rings they press one they’re talking to the customer right away why because it’s that important to convert we are all about high conversions and that’s one of those elements so you don’t want to automate the phone answering system you can have a you can have a phone should be answered live during business hours text messages should be hey thanks so much we’re here to solve that question got a few more questions for you you can automate a few little questions at the beginning make it feel
like it’s real jump a real person in try and get them on the phone if you can if not finish the conversation by selling by text cell by text emails same idea a little bit of back and forth try and get them on the phone if not selling by email or selling by message is really important sharing some videos letting them know why you’re different as you’re delivering the answers to their questions but you wanna you know whether it’s a lead form follow-up or any of that kind of stuff you want to set the appointment no matter what so set the appointment for the estimate set the appointment you can even set the appointment Hey when’s the best time for us to give you a call back um you know if there’s nobody available right now kind of idea um the you can set the appointment for the cleaning service obviously even if you don’t have your calendar in front of you even if the person who’s taking the call set the appointment for four or five days out hey does uh next you know just Thursday between you know one and three work best okay great let’s put you down for that right if you have to call them back and change the appointment I’m so sorry I double booked you um I wasn’t looking at the right calendar can I move you around or something like that you know you’ve got a much better chance of of keeping that appointment if you set the appointment no matter what no calling back unequivocal you’re just you’re setting the appointment because then in their mind they’ve solved that problem they’ve moved on you can adjust but they’re not calling your competitors so having a sort of that lead management system that’s all part of your conversions as well follow-up means that that 80 of the crowd that did nothing saw your stuff did or did not interact you’re able to follow up with and then you can create that you know even if they did email or opt-in they chose not to choose you this time they chose not to do the cleaning right now you want to have a long-term nurture process to follow up with them for months and years till they’re ready to buy from you until they unsubscribe we always stay till they buy or die until they unsubscribe or or buy from you you want to have a constant drip campaign going out as well to do all of that so so there we go that is an omnipresence Marketing System for a home cleaning service carpet cleaning maid service business that will take your business and two and three extra results guaranteed we’ve seen it happen over and over and over again there’s ways to do a lot of learn that and do do some of that yourself there’s ways to use you know Automation and services and tools to help make that happen as well so let me know what are the three takeaways top three takeaways to becoming the best known cleaner what are you going to do right now don’t leave a training like this with yeah that was all good oh I got so many things in my head no write three down if you don’t write three down there’s an act of taking pen to paper that locks through your brain you have to think of how to write again you have to see it it creates an entire neural pathway that’s why journaling works well for you know for life skills and and being a better entrepreneur and a better person writing things down makes them cement in your brain and gives you a much better chance of actually taking action on that so what three things um three goals do you have out of this training is what can you do better are you going to improve your conversions on your website are you going to start looking at local service ads again pay-per-click ads are you gonna you know are you going to uh um look at content marketing so that you can actually be answering questions that people are asking and show up more what are you going to do to become more omnipresent what is the stages what are the three things you can do right away within the next day or week get that solved and what can you do to make this a big big push in your business so that you can take your business by Leaps and Bounds forward and you can make yourself the best known cleaner in your Marketplace so write that down the whole idea is obviously having yourself um being seen by your ideal Prospect everywhere that they’re looking being followed around just becoming oh my gosh those guys are everywhere they’re the guys I need to go to they have the best message they have the best Market they’ve got tons of testimonials they’ve they’re sharing before and afters they’ve got happy clients left right and Center you call them yeah you know that makes sense that you’re a little more expensive than the rest of them that’s totally fine now you’re not price competitive you’re not worrying about your competitors what they’re you know what they’re charging what they’re doing because you’re you’re on an island of your own because you’re the best known so that is the ultimate goal if you need any help with this you can always hop on a call with us so carpet cleaner marketingmasters.com schedule you can you can hop on a call with us we can talk about take a look at where you are where you want to go what how to connect the dots you know is there any services that you might need us to help you with that’s fine if there’s any services that you know you you need elsewhere that has nothing to do with us that’s fine we help in all directions we do these trainings for that same reason as well so if
there’s any help that you need becoming omnipresent if you want to be the dominant cleaning service this time next year this time two years from now in five or ten years you want to sell your business for half a million three quarters a million a million two million dollars and retire whatever that is if that’s you if you’re ready to take your business to that next step there’s a proven framework we just walked through it we talk about each one of these individually and in depth every single month this is the overarching framework of becoming the best known cleaner and becoming omnipresent and it is a mapped out framework it works repeatedly over and over and over again regardless of how technology is changing what AI is doing to us what the internet’s doing well on you know whether it’s online or offline omnipresence has a very specific path forward it’s very easy to model it’s easy to put in place one step at a time so if that’s something that you think you’re you’re interested in hit us up go to the schedule you’ll book a a time slot hopefully you found value in this training really look forward to seeing you guys next time thank you