so why are we doing part two it’s just something that you need to do at the end of the year beginning of the new year to plan for um what how you want the business to transition what kind of marketing you want to do take stock of where you’re at take stock of where you want to go staff team members um you know customers Services all of that kind of stuff so we’re gonna get into all of that but so why are we doing a part two well um I want to do a much deeper dive into a few of the topics I wanted to go much deeper and I’m going to start sharing with you um a very very exciting training that we’ve only really done I’ve only really done on a very elite level on a one-on-one and I’m gonna start delivering sort of a little bit of that that methodology and thinking because it’s how I built my own carpet cleaning business as maid service businesses janitorial businesses things like that so what we’re going to be talking about today is the goal setting and the planning for for for 2023 welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host John clendinning has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing Masters a digital agency that turns your online marketing into a lead generation machine tune in is John share’s proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

so what we’re going to talk about we want to turn off your cell phones all that normal stuff turn off Facebook don’t be sitting here kind of noodle on your phone I’m going to turn mine off as well while we’re at it there put it actually airplane mode I won’t even get bugged so do that like let’s let’s plan to spend the next hour together talking about um how to make your business more successful especially regardless of what the economy coming up does in 2023. we have no idea what’s going to happen there’s there’s the doomsdayer saying that we’re you know we’re in for a whole crap storm and there’s the other ones talking about soft Landings and interest rates coming down um cpi’s coming down and and things like that and sort of just a you know a soft recovery we don’t know we don’t run the world there’s other people that do that for us um so we’re only left to do what we can do for ourselves what I do know what I absolutely do know is that uh when there is tough times and difficult economies whether it’s locally whether it’s nationally whether it’s internet internationally the businesses that set themselves up to strategize plan and effectively deploy the right strategies the right thoughts and be willing to dodge and and wait for results and then move and and I can think in a really really effective win the rest of them it’s a shaking out period and they go out of business they leave so you end up with more room to to grow your business there’s businesses that can grow massively during slowdowns there’s many many businesses over in history that they have their biggest growth during slowdowns and then as soon as the slowdown’s over they’re just they just Skyrocket so if that is wants to be you whether it’s Revenue wise and you’re just a one or two or three man show whether that’s yours you want to be adding trucks and now there may be more employees on the marketplace as unemployment happens Google just laid off 12 000 people in the last couple days um that those kinds of things are happening so there are they’re they’re not saying that you know a Google employee might be your best employee but it’s it’s there’s a trickle down in the economy so there might be better employees coming up available as well that will now see your job position as attractive if you’re willing to pay them well how are you willing to pay them well you’re willing to pay them well because you Market well and your ideal customer comes into your business and sticks with you and doesn’t start looking around every single time for somebody to do you’re not always chasing you know new low-end customers so that’s what we’re going to talk about

topic and I think you’re going to get a lot out of it so let’s kind of move through that so we’re gonna set the goals three fundamental three fundamentals marketing success we’ll talk about that how to optimize your website we’ll get a little bit about that as well but the big picture is where we’re going into a little bit more about latest trends and a customized action plan so we’re going to really kind of change the the the the the focus of of what we’re talking about in here for this this next hour so it’s we laid the general found Work Foundation and groundwork last month let’s get a little bit deeper stay to the end you’ll always you’ll get the link to our resource doc pool um so it’s it’s a it’s a Google Drive full of all kinds of things that will really really help you guys um run your business better things to score cards and and um checklists and all of that kind of stuff as well so who am I well if you don’t know go buy the book um and if you don’t want to buy the book and you want us to send us a free copy uh then because you’re you know you’re interested in maybe working with us reach out to Rima we can talk about that um because we lot lots of copies of the book but on Amazon author of the complete guide to internet marketing for carpet cleaners it’s a great book for carpet cleaners Home Service businesses made service businesses any if you’re in the cleaning industry or a Home Service this is the step-by-step latest blueprint 17 chapters 300 some odd pages of exactly what you need to do to optimize your business online to get the maximum amount of leads and be seen as the local Authority everything that’s working today right now so that’s in that book it got launched a few months six months ago I think now um but anyways I started my career in 1990 while still in high school a lot of you guys know that um started actually you know in a business class and and wrote a thesis paper on uh how to get you know to get a loan and an executive summary and a business proposal and one of for brownie points take it to the bank and get the bank manager to rate it he didn’t just rate it he actually said I want to give you guys the money this sounds like a great business um so we decided my my buddy and I Scott that we were um going to start the business up and we started a window cleaning business in high school and bought ladders and vans and all that kind of stuff and ran that successfully for a number of years got into high-rise window cleaning jumping over the side of 40-story buildings it all came out of that business class he went off to college early 20s and I started going in a different direction and built up a janitorial company bought franchises in carpet cleaning and just started the journey that lasted in that world 30 years started Consulting part way through the 2000s um and helping people write better yellow page ads and get you know 10 times the result for the same spend things like that and then speaking around the world and then starting doing 3D three-day Elite Retreats we’re going to talk a little bit about that actually because the elite Retreats were on a very specific framework that we built on how to optimize and run a service-based business properly so we’ll talk about that a little bit as well more than we’ve ever talked about before and we’re going to talk a little bit more about during the year and especially for our our our members our our Mastermind our clients there’s going to be a lot more content about that as well because I think it’s really important as we wonder what this economy is going to do we’re not just going up and up and up every year like it has been for the last 12 years so we’re really going to uh we’re really going to dive into how to be successful regardless of economy so anyways I sold my um my my high-end my final business I told all the other business off built them up sold them for double triple quadruple what I bought them for if they’re existing and then finally sold off my final brick and mortar business in the middle of the pandemic um at a premium price to the um the the owner of the business who was one of our managers at the time so who now runs the business successfully as a automated did everything ready done there for you documented and and just step by step click together business that just had to walk into and take over so um that’s what we’re going to talk about for you guys as well that’s the the ultimate goal I don’t know like you know if you’re if you’re a one-man show one way you can think about it you want to grow to have multiple employees so that if you hurt your leg who’s going to go and do the cleaning things like that hopefully you want to be at least a couple Crews on the road once you get to a couple two or three you don’t need to be in the truck anymore if if it’s your primary income because that’s enough to kind of to kind of support you need there’s a more of a management role needed in the company as well so there’s there’s certain levels that are very predictable in the cleaning industry if you price yourself white right target the right customer and um you know kind of plan your growth cycle that way and we can talk all about that as well so hopefully that makes sense that’s a little bit of my background and a little bit more about what we’re going to be talking about today

um kind of more importantly is what do we do for other clients like when we’ve got clients that are up 55 over the previous year in one month um a 40 increase in Revenue in in a year um you know number one all over the Internet things like that um it just you know had a better year than in one month than they’ve had in results in the last two years things like that so we’ve got you know we’ve got clients that um that like what we do because as a company as an agency not only do we just provide free training and all that kind of stuff we actually provide all of the resources that are in the book uh we can we can offer as a you know in-house service and work with you we call it done together marketing because there’s things you can’t just hand over your mark and go oh you you run you you you run the business you generate all the leads I’ll just go do the work um that you know even franchises can’t handle that like I’ve been in the franchise world that doesn’t happen you have to be actively involved in your business and we help teach you what the roles are the best use of your time and how you can do that while you’re in the truck and have less time to be working on your business and how you can move your way out of that as well so and if you’re already well out of that then you know what we’re talking about and how do you focus your time better and your technician’s time and stuff like that so because what we try and do is we we actually make our clients the top cleaning brand in their local Marketplace so we want you to be attracting the best clients whatever those are in your Marketplace and every Market has a demo a graphic and a market size and we actually do all that research for you and you know who your best clients are and where we check out your competitors and how they’re marketing to them and stuff like that we want you to be able to charge the best rates in your Marketplace so there’s no more competing for the lowest price that is a commodity business where there’s always going to be somebody coming in lower than you even if they’ll be out of business and bankrupt in two years um they come in they try they take the customers because it’s all about the low price well the low price customers go to the lowest price guy every time the value driven customers which is the majority of people don’t go to the lowest price they want great value for their money and that’s actually what they’re seeking and all polls show that as well that if um on in a hierarchy of of what people are looking for when they’re hiring in our cleaning space and home cleaning space it’s more about trust about environmentally friendly things like that they want to know that you’re you’re trained team you can do the work right you’re not Outsourcing and all that price comes way down the list so we you know as cleaners a lot of times we focus on price especially for new or young when when you realize you don’t need to focus on pricing you can focus on quality it changes your marketing as well so you want to be booked out weeks in advance for that so how do we do this well we Leverage The Three core principles of digital marketing success you want to maximize your opportunities to generate a qualified lead so where are those qual who are those people that you need to be targeting where do they live where are they where do they show up where do they go and shop where do they look online what do they physically do that might be different than your not ideal lead right so you know readers are leaders there’s people that still get the newspaper there’s people that still listen to the radio and the News Talk and and things like that those people are different than the ones that you know listen to you know a different radio station as an example so there’s things as a company grows maybe you’re you’re part of your audience what do they consume and how can you get in front of them there that’s the opportunities how can you maximize your brand Impressions because another core principle is maximizing your brand Impressions so to your ideal customer again not just everywhere but to your ideal customer what is a brand impression like your van is a brand impression when you drove pulling into your driveway and into a neighborhood that’s Max that’s your brand impression are you maximizing it what do we mean by maximizing it right so online there’s many many ways that you can maximize your brand impression in a non-salesy way that gets Goodwill and warmth and see you as the authority and then are you maximizing your conversions you can have opportunities all day long you get a brand Impressions all day long you have tons of traffic all day long to your ads your offers your website all that stuff your social media properties but if you don’t maximize for conversions you might get one out of every five one out of every ten to actually reach out to you when you maximize for conversions you can get seven out of ten eight out of ten the exact same ad spend the exact same um work that you’re doing and effort and you end up with a business that’s five times bigger because you maximized for conversions big big key point right there so what’s the hardest part about marketing your carpet cleaning business your service business online we know what it is it’s tons of options it’s unclear we’re like you got a budget well how much do you budget like that’s a big question we’re going to solve today how much do you actually budget to not just online marketing but your Marketing in general and then how much of that should go online right let’s talk about that um so you don’t know where there’s so many choices is it SEO do you try and rank organically pay-per-click do you run with the paid ads um do you do go um Google guarantee local service ads is that better than pay-per-click it’s

still by Google but is it better um is your website important at all anymore right social media should you be posting on social media at all what should you be posting should be running ads on social media you know all that kind of stuff if you you know if you don’t know if you like there’s things like retargeting and and you know funnels and and all kinds of stuff like what should you actually be doing one of the things you should be doing is understanding where carpet cleaners in general get jobs from right what are the many many many many many many many places that carpet cleaners should be getting jobs from and how double check which ones you’re getting jobs from so this is one of the things if you stick around to the end you’re going to get this uh in in the package of information but you need to know where are you getting your jobs from right now right how many and how many and on average like some months one might get a little bit slower we’ve got people that have come to us that all they ever did was Facebook ads right and all of a sudden Facebook ads got more difficult or slower or whatever and now they’ve got you know that that built their business they got from zero to 125 000 a year in sales one truck maybe one guy in the truck with them and then all of a sudden they drop to fifty thousand why because somebody else came in and started marketing on Facebook as well diluted the pool you know there was changes in the marketplace I’ve heard the exact same thing recently about Google local service ads it built the business and then it crashed the business because all of a sudden the average cost per um per per call from Google local service has went from 17 bucks to 45 bucks right or you wouldn’t get a call at all right so now your your math changes well if that’s the only source you’ve got a problem if you’ve got Google ads and Facebook ads and a budget and each one of them you’re putting a dollar or two in the in the slot machine so you put for every dollar you put in the slot machine in ad spend you pull the handle and you know you’re at least going to get three dollars out do you stop that right three dollars out for every dollar you put in you for every you know you put 100 bucks in you get 300 job well the hundred dollars went to pay the ad the 200 paid for the solution the time the tech you profit and now you’ve landed an ideal client that can repeat with you refer with you and that that future is free like it’s it’s very inexpensive you don’t put a hundred dollars in to get you know 300 out you don’t put one dollar in to get three kind of idea so um because it’s now a repeat client you just you know you stay in touch with them and reach out to them on a regular basis and they’ll come back if you did a great job and delivered you know a quality experience chance that they want to come back to and refer so that that’s an important point we’re going to talk about in a minute as well so you think about that if you’ve got all of these sources running and you don’t do them all at once you pick a couple at a time yeah the first quarter of the year that’s what we’re going to talk about goal planning what ones do you want to do you want to do you want to set up your Facebook ads better do you want to set up Google Maps so that you get into the maps listing because you’re going to get 20 30 40 50 calls a month if you’re there if you’re not there if you’re not in that three pack for most of your service terms you’re going to get one or two calls do you want 20 30 calls or one or two because somebody’s getting the 20 30 calls it’s just not you right now how do you get there well there’s a whole bunch of things that need to happen to start influencing you know Google to move you up in there organic rankings 50 of the people still move down below the maps listing on a Google search Google only accounts for 60 70 on the high end of the searches for your service of that 50 of the people that search go down below the pay-per-click and the maps they go down to the organic do you want to be there because that’s a larger volume of people but that’s the people that are reading and want to learn more is your website ranking for all the keyword terms they could possibly type in about 10 000 or so um active keywords in the carpet cleaning space that and and variations of those that people type in to find the server service providers that you should have an answer to and how do you have an answer to it well that’s that’s part of SEO and organic rankings over time you build that up and now you have an asset you can sell it to somebody else because your business shows up and ranks because of the asset value that it has built over time so you got to be thinking of these things where do you want to invest your your money to grow your business in the short term and have that Foundation continue to be built in the long term and it even includes offline stuff you know are you popping into flooring stores you talking interior designers anybody reaching out to real Realtors do you have a maybe you know a service that reaches out and books appointments for you to have a conversation about being a referral partner things like that or you do it yourself if you’re bootstrapping like do you have any of these things in place right um you know are you on all the online directories have you Judy’s Book Angie’s List or Angie’s now without the list um are you are you on Yelp are you all over the place are you are you getting leads from your your optimized listing on there it doesn’t mean a paid listing but is it well optimized is it constantly being updated every month and and therefore it kind of triggers the algorithm to move you up a little bit and things like that you’ve got to be thinking of all these things are you putting door hangers like the 20 around not the five around not one on either side and three across the street five on either side 20 across the street is it nice neighborhood you better be branding brand Impressions online and offline that’s an example of that um are you doing um every door mail or at least geo-targeted um postcards with a geo-targeted display ad they see your postcard in the mail and they also as they go to CNN and WebMD and The Weather Network in the exact same neighborhood they see a the same graphics on the postcard following them around in the sidebar of these ads or on the on these these websites they search you can do that are you are you doing that as part of your branding so lots of things you can do which ones are you doing you need to figure that out

but marketing is a major investment I just told you a whole bunch of stuff and you’re going yeah John but who’s got money to pay for all of that and that’s a good question again it’s that dollar in three dollars out if you’re not if you’re putting a dollar in and getting 50 cents out you’re going to be losing money if you can buy a customer for even at break even sounds terrible but at break even cover all your bills all your overhead and just break even right no profit your accountant’s mad at you you made no profit from that customer your your repeat customers your referral customers all profitable wildly profitable but your new customer ideal customer that’s going to use you for years break even even if you can make some money on them great but even at break even even at a loss if you know your numbers well and you’ve got a great stable business behind you you can even buy new market share at a loss I’ve done that many times over my year years not in the beginning but once you’re at scale that four or five years in um sometimes a little bit quicker but four or five years in usually at a scale where you have to go to base you’ve got predictable recurring income 20 30 40 30 000 a month coming in from your base of clients that come repeat that you’ve got database marketing going out to and all that kind of stuff I got a base going now I’m willing to take some of that and expand into a new market or a new marketing platform right so people that that go to Google see you on Google people that don’t go to Google will never see you on Google why because they don’t go there people that go to social media will see you on social media if you’re not there invest some money now you’ve got those people too that would never find you here but are only going to find you there so think in those terms that’s that’s really the way to think about this so you don’t have money to you don’t have much to show for it again you’re putting money in and it’s not coming back out are you even tracking that do you know how to track that we’ll talk a little bit about that as well so the fail is obviously you’re not doing enough you’re spending too much money you don’t see it coming back you don’t know how to track the ROI of of what is growing your business and and the you know in the ROI of like separating that from the repeat and referral clients like that’s one base and that that and then what are you willing to invest from that in the growth and what’s the ROI of each one of the The Avenues doesn’t mean that the Avenue that’s got a 10 to 1 Roi is better than the Avenue that’s got a three to one Roi it just means that you know the 10 to 1 Roi might only generate you three clients a month the three to one might send you four generate you 40. can you support it right do you have enough of a base that you can continue to grow your database because you know full well that once you’ve got a client you’re going to see them once every 9.3 months you know not once once a year at 12 months not once every two years at best across average but you’ve got an average of 9.3 um 9.3 months of the year so you know nine not you know nine months and seven days or whatever that works out to six days um you you’re gonna is the average duration until you repeat your average client some never see again they moved out they left they died the other ones um more often than that every six months and all in it averages down under a year if you know that you buy clients anywhere you can at break even or better right so and then you do have money to show for it you know what that all means so that’s the opportunity right so what I want you to do is go download the workbook I’m not going to pause in the workbook right now it’s got a lot of the stuff we’re talking about but it’s the thinking tool you you grab a coffee right um some of you big yetis like I use here um during the day keep it warm all day long I’m not a fast coffee drinker but I’m a big coffee drinker um and you sit down turn the to you know close the door turn the phone off and sit down print off the workbook and think the most invaluable point about owning a business is not doing it’s not the area rug you just cleaned it’s not the the carpet you just cleaned it is the thinking and strategizing that you finally did so that you do something new this year that you didn’t do last you do something new this month you thought of you know a way to say something better that lands you that next commercial client better you do a quote you wonder why you never follow up with a quote we’re just talking to one of our clients about this stuff earlier today and you know yeah you if you’re if you go to 10 commercial um commercial quotes and you only Land one right and you go to 10 or you go to 10 and you land five or six what’s the difference it’s not about the cheapest price right if you’re if you’re only going to the on the lowest price you’re targeting the wrong the wrong Commercial Business and and you’re not pre-qualifying them right but a proper Court Commercial Business doesn’t want to you know you know it can’t be goofy high but they know the lowest guys are not going to deliver the value either can you explain why you should be the choice can you influence them in a way to be the choice that’s strategically thinking so we were talking about things like offer to do a demo while you’re there or let’s bring the crew in that’s right once you’re dirty stereo let me bring the guys in I’ll do that for free I just want to show you why most people who reach out for us for a quote end up choosing us even if we’re not the lowest price because we’re we’re in the ballpark but we offer so many more services and a better value and a better service right things like that if they go with somebody else did you follow up and say hey how’d that turn out if there’s any problems let me come in for a second opinion let me go look at the cleaning they did and see if there was something more that we could have done for you if that matters to you right you pop back around things like that that’s strategizing you strategize your business grows so thinking is the most important thing you can do so go here carpet cleaner marketingmasters.com 2023-workbook

um don’t need to go through it right now but download it print it off have a physical copy of it and fill it up so you need clear goals you need to generate enough leads to hit your goals so what are your goals how do we figure out those numbers right you need to have a return on your investment so you need to know area by area by area what’s happening what are the key metrics how many how many visitors are coming to your website how where are they coming from and like just on a website alone there’s there’s just some numbers you need to know and then how many are converting how many page how long are they staying how many pages are they going to and then how many are converting into filling out a form did you know that a you know on a good website 95 of the people won’t fill out a form if you can improve the conversion optimization of your website to say that instead of 95 won’t reach out to you right away they’ll just think about it go somewhere else forget about your website and if you’re not following up with them if you’re not asking for their email address in exchange for something really valuable so that you can now chase them around a little bit um if you’re not doing any of those things you don’t have any conversion elements right your website maybe not isn’t a great return on investment you can get a lot of traffic to it and it doesn’t generate anything on the other side you can have 10 people show up on your website and at least five of them reach out to you because your website’s designed properly it’s got conversion elements it speaks to what they’re looking for it tells them your guarantee and why you’re different and it makes them go oh my God I need these guys Target the right people get the right people to your right properties and then have the right message on there your return on investment’s easy so this is what I want to talk about is um so again it’s the training called the blueprint for Success that I’ve developed 15 years ago so as part of our our coaching program a Consulting business that worked with franchise networks and individual operators and and and large businesses and it is the master plan for running your systemized service business so I talk a lot about the concepts from this um with a lot of our clients one-on-one during our monthly or quarterly meetings we go through various aspects of this kind of thing but I’m really trying to um bring it back as a formal more of a formal training within our client mix because I think it’s becoming it’s going to become more and more important as as um as 2023 and 2024 develop out and also it’s just it’s such essential so basically what it is this is the exact the exact blueprint um and it’s it’s what I developed to turn my business into automated cash generating machine running virtually on autopilot which allowed me to sell it for multiples like a lot you know a maximum value when I when I saw in all my businesses not just not just the carpet cleaning one I just sold but this is what I did with you know back in the day with the um the the maid services and the janitorial

services and all that and the the Flood Restoration the duck cleaning all the businesses in the middle of that 30 years running carpet cleaning but adding these other elements growing them shooting them off um when it made sense things like that all of that was um was was part of this process and it’s been trained to dozens and dozens of other cleaning business owners probably over a hundred now um in Canada US Australia New Zealand and through one-on-one Consulting to walk them through these things so basically we’ll talk a little bit more about this a couple of the pieces of this today but ultimately it comes down to making sure you have your foundation right and then your business is divided into three very strategic components and you’re you’re the the before the sale component anything that happens before the sale the awareness phase the follow-up phase the whole the whole um prospecting and the funneling and the secondary responses and all that because then there is the during the sale from the moment they reach out to you to the moment you walk out the door and say thanks ma’am right and you and you you your crew is done that is a during the sale moment and every single piece of that has to be congruent with the before it has to be based on your desired um view that you’re putting out into the world that’s unique to you guys um compelling sales proposition is called and then um and it needs to deliver to the client something that they just go oh my God I can’t believe that was amazing and it’s not just meh that’s what I expected right amazing gets referrals and rubies called remarkable they’re willing to remark on you are you remarkable are you able to be remarked on if you’re not you haven’t built this yet and then the end is the back end is the follow-up that’s a whole separate business how do you follow up with everybody that’s been through what it what is your follow-up and client retention referral system system automated running on autopilot look like so that’s that’s the blueprint for success for for um Home Service businesses carpet cleaners it’s it’s it’s very formulaic it works brilliantly if you put the pieces in place and slowly grow through it you’ve got three separate phases of your business every every month every quarter you’re putting in a balance across each you’re putting in a new um before the sale during the sale and after the sale process dialing it in automating it locking it in place and moving on to the next and your business is incrementally growing month after month quarter after quarter year after year in 10 years your business is Light Years different inside and out than the business that started it doesn’t look or feel the same at all because it’s improving constant and never-ending Improvement very structured so how do we get there how do we get there why am I even saying any of this stuff um set clear goals First Step without goals you are a boat sitting in the middle of the ocean with no wind in your sails which way are you going to go and how are you going to get there right are you gonna start rowing that ain’t gonna get you anywhere you need goals because goals act as the wind in your sales they are pushing you in a direction and the cool thing about having goals and that wind in your sales the analogy is brilliant because you can always tack right you don’t have to just go in a straight line you can make an adjustment based on the data and the marketplace and the changing conditions and and aim slightly this way and oh because it’s never a clear path you ever look at the stock market it doesn’t go up and up and up or down and down and down up down down up up up and down up up so does your business right you’re aiming and adjusting along the way based on the data that you got and you can’t get that data if you don’t even know what you’re aiming at right so Harvard study won’t spend too long on this but basically Harvard graduates 1979 um they were interviewed as they graduated and do you have a specific goals 84 didn’t 13 had goals but didn’t write them down three percent had clear written goals not surprising when they followed up with that same class over the decades later 13 of the class who had goals were earning on average twice as much this middle group was earning twice as much as the group that in the interview said they didn’t have any goals they thank you I just graduated Harvard for gosh sakes imagine that expense on you know themselves or mommy and daddy’s money um or the the the loans they are going to pay off until they’re in their 50s um and they didn’t have any clear goals the ones that did 13 had twice the twice as much um earned twice as much twice as much income period staggeringly the three percent that had actually clear written goals and a plan to accomplish them they actually graduated with a goal and a plan and had it set up before them 10 times as much as the other um 97 combined this three percent earned 10 times as much as all of the incomes of these guys combined why because that’s what you you set your brain on it right um Brian Tracy success his goals all else’s commentary it just means it’s you know some people believe in the in the in the the power of manifestation um you know a higher power speaking to God speaking to the universe all of those kinds of things and getting back vibrations all

that kind of stuff who knows if any of that stuff like we we don’t have any way of proving any of that stuff is legit or not but what I do know is that if you think about something long enough if you’re like a little kid and you obsess and obsess and obsess and obsessed and obsess over that thing you really really want and you mention it all the time and Mommy Mommy Mommy please and I really want that and and you obsess over it does it show up in your world because you’re focused on it and it it it you know it becomes children obsessed until they get right so and it gets a little annoying but if you do that with your own brain and you can tap into that you obsess with the goal you picture it you know what it is you lay it in front of you you don’t just write it out once and look at it next year you write it out and what’s my quarter will look going to look like to get me there what what does this month have to hit to get me to that quarterly goal that that quarterly goal is going to get me to that annual goal what’s the growth rate look like you dial that in you write those numbers down we’re going to show that in a minute um you you do all of that you’re you’re you you have now put that in front of you and then you you keep it you review those some people every single day just have that monthly monthly goal Mark how close am I to that monthly goal Mark how close is that getting me to the quarterly goal there’s a reason why Charities have those you know barometers or thermal thermometers and they just keep adding you know coloring them in sometimes if it’s you know at the local store but why because it’s now you’re visually seeing your goal every day and you aim at it harder so you need to have written goals you need to set a minimum a one-year goal five-year goals don’t really cut it anymore there’s too much change in the world I’d say one year goals for sure three year is a is a sort of that next larger number that makes more sense quarterly and monthly you must have a stopping point at the beginning of each New Year and each quarter where you reflect how am I doing how am I on Pace what’s working what do I need to adjust so what are your kpis key performance indicators what numbers do you care about and how is that adjusting for you right so is it the number of phone calls like that could be one if you know that you book seventy percent of all calls and that part doesn’t change and you watch that then the number of phone calls it could be a key performance indicator how do I get more phone calls in today’s day and age phone calls don’t quite cut it because people want a text message and you know web chat and all of that kind of stuff so then we call it you know messages so between phone email and text they’re all as a media as a phone call in today’s day and age you don’t let a text message or even an email go five minutes you don’t because you wouldn’t have let a phone ring and ring hope they leave a message I’m going to get back to them tomorrow you know how those calls go right so if it’s a repeat client that absolutely wants you yay to re repeat client with an emergency by tomorrow they found somebody else anyways and you’ve lost them for life right we know that we’re in an immediate world so at the very least treat every email every text message messenger any any of those DM M’s all of those and phone calls with the same urgency right but what is that number what is your key performance indicators what is your Revenue Target what number are you at right now and how much do you want to be at next year right what is that and how are you going to grow through to that how much is that monthly right so if you’re talking like there’s 12 months in a year 10 000 is a hundred and twenty thousand right if you want ten thousand a month if you want to get you know if you want to hit 360 000 next year you know that’s thirty thousand a month but we also know that there’s slow months and there’s busier months so you can factor that in you get to be strategic right so but you can break it down as a crude the first quarter is always a little bit lower I need this much first quarter more of the second especially if in the northern climates where there’s snow outside I’m staring at today or it’s raining and cold and sitting around freezing that kind of stuff how many jobs will that require and what’s your average job value so as an example you want to hit 550 000 in Revenue how much is that well that’s 45 800 a month right we know that and we can adjust for the months on our own but we know that that’s that that’s that raw number if we’re over that or we’re on target for that if we’re under that and we can always check what did we do last year do you like you go all last year I did a hundred thousand this year I want to do 500 000. probably not realistic right probably not realistic goal can you go from 100 000 to 200 000 yeah you can double if you’ve got the right infrastructure in place you you’ve got you know who who are you hiring and training and doing and what are you upselling and how are you changing your business by all means the smaller the numbers the easier it is to double can you take a million dollar um business and double it on your own effort without buying an existing one or buying all your competition note probably not right you can take in a million dollar and take it to 1.1 1.2 million right um You can do some of those or add a whole new service

and see if that on its own generates 300 000 because of your database and and and you know what you’re doing right maybe you can take one one million to 1.3 because of a new service that’s goal planning but you got to be realistic what’s your average job if your average job is 125 and you want to get to half a million bucks in sales that’s a lot of jobs that is how are you going to get that volume of jobs if your average job is 375 450 we’ve got some clients that are over 500 is their average cleaning job they do two of them a day maybe one job is a 1200 easily at least several of those a week and that’s that that technician goes out that’s his day you know might have a little bit of time to drop off an area rug or something like that and that’s his day um does that work for you what is your average job and how can you find those people that have no problem paying that price because it’s not about cleaning a urine soaked trailer it’s about cleaning a 2 000 square foot condo with white carpet and white furniture and today they’re getting the carpet done and next week they’ve scheduled in to do the furniture or vice versa and maybe come back and do the tile if you guys do that right so um that’s the difference right so do you have those people in your marketplace where do you what people do you have and how many do you have do you have golf courses how many people live around the golf courses is it a thousand in your whole service area or is it 50 right know your service area know your numbers how many jobs does that require so the average what is the average conversion rate from inquiry to book job you need to know that by source so what is the average across all that’s a this is another key performance indicator right another kpi what is the average rate from inquiry because you know everybody inquire that’s not hard to count there’s digital ways and tools and we’ve got services that that count all of that like you know one of our services called carpet cleaner lead Pro it’s a standalone product as well but it’s it’s actual lead management system all your leads come in there and it manages it reaches out it nurtures it warms them up it helps you you jump into the conversations you can text message back and forth you can email you can call all that kind of stuff and you’re managing the lead all the way through to a book job now you know all my leads that came in how many from inquiry by source to book the job know that number can you improve that right don’t have to get any more leads if you can improve the conversion rate is that a better script on the phone do you have scripts on the phone are you winging it and your staff better script on the phone that’s higher conversion rate simple math right so if you go from booking 40 to 60 right that’s a 50 increase in in conversions that’s a 50 increase in jobs do you want a 50 increase in jobs if your everything stays the same that’s a 50 increase in Revenue right and you divide the your calls by your conversion rate your your messages your inbound leads by the by the conversion rate right that’s you’ll know how many leads you need to get to that number right so average conversion rate 50 percent for our example you would need 244 leads to hit that Target right so what we want to do is you want to go to this is just another worksheet um carpet cleanermarketingmasters.com

2023 worksheet let me just let me pull that up let’s see here all right so go to marketmasters.com two zero two three dash worksheet not workbook that was the other one let’s go there

hey

so you have access to this you can make a copy go up in the top corner it actually mentions it somewhere in here um our logos coming in in a second not sure why that’s loading so slow uh um file make a copy now it’s yours right just save it on your Google Drive so um you’ve got view only access pop in and do that um that’s step one step two click here to watch um a training this was basically watching um how to go deep in this this was last year’s training on it right and then start start planning your success so again in this example whatever your number is like are you did you hit you know 450 000 last year and you want to hit 550 this year maybe that’s the number maybe you want to hit 200 000 this year just put your numbers in right that’ll it’ll automatically anything in white you’re putting your number in it’ll automatically calculate what the monthly Revenue if you divide that by 12 is right pretty simple what is your average ticket value you should be able to find if you’re using service monster Marquette um house call pros and they got go find out what your job average was last year right it changes month by month because certain months are better than others and different things happen but what was the average last year for all the jobs you went out to what was the average job right and I would I would do Residential in this case if you’re mostly residential like 80 90 residential I would do I would break it out by residential at this point um adding commercial can sometimes skew the number but you know whatever works best for you that way it’ll tell you how many jobs you actually need how many service calls a month to hit that number right so again 122 that would be four trucks on the road three trucks on the road if you’re averaging like you know 15 jobs a week per truck that is 60 a month that’s actually owned two in a bit trucks right so you know if you’re doing three jobs a day five days a week 15 jobs a week that’s 60 a month two trucks will get you 120 right so you can run a half million dollar business on two trucks like I did um what is it with with about a 375 job average what if your job average is only 200 right now you need 220 you need 100 more jobs to get that you need a whole other truck on the road minimum and a hundred more jobs coming in because you’re just rattling through you know you’re just you’re just churning right so the higher you get your job average the less work you need to earn your the dollars what is your average conversion rate from inquiry so it’s not even just you know call blast slash lead to book Job check all your sources every source is going to be slightly different but what is your conversion rate um from a lead to a job we know that our repeats are 100 our referrals are about 90 um but what about the other ones everybody else right who’s just finding you cold what is your average conversion rate if you can get that number to go higher um you need less leads to get your 122 right now if it’s 55 you need 222 leads a month to get 122 jobs because you know your average conversion rate so on average we now know our math right and what is your average cost per lead second tab over so you can put in your numbers right if what if LSA is now starting to get closer to 45. right that changed that to 32 bucks um that’s your average cost per lead coming through there um if you know the exact number just type it in here otherwise just type the range in here and it’ll it’ll estimate it for you now we know our average Blended cost just to get the phone to ring from pay-per-click LSA Facebook ads um repeat and referral because that’s your your your Outreach your marketing your mailings how much do you spend per client A-list client to get them back any SEO how much do you spend to start ranking your Google Maps and all that kind of stuff divided by the number of people that call you from those sources do you even know that that’s all trackable with call tracking numbers and form form automation all easily trackable um so now you know it’s 28 that just changed 228 over here we now know we need to spend about six thousand dollars a month on marketing if we want to hit about 14 that’s going to be six thousand a month because that dollar amount times that many people equals six thousand and we know 14 is pretty close because when we go to the third tab across right there’s that number there I strongly suggest you keep this in mind 15 is the rule of thumb that is if you’re already at scale you’ve been in business three to five years you’re at scale fifteen percent will be your marketing budget across all your marketing database marketing taking the real estate agent out for launch doing all of that stuff doing your home show and if you cost a thousand dollars to to have a booth in the uh you know at the Home and Garden Show and then you you know generate leads have a contest all that kind of stuff do giveaways and then generate a database and call them and get bookings out of it that’s the way you run those by the way um 15 is is now that you’re in the game you’ve got Authority people know you that that’s you know of Revenue what’s next year’s Revenue spend 15 20 is when you’re in growth mode first year people just starting out I say 25 even spend a quarter of every dollar back into marketing to get the next customer next customer next cut I just you invest it back in start growing some of it’s the foundational stuff that’s going to take a while to grow before it starts really showing you but if you never start it you never get there although it’s just going to be the pay to play pay to play right how many how many leads did I get am I working the leads did I get them how many booked and you’re just running the numbers right but 10 um you’re probably looking to sell or retire like it’s really if you look at your dollar your investment in your marketing and it’s only 10 you’re not marketing your database I can tell you that well at all you’re not getting repeat referral customers well you’re you’re maybe putting it all into lead generation for new customers and the business is sort of like grew to a point and then just seemed to pause or even start falling backwards um 10 is sort of like um in a service business industry not enough and for across all your marketing right because you want to break it down about 70 online now why because everybody’s online that used to be offline that used to be Yellow Pages and flyers and all that kind of stuff it’s now online offline’s about 20 right so offline is you know as you grow and your numbers are bigger offline might include back of buses and awareness and things like that and every door mails in the early days offline is going to be your yard signs and

your door hangers and you know again taking the real estate agent out for lunch and maybe Pat like your pens and paper that you’re going to drop off at the um at the you know at the at the doctor’s office walking hey it’s you know here’s here’s an offer you know here’s something we’re doing right now by the way I just you know meet and greet here I’m a local carpet cleaner you know here everybody can use some pens of paper I just want to leave some of that behind and let you know a little bit about us blah whatever like you know do you have any spot or stain they can take out while I’m here great here’s here’s a little offer we’re running look forward to hearing from you um if you need a quote at all let me know I you know I can do it now I can call back later and you just meet and greet and meet and greet and meet and greet that’s part of your offline because you’re handing out stuff right so just think about it that way and then 10 um um is repeat business so these two numbers 30 all in they can be 15 and 15 but know your numbers so on on this budget 77 000 would be online marketing to generate a 550 000 worth of work because all in it’s 110 out of 110 like 450 000 or 550 000 is your Revenue four hundred and forty thousand is is after marketing right we know that technicians are going to take a percentage of your business like the the the gas the solution and the technician that’s roughly 50 roughly um so you can start running your numbers and now we’re left with 30 left for overhead operations profit right and that’s decent in a in a functioning business like this you’re generating a really good cash flow right but you need to put in the marketing so you maintain and grow this number because it will not stick on its own and people don’t show up without being marketed to you are not the owner of a carpet cleaning service you are as a business owner first and foremost you’re the marketer of a carpet cleaning service to generate the revenue and the capacity to run the business if you don’t Market you’ll never get to that second step you are the marketer first that’s the mindset you have to have so hopefully that makes sense um yep so then yeah so now you can see the breakdown if it was even but you can always change the the breakdown um per month these numbers are all like there’s some formulas in there but they’re all flexible you can just type in your own numbers and it it adds to the 100 right so you always want to add up to the full percent of the online offline and and repeat business but this this will work that out help you work that out for you and then where do you split that up right where do you split up the online my world right we help with all the others but like and consult with the rest but where do you where do you split the the online well you need to lay that Foundation you need to be investing in organic rankings on Google Maps and Google across thousands of keywords anytime people type in questions around the services you provide do you have an article on that over time you will if you do it properly you know press releases and articles and all and you’ll be shown as the authority do you have a video on that have you talked about it have you got tick tock on that nowadays all that kind of stuff is that like you want to rank for a lot of stuff you need to invest in that so 35 55 roughly should be your um your paid ads Facebook Google ads local service ads things like that right so how’s your budget grows you can to find more of them it starts small you might can only do fake or you might only be able to do local service ads what is your what is your monthly budget how does it work out and now you as you as your company grows that percentage changes that that 55 of the online budget changes this number annual part of that to a much higher number you’ve got more room right so as your company grows the percentage doesn’t change it’s just the dollar amount keeps going up because it’s now supporting that and it just keeps supporting and growing and the per the the percentage of profit doesn’t necessarily change but the dollar amount of profit goes way up because it’s it’s the it’s the same percentage of a much larger number so that’s the way you need to think of that so then now you know what the the Investments and spends are so we work through this with with our clients that I want to do budget Consulting and then you can actually go through tab added this in now this was usually only for our strategic Partners but you can get right into this and decide what offers you want across pay-per-click email social media SEO and even retargeting around the web display ads and retargeting um at the different times of the year you can plan your whole entire online calendar across all of these and we gave you some examples of ones that we run for our clients right so anyways so hopefully that was valuable hopefully you see the value in that right there but that’s what we want to go deep on is you want to spend a lot of time I want to spend a lot more attention today talking about why that’s important and how to go about it right so what are your goals for 2023 and how many leads do you need to get there if you know that you you’ve got you’ve literally got the keys to the kingdom right then from there it’s about updating the messages we spend a little bit more time on this last month so we don’t

need to go deep on this but it’s really about the the market the message before you figure out the media the who who is the market who are you targeting who are the people you want as your ideal customer and it’s not everybody and it’s not the cheapies and it’s not the you know the trailer parks and stuff like that unless you want to be the best cleaner for all the trailer parks right then adjust your business to that what does that look like what does that sound like what does that feel like how do you state that why is it different why you over anybody else you know you want to be the only carpet cleaner that’s dude like the best carpet cleaner for condo buildings well have you ever called a carpet cleaner and they’re oh they can’t come in because their hose doesn’t reach up that many floors over the balcony no we we exclusively clean condos they’re hallways for the condo management and the the tenants we have a very exclusive company with a very you know a lot of people living in condos maybe a little bit more high-end as well um and you have a different message right so who you’re targeting determines what you’re saying and then it determines how you’re getting in front of them that’s the whole idea so who is your ideal Target customer right you need to figure that out by doing the demographics of your area that that is available on you know info USA in a lot of places on what is the demographic of your how many people in your Marketplace own homes what’s the average price what are the areas what’s the density you get There’s real estate agents being hit up as friends that can help you with that as well but you need to know is it is it realistic what what you’re planning to Target who your competitors look like they’re targeting most competitors don’t understand like the 90 95 of your competitors are just me too me too me too um we call it marketing incest they just look at somebody else and do the same thing you might have done that as well as well call around five or six competitors get their pricing okay that’s my pricing hear their message okay that’s my you know nothing about scripts you know nothing about targeting it well if you know who your absolute ideal person is and we talked about this last month so we won’t get into much detail but if you know who the person you want to Target is and their frustrations right now you can understand that you you can start thinking about their fears and desires right you know this stuff you can look this stuff up but you also you can also you can ask people in that demographic you might not be your ideal demographic and that’s fine you might be but you might not be your ideal demographic might be you know people in a million dollar more home because of the marketplace you’re in I know people in Beverly Hills that that is who they only target you know there’s clients of ours that are that Target high-end areas like that in New York in Manhattan only people that have and you know High net worth right because now security is more important to them what are their fears theft they want to know that here’s a back like what do you do you send a background check of every one of your employees coming in to their home right there’s a whole bunch of things you would do differently you spend way more time in their home but you charge them more for it right think of it that way right that’s once you know your customer Avatar that you want to Target with your business I know people that only that only carpet cleaners carbon upholstery guys but they only target luxury Yachts why because they’re in Miami and I know another another guy in uh Tampa Bay exact same thing carpet cleaning business that only targets luxury Yachts why because now they’ve got a totally different message they talk about how their cleaning isn’t going to damage you know the the the the um you know moisture damage or cause more moisture problems in fact they’re gonna be drying things over like there’s a whole different message that the average homeowner doesn’t care about right so if you can see Joe Jones through Joe Jones then you can tell Joe Jones what Joe Jones buys okay so what we’re talking about so the reason why I want to bring back sort of the at this moment bring back the blueprint for success is because now you know at this moment you know who you’re targeting you know what the message is going to be and now you need to know where are they like how are you what media are you going to put that in front of and to get a hold of them you’ve got that clear in your head now that you’re at this point of setting goals right so again today on this call do I expect you to be there no but you know this stuff so now what do we now we talk about the blueprint success that starts with the foundation right so and I’m actually going to go in reverse order here just for a second because it it’ll make sense in a second but we’ve risk reversal guarantee you already have the liability of a guarantee if somebody’s not happy you better be going back to fix it and if they’re still not happy you better be giving their money back at least for that section or the whole home quiet them down don’t let them go online and start complaining because that one complaint is going to cost 10 20 30 50 other people not to choose you that see that at some point in the future right you don’t know when and who it’s gonna you

know a few you don’t know what slowed you but if you’ve got if you’ve got negative reviews at least until while they’re the number one until they filter down that’s going to affect you for a while but people are also going to go look for the train wreck they’re going to go down all of your review reviews if you’ve got like a five-star rating on Facebook or a five five star rating on Yelp or on Google all your reviews are five stars that’s not believable nobody does that that’s that that is definitely a scam you paid for those in some ways what the people are thinking um because you can’t be perfect nobody can you actually want some of those reviews that say hey they screwed up they had a guarantee they get guarantee was they would come back and fix it they came back and they fixed it I love these guys right that might not be a fight that might be a 4.9 why because you had to come back 4.8 4.7 you had to come back but you fixed it that’s a brilliant review right even if it started as a three-star review because you didn’t have a system in place to hey are you happy or you had like a survey system not just give me a review Give me a review but an actual Survey System that jumps in as well surveying the voice of the consumer I’m the owner of the business were you happy with what my technician did today and the way my office and everybody handled it are you happy with the the middle that during the sale moment that should be asked about every single customer right so risk reversal guaranteed you’re guaranteeing your job you’ll do the work better than anyone else if they if you your guys say I can’t get the stain out and they find anyone else you can you’ll pay the bill for that other person to get the stain out why because you should be able to get them all out or you don’t have enough training your company is not set up well enough to actually be able to provide a high-end service maybe that’s why you charge less for now and up your rates and find better customers because they want to know you’re their guy you’re their gal you’re their company compelling sales proposition that’s something I’ve always heard about a unique sales proposition it’s very unique to be the only carpet cleaners that show up in a clown suit that’s incredibly unique does it it’s not compelling who cares who’s going to buy the carpet cleaner that shows up in a clown suit right that’s unique but it’s not a compelling sales proposition what is your compelling sales proposition what does that word proposition mean it means what are you different why you over the competitor what is you what is compelling and unique and compelling and about your business do you have a 29 Point checklist do you do this do you do like what are the things that you do do you offer your risk reversal guarantee do you like on and on and on do you um do you call ahead of time do you make sure you make exact appointment times you know if you do then you have to adjust your company that you need to give a huge window between jobs because anything can happen in our business but I’ve seen some companies try and run exact windows or exact arrival times and not a variable window of arrival and then you know you better be charging that better be something that your customer ideal customer cares about I want to know exactly when they’re at one o’clock they better be at my doorstep at one well then you know the last job should be wrapping up between 11 30 and 12 because in case he runs late he’s still got to be there at one right because you’ve guaranteed that right so you want to have a compelling sales proposition that meets your ideal client Avatar right some people don’t care about that it’s like hey I’ll give you a rival window and we will call on the route right and we’re going to call before the window starts to let you know where in that window we’re gonna fall and we’re going to call when we’re 20 minutes out and now you have to have a routine and have your technicians taught that but that could be part of your compelling sales proposition never wait around to know when we’re coming we’ll always call an hour ahead we’re going to give you an exact arrival window we’ll call an hour ahead and we’ll call when we’re within 10 minutes of arriving every single time if you can structure that into your company you’ve now got a compelling sales profit and one of many right and then an engaging customer experience this has kind of Gone by the the Wayside and I don’t know why um some companies get this a lot of a lot of companies don’t but this is the Disney buying of your business a good friend of mine Vance Morris runs an entire company based on how he’s a carpet cleaner um long since now like like he doesn’t clean the carpets he has teams but he runs a business that helps other companies not just cleaners but other companies Disney find their business because he used to work at Disney right but the whole idea and I learned this years before you know even new Vans um but building and engaging customer experience we built that into our all of our companies anytime we bought out an existing company we built an engaging experience into that flow that is the during the sale moment that middle hat before the sale during the sale after the sale from the moment the phone is picked up is that engaging did you is there a customer experience orchestrated have you got the

scripts do you know what it’s being said is like how is it or is it hey how’s it going how can I help you right that is that engaging or is it hey it’s a great day here at ABC Carpet Cleaning how can I make yours even better that’s more oh Jesus you know happy smile everybody knows even if you’re you just got yelled at you’re in a pissed off mood how did you how did your office girl answer the phone how did your office guy answer the phone how did is everybody on the team know what that’s all about did your technician call ahead and I was like this is Alonzo I’m coming over now or is it hey how’s it going Alonzo I’m your technician um from ABC Carpet Cleaning I’m on my way over I’m about 10 minutes out um do you want I could swing through uh Starbucks if you want me to grab you a coffee Alonso is a whole different dude now right is that engaging have you built that in not just a wing in it and Alonso does a but can it be put in as a process right thought about does they have a map of every single Starbucks in town and they actually can make this happen who knows right in you know in in Canada I’m from Canada in Canada you can make that happen with Tim Hortons it’s on every second street corner literally so you can always say would you like me to bring you a Tim Hortons a Timmy’s coffee and you could and we did we did that only on Saturday jobs I’m not gonna lie and say we did that every job every Saturday jobs that we had the technicians brought brought um we I gave them Tim Hortons gift cards that they could use to buy the coffee they just had to bring their receipt back and they could even buy one for themselves if they wanted I would pay their Saturday coffee because they’re working overtime um and the customer go yeah I take a double double perfect no I’m fine I just put on a pot perfect whatever it’s part of that phone call right engage in customer experience you arrive you put on the booties when you walk in the door are you gonna take your shoes off and walk around in sweaty socks and there’s not a customer on the planet that wants to see the sock marks on their hardwood floors as you get towards the carpet or whatever right so no are you changing into indoor shoes always do that when you’re cleaning obviously don’t be walking out across the yard back into the house in the same pair of shoes customers know that you have to train this in as an experience Disney called it casting that you didn’t hire employees you hired cast cast members they didn’t even have HR they had Central Casting why because everybody had a role to play and that’s why Disney is different than any other theme park you go to it’s designed for an experience every moment you walk within 10 feet of somebody sweeping the grounds they look up and they nod at you you walk you and smile you walk within five feet can I help you with something right you ask them a question they pull out a map out of their back pocket at least walk you at least halfway there if not all the way there before they come back to their role of sweeper they still sweeping still needs to be done but that’s the role they’re playing until somebody comes near them right and they don’t shy their their eyes away that’s you know there’s a lot of policing does it always happen more often than not it’s designed to be more right than wrong it’s behind stage and on stage anytime you’re in front of a customer you are on stage and they have they have mystery shoppers running around the park at all times why because that’s how they deliver the experience that people are willing to pay two three five ten times more than any other theme park and still show up in droves regardless of the economy think of it that way so can you build that into your company well definitely jeans and a t-shirt don’t cut it right so khaki pants and a and and polishers with your logo on it and your color theme color scheme or whatever and two more in the the van so if they get sweaty dirty stains whatever they could switch it up so they always look nice things like that buy your technicians deodorant and have it in the console right so that they between if they if they got smelly let’s smell good right put on the booties as you walk around hand the customer a laminate things like that there’s a way to build a client experience so think of it that way you set that Foundation right the rest of the blueprint you’re now wowing everybody you walk into everybody’s talking about it everybody’s referring you you have a referral program of course people are going to share it with their friends and family of course they are why because you just wild the crap out of them and then as soon as you left boom they got a um you know within an hour or two the owner’s going how was it survey automated doesn’t have to be manual right and then the next day okay customer the the office staff is phony leaving a phone call all right that’s nothing to do with you’re gonna get tons of Google reviews you haven’t chased for a Google review at all you’ve chased for actual and actionable intelligence of the company of what how you did how was how is the booking process how was the um arrival process like when you know how how was the cleaning job how was you know how was the technician you know well tell me honestly I’m the business owner I want to know right that should be part of every job so what’s

your message why should someone do business choose this business do business with you versus your competition let’s go back to that one um and what benefits do you offer that Target your ideal customer Avatar and they resonate with think of these things right so some of the messages that work we know that safe natural or eco-friendly and that didn’t even be or have messages in your you know in your message we’re safe and natural um safe for your pets and your children and blah blah blah um we use on eco-friendly biologically degradable clean compost what’s the next question they have in their head well is it if it’s not safe and friendly is it going to clean my carpets we offer the cleanest carpets cleanest upholstery the fluffiest um most thorough all those kinds of things or it’s free what does that mean you get to qualify that what do you mean or it’s free well free will come back and re-clean it if you’re still not happy we’ll give your money back on that area because it’s up to you the owner of the technician to set the expectations yep can we get that out absolutely and then you don’t that’s your problem can we get that let me test let me show you what I do guarantee is if I can’t get this out and you find anybody else you can our company’s going to pay the bill for them to do that for you so let me let me see give me an assessment you know what that stain right there I think it’s going to lighten a lot look at my exam my test here but I don’t think it’s going to come fully come out like I mean you’re going to always know it’s there you guys probably won’t they’re going to overlook it maybe like it looks like it’s going to reduce quite a bit that’s you know right so now you’re you set the expectations properly if they call up yeah I thought that stain was going to come in a little bit more yeah we talked all about that let me come back and try again you know send the technician back out you can see if there’s anything else that can be done but that one we did say that was going to be was going to be difficult and I’m not sure there’s much more to do right come back try again 99.9 of customers thanks you tried your hardest right okay so you know if they go well I really thought it was going to be better than that then they’re the pain in the ass customer you know what let me take that off the bill for you you know that that stain was worth it you know up there this room that area whatever that’s fifty dollars left you know let me let me would you like that you know um the company sent that to you or would you like it as a credit towards your next cleaning make them happy have them you know I wasn’t happy some you know whatever didn’t quite do what I thought and they gave me my money back on that area I love these guys you know I mean you still get good stuff highly trained trustworthy technicians you can send that out fully bonded and insured you know things like that we’ll send you our client our technician’s background check before we arrive could be if you’re again targeting very high-end people things like that um phones and chat answered live during business hours you’re on it right you tell people that in your messaging that works really well honest pricing no sales gimmicks no hidden costs um you know those kinds of things we don’t charge you you know you can have exact quotes over the phone if you want to risk that and do that um we never did we gave you um very accurate estimates and exact pricing before we started um that was our role or we’d come out if you know if you wanted to know exactly first we gave you a range we’d come out and do an on-site quote First that worked as well because you always upsell them on the onside quote so same day say or faster same day estimates faster same day cleaning if you can qualify for what are these These are the messages can you make a case for any of these right um we always say don’t give discounts give bonuses so if you get this you’ll get this half price for free whatever so that you’re you’re getting your core you’re getting your price you’re just you’re not teaching people to get a discount you’re teaching people to add more to get savings right um things like that so those are things that that they’re all in the um the guide as well and you’ve got access to this recording so um yeah so that’s that’s you’re figuring that out you know now you can look at at the media now that you’ve got all that and you now need to we talked about a lot more of this last time so we’re not going to get in this your website needs to convert it needs to have conversion principles and psychology all marketing is is math plus psychology is your website designed by um by somebody who understands human emotions and web design and runs tests constantly and and heat map testing to know what people are actually pausing and clicking on and not and stuff like that if not you need that because done properly you can find out where all of your jobs are coming from how much you’re investing and what your average cost across all your jobs are and then you know you can you can if your website is converting well as the Hub of your business got all the psychological principles again you’re going to get access to this um now you can pull you can pull up your website and compare it now you know that you have changes you need to make increase the conversions of the traffic you’re already getting and your your

website is more valuable and that’s what unconverted leads is um you have to be following up with everybody within 5 to 15 minutes we automate this so that within the first minute at least they get a message back saying hey got your message thanks so much go back to you as soon as I can right all right or they go to your competition average customer must be followed up five to seven times some people will book right away more of the people need to be dripped on they said no they get some people say oh my booking rate I only book about you know 20 of the leads I get from Facebook other guys go that’s weird I book 80. 20 is that they only message them once they only have that one conversation that’s one out of five that’s that’s you know if you follow up with them five times all of a sudden you collect more and more and more yeah you know what I’m going to give you guys a try do you know what your message has been back with right interact by phone and text and all of it so you leverage carpet cleaner lead Pro is the tool we’ve built but you leverage marketing automation to follow up so web forms within the first two minutes and it rings your phone somebody just filled out your web form press one now and we’ll we’ll try and connect you with them if you press one at your office or on your cell phone it rings their number if they’re available you two are talking why because it automate automatically Rings you because they filled out a form text messaging comes right into your phone or right into your office screen and it’s chat to text they get it on their text from the cell number that that we embed in the back end so now you don’t have to give out your personal number you’re texting everybody right and you can start if they you know you go back and forth by text message it gives you a little bit more wiggle room if somebody isn’t available right away they want to send me some pictures okay I’ll send you some pictures you’ve got that back and forth automations means that if it went quiet for more than two days our system is going hey checking in with you and checking in with them right just want to follow up make sure that we’ve met your needs did we actually did uh have you thought about have you did you actually get into or scheduled a book um or or would you or would you like some more information right because maybe we don’t know but you you didn’t you know they booked and didn’t mark the the lead properly so it’s an automation that keeps them going on and on and on right looks like this carpet cleaner lead Pro all sources everywhere you could possibly get a lead dumped into one database is there a DM waiting on Facebook for you right now or on uh on on on Instagram LinkedIn is there a message on Google Chat coming in anything like that you don’t know it should all go into one place and automation gets the initial message to them and let them know hey I’m going to follow up with you here and that’s on their cell phone as text or a phone call or the email goes right back out within a minute simple math 100 leads conversion rates only 30 percent no good follow-up you know at average 325 100 leads you book 30 jobs you made 10 grand 9 750 bucks same hundred leads now you follow up with them over the next two weeks even the ones that you know and then even at the end of the month and that every month of the leads that just didn’t book with you yet all of a sudden all of those 70 of these become customers of yours because they’re ideally targeted that’s all given in both of these but now you followed up better you converted better your website told them better things your script told them better things that’s conversion math conversion not one thing it’s multiple things you told them in the automated flow hey you want to say like you know hey while you know until I get you on the phone I want to tell you why I started our cleaning business and why we’re different do you send that message right now if you don’t and you have a difference which you should and you send that message you have now got a conversion principle built into your follow-up communication that none of your competitors are even thinking about and now you’ve told them why you started your business I was 24 years old you know blah blah blah blah blah anyways you know I’ll tell you more about that another time but in the meantime here’s you know and you one pair paragraph and move on why because you’re going to send them another message if they don’t call you or book back with you a couple days later a week later they’re getting another message hey just checking in again you remember I told you about I started the business like well here’s one of the things I want to guarantee and here’s one of our clients that just loved what we did you know and you just you just drip on them you know and they’re either going to unsubscribe which means that they were never your client or they’re going to follow along and eventually you catch them five to seven times before they book and now same number of leads you’ve just more than doubled the revenue from them you’ve put another van on the road right so think about the conversion elements in the workbook as well so we’re done takeaways do you know your kpis are you going to track them right do you know what numbers people are

coming from do you know this is an exact live example do you know like this live example how many leads came in the breakdown your conversion rate how how much that generated in one month in actual jobs based on the their job average and what the ROI was of that across the company 18 average lead 6 000 spent that sounds like a lot not when you brought in 98 000 that month right Million Dollar Carpet Cleaning client that we have 6 000 in ad spend and and marketing investment with us 18 average lead in breaking all of that down including the marketing investment the the the somebody managing the ads for them and managing the SEO and managing all of their marketing their social media all of that and their ad budget generates a you know 100 000 in a month right so and by knowing that you they these guys went from 31 to 65 by putting the conversion principles in place their business doubled it took you know a year took time to move all that in place but they went from averaging 50 000 a month to almost 100 000 a month on the same volume of leads all right better leads targeted more but clear so all in perspective is what we’re talking about that’s the trends for 2023 um you need to be doing more than just one source it’s got to be all in you got to be doing video we didn’t really touch on that we’ve been touching that over the the last couple of months um on social media um master class and stuff like that but more video you do the better we make videos for our clients who are shy on camera and we even got ways to help you be on camera and we walk you through it and then get some b-roll and a-roll and put it together and make make media content for you if you’re not good on camera but otherwise we you see at the very least don’t put your face on camera but share out actual before during and after images and videos um and have conversion optimization and artificial intelligence baked into your messaging from Moment One so go build your plan I’m going to give you access to all of this stuff and you got to set your goals if you haven’t already jump on a call with us if you haven’t this you’re going to go to carpetcleaningmarketingmasters.com carpet cleaner marketingmasters.com rewards you’re going to get all the you can go to the worksheets the 2023-worksheet to get the worksheets go to this to get all of the other stuff we went through today and on last class go back and look at it’s on our website you just go under the um the podcast area because it’s a podcast as well um and find last months the December episode masterclass and you’ll find the other parts of this why this is a part two and how much deeper we went on other topics built into the exact same conversation right our digital dominance method is this um we work with every client you can see the risk reversal guarantee um the engaging logos compelling sales propositions all of that stuff and conversion focused all of that that’s the digital side of it that moves people into your business digital dominance but more or as important I wouldn’t say more important is the blueprint where you’re following the foundation all of that other stuff that we just showed fits into so the lead generation secondary response and some of the follow-up all the rest of it here is is is running an optimized business that you have every single aspect figured out over time you know this is like a you know a multi-year plan but how fast can you implement and automate Implement automate Implement automate your business will grow and grow and grow so every customer gets an amazing client experience and then every touch Point all the way through is orchestrated to continue to deliver on that client experience so if you want to learn more about that if you want to learn to go deep on where you guys are what your number is if you’re you know um if you’re one of our clients we can hop on a call and talk about the blueprint for success and what that looks like for you and ways that you know we can help Implement that depending on which package and plan you’re currently in and and things like that um if you’re not one of our clients um and some of this sounds interesting to you do your planning go ahead and do that first if you want again no this isn’t a sales pitch this is if we can help we know how to turn carpet cleaner businesses into successful businesses if you follow along it’s not done for you it’s done with you there’s a there’s a following along there’s stuff that every business has to do to make everything that happens online and offline even more impactful and you tie the two together and build your brand up better it works we help advise we do that stuff we’ll jump on a 60-minute consultation um prior to that you actually jump on a five minute five to ten minute um sort of business Discovery call with Rima and she gets to know your business a little bit more gets the certain data sends it off through our research team same research team that researches all the keywords for our clients and researches all the um for the for the SEO department and the pay-per-click department and all that kind of stuff and all of the demographics we do all that research for you for free we’re not charging you a dime the value of that alone is about 500 with that plus the step-by-step plan and then you jump on a one-hour Consulting call with me sometimes it only goes half an hour um if you

have no questions sometimes it goes along a little bit longer than an hour if you’ve got lots of questions but we’re building your step-by-step plan I’m going to share where you are right now where you need to go and the strategy to get there um and that’s with me I charge 497 or 4.95 an hour for my Consulting time literally do I don’t open up a lot of Consulting hours um but I have several in the month and they’re always filled up I charge that I give a free one of those selectively to very select people and customer or and then and and people that want the help with their business if you’re if you qualify if you’re growing a carpet cleaning business and you’re serious about going to the next level then you qualify and we have a conversation not trying to sell you anything it’s just a conversation so these are all the things we do on that call you get a hold of us you just go to carpet cleanermarketingmasters.com schedule you go there you can book a time it’ll show up in my calendar first but Remo will reach out to you if you don’t talk to Rima you don’t get to see me it’s this books you in and then then we then Reema goes through and does the discovery call learns more about your business gets the research team involved and then you can meet with me so when you do book A Time always make sure it’s you know a couple days to a week out so that you’ve got time to meet with Rima and got time for the the um the um the research team to come in as well I normally don’t have openings earlier than that anyways but just in case don’t book for the next day if one’s available um it’s not enough time you’re just gonna meet with Rima then anyway so um anyways hopefully you found some value in this hopefully you’re going to go through this maybe catch the replay go slowly through it maybe chime us um hit us up on Facebook hit us up on Instagram um hit us up on our website there’s a chat to text on our website as well the same tools we we would use for our clients we use for ourselves and ask any questions you got how do I I do this what about that whatever download all those resources really really dive in we’re here to help I hope that makes sense I hope you kind of get that from from everything we’ve talked about because that’s that’s really what it’s all about if there’s anything to help with give us a call otherwise I really appreciate your time today thanks so much and uh and we’ll chat soon

You know the years and years and years 30 years or so that I own my cleaning businesses this was pretty much the the most important if not the favorite part of the year I almost always took the week between Christmas and New Year’s off and did things like this I still went into the office still worked uh I did the planning I recapped on how the previous year went I looked forward to what’s coming up I and you know what new Services I wanted to add what marketing I was going to do all of that kind of stuff and just really really got ready for the year ahead where I wanted to grow the business took here and that’s what we’re going to be talking about today welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host John clendinning has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing Masters a digital agency that turns your online marketing into a lead generation machine tune in is John shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

and we always say about every quarter you should be checking in every at the six month Mark you could be doing like a half time check-in to see how close they are to your goals do you need to adjust or things you’re pushing for were there amazing plans yet at the beginning of the year that you didn’t quite get to and things like that so that’s what we’re going to talk about here today okay so so regular housekeeping rules so make sure you turn off your cell phones uh you know turn off Facebook if you’re watching this on a cell phone the very least uh turn off your Facebook turn off your notifications don’t get distracted they’re cleaning business owner carpet cleaning business owner maid service home service business owner and you’re serious about getting great results the next 60 minutes or so are really really really going to be transformative to your business so what we’re going to talk about why do I think it’s so important we’re going to talk about goal setting for 2023. we’re going to get right right down to the nitty-gritty and be very specific about it but we’re going to talk about goal setting for 2023 and how to hit your targets we’re going to talk about the three fundamentals of marketing success if you know these it makes marketing your business infinitely easier in fact I just did a um a quick little um uh take five it’s called with Jeff Cross uh clean fax magazine on the Issa media uh website so it’s on the YouTube channel and on their website we just did a week or two ago um whatever it’s just gotten really least and it was all about the three fundamentals so it’s just a quick little five minute primer to that just because they’re that important so you want to know how to optimize your website for conversions we’re going to talk about why conversions are so important most people miss this most marketing companies miss talking about conversions and it’s critical and I’ll show you why it doesn’t matter how much traffic you drive to your website or how much traffic you drive to your offer how much traffic you drive to your social media if you’re not converting that traffic you’re spending a lot of money on nothing so big picture of all the online marketing channels you should be tapping into and they’re different they they change like channels are like channels on your TV marketing channels are are they have individual attention so you know there might be people that watch the discovery Network there might be people that watch um ESPN there might be people that watch have the Weather Network on all day or CNN or Fox News or ABC or NBC and all of those kinds of things so those those are those are channels we’re used to in the tradition National World well what why do they run those shows why do the news have why are news stations even in existence seems like they’re trying to hand out news and give you good stories but ultimately they’re a media company and the media company is is trying to sell eyeballs to advertisers right so you’re an Advertiser and there are eyeballs around the internet there are eyeballs in different forms of media and we’ll talk about that so you want to be able to maximize those you want to tap into the um the right places to be doing that and how to do that right so that you’re not wasting your time doing something that no longer works uh that’s old school or you’re not missing out on a major Trend so we’re going to talk about the latest trends and what you really need to be focusing on because we’re I think you know that our world changes constantly so what the kids are into you know the tick tocks and things like that may not be right for for your business at you know the the type of clientele you’re looking for but it doesn’t mean that the type of clientele

you’re looking for is still reading the newspaper print by they’re still flipping through the Yellow Pages um you know you think of all the old traditional media that that used to be the way us carpet cleaners and Home Service businesses generated attention and that has shifted and we know that shifted over the last decade or so well it’s continuing to shift and at a faster and faster pace so when you’re the owner of a business you your number one job I really want you to understand this and write this down the number one job is not delivering the service you can hire to people to do that and as you grow you should hire people to do to do that the number one job even if you want to be the guy in the truck and that’s where you want to be but you want to be the guy in the truck that makes a hundred hundred fifty thousand dollar a year take-home income how do you do that well you do that with better marketing right marketing drives the sales marketing is the engine behind the company and marketing isn’t just running an offer or a flyer a discount that and in fact it’s it’s vastly different than that what marketing is is marketing is is your ability to get attention to your brand and create brand Impressions so it’s the the vehicle driving down the street it’s the uniforms on the technicians it’s it’s it’s everything that you do that impacts the marketplace is a moment of marketing um Google calls it a zmod zero Moment of Truth and it’s the the moment the brand impresses upon somebody else right and puts a thought in their head and there’s a million touch points where that happens and you need to be thinking of all of them as a as a moment of marketing and then ways to get in front of your Market the right way so we’re going to talk about that and we’re going to build a custom plan we’re going to teach you exactly how to build a custom plan we’re going to get started on that we don’t have enough time to kind of go through that in depth I used to do um a whole day of of coaching and Consulting with them that when when I got into coaching and Consulting still own my business but started coaching Consulting other other carpet cleaning businesses and and franchise networks and stuff like that we would do an entire day um there’d be some prep work ahead of time a good couple of hours with a coffee close the door and just fill out some forms and fill out so get some ideas written down and then a whole day of um action planning to create the year so um so yeah we’re gonna we’re gonna go through you know the prep work of that and I’ve got a little bit of a of you know a bonus for you as well just so you know um if you stay until the end

got some goodies for you as well we’ve got some work worksheets and things are going out but at the end of this presentation I’m going to teach you how to get our our checklist our online marketing checklist so you can gauge yourself against where you should be um our website conversion machine um summary so that you understand what should be on your website and the things that need to be changed if you’ve got a webmaster somebody building your website you know what you can tell them to do next to fix it up if you need help with that then you know you can reach out uh and we’re gonna you know how to optimize the Google my business guides so the most recent version of our Google my business guide I’m going to be giving out as well so Google my business is the Google Maps listing and we know in our service injury industry it’s one of the main places you should be it’s not the only place but it’s one of the main places where if you’re ranking well for all of the different Services you provide you get a lot of good phone calls day in and day out so um and that’s that’s without sort of paying for leads um so just just something to keep in mind there as well so who am I anybody who’s new most of you guys know me by now um but who am I so uh John clementing owned uh carpet cleaning businesses janitorial business maid services Bots bought built and sold for you know 30 years I was actually owned a window cleaning company while I was still in high school uh and grew that and then got into all of the other services as well over the years and had Crews and teams started in a town of 30 000 people so we’re not talking to Millions population deliver a generated realized start I needed to learn marketing most important thing not how to do the work but how to market the work so within two years early 20s I was out of the truck not the guy in the truck anymore hiring people then had to learn how to hire and manage and all that fun stuff started doing um lecturing and teaching about and three-day workshops around the world and um and I literally mean around the world island of Samoa Chilliwack BC Vegas um all of them Orlando places like that and teaching other carpet cleaners and service business owners how to how to deliver and Market deliver a client experience that gets people talking about you and how to Market your business better and different than anybody else um so all of that’s kind of culminated into um our digital marketing service that we have carpet

cleaner marketing Masters and on Amazon if you want to get it the complete guide there’s a copy of the book right there the complete guide to internet marketing for carpet cleaners any service business any home service business will get a lot of value to it’s literally that 30 years of knowledge plus the digital side of it all um in disseminated into 17 chapters and 300 Pages took a good long time to to kind of pull all that information together and write that but it’s it’s it was released this year in the summer and it’s the most Cutting Edge information everything you need to know and we’re gonna tip into a little bit of that stuff right now um just kind of an overview on it so more importantly what do we do for people we help companies grow we help carpet cleaning companies grow and um be seen number one everywhere become the top local brand in fact that’s our mission is to turn 500 carpet cleaners make them the top cleaning brand in their local Marketplace because we want you guys to be attracting the best clients and they’re our best clients in every Market I don’t care how big your Marketplace is there are people that pay more to get Services done well it’s better than being scraping the bottom of the barrel and competing against all the people that just run to the bottom at the lowest discount because the customer will find the lowest price guy next time so you know you don’t want to be that so what do you do to Market differently well you don’t you don’t model the Stanley Steamers and the and the sort of like the discount volume marketing because it’s it’s a rough life and it’s a hard way to grow you you you deliver great services at Great Value and especially with the our economy economy being all in flux that one cool thing about that is the people that have discretionary income continue to have discretionary income through any market slowdowns and stuff like that so if you’re tapping into them more and more they don’t buy the discount stuff anyways obviously they want to they want value for their money and they want to see a good deal there’s ways to put a marketing message in front of them and we’ll actually talk about that today but you want to make sure that you’re delivering a huge amount of value so you don’t need the volume of jobs because you’re charging really well so you’ve got the top rates and you’re booked out weeks in advance and there’s ways to position yourself like that so that you are seen as the best in the marketplace and people are willing to pay more for that sometimes twice as much more three times as much more literally some companies their average job is 120 and in the exact same Market we’re working with the companies their average job is 400 450 same exact market so people literally are willing to pay three four times more sometimes um because there’s more value in it so and if that if that seems a little shocking to you you’re gonna get a lot out of this if that if you guys go John I know that that’s what we do we’re the value driven um higher end carpet cleaner then that’s perfect as well so um so how do we do all of this well we do it by leveraging Three core principles of digital marketing especially specifically in the digital marketing side of it so we maximize the opportunities to generate a lead that’s what you want to do you don’t want to have one source to generate a lead you don’t want to take a phone call from somebody saying hey I’ll sell you Facebook leads I’ll sell you Google you know Google pay-per-click leads all you know all that kind of stuff you don’t want people selling you leads because that’s not building a business you want to maximize the opportunities to generate a lead that’s from your list that’s from your list of of anybody who’s inquired in the past who didn’t book with you yet that list is a very active list that you need to be working that’s from your social media that’s from you know your Google Maps listing and Google you know Google ads and search ads and things like that your organic rankings every one of them can generate a possible lead your van driving down the road can generate a lead you want to maximize the opportunities generated lead you want to maximize your brand Impressions how many times did they see you so they don’t forget about you right so you know they we do know that you know the average person needs to hear from you five to seven times before they decide to to book with you they’ve already seen you dozens by that point they’ve looked you up they’ve heard about you it’s rare that the the one and done oh I just saw you I just heard about you I’m calling and now I’m booking very rare and you need to keep that going even after they become customers of yours and you need to maximize your conversions so maximizing conversions means it’s great to drive traffic to your website to your social media to an offer to a video to anything like that you can drive traffic to anything you want if that traffic does not convert into a phone call and you know and your phone calls convert them into a um a customer then you’re not maximizing your conversions and you’re leaving most of the money on the table I’m going to show you how shocking that is and how much money you could actually be leaving on the table so so what’s the hardest part about marketing a carpet cleaning business online

type in the chat let us know what what do you find Difficult about marketing your carpet cleaning business online I got to tell you what some of the answers are going to be right now as they’re coming in there’s too many options completely unclear where to spend your budget what is your budget how much should you be spending on marketing that’s the question we get all the time as well and where do you actually place that money where is the attention of your Marketplace and where are you going to get the best bang for your buck and where are places that you can continuously hedge your bet because you do not want to be in just one place because they constantly change the way the rules go and and the way they work and if you’re only in one place and it starts to Peter off you’re back to square one again you’re starting your business all over again so so yeah you’ve got SEO and pay-per-click and websites and social and you got directory listings and um you name it like there’s there’s there’s there’s lead aggregator Services there’s a million different places that you can actually Market your business online that you can brand your business all of those kinds of things and it is very very confusing in fact we’ve built this little chart for our customers we talk about it from time to time and like the internet side of things are down here paid leads and and Google Maps and organic rankings and social Outreach and that even on social Outreach there’s online groups there’s project shares there’s local awareness Facebook has display ads offline there’s radio and Direct Mail repeat clients and referral clients should be marketed to online and offline very very well strategic partners that means that you can be on their websites but also offline as well so we know in our industry there’s a lot of good strategic partners your website needs to have conversion optimization retargeting people most people who visit leave well what do you do you don’t just let them walk away Amazon doesn’t let you walk away most online stores don’t let you walk away as soon as you leave the site you’re being chased around with ads about the thing you just looked at that should be happening for small businesses as well because it’s it’s a great way to maintain that brand Impressions and intention as as people are thinking about it and moving away from your website they’ll forget about who you are they didn’t bookmark you so you want to be in all the online directories neighborhood marketing offline and online and brand Authority building how-to videos that’s all online that’s YouTube That’s website things like that helpful articles helping people understand why you know your industry better than anybody else in your local Marketplace you may not know your industry better than everybody else in your local Marketplace but you better have content that makes them think you do press releases really really really help move the needle on in on marketing and sponsorships and all kinds of stuff so that’s the list right problem to Major investment right the other problem is not so much to show for it if you’re not doing it right you’re spending a lot of money and and wondering where the results are so that’s a fail so you don’t you don’t have a clear plan you can overspend or worse you can understand and I really mean that or worse you can understand we see that all the time people putting in you know a couple thousand dollars for a carpet cleaning business doing 100 150 200 000 500 000 and they’re trying to get away with a you know 500 to a thousand dollar marketing budget thinking that that’s going to grow a service business it just doesn’t happen and it literally doesn’t because your competitors are are going going crazy so um so the first thing we’re going to do is we’re going to drop a workbook on you I know the graphic says 2022. it’s actually the 2023 version of the book um so you can go to carpet cleaner marketingmasters.com slash 2023-workbook Rima could put that in his chat right now that link so you can get it it’s the 2023 version um it’s it’s a it’s a thinking tool it goes along with these um the the presentation we’re doing here today uh so you don’t need to you don’t need to download it and watch it along with us it’s it’s a takeaway that you can now fill in the blanks we’re going to get you to do some some sort of writing and stuff like that right now just grab a scrap a piece of paper and start writing on it but you can download the workbook print it off and fill it in when you’re when we’re done as well so what’s the opportunity so we just said the fail the problems here’s we all know it’s you know it’s expensive and it doesn’t return what’s the opportunity well with a clear plan and clear goals in clear targets and kpis if you don’t know what kpis their key performance indicators what numbers do you need to hit how many leads do you need to and phone calls and messages do you need coming in to meet your targets when you have that clear you know this Source isn’t going to be enough I need to be adding these multiple sources and you want to have a bunch of things automated and just generating leads different times of year different times of the the month they you you’ll get more leads from One Source than another all in you’re going to be generating

a lot of a lot of those uh those leads from different sources so you want to generate enough leads to hit your goals that’s that’s the goal and you want to have a great return on your investment always think of marketing as an investment not an expense I have this conversation almost on the daily basis um with people interested in you know having a conversation with me about the services we offer but also people that we just talked to and consult and other carpet cleaners in the industry and stuff like that they go you know John on marketing just seems like such a a waste of money and it’s it to me that that conversation does not make any sense I’m probably thought of that my first year in business again in high school but I was actually running a business um the window cleaning business because of a project in in business class and it turned into an actual job that started my whole journey um just to get a marks in business class so I was already learning that marketing is an investment in the growth and the future of your business if you don’t invest a dollar today you don’t make five ten dollars tomorrow so some of the marketing you invest in today literally shows up tomorrow or next week some of it doesn’t show up until the next month and some of it doesn’t show up until next quarter and all of it should be snowballing to build your brand and pressure so in six months and 12 months and 24 months you’re just continuing to grow and add and and the best way to think of marketing then is a percentage of Revenue as your Revenue grows your marketing budget needs to grow to support it and there’s very specific numbers in the home service industry cleaning industry that if you drop below those um you’re treading water and if you go well John I’ve only spent five percent of Revenue you know I do you know two hundred thousand dollars in sales and I only spend ten thousand dollars in all all in in my marketing I’m gonna tell you right now that it’s the riskiest place to be in because you might get away with it for a little while you might be the only guy in town you might be the latest you know they’ve been around the longest and stuff like that but there are people and other companies and other people waiting to enter the industry that know more about modern social media than you that know more about connecting um and any one of them could come in and be a disrupter and take over 90 of the business in a local Marketplace from all of the other competitors just by out marketing them really really well so it really comes down to investing strategically in your marketing so you need your goals what are your goals for 2023 as Brian Tracy says success is goals everything else is commentary if you do not have your goals written down and planned it’s not just I kind of want to get to right that’s a lot of you know kind of by the seat of our pants um running a business that’s not running a business sorry it’s a hobby right running a business is thinking as a business owner being very strategic what is my branding what is it what what what is who are my customers what do I wanna what I want to project into the marketplace who are willing to pay me what I want what are my goals in my business how much revenue do I want how much profit do I want how much money do I want to take home to um Satisfy My Lifestyle how am I going to get there if I’m not there yet how am I going to get there if I’m there how do I maintain it and how do I plan that this thing I’ve built becomes something you can sell for you know three 400 500 000 half a million dollars like I did in the middle of a pandemic a million dollars two million dollars depending on the size of your business how do you bundle it up to sell it well you don’t do that if you don’t have goals so right so without goals the other thing is goals are like the wind in your sales if there’s no wind your boat ain’t moving right you’re in a sailboat and there’s no wind you’re sitting there until the wind you know shows up when when you’ve got goal set clear goals they are pushing you forward can you adjust and Tack back and forth for sure okay you can you can you can watch what’s coming you can check you know look in your rearview mirrors here where you’ve gone where you’re headed and and you know tack into the wind so you can keep on path then there’s ways you can adjust and do those check-ins at three months and six months and and once a year on a you know on a two and a three and a five year plan things like that but you got to have those goals set or you’ll never get there Harvard did a study um I’m you may know about the Harvard study 1979 um there was an interview of grads right so the grad the graduates who had graduated from Harvard of those graduates 84 percent of them had no specific goals so what they did is they had a class and they they watched the class for I think it was a decade after maybe five years but I think it was 10 years after they came back to the the graduating class and um and and asked them a series of questions and when they were when they left school did they have any specific goals 84 had no specific goals 13 had had goals that they planned for their life when they graduated but they had not written them down and three percent of of the all of those graduate graduates that were um were interviewed had written down goals and a plan to accomplish them from

whatever vocation they are graduating from right of the class 13 of the class who had goals were earning on average twice as much so the 13 of the class here that had actually had goals in mind when they left specific goals just didn’t write them down they’re earning twice as much as the average in the class more staggering is the three percent that had clear goals written them down and knew had a plan in place to accomplish them even if their plan didn’t work out and they had to adjust they had a plan in place when they left school of exactly what they’re going to do I’m going this is what I want these are this is how much I want to make by this and this and this this is the type of company I want to work for this is who I’m going to interview with you know these are all the resumes I’m going to put out blah blah blah and if I don’t like the company I’m going to move up I’m going to do this and they had all that written out earned 10 times 10 times as much as the 97 percent of the rest of the class the three percent that written clear goals earn 10 times as much so hopefully that impresses upon you how you need to set clear goals because it gets in your head it gives you a direction it really rallies all of your sources some people talk about manifesting and all that kind of stuff um you know you can manifest something that you want in your life what I truly think manifesting is is just part of the human condition and the way the brain works um sure you might be aligning some quantum physics in the universe and and spirituality and all that stuff sure but you’re also focusing your attention on a very specific outcome and next thing you know it’s no different than when you see you know you buy a red car and all of a sudden everybody go oh my God there’s so many red cars I didn’t see them before because now your attention is focused on seeing something you hadn’t looked at before and I when you set goals you’re focusing on that thing and when you focus on that thing um you conversations that happen you focus in oh my gosh you’re talking about something I’m interested in um you start aligning yourself with the right people you start getting the right training you start thinking about how do I go from here I don’t know how to do this but I want to accomplish this and you start asking the right questions and and finding the right people um in your life and that’s the power of setting goals it’s the power of focus so there’s a framework to focusing on goals you need to have written goals and a plan so we’re going to show you how to do that but you’re going to write the goals down you’re going to what what do I wanna accomplish and by when do I want to accomplish them you need to set one-year goals quarterly goals and monthly goals that’s a good start right not 5 10 20 year goals start with you know where are you at the end of this year take stock of where you are where you want to be this time next year on this date December 29th 2023 you look back on your business what would you want to have accomplished you want another van on the road do you want to if you want Revenue up 25 do you want Revenue up 50 um Do You Want It Up 100 what are you going to do to make that happen how do you what how do you break that down quarterly and how what what has to happen every month to get you there you must have a stopping point at the beginning of every new new year and the end of each quarter to reflect on how your goals are and how what has turned out from the goal setting you’ve had and what you want to do next um how are you going to adjust going forward so a stopping point every quarter and at the end of the year this is the big one we’re talking about right now right so here’s some things you’re going to be asking yourself what is your Revenue Target for this time next year how much did you earn in that 12 months how much is that monthly pretty easy divided by 12. if it’s a ramping up process think that out a little bit saying hey right now I’m at this level you know say you’re at 20 000 a month in sales and you know that’s roughly 240 000 a year but you want you know you want to hit 400 000 right so you need a hundred and sixty thousand more well you might be twenty thousand at the end or twenty five thousand at the end of January if you put some marketing into place but you might be 27 000 in February close to 30 000 in in in in March so plan it out how are you going to get to a year-end goal of of being all in at the 400 000 what do you need to do to grow through what does that number need to look like right so how many jobs will that require and what’s your average job value right and all of these things are changeable all of these things you you have control over so say you want to hit 550 000 bucks that’s 45 000 a month in Revenue right pretty simple so what’s your average job is your average job 375 right now which is a decent average to generate good marketing and to generate good profits and to pay your technicians well is it lower than that do you know how to get it up to that right so put your number in where it’s at now or where you want it to be again whether this is a goal where do you want your average job to be and are you going to learn how to get from here where you are here to how to get there do you package your services so people have bundles to choose from and things like that which always UPS the value and can up

the price a little bit and things like that so you’re not just selling one thing and then at trying to add on the protectors and all the other stuff as separate Services have them bundled into packages people can choose which one they want um but that’s going to be if your average job is 375 that’s gonna be 122. um jobs that you’re required it’s pretty simple math you just take 45 000 divided by 375 and it’s 122 jobs so pretty simple pretty simple math to get to so what is your average conversion rate from inquiry right now do you know that number are you tracking how many calls how many text messages emails all of those kinds of things you’re getting social messages that you’re getting asking about your services and what is you know what is the the number that you’re actually converting into a job right now you divide the total number of calls or leads or inquiries coming in by that conversion rate right so for example in this scenario say you book 50 right of all the people that inquire about you over right away or over the next coming weeks the ones that come back because you’re chasing them a little bit you actually have lead nurture and conversion in place something we’ll talk about here you’re getting about 50 of the people that inquire booking so you should get about 100 of your repeat clients

usually about 90 of referrals maybe 80 to 90 of referrals some referrals still just think about it um you know and then everybody else is at fifty percent forty percent twenty percent all in what’s your overall booking rate divide that by the number of of of um the the calls that you need um and you’ll know that you need 244 leads per month based on that last slide we saw you’re going to need 244 leads per month to generate 122 actual bookings to meet your goal do you know where you’re going to get 244 leads to run your 550 000 a month business or a year business right that was the level that that our business was running at and in a couple small markets and we knew where our leads were coming from at all times and as they changed from offline to online um we knew where that was all coming from as well so um so the next thing I’m going to give you is a I’m going to walk you through a quick little calculator so you can figure this out but you guys can play with this um just make a copy I’ll show you how to use this quickly and then we’ll move on but this is this is a a really great Tool uh to to determine to figure out this math for yourself so let me see here [Music] um there it is right there okay so that’s the link you so it’s it’s the um worksheet so it’s carpet cleaner marketingmasters.com two zero two three dash worksheet so Rima can put that um in the chat as well for everybody so you can all see um that link

perfect um and for example here’s just so simply what you’re going to do first is Click file up here and make a copy so you have a copy of your own to play with because you only got view only copy of this right now um and yeah so what you’re going to do is you’re going to put in what is your annual Target rate so anything with a little arrow you’re just going to move put a number in right so if say you wanted to be 450 or our example that we just had before let’s call it 550. all right all right so you want there’s your 45 000 a month to hit that say we said that say your average job was 375 let’s just put the numbers in we had there we know we need 122 um your booking percentage was 50 say you’re actually a little higher say you’re at 55 percent right you need you need um 222 um 222 uh leads to book in and what’s your average cost per lead average cost per lead is on the next tab are you running PPC you know these numbers might be a little uh low in today’s day and age you might be as high as 65 dollars and as low as maybe 30 dollars on pay-per-click because the cost of pay-per-click is going way up see the way that up that number there Google local service ads that’s a good range some markets are as high as 75 now before you can even buy a lead on Google Google guarantee Facebook ads that’s a good range for every inquiry leads you get if you’re running Facebook ads repeating referrals this is your mailings and your um you know the marketing that you do a lot of it’s in-house but cost of a stamp you should be mailing your database once every month to two months once every you know 30 to 60 days period get in their mailbox as well as emails because they don’t open their emails but they they’ll see you in the mailbox for sure postcards and letters and and things like that different ways to to Market people like that so in the course of a year that might be 17 per per qualified customer you want to be able to rank and rank in Google apps and you might have some other sources so now we’ve got 27 dollars is the average cost to buy a lead if you run all of these kind of Blended through now there’s lots of other things we can do but that gives you a good idea so how much you need minimum minimum monthly marketing budget to hit that goal at that cost because you figured out how much a lead cost you to buy you need to spend of your forty five thousand dollars just about six

thousand dollars of it right you need to spend that to generate that much revenue so and where do you allocated it that’s the third tab across and now you get to see there’s that 50 you know 550 000 just showed up I’m going to tell you right now that we’ve got a little um you’re gonna adjust this number right here 15 is the lowest number you’re going to want to put in there in fact what you’re going to want to do if you want to continue to grow and not just maintain 20 is the service is is what a service business needs to spend a service business doing half a million dollars needs to spend about a hundred thousand dollars in marketing 20 and that’s database marketing that you might be oh my gosh that’s a lot that leaves you four hundred thousand dollars to run the business um so that you’ve got technicians to pay you’ve got equipment you’ve got supplies and you’ve got your own wages the owner of the business and you have a profit that the business generates every single year now you’ve got a mature business that’s not just gonna flounder because you take every every dollar out it’s not going to flatter because you’re not investing well in your marketing you’ve got a business that is a mature business running really really well well and it’s going to go from 550 000 to 650 000 the next year and 700 and 750 you’re going to grow the company because you’re investing for growth fifteen percent you’re investing just to maintain and you will not grow less than 15 you might hover for a while and then you’ll drop off a cliff it doesn’t happen gradually it hovers slowly comes down and then just drops I’ve seen it a million times from three trucks to one because you just didn’t continue to invest and other people caught up and then the second they catch up and pass you you know the lights are off so um anyway so you want to allocate about 70 of that to online these days because that’s where most people’s attention are and their eyeballs are 20 to offline and ten percent to repeating customers to get them back into your database so very simply on that twenty percent over the course of the year you know you’re going to be putting with ad spend and you know and companies that you’re working with you know management fees and things like that you know put about seventy thousand seventy seven thousand dollars in 22 into offline marketing that your your door hangers and your yard signs and your postcards and you know taking the uh the real estate agents out for lunch and things like that that all becomes an offline marketing expense and repeat business is your your mailings and anything that has a cost to get your customers to come back so we’re not talking about discounts and things that it’s just the cost the actual raw physical marketing costs to get the customers to come back and then so that’s the breakdown if every month is fairly even in the area that you’re in that you’re just going to break it down by this this value right here the online the offline and the repeat business about a thousand dollars a month in marketing back to get customers to come back in that’s how you support a 45 000 per month cleaning business is your marketing your database your marketing offline and your Marketing Online to generate new leads and new customers as well and then in the online breakdown we suggest SEO that gets you ranking really well paid ad sources that’s Google Facebook local service ads Google guarantee stuff like that and then a specific budget and told you it’s a much smaller but a specific budget going towards retargeting anybody lands on your website they’re getting followed up and chased around so display ads and retargeting so you split it like that SEO um and or and and organic type stuff social media SEO the organic play um Facebook and and Google ads pay per lead pay per pay-per-click services and then retargeting and that’s your good mix and then we even got on the back end here of the last tab you can actually there’s our digital dominance method of how to actually build a growing carpet cleaning business uh and what kind of offers you can add all throughout the course of the year so you got to think of this ahead of time so you got 12 months do you have 12 months worth of offers and we’re not talking offers like hey three of them haul for 39.95 99.95 129 no no that’s we’re talking what kind of offers can you give where you’re adding value here’s what we would give you and if you take us up on this month we’re going to give we’re going to add value it’s Father’s Day we’re going to give you a free barbecue set you know valued you know 69.95 or whatever you you bought on Alibaba about a case of you know 50 of them for five bucks each and a dad’s favorite armchair clean free with any minimum Carpet Cleaning Service things like that value-added offers that’s the best way to go so hopefully that makes sense but that’s you’ve got this to play with but I would start this is your your planning I would start with pay tab one you got four tabs to work across but just put in your numbers where do you want to be at the end of the year be reasonable you’re not going to Triple your business in a year but be reasonable and um and work with this uh play with this so carpet cleaning marketmasters.com 2023-worksheet hopefully you find find that an amazing and valuable tool because it really is it’s a it’s a planning and thinking tool that allows

you to really get focused so what goal what are your goals for 2023 how many leads do you need monthly to get there figure that out now you can update your marketing message right the fundamentals of marketing is the market the message the market and the media so you can kind of go around this this one here but really the message is the what what do you do why are you different why should your customers choose you over anybody else that’s your message what is unique about you what what attracts them to using your services and the uniqueness should not be the cheapest price or you’ll go out of business it really shouldn’t you can’t have a race to the bottom because the next time that customer needs service they just find the next cheapest guy your Market is who so who is your ideal customer right who who is it that you want a service think of the last 25 50 customers that you did work for which were the best customers which ones had no problem paying the rates you wanted to charge which had the nicest you know the easiest jobs love the service you did gave you reviews just really thought you’re amazing think about the ideal customer that you want to clean for and then and only then once you figure out who that you want to Target do you want to Target all of the you know million dollar homes is there enough of them in your area the you know people with large discretionary income half a million dollars and up um you know that kind of stuff household income of 150 200 000 where are those communities you can find that data that data is available online you can find out where they you know the demographics of each little neighborhood and you can start marketing the neighborhoods that you want but you have to Market differently because of that because there are different people um and that becomes the message why should they choose you over but everybody else the people that live in you know million dollar homes aren’t looking for a 99 carpet cleaner I can tell you that right now and then you can figure out the media what’s you know what media they uh attracts them how do they actually get to see who you are what is that because it’s different for every demographic so who’s your ideal customer let’s think about that for a little bit we call it the customer Avatar right so think about who your ideal customer is and what are some of their um what do we know about them right we’re targeting homeowners renters tend not to pay for cleaning services repeatedly because it’s somebody else’s carpeting tile floor hardwood floor things like that they might own the furniture they might not um but we typically find that the best customers are the 35 to 55 year olds because they’re in that period of life where things are getting dirty kids are around but they’re trying to they’ve got a little bit more discretionary income their careers are a little bit better um and they’re they’re growing through their careers and they’re maintaining their stuff they have better stuff and they’re maintaining it typically it’s the female at least 75 percent of the time that call us so you want to make sure that you’re targeting the you know the females in your message right so you want to make sure that it’s the it’s it’s that’s the sentiment um somebody who cares you know as kids they’re the head of the household or you know head of the you know thinking about the household more you know you know it’s I know it’s very stereotypical but you know men might be the one that go out and cut the grass stuff like that and and the women might be the ones more caring about who’s coming into the home to do stuff in in general um so again it’s a generality but in marketing it actually Bears out with you know some demographic information and that you want to Target for sure annual household income that’s really low um but you want to make sure that like in some markets that’s not bad but you want to make sure it’s at least above that we usually find 80 90 000 and up is a better household income um depending on the economy of the local area family oriented um reliable they typically own pets we know that you know pets make a mess and they typically own pets take pride in their home and they’re into home decor so think about that how can you like they’re into home decor they’re looking and thinking about you know home decor as well so is there ways you can tap in that way um they like to help others um they you know maybe maybe not the gardening crafting entertaining there’s there’s there’s things that they like to do around the home they’re not just in grab a meal go out for the night that’s not the crowd right so you think about it they tend to live in suburbs or quiet quieter areas upper middle class neighborhoods and that kind of thing that’s that’s our demographic right think about those um they’re pains and frustrations around our industry can’t seem to get a carpet cleaning company on the phone to return their phone call they text they can’t seem to get messages back things like that um they they definitely need their carpet and pulse and Furniture cleaned um things aren’t smelling well the animals have made a mess whatever teenagers have made a mess they’re too busy to deal with it they’re just trying to get it solved they’re worried that the situation the house could get unhealthy and they they want to know that they’re

maintaining the home and their belongings properly those are the fears right so the implications of the fears they don’t want to be ripped off or overcharged right they don’t want that sense that they’re that they’re they’re not going to get a good job they’re paying so too much for something got somewhere else that does not mean you need to be the cheapest that’s not what we’re saying here you need to understand that you need to express the value that you’re providing they have um they don’t want their home damaged by faulty workmanship they don’t want carpets soaked for days um they won’t want to wait around you know for somebody to arrive at their home they want to know when you’re arriving things like that we all know this stuff but that’s fear that they have oh my God how how do I uh you know I need to hire this I’ve never hired it before the last time I hired it the you know the whole situation sucked can you talk about that in your marketing hey we guarantee this we’ll always text on the way over we give you a one hour rival window blah blah blah blah blah like whatever it is talk about it in your marketing because that’s their fears right um you know we won’t cause a disaster in your home you know you know whatever like there’s ways that you can talk around those things um you know we have honest upfront pricing um you might guarantee the price that you give over the phone you might guaran you know you might let them know that you know we’ll come out and do an in-home or in-home quotation first um the price you give them before the job starts is the price they’ll pay things like that um and then the goals and desires obviously they want to have the carpets cleaned they want to put the issue behind them which also means they want once they solve it once you the you become their service provider that’s what that means as well so because they want to have a well-capped home you’re going to be advising them you’re now the consultant to that um they want to take care of their family you know they obviously want more income money and wealth so you can talk about that how you can save money by maintaining and not having to replace the furniture it’s expensive not having to replace the flooring it’s expensive um maintaining it is always better than replacing it um and they could be living in a nicer home because of it in a cleaner home so you know things like that so you just want to go down that list and we’ve given the list in the workbook as well so you want to make sure you really understand who your ideal customer is you want to these are some ideas you want to figure out which one’s yours are so hopefully that makes sense because once you know who your ideal customer is now you can talk to them because if you can see Joe Jones through Joe Jones eyes then you can sell what Joe Jones buys I’ve always loved that little that little Limerick that little um quote because it’s so true if you can actually see you know not from your own perspective and you know what you knew growing up and what where you where where your life is at right now but where’s their life at and what do they care about and if you can put yourself again marketing is basically math plus psychology if you can put yourself in the head of the other person and speak to them in the way they they you know make them feel at ease about oh this is such a great company these are who I want in your marketing you dominate you absolutely dominate so that’s now you’re crafting your message um

you know why should you um so now you know who your Market is you’re gonna start crafting your message so uh why should someone choose do business with you versus your competition you need to answer that what are the top three reasons write them down put them in the chat like what are some of the reasons why people should uh you know choose you over your competitors right and again price should not be one of them in fact price is about fifth or six on in in the average consumer’s mind of what they need when they pick trust is more important than than price and um you know safe healthy products and those kinds of things always come up higher in consumer surveys over the price they pay we always think price is a concern consumers actually have better concerns and if your marketing message can tell them why the cheaper price can’t offer what you do and here’s why you you don’t run those prices because we pay great technicians um who stay with us for years and have families and blah blah blah all those kinds of things you can tell them a really good message so why should they choose to do business with you or anybody else and what benefits do you offer your target Avatar that will res resonate with them right your benefits have to resonate with them you can have amazing benefits to you but if it doesn’t resonate with your target Avatar the target person you want it doesn’t matter those are those are useless benefits so messaging that work eco-friendly 100 satisfaction guarantee it’s free if the spot comes back so do we free of charge if we can’t get a spot out and you find anyone else you can we’ll

pay their bill to do that for you we guarantee to get more spots out than anyone else things like that we can’t guarantee to get your carpet cleaner than anyone else we have highly trained technicians bonded and insured trustworthy you’re going to get a picture of them you’re going to meet them you’re gonna you’re gonna get um some you know a quick little video or an introduction message from them before you they even show up in your home things like that you could talk about things like that you can easily set this type of things up um we have phones and chat um live two-way chat answered live during business hours you’re not going to get recorded messages and um that kind of thing honest pricing no sales gimmicks no hidden costs things like that so those are the messages that resonate well with your customers so and you can make the case for you know um other things that you can actually add in there is fast same day estimates maybe it’s an estimate not same day service um so on the same day you can pop out and do an estimate or you know phone estimates things like that um you have money saving offers they can bundle and save if they get the carpets and upholstery clean there’s a discount on the upholstery things like that um you leave the job job site squeaky clean um so you’re not going to make it dirtier you know in their entrance way and around the home just because you’re cleaning the carpets everything gets cleaned up afterwards the floors get swept you know all that you you use um you roll out the red carpet you use booties and mats and and all of that guys if you talk about that let them know that you do it you do the job differently you have experience proven track record don’t just say it show it have very specific testimonials and reviews that you’re going to show in your marketing that talk to that and you have great service guarantees it’s great to have um um you know risk reversal guarantees they’re called where you’re reversing the risk the customer doesn’t take any risk to take you on you’ll end up with 10 times more customers than will ever after you get the odd customer that might ask for a refund or ask you to honor the guarantee but you’ve attracted 10 20 30 50 more customers because you have it so you’re always at a net gain if you run a great company and deliver great service a great guarantee will always put you ahead of your your competitors so keep that in mind as well and have have testimonials and reviews and all that speak to that right I didn’t I didn’t think that they uh they would honor the guarantee but I had a spot that came back and they came right back out gave me a gift when they arrived to apologize for having to come back out and took the stain out permanently and it stayed gone right and they explained why it came back um blah blah blah and a review like that will sell 10 20 30 more people um because they read that and go oh my gosh these guys seem so honest right so once you’ve got the market and the message now you can figure out the media everybody jumps to the media first oh I want to do Facebook ads oh I want to do you know Google local service ads oh what if the Google local service ads only attract discount buyers do you really want to do them if your message and your Market is not that it’s not just they’ll give me any jobs I can get no you don’t grow a business that way you target to grow a business right so now you want to make sure that your Hub converts so now you’ve got your your Market you know who they are you’ve got your message to that market so you need the market and the message match that’s part of it now you you have you know what media that you that has their attention right so and there’s a couple media we’ll talk about here but once you have their attention what do they do they don’t just pick up a phone and call you a lot of them end up on your website that’s how they get to your website they’ve heard about you they’ve seen they’ve read some reviews okay let me check these guys out right and your website is the Hub of all of your digital marketing it is your digital storefront and your digital storefront better be set up to convert and what do we mean by that there’s a bunch of things that are really really key to to make sure your your website is set up to convert but when your website is set up to convert we’ll talk through a few of them but this is an example of of a site that’s got a lot of conversion principles and psychology built just like the first thing you see before you even scroll down the amount of psychology and conversion um that’s built into the top of this website this is one of our clients but at the top of this one is is insane and what it does is it drives down the cost per lead so your average cost per lead is is because what that means is you’re spending the same amount of money to trying to track the customers but more and more and more of them become bookings and your average cost per lead drops substantially so you want to have multiple sources to get them again that as many places as you as you can can get a good Roi if you put a dollar in the slot machine pull the handle and you get 20 or four dollars out put another dollar and get four dollars out why would you ever stop right so if you’ve got you know five six seven eight ten twenty different levers that are generating new customers

but every single one on one of them you put a dollar in it’s three dollar you know three dollars back worth of customers Dollar in three dollars back another one’s a dollar in five dollars back another one’s a dollar in and four dollars back and ten dollars back and all that the goal is how many of those levers can you put in place at any one time how many customers can you serve because you just want to keep racking up levers and that all of that with the with a great conversion principles when they get to your website they really feel like doing business with you over anybody else they really get what you’re all about when that happens your cost per lead just goes down so what are those conversion principles you have to have real authentic images the baby lying on the carpet with the dog and the family sitting on the couch and blah blah no you have to have real family authentic images does your does your text speak to your customer Avatar does it talk about those fears we talked about does is your marketing message that they see right away answering those questions and making them feel that they can trust you do you have video elements on your website people watch video nowadays more than you know then read text you want to be able to show them in pictures you want to be able to tell them in words and you want to be able to tell them in videos um does it showcase your online reviews prominently so feedback and reviews right on the home page and is it like not just just those static ones that come back the next time they come back it’s the exact same reviews scrolling through like a plug-in we’re talking actual online live reviews they click on it they end up on that website where those reviews came from and they can see the actual online reviews does it make it easier for them to take action are there multiple ways for them to connect with you um does it have basics in order do you have the phone number in the top right hand corner if you don’t have your phone number big and in the top right hand corner people miss it it can be buried on the site they’d have no clue um you want to is there a place where they can fill out a form and start you know in a web chat can they start talking to you right away and do you have all your credibility symbols are you part of the Better Business Bureau Angie’s List you know Yelp five-star rating on Google you know with 522 reviews what you want to be able to add The credibility so that they know they made a good decision are there calls to action every time they scroll down the page you know you Scroll once is there a call to action there you scroll again there’s a little bit more information is there a call to action there um and are you leveraging offers in any way check out our you know our bonuses check out you know the different offers again not discounts but value-added offers that speak to your audience and are you giving them that opportunity for a two-way chat more people want to chat nowadays than ever pick up the phone and call and you want to be able to have a two-way chat one of the best ways to do a two-way chat is chat to text so it gets them off your website once they’ve been there they start talking their phone pings and hey we’re going to carry on the conversation over here and now they’re texting you you don’t want to give away your text number but there’s technology that does that and we can talk about that as well I know you’re loving leveraging automation so that they’re getting emails and text messages and other forms of communication automatically so are you are you leveraging all of that so what does that look like

carpet cleaning conversion machine there’s very specifics that a carpet cleaner a service Business website should have like they can look and feel differently but they have to have these things built in the title tag the phone number the logo the risk reversal guarantee right at the top call to action Y U the trust icons the client testimonials the the forms the live chat doesn’t have to be 24 7 but the live ability to chat with you again this is available stick to the end and you can get all of these resources um available as well give out that link so you want to pull up your website right now if you want to pause um you know pull up the website is it built to convert do you know what you need to tweak do you have personal pictures of you and your family do you have social proof and credibility do you have a form they can fill out do you have a chat do you have a phone number in the top right corner are you using all of those elements what does it look like on a mobile device versus a desktop device all of those things so think about those and write down right now um three of those conversion elements that you want to implement on your website what are you missing do you need more pictures of you and your team and your staff do you need a video of you saying hey welcome to Moya my website my name is Joe and I’ve uh I’ve owned Joe’s Carpet Cleaning for the last 22 years here’s why I became a carpet cleaner and here’s why I want to be your carpet cleaner do you got that message on your website like are people hearing from you is it in text with your face is it like you know when they scroll down do they see like you know some stock photo of a carpet cleaning dude um or do they see you and your team and the equipment that’s going to be in their home does it look professional and presentable or is it all A Rat’s Nest and messy looking as well things like that

so now the biggest challenge facing carpet cleaners literally is unconverted leads because you can generate leads there’s a million ways to generate leads um with our with our clients we’ve got we’ve got multiple ways to generate leads we every client that comes with comes on board with us has like dozens of lead generation things added into their their website and their marketing just as part of our core package because it’s never a one and done it’s not just one thing it’s it’s all of it online right but the point is unconverted leads are the biggest problem and we’ll show you how to solve that the reason why is 50 to 60 percent of inbound inbound um leads leave they come to your website they come to your social media they go under they just leave they just leave 90 of web forms completely fail to convert completely so doesn’t mean you don’t have web forms it just means because nobody answered them there wasn’t an effective communication on the back end the truth is you need to be following up in your leads within 5 to 15 minutes or they go cold and I say stick closer to five closer to one minute the better whether they filled out a form emailed your company sent you a message on messenger sent you a message on your website a text message anything like that any way that they communicate with you or picked up the phone and called treat them all as a live phone call a live phone call you will answer it hey you know ABC Carpet Cleaning how can I help you today it’s a great day here in Sacramento how can I make it a great day for you whatever your script is and you’re talking to the customer right away when they message you and say hey I’m interested in this do you guys do that if they get a message back right away hey thanks so much for you know yes um absolutely something we do or they get a message saying yeah we’ll get back to you soon right away just an automatic message shows up on their cell phone they go oh cool it’s over here now that’s great I don’t have to sit on the website anymore off they go about their day and within a minute or two some hey yes I can definitely help you with that you know um what are you looking to get done let me ask some questions and you start the process right the average customer must also be followed up five to seven times before they book they do not book on the first okay let me think about it let me come back they come back with another question are you dripping upon them are you giving them more information in between those those interactions did they take a day or two and in the meantime you’ve shown them a great before and after um case study of a job that you’ve done similar to theirs you know things like that there’s ways to influence the lead to keep them engaged with you and today’s consumers prefer text messages over phone calls a lot so if you’re doing if you’re still answering a lot of phone calls and emails and you don’t have a text message solution then you’re missing out somebody else in your Marketplace who does is getting those messages it’s not that the customer go okay I just I guess I’ll call they will actually default and find somebody the text message if they can so you want to be able here’s the solution you want to be able to Market leverage marketing automation you want to follow up with web forms within the first two minutes um of the submission again five to Fifteen sooner the better two minutes is actually um infinitely better than five minutes uh and you want to be a phone email text message all of it you want to automate the follow-up so every Prospect is touched five times and they’re able to engage in two-way text messaging so you want to be able to to connect all of the dots what does it look like it looks like this so we have a solution called carpet cleaner lead Pro but either you build your own solution you patching up something but what you need is whether it’s organic rankings Google Maps um you know the the they come to University there’s organic rankings whether it’s um Google ads Facebook ads Google local service ads directory listings social media however they find out about you they dropped into a funnel and they instantly get message back thanking them and letting you know if somebody’s going to get a hold of them whether that’s and on the phone you’re talking to them whether that’s um an email or a you know a form on your on your website or again a text message or a messaging service or Facebook Messenger instantly get a communication back they get some you know if you don’t get back to them right away it’s not during business hours you’re not available that that kind of thing then they get a nurture message within a short period of time to keep them engaged and ask them a few more questions get a little bit more detail from them and that should be

automated that’s the automated process and then you get a hold of them go a little bit more detailed on on what they want ask them if they can jump on a phone call run through your script with them have a text messaging script that you can have little conversations with them it’s called chat to text so you’re you’re you know um you’re you’re chatting um they’re sell by chat sorry you’re selling by chat and you have to know how to do that you have to have your team trained on how to sell by chat properly you do all of that kind of stuff and now you’re engaging and you’re converting at a much higher rate and then the people that turn out yeah let me think about it whatever they kind of go quiet most businesses never talk to them again right most businesses don’t message them back don’t call them again don’t email them again an automated business means that if they’ve gone quiet for a couple of days they should get a voicemail that drops into their voicemail go quiet for a couple days then she got an email and a text message and this should be ongoing for the first couple of weeks until they they you know yeah I think I’m gonna hold off right now or I went with somebody else whatever the message is um now you want to drop them into your long-term nurture and you want to be able to get in front of them you know once a month or so with just a you know hey just checking in type message is there anything that we can help you with by the way here’s something we’ve done for one of you know another person in town that we’re really happy here’s their testimonial here’s their the work we did um if you ever need something like that we’d love to you know we’d love to give you some pricing on that you’d keep dropping like that over time and that person might have chose somebody else they might have decided to push it off and then they’re going to come back up and go okay yeah how much would they let me how much would that be yeah great I got a few more questions for you I went back and looked at the notes but you know is it great to give you a call and ask you a few questions boom you’ve now landed that client that was a lead six months ago they’re now a job now they would never have called you or found you again if you’re if you’re not nurturing and and bringing them into your world and what that looks like is really simple math say you get 100 leads so in our previous example that’s that’s about 15 10 days 10 to 15 days worth of of of leads coming into a company um that might be a whole month to you right whatever that is 100 leads coming in and you convert it 30 which is sort of like a an average no no follow-up they come in you either answer them or you don’t you don’t get back to text messages instantly your Messengers instantly you don’t get back to emails maybe but once a day that kind of idea you’ll book out of those about 30 30 jobs out of those 100 messages and you’ll be frustrated and working them oh my God this these these people are just all Tire kickers say your average job is 325. so you’re decent right that’s a nine thousand dollar um a month business 100 leads nine thousand dollars a month right not bad you know nothing to write home about you take the exact same hundred leads and ramp it up to 70 conversion because you’re you’re responsive you’re on top of it you’re chasing them down you’re giving them reasons to buy from you all of that kind of stuff now it’s the same 100 leads that’s all automated so you’re not doing anything extra they get you get 70 bookings from that right so that’s something carpet cleaner lead Pro can help with you get 70 bookings 325 nothing else changed there now now with the simple math you’ve now generated 22 almost 23 000 so you’re up thirteen thousand dollars for the exact same amount of leads would that transform your business is that once a month is that once you know twice a month you get 200 leads a month you know whatever that is you build the leads you get the right target market and then you convert um and have conversion principles in place and Automation and you’ve got it solved so it makes every lead way more valuable like that’s a key slide right there it really does so what 3 conversion elements will you implement on your website think about that for a second what are the conversion elements that you’re going to implement on your website so some takeaways right we’re almost wrapping up here which has been just over an hour um probably about five five six seven minutes left um but we wanted some takeaways put in the chat write down what did you learn what do you what do you understand more now about the business is it that you should be investing more investing more in your marketing 20 is key that you need to plan the you know the the growth you need to know who your Market is you need to know where they live how are you going to Target them and what message do they want to hear what are some of the things you took away you understand that once you get all these eyeballs to you and you got the right message the message is going to help convert but so are these other conversion principles the ability to see you ahead of the job and hear from you um and be you know on you know and start feeling that trust so that because people buy based on trust especially with home cleaning services or Home Services in general

they need to know they want to trust you and it’s not about the lowest price your prices can be quite a bit higher than than than the discount folks around and you’ll easily easily get those prices if you’ve got the right message in the marketplace and the final one is just know your know your know your numbers no one track your kpis when you know and track your kpis you know how many you know how many sessions are coming into your website how many how many people are there what is what’s happening um you know how many people are bouncing from certain offers you want to be able to have data on all of the different things that are out there so that you you have things you can adjust you need you know that you know you’re you’ve got Google ads running and your Google ad um you’ve got a conversion rate of 12 percent is that good you know you know it’s you know it’s 20 better well you know is is 10 too low the the conversion rate might mean that the the landing page or the you know you’re not taking the land of page you’re taking them to a website and they’re and they’re they’re they’re going off to somewhere else and getting confused and leaving or if you have a dedicated landing page for carpet cleaning and a dedicated landing page for upholstery cleaning and a dedicated landing page for area rug cleaning and a dedicated landing page for tile and growth that’s all you’re talking about that’s all your examples that’s the whole and you give them one thing to think about one thing to do and your conversion should go higher as well so again once you know your kpis you know where to do the math so hopefully that about tracking and knowing right so example case study from one of our clients um is October to December um they were converted they went up from converting at 31 to 65 percent over that um from the previous year the 367 leads is the number of leads that we tracked coming in based on our marketing efforts for them in a month or sorry that two month period three months three month period um so they they’re converting at 60 uh 65 percent they generated 238 booked jobs that’s the exact number we know right from their their their their database their average ticket is 415 they run a decent business 415 is a good a good a good um higher end Market

so in that three-month period of time they generated just under a um almost a hundred thousand dollars was that a hundred and thirty dollars short of a hundred thousand dollars um in that in October to December three month period um so yeah so they’re the 300 that this is a business that was a one truck operation that was growing now to um two two and a half trucks and in a very short period of time they’ve almost doubled their business because they got the conversions right the leads were coming in and then they got the conversions right so they’re they’re projected Roi return on investment because we know their investment um to do that over that period of time it was 6 677 in all of the different types of marketing that were being done for them including the management fee 15 times Roi which is absolutely amazing numbers so think about it if you got your conversion right you can spend more on marketing right so that’s roughly about 2 000 a month and if you run the math that’s sitting right around that um um 20 percent 18 um of Revenue of the of their new growth and their marketing budget is going to go up because the revenue has gone up and they need they spend more Revenue to Market even better and grow even faster and get even bigger right so that’s you know that’s that’s the point of how you get to growth so so far what we’ve talked about clear goals and targets you need to set those we’ve got a guide for you I’ve got a worksheet for you all that kind of stuff you need to have Clarity around your Market who they are then the message right why should they choose you and then pick the media where do they hang out and how are you going to get that message in front of them you want to make sure your website is optimized for conversions and you want to have a kpis and tracking so key trends for 2023 let’s keep an eye on what’s coming up this is all very important you must have an all-in perspective uh this is this is critical omnipresence is the is the key you need to be talking thinking about SEO pay-per-click local service social media email Direct Mail all of it you need to be omnipresent you need to be everywhere your your potential customer is that can find you because that is how you convert marketing is is tough the market is saturated the economy is going to go you know is up and down like a yoyo right now we have no idea where it’s going to go and you need to be seen by everybody who is interested and could be interested in your cleaning your ideal customer video 2023 um if 2022 was sort of the year of of of text and automation 2023 is the year of video um you need to be looking at how can you generate more video content there’s ways there’s ways that we help our clients do that there’s trainings involved in that but is there any way can you add some some video to your

website can you add videos to your social social media is there you know is there ways that you can add video and tell you know teach and tips and or at least hi thank you welcome to my website is there ways that you can add video because that is really going to resonate with with more and more people and conversion optimization and artificial intelligence artificial intelligence is taking over everything is there ways that you can tie the two together um can you have automation that answers questions for customers before you even have to jump in things like that is their way to to add those pieces can you have Automation in the background lead automation lead nurturing things like that so you really want to think about that so you want to be building your plan so um want to think about where all your jobs can come from so this will be in the um the workbook and the guide and stuff like that as well you’ve stuck around to the end we want you to have um the custom action plan you want to go through the checklist see what you need to put in place print it off go through it check off the things that um that uh that that you need um that you don’t have in place and think about how you’re going to get them in place into your marketing plan so you want you want to eventually have every one of these checked off you want to have all of your digital marketing checked off so but what you want to do is you want to do it in in chunks so we always say in groups of three what are the top three internet marketing initiatives that you need to implement to hit your and again that should be 2023 goals so what do you want to do to hit your what did you do to hit your 2022 goals did you hit them what do you want to do to hit your 2023 goals what are the big things you want to do and what are the things that you can handle in the first quarter and what are you going to break them down by the month so what are the you know write down to the specifics you want to go through and spend some time doing this so this was just an overview of how to get there so we’ve covered do you need to set the goals you need to know you we know the three fundamentals of marketing success which is the market the message and then the media in that order I want to optimize our website for conversions for sure and everywhere else that we can for conversions you want to be you want to give them a reason why they should buy from you and part of that is telling that message but part of that is making sure it’s optimized everywhere the big picture on all marketing channels should be to maximize your lead flow you want to be omnipresent the latest trends to focus on again you want to be all in on your marketing you want to be finding ways to continuously Market in more and more channels because the more channels you’re on the more eyeballs people will see you and your ideal customer you want to be on the channels that your ideal customers are on you want to develop a custom action plan based on where you are now and where you know you need to be right so get that all in place key takeaways right we talked about what we what have you learned what are you going to implement don’t just walk away from that hey that was a lot of great information my gosh listening to John is like uh drinking from a fire hydrant there’s so much information no what are you going to implement what can you do what resonated with you start with that go back through the worksheets we’ve got um all of that kind of stuff and you know for those of you who stuck around to the end go to carpet cleanermarketingmasters.com rewards we’re going to give you the checklists and the guides and all that stuff we talked about in the website conversion machine you’re going to learn all of that and you’re going to be able to understand what you need to do you don’t have to be the one to do it you can hand it off to somebody to do but you’re going to understand what you need to get in place and you can really add that to your plan knowing that you’re going to get your website made totally personal just about you in the next 30 60 days 90 days get some pictures taken whatever you need you know hire a videographer for a day have your brother-in-law chasing around with a cell phone doesn’t really matter find ways to make it all about you know you and why you’re different structure your message that you want your customers to understand right we call that our digital dominance method it includes everything from your risk reversal guarantee things that we know convert a business your personalization um your citation development things like that your Authority which is your get feedback from your customers not just reviews Syndicate the feedback Syndicate reviews cross-channel promotions retarget in a very strategic way you can actually retarget almost like a funnel where they see different different retargeting messages every couple of days that lead them through a path make sure you’re running paid ads somewhere in the mix you can’t survive without with some paid marketing some organic marketing you want to be having referral marketing every client should be referring you and posting out on social media about you and there’s ways to make that happen automatically you want to be getting strategic Partners in your Marketplace to promote you as well and there’s ways to do that you want to be doing emails and newsletters and all that kind of stuff you build to this this isn’t all done at once but you build to this

and you’re running a machine of a business that is profitable and fun to manage easy to run you’re not necessarily the guy in the truck if you don’t want to be the gal in the truck if you don’t want to be if you want to be that’s great these things can be done and you’re you’re you know outsourced and you’re a profitable company if you want to be running a business with technicians and growing and adding other services maybe in your Marketplace you want to add maid services janitorial services um you know you want to do hardwood refinishing not just cleaning things like that there’s all these other services that once you get this right you can add to your business if that’s your growth plan over the next multiple years so anyways we always like to end these webinars anybody who sticks around to the end and is on the webinar you’ve got the ability to actually get a consultation so go through the planning download the stuff just hop on a call with us we’ll do it with you but for a limited time it’s a thousand dollars worth of research consultation and advice why do we say that because we literally put our research team in place to go after check your Market check your competition check your demographics check the average household income check the pockets and areas of your neighbor of your Marketplace that that you could Target and and and and have a different looking business than the one you have now or expand the business you have and then we go through all that and you jump on a call on a one-hour call with me where we dive deep into all the numbers and the metrics what’s holding your website back what’s holding your social media back what’s holding your paid ads back all that kind of stuff and where are you at in your business and where do you need to go it’s a great time of year to do that you can jump on one of those calls um and to do that we have limited spots so you you connect with us you can connect with Rima in the chat or you can just reach out to us at carpetcleanermarketingmasters.com schedule and what’s going to happen is you can schedule a time you’re not locked into that that appointment until Rima gets a hold of you and get some background information to put our research team to work for you so you always want to schedule a couple days out so and and take the call from Rima or she’ll message you and make sure that we’ve got the information that we can do our research and then you can jump on a call I do a couple of those a month and you can pick a time and jump on a call and once the slots are gone we just shut it down to the next month so this is me giving back a way to help your business if there’s something we can help you with um you know with our services and it makes sense sure otherwise it’s here’s a whole step by step here’s what you need to put in place let’s get going so you know depending where you’re at we can help at any level so hopefully that makes sense um hopefully you found uh found the information that we’ve provided here you know helpful to you foreign there we go let the bubbles go by so um another thing you can actually do is pick a couple copy of the of the book it’s on Amazon um you can get the Kindle version for a couple bucks um or the actual physical version where you can put notes and highlight and and all that kind of stuff um we’ve got worksheets and stuff like that in here as well it’s a deep dive into marketing for your carpet cleaning business um it’s I think it’s retailing for about 20 22 bucks on on Amazon so you can find that easily but um yeah hop on a call if you need us um and hopefully you found this valuable but do the work right now plan for plan your 2023 goals and what you’re going to put in place and break it down into bite-sized chunks and just start doing it that’s how your business grows you don’t want to be a business that the majority of businesses 75 80 of small businesses repeat year one over and over and over again they don’t really get much better than the end of year one maybe year two and they just repeat the same things they know what they know and that’s all they do and they never plan for growth the Strategic businesses that that smaller percentage they plan for growth put it in place and they’re the ones that survive and last and and don’t go out of business in the five ten year average lifespan of a business window they they can hand it off to their kids they can they can sell the business for good value and and build a nest egg and have a profit and all of those kinds of Lifestyle things that you started your business for in the first place so you can get to there it just takes a bit of thinking and and planning and hopefully this was a good guide to help you plan your 20 uh 2023 outright and again if you need any help give us a call and in the meantime thanks so much guys really appreciated being with you here today and uh I look forward to chatting at you next time take care

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

all right

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

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

and see the difference

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

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

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

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

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

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

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

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

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

about it is

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

studies that have been done

they know that when

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

so welcome everybody to the master class for june 2022 on this master class we’re doing a recap of our marketing plan so it’s always good to come back and revisit your your marketing plan that we said at the beginning of the year if you remember we did a couple sessions around how to plan your budget how to plan what marketing activities you’re going to do what um offers you’re going to bring to the marketplace all of that kind of stuff and have your year planned in advance that is the best way to run an effective business and every you know three months you should be looking at that at the six month mark you should definitely be doing a full deep dive how did we do are we on track what are we adjusting for the second half of the year welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host john clendening has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing masters a digital agency that turns your online marketing into a lead generation machine tune in as john shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

obviously we’re dealing with a lot of economic uncertainty since the beginning of the year kind of rumblings of it started you know at the beginning of the year but we’ve had market crashes we’ve had record inflation everything to do with the last couple of years of of you know sort of free money printing has caught up with us we’ve got supply chain issues all of those kinds of things and and you know the big r word is being spoken now you know are we in a recession are we heading towards a recession recessions are ways of pulling back the economy um to prevent prices from getting way out of whack and prices get way out of whack when there’s lots of buyers in the marketplace willing to bid things up and what you know the only tools the economy has really and the government has at this point raise interest rates slow down the economy cause you know people to have less discretionary income spend less maybe a little bit of layoffs and things like that start happening and they just try and you know sort of play with juggled pieces around to pull back that uh that economic flow a bit so that we can start backing off on inflation so uh basically less buyers in the market brings inflation back down so it’s one of the only tools they have left raise interest rates less buyers in the marketplace bring breaking you know so it’s going to affect us as local businesses so that’s what we’re going to talk about today looking at our plan how to strategize it how to look at our marketing um all around as the owner of many many service businesses carpet cleaning businesses things out over the over a 30-year career i’ve been through many of these slowdowns uh they’re you know sometimes they’re painful but the the person who markets their way through it wins so i’m going to switch to my screen and we’re gonna get started so again just let me know in the chat give me a one in the chat if you can see my screen and still hear me

yes yes so we’ve got a couple of ones coming in see my screen and hear me ema that’s youtube

okay so we’ll get rolling here okay so let’s just give it a quick second

we’re talking about preparing the marketing plan obviously as we always say turn off your cell phones turn off your facebook if you’re carpet cleaning business owner you’re a service business owner small business owner and you’re serious about getting better results in the last half of 20 22 the next 60 minutes is is what you need to focus on right now so what are we going to cover we’re going to review our goals did you hit your q1 and 2q goals you should have those in front of you you should have some sort of documentation of what you set out to do if not you at least have a notepad and get everything ready and let’s get moving on this we’re going to recap the three fundamentals of marketing success we’re going to talk about the big picture you know of all the marketing channels you should be tapping into to maximize your lead flow this is going to become more important as as marketplaces slow down there’s going to be winners and losers it isn’t winners and bigger winners anymore that’s we’ve saw that for the last 12 years this is going to be unique so this is what we’re going to be dealing with um the latest trends that you need to be focused on in 2022 again it may not be rosy out there for some but for you guys on this call we want to making sure that you’re dominating and adjusting properly and and just planning for whatever might happen so again rumblings right now we don’t know which way it’s going to go but um but yeah we need to be prepared for all of that so how to adjust and optimize your marketing plan for what’s coming in the last half of 22 and into 2023 and you want to review and tweak um your custom action plan based on where you are now and where you want to go to hit those targets those goals that you set out for yourself did you set out to increase your revenue by twenty thirty percent fifty percent did you set out to you know go from 10 jobs a day to 15 jobs a day did you make a plan in place and how are you going to do that where were those leads coming from all that stuff we’re going to talk about here so if you stay until the end we’ve got lots of goodies for you so we basically have our carpet cleaner marketing resource kit this is a very private bundle of of resources and tools that we use i’ve used in my own businesses that we use with our clients that you should be using in your business as well from our our grassroots low-cost marketing ideas for carpet cleaners there’s a whack ton of those in in there that was a whole training we did and a whole guide on the ways to think through those low-cost no-cost marketing things that should be part of the mix of your marketing um your ultimate internet marketing checklist where are you at have you got your internet marketing in place uh then we’ve also got our our guide to google my business which is now google business profile but that’s been updated so the 2021 2022 guide for updating your google listing that’s your google maps listing how to optimize your website when people end up on your website we’ll talk a little bit about that today but very little there’s entire training on that as well your website should be optimized that the second they land on it they want to do business with you so all of those those resources are yours and there’s a lot more in there actually as well and a couple things we’re going to touch on here today so for the newbies on the in the crowd who am i so i’m john clendening i’m the owner of carpet cleaner marketing masters i’ve been in the cleaning industry since 1990 while still in high school uh i’ve owned several cleaning franchises um independent cleaning businesses econ product lines i’ve sold as i started learning marketing i’ve i’ve developed you know different products and stuff like that and different avenues to use some of the skills i have just the side hustles and little things that i’ve been doing as well as with teams and stuff like that as well i’ve been a consultant to the service industry to franchise networks um as well lectured and taught on stage three-day elite retreats where people have been flown in to learn um methods that we’ve used to deliver client experiences and all kinds of crazy stuff um so been doing marketing consulting since the mid 2000s keynote speaker all that kind of stuff um bought and sold businesses for you know two and three times the price um in a short period of time picked up a service business restructured it rebuilt it reorganized it redid the marketing with the intent of selling it off and not keeping it things like that we’ve done that and sold my two-van carpet cleaning business i had for 27 years as i was the manager of it worked in the van for a very short period of time and then in my early 20s and then said nope we need crews and created a high a high level high income um low low volume didn’t didn’t want to have 20 bands on the road um doing fifty thousand dollars a year each we wanted to have two vans on the road doing half a million a year i stole that in the middle of a pandemic um for top dollar and you know as a highly functioning business as well so i help business business owners reach their growth potential dominate their markets become the name brand in the market and that’s what we like to do for you as well and this is going to be one of those trainings to kind of help you get there i’m going to go through this quickly but these are just some testimonials of clients that we’ve had for years and years and years but what we do is we market our clients to become the top cleaning brand in their local marketplace that way they attract the best clients they can charge the top rates they’re booked out weeks in advance and to add a little caveat to that they become recession-proof so if you’re the top brand in your marketplace you’re known you stand out people talk about you people know you as the go-to they’re the ones people choose when market gets tough so questions what are you most concerned about in your carpet cleaning and service business for this coming fall into the next year so if you want to type into the chat what you’re thinking about um what you’re concerned about uh we’ll take a look at that but i’ll just keep moving on as well but just yeah yeah like there’s uh somebody just typing in the chat there richard yeah i absolutely agree you should be worried about sort of where the local economy is going so that’s one thing local is important so there’s national headlines all over the place but what is it like in your marketplace you know is your average household income median family income fifty thousand eighty thousand a hundred thousand hundred and fifty thousand they’re going to be affected differently um do you have pockets that have those are you marketing to those pockets or you’re trying to be the discount carpet cleaner where you’re willing to do three rooms in a haul for 99 and you’re competing against all the other discount guys which may end up if people start getting laid off you may end up having more competition or your competition might not be able to you know make enough money and you might have a greater pool of technicians showing up so there’s two ways to think of this so yeah for sure keep that in mind so um yeah you can go download our workbook at carpetcleanermarketingmasters.com 2022 workbook so if you’re on the call at the beginning of the year you should have that workbook and we’re just updating it if you weren’t on the call at the beginning here go download that now this is where you can sort of follow along um print it off after the call take notes in it spend some time working on the workbook but we’re gonna move past that that’s where you’re creating your plan but what are we talking about when we’re talking about um um what what a plan is and what we’re planning for so the economy is getting uncertain and you’re going to be unclear where to focus your budget a lot of businesses that go out of business what they actually do is they start cutting from marketing they start cutting from sort of those areas that can actually keep the lights on and keep them afloat what you should consider is maybe your marketing budget needs to be a higher higher percentage of revenue for uh you know during a period of time you need to market more as other guys are marketing less you’re going to get more of the market share that is available so you’re always taking a slice of the pie the ply might be quite a bit bigger right now but if the pie starts to shrink a bit you want to keep getting a bigger bigger slice and that doesn’t come from not marketing so one of the best caveats i was actually talking to somebody the other day and we’re talking about marketing and they’re making a a funny observation that isn’t that funny that businesses seem to stop marketing if things get tight and then when they go to go out of business um like think of a furniture store think of an appliance store all of a sudden they have a going out of business sale and they market it everywhere so they say that marketing doesn’t work until they’re ready to go to business and all of a sudden it’s what they think of doing to to get as much money as they can before closing the doors should have thought of that ahead of time basically is the thought there so seo ppc website social media print direct door hangers um you know again a grassroots marketing you know where are you going to be focusing your attention um are you going to invest strategically in your marketing what is that what does that mean so that’s what we’re kind of going to be talking about here is if you don’t have a clear plan you can overspend or worse under spend and underperform so overspending for sure but if you’re underspending in this kind of market that’s actually almost worse so um so we’ve had kind of a bit of a gravy train for a while even with covid cleaning businesses started to capitalize and grow after the initial shock and there’s a lot of cleaning businesses that kind of just got their name out there a little bit stronger um and people just started thinking of cleaning a little bit more and and the right people started to win as well that doesn’t mean it’s still going to happen going forward so we got to be really really strategic so what is the opportunity that we’re talking about here so we want to monitor the plan that you’ve got the goals that you’ve set and you want to target your kpi so kpi stands for key performance indicators what are your key performance indicators do you know what they are are you targeting the number of leads that are coming in how many phone calls and and emails and chat messages you got today is that you know are you targeting daily weekly monthly are those numbers tailing off are they building up are you getting you know are you targeting per source are you getting you know good leads coming in from you know paid ads are you getting good leads coming in from facebook are you getting good leads coming in from your flyers your direct mail pieces your emails your outbound phone calls to your database uh like what are you doing like what are your kpis how have you got that structured you need to be thinking about that you need to really be strategic um you need to generate and convert enough leads to hit your 22 22 revenue targets and keep your trucks running so if you’re noticing something tailing off where are you picking it up from where’s the other side of that where are you picking up the other ends of those so you need to be thinking of that as well and we’re going to talk all about how to do that and you want to continue marketing to generate leads you don’t want to be bailing from your marketing knowing your numbers will mean that you know i invested two thousand dollars in this marketing initiative sales paid ads you invested two thousand dollars in running pay-per-click ads and that two thousand dollars directly generated 57 leads and you were able to convert of those 57 leads say half of them so you’re able to convert 28 leads so that 28 leads what’s your average job worth what was the average job from those leads compared to your average across the board uh those kinds of numbers if you have those whether you’re using like house crawl pros service monster marquette any of these kinds of tools or you’re just doing it in quickbooks or a database however you’re doing it you need to be able to calculate those numbers so you know per marketing source some months things slow down some months things pick up some months you need to adjust so you need to have those numbers to be able to play the game so you need to maximize your lead flow you need to understand your kpis and your numbers and you need to be able to do the next step which is review and update your goals so is are things changing if things tailed off a little bit more than what you’ve expected if things picked up a little bit more than what you expected um let’s review our goals and see if things are picked up do you need more technicians do you need to know where to find them are they going to get easier to find it they get harder to find so we need to know what all of that is because basically success is all about setting goals everything else is commentary says brian tracy so the other one is if you want to think about it this way goals allow you to steer and adjust course and what we’re talking about right now is adjusting course seeing where we are taking a snapshot again and then adjusting where we need to so you can’t adjust course if there’s no wind if you’re just sitting there stale stale in the water no wind in your sails you can turn the rudder back and forth up and down all you want but you can’t adjust course because you’re not moving you can only adjust course when you’re freewheeling and flying so these guys here you know they got wind in their sails they turn the rudder you know they got to be careful they could turn it too hard and tip over they got it they turned the rudder and they’re moving in a totally different direction and that’s important right now so that’s what we need to think about so just basic basic harvard study we we should all know this one but they did a study of graduates and 84 percent of graduates from harvard had no specific goals 13 percent had goals but not written down they just knew what hey i want to become a lawyer someday i want to come become a you know a ceo someday whatever it is and three percent had clear written goals and a plan to accomplish them i’m going to start at this law firm as a junior clerk i’m going to work my way up if i don’t make the you know partner by this i’m going to be switching blah blah blah i’m going to make all of these connections and they just wrote down what they wanted whether it was right or wrong they at least had a thought the 13 of the class who had goals were earning on average twice as much as the 84 who had no goals at all on graduation but even more staggering the 3 who had clear goals written down were earning on average 10 times as much as the other 97 of their class put together 10 times as much from the 3 as the as the others all added up and put together and that you can go back and look up that harvard study but that’s how important goals are because they just keep our mind focused our minds a muddled mess at best of times and if you can keep your mind focused on a single goal um and a set of goals when when things come up when topics come up when conversations come up you notice them some people call it manifesting and i’m a big believer in that but i think manifesting if you really think about is that there’s all of these opportunities in life all of this chaos in life that happens all the time and if you’re focusing your brain on very specific things when that chaos comes in front of you you don’t just dismiss it you have a conversation and somebody just happens to mention oh my friend does this you’ve got a goal in mind i want 10 new jv partners for my carpet cleaning business this year oh my friend you know works at or owns or is a salesman for a carpet store right i want a jv partner i’m going to say oh really could you introduce me to your friend i’d love to take them out for lunch and see how business is going right you’ve got a plan in place how am i going to attract jv partners one of them are you can take them out for lunch you’re going to invite them to a chamber meeting you’re going to take right invite them to your bni you’re going to try and become friends with them you’re going to learn all about them and then you’re going to discuss how you can work together that is manifesting for sure you can end up with 10 jv partners by the end of the year but if you didn’t set that goal you wouldn’t even have picked up that q so think of things that way as well goal setting framework you need to have a written goals and plans you need to set a min at minimum one year goal quarterly goals and monthly goals um you must have a stopping point at the beginning of each new year and each quarter to reflect we’re doing a stopping point right now at the end of q2 um hopefully you did your own stopping point at the end of march q1 but now we’re into q2 and we’re stopping now and there’s also things adjusting in our marketplace that we need to be thinking about um so here’s what you need to know so again this is in the that workbook that we talked about at the beginning but you need to know what are your revenue targets did you do 400 000 last year and you want to do 500 000 this year are they realistic what is the revenue targets do you want to double your hardwood floor cleaning sales so you want your carpet cleaning to maintain you want your area rugs to be the same and you want to double your hardwood floors you want to make that a much bigger division that might just be the goal like what is it what are your revenue goals specifically how much is that monthly oops let’s go back to that one sorry give me a quick second how many calls will that require like this isn’t just guesswork here if you know and we’re going to get into the numbers here in a second how to actually calculate them i’m going to give you that tool again where you guys can calculate this out right to the penny you’re going to know exactly what you need to do to hit those goals how many calls will that require you’re going to know you’re going to need that number as well how do you calculate that what is the average transactional value so what is your average job worth it’s funny when i talk to i’m on the phone with with carpet cleaners and service business owners every day and when i ask them hey what is your average job what is your average transactional value i usually have to preempt that by or preface that by saying because i get an awkward silence i have to say so if you took all the jobs you did last month and divided by that the number of jobs you went into so your total revenue from jobs last month divided by the number of jobs you did what would that number be and they’ve not calculated it some of them other ones boom i know exactly what we are 367 dollars right now up a little bit we’re at 348 the month before but year over year on average we’re up about 22 dollars per average job i talk to some business owners like that i talk to others that don’t even know what that i just said so you need to know this this you’re in business this is supporting your lifestyle your family this is where you want to become successful you want to be able to sell it you want to have something behind what you’ve done put all this effort in for um because it’s hard work being a business owner it’s easier to have a job and go home and next day you show up again you don’t have to think about it business owner you have to think about this thing 24 7 it will keep you up at night when things are getting bad when you have to make payroll and it’s tough um on and on and on when a van breaks down when equipment breaks down when you want to decide if you’re going to invest in a whole new division again all those kinds of i want to start up area rugs but now i want to do pit washing i want to do you know i want to get a spinner block all those kinds of things how are you going to make those decisions you need to know this this math

so um the other thing you need to know is what was the average conversion rate from your booked calls so

you’re getting a person from your from your um from the college how many did you book so how many calls are you getting a day a week a month how many did you get last year how many of them booked do you know by staff member do you have um an outsourced team answering your phones do you have um a csr in your office answering your phones are you trying to answer your phones on your hip in between jobs and on jobs and stuff like that and call them back how many did you bring in how many did you book how many of the rest of them went cold became stale leads what are you doing with those stale leads um so you want to know all of that and and you want to divide that by your again divide your calls by your conversion rate so you want to know about your conversions to get the rate right so you want what you want to know is i had 100 calls last month and i booked out of those hundred calls 72 jobs easy math there 72 conversion rate if you’ve got a csr and they had 150 calls and they only booked 75 of them that’s only a 50 conversion rate you need to know so they might have got 75 um bookings for you but they had 150 calls the 75 bookings are meaningless the conversion rate is more important is their conversion rate going up are they getting better at scripting are they getting better at saying what they need to say and influencing people to choose from you over somebody else so um and here i want you guys to write this one in yourself how real you know how to set realistic marketing budget and where to allocate it do you have an idea how do you set a realistic marketing budget do you just put it all into facebook you just run facebook ads and get leads and as soon as you the leads start drying up you don’t have a lead flow anymore and you don’t know what to do um do you take a percentage of of your revenue that you want this year next year what do you want to do so this is in your workbook as well fill the fill those blanks in and where are we going to go with this i want you guys to go to carpetcleanermarketingmasters.com

2022 worksheet so the last one was 2022 workbook this is 2022-worksheet so when you go to there you’re going to end up on our calculator looks this is the exact page you’re going to end up on so what you’re going to do first is you’re going to make a copy of this because you’re going to view it so i can edit it for you you’re going to be able to view it so you want to go file make a copy save it to your own google drive so you’ve got a gmail account you’ve got a google drive account click that link this is going to open you’re going to save it to your google drive account so that’s what i want you to do um then you can click and watch the um there’s a link right there to watch the training we did on on how to do all of this stuff and then we’re going to go through a quick little minute here um and then you’re going to um you’re going to start your plan to success so what i’m going to do is i’m just going to kind of move up out of the way so ultimately what we want to do here is there’s a number number of tabs you can see across the bottom we’ve got a whole bunch of things that we can start playing with but where it all starts is this this target planner right here so what is the annual revenue that you wanted to hit this year right so is it is it last year’s revenue plus an increase that’s one of the best ways to deal with it um you know do you want to maintain from last year do you want to have an increase where do you want to go so say for example you want to hit 450 000. you did 375 last year and you want to add 75 000 to this year right put that number in there’s our monthly target right there we know that any month we’re below 37 500 we’re not on target any month we’re above that or ahead of target now certainly in certain marketplaces seasonality is going to play into that so we can we can get later into this this tool here and figure that out a little bit more nuanced but just in a general broad strokes you want to know that you have to at least be at aiming at that level every single month to hit that goal and again you can adjust it by by month by month numbers but ultimately that’s the raw data so what’s your average ticket this becomes a big a big point so if you’re using like again service monster marquette housecall pros or anything like that you can look at the dashboard and see what your current average job is here what what was your average job last year what was your average job this month and it’s just taking all the jobs and dividing by the number of jobs you did right so you can say what was my average carpet cleaning job a full street cleaning job all jobs together but what is your average ticket value what do you what do you get on an average job some people i talk to is 150 bucks at 150 dollars you’re gonna need 250

or sorry jobs a month to hit that that goal how many jobs can you do a day per crew is it three is it five are they discount at 150 an average job you better be doing you know at least four or five of those a day so that your cruise you know sitting in that 600 750 a day truck value coming in to cover all the bills and stuff like that so again four or five jobs a day you’re gonna have to divide there’s about 22 working days in a month so you’re going to be doing the math there saying any one truck can only cover a part of that you’re gonna be about three three to four bands on the road at that price to get to that number but if you’re averaging 375 a job because your prices are higher you are positioned as an authority you’re marketing at a higher rate you’re targeting high-end clients you’re meeting with jv partners that are going to hand you high-end clients and things like that when you’re doing that then you’ve got a way way better chance of of oops let me get to the right screen so how much my screen changed yours probably didn’t um there you go anyways so and then your booking percentage becomes important if you know that you’re booking only 50 of all the calls that come in and that’s like 100 of the the repeat jobs um 85 of the referrals because not all of them book your and then the rest 25 of maybe the the leads one out of every four facebook lead one out of every four um lead that you get in that comes in as a text message as a form fill as a phone call as a messenger chat any of those ways that people are talking to you how many of those out of all of the those sources how many book right so is that 75 because we always hear a high number but if you actually did the math it’s probably much lower than that so from all sources are you booking 55 are you booking

you know 45 percent

these are numbers you need to know because if you notice it’s changing all of this minimum budget required to hit that target number and how do we calculate that that’s the really important part this number right here is what’s your average cost per lead you calculate that on the second tab how much is the average cost per lead so the person that fills out a form and and um and or or picks up the phone and calls you or starts to chat with you a lead how is that what much what is the average cost to generate a lead and i actually include repeats and referrals in there as well are you mailing your database at least every quarter are you email marketing them at least once a month are you text message marketing them at least once or twice a month are you picking up the phone and calling them every quarter are like are you marketing your database because that’s where all the money sits and that’s what is one of the most important things to do during an economic slowdown is stay in touch with your database with value and and providing them the incentive to either book a service right now um or refer somebody right now to book that service with you so that that done well database marketing um you should be mad at marketing but done well in an economic downturn can be the the difference between keeping the lights on and and you know going out of business so keep that in mind but all your other sources as well pay-per-click local service ads facebook ads seo you need to be devoting a budget to that people do go and just type in carpet cleaners near me are you the one ranking are you in the maps pack how far away from your pin drop in google maps are you are you do you even know what i meant by that these are all things you need to know to run run a business so this does all the averaging for you all you do is put the source put the low and the high and it will figure out what your average is if you know the average you can overwrite the um the formula and all in it calculates it all up it comes up with a total

part of me had to sneeze so now we’re going to go say that number shows up in here 24. so we know the average cost for a lead is 24 the average number of leads i need are 250 because i only book at 40 to get 100 calls at 375 dollars to make my 337 thousand dollar 500 a month which is on track to get my 450 dollars in a year i have just done all the math and i know exactly what that is and to get twenty four um to get twenty at a cost of twenty four dollars a lead that is sixteen percent of my budget which is just under six thousand dollars a month so if i spent six thousand dollars a month and i averaged twenty four dollars a lead that’s sixteen percent of my revenue sixteen percent of my thirty seven dollar thousand dollars goes to my marketing to generate my sales and i’ve just done the math to figure out exactly what i need to do and this just makes it super clear so where do you allocate that well now this number right here has just come over from our other screen so we know it’s 450 000 i actually suggest that sixteen percent was really really close fifteen to fifteen percent anywhere between fifteen to twenty percent of your revenue going to marketing and you’re working on growing your business so that’s that’s a very very important thing to consider you wanna be growing the business that way

now as the market slows down a little bit literally you spend more money on more of your percentage not more dollars necessarily but more percentage of your revenue on marketing to stay ahead stay afloat keep your trucks running it takes a little bit away from your your profitability um so your profit might go down a bit or you tighten a bunch of other things around your business your solution costs you you negotiate better deals you do things like that but you’re going to try and bring down your your expenses to keep your profitability where it can be um but you might even take a little bit of a pay cut yourself if you have to things like that there’s going to be things that you do because you’re going to market the crap out of the business to keep the revenue going and to keep your business afloat when other guys are floundering and that’s the goal that’s how you make it through so this works out to 90 000 20 of that is 90 000 a year in marketing budget um so your average monthly budget goes up to uh forty five or seventy five hundred bucks so you can change that number you can go to the sixteen percent suggested and there’s your six grand that we talked about um but you’re gonna at least be a minimum 16 on that other scenario so let’s go why not um oops sorry about that

why not do 20 knowing that you’re going to grow the business and then you’re going to allocate it on online offline and repeat business your database marketing and these are the percentages we suggest this is after 30 years of running businesses myself these are the numbers i have used that i would i would be putting in you can adjust these percentages here to change that number there the basically these percentages are just dividing the whole amount of online marketing budget 63 000 how much every month should be online how much every month should be offline that’s door hangers that’s flyers that’s back of buses there’s we’ll talk about what those that is and you’re going to have a repeat business your database marketing 750 a month at the minimum to market your database some people spend a lot more you can pull a little bit from here but you want to make sure that you’re keeping your online marketing budget as as significant as you can only because that’s where most of your eyeballs are so you want to be complementing your online with offline but you don’t want to be just doing it you can do direct every door mails and things like that but it’s got to be complemented with a great online percentage or presence because everybody goes to google everybody goes and asks on facebook everybody’s online trying to figure this stuff out um as customers so and then your online marketing budget should be split between seo organically ranking paid ads and display marketing anybody lands on your website should be followed up so and then we’ve got a marketing calendar what should you be emphasizing on are you going to change some of this emphasis and these messages because of a changing economy so here’s what you’re gonna you know your email marketing campaign that month it should be about this what is your pay-per-click campaign about what is your social media campaign about it should align with your email marketing um what is your seo going to be talking about that month seo is not necessarily about offers seo is about your core services you want to teach people how to prepare their home their carpets you know for the for the fall and winter back to school all that kind of you talk about helping them in your seo creating content on your website creating content off off the website and press releases and things like that creating video content and linking it all back you want to build your presence online and then you want to be doing display ads and retargeting all around your reputation and your reviews um and then there’s a we work on this with our other with our clients directly this tab you won’t have but this is actually what are the types of what services are you going to target with your marketing what are the suggested offers what are the suggested savings that you could put out there and picking some ideas around that we’ll talk a little bit about that as we go forward but anyways the point being with this whole thing is you want to have a plan you want to set goals you want to be strategic and you want to see where your goals take you this takes time this is the working on your business not in your business this is the stuff that if you’re the guy in the truck eight nine hours a day you’re planning a day off to do this you’re you know having a coffee sitting down and doing this at the kitchen table for two or three hours a night you know for a couple nights to get it all thought through you’re putting your mind to work so that you can create a plan um to hide and then you’re gonna have technicians do the do the cleaning so that you can do this during the day this is the working on your business stuff so what are your what were your goals for the first half of 2022 how many leads were you did you need to get there did you get there and what are some of the things you’re going to do going forward so the fundamentals we talked about we’re going to talk about the three fundamentals the three fundamentals of marketing your business is your message what you’re saying your market who you’re saying it and your media how you’re saying it or where you’re saying it right so that’s the message market media if you get those right you got the right message to the right market the right person the right people at the right place where they’re looking to find it then your market your your message your marketing works if you’ve got the right message but it’s going to the wrong people and they can’t afford you or they don’t they’re not looking for discount because they’re more affluent and discounts don’t you know they don’t trust the 99 cleaner then you’re you’ve got a message to market mismatch and it doesn’t matter whether that’s a facebook ad whether it’s a flyer on their doorstep whether that’s you know whatever that happens to be um they’re not gonna get that they’re not that mess that marketing is going to run flat and it’s going to cost you a lot of money so we need to update your marketing message that’s one of the things we want to talk about today how is your ideal customers mindset being changed right now by the media barrage on everything about you know ukraine and russia and putin causing the inflation you know whether they’re taking the blame or not for having caused the inflation from from you know supply chain shutdowns and shortages and all that all the other stuff that’s happened over the last two years whatever the reason is that’s in the news every single day how is it changing people’s minds the price of gas people deciding to take their kids out of sports because they can’t afford to drive them around to all the sporting events um you know they just don’t have the extra 250 300 400 to drive their kids to all the tournaments and and practices and all that kind of stuff so there are people making those decisions right now they might not be our ideal client but what is our ideal customer what is their mindset right now so how do we know that well we know that by knowing who our ideal customer avatar is who are we actually trying to attract in our business not who do we attract who are we trying to attract and what is how are we going to attract those people if we if we know that we attract people that live in apartments um rental apartments low income and have really dirty carpets covered in cat pee and you know and and beer stains if that’s who we attract but that’s not who we want to attract then why is that happening because we haven’t figured out who we want to attract where they are and how to get in front of them once you do that you’ve got you’ve got a great marketing message so let’s take a look at our who our client ideal customer avatar is in carpet cleaning and home services it is fairly specific like we we do know who the ideal person is to to have in our database for the longevity and success of our business so so who is that um so what we’re talking about in in this world is their homeowner homeowners are better than renters so homer condo owners are are a better class of people than than renters because they they have a vested interest in the flooring underneath their feet and they have a better more vested interest usually in the even in the furnishings and things like that around the house

we know they’re 35 to 55 year plus right so as you get over 55 60 65 there’s a lot of clients in that range but their income level has to be higher 35 to 55 are more established they they’re starting to own their own homes they have children usually the children are beyond toddler age by then in a lot of cases so school kids heavy or hectic lifestyles um you know if mom took time off her dad took time off they’re back at work now kids are in school things like that um and they’ve got a you know the career focused are the ones we want typically it’s the female occasionally male but typically if you check your stats it’s the female that are are clicking on the ads or the ones buying the ones making the phone calls the ones deciding about the cleanliness of the home and getting things solved whether they’re planning for you know um an event coming up and people are going to be in the home and they they want it to look good whatever that reason reasons are typically married with two to three kids um that’s that’s really common because there’s a lot of hecticness in the household the woman is the head of the household so you know the male brings it might be you know again might be um the one that fixes things and cuts the grass and you know again i’m stereotyping but i’m just saying that might be sort of the roles that they have in the home and around the home but the woman is usually the one that runs the domestic stuff they care more about it than the men do in general um it’s again an over generalization but that’s what we find from our data um annual household income usually seems to be above 60 65 000 family oriented people reliable pet owners about 75 of the time they own a pet um then they take pride in their home and their decor they’re not slobs slobs are not our clients um whether you’re a pressure washer or a maid service a carpet cleaner i don’t care what you do in home service slobs are not our clients likes to help others and expects the same in return they usually if you check it a lot of our best clients our ideal customer have neat lawns they have gardens in front of the house they’re taking care of their stuff just take a think of all the clients that you’ve had put some thought to that understand what your ideal client looks like again they tend to live in suburbs upper upper middle class and they have an interest in their community as well um so what are the pains and frustrations well the normal ones are they need the carpet and furniture clean house and furniture not smelling fresh maybe they got dogs too busy to deal with it don’t really want to do it themselves anyways can’t get a carpet cleaning company on the phone or to message them back that’s a big one um worried and again not even on the phone anymore more messaging than phoning worried the situation and the house could get unhealthy it’s just getting to become a problem now how do we solve for this wants to know that they’re maintaining the home in the property in the best way that’s why we can sell maintenance packages to these people if you structure yourself correctly but now they’re frustrated about inflation as well this is starting to bother them that’s a pain and a frustration their economic uncertainty and lower discretionary income is starting to piss them off they’re bothered by what’s going on that’s becoming part of their mindset how can your marketing tap into that these are their fears and their goals so again fear being ripped off obviously paying too much for something could have gotten elsewhere having their home damaged by faulty workmanship they’re thinking of all this stuff when they go to hire somebody having to wait around for the carpet cleaner to arrive at the home being in convenience trying to coordinate with with the cleaner like days weeks weekends evenings things like that um may cause us some sort of a disaster or disruption in the home you know state end up be taking too long they’ve got to get out to you know whatever evening whatever event they’re going to things like that you’re there during dinner time um well they can’t be able to um really um be able to um i supposed to be solve my pro my specific problem not some i will fix that oops um but are they going to be able to solve the problem for sure really um but now they’re concerned if they can afford it what is your price going to be like can they can they actually afford it um and are they concerned if they should be even spending the money right now you’ve got to have messaging around this not discounts messaging around this um goals get the carpets cleaned is that a goal i think a stronger goal now is maintaining the carpets and the flooring um so they don’t need to replace it we’ll talk about the stronger messaging right now but again your messaging should start to shift to why cleaning and maintenance is better than wearing out and replacing right and it’s going to help them if they do need if they plan to sell their home at some point um maintaining is going to become very important selling protector becomes easier in a recession oddly enough um having you know just putting the issue behind them taking care of the family preserving their income and their wealth not creating more of it right now the mindset is more about oh my god how do i even just preserve my stocks are down my investments are down my 401k is down my you know rsps are down how do i deal with this are they looking for the nicer luxury home or the nicer car are they looking to drive an electric car is tesla’s starting to look really attractive to them with the price of oil are they really considering maybe that that idea um you know things like that um you know do they have the big you know suv or the big you know truck and they’re pissed off by the amount of how much it costs in the gas tank and they’re actually thinking of smaller cars these are all things that we need to understand um so they want their kids to be healthy they want to spend time with the family are they looking for experiences more than travel right is that a big part of it um are the you know because the cost of travel cost of airfare is going up so is this becoming a the with the price of fuel this is becoming a problem are they looking to have more experiences closer to home um can you tap into that in your marketing message um and are they just looking for peace of mind because of all the chaos can you give them peace of mind can you give them a big message right so if you can see joe jones through joe jones eyes you can sell what joe jones buys so i love that phrase because if you can put yourself in their shoes then you can write a message to them that resonates with them and gives them that big sigh oh my gosh these are the guys i want so how do you craft that message um so why should somebody somebody choose to do business with you versus your competitors you need to know why they should choose you do you have better guarantees do you show your technicians who they are who’s going to be coming into their home and why they should trust that person um and a little bit about their history do technicians actually have video that that they could go you know ahead of do you have video um are you just you know are you the known authority in your local marketplace is that why they can you know choose you over somebody else if it’s just lowest price that comes to the top of your head yeah no because we we offer the best prices i’m sorry but that’s way down the list on a customer’s actual when they fill out surveys that’s not one of their main concerns it’s you know fair prices yes lowest prices no so how do you compete against your competitors and know that you’re standing up things like guarantees and all should be coming to top of mind first um what benefits do you offer the target customer avatar that will resonate with them easy booking um two-way chat messaging booking things like that um you know there’s just there’s lots and lots of things that you can do that will resonate with them that uh that will help them help them out so things like that you need to be thinking about so core messages eco-friendly and you know it’s still still key like good to the environment good to their house not going to cause problems you need to talk about that so that’s not the cheapest guy that’s the safest guy um 100 satisfaction guarantee or it’s free got to stand behind a great guarantee if you don’t the competitor who does gets the work um if they’re marketing it properly highly trained technicians trustworthy how can you show that how can you show what your technicians are doing can you get them on camera are they you know are they uh you know a modern-day youtuber that likes to you know do selfie videos all the time can you get them to do a few for the you know for the business um you know phones answered live during business hours chats answered your email when somebody fills out a form on your website consider that a phone call this is not the 1980s calling anymore where if they call you that’s priority everybody else you get back to someday when somebody emails you and you get back to them within 30 seconds they’re seeing that as a two-way communication that becomes their channel that becomes really really easy and that message could be hey you got a quick second um yeah i can definitely answer that here’s some information do you have a second can i give you a call or is this the best way to continue this conversation you say that in a chat message or a messenger message at google google chat google now google my business now has chat on the mobile device um you say that in a two-way like an email exchange going back and forth and you know they said no i can’t i can take a call i didn’t know you’d be back to me so fast that becomes great honest pricing no sales gimmicks all that kind of stuff are great messages how are you going to adjust your message in a tight economy let’s talk about preserving the investment you know the largest investment in the home is their flooring let’s talk about preserving that don’t replace that area rug that leather couch that hardwood floor beat up hardwood floor the dirty tiled floor let’s renew that let’s talk about color sealing the tile not just cleaning it let’s save money time hassle by getting it done right the first time so this is a message against the discount carpet cleaners sure you might be able to get a cheaper rate with somebody else but you might have to call me and that goes right into the next one we fix the mistakes of the discount cleaners cause those are really good messages right now because you know you don’t want to be the cheapest but if you can promise to fix the mistakes and you have a ton of testimonials that back that up oh my gosh i had this other guy they left a mess these guys came in and took all those stains out and all the new ones that showed up from the other guy right those messages work and value bundle offers not discounts but get xyz cleaned and will also clean abc while we’re there at no charge something like that or at fifty percent off or whatever think of ways to bundle now if you’re if you’re noticing a pulling back on your average ticket if you’re noticing a pulling back on people booking your booking percentages if you’re running your math and noticing something consider consider value bundling when you’re already in the customer’s home how much extra does it cost you literally how much does it cost you to clean an armchair is it five dollars in solution and fifteen dollars in labor did that cost you an extra twenty bucks if you’re doing a six hundred dollar seven hundred dollar house of cleaning could you afford twenty dollars to give them a value of 125 if you’re if you’re priced to clean an armchair is 125 dollar service fee or whatever you charge 75 90 whatever it is could you give that could you give that a you know uh two arm chairs could you do a love seat could you on it think of think of value bundling you know you know clean three you know three bedrooms in a family room and i’ll throw in the flight of sites flight of stairs for free things like that just kind of think about those so what’s your message going to be think about that write it down let’s get this really dialed in now you want to look at your media we have to be talking about an all-in perspective nowadays you can’t just do facebook you have to be doing facebook and youtube and and and other other social media channels and you got to be on um on instagram and places like that you gotta be running ads there you gotta be active there as well you’ve got to be showing you’ve got to be running contests you’ve got to be doing stuff there but you need to have jv partners locally you need to have neighborhood marketing going out you need to have a website that just ranks like crazy and converts like crazy and gives tons and tons of value to people to want to choose your services and just feel really good about you you have to be running paid ads whether that’s local service ads whether that’s google you know google ads um whether that’s ads on bing where are you running your paid ads you got to be running paid ads as well you got to be doing some direct mail whether that’s just your database whether that’s flyer drops very strategic neighborhoods email marketing is a must video has become essential so just going live on facebook or you know crafting a video having a script putting getting one of those teleprompters things on your phone as you hold your phone up it’s scrolling the words and you’re just reading them i don’t care what it is videos become essential to business today and then you might even be looking at getting some really good deals on radio if you’re big enough um and you’re growing your business letting people know about you on radio um as well radio the drive time news talk channels still get listened to um you you want to be becoming branded on that i wouldn’t do that if you’re doing 150 000 a year but if you’re doing 450 500 600 000 a year and up you you’re going to be omnipresent you got to be everywhere that people can see you so what does that look like we’ve talked about this one before that looks like this so this is all the different places um carpet cleaners get leads from so paid ads google google rankings you’ve got to be working on your google rankings when people type in upholstery cleaning near me or any of those other secondary services as well you might be ranking in the three pack you know in google maps in the maps listing for carpet cleaning within three to five miles of your pin drop you might not be ranking at all one town over but you definitely need to be organic then so but you need to be thinking about that but all your other services need to be in the maps where you can be near your your main base and then you need to be thinking of how are you going to influence people to find you outside of that area that’s organic ranking social outreach you need to be in online groups you need to be in forums you need to be on buy and sells you need to you need to be thinking of all of these channels it does sound overwhelming you have to plan this um when we can actually help with that that’s one of the things that we do is actually help plan all of your marketing put it all into perspective and give you ideas on on all of these things but local awareness you want to run facebook ads around before and after projects you’ve done happy customer testimonials um you don’t want to just be running offers you want to be saying hey look at this amazing job we just did this this tile looked like crap and now this this wood floor look like crap this area rogue was a mess now look at it look what the customer said to us about it these should be on your website they should be on your social media they should be running ads to it influencing people going oh my gosh i want that to happen to me so you need all of that kind of stuff happening repeat clients you better be marketing to them every single month referral clients you better be asking for referrals every single time you can every place and you might even want to gamify this you like what’s your reward for giving a referral what’s your reward for giving the fifth referral and the tenth referral do you have an active program to track that so um things like that you need to be looking at strategic partners you got to be out there knocking on doors meeting with carp the flooring store owners interior designers realtors who else could give you um who could potentially give you leads as i said when i started thinking outside of the box on jv partners i started talking to car dealerships like mercedes and bmw dealerships that we were doing the carpet cleaning for um and the showroom had carpets that they parked the cars on and stuff like that and obviously needed clean regulators and brought cars and i know people walking all over them we were doing those i went to the owner who i had met at a bni group meeting that’s how we got the job think here’s all these dots connecting right he he was in the same bni group as i was we got to know each other a little bit better i went to him and said hey dude how would you like your next carpet cleaning for free at the at the showroom here 2200 bucks how would you like it for you john why would you do that because i realized looking at my database that over 40 of our clients had luxury cars bmws mercedes those kinds of things they bought locally you’re local a lot of my customers bought from you and a lot of the customers i want are buying from you do you like what we do for your showroom oh my god it’s amazing john dries quickly it looks amazing yes you guys are incredible awesome so here’s what i’d like to do i want when are you planning to mail your database next oh we got a mailing come up in a month great i’d like to pay for that mailing i’d like to give your next carpet cleaning for free um i’d like to pay the mailing costs on that because what i want you to do is write a cover letter that whatever your sale is whatever you do but you’re endorsing me by the way i want to endorse um this carpet cleaning company that we use in our showroom i know the owner quite well blah blah blah i want to endorse him um and we’ve here’s a very special offer for our clients only and again a bundle offer of some sort not a discount but a bundle offer give them a try and um you can go as far as one room free no strings attached give them a try he’ll come out measure evaluate everything first and then they’ll give you the carpet cleaning um you know if you want just the one room or the whole house you’ll still get the one room free whatever offer you want to give make it so good that they can’t say no he sends that out to his entire database and we ended up with hundreds of clients over the next six months just and many of them stayed for years and years and became permanent clients because they’re our ideal client they’re our ideal customer avatar and by knowing that and connecting all the dots that became great went to a chiropractor that we knew did did a similar deal said i’d like to give you instead of free discount off of your um regular maintenance cleaning he had us in every single month we’ll give you a discount off of that give you free protector blah blah blah all that kind of stuff but here’s what i’d like to do and same idea you’re in an affluent area a lot of the clients you adjust are affluent let’s do the same thing and boom you can shop this around to jv partners so think outside the box not just these ones but take them out to lunch have a conversation tell them that you know we want to support each other we’re local businesses and we need to help each other out our customers are yours yours are ours blah blah blah blah do things like that um yeah your website needs to convert neighborhood marketing you’ve got to have neighborhood market like i talked about it right here what are you doing in the neighborhoods don’t give up on the door hangers hang them out every single time your technicians need to be hanging out every time put a-frames in the front yard leave them behind tell the customer i’ll give you a free bottle of spot or if we leave this behind do yard signs at the end of the a-frames at the end of the road pointing down that you’re beautifying a house down the street make sure you pick them up do postcards into the area um obviously people clump together people are like their neighbors they have kids like their neighbors they go to a school like their neighbors they have similar interests as you notice neighborhood neighborhoods become older kids move out more seniors an older neighborhood and sometimes it starts to refresh again and newer people start moving in and next thing you know within five ten years that neighborhood is all young people again but the new neighborhoods young people neighbors neighbors are like each other in that neighborhood so you’ve got to be doing five around 10 around 20 around door hangers you’ve got to be sending postcards into the neighborhoods you just go on a map and put a pin you know do it digitally do it manually i don’t care where all of your jobs were over the last six months or the last year over the last two years there’s programs that can do this for you find out where the clumps are that’s where you need to be running postcards that’s that’s the market if that’s not your ideal demographic in there then you’ve got a problem with your main message if that’s your ideal demographic you run postcards in that area you’ve just geo-targeted exactly where you need to run those so these are things you need to be thinking about more and more now as we run into all of the stuff you want to make sure your website ha is is built to convert so what does that mean your website is the hub of everything you do not everybody makes it to your website but your website helps with rankings it’s all the organic it’s it’s why your gmb ranks it’s part of the message it’s part of the mix you don’t you google my business maps listing doesn’t just rank because you have more reviews you’ve seen guys with no reviews that rank you’ve seen guys with 300 reviews that aren’t in the top three it’s not just about reviews it is that’s only one of the weighted mix part of it is signals coming from your website there’s there’s lots and lots and lots of things that cause cause your google maps rankings to rank but you also want to rank one town over in two town over not in the maps but you want you want to be ranking um in organic listings 50 of the traffic still reads the organic listings you want to be there so how do you get there well you get there by having a really strong website and that website better be built to convert people land on the page it can’t be stale you can’t have stock photos it can’t be just the same old same old we offer 100 money back guarantee we don’t um cut corners we clean them you know that’s not your website your website has to have all of the right indicators to rank well but you also have to make sure you’ve got psychology baked in people look into the upper right hand corner for a phone number is your phone number there as they scroll down does it disappear or does it stay there is that phone number turn into a click to call button on your mobile version of your website do you know this do you have a strong risk reversal guarantee right at the top they landed on your page why should they choose you in five seconds or less why you over the competitors did you answer that question do you have a way for them to get a hold of you right away does a form show up do you have client testimonials do you have a whole section on you know why most people choose you you know why choose abc carpet cleaning is that on your homepage right at the top with a face of the owner or a video by the owner um do you have live live chat of some sort do you have like a chat to text what do you have on the on the go there what does that look like one of the things it looks like is this where you’ve got social proof happening the whole time scrolling up positive reviews they click on it they see your latest reviews you’ve got you know click here for to book your service right away there’s the phone number there’s the form right away there’s the risk reversal guarantee they haven’t even started to scroll yet and they’ve seen everything there’s your five star google review rated company and you can chat with them right away and this is a chat to text they put their name their email their phone number um and they just they you know their question they’re actually their names or a phone number in the question and they instantly get a text back it’s called lead automation and we’ll talk about that but you need to have all of that running on your website so do you have real authentic images do you have pages about the projects and and the services you’re providing and how well you provided them case studies we call them that should be something that’s ongoing that’s another great way to keep building your website out is new content on your website helps it rank better that’s how google makes decisions on your website one of the main reasons is are you getting new content and is it engaging and people sticking around on it well people stick around on real case study pages does your website have video are you showcasing your online reviews prominently on the page like not just that not just that scroll bar of the last of three people that were happy that are the same three people on your website for 10 years i’m talking yesterday’s google review does it show up on your website today um that kind of thing do you have all your basics in order number in the top right hand corner ensure that there’s web forms they can fill out all of that kind of stuff are you leveraging offers new new client offers so again not discounts but an offer for a new client are are you giving them operating opportunity two-way chat that’s become important and you’re leveraging automation so you have to have a website that converts in 2022 and if you don’t you need to have a plan in place to upgrade that that’s part of your marketing plan and the biggest issue you’re facing i know this 100 is unconverted leads because we see the data on the back end and 56 percent of inbound um people leave unconverted anybody web forms fail to convert so why is that why are people coming to your website leaving and doing nothing right leads that are not followed up with within 15 minutes or less go cold you need to be actually following up with leads within five minutes so if they filled out a web form is it instantly responding back to them and giving them the ability to start a two-way conversation that feels real um is it alerting somebody in your office to go check that right now um is when they start a chat is that chat again chat to text you don’t need live chat on your website somebody stare chat to text get an alert they’ve their phone pings they’re just told that hey by the way thanks so much we got your message we’ll get back to you here on your cell phone you can carry like on your sms you can carry on with your day no sense no need to sit on our website the average customer must be followed up with between five and seven times before booking do you have a drip system that says hey by the way we’re still trying to get a hold of you um but did you notice this project we did you said that you’re interested in carpet cleaning have you noticed um here’s one of our recent jobs and how it turned out and here’s what the customer said are you doing any of that to continue to influence them you know today’s average customer prefers messaging over phone calls and even emails so are you leveraging that you need to leverage mod marketing automation to follow up on all the web forms chats and stuff like that you need to automate the follow-up so every prospect gets those five touches with two-way messaging in place and you’re getting alerted and are able to jump in at any time and they and carry on the conversation but they’re still learning about you your company why you started it and you’re still dripping on them influence and you need to be building a lead list this is killer especially in a down economy you need to be building a lead list that you can market directly to that is 10 times at least 10 times bigger than your customer list if you serviced 500 customers i don’t mean customer list over the last 20 years how many people did you service in the last 24 to 36 months that’s your active customer list once you get 20 that 24 to 36 months is even dicey that’s the i need to send you a miss you offer because i haven’t seen you in over two years but you’re you’re active customers from the last 24 to 36 months that’s your customer list was that um unique customers was that 500 700 000 2 000 how many people did you see in the last 24 to 36 months is your lead list at least 10 times bigger than that if it was a thousand do you have 10 000 leads because you have talked to if you’ve got a thousand customers you have talked to 10 000 people who are interested in your services one way or the other if you’ve got a customer if that list is only 200 you’ve talked to at least 2 000 people that lead list better be captured active every person whoever called you had a phone number and you had a way to capture that did you get their email address did you get their text message today’s day and age that is way easier can you start a two-way conversation and can you now drip on them ethically and and and in giving value you know every month every two months is there something that you can send out that that you know after that first little period of time and maybe they go cold how do you get them warm again when you’re doing a uh you know a value bundled offer three months from now for back to school cleaning um could you send that to the lead list as well because you kept it so you’re not just sending it to your database you’re now sending it to a list of leads you got to be thinking this way because that’s the way you’re going to survive and other people aren’t that don’t do this stuff so um so for example if your website only converts 30 of the leads that come to the website convert and your average job is 3.25 kind of like the math we talked about earlier you just made 9750 from those conversions if you’re marketing your website and all of your follow-up marketing converts at 70 so now you’ve converted way more just by the automated follow-up just by by following them up chasing them around a little bit more and more of more of them convert with you that exact same hundred leads that came in turned into twenty two thousand dollars you’ve more than doubled your revenue almost three extra revenue so that’s the way you need to be thinking every lead you generate you have to make it way more valuable so we’re going to wrap up here um i’m going to try and again keep it to an hour to an hour and 15 minutes so we’re doing really good on time um here’s what i want to show you what it looks like what does marketing automation look like this is behind the scenes somebody comes to your website goes to social media messages you in any way shape or form they fill out a form something happens and boom they’re inside your marketing automation our tool we built from the ground up is called carpet cleaner lead pro it’s it’s got we’re constantly adding to it uh an insane a level of technology involved in this but it automates it so that you don’t have to and it sends the messages at the right timing sequences and as soon as you jump in um or the customer takes a certain action boom they’re out of this messaging and they’re starting to get a different set of messaging all the way through to booking or becoming again a long-term follow-up or they’re they literally don’t fit your your business model and they’re not your ideal customer and there’s not a ton that you’ve had to do to keep that active this is all about you you’re getting alerted jumping in going back to them and they’re they’re talking to you on your phone you’re not texting from from your sms phone number you’re texting from our app whether that’s on the desktop or on your phone your messenger is all being pulled in there your facebook messenger your your google my business chat all of those tools they’re all coming in that’s what it that’s the complication that it looks like on the back end here’s what it looks like to you doesn’t maybe doesn’t look a little bit less complicated but all it is all your new leads are coming into a pipeline of new leads and you know where they came from what was the source was that a paid ad was it a facebook ad was that um a you know a flyer with a qr code on it like what what caused that that could even be phone calls coming in on a call tracking number boom they all came in you now know who they are you’ve got their information and are they a hot lead are they a converted lead did you get a hold of them did you not get a hold simply by moving through the pipeline this is a sales pipeline as soon as you by moving somebody through the pipeline you know if they become stale or we know if they become stale we can actually alert you oh my gosh this lead has been sitting here for two weeks um you know follow up with them or tag them as not interested like at this point you gotta tell me you gotta know what where they are if you can’t get a hold of them anymore let’s let’s just put them into a long-term nurture follow up and see if they pop back up again and as soon as they pop back up again they’re going to pop back up as a new lead because they got removed from your pipeline because they’re just not interested right now so is that two weeks is that a month from now how long are you willing to chase somebody initially before they just become a long-term follow-up and you’re going to move them through did they get an on-site quote done did they get a phone quote done did they get a job book did they complete the job all of those are different stages that should have different marketing messages thanks so much for this we appreciate that hey can you refer your family and friends blah blah blah blah blah all of those things that’s automated you don’t have to know how to do any of that all you don’t have to do all you have to know how to do is click on it pick up your phone call them send a message right through the tool send an email right through the tool message them back on messenger right through the tool and they’re going to get nurtured until they’re ready to buy or they leave your system because they’re just not an ideal customer that’s what lead nurture looks like that is how you can take every lead you’ve got and make them five ten times more valuable

so what three conversion elements will you implement on your website is it gonna be lead automation are you going to add that to your website are you going to add more personal pictures are you going to add a risk reversible guarantee what are you going to do right now rule of threes work great let’s do three things right now and you’ll do three things next time takeaways we’re wrapping up here did you learn anything today are we going to make a plan to make our business not just survive but thrive while others are struggling because they don’t know any of the stuff they haven’t taken the time to plan they’re not watching their numbers they’re not watching their marketing they don’t have an all-in approach we need to know this um

you need to know and track your kpis you need to know your numbers you need a dashboard that tells you your numbers so where is that what is that we provide that with our clients but what are you going to do what do you got what where are your numbers coming in do you have um service monster do the numbers come in do you know how many people came into your website in that type of dashboard probably not that’s your sales dashboard but do you know how many people came in and just viewed your website how many you know again google analytics stuff do you know how many people saw your your google ad how many of them clicked on it how many of those clicks turned into conversions people picking up the phone or messaging you and how many of those conversions turned into jobs do you know the end to end so you need to review your goals you need to clarify have you need you need to have clarity around the economy the uncertainty in your messaging and what media to use you we need to make sure our website is optimized for conversion it’s 2022 guys you need to understand the need for lead nurture automation today you can’t just expect to remember to call people back um it’s it doesn’t happen 99 of the time and you’re just leaving lots of good money on the table um and you need to commit to using um some sort of a kpi tracking board

video case studies how how-to’s going live updates that’s that is the trend that is growing and growing and growing you need to jump on the video trend somehow some way and you talk to us about it we can give you help you can go and go watch youtube videos you need to figure out how to add video to all of your marketing messages you need to shift from phone conversions to message conversions because they’re messaging you on different platforms you need to the message has to be considered the phone if they message you it’s the same as you just picked up the phone it’s you be responding right away one two minutes five minutes or less is the goal you must have an all in perspective seo paid ads social media email direct mail all of it neighborhood marketing you need to have an all in perspective one month seo might go sluggish paid ads might not work as well social media you just can’t stop it’s it’s you adjust when a social media ad campaign starts floundering are you gonna change the message are you gonna change the offer are you gonna change the audience are you going to switch to something else are you just going to run some awareness ads with that budget around you know great before and after work to build up more eyeballs and more likes and followers on your your social media again and then go back into running lead ads what are you going to do you have to have that idea in mind or at least be working with somebody who does economic concerns are going to dominate the news cycle for the next quite a while you can’t drop that far in the in the stock market you can’t drop that far in in raise inflation that much and not have everybody screaming about it especially going into the these midterm term elections in the united states and stuff like that that’s that’s huge so web web chat chat to text is going to be a set is essential already facebook messenger google chat are all becoming coming up where a lot of businesses are having two-way chats that way sure you can have your facebook app on your phone and you can have the google my business app on your phone what if you want somebody else to answer those for you what if you’re on vacation what if you’re not the one answering all the messages do you give all of the keys to the kingdom to a staff member or you find a way to bring that to the desktop the desktop is carpet cleaner lead pro we can put it right on your web on your computer you log in it’s web-based it’s a browser you log into browser app you can put the app on your phone as well so you can see what’s happening but boom you’re now having a two-way communication with all of your leads and they’re all coming into that pipeline you know exactly what’s happening to everybody so key takeaways you need an easy way to connect all your chat sources and you need to make it easy to manage all the lead conversations so update your plan go through all the stuff we’ve given you figure out what are you putting in place what do you have mark it off what don’t you have what can you strategize about what do you need to talk about what i firmly believe the marking strategy essentials for 2022 is a website built to convert um you need to put put out lots of authority content that’s videos case studies blogs press releases you need to become the local authority everybody talking about you you need to share that everywhere if you’re part of a local business group a chamber of commerce group and and you’ve got a private facebook group with that you need to be putting out your authority content in there as well hey guys check out my latest video hey guys check out my latest press release hey guys check out my latest blog post on this share it with your clients and contact because they’re gonna go oh wow look at this dude your linkedin groups all of it you need to be the authority you need to optimize your entire business for google maps you need to focus on your online reputation not just reviews it’s not about getting more google reviews it’s about building an online reputation everywhere anybody looks everywhere anybody looks and that’s all over the place you need a mix of online offline and database marketing for sure um you need to have strategic paid ad campaigns you need to have um a social media presence and email marketing lead nurture automation and you need to be tracking everything expertly you need to review your plan whether it’s our checklist whether it’s the workbook i gave you you need to be reviewing your plan like crazy this is important um so yeah you’re going to have your top three takeaways from this you can put them in the chat if you want um i didn’t i didn’t take a lot of questions during this this master class because there’s so much information to go through we could go for three and four hours as you know on this topic alone this is that critical you want to come back and watch this again you want to really key in on the parts that are important to you you want to open the workbook up you want to message us back and let us know how everything went any questions you have as they come up so you got to review your goals you got to understand the three fundamentals of marketing which is your message your market and your media um you want to optimize your website all of that stuff we talked about you want to be thinking about the latest trends how you can put the media’s message into your marketing so you’re you’re top of mind because you’re talking about what’s fresh in their mind and you’re able to overcome the objections that are in their mind right now as well with good marketing um and you want to review and tweak your plan as things develop so we’re gonna like in you know july august september is the next quarter what are you doing for the rest of the year but what are you doing for that quarter um specifically and then as you as september is rolling out you need to be start thinking october november december are you adjusting even more has the message as things got brighter has things got darker like what’s going on we need to know all of that so here’s where you get all of that resource kit told you if you stuck around in the end you’re gonna get it so um you need to go to carpetcleanermarketingmasters.com slash rewards and you’re going to get this entire kit here that’s step one so what are we going to do leaving this step one go get your kit number one thing to do step two if you’re not a customer of ours a client of carpet cleaner marketing masters if you don’t know about that at all you’re going to reserve a time to talk to us so you’re going to schedule a call and we’re going to put our team to work doing a deep dive of your marketing your competitors marketing so you’re gonna fill out a few questions you’re gonna have a conversation with rima you’re gonna get all of that information um to us we’re gonna spend a couple of days on our dime not yours and we’re gonna do all of that deep dive and then you’re gonna get a one-hour consult with me

So what we’re going to be talking about this month is the new seo formula so any of you guys who’ve been around for a while you know that seo is constantly changing it’s it’s one of those things where google is always trying to make the user experience for the people that are searching using their product better and google’s the number one search engine but yahoo bing and the other ones as well that’s all what seo is about search engine optimization so we’re going to be talking about that how the rules have changed they’ve actually trained changed fairly dramatically within the last 24 months or so welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host john clendening has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing masters a digital agency that turns your online marketing into a lead generation machine tune in as john shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry.

basically what we’re going to go through is the changes the things you need to be doing now that are different than you need to be doing for things that you might have done before that could be damaging your website things like that we’re really going to help kind of clean up the the fog and the mess around around what seo really is what organic rankings are where they play a role in your marketing mix and why your marketing should be a mix and things like that so we’re gonna we’re kind of gonna cover all of that so what we’re going to cover today the latest updates in the google algorithm very important to know if you’re in business in today’s day and age at all um things that you may have put in place in the past that could be hurting you now how to optimize your website for the new seo formula so i need your attention so turn off your cell phones unless you’re watching this on your cell phone then you’re going to see a small screen but you know keep it on but if you’re not watching it on a cell phone turn it off i’m actually going to put mine in do not disturb mode right now so nobody tries to call me there we go um and turn off facebook don’t be browsing around i talk fast anyways so you’re gonna have to pay attention some people on webinars talk slow and then you get all distracted and bored try and keep up there will be a replay you can go back through and look at any of this stuff if you’re a carpet cleaning company small business cleaning firm anything like that work with small businesses service company and you’re serious about getting better results and the next 60 minutes does need your full attention so for all of you on here that don’t know who i am we always get a mix of our clients who really like to you know kind of dive into the master class research and kind of the stuff that we like to teach out there’s things that that we do for our clients there’s things that our clients should do for themselves or you know and and a mix of all of that but any of you that aren’t any any of our clients i want to tell you a quick little bio who i am but um started the business career back in 1990 still in high school i’ve owned cleaning service franchises independent businesses ecom products i’ve got a product line on amazon and a bunch of other places like that for over a decade now i’ve been a marketing agency for over a decade i’ve lectured for many associations in the cleaning space and the flood restoration space and stuff like that i’ve hosted three-day elite retreats i was flown to the island of samoa back in 2010 but i’ve had other um retreats in chilliwack and in vancouver and in vegas and all those kinds of places as well so i’ve been doing marketing consulting for a long time for individual businesses and entire franchise networks and you know keynote speaker and local chamber of commerce and on large events and large stages as well so i’ve bought sol systemized and sold a made business uh in the middle of my career there while running a 27-year carpet cleaning company while owning a duck cleaning company i’ve done janitorial ran janitorial companies as well for for many years and just a mix of all of those kinds of service businesses and finally sold sort of my last brick and mortar business there last year almost uh almost a year to the day of two days from now to be a year to the day um was able to sell sell a two-van carpet cleaning system they’ve been running for 27 years and generated over half a million dollars right in the middle of a pandemic so um and there’s reasons for that there’s systems in place like that i’m the uh host of the carpet cleaner success podcast you can go check that out on spotify and you know apple podcast anywhere you get your podcast and and that kind of thing so that’s a little bit about me more importantly who are our customers well we’ve got lots of

customers that have seen fantastic results over the years we hope to see you as the as the next one but these are just um some of them are well known figures um other ones are just well known in their industry and but that’s what we do is we help carpet cleaners and cleaning service companies home service companies and others stand out from the crowd become the local authority be seen as an authority and just build their brand so that they they can get all that brand equity that that name recognition um from their customers so we do help our clients become the top brand in their local marketplace top brands attract the best customers they can charge the top rates it’s not about price anymore if you’re seen as the best you know you can charge more you need less customers to be just as profitable um and you can be booked out weeks in advance because you’re in demand so even in today’s day and age where everybody wants things immediately and they want it now now now it’s always good to have a service system that helps with that but that should be a premium it’s like hey we’re booking for two weeks from now three weeks from now our schedule’s completely full if you need it sooner than that we can rush and squeeze you in it’s an extra fee it’s a you know an employee staying late coming in on a weekend things like that but yeah you should be booked out solid because that’s what in demand means um so what we talk about on these calls and what we’ve been doing on these master classes for almost a year now consistently we’ve always done sort of trainings and webinars but we’ve started doing a consistent monthly one to basically go around the horn and talk about our digital dominance method so we’re talking about seo and seo optimization we’ve talked about google my business optimization and citation development and things like that um we’ve talked about pay-per-click we’ve talked about all kinds of different aspects of marketing reputation and reviews and setting your whole entire system up around feedback and things like that so we just try and provide a wealth of information for anybody who runs a small business to really get a sense of how to do all of this stuff properly so and i’ve actually got a book coming out soon that goes through all of this as well i’ve got about three or four more chapters to write is about 20 chapter book a nice good size all on digital our digital dominance method as well so anyways enough about that let’s get into the content ultimately what we want to talk about here is uh is the big concept of does seo still matter so kind of if you want to put in the chat um if you find that seo search engine optimization still matters in 2022. let me see what we’ve got coming in here let me switch my screen okay we’ve got some people saying no got a lot of people going yes of course so yeah let’s talk about that because i i want to prove to you a couple of facts so um so yeah so let’s let’s first talk about what is seo well seo is basically what comes up this is a search results page a local search results page when a local search is done so denver carpet cleaning was the search and i’ve this this is a long they can normally would pull up on your browser you scroll down so we just split it in two but what we’ve got up here is we’ve got the local service ads so that’s a paid area pay per lead service right and that could be anywhere from depending on your industry and your marketplace twenty dollars to fifty sixty dollars a lead but you’re competing you see the other these other people and you only pay when a lead actually connects with you through google so that’s google’s pay-per-lead service then we’ve got cool google’s pay-per-click you pay every time somebody clicks then you start getting into what’s called organic organic means you don’t pay to be placed in here you have to be you have to represent what google wants to show you have to represent a good user experience there’s a whole bunch of stuff we’re going to get into today to explain how you show up in the google maps packs that’s google maps listing the first three and then you have to click the more businesses to see the rest and there’s always there’s a map showing up either above or beside google’s moved to the side lately and then you’ve got the organic listings down below that where people scroll down to read and the question is do people scroll down and read anymore what you will notice is a lot of times these the organic list listings are dominated by yelps and they’re dominated by angie’s list you might see thumbtack in there and the better business bureau and all of these directories they literally pay millions and millions of dollars a year to do really great national and local seo to dominate in here but you can see that um businesses can end up in there as well um and have three in the top five on this page is actually unique normally you’ll find that it’s only one or two businesses maybe in the top five and then a few of them lower down if they’re doing really good seo so we’ll talk about it but so the point is where do people actually go to search interestingly enough if you run the stats on the service industry 73 percent of the clicks still end up going to the maps listing or the organic so when people come to a local search results page so a local search results page

only about 25 to 27 of the clicks end up in the page section the rest all end up in the organic they’re they’re looking for what other people say so that’s reviews that you know that that’s they’re going to scroll down here and see the different options they’re going to look at websites and again if you do it right you can actually have reviews showing up in your organic listing as well they’re going to be looking all around for more information more topical information we’ll talk about that what kind of keywords people are actually searching for as well so um it’s really important to kind of understand that the paid has its place do you want to miss out on 25 to 27 of the traffic of course not but so does the maps and so does the organic because that’s where you’re going to get a lot of of of awareness a lot of authoritativeness and you’re going to start standing out over your competitors and it’s also about the differences of keywords some keywords just don’t show up with with paid results doing some research so there’s sort of like a top of funnel and we’ll have a little bit as well

also becomes really important in this interestingly the stats also show that 67 so 70 73 um target organic or we’ll click on the the organic listings whether it’s the maps or the um or the actual websites but 67 percent uh we’ll click on the first five listings so that’s the three in the maps and the first two here that’s where most people are going to click so ultimately you want to be in that you know top one or two organic especially in marketplaces where you can’t be in the maps and we’ll talk about what that means as well so um but that’s the point to cover here is that you want to make sure that for all the different keywords that you can possibly answer questions for help a customer influence the search results you want to make sure that you’re in that one of those top five positions as well and there’s a lot of keywords that we’re going to that you’re going to want to be considering for so does seo still matter in 2022 yes it does you do not want to be missing out on 75 of the potential traffic to your website and and people learning about your brand and potentially calling you and there’s all kinds of ways to influence that it’s one of our clients back-end stats as well just want to show you that again this client here 75 percent of their leads comes from organic so what do we buy organic google my business listing that’s an organic that is again it’s google’s algorithm determines who’s there it’s not a pay-to-play and google organic again is below that so out of all the leads they they got in this month 268 inbound leads 75 percent of them came from the organic rankings that they have and then the rest came from the facebook ads google ads ad extensions um ad content things like that so and that that’s really important as well to understand that you don’t want to just be in in one area um jim rohn a a great business um um consultant and and mind who died just a few years ago jim rohn used to always say that you want to have like somewhere between five to seven very solid sources of leads to run a successful business minimum we always say that you should be you should have sort of like a race for 20 to 30 some of them might only generate one or two leads a month some might you know like a real estate agent referring you in or you know a referral partner things like that but as far as the actual really solid um consistently generating sources the goal is to have five to seven really solid sources like that because say for example one month facebook changes the rules a new competitor comes in and your facebook ads slow down you definitely want to make sure that your organic is still generating leads or if the organic slows down or there’s less people going to um you know seeing the adwords or you know things like that um anything can happen where one source just changes dynamically month by month just based on demographics based on how those platforms operate based on competitors all kinds of things and you want to make sure you have multiple so this is a good example of multiple but also that why organic over time is your best play because the other side of this is

yes seo still matters and you can’t rely on paid advertising alone the point with that is of course you can pay google right now and within you know 24 or 48 hours you can have a campaign set up and generating clicks and if you’ve got a good landing page and you know the audience is buying audience and all that those kinds of good things then you know you’re generating leads the leads from paid sources will always be your most expensive that doesn’t mean you don’t do them that just means in the mix your cost per lead will be higher if somebody organically searches and over time you’re able to influence the search engine so it doesn’t happen right away you can’t pay to show up organically you have to influence over time with lots and lots and lots and lots of ranking signals and we’ll talk about what those are but so if you influence good organic rankings in the

maps and good organic rankings in the search engines you’re going to have that as a stable base foundation and then if you add paid the paid might again you know in the carpet cleaning world you might find that a cost per lead so somebody you know your cost per click might be anywhere from five to fifteen to twenty dollars depending on your market but typically you need five six seven clicks to get one person to fill out a form typically that depends every marketplace is a little bit different but that is a typical number but a lot of people just look and then back off go check somebody else they don’t care if it’s pay-per-click they don’t know that they charged you money they’re just searching around like they do and they click on this link and then they click on this link and some of them you paid for the click so um they’re gonna they’re gonna bounce around like that and to get somebody to fill out a form or to pick up the phone and call you you’re gonna be paying multiple clicks before that becomes an actual lead and then how many leads do you need before you book them but you book at 50 do you book a 75 percent you only book at 25 so how many leads do you need before that becomes a job so you could be looking at you know 75 100 150 a lead now if your average lifetime value of a client is three or four thousand dollars for a decent client even as high as five thousand dollars in carpet cleaning or you know a lifetime value of a recurring made client is over ten thousand dollars from our days only molly made franchises and things like that then it’s well worth it it’s well worth it to pay a couple hundred you know 150 for a lead or for an actual booked job if they’re going to be a recurring client and they’re going to come back and then that’s up to your systems to make sure you wow them make sure they they come back again and again and become a regular client and then if they refer a new one person to you that becomes a client some point you’ve just doubled their lifetime value so it’s always best to think of the lifetime the the job value then the lifetime value of the club your average client run that math and then the referral value of your average client if one out of every 10 clients refer somebody one out of every 50 put that math into your calculations it allows you to out market your competitors but point being on this slide um paid advertising alone is is not a good place to stick there’s a dime a dozen i’m sure you probably get 100 emails a week nowadays you know hey we can run your facebook ads hey we can run your google ads hey you know buy you know paper lead buy the lead buy the lead you know they’re selling you leads they’re selling you leads the downside about that is they’re the most expensive part of your business and as soon as that one source dries up um you’re you’re back to square one again so you want to make sure you have multiple sources so if i beat that one to death enough let’s talk about the biggest changes in in that’s that’s happened in seo

so one of the biggest changes that’s happened uh in the last only the last couple years it’s become more and more important google rolled out um an update called eat authoritative or it’s expertise authoritativeness and trustworthiness what that’s how they rank websites in in the in the natural organic rankings so what that means is you want detailed well-written content it now matters more than anything you don’t want to have spammy content you don’t want to have lightweight content you want to make sure it’s detailed well-written deep content so think about it for example in the carpet cleaning industry you could have um you could have a you know a sentence that says hey we do carpet cleaning upholstery cleaning tile cleaning um we clean berber and you know synthetic and natural carp as berber and cup regular cup pile and on and on and you can have all kinds of you know in a list right and that’s one sentence you could also have an entire chapter in a book on how to properly clean berber carpet you can have an entire chapter in a book if you know the difference between like a sheet of paper a one-liner and and deep content google is respecting the deep content you know those 600 800 1200 word pages as as you know as long as they’re written well and and they’re easy they’re understood well and the user experience is proper and we’ll talk about that that is considered authoritative content and it helps you show up more than your competitors for a whole bunch of different keywords and you also want to make sure that you don’t have low quality spammy links pointed back to your website this can crush your chances of ranking so doing a link audit is really important if you’ve been around for a while because years ago it used to be that everybody you know like back in the day um companies figured out like seo um technicians and experts what they’re just trying to do is reverse engineer what google’s algorithm is so if they realized that you know the more links you had the higher you ranked then it became a tactic let’s get more links doesn’t matter the quality doesn’t matter anything let’s just get more links and google comes out with algorithm changes that go oh we we

realize that they’re they’re they’re trying to game the system a bit they’ve figured out a little bit of our our process let’s make it tighter let’s make it better let’s change that and boom within no time all of those get wiped out ideally you need to have a real physical office in the target city you want to rank in as well for google maps we’ll talk a little bit about this going forward as well and site speed matters so those are the some of the really important changes that have happened really recently within the last couple of years so detailed well written content we’re talking about this um let’s just load them all there so um so basically content is king every service you offer should have its own page of well-written informative unique content so every service should have its own page google does not rank websites google ranks pages and it ranks pages for authoritative informative content that people read and stick on um so that’s really really important that you have deep content on a page that is all about that one topic and we’ll even talk about how you can link to that page with even more content that supports that that page and that content that ranks independently on its own as blog posts and other things that is sort of a sub set of what you’ve just written that page on but every single service that that you offer should have a full detailed page about that service and about the nuances of that service as well if you clean wood floors talk about the different types of wood floors that you clean and the different types of finishes that could be on the wood floors have a really deep page about wood floor cleaning and all the different variables about that again the same with carpet cleaning do you do residential do you do commercial um do you do certain you know synthetic do you do natural fiber what’s the difference in those what do people need to know google’s going to read google only really only knows how to read so it’s going to read those pages and it’s going to make an assessment based on the the density of the words and the way the words are placed and it’s getting better and better and better with their deep brain ai on understanding sentiment on those pages so it understands if the page is written well or if it’s written you know by some sort of a bot that doesn’t speak english well and because in the old days you used to be able to get a way to spin out really really bad content and create thousand page websites in like an hour with a spinner and that would rank super well because google didn’t only saw keywords and it didn’t really understand nuance google is way better at understanding nuance um carpet cleaning companies tend to serve for example in any cleaning company and most local businesses tend to serve about um a 25 to 50 mile radius if you’re a local brick and mortar shop it might be smaller than that but um again if you’re a service company that that runs in a in a city that you know it’s not like one on every street corner kind of idea then you’re normally a 25 to maybe 50 mile radius around that city and surrounding cities so and those neighborhoods you should have a page that targets each of those and you need to make that page unique that page has to talk about that city benefit you know things about that city saying things about your service in that specific city um show maps of that city talk about attractions in that city and then talk about your services it’s got to be a really deep page that talks about both your company what you do and the city itself and you need to make those unique um so you the interesting thing about this is you can create all of these pages that are super seo friendly but a customer comes to it or potential customer comes to it and it doesn’t read well it doesn’t sell them you still have to have an eye on persuasive sales and you know explain you know explaining why you you have a paragraph of text or two and then you have a call to action hey if you’d like this if you need to know you know if you want us to help you with this click here to book a you know appointment click here to fill out a form click here to you know call our office make it super super easy for them to get the next piece of information from you for them to request more information from you to pick up the phone and call you that kind of thing it’s got to be big it’s got to be bold and it’s got to be easy so that they you know they know as they scroll down the page they don’t have to kind of oh what do i got to do next every little bit of content oh by the way so if this is something that you need give us a call fill out a form so you you want to make sure that the content has those keywords in it and has the the the the the other the the it’s called um lsi keywords as well which are the you know the ones that support that your main keyword the ones that commonly come together in conversation google knows what those are as well so as you’re writing content you’re not just stuffing keywords the same the same keyword over and over again google can understand that that’s not natural either so you need to be writing with a mixture of the the the keyword the topic you want to rank for and all of the synonyms that work for that as well but you want to be able to have it read in a way that’s compelling and salesy um so that’s that’s really important second point we made was if you have too many irrelevant low quality links pointing

back to your website it could actually hurt your business and there are little um penguin there because that was the penguin update that caused caused that one um it used to be all about links as we talked about penguin update addressed this there was actually a day when uh when the penguin update rolled out um like millions and millions and millions of websites around the world just all of a sudden stopped showing up in page one it was like a bloodbath because google finally figured out how to control these spammy links um so you’re gonna have to do a review of your links and there’s a word here called you can either remove them if you if if you know the source or you disavow them so if you go look at your links and they’re coming from really spammy crappy sources you’re going to want to make sure that you tell google hey you know that’s not mine somebody else pointed at me i don’t i don’t agree with that point or that was from before i can’t get rid of it so i disavow that link you want to tell google that you realize that that’s not a quality link and please don’t use that against me because you want to make sure that you’ve got high authority authoritative backlinks so and just for anybody who’s not quite sure what a backlink is because that could be one of those techie terms that people don’t quite understand um say for example um you are you you sponsored a charity event and that charity event put a link from their website back to your website saying hey thanks so much to abc cleaning for supporting us and donating whatever and there’s a link from them to you that that link is that’s all it is that’s what’s called a backlink it’s a link from some other site to your site and that better be a quality link it better makes sense it better be relevant and what we mean by relevant as well is google knows that there’s certain like a link coming from you know a cooking page in you know in south africa to your carpet cleaning or home cleaning website makes no sense at all that is not a relevant link so that link doesn’t carry any authority and it can actually cause you know if you’ve got a ton of those looks so spammy that you know your your site starts to be demoted and de-ranked because of that so you want to make sure that the the links make sense they come from business directories they come from things in your industry they come from fellow businesses in your town like you know if the local real estate agent links to you that’s totally natural but it doesn’t make sense if it’s sort of like one of these spammy links as well so you want to keep an eye on that because that’s really important and you want to diversify your anchor text so again techy a little bit but what anchor text stands for is um when a link is coming to you the link could be just your website url right that could just be the the your website address the link could also be click here and then when on the when they click here that now that text itself is actually linked back to your website behind it is the is the actual hyperlink that that takes the the visitor when they hit the click here button to you so the anchor text in that one is click here it back in the day it used to be that people would say for example you you were carpet cleaning you know dallas right if that’s the keywords you wanted to rank for hey you would send that you’d every anchor text would say carpet cleaning dallas carpet cleaning dollars carpet cleaning dial so all around the web every anchor text that you every link back to your website would be that google quickly caught on again and created an algorithm the our penguin here that said hey if you’ve got a whole bunch of similar spammy keyword stuffed anchor text that’s bad that’s not natural because the other people that would link to you wouldn’t always use that term you’re obviously trying to game our system so diversified anchor text means that it’s just a it’s just natural it’s like some of them going to be click here some of them are going to be just they’re all linked to your website some are going to be um you know check out my friend bob’s carpet cleaning company you know on and on they’ve got to be diversified around the web so even when you’re when you’re doing it yourself or when you’re working with an seo company there’s a lot of diversification figured out to be natural in in building these anchor texts um you need a real physical office to rank while in google maps um so i’m gonna kind of dig into this one a little bit so google maps still counts as as organic right so it’s all part of that stuff that you’re ranking for that you’re not buying leads from right so um and we did a whole entire training on sort of google maps that you can go back and watch in on our website but in in the organic conversation um google maps had a major change with the pigeon update so pigeon update was this huge update that really affected the maps rankings and there was about i think the number was somewhere around 5 million um in that range 5 million businesses worldwide about 500 000 in the us alone um dropped instantly when the pigeon update rolled out because they were they were being spammy um so the the the whole idea behind sort of having um a real physical presence is it’s really about the fact that google wants to know that you’re legit that that you’re an actual real business that they can um they can send business to um your primary uh your

primary address has got to be is the local maps listing so where this this nuance always starts to happen is there’s a lot of businesses especially service area businesses businesses that service outs like people don’t come to their shop to get the work done or come to their office they leave and go out you know they service them at their residence or at their office so it’s a service area business um it’s easier and cheaper to live outside of town and then work in the big town the downside is you don’t have an address in the big tech and what we’ve actually noticed even more so in the last even four to six months is showing your having an actual physical address um and showing it even more so um because you can hide it but having a physical address and showing it in the town that you want to work in is has become critical to having that chance of ranking against everybody else who already is in that town already has proven that they have already been verified and are showing because part of google’s algorithm is proximity so say for example you’re in you know even um you know uh somewhere like um let’s pick a city here miami and you’re on the far east side of miami in one of the suburbs and you just stand in there and you type in your phone you know carpet cleaners near me roofers in miami whatever the list you’re going to get there and if you drive across town to the west side of town to you know one of the nice suburbs there near the golf courses and you type in the exact same thing the list you’re going to see there is entirely different why because google puts all things considered proximity becomes a very important ranking factor as well we’ve also noticed that that proximity window is getting a little bit smaller so it used to be that you could rank maybe seven eight nine miles away from your pin location um and it seems to be tightening up there are things that can happen but this is where you know knowing that where your target market is this is part of that mix we’re talking about so you want to rank really well in google maps for where you can rank really well in google maps and sometimes it may be is opening a second office is is is worth it if you’re going to generate 10 20 30 000 worth of extra business and for that it’s going to cost you 500 bucks to a thousand bucks to open a a satellite office maybe that’s worth it um so those are kinds of some of the considerations to make that way but you also want to make sure that you can organically rank even in areas where you don’t have a map and we’ll talk about how you organically rank there as well and then you may want to have paid ads and you want a facebook ads you want to have google local service ads so it’s a mix of everything where you can influence people in different ways and get different parts of the crowd so um so anybody had had um fake addresses that was huge so mailbox um ups stores and mailbox etc places and you know regis business offices and things like that those ones were wiped out with the um with the um pigeon update so um talked about that there um work from home addresses and businesses that hidden actually again are becoming more and more influenced to to not show up as well now if you’re in a category where most people hide their address most of the businesses are work for or work from home or that kind of idea then it’s less of a concern because google’s making a local decision but you know in in your local market but if you’re the one guy that you know is hiding your address and all your competitors have you know shops and places where people can pick up their spot remover and drop off their area rugs and stuff like that and that’s the majority of the people that are ranking well and you’re not it’s going to be much harder not impossible but much harder to ever rank in the google three pack in that proximity around you know around where your your your location is so a real physical address in the city um really helps you rank and ideally you need to show it so again as i said you can hide it but there still needs to be an address in that city to rank

so we’re going to move on to site speed because this is another one as well that has become really important because google said it’s important google doesn’t tell us a lot of stuff they they sort of make you inference it and they um they they don’t really come out with a lot of this information um so seos have to sort of band together you know test everything across thousands and thousands of websites band together figure it all out together and then see what changes look like are coming along a whole bunch of websites start not ranking as well anymore well what was that change and they all get together and talk about it there’s forums and and and all kinds of stuff that help but this is one of the ones that google said you know what this is this does matter the longer it takes a site to load um the less likely we’re going to show it because there’s sort of a threshold there where people just aren’t getting a good user experience and google wants you to build a user a better user experience so how fast your website loads in comparison to not only google’s metrics but your competitors um

is is important mobile and desktop must be considered google is a mobile first platform now so they really look at your mobile environment first seventy percent of traffic starts on a mobile device so that’s why they care about that more but both of them play a role you can check your site speed on google’s actual development page developers.google.com slash speed on page speed slash insights so kind of a long one there take a screen cap if you want but you can you can check that so it really is a matter of comparing against competitors there’s a lot of things that can affect site speed um so here let’s kind of take a look at some of them as well and it’s a work in progress because some sites that look really pretty might slow down a little bit because of the way they look and function other sites that run really really fast may look too plain jane to convert well so it is always a game to to play that and there’s lots of plug-ins and things like that that can help and there’s different ways to play with this so um this is way techy so i’m going to kind of rattle through it really quick but here are some of the many ways to increase your site speed so enable compression there’s lots of different tools plug-ins and platforms that can help with compression minify things like the css javascript and html so there’s there’s ways to do that as as well within the build of the site within sort of post site architecture reduce the redirects so don’t have a lot of redirects going on within your website remove render blocking javascript so there’s certain scripts that you can put in place that block certain things from happening um and and that’s that’s helpful sometimes again to make a mobile experience look different than a desktop experience but it’s gotta it’s really a matter of really limiting those and keeping an eye on those leverage browser caching so have have the ability to have somebody’s come to the website the next time they come it loads really really fast that really does help improve server response time so don’t be on like a godaddy server um their siteground is a faster one wp engine is faster amazon um hosting lightspeed um or light sales sorry hosting by amazon are fast servers as well and they’re always competing each other for these these really fast servers the actual server you’re on could be slowing down your entire website speed as well content distribute content distribution networks that what that is is there’s ways where your website can be sort of protected behind a service that the website kind of loads into it first and then when anybody goes to your site they’re actually going to the content distribution network for seeing it there and it’s loading super fast and any changes might be slow to show up you don’t change your site right now and it shows up a second later um any of those sort of changes will happen over a period of an hour or two because the content distribution network grabs your site and and it’s the one that pops it out to the the um the world and it grabs the information back from where your actual site is hosted so things like that really help optimizing images is a big one um so there’s a lot of times we take really cool images that are like you know taken on our phone and they’re you know 12 000 or 12 000 megapixels and blah blah blah massive 4k images well that’s great they look amazing um but the size of an image on a website like look over here the size of this little graphic um you know it’s a couple hundred kilobytes it’s not it’s not megabytes and megabytes and megabytes of information there so you can take a lot of your images and and reduce them right down so there’s plugins and tools and stuff like that that we use that just you know we scrape through a whole site and minimize the images without even damaging the quality because the size that it’s showing up on might only be 400 pixels by 800 pixels yet you’ve got you know it’s reducing down to that and it’s literally like 10 000 by 12 000 the original image so you don’t need the 10 000 by 12 000 image if it’s only going to be showing 400 by 800 pixels you just need the 400 by 800 version so things like that can really help improve the site speed so what else has changed um so seo tastics for from two years ago can know some a lot of them are no longer effective because google is again ranked brain their their ai and and and all of that kind of stuff and the um eat upgrades with the authoritativeness the expertise authoritativeness and trustworthiness are really important so all of the um the barnyard animals that showed up panda pigeon penguin all of those are all about the user experience so that’s really really important in seo as well is that the user shows up and stays so the new seo approach requires a heavy focus on user experience and technical on-site optimization

so what are we talking about by user experience and technical on-site optimization so what we’re talking about here is things like um click-through rate click-through rate starts so google looks at you know did somebody do a search find your page organically and click on it right if if they did a search and your page showed up but nobody clicked on it that’s a ranking signal that said google says i don’t think people care about this this topic

this site enough so that’s where on your website things like your title description your meta tags um how they’re written uh and all of that kind of stuff you know they’ve got to include the keywords because google’s looking for those kinds of things on the page and in the title tag and the meta description so in the coding of the page google’s looking for all of that stuff but it’s also got to be compelling enough for somebody to click on it or you don’t even start with the click through rate then scroll time and time on page is essential are they scrolling down when they show up are they bouncing right off so if they scroll down the page read the content if they you know say for they said they’re looking for the best made service in manhattan and they’re looking for that keyword and they they come to the page they scroll down and they’re reading that’s different than if they come look for that and within two three five seconds they’d go nope i don’t think i see anything about that that i’m interested in off they go again that that time on page tells google well these people came you know a number of people went looking for this exact term they found a website we gave them a website that that talks about that exact term and we think it’s authoritative um but people show up and then leave too quickly on average compared to the competitors so it’s always in comparison to the other ones that would show up at the same time and so this this page isn’t as good for that keyword so the page might rank for a couple different keywords or a dozen different keywords around that similar topic but some of those keywords might be falling down and falling off and that’s that’s the matter of actually constantly monitoring your your keyword rankings for different keywords because are you getting pages that are ranking are you getting pages that are are moving up or down and they’ll always be moving but what is some of the reasons and can they be influenced better by having better content having videos that the people watch having other things that just keep them on the page more so that’s that bounce rate it’s got to be watched very very closely as well um branding is huge now google loves brands so it used to be in the day that you could you know you create a lot of spammy websites you know that you could have carpet cleaning dallas as the name of your business and carpetcleaningdallas.com is the name of your website and it’s all you know all keyword keyword keyword google has actually decided in a lot of their recent updates that they prefer the authoritativeness of a brand over the um the the just the key like the keyword stuffing right so does the brand represent the best carpet cleaning in dallas right does the what does the brand and google’s making all of these brand connections now so having just stuffed keywords can actually confuse google having keywords stuffed into your name um like as you know again city and and service and all of that too much stuffing can cause a problem you definitely want to make sure that you know your brand represents the services that you provide but you want to make sure that you’re not just calling yourself city name service dot com and that kind of stuff and then citations reviews and relevant links are all really important so citations are just your name your address and your phone number shared around the web so better business bureau chamber of commerce angie’s list yelp facebook all your social sites um you know best of the web and and foursquare and all of those kinds of places there’s actually sort of 50 60 really core um places that most businesses should get sort of national citations from there’s probably at least a dozen local citations you should have if you’re in business locally um just your you know some of them you have to pay to be a member of but there are citations that are considered you know normal and acceptable um places that should link to you from a local environment and then there’s industry links as well you know all the different associations and board of trades and stuff like that for your for your industry they should have that your name and address and phone number on those sites being you know sharing back to your website and being found on these other sites building that brand being exactly the same the exact same business name exact same address the exact same phone number all around the web really really helps build that those ranking factors those signals that google picks up on and decides that you are more authoritative than your competitors obviously reviews we know are big and you want to make sure you’re answering reviews but not just reviews on google google doesn’t just look on google if you actually go look at your at a search page when you type your business name in and see google pull up that on the left hand right hand side there um they pull up the um your search card your info card basically your google business profile um you’ll see that they’ll find google’s already found reviews on other sites if you scroll down you’ll see also found on you know you know x number of reviews found on facebook and yelp and and better business bureau chamber wherever they can they’ve found them they’ll list a few of the others as well google is looking at all the other review sites you don’t want to be sort of a one and done pony as well

and then again relevant links um that’s you know links from quality sites coming back to you as well and even links from other businesses like if you’ve got a link from you’re a carpet cleaning company you got a link from a real estate agent or a you know carpet store or anything like that google sees that obviously as a very relevant link so you know that’s more important so you know the charities the the chamber of commerce the local associations are all great and then any of your fellow businesses that you know that make obvious sense that would likely share out you know carpet cleaning link and you know hey here’s some of the local businesses we trust kind of thing or whatever that kind of stuff as well so that’s all part of what we need to be talking about in in building our our seo so the new seo formula figure out what the most important keywords are based on your service the service areas which is the cities and the neighborhoods and the search volume of those keywords that’s important so you can use google keyword tool word stream spyfu google adwords to see what the search volume of these keywords are but you want to start building a list of the keywords the most important keywords for your services your service areas what people are actually typing in and then their search volumes you want to set up a great website with unique pages that target those keywords and those keyword clusters so you don’t need a new page for every single keyword but you need a page for your carpet cleaning service for example and your upholstery cleaning service and your tile and grout cleaning service and then within those there’s going to be nuances there’s going to be the difference between cleaning granite tile versus cleaning ceramic tile versus you know um cleaning you know an aggregate stone tile things like that you want to make sure that you you have all of those listed within that that service page you don’t need separate pages for each one of them necessarily but you definitely want to have them all on that page and all of your service areas covered as well so a page for each service and each city and each neighborhood and what we mean by neighborhoods is if people actually say that they live in tribeca if they say they live in soho if they say that they live in the upper east side the upper west side things like that they’re all in manhattan which is just a borough of new york city so new york city manhattan is another key word and then all of those city pages or those neighborhood pages if people say that they’re going to find a locksmith in near me and near me might mean that google knows they’re in they’re in the upper east side or whatever um they might find that they um they they’re they’re looking for a carpet cleaner in battery park they’re looking for a maid service you know the services soho things like that they’re going to be using their local keywords in in those searches so you want to make sure you have pages set up that help influence google so that even if your maps listing isn’t close enough to rank there and these will actually help your map listing a little bit as well spread a little bit wider if it’s within that sort of five mile seven mile sort of max range but you’re trying to get it as wide as possible these pages help but even if you’re not in that window then what you do want to make sure you have happening there is that you’re showing up in the in the um organic listings right below that so that’s the key that we’re going with there so that you do have a page on on on on those each of those neighborhoods and the services you provide and google with a good amount of link building and influencing and stuff like that is going to show your page right below that in the organic listings um you want to optimize your website for user experience make it super easy for people to see you know to navigate through your page find other content watch videos make it nice and sticky um you know show reviews on your service pages and things like that as well so that people you know are going to pause to read those because oh what did somebody else have you know find is a great experience in indianapolis using this service for example and things like that right so you want to make sure that you know it’s another reason for people to stay on the page you want to make it super easy for them to interact with your website so if they’re they’re going to want to find a quote um they’re going to want to call you they’re going to want to get a hold of you in some way it’s got to be super easy and intuitive and and make make sense and not sort of um block them at any any part of that and not be hard to find as well um you want to optimize for your on-site optimization so that means things like your title tags your meta description um we’re talking about things like schema codes and stuff like that so schema is a technical term of how the you know how search engines read your site and you want to make sure that you’ve got all of the right interscope schema markups and all that you want to build your authority off site as well so you want to make sure that you have all of your directories set up you want to have all your social media set up linking back to your site you want to have um again you want to have all the citations around the web you want to be having relevant links coming from understandable places so you can take a you

can do a deep dive in your competitors links look at their link profile and take a look at which ones like the ones that are ranking in the first second third fourth place um for a keyword that you’re not and you know take a look at all of the links that they’ve got coming in to that page that’s ranking and make some decisions like which one of those can you go out and get yourself which ones of those have a lot of of um of authority that are passing that authority on to your competitor that you think you can acquire a link on as well so things like that become part of it and then you track your results you track how well these things are ranking and moving over time so for all our carpet cleaners on the call what i want to do is i want to give you an idea of the keywords because keywords are really really important and see how we’ve got sort of like your city it could be your city your neighborhood it could be carpet cleaning in your city it could be your city carpet cleaning so these are sort of interchangeable as well but these are the types of keywords across and i use carpet cleaning a little loosely here because i did these are actually in fairly decent national order of the types of keywords people type in and the search volumes the number of times they type it in so for carpet cleaning companies who do things like carpeted upholstery tile um you know area cleaning stuff like that this is the kind of search volume order that people type type things in so again your city can be your neighborhood and can be interchanged on either side of the keyword but carpet cleaning carpet cleaner carpet cleaner near me is considered a different keyword carpet cleaning near me upholstery cleaning cleaning upholstery seems very similar um but one is searched more than the other so do you need two separate pages no no no but what you do need to do is see how you rank for both of those and make sure that on your upholstery cleaning page that you’re using variations of different versions of cleaning cleaner and different orders as you write the content as you go deep with the content because it’s really going to help so steam cleaning best carpet cleaners so that’s you know things like best top and top rated are add-on words that can be used but in the carpet cleaning world it’s actually considered a top keyword that people type in best um you know before other types of words you know terms like services are add-ons as well we’ve got mattress cleaning and we just keep coming down the list so this is kind of the types of keywords that you want to be knowing where do you fit in which ones are on your page who who’s ranking for what in your local market and what changes when you change these keywords when you look them up you know if your site is ranking number two or three organically for carpet cleaning but for carpet cleaner you know in dallas you’re you all of a sudden you drop down well your carpet cleaning page needs to also be ranking for carpet cleaner because there’s enough people typing that in and you’ve you’re actually demoted slightly and stuff like that so it’s part of the way to think and then near me has become huge and that’s because of mobile devices and google knows your ip address and knows your location from cell towers and pings and all that kind of stuff um so it knows what near me means it knows where you are on a map if you’ve got your location services turned on so in in my area and near me google actually is able to append what what you’re talking about and add the city on so sometimes you might not use your city name but you might just put near me if you type in carpet cleaning it might give you a wikipedia page on what carpet cleaning is and how to carpet clean if you type in carpet cleaners near me or carpet cleaning near me it googles oh i understand the inference now that’s subtleties right so family oriented green certified recommended residential affordable reputable free estimates free quotes can all be appended to these keywords to see if you still also show up for those and these are great things to talk about on your various service pages and service area pages city pages is you want to talk about that for sure so on-site optimization we’ve touched on a few of them um strong website with good content and a good user experience killer every page has got a it’s got to have a reason for being and be complete to it a really insane depth um you want to leverage multimedia and improve your on on page time so a video on every page would be great video by the owner hey let me tell you about this service and tell you or showing videos of the the the technicians or the company doing the work on that if that causes people to pause and watch that is brilliant because that increases your time on page a page for every service we talked about that um pages for cities and neighborhoods quality content that is well optimized so deep deep deep content your main keyword in the title of the page so we can pop over and take you know pop out and take a quick look at what this means but the title of the page is what shows up in the search bar above above the website relevant keywords um are in the h1 text so that’s the heading and then in the h2s and h3s down the page so we’ll show you what that means as well but that’s really important how this is all structured again this is the

techie stuff but knowing it or knowing that you you’re working with a company that understands this and has it figured out and can deal with this is really really important the meta description is the description that is that it’s in the meta metadata basically so it’s the hidden data it’s the description that sometimes shows up like in the search when you search for um best carpet cleaners what it’s going to show you is a list of websites well it’s going to show you the title more often than not that’s the dark blue in a search results and below it’s going to give you a little blurb of text google kind of bounces between grabbing just a blurb off your website or the meta description but google has already read the meta description and you want to make sure that that meta description is bang on and that it’s a bit salesy as well so if google’s going to use that and lean towards it then it’s it’s going to help you not hurt you name address phone number in the footer with that schema code you want to have service schema on your service pages you want to have city schema on your city pages new schema on your press release news site pages things like that you want to make sure that this schema markup is is um the structured data that that google sees behind the scene is is understood and is designed and built well the most of the websites that we audit when we when we deal with new clients and talk and audit to the audit for them and stuff like that that’s missing um you want to blog on a weekly basis um bi-weekly maybe maybe in a small market you’ll get away with it but your content needs to be deep and you need to be updating your website a lot blogging is one of the best ways to do that because you can write a page about one of those services but go deep about a certain city and a certain service and give people like the five best tips to do whatever the 10 reasons to whatever and it your you interlink deep from the blog into those city and service pages and you can even link out to authoritative sites which generates a few brownie points as well but you want to be deep on that and so blogging every single every single week with a you know 500 or 600 000 1500 word blog um you know you can usually keep it about 600 to 1000 words is usually fine but sometimes in some marketplaces you might need to go deeper than that but having that weekly blog post going deep on the content you guys know about is really really really important um so whether that’s outsourced to somebody blogging for you as part of an seo strategy because then the other thing you can do once you have a blog written is now you can syndicate it and promote it across everywhere you can make a google my business post about it or google business profile is what it’s called now google business profile post a facebook post you can share that out on some of these other directories as well you can put a link to it from your foursquare and from your you know you know anywhere else that allows you to link to it you can set up a tumblr and link back to your blog post and you can start creating some links were to places where other people like you know read it have a reddit hey here’s a great topic here’s this you know the the 10 best reasons to whatever and just give them the headlines and say you know for for the full copy or for the full story click here and bring him back to your blog post there’s lots of ways that you can create great content um that that people will read that will engage them that you can share out and bring them back to your website and now you’re creating a better user experience more time on page better seo optimization more traffic all that kind of stuff and more customers ultimately all of this is not just to look pretty this is all to get more customers and one of the big ones we talk about is a press release media room so it’s one of the things we do uniquely media rooms cost usually about five thousand dollars to build by routers and places like that it basically turns your website a page on your website into a news outlet um what we do is we build them off site and actually link code and to make it show up there we build it within a really cool tool that we have um but what it does is allows us to run press releases so the press releases are allow you to generate more of what is called google signals so everything in google nowadays is about signal so a press release can have a map listing in it a map embed listing so your google your google map listing is embedded in the press release your website link is embedded in the press release a review could be embedded a like a a google review a facebook review whatever could be embedded in in the press release like an image shows an image of that and they if they click on it it takes them to that actual review all of these are signals that is telling google all about your authority it’s creating links around the web you take you take somebody to a google my business um listing and that google my business listing then links back to your website you’ve now taken them from a newsworthy site to a google listing to a back to your website and that creates a ton of authority for google so we find that press releases are just amazing amazing tools a lot of times it takes you costs you know anywhere from 300 to a thousand dollars to get a press release out onto the newswire we help with all of that

as well for some of our clients but we build the media rooms within a really cool tool it’s just a unique coup that we’ve got there that allows that your website to become seen as the news authority site so the press release actually lives on your website and then is shared elsewhere so just something to keep in mind as well as far as ranking goes so let’s talk about a few examples here for example we’ve got carpet cleaning brantford so one of our clients um elite carpet care so you can see here when they came to us they weren’t ranking anywhere they weren’t in the maps listing they’d completely fallen out and they weren’t ranking organically um they now rank number one for pretty much everything um every every service that they they do that we work on for them but so here’s a point for example so up above that is the paid ads but we know there’s a paid ad right there but then maps listing number one and they’re the ranking number one for carpet cleaning brantford because they’re optimized for that their website is optimized for that the google listing is optimized for that all of the link building we do is optimized for that as well that’s one of their major terms they’re number one organically also because they get ton of tons of reviews they’ve actually you know with our system they’re optimized for getting reviews right now 169 as of this picture um there’s a service called three best rated which is again a directory well there’s their van they’re they’re promoted as the premier um number one cleaning in brantford um and there’s a picture of their van um because like you know and they’ve got competitors as well but we know that they’re they’re one of the three best rated for um for that term as well so as an example their website this is just a picture of their website but their website is all about um again the the h1 tags the h2 tags the h3 tags the meta descriptions the carpet cleaning pages the you know all of that kind of all the blogs all the content all of it is built around their major keywords and then as they rank we want to keep these ranking and add more over time so ranking the you know we get asked that question a lot um how long does it take to rank well every market is different but when you’re a brand new website for example a brand new authority you know so again google ranks web pages not websites but it takes the authority of your website and all your pages together and then ranks that page based on the merits of that page as it’s contained by the pages linking to it within your website and off of other websites so um a brand new website or and even a brand new page on a website can be sandboxed for a little bit um so on on its own you’re trying to get in the race and run a little bit faster than the people that have already way out ahead of you they’ve already built links they’ve already got years of authority they’ve already got content you’re trying to do better than them by a little bit provide a few more links get more people to click on those links get that click-through rate up over time and just over time you’re basically catching up to them because you’re running at a slightly faster pace than them and then eventually you overtake them so i always used to say about six to nine months to start getting some really good rankings for the more difficult terms and stuff like that you might get rankings for easier terms less search terms things like that which still are valuable because people still pick up the phone and call and book your business but the bigger terms the more grand daddy terms kind of idea you it might take six to nine months well google’s basically said that it’s closer to a nine to twelve month window minimum because even if you would have been ranking by six to nine months they’ve paused you because you’re too new for them to give you authority so that’s part of the new eat update as well is they’ve delayed the length of time that you rank now the bigger your site is and the more pages you have that rank and the more authority that you’re building on your brand because their brand is huge the faster some of your newer content can rank but that’s the reason for these these these blog posts that are not trying to rank for the granddaddy terms are trying to rank for you know and get clicks and get people reading them time on page and all that kind of stuff they’re trying to rank for longer terms more you know more more words in the term so instead of you know carpet cleaning you know how to remove pet urine stains from my carpet that could be again you might only have 10 searches a month for that in some variation of that but if you show up and rank for that and that page links to your carpet cleaning page or your pet urine removal page you’re helping to build authority of those pages as well so just kind of think in those terms that it really is a matter of influencing and then growing that keyword influence over time it’s not a sort of a three month six month nine month oh that didn’t work seo is about a long-term game to build your your website up to become a monolith and rank for everything and just dominate over time by really being you know you know being very very um thoughtful about how you’re going about doing that and being very intentional was the word i was looking for and once you’ve got that whole thought and intention behind it you’ve got a strategy and then you just monitor and watch it and you

keep that thing rolling so hopefully that kind of all makes sense how does it help a business like say for example this is another kpi off of off of that so 269 total leads v of seo so their total leads were higher than that but this is just the seo side of the stats and we see that you know 178 were phone calls organic phone calls 91 were google maps that’s how many searches they got this is a mixture of their entire budget with ads and everything else like that but you know you know that it’s a cost per lead coming in that many leads came in um filled out a form picked up a phone started a chat and it’s cost of eight dollars and fifty one cents a lead of people that found them and are interested in doing business with them so that’s a really good cost per lead for a cleaning business so what drives these types of results well you definitely need to claim and verify your google google my business listing is now called google business profile but your google maps listing um you don’t want to spam the company name so you don’t want to be adding words to the company name that aren’t part of your actual business license so you don’t want to be you know best carpet upholstery cleaning in dallas texas as the name of your business if you’re if your name your business is joe’s carpet cleaning right you know you don’t want to do best joe’s carpet cleaning in dallas texas you don’t want to be adding any of that because that spam will hurt you and it’ll eventually get your listing shut down you want to be very legit you want to be able to back it up with actual business license that said this is my business name because google may ask at some point and they do ask a lot more than they ever used to before they just sweep through entire industries do what they call a soft suspension it still shows up but until you can’t get back into the back end of your google business profile until you prove that that’s the exact name phone number whatever the information that they’re requesting is um you need to get lots of online reviews across the web you don’t want to just get them all on google so you want to get reviews around the web um and you want to be asking you know your customers for feedback is our strategy works really well you ask them for feedback get a lot of people to fill out feedback and then the happy customers also hey by the way can you do an extra favor and write an online review the only people that can write a review on google are people with a google account the only people can write a review on facebook or people with a facebook account the only people that can write on yelp are people the yelp account the only people who can write on angie’s list have to have an answers list account so you want to make sure that you’re asking for reviews um from people and giving them the ability to go to any of these platforms that they have and that’s why we always say feedback is better because feedback can be marketed and then ask for the review after they’ve provided feedback as well good bad or ugly you don’t want to be review gating as they say but you want to make sure you get lots of reviews um you want a keyword in the title tag um and some variation of it so again the title tag is when you load a website it’s what shows up at uh right here so for example that little line right there is the title tag it’s the code inside so elite carpet care brantford ontario we’ve got our carpet cleaning so we got this carpet cleaning that’s a key word and branford right so for brantford carpet cleaning we’ve got all three words in the title tag so that title tag is buried in the code but it’s what google shows and then this below it here that is the meta description and again we want to have we’ve got brantford in there carpet carpet care um quality carpet cleaning you know guarantee call to action all that kind of stuff um so you want to make sure that you’re optimizing each one of your pages for what you want that page to rank for you want to want your website built out with lots of content and lots of content being added you want lots of citations and you want a solid link profile across the web with consistent seo work and and lots of those authority signals we talked about as well so that’s the press release stuff that’s the you know blogs being shared out that’s social posts that link back you want a lot of authority links around the web as well and that’s really going to help you so being respectful of your time we’re almost hitting that um you know 315 mark i like to be done you know somewhere around 15 20 minutes after the hour at the very latest so here’s some of the key takeaways that you need to be concerned with a great website with pages with each of your services and service cities and neighborhoods get your keyword and geo modified in the title of each page we just talked about that now so a couple of those new pieces into this these takeaways as a modified modify as modifiers geo modifiers in your title tag you want to have unique content on every page you’re not writing the same page over and over and over again you want to leverage multimedia to enhance the time on page you want to get reviews across the web you want to build your citations and consistency across all the major citation sites and again when we went deep on that we talked about you want to get citations locally you want to get citations that are industry specific and you want to

get citations that are um you know national and obvious that people would get you want to post updates on a constant basis so you want to post updates to your website you want to post updates to your google business listing so google posts linking back to your website linking to content your website linking to reviews linking to anything you can link to but you want to have constant posts going out about your business you want to build links and authority around the web you want to get links from really relevant sources coming back to you and you want to leverage paid search in this you know not only to drive traffic you want to leverage paid search you want to leverage page traffic but you can leverage page search to identify high converting keywords so when you’re running pay-per-click and you find that the majority of people come through um any once one specific source then maybe that’s you know like or a lot of people are buying from that source then maybe it’s a

keyword in then they’re going to your landing page or your website then they’re converting so that’s really really important so you want to you can use paid search to also identify high converting keywords so something to keep in mind as well so as we wrap up do we think that this knowing this i guess i understand there’s it’s a technical topic seo is not easy it’s a very technical topic but there’s things that you can do on your own um and there’s things that you need help with to help have a chance of ranking organically so you’re not just paying for leads all the time ranking takes time but once you build that that that snowball and it starts to get bigger and bigger and roll downhill you’re you’re getting all of that brand equity and authority so it’s a mix of all of those jim rohn 101. you need to have five to seven i like to say closer to 20 to 30 lead sources that are generating leads big granddaddy ones five to seven and then secondary ones of strategic partners and things like that everybody generating leads but seo is one of those big grand daddy ones it’s got to be something that’s on on the radar and being invested in as you grow so if it’ll help you make money attract more leads and grow your business um that’s great i hope you agree with that because that’s why seo still exists that’s why it’s still important so for any of you here that want some time um to speak with me about this to have our team do a deep dive research do a competitive analysis on your entire internet visibility and presence get score your actual visibility online your social media your your um your website your reviews um your keywords your all of that kind of stuff what we offer here is very limited um time but you get to actually meet with me for an hour but prior to that our team does all of the research in your marketplace on your business and we identify all of the any key issues that that that we find and we give you a full full strategic plan on how to solve that so some of the things that we can help with that’s great some of the things that your your company that you’re currently working with can maybe do better um some of the things that you’re doing great on that you can you know expand upon all of that kind of stuff so what we do is a full lead acceleration consultation to really help you you know tap into all of those things we’re not one of these companies that hey let us sell you more facebook leads hey let us get you more you know pay-per-click leads it’s a mixture of all of it the best way to run a business trust me from 30 years of experience and building exceptional businesses and selling them for great prices is we built authority in our marketplace we upped our prices we became one of the the the more elite services because we could because we built all of that authority around even in the days before the internet it was all built up in in same psychology different platforms the internet is just a whole bunch of different media that people can get to they can go to facebook that’s social media they can go to google that’s search media there’s different places people can show they go to youtube you know obviously that’s video media um but they can also still pick up a flyer they can also still see the back of a bus they can a fully wrapped van is is important to the success of your business as well billboards can help and all of those things it’s all just part of the the mix and what we can do is we can help you figure out the digital side of it and give you a consultation on all that and see where you fit into the marketplace and give you a hand on that so if you’d like to collect connect at all there is a um button that just popped up in the chat there’s also you can just go to here carpetcleanermarketingmasters.com schedule you’ll actually be booking a time into my calendar and prior to that remo will be reaching out to you to um to do a quick chat with you to ask more questions about your business get more of the details that she can hand over the research team so we know more about you so you know you definitely don’t want to book an appointment for you know a day or two from now because our research team needs some time so if there is an opening always book you know a couple days out to a week out that way rima can get a hold of you take that call for sure and then um we’ll do

this thousand dollar worth of research i do charge 495 an hour to consult with businesses i still do i rarely do them anymore but you know maybe once every month or two i’m still doing a one-on-one consultant with a consultation with a business that just wants more help on stuff and it’s just years of experience and and knowledge and practice and expertise that can help with that i provide that for anybody who watches these webinars and can pick a time in our schedule there’s not that many slots but when there is we put our research team to work the same team that does all the research when we onboard a new client and then we put our um they hand all that information to me i spend some time going through it before we meet and then we meet and we go through what we found and ways to help so if that sounds cool great that’s great if you just learned a lot from this this information here by all means reach out to us give let us know give us a big thank you um hit us up on on facebook or instagram or linkedin or anywhere you find carpet clear marketing masters and give us a big shout out that would appreciate it as well um if you know anybody who could you get some value out of this any business owners that could get value out of either these master class trainings where we go really deep or just you know anybody in the industries that we service that you know could use our services um by all means we appreciate the uh the recommendation as well so thanks everybody i really appreciate your time it takes a little bit there we go so i hope you guys appreciated it um again sorry it’s a deep topic not sorry because it’s a deep topic and it’s part of running a proper business and you need to know this stuff as a business owner you need to take off the doer hats and just keep on that entrepreneurial marketing hat build your business that way that’s what i i believe in take care love you all and see you next time

Part of the angle of running a carpet cleaning business a home service business is getting leads from various sources and not being confined to one source so that’s what we’re going to be discussing today is pay-per-click local service ads paid paid ad um traffic how how to get it how to set it up things that you need to know things that you need to be watching out for if you’re using a service company to help you with that things that you should be making sure they’re doing i’ll show you our methodology and the way we do it as well so that you have a really good idea of everything that that uh that is involved in running a proper pay-per-click ad and even if you should should be running one or not so that’s what we’re going to be talking about today welcome to the carpet cleaner success podcast a show created to inspire carpet cleaning business owners to build their own thriving residential and commercial cleaning business your host john clindening has built and sold successful cleaning businesses for multiple six figures over his 30-year career and is the founder of carpet cleaner marketing masters a digital agency that turns your online marketing into a lead generation machine tune in as john shares proven tips strategies and expert interviews to help fast track your success in the carpet cleaning industry

yeah make sure that you i’ve got your full attention i tend to talk quickly and move through things quickly there will be a replay but that’s another reason why i want your full attention i’m not one of these people that tell you something slowly at all um so i’ve gotta come from an irish family and you know you you have to speak fast and speak up to get a word in edgewise so uh that’s what i learned how to do so if you’re a carpet cleaning business or small business owner and you’re serious about getting results this year um let’s pay attention because it’s gonna be that important um what we’re going to cover today why pay-per-click is key to unlimited scalability in terms of lead flow for your carpet cleaning and home service businesses um i’m going to show you some live examples of pay-per-click campaigns generating anywhere from five to fifteen our times roi um for other carpet cleaners and home service businesses gonna show you how to set up and structure your pay-per-click campaign for maximum cost per lead i’m gonna even tell you why pay-per-click might be a good option for you and what kind of kpis so those are the key performance indicators um what kind of tracking what kind of landing pages what kind of lan campaign structure you need to be thinking of to be able to make this work and just as a little bit of an ethical bribe if you stay until the end we’ve got a bundle of service our of of a marketing kit a carpet cleaner resource marketing kit and we keep adding to it uh every every time we do a webinar or training that’s got lots of stuff to hand out and give you we’ll put that into the kit as well but if you stay to the end i’m going to give you this this whole kit uh one of the most important pieces of it is the checklist if you haven’t gone through uh the ultimate internet marketing checklist for carpet cleaners yet you’re going to want to get your copy of that and make sure that you print it off and check off the things that you’ve got on the go and the things that you don’t it really really helps align your business to how the internet works we know that 95 of all consumers go to the internet um to look for things doesn’t mean postcards don’t work it doesn’t mean that organic outreach marketing doesn’t work it just means it’s part of the flow and it’s one of the biggest parts of the flow to get new clients and if you’re not maximizing your internet then you’re missing out on a whole bunch of clients that are going somewhere else they’re going to your competitors so this right here is going to be important to you and then we just got a bunch of other guides and reports as well on how to how to how to create a website that is designed for conversions and and and then how to do your google listing your google my business google business um um profile it’s now called google instead of google google my business they changed the name of google business profile um not that long ago but that how to maximize that listing because that’s google maps and that’s where people get um find out about you so stick around at the end you’re gonna get this really cool set of resources so who am i and i can spend a lot of time on this but i’ve been a business owner since 1990 while still in high school i’ve owned many many successful cleaning businesses carpet cleaning business duct cleaning i’ve done flood restoration i’ve done uh own janitorial businesses with crews of 20 and 30 people all of that kind of kind of stuff over the years most of the businesses i’ve i’ve held on to for 10 20 30 years so it’s not

just uh kind of come and go and i’ve also lectured at many association workshops and three-day elite retreats um teaching people how to run a service business properly to deliver a great client experience what that means all that kind of stuff and i’ve been a keynote speaker at chamber of commerce events and all kinds of different events over the years as well and bought and sold businesses and um just last year in the middle of a pandemic sold our two two van carpet cleaning business the final one um high high-end carpet cleaning business for you know in the ballpark of half a million dollars in cash um in the middle of a pandemic because of the value that the business has built up over over the 27 years i owned it so um know what i’m doing in the carpet cleaning industry you know what i’m doing in consulting for cleaning businesses and i’m not willing to share all that information i’m not going to go through this you guys can see it on the screen these are clients of ours um that are ranking number one watching their companies grow like crazy just by getting their marketing and internet marketing right so what we do is we help our clients become the top carpet cleaning brand in their local marketplace so that they can attract the best clients they’re able to charge top rates and they’re booked out weeks in advance and i’m going to show you how we do that a little bit like i’m going to kind of touch on it but you can go back to a lot of our other training go to our website um carpetcleanermarketingmasters.com and there’s a free training section where you can go through and even podcast we can go through all of our previous trainings and and things like that lots and lots of great information to explain how we make this possible so that you are not working you know our goal is to have our our our clients be the owner of their business if they don’t want to be the person in the truck if you’re an owner operator and you want to start handing that off to technicians you need to know how to grow um if you want to be able to sell it for more than the price of your equipment you need to know how to grow and one of the ways you need to grow is to become seen as the go-to brand in your local marketplace everybody knows that you are the top dog so if they want a cheaper alternative they may want to call somebody else because you don’t want to be everything to everybody but you’re going to be the top dog in your marketplace and that’s what we’re going to teach you how to do and one of the aspects of that is pay per click should you be part of the old should pay-per-click be part of your over and all internet marketing strategy and that’s a you know question a lot of business owners i talk to uh ask themselves should we be doing pay-per-click at all well our digital dominance method which we talk about every single month on these trainings and is a big part of our website and a big part of our our consultations that we do um discuss how to build a proper service business cleaning business home service business and all of the steps that go into that all the way around but if you notice here part of the visibility is pay-per-click local service ads pay directory listings and paid facebook ads it’s part of the ways that you need to get traffic and i’ll tell you why and i’ll tell you i’ll show you how you can make sure it’s profitable traffic so a lot of businesses miss what we’re going to talk about here today and we’re going to share how you know it’s to make it profitable how you’re going to get an roi on it how to track that so that you know what’s working and what’s not working and what kind of cost you should expect to pay for a lead from a pay-per-click service versus say organic rankings google maps google google maps your organic website rankings and all that kind of stuff all of them have a different cost per lead just like your repeat clients you repeat clients a lot of people oh my repeat clients are free well they shouldn’t be free because you should be mailing them and staying on top of them there’s a cost to get them to come back to you but that cost is per per job they book um is much less than buying a new client so your goal is to buy a new client from a paid source or organic traffic and then bring them into your company and then repeat get repeats and referrals from them by actively marketing all of that so hopefully that makes sense so why should pay-per-click be part of your internet marketing strategy one of the reasons is you can show up online immediately so we talk about seo and organic so about 40 to 50 of all traffic scrolls down the page when they when they’re searching online if they’re searching at google for example they scroll past the ads they scroll past the maps listing and they go down into the organic listings where the websites are so your website needs to be ranking for a lot of your major keyword terms and in every little market that you’re in so if you’ve if you’ve got like 10 surrounding cities around where you’re located you won’t be showing up in the maps for those those cities but you need to be showing in the organic listing but you can also be showing up in the paid listing well it takes you know all of your competitors are trying to show up in the maps all of your competitors are trying to show up organically as well so it takes a while to influence google to make them trust you to trust your website

the website has to be built out very specifically lots of content needs to be put on it continuously over time and as you influence google your organic rankings start to grow and grow and grow and you have to influence google for all the different keywords that you you do there’s about 1500 to 2000 different keywords that carpet cleaners can use alone but you know that’s everything from carpet cleaner to carpet cleaning to carpet cleaner near me to you know all of the how to get stains out and all of these kinds of things and then upholstery cleaning and then tile cleaning and then wood floor cleaning all of those have dozens and dozens of keywords as well and you want to be showing up eventually for all of them and that takes time but with pay-per-click you can start to show up immediately in the paid ads and at least get some of that traffic as the organic builds so the organic is the asset it’s the long-term strategy to build your business um the paid ads are just where you put money in a slot machine pull the handle and the goal is to have two or three or four times that money come back out again so you want to put more money in and it’s just a way of generating leads so we’re going to talk about that so immediacy is one of the most important reasons to consider pay-per-click you can show up as much as possible where your customers are looking so the because they’re looking a lot your customers are looking online on google yahoo bing places like that having a paid ad showing up to at least grab that 15 to 20 percent of the population that might be clicking on those paid ads is is worth it there’s also the um the the opportunity to show up for those keywords that you can’t rank for say you’re in a big marketplace and you can’t just rank for the term carpet cleaning because that’s a national term as well like carpet cleaning miami things like that with the geo modifiers sure that that makes it a little bit more specific for google but when somebody just types in carpet cleaning you may not be ranking well for these hugely competitive terms you might not be ranking for you know broader terms like how to get cat p you know or who can get cappy out of my carpet that might be a broader term that doesn’t really that you don’t really rank for but you can run a paid ad to make sure that you show up in front of that traffic as well and it’s the unlimited scalability is a really big one as well so what that basically means is there are companies out there right now carpet cleaning companies right now that spend five and ten thousand dollars a month on their pay-per-click ads because it’s generating you know 20 30 000 a month in work and and they’re running you know that that strategy alone maybe brings in half a million dollars in their million million and a half carpet cleaning business so there’s there’s companies spending a lot of money on pay-per-click because it is a source of traffic it’s not the only source of traffic but what that means is that if you’re if you’re only spending if you’ve only ever tested like a thousand dollars 2 000 there is room to scale in most marketplaces to expand your paid ads so that you get more clicks and more traffic if you want to add a new truck on the road and and things like that you want to expand in a new market a new territory say that um your google maps listing is generating a lot of traffic in and around you know within about a five or ten mile radius of where your your office or location is set but outside of that radius you don’t show up in the maps listing at all well those are the areas you definitely want to have a paid ad so that you can influence those people to uh um that in those other markets where you don’t have a maps listing as well so it allows you just the scalability to expand to new territories and all that kind of stuff um so why do most people pay-per-click um why do most pay-per-click campaigns fail and that’s a really good question because we hear all the time you know what i’ve tried pay-per-click and i was like throwing money down the toilet i sure had generated some clicks they showed me stuff but i didn’t wasn’t able to see um where the where the leads were coming from so one of the reasons is that either the person doing you pay-per-click ads for you or if you’re trying to do it yourself you don’t understand how the auction process works and the complexities of carpet cleaning in home businesses and how it all affects the quality score so um pay-per-click is is a is an algorithm like everything else that google does and ultimately you set your bid and originally way back in the day the pay-per-click algorithm algorithm algorithm was you pay one cent more per click than whatever your highest competitor bid below you if if you won the bid so say for example you bid a hundred dollars a click and your competitor bid five you wouldn’t be paying a hundred dollars a click you would be paying five dollars in one cent it was one cent over but that was sort of like the very crude raw early beginnings of pay-per-click since then google’s added all the complexities of of their algorithms and stuff like that and one of the big ones is the quality score so regardless of what you bid your cost per click is actually affected by how you set up your ads how you set up the keywords what landing pages where you take them to on how that is speaking about the exact same subject matter so say for example

you have an ad talking about carpet or upholstery cleaning and you take them to your general page on your website your home page on your website and that whole home page is optimized for carpet cleaning mostly or all your services well your quality score drops google looks at that and says okay well the ad itself may not be very tied into just carpet cleaning so that affects your quality score and then where you’re taking that traffic isn’t also as congruent and then if people show up there and don’t engage with the page they don’t pick up the phone and call you they don’t stick around they don’t fill out a form they just bounce right off that affects your quality score and everything that affects you affects your quality score ups your price your cost per click goes up google charges you more for a poor experience and they actually charge you less than what you’re bidding if you are providing a great experience and your quality score is high so a lot of businesses don’t even manage the quality score and a lot of pay-per-click companies don’t manage the quality score and we’ll get into that a little bit as well um another one is that setting up one ad group for all services and we’ve seen that a lot we’ll we’ll audit an account and somebody’s just taken a whole bunch of keywords related to carpet cleaning they don’t know the nuances of the industry they’ve never worked with carpet cleaners before so they’re just guessing they’ve dropped them all into one ad group and just say go and that again will cause your campaign to fail miserably don’t use specific text ad text ads and landing pages for the groups of keywords that that you’ve assigned so even if they are smart enough to set up ad groups properly a multiple more than one if they don’t set up the text ads and the um and the landing pages properly that’s going to be that’s going to affect your uh and make it fail as well and there’s no strong call to action or offer on the landing page for those specific keywords so ultimately we’re not trying to be a groupon crowd here we do not need to be selling our carpet cleaning services for three rooms in the hall for 99 we can let you know a lot of other companies do that if you’re really great at upsells and you’re not getting a lot of complaints from people feeling that they bought in at a low end and got sold a high end um maybe you’re good at it but what i have found is that most businesses who who sell for 79 89 99 129 for three rooms in the hall their average job is not much more than 150 bucks to 200 bucks a quality carpet cleaning company in most most major markets their average job should be about you know north of 250 250 to 350 to 400. the carpet cleaning business i just sold our average job in the busy season was 397 last year um in the off season when it’s a little bit off it was down to 364. that was the average job and there’s about 70 to 80 competitors on google alone in our marketplace but we stood out differently and also had a better conversation on the phone and we did not sell a discount or cheap service so what is a strong offer we can show you a couple of examples of those but a strong offer is anything that’s going to cause people to choose you and it can be a bundle of things it could be adding some you know have a premium price but adding on some bonus services like always protecting the carpets 100 of the time for free well your price could be higher but you’re also including cleaning protection a one-year warranty spot removal all of those kinds of things as a bundle and that’s a 150 value yours free with any minimum carpet cleaning things like that so you can just be offering 150 bonus bundle set things like that a free arm chair free you know flight of stairs with any full home cleaning or anything like that there’s ways to create great compelling offers that don’t mean that you just give away money so um we’ll show a little bit about that as well so ultimately why most pay-per-click campaigns fail is that they’re just trying to do everything carpet cleaning commercial cleaning upholstery cleaning towel cleaning wood floor cleaning emergency flood restoration spot removal all of those kind of stuff and then just driving it all to the webpage and that is a recipe for failure so right now um just just off of that alone has you know anybody in the chat here have you used pay-per-click before have you had good results have you had bad results any takeaways from what i just said that kind of resonate with you going oh crap i understand now i know none of this i set it up myself and didn’t know it or i had a company set it up and i don’t know what they did so cool cool thanks bruce yeah so we got somebody saying yeah i’ve had companies in the past that have set things up and no clue what they’re doing awesome yeah somebody here it’s uh alan he just said that he’s had five five years ago he stopped doing pay-per-click because he just didn’t see any benefit in it and i’m going to show you how to know there was a benefit right so let’s let’s get into this let’s get into a case study so i’m going to share a couple of case studies of what it should look like how the reporting should look and the way numbers should actually flesh out so this one here is a is a carpet cleaning company we work with that’s over a million dollars i’ve hidden the name just you know just so nobody’s you know people aren’t going after looking at all their

stuff and and you know messaging them and all that kind of stuff but this is one of one of our clients we run a pay-per-click campaign for so this is reporting from our dashboard their total spend every month is twelve thousand dollars across not not just pay-per-click but that’s across all of their marketing so you might go oh my gosh that’s a lot john well their average cost per lead is coming in at at 12.82 cents and if you know anything about carpet cleaning the cost for a lead across everything you know it’s it’s great to be anywhere from 20 to 50 bucks you know back back in the uh the the days of the yellow pages if if you ran your math properly i remember like 2002 3 4 5 6. we we would run five to seven thousand dollars a month worth of yellow page ads and that that that managed a half a million dollar carpet cleaning business because everybody went to the yellow pages there’s no internet at the time that you know there was no people weren’t searching on the internet for for carpet cleaning businesses and things like everybody went to the yellow pages and yeah that back then the cost for a lead would be from the yellow pages would be anywhere between 50 and 80 bucks so here we are fast forward 20 years and across all variables we’re getting a 12 lead for these guys we generated 936 leads so mixed in this price is the cost of our management fees it’s the cost of their ad budget it’s the cost of the seo it’s so they get they got 223 organic calls from the organic rankings they have they had um 224 pay-per-click calls in this month they had 387 maps calls they’re in a big marketplace and we’ve got them ranking in the three pack for almost all of their keyword terms so they’re getting a ton of calls from the maps as well does that mean they want to turn off these 224 calls absolutely not they want to continue to grow their business and then they’ve got web forms that got filled out um 102 of those so that’s how they ended up with the 936 but more importantly let’s take a look let’s take a look at um um what their pay-per-click campaign looked like so this is just the pay-per-click component of that so over that 12 000 spend 9 000 of it is going towards the pay-per-click campaign so pay-per-click as you can see that’s a higher average cost per lead it’s still really good anything under 50 in carpet cleaning to generate a qualified lead and depending on your conversion rates if you’ve got a really good sales team on the phone good you know um you know csr answering the phone or csr team or you’re using a call center i would suggest all of that over picking the phone up yourself if you’re if you’re if you’re in the field do not be answering your phone on your hip you’ll make way more money just having somebody dedicated to answer the phone who can talk to that customer and answer all of their questions properly without having to go because they got a job to do um so that’s that’s the point but if you’ve got a really good sales team then 224 leads should be at least 120 jobs so if your average job is 300 bucks that’s 30 000. four thousand dollars coming from this nine thousand dollar spend minimum minimum and that’s only booking half of them and a really good um call call team can book a lot more than that hey if they don’t book a job let’s book an on-site quote you know meet and greet build some rapport and then get them as a client so um it’s all about position but there’s lots of other great data here we know how many clicks generated that we know the average click-through rate this is how many impressions how many people saw the ad how many people clicked on it things like that so there’s a lot of great data here but we know that between their pay-per-click ad budget and the the minimal management fee to run the ads for them um it was nine thousand dollars of their 12 000 spend the other three thousand goes to other internet marketing initiatives and and seo and google maps and stuff like that so anyways so let’s break down the math here on this they generated 224 leads even if we talk at a conservative rate like if you’re stuck on the phone um and you’ve got a con conservative conversion rate of 40 only 40 of those people turned into a job of any sort so these are leads that actually picked up the phone and called you filled out a chat or started a chat on your on your website or filled out a form and say that you know that so 40 that’s 89 jobs 89 jobs with an average ticket of 3.95 that’s these guys right here actually have an average ticket of 395 bucks um that is 35 000 just from that campaign alone so minus the the nine thousand dollar spend ad spend plus management fee they had almost they just just under a four to one roi so for every one dollar they spent on pay-per-click ads they generated four back would they stop spending one dollar to generate for back sure you’ve got cost of of employees um you’ve got solution and stuff like that as well but there’s still a lot of profit built into this at that number and there’s scalability because now you know that you know you you’re doing a a brand new customer profitably you don’t ever want your customers who have used you before to ever go back and click on an ad and be a cost per click because you want to be in front of them every single we say every single month at least with an email with some text

messages with a mailing we do you know your best clients should have a monthly newsletter mailed to them or at least a quarterly um campaign of some sort because you want your best clients to be on a sort of direct outreach program for you to get a hold of them which is much less expensive than paid ads and leave your paid ads to brand new clients to build that base you want to build your base of of of ideal clients and then you want to market your ideal clients internally and just continue to use this as your building break base i’m of the mindset that if you’ve got a successful business if you’ve got enough money to keep the ball rolling and you’re not desperately looking for more work um so early days you’re doing a lot of bootstrapping we talked about that last month and if you if you didn’t watch that one go back and look at our low-cost marketing strategies for carpet cleaners and service businesses because you need to do a lot of bootstrapping to get your business off the ground um we did a hundred thousand dollars i personally did a hundred thousand dollars in sales in my first year of carpet cleaning business in 1995. that’s equal to over 200 000 in today’s dollars so and that was just a small town of 30 000 people so that was all bootstrapping there was no internet there wasn’t even i didn’t even have a yellow page at that time so there is ways to grow your business but once you’ve got that little bit of scale once you’ve got that little bit of scale i have always been of the mind that if you can break even to buy a new customer by the time you go and service them pay for the ad pay for the technician pay for the solution pay for your hard costs you’re at a break even and your repeat and referral engine in your business is kicking on all cylinders you have that really well designed and worked out your clients don’t come back once every two years even though they thought it was once a year they’re coming back every six nine 12 months um they’re getting the upholstery done their tile done there anything else that you guys are doing things like that and they’re repeating over and over again um you can break even to buy new clients if they’re ideal clients if you’re targeting them well you can break even to buy a new client because the lifetime value of that client becomes four or five thousand dollars so your forty dollar spend to get them as a lead turns into five thousand dollars that’s a hundred to one over a hundred to one roi because so the four to one doesn’t really matter because it’s the lifetime value but even on just the one off cleaning if you’re sitting at about a four to one rri you’re making money and you can scale that um another one here about a half million a year cleaning business so an average size business um similar to the size of the one i sold and 440 leads last month for these people their total investment was six thousand two hundred and eighty two dollars and thirty eight cents that’s how granular we get their average cost per lead was fourteen dollars so roughly within the same range again anything under twenty is amazing across all of your organic calls pay-per-click is a bigger strategy for them so because they they have a bunch of rural markets so they need to be marketing pay-per-click around the areas that their their google maps isn’t quite ranking in so they organically get drive traffic but the pay-per-click is driving the bulk of it so 440 leads and we can take a look at how this factors out the the pay-per-click leads are 237 as we mentioned in the last slide there and way down at 16 per lead um so and you can see right here the click-through rate is sitting around that four five percent which is pretty average uh cost per click is about eight dollars which is pretty good in carpet cleaning you can see it anywhere from five to fifteen dollars per click so here’s another thing to think of if if you’re going well some of these budgets seem really high if you have a thousand dollar a month budget that is just roughly thirty dollars a day 30 a day times 30 days is 900 so you’re in that ballpark within you know and there’s usually there’s more than you know 31 days in a month and blah blah blah so you’re right in that range so if we just use some simple math of 30 a day that’s a thousand dollar budget just under and if you’ve got about a ten dollar click your ads are showing until the first three people click on your ad and after that google turns them off for the day so having a high enough budget to collect enough leads leads and and targeting correctly so that those qualified leads land on a great landing page that converts them better than others having those pieces in place you need a decent budget um so that you can have like a really good click to call ratio of almost 50 percent so let’s check their math out so 237 leads 40 conversion rate again that’s just like i get an average rate that we we find in most pay-per-click campaigns some clients are way higher than that some guys are terrible on the phone and the conversion rate’s way lower and you’ve really got to think is it the pay-per-click campaign that’s having a problem is it a facebook ad campaign that’s having a problem or is it your ability to get in the house right or your csr’s ability again strongly strongly strongly suggest you use a call a call center or a you know great carpet cleaning specific call center if you don’t know of any get

a hold of us we actually have um some that we uh that we recommend refer and have a relationship with that we can help get you on a you know cost per booking type of service so you don’t pay unless they book a job so anyways you can reach out to us if you have any interest in that but 237 dollars a lead times 40 is 94 bookings average ticket these guys are much lower average tickets 275 bucks a little bit more more like you know again some of the average guys we talk to before they start working with us and we help them get their average job up but that was so about 25 000 a month in this business so about 300 000 a year of their 500 000 year business um in that range 250 000 so half to just a little over half of their business comes from from their pay-per-click is what this tells us and they’ve got almost a six and a half to one almost a seven to one six and a half to one roi because their ad spend was only 3 800 bucks so 300 bucks to generate 25 000 in revenue a month is a good trade-off so could you scale to that can you can you afford 3800 bucks right away no well the good thing about google ads as well is you can scale your way through so you you can start building that and what we did suggest is actually um let’s you know run the budget out early in the month and know that you’ve gotten a whole bunch of leads but then you pause because you ran out of money and then use that money like the the jobs that you got to up that budget next time next time so that eventually you cover the whole month um properly and and then you can start scaling your budget and you’re doing it based on the backs of the work that you’re getting from your customers so i’m going to pause another quick pause here i’d like to kind of jump through and pause every every now and then um any insights here what did you learn did you under kind of understand a little bit better what’s possible with the case studies why why things can if you know enough of the math if you know what’s coming in you know where the clicks are coming from um all of that kind of stuff that math can really really help you to design a proper campaign and we’re going to get into tracking and how to do much better tracking so you know what to turn on and turn off as far as ads go what to adjust what’s working what the split test marketing is all about split testing just just remember that marketing is all about math and psychology that’s all it is psychology is how do you influence the person seeing it period right so you might oh i love this this is an amazing looking ad but if it doesn’t influence anybody it’s just pretty but if you if it’s a crappy looking ad and we found this even back in the day with our postcards there’s great looking glossy postcards that get sent out by every stanley steamer and chem dry and you name it all the uh all the you know the franchises have their big corporate looking stuff but the best postcards in the day were always ones that were done on you know a crafty type paper look maybe just even black or black ink maybe with a bit of blue ink looking like you hand wrote all over it and you know something funny something that stood out oversized didn’t match what everything else that they were getting in their mailbox looked like those ones tended to to generate a lot more um interest they didn’t get thrown in the garbage as people shuffle their mail over the garbage and same idea happens here is that um you can influence people’s decisions by split testing and knowing which headline works better so you always split test like only one or two very small things um and let the rest of it run and see if you can make a noticeable change over a reasonable amount of interaction so typically in marketing it’s about a thousand impressions roughly in that range before you can make a decision whether one outperformed the other or not and you have them running at the exact same time so you’re not worrying about politics and the news cycle of the day that might affect all ads you’re just you’re blending that out so running a business is all about a business that grows if you run a business that’s not growing if you’re just doing the work and you’re the technician you bought yourself a job and and that’s okay if that’s what you understood you did but there’s no growth and there’s nothing to sell if you bought a business to grow and sell someday and have employees doing the work for you so you could be more strategic about running the business then you need to understand that marketing is and and positioning your company is your primary focus everything else is tactical and just has to happen so you need to know math and psychology to be able to influence your clients and know what your where your business fits in in your local marketplace and where you want it to fit in so how to set up and structure your pay-per-click marketing campaign for maximum cost per lead or minimum cost per lead i’m sorry and maximum roi so how do we do this

oops there we go so how to structure the paper campaign you must conversion tracking is a must you’ve got to know what’s working what we have found is that most um pay-per-click agencies out there you know boilerplate

agencies former yellow page agencies reach locals and all yodles and all those kinds of guys um they do a basic level of conversion tracking at best they will let you know how many leads they generated and that’s it they don’t even tell you what source it may not be from paper it may be the pay-per-click the organic and everything all bundled together but you need to know at the very base level you need to know how many leads came from the pay-per-click versus organic versus google maps versus direct phone calls and things like that your campaign must be broken down into smaller groups targeting the various services so that you know that your text ads match what the person typed in because if you’re running pay-per-click campaigns talking about carpet cleaning and somebody typed in upholstery cleaning and that’s just bundled together they’re not even going to click on your ad it’s just it’s going to be it’s going to be incongruent not only are you going to get a bad quality score from from google as well so you want to make sure you have a strong understanding of keyword match types um and don’t forget about your negative keywords we’re going to get into all of these and show you examples of it but i just want to kind of rattle through this right now you need to write compelling text ads that resonate with your client avatar so you know what is a client avatar well your ideal client is somebody in carpet cleaning it’s typically a 35 to 55 year old college university educated housewife who makes the family and household decisions usually 2.3 children and 1.2 animals in the home right that’s across the board that is you know two-car garage and one of those cars is a luxury car like a bmw mercedes tesla nowadays things like that that is your ideal client in most marketplaces not every marketplace has that exact ideal client but knowing your ideal demographic who is your client that’s going to pay you to come in and do carpet cleaning throughout the whole house upholstery cleaning wood floor cleaning and they’re not just trying to clean up the urine that you know because they they breed cats in their house and in their in their mobile home and or trailer and they need it clean because it stinks and you know human social services have been called that is not an ideal client for anybody the ideal client lives in a condo lives in their own home is maintaining their stuff understands the value of a dollar and cares for the stuff they wash their car regularly as well they they clean their windows everything about their lifestyle is designed to maintain things that is your ideal client and when you speak to them you speak differently than if you’re just speaking to the masses and most people that write on pay-per-click ads don’t get that and they only they’re only speaking to like a generic crowd and they wonder why all the ads look the same so um you want to leverage ad extensions we’ll talk about this as well killer i find most pay-per-click companies don’t even understand or do this and it’s not that hard you know a lot of companies are you know google ad certified but they still don’t use know how to use all the tools properly um you want to have visitors land on a solid well thought out pages and i’ll tell you um what kinds of pages on your site or on a on a standalone landing page is always better but it has to be built to convert and again maybe not always better you got to test this but i’m going to show you why it’s almost always better and you want to do ongoing split testing tweaking and fine tuning like we talked about you could have a competitor that stopped doing google ads for a while and came back into the space you could have new people show up every single day there could be something changing every single month there definitely is something changing in the marketplace that needs to be tested tweaked adjusted your bidding strategy needs to be moved around there is so much stuff that you need to do to make sure you stay on top of this so if you’re doing it yourself there is gobs and gobs and gobs of books stacks of books that you can read on how to run pay-per-click ads properly i would suggest you start with um perry marshall anything by perry marshall even the for dummies series um but there’s lots and lots of mike rhodes i can’t remember his first name rhodes anyways um he wrote a book with perry marshall but he’s got his own stuff as well that’s a good place to start all us and our entire team have read through and learned from all of those sources as well as many more but that’s a good start to understand proper split testing and tweaking and fine-tuning in google ads it should be part of everything you do in marketing you should be split testing and tweaking and fine tuning everything um 27 years of running my carpet cleaning business as an example you know we we mailed our clients our a-list clients um we sorry we messaged them we stayed in front of them we communicated them 48 times a year sometimes it was a phone call sometimes it became a text message um sometimes it was a physical piece of mail any single campaign we had had three oh i said three steps let them know about it a reminder about it and a final notice before it expires message whether that was a phone call a voice blast um you know following up after a sales letter or a postcard you name it but and

what we would do is we would you know build a control hey we just spent three thousand dollars on a winter mailing campaign and it brought in fourteen thousand three hundred dollars worth of work this this year next year we’re going to run the exact same campaign at the exact same time but say if we’ve got on that mailing list say we’ve got 1500 names well 500 of those maybe 250 is going to get a different a tweak a slightly different offer a slightly different headline something different we’re not going to throw everything out and start again we’re just going to tweak something and try and see if that that group responded better at a better response rate than the control group and you’re always tweaking and that’s the way to think of running a business because that allows you to scale and get bigger and bigger and bigger so don’t even think about spending another penny until you have that con conversion tracking in place it’s essential you need dynamic number swapping so what that means is when somebody comes to you your landing page your website whatever it is the number swaps out so that if somebody came there from pay-per-click versus just organic traffic versus direct traffic what number they call actually what they see on the page and what they call looks different it all rings to your phone but it’s tracking how they got there because the internet sends all that code through you can set it all up to set that code through you put the dynamic swapping on the website and it just looks at the number that you have and says oh this person came from this source and before they even see it in this in a split second fraction of a second it changed change the number before the page even loaded so that the right number is showing for them to be able to track so that’s that’s important the next level up from that is called a keyword pool of dynamic numbers and this allows you to connect um numbers with very specific keyword campaigns within your google ads so typically you only need four to eight number phone numbers because there’s not that many people like literally messaging through to you at any one moment but ultimately it’s to connect back to those numbers switch up but the numbers switch up you know based on the keywords and the ad groups and the campaigns that that person clicked on so now you get even a more granular level for the person managing the account yourself or your the team managing it they have a more granular level of what is driving most of the clicks and then which one of those clicks are converting you might be getting 40 clicks from one keyword and only one conversion and another one you might only be getting five clicks from but three conversions that’s important to know and you can’t know that without setting up all this technology you need web form tracking because you don’t want people just to be picking up the phone and calling you we’re actually in a world now where more people want to chat so it’s web form and you all you want to have um web form and chat tracking as well on your site so you want to make sure that you allow them to um have a live chat or a chat to text we have a tool we’ve built called carpet cleaner lead pro that allows you to put um all of this stuff on your website um it’s built it includes automations and instant messages back to them and nurturing messages and all that kind of stuff to maximize the amount of conversions your website has your landing pages have and all of your marketing platforms have by creating great great nurturing if you want to learn more about that just you know hit ream up in the chat here um or send us a message go to our website send us a message at info carpetcleanermarketingmasters.com or schedule appointment at carpetcleanmarketingmasters.com schedule in fact i’ll pop that into the chat right now there’s a link that if you ever need to do that you can either message reema or click that link and you can schedule some time with us and we can talk about all of this kind of stuff but carpet cleaner lead pro is essential to businesses you have to have a lead a lead nurturing system as well you need to be able to have chat web forms and um and and and call tracking and all that kind of stuff and and smart ai going smart forms that are actually actively participating with your client at the time so anyways i’ll get off that little soapbox and we’ll move on so what are your most important kpis well obviously your total spend how much did you spend but what was the average cost per click if that’s going too high you’ve got a problem you need to be dialing in better you don’t want people clicking on the ad the cost per click um you want to be able to have a great quality score making sure that everything’s aligned properly the higher your cost per click more often means that you’re you’re either bidding incorrectly or the where you’re taking people you’re at your text ads and your landing pages are off um average cost per per lead from so this is lead now not just click but a lead is once they you know they actually filled out a form started a chat or made a phone call once they’ve clicked got through to the landing page or the website and it’s been tracked so calls web forms and chat in carpet cleaning you’re going to find that the average cost per lead from pay-per-click typically runs anywhere

from 25 to 70 or 55 dollars we’ve even seen 75 dollars um work profitably if you’ve got a really good conversion on those leads that is totally fine if your average job is 400 and you convert 75 of every call you can spend up to 75 80 a lead because you know that all in that’s a you bought a new customer for just over 100 bucks and your average job’s 400 bucks you’re right in that range you’re doing beautiful upholstery cleaning a little bit less competitive 15 to 30 a lead it’s typical wood floor cleaning is becoming more competitive because you’re not just the cleaning you know maybe the screen and re-coats things like that they’re becoming a little more competitive because you’ve also got all the you know the the actual hardwood floor sanding and refinishing companies as well so in the cleaning space a lot of us do the wood floor cleaning now and maybe a little bit of coating refresher totally great add-on service for a carpet cleaner pretty much the same equipment we’re all used to running but just realized that the cost per leads higher but the average job is much higher as well the average job is over a thousand bucks in wood floor cleaning so there may be less of them out there in the marketplace and you have to educate your market more why you might need them but um the cost per lead is a little bit higher but still good and you also need to know your return on investment what was the roi how much did you spend how much did you put in the slot machine pulled the handle and how much came back out and you need to be tracking that on a month by month basis so a dashboard to do that um you need to it needs to be giving you the data that looks like this right so you need to know how many leads came in that month from pay-per-click what was the total investment including any management fees right um and if again if your pay-per-click company isn’t providing you any of this data um definitely by all means go ask for it i’ve got a screen coming up here on the slide you can take a screenshot of of all the questions you should be asking your provider anyways you want to know what your average cost per lead is and again we’ve seen a wide range here but it depends on the marketplace there isn’t one number that’s good fifteen twenty dollars cost per per lead from from pay-per-click is really good um but your marketplace that might be great other times it could be forty fifty dollars as i said so anything under fifty dollars is a good number so but you you absolutely know um how many times like how what percentage of you are you showing up above the maps um that’s you know like or sorry above above the other ads and sometimes you don’t want to always be number one number one tends to get a lot of clicks that may not be the best clients so you want to be managing where you’re showing up in that pay-per-click so when somebody types in carpet cleaning near me and first thing that shows up is maybe local service ads are you in there and then below that the pay-per-click ads are you in there but you don’t necessarily be number one because you might get most of the clicks people just looking for any you know discount cleaners and whatever and you might not qualify you want people that want to be a little bit more thorough in thinking your cheapest leads will always come from organic they’ll always come from direct traffic because those are people that read they learn they check your reviews they do all that kind of stuff pay-per-click is a little bit more of a quicker action person they just didn’t even scroll down the page they just saw what came to the top and that’s why google put the ads up there because google’s making money from it it’s how they monetize so um you want to know what the click-to-call ratio and all those kinds of numbers are um but if you want to take it one step farther this is even better it’s what’s called true roi so this is something that you can um we can discuss with you but something you can if you’ve got a crm system and you’ve got ways of tracking this some people even just do it on a spreadsheet but if you can find a way that um and a bunch of the different tools the house call pros service titans things like that they have ways of of doing this that every single lead can be attributed to the source it came from so when you run your monthly reports if it was a pay-per-click lead you know in this example here that the the pay-per-click generated 24 thousand dollars in revenue right organic generated 70 000 this is a a million dollar company um so but you know where in flood restoration their insurance restoration came in it um hundred thousand dollars came in from insurance leads and then referrals from clients and real estate agents and you know returning customers and all of that kind of stuff and actually this is i think this was more of a quarterly breakdown from this company but point being if you can actually break it right down to who booked right and that’s that can be done in a lot of these programs like um service monster and house call pros and service titan and all that kind of stuff um there’s ways to attribute every single lead to its source and by doing so that is true roi because now you know you spent x number of dollars and you actually didn’t just generate this many leads and book you know 40 of them or whatever you’ve generated this exact

amount of revenue so you know and you can break that down by the number of jobs it was and figure out what your cost or your average job is from that source so maybe your repeat clients are the highest and at five six hundred dollars an average job and you’re pay-per-click or lower at 300 you can make those decisions and adjust your campaigns accordingly and adjust your math accordingly so how to structure your campaigns for pay-per-click so one of the biggest things here is about ad groups again as i talked i said earlier i’m going to show you some examples a lot of pay-per-click companies that don’t know carpet cleaning they just throw up an ad group they just throw everything into one ad group and that’s it one set of text ads one ad group dump all the keywords carry on with their day ideally you want to have multiple ad groups set up you won’t have a brand campaign so you’ve got competitors that are probably bidding on your name if somebody typed in you know joe bob’s carpet cleaning and the very first thing that popped up was a um a zero res franchise in the local area that is actually got a pay-per-click campaign targeting your name the first thing they see is them now do those campaigns work really really well do we suggest them sometimes they’re worth testing but if somebody actually knows your name maybe they’re going to try and find you but somebody else is bidding on it what you want is when somebody types in your name you want to make sure that they can find you right away so these are the lowest costs because you can send them to your main your home page or your website they know your name you’re infinitely more optimized for that that term so whatever landing page you sent them send them to that term your brand name your company name joe bob’s carpet cleaning is going to be all over your website all of you know it doesn’t necessarily have to go to a landing page this time but you’re going to find that those are um though that that ad group will will have the lowest cost per click and not spend a ton of money at all because it’s really a small crowd but you’re making sure that your customers the ones that know your name the people that were referred to you can just find you easily so sure you should be in the three pack and sure you should you should organically show up below that as well but ultimately having a little brand campaign makes sense and then you don’t want to just have your company name you want to become a name and all your services so those are the um all the different keywords is you know plus carpet cleaning plus carpet plus cleaning any prominent trade names as well so what i mean by that is um sometimes for example if a franchise like in the chem dry world you know it might be you know chem dry of seattle right so you want to be you know targeting the trade name chem dry but you’re also going to be targeting the trade name chemdroid of seattle so you want to make sure those kinds of things if people are searching by a very specific product then you know it doesn’t really make sense in the carpet cleaning energy most people aren’t looking for you know a a carpet cleaner that uses a master truck mount or whatever but in some industries there are home service industries you know they’re looking for the carrier dealer near them for for their furnace they’re looking you know on and on and on so you want to make sure that any prominent trade names you’re bidding on as well so hopefully that makes sense and then you want your main focus service so not all not all your services stand stand together if you go back and check last year’s revenue any previous year’s revenue if you do this regularly you’ll know that um for most carpet cleaning businesses carpet cleaning is the is the highest revenue generating service you do everything else comes second so it’s upholstery cleaning area cleaning tile cleaning wood floor cleaning things like that by and large you know some companies transition where they want to do more wood floor cleaning they want to do tile cleaning and they market that more heavily but by and large consumer wise there are more people clean their carpets than clean anything else so it usually is your main focus keyword but whatever yours is whatever your main focus target keyword is that should be its own ad group and it’s carpet cleaning carpet cleaners office carpet cleaning geo areas which might be carpet cleaning in you know mention a small town baden carpet cleaning in new hamburg carpet cleaning in um wellesley you know small towns around you where you’re not organically ranking and where you’re you may not be in the the maps package you don’t have a local address you want to make sure that those keywords are all part of part of it and then you want to make sure that you have the words like professional carpet cleaning carpet cleaning services carpet cleaning company there’s hundreds of keywords that go you know that all filter into that but at the very least you want to make sure that your ad group is very tight to those those terms then you want to start going after an ad group for each one of the secondary services you want to target you’re going to assign a budget to these so upholstery cleaning tile and grow each of these all have odor removal wood floor cleaning they all need their

own page that they can go to that talks about that because there’s no sense talking about tile and grout cleaning and then taking driving them to a carpet cleaning page that makes no sense at all the person is not even gonna you know pick up the phone and call doesn’t you’re not congruent with what what you told them you’re going to do you want to make sure that the ad itself if they typed in tile cleaning you don’t want the ad to talk about carpet cleaning you want to make sure the ad talks about tile cleaning and the customer and the local market and stuff like that so these are all secondary ad groups so hopefully i’m not losing anybody i want to go too deep into this but you also want to potentially have service area ad groups so what we mean by that is you may want to just start off by targeting carpet cleaning in one of these smaller towns and separate it out so you got your geo areas in your main focus here that can cover a few of them we talked about right here but your service areas um you want to make sure that you have all of the you know if it’s a prominent second city say you live in a small town near the biggest town and you’re not in the maps listening to the biggest town i’m going to tell you it might be your benefit to rent a uh you know a virtual office space or a warehouse space or a garage door for 500 bucks a month and create a second listing and rank that to get into the mass pack over time because that big city is more important to you than the little small town you’re actually located in but before all that happens you definitely want to be running pay-per-click campaigns and you may want to have a whole separate ad group just around that town so that ad group is targeting that town and you know and then even the smaller towns around so you know hey this one’s not producing at all let’s turn it off right there’s no sense wasting money if it’s not roi and you can break that out with ad groups so that’s you know that’s the way to think of it sometimes you might even want to take it as a full separate campaign and and give it assign it its own budget so there’s different ways to test that but that’s the things you want to be considering beyond that keyword types matter so in the world of google paper collectors there was essentially four different types of keywords that and there’s been a shift recently so i kind of want to talk about that broad match modified broad match phrase match and exact match so broad match means any ad anywhere that has anything to do with something similar to carpet and cleaner or carpet and cleaning that could be you know carpet cleaner rental machine that could be um does a carpet need a cleaner that uses you know a cleaner that uses uh soap and they mean like a spotting product broad match is a mess um broad match can get you showing up in you know for all kinds of searches have nothing to do with you we limit broad matches a lot but that’s an example of what broad matches are i’m going to jump over to exact match exact match means that they have to exactly type that in dallas carpet cleaners and carpet cleaners in dallas are two entirely different searches and you will not show up if somebody typed in dallas carpet cleaners you will not show up if you’re only targeting carpet cleaners in dallas because it’s an exact match term and google defines that by using these little square brackets as well but you want any keyword that is absolutely essential to you that’s generating most of you know a good chunk of revenue the roi is good you’ve tracked it you’ve pulled it out of your your data you want to set up an exact match you definitely want to make sure that you’re targeting the exact match as well and monitoring those now where we get into the middle is sort of phrase match and modified broad well they’ve combined the two modified broad was a way that you could use these little pluses and it would allow for example i got an example down here say the keyword was moving services new york to boston right and that would be a phrase so and then the modified broad as you would set it up with plus moving plus services plus new york plus two plus boston so those words could be in any order so phrase match meant that they could say best moving service services new york to boston and the phrase new york to boston was in there or movie services new york to boston near me blah blah phrases would mean that you could append things around it and that phrase still there um modified broad match meant that these words had to appear anywhere within so for example affordable moving services new york city to boston so there’s your moving services new york to boston affordable that would make it a phrase broad match would be new york so we got the new york right here corporate we don’t that wasn’t one of our words but that’s allowed because it’s just modified um and then moving services to boston so we have all the words moving services new york to boston all mixed around with a couple of other words in there and then also moving services boston to new york it’s twitched it’s now the opposite not new york to boston but boston to new york and that would have been shown in a modified broad so now google has cr scrapped that entirely that was around for years and they what they’ve done is they’ve actually created a phrase an updated phrase match and

now you’ll see that all of it you you can’t target just the phrase anymore it literally starts blending like the modified all of these terms it’ll allow you to bounce the terms around but where it does get smart it uses ai if you if somebody reversed that and just said boston to new york and you were new york to boston it’s smart enough to go i’m not even going to show the ad so there’s a benefit to that it’s also anytime google makes these changes there’s a lot of learning and there’s a lot of little nuances and there’s hiccups and all of that kind of stuff and sometimes it ends up costing you more if you don’t know what you’re doing so keep an eye on it thing that does cost you more is not paying attention to negative keywords so this is this is really important you don’t want people typing in carpet cleaner jobs and you show up that’s somebody looking for a job or careers or rental or spotter or machine carpet cleaning machine you don’t want to be showing up for those keywords you want to make sure that you put them in a negative keyword list that anytime somebody at is includes that in their search you’re not showing up what’s the best carpet cleaning machine that you do not want to be showing up for that you don’t want to be being charged a click for somebody goes i don’t want to hire a carpet cleaner i want to buy a machine right and there is um we’ve identified about 500 negative keywords alone that we we start with for every carpet cleaning campaign and that’s one of the things we monitor every single day every week is what were all the search terms coming in and is there anything new is your is there competitor names is there other terminology in your local marketplace that we didn’t even think of that we need to add to that negative that negative list so very very important to think about that as well so negative keywords you make sure you got to get those figured out so now you need to need to write compelling text ads so now we’ve got ad groups set up we know about what keywords should be in them you’re going to do a bit of research you’re going to learn about this if you’re doing it yourself you’re going to hire somebody who understands this stuff you’re going to set up all your negative keywords but you have to have compelling text ads less is more tell them exactly what you want them to do click now book now call now whatever if you have a special offer for the service that they searched um and reference it in the text ad that’s that’s even better you you’re giving them a call to action that helps or you know number one rated top rated best you know those kinds of things um you know since 1991 you know on and on and on most five star reviews if so you’re not doing a discount you want to tell them why you and talk to that crowd again that ideal avatar that is looking for the best not the cheapest give them one decision this is one of the reasons why landing pages work better as well but you want to because they can be isolated on one page where they can’t click and start getting lost within your website and anywhere offer that but you don’t want to offer them too many options to stray away from your website or from you know again the text ad

so you want to be using things that are called call extensions we know um call out extensions sorry and we notice a lot of agencies don’t even touch these and i’m going to show you some proof of that but what they are is you add them into the back end of google ads these different types of extensions there’s a whole different whole bunch of them and google will decide based on how much room they have where the ads being shown and stuff like that and the previous interactions that’s part of google’s ai here’s a call extension they’ll put your phone number or the call tracking phone number right into the ad somebody can if it’s on a mobile device they can click and call that number and that counts as a click um they can pick up the phone and call that number that counts as a conversion and you’ve got a phone number sitting right in the ad um call out extensions are same day service um 35 off new customers 24 you know 24 7 service up you know things like that you can have a whole list of sort of your bullet points and they can be added as an extension to the ad on you know outside of the headline outside the text and local extensions not only does a local extension put your actual address in there especially if somebody can come to the office drop something off or whatever but it also helps with the local location extension turned on you can influence that your google ad google pay-per-click ad actually shows up in the google maps three pack um google again these extensions are all google’s ai chooses when when do influence them or not so you can’t you can’t just say force it to happen but you set them all up and it creates a lot of variables in your ad and i want to show you an example of that so here for example this ad right here so this is three ads above the map so there’s the map listing and this is just for carpet cleaning guelph and actually this was just this this ad search was just for the broad search of carpet cleaning but with with a device

that was standing inside the zone of guelph in the city of guelph these are all extensions that that because they were turned on google decided to show

right so look at how much larger and how much more room that takes up and then these guys don’t know about it they’ll have it set up and they’re pushed down the page right so you kind of get that example of this is um you know it’s got a bit of a call to action it’s not a discount it like it’s it’s a discount off of an add-on service that they have to pay for um it’s got um other information in the ad that’s that’s really critical so let’s look at a couple more so we call these best performing text ads um again if you’ve got a great upsell i don’t mind suggesting that you uh you have a a discount offer if you’re good at making a 69 offer um actually work for you and and generate 250 to 400 per average job um i find a lot of companies don’t know how to do that therefore i wouldn’t use this as a groupon type area but um you got an example 20 per room voted number one these guys might actually have um a 150 minimum but look at we’ve got ad extensions turned on again here other services ad extensions phone extensions all there’s the phone extension right there for these guys there’s the phone extension for these guys showing up on and on and again it’s up to google what they wanted to add in and not add in but that’s the kind of idea that you want to be looking at so as a landing page you want to make sure that it’s well thought out and and specifically focuses them to take one action and one action only you don’t want people showing up on your website browsing around and then getting getting overwhelmed and leaving um your website is great to build your personality it’s great to build to like let people know what you’re all about it’s great for the people that are interested in researching your company more somebody clicks on a paid ad it’s best to give them a very minimal amount of things to do so you want them to have a number to call a form to fill out ideally a chat to pop up is it one in this example is down in the page farther you want to tell them who you are why you want to personalize it there’s a picture down here of the actual business and scroll down a little bit more and there’s actually pictures of the actual the real technicians not stock photos the real technicians doing the job there’s their real van in front of a real house things like that right so that’s all examples of of how that works it has to be mobile optimized but if you notice if i scr go back and forth this is the exact same page but when it’s turned when it’s pulled up on a mobile device because 70 of your clients are going to be searching on on their mobile device going to google typing or google maps or wherever they go type it in and then click on the ad and they come up to your page if you’re on a mobile device look at we got tap to call right there right above the you know right right at the beginning of the listing they can just click that button and call you so it’s got to be mobilely optimized and there’s the offer there’s the form and then they can scroll down and see examples and testimonials and all that and reviews and all that kind of stuff but that’s what you want to have is you want to make sure you have everything you need above the fold you want to have testimonials and all below why people choose you these pages don’t need to go on and on forever they only need a couple of sections they’ve got to be very direct and every time that you’ve scrolled down as soon as you scroll down one scroll so if they have to scroll the next scroll on the desktop or the phone you want to have even if this sticks to the top up here so they can always find your number you want to have you know a button where they can click to call and maybe a button where it takes them right back to this form to fill up or pops it up so you want to make it easy as they scroll down the page so hopefully that makes sense hopefully you’re taking lots of notes there’s lots of stuff to do with pay-per-click to make it work and how do you accelerate your lead flow let’s get into that conversion tracking is a must your campaign must be broken into smaller groups you must make sure you have a strong understanding of the keywords and match types so that you’re not overspending on things that you don’t shouldn’t be spending on you need to write compelling text ads to talk to your ideal client if they’re not discount shoppers don’t be selling them discounts you need to use ad extensions to make your ads stand out and you want to take people to a solid well thought out landing pages specifically for the service they’ve clicked on so yeah if you have a carpet cleaning upholstery cleaning tile cleaning and you’re running paid paid ads for all those you have three different landing pages or at the very least you have your the pages on your website for those services super well optimized to convert people to becoming you know pick up the phone and call keep it very very simple limit the navigation on those pages and make it very very tight but ideally a landing page that you can split test makes way more sense in most cases so key takeaways again i like to pause every so often and

see what you guys learned so did you learn anything about sort of the the complexities of doing this it it’s a whole subject matter it’s on its own people go through google ad training to learn the basics and then experience to figure out how all the nuances and again most ad agencies are not targeting carpet cleaners and home services they’re targeting everybody so what they did for a chiropractor yesterday like the the ad tech setting up the ads which is usually a college student hired in in their early 20s to sit down and create ads they’re not sophisticated experts they’re just copying what other things have done they’re following a basic set of procedures and they’re not they don’t understand the mindset of every single business that they’re they’re working for they may have never hired a carpet cleaner before probably haven’t and they don’t even really know other than other ads that are running what what they should be saying or what works so you know we know because we’re carpet cleaning marketing masters we know how to do this for carpet cleaners and home service businesses cleaning businesses that kind of thing but i just want to make sure you had that so do one final quick study uh case study but also this is also impressed upon you the importance of having a dashboard so when you have a dashboard you know your numbers you know what is working and what it’s not working how many clicks what’s your click-through rate is that changing going up or down how many people are calling how often are you seeing a you know at the very top or a couple of you know farther slightly farther down in the ad mix and stuff like that this example here 6.5 you know to one roi so again as i said anywhere between four and you know anything above four um you know a four to one roi three and a half four to one roi you’re profitable and you’ve got a lifetime value of the client locked in and you’re making money on the job but as an example this one here with ad spend and management fee um 3 700 or 3 300 bucks to generate 21 000 worth of revenue that creates that 6.5 um to one roi so every one dollar put into the ad campaign six dollars and fifty cents came back out so and that allowed um roughly 66 jobs to book out of 165 leads that were generated and again the other 99 leads we had a whole training on that as well what do you do with the other 99 leads like some of them will go elsewhere but you’ve now just generated a name and the contact information of somebody who buys carpet cleaning why is that not the most valuable thing you’ve ever owned so yeah you’ve got customers your customer list is gold but you should have a list 10 times bigger than you of your than your customer list of leads of people that you know in your marketplace that are at least have bought carpet cleaning because the majority of people still don’t buy carpet cleaning like it’s they don’t have a house they don’t have carpets they they’re renters they’re the majority of people that you could try and put an ad in front may not be carpet cleaners why would you not bring all those people into a tool like carpet cleaner lead pro or whatever you guys are using to keep it and and and run timely campaigns to them you know three months later hey by the way you might be looking at this you might be needing that they are buyers unless they unsubscribe they should be get on now on your lead outreach list um to to try out your company so that’s what you do with the other 99 people that didn’t become customers this time you take them outside of that framework and put them into your ongoing long-term nurture campaigns that’s how you start building a really really large profitable carpet cleaning business and pay-per-click is a big part of that so questions to ask your ppc provider once i get down the screen i’m going to pause for a second you guys can take a screenshot of it but um how much my buddy budget is going to google ads versus the management fee there is a huge movement that’s happened like a lot of these yellow page companies that switched over you know marketing 365 or 360 and blah blah blah um former yellow page companies that just took the old model of hey we’re going to give this guy a price i’m going to charge him a thousand bucks 1500 bucks 800 bucks 600 bucks for his sem his search engine marketing his pay-per-click and the mystery the secret sauce is where are they spending it well i tell you anytime that we’ve peeled back the curtain or talked to any any folks that worked at those companies and have left um during our outreach and hiring sales people and stuff like that and ad support people and things like that we know that it’s it’s usually north of 50 55 60 of whatever you give them is going to the management fee and they won’t tell you that so it’s just a mystery and that’s that’s not good you need to know that breakdown um actually see if there’s any more on this yeah i’m gonna bring them all into the screen so you can take a screenshot while i’m talking um what type of tracking will you be putting in place so is there um is there a call tracking web form tracking um how deep is that conversions going can you separate pay-per-click calls from organic calls especially if they’re going to your your website or if the landing page has more than one purpose um how will the how will they track the

key performance indicators will there be a dashboard that you can go in and look at and actually understand what’s on the dashboard here’s how many leads you got here’s how many impressions you got here’s how many clicks you got here’s how many conversions you got and here’s the cost of each of those will you be setting up specific landing pages for each ad group and can they can they show you those landing pages um do they do are you split testing the ads in each ad group how often what kind of split tests will you be doing do you have a strategy for that will you be leveraging all of the ad extensions to make sure the ads stand out and what are our target cost per lead and return on investment numbers you know sometimes they might actually do a deep dive and then have to run the campaign for a little bit to really get that but they should be giving you sort of a benchmark and then dialing in your local marketplace they might give you a range you’re never going to know exactly but maybe the cost per lead as we showed you at the beginning we know that the cost per lead should be somewhere between that you know 25 and 55 dollars and 25 would be amazingly good but anything you know anything under you know that that 50 55 or less is a really good mark um return on investment you should be looking at around a four to one three and a half to one four to one at a baseline and how much higher can you get that that’s based on you because that return on investment comes from your conversions if we see numbers less than three and a half to one on a conversion like actually you know a conversion to to a lead that’s on us um a lead to a job that’s on you because if you can’t convert over the phone um or by text or whatever you’ve got work to do you need scripts and you need to understand all of that so we’re getting close to wrapping up here if you have any questions pop them in the chat um we’re just over an hour and i like to wrap up about an hour 15 hour and 20 so we’re gonna get to there but what makes our campaigns better or different for us like what do we do different well we split the campaign into the street strategic ad groups obviously we set up conversion optimized landing pages we set up conversion optimization so that all of that kind of you know as the forms get filled out there’s an automation involved as well they get message they get chatted to all of that kind of stuff um we also know on conversion optimization we we track as deeply as we possibly can on where the where the leads are coming from and what groups ad groups what keywords what cities what zones all that kind of stuff so that we can optimize that we also check the split testing the landing pages and find out what’s working better one versus the other things like that so we can continue to optimize things and look for changes that happen something could be working brilliantly and then start to tail off there may be a reason for that and we need to start looking into figuring that out as well um each ad group we set up with multiple text ads and rotate them to find the best converting we provide that that that really deep dashboard to show the kpis and the one that we look at on our end is even deeper than that way more complex but it allows us to see some of the data that that you don’t necessarily need to be reported on and we we aggregate it all together group it all up and give you the the bigger one and we like to have complete transparency here’s how much the management fee is how much the ad spend is and you can increase your ad spend to grow more leads and scale so our dashboard as we’ve shown a couple of examples it looks like that as an example from just last october to november and you can see this company here um did had only 30 like again much smaller budget and a lot of their budget is going towards organic and and mobile google google maps but they generated 30 41 calls because ad extensions are part of that as well 41 calls from their pay-per-click 35 calls from their facebook ads and we know which ones were calls chats and web forms and it’s all broken down and across all of them 14 and then 14.34 cents an average lead and then look there there is the the actual call volume coming in from organic and the call coming in from pay-per-click and all of those calls are even recorded so you can listen to them and figure out if you’re actually answering them properly or not so do you think this will help you make more money if you were able to dial it in know what was working and then scale the winners run the winners so that you know hey i can expand there’s more room in my market for more money to be spent to generate more revenue and that revenue generate allows me to put another truck on the road those kinds of decisions expand into new territory all of that kind of just put in the chat like a one if you find that you know you understand now that knowing the math psychology and math knowing how pay-per-click works knowing a little bit of behind-the-scenes stuff either the team that you’ve got doing it or if you’re not doing it if you’ve failed before why it may have failed and maybe there’s a better strategy to put that in place cool okay we’re getting a bunch of ones coming in awesome guys so no thanks so much and gals sorry so um got a bit of a bonus for you for

sticking around to the end there’s two bonuses here one is um for a limited time we do this that is very limited every month we have a few slots available and we offer a comprehensive marketing audit and 60 minute marketing consultation with me i charge 495 dollars an hour for my time as a consultant have for many years and what we’re actually willing to do here is it’s over a thousand dollars worth of value because what we actually do is we’ll you know our research team will get to work for you for free so about 500 worth of deep dive research identify the key issues that could be harming your online rankings we check your website out we check your website optimizations and all that kind of stuff you review your conversions check your competitors check where you’re showing up check your visibility we do all of that for you um and uh and then we create a strategy um it all comes by me i look it over i spend some time on it and then we hop on a 60-minute call to go over everything the good bad and the ugly where you can start growing your business things that are looking amazing and and all that and you get all of that absolutely for free if you’re looking to grow your carpet cleaning business and you have any interest in knowing all of those variables and and maybe what the types of services that we can help you with where we can fit in helping you generate even more roi um then this is for you and i’ll give you the link to that in a second so you got the lead flow acceleration that’s the button in the chat if you want to book a strategy session remo will reach out to you get some background information for our research team and help you set up a time to uh to book that in also as i mentioned if you stick around to the end if you go to carpetcleanermarketingmasters.com rewards you’re going to find that’ll take you to a folder and in that folder you can download um or look at pdfs and copies of all of these these documents as well and there’s more than that in there we keep adding more and more stuff but um and if you go back to some of our previous trainings there’ll be some some reports in there and resources that that are relevant to a previous training so you definitely want to take a look at that as well and how you connect with us is just carbocationmarketingmasters.com schedule and that’s also the same link that is in the chat and if you go to that you can have a chat with us have a conversation and book a strategy session and let our team do research for you and help you grow your business that’s our goal is to help one carpet cleaner in every marketplace become the dominant brand so you can get more customers you can sell your business for higher you can scale it and you can have an easier business and an easier life because you’ve understood that the marketing the psychology and the math generates the helps you generate the right marketing the right marketing helps you grow your company and all the other stuff that you guys do expertly delivering great client experience and doing a super job in the customer’s home can be done by you and your technicians and the marketing can help you continue to grow so anyways i’m going to pop off the screen share here there we go i’m going to come up so if you have any questions at all pop them in the chat rima is going to stick around a little bit longer i’ve got a boot but thanks so much for for giving us an hour and 20 minutes of your time today i hope you found this valuable it is a very very dense subject pay-per-click and pay-per-click ads and marketing in general that’s why i don’t suggest that most carpet cleaners try it themselves if you’re good at that then you’re not good at carpet cleaning it’s like you gotta put on the right hat in your business um and one of them is knowing how to delegate for people that know how to do the job properly but now you know when you’re hiring a pay-per-click company what kind of questions to ask if you want to engage with us you know how to do that go to go to the button in the chat or carpetcleanermarketingmasters.com schedule and you can schedule time with us and we’ll we’ll go through all of this with you talk about our our carpet cleaner lead pro conversion tools our websites our pay-per-click our facebook campaigns all the other marketing that we do around the web for you and how to help all that that makes sense so um anyways look forward to talking to you thanks so much for spending your time with us here today and if you have any questions at all just hit us up go to our website we have chat on our website we have you know you know a form that you can fill out or you can just pick up the phone and call us so whatever way you want to get a hold of us we’re here to help and we look forward to talking to you next time take care