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

i talk with a lot of service business owners carpet cleaners we have a lot of people interested in the services that we provide but also having been in the industry myself owning companies for 30 years and one thing i’ve noticed a lot more lately than than years ago is especially new people to carpet cleaning and owning a service business um there’s there seems to be a thought that everything needs to be online and the only place you get leads from is online so you know i’ll ask hey what’s all the marketing you’re doing right now and i’ll get well we get um you know facebook ads or we do google ads or and okay what else well no that’s it 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

so we’ve been helping people understand all of the different things that you need to do to market a business properly we talked about that in in some of our our planning for 2022 webinar that ran in january you can find on our website carpetcleanermarketingmasters.com just click under free training and you can find a lot of our our our past podcast and webinar and um and masterclass sessions there so so we get that a lot where we realize that sort of the old-school way used to call it old-school way of actually building a proper service business and having it grow and expand and become um dominant and and those kinds of things it’s it’s it’s a bit of both it’s online and offline it’s the way you strategically set up your business is the what you do every single day when you’re brand new and you only have one or two jobs a day well you still have an eight or business owners let’s not even say eight hours anymore 10 12 hours a day to grow a brand new business right so your your everything you’re wearing all the hats in the business um and you need to be the person out there promoting and driving the business forward and there’s lots of things you can do then there’s the other crowd that they did all of that like back in 1995 when i started my carpet cleaning business i’d already owned other businesses before that when i started my carpet cleaning business in my early twenties um we did a hundred thousand dollars the first year in 1995 there was no internet and we weren’t even in the yellow page book at the time and in a town of thirty thousand people well how do you start a brand new carpet cleaning company in your early twenties and do a hundred thousand dollars in sales in the first year and again for some of you that might be all john that uh we we were way past that and other of you are going i haven’t got to that level yet and i’ve been in business a number of years um and we’re we’re talking 30 years later almost

30 years later that hundred thousand should be 200 000 in your first year that’s the value of the dollar difference right now and there’s reasons why that happened and a lot of businesses forget to do this these things what i strongly suggest when you’re building your business there’s a couple of key things i talk about um one of them is you actually have three separate businesses so these are writer-downers if you’re writing things down this is a writer-downer you actually are running three separate businesses not one anytime you’re a business owner you have the first business is the um before the sale the lead generation um the branding like what are you looking like to the marketplace and what are you doing to generate leads and where are they coming from what are all the different sources that is a business in itself you need to study that you need to know that you need to hire people to help you with that but you need to be chiefly involved in that then what we call the during the sale business and the during the sale business is from the moment the person reaches out to you whether that’s phone web chat email messenger i don’t care how they’re talking to you that’s from that moment to the moment you’re done in their home servicing them that is during the sale and that’s a whole separate business that you need to manage and strategize and build and then there is the after the sale and after the sale is how you actively get repeats how you actively get referrals how you actively get testimonials how you actively um get the again get them back again and things like that how you get them to share all of those kinds of things how you solve a problem is an after the sale um marketing business it’s it’s that client nurturing and recovery and all of those things that’s a whole separate business and i always suggest you work on your business in in groups of three there’s a magic in the power of three so it was dean jackson that i learned some of these concepts from about the before during and after and three separate businesses like a couple decades ago but whenever you’re building your business don’t just focus on just lead gen because if you have do great at legion and you suck from the moment they communicate to you

somewhere in that realm to the time you’re done the job something about that is off then you could do the greatest lead gen your business won’t grow because you’ve got a log jam there if you do great at um servicing but not great at lead gen we know the problem is going to exist there and then if you don’t follow up properly if you don’t communicate you’re never going to get repeats and referrals properly they’re just going to find the next guy the next time and it’s not you you really have to strategically run your business so that’s the first concept um the other one is as you grow and you start taking off half so mike michael gerber the e-myth and the e-myth revisited some of those books back there include those studies and you want to read that you want to learn from these types of people but you want to make sure that as you start taking off the hat of the technician or the hat of the the manager of the business you can start handing those off as your business grows um the entrepreneur’s hat is always going to be part of the marketing and legion and like what is happening you don’t have to be the one doing it you don’t have to learn how to run pay-per-click ads and you shouldn’t you need to be hiring people that know how to do it better than you but you know you need to know how to manage your marketing and stuff like that but what you should be doing is what we’re going to talk about today and you’re going to get a chance to get this this guide as well so the best low-cost grassroots marketing ideas for carpet cleaners and any in-home service business and in fact a lot of these ideas work across any business so that’s what we’re going to be talking about today is is really really really diving in deep on all of those things that you can do that don’t cost a lot of money that will generate a lot of business over time but you you got to do them consistently this isn’t a one and done you’ve got to run a real business and this is i’m going to give you a whole bunch of ideas and strategies we’re going to walk through a presentation but i’m going to pop in and out i’m going to try and show you some of the resources i’ve got a book right here um this is just some of the marketing that we’ve done for our carpet cleaning business over the years pages and pages and i keep them not only do i keep them to talk about them but i keep them to check um year from year from year we know that we’re going to be doing the miss you campaign in january and february we know we’re going to be doing um the client reactive activation campaign in march we’re going to be doing the um price freeze and upping some of our prices somewhere in april may and we’re gonna be running those

campaigns i’m looking at last year’s who we mailed who we emailed who we text messaged who we phone called what results they were and stuff like that all of that is part of it but again you know there’s ways to make those low cost there’s ways to add funds to that but one of the other things that you want to make sure you’re always doing is you want to project what your revenue is going to be for this coming year so that was the training session we did in january so projecting your actually december and june we did a two-part series on how to figure out your math how to figure out what you want to grow to and how much you should spend in marketing because of that and in carpet cleaning and in home services the magic number is 20 so fifteen percent you can get away with ten percent i’m gonna tell you right now not enough and you’re probably ready to sell the business um or you’re just exiting out and and closing it down so uh twenty percent is is hyper growth you want so for example if you’re 200 000 20 of 200 000 is 40 000 so 40 000 goes to your marketing and then you we teach you how to split that up and it’s not all online at all online’s a big decent part of it but offline marketing and stuff like that and some of these grass roots are so low cost that you’re going to be doing those all the time and then um you know you’re going to want to put that budget in place so if this year you’re at 20 you’re 200 000 you want to go to 250 000 that’s reasonable to try and jump to 300 000 maybe adding new services and building a whole new brand or a whole new side satellite business maybe that kind of idea might be a better concept but you’re going to want to be um 200 to 250 000 is not a bad leap in a year that’s a that’s a huge growth if you think about a 25 growth that’s that’s a massive growth but if you’ve got a lot of plans in place to do that then take that 250 000 and say okay 20 of that that’s 50 grand i’m going to put

50 grand into my marketing budget to get to that level but if you’re only at a hundred thousand you at least still need to be putting in 20 000 to marketing to get to 150 and then at 150 you need to be putting 20 000 to get to the next or 20 so you need to be putting 20 percent this is the the the what we’re talking about but there’s a lot of things that you can do that are you know five and ten and fifteen bucks um or free completely that we’re going to talk about today that should always be complementing those things you never want to just throw money at it to solve it that’s that’s part of the mix but as you start taking off that management hat as you start taking off that um technician hat and all that these are the things that you can keep doing as the owner of the business to grow the business so that’s what we’re going to jump jump into we’re going to talk about so hopefully everybody’s excited if you guys can hear me if everything sounds cool just give me a one in the chat and i will start sharing my screen right now and we will get into it

okay so if everybody can see my screen you see my uh my lovely face and the low-cost marketing strategy for carpet cleaners and home service businesses if you can see the presentation put one over the chat so i i know everybody can hear me and that everything’s good

awesome okay we got a couple of ones coming in is everything cool on your side reema

good good good okay okay good so let’s get let’s get rolling here and i’ve got my highlighter on something new i learned so i’m just gonna um in powerpoints i can highlight stuff so it just means i have to move screens differently but here okay so i need your attention um what we’re talking about here um is very important and i want you guys to make sure your cell phones are off i talk fast anyways so uh a lot of times uh uh you know people listen to these on replay or if you listen to videos on replay and you put them into one and a half and you know 1.75 speed otherwise you’re distracted trust me uh you won’t need to do that with me so stay stay engaged turn your cell phones off turn your facebook off turn your tick tock off just try and stay focused here if you’re a carpet cleaner small business owner and you’re serious about getting better results um we’re gonna try and get this wrapped up in you know 60 to um 60 to 75 minutes that kind of kind of range so let’s let’s stay focused here and now if you stay to the end i’m going to give you something special i’m going to give you that guide i just showed you so the the low cost the best low-cost grassroots marketing ideas for carpet clears but i also decided i’m going to give you guys a bunch of other stuff as well so what i’m going to give you is our full resource kit so we’re going to give you a link you can go online it’s it’s a google doc or google drive folder and you’re going to get our checklist in there so if you go to our website you can request the checklist as well but it’s it’s to understand if you’ve got your online marketing right ways that you can sort of self-evaluate and if you need to consult with us there’s going to be an offer for a consulting as well and then how to set up your website properly your website is the hub of your business so people end up there to find out what you do and how you do it so uh you want to make sure that your website is designed to convert and also designed to rank so it wants to rank well so that you actually show up in your local market and you’re getting all of those leads but you also want it to convert well and that’s different than ranking so a pretty website doesn’t always cut it it’s got to look good but it really has to be built with psychology involved and then we’re going to give you a whole guide on how to do that from a previous training that we did on how to optimize your website for maximum conversions and also this is our 2021 google my business guide it’s um it’s still relevant today google my business has changed their name to

google business profile so gbp instead of gmb don’t worry about it all we’re talking about is google maps and there’s things you need to do to make sure you show up in maps not just for your primary terms so carpet cleaners a lot of times say oh i’m in the google maps yeah well if i type in carpet cleaning you are but if i type in upholstery cleaning area rug cleaning tile cleaning wood floor cleaning you’re not there’s ways you can rank for all of the search terms in your local market that pop up a map listing all of that that’s an 87 page guide right there walk through step by step we did a training on it but we also provide these these these guides and stuff so i just put them all together in a kit added this new one and said hey go at it if you need any if you need any help let us know but this is literally a step-by-step walkthrough to help carpet cleaners be dominate their local marketplace so hopefully there’s a value in that to you so i’m not going to spend a lot of time on this but who am i so um while in high school i started my first service business window cleaning and uh did it on as part of a business class um to pass a business class i just set up a an executive summary and a loan application and all this kind of stuff and a whole business proposal and plan and for bonus marks you could take it to the uh the business to a bank and and and get them to you know give you an assessment on it well my buddy scott and i left the bank with a loan in hand we weren’t even planning on it and we opened up a window cleaning business bought vans and ladders and all that kind of stuff as high school students with zero credit because the bank manager said i’ve never seen a business plan as thorough and well done as that you guys get the money and we kind of laughed and thought it was funny and for a couple of years we ran the the um the window cleaning business he went off to college i started uh opening up other cleaning businesses and janitorial businesses and then eventually my carpet cleaning business so i’ve owned franchises um i’ve i started a digital marketing agency that evolved out of helping people write better ads write better learn how to answer phones properly do scripts how to write a better yellow page ad so that you’re not just saying the name of your business and the logo in the yellow page ad you actually have a title and a headline and your face and a guarantee and the name of your business is secondary because nobody cares who they’re hiring until they know why and what so that all

trans translated very well into web marketing and so we started helping people and built the whole digital agency around that as well so so that’s my my background i’ve spoken around at many conventions and stuff like that and um been the guest speaker the keynote speaker at three day elite retreats for the highest profitable carpet cleaning companies on the planet flown to the island samoa to do that and things like that so anyways that’s who i am we’ll bounce off of that just want to kind of let you know we know what we’re talking about some of our clients here um just a slide showing you that most of these clients have been with us for a long time um and just showing how they’re showing up everywhere getting ranked getting increasing their business by 40 and 60 and things like that why and what do we do and why do we do it so what we know works really really well is that we make our clients the top brand in their local marketplace that way you would trust attract the best clients you can book the top you can charge the top rates and you’re booked out weeks in advance there’s ways to do that there’s many many many like you think of the best real estate agent you think of the best tire shop you think of the best um carpet cleaning company as we know the best made company they’re seen differently but they did that because they positioned themselves differently it’s not just haphazard and there’s ways to make that happen even before you’re a big a big dog because the ones that grew to that point had a strategic plan in place from the day they started they understood where they wanted to position themselves and they worked their butts off to get there all of it together looks like this it’s called our digital dominance method it’s how we help you market your business we do a lot of the digital stuff for you but the stuff that you need to be doing why you that’s called a compelling usp unique sales proposition why should they choose you over anybody else and low price is not the answer you’ll never stay in business if it’s because you’re the cheapest so how can you make it you know how can you compete against the guys that are 99 for three rooms in a haul when example my business we have a ton of those in our marketplace and three rooms in the hall yeah probably about 250 to 300 bucks and we’re the busiest around while the one the business story i just sold um where the busiest around um so i had had our company for 26 years and sold it uh just less than a year ago so you have a risk reversal guarantee you have an engaging logo and branding the number of businesses i talked to that still have a magnet on the side of their white van never going to grow a business that’s considered credible and reputable if you pull into the driveway with a white van just sorry about your luck you need to spend the 1500 bucks and wrap the thing um and it has to be well designed and you have to have your your risk reversal guarantee or at least your compelling sales proposition your tag line on the side of the van and there’s got to be something standing out then you’re you’re you’ve got to anchor that brand and you have to have um personalization everywhere it is not about trying to look like a corporation even if you own a franchise

you’re a stanley steamer you’re an oxy fresher a chem dry i don’t really care you are the one they’re buying from not the franchise let the franchise market how they market you’re the local operator you’re the franchise owner and you’re the guy that’s that the buck stops with you and you need to show that and tell that and why that’s different so your google my business needs to be optimized and stuff like that and then we start getting into your reputation and your authority in the marketplace and stuff like that and that’s our digital dominance method working your way around including email marketings and stuff like that and there’s stuff that you guys do that we don’t do um but we teach you on it we tell you we help you and all that kind of stuff so that’s that’s where this is all coming from but what do i find is the biggest challenge faced by new and small cleaning businesses and i’d even say on this one even some of the big guys that have lost touch with what got them there put it that way as well what are some of those things and what we’re talking about is for the small guys and the new guys not enough marketing budget for the big guys it’s forgetting this stuff it really is so what are we what are we going to talk about so there’s the solution is um that whether whether you know if the problem is not enough budget or forgetting about doing these things and kind of letting it go the open secret is what we talked about ideally you’re going to be spending 15 percent of the money that you earn that’s an open secret of 50 of your projected revenue back into your marketing because less marketing means less leads less jobs and less money more marketing means more leads more jobs and more money and this is going to become trust me when i say this i’m not trying to be a prophet or anything like that and uh and you know the amazing crescent but this is going to become more and more of a conversation in 2022 because now that we’ve put the pandemic behind us we’re running into the inflation conversation we’re running into the war in ukraine terrible situation over there but it’s also creating an economic situation so we’ve got um inflation running wild we’ve got interest rates that are going to be going up think of every homeowner whose mortgage goes from fifteen hundred dollars a month to twenty five hundred dollars a month or twenty two hundred dollars a month for the same home because their interest rates rose you know that kind of thing um are they going to have as much money for services no so the best marketer then wins and the person doing a lot of this low low cost grassroots stuff we’re talking about as well and compliments is going to win and stay stay viable and the other guys are going to fall out of the business as well so so that’s a big part of it is you need to be investing back but you also need to be doing the grassroots stuff and never stop so um so small business owners tend to start on a shoestring budget and they acquire their equipment and things like that and they only have a little bit money left to invest then they wonder hey my leads are how do i get more leads some of them go out and they get an ad that shows up oh we’ll sell you facebook leads oh we’ll sell you these leads oh i need leads and they buy leads and then

they realize hey as soon as i stop spending money to buy leads i don’t have a business anymore because i don’t have any of this other stuff in place i haven’t built you know a a a great client um experience system in place that every client goes oh my gosh that was the most amazing service experience i’ve ever had of course i’m going to use these guys again and tell my friends about them they’ve never crafted a business they’ve never read the e-myth they’ve never they’ve never invested time into hey what should my business look and feel like to the consumer before during and after the sale um and so therefore the business just starts to suffer and they wonder why and then you get a recession and they go to business so what we’re going to do is we’re going to solve for that you need to consistently implement the time-tested low-cost outreach strategies um that you know again every carpet cleaner that i have talked to that is is successful did these to start some of them fall off the bandwagon other ones just do them that’s what the owner does or they hire somebody who’s this is their whole role some of the stuff we’re going to talk about today and they train all their staff through it and then you need to consistently invest 20 percent of your projected revenue consistently if the market is going down and and and you think next year you’re going to go from 300 000 to 200 000 because it’s that bad then take 20 percent of next year but i’m going to tell you right now i’ve rode out many recessions and slow downs and we’ve grown through them we’ve stabilized or grown by consistently investing and not cutting our marketing expenses the first thing we cut you cut other expenses and you amplify your marketing expense and that’s what we’re going to talk about um a remarketing investment it’s never an expense it’s got a return on investment so but what are the low-cost stuff that you can always do regardless of the economy number one we’re going to talk about is sales scripts so sounds a little silly right but really when you answer the phone and um or whoever is answering your phone here’s a couple things we need to talk about and it’s not just answering the phone anymore we’ll talk about that as well but you need to have a a scripted process again we’re not talking exactly like a robot word for word we’re talking you learned a script you teach your phone answering staff a script if you’re using a call center you teach the call center the main gist of the script and you make sure that they stay on on script and when a

customer asks some questions that take them off script you you dodge you go off script and you know you’re coming right back and you know exactly where you’re coming right back to when your technicians are in the home when you’re in the home how are they approaching the door how are they um first introducing themselves are they calling ahead and introducing themselves so it starts a warmer conversation and a friendlier environment in there then when they go through the home and they’re doing the inspection before the cleaning are you just giving a price are you looking around going looks about 300 bucks or are you actually measuring and assessing and testing spots and stains and using uv lights putting on booties and are you scripting that whole thing all the way through so that you become a consultant and by becoming a consultant you’re not charging ninety nine dollars for three rooms in a hall you’re charging two hundred three hundred dollars for three rooms and a hall and they’re more than happy to pay it because everything about your business feels and looks different than everybody else and they know that it’s not just a soak and suck um it’s you’re actually delivering a huge value and you’re teaching them the difference between you and other companies and stuff like that so you need to be able to clearly answer the question hey why should i buy from you and not the other guy that i’m thinking about right and it’s never about price so actually let me see if i can um

that switches quickly enough yep there we go so um i said i’m going to pop in and out and some of this stuff but here’s an example so again i trade on this but this is from our own the company that i’ve just sold i keep pointing that way because literally i’ve con i’ve maintained an office in in the building that i own that um i’m renting out to the person who bought our 27-year carpet cleaning business um and and team and technicians and stuff like that so um this is the script that they still use that we use for years this is a script but if you look at this this is i’m calling to get a price on cleaning my carpets which is normally the entry level call the last thing you answer is the price and all of this other stuff is in between but what is all this other stuff well it was actually built when i learned your neuro linguistic programming because i wanted to go hey how come some of the things i say influence people to make of to buy my protector how come to add on their upholstery cleaned out on other sales and sometimes i don’t get that it be you know just back in my 20s i was saying like there’s there’s ways i can position things and it gets more people to say yes than before and then i learned what is that well it’s the way you talk to people it’s called neuro-linguistic programming if you learn the science of it and within neuro-linguistic programming the very first thing we want to do is the deflection we want to deflect from the price right how much do you charge to clean this we charge you know 192 okay thank you click there is no value and then all of a sudden you say well everybody’s only concerned about price no that’s what you made it about too so the deflection is in the script for example hey i can certainly help you with that um you know tell me a little bit more about the carpets you want cleaned feels logical natural but you’re deflecting them well it’s this and this okay great do you have any pets in the home any stains stuff like that what’s the main concern why are you uh um why are you looking to get this done all because of this okay okay awesome and is it a fairly average size home so you mentioned three bedrooms in a hallway we charge by the cleanable square footage we charge by the you know the room based on psi whatever your method is um you know so just kind of get a general sense of the size of these rooms in the area just so i can give you an accurate estimate we never gave a quote over the phone we always gave an estimate and a range um and a package through different packages they could choose from that way

on the day of cleaning it’s going to be within this range but you get to choose where it falls and based on what we actually see when we finally when we actually do show up that’s the way we’ve always done it but you can do it whichever way you want but as soon as you quote and lock a price in you know that they’re com comparing you to somebody else commodity wise and you have to explain that so the very first one was the deflection as an example now the second is framing so now you need to frame and you need to paint a picture so hey while i’m figuring this out for you you already know the number in your head you already know it on a computer screen you’ve got a calculator in front of you a spreadsheet whatever you guys use but while i’m figuring this out for you let me tell you why most people who call choose us to clean their carpets what did i just do there i just planted a seed that most people who call choose us so when my price starts sounding higher by the end that’s called a cognitive disconnect why did most people choose them if the price sounds higher well that’s all the meat in the middle so really really really understanding that the words you say help people buy from you or buy from somebody else becomes really important the very next thing you say is your guarantees because you’re guarantee your risk reversal guarantee has to be better than anybody else’s so we guarantee that you know the most thorough clean the cleanest fluffiest healthiest longest lasting carpet cleaning ever or it’s free and what we mean by that is if you’re not happy with anything we we do we’ll come back and reclaim clean those areas for free absolutely no problems no strings attached we’re quite happy to do so uh we’re here to make you happy if you’re still not happy with those areas and you can find we’re going to give you money back for that but also to go beyond that if you can find anybody else who can actually get that stain out that those areas cleaner we’re going to pay the bill to do that for you now we’re the only company that does that and the reason why we can guarantee that is because we don’t blah blah blah blah blah we don’t do this method we don’t do that method we don’t you know we don’t offer a discount price come in and soak and suck and leave it stinking and wet for days whatever right what we do so we always here’s a don’t

a donut is a pausing moment right we don’t do that oh you don’t you know here’s what we do right so what’s even better that kind of idea and it just people’s brains are just following along at this point you can pause and ask questions throughout the script here and there but you’re now telling them what we do is and then you explain your method you explain your process you explain your three packages and stuff like that so so based on everything you just told me there um i’m gonna say that you’re gonna be in a range of say somewhere between 250 and 350 bucks really depending on the exact square footage and which one of those packages you choose you don’t have to decide now the technician is going to walk through he’s going to do a full thorough pre-inspection he’s going to test any spots and stains he’s going to give you his assessment and you’re going to choose whichever package you can ask any questions there’s no hard sell or anything like that in fact our technicians aren’t paid paid on commission at all it’s they’re just there to help you but you can pick whichever package makes the most sense to you on the day of cleaning at that moment you don’t say would you like to book with us again that’s just literally like when you walk into a store and say well you know you know when somebody watches hey do you need any help no i’m just looking that’s the 99 of people that’s the answer when you walk into a store and the sales person understands scripting well what do they say they turn around they say hey um welcome to our store i just want to let you know that over there we’ve got some seasonal offers that are on super discount 75 off we’ve got some of the new lines over here i see that your your color scheme is purple um we have a whole rack over here of things that would would complement your your color scheme if you need any help my name is jane and i’m here to help you yeah jane show me that rack 50 of the people will actually have that per that sales person now engage and help them because the script was different so we’ve got it right down to the point where delivering a client experience this is part of the training i’ve done over the years and how delivering a client experience is great this is training for

this is training for technicians so um and the training for example on this one is um call ahead make sure you’re dressed professionally put shoe covers on when you arrive have a package and menu system that you handle the customer laminate something tactile in their hands things like that roll out the red carpet um do a spot before and after test somewhere on the on the job things like that so having all of that scripted is the point of this this this first step right here i’m going to go back to my slides

just think through it spend a couple of hours thinking you know thinking through it this is the grueling work of owning a business and not being just you know working for somebody else this is why you get you get paid the big bucks you know when it’s successful and why you’re taking all the risks so put yourself into it what are the things that help answer the phones better how’s the better way to explain your method how is the better way to explain your risk reversal guarantees how’s the better way to explain stuff in the home what experience can you deliver you get the scripting right and your sales on its own the reason why i put this as low cost you can double easily double the amount of work you’re doing for the exact same amount of calls by solving for this problem so hopefully there’s a little bit of value in that probably spent a little bit longer than normal on scripting but that’s that’s one of the big ones that you need to be thinking of the next one is in-person sales visits so right from day one of your visit of your business do not be shy in stopping around and talking to people so you need to be every single week having a list having it in your van if you’re the technician or if you’re now the business owner you’ve got technicians out on the field don’t ever stop doing this you have a list of the office buildings the medical offices the dentist the doctors the chiropractors the um any of the hotels any of the condo buildings property managers things like that you have a list that you’re going to stop around and you’re not going to see the same people every week but you’re going to work through a list and you’re going to introduce yourself you want to introduce your your company you want to get names you want to so the fir you’re going to have a first cold introduction then you’re going to have a slightly warmer introduction and you’re gonna think through this you’re gonna plan this out so um you wanna introduce your company you wanna have a complimentary what we always used to do is would you know when i first started the business how to do a hundred thousand dollars in 1995 in a town of 30 000 people really easy i hit every single store on the main street i hit every single hotel um and there i joined a bed and breakfast association and on and on you name all of these things and what i offered when i walked into a store is hey how’s it going and they thought i was a customer hey how can i help you today well actually i’m john um just started this this business or i’ve been i run this business i’m not sure if you’ve heard of us and just stopping by leave some information um just also and i brought my spotter kit with me is there any spots or stains that you guys are

dealing with that while i’m here i could do a quick complimentary spot removal for you so we’re going to waive our 95 spot removal fee and do that for free um things like that so we’re ready to do that we’re going to leave information behind about the company any special offers because i stopped in um things like that i’m actually like i’ll i’ll pop back on the screen in a minute just so i’m not going back and forth i’ll show you an example of the type of letters we left behind we’re not talking glossy brochures that people throw in the garbage we’re talking you can have a brochure attached to something you have to have a more meaningful sales letter here’s who i am here’s why i started my business here’s why we’re different here’s why i want to be your service provider you need to answer those questions in in in your in your copy properly and and then you can offer to do a quote while you’re on the spot and if they do that they’ll get a free protection free sanitizing free this free that if you know added to the quote and you can get the okay to measure up and if not no no problems don’t worry i just want to stop and introduce myself you grab some business cards and you’re now going to follow up with them so you meet and greet you build your list you write it down and you stay in touch and you stay in touch until they buy or die that’s that’s the wording but you want to build who are the businesses i want to work for um chet homes calls it the dream 100 but uh you know in any sales environment and you’re in a sales environment who are the businesses and commercial facilities and stuff like that that you would like to be you know learn more about see if they’re hiring outside cleaners who’s the person you need to talk to all those that all happens by walking in the door and asking somebody right and being super friendly bringing some gifts you know like again pens and notepads are a good start um next time you come around you’ve got a person’s name hey jim how’s it going because you read your list from last time hey i brought you coffee whatever whatever you can do you just you’ve got to do that that’s huge in our industry you gotta reach out to real estate offices and what that means is once a month you were going to every real estate office i get it was hard for the last two years to do this we’re doing it now so in the real estate offices they have stand-up meetings monday mornings they have um there’s usually an office manager like you know there’s people that are training the the agents how to do the jobs better there’s a secretary all that kind of stuff you want to stop in you want to provide some sort of information in fact what we used to do is provide a

really great offer um for the uh for the real estate agents and we got them to put it into every one of the real estate agents slots so we we create a little package that was a little bit lumpy put a pen in it things like that anything that’s going to get them to open it and we wanted to we we wanted to be their carpet cleaner they’re a real estate agent and here’s when you can use this and why you can use this here’s what you get from it here’s what your your client’s going to get from it here’s what we guarantee don’t take my word for it go look us up on the web we’ve got the most reviews we’re the best authority when they look us up they go oh my gosh these guys are amazing because of all that digital marketing and all of that other stuff that we talk about the digital dominance and the authority building it all plays off each other but even if you’re brand new um get a little bit of that get some reviews going like you’re supposed to do all that and then you’re gonna you’re gonna do this you’re gonna walk in and at least once a month to every real estate office and you’re going to get a few agents reach out to you next month you’re going to get a few more next month you’re going to get a few more you want to keep a real rolodex of all of the high end agents so you’re going to go around and see the guy that’s on the back of the bus the guy that’s been around for years you know it um we always say that you know there might be 700 real estate agents in your marketplace and 10 of them are actually selling most of the homes and the rest of them are lucky to sell a couple homes a year right those that 10 that are the most active they are the authority they are the market leaders they’ve done good marketing to get to there they understood what the other 90 don’t understand or 99 don’t understand and those are the ones that you want to talk to those are the ones that you want to become your guy and how do you do that well you get them on a list you you pick a phone you call them you send them a monthly printed in the mail newsletter um with a personal little note attached to it we’ve sent newsletters out to our clients and our preferred um our preferred um jv partners and strategic partners um since 2001 so yeah again 20 to 21 years now so um and again it’s not that expensive like if it’s if you have 50 of these people on a list and it costs you know like even if it costs a buck all in with

printing and mailing and stuff like that that’s 50 bucks a month and you’re influencing the people that can hand you 2 3 5 10 jobs a year times how many of those people you’re talking to and you’re you’re going to want to share your before and after stories so get them on an email list get them you know even on a mailing list put a hey here’s a here’s a client that was just selling their home we came in and saved them from having to do this here’s a person who just bought a home didn’t have money to replace this and this here’s how we save them tell them the stories show them the before and after pictures you should be doing that that’s another free tool that we are free uh low-cost uh strategy we talk about anyways which is making sure that you’re promoting your before and after stories properly not just a picture of before and after but what’s the story show the pictures before during after and tell why take some videos all that’s free post it on your your social media post it on your websites have project galleries not just a page of of of just before and after pictures nobody goes to that page have a story of why mrs jones used abc carpet cleaning to get you know to solve her horrendously stinky carpet and then there’s the pictures there’s her testimonial her feedback or review there’s the little story you’ve explained it that’s a page on your website that’s free you put it on social media you share it out to all your friends and family you post it into groups things like that and you can even put five bucks a day against it and boost it for five days and there’s 25 bucks and now you’ve promoted that story so that’s all the stuff you do but you you can send that link to the real estate agents if you’ve got them on messenger hey by the way here’s another successful um job we did i just want to share that with you you just keep dripping on them why you’re better than all of the other ones they’re thinking about and even if their best buddy is a carpet cleaner and they’re going you know what i use my business but these guys market better you’re going to start getting messages from people just because you’re doing this my god your marketing is amazing and all you’re doing is this stuff this low-cost stuff free giveaways is another one so as i mentioned um you want to give away free stuff like if it’s a if it’s a hotel offer to clean their dirtiest area one room 100 square feet 150 square feet whatever but they have to be there to watch you it’s a demo it’s not a oh go over there and clean that come back and talk to me no no

no you you you do it by arranging having a conversation would you like a free demo yeah okay well let’s arrange that one’s a time that you can be available what area would you like let’s go look at that okay cool i’m going to come back next tuesday at 10 o’clock will you be available next tuesday at 10 o’clock to um to to watch my demo so i can show you what we do why we’re different and what kind of results i can get out of this area you can do a little spotting test ahead of time to make sure you’re not you know you’re not going to bag it in your face and it’s just a permanent stain but you’re gonna do that that’s the kind of stuff that we did for years and years and years and just never stop doing so you end up with more and more and more hotels more and more and more um property management and condos um one of our you know one of my good friends and a client of ours runs um carp cleaning business that does dryer vent cleaning well they now do dryer vent cleaning for a whole bunch of day spas do why because they got lots of towels and they got dryer the dryers and it always gets clogged so once every month or once every two months they’re back in there cleaning that consistently on contract why did they get that not because they got a phone call from the day spa maybe they got a phone call from one day spa once and they went oh my gosh why don’t we hit them all up and have a conversation say hey do you run into this problem here’s how we can solve it and prevent a fire and on and on do a quick look and see and that kind of thing so but you want to be able to make sure that you can offer something free free is better than a discount free is better than twenty percent off free spread like add something for free so you can for a nice for for an ideal client you offer a free cleaning to become so they get to know you so they can refer you to other people so if it’s a carpet store we’re going to talk about that in a minute but if it’s a carpet store offer to do the owner’s house for free couple rooms three rooms a whole high list i don’t really care because that that could be 10 20 30 000 a year in work does it matter that you spent 50 bucks or 100 bucks on solution and two hours of your time it doesn’t so this is the way you need to think to become that that different kind of person but you’re not going to show up in jeans and a t-shirt and you’re not going to

show up with a white van he’s not going to refer that you’re going to show up fully branded in uniform and then deliver your experience roll out your red carpets put your booties on make them go holy crap this is obviously the company i need to refer right so things in offers you can always offer a free armchair cleaning um with two or more rooms of carpet cleaning that’s a better offer than saying 10 off or 20 off winter white sale or whatever offer to clean something addition and you know maybe that armchair is an 85 value 85 value absolutely free that’s that’s a better way to position your mark your offers so always think about free giveaways completely free or free as an add-on free spot remover with cleaning you know things like that as as the offer that you’re promoting limited time only and to select people only when you’re putting it in front of them so hopefully that makes sense another one a free maintenance kit we have one of our packages again three packages always clean always clean is you pay this now we’ll do a full cleaning sanitizing healthy home cleaning one year warranty all that kind of stuff we’re going to give you a not just our free bottle of spotter that’s refillable for life every time we’re back we’re going to give you a full carpet maintenance kit that includes a little white hand towel terry cloth towel includes a spotting guide includes our step one spotter our basic spotter and then our more advanced spotter in there on and on and on you’re going to create a whole you know a carpet maintenance kit you might even include one of those little rakes to put the rake lines in if you really want you know because they’re not that expensive whatever that is well our always clean is is 95 cents a square foot and that includes a complimentary traffic lane cleaning of any or all of the same areas within six months if we don’t hear from you by month six we’re calling you and we’ll come back and re-clean so if you’ve got and you’re gonna get the full cleaning protections and deodorizing and all that this time we’re gonna come back and clean the traffic lanes for free why would we do that well for 95 cents you’ve paid you know you got more than enough to do that anyways but we’re going to start marketing them at month 4 saying hey your always clean is going to expire soon it’s due you know by the end of month 6. and here’s all the other bonuses that you can you know while we’re there to do the complimentary free cleaning of the traffic lanes of those rooms would you like to add on a couch a chair a

mattress a tile floor a wood floor cleaning a duct cleaning and you’re gonna get our in-home savings you’re going to save 20 off of those services even though your main service is free and then at a year we’re going to start mailing them by month 11 and calling them and emailing them saying hey you’re you’re always clean um subscription is about to expire you’re one of our vip clients so let’s you know let’s come back and you’re going to be locked in at last year’s prices and as long as you book every 12 months within that that your anniversary month for your cleaning you’re always paying the original price you paid for that service so some clients will be on you’re always clean for 20 years like we’ve had um because they’re still paying the price that it was 20 years ago they just do it every single year so and that’s and then at the six month interval they’re getting other stuff done as well and they’re referring all their friends and you’ve just become their guy so um or gal so think of it that way as well so um let’s pause for a quick second is this good stuff are you guys learning anything from this put a one in the chat if uh if some of this is new to you some of it’s just a refresher put any comments in the chat if there’s um things that you guys are doing similar to this that’s working really well it’s always good to kind of you know banter back and forth but just share in the chat here um and i’ll i’ll go through strategy number five and i’ll check back in a second so cool we got a couple things coming in okay great so let’s go on to outreach department owners and managers so you want to have a direct contact with the manager superintendent sometimes that’s just as a matter of just popping in the building and looking at the board and seeing who the superintendent is hitting a buzz um and asking if you can have a quick second of their time um there’s a whole bunch of ways to approach apartment managers and and condo managers are better than apartments obviously but any of that crowd and again what are you offering you’re offering a free a free room of cleaning a free demo whatever free cleaning of a part of a hallway all that same stuff that we’ve been talking about you want to advertise in the apartment owners magazines and association websites so you want to track all of those down you want to find out who the where the associations are and you want to

you want if you know that’s a minor expense it might be 100 or 200 bucks a year 500 bucks a year in a big marketplace and you want to you want to advertise and get in front of these guys most apartment owners managers rental rental managers um if you’re in a in a sort of a resort town or a you know an attraction town you’re gonna have bed and breakfasts and airbnbs and things like that a lot of these owners are part of associations and you want to be figure out what those associations are and sometimes it’s just as simple as asking um the the one or the you know the one you’re in front of you’re you’re you’re chatting to this guy you’re you’re you’re you’re you put them on your rolodex you’re having a conversation you’re following up with your newsletters you’re picking up the phone every so often seeing if there’s any uh any units or um problems in the hallway that yeah you know that might need your attention things like that you don’t want to be shy about this you want to you want to be persistent and by them it could be just hey russ how’s it going great great it’s john here from you know abc carpet cleaning uh yeah i stopped in there a couple weeks ago and had a good chat with you about the carpet cleaning yeah yeah quick question actually are you guys part of an association i’m just trying to track down a few more associations in the area and just trying to get some names and contacts so that you know we’d like to join a few of them and just uh you know as a vendor and just want to know which ones you guys are part of it could be as simple as that a lot of times just by asking that question you end up getting them going you know even if that’s just your intro you can ask that question as a phone call or a personal stop-in meet and that leads to them going yeah let me what do you guys do yeah we’re looking for a new guy so keep that in mind as well you want to do that same idea outreach to commercial facilities you want to be sending direct mail so actually i’m going to show you an example now so so there’s a headline you know what i mean so for example this one says at the top there um exclusive offer for new select business owners only right and personally signed by me this is you know there’s some of our awards stuff like that and we’re offering a free a free carpet cleaning so absolutely free we’re going to clean the first 100 square feet for free no strings attached as a way to to show you what we do we’ll come out first this is what we always talk about um how we can offer our

guarantees that’s kind of it’s so it’s more like a sales letter will we attach a brochure to this absolutely um but this is the sales letter this will be folded up and mailed this will be handed out when we drop around things like that here’s another example of one for real estate professionals right so here’s another example of what we would leave behind when we stop in and it’s this one’s two-sided there’s the gift of clean um i’m not that fancy this was literally just done in word um but if you can see it’s headline driven it’s personalized it’s got my family on it back when the kids were we um it’s got um you know it’s it’s got all the reasons why they should be um considering us now i’ve got a reason to follow up i’ve sent them something i’ve dropped something off by hand i’ve you know and now i’ve got hey i’m the guy that handed out i gave you that gift of clean you know i want to see if you want to take advantage of that that kind of idea as well so those are kinds of slides here so but that’s that is that idea you need to be sending um oops sorry i think i just paused my audio for a second you need to be sending um direct mail a lot you need to be doing those personal visits you need to be offering free demos at commercial facilities again we found our sweet spot was the um medical facilities like the dentist the doctors the chiropractors um things like that med spas a lot of them still have carpeting or tile in the and we can um you know again they’re not it’s not ten thousand twenty thousand square feet which are nice contracts to get but those are normal you know normally evening jobs and things like that well chiropractors take wednesdays off that’s great middle of the day cleaning perfect you know some dentists have certain hours that are off or whatever and things like that but also um they’re they’re they’re a different sort of class of person they’re not you know they’re not um a procurement manager saying hey we got 800 or 80 000 square feet in our facility

we’re getting or 10 cents going or whatever great contracts to get if you can keep them but they’ll always a lot of times will always go to lowest bidder so we didn’t chase those as often and as much as we chased condos and we chased um those medical higher end medical type places as well but um and that’s when you offer packages to them this was something that is so weird you know what you know and you know you kind of know what you don’t know when you know it as well if that makes sense because we were offering three three tier packages for residential for years and never once always said to ourselves um well commercial is different so commercial only wants the lowest price we’re gonna offer a low price and we did that for years and then by mistake on one quote um and our quote packages are 13 pages long with testimonials and a whole bunch of other stuff but um in by mistake um one of i had an office girl do the quote for me when i was i was away and she put in our residential quote packages in in place of a commercial quote just forgot just put that one little bit in in the middle of the the proposal and it was given the three options and the client took the commercial place took the third option and it was for about a thousand or fifteen hundred bucks more than the lowest and then i went huh playing that interesting so from that point forward every single quote we sent out had three prices basic clean only um full clean and protect and full and a healthy office package with clean protect and and all and sanitizer deodorize and all that kind of stuff and all the bells and whistles and reasons why um and what we found is a lot of businesses actually chose the third package and we priced it so that the difference between the second and third wasn’t that much so clean to clean and protect they go well i do want the protector well a little bit more i get this and yeah it just upped our average commercial ticket um by almost double pricing just by putting those packages in place so be doing that please um that’s definitely make sure that when you’re you’re quoting commercial you’re not just looking walking and looking around going i think that’s about 500 bucks no you’re measuring you’re assessing you’re testing spots and stains you’re leaving a nice big clean circle in the middle of a traffic lane because you did a test right there you’re showing off while you’re there you’re leaving a little bit of information behind you’re going away and you’re going to be sent either coming back with a quote package or sending it by email as a pdf um or both um but you’re going to find out all of that but you’re not just giving a price on the back of a business card and walking out because you’re now just discredited your authority and your positioning you want to continue to build that authority and positioning and that’s

ways to do it doing it that way so sales from employees at commercial accounts this is huge any commercial job you do that has desks at all at all desks at all every single one of these people there could become a residential client of yours so any commercial job you do and again i don’t care if you’re a carpet cleaner now or if you’re a window cleaner if you’re whatever every single job you do every one of their employees can use your services at their home as well if you do business and commercial so what you want to have is a program and you don’t build it new for every single person you build it once this is now an hour or two of thinking a little bit of crafting if you’re not good at word or you know doing a little bit of design you hire somebody to do it you know you hire a kid in high school that’s learning this stuff um and get them to to craft something up you know whatever because the point is the two things that work really best tent card and a flyer really simple so you’re gonna talk to the the contact that you have there and say hey it’s you know blah blah blah um i’d love to like we’re coming in on thursday night to do all the cleaning for you the office yeah yeah do you mind if we leave a little tent card behind on the desks of everybody just with our preferred client discounts because you’re one of our commercial clients now every one of your employees actually get a savings off our services that aren’t available to anybody else and is it okay if i leave one of those behind i we always left it behind with a notepad and a pen we always had no pads and pens just you know with our branding and logos on it and we’d left a little you know gift card like a little tent card with a gift certificate on one side of it um almost like a gift card and then a little explanation they opened it up and it told why why they should choose us and why we’re different two things it does one it lets them know about you two it lets them know about why you’re different and why the company hired you and all of that kind of stuff so they don’t just go oh the cleaners are in last night oh these guys my gosh they use eco-friendly products blah blah blah you know all the all your strong bullet points and reasons why you over everybody else all becomes part of that message and then the flyer you can ask if you can post that up um in the bulletin on their bullseye board in the lunchroom and you can also ask if

they’ve got like a an employee newsletter or employee portal you can send that over if it’s okay for the your contact to get that posted up there as well um anywhere that they can possibly got a slack group some of the people work from home now so what hey we just had the cleaners in last night and they got preferred client discount for all of our staff right so um whatever that is that could be get the protection for free again i’d rather use free than a discount um it could be you know clean the three rooms get the fourth one for free clean three rooms get a couch or an arm chair or a love seat clean for free whatever whatever you guys get the idea that’s the better the better discounts but that’s what you’re going to do so that every single commercial job becomes 5 10 20 times more revenue than the job you just did we’ve done it where we’ve done three and four hundred dollars small little offices and ended up with dozens and dozens and dozens of clients from it that are you know clients for life yeah lifetime value the client four or five grand and we ended up with 20 clients you know what i mean way more than the four or five hundred dollars we made from cleaning that office once a year right so you got to think in those terms as well um beauty salons big one for our industry and i know most carpet cleaners skip this one entirely so who in a high-end neighborhood or high-end beauty shalon so we’re not talking like you’re you’re um you know your first choice hair cutters and discount clippers and things like that we’re talking salons that attract the best clientele right so you are going to walk in the door meet the owner they’ll have a little bit of an error about them we all know that that’s totally fine you’ve got to be good if you’re going to be the owner of the business you got to be good at communicating with people you just have to be i started my business sounding like all of this kind of stuff painfully shy right painfully shy still painfully shy in certain social settings and stuff like that but i would still ramp myself up listen to my few tony robbins tapes or whatever you know and walk in there because i had a script i knew what i was going to say i knew how i was going to approach the situation so i would walk in there get as much information as i could on the first time come back a second time if i had to things like that but all i was doing was offering a

free cleaning either in the salon or in the owner’s home and i often aimed at the owner’s home hey how’s it going i’m john here i’m from this business here handing my business card over and a couple of pieces of it great just wanted to introduce myself um let you know about it and i’d actually i’d like to offer your free cleaning um to you personally so either in the salon here but actually even better in the home and here’s why because i want to show you what we do we’re different and that that information i handed you explains why but your clientele is my clientele because we clean for a lot of high-end people you do um your services for a lot of higher-end people as well and we want we we would love to be you know your the person you recommend we’d love to have a you know you let your clientele know about us and provide a very exclusive discount to anybody who is one of your clientele um to use our services and things like that so because of that i’d like to show you what we’re all about i’d love to give you a free cleaning in your home and show you why we’re different if that makes sense or in the shop here whichever and um and show you why we’re different and you can you know watch it we’ll have a conversation while that’s happening and if it makes sense to you then um we’re gonna leave behind some brochures at the you know you can put right here by the till we’re gonna you know and things like that if you’re ever running you know mailing your list or doing like that you can put a little tag below we’ll talk about all that stuff afterwards but um and then anybody who becomes a client um what we’d like to do is give you um you know a bit of a spiff a bit of a kickback um towards your next cleaning or just just in cash whichever works best for you uh so just have a you know a nice little win-win relationship there so and then every time you do um um clean for one of their clients that use that coupon that discount that’s that promotion you’re going to want to get a testimonial and if you can a review as well but a testimonial feedback from them um because you’re going to share that back to the spa hey thanks so much for referring sally jones we just did a cleaning in her home and look at the great comments and words she said really really appreciate by the way another 15 or 20 whatever has been added to your um to your account so on your next cleaning you get that savings as well or the check is in the mail or the gift card has been sent emailed to you whatever however you’ve got that set

up think your way through of how you want to do it but that’s the point is you’re going to want to you’re going to want to pitch these these people you’re going to want to stop around that’s part of your list of stopping around you’re going to find a list of all the high-end beauty salons and day spas med spas things like that and then you’re going to want to stop around the other place that you can meet these people is the bna or bni groups chamber of commerce a lot of people say i don’t want to join those join them for this exact reason the this hit list becomes the people that you’re going to you know go grab a drink for and have a chat with or whatever you’re gonna you’re gonna kind of step aside with it they’re just gonna get to know you and and now they know like trust you and then you can promote this better marketing than than most people are doing clubs organizations and churches the bulletin boards digital bulletin boards um this is a big one has been a big one for us as well every single we ended up becoming the the cleaning company clean most of the churches around not because we’re cheap but because our discount because we weren’t we’re the most expensive but is because a lot of their parishioners um were clients of ours and became clients of ours through strategies like this so um and then we as soon as we got to cleaning at a church we would do this um we would actually and we’d even reach out and call them and chat to them and see if they’d be interested in in making uh you know you know having a donation program the nation program is we’ll hang the flyer and if any of your you know give a great discount to your your your parishioners and members or if it’s an association or an organization um and any of them that become clients um we’re gonna donate 10 of the job back to your your organization or put it towards cleaning of your organization in the future whichever you choose right and that and you can even offer to do a discount in exchange for you know hey if you’ll post these around we’ll you know we’ll give you a huge a good discount off of the cleaning as a thank you for marketing for us or promoting for us so those that alone and just staying active with it and staying in touch with somebody that alone is just another great idea um that works really really really well and it’s just a matter of you going online picking the list starting to make some phone calls starting to stop by and having some conversations and having a script and a plan in place ahead of time so um reupholsterers great connections less and less of these i get it um reupholsters um you know high-end people will keep the furniture because it was

really expensive this wood the springs the structure is good they just want to change the um the look of it so you’re definitely dealing with high-end clients when you’re dealing with a real pollster and it is literally just a matter of you know they’re again that picture i showed on the previous slide there that’s typical they’re older people um it’s not a lot of young people getting into the upholstery business um but you want to stop around all of them you want to know all of them by name you want to be friends with them you want to go grab a coffee and stop in and say hey jim i just brought you a coffee how’s it going great what are you guys working on today you know you always want to become a friend with that guy and you want to leave some brochures behind and stuff like that and you want that guy to be referring you to every one of his clients who may need hey you just got us adding this new haitian cotton um the only company i would suggest you get clean is is my buddy you know ross over here at russ’s cleaning services kind of idea you just want these guys in your back pocket so anybody you can think of that’s like that as well but yeah any anybody in that industry that services your clients in the exact way you do um any area rug retail stores things like that all of those same idea um residential neighborhood outreach is another great one as well so this is um so there’s there’s this is um two slides on this one because we’re talking about it um it needs to be very very specific you have to understand that when you go and clean for this one customer you’re on stage as walt disney used to say every every member of their every employee is not an employee of walt disney they’re a cast member they’re on stage and they’re performing when you’re in your truck or your technicians are in your the truck from the moment they drive out of your driveway to the moment they come back at the end of the day they are on they are acting like the ideal service technician they’re actually like the ideal um um customer service provider and they have to understand that and everything about your business has to represent that as well so your van is a moving billboard it has to be a moving billboard you’re sitting in in drive-through getting a coffee the ban the van has to be selling for you you’re not throwing cigarettes out the window you’re not spitting out the window you’re not anything that’s going to detract from that because that is taking away from this the the movie that you’re playing out for um and acting out

for the people that are watching it the brand has to be really really strong and it you know so your tagline your slogan your guarantee has got to get known by everybody we actually used to have um vans parked around town um and or letting our technicians take them home if they’re living in a busy on near a busy street because we wanted the van to be a billboard and then show back up at the office the next day ways to think of it that way as well but you know during the slow season and stuff like that we would drive around town and drive through neighborhoods right just just just because it’s a moving billboard uh and ways just to get that impression going as well when you’re on a job you want to use door hangers so it’s everybody talks about the five around there’s actually a process where you’re gonna have door hangers a-frames and yard signs so we’re going to talk about the door hangers a-frames and yard signs and what we’re talking about here is that at the end of the street you’re going to have an a-frame and just like the real estate agents do and you’re gonna have an a-frame it’s gonna have an arrow saying we’re we’re you know we’re creating another healthy healthy clean home down the street here and then your logo and your branding right and your tagline and it’s gonna have a big arrow pointing down so when you pull onto the street you pull over just like a real estate agent does and you put the a-frame on the end of the cul-de-sac at the end of the street and then you drive down to your customer’s home right and then when you’re at the customer’s home you’re going to put a yard sign get out of the van you’re going to put a yard sign right in front of the house before you even start aiming just in the ground and the yard sign is going to be one of those cheap ones you’re going to leave behind it’s going to be like a you know sort of like a wire frame with like the plastic bag over them or whatever they’re really inexpensive you get hundreds of them for for not a lot of money and then you’re going to go to the door you’re going to go and do your cleaning when you’re all done you’re cleaning you’re going to ask the customer um hey by the way i’ve got a sign out in front there just to let your you know the neighborhood know about us and stuff like that um tell you what if it’s okay if we can leave that there behind and we can leave it there if you want to if you can leave it out for a week that would be great or a couple days at least i’ll give you a free bottle of our spotter uh that’s refillable for life just as a

thank you for doing that if they say no ninety-nine percent of people are gonna go yep that’s fine if they say well my husband’s not gonna like it or no or whatever hey no problem i’ll take it with me i’m going to leave you the bottle spot or anyways just as a thank you right so it’s never about not leaving the spotter it’s just a reason why and a little bit of a carrot to get a yes right and then when you leave you’re going to do the door hangers you and i don’t i strongly suggest you don’t do five around you do 20 around five on either side 10 across the street so you you leave the house door hanger door handle 5 across walk across the street put them around takes about five minutes teach your technicians to do this it doesn’t have to be huge offers our best offer was seven dollars off a whole home of carpet cleaning it’s not about discounts and being cheap it’s about branding telling them why you your risk reversal guarantee picture of you as the owner on the on on the door hanger as well all personalized and being really about you they’re going to look out they’re going to see the door and they’re going to look at the window they’re going to see that there’s a you know a yard sign that was the neighbor who just got the cleaning the message on the door hangers hey we just clean for one of your neighbors and help beautify their house right you go back to the industry pick up your your a-frame and off you go again that alone is going to generate work for you just that alone and then another neighborhood strategy that works really really well pick your ideal neighborhood and offer one free room of cleaning no strings attached as a letter in a white envelope on the doorstep right so if they say no soliciting move past i get it but we’ve done this for years and years and years in golf course neighborhoods and nicer neighborhoods and stuff like that just one free room of cleaning no strings attached we want to become your carpet cleaner we want to get to know you things like that they open it up and it’s it’s like a personal letter the best ones look like you typed it on a typewriter even for gosh sakes um this isn’t about flyers and flashy you can put some reviews in there from recent clients and things like that but you’re basically telling them why you over anybody else and you want to prove it and it’s a two-step process so when they call you say yeah i got the free room letter that’s

awesome great tell you what a lot of people have taken us up on that offer so what i’m going to do is i’m going to pop around i’m going to take a look at your home with you going to figure out take a look at the room you want cleaned um and give you and in fact beyond just the free room i’m going to give you a bit of information about how to properly care for your carpets and your different flooring and stuff like that while i’m there um we call it an audit i’m going to give you you know a full cleaning and healthy home audit and then you’re going to get the one you know we’re going to get we’re going to schedule time to do the one free room of cleaning does that sound great what’s the best time to come out right and you can leave a bottle i’ll give you a free bottle of spotter while i’m there and all that kind of stuff as well you give them a reason to have you there twice and the reason why that works better than just the first time is you can really position yourself you can measure everything up you can look at the whole home you can say hey tell you what so you did tell me on the audit form here that you’ve got three kids and a dog you have an edgy carpet clean in five years the recommendation by the you know epa and the carpet manufacturers every six to 12 months so you’re way behind the cleaning i showed you on my white towel how dirty the carpet was everywhere so um i’m totally willing to give you the one free room of cleaning just to try us out before you get any anywhere else in the house done or you can schedule us to do the whole home and we’ll still give you that free room of cleaning and take that savings off you get to decide no pressure um here here’s the you know here’s the pricing if you want you know everything done um just think it over and give us a call when you know when you’re ready i never even tried to sell it there i made it such a soft sell that people most people would call and get their whole home cleaned the odd person would call and just would just get the one room totally fine all we did is ask hey thanks so much for getting the free room clean did you like it yeah great can you give us a review on google as a thank you for getting that free room that also helps your business as well

and great here’s our referral program can you tell your friends about us great so free rooms really work to help build the business and can be used in a recession can we use when the market is slow because your solution and your time is is isn’t that like your your solution isn’t that expensive you’ve got time to you know on your schedule anyways employ your time employ your time building clients and building a customer base so one of the last strategies we’ve got here right now is the online networking so i’m going to talk about the the local face group facebook group strategy but you can do this with any groups and online they might be linked in groups there might be other you know alignable and places like that have groups that you know local groups and stuff like that but think of it that way but let’s talk about um the facebook group strategy and you’ll get the full concepts of this and remember um by all you guys sticking to the end and it doesn’t look like we’ve dropped one person dropped off but um you’re going to get a full guide on all of this when we’re done as well so i know i’m kind of going fast and going through a lot of stuff but you got a guide to digest when we’re done as well so um what we’re talking about here is um you want to join all the local groups you can the buy and sell groups the mommy blogs the mommy clubs um you’re going to take a you’re going to look for local facebook groups you’re going to ask around you’re going to talk to your friends the business network groups the local you know the local business owners of you know um you name it like gainesville florida i don’t really there’s there’s tons and tons and tons and tons of these public and private groups on facebook you want to create a spreadsheet whether i don’t care if that’s pen and paper i don’t care if you’re not if you use google sheets or excel i don’t really care but you’re going to create a spreadsheet of the groups you’ve joined put the direct link that’s why a digital one works better but whatever um a direct link to get to that group so as long as you’re signed into facebook boom you’re back at that group again a notation on the rules of posting because you’re going to read that they’re going to tell you what the rules are about what you can and can’t post and who the admins of the group are because you’re going to end up reaching out to these admins but before you do you just want to join the group and you’re joining the group personally not as a business most of these groups won’t let a business your business page join the group it’s you as an individual person so you’re going to join the group and you’re going to start engaging that’s your plan i don’t care if you

don’t like facebook i don’t care if you don’t like social media you’re running a business you’re going to like posts you’re going to make comments about the post you’re going to get a feel for how the group operates and you’re going to do that for one or two weeks sometimes even a month strategically as a plan you’re going to become seen as somebody in the group and active personally right when you do that you want to set up your personal facebook page to look great for visitors that is a mix of your family stuff and your business posts so there’s lots of simple youtube videos that show you how to how to you know hide things only your family can see these things one of your your closest friends can see these things um other visitors to your facebook page will not see these certain posts and these things like that you’re going to be strategic about this again you’re a business owner you need to learn this stuff or you’re going to find a 15 year old kid that knows already knows how to use facebook or tools and they’re going to do it for you this is simple simple simple stuff so if it’s all brand new to you don’t be scared just deal with it because it’s it’s not that hard and the stuff you’re going to do is you’re going to show a little bit about your business you’re going to you know in your bio you’re going to talk about who you’re busy who you are stuff like that um your cover photo could be you know you holding your kids or besides your kids beside your van whatever but you’re going to let them know that you know not only your friends and family know you own a business obviously but this is this is a broader a broader perspective on this one and then you’re going to connect directly with the group admins and you’re going to wait till after you’ve been in that group and sharing and become a a valuable community member for them first right you’re gonna get on their radar basically is what i’m getting at and then you’re gonna introduce yourself and your business you’re gonna ask if there’s an opportunity to provide special offers um to group members this works really great on the mommy groups and stuff like that the new mom groups and things like that hey um love your group here you know blah blah blah they’re gonna go yeah you’ve been engaging and you’ve been chatting to people that’s awesome and all that stuff and again not business related at all just good person stuff right and then you’re gonna say yeah so here’s what we do and in fact your your group is great um for like you know what we’d love to do is is

provide a very very uh you know a special offer to anybody in the group who might want to use our services and stuff like that is that available right and yeah again you can even get the admin to post this if you have to like every group is slightly different some of them say oh yeah on tuesdays you can promote everyone okay whatever other one says no we don’t really allow promotions no no no worries at all i’m just wondering if you know you could even protest saying hey you know and then that’s where you can even offer to the admin of the group again if it’s local it’s a local group they’re a local person tell you what would you like me to give you a free cleaning at your home i can come up and clean a room or two to get to know us learn about what we do and then if that’s cool from there um if anybody asks questions about carpet cleaning i’ll answer it and i’ll leave an offer for them that’s a good starting point you can work it up from there um but you when you do get to do a post it’s a non-salesy post you’re not posting a flyer you’re not posting oh super special blah blah blah no no no what you’re going to do is showing a bit of a before and after of a job you just recently did a problem you just recently solved um in the post you’re going to explain a bit about hey i just wanted to share this um one of our clients had a baby baby spit up all over the carpet they tried this and this and this and turned it bright pink we came in we were able to solve the problem just want to share that in case anybody has that problem here’s who i am i’ve been in the cleaning industry for 20 years i own this company blah blah blah blah blah again it’s not an ad you show some pictures and you tell a story and then if you’re allowed to then you make your unique offer to the group say and by the way um i know you guys are all you know a lot of new moms in the group here so if anybody wants to use our services um it’s been okayed by maryland one you know the admin or whatever um that you know i can give you guys this offer um if you if you get us into to do any any cleaning in your home um baby spit up or not um here’s what i’m gonna do for you blah blah blah and free free free right we’re gonna do that you pay for our cleaning um yep any more questions hit us up go to our website your website should be very personal should have your face on it should have your story on it things like

that um go to our facebook page just have those before and afters and those little stories of things you’ve helped everything you’re doing is just layering on top of each other and again none of this costs any money at all right so that’s the strategies that’s that’s the i could go on for hours but that’s the strategies do you put in the chat here if you think any of this even any one of these strategies will help you make make some more money in 2022 and maybe help recession proof your business um depending on what’s happening to our economy coming up so just yes throw one in the chat if that’s if that sounds like something that’s been valuable to you guys cool hey great thanks sandy thanks kate yep yeah i see ya cool so i’m glad you guys like that so so here’s what we’re gonna do here’s where you need to go carpetcleanermarketingmasters.com

rewards nothing to opt into you’re going to get free access to the the guide that we just went through and you’re going to get free access to all of these other tools as well so you’re going to learn a lot from us you can go to our website carpetcleanmarketingmasters.com on its own without the slash rewards and check out some of our podcasts check out some of our uh our past master classes and training sessions all we do is help carpet cleaners run better businesses um what we do know is that you know you that are on the call right now want to run a better business and the ones that aren’t on the call um are either too busy and don’t need to or don’t understand um and what i found is that a lot of carpet cleaners miss all of the basics they need to do um to run a proper business and then they wonder why they weren’t successful they bought leads for a number of years and then went and started another business or or got a job the ones that are successful are thinking from day one that this is a business i’m going to grow and sell someday not for the price of the equipment but for the value of the business there’s a reason why i was able to sell a two truck operation for half a million dollars in cash and prizes as we say um in the middle of a pandemic it wasn’t because i had a half a million dollars worth of equipment in fact the equipment was valued at you know lease costs and and and that kind of thing it had nothing to do with that it was the value of the database the value of the marketing positioning the value of the profit coming in every day to the company um regardless of who owned it so that’s what we teach you that’s what we do um if you need any help with any of that here’s where you go go to carpetcleanmarketmaster.com schedule what you’re going to get there is um first rima on the call here she’s going to reach out to you and she’s going to learn a little bit more about your business of a 5-10 minute call um if you can’t get on the phone we do you can we give you a form to fill out but um you’re going to learn about your business a little bit more and then we’re going to put our research team up in you know to work for you it’s about a 500 value right there alone because what we’re going to do is we’re going to go check your your entire online presence your entire competition’s online presence in your local marketplace we’re going to make assessments about you know what you’re doing right what you’re doing you know not quite right i don’t like to say wrong but what can be improved upon things like that and then all of that gets handed to me i spend a bunch of time looking at all of it for you and i charge 495 an hour to consult for the businesses i consult for carpet cleaners and otherwise to help them get all of these strategies right in their business i’m going to look at all of that for you and you and i are going to get on a call and these calls usually last about an hour and we’re going to go back and forth and we’re going to we’re going to i’m going to show you give you a step-by-step plan of how to go from where you are to where you want to go we’re going to actually open up that spreadsheet and say hey what was your revenue this year what do you want to be next year here’s the plan here’s how much it costs to land in a

client here’s all of it you know and then if you know our digital marketing agency carpet cleaner marketing masters if you want to hire us to do some of the pieces for you build world-class websites set up your um your lead nurture and automation so that whenever anybody comes to your website anybody comes to your social media anywhere like that they’re they’re actually being nurtured and spoken to properly you you have a way to chat and text with them um you’ve got an immediate form-filled callback so as soon as somebody fills a form it rings your phone you press one and you’re talking to them right away so you got that immediacy that everybody wants nowadays any time it takes longer than 15 minutes to get back to somebody even if it was just an email or a form fill or a chat um the chances of them booking with you drop by 70 we have tools and systems in place and our tool called carpet cleaner lead pro all designed to help carpet cleaners become more successful we’ll talk all about that but that’s just even that’s just a part of our base program with our marketing so we’re going to help you with everything we can if you want us to and otherwise you’re going to leave with a step-by-step plan of what you need to do anyways to grow your business whether you have other vendors helping you or whether you want to consider using us down the road so you can get on that one of those calls one of those strategy sessions by going to carpetcleanermarketingmasters.com schedule and again i’ll go back to that previous slide you’re going to go to carpetcleanermarketingmasters.com rewards and get this entire kit so hopefully that’s been valuable to you got to bounce off we’ve been pretty close it’s uh an hour and 20 minutes um got through this so that’s not bad kind of close to my my expectations there if you have any questions at all i got a bounce rima is going to stay in the chat for a few more minutes you can ask your questions there you can reach out there is a button in the chat at the top called schedule strategy session if you want to jump on one of those right now we don’t have a ton of them there’s only a couple of hours from here and there in my my upcoming schedule that i keep available for these obviously there’s a lot of time and attention that we give to these so and we deliver a ton of value it’s not a sales call it’s a it’s just how to help you build your business better so if that sounds exciting and intriguing to you jump on one of those calls and thanks so much for attending and keep an eye out for the next

master class thanks so much for joining everybody i really appreciate it i appreciate all the comments in the chat the back and forth that’s been going on with rima and everybody so we look forward to talking to you next time with another great powerful marketing strategies to help you grow your carpet cleaning business to hundreds of thousands of millions of dollars a year whatever level you want to take it we know how to do that we’re here to help thanks so much take care

in today’s training, we’re going to be talking about solving what i consider the biggest marketing challenging challenge facing carpet cleaners home service companies restoration companies things like that and also just just anybody in general that deals with the public and business depends on how your business is set up as we go through this you’ll really get an idea of what i’m talking about here so it it is a big problem in the in in the world that a lot of things have shifted i’ve kind of alluded to this a couple times in past webinars but i wanted an entire you know an hour or so just diving deep showing you exactly how to solve this problem what the problem is exposing it and then how to solve it 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 you’re carpet cleaner small business owner you’re serious about getting better results in 2022 then the next 60 minutes is going to be what you need so i’m not going to spend a lot of time on this most of you guys have been on webinars before you know me but um so ultimately i have worked in the i’ve owned small businesses since i was my final year in

high school was the first small business i owned and i have been gainfully self-employed ever since i’ve bought and sold grown and um and sold off many many uh service businesses in the cleaning space i started with um and that kind of thing but i also have an amazon store that uh sells products and a bunch of other stuff as well so i’ve been heavily invested in the marketing mindset and i’ve been teaching this stuff for over 15 years as well and in the carpet cleaning space we work with hundreds of carpet cleaners speak to at least thousands of them a year from trainings like this to events i attend to um i have a personal network of well over six or eight hundred carpet cleaners that i reach out to and chat to on a regular basis have for decades and that kind of thing so i know the industry while i’ve owned the businesses and i’ve only i’ve had the employees manage the employees watched all of that change and watch marketing concepts and strategies change with while the psychology and methodology doesn’t change it it’s a matter of tapping into human psychology and emotions so um so that’s sort of my little background uh recently i sold my final um my final business that was brick and mortar as you call it i guess um because a digital marketing consulting agency is more virtual uh but i finally sold that last year in may in the middle of a pandemic as they say uh and just uh what would be considered by some a small carpet cleaning company um we did carpets and ducks and a whole bunch of other stuff but um and uh generated over half a million dollars in selling that and it was well worth the value to uh um to the buyer carl because um it was he got fully loaned the loans he needed and stuff like that based on the

the asset equity of the company not any of the equipment that was all you know basically fires and out kind of write off stuff but the actual database the marketing positioning the local positioning and things like that the call volumes you name it the marketing assets that were in place the reputation assets that were in place so all of that stuff is what you need to know and need to grow because someday you need to sell your business you never want to walk away the majority of carpet cleaners i talked to that have never thought of this maybe get a couple you know 10 20 30 50 100 000 for the equipment they’ve got and if they were smart maybe they bought a strip mall and put their shop in one of it and have now got built themselves an asset but most of the time they don’t even have that and without a corporate job they don’t have their um you know they don’t have a pension or anything like that as well so the ultimate goal of business is to earn the money you want um hire the people to do the job for you if that’s your goal and then um exit out as being you know the number one provider in your marketplace having that that local authority that allows you to sell for multiples of what other people would possibly exit for so all of that kind of always plays in the back of my brain and always did for the 30 years of my my my carpet cleaning business career as well so um here’s just a few of our clients um just some of the stuff that
we’ve done many of these have been with us for for many many years some of them decades like over a decade or so prior to even having a full digital marketing agency we did we did marketing for them back in the days of yellow pages and stuff like that as well some of them newer but yeah um that’s that’s what our goal is we want to make um our clients

the top in in the carpet cleaning world top carpet cleaning brand in their local marketplace so they attract the best clients can charge the top rates and are booked out weeks in advance so they’re not the discount providers most of the clients we work with whether it’s carpet cleaner or any other industry are not trying to ever be the discount guy we typically avoid taking any of those honest clients as well it’s a different mindset the the growth needs a lot more owner attention it seems easy to be a commodity hey this guy’s 89 i’m going to be 79 and and then wondering why um you can’t pay for new equipment you can’t pay for good marketing we’re actually talk about ways that you can out market your competition by understanding that psychology as well so that’s going to be a core part of what we’re focusing on here today so let’s move along here oops i hanged the what tab i’m on and got myself all lost okay so what is the big spit what are the biggest challenges when it comes to to marketing your business and i’ll tell you the ones that we hear a lot and i’ll tell you why i think it’s not the case so not enough leads now in the case of some people that are brand new like bruce you’re on the line here i’m one of our newer clients and bruce is really really new to running a business um like he’s under a year in the in in in the business so obviously developing different lead sources is going to be critical to people like that but typically it’s it’s you know we hear about it being not enough leads and i’m going to challenge why i don’t think that is necessarily always the case so when you’re just starting out you need to have a mix of sort of guerrilla marketing grassroots stuff going out all

the outreach that i used to do like i did a hundred thousand dollars in my first uh um well first six months of business ended the year sixty thousand dollars in 19 well first carpet cleaning business 1995 by the end of my first full year it was over a hundred thousand dollars and there was no internet i hadn’t even gotten into the yellow pages until the last few months of that year yellow pages was the only place for people to go so what did what is what did we do to get in to get those kinds of sales um there’s ways to generate leads that has nothing to do with just running you know ads um there’s ways to physically force that as well we won’t be talking about that here probably talk about that next month actually it’s a topic near and dear to my heart but we also find that people say that the quality of the leads are really low um so you’ve got a really low lead quality and there’s ways to to deal with that as well you can always improve your messaging and up your lead quality but i don’t believe that that is the main issue as well um the lead costs are too high or the roi is too low so if you’re actually tracking this and what we do find is a lot of people just don’t know how to track this properly but if you’re actually tracking the source of the leads um especially in a paid platform or whatever and determining how many actually became bookings and you’ve got different ways of managing the dollar value you get from each customer there’s ways to play with that again i tend to push back and challenge that a little bit depending on the source there are some sources where the the roi is too low but you do need to be thinking about the lifetime value of a client and the referral value of a client not just the one-off value but that’s a different conversation as well um but a lack of

clear tracking is what i’m talking about here as well is we do find that people just tend not to track source specific leads and relate it back to the specific roi from that source and and and that and then there’s always too many options and and i agree with that as well but um but i do ask the question is lead flow really the problem and in most cases it’s not you’ve got everything from seo it takes time to generate but it will generate local service ads if they’re available in your area can generate leads at a at a profitability and i’ll teach you how um direct mail always a great way you just got to be strategic about it but direct mail works brilliantly for your database direct mail works brilliantly for your staying in touch with your strategic partners and and large accounts that refer you a lot of work direct mail can can be a compliment to your digital strategy your website will generate leads fully signed up vehicles that look snazzy in the marketplace um just the branding in general or or billboards i know um john that’s on the call here he’s got actual billboards in town um that just stand out like crazy and attract a lot of attention and that that generates an amount of awareness and amount of lead flow google ads are always a great option as well um anytime you’re paying for ads you’ve got to have that balance between how can we how can we get the maximum value out of the client how can we target the right client but we’re going to teach you how to land more of them as well facebook ads have become really important more of a disruptive ad platform than a targeted so targeted we always say with google ads is they went searching for you so and google ads can include youtube pre-roll videos and all that as well because it’s all part

of the same platform but they they went searching they asked to find information about what your what you’re going to present your ad in front of the ads are targeted to the keywords they’ve typed in facebook not at all facebook is you try and influence the right demographic and show them so part of its awareness part of its lead gen um part of it is is you know again trying to get people that are active and interested right now and there’s a lot of psychological influencing going on with facebook and things like that but it is just a matter of trying to to influence a lot and that’s why facebook charges per impression whereas facebook google charges per click and then google local service ad charges per lead that actually fills out so all different ways of getting it and then referrals and repeats in your referral network there’s just lots and lots and lots of ways of getting of generating leads and in fact our full digital dominance method talks about all of the different ways to generate lead influences leads more high conversion websites personalized things like that um all help when people end up at the website but building that awareness and into into the into your messaging making sure that you’re marketing your reviews you’re asking for feedback from clients and then marketing that feedback as well you just want to drip upon them everywhere while you’re amazing and why everybody else thinks you’re amazing and there’s ways to do that and then you expand expand your visibility as well and all of that um all of that together becomes our digital dominance method but i’m going to show you something that takes that everything that we’re talking about here and puts it on massive steroids so um the other thing is um where do you get your leads from and we talk about this with every

single one of the consulting clients i work with and every single one of um of our current clients when we when we hop on monthly or quarterly calls we’re talking about this kind of stuff as well so you might be doing some paid ads on facebook and google maybe some instagram like overlapping and even possibly youtube really good strategy with the right budget you definitely want to be ranking organically that takes a while but you want to be doing that you want your google maps rankings to move up organically as well there’s ways to influence that but you know you want to get leads from all of these sources you want to get leads from social outreach so online groups sharing projects you’ve recently done properly you want to have awareness ads going as well out on display ads you might even get to the point where radio is helpful um that’s at a bigger budget and and there’s a reason why some companies can afford that and some can’t and we’re actually going to explain exactly how that is and for some of you i think the light bulbs are going to go off and going oh now i get why those companies are able to do all of that um so and then you do want active repeat and referral campaigns and programs in place and active means they literally are um set up and mapped out and flow in the way you want they’re going to get an email they’re going to get a phone call they’re going to get a mailing they’re going to get a follow-up they’re going to get this and you’re going to create a pace of making sure that that is active so that you do generate more repeat business and more referral business over time so strategic partners are huge who are the people that can refer people to you um who have customers that are
similar to your customers and how can

you work with them and and you know share some value so what are things that you can do for them in the carpet cleaning space flooring stores interior designers realtors don’t just stop there spas like um hair salons you go to a high-end hair salon almost every single one of their customers is an ideal carpet cleaning customer are a woman usually between the age of 35 or 55 maybe slightly older um college or university educated decent income and you know good discretionary income obviously if they’re in a high-end salon things like that that’s that’s more likely they’re the ideal client why not make that jv relationship with those people and see if you can have your message go to their clientele as well we we’ve done it in the past with mercedes dealerships for carpet cleaning chiropractors um wellness clinics all kinds of stuff um i’ve spoken stood in front of monday morning realty meetings more times than i can imagine for five or ten minutes just giving tips and ideas and then handing out business cards at the end never selling our services selling our knowledge um and um anyways website conversions retargeting anybody lands on your website should be followed up online directories there’s hundreds of them neighborhood marketing uh brand marketing and authority building all kinds of there’s a million ways that you can be getting business but as i said what do i believe is the actual biggest challenge facing carpet cleaners small business owners personally from our data and from talking to literally thousands i know i know for a fact that it’s it’s unconverted leads because here’s the problem 50 to 60 of inbound leads tend to stay unconverted so even the people that say oh i’m

amazing i booked 75 of my jobs if we listen to all the calls and look at the back end that is simply not the case um what we do find out is it’s much lower than what they think it is um across all platforms 90 of web form fills um in most cases do not turn out to become a client and there’s a reason for that it’s just very strategic it’s it’s just human psychology so uh and and what you know there’s a couple reasons why we’re gonna we’re gonna get into why that happens but here’s a few of them right now what we know is that leads that are not followed up with within 15 minutes go cold so a lot of companies we work with they get all of their inbound leads and they have a routine in place whether they’ve got a staff member that does this or whether um whether it’s the owner operator doing this or not they’ve got a routine where twice a day they check their inboxes they check their lead sources um they maybe pop on facebook every so often and see if anybody’s chatting over to them over there and there’s all different kinds of ways to talk to people but um but yeah if if it’s over 15 minutes they tend to go cold to go to the competition because he who answers the message first tends to win and i’ll show you the numbers on that so so that is a common that’s that that’s old school that all that used to work in the day we used to do that in the day too check your email in the morning check your email maybe after lunch and maybe one time at the end of the day before you lock turn off the lights and things like that but there’s ways but the customers tend to not want to sit and wait that long anymore now if it’s a repeat client sure all bets are off because they want you they’re waiting for you but if it’s somebody who’s never heard of you before

uh don’t be so vain to think you’re the only one they’re reaching out to um the average customer needs to be followed up five to seven times before booking um and that’s i mean there are some people that are ready to book right away and there’s ways to influence that as well the other people need something very specific needs some very specific psychology i’m gonna show you what that is as well and today’s consumers actually prefer to interact by messaging text messaging um versus phone calls or emails so we know email open rates are pretty low so it doesn’t mean throw the baby out with the bath water and don’t do it it just means do it strategically but also make sure that you’re you’re you’re kind of a multimedia approach you’re going across different modalities so you’re you know you’re thinking of different ways to communicate with the the same customer um to to get their attention and to get their attention over again so here’s here’s what the solution is you need to be leveraging marketing automation to follow up with the web forms within the first two minutes um and you want uh via phone email text message and other and i’ll talk to you about that um automated follow-up so that you you have every prospect is is in touch you’re in touch with them at least five times and you engage with them in two-way text messaging so and we’re going to talk about that and why that’s important because you know some of you this is intuitive and if you like you can put in the chat if you if you text message like a lot of your clients like what percentage of clients of your of your new leads maybe not your existing clients that might have your cell phone number for example but of of new interested people are you actually

messaging by chat or text you can throw that in the chat here i’ll take a look over at it and see what you guys are kind of letting me know perfect so bruce is saying that he’s got he’s he’s finding that it’s about 80 and again as i said bruce is one of our newer clients and he is bang on um because we’re finding that and some some of you guys are saying 20 and stuff and you know so keep that in mind um because yeah we’re finding that the shift has already happened so that that is one of the shifts you got to take away from this is giving people the opportunity to text message um or chat like two-way chat but i’m going to explain to you why i’m not even a big fan of 2a 2a chat as much as i am um specifically text messaging but we’ll talk about that here as well so but um i’ve shared this on a couple recent webinars if you’ve been on it but we’ll do some simple math here just to show you because this is um this just shows you um some conversion rates i’m going to get into some live examples as well but this is just the generic um you get 100 leads that come in and they come in save to your website so who cares where they came from what if they were again from thumbtack what if you’ve got facebook ads running google ads running you know you name it you’ve got all this kind of stuff going on and um and and you’ve got 100 leads that land on your website i can tell you from personal experience the average conversion rate um just from listening to phone calls and everything else like that um is about 30 from people that actually reach out to you and i can tell you that the outreach is even is even um not as great as it should be if the the mechanisms for outreach aren’t designed into your website the conversion stuff we had a whole webinar on designing your website for proper conversions back a

couple months ago and it’s on our website under the free training go take a look at that but ultimately if you want to run the math get 30 bookings in this scenario this is an average carpet cleaner average ticket of 325 bucks so those 30 bookings from 100 leads is just under ten thousand dollars in work right so if we take that and say let’s get that conversion rate up to 70 with all of the stuff i’m going to share with you today now you get it up to 70 we’re seeing that across the board in our clients in the background is that 65 to 75 on a high end percent um you can get um we’re seeing that the uh from people that actually reach out to actually booking um for the ones that give us the data and help us track that we’re seeing that that is the that is a common increase from low 30s people that are really good we see them in the low 50s on on this conversion rate over here but getting them up to 70 see what that does to the numbers nothing else changed you didn’t spend an extra dime in marketing you didn’t spend an extra time in lead sources and you are now almost three times more more revenue two to three times is what it works out to um increase in sales revenue from the same volume of leads and there’s a psychological reason for that so um again that’s why i call it simple math so what we’re talking about is making every lead that you get way more valuable so um put in the chat what some of your key takeaways are so far you know um what you’ve kind of gotten out of this that you know we’re talking about automation we’re talking about conversion rates and lead value and

there are some strategic ways we’re going to show how to do this but what have you gotten so far about some of the numbers and data about people needing to be followed up five times and having to contact them within 15 minutes is that what you’re seeing in your own business as well that if you if if you wait for a while to call them some people that you talk to go you know what i’ve already found somebody else you know for example the old way of doing things where you’re not being proactive so if you’ve noticed that we’ve got a few yeses coming in yeah yeah yeah for sure and that’s what we find as well is the exact same thing is that there’s you know you might get some people that are waiting on you because your marketing message is so great that they go no i want these guys period and i’m going to wait on them the rest of it is is you know hey i like these guys but i’ve got two or three choices and i just want to solve this problem i’m moving on with my day i want to solve this i don’t want to wait around so that’s that’s what we find as well so oops so let’s talk about solving this problem okay so we’re going to go through the three key triggers on this and then we’re going to get right into the actionable events as well and show you exactly what you need to do so three triggers the first one is engage how your customers want to be engaged and this is becoming really important 98 of all text messages are open that’s just national stats right now so we respect our text messages more than we respect email and even phone calls the number you know the number of time phone calls just go to voicemail um a lot of people go i don’t know what that number is or i don’t want

to pay attention to that right now and they don’t pick up their phone but they respond to a text message um so 98 of all text messages are open 95 for text messages are open and responded to within three minutes that’s great for us to know and what’s more is consumers are five times more likely to send and receive text messages than phone calls so there’s an entire generation that is hey text me first don’t just call me right and it’s it’s sort of like um i think it was a hint from heloise i saw years ago that basically said finally technology has caught up with decorum why do you think that you should be able to interrupt somebody’s day somebody’s activities what they’re doing and why they’re doing it because you feel that you’re so important that the call should be picked up and that doesn’t matter if it’s a family member a friend um or or again a customer and that kind of thing so businesses obviously we live and die by customers so we should be picking up the phone every single time it rings but um but consumers they they don’t they don’t necessarily have to so if you’re you know if you’re trying to call them back um we’re going to talk about that but it’s going to be you know you’re going to find the text messaging is probably going to be your number one source following up quickly lisa and i have followed up with in 15 minutes go cold we know that but here’s the actual data a follow up within five minutes has been statistically shown to be 20 21 times more effective than calling after 30 minutes so more effective means that um if you follow up within five minutes they’ll answer you because they’re still in that mode um you have a a much higher chance of of booking with them 50 of leads in in in our space say that they

tend to go with the vendor that responds first so that’s important to know as well so and then after five minutes the odds of um qualifying a lead drop by about 80 percent so there is a massive amount of magic that happens within that first five minutes and i know what a lot of people are saying is well that sucks because how am i gonna ever make that happen um some people have these systems dialed in beautifully internally with staff members and payrolls and budgets um i’m going to show you a way that can help that a little bit along now and and minimize uh the need of expanding that budget too much i’m not trying to get anybody fired on this there’s ways that our our office staff can can do other things but in a lot of cases the person that’s answering the phones is also dealing with some dispatch work they’re also dealing with some customer follow-up work they’re dealing with a bunch of stuff so they’ve got a lot of stuff on their plate that’s why if an email comes in right now they’re not going to turn their attention directly to it because they’re on the phone with somebody else they got three other calls to call back perhaps and then they’ve got to go make sure they know where the crews are how is all that going to happen when an email just came in or a text message just came in so i’m going to talk about that as well because that is the the core advantage of levering automation and leveraging ai as well so not just automation but we’re in that world now where we can actually leverage some really cool ai as well so the ideal outcome is this here’s here’s how we run an ideal business every lead um gets an email and a text message back within 30 seconds of them

messaging you or less and someone on the phone with them from your company during business hours within five minutes i know some companies that actually have this set up where when they’re not available they use like a jill’s office or one of those kinds of services to 24 7 somebody is on the phone with them getting back to them from emails and sms and with the right automation that that call center gets a message i know people that have just hired um stay-at-home moms and say hey i’ll i’ll pay you for every booking you you get me so you know twenty dollars thirty dollars whatever that is so if they’re already at home anyways and today they book one tomorrow they book five you know decent decent money there um and it’s just based on when the phones you know or when messages come in and then calling them back and talking to them or messaging them back and talking every lead that’s followed up with at least seven times um uh every lead is is follow up the ideal income is that they’re followed up at least seven times via email sms and phone and this isn’t an or this isn’t an or that’s an and statement until they book or tell you that they’re not interested and that’s the core you continue to follow up with all of your lead sources until they book or tell you they’re not interested slash unsubscribe so and that’s that’s important so do you think if you followed up with every one of your leads in the way we just talked about so within seconds of them reaching out to you and on all platforms on every source um and using automation and assistance to do that and then actually able to get them on the phone within five minutes um or at least having that

booking conversation within five minutes while there’s it’s still fresh in their mind and they haven’t moved on to one of your competitors do you think it would actually help you convert more and we’re not even going to get into scripting right now on ways to actually make that conversation very very psychologically strategic but write that alone just put one in the chat if you think um um if that’s going to uh if that’s going to help you yeah yeah and even yeah we got yeah great thank you we got a bunch of ones coming in bruce said earlier that he was thinking that three to four times um he’ll keep working on the seven to eight times um and good good takeaway bruce um you know thanks for being so engaged you know anybody else who wants to kind of keep chiming in remus monitoring the chat as well uh but yeah absolutely it really is important um the number of touches like even in our marketing it’s like there there is sort of a sense like some people just you know think of those people that turn around and say for example um i’ve got kind of two tangents to go off on here for a quick second one of them is that people say um i’m interested but i’ve got to talk to my wife i’ve got to talk to my husband i’ve got to talk to my boss if it’s commercial i got to think about it i’m going to call around right those people are interested but right now it’s a soft no right or a soft maybe those people need to be stayed in touch with if you go in the world of that didn’t have automation existing what should you be doing with those go if any of you have been involved in multi-level marketing before you know that they all teach you about the tickler file like reach out to somebody then reach out again and reach

out again and it’s never like there’s there’s times that that’s 15 20 times before they go you know what yeah i’m interested now again if it’s done meaningfully well and done in a strategic way it should never come across as a pain in the butt if it comes across as a pain in the butt to to some of them they may not be your ideal client if it comes across as a pain in the butt to a lot of them then your messaging is wrong so it is really a matter of and your timing and your your strategy is off so if you get the strategy right it works brilliantly and there’s ways to stay in touch with people consistently ongoing you know there’s ways to stay in touch with your leads that never converted for for years until they either unsubscribe or finally use your services if it’s done strategically well so we’ll talk about that as well oops let me click over here so i can move along so here’s what it actually looks like notice that we’re talking about carpet cleaner lead pro here so that’s our our tool that we have we have built that that’s built by our team and our company our dev team um and uh um ahmed and and and his uh and his group there’s six of them on that that side of the development team that that work on this for us all the time and continue to build out really really cool concepts that pop into my brain and um that can fit into the technology and the ai flow so but ultimately we’re going to break this down i know it’s really hard to see but we’re just going to kind of walk through this a little bit but um carpet cleaner lead pro allows regardless of lead source a way to message automate communicate stay in touch and um have a better chance of converting your cl your your leads

to clients then then then not having any of this in place or trying to hack together some sort of manual process that normally works for a little bit and doesn’t continue to work after people just stop doing it and it’s it’s it’s if you’re the owner of the business and it’s your job to do it you’ll stop because it just feels grueling if you task it to somebody else unless you monitor it very very specifically they’re going to start slacking it’s better to have it automated and make it super easy for them just to engage so here’s actually one of our clients this is a multi-million dollar carpet cleaning client so here’s their actual math so i’ve kind of blurred their name so you don’t see that but here’s their actual math on this and the math is very very specific they we generated in a month 599 leads um 10 000 total investment they spend a lot of money on on paid ads and and other ad sources and other lead sources and stuff like that so that is their fee with us including all the paid ad fees and the management fees of all of those things generated 599 leads on an average of about 18 a lead in carpet cleaning that’s pretty good um anywhere anywhere around twenty dollars a lead across the board is great uh some some lead sources you’re looking at forty and fifty dollars an actual lead so this is just leave this in the book job this is just the lead um other sources you’re you can get down around 10 12 15 bucks but if you can blend it all in at about um about 20 a lead then you’re doing pretty good so that’s that’s definitely the way to think about it um so and we we break down where they’re coming from and all that kind of stuff as well but if we kind of go through and look at what that is

so conversion rate they were averaging 40 um 39.65 if i remember accurately when we ran the data on them so they averaged 239 bookings in in a month when there’s 599 leads going to them the average ticket is 350 bucks it’s actually just a little bit over 352 something um and it varies different times a year slightly goes up slightly goes down but 350 is a decent mark to aim for um in a home service business carpet cleaning pecifically uh so 83 000 in revenue generated from all of the marketing efforts that we’re involved in that we we can track so there’s ones that we just can’t track but that that ultimately we knew that again of their million dollar business we’re responsible for about that much um driving that much of the business to them so projected roa eight to one and if i tell you that you’re gonna get an eight to one roi for every one dollar you put in you’re gonna get eight dollars back you’re gonna be a happy camper and that comes from you know a really good ticket price and even but i consider that a very low conversion average in the old days low now and i’ll show you why so take the same number 599 leads um so we say that this month here got duplicated it didn’t we’re now we’ve now um upped their actual conversion rate to 65 and we’re still working on increasing that
that may be the cap we’ll see but there’s little psychological elements that we can add in as well that can really help teaching people how to answer the phones better or call back better message better script themselves better things like that there’s ways to

do that but they’re up to 65 um conversion rate now and that’s the important part so if we go back to that previous month where they only got 599 leads but they were able to continue to get the 65 booking rate um that they are now enjoying same average ticket now we’re at 136 000 from the exact same volume of leads and the exact same spend so a 13 to one roi so that difference it’s almost double like it literally is and you just think of it nothing changed but this the percentage of people that booked and that’s that’s the core message here that you need to kind of understand is um and dan kennedy if you guys don’t know who dan kennedy is start following dan kennedy the gentleman almost died a few years ago um and he’s kind of back at it again but i have been personally mentored by dan kennedy over the years um spent a weekend with him at um um in in disney uh him and and the rest of the glazer kennedy um uh gkic it’s called group but dan kennedy writes an amazing amount of books for us for small business owners um on exactly how to do what we need to do and he’s he’s just considered the godfather of direct response marketing and you know customer psychology and just he’s also considered the godfather of harsh truth he does not sugarcoat anything if if what you’re doing is stupid if it’s idiotic he’ll tell you it’s stupid it’ll tell you it’s idiotic he’ll show national campaigns that are just stupid and idiotic he’s been brought in to consult on massive massive massive multi multi multi hundreds of

millions of dollar campaigns and stuff like that and um just told them to throw the whole thing out it’s not even worth looking at start to start again and one of his best comments is the business that can spend the most to acquire a customer wins and just think about that for a minute so you wonder why again i’m saying like that radio ads oh i can’t afford radio ads but there’s people in the marketplace that can in your own service category that can why can they well they’re able to spend more to acquire a customer well why can they spend more to acquire a customer not necessarily a lead problem it’s a conversion problem and then a pricing and upsell so if you can make enough money by changing the messaging the psychology the delivery the experience everything about your brand that they see becomes more aligned with what they they actually truly want if you can change that and you get more business and it’s not at a discount you now are able to spend more to acquire more customers than the guys at a discount i know companies that went bankrupt getting two in jobs from groupon in carpet cleaning oh my god groupon’s around i’m going to do groupon and they these super deals the super discounts that they have to apply two and three hundred people bought the groupon and it made the company go bankrupt because they did not have the ability to make enough money at that discounted price and wait long enough for the repeat business a year or two down the road you know at full price and not even being attracting the right clients that would pay full price next time so

they’ll always go back to a groupon you’ve basically just gutted your entire business and you’re not able to spend the most to acquire customers so key takeaway right there is if you’ve got your business set up right that’s great so let’s talk about how to implement this thing um so ultimately what we what we call ours is smart forms so smart forms are we all know about website forms but what do we do differently with with with smartphones how what can you do with automation that makes the forms on your website smart so somebody ends up at your website i don’t care how they got there any matter you know from adwords to facebook ads to organic to they saw the side of your truck do you have a door hanger like you know you did postcards there’s a million ways email campaigns anything um just straight search um google my business whatever they land on your website interesting enough your website is con you know psychologically converting enough um personalized well enough tells the right things gives them the right messaging that they go you know what i’m interested i want to reach out to these people so they complete a smart form and we even include the way we do chat as a smart form as well so they complete some sort of call to action and they end up on some sort of thank you page and but where this actually starts to get smart is the automation that can be built into instantly on the back end of when that happens what are all the little things that can be instantly triggered one of them can be even like on the thank you page there’s ways to say hey um you know

there are some clients that like to have people self-book i disagree with that because now one they see your whole schedule they know that you’re free tomorrow which can set up a psychological deterrent well if they’re free tomorrow but they keep telling me they’re amazing that doesn’t make sense to me and it’s a disconnect so depending on the booking app um if they if it can be set up where they can do that um without seeing sort of every opening that might be an option i haven’t found one of those yet but what we do like to suggest is possibly soft booking so it’s like you know hey what what would be the ideal day and time or day and time window you know eight to eight to noon ten to two noon to four two to six what would be the ideal time window and date or day of the week that works best for you if they’re ready to go and have them fill that out as well there’s ways to do that on a thank you page to have them give you a little bit more information after they’ve they’ve asked their question ask them for something else afterwards so don’t make it too opposing all in the front end but ultimately what do we do with smartphone forms so want to make an appointment that should either be a pop-up or taken to a page where it’s a smart form so they fill out a form thinks that they think it’s a normal form that they’re just sending a message and someday you’ll get back to them and it allows you to communicate with them instantly um on the home page ask the expert hey you got any questions at all um we’re here just ask like let’s start making friends here let’s start building a list these should not be dead leads they should all of a sudden be in a lead funnel that you’re actively involved even if it’s the stupidest question you ever heard if they landed

on your website there’s a reason for it and if they’re a potential customer let’s talk to them right well we’re gonna make these smart and then also chat and it’s chat to text not not a two-way chat bot on your website i don’t like two-way chat bots because a lot of times unless you’ve got a full dedicated staff to sit and stare at them um they don’t get communicated fast enough that the person sitting on your website gets frustrated chat to text gets rid of all of that so and then we make all of these smart so what does smart mean smart smart means um smart forms top mean also smart connect so smart connect is basically um the second they fill out the chat um or they fill out the form on the website any one of the forms wherever they are the automation kicks in in a very smart intuitive and ai way so one of the very first things that should happen done properly is you should get a call right so you get a phone call at your office you pick up the phone so i don’t care if you stared at your screen checked your emails saw an alert i don’t care at all your phone rings you pick it up and it it says um you’ve got a you know a lead that just filled out one of your one of your smart forms press one now to connect with them that can happen during business hours and you’re instantly within within that five minute window you are now back on the phone with them and if for any reason they can’t take the call then um it rings and rings and rings hangs up you actually drop a voicemail and the voicemail hey it’s ashley here over at abc carpet cleaning i noticed

you filled out a form and looking for some more information i’d definitely love to connect with you here’s our phone number i’m going to give you a quick message back on on text and email as well so reach out to me whichever way works best for you right there’s a voicemail dropped so and if you can’t take the call at all the phone rings say you’re an owner operator in the field i strongly suggest you have somebody answering your phones all the time even if you’re the guy in the field never have it try to answer on your hip how are you going to be able to talk to the customer or order your coffee at mcdonald’s on the way through while your phone’s ringing it just doesn’t happen and you’ve just lost that person so i suggest you always have somebody answering your phones even if it’s that stay-at-home mom strategy but ultimately you have if you can’t take that call then you definitely want them within 30 seconds they’re gonna get a text message and an email right away and then the customer replies to you by text message boom you now know their channel they reply to you by email boom you now know your channel but you can still continue to influence all of these if they reply to you you know um you know would you like to schedule time on our you know a a service like this just a natural message
this is automated hi it’s ashley this one plum perfect heating and cooling um thank you for reaching out to us via our your for your service call so that could be part of the messaging right and you’re going to get a yes or no the no would mean they want more information no problem

we can reach out to you further answer any questions you have and discuss your needs um yes can again automate open up that form hey tell us tell us sort of when you’re looking at what services you’re looking at um and we’ll find a suitable time and get a hold of you so there’s ways that you can actually make this again ai automated so that you can take the 50 to 60 of the people that might just be coming through a one of just book um out of sort of the cue of needing more influence so that’s part of the ai as well and that can be done through um through email and through the text message done properly so and that’s what we call a soft booking so we talked a little bit about that i don’t need to spend a lot of time on it but basically you’re gonna get sort of their ideal windows of time and days um if they’re saying yes i want to book with you guys i don’t need any more information um and but you know here’s what i need kind of idea so again a lot of times on our um on our outreach forums on our on the website we even just say hey when do you need when do you need this this completed by give us that idea um but again if it’s in the chat and it’s automated uh and you’re not actively engaged with them right away then this could be some of those questions that that kind of go out back and forth a little bit as well um depending on sort of the way you want to use use an ai system like this but ultimately what we’re trying to do is we’re going to get every lead followed up within five minutes or less and if we can do that we’ve we’ve solved that one game that one part of the game now the other part is the automatic lead nurture follow-up what about those you know those people

that’s you know hey i need to talk to somebody or they just they don’t answer back when you message them and you just need to stay in further communication so all of this should alert you so we talk about that where you’re going to get all the alerts um when this happens you’re going to you’re going to know right away you’re going to get an alert with our system you’re going to get alert within the app so the app can be opened on your your desktop and can also be put on anybody’s phone just with the logins um and you’re gonna get the alert in-app just like normal you’re gonna you know if it’s on the desktop you’re gonna get a pop-up in in windows that says hey you’ve got a new chat started whatever you’re also gonna get the email and we can even set it up where you get a text message just on your phone saying hey pop back over to your carpet cleaner
lead pro you’ve got somebody looking to talk to you right whether that’s email whatever and we can actually even have it where all your phone calls root through there as well and then bounce to your main phone um there’s there’s tools that we’ve built that way where if you don’t answer the phone they end up with a voicemail message as well so if it rings so many times and you didn’t pick it up it’s in the system so there’s ways to play that game as well but ultimately what’s automatic lead nurture what are again that five to seven times we’re talking about so if you know if you’re actively able to sort of say hey yes this person booked that’s you know that’s a trigger that says so i don’t need to you know to ask them if they’d like to book anymore right um if this person didn’t book hasn’t been communicated with yet you talked to them but they said you know they didn’t say they’re not interested it wasn’t a hard no it

was let me think about it let me talk something those are the people that need to be dripped on what are some of the ideas on ways to drip on them showing them customer testimonials telling them your story the history why you started the business telling them about your technicians um showing any sort of charity events and awards that you’ve got as well um talking showing some recent projects that’s a reason to stay in touch with people for a long period of time if you know what they’re interested in or even if you don’t say in the carpet cleaning world say um you don’t take the you know you can take the automation to any level you want hey they were interested in carpet cleaning let’s talk about carpet cleaning from now on or you can just say hey once every two to three weeks they’re a lead that never booked they never got moved into the book column um let’s just stay in touch with them let’s every two or three weeks hey here’s a recent client we just did a cleaning for not sure if you’re still interested in the cleaning or not but i just wanted to share with you some of the results that we’re getting and their comments their feedback so not always a review but they’re just their testimony just their feedback that you got through the feedback system you want to get the clients comments and you can share one of those those case studies you know once or twice a month that works as a great email um just to show them hey we just did up some upholstery hey we just some tile hey we just did some you know um hardwood floor cleaning again for some of our other clients that are on the the call i know uh john wiley’s here and that he’s uh that’s a you know vehicle wrap and sign business so any of the carpet cleaners on the call if you need that i would

suggest you reach out to to john wiley at don’t drive naked they do amazing work but what their their clients showing them hey we just did a fleet for a ben franklin plumbing outlet here in town or we just you know on and that’s a reason to stay in touch with them that’s a reason to message them another messages are called spears so spears are messages that are just they’re usually text messages or a voice drop and they’re very very simple and specific hey i haven’t heard back from you um you reached out to us on our website i haven’t heard back from you are you still looking to go ahead with um getting some work done question mark very specific very short and normally gets a yes or no and again that yes or no can be put into other flows there’s ways to go really really deep with this um and we do that with with clients that want to expand their the the usage of the of their carpet cleaner lead pro for most of our clients it’s just a matter of let’s get some communication in front of these people let’s nurture a little bit longer and let you guys jump into the conversation but that’s what automatic lead nurture long-term follow-up is so if you think about it now we’re back to that original all the different ways that leads come in and now we’ve taken every single one of our lead sources and for no matter where they come from and i’ll show you a couple of new exciting ones as well and you put them in to the funnel you get alerted that’s
this whole section here they get the smart forms and the smart connect and you got the ai automation routing things back and forth properly based on what they say part of that ai is sentiment analysis so they don’t have to come back and say yes they can go sure yep nope whatever and again

ai is smart enough to understand the general sentiment of that um and there’s even ways to say hey if it didn’t get the sentiment at all if they said something that is totally off-base then hey i’m sorry um you know didn’t quite understand that or move them in a different path entirely and try and get them to actually give you a yes or no um but one of the newest things that we’ve added into carpet cleaner lead pro is we’ve worked with google to be able to get the google chat um and facebook messenger facebook messenger integration um is is is doable it’s it it’s easy it’s an api and facebook made that available as soon as they opened up messenger for for business within a few months after messenger for business they allowed the api it’s not great api but it works and allows you to have all your messages coming to one platform so they all come in one place you’re not bouncing around and you can message them back right from that platform um google chat is cool so it’s now called google google business profile um not google my business you used to be gmb now is ggbp but ultimately if you turn that on the only way to turn that on is you have to normally is you have to download the app on your phone so if you’ve got an office person they have to download the app on their personal phone um and then and connect the app to your google business profile logging in and all that kind of stuff and they have to have managers access and all that and then you end up with this button right here that says message and google’s saying that they might open up the chat to even be allowed to be done on on from the google listing on on desktop but right now it’s only on the mobile devices but 60 to 70 of our clients are starting on mobile anyways

so they see your listing they know your name they want to chat they can message you right there and that chat integration is one of our newest apis that we spend a ton of money on um but we’ve got that integrated as well so anybody who wants to chat right from there um pulls in and we’ll automatically start to start the conversation for you give you that window of opportunity to get back to them and um and let them know that at least hey yeah i’ve got it we’re gonna get back to you as soon as we possibly can and here we’re chatting to you on your phone we’re chatting to you right here we’re not you don’t need to be leaving you know staying on the screen on the platform on our website and things like that so um pop in the chat if there’s any questions you have at this point does that make sense are we are we sort of tracking you understand sort of how the world has changed and you know the kinds of things that we need to be looking at because we really really want to start dealing with the fact that people need faster answers business can’t be slow we can’t have messaging people back this thing that happens once or twice a day it has to happen instantly and um and even in off hours you can have it where hey nobody’s a you know um we’ll get back to you as soon as somebody’s back in the office kind of idea um there’s ways to make all that happen so yeah just put in the chat if you’re if that makes sense to you guys so just put a one in the chat as i always say if that works or if you got any comments that’s great as well awesome cool okay so we seem to be tracking well on this so that’s good so any question you guys have as we’re getting close to the end here um just respect your time we’re almost at an hour so you know how these go but remember what we’re talking

about um leads that are not followed up with 50 minutes go cold a follow-up within five minutes is 21 times more effective than calling after 30 minutes so waiting 30 minutes and calling is just all stats across across the service industry in general find that you’re 21 times more effective to have an engaging conversation that can turn into a job than um waiting 30 minutes 50 of leads will go to a the vendor that responds first so if you respond if the vendor responds first and they actually know what they’re doing in that communication then then that’s important and statistics show that 98 of all text messages are open 85 95 of all text message opened within three minutes so these are really key stats right here as well that we know that you have to be talking to people that are interested in you within seconds to minutes period one thing i do want to say about um about chat messaging so if you’re old school like me having run businesses for years you understand the value of a phone call a lead is normally a phone call and the ones that get the most priority the ones that call in and talk to you everything else is sort of yeah i’ll get around to that that’s that other channel but people that call in um i know what to say i know how to influence them i know how to sell them i know how to you know answer their objections and all of that kind of stuff as soon as it becomes chat or an email chain back and forth ninety percent of that knowledge goes out the window how can you influence them when you talk to them you can influence them with psychology you can influence influence them with neuro-linguistic programming there is ways to influence people and say hey just to get them to get one thing out of their mind and something else into their mind right so

if they think that all carpet cleaning is 99 and you can you start off a conversation on a script saying hey you know thanks for calling um you know how did you hear about us or were you referred to us by a friend no no i just found you online okay that works too you’ve just told them that most people get referred to you which changes the influence and then you say um okay well let me tell you why most people who call do choose us to be their carpet cleaner you state that in the beginning of the conversation somewhere once you’ve gotten some of their information well when you turn around at the end and you’re not 99 and they think that that’s the price that carpet cleaning should be hopefully what you’ve told them is why most people call choose you and now at the end of the call they have that cognitive dissonance they they um they can’t understand why you know their brain pauses for me to go i just was expecting like this commodity price i thought all carpet cleaners were 99 and they don’t get that well you’ve influenced them with these little strategic conversations that’s hard to do on on text you have to learn how to have a meaningful conversation on text in short one and you know one sentence two sentence blurbs and you have to have that scripted ahead of time so even your staff that are answering these need to understand that when it’s not somebody’s just ready to book and they need more information you’ve got to find a way to either get them on the phone or you’ve got to find a way to automate that information back and forth have you checked this video out on our website have you seen this have you you know wobbled there’s ways like that there’s ways that we can actually help you um if you’re having a problem with that teach them so you don’t just answer the you know how much for a 5×7 area rug

5723 thank you that is entirely the wrong way to to to sell by chat just so you know so well you know do you think this will make money for you will it help you um convert more leads and grow your business if you had systems like this set up yep just put one in the chat if that makes sense to you as well if you think you can actually grow your business um just getting some automations in place cool we got a bunch of ones coming in awesome so um yeah and i i i don’t just believe it i know it i want to show you an example another example um why i do know this so recent client case study first quarter on carpet cleaner lead pro october to december 2021 right so clients been with us a while but they added we added carpet cleaner lead pro um it’s um it’s typically an upsell in our service some people um it’s part of their package but a lot of times you know the development of it different there’s different levels of carbocation elite pro as you saw when i talked about the way we can scale the automation to extremes there’s some levels of that that are um again more involved by our team and not just the base price because we’re actually creating and recoding a whole bunch of stuff but um just so you know for that software it’s a software as a service that we we provide but again it’s just a matter of figuring out your own automation if you’re not having a conversation with us about that but lead conversion was exactly 31 um and we were able to change that to 65 percent and growing so not the same client we talked about before this is just a new client that we’re talking about here this is their um

they’re much smaller client 367 leads in a quarter and that’s their total investment over a quarter so just over two thousand twenty two hundred dollars a month um to generate that many leads and again their average ticket is quite a bit higher they’re in a higher end area they’re really good upselling it’s 415 bucks um so that’s really good in the car anything over 400 in carpet cleaning as an average ticket um in residential is really good so we do i’ve got some clients that are way higher than that but 400 is is a really good benchmark to aim towards as you grow your business so we’re talking 98 000 in work in that three months 15 times roi which is a great roi and um so the new revenue captured versus what based on their previous conversion rate prior to sort of implementing all of these things because everything was just manual before it was the owner following up at the end of the day um trying to get on the phone with people he was in the truck with one you know technician there’s another crew on the road and basically most of it was just done on the hip and having some of this automation um and and all that and actually stay-at-home mom was was
brought in to uh to to answer some of the calls and messaging stuff like that that’s a net gain over that quarter of 51 000 that wouldn’t have happened if he’d maintained his 31 um level so as i said at the beginning i don’t think you have a lead problem i think you likely have a conversion
problem again unless you’re brand new you need both you need to generate more and more lead sources and again grassroots and guerrilla marketing and

digital marketing and paid marketing and let the seo grow and do all that kind of stuff let your gmb start to to grow um start generating those leads and all that kind of stuff just and repeats you know keep mailing your database and your strategic partner sources there’s just all kinds of really cool stuff that you need to do when you’re just starting out um i usually say never stop it just keep adding to it over time but there’s grassroots stuff that’s needed to get to just really get awareness but for the most part anybody who’s been business for a year or two or more you don’t have a lead problem you specifically have a conversion problem you can always add more lead sources if you can afford them and you can afford them when you convert better so and it’s easily solved so that’s it that’s all we’re going to talk about today uh we always say let’s connect if you’re looking at just sort of the automation side of the platform we do on selective cases carve that out and make that available if you’ve got a bunch of the other stuff um already in place and you’re just really going dude i need this i need what you’ve got you just told me all about i need that part plugged in i’ve got other stuff figured out perfectly most of our clients what we basically say are or people that you know reach out to us is schedule a call um you’ll talk to reema first you’ll get a bit of information on your your company it’ll go back to our research team we’ll do an entire deep dive on you and your competitors all that kind of stuff see what everybody’s doing in your marketplace and and and look at all of that and then it all lands on my desk we schedule a time for a one hour consultation so you don’t pay my 500 an hour consulting rate you get it for yet as a complimentary service so between that and the research we do and all the

material we give you and the step-by-step plan that we hand you on how to sort of overcome a lot of the obstacles in your business not just um you know maybe a bad website maybe bad ads maybe you know you know not positioning yourself well we’ve had clients have come on they’ve been three and four years in the business i’m sorry leads and people that we’ve talked to that still had white vans with magnets on the side of it um and weren’t actually branding themselves in every neighborhood they were in properly and that alone can grow your business a lot more than just a white van with a sticker on the side so um things like that so we talk about all of that we just literally tear your business apart and rebuild it on the way to become you know what we promise is your your brand your authority and your visibility over time needs to become the strongest player in your marketplace and there’s ways to do that so um anyways um and rima’s going to get mad at me i’m sure because she would have wanted me to drop a button in the chat a lot sooner that if anybody is interested in scheduling a strategy session click that button um if that that’s that’s for anybody who’s not one of our clients yet um if you’re a client you want to hop on a call and talk more about this you know this type of thing um just you know either reach out to reema reach out to our help desk you guys all know that um and um you can get on the schedule to have a conversation uh and things like that but if if if you’re brand new to carpet cleaner marketing masters don’t know much about what we do we just we just help you run your business better um and we give a lot of great free advice and if it’s time to work with us then we’d love to have you as a customer if it makes sense um and some marketplaces and

some clients it just doesn’t make sense but if it does make sense we’ll let you know that as well if there’s any information that you need any questions any final questions pop them in the chat if i miss them i’ve got to balance shortly um but if i if i miss them then um marimo will collect them and we’ll get back to you by email uh so just make sure you put your email in the chat as well and um yeah we’ll we’ll stay in touch if there’s anything we can help you with great again next month we’re going to be talking a lot more about the um a lot of those grassroots strategies and the outreach strategies that i again everybody had to do back in the day when there was only the yellow pages and nothing else uh but nowadays a lot of businesses shy away from business owners shy away from doing the leg work the feet to the pavement work and what i suggest is that not only do you do it you never stop and we’ll talk about what those things are ways to you know influence the marketplace and continue to become that authority and stuff like that so we’ll talk about that next month we’re wrapping up for this month hopefully you guys got a lot of great information and understanding about the technology that’s changing our world and the way you can use you know smart forms and smart connect
and messaging two-way messaging and instant replies and ai and all that kind of stuff to just generate more and more and more conversions to the leads you’re already getting you

um so last month we did the um your 2022 internet marketing plan we we talked about uh you know setting goals and all of that kind of stuff and the response we got back was was great the people that we were able to attend live the ones that watched it in replay other people asked some questions wanted to go much deeper and we made a decision that it makes sense to kind of run it twice and just but do it differently like i like actually go through the same slides i’m gonna go through the same presentation but we’re gonna really pause on some of the um the really really important parts that we we had to move over quickly 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. now we’re now into the new year hopefully you’ve set up your business goals you’ve started to strategize what you’re doing first quarter second quarter third quarter so we’ll talk a little bit about that but more importantly is sort of understanding a lot more about the dynamics of of marketing and how your internet marketing and your offline marketing your client database marketing all the different pieces of marketing that you should be doing are tied together and working working together.

so that’s where we’re going to go kind of deeper in some more of those concepts and how to sort of plan that out ahead of time and create a calendar for yourself and really strategize around that so that if you are working with a a web marketing team or a postcard print marketing team or a cold outreach team and all of these different pieces you’re aligning them all together as well you’re you’re managing that if you don’t have sort of like a a marketing management company involved uh so so that that’s the way to think of what we’re going to be doing here so okay so here’s what we’re going to cover we’re going to cover your setting your 20 um your goals for 2022 uh how many leads you’re trying to target what that means to you how you figure out the math on all of that the three fundamentals of marketing success things about optimizing your website for 2022 and beyond because a lot has changed in well even just during the pandemic a lot has changed about people how people interact.

if you guys remember way back you know if you’re in business back in the recession 2009 10 um area i guess late 2008 then 9 and 10 before we kind of pulled ourselves really out of it um interestingly a lot of things changed then as well so prior to that yellow pages were huge coming out of that people started upping their yellow page budgets again and realized the results weren’t there especially service businesses and the reason why is that obviously in that period of time consumers moved away from that type of platform for their for their for their um messaging and for their for the marketing and they ended up uh on digital devices because we we expanded how powerful digital devices were our cell phones became more important our tablets you know showed up and stuff like that.

every grandparent ended up with a tablet so they could flip through and see their grandchildren’s pictures and things like that on facebook and stuff so it became more of a medium for for communication than things like yellow pages yellow pages didn’t figure that out for another five or six years and still tried to sell you but we knew as marketers that there had been a massive shift well there’s a massive shift going on right now as well we’ll talk about that as well so big picture of online marketing channels you should be tapping into to maximize lead flow it’s it’s no longer a one and done kind of thing latest trends things like that um and we got a 2021 right there well that should be 2022 so and stuff like that so all i ask is that we’re gonna try and get this through these um this webinar in an hour um roughly an hour hour and 15 minutes at the most might be a little bit quicker for cutting a few pieces out.

but uh turn off your cell phones turn off your facebook plan to take lots of notes um and stuff like that and we’ll go from there so and if you stay to the end there’s going to be some bonuses for you so it’s always it’s always valuable to stay through the end of these things and engage so if you do stay to the end uh we do have a checklist again carpet cleaner businesses but it works for any business what are you doing online where are you what are you thinking through what how is your website working how is your um outreach working how’s your marketing working we also include a full 87-page guide i wrote on exactly how to understand google my business how to set it up how to work on it they’ve changed their name now to google google business profile um you know it’s a reason for a lot of people to send out emails and stuff like that not much has changed on the back end they’ve just they’re rebranding a little bit there’s there’s some minor changes making things a little bit simpler but it’s the same idea of being able to try and show up in the three pack for the keywords that people are typing in for your services is still important and it’s not just one keyword so in carpet cleaning it’s not just carpet cleaners near me um what about rug cleaners upholstery cleaners uh all those other services and there’s about you know we find that there’s probably about 15 to 25 different keywords that pop up.

um a google maps listing when somebody’s doing a google search um for a term so we’ll talk a little bit about that as well but you can there’s a free guide for that how to optimize your website and a whole bunch of information on the way your way you should look at your website and know that is it optimized for conversions or does it just look pretty and does it is it working at all for you and there’s ways to go through that so so who am i so for any of you who’s on the call who don’t know who i am um career business owner since i was in high school 1990 89 90 was when uh my last year in high school and um i i i started a business um just on a whim because uh i did a project for a business class and uh wrote a thesis and an executive summary had to learn all about that for getting a loan to start a business um and marketing projections and all of that kind of great stuff so it’s a good good you know senior year business course took it to the bank that was for bonus marks uh my partner scott and i took it to the bank and um the bank manager actually sat down with us not being not not one of the small business account managers and before we left his office we just had to present it um again for bonus marks and he said if you guys want to do this i’ll give you the money and he handed us the loan money with literally no credit and just being kids to buy vans and ladders and all to run a window cleaning business so we ditched our summer jobs ran a window cleaning business and actually turned into a with employees and everything else like that over the next couple of years scott went off to college um i started other businesses and uh and started a janitorial company and then carpet cleaning companies and over the years i’ve bought built and sold all of those types of companies.

so and you know in that process i’ve had to learn how to market properly so marketing became that one hat that you need to keep on your head you don’t have to be the one doing it all but you have to be the one that understands the strategy of what you’re trying to do understand your messaging and that’s what we’re going to talk about here today as well so understanding the changing framework and how to engage with people that can help you do the marketing as well so you can always hire a manager to manage your employees you can always hire you know front-end staff to deal with your customers you can always do all of that kind of stuff and you know kind of elevate yourself to the the entrepreneur working on your business not in it the the famous michael gerber quote but if you the marketing is that one hat if you listen to dan kennedy or any of these people um that you should never really take off because that’s what you need to invest a lot of your time money and attention into because most people do me too marketing they see what everybody else does and they do the same thing i’ve heard other people call it marketing incest oh that’s a great yellow page ad oh that’s a great website oh that’s a great this let’s let’s copy that but is it working do you even know how to monitor that you know what kind of metric do any psychology that needs to be involved so that’s all the stuff that i’ve been teaching and training on for a couple of decades now been flown around the world um to teach at elite retreats you know like on the island of samoa stuff like i’ve taught and you know on the stage in vegas and and other places as well and done a lot of presentations for a local chamber of commerce used to do a monthly presentation on them about reputation and reviews back like seven eight years ago when nobody was talking about it because i realized how important that was so um just recently sold my last service business with employees uh so that was in in the middle of a pandemic and sold it for multiple times more than anybody else gets for that size of business um so a two truck operation half a million dollars and it’s based on the fact that that’s the value the banks were quite willing to hand the buyer.

uh the money based on the history of the company and the fact that we’re our dominant market position and stuff like that so so there’s ways to j to build a company from here to there over time and that’s what we’re going to talk about so um here’s just some you know again it’s it’s a slide in there but there’s some of our clients they’ve given us testimonials um still need to get one from you mr wiley on here but um ultimately what we do is we help make our clients the top and again carpet cleaning if you’re not in carpet cleaning put your brand or your niche in there um brand in the local marketplace so that you do attract the best clients you can charge the top breaks and you’re booked out weeks in advance you’re seen as the authority and the obvious expert so um so i guess we talk about what is the you know the hardest part about marketing your business online and that’s kind of a rhetorical question i don’t necessarily need to put it in the chat right now but what i do want you to do is go to this link right here carpetcleanermarketingmasters.com 2022 work dash workbook so if you can go to that link right now um you don’t need to work through it right now but if you just copy that even just take a screenshot and go back to it later what i’ll show you what it what where you’re going to go to if i can open that screen right there so you’re going to get this this workbook here and um it’s 18 pages we’re going to go through some of the stuff we’re talking about on the slide here but it’s also some things that you can do to work through some questions to answer fundamentals to think about um things about deciding your target avatar and then what kind of messaging you’re going to do.

so we’re going to skip through some of that today we talked a lot about that on the last webinar you can find on our website just to go to carpetcleanermarketingmasters.com and then just go look at the podcast area there’s below that you’ll see the webinars or even in our blog we kind of link them in a couple different places but you’re going to get that workbook and it’s just going to be helpful not during the call necessarily just take notes on a notepad right now but it’s going to definitely definitely be helpful but ultimately the answer is you know like why do you need to set goals why do you need to strategize why do you need to plan your marketing that’s what we’re talking about there’s so many options it’s unclear to where to spend your budget if you don’t have a plan ahead of time then when that that advertiser walks in from you know metro land media or whatever the yellow pages used to be called and now they say that they’re doing digital marketing um and or they’ve got this really great postcard strategy or they’ve got this really great geo fencing strategy and stuff like that and you don’t know what you’re doing you don’t have a clear plan in place you don’t have yourself organized you don’t know if that fits into your bud your budget and or your your your your planning at all so there’s everything from seo ppc website social this is all the online kind of stuff that that you need to be you know considering and thinking about but again what we’d like to talk about as well is there’s a lot of offline stuff that you need to be considering as well so um it really is a cohesive picture gone are the days where you can just do one thing.

you know back in the day i used to spend five to seven thousand dollars a month on yellow pages why because 90 of our new clients came through the yellow pages and our yellow page ads were never you know our name our business name and our phone number at the top that was always very small and at the bottom good marketing taught me that the yellow the the headline of the page was the promise to the customer why we’re different than everybody else and then we guarantee that in the great guarantee my face on it determined letting people know i back this guarantee and if you have any problems you’re going to talk to me the business owner um because i guarantee the work we’re doing and we’re different here’s all the stuff that we’re going to do differently and then now if you want to get a hold of us here’s our phone number and here’s our name it’s you know that kind of idea so um it’s yellow pages still generated a lot of your new leads but that didn’t mean you stopped reaching out to all of the other possible referral and lead sources and things like that and marketing your database to get those customers back and all of these kinds of things so what it all looks like nowadays um you’ll get a copy of this in the in the report but um you can also take a screen capture of this if you want but for carpet cleaners in general and i mean a lot of other businesses i’ll keep saying that sort of like this isn’t just for carpet cleaners but it’s just i mean we put that in the heading because that’s who you know we’re talking a lot to but

is you you need to have a lot of lines in the water if i had a picture right here it’d be a picture of a fisherman with like 10 rods around all different lines in the water if you’ve got one line in the water you’re catching one fish if you’ve got 10 lines in the water you have the potential of catching 10 fish right so you’re giving yourself way more opportunity and the businesses that grow become successful become omnipresent and they just take over a marketplace if they do that because they’re not just doing one thing in one area so i do talk to a lot of carpet cleaners that kind of jumped on the facebook ad and bandwagon and whatever company they’re using or doing it themselves they’ve got a lot of facebook ads going out and i asked them well what else do you do what other marketing do you do do you mail your database do you do this do you do that no not really just facebook so if facebook changes their platform they get sued for something the government shuts them down they change the way they can advertise they up their rates anything like that and you’ve just damaged your entire business because you haven’t built the base you haven’t built the foundation and you don’t have multiple lines in the water where if this one doesn’t isn’t producing quite as well this month this one’s producing well and you’ve got ones that are the long-term plays that are starting to build over time so what i need you to really really think about is um where are you getting yourleads from paid leads are always going to be your most expensive but it doesn’t mean you throw you you throw them out and poo poo them and say ah i don’t want paid leads then because they’re

expensive no it’s just part of the mix think of this always as a slot machine you know you’re in vegas if you put a dollar in and you pull the handle and you get three dollars out and you put a dollar in you get three dollars every time you put your dollar in you’re gonna get three dollars out you’ve got one of those broken lucky machines are you gonna stop putting a dollar in right if some of the other another machine you know you put a dollar in and you get five dollars out well why not put a dollar in both now you got three out of this one and five out of that one don’t keep thinking oh let me jump to the next machine you know if there’s a way that you can jump across all of them and you know that kind of idea so the analogy breaks down when we start talking about 10 and 20 machines but you get the point so you need to be running some sort of paid ad campaign um if your competitors are if it’s dialed in if it’s targeted well facebook is a great one but think of facebook as a disruptive campaign so they weren’t looking for you they didn’t go searching for you know the service you provide you know a good facebook marketer like rima on the call here that’s one of the the areas of our company that she also she handles is she she deals with our clients and setting up their facebook ads and and managing all of those kinds of things and um it’s it’s it’s about dialing in the right audience it’s about dialing in the right offer it’s about dialing in the right creatives it’s about changing things up it’s about watching metrics good marketing a b split testing when things start to slow down a little bit is what are the strategies to jump and and try something else because

things change all the time sometimes the audience gets saturated things like that it’s a matter of watching all of that and understanding that so facebook ads but they’re disruptive they showed up in somebody’s news feed and uh and wherever you decide to place them and they weren’t asking for it they didn’t so you’re going to get a lot of impressions the billboard effect but you’re going to get you know some people kicking the tire a little bit or kicking the ball down okay yeah maybe i’m interested in that google ads for example are targeted the only time somebody’s going to see a google pay-per-click ad or a google local service ad is if um if they typed a keyword search term in but there’s even ways around paid ads to deal with that you can take you can take those people that typed in a search term they’re looking for carpet cleaners near me they’re looking for a sign shop near me things like that and you can you can get that list and because google owns youtube and things like that you can actually have a really cool video that runs pre-roll for um when they’re going to watch the silly cat video or whatever whatever it is they watch on on youtube you don’t you don’t have to be targeting the youtube channel of you know something in the sign industry the carpet industry you name it the chiropractic industry you can be targeting people that searched over on google as well within the google paid ads platform as well instagrams and things like that all work that way so that’s how we’re talking about youtube and instagram and facebook and google and bing all of that is it’s part of your paid platform it’s your highest priced clients but if you’ve priced leads but if you do have a good client conversion rate if you’ve got a good

script if you’ve got a good you know back-end metrics you’ve got repeat and referral programs then yeah like i’ve had no problem paying par even like literally not making a dime off of new clients just to have them repeat and refer so um there’s a period time where we spent seventy thousand
dollars opening up a new market seventy thousand dollars over the per year over the period of a year or two just running back in the day flyer drops when flyers work um in very targeted neighborhoods flyer drops and we generated the first year just over 75 000 in in actual work but we bought ourselves over a thousand new clients right so or i think it’s 1200 or something like that um new clients that we now marketed to the next year all of those clients say 50 of them come back and reclaim for the price of a postage stamp a month and a mailing campaign so two years of that built up the marketplace on top of everything else we’re doing we had a great reputation all that stuff jive together and now you you expanded into a new market because you you’re able to find that so that’s the kind of the way to think of stuff as well google maps and google rankings really important so anywhere near your location if you’re a service area business where you travel from your house or office shop that people can’t come to out to them then you have to set it up where you don’t show the address if you’re a physical location you show the address but google knows your address either way and it’s going to basically is proximity based and then a whole bunch of other metrics so you want to make sure that you’re ranking well

for the your immediate area one mile two miles five miles the most you can probably influence is about seven miles depending on your competitors and how active your your marketing is but that’s that circle radius around where you are if you put do everything right get good reviews and review velocity and things like that and and have your website set up right and have google posts and have all these other things that are in that google guide you’ll get at the end um you can start influencing a wider and wider range and try and move up into that three pack for more and more terms but it’s a great place to get leads and it’s just it’s just an activity-based thing you just gotta connect the right dots and let google see that you’re more of an authority than the other guy below you and you keep moving up so and then if you want to expand into another town you’re some people just buy like rent a shop 500 bucks 800 bucks a thousand bucks a month maybe just the warehouse behind something and actually set up a separate location because anytime you play the funny games of faking it you always run the risk of google not only deleting that listing but deleting your other listing as well because now they realize you’ve been gaming them so if they figure it out and a competitor could blow the whistle on you or anything like that um you run a risk so it’s always better to do it more legitimately organic rankings still matter and i’ll talk about that a little bit later as well you need to be ranking for blogs and articles and content your website has to rank it’s the longest play um it used to be that within six to nine months you can start ranking your website google now has at least a nine month sandbox it appears so that even if you would be ranking really well they

kind of hold your rankings back you’re only on page two and page three for some of your your terms even after all that effort because they want to see if you’re legit and gonna stick around and then and you’re an authority um and if you are you bounce up so and then it’s just a matter of expanding that so organic rankings get people in the readers love to read your content so social outreach online facebook groups online other groups um joining linkedin groups and stuff like that local business groups and stuff like that and just being active people are going to ping back and go who is this what do they do and always you know just make sure your profile links them back to your business and so you’re not interacting as your business you’re interacting as yourself on a lot of these groups but be active there that’s another spot um local awareness campaigns so not this is billboard stuff so not trying to get a lead but making sure that your ideal target market knows about you and some of the great work you
do so case studies before and afters things like that done well we like to link those back to a full page on your website where we’ve told a whole case study of the pet year and you got out or the you know the great service you’ve helped somebody’s problem you give us that info we build the page we create the social media content if you give us a budget we’ll we’ll start marketing that we’re only talking like five bucks a day um to to promote a page like that that talks all about your services and targeting people so um display ads can do that as well some you know so um that’s there’s something called retargeting somebody comes your website you pixel them when they go around the web they go to martha

stewart they go to cnn they go to people they go to anywhere else you think of and if there’s ads on those pages weather networks stuff like that your ad shows up because they landed on your website that’s retargeting everybody should be doing that display ads are where you take your ideal client profile and you let the ad networks all in the geo area you want to target some people call it geofencing and stuff like that but in the geo era you want to target you just let them see that billboard ad as they’re working around the web um you want them to you know you want to try and influence people that have um you know a potential of using you so there’s there’s ways that we would buy in-market data people that have been looking for certain things um over the last month or two in their you know on their ad id like every computer is being tracked so um don’t think it’s not and there’s ways to get in front of that audience there’s ways you can target specific websites or specific intent things like that but all you’re trying to do is just blank it like 20 30 40 50 000 impressions a month you’ll get 100 200 clicks back to your website they’ll get retargeted and at least you’ve got a little activity but you’re you’re letting them know radio still works once you get big enough you’ll hear the the biggest and best companies in your marketplace whether it’s the plumber whether it’s the stereo shop whether it’s you you name it um we’ll do radio ads when they get big enough because it’s just a way to keep that momentum going keep that brand awareness they have to have all the other pieces in place but it’s just another place and i’ll show you it sounds like a lot but i’ll show you how you figure that out with your budget as well direct mail still works mailboxes are more empty

than they ever been before you stand out a lot more so mailing your own clients are great and there’s a bunch of stuff we can talk about as well active repeat and and referral programs active versus versus passive very very important so you can say yeah i get a lot of referral business or i get a lot of repeat customers great did you do anything to make that happen nope i just got lucky okay you might always might not always get lucky you might find another marketer jumps into the marketplace and steals that client because you haven’t influenced them you haven’t nurtured them well enough from lead to customer from customer to repeat customer from repeat customer to referral source you have not nurtured that lead well enough and if you don’t nurture them well enough you’ve got somebody else who jumps into a marketplace and especially nowadays you know younger kids understand they’ve spent the last five six seven years streaming on twitch every video game they’ve played um they all want to be youtube influencers well what if that guy becomes a carpet cleaner i tell the story i know a fellow a town away a town of 30 000 people nick and he set up a snow removal service and he’s doing between five and six hundred thousand dollars a year in snow removal in a very small town and it was all because he just started doing youtube videos he just started going live on facebook and youtube and hey it’s nick here i’m out you know out shoveling snow today or whatever and he used backhoes where they can pull into driveways none of it’s or very little but it’s commercial it’s all residential so just little small driveways puts his little tractor in there and within no time he’s got multiple tractors he’s got um

team members and stuff like that he just goes around and sort of manages the work but he’s always he’s always streaming so even with a crappy website at the time even with all of the other stuff wrong he you know he walked into the bar you know he’s a 19 year old kid walks into the bar hey there’s nick i watch your videos blah blah blah all that kind of stuff he’s he’s made those connections that grew the business and that could happen to any of us where somebody just jumps in and if you don’t have the right marketing mix in place their one little play in the right influencer category could grab your clients because you’re not active so think of those things um jv’s and strategic partners always been big part of our strategy um in every business i’ve ever run so in in the carpet cleaning industry flooring stores for sure um have your spot remover in the flooring store make friends with the the owner of the of the flooring store um clean his house for free won’t you want to meet them you want to take them out for lunch whatever restrictions are being lifted you know less worry nowadays do those kinds of things but definitely walk in if you’re not going to take them out for lunch at least walk in make that conversation and every you know plan to walk in once a month you want to be their carpet cleaning guy you want every time somebody goes hey i just replaced you know half my house with hardwood floor but the other half’s got carpet and i just need somebody to clean it who are they asking they’re asking the company that just replaced half the house with hardwood floor or tile or whatever who do i get to clean my bedrooms and hallway and stairs and rec room or whatever well they’re referring people all the time most of

the time they don’t even want a kickback or anything like that all they want to know is either a discount for their client which is a great in or more importantly just somebody reputable to hand to to to to um influence or to give out that that review so actually i’m going to go back a little bit there’s a few more there i wanted to show so real estate agents interior designers all those people you hit up um i used to i always tell the story that one of the things that we just started is um one of our clients was a mercedes dealership started to realize that a lot of our clients had two um this is just part of my customer avatar we realized that our clients were had two car garages and um a lot of our clients had mercedes or bmws so we were a higher-end cleaning service we hundreds of competitors in our marketplace so we carved ourselves out as being more expensive but way better and that that hit a certain crowd the golf course crowd the people that live around the golf courses and stuff like that and all of that stuff so we’re cleaning their their facility and um and kind of came up with the ideas like hey your customers are our customers sent the the general manager a message and said hey how’d you like your next cleaning on us for free i’ll pay for it and yeah what’s yeah what’s that all about i said well your customers are my customers if you don’t mind i’ll write the letter i’ll pay for the printing i’ll pay for the postage but it’ll come from you just saying hey you know blah blah whatever you want to promote whatever you want to talk about you know in that letter but by the way we use

this company in our office i use them personally in my home they’re great um and i talk the owner john into a deal um that any of our our people have bought cars from us anybody on a dollar list they can get a really a really great price from this great company give them a call find out what they do way before the days of reviews and online nowadays we’d say check their reviews out online they’re amazing those kinds of things and yeah we did that with them we did that with um started doing that with chiropractors started anybody that we had a regular cleaning service with just wouldn’t say hey how’d you like your next cleaning for free or how did you like you know upcoming ones at half price whatever you can always make that offer that’s a strategic partner you need to be actively seeking those and you do that by having a great reputation great reviews a great online presence because when you walk in that door the first time you call them the first time they’re gonna go who’s this guy who’s this chump i don’t trust them so you want to clean for them for free and you also want to uh have to say hey don’t take my word for it go check us out online but i definitely love to come to your home and and provide some services so you see what we do we have a really unique way of doing it here’s our unique sales proposition why we’re different than everybody else here’s my unique guarantee risk reversal guarantee why i’m different than everybody else i want to show you and prove that to you my team’s going to be showing up they’re going to be wearing booties they’re going to roll out the red carpet they’re going to do all those things great so that when you refer me to your family or your friends your customers all that kind of stuff um you’re you know they’re going to get a great a

great uh experience and if there’s anything they’re not happy with risk reversal guarantee um we’re going to go back and reclaim it no questions asked if they’re still not happy we’re going to give their money back because we don’t want unhappy customers sounds scary i will talk i talk every one of our clients who become clients of ours why your risk reverse guarantee is more of a benefit the scarier it is um to your company you’ll get way more jobs than you’ll ever get those people that will take advantage of you so talk about that your website needs to be set up for conversions we’re going to talk about this a little bit as well you need to be on all the online directories some people do go to yelp some people do go to angie’s list some people do go to any of the 150 directories local directories secondary industry directories national directories the people go there some people have them bookmarked on their phones some people sometimes they connect with others you need to be on all of them and it also helps your google listing google looks around the web and goes this guy’s got the same name address phone number everything’s exact everywhere we look that’s one of those ranking factors that moves you up as well neighborhood marketing big big big one as well so in our industry um you need an a-frame like i mean this is just a given you need to have a nice well-made solid could be plastic could be wood not too heavy a-frame when your technicians pull onto a street at the very end of the street the house is going to be down the road somewhere you need them to put the a-frame at the end of the street just

like the real estate agents do pointing down we’re beautifying a local neighbor’s home down here um call for details on how we can do it for you something like that and then in the in the actual house you’re going to put a yard sign and pull your truck in your truck becomes a billboard the yard sign becomes a billboard neighbors look out the door they’re going to take pictures of it they’re going to google it they’re going to see if you’re any good all that kind of stuff they know the neighbor they’re going to walk over and ask later if they’re interested things like that you need to be building that local presence and then when you go to leave you tell the customer um hey i’ll give you this free bottle of spot remover you know that’s refillable for life every you know whatever blah blah blah um if it’s okay i’ll give you one of these for free if you let me leave the um the yard sign just just the little plastic yard sign the little could be those bags over the wire kind of yards um in you know in the yard for a couple days uh you guys can take it down and um dispose of it you know or give us a call we’ll come back and pick it up whatever but if you don’t mind leaving it there for the for you know the next week or until you cut the grass if it’s that kind of thing um yeah i’ll give you this free bottle of spotter 99 percent of your clients will go yep that sounds a great deal you hand them free spotty which you were going to give them anyways um and even if they say no you say yeah okay no i get it no worries tell you what i’ll leave you a bottle spotter anyways just as my gift to you he’s still building friends but you’ve now got you know that all of that local marketing and then you do the door

hangers you go not five around five doors on um to the left of the house walk across the street do the um 10 across the street come back and 5 to your customers home hop in your van and drive away that’s what your technicians should be doing on every job and you as a owner if you’ve got technicians there police this drive around every now check go to go to a neighbor you know that they’ve moved on to the next job go back and make sure they’re door hangers they’re around like just just double check if the person says no soliciting i’ve got one of those signs on the door that’s fine um but just just double check you know go govern that well and the results will will prove themselves so and then so it’s it’s a matter of thinking if you’re not in carpet cleaning industry what are things you can do in your industry that are similar what are what are ways that you can deal with that you go and um like sign shop i as i said um uh john’s on the call right now sign shop so you you do great work for um a plumbing company that is in this industrial park obviously targeting every single one of the other services and trades hey we just did a whole bunch of we just did this great project for this this great company over here i’m sure you’ve seen the vans driving around now they look really sharp here’s some pictures of it um we’d love to give you some uh input on how to upgrade your your fleet as well and be your sign shop things like that it’s still the five around the 20 around but it’s just done in a slightly different way so postcards as well geotargeting so think of those golf course eighborhoods you can now do a mix so you can set up with a postcard company every door mail and say hey here’s the neighborhoods i want to drop my offers off at like you know whatever

that is and you can engage with us or anybody else a digital media company that understands how to do geo-targeting and say hey i’m running the postcards they’re going to be delivered from you know january 15th to the 20th that’s the window they’re going to be dropped okay so starting at january 10th we’re going to geotarget just that neighborhood exactly the same places they’re going to get the postcards or or whatever and we’re going to run display ads back to this display ads thing over here just in that neighborhood with that offer and that image and and start impressing upon they just saw in their mailbox but they’ve been seeing it around their web that’s kind of weird and then they got it in the mailbox and then for a week afterwards they’ll still see it so for like sort of like that you know that takes some five days to drop it off you’re gonna do a two a two to three week campaign of geo-targeted online ads to to cover your your postcard ads so these types of things work when you when you piece them all together because it’s part of the you know that might be you know may is area rug awareness month june is allergy awareness month july is you know pet urine awareness month you name it things like that you’re going to target you’re going to set up your calendar and we’ll go through that a little bit as well and then you start to want to start building your your authority you really need to have um we’re in a world now where video is just essential um we create videos for our clients um using tools and things like that but we do really recommend that you also give us some video content um and we can even teach you hop on a zoom call

you know share screens have you record we will record your side of it there’s different ways to teach you and help you create some videos but you need some of really good how-to content your website needs to be about you so you need to have all of that kind of stuff helpful articles again we write an article a week for for our seo clients um and a press release once a month that’s helpful we don’t write it about hey call us hire us here’s why we’re the best nope here’s how to take care of this this problem in your home here’s how to take care of this this this this issue here’s how here’s the you know the 10 reasons why the bubba all all targeting things that you are and they’re written by you as an expert so things like that really help um build your brand and credibility charity events um having booths set up giving away stuff and taking pictures and social media realizing that that’s all part of it it’s not just doing one thing it’s doing all of it so you’ll never do all of it all at once this is you know what i’ve just given you here is a fire hydrant of you know how am i ever going to do all of this john the answer is what we’re going to talk about set a plan and put a couple of them in place get them really well locked in i call them locked and loaded so that it’s automated it’s very very little of your time a lot of your time to get it set up very little of your time to monitor manage and implement and then now you’ve got you freed up time to do an another one we always say use the rule of threes there’s magic in the num in the number three um and you’re gonna you’re gonna need to put three in place so you’re gonna have marketing pieces and campaigns and if it takes you a week a month

a quarter to get all three done that’s fine just get those all three in place before you move on to the next three and we do really strongly suggest as well you think of your business in threes your business is outreach before the sale branding awareness um visibility where are you being found uh and then the next is the service delivery as they’re actually engaging that’s an entirely separate part of your business now what’s that look like once they walk in the door they become a customer they call you what’s the phone like what are the scripts like what are the on hold messages like think of all of it how do you manage that to build a great experience and then after the sale what’s the follow-up what’s the referral program what’s the uh um you know repeat program how are you managing the after the sale as well think of each business each part of your business as a distinct separate entity and because big corporations those are separate entirely separate departments just because we’re small businesses doesn’t mean we can’t think the same way so think of them and strategically and i always say if you’re doing like implement three strategies implement one in each category so one before the sale marketing one during the sale um marketing event whether whatever that is if that’s getting uniforms and booties and things like that and really upgrading that that’s the the goal for this period and one after your follow-up once all three are in place and working beautifully start again one one one all the way across so hopefully that’s helpful if you guys find that you know again i spent a little bit longer in this this time this was one of the things that i got a lot of questions on was what do you mean all these different strategies um so i wanted to pause on

this one a little bit more for this call and kind of skip over some of the goal planning as we get going forward so just put in the chat if this is helpful to see how how it all kind of needs to be playing together cool okay yo got a couple ones uh some of you guys might be asleep sorry about that trying to wake you up here with asking a question but yeah thanks craig yeah um great so so let’s let’s move on we know it’s a major investment in marketing but how much and do you have something to show for it and do you know how to gauge roi um sometimes customers say hey john i’m not seeing a ton of roi from our our seo and it’s like okay but it’s you’re three months in four months in again you might be in a sandbox for nine months that shouldn’t be your only strategy seo means that you’re starting to rank you’re trying to move up from spot 15 to spot 12 to spot you know six in the google maps and eventually hit the three pack and then other terms and other terms and that takes a lot of influencing um and your website needs to start ranking for more and more terms you can’t do that all at once and if you try to do it all once google will ban you because they see you being spammy so um so yeah and yeah by all means craig if you want to message rima we can hop on a call and go deep with any of these points individually that you’re you’re thinking of as well um because yeah there is a lot of strategy and i do provide anybody who’s on one of these uh webinars if you want to jump on a call with with me i charge 497 an hour for my consulting when i’m when i’m called in to consult um anybody jumps one of these calls can hop on one

of those hour calls with me um complimentary um so as long as there’s time in my schedule there’s not a lot of openings per week but if you can grab one then um we’ll do a bunch of research ahead of time talk about what you want to talk about and really help you set up a plan so you know anyways um so yeah do you have what do you have to show for so as i was mentioning seo takes a long time so you never want to just pause on an seo strategy saying hey all i want is seo unless you’re willing to put in the work like if you’re brand new or your website has nothing going for it first is writing content that’s seo optimizes doing all the coding and stuff like that and then it’s creating new content every week and then it’s creating google my business posts that link back to your website that’s creating social posts that link back to your website it’s creating backlinks it’s creating press releases once a month that that are syndicated out to 20 30 40 news sites that all create signals back and over time you’re influencing google more than your competitors are and you start moving up for those terms so the best way to think of any piece of marketing is paid when you pay for it to be put in front it’s your most expensive but you can show up as soon as the ad goes live but you’re paying for it as soon as you stop paying for it it disappears um seo building up a community on social media that you can outreach to and and things like that building up community and assets that you can sell when you go to sell your business for way more than your competitors can you’re never selling your business for the price of your equipment you’re selling your business for the value of the revenue and client database goodwill that you jet you’ve built your your position in

the community and it’s very easy to talk bankers and stuff if you’ve got the right presentation they understand that where they only want to assign value to the equipment i always tell them the equipment’s useless yeah any business i’ve sold the equipment’s useless the vehicles are leased um the equipment has a five-year lifespan before we’re pasting it together and keeping it looking great it’s useless i don’t care about the equipment that’s there’s no value in the equipment the value is in the database and the people calling and the referrals and the network you’ve built so that’s
the group best way to think of your business in when you’re going to sell it that’s the best way to think of building your business so you never want to say well seo doesn’t work because it takes a long time to grow no it’s just what percentage of your budget goes towards it determines how long it takes but that’s the asset you’re building over time just like reviews you don’t want to get 200 reviews next month and then none again google’s going to see that and go that’s funny and you’re not you’re going to get demoted you want to have review velocity coming in that’s maybe if the industry is averaging two or three you average two or three or four right the whole idea is all of this stuff means that you’re putting your your shorts on you’re putting your shirt on you’re you’re getting a nice pair of um sakoni running shoes you’re tying up your shoes you’re getting to the starting line and your competitors are already running the race you’re just trying to run slightly quicker pace to catch up and then pass them and every little bit of marketing is slightly different google my business you might have some competitors that are are

really good and really savvy and you may be able to get neck and neck with them but you may never not be able to pass them any time soon but in other marketplaces your competitors suck and you could sprint past them pretty quickly so and other you know other uh avenues as well so we’ve kind of talked about how this all pulls together so the opportunity is clear um so you want to generate enough leads to hit your targets and keep your trucks running you want to have a great return on your investment over time that’s that’s what we’re talking about there and in fact actually one of the slides that we kind of jumped over a little bit was that wheel that that wheel that we we talked about it is in the guide probably easiest way to find it for you is right here this one right here so this is our digital dominance method it’s built out of years and years and years of consulting offline online it’s actually more than just digital dominance but we talk about email marketing monthly mail newsletters um things like that staying in regular promotions and offers staying in touch with your database staying in touch with your um uh your referral partners every single month there’s ways to do that meaningfully so they feel valued but it starts with what’s why you compelling usp risk reversal guarantee engaging logo great branding personalization we’re going to talk about as well because people don’t the people want to buy from you that’s why way back 20 years ago every yellow page ad had my face in it right i wasn’t the guy that showed up i mean i was in the truck for a year and a half and said screw this i want to build a bigger business and i can’t while i’m in the

truck and i hired employees learned that and learned marketing so but my face was always on everything and as you can see even with carpet cleaner marketing masters we’ve got a huge team my face is on everything because i stand behind the work we do and that’s important so it’s personalized that way as well so and then you get into authority management and visibility um where are you being seen so it’s about putting all the pieces together finding out what you currently have that’s working and that is good that it does check off these boxes and filling in the gaps and coming up with that plan so we talked about i’m going to skip through the goals but you know you do definitely need to sell set clear goals this is a picture of a there’s no wind in the sails um if you’ve got no momentum you’ve got no wind of the sails you can’t you can’t adjust course you try and go that direction or this direction but you’re not even moving it’s not going to happen so with clear goals you’ve got wind in your sails you know you’ve got a goal you know where you’re targeting now you can adjust now you can say hey i’ve got this goal in mind are these strategies getting me closer incrementally are they longer term strategies are the short-term state which ones am i going to put in place so um this is just about the goal study we’ll skip past it but basically setting goals have proven that you can out earn anybody who doesn’t set goals and that was harvard studies and stuff that did that um so you want one year quarterly and monthly goals gone are the days of 10-year goals and five-year goals what’s your goal for this year you can have a three-year goal i’ve heard that’s still relevant but the world changes way

too fast on this right now what if in three years the entire somebody invents something brand new that the actu you know the average consumer can you know actually clean their home properly you know on their own or something silly like or plugged into the house is a you know like a roomba but it actually does carpet cleaning or you name it right there’s you know we don’t know their technology is changing all the time everything industry is changing all the time right so um but you can set a one-year goal for sure you can plan what’s going to happen this year um and then quarterly goals okay how how many of those things are going to be able to implement and then monthly goals what’s this month’s topic what’s the push this month what’s the sprint think of 90 day sprints 30 day sprints and 12 months sprints think of it that are combining the sprints together into a 12-month plan so you need to know what’s your revenue target how much is that monthly how many calls will that require and hat’s your average transaction value what is your average conversion rate from caller to booked calls you need to know all these we do have these questions in the guide so i’m flipping through this pretty quickly but what i do want to do is i want to pause on here so again take a screenshot of this this is yours to keep you can make a copy but i’m going to bounce over it and just show you how this spreadsheet works this was something we kept really private and only worked with our clients on as part of our um like once you came on as a client okay let’s let’s tear apart your business and figure out the part that we’re helping you with the part i’m just going to help you as a guy i’m going to consult you you know guide a guy guy to

gal here’s here’s what you need to do here’s from massive 30 years of experience marketing and learning this stuff and hundreds of thousands of dollars invested in myself and working with corporate companies all the way down to individual you know one truck operations and for years this is this there’s there’s a breakdown so i’m going to help you and this is something internally that we used to to share out so when you go there you’re going to end up on this screen right here so we showed this in the last webinar but we could talk a little bit deeper about it now because we got a little bit more time just to deal with this stuff um so for example what is your annual revenue target right so what’s the goal so the year’s just done what did you do last year like you know we’ve got big numbers here like you know 450 000 is either gonna be a two to five truck operation depending on your price points and your market and your competitors and it really does relate to that you want to be pushing the competitors you want to be better than the competitors to carve out a proper niche but you might have to grow to that point if you’re a discount guy right now you need to you might have to move up a little bit you might have to you know take a little bit of you know time to do that but what is the goal so say for example um anything with the arrow on it you’re going to change so all you do is go up here go file this is just a view only right now make a copy make a copy of your own it becomes yours just name it it’s going to name it copy just name it yours your business name keep it in your google drive and you can come back to

this anytime you want but say for example yeah so a company that’s running a couple trucks and they did 350 000 in 2021 and their goal is to add a hundred thousand dollars aggressive goal okay well how are you going to do it let’s figure this out so this automatically tells us that that’s thirty seven thousand five hundred a month we know there’s fluctuations some months are bigger than others but that’s the goal that’s we now have a clear goal um on a raw crude monthly number um what is your average ticket go check your house call pros your service monsters your marquette go check your quickbooks i don’t care where you keep your your information what is your average ticket value of all the jobs you do what is the average right so you don’t want to guess this you don’t go oh well i think no you need to know you’re a business owner you need to know these numbers what is it is there ways you can up that number so say for example you go right now my my average ticket is 225 right you’re gonna need 167 service calls um to meet that goal that monthly goal you can use 22 work days in a month if it’s monday to friday if you add you know saturdays you’re going to take that up to 26. so on average so you can divide that by that and that’s how many crews you need that’s how many you know but what if you did this and just changed it up to your average value changed your price a little bit um added more you know added upsell opportunities taught your technicians how to ethically say hey mrs jones while we’re in here cleaning all of your carpets um they’re going to look

beautiful i’d really like you know i really think you might need a freshening up on on that couch love seating chair over there and while we’re in the home you get a 20 discount off of that so if you’d like to take advantage of it i got a little bit of extra time today or i can call the office and wiggle out a little bit of time before my next job if you’d like to get that discount right teach your technicians this stuff if you don’t train them have meetings at least once a week if not morning quick morning huddles um going over this kind of stuff use that lingo yourself because if you can take if you can start watching that number on in in your database um your your customer service uh management system go up and up and up the number of jobs you need to get to your goal starts going down which is great now what’s your average conversion rate from a call or a lead to a job you need to know that like you’re gonna get phone calls you’re gonna get text messages if you’ve got that set up you’re gonna get messenger messages you’re gonna get emails you need to track that you need a tool or somebody tracking that for you to say hey i got this many calls how many of those did i book how many came across to become a booking right you need to know that because everybody says that hey 75 80 90 of the calls i get i book it’s not true um so is it 50 is it 60 you know 100 of your referral or your repeats well book ninety percent of your referrals will book on the call but that’s only part of your jobs what about all the people that just found you from the facebook ad the google ad the the organic rankings your three pack your truck in the driveway your door hangers

all this other stuff we talked about your referral partners you know all of those kinds of things how many people found you um because of those and now need more information they need to build that trust so is it 50 is that um 70 is that 20 you need to know because again we take this say down to 40 and all of a sudden it changes how many leads you need you now need 288 leads a month to get 115 jobs so you can start plugging all your numbers in here and really on a like a macro level a 30 000 foot view level really start to dial in your business by knowing your numbers and knowing which numbers to improve what if you can improve that up to 70 of everybody who called came into your shop did whatever booked right now to get 115 jobs to meet your goal because of that 325 range you only need 165 leads to come in that month right that’s that’s an important number to know so so these this is how you can play around with this now what’s the average cost per lead generated from all sources actually a little spreadsheet on page two tabs at the bottom here to help you figure that out right here these are averages from all of our our clients um in in this space so pay-per-click this is not the cost per click this is the cost per click divided by the number of people that actually then reach out and become a lead right they’re not booked yet they just they actually reached out and became an active lead so it averages between 25 and 40 to 41 dollars across the board with our clients um depending on their marketplace their competitors how

expensive the cost per clicks are in their area what keywords we’re targeting are we targeting secondary keywords area rug cleaning versus carpet cleaning which is the most expensive things like that so um if you’re running paper it’s average is about 33 bucks if you’re running um google local service ads 19 to 26 um dollars is the usually the cost per lead there so this just averages there’s a little formula in here that just averages it so um if you know your numbers just kill my formulas um but if you if you don’t use these ones for now you can add a couple of other sources but um repeat referrals we’re talking 9 to 24 because yeah some of them happen just automatically but automatic isn’t active so what we’re talking about is you know are you mailing them every month what’s the cost of a stamp and printing off that postcard or that little sales letter right are you mailing them quarterly and emailing them are you three stepping it every piece of marketing you do should be exactly the same as what the um the collection agencies do collections just go oh friendly notice you forgot to pay the bill and then never talk to you again oh gosh no no they cut they within a couple of days like they got a window and they got it exactly coordinated 10 days later 15 days later it goes from a friendly reminder to a collection notice and from a collection notice to a collection phone call from a collection phone call to a final note and from final notice to a lawyer letter or whatever they’re gonna do right they understand that’s that’s marketing they’re right that sounds like collection it’s marketing they’re ramping it up what you should be doing is if you’re sending out an offer to your database hey i’m dropping this in the uh this offer in the uh in the

mail um today you know should we reach you in the next couple days just wanted to give you a quick heads up this could be a phone call like a voice blast it could be an email it could be a text message just want to give a quick heads up and let you get in early before all the spots are filled right shot across the bow let them know about it put it on their awareness some people will engage then they get the postcard postcard talked about limited time limited number of people whatever the great offer all that kind of stuff it’s going to generate some more people and then what you do is you do a final notice hey that that promotion is wrapping up or extended for a short time only due to popular demand whatever there’s your three-step marketing plan what we have found every single time every marketing piece should have three steps and what we found with our carpet cleaning businesses winter white sales you name it when winter volunteers you know give them bigger discounts get them into the winter send them send out once it’s mediocre at best the third piece usually collects more people than the first piece and at least as much as the second in most cases you can take a campaign that generated five thousand seven ten thousand dollars worth of revenue and turn it into twenty twenty five thousand dollars worth of revenue just by tripling the marketing so that’s that’s part of the repeat and referral that’s why we got those numbers there is be mailing each client so every client should be you know considered at least two dollars a month you know anywhere from just under a buck to two depending if they’re a great client or a crappy client you can segregate those seo just think of this as seo the amount of money

you need to invest in in good proper rankings ranking your gmb having people and companies and tools involved to help with all of that um it’s gonna break down to roughly about 15 to 45 bucks um because you need to do something to influence those places you need to start you know you need somebody managing your website you need to be doing blog posting you need all of this kind of stuff you’re going to do it all yourself um i don’t recommend it because why are you wearing a digital marketing technician hat when you can wear a marketing manager hat and hire it out because you want to grow the business anytime you become the technician of something you’ve stalled yourself and you’ve stalled the business so just keep that in mind as well so twenty four dollars that’s how i got that number it just it literally comes over from the other great you can type it in but you can calculate it here and then just type it in there so the monthly budget required to hit this target this is we’re going to break this down a little bit this is how you start thinking about budget so what i strongly suggest and i’ve suggested this for 30 years and the last 15 20 years of my consulting again to franchise networks corporations and individual companies it’s all the same if you’re in a service business 20 of your of your projected revenue is um this is a sweet spot for growth because you’re going to be out marketing your competitors so good pricing upselling keeping this number high means that you can you can spend more money on marketing than your competitors the discount guys cannot spend a lot of money period they just don’t have enough of it the the higher end clients or

customers or businesses can spend way more money on their marketing they can outmarket their competitors that’s a dan kennedy concept and thought and and proven proven truth so um 20 you’re aggressive 10 you’re treading water you’re maintaining where you’re at you’re staying active and you’re hoping the competitors don’t jump ahead of you and you’re okay you’re 20 years in business 15 year business and you’re just kind of i’m okay with this i don’t i don’t want to grow anymore i don’t agree with that because you can always grow grow grow sell right so if you’re in a growth mode sales to sell your business you get way more money but if you just if you know it’s never about just closing the doors and walking away most carpet cleaning companies most service businesses um close the doors and walk away and sell the equipment off proper businesses strategically set up properly have a five or ten year 20-year exit plan either handing it to their employees their employees their family or just selling it and to do that you need to be prominent so 15 14 15 would be in the middle so we just kind of said hey if you want to be sort of moderately aggressive for now at least set it at about 14 15 so let’s and actually um we’ll take that same numbers here i think we had 14 here but let’s make that 15. just to get the numbers to change there we go um just to make the match here just on the screen i was playing around with the numbers earlier so uh they weren’t matching there i got the 15 right here and there’s that little breakdown i told you about so 15 of your projected goal is total marketing budget of sixty seven thousand

five hundred dollars to make that goal so that means you do keep um three hundred and ninety thousand dollars for all the other bills but understand that fifteen percent of your revenue has got to go to marketing to get that revenue level million dollar businesses don’t do it on five thousand dollars a year million dollar businesses do it on a hundred to two hundred thousand dollars a year in in in marketing period so here’s you can the breakdown we’re in a world now where online marketing is way more important than offline in most businesses categories and niches doesn’t mean you you don’t do offline you just need to invest heavily in online because that’s where you go where the people are and the people are there they’re seeing messages there so we do a 70 2010 to split that budget up it breaks down to 47 000 on online 13 000 on offline and 6700 bucks on repeat that’s your mailings and stuff like that um the rest of it’s your staff phoning and all of that stuff but that’s that’s the actual out-of-pocket and then this just breaks it down how much each month then in each category are you spending 560 on your repeat business marketing to meet that total if you’re not you’re probably missing out now you can adjust these numbers slightly where you say hey i want more in certain months when it’s you know make hay when the sun shines a little bit less than other times but this is the way to break it down so hey here craig that you’re having a bit of connection issues if anybody else is let me know um the replay will be solid um because it’s recording on my computer so if there’s any connection issues on my end or your end um just

skip through to the replay and you’ll you’ll catch up on those so um but yeah so online budget let’s break the online down so i don’t the rest of it we talk about we don’t break it down you can see that i just say hey let’s take this 47 000. if you’re going to be that level of business at 15 47 000 35 of it should go to seo 55 should go to paid ads and this will change over time but if you depending on what you’re doing um paid ads help fill the funnel now while the seo and the long term place grow the business and create the base at some point you never want to get rid of all the paid ads at some point you can start tailoring it back and metering it back a little bit as your um as you’re dominating the marketplace but doesn’t change the budget the budget just allocates differently around so that’s the way to play it and then display retargeting we do suggest you always have a bit of play in that so anybody lands on your website follow them around you know be all over them until they buy or die as we say um and you don’t want to follow them around with offers all the time we actually have a very strategic 5x program we call it where our display or our retargeting ads they start off with a review so the you know somebody goes your website and they leave we’ve actually created our entirely owned system that allows us to not just put one ad up and have it go into the ad networks and media buyers and and buy those ad spots it’s an auction process and stuff like that and that they see the same ad we actually have it where that ad turns off in three or four days and then the the next ad that starts to that same person is

different so there’s a lot of investment to build to be involved in this process of building out that platform but it allows us to build a marketing funnel even around retargeting we found that reputation and reviews are the number one ads um that you can put out in the marketplace people go i don’t know if i can trust these guys oh my gosh everywhere i look i see reviews about them yeah they’re on marthastewart.com they’re on you know they’re on um the weather network whatever because they came to your website they got pixeled and as they go around they’re seeing you they don’t know why they’re seeing you all over the place but you look like a huge player for one and first thing they start seeing is the reason why other people bought from you same branding all that and then they might see an offer they might see another service maybe they came to your website didn’t have the time to look for what they were looking they wanted and it wasn’t carpet cleaning is one of the other services you start showing them the other services like here’s a oh we do upholstery clean we do tile cleaning we do wood floor cleaning and then after a couple days show them offer ads so we run these for 60 days or so 60 to 90 days depending on the ad platform after somebody landed on your website just to continue to influence them that you’re the right choice and bring them back to your website um so just retargeting and display ads just targets people that are have a similar interest as those people in your local marketplace again it’s more like what we talked about with facebook it’s it’s disruptive they weren’t necessarily looking for you with display ads um but they match the same

demographic profile or the pages they’ve gone to have a similar feel so it might be all the people that have landed on good housekeeping um page in your local marketplace that could be one of the websites urls that we put your ads on things like that so that’s the way to think of it and so you want to have say 1300 bucks a month on seo 2100 a month on pay-per-click and um you know throw 200 bucks towards your retargeting and display ads as an idea right that’s sort of a way to think of mixing it up so so some of that’s going to be an agency’s fee um to manage it and do the great work for you and the cheaper you pay for an agency the cheaper the results you’re going to get that’s obvious but you know part of a good chunk of that’s budget as well like i mean ppc 2100 you know in our company one of our packages includes managing your ppc included in the seo and all package so it’s part of the monthly marketing fee but if it was a standalone and we were charging 600 bucks to manage your uh pay-per-click then all the rest of that’s budget so that’s part of ways of thinking of like ad budget and stuff like that so so this is the way i want you guys to spend time digging through this make it your own if you’re not a carpet cleaner you can adjust some of these numbers around but really really spend some time thinking about how you’re breaking it down and at least what you should be doing i’ve even added this little little piece here that was sort of a secret sauce that we left we we didn’t we used i wasn’t planning to provide but as a way of showing how to create um um a calendar for your your different offers and programs over the course of a

year right and what it should emphasize so i put some placeholder ones in here from ones that we do with our clients um there is a tab missing here when we work with our clients we actually go deep into hey here’s what your competitors are we do a deep competitor research here’s what your competitors are offering here’s what competitors are doing here’s what you’ve offered in the past what’s worked what’s not worked what are things that you can think of here’s a whole list of ideas of things that have worked for me and my own business and you know have worked for our clients and stuff like that as as options um so you want to kind of rotate through a bunch of different marketing options for example a great marketer a good friend of mine vance morris so he runs a carpet cleaning business and he also runs a um a marketing consulting strategy service as well and he’s like as an example one of his his marketing pieces this is brilliant is you go on alibaba or somewhere like that and you buy you know a bunch of um uh barbecue utensil sets with an apron right so you get them cheap right you buy them wholesale somewhere like that and you you buy a case of them and then your your marketing starts a month before father’s day and anybody who books a cleaning with you um you’re gonna give them that barbecue set that you know either for dad they can give to dad the wife can handle whatever but you know you do this and you get this and you know it’s got a 67 87 whatever price it is at the hardware store um a similar thing value you spent five bucks on them because you bought them by the case right so five dollar for a value add as a and gives you a

reason to market them as well right and you might get 10 or 15 people out from your database that accept that think that’s cool and that’s a good database one where they already know you they you’re fun you’re being friendly and you put it out that way so that that’s an option as a bonus an upsell maybe they get a free flight of stairs and the gift the gift set maybe they get clean your whole home and with our healthy home package clean and sanitize and protect and you get a free armchair and being father’s day we’re also going to give you this gift set worth 90 bucks right um book now that’s just a reason why to get them over the edge that doesn’t cost you a ton so there’s lots of ideas we just talked about a few of the main concepts like what like you know spooky stain removal sale back to school clean the funk out things like that the ones that we’ve used before and where to market them so seo retargeting social media how to how to tie it all together and make it fit into your digital dominance method so hopefully you found that valuable um to go a lot deeper into that the people have been asking that if we could go a little you know a little bit deeper into how that um how that all works so um if you found that valuable um let rima know in the chat put one in the chat i’ve got my chat screen disappeared on me for a second so i’m not sure where it is um but ultimately i’m going to move on just so that we get through this and you know value your time and we’re going to kind of move on but that’s the parts i wanted to spend a lot more time on so fundamentals your message your marketing and your media all have to fit we talk about this in the guide that you get so um we don’t

need to spend a lot of time on that um but you need to figure out who your ideal customer is because all your marketing needs to talk to one person not all the the all the trees at large as they say you know talk to the tree not the forest um so you want to know is your average client as an example we’ve given some examples on past webinars as well in carpet cleaning 35 to 55 year old homeowner typically female married with two to three kids um head of the household annual household household income 65 that’s actually low now it’s close to about 75 80 000 minimum um is the average household for the people that hire carpet cleaners usually above 100 now um family oriented reliable pet owners 75 of the time take pride in their home if you started talking to that in your message you know hey i know you have you know you got kids running around pets making a mess of your house blah blah blah blah here’s how we can help right and then we’ve got um you know their pains and frustrations they can’t get a carpet cleaning company on the phone people you know they get answering machines all the way place you could carve out a niche just being the guy that answers the freaking phone in this industry um you know they need to get their carpets and furniture cleaned obviously that’s a pain um house is not failing smelling fresh too busy these are things that you can talk to in all of your marketing that’s your avatar right so these are their goals and desires in life these are their fears implications we’ve done a deep dive in my own company and again all my consulting we know who exactly the average um carpet cleaning customer is this is the avatar all your

marketing should be written to these people but know yours if yours is slightly different if your marketplace is slightly different um if you’re in the middle of you know um backwoods kansas and your your entire marketplace is 70 000 people and it’s all rural there’s a slight difference to the right they’re farmers and their avatar is slightly different they may not be college university educated housewife with you know two you know two-car garage and three kids you know that talk to them so basically if you can see joe jones through joe jones eyes you can sell what joe jones buys that’s that little um rhyme that tells you what you’re supposed to be doing so you need to craft your message um why should someone choose your business versus a competition you can’t say well because we’re the best we offer the best cleaning we offer the you know the uh the best service so your your competitors are saying that they offer the second best yeah these guys are the best but we offer the second best no they’re saying the exact same thing what literally makes you different tire changes classic example you know a tire change you can go to you can go to a mechanic and get your the tires change and you know rotate it and stuff like that winter tires put on for what fifteen dollars a rim right or somebody marketing well you know i’m i’m up here in the north it’s snowing like crazy you need to get your winter tires on hey we’ve got a a a special on right now 119 129 we’re gonna put on your winter tires for you we’re gonna balance them we’re gonna put a new valve stem in for you we’re going to do a 29 point inspection on your car we’re going to blah blah blah

blah blah blah blah blah blah all of this for only 129 or 119. they just did what cost 60 bucks and marketed it better um and told them why is this important you know why should they do business with you over somebody else well here’s why you should use us over here’s all the people that love us here’s our guarantee here’s why things are different you’re going to get a discount off of other services what like there’s a whole bunch of reasons you need to strategize that for yourself and what benefits you offer the target customer um will resonate with so we always talk about dan kennedy talks about unique sales proposition what’s unique about uyu i don’t like that term because you could uniquely be the only carpet cleaners that show up in clown outfits that’s no benefit to the customer but that’s unique but what’s compelling what is your compelling sales proposition what is different about you than everybody else that you can hang your hat on and it may not be hugely different but in your marketing you better make it sound hugely different because your competitors just aren’t saying that those words and if they’re not saying it and you’re saying it you win so messaging that works eco-friendly 100 satisfaction guarantee or it’s free and really that word free is important i know a lot of people push back on me on that until i prove it to them highly trained technicians background check blah blah blah meet our team see their photos all this kind of stuff phone answered live during business hours honest pricing explain what that means this is all messaging that works

so then you want to make sure your website converts and we did a whole conversion website or webinar you can go back and check on our website a webinar just on this topic alone so i will spend very little time on this because the meat potatoes are what i want to talk about today we’ve kind of wrapped up but i do want to talk about um a website that converts better if you’ve got um a 100 people come to your website a month and it converts 30 versus converting 70. and the difference is the way the website is designed and influenced so this is you’re going to get this at the end stick around i’ll show you what we’re talking about but you need to have some sort of a chat to text you need to have a form to fill out above the fold because people hate scrolling so if they want to get a hold of you make it easy when it’s on a mobile make it look like an app you want to have your phone number in the top right corner that’s where everybody’s eyes go to you want to make sure that you have a bold strong guarantee um personalize the website all about you all of these things are really really important so does it speak to your avatar does your website speak to your avatar is it real authentic images are you using stock photography does it include video does it showcase your online reviews does it make um you know give them an easy call to action make them to do something um do you have all of the basics in place and are you using call to actions all the way down the page as soon as they scroll more than one page down the screen they better be getting another make it easy click here to fill out a form click here to give us a click to call right away it’s got to be easy and

you’ll get more conversions and you need two-way chat and we’ll talk about that so number one issue facing most carpet cleaning companies home services service companies a lot of companies not even just those unconverted leads 60 percent of inbound leads are tend to be left unconverted 90 of web form forms tend to fail they just don’t get nurtured properly so leads that are followed up within 15 minutes um within 50 minutes they aren’t tend to start going cold or the competitor gets them um the average customer followed up between five and seven times before they book some sort of back and forth is gonna happen and today customers prefer text um over even emails and phone calls so you wanna leverage market automation to do this you wanna know that if you’ve got 100 leads and you’re converting at 30 you need to know your website conversion rates you know your average job is 325 like we talked before that’s a 9 000 um gain you’re getting from those hundred clients whether that’s a month a quarter a week i don’t really care it’s nine thousand bucks in jobs all you do is change the conversion rate and all of a sudden you’ve jumped from nine thousand dollars for the same amount of traffic to twenty three thousand dollars for the same amount of traffic the only thing you changed is the conversion elements on your website so you need to make sure that every every person that lands on your website is being nurtured immediately gets a message back automated um hey we’re going to get a hold of you you immediately get a message what we like

to do is even have it where you get a phone call if you can press one on the phone it’ll ring their phone and if they’re willing to take it within five minutes you’re on the phone with them because they filled out a form you got the message they got a text back saying hey we’re gonna get back to you as soon as we can and boom within a minute or two their phone rings and if they pick it up you’re connected to them through our platform we call it carpet cleaner lead pro and this is all the bells and whistles and stuff that happens in the background basically all you need to know is that it’s a form on your website chat on your website and it goes on all of your tools it brings in your google my business so people go on there want to chat with you it goes right into carpet cleaner lead pro and it’s a full nurturing system they learn about you they learn about your company why you started it they learn about your projects all of that kind of stuff it just drips on them why you’re better than everybody else and drips on them your guarantees and all those unique sales propositions so all of that messaging is done so that when you’re communicating with them you’re just reinforcing it and giving them prices so um so that’s pretty much it your takeaways hopefully you wrote a lot down um if you have any questions hit us up by email um message us back um if if you want to meet and discuss more of this how we can help you know some strategy those kinds of conversations by all means but first dig through um the information we provided uh you need to know how to track you need to set your clear goals you need to and you need to know how to track everything so key trends video you need

video case studies video you need to shift from phone conversations to message conversations and you need to have an all-in perspective it can’t just be one thing you’ve got to be planning the entire framework so um this example of our chat right here live two-way chat and you want to build your plan you want to look through this and build your plan out so um these are the things i would suggest take a screenshot of this these are the things i would suggest you you focus on first um your website is built to convert you’ve got proactive seo working you’ve got google maps optimization working you’re focusing on online reviews reputation and feedback from your clients we didn’t pause and talk about that but feedback go back and look at our previous webinar on reputation proper reputation building and marketing it’s not about hey give me a review give me a review give me a review it’s about getting great feedback and engaging with that feedback and asking people to give a review review from there you’ll find that 50 to 75 of your customers will give you feedback when only about 10 to 15 of the entire population writes reviews adult populations so you’re going to get a lot more feedback it becomes marketing material you can share out as well um social presence email marketing lead nurture automation for sure and tracking everything you need all of those pieces in place so we can help you build a custom plan you can start by getting our our checklist that’s just a good overview of everything we just talked about um and we covered all of that and there’s where

you go so carpet carpetcleanermarketingmasters.com rewards you’re going to go to a google drive there where you can click open and download all of these pieces and make them yours so some of them you can just make a copy and save because they’re actually a google drive doc some of their pdfs you just download so there’s a bunch of stuff in there um probably a few extra bonuses that we didn’t talk about as well but we’ve given you lots of value there so um anyways want to connect with us you go to carpetcleanermarketingmasters.com schedule that’s where you need to go if you want to connect if you’re not one of our clients that’s um what’s going to happen is rima will reach out to you she’ll get a little bit of background information on you first you’ll see a point in my schedule pick it a couple days away for sure um usually my schedule’s you know pretty booked for about three or four days out on average at any time time anyways before i have some of these slots open but we really want our team to go and do a whole bunch of investigation for you it’s a thousand dollar value you’re getting me for an hour but you’ve also got the team spending a couple of hours ahead of time checking out your competition checking out your online footprint and visibility um comparing it to your competitors and sort of giving a list of hey these are the things that this guy’s doing great these are the guys sucks at and they present that to me i spend about half an hour before we even jump on the call going through all that data and checking everything else as well and so between the team and i we do that and then we meet for an hour and we talk about all of it and give you a step-by-step plan so it’s a thousand

dollars worth of consulting value that you’re going to get for free just go there and then remo reach out to you and you fill out a quick survey with her and that gives our team the data to know um how to research your company so um so that’s it i’m going to pop back went a little bit deeper in a few things but anyways i appreciate your time if you have any comments at all um put them in the chat um talk to rima she’ll stick around a little bit longer than i am i’ve gotta bounce off this call and get ready for a couple client calls i’ve got this afternoon yet too we’re working on some of this stuff directly with a few of our clients so um so yeah hopefully you found this valuable i really really appreciate your time if you know other carpet cleaners um who didn’t jump on this call by all means share this out if you’re in part of any facebook groups and you found this valuable you’re going to get the replay link it’s going to come to you definitely share it out i’d appreciate more people knowing about the type of stuff that we provide for free to the industry and and ways to help businesses grow it’s my passion i was in the industry for 30 years i’m still actively involved the business i sold runs out of the back end of my office over here and i consult the the buyer of the business and he’s also one of our clients as well obviously and yeah it’s a big passion of mine still so definitely if you know anybody who could use some help and some advice let them see this webinar let them know about us and in the meantime i really really appreciate your time and uh yeah and sorry craig yeah the recordings so once this is done the platform starts turning it into a

recording we we get that information tomorrow um and then uh our team my team goes to work the web team and stuff like that they upload it they get it onto a replay page and we send out a link so we will be sending that link probably either end today tomorrow or over the weekend here’s the replay to watch it so um you’ll get that no worries at all and here let me put a little i’ve got the ability to put a button if you make it easy if you want a scheduled strategy session there’s a button that just appeared at the top of the chat as well um so you can click that that will take you right to my calendar and again as i said pick it a couple days out um for right now i’d say like wednesday thursday friday next week that gives our team a good amount of time to do research but you do have to have to hop on that call with remo as well and get some good you know get let us have that um that background data on you so the team can do the research so anyways hopefully you guys found this valuable please please share it with anybody you can if you’ve got that opportunity and keep an eye out for the next one we’re starting to do some some interview podcasts with industry leaders as well to even provide more value that’s coming up shortly as well so we’ll just continuously add more education so that you can build your business properly and grow and just stand out from your competitors and survive any craziness this world throws at us next take care love you all thanks so much bye