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Dominate Online: Reputation Marketing Strategies for Carpet Cleaners

Are you a carpet cleaner or home service provider looking to stand out in a crowded market and attract loyal customers? Reputation marketing is the game-changer you need to elevate your brand and generate more sales. In this comprehensive guide, we’ll delve into the strategies, techniques, and tools that will help you build trust, enhance your online reputation, and position yourself as the go-to expert in your industry.

Why Reputation Marketing Matters for Carpet Cleaners

When it comes to home services like carpet cleaning, reputation is everything. Your potential clients are likely to base their purchasing decisions on the experiences and opinions of others. A strong online reputation not only attracts new customers but also fosters trust and loyalty among existing ones.

You must understand the role of customer feedback and reviews in shaping consumer behavior. Did you know that 84% of people trust online reviews as much as personal recommendations from friends? This staggering statistic underscores the profound impact of reputation marketing. By leveraging positive reviews and managing your online reputation effectively, you can significantly influence the purchasing decisions of potential clients.

Creating a wholesome and memorable customer experience is an integral part of reputation marketing. The way your customers perceive you and their overall satisfaction with your services directly impacts your reputation. Therefore, prioritizing customer satisfaction and being attentive to feedback is crucial to maintaining a positive online reputation.

Building a Strong Online Reputation

So, how do you go about building a strong online reputation for your carpet cleaning business? Let’s break it down into some actionable strategies that can help you establish a positive brand image and attract more clients.

  • Requesting Regular Feedback: Implement a system for requesting feedback from every client. By actively seeking and responding to feedback, you demonstrate a commitment to customer satisfaction, which can significantly enhance your online reputation.
  • Leveraging Positive Reviews: Showcase your best reviews across various platforms to establish your credibility and trustworthiness. A consistent stream of positive reviews serves as compelling social proof that can sway potential customers in your favor.
  • Engineering Trust: Position yourself as an authority in your field through authoritative branding, content publication, and leveraging referral partners. By consistently delivering exceptional service and demonstrating expertise, you can build trust and stand out from the competition.

The Digital Dominance Method: A Comprehensive Marketing Plan

To achieve true digital dominance in the carpet cleaning industry, a holistic approach that integrates reputation marketing, Google Maps, paid ads, social media, and SEO websites is essential. At Carpet Cleaner Marketing Masters, we have developed a comprehensive marketing plan known as the “digital dominance method” that empowers carpet cleaners to establish a formidable online presence and attract high-value clients.

  • Google Maps and Paid Ads: Understand the hierarchy of Google Maps rankings and the impact of online reviews on customers’ local buying decisions. By mastering Google Maps optimization and leveraging paid ads effectively, you can elevate your visibility and attract more local customers.
  • Social Media and SEO: Harness the power of social media and SEO to amplify your brand’s reach and engage with your target audience. By consistently sharing compelling content and leveraging SEO best practices, you can strengthen your online presence and attract more leads.
  • Integration and Cohesion: The key to successful reputation marketing lies in integrating all aspects of your marketing efforts and maintaining a cohesive online presence. This includes showcasing your reviews across multiple platforms, actively engaging with customers on social media, and optimizing your website for search engines.

Frequently Asked Questions

1. How can I encourage customers to leave reviews for my carpet cleaning business?

You can incentivize customers to leave reviews by offering discounts or promotional offers in exchange for their feedback. Additionally, consider implementing a streamlined process for requesting reviews after service completion.

2. Does responding to negative reviews impact my online reputation?

Absolutely. Responding to negative reviews in a professional and empathetic manner not only demonstrates your commitment to addressing customer concerns but also showcases your integrity to potential customers.

3. Why is a strong online reputation crucial for home service providers?

A strong online reputation acts as a powerful marketing tool, influencing potential customers’ buying decisions and building trust. It also differentiates your business from competitors and ultimately drives sales.

4. How do customer testimonials and case studies contribute to reputation marketing?

Customer testimonials and case studies provide social proof of your business’s capabilities and customer satisfaction. By showcasing real-life success stories, you can effectively build trust and credibility.

5.What role does social media play in reputation marketing for carpet cleaners?

Social media serves as a platform for engaging with your audience, sharing customer testimonials, and providing valuable content. Leveraging social media effectively can enhance your online reputation and attract a wider customer base.

6. What are the long-term benefits of reputation marketing for carpet cleaners?

Establishing a strong online reputation through consistent marketing efforts can lead to increased brand authority, customer loyalty, and a steady stream of high-value clients. It also sets the foundation for sustainable business growth.


In the fiercely competitive world of carpet cleaning and home services, reputation marketing serves as a beacon of trust and credibility, guiding potential customers to your doorstep. By implementing proven strategies, leveraging positive feedback, and positioning yourself as the authority in your field, you can dominate your market and reap the rewards of a stellar online reputation. At Carpet Cleaner Marketing Masters, we’re dedicated to helping carpet cleaners like you achieve unparalleled success through effective reputation marketing. Are you ready to elevate your brand and attract more clients? Let’s embark on this journey to digital dominance together!

You will learn:


Why the most popular tools don't guarantee consistent 5-star reviews


How multi-channel outreach can build your online reputation FAST


Understanding the difference between static reviews and dynamic reputation MARKETING


Mastering Feedback: Why Trust Engineering™ is more powerful than Review Hounding

Audio Transcript:
John Clendenning [00:00:00]:
Today, we’re gonna be talking about reputation marketing. So we’re gonna get into the whole world of of reputation, and a lot of people say reputation management. And I wanna kinda give you a little bit of a backstory. So I John wanna kinda go back to a little bit of a story of of the 2,007, 8, 9, 10 recession. So we’re gonna we’re gonna go way back. We’re talking 14 years ago plus. Right?

John Clendenning [00:01:01]:
2000 seven is when when iPhones came out. Right? So we had these these little new tech devices in our pocket that changed the world as we know it. Kinda like the way AI is starting to change the world as we know it now. These these quantum shifts due to technology that we’re we’re experiencing and living through, and it changes the way we run businesses, it’s changed the way we market. And what happened is right after that, within the year later, we had the, the bubble, the housing bubble, and subprime mortgage and the economy crashed around the world and it meant people less discretionary income. There was a lot bigger need to market a lot more to keep your carpet cleaning business running. So we started actually, I started. That’s when I first started my coaching program 2007 and by 2008, we’re just teaching people how to survive and thrive in this new changing economy until things came back.

John Clendenning [00:01:55]:
And up until that point, doing understanding marketing, learning marketing, studying marketing, using marketing to run my cleaning businesses, multimillion dollar cleaning businesses in very small towns, the whole idea behind that was I realized that people needed to figure out how they could trust you. So there’s a whole bunch of different ways that people could could could figure out if they trusted you in the market. And, one of the, one of the ways was, you know, in yellow page ads or print ads and stuff like that, you could send them to a learn how to shop in this category type message. Right? So some people called it a consumer awareness message. I I remember back in the day John Polish talked about that. He got that from Dan Kennedy and the, that, you know, the godfather of of marketing and millionaire maker as they call it, stuff like that, who I learned from as well, all of these people. And having that message that a lot of people to go, oh, I I can I trust these guys? I don’t they might have talked to their friend over the over the fence. They might have talked to or their neighbor, that kind of thing.

John Clendenning [00:03:00]:
They might have talked to the, you know, like they still do to this day. The carpet store, the interior designer, the maid service about a carpet cleaner, the carpet cleaner, about a maid service, you know, those those kinds of things and had those those referral networks. But they also really wanted to know what they didn’t know. Come out of the recession and we all had these little devices in our hands and things like yellow pages and all started to die. People weren’t there anymore. And these things like consumer messages and consumer reports didn’t work as well online. And I was like, Hey, why is that? And one of the reasons that kind of jumped out at me right away early on was that people started being able to ask then buy a lot easier on social media because the entire crowd had moved into Facebooks and stuff like that that had just sort of just starting to show up now, those kinds of apps and tools way back then. And also Google started using allowing reviews.

John Clendenning [00:03:54]:
And so we now got reviews showing up as well so people could actually go and find out what other people thought without having to, you know, like, get past that know, like, and trust barrier back then. So, I was one of these weirdos that jumped on the bandwagon and started actually speaking about it at our local chamber and at some carpet cleaning conventions and stuff like that. Had nothing to sell them. I was just like, hey, by the way, reputation is really important. It’s always been important, but now we need to start considering, how you’re John to use the new world of reputation online and where reviews and and review management and feedback management, all this kind of fit in. And I started actually speaking once a month at the Chamber of Commerce. The president of the Chamber of Commerce heard my one prep morning presentation, in front of a crowd and said, John, you’ve gotta come back once a month and speak to an afternoon audience of that. And he filled the room every single month, and that was kind of even how I started my digital marketing career, running my cleaning businesses, doing consulting for this other franchise network, doing all of this other stuff.

John Clendenning [00:04:56]:
And now I had a gig, speaking once a month that landed people that wanted reputation services, online because they knew nothing about it. So that was where we actually started, and I had a little sort of cottage digital marketing agency since 2011 or 12 doing reputation based marketing. So know a lot about it, kinda know a little bit deeper than most other people, kind of walked through it all the way through, and I know how to make it work in a cleaning industry. We’re gonna talk about that today. So, that’s my little segue and my little story. Hope you found that a little bit valuable, and let’s get into, like, our presentation today. So so as always, turn your phones off, turn your Facebook off, unless you’re watching this on your phone, then keep it on, but don’t answer your messages. Mute yourself or, put on your do not disturb.

John Clendenning [00:05:46]:
If you’re cleaning or home service business serious about getting results, the next 60 minutes or so are going to be very, very impactful. And I mean that because I spend a lot of time and effort bringing this information to you because I really do love teaching this kind of stuff. So, what we’re gonna cover today is why the most popular tools don’t guarantee consistent 5 star reviews. So you wanna and even with consistent 5 star reviews, it doesn’t guarantee that those reviews generate you more work. Right? So you wanna look good so that you get more customers, and we’ll talk about that. You wanna understand how a multichannel outreach can build your online reputation Masters. Understand the difference between static reviews and dynamic reputation marketing. So we’re gonna talk about that.

John Clendenning [00:06:29]:
There’s that’s a very key concept to understand the difference between static reviews and dynamic reputation Marketing. And we’re gonna talk about mastering feedback, why trust engineering is more powerful than what I call review hounding. And nobody wants to be a review hound. So and if you stay to the end, I’ve got a bundle of goods for you here. We’ve got our our our carpet cleaner marketing resource kit. So checklists and guides and booklets and and how things on how to optimize your websites and and, you know, all of the kind of the the resources. Some of it turned into becoming the book, that you can get on Amazon that I wrote a couple almost 2 years ago now. Holy crap.

John Clendenning [00:07:12]:
But, but the rest of it there is in the guide, and we’ll show you how to get that at the end here. So so who am I for any of you that are on the call that don’t know? Well, I’ve been a business owner since 1990 since in high school. I ran a window cleaning business, out of high school, due to a contest. A buddy of mine, Scott and I, won in the final years of of high school. I’ve owned several cleaning franchise businesses, independent cleaning businesses, ecom product lines. Once I started learning that online and that digital, kinda couldn’t keep my hands off, I understood marketing. I knew this. I put them together, service business consultancy, and now in a very in demand marketing agency for the cleaning industry.

John Clendenning [00:07:51]:
So I’ve lectured for many association marketing workshops and and conducted 3 day elite retreats where people for flown in from around the world to learn about building a better service business, a better cleaning business, and how to apply marketing to everything you do. And so I’ve been a long term marketing consultant strategist, keynote speaker, author, all that fun stuff. And I bought and sold, made franchise for double the price. Kind of bought it, grew it, sold it, didn’t really John keep it. That was the whole idea was just use the marketing muscle, help help a business out, grow it up, and then sell it and sold my own cleaning business in the middle of the pandemic, my final brick and mortar business throughout all of them, in the in the middle of the pandemic as well. And, you know, because it was a thriving entity that, that was easily sellable, wrote the book on it, and, run the Carpet Cleaner Success Podcast. More importantly, as we always say, what do we do with with our clients? So we love to get great results. We love to help people understand Marketing is not just running a Facebook ad.

John Clendenning [00:08:56]:
Marketing is not just running Google ads. You can go back 20 years ago. And John, what’s the best flyer that I can get 50 to a 100 leads and and generate $10,000 a month worth of work? And I’d be like, if you find it, let me know. Never seen that before in my life, but I can tell you the 20 or 30 different things you absolutely need to be doing, the different poles in the water to grow a long term sustainable business. Because once you shift your mindset away from looking for the next quick win that hopefully is working right now, that probably in a year or 2 is either oversaturated or stops Marketing, and then hopefully you have luck enough to find the next quick win. Or do you build a long term sustainable business in a in a in a meaningful way? And does it take forever? No, I did $100,000 of of cleaning sales in 1995 in a town of 30,000 people as a shy kid. So it’s it’s it’s not difficult to generate 10,000 a month. It’s what we call the hustle level.

John Clendenning [00:09:55]:
Hustle your way to 10,000 a month. There’s things you can do today. There’s things I talk to, you know, interview cleaners on. You can go check our interview series. There’s all kinds of ways that you can get up to that $10,000 a month where you now have the money and the muscle to then start growing the business that can grow around you. If you want to be in the truck, great. If you want to be out of the truck and have technicians working for you and that kind of thing, great as well. Like, it really depends on where you want to go, what your community looks like and all that.

John Clendenning [00:10:24]:
And that’s what these people have done as well, clients of ours. So what we do is we help our clients, become the top cleaning brand of their local Marketing. Because when you’re the best known, when you’re the best known Cleaner, that’s our acronym. When you’re the best known cleaner, you can attract the best clients. You can charge the top rates and you can be booked out weeks in advance. So ultimately, the best known is more important than being the best. You should do a good cleaning job. You should do a really good cleaning job and you should stay up on it and you should be proud that you can get more stains out than anybody else and then you’re you’re better than your competitors and you really feel that inside.

John Clendenning [00:11:01]:
But the best person who builds the best mouse trap, as they say, is living in a house with skinny cats. The person who markets the best mousetrap is living in a mansion. Right? So you want to be the person who markets your business better. That that really is what you are. You are the marketer of your services now that you’re the business owner, right? You’ve got a lot of hats you got to wear, but you’ve got to be able to, you know, make the phones ring and get the jobs and get the people coming back again and get people referring you. And this is one big part of it. So what how we do this is you leverage the 3 core principles of digital marketing. You wanna maximize your opportunities to generate a lead.

John Clendenning [00:11:41]:
So maximizing the opportunity to generate a qualified lead is is is, you know, kinda tightening it up a little bit. And where are those leads, those ideal inquiries, those ideal customers? Where are they looking? Where do they have their attention, and can you get your message in front of them? And the right message in front of them. Not 3 rooms in the hall for $99 message, but the right message that makes them go, I really John to try these guys. I don’t mind if I have to pay an extra $50 or $100 because this is the company I want for all of these reasons. Right? You want to maximize your brand impressions so they see you and they know you and they follow you. And and, you know, people that are already customers, your see your brand and go, Oh, those are my guys. Yeah, I was going to tell my neighbor about them. And you’re top of mind because of your brand impressions and you wanna maximize your conversions as well.

John Clendenning [00:12:32]:
So reputation marketing actually fits into the maximizing brand impressions and maximizing conversions element, and we’ll get into that as we go. But reputation is a big part of that. So what is all the fuss about with online reputation and reviews? Right? I think we kinda all understand that we need reviews now. I do talk to businesses that only got 5, 10, 15 reviews still, and, you know, they understand it’s a problem at least now. The average company has hundreds of reviews by today’s day and age. If you’ve been around for any length of time and you know anything, you’ve got reviews. And we will talk about why I’m not a big fan of just chasing or hounding for reviews and why I call them static, not dynamic. But what’s all the fuss about? Right? The fact is online reviews and your reputation probably shouldn’t even have the word can, will make, or break your company.

John Clendenning [00:13:21]:
Right. So if you if you have issues with your online reviews, your online reputation is John cause all kinds of issues all the way down the company. You’re gonna be attracting poor technicians that want to work for you. Everybody who’s looking for a job now goes and looks at the company’s reputation before they even apply or before they show up for an interview. Just think about that for a minute. Even just something as nuanced as that, every customer obviously looks, every referral partner obviously looks. Right? There’s a million reasons why people go and do a trust search before they engage with you on any level, and it doesn’t just have to be customers. So that’s very important.

John Clendenning [00:14:01]:
So your online reputation, think of this. Does it reflect the top quality services that you provide? And I don’t just mean on Google. Is Google important? Yeah. We’re gonna talk about how important Google is for about 60 to 70 percent of the people looking for your business. The other 30 to 40%, Google is not that important at all because that’s not where they go and that’s not where they look to find somebody, and that’s not who they talk to and all of that. And we’re getting into a world now where even like voice, you know, hey, Alexa, and stuff like that to find your service providers. You know, again, they’re not reading your reviews at that moment, so then they have to do sort of a secondary search if they want. So there’s ways to there’s ways you need to be thinking about that.

John Clendenning [00:14:44]:
So think of it. Does your online reputation on social media? Does your online reputation on Yelp? Because there are Yelpers out there on Angie’s list and Judy’s book and HomeAdvisor and all the 100 and 100 of other places that people might go. There’s kind of a hierarchy, but is your online reputation look good on those as well? Because if it doesn’t, you kinda only look good in one place and not look good everywhere. And it affects your rankings, but it also affects your conversions as well. So have you invested have you invested in any of the tools but still not getting enough reviews? You’re getting reviews and it still doesn’t seem to really be helping you? Right? So there’s a lot of tools out there that can that can promise to sort of, you know, get you more feedback and reviews. But ultimately, some of them, it just sits on their platform. It never shows up anywhere else. People don’t walk through from from leaving some feedback or review in one place to actually placing it somewhere else, like on Yelp or Google or Facebook or somewhere like that.

John Clendenning [00:15:44]:
So so yeah. So, you know, have you invested in those tools and went, not really sure if that’s worth the 2, 3, $400 a month for what they do? So failure is, you know, poor online reputation, drag you down, and it’ll affect all your other marketing, waste conversion opportunities. People found you and went, nah, not those guys. I’ll go with these guys instead. You spend all the money attracting them, and they that money was well spent for the other business that got the work because they had a better reputation than you. Right? So you don’t want that to happen. So what’s the opportunity? The opportunity to be seen as the provider of choice in your area and stand out from the competition. That is the opportunity.

John Clendenning [00:16:28]:
Right? So if you think, well, I’ve got a 158 reviews and I’ve there’s this other guy that’s got a 192 and there’s everybody else has got 50, 40, 30 or less, you know, I’m kind of one of the providers of choice. Maybe because are we still just talking about on Google? And I really want to challenge you on that. Think about that for a minute, because not everybody goes there. That is just a very static location, right? So it is important, but it’s not the end all be all. So we want to talk about what that means and how you can actually not just generate reviews, but actually market your reputation so that you are the provider of choice because your competitors are not doing this. At least they’re not yet a lot of them. So you want to leverage systems and psychology to drive consistent, high quality feedback. And there’s a shift happening right here in the middle or the beginning of this presentation.

John Clendenning [00:17:21]:
We just changed from Marketing about reviews to feedback, and you’re going to see why as we go through that. That shift needs to happen in your brain as well. There’s a whole bunch of reasons why you’ve got to think about the feedback from your clients and customers and how that fits into your marketing message and your conversions. What you learn about that, how it changes everything about how you run your business done properly, including attracting more customers to you. Right? So you John to have your online reputation speak for itself and drive higher conversions, higher quality customers. The more discerning high end customers aren’t worried about how cheap you are. Just so you know, one of our clients, their average job is over $750 in carpet cleaning in a marketplace where they’ve got competitors at 79.95. Right.

John Clendenning [00:18:06]:
You’re going, how? That’s like 10 times more, John. I don’t understand how because they stand out and they’re getting higher conversions at high and higher prices because they’re owning the marketplace. So we’re John to talk about what that means, how you do that as well. So success being seen as the number one carpet cleaning or home cleaning authority in your area and ranking accordingly because rankings help with all of this as well. It is always an all in perspective in marketing. It’s never just shotgun one thing. It is again, line poles in the Masters, lines in the water. You don’t want to be the the fisherman with one really fancy, really expensive pole in the water and somebody pulls up with 20 poles in the water and a little bit of an auto Cleaner system.

John Clendenning [00:18:49]:
They got off of Alibaba and they’re pulling in 20 fish to your one. Right? You want to be a marketer of your services. And this is a big piece is building your, your reputation. So why do reviews and online reputation Masters so much? Let’s just get through some of the stats. Reviews are actually a ranking factor on your Google My Business now called Google Business Profile, probably should say GBP here, but what that is is your Google Maps. Let’s not overcomplicate things. Right? So Google Maps has a hierarchy of where they show you, because they only get that little 3 pack as they call it. Right? It used to be 7 years ago, and then it dropped to 3.

John Clendenning [00:19:27]:
And sometimes you get an ad popped in there as well, influenced by the pay per click ads, but ultimately there is 3 listings that show up. Now why do they show up? Who are they? What what is Google doing? What like, how do you get in there? You can’t buy your way in, so you have to influence your way in. And the influence is this mysterious algorithm that Google has that thousands and thousands of marketers collect together every single year. I’m part of the the club that learns from all of this, and they figure out, hey, what’s moving the needle right now? Right? Sometimes it’s it’s, you know, the the company with the better and more reviews moves up a little bit. All things being equal, that becomes a deciding factor. Other times, it seems to be how many posts that you do and how you how you know, how you structure those those Google posts. Do you do 3 or 4 posts a week in your in your Google Maps area posting linking to the things that you do, sharing positive customer stories and like a little bit of a formula recipe around that. Are you doing that? Sometimes that’s very helpful as well.

John Clendenning [00:20:28]:
So there’s you know, do you have all of your products and services listed in your listing? Right? So that all these things and are you on all of these other directories? There’s about 150 directories, that kinda get looked at by Google to make sure that you’re a credible business. They’re sort of like a core 50 or so. You wanna make sure on all the maps programs, you’re in all of the data aggregators and all these fancy words, but you wanna make sure you’re everywhere so that Google is up. Yep. These guys are legit. And then you wanna make sure you have enough reviews coming in that your review velocity, not quantity, but your velocity of new reviews is actually matching your local marketplace or slightly beating it. And that’s something you’ve gotta be aware of as well. Right? 84% of people trust online reviews as much as a personal recommendation from a friend.

John Clendenning [00:21:15]:
These are national stats. Right? So that makes it a conversion factor, right? So if they read reviews because they understand that they’re from real live people in your local marketplace, a lot of times with faces, a lot of times with level 1, level 2, level 3, you know, Google Local Guides, as they call it, people that have reviewed and commented so much about businesses that Google gives them like brownie points and said, hey, we trust you. And the higher level of trust, the more their their voices weighted inside Google’s algorithms as well. So people trust that trust online reviews, not just on Google, but also if they find them on recommendations on Facebook, if they see reviews on Yelp. And it’s there’s there’s a point at which there’s a number. Right? If you’ve got a 5 you know, 200 reviews, a 5.0 star rating, that actually the trust level decreases a little bit. Nobody believes that. Just so you know, it’s not about having a 5 star reputation everywhere that looks fake.

John Clendenning [00:22:09]:
You can’t be perfect. Right? We don’t walk on water here. So a 4.64.6 to 4.8, 4.9, that range, that’s considered the sweet spot by all stats. Right? So, you know, you don’t John ever be below 4. If you’re in the threes, you’re considered that’s considered a bad reputation or bad, you know, bad reviews. So, 77% of consumers think that reviews that are more than 3 months old aren’t even relevant anymore. This is new. So go back to when reviews first Carpet.

John Clendenning [00:22:40]:
Again, we’re talking 12 years ago, 14 years ago, 12, 13 years ago. When it really started showing up John the landscape, it it was just a matter of having a number. Right? Oh, I got 10. That guy’s only got 5. Oh, I got 20. I’m better. Right? And people just see the numbers. Well, now it’s actually about how recent they are.

John Clendenning [00:22:59]:
People scroll through. We all look for the train wrecks. We John see the negative review, and we wanna read it, and we wanna figure out, you know, is that a common experience even though it might be only 1 or 2? Think of when you go shop on Amazon and you’re buying 2 or you’re you’re you’re deciding between 2 or 3 of the same vitamin d 3 with k 2 supplements. Right? And which one do I buy? Well, one of the things you definitely look at, well, this one’s got 2,432, 4.8 star reviews. And this one here’s got 5 star reviews, and it’s got 20. It might save me a buck, but, yeah, I’m gonna go the other way. Right? So and then you start looking at how recent they are. We we we do these things, especially when we’re buying locally and older than 3 months.

John Clendenning [00:23:43]:
You just doesn’t even cut anymore. So you do have to have a review velocity for a bunch of reasons. 1, the algorithm knows what your competitors are getting and if you start falling behind, it just it’s just a little bit of a hit against you in where you’re gonna rank. It’s just one of the many things, but also it’s also a conversion principle as we say up at the top here as well. So here’s another example of why reviews are valuable. So these are one of our clients over here. Right? So we had carpet cleaning typed in here, and this is Acclaim, Chem Dry Acclaim, one of our clients. And look at how many this is one of our dashboards showing how many leads we generated for them, the average cost per lead, how much the total investment was, including our our marketing expense.

John Clendenning [00:24:21]:
So again, if they book even half of these and they book 200 jobs, average job $300, right? There’s $60,000 from, you know, a $3,000 investment across all of their their marketing organic maps. What we’re talking about here, Google Maps and, and paid ads and all of it combined together. Right. And there’s the breakdown of all of the paid ads, the organic ads and then the Google Maps. Right. And how many how many jobs came in in this period of time through Google Maps because they ranked well and they have a 4.9 star rating. Here’s another one, Elite. Again, 5 point o.

John Clendenning [00:25:02]:
You can get it. It actually feels a little fishy to the the the marketplace as well. But a 151 reviews, and we’ve got we’ve got 4 a 148, calls during this period of time. Right? So, again, it is one of the biggest drivers, not always the biggest. A lot of times organic website ranking is actually once you finally rank your asset, your organic website across 1,000 and 1,000 and 1,000 of keyword terms and keyword clusters around your 4 or 5 main services. Once you finally get that going, your number one asset in your business is your rankings online. Your number 2 asset is your Google Maps. For sure.

John Clendenning [00:25:43]:
They’re definitely a one two punch in getting generating phone calls, leads, and awareness of your business. So the impact of Google rankings, 96% of customers look at online reviews. Right? So the other thing we’ve learned is that not just necessarily on Google, but 96% of customers that were polled said that they’ve actually looked at online reviews before making a local buying decision, and it’s become a major conversion factor. So very, very important. Right? So what are the takeaways from this section? Write a little bit John, like, you know, chat chime a few into the chat as well. What have you found that, maybe that was a little bit eye opening or that you already knew? You’re not quite sure how to work around, but think of, you know, when we’re on these these these types of trainings, put your thinking caps on. Right? Let’s all just put our thinking caps on right now and and think what are some of those those things that we just learned about that we need to, you know, keep in front of us and remember that it’s not necessarily just, oh, gotta ask for a review. Gotta ask for a review.

John Clendenning [00:26:41]:
But it’s how where are you getting them? How are you getting them? The fact that it’s the wider landscape and the impact that they can have, your reputation can have more so than reviews. Right? So the 5 keys to managing and controlling your online reputation. Right? So we’ve talked a little bit about reviews and mentioned feedback. Now let’s put it all together and call it call it online reputation. So what are the 5 keys? You gotta provide a world class customer experience. And do you know what that word experience means? If there’s actually any word I needed to stand out John this, it probably should be the word experience because we are, you know, we have been in the experience economy for quite a while. People pay more for experiences than they pay for commodities, products, and services, all that kind of stuff. You don’t wanna be a commodity.

John Clendenning [00:27:31]:
If you’re a commodity, the only difference between you and the competitors is price. And if that’s the only thing, we all know you’re marketing by price. You are the 99, 129, 159 whole home cleaner. Right? Why? Because that’s what you feel is what everybody wants, and why you feel that is because that’s what everybody wants that calls you. And why does everybody want that that that that calls you or for the most people for you to get jobs is because you have nothing else separating you out. Right? So you haven’t you’re not you’re not doing all of the good marketing and you’re not delivering a wow experience. A wow experience isn’t clean carpets or clean couches or clean air. That’s that’s a given.

John Clendenning [00:28:12]:
If you can’t get it clean, you know, either nobody can, and that better be the case, or you need to go through some ICRC training and get that figured out, right? So because you have to be deliver a great job. It’s gotta look good. You’ve gotta and all of that when you’re done automatically. But how do you deliver a wow experience? Right? If you’re truck mount forums and your groups like that, you know this. Are you wearing booties? Are you rolling out the red carpet? Are you putting corner guards on? Do you have laminates and handouts for the customer? Do you when you arrive, do you get right over the van right away? Do you message them on the way over with a text message and or or whatever saying, hey. I’m on my way. Do you want me to pick you up a coffee? Like, are you creating an experience from before, during, on the way out all the way through? Do you do a consultation walk through with them? Not a not a quick sales pitch. Do you smell good? Is your shirt tucked in? Are you shaved? Is your technician shaved? And all that kind of stuff might be the friendliest guy in the world, but if he looks like a bum, he’s not getting referred.

John Clendenning [00:29:13]:
Right? So how do you create a world class ex, experience? You need to be planning that in your business. World class experience, and you need to think through all of the little moments on a job that you can engineer to to deliver a world class experience. You need to build reputation reviews into your company culture. Everybody in your company, technicians, office staff, phone answering services, whatever you’re using, if you’re a one man show, build it now so that when you’re growing because of this as one of the many poles in the Masters, because of this, as you grow, it’s already baked in. You’re not John, I’ll get to that down the road. I’m pretty good at it. No. Make it a system.

John Clendenning [00:29:56]:
Your whole business should run like a McDonald’s. It should be a machine that a 14 year old can figure out and run and just make sure that they can still make dinner for everybody. They can’t make dinner at home for themselves, but they can feed an entire family at the front counter right at the age of 14. How is that possible? Because of systems. Right? So you John to build your reputation reviews into your company as a system. So you wanna make sure that everybody gets celebrated for getting them. You wanna like, you you wanna give rewards for getting their names mentioned. You wanna make sure everybody’s asking.

John Clendenning [00:30:23]:
You want to make sure there’s a follow-up on it. You really, really want to make sure that that you’re you’re you’re building your reputation is a big part of it. That also includes not vaping in the van and having a big cloud floating out as you’re going through McDonald’s or Starbucks. Right? Your technician is or whatever. Not flicking the cigarette out the window, not leaving the van, vomited wide open in the driveway with everything hanging out as you’re in the house Cleaner, none of that Cleaner, you know, build your reputation, you know, in the neighborhoods you John to be in and stuff like that as well. So it’s got to be part of a company company culture. And as you do every anything is how you do, everything is the best way to think of it. So put it in place so that as you do it, you’re going to train somebody to do it As you do this one thing, you do everything.

John Clendenning [00:31:11]:
You don’t go, I hate changing my shoes at the door, so I’m just gonna go across to the van really, really quickly. Hopefully, the customer doesn’t notice. John skip upstairs and go back to that back bedroom because I forgot my spotter. And lo and behold, the customer looks around the Cleaner, you didn’t even see her, as she’s out gardening and watched you walk across the driveway, back in the house, and back up the stairs with your dirty shoes on. Right? These things are noticed, so you wanna make sure that you’re paying attention to all of that. What you measure, inspect, and celebrate, you Cleaner more of. So you wanna be counting. You wanna know how many came in, how many were sent out, how many requests, who who said what? If you can measure it, if you can inspect that it’s being done right so that you know that it’s not being left behind and you celebrate it, you’re gonna get more of it.

John Clendenning [00:32:00]:
So very solid business building principle. You wanna leverage processes to request feedback at every service call and communicate using multichannels. So we’re gonna get a little bit deeper in this in a minute, but what that means is you wanna have a process where it’s automatic. Like, if you’re using Housecall Pros, we have a system called recognition that we built 12 years ago, part of a conglomerate that put this of SEO companies I was sitting in a room with took all of the the the the best practices of asking for feedback and then and then generating reviews from that and all of that kind of stuff and doing proper reputation. Marketing, we’ll talk about, was built into a process and a and a a tool, a couple $1,000,000 in development so far and growing called recognition. And that process generates feedback automatically. If you close your invoice on the job, then it can be sent out an hour Cleaner, and you just need to create some little humanics in there. So it’s always mechanics and humanics are the way we do anything.

John Clendenning [00:33:01]:
So the humanics would be how you’re John to remind the client or, you know, not incentivize, not the right word, but how are you going to trigger the client to remember that you’ve asked for their feedback? And there’s little ways you can do that with little cues in the home, postcard or a flyer that you mentioned and put in front of her. Hey, it’s really important that we get your feedback. The office is gonna follow-up with you, with a short little survey. If you don’t mind mentioning my name when you fill that out, I’d really appreciate it, and I get some brownie points back in the office. Right? That’s part of a process. So we actually teach that to our clients as well, all these little scripts and stuff like that. Just digital marketing company. But we know how to run carpet cleaning company.

John Clendenning [00:33:38]:
So we help teach all of these little moments that that need to be part of every single customer experience. And then multichannel means that you email them, you text them, you phone them, you have ringless voice mail, you multiple ways just to sounds like John and I’m going to bug them. Nope. Nope. If you’ve got 10 or 15, 20% of people going, ah, it’s a little too much messaging. Okay. That’s good. That means you’ve pushed the envelope, and the other 80%, totally fine with it and do what you say.

John Clendenning [00:34:05]:
Right? If you say, oh, one person called me, I’m not John do that ever again. You’re running victim to inefficient marketing and inefficient outreach. So nobody’s ever become wildly successful, built an asset that’s sellable or transferable to your family. You know, retirement on playing the victim to the 1 or 2 customers that are the biggest complainers. So don’t be that person as well. And then acknowledge and respond to every review. Big one. Big one.

John Clendenning [00:34:35]:
90% of the clients we see don’t answer every single review. Good, bad, or ugly on every platform. Do you have an alert system set up? Do you know when a review shows up on Foursquare? You know, and I don’t even know what Foursquare is. Look it up. Right? Do you know when a review shows up on Yelp and Facebook and Angie’s List and Judy’s book and your Better Business Bureau and your Chamber of Commerce, not just Google, but everywhere. Sure. You look at you Google yourself all day long. I’m sure you do.

John Clendenning [00:35:00]:
Oh, look at me ranking high. Oh, look. And by the way, if you Google yourself all day long and you find yourself ranking high all day long, because you Google yourself all day long and Google has actually got your your phone ID in their system and go, oh, this guy likes to see in this company. Let’s just keep showing him that one. So not actually a true representation, but totally aside on that. Anyways, acknowledge every review. Write a response to every single review. That’s really, really, really important.

John Clendenning [00:35:25]:
And it actually helps the algorithm as well. So, reviews can help move the needle a little bit, especially if they mentioned the company, the a person’s name, the city they’re in, the service they’ve got, if they actually mentioned keywords and kinda hard to get customers to mention keywords without a little bit of help or prompting, but if they do, their review actually triggers the algorithm a little bit better, little bit more signals in your general direction. So Google’s all about how many signals did you generate. And that’s another signal, those little keywords in a review as well. But if you answer the review and put your own response, by all means, add some of those. Don’t stuff it. Don’t make it unnatural, but add those in as well. So, okay.

John Clendenning [00:36:11]:
And sorry. Just getting a message there. I just wanna make sure everybody can still hear me. Me. So takeaways from this. That was the again, you’re you’re we we went through those, those those those 5 major steps there. So write down your takeaways. We’re kinda just gonna pause for a second and make make sure you write down your takeaways on this.

John Clendenning [00:36:28]:
Right? So you wanna see where you’re maybe falling behind and what you need to do next. Right? Again, we talked about this. There’s a lot of tools to help with reviews. Some of them leave them on their own system and don’t even you don’t even end up with these reviews on Google or Facebook or Yelp or anywhere else like that, but there’s a lot of them. But here’s where we’re gonna talk about. You really need to take it much farther than just getting reviews. We call it internally here trust engineering. Right? It’s a strategic and systematic plan to be seen as the expert and the market leader in your local industry.

John Clendenning [00:37:07]:
So you’ve got to engineer the trust, Right? John, what the heck does trust engineering mean? I don’t I’ve never heard of this before. How do I engineer trust? Well, glad you asked. So your authority plus your 5 star reputation equals your consumer trust. So if they believe you and you’re seen as an authority in the home cleaning space, John social media, in the marketplace, maybe you’re in the ask the expert column, in a local online public publication, or even a neighborhood Marketing, you are, you know, you’ve got every door mail that isn’t all about, oh, we clean for $99, but you’ve got every talks about, you know, healthy home cleaning service for discerning homeowners that want to take care of their children, their pets, their home in the right way possible. Give us a call. We’ll do an in home assessment for you And and and right. There’s ways that you can build authority. If you get referred a lot, you can build authority.

John Clendenning [00:38:07]:
We’ll talk about some of these as well. And then your 5 star reputation when they go, Oh, this guy seems pretty or girl seems very into this industry, very knowledgeable. I wonder if they’re any good. Oh my god. They’re amazing. Everywhere they look, not just Google, everywhere they look. Because if you don’t get trust before or, you know, during the sale, there’s no sale. If you show up at the door and the trust goes away, there’s that leaky van and guys in jeans and a t shirt.

John Clendenning [00:38:35]:
What? What? Right. You’ve just lost the trust and the potential sale. The 4, 5, 6, $700 cleaning job is gone. You might get away with still getting allowing being allowed in for your discount cleaning if that’s what you’re doing, but, you know, there’s a lot of times it turns into a quote, surprisingly, because there’s no trust. The job as the owner is to build trust, to get more sales, and you need to accelerate that speed of trust. Right? So there are 3 rules of trust engineering to engineer it fast in the reputation economy or the recommendation economy. So recommendation economy is people ask then buy. That’s where we are.

John Clendenning [00:39:16]:
So experience economy transitioned into the recommendation economy. And as we’re following through human evolution and economic growth and economic evolution, we need to be playing ball with that as well. We’re moving into the automation economy as well. So how are we gonna deal with that webinar for another day? So you need to have a system to request feedback from every client. Right? That’s rule number 1. Why feedback, John? You keep talking about feedback. What’s this feedback crap all about? Right. Well, the feedback crap comes from one place you can prove it doesn’t just come from the head of John Clendenning, Aberdeen Research Council.

John Clendenning [00:39:57]:
They have their CME benchmark studies that they put out every single year, cost about $450 to buy it. I’ve bought it many times. And the truth is the customer experience lives entirely in the minds of our customers. If you don’t understand, your customer’s perception on how their how their interactions with your firm are truly being experienced, it’s nearly impossible to regularly meet, much less exceed their expectations. Right? 55% of people, companies that take a voice of the consumer survey. Why do you all these businesses go fill out the survey, fill out the survey and put you in a contest to win this to fill out the survey. Why? Because they know the answers are invaluable, invaluable to growing the company. But 55% of the people that fill it out, the companies have a 55% greater retention rate.

John Clendenning [00:40:49]:
More people stay when they fill out a survey. They feel like they’re they’re part of the part of your company, part of the system. They’re they’re almost like a board member. Right? When they write a review, they’re doing you a favor and they know it. Right? But when they fill up internal feedback, it’s like, yeah, let me tell you what I liked, what I didn’t like, what was good, what what I’d like to see more of, all that. You have an average average 23% decrease in customer service costs. Why? When they fill out feedback, they allow you to fix a problem if there is one, and they forgive you on other problems because you are asking in a proper way. 292 percent greater employee engagement.

John Clendenning [00:41:26]:
If you can say, Hey, George, look at this, you’ve got another customer that just absolutely loved you, that just blew them away. Wow. That’s amazing. And you keep telling George and Sally and and Frank all of these great things that customers are saying because you’ve got feedback coming in. That’s good. You get reviews. Sure. But if you go look at the review count, I have not seen a business that has done a 1000, 2000, 3000 jobs and has a 1000, 2000, 3000 reviews even though they ask like crazy.

John Clendenning [00:41:56]:
Right? I know that if a business does a 1000 jobs, they probably have about a 100 reviews. If they did about 2,000 jobs, if they’re really good, they have about 200 reviews. Right? In that range. Just go back and check your own numbers. So about 10%. I also know that about 50 to 70% of your customers will fill out feedback, private internal feedback, not a public review they have to log into their account for, but they’ll fill out feedback 50 to 70% of your customers. Right. And I’ll show you what we do with all that feedback and how it can be marketed.

John Clendenning [00:42:27]:
But you have a 28.3 percent increase in company annual revenue from the companies that actually just ask for feedback. Customer loyalty goes up. They refer more. They come back more. They trust you more. You become their trusted adviser because you look like you care more. Right? So you create A list cheerleader cheerleaders. There are 5 times more responsive, right? You can market them your best offers.

John Clendenning [00:42:52]:
Anybody that fills out feedback in your company and smits it in is a better customer to market to. They’re more likely to give you answers when you ask, you know, questions. Hey, I’m thinking of adding this new service. What do you think? Would you ever be interested in it? Right. That could be a survey or a poll. Might as well send it out to people that gave you feedback in the past. It’s better than just sending it out to your entire list and getting crickets right. So and why not ask if you’re looking at adding tile and grout Cleaner, if you’re looking at adding hardwood floor cleaning and stuff like that, why not ask your customers if they’d be interested? Right.

John Clendenning [00:43:23]:
If they’d like to be part of a, you know, if you if you start up the service, you’d like to have a few customers that would get a bit of a savings, as you know, to be your for initial case studies, things like that. Right. So get their input on stuff like that. So anyways, so they love you much more. And it’s the 80 20 rule every day is that, you know, 20% of your customers give you 80% of the referrals. 20% of your customers are the happiest and will come back and repeat and and do all of that kind of stuff. So you want to make sure you’re finding out who that top 20% is. They’re also the ones that give you the most money in the lifetime value of your business.

John Clendenning [00:44:01]:
A well run carpet cleaning business, the lifetime value of a customer is 5 to $8,000 John average. And that that is you know, if you’re pricing your average job is 3, $400. If your average job is a 100 to $200, the average lifetime value of those clients is under $500. Not not my studies, but industry studies. So, you know, you really do wanna pick and feedback helps you cherry pick your better customers and their friends and family are better by by and large as well. Right? At least the people they hang out with, maybe they don’t have a control over their family, but definitely their friends. So feedback, anyone who had less than a perfect experience, you now have an opportunity to save them. We call it in our business our recipe for recovery.

John Clendenning [00:44:44]:
So anytime somebody fills out negative feedback and it goes right to the desk of the manager, it’s immediately acted upon in our in my carpet cleaning business. That was how do we solve this right now? Heather picked up the phone, called the customer. The technician knew they were going back. We brought a gift with us. Oh, I’m so sorry. We had to come back. Let’s solve the problem. We went we went over and above.

John Clendenning [00:45:03]:
Why? Because we now we’re given the opportunity to fix a problem and save a customer. You don’t always get that opportunity. In today’s day and age with online reviews, the last thing you want is somebody going and flaming you on 10 different platforms. And why do they flame you? Because they don’t think that the business owner or manager will ever learn about the problem. So you John avoid negative online reviews and you wanna generate ongoing positive feedback that you can share with your staff. Right? So you can’t do any of this by going, oh, can you give me a review on Google here? Let me send my link, send you my link. And I’m not going to send this lady that I’m not going to even talk to her about it. Seems a little grumpy.

John Clendenning [00:45:39]:
Right? She’s still gonna know how to do it anyways. Right? You didn’t send her the link, but if she’s pissed or grumpy about something, she’s gonna go on and give you a negative review anyways. Why not preempt it by saying, hey. The office is gonna follow-up with you for feedback on the work that we did today. I’d really appreciate if you mentioned my name in the feedback when you fill that out. I really appreciate it. And you’re gonna be entered into our contest to win a $50 Amazon gift card that we we give away every quarter. Right? Whatever it is, you can come up with ideas.

John Clendenning [00:46:05]:
We actually have, a little bit of coaching and strategy on how to do that as well. So right. So, again, benefits of all that, as a byproduct, you now get more online reviews. You ask for feedback first. Oh, thank you so much for your great feedback. I’m gonna share that with the office. I’m gonna share that with the staff. Right? And now you get to ask, you know, if you do me one more favor, it really helps when people are online.

John Clendenning [00:46:30]:
They’re looking at places like Google, Facebook, Yelp, around places like that. And when they read really happy comments from people like you, it just helps us a lot more. If you don’t mind taking your comments and sharing them out on some one or all of these platforms, that would be helpful as well. You actually end up with more reviews by asking for feedback, not reviews. Kinda weird. Okay. So what does it look like to request feedback? Right? You need a customer. You need some sort of a system in place where you trigger the multi touch feedback request.

John Clendenning [00:47:03]:
So emails, text messages, if they didn’t respond a day or 2 later, it sends another one. Hey. Sorry. You might have missed this. Right? Just nice and gentle and subtle, written really, really well so that it feels natural, and you’re just following up with them a couple of times to try and get as much as possible. Right? To try and get as many as possible. Nobody not everybody responds to the first email or message they get. Think of it yourself.

John Clendenning [00:47:29]:
Clendenning emailed you. Oh, Jim, it’s time for a cleaning. Oh, yeah. It’s time for a cleaning. Oh, yeah. Hey, Tom. Yeah. Hand me that thing there.

John Clendenning [00:47:39]:
I wanna buy yeah. Whatever. 2 days Cleaner. Hey, Jim. You didn’t get back to us. It’s time for your cleaning. Oh, right. Same thing here.

John Clendenning [00:47:46]:
You gotta do that. Right? You wanna take them to a survey page that they can fill out nice and easy, very professional looking survey page. You want them to be able to write how you know, tell us about your experience with the company at the bottom, answering a bunch of questions, and then tell us about their experience. And you wanna be able to smart route them. If it’s negative, right to the desk of the manager owner right away. If it’s happy, you can route them to saying, hey. Thanks so much. Really appreciate it.

John Clendenning [00:48:12]:
We’d love it if you could do one more step and get them direct them to the different, outlets online where they should be providing their their reviews. Right? Rule number 2, dominate online by reputation marketing. So your website, Your website should have reviews on it, not cherry picked reviews. Not just the here’s the 5 that scroll past. Right? And it’s always the same 5. You should have a dynamic, live review, widgets and systems on your website. So maybe in the bottom corner in every site, it pops up every few seconds. Here’s another review.

John Clendenning [00:48:48]:
Here’s another review. All different platforms. If they click on it, it takes them right to that platform and sees that person’s real review. That creates another signal between Google and your website. It’s actually a ranking signal. It helps as well because there’s always there’s always new content. Those are changing all the time. Somewhere down the page, you have an area where there’s a couple of a couple of live reviews or live feedback being fed in.

John Clendenning [00:49:10]:
Right? So always changing content every time Google comes back. Oh, there’s been a change to this website. Right? That helps as well. And it’s also very dynamic and real. And then a page on your website where you catalog all of your your written reviews, your your feedbacks, your videos, customer testimonial videos, all of it. Right? So your website should be loaded with that. Your social media should also get those. You this is where we talk about syndicating.

John Clendenning [00:49:34]:
The difference between static and dynamic. All of the feedback and every view sitting on any individual platform should be brought in to your your business, downloaded. It should be turned into all the positive reviews, turned into social media content, and posted on social media sites as images and and text because text is read by the Internet. So let’s put images in this text. Let’s make make it look pretty. Let’s make it scroll past every couple of days so that when anybody comes to your social media pages, they see some good stories about you doing the good Cleaner. They see some happy customer stories. They see a review or testimonial.

John Clendenning [00:50:14]:
They see, you know, how to take care of their home, how to have, you know, how to live green, how to live healthy. Another story about a good cleaning job, you know, and it’s a recipe. You John to make sure your social media is active. That way you want to make sure that you’ve got pictures on the image sharing sites as well of those reviews. You wanna have videos. We like to use a spokesmodel. We haven’t switched to AI yet. We use a studio and spoke models to actually deliver a review message, green screen standing in front of your office, in front of your van, inside a home, and actually talking about a great client experience.

John Clendenning [00:50:47]:
1 of the best reviews of the month turns into a video that can be shared around because now you’re building your authority. Now you’re building your reputation, Right? And you’re marketing your reputation. And when anybody lands on your website, did you know that 90 to 95% of the visitors that come to your website just leave? Go look at your Google Analytics. Go look at the stats. If you have a high, high, high, high converting website, you might increase that by 5 or 10%. Right? Because people are there for a whole bunch of different reasons. So once they leave, are you chasing them around? It’s called re remarketing remarketing or retargeting. Are you chasing them around with a message? What’s the best message? We’ve tested this across 100 of 1,000, if not 1,000,000 of dollars by this point.

John Clendenning [00:51:29]:
For cleaning businesses. What is the best message to chase somebody around with? It’s not an offer or a deal that does not get clicked on at all. It’s this is like when they go to the weather network and CNN and and Fox News and and, you know, ESPN and and that kind of thing. Anywhere that has ads, if they came to your website, they got cookied. They go somewhere else, they see your brand. What we have found is the one that gets the best clicks is testimonials and reviews and reputation based ads. Your logo, your brand.

John Clendenning [00:52:01]:
But hey. I had amazing cleaning experience with these guys. I recommend them. Sally m of Spokane, Washington. Right? And then you, you know, click here to learn more, and they get back to your website and learn more. Right? Rule number 3, position yourself as the local authority in your category. Don’t just be one of many. Let’s stand out here.

John Clendenning [00:52:22]:
I just did a call recently, take 5 with Cleaner facts, with good friend, Jeff Cross, and we were talking all about podcasting as something a cleaning business could do. Kinda weird. Go go go take a look at that. It’s up on the, ISSA YouTube channel and on Go look at that. Watch that. It’s a little 5 or 6 minute segment, but we we kinda talk about that as well because it is part of this authority build. Right? So you John position yourself as authority.

John Clendenning [00:52:49]:
So you wanted to deploy some prolific authority branding. So what does that mean? You wanna make sure that the look of your bands and your company and everything, everywhere you go is, is just on point. You come across like the authority of the chamber meetings that you go to. You don’t just kind of show up in jeans and t shirt. Right? You you know, all of that kind of stuff. The BNI groups and and the door hangers and the yard signs and the technicians and all that. You want to make sure that all of that is high, high end branding, is just top notch and matches your theme and your company. You John publish authoritative content.

John Clendenning [00:53:23]:
You wanna be, you know, rank your website. You need to be doing a blog post a week. Right? You need to be doing press releases and link building and all that. If you want your website to rank and become that powerhouse of of of driving leads and growing your company, 100 and 100 of leads a month inquiries because it ranks for everything. Right? Well, that content is from you. Google actually ranks content pages based on an algorithm called e e a t, and it stands for expertise, experience, authoritativeness and trustworthiness. How do they determine that? Are you a voice in the in the field that you’re in? Are you sharing your voice? Well, how do you do that? You can get people to go write it for you, but you have content every single week. You have a press release as if somebody interviewed you, and there’s all kinds of things like that you can do.

John Clendenning [00:54:14]:
You John to leverage referral partners. You’re seen as an authority if everybody’s recommending you. If somebody calls up their flooring store, if somebody calls the real estate agent, if somebody goes to their maid service, or anyone says, hey, who would you recommend? And they’re all saying the same name. You’re becoming an authority in your marketplace. You John share project stories on social groups. Right? So you wanna share your story and your customer stories and how you made a win for them, not a sales pitch. Oh, give us a call. We’ll do this for you.

John Clendenning [00:54:43]:
No. No. Just, hey. Look at a great job we just did and how we help this customer out. We love doing this. Right? You become an authority because you’re sharing them into these business owner groups and private groups in your local Marketing. And you wanna dis distribute, local expert press release. We talked about PR and guest articles.

John Clendenning [00:55:02]:
Is there anywhere that you can write a article about cleaning for health? Is there any magazines and little community papers and things like that? Even if you have to pay for it, can you become the local expert on indoor air quality and health as an example? Right? You know enough about it. You’ve gone through enough training on it. Right? How to how to clean using, you know, safe natural products. Right? Doesn’t just have to be carpets or taking spots out, but, and you could become that expert that people see. You don’t even realize it, but it’s just all over the place. It just, it just people see, oh my god. I want that guy. I want that guy.

John Clendenning [00:55:41]:
I want that. Oh my god. Look at it. If there’s reviews now, they go online. Oh my god. Let me check out his website. Oh, look at all these great comments and testimonials. All of it.

John Clendenning [00:55:47]:
They go to your social media. Oh, look at all this. It all ties together. Right? What does it look like? Well, our reputation marketing process map looks like this. Our clients do this right here. That’s it. They do one step. There’s a purchase made and somebody has entered in everything else by messaging the customer, following up with them, chasing, taking those kind comments, turning them into images and texts and all that, putting them all around the web.

John Clendenning [00:56:17]:
All of that is a process map that we call reputation marketing and as part of our recognition system, but that there alone is the mechanics to build it. Right. So question, I want to see what it looks like After it’s all humming along, do you wanna see what this looks like in a real business? Let’s take a look at it. So videos. Right? Got videos, those those spokesmodel videos running on YouTube, running on on on Facebook, being syndicated and shared around the web all over the place, 150, 200 locations. Get those syndicated to them. Right? You wanna have images all over the Internet as well. Some basic static ones, some ones with smiling faces on it, all of that kind of stuff.

John Clendenning [00:56:57]:
You John really grab people’s attention. Right? You wanna have, you can have paid ads targeting your reputation. Right? So you can take some of your best customer stories, some of your best customer testimonials, and actually run them as ads on social media. Works really, really well. Right? So look at this one here. I think this is about a $40, $50 campaign. 3,913 individual people saw that ad. Right? You John you know, again, captivated captivating image posts as well.

John Clendenning [00:57:32]:
So not just the status one, but look at a 197 people saw this post on this, and all it was was a review or a feedback that came in. Probably wasn’t even a review on any review side. The feedback came in that got shared out. You know, smiling faces, people look at them. John wanna make sure all your digital storefronts. Right? So we talked about YouTube there. Look at here’s the cover graphic. There’s a a review.

John Clendenning [00:57:54]:
They should be switched up on a regular basis or they have a feedback, a testimony of some sort. There’s Facebook. Modify your cover graphics to tell the right story. Right? There’s Twitter. See the way they’re all congruent? And you switch those up every 3 or 4 months to a new new images, seasonally themed, but and a new testimonial, and what you do, why you do it, why you guarantee it. Again, you wanna retarget. So here on CNN, here’s reputation based ads. Right? There’s on the weather channel, reputation based ads all over the Internet.

John Clendenning [00:58:30]:
Right? 59,000 impressions, a 100 clicks back to the website, and 64 post click conversions, which meant a phone call. Because they went, they saw the website or whatever. They went to a landing page. Imagine you’re running pay per click campaigns and people land on the landing page, and then they Cleaner. And they did not do anything. Only about 1 in 5 actually picks up the phone and calls somebody even after clicking on an ad in pay per click and getting to a really, really well made landing page. 1 in 5, if the Clendenning page is amazing, maybe 1 in 4. The other ones leave for a variety of reasons.

John Clendenning [00:59:02]:
If you can chase them around with inexpensive retargeting and get them to come back, they’re far more likely to convert. Right? So then we’ve got we’re talking about on a website. There’s an example of live streams. They click on it. There’s examples of a review page that has all kinds of other reviews. There’s an example of a corner pop, as we call it, as part of our recognition system, but people can see that. They click on the see more, and they can go through all of the hundreds of of reviews and click on them and go right to the source, right to Yelp, right to Facebook, right to Google, all of that kind of stuff. So let’s do a quick recap here because we’re at the top of the hour, and I wanna get you guys on with your day.

John Clendenning [00:59:39]:
But, so the top trusted companies get most the most work. We know that. If you’re trusted, you get more work than if you’re cheap, period. The public your public and social reputation must be your number one focus. You’ve gotta start with reputation. If you’re doing a couple $1,000 a month, 5,000, 10,000, 20,000, 30,000 a month, You have to be aiming at your reputation because it is the the thing that is moves the needle the most as far as all your other marketing hinges on that. The best customers do not look for the lowest price. They look to figure out who they’re gonna trust.

John Clendenning [01:00:17]:
All of your advertising efforts and money, online, offline, word-of-mouth is being impacted by what people see when they look you up. What does it look like when they type in your business name with the word complaints or reviews beside it? Go do it yourself. Figure out what that looks like. Not just over on the the right side if you’re on a desktop, but right down on the left side, all the way John. What does it look like? Are they seeing videos of you, your reputation? Are they seeing posts? Are they seeing images? Are they seeing all of all of these these directories and review sites all listed showing positive reviews of you? Right? Are you on all of them? Are you active on all of them? Right? Do you have a team that does that for you? A company. Right? When you build and then market your 5 star reputation, positioning yourself as the market leader to attract more clients and grow your business is way easier. It’s obvious, in fact. Right? Skip this step.

John Clendenning [01:01:06]:
That’s the hardest thing to possibly do. Oh, you guys think you’re really good? Nobody else does. Right? So the bottom line, reputation marketing equals more customers and more profit. It takes time. Good business, good marketing takes time. There’s no overnight success. An overnight success in the music world is what? 10 years? Right? An overnight success in business. Yeah.

John Clendenning [01:01:27]:
You might get lucky. You might be the first person Marketing found local service ads in your marketplace for a while. And, oh, my god. They’re only $15, $17, $20. There’s marketplaces now where it’s $65 a phone call on local service ads. And with the right company, with the right business, and the right average job, and the right system in place, that is well worth it. Maybe it takes you 2 or 3 jobs to get 1, 2 or 3 phone calls to get one booking. You spend $180 to buy the customer, but your average job is $700.

John Clendenning [01:01:55]:
It’s well worth it. And the lifetime value of that client is $8. Of course, you pay a $180 to land an 8 grand lifetime value customer. Right? But all of that comes from being able to do that is is being able to build your brand authority around your reputation. Right? So what are you gonna implement? Take a minute. Write down your 3 top things. What are you gonna implement right now? Because without it, it is affecting your company. If you do if you got a lot of reviews, hey.

John Clendenning [01:02:25]:
I’m I’m I’m I’m proud of you. Happy. That’s that is a really good thing. You got a lot of reviews on Google. What about everywhere else? Else? Are you listed everywhere else? Have you done a report to see where you are listed and what your online visibility and online reputation looks like? Have you ever walked through that just to kind of take a snapshot? Right? So steps to implement, put together an online survey, create a unique review capture page of some sort, write the emails and the SMS as a series, set them up in some to send them out, train your staff to request, ask for how to request. Even your office staff can follow-up next day. And we’ve been one of our clients used to follow-up at the end of the month. Hey.

John Clendenning [01:03:07]:
We’re wrapping up our contest. I just noticed you haven’t given us feedback yet. If you’d like to give me it over the phone right now, I’ll put it in the system and get you make sure that you’re in that contest. And they got it from everybody. Right? Like, 90% of the customers left feedback. And again, way better business locked everybody in, right, as customers because they’re they’re feeling part of the company. Publish and post your reviews and your, and your feedback on your website and on social media everywhere. Create shareable social images to share and syndicate and market your reputation.

John Clendenning [01:03:37]:
Monitor all of the directory sites for positive and negative reviews to respond to. And if you don’t have time to set it up, right, seems like a lot of things to do. The easy button. Go here. Go to carpet Cleaner Marketing You’ll be able to put in your business name and and and your phone number. It will run a full report on it on you. It will do a deep dive.

John Clendenning [01:04:04]:
We’re using advanced analytics and AI to look at a lot of stuff. It takes a little bit of time to actually run. It costs us a little bit a little bit of money, to actually run these reports. We’re running a lot of algorithms in the background, but we’re John find out your voice online. We’re gonna find out your reputation online. We’re gonna find out your directory listings online. We’re gonna do all of it. We’re gonna see what you’re missing.

John Clendenning [01:04:22]:
You’re gonna get a very, very detailed report. Right? And now you can find out where you are. Right? You can get a full visibility grade and a reputation grade. We’ll even grade your website for you on its voice as well. Right? We’ve just added that in recently using some really advanced AI modeling to be able to find out what I would normally sit and scan through and manually write out. We’ve kind of trained them to think like me, and we’re now using AI to actually help, you know, have a little mini John run around and say, you’re missing this. You’re missing this voice. You’re not.

John Clendenning [01:04:56]:
You don’t really have this message in the right place on your website as well. So we’ve really expanded this visibility report. So if you just go to carpet scan, good place to go. And let’s let’s let’s start taking a look at that. So takeaways. Right? Write them down. We talked about it already. You wanna go to Carpet

John Clendenning [01:05:18]:
If you wanna get that kit, that bundle of all of the things that you should be doing, including our grassroots guide and how you should be out knocking on doors and how to do that and how to think through that and how to, you know, plan that and implement it because it’s good to have all these ideas. But if you haven’t figured out how to implement ideas in a very cohesive way, if they just end up in the mud and they never get implemented, you need an action plan. And I did a whole training, for years. I coached, called implementation is everything. How to actually break down something you wanna put in place into the bite sized Masters. Who’s gonna do it? When’s it gonna get done by? Who’s accountable? And get it done. So a little bit of thinking on the front end and just follow the plan. That’s included in this as well.

John Clendenning [01:05:59]:
So all kinds of good stuff. And if you need any help, right, we have our program called the best known cleaner, where we tie all of this stuff together. Reputation marketing down here, Google Maps, paid ads, social media, SEO websites, all tied together into a very cohesive marketing plan. There is not one poll that you can put in the water to make this work. You if you John to run a reputable business, you need a great website that has a great brand voice that has, you know, great SEO that’s ranking it organically. You’ve gotta have social media. You have to have paid ads running. You have to have Google Maps generating phone calls and work and rep and your reputation has to be over over top of all of that, tying it all together.

John Clendenning [01:06:42]:
And you’ve got to build that over time. You’ve got to let that just build and bubble and build and bubble. None of it is just a quick fix, Right? So your paid ads work better when you’ve got it all the rest of it right. You know, your your Google Maps works better when you’ve got all of it right and all that kind stuff. So you can definitely reach out to us about that. We call it our digital dominance method. Looks a little fancy and go on to our website and learn all about it. But these are all of the things that we work with you John, and we do consulting on while we’re building for you.

John Clendenning [01:07:08]:
So you’re kinda learning and and getting things put in place as well. So that’s what we do. If you wanna know a little bit more about that, carpet Cleaner Marketing Masters. So marketing masters with an s, carpet Cleaner Marketing You will hear from Krisha. She can chat with you, find out where your business is at right now, where you wanna take it, and we can, create a strategy plan for you. And we call it our growth and strategy consultation. It’s not a sales call.

John Clendenning [01:07:34]:
It is a consultation to help your business move to the next step. If we can be involved in that help, we’d love to be. If we’re involved right now because you jumped on this webinar, you watch this replay, we’re loving that too. So hopefully, everybody found this valuable, understand the world of reputation and reputation Marketing, not management. Why feedback is more important than reviews and how it’s the catalyst and the the mesh that goes around everything you do to make everything about your business better if you’ve got that that this piece nailed down. So hopefully, this was helpful. Go back and watch the replay if you need to hear the information again. Take notes, and, yeah, reach out to us.

John Clendenning [01:08:11]:
Tell us what you thought. We’d really appreciate that. Until next time, guys. Thanks so much.

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