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From Likes to Leads: Transforming Your Business with these Social Media Strategies for Carpet Cleaners

In today’s digital age, the power of social media in driving business growth cannot be overstated. For carpet cleaning businesses looking to expand their reach, attract new leads, and establish themselves as industry leaders, a well-thought-out social media strategy is essential. Let’s dive into how you can leverage social media to propel your carpet cleaning business to new heights.

**Establishing Your Online Presence with Consistency**

Consistency is not just a virtue; it’s the cornerstone of successful marketing. When it comes to social media, a structured approach can make all the difference in how your brand is perceived. By consistently posting engaging content across various platforms, you establish your brand as a reliable and authoritative source in the carpet cleaning industry.

Prolific Posting: The Key to Market Leadership

In the crowded world of social media, being prolific can set you apart from the competition. By maintaining a strong social media presence and actively engaging with your audience, you position your carpet cleaning business as the go-to choice for customers seeking professional cleaning services. The more you post, the more opportunities you create to attract leads and inquiries.

Building Trust and Credibility Through Social Media

In the realm of digital marketing, building trust is paramount. By consistently and authentically showcasing your expertise and services on social media, you instill confidence in potential customers and establish your business as a trusted authority in the carpet cleaning industry. Organic growth through social media can lead to long-term success and sustained business growth.

Preventing Stagnation: The Role of Social Media in Continual Growth

While paid advertising has its place, relying solely on these platforms can lead to stagnation. Incorporating social media into your marketing mix ensures that your business stays relevant and continues to attract new customers. By consistently engaging with your audience and sharing valuable content, you create a pathway for sustainable growth and increased brand visibility.

Crafting Compelling Content: The Recipe for Social Media Success

Creating captivating content is an art form. To drive engagement and conversions on social media, you need a structured recipe that encompasses a variety of content types. From educational posts to inspirational stories, promotional updates to engaging conversations, each piece of content plays a vital role in shaping your brand identity and attracting new leads.

Personalized Posts and Video Content: Capturing Audience Attention

In a sea of social media noise, personalized posts and video content can captivate your audience’s attention. By sharing genuine insights into your carpet cleaning business, showcasing your team’s expertise, and providing valuable tips and tricks, you create a connection with your followers that goes beyond a simple transaction. Humanizing your brand through personalized content can drive engagement and ultimately lead to more leads and conversions.

**Optimizing Your Social Media Strategy for Success**

To maximize the impact of your social media efforts, it’s essential to tailor your content to resonate with your target audience. By understanding their needs, pain points, and preferences, you can create content that speaks directly to them and compels them to take action. Whether it’s sharing success stories, project highlights, or valuable industry insights, every piece of content should be crafted with your audience in mind.

Leveraging Diverse Content Formats: Reaching a Wider Audience

In today’s digital landscape, content is king. To reach a broader audience, syndicate your content across multiple platforms and formats. From engaging videos to informative blog posts, visual storytelling to interactive webinars, diversifying your content strategy can help you connect with different segments of your target market and drive organic growth.

Frequently Asked Questions

1. How can social media help carpet cleaning businesses attract new leads?
Social media provides a platform for carpet cleaning businesses to showcase their expertise, build trust with potential customers, and drive engagement that can lead to new leads and inquiries.
2. What role does consistency play in social media marketing success?
Consistency is essential in maintaining a strong online presence, establishing brand credibility, and attracting a steady stream of leads through regular and engaging content.
3. Why is personalized content crucial for social media success?
Personalized content creates a connection with the audience, humanizes the brand, and drives engagement that can result in increased leads and conversions for carpet cleaning businesses.
4. How can carpet cleaning businesses optimize their social media strategy for maximum impact?*
By understanding their target audience, tailoring content to meet their needs, and leveraging diverse content formats, carpet cleaning businesses can create a compelling social media strategy that drives organic growth and attracts new customers.
5. What content formats are recommended for engaging carpet cleaning businesses' audiences on social media?
A mix of educational, inspirational, promotional, and conversational content, complemented by personalized video updates and testimonials, can effectively engage with the audience and drive conversions.
6. How can businesses balance promotional content with other types of content on social media?
By keeping promotional content light and diversified, integrating customer reviews, live events, demonstrations, webinars, and training sessions, businesses can maintain audience interest while promoting their services effectively.

Conclusion:

In the competitive landscape of the carpet cleaning industry, social media marketing offers a powerful tool for businesses to expand their reach, attract new leads, and establish themselves as trusted industry leaders. By creating consistent, personalized, and engaging content that resonates with their target audience, carpet cleaning businesses can drive organic growth, build brand credibility, and pave the way for long-term success in the digital realm.

You will learn:

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Learn Our Secret Social Media Posting RECIPE

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Easily Create Engaging Video Content for your Social Media

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Build a Easy Weekly Plan for Consistent Social Posting

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Syndicating and Repurposing - the Content Secret of the Pro's

Audio Transcript:

John Clendenning [00:00:00]:
Well, you get work by marketing your services. Right? So there is many ways you need to market. I always talk about it’s poles in the water. You don’t John have one pole in the water. You’re not just doing Facebook ads. You’re not just doing Google pay per click ads. In fact, in fact, paid ads should be one of your strategies. It’s always the most expensive way to generate a lead.

John Clendenning [00:00:21]:
There’s a million other ways to generate leads and inquiries and new customers. The goal is to get them, hang on to them, show them why you’re better, keep in touch with them, get referrals, get repeats, And make all of that lifetime value back end money.

John Clendenning [00:01:10]:
Yeah. We’re here today. Gonna be talking about social media. What you wanna what you understand in marketing as a business owner, and you’ll hear me repeat it because repetition gets things into your brain and makes you makes make sense of the world around us. As an owner of a business, you are now the marketer of that business. Right? You’re you’re not the technician. You’re not, like, you know, sure. You can hire office managers.

John Clendenning [00:01:33]:
You can hire technicians as you grow. Maybe you have to be out in the truck and all that kind of stuff in our cleaning world. Maybe you got 2 or 3 trucks on the road and you don’t have to be out in the truck. Truck. That’s the goal to get to. You should be looking at ways to quickly get out of the truck. Again, if you don’t wanna be doing the the work and you wanna be growing, you know, in small towns, you go wide. Maybe you buy out a pressure washer.

John Clendenning [00:01:54]:
Maybe you buy out, a maid service or the janitorial supply store. We’ve got some clients that bought buildings, and they they rent their own they run their own space, but they own the building, and they rent the other ones out. Retirement planning kind of idea because they wanna they small town wanted to be in the truck. You need to be building an asset. This is why we’re in business. Right? So all of that kind of stuff is cool, but how do you get work? Well, you get work by marketing your services. Right? So there is many ways you need to market. I always talk about it’s poles in the water.

John Clendenning [00:02:23]:
You don’t John have one pole in the water. You’re not just doing Facebook ads. You’re not just doing Google pay per click ads. In fact, paid ads should be one of your strategies. It’s always the most expensive way to generate a lead. There’s a million other ways to generate leads and inquiries and new customers. The goal is to get them, hang on to them, show them why you’re better, keep in touch with them, get referrals, get repeats, and make all of that lifetime value back end money from them. So even it if it costs you 50, a100, you know, we got some some clients that their average job is $750.

John Clendenning [00:02:59]:
Average residential job is $750 in marketplaces where their competitors are offering 3 rooms in a hall for $99 and their average job is $750 Their minimum is 2.50 and, you know, they hang John to customers. They get them back again and again. They build a iron fence around them as Dan Kennedy says, and they market Marketing market. What’s one of those ways you can Marketing of those ways you can market is social media. And that’s what we’re gonna talk about today is how to use social media in the right way because there’s a lot of wrong ways of thinking about social media, and a lot of people give up because they don’t understand what they’re trying to do, or they try for a long time and then, you know or they do nothing, and it’s crickets on their social media pages. So let’s unpack this completely. It’s something that we like to do. You know, we kinda run through these these overarching themes, reputation, social media, paid ads, SEO, websites, lead conversions over and over again repeatedly over the years because things change.

John Clendenning [00:04:02]:
There’s a lots of lots of nuance that changes from year to year in platforms and technologies and ways we can approach it. And there’s a lot of things that stay the same that just hearing it again in a fresh new way with a little bit new in an a little bit of new ins insights and stuff like that can help. So if that makes sense, let’s get cooking here and, let’s get, let’s get through some really, really good master class training. Really open up your brains. You’re entrepreneurs. You owned a business for a reason. You you’re if you’re working for somebody else, they have to think about all this stuff. You own the business.

John Clendenning [00:04:35]:
It is your critical role to be thinking about how you’re gonna grow the business and all of those things. So the marketing and the and and the finances, and just again, learn the stuff you don’t already know. You’re in business. You’re going to learn personal development and skill development and business development and all of that stuff. So this is one of those learning moments where you’re gonna turn your cell phones off, unless you’re watching on the cell phone and turn your notifications off. You’re gonna turn off Facebook. You’re gonna turn off TikTok and Instagram and all of it and Twitter and all those are x and all those things. If you’re, you know, Cleaner business, home service business at all, and you’re serious about growing your business, the next 60 minutes, and I’ll do my best to get through within 60 to 75 minutes.

John Clendenning [00:05:16]:
That’s kind of been the goal lately. Some in the we’re not going for an hour and a half. We’re John try and get actionable information packed in tight. I do talk fast. There will be replays. You can go back through it, Get a pen and a paper. I like to call it your sword and your shield. Get it down.

John Clendenning [00:05:31]:
Write down notes all the way through. Let’s highlight and bookmark some of the things that really resonated with you so that you can get massive amounts of value out of this. Take action and actually implement what you hear. So you’re gonna, at the end of this, pick 2 or 3 things that you’re actually gonna in implement maybe by the weekend, maybe by Monday. But we’re not talking by the end of May, we’re not, you know, or the end of June. We’re talking, let’s get some things moving here. We, you know, we learn all this stuff. Let’s put it in place.

John Clendenning [00:06:00]:
Right? So what we’re gonna talk about today? We’re gonna talk about the secret recipe for social media. There is actually a recipe for for running for managing your social media pages, and let’s talk about that. We’re gonna talk about video content. So the world is changing. Video gets the most attention. There’s ways that you can play in and out of the video game and not using video, but let’s talk about how to make video video really, really easy, right, to put in place and, and, and not this big scary thing because you’re in business. You are the face of the business. You need to be out of your shell.

John Clendenning [00:06:40]:
I am by nature an introvert and a shy guy. Right? Doesn’t sound like it. I’m on these webinars. I I speak on stage. I do lots and lots of content, but you couldn’t get me to stand up in front of a class in high school. I played it for a couple years in a band after on the road, after high school eighties band rock band with hair teased up and all that kind of crazy stuff, and spandex don’t even we’re not showing those pictures anymore. But, yeah, I did it because I could only see the 1st row of people. If I saw the whole audience, I would have had a panic attack.

John Clendenning [00:07:12]:
So I actually got into running my own businesses as a push to learn how to get out of my shell that I’d been in for, you know, to my early twenties. Right? So that you got we gotta push ourselves. We gotta challenge ourselves. I’d read Think and Grow Rich. I’d read, Tony Robbins, Awake the Giant Within, I think, was the first one I’d gone through and stuff like that. And, The Power of Positive Thinking by Norman Vincent Peale, if I got these names right. That was some of my Cleaner, early books. I sell them on my bookshelf.

John Clendenning [00:07:45]:
That was some of my early books that as a kid, 19, 20, 21 year old kid went, bigger picture here. Let’s do this. And I’ve I’ve never been, like, I’ve been self employed my entire life since the last year of high school. In high school, I worked odd jobs in dishwasher in a in a restaurant and stuff like that, but my career, my life, my family all came out of me working as an entrepreneur and learning that skill set and in the cleaning industry. So lots of money to be made in the cleaning industry if you get it right, and you don’t have to be the one out in the truck every day earning the income. You can build a dynasty of a business that you can sell for multiples and have that that exit whenever you want. But even while you’re owning it, you can take a week or two off on vacation and have it still making money. You can have a sick family member or, you know, haven’t been into yourself or any of these things and dedicate the time and attention to that while the business still runs if you set it up right.

John Clendenning [00:08:44]:
So social media is one of these marketing muscles that you need to learn. So we’re gonna find an easy way to post consistently. We’re gonna figure out why. We’re gonna talk about the fancy words called syndicating and repurposing, which is the, content secret of the pros. So if you’re ready to get started, let’s dive in. Right? Who am I? Guys, who anybody new here? Started my career while in high school. I just mentioned that. 1990, owner of franchise businesses, independent cleaning businesses, ecom product lines, all kinds of stuff.

John Clendenning [00:09:15]:
I’ve spoken on stages, conducted 3 day elite retreats around the world, in places like Chilliwack, BC, the island of Samoa, and stuff like that. For the some of the top cleaning companies in the world, came in to learn how to deliver client experiences, how to create marketing messages and frameworks and funnels and all this kind of stuff. So I’ve been in the game. I’ve taught the game. I’ve done coaching programs for the cleaning industry and all of that kind of stuff. It’s led through my journey from being running carpet cleaning companies to freeing up my time to running carpet cleaning companies while running digital marketing companies, while running consultancies and things like that, while having the time to write the book on it, the complete guide to Internet Marketing for carpet Cleaner. So, all of that kind of stuff. You know, again, in Cleaner Magazine, industry Cleaner, one of the industry leaders of the year last year, things like that.

John Clendenning [00:10:03]:
Speak every single month with Jeff Cross on take 5 with Cleaner and a bunch of other things, and you can go to CleanFAX Magazine or ISSA and just type in the name John Glennon, and you’ll see hundreds of stuff. Guys that I’ve sat in the audience of, like Howard Partridge and and, you know, Cleaner from Dusty Roberts, Mark Sager, those kinds of guys are some of the pioneers in our industry, are now people that are you know, we spend time with and and help share some good information on as well. But more importantly, what I do and the information I know and have learned because I needed it for my own business and share has helped other businesses finally push through, get the light bulb to go off and grow like crazy. Right? So what is that? What do we do? Well, we make our clients the top cleaning brands in their local marketplace. Right? That’s what my business does on the side. What our training does is to help you learn how to do that as well. So even in our business, carpet cleaner Marketing masters, we talk about done together marketing. There’s no hire somebody who close your eyes and hope it works.

John Clendenning [00:11:09]:
It’s always done together. There’s done together Marketing, things you should be doing, things that they should be doing. And what you John to be able to do is become the top brand, the best known cleaner in your marketplace so that you attract the best customers. Charge the top rates. Are you averaging 4, 5, 6, 7, $800 a job? You can. If you are, awesome to you. If you’re not, let’s learn how. Right? You wanna be able to, be booked out in advance.

John Clendenning [00:11:36]:
You want you wanna have your repeat clients booked a year in advance into your schedule. We used to have our platinum prebooked program where as soon as somebody claimed a job now, they were tentatively booked in for a year from now and gave us and we gave them a mailing about that and talked about that and and kinda work that in. What does it mean? What it meant was we had 2 to 3 times the average repeat business than the average carpet cleaner just by having a marketing program around prebooking them that we could talk about and and, you know, remind them on and things like that. Again, it was tentative, but it worked. Right? So you John be booked out, you know, top rates and weeks in advance, if you can. Right? And how do we do this? Well, you you leverage the three core principles of digital marketing success. You wanna maximize your opportunities to generate a qualified ideal lead. So if your average if your minimum job is $200 or $250, if your average job is over 5 or $600, is a qualified lead, you know, a single mom on food stamps, lovely people.

John Clendenning [00:12:40]:
We should help them out. Maybe have some donate free time, like these people that go out and clean, cut grasses and clean yards for free and and post them on YouTube and things like that and just help their community. Should we do that? Yes. Is that your ideal customer though? That’s gonna repeat with you for years years years? No. That is not an ideal lead. Your ideal maximizing your opportunities to generate a qualified lead, an absolutely qualified lead, is who is your ideal customer? Do you know your customer avatar? Who you’re speaking to? Right? And you’ve got a couple of them, commercial versus residential avatars, things like that. And, you wanna make sure you’re maximizing that. You wanna maximize your brand impressions.

John Clendenning [00:13:20]:
People that don’t know about you are not gonna respond to your ads. If you’re running paid ads or if you you know, things like that and, or you your van’s in a neighborhood or you you put a door hanger, a yard sign, a flyer, every door mail, things like that, EDMs around around clients and you name it. If they have no clue who you are, then they they they’re either not gonna be interested in your message at all, which is really common, or they’re gonna they’re they know nothing about you. They don’t know you, like you, or trust you. The only thing they can do is commoditize you. Now they only care about price. So a lot of businesses, carpet cleaners get included, start off by thinking that it’s all about price and people only care about price. People only care about price if that’s all you market.

John Clendenning [00:14:11]:
Right? If you’re marketing a different message, there is enough people in the marketplace that will care about a better higher quality and don’t trust people with a low price. Right? But how do you do that? With brand impressions. Right? You do that by letting them know why you’re different and how you’re different, and then you maximize your conversions. Right? So you could have you could get 10 inquiries come in and you’re so good at it. You book 2 of them, and your average job is $200 and you made $400. And most of those are really hard to come back again and book again and again and again. That whole marketing effort generated you $400. Somebody else who is much better conversions, has follow-up routines, and has all that kind of stuff, they could take those same 10 inquiries, book 7 of them, maybe not right away, but over the next month, 2 months, 3 months, maybe they book 5 right now, and they book the other or 4 right now, and the other 3 or 4 come in over the next couple of months because they have a follow-up system.

John Clendenning [00:15:04]:
They have a conversion system. They have scripting. They know what to say. They know they have a cadence to chase that person down. This is all stuff that business owners should be thinking about. And now all of a sudden and your average job, they know how to come in and and do a, you know, a a deliver a a a quoting experience. They’ve got it planned out. They they know how to show up with clean bands and clean uniforms and get right out of the truck and put their booties on and do all of these kinds of really cool things.

John Clendenning [00:15:30]:
And now they’re converting at a higher rate, and their average job is $400, not $200. And they book 7 of them of those 10 inquiries, not 2. So now they’re booking $28100 to your $400 to exact same number of inquiries, exactly the same marketing muscle. The difference is between 28400 is is their conversion. So that’s why we talk about maximizing conversions as a really big part of this game. So hopefully you understand that as well. So what are we gonna talk about right now? Let’s talk about the social dilemma. Really great, docudraw or documentary docudrama.

John Clendenning [00:16:10]:
If you wanna watch it, it’s all about, you know, how social media has been designed by, by psychologists and and and, marketing experts and human human, persuasion experts and all to be giving you dopamine hits. Right? So social media is designed to suck you in and keep you there. So not a good thing. Right? Yeah. We we understand that. What’s what’s the usage for us? It has eyeballs because people are sucked into it. So one of the ways that of marketing is you have to, you know, it’s it’s all about the the market, the medium, where it is, and the message. Right? So who who you’re marketing to? That your market, the crowd, the medium, where are they? Where are the eyeballs getting the attention? And what’s the message? What’s the right message in that mix? That is all marketing is is those is, yeah, a mix of those 3.

John Clendenning [00:17:08]:
Right? So, where are the eyeballs? We just proved it. Go watch the documentary if you haven’t seen it. Social media has the eyeballs. So if they have the eyeballs, you need to be where the eyeballs are. So Facebook has the right ideal demographic. 35 to 55 year old college university educated is the predominant eyeballs on social media and skewed more towards women, which in our world, more women call for cleaning services and home cleaning than men by percentage. Right? So some peep some as high as 80%, some as high as 60%, but it really depends. Right? Insta or LinkedIn, for example.

John Clendenning [00:17:46]:
Instagram is a is a is a is a more of a visual platform owned by Meta as well. Fair fairly similar demographics, skewed a little bit younger. It has a little bit younger crowd, but it’s still a lot of homeowners and a lot of, business owners and things like that. Obviously, LinkedIn is the base business to business, social media platform. Right? So our our our clients, some of them business owners, or some of them dentists, or some of them chiropractors, or some of them real estate agents, or some of them CEOs and executives and stuff like that? Yeah. They’re all on LinkedIn too. So, you know, some of our audience, our ideal audience is sitting in that crowd. So the message needs to be a little bit different in there, but, you know, you’re talking to that educated crowd on on on LinkedIn.

John Clendenning [00:18:32]:
So don’t don’t dismiss that. TikTok. I know people that are making are are generating leads for their carpet cleaning business from TikTok. Why? Because it’s just got a lot of attention right now. Right? So and I got obviously, we got the whole you know, is TikTok gonna be banned? What are they gonna do over the next year and all that kind of stuff? All good things. But think about TikTok as well. Right? So inconsistency. Right? This is one of the problems with how we work with our our our social media.

John Clendenning [00:19:03]:
Right? So the the the the social dilemma is it’s got the eyeballs there, but there’s a problem. How what do I do? Am I any good at it? How do I make social media work for my business? And one of those problems is inconsistency. Right? You wanna be consistent in your messaging because if you message a little bit if the last post you did was in, you know, New Year’s and the one before that was, you know, you know, happy July 4th. You’re there’s no consistency there. There’s no there’s no reason for anybody to come back, check out your channels, check out your Facebook, check out your Instagram, things like that. You wanna have consistent messages, and consistency could be hard. So we’re gonna break that down and show you how to make consistency super, super easy, by building catalogs of stuff that you can you can repurpose and reuse and that fancy word syndicate and stuff like that. Creativity takes ages.

John Clendenning [00:19:57]:
Right? It it it it it could be challenging to be creative. So you’re going, how do I how do I create things? How do I even post things? I don’t know how to do this. I’m gonna have to hire somebody. Right? And maybe there’s a little place where you can get some help from a high school student, maybe a co op student, things like that, but it’s not that challenging. And we’re gonna break down why it’s not challenging in ways that you can make it super, super easy again as well, and ways to think through creativity in a better framework so that you’re actually understanding what you should post, how often that type of cadence and stuff like that, and how it’s going to help. But a lot of people say, but it doesn’t pull. I do all these posts and I don’t get likes and follows and and messages and all that kind of stuff. I’m gonna show you why that’s the wrong metric.

John Clendenning [00:20:44]:
For 1, what you should actually be looking at in business. We’re not all trying to be the next, you know, influencer putting our makeup on or or, you know, travel vlogger or you name it. Like, all these, you know, we’re we’re all they, like, you know, they they just want more and more followers and more and more likes and all that kind of stuff. And they get paid from YouTubes and these other channels by the number of, you know, likes and follows and and views and all that kind of stuff. We’re gonna I’m gonna show you what how to think about your social media in the mix of that multichannel marketing that you need to be thinking about. The multiple poles in the water and how all of the poles work together to help you catch more fish, if you John keep going down this analogy, because they’re all being like, this fish is swimming around seeing all of these different lures and baits and stuff like that. And then they finally pick on one of them, but it’s because they’re just got overwhelmed. And then, oh my god.

John Clendenning [00:21:43]:
Oh my god. They see all of them. Right? So, we’re gonna put that together as well here as as we talk. So the failure is, you know, what does it what does failure look like? Well, low authority, low positioning, and low organic momentum. So in in in social media, there’s paid and there’s organic. We’re gonna mostly focus on organic. We’ll dabble a little bit into what the paid parts where you can actually pay to boost some stuff, where you can pay to to run ads and generate more awareness. But the whole idea is, you know, you John to become a local authority.

John Clendenning [00:22:16]:
You want to be the best known cleaner and the one that people respect as the one that has the answers to their problems. Therefore they’re willing to pay more because they know that you’re the right answer and not just one of the potential answers at a cheaper price and stuff like that. So this can all help. And so when you don’t do it right, you are, you you become a you know, again, a low authority in the marketplace. So we’re we wanna correct for that. Right? So what’s the hardest part about creating content? Right. Mostly not knowing where to start. Right? We don’t we don’t even know what we’re supposed to do, in creating this this this this content.

John Clendenning [00:23:02]:
Right? So we want we want content that actually just flows. We want content that just kind of fits what the audience is looking for. And, again, we’re gonna talk about this recipe. We’re gonna we wanna you know, that kinda connects with conversations already going on in their head. That’s the definition of good marketing is actually to enter a conversation already going on in in the consumer’s head. So we wanna do that. We want content that flows properly. And the easiest way to do that is we wanna be able to paint by numbers.

John Clendenning [00:23:31]:
Right? If we have to try and figure this all out and learn and watch hours of videos and trainings and all of this kind of stuff, then then we’re not we’re not gonna be able to, to to do this consistently. We might do it for a week here and a week there. We might give it a try, and then all of a sudden life happens and we stop again. And that’s really, really, really common. But if we can figure out a way to paint by numbers, if we can figure out a way to, you know, the ones that go here, the, you know, the ones are reds, the twos are are yellows, the threes are blues, and we just paint them in and we just know what we’re gonna do, then it becomes easy. And we can actually even learn how to hand it off so that we do our part and then just let it happen. And I’ll I’ll talk about that as well. How you can actually for in a very, very inexpensively even even, you know, even again, even with an intern from a college or whatever or a high school kid, you can you can get this happening because you’re doing your role on a very easy consistent basis, and then you’re just handing it off.

John Clendenning [00:24:31]:
And the rest of it happens naturally. So let’s take a look at what that all looks like as well. Right? And you wanna be prolific. So, that you just wanna be seen everywhere. Like, the company, like offline, the company that gets seen on the back of buses and on the billboards and on in in the, you know, on the door hangers and in the mailings. And everybody’s talking about them. Company, they get seen online everywhere they go looking. Oh my god.

John Clendenning [00:24:55]:
There they are. There they are. There they are. Right? You’re prolific. Social media can help and part of that best known cleaner being prolific area. Right? So the more content you have out there and the more consistently you post, the more prolific you are. So success is makes you be the market leader. Right? You got new leads and new inquiries coming in regularly from not only just customers looking for your services, but businesses that wanna work with you, like real estate agents, interior designers, flooring stores, things like that.

John Clendenning [00:25:28]:
People that you reach out to go, oh, I’ve seen you guys around. Right? That’s that that that success and social media can help with that. Right? So you wanna be trusted as the go to company, and, organic is free in this. Right? There’s not a lot of paid involved. There’s there’s time. You pay with your time, not as not necessarily with your money. So that’s one of the benefits of making sure you’ve added social media into the mix of doing good marketing on social media platforms. Right? So, yeah.

John Clendenning [00:26:03]:
And, again, why do you wanna do this? What kind of we kinda just unpacked it there a little bit is we wanna do all of this so that it just adds to our marketing message, our marketing muscle. It just helps us grow as a company, and you wanna make sure that you’re not just running the same year over and over again. Oh, I tried Facebook ads. Oh, they stopped working. Oh, I tried local service ads. Oh, they stopped working. Oh, I tried to, thumbtack and home advisors and things like that. All these paid platforms or these whatever, you know, and they stopped working.

John Clendenning [00:26:32]:
They stopped working. No. You wanna be stacking. You wanna be growing over time. And to do that, you need to be adding things to your marketing, repertoire. And social media is a big one that you you you wanna be able to handle and backup. It helps back up everything you do. So if we understand why we I think we got the why down.

John Clendenning [00:26:51]:
Right? The you know, you always start with why. Great book to read as well. Start with why again. And you notice me referencing books all the time. Think about that for a reason. Most businesses I talk to that are successful also reference the books they read or books they listen to. Right? Most of the unsuccessful businesses I’ve talked to haven’t read a book since high school or listened to 1 or jump into they listen to the Joe Rogan podcast, not The Game by Alex Hormozi or, you know, millions of other podcasts that that are out there on on business and sales and development and and those kinds of things. Right? So Tommy Mello on service business success and things like that.

John Clendenning [00:27:29]:
So just just think of that as well as you hear hear me speak. There’s lots of little things in the background that kind of should filter in going, wait a minute, and reach out. Have Masters. Talk to other businesses. The ones that are more successful than you, the ones that have grown to the spot you want to, ask them the harder questions. Hey. Where did you learn this? What do you read? How often do you study business? Every day, I, you know, every time I’m out for, you know, working out or a bike ride or, you know, whatever I’m listening to, this type of stuff. I’m I’m feeding my personal development brain.

John Clendenning [00:28:04]:
I’m learning more and more about how to be positive and proactive and focusing in the right direction. Life is John throw tons of challenges on you. How do you just slough that off and build that armor that allows you to move forward? Because if you can keep moving forward, you will be successful. You’ll learn the things you don’t know and put them in place. If you constantly knock down and don’t have that muscle to build yourself back up or that shield, then you’re you’re gonna get depressed. You’re gonna get you know, and you’re John, you know, be it’s gonna be a lot more difficult to be successful. Right? So, anyways, power of why. Little rant there.

John Clendenning [00:28:37]:
A little tangent. Well, what do you John post? Post daily with curated content. We’re gonna talk about the difference between curated content, which creates activity, and personalized content, which creates conversions. So there’s 2 types of content you John be posting. Curated content is the stuff that you can roll out again and again and again. If you posted something on your Instagram feed 6 months ago, guaranteed that if you posted it again right now, even if it was you’ve got diehard followers, people that have seen it before, the 10, 20, 30, 50, a 100 of them, none of them are gonna remember that they saw that from you 6 months ago. So there’s a lot of stuff that is evergreen content that you can just have in a catalog and plan and post out. Right? There’s one of the secrets right there is make sure that you’re doing it, and you wanna stay active.

John Clendenning [00:29:30]:
Right? So you wanna have a lot of activity, and then you want the personalized stuff so that in because the personalized stuff helps with the conversion. So when they land on these platforms, they see a mix. I’m gonna show you some examples of what these mixes look like as well. So because it really is a matter of speaking to your audience on what they wanna hear about. What they don’t wanna hear about all day long every day is pet urine, vomit, carpet cleaning, and all that kind of stuff. Right? You want you want this mix and you John it to kind of, you know, really speak to their that messaging that they wanna hear. You don’t wanna be talking about what you wanna hear. So I’ll kinda walk a little bit deeper into that in a second as well.

John Clendenning [00:30:17]:
So take a screenshot of this. Here’s your recipe. Right here. Recipe 101. Right? Let me, actually, give me a quick second. Let me move my face over to here just for this screen. Okay. Take a screenshot of that for a second.

John Clendenning [00:30:32]:
Alright. Number 1, rest the recipe actually, the acronym recipe works really, really well because you wanna have some recreational content. You wanna have some educational content. You wanna have some conversational content. Oh, the l popped off there. You wanna have inspirational content, promotional content, and entrepreneurial content that fits the word recipe. Interestingly as well, you kinda wanna have a hierarchy of that. So the numbers right here kind of explain that as well.

John Clendenning [00:31:03]:
There is 6 letters in recipe. You wanna have, for every 6 pieces of recreational content, funny jokes, memes, things like that. Carpet cleaning related or home care related or green living related, pet related, children related, because those those are the topics our our our audience is interested in. So let’s let’s resonate with them. Right? But you wanna have for every 6 of those, you wanna have 5 fun facts and tips and tricks and case studies, educational content. Right? And then you wanna have 4, conversational pieces, polls, fill in the blanks, this or that, advice, questions, things like that. You wanna have 3 inspirational quotes, some before and afters, client success stories again as well. So, and and inspiring images and things like that.

John Clendenning [00:31:57]:
You wanna have 2 promotional. You wanna keep promotion light. You don’t wanna be just, we got a deal. We got specials. We got a deal. We got specials. We got a deal. Right? Because all you are is the deal guy.

John Clendenning [00:32:10]:
And there’s that’s not your ideal audience. Just it’s not the discount shoppers and the people looking for the next lowest price. Right? But you can have, you know, Mother’s Day, Father’s Day, 4th July, back to school kind of promotions and things like that. Right? You wanna have customer reviews in here as well. You wanna have any live events or demos or going live to show you some things. Any webinars and trainings you say, John, I’m a carpet cleaner. You’re doing a webinar, but I’m not doing a webinar. You could do a live training.

John Clendenning [00:32:44]:
You can go live and say, hey. I’m I’m here in my back shop teaching the guys how to take red wine stains out of these carpet samples, and I thought I’d go live and share this into my Facebook or my Instagram feed. Right? That’s all doable in today’s day and age on your cell phone with a click of a button. Right? So you could do things like that. You could be in a customer’s home and share and show some stuff. Right? So you could record it. We’ll talk a little bit about video content here going forward, but you can record some content and then kind of hand it to somebody to clean up and post out. But you can also just go live and just let it happen.

John Clendenning [00:33:19]:
You know, that you talk in front of customers all the time. Does it really matter if you stutter, say the same word twice, you know, all of that kind of stuff? I’m talking in front of you right now. I am not really policing how many umms I’ve put in. I’m not really caring if I’ve said the same thing twice already, and the content’s still coming through. When you talk to a customer in their home, you’re telling them why they need their carpets Cleaner more often, why their upholstery is looking really dirty on the arms. Does your husband read, you know, you know, newspapers or newsprint? Because that looks really dark there and and that seemed, no. My dog lies his head. Oh, that makes sense too.

John Clendenning [00:33:55]:
Right? So this is what’s causing that and, you know, all of those kinds of things. Right? You just talk. So you can go live and just talk because that’s your job. That’s what you do already anyways. So you wanna be able to have John social media a fun mix of stuff so that when they come to your page, it’s not just all the same thing. The last thing you wanna have happen is that all they see is the same thing. So let me move myself back up to the corner here. It’s gonna be better for the next slide.

John Clendenning [00:34:23]:
There we go. Right. So you wanna make sure you have that that recipe, figured out. We’re John show you how to how to curate all of this properly. Because the first part of this is what we talked about in the last slide, the curated content. This stuff is the stuff that you can have in the can waiting to go months in advance. You can have a lot of this stuff created that will be available forever. Right? You might wanna refresh it someday, but you can just have it in a archive and a and a catalog that you can just, again, repost and repost and repost.

John Clendenning [00:35:01]:
Not the same week, probably not the same month, but 3, 6 months later, here’s that joke again. 3, 6 months later, here’s that case study again. 3, 6 months later, here’s that that tips and advice and and stuff like that. Again, 3 3, 6 months later, here’s that fill in the blank again, all of those kinds of things just to keep things active. Right? The stuff that is the personalized content is the stuff that is down here, and it’s the smallest amount. We’re talking out of 21 posts, if you did this mix counting as, you know, this is how you’re gonna mix up your 21 posts at a time, whether that’s, you know, if you’re posting 5 days a week, 21 posts, and you do 2 to 3 posts a day, say 2 posts a day, then 21 posts is gonna get you 2 weeks worth of content. As an example, this would be the mix. Right? And you’re only worrying about this stuff three times in that mix.

John Clendenning [00:35:56]:
Behind the scenes, a little bit of a personal life, you know, your missions and your values, things you came across in life that seem really cool, all of that kind of stuff. All of that makes you feel human, but you don’t wanna do all of that because you’re not a personal development brand or, you know, behind the scenes influencer brand, but you wanna let people in a little bit. And I’ll show you somebody who’s doing that really, really well as as well. Right? So this is that mix you wanna be thinking of. And, again, take a screenshot of that, my face in the corner now, because we’re gonna move on. Right? So the 5 principles of the personalized content. So we know the curated content we talked a little bit about. The curated content, again, is all of that other mix of of stuff.

John Clendenning [00:36:36]:
The personal content is the conversion content. Right? That’s the stuff the other stuff keeps you active, keeps you busy, keeps the social signals going, makes your channel look dynamic, makes it look like you’re in business, makes people go, ah, these guys are amazing. Right? The personalized content is what they resonate with and makes them go, ah, shucks. Right? If you had to do all personalized content, you’d never keep up. You wouldn’t have that cadence. You wouldn’t have that consistency. So the mix of both is that is the secret sauce. That recipe that you’ve just learned today is that secret sauce that allows your social media to actually run a lot more on autopilot and allow you to get all of the muscle from it and the legs from it and the and that that that juice from from it as well.

John Clendenning [00:37:22]:
Right? So you wanna come up with topics in advance. That is step number 1. You don’t wanna be trying to think on the fly. So there’s a couple of ways to think about topics here. So there’s a really great book. Here’s another book suggestion. Right? They ask you answer, by Marcus Sheridan. Phenomenal phenomenal book.

John Clendenning [00:37:43]:
Get it on audio. Go for a walk. Listen listen to Marcus. He’s the one actually speaking on the audio version. It and listen to it 20 times. Like, just take notes, study it. Right? He he ran the family. He was one of the the the family members in a family pool business, and they grew to multimillion dollars because of Marcus learning what actually moved the needle in SEO, but what moves the needle in human psychology, how you can actually use what the questions that everybody asks, and give them those answers upfront ahead of time and become their authority.

John Clendenning [00:38:21]:
Again, building your business is all about, you know, your visibility and your authority and your brand. Right? So you got your brand, your visibility, and your authority in the marketplace. Place. People need to know who you are, what you stand for, your brand. You need to be visible to your ideal audience everywhere they look, and you need to be seen as an authority. They ask, you answer. You answer the questions you get asked. There’s another framework.

John Clendenning [00:38:44]:
Work working in frameworks really helps really well in life. Right? So another framework is called the 10 and 10 framework. Right? And the 10 and 10 framework is what are those 10 questions that everybody asks that you know the answer to? Every customer asks, hey, you know, how much does it cost to clean carpets? What’s the average price? What’s the difference between the different methods? You know, all of the what are those 10 questions that everybody seems to ask? Write them down. You know the answers to them because you’ve said them over and over and over again. Every single time you’ve talked to somebody on the phone, by text message, whatever, these questions always come up. Write them John, and how do you answer them? Right? You’ve just generated 10 pieces of content, probably even more because some of your answers go in go deep. You might have generated 20 or 30 pieces of content topics that you can talk about. What’s the other 10? What are those questions that people should ask but don’t? That, you know, as an industry expert, they should actually be caring about more.

John Clendenning [00:39:45]:
Why you know, what’s the what’s the reason why you some companies pre vacuum and some don’t? You know, you’re using a CRB. Why, you know, why should, you know, why should what it what’s the value of pre spraying and using CRBs and stuff like that versus just a quick, you know, discount cleaning that comes in and just, you know, soaks and sucks or whatever, you know, extraction goes kind of idea. What is an eco friendly product? Why is that important? You know, cleaning products, you know, healthy for children and pets and things like that. What are these questions that we don’t actually get asked a lot, which are the bigger questions in the industry? Right? Why do you know, again, if you’re spending more money buying top rated cleaning products that are safe and healthy for you as a technician or your technicians in your company, but safe and healthy for their children and pets in their home, That’s an important important distinction I heard on, on, on ISSA Today, Cleaner Facts, take 5. Jeff Cross was interviewing, was it Jim Pemberton? And he was talking about just recently, and he was talking about, you know, that people and their pets, you know, we don’t wanna be insulting people about, oh, is your is your carpet like a a litter box now because your pet you know, you know, my my pet’s a family member. Right? So, you know, how to care for your pets better, how to make it a healthy environment for your pets in your home, things like that. You wanna be able to, you know, get the urine out and things like that as well. And, you know, you wanna make sure that there’s, you know, it’s Cleaner regularly so there’s no bacteria and allergens growing for your pets and your children, their fur fur babies, things like that.

John Clendenning [00:41:26]:
Right? So think of all those topics in advance that you can talk about. Why is the, you know, why is the carpeted area right off of my you know, where the carpet meets, like, a hallway meets a hard floor. How come that first 5 feet looks dirty and the rest of it doesn’t? Right? Why not be doing content around the doormat effect? Right? Where not the the stuff that’s on the the hard floor sticks to the bottom of your sand your socks and your and your, sandals and your you shouldn’t be wearing sandals in the house, but your slippers. Sorry. That was the word I was looking for. And then as soon as you walk on a fabric surface, it wipes that off. You’ve just cleaned some of your floor onto the carpet. So what do you do about that? How do you maintain that? What about putting a mat that in front of that that that carpeted area so the mat takes the abuse, and then you can throw the mat in the laundry or whatever.

John Clendenning [00:42:14]:
There’s things again, stuff like that. What about protectors and how that helps and, you know, the reason why you need cleaning every 6 months, not once every 2 years. All of this stuff can be topics about traffic Cleaner graying and how it damages the carpet fibers. And I I could go on for hours and hours on John this one point. You can too is the point I’m trying to make. You know your industry, you know your topics, you know what you walk into every day. You know about upholstery and area rugs and the you know, why an underpad is better for the area rug to keep the fibers from crushing down and getting ground down and falling apart. Right? Talk about it.

John Clendenning [00:42:46]:
These are all topics that you can you can do content on. Video content is the best content because you can just do it quickly and fire it up, and we’ll show you how to make that really easy to do. One of the ways to make it really easy to do is shoot in batches. Don’t try and just oh, 1. Oh. Oh. I got an idea. No.

John Clendenning [00:43:04]:
Sit with 10 or 20 topics, plan an hour, 2 hours, whatever it takes. Don’t get fancy with this. Right? You don’t need fancy equipment. If you’ve got a a digital camera, then sure. Fire it up, put a memory card in and record it or have it connected into your computer, by all means. But if you don’t, take your cell phone, they have amazing pixel quality. Right? Just get a simple little tripod right at the dollar store or on Amazon. Plunk it John, turn it on, record yourself, and make create some video content that way.

John Clendenning [00:43:47]:
Right? And just stand in front of it. You don’t need fancy teleprompters. You wanna be kind of off the cuff, which we’re gonna get to as well. You wanna and with a framework. We’re gonna talk about that and then and the as actually point number 3 coming up. But you wanna be able to shoot videos in batches and make it super simple. The cool thing is you’re gonna be in your your company uniform anyways, so it’s fine that you’re always in the same outfit. Change your background a little bit.

John Clendenning [00:44:11]:
You know, maybe you wanna walk around your van and hold it out and do some of that, you know, at arm’s length videos. I’m gonna show you some examples of of folks that do that amazingly well. Other times, you just wanna put it on a tripod, press go, and start recording. You don’t need 1,000 of dollars worth of recording equipment. Very, very simple stuff. It’s easy to go. If, you know again, if you’re at a distance from your phone, just get one of those really, really inexpensive lapel mics. You can get them.

John Clendenning [00:44:34]:
They got the long cable on them. If you wanna get fancy, you can get the the wireless ones that work with Android and and Apple Phones and work with, you know, cameras. Don’t don’t overthink it. What I just said, if you went, k. Don’t. Don’t. Just go in a quiet environment. Don’t go outside where the wind’s blowing.

John Clendenning [00:44:49]:
Stand in front of your camera and just talk. That’s like right? It’s easy, easy, easy. But you can also get little lapel mic ones that just plug into your, the bottom of your phone, and then it just means that even if you’re 10 feet away from it or 5 feet away, your audio is good. Right? That’s fine. And just have a long cable on it. I’ve got a couple of those here, that help a little bit. I haven’t gotten fancy enough to decide I want wireless ones yet, so that’s fine. Do that.

John Clendenning [00:45:13]:
Shoot in batches. Freestyle, but in a framework. I’m gonna show you the proven framework to create content, to create these video content and answer the questions and and get past that 10 seconds of engagement, which is all you’ve kind of got people’s attention for. How do you fit into that? How do you get awareness from that? How does it, you know, how do you start creating more of those brand impressions that we talked about because you’re seeing everywhere and you’re creating all this content and it’s showing up in front of them, and how do you make it show up in front of them, all that kind of stuff. Well, the first step is you’re gonna freestyle with a framework. So once you know the framework, don’t need scripts. You know the answers to this stuff. You’re gonna start off a certain way, you’re gonna get into the stuff you know, and you’re gonna end a certain way.

John Clendenning [00:45:52]:
And you just, you know, again, the first time you shoot video, it sucks for everybody. It sucks for Ron Burgundy. It sucks for, you know, Patrick Swayze in the day and and and and it’s like it shooting content and shooting videos is just sucks the first time you do it. Sucks a little bit less the 5th time you do it. Sucks a lot less the 10th time you do it. Beyond that, it just becomes a muscle. It just becomes natural. It’s just something you can do.

John Clendenning [00:46:22]:
And once you get to that point, then you can you can actually, you know, just get an idea, see something, be at the farmer’s market, be out shopping with the family and whatever and go, oh, that’s a great. That relates to something I I I think my customers need to know about carpet cleaning. Let me well, hey. I just wanted to show you this. You record it, go live or record it, and then edit it later, hand it off to somebody to edit, put it into that gallery that we talked about or that that, you know, curate that into a in into a catalog and then have it available to shoot to send out, all of that kind of stuff. But you wanna freestyle with a framework. Not as hard as it sounds. I’m gonna show you the framework.

John Clendenning [00:46:59]:
Right? You wanna be able to amplify your reach. Right? So this is where we’re gonna start talking about syndicating and stuff like that as well. You want to sort of make sure that what you do on one platform, you can share on multiple forms. There’s tools that can help with all of this. Right? So you don’t John just create content for Facebook and then create entirely different content for a Google My Business post. Great way to get your Google to rank better is to post 3, 4, 5 times a week. Right? In your Google My Business post, add images, add pictures, add videos, do all that kind of stuff. Right? But you don’t wanna just do record for that, record for this, record for that.

John Clendenning [00:47:39]:
Oh my god, John. I got way too much stuff to do. Yes. You do. Nope. Just record it and amplify your reach with this this the power of syndication, allowing you to share it in multiple places and creating that that that content calendar that shares it out for you and stuff like that. And you wanna remove yourself from the posting if at all possible. Right? So, again, that’s where a high school kid, a co op kid, you know, maybe a VA, you know, a virtual assistant from overseas, something like that.

John Clendenning [00:48:09]:
You wanna just Cleaner, do the hard work once, create the catalog and the ideas, have somebody help you with that, and you’re gonna just drop con content in, and they’re gonna know what to do with it. And they’re just gonna do the posting. You just have to come up with the ideas, create the video, let them know it’s there, and they’re gonna put it into your posting plan and your posting framework. And I’m gonna show you what that should look like. Like, what a posting calendar would look like that they could run with and go, oh, now I get it. Right? So you can create this personalized content. Right? You can hire an agency or somebody else to create the activity based content, the general content, and then you hire somebody. Or or you you hire somebody for that and you do the personalized content.

John Clendenning [00:48:53]:
And then you again, you remove yourself from the posting. You either give it to your social media vendor or you give it to a kid. Anybody who, you know, any kid that knows how to, you know, go on and stream themselves video gaming or do a TikTok or do anything like that knows how to create and post content for you. Right? And again, one of the things that, again, why how does content change All the time, we’re in a world now where you can just pop into chat GPT with an idea and have it spit out a, you know, a a video concept idea. And you say, oh, cool. If I created this video, what would be a great post text, right, comment to put with that? Right? Give me give me one of those with emojis. Right? There you go. You know, make it 2 sentences long.

John Clendenning [00:49:41]:
Boom. Copy. Paste. There’s your post content now too. You know, you could put that right in and do the post. What I’d suggest you is you copy and paste it into a spreadsheet. Now you’ve got your video. You’ve got the post.

John Clendenning [00:49:51]:
You’ve got, you know, the topic, and and now you’ve created a catalog that you can come back to again and again and again. So don’t have to make it that hard. We can we can rely on some of these AI tools and stuff like that to help us write some of the words as well. Or, again, don’t do the posting yourself. Hire somebody who knows how to do this, and they can use a mix of all of this stuff, keeping it very, very affordable. Right? So what I John talk about is, why this is so important as well. A book called The Content Rules. Here’s how many book recommendations are given so far.

John Clendenning [00:50:24]:
I think you kinda get the idea. I’m gonna I don’t wanna beat that dead horse too much that books are really important and understanding. Getting information from somebody else’s knowledge and downloading, very important. This is one of those great books. It’s fairly it’s not exact it’s fairly old. I think it’s, like, 10 years old now or something like that. But, ultimately, the whole idea behind the content rules, and it’s also the reason why you don’t John worry about likes and shares and all of this kind of stuff, is only about 1% of the people online, on social media, on any platform Cleaner, Have ever posted anything, like, as a Cleaner, they create content. Only about 9% are contributors.

John Clendenning [00:51:12]:
Again, read the book. You’ll learn. This is absolutely true. 9% are that which means they comment, they share. It’s only about 9% of the people that saw what you did would ever contribute on it. The other 90% are lurkers. They saw it. You impacted them.

John Clendenning [00:51:33]:
You got into their brain. You’re starting to become their authority. You’re the go to cleaning service or home service that they’re gonna use because you’ve just continuously told them what you do, why you do it, you know, how to do this better, how to, you know, whatever, those tips, those tricks, share stories, share happy customer stories, you know, all of that kind of stuff. You just again, all of that content, you’ve got these the 10 and 10 framework. You’ve got all of that kind of stuff. They’re just seeing it. So views are more important. Impressions are more important than likes and shares.

John Clendenning [00:52:08]:
Some will. That’s great. But you being the creator has you standing out as the 1% in the Marketing. And you wanna be the 1% because the 1% makes all the money. So you wanna be the 1%, and this is one of the ways to become one of the the the 1%. So think of that as well. Right? 65% of all Facebook video views come from mobile, so make sure it’s mobile friendly. That means tall, not wide.

John Clendenning [00:52:34]:
Hold your phone that way. If you always wonder which way should I fill in the content? Tall. There’s your answer. Tall. Right? So it works on all platforms. It works as Instagram reels. It works as as shorts. It works as TikToks, all that kind of stuff.

John Clendenning [00:52:46]:
If you John a longer form content like what I’m doing here, go wide. Right? And longer form wide content can be snipped by somebody. Longer form, I mean, like, 5 minutes, 10 minutes, 20 minutes, whatever you can teach on top. So I’m gonna show you carpet cleaners that go 20 30 minute videos. Right? So don’t think it’s not doable. You can learn from them, follow them, do what they do. Right? But the idea is you’ve got it. You you wanna turn it into snippets as well.

John Clendenning [00:53:10]:
That short, fast, consumable content as well, not instead of. Right? But you can always start with that short content as well. So we’ll talk about that length. Right? 85% of Facebook users watch video with the sound off. What does that mean? That’s not just Facebook, it’s Instagram and all that too. They have their sound off. They don’t wanna be blasted. Right? My Masters, no.

John Clendenning [00:53:31]:
No. No. They walk into a room with freaking phones blaring. So, they are part of the 15% that do not listen with the sound off. I don’t know what if you’ve got kids John what they’re like my kids. Sorry. But 85% of of of concept content consumers have their sound off. So you need you need to have visuals.

John Clendenning [00:53:53]:
Right? So that’s a bit of motion. Hey, how’s it going? Like, literally swing your phone around when you start. Right? Why? Because that crabs attention. Right? It it pauses. It stops the scroll. It’s like unique. Right? Things like that. Walk around your van as you’re doing something if you can or around the shop, around the area rugs, in the customer’s home, things like that.

John Clendenning [00:54:11]:
If you’re filming something, you don’t always have to be static. Right? But you also John have captions. So some of the tools like Instagram, stuff like that, allows you just to turn on captions. There’s also apps like the caption app that allows you to take a video, and it listens to your words and puts them on the screen. Right? And you can change the font format and stuff like that. You wanna have captions so that people can see what you’re saying and maybe wanna hit put the the, the volume on because they slowed John. Your your your motion caught them, and then they, they they turned the audio on because the captions had a few things in there that went, oh, that’s kind of cool. Right? And most people watch 10 seconds or less.

John Clendenning [00:54:51]:
So the framework I’m gonna teach you is how to get into the 10 second window of their brain, and then the ones that care more can carry on. The ones that care less got impacted by your brand. So that is like the billboard effect. They saw the billboard once, twice, 5 different billboards on your company. Think of the, personal injury lawyer, the real estate agents, or, you know, all of those of the HVAC company, you name it, that’s on the back of the buses, that’s on now on the bus benches, on the billboards, that’s on the radio drive sound. Like, it’s just right? You’re just you’re just creating impressions. Right? So you wanna make sure that you can do that, and you can do that very, very inexpensively to free on social media and start that muscle going without even having to worry about adding some paid to it. Right? So you John to keep the content in bite size, 3 minutes or less.

John Clendenning [00:55:37]:
You can do some longer form content that’s great for your website, that’s great for more of a lesson, that’s great for YouTube, and things like that where people wanna maybe consume a longer bit of content about you. You can share it in quotes. You can share it in, you know, ongoing nurturing emails and messages to your list, to your leads. Hey, by the way, you know, having a chance, here’s here’s an example of us cleaning a customer’s home recently that I think you might find exciting. Right? And you can share longer content. If they’re truly interested and then they watch that, they’re gonna hire you at prices higher than your competition. So you’re building all of that as well. Right? So you wanna do that.

John Clendenning [00:56:12]:
You don’t wanna keep hitting the same key. Ever heard a kid playing piano? Mom, look at me. I’m playing the piano. Bang, bang, bang, bang, bang. And it’s you know, yeah. That’s nice to hear. Right? Maybe try a different and one of the other keys now too. There’s a whole bunch of them.

John Clendenning [00:56:25]:
Right? There’s 88 of them. Right? So, right, so you want you don’t wanna hit the same key. What’s the same key? How many times do I audit a a client’s or a potential customer’s, you know, doing a consultation? I audit somebody’s social media as part of what we do to prep ahead of time, and all they’ve got is before and after pictures. Bing, bing, bing. It’s the same key. There’s no mixing going on at all. Right? You go to their Instagram, it’s just if they even have one, it’s the exact same thing. Every every post looks the same.

John Clendenning [00:56:58]:
Right? Same key. You gotta mix it up. That’s part of that recipe again. You’ve gotta add intrigue and fun and stuff like that as well. So John give you some examples here, because, again, that’s all theory. We talked a lot of theory. Let’s look at what that looks like. I know you’re not gonna be able to hear these, but here’s an example.

John Clendenning [00:57:17]:
Here, this one is Mark Sager this morning? You probably hear that background sound of So this is an example of how do how we do a video. This is Mark Sager. I’m gonna show you his channel as well in a second. Mark Sager sauce, pioneer in the industry, Lots of cool stuff. Also, oops, really good at video. Right? This one’s 2 minutes and 7 seconds. Right? It’s him doing Tom Groot. Right? You share that on your channels, on your social media, show people what it looks like before and after, before, during, and afters, things like that.

John Clendenning [00:57:46]:
How hard is that to do to hold your phone down and talk about it? He’s paused. Like, he didn’t show the whole job. Did a bit there. Did a bit there. Showed me in the middle. Almost done. Look at it done. Right? Things like that.

John Clendenning [00:57:56]:
Right? So that’s an example of of, you know, of a a video that anybody could produce about. And he’s like, hey. It’s Mark Sager here, you know, and off he goes talking about Sager steam cleaning and, you know, and and the grout that he’s done and that kind of thing. So that’s a how to videos. You can do that for every one of your services and multiple times over, And that’s going to look really good on your social media. And you can repurpose this. I’m going to show you when this video was recorded. You’ll be shocked.

John Clendenning [00:58:23]:
How, how long Mark has been doing videos. Here’s another one here. You have right? No audio at all. It’s just a time lapse. Right? So this is another example. Just set up a tripod. All of our phones do time lapse. It’s not that hard.

John Clendenning [00:58:37]:
Google it really quick. Very easy to do. And then just do look. They’re doing the edging, and then, you know, this video’s got 3 or 4,000,000,000,000 views. Right? Does that help build a brand? Sure. There are some of them outside of the area, but a lot of them are customers in there. And this this video could be shown, hey. Let me show you our equipment.

John Clendenning [00:58:57]:
There’s the RX 20 going. They do they do the edging, you know, all of that kind of stuff. And look at the eraser effect. Right? So that could be put out in in on all the social media that can be shared multiple times in a bunch of different ways, all of that kind of stuff, that can be put in their emails and, hey, check out some of our best work. Sure. This car this customer brought their motorcycle in and did repairs or whatever caused it to be that black, but look at what we’ve been able to do. Right? And here, let me show you a couple more examples. Alright.

John Clendenning [00:59:28]:
So let’s go to this. Make sure yep. You’ve got me you see me on the, I gotta switch over. There you go. Okay. So here’s again. Here, we talked about Mark. Right? So, Sagar, look at, there’s a video from 5 days ago.

John Clendenning [00:59:44]:
32 minutes. There’s a video from a month ago. 29 minutes. There’s a video from 5 months ago, but that’s actually go to his videos. That’s just the ones that are most seen that they put in the order. 3 days ago, 5 days ago, 10 days ago, 2 weeks ago, 3 weeks ago, 3 weeks ago, 4 weeks ago. That one that I just found for you, most popular. 8 years ago, 10 years ago, 7 years ago.

John Clendenning [01:00:09]:
This isn’t something that was just sort of a one and done. This is right. So do you need to be creating 30 minute videos? No. But do you need fancy thumbnails? No. But you get the idea that you can be walking people through. Look at the views. 1.7 we have 1,700 views from 5 days ago. Right? Let’s go 25,000 views from 2 months ago.

John Clendenning [01:00:32]:
Why? Mark’s got a following now. Why? Because he’s looking he’s done video after video after, and he’s teaching about the cleaning. He’s teaching he’s got technicians on the job, that kind of video. Let’s go look at his shorts. So what are the shorts? Again, these are those videos that are under a minute. So for this is 4,100,000 views. That’s insane. Yeah.

John Clendenning [01:00:56]:
The screen is free. Free spray. Right? Right. See, it’s showing the way the the solution is sitting on top and not penetrating, and they’re talking about that right now. Can you do that? Is that easy to do John your film, a technician, set a tripod up and film yourself, you know, that kind of stuff. And again, the video is almost over. This is a minute long. Let’s just watch it.

John Clendenning [01:01:19]:
Let’s show you where it goes. Right? So is this hard to do, but not just do ones, have in your catalog and, you know, you won’t need to post it to YouTube multiple times, but you can definitely take it and post it up on on Instagram and stuff like that. So that was him just doing a prespray, and that was it. That was the whole video. Right? So and it just showed and talked the story. There’s the zipper. There’s here’s a hardwood floor cleaning. Right? Pretty cool stuff.

John Clendenning [01:01:51]:
Right? So not that hard to do. Oops. I’m going to another video right now. I’m not sure why. I’m gonna pause that because I got the audio in the background. Let me go off of that for a sec. There we go. So then here we go to the Instagram or sorry, the Facebook page.

John Clendenning [01:02:04]:
There’s that video, right, posted on their Facebook not that long ago. Right? That, you know, repurpose there. There’s again, there’s another one of the videos from YouTube posted over onto their Facebook and and any of their other social media as well. Right? So, again, in the mix of other stuff going out. Right? So great example. Right? Wanna talk about personal stuff? Right? There’s Mark talking about, you know, hey. Everybody just getting to, getting to know, I will be at John Don in Rosella, Illinois, Thursday, and he’s showing a picture of his shiny new truck or his fancy truck. Not really sure.

John Clendenning [01:02:45]:
But, again, personalizing posts as well. Right? Look at his face, his face, his face. We don’t hide away from our business. We are the face of our business. Put it out there. Right? You don’t have to be the guy cleaning, but you can be the face of your business. Here’s another company doing this amazingly well, Alamo Masters Team. Right? So one of our clients, they’re just incredible at it.

John Clendenning [01:03:07]:
And but, for example, these are some, again, activity posts, part of the post that we’ll do for them. Right? Some activity posts about home cleaning. This one’s a blog post on their website talking about, the science of carpet cleaning, unlock the secrets behind expert techniques. Right? That’s a blog post on their website. Then here’s, Angie in their office. Right? They do a lot of cool videos. Look at there’s the captions. Why? Because I’ve got my audio off.

John Clendenning [01:03:33]:
This is a very short video telling, enzyme treatments during carpet cleaning. Right? Right. And the way it is. So this is Angie is our office manager. Loves doing these videos. There’s Joe. He’s the, general manager of the company, and they’re he’s now getting good at it. Look at there’s there.

John Clendenning [01:03:52]:
Right? Using a a a tool like captions or something like that to allow the captions so that I don’t have to have my audio John, and I can see it. Right? So all kinds of cool stuff. Now, again, another thing about, you know, about, you know, your butter toast after you drop it on the carpet. Why is it brown, yellow, and hairy? You know, that’s kind of a funny little post John of the day. Then there’s Angie again. Then there’s them doing rugs. Right? Right? Like, just you get the idea. Then then there’s there’s one of those reputation.

John Clendenning [01:04:23]:
See the recipe in action right now? There’s a reputation post that is just a static post about one of their great reviews. This was actually came in from feedback, not a review online. So you should be getting feedback from your customers, not just reviews, and that this is an example of that. Right? Then, you know, there’s another post about, upholstery cleaning. It’s on and on. And then there’s video, like, do you, like, do you get the idea? Like, this is just a mix. Right? This is their actually, their most viewed. Let me make sure.

John Clendenning [01:04:52]:
Like, this is their technician, and this is actually right now their most viewed post. If you find a really good one, you can actually even boost it and run some money behind it. Right? $5 a day, put it out there. But this is hilarious. He’s a great dancer, and it just looks hilarious that it’s, you know, that this you know, talking about just cleaning the tile floor and they love it. Right? So that’s that’s kind of kind of funny. Right? So I just think that is awesome that, you know, that the level at which they go at it. And if we kinda just go over to the videos okay.

John Clendenning [01:05:20]:
We’re talking about videos, so there’s that one, most popular. But then look at all the different videos. Here’s what here’s a video, for example, that we create, right, as well for our clients. So, it’s just about one of their reviews and we turn it into a video that we figured out as well on different platforms. Right? So one of our post models, dotai, talking about the review, that kind of thing as well. So, again, you could grab one of your best reviews and just talk about it on a video. That’s an example. Right? So all kinds of videos about everything that you’re doing.

John Clendenning [01:05:50]:
Great example there. There’s what it looks like on their Instagram. There’s their posts. These are all just the reels. Right? These are the full posts. Again, that mix of curated content of reels and posts, and look at how dynamic that looks. Right? Look at how great their, their their social media not only looks, but the interactions that they’re they’re getting as well. And now they’ve got 748 followers, 957 posts.

John Clendenning [01:06:18]:
And again, it’s not about having to create a ton of stuff. These are all curated and batched. This is done the right way. Here’s another company that, 3 days ago and 28,000 views already. These guys post new videos every week. Mountain rug cleaning. They’re in the UK. Right? And they just post they post some ones about ASMR.

John Clendenning [01:06:38]:
They call it that’s that really tactile audio thing and stuff like that. Right? So the whole idea I wanted to show you with these examples is that you can you can follow other people and get examples. You can take long form content and just have somebody else run it through a tool and cut it up into short form content, post that on TikTok and Reels and and and YouTube shorts and stuff like that. You can teach. You can do all that kind of stuff. So you wanna think through and make it just make a plan, and I’m gonna show you the best plan for that. Right? So let’s get back to let’s get back to the presentation. There we go.

John Clendenning [01:07:20]:
Okay. So you now you should see me now. Let’s go to the right screen. Switch to this scene. There we go. That took a second. Sorry about that. Anyways, and I want to find from there we go.

John Clendenning [01:07:44]:
Okay. Sorry about that. So now we’re gonna move John. And oops. We do not need to watch that again. It does. Let’s get past this slide. There we go.

John Clendenning [01:07:53]:
Another example, is, this this fellow here, for example, on the job videos. This is a roofer. Still a good example. How to spot a shady roofer. This is another video by another guy. So it’s just some other examples I found. So Masters Roofing on Instagram. You can just look them up.

John Clendenning [01:08:09]:
It’s actually kind of a weird, address, but they do tons of videos as well on their Instagram. And this is a different guy who basically is talking about, inspecting a roof. So inspecting a carpet, things like that. Somebody’s just following around with a camera, he’s just Marketing. That’s another way to do it. You know, how to spot a shady carpet cleaner, what is bait and switch, you know, on and on like that, consumer education videos, all kinds of stuff. So it’s not that hard. Right? That’s the point I wanna make here.

John Clendenning [01:08:41]:
We don’t need to dive into that. So here how’s here’s how it’s done. Let’s get into the the nitty gritty. Now we’re showing you what it is. Take a screenshot of that. Let me can I move myself out of the way? Go up here for a little bit. Take a screenshot of this. This is an example of a social media content planner.

John Clendenning [01:08:55]:
Right? So I’ll give you 3, 2, 1. Okay. Didn’t take a screenshot. You gonna have to watch the replay. Okay. Anyways so and, again, if anybody’s watching this or listening to this back on the podcast replay and audio stuff like that, you will find the video on YouTube or on our website, just the 2024 social media, webinar. But, yeah, come back to this this this point here, and this is this is pretty key. So, you can be doing, again, success stories.

John Clendenning [01:09:25]:
Show before and after recent projects, but on video, talk about it. You do post as well. Right? Project stories. Telling the origin story. What drove you to be in the business? Teach on a topic. When to clean Carpet? Before after the holidays? Things like that. If it’s around the holidays, that could be a post. How often to clean your carpets? Things like that.

John Clendenning [01:09:44]:
What is the cost of carpet cleaning in your area? What is the range? What is it what is affecting the price? Right? Why is some companies way more expensive than others? If you’re one of the expensive ones, which I believe you should be, then you can explain the difference between you and a discount cleaner, things like that. Just, again, just talk about stuff. Create a monthly a monthly posting plan where you’re gonna create your personalized content in the mix. You’re gonna share it out. You’re gonna create different posts that go out and stuff like that. It’s not that hard. And again, you can even use AI in today’s day and age and and request, you know, a a posting a social media posting plan as well. Here’s the more important part I wanted to get to, and we’ll we’ll get wrapping up shortly here, is the framework.

John Clendenning [01:10:27]:
When you’re creating a video, you John free freewheel it, freestyle it, but in a framework. The best framework that I’ve been taught and I’ve been using and I’ve taught to a whole bunch of other people is this one here where it goes promise, branding, seed, topic or training, call to action, and sign off. And the ultimate goal is the promise branding and seed happens in the first 10 seconds. You’ve created that moment that even if they click off, they have gotten the main parts of what you’re trying to deliver. The topic or training, maybe they’re not interested. They moved on, but you’ve now created an impression in the brain, the call to action, and the sign off. So, again, this is this is the basic framework. Just write it down.

John Clendenning [01:11:08]:
Number 1, promise. Number 2, branding. Number 3, seed. Number 4, topic or training. Number 5, call to action. Number 6, sign off. Right? So let’s let’s see what that looks like in action. Here’s an example.

John Clendenning [01:11:20]:
In this video, I’ll share you how to determine the cost of carpet cleaning in yours in in, you know, let’s pick a city, Miami, Florida. Right? On this video, I’ll share how to determine the cost of carpet cleaning in Miami, Florida. Hi. I’m John Clendenning with Mighty Cleaning Systems, with John’s Cleaning, whatever. This is one of the most common questions that we get from homeowners. Right there. 10 seconds. Here’s the topic of a of a often asked, you know, people also ask topic.

John Clendenning [01:11:50]:
Again, back to, Marcus Sheridan. Right? And now I’ve branded myself and the company. I’ve become the authority, and this is one of the most common questions we get. Now let’s talk about what goes into the cost of a typical cleaning. The type of, you know, the type of cleaning being involved. The difference between sort of a drying capsulate, a multi step, 12 step, you know, extraction process. You know, you can you can obviously highlight your own if you want that kind of idea. Is there spots and stains? You’re in you know, is there, you know, is there pre vacuuming included? Is there CRBs in queue included? Like, on and a pre sprays and stuff like that.

John Clendenning [01:12:30]:
All of these things, the level of soils, the number of stains, you know, what is and is John included. All of it is a factor in the cost of the cleaning, the type of carpet, how it plays a role, all that kind of stuff. If you’d like to receive a detailed estimate on whole home cleaning, please visit our website at John Cleaning OR MyD Clendenning Systems OR whatever, and schedule your free estimate. Thanks for joining me on this quick video. I’ll talk later. Right? There’s your 1 minute video framework, teaching on a topic or talking about something with the promise. I gotta pro I promise I’m gonna deliver this, and then I delivered this. Here’s my branding.

John Clendenning [01:13:07]:
Here’s my seed. So now they get to wait if they’re interested. Oh, yeah. I want that promise. I want I wanna know about that. So now they wait past your branding. Right? And then your authority positioning, and then they get into hearing what you’re gonna talk about and why, and give them some information. Can I go 2 or 3 minutes? Sure.

John Clendenning [01:13:25]:
That’s fine. Right. Where are you gonna post it? Just think about that. At Facebook, that’s fine. It doesn’t fit in a reel, but it can sit it can fit in an Instagram TV, IGTV, like a video with it the the first 60 seconds plays and then they have to click to hear the rest, that’s fine as well. It doesn’t work on a TikTok necessarily, but it can work on a you know, again, just choose your platform, choose the size of the video, long form content could be split up into under a minute. Shorter content that’s 2 or 3 minutes can be put elsewhere around the web. You can even repurpose some of this on your website to teach about your method and things like that, and then share it again.

John Clendenning [01:13:59]:
That’s that that sharing of the content and repurposing it. Use it for your website, and then here’s my guarantee. Here’s why we offer these guarantees. That could become a social post after it’s built for your website. So kinda think in all of those terms if you can, because that is the best way to kind of, kinda think of all this stuff. So we’re gonna do a quick little exercise. This isn’t right now. Right? So the video exercise is when we get off this call, I want you to pick 3 topics that you just know everybody asks, and just shoot 3 videos.

John Clendenning [01:14:28]:
Grab your phone. They’re not gonna be perfect. Don’t plan to use them. Just get the marbles out of your mouth. Get used to it. Just just record yourself going, hey. It’s Tom here from Tom’s Cleaning. Just wanna tell you, one of the most common questions I get is, you know, why do you guys clean this way when other guys clean that way? Right? Shoot it.

John Clendenning [01:14:45]:
2 to 3 minutes each. Web camera, smartphone, don’t overthink it. Do this. Do this a couple of times. Just 3 topics, rattle through the videos, record all 3 before you even think about it. You can go back and listen to them, see how you did. If they’re good, good is good enough, post them. Right? If you wanna redo them again, you wanna do another topics, you wanna get used to it, that’s fine.

John Clendenning [01:15:06]:
Right? But get good at it. Build that muscle up. Right? Because you do wanna be able to repurpose content all over the Internet. You wanna be able to use it on different platforms and over and over and over again. So, again, stuff you put on YouTube, you don’t need to put on YouTube again. It’s there forever. Stuff you put on Instagram and things like that, it’s just you John it to show up in a feed. You want it to show up in a feed.

John Clendenning [01:15:29]:
So YouTube shorts, you could post on shorts again and again and again. The actual long form videos probably don’t need to post the same thing. If you’re doing a new version, updated version, sure. But if it’s the, you know, if it’s the exact same video that you’ve recorded, just wanna reload, no. No. Instagram or YouTube is not the place for that, but you can actually do it with shorts and TikToks and all of those kinds of stuff. And even on your Facebook, the feed disappears John Twitter x. The feed disappears.

John Clendenning [01:15:54]:
They’re not gonna remember from months months months ago. So you can repost that quite easily. Right? So here’s an example of what ours looks like. I’ve got these little snippets here. This is from a, you know, a John conversation Jeff Cross and I had. Well, that’s just a snippet from it that’s about a minute or less long. Here’s the long form content, the webinars and and podcast and master class training on our YouTube, gets all shortened up. Here’s little little sections from that.

John Clendenning [01:16:21]:
Right? Little videos I did outside of all of that, right, where I just created a whole bunch of content, you know, and then now it’s broken up into into pieces. Right? So that’s an example of it. You John use tools to post with. So here’s the other Carpet. Sendible, SocialPilot, Sprout, Social, Planable, MeetEgger. Spend a few bucks a month on, you know, 10, $15 a month on one of these tools and plan a whole month worth of content, drag and drop. Again, have a co op student from high school or college, business student, social media student, marketing student come in and work with you for a couple of hours, you know, once or twice a week or whatever on the co op platform, and just have them come in and and do this. Like, take the content and just drop it in.

John Clendenning [01:17:05]:
Right? So work with an agency like ours, and we we use you know, advanced tools like this, better ones than this, but, you know, have it have it all planned out for you. You provide some content, and then it gets snippited up and stuff like that. So what are the next steps? Customize your content plan. Create one. Think of those 10:10 and 10 questions. Think of that framework. Think of the questions people ask that you could answer. Think of all of the different areas that you can, that you you have you know, write your list of topics.

John Clendenning [01:17:36]:
Go look at Mark Sayers. Go look at other people’s. Go look at Alamo Masters. Go look at that, the the mighty carpets and stuff like that. Go look at who’s posting good content. Go look at outside of your industry. Go look at people that are posting content that are real estate agents, that are, you know, pressure washers, that are roofers, that are dentists, that are chiropractors. Right? And get some ideas so that you start creating topic ideas that you could shoot a little video about.

John Clendenning [01:18:03]:
You could answer a question about. It will make you an authority. It will build your, it’ll create a lot more conversions. It’ll people have people knowing, liking, and trusting you. You’re John have a lot more referral partners in your local Marketing. When you go and call up the carpet store, you go into the the go see the real estate agent, you go to the chamber meetings, you go to the BNI meetings, you do all that kind of stuff. Oh, look at that. There’s John from, you know, Carpet.

John Clendenning [01:18:24]:
I see I I see you guys all over the place. Right? It’s so much easier to go, hey. Thanks so much. I really appreciate that. Do you got a few minutes to chat afterwards? I’d really like to have a conversation about, you know, you know, us referring you and you referring us. Easier conversation to have. Right? Let’s talk about that. Let’s go for lunch sometime.

John Clendenning [01:18:41]:
Whatever. Right? You wanna block a day, part of a day, a couple of hours that you’ll shoot your videos. Right? So you wanna take some on the job and think about them, but you also wanna block maybe 2 hours and just shoot a block of them. And you won’t don’t necessarily have to do that weekly. You could do that once a month. Just shoot a whole bunch of questions and answers. Right? And take some in front of your shop. Take some in front of your van.

John Clendenning [01:19:03]:
Take some sitting in the van. Right? Just yeah. Here’s another question I get asked a lot. Here’s my answer. Right? Just read the question. You have you know, and just speak off the top off the cuff, but in that framework. Right? So make sure that you have that that framework in in mind when you’re doing it. Right? Maybe write the framework out and set it right beside your phone and just remember to here’s the 6 step framework.

John Clendenning [01:19:23]:
Right? And then set up your syndication. How are you gonna repurpose that? How are you gonna use one of those tools like on the last screen? Are you gonna use a vendor to help you? Are you just gonna put it into a, you know, a Google Drive or a Dropbox and say, hey. I just, you know, uploaded a bunch more stuff. Go use it, guys. Whatever. Right? So, you know, kinda decide that, you know. If you if you got more time than money, do it yourself. You got more money than time, pay for something to do it.

John Clendenning [01:19:46]:
Right? That’s the way we run businesses. Right? So what we’ve covered, there’s a recipe. Video content is important. A weekly planning process for posting, have it planned out. Right? You don’t need to do it weekly, but have the weekly content cadence planned out. Right? You just need to do that once. What is your cadence gonna be so that you can stick to it? Right? Your perfect video framework, how to syndicate content, and how to repurpose content. So we’ve covered the full gamut.

John Clendenning [01:20:15]:
You John write down your takeaways right now. You don’t wanna get off of this going, that was amazing, or I learned a couple things on there. Right? I think it was amazing, but hopefully, you thought it was amazing too. But, you know, what are your takeaways? Write them down. What are a couple of things you could do right now? How can you play with this right now? Right? So you wanna be thinking about that. Take notes. Right? Learn and implement. You need to implement.

John Clendenning [01:20:41]:
Implementation is everything. I actually got a training course called implementation is everything for that reason. There’s a lot of stuff we learned that we don’t even try it. It’s gonna suck the first time. Implementations, you know, the first time you tried to ride a bike, the first time you tried to cook a a meal, you know, a fancy meal for your family or anything like that. The first time you tried anything was terrible, and that is fine. It’s supposed to be. The second time is a little bit less terrible.

John Clendenning [01:21:05]:
The 10th time is manageable. You know? The 20th time is starting to get pretty okay. The 100th time, and you don’t even think about it anymore, and you’re Marketing, like, just a guru at it. Right? So just do it. Just do it. Go back and look 8 years ago at Mark Sager’s videos and look at them now. Get it. Figure it out.

John Clendenning [01:21:24]:
There’s there is a a muscle that you’re building up over repetition. So just make sure you’re doing it. You’re a business owner. You’re an entrepreneur. This is one John the This is one of the things that gets more and more people to choose you because of your ad on Facebook, because of your door hanger, because of it. Like, all of it ties together. None of it lives in isolation. You’re in a world of multichannel marketing, and you better be exploiting all channels.

John Clendenning [01:21:49]:
And social media is a really big one of those channels for paid and for this organic content. So if you need any help with any of this, we we we like to do a consultation called the best known cleaner. So it’s what we teach. It’s what we do. Right? So how it all ties together and pulls it all together. Right? So it’s in what we call our digital dominance method and framework. Again, everything’s a framework. You’ve gotta build your brand.

John Clendenning [01:22:15]:
You’ve gotta build your anchors and your authority and your visibility. And it it it is it is predictable. It is precise. It is a blueprint. But if you don’t know the blueprint, you’ll never get there. Right? So we can do a consultation on that, talk all about that, see which pieces you already have in place that you’ve learned intuitively, naturally, or through study, and which pieces you could actually exploit like crazy where your competitors are aren’t doing those. So we always do a deep dive competitive analysis to see where your competitors are actually showing up more than you. Online, where they’re exploiting their brand, their authority, and their visibility, those three triggers to make sure and then so you can maximize your, you know, you you wanna maximize your, your impressions and your your your opportunities to to land an ideal lead.

John Clendenning [01:23:04]:
You know, you wanna maximize your your brand impressions and you wanna maximize your conversions. Right? It all comes from tying this all together. So those are some of those frameworks we’re talking about. Brand authority and visibility, fits into the maximizing opportunities, brand impressions, and conversions, which all fit into all of these frameworks together as well. Right? So So if that makes sense, hopefully, you guys got a lot out of this. It is a lot to take in, but the idea is take it in, digest it, simplify it, do play with it, test it, make it a game, do a bit of it, and understand that social media and video content and all this kind of stuff is not going away. It’s here to stay, and becoming an authority in your marketplace will will double and triple your business. So don’t worry about that.

John Clendenning [01:23:55]:
If you’d like to help create larger than life appearance online and become a best known cleaner, you can hop on my schedule, Carpet Cleaner Marketing masters.com/schedule. There’s a little bit of a survey to fill out, a form to fill out to to learn. You know, we learn a little bit about you. Krishna’s gonna call you up. You need to answer that call. You gotta get a little bit background information. Our team’s gonna do about $500 of research for you, and you’re gonna jump on a call with me. Actually me directly, and we’re gonna walk through all of that information.

John Clendenning [01:24:21]:
We’re not selling you anything. We’re just gonna break down your business, see where you are, where you wanna go, and what is what’s that gap gap analysis, and what is preventing you from getting there right now, and how to fill that, how to fix those things. Right? So that’s all we do. It’s it’s like that. That is a $1,000 value there. I do charge $500 an hour for my consulting. I absolutely do. If you wanna consult with me outside of hopping on my schedule with one of these strategy sessions, if you wanna do that, you will be you will be sent an invoice for $500 to have a consultation, and it’ll probably the best $500 you spent, break apart your business, and we can spend time at that.

John Clendenning [01:24:58]:
I’ve had people fly me in for a day and stuff like that. That’s way more than 500 bucks. But to really just tear apart, rebuild their business, deliver a service experience, answer the phones properly, do scripting, all that kind of stuff. I just know this stuff inside and out backwards because I had to learn it as a kid, and I had to build it in my own businesses. And then I bought other businesses and kept doing that. And then I did did it with franchise networks. And and and and and now I teach it to the carpet cleaning industry and the home cleaning industry. So by all means, avail yourself of one of those free appointments, on the schedule.

John Clendenning [01:25:29]:
If you’re absolutely looking to grow your business and you need some help with some stuff, jump on one of those calls. I’d love to have a chat with you and get to know you. Yeah. And, also, if you want to, if you ever if you wanna be on one of our podcasts as an interview, just reach out to us as well. We’d love to interview you. We give you a whole media kit to use the podcast, to help build your authority in your local Marketing, and we share it back into the industry so everybody else can learn and just get inspired from the same challenges they have. Oh my god. I had that challenge.

John Clendenning [01:25:56]:
I’m glad this guy has that challenge too. You’ve got some wisdom in you, and you’ve got some life experiences that the entire rest of the industry would love to know about. We love helping build this industry up. So by all means, jump on the podcast, And we have just started a new Facebook group, the carpet cleaner marketing secrets. So, go look for it. I don’t have a link for that right now. It literally just went live yesterday. So I will, wherever you’re watching this this this this training or listening to this audio, we’ll probably have a link, to join the our Facebook group.

John Clendenning [01:26:29]:
It’s only for home cleaning services and carpet cleaners, and you’ll have to answer a few questions to get in. And we we we, you know, we manually approve people into the group, but we’re just gonna be sharing marketing secrets like this all the time on there. So jump in, engage, and join us as well. We want you to be part of the community. We want you to learn how to grow the most profitable carpet cleaning company or home cleaning service in your marketplace and just dominate so that you can get the lifestyle you want and understand all of these little pieces and just put them in place one at a time, stack them up, and build a truly remarkable business that, that you can sell for 100 of 1,000 of dollars, maybe even to the 1,000,000 of dollars range, when you’re ready to retire away from it. So anyways, hopefully that makes sense. Join us, next time and thanks so much and take care of everybody.

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