During the Marketing Mixer at Reunion, several local marketing tactics were discussed in small groups and the best practices were presented during the September local marketing webinar and in this article!
The top takeaways are summarized below and were discussed in more detail during the September local marketing webinar, available to view at: https://youtu.be/HBfvdH4eM_M
- Scorpion dashboard: it is important to go over your data every month so you can understand where your leads are coming from and measure your strategies and ROI. Asking quality assurance questions on the call is important, as well as, tagging your leads within the dashboard.
- A few owners weren’t familiar with focusing marketing energies on building neighborhood density and targeted neighborhood marketing strategies. We are developing a marketing strategies manual to help with this. More to come.
- We found that it is important for you to understand better how pay-per-click (PPC) and lead generators function differently, bringing in different leads. Our team will create a one-sheeter to help describe this relationship in more details in support of your local marketing strategic planning process.
- Understanding what a quality lead is to your business is most crucial! A quality lead is a lead where you are measuring your ROI and determine that the leads coming in are purchasing high-marginal services and/or contract maintenance agreements. But again, you will only know this by tracking it in GGPro. And by understanding where those are coming from you can prioritize your marketing so that it’s not something you need to be focusing your time on and can instead run your business, until you’ve positioned yourself with appropriate office staff.
- Creative learnings to come: variety of personal life event cards and sizing options, business card font second option to choose from, and some states require license contractor numbers to be on marketing pieces, so we will have this as an option to include in future. These will take time, but as soon as they are available, a communication will go out.
- Many franchisees shared testimonials on how they measured their ROI on before/after photos and boosting it on Facebook brought it quality customers! Before and after photos are SO important to share with your leads to give them a sense of what you can accomplish for them in their yard. Here’s a Facebook advertising guide to help you make the most of this platform.
- Make sure you request reviews from your satisfied customers! Respond to all reviews – positive and negative. For positive reviews, it’s as simple as saying – thank you for taking the time to share your positive review. We appreciate your loyalty. For negative reviews – always respond and acknowledge the client sincerely and demonstrate your commitment to customer service by directing them offline to continue the conversation. Remember – responding to reviews is more about what other potential customers will see from the interaction! Use the sample responses document prepared to help! Jeff Baker has his office assistant contact customers who expressed a positive experience with his franchise and request a positive review. His team also sends handwritten thank you cards to clients who spend more than $1,000 with them.
- Local community Facebook groups: Several neighborhoods / communities have their own Facebook Groups. These are extremely important for referral business. If you have higher-end areas in your territory where you perform work such as landscaping, hardscaping, etc. Consider posting project photos in the group (with your client’s permission!). Ask your satisfied clients in those areas to share a recommendation in their Facebook group.