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The 4 Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

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Page 1: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The 4 Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Page 2: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

In the next hour, I’m going to teach you how you can dominate your market and take your contracting business income to entirely new levels.

Page 3: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Leverage marketing & technology to achieve

maximum results.

Page 4: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

95% of Contracting Businesses

Are missing AT LEAST 2 out of the 4 critical, proven marketing systems that are necessary to achieve maximum business growth!

Page 5: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Why?

Page 6: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The competitive landscape for contracting businesses has changed

dramatically!

Page 7: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

And so has the way your clients find and

shop for your services.

Page 8: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Contractors have been slow to adapt!

Page 9: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

3 Drivers Of Change

SearchSocialMobile

Page 10: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Search

• Easier than ever!• Accessible from multiple devices• Has become the predominant way for your

clients to find your contracting services

Page 11: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Search

74% of local consumers use a search engine when they are looking to hire a contracting business.

(Nielsen/Netratings)

Page 12: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Social

• Connecting and sharing opinions with ease• Opinions are highly visible• Search engines paying attention• Content about your business is NOT being

created by you…• CONSUMERS ARE THE PUBLISHERS!

Page 13: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Social

49% of local consumers say positive online reviews make them more likely to hire a contracting business.

 Local Consumer Review Survey 2012

Page 14: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Mobile

• The biggest game-changer• Mobile search = Immediate

gratification• You MUST be present – if not you, your

competitors eat your lunch!

Page 15: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Mobile

79% of smartphone owners use mobile devices to influence their decision to hire a contractor; out of those, 74% decide to hire as a result.

Ipsos

Page 16: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

It is easier than ever for consumers to quickly research

and compare various contracting businesses.

Page 17: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The contracting businesses that “GET IT” are crushing the

companies that don’t!

Page 18: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The BIG question:

How do you strategically workwith these three big driversof change to make sure your

contracting business leads the pack?

Page 19: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

It means that now more than ever, you need to have a

marketing plan that works!

Page 20: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Simplify the challenge and clarify the approach!

Page 21: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

You Must Maximize the Impact of 4 KEY Marketing Systems

Page 22: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

R4 Marketing Framework for Contracting Businesses

Page 23: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Reputation

Page 24: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Reach

Page 25: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Resell

Page 26: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Referral

Page 27: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

R4 Marketing Framework for Contracting Businesses

Page 28: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

25%growth on their own…

Page 29: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Ignite business growth to

100% or more when

combined!

Page 30: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Reputation

Page 31: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

It is easier than ever for consumers to find the feedback of other consumers to help them

make a decision about which contracting business to hire.

Page 32: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

69% of local consumers…

trust online reviews as much as personal recommendations when hiring a contracting business.

Page 33: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

7 in 10 local consumers like to read up to 10 reviews before deciding to hire a contracting business.

Page 34: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

80% of local clients…

will purposely avoid contracting businesses with negative online reviews.

Page 35: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Today, an unhappy customer will tell thousands of their “closest strangers” on the Internet.

Who’s talking about you?

Page 36: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

• Customers• Prospects• Competitors• Disgruntled employees• Ex spouses• Former business partners,

investors• Trolls (the permanently

aggrieved)

Who’s talking about you?

Page 37: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Reviews at the center of search

Page 38: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Your goal!

5-Star Reputation

Page 39: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

HOW?

Page 40: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Take ownership of profiles in all of your key directories and networks• Google+ Local *important*• Yelp• Kudzu• AngiesList• RateMyContractor• Facebook• Twitter

Page 41: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Publish your own story!• Make your own content (e.g., announce

special promotions, limited time offers, testimonials, interesting/unique stories, etc.)

• Post helpful information on subjects that will help your clients and prospects

• Add social media sharing buttons

Page 42: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Stay connected

Page 43: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Make educational videos and post them to YouTube

Any given video stands about a 50x better chance of appearing on the first page of results than any given text page in the index.

Source: Forrester

Page 44: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Build a review collection system

Collecting referrals should be an ACTIVE and METHODICAL process

Displaying reviews on your business website can boost emails and calls by over 20% 

(Bazaarvoice.com/resources/stats 'Conversion Results')

Page 45: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The BIG takeaway

Reputation is now THE FOUNDATION of effective marketing for contracting businesses!

It is no longer enough to do good work.

YOU MUST PROACTIVELY DEVELOP AND MARKET YOUR REPUTATION!

Page 46: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Reach

Page 47: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Social media use has grown by712% since 2005.

Reach via Social Media

Page 48: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

86% of contracting business owners…

….believe marketing on Facebook is important to their business.

Page 49: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

There are 155 million + Facebook users in the U.S.

and over 1 billion throughout the world.

Page 50: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Reach them where they’re at…Build a Facebook page and boost your “Likes” by giving free tips and advice

Page 51: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Sponsored Story Ads

Convert users’ activity into ads and display the ad to friends of the user...

Page 52: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Facebook Sponsored Storieshave a 53% higher click

through rate than direct ads.

Source: TBG Digital Test 2011

Page 53: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The BIG takeaway

Your customers are socially active online!

If you’re not reaching them via Social Media...

YOUR COMPETITORS ARE!

Page 54: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Mobile

Mobile searches have QUADRUPLED in the last year according to Google.

Mobile internet usage is expected to overtake desktop internet usage by 2014.

Reach via Mobile

Page 55: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

After looking up contracting businesses

via mobile…

result in a phone call

result in a visit

61%

59%

Page 56: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

6 in 10 prospects will leave your

site if it’s NOT mobile friendly.

Page 57: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

57% of local consumers won’t recommend a contracting

business with a poor mobile experience

Page 58: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Make it as EASY as possible for prospects to consume information about your contracting business on their mobile phones.

Your goal:

Page 59: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Mobile WebsiteStandard Website

CONFUSION

CLARITY

Page 60: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The BIG takeaway

Customers don’t want to be disconnected from their phones…

This ‘addiction’ gives you a chance to keep your contracting business “top of mind” wherever they go.

You have the opportunity to REACH your customers without making them step out of their daily routine.

Page 61: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Resell

Page 62: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Resell via Mobile

• 87% of Americans have mobile phones • 73% say it’s their most-used technology device• 25% of all U.S. households have ditched their landlines!

Page 63: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

6.1 trillion text messages were sent/received in 2010.

SMS is capable of reaching 91% of the US population.

Resell via Mobile

Source: Telecommunications Union (ITU)

Page 64: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Why Use SMS

• Instant deliverability• Flexible Platform• Instant Opt-in and Opt-Out• High open and conversion rates• Low effort to create (short message, no

html…etc.)

Page 65: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Why Use SMS

• 97% of all SMS marketing texts are opened

• 95–98% of text messages are read within minutes of receipt

• 33% of email addresses change on a yearly basis, but … People are keeping their cell phone number for LIFE

Page 66: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Appointment RemindersSMS reminders can reduce no-shows by 50% or more—which means you can …

Save a TON of money—and put it back into your business (or into your pocket)

Page 67: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Coupons

Mobile coupons are 10x more likely to be redeemed than traditional coupons

Source: Borrell Associates 2010

Page 68: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The BIG takeaway

Text messaging is the most popular form of communication among your consumers…

Your audience is almost GUARANTEED to get your message with SMS!

BUILD YOUR SMS LIST TODAY!

Page 69: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Referral

Page 70: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

65% of NEW business for contractors come from referrals.

Referrals

Source: The New York Times

Page 71: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

41% of contracting businesses count on referrals for over 80% of sales.

Referrals

Page 72: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

How can you proactively drive

referrals?!

Page 73: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

You need to understand thatgood customer service

doesn’talways equate to referrals.

Page 74: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

83% of satisfied customers are

willing to refer contracting businesses.

Only 29% actually do!

Page 75: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

You MUST leverage a referral system.

Page 76: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Word-of-Mouth vs. Referral Systems

Chance PredictableConsistentRepeatable

Page 77: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

A methodical process that captures qualified prospects through your association with people.

Referral System

Page 78: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

So how do you generate referrals in a repeatable

system?

YOU ASK FOR THEM!

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91% of clients would give a referral, but have never been

asked.

Page 80: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

It’s as straightforward as…

Incorporating the message into referral cards, postcards, social media, your website – and making sure your happy customers see them!

Requesting Referrals

Page 81: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Print/Mail:

Distribute referral cards and postcards on a structured schedule.

Requesting Referrals

Page 82: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Online:

Incorporate referral requests into contests, coupons and other viral promotions.

Requesting Referrals

Page 83: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Referrals are great, but hard to depend on if you can’t make them predictable.

Design a repeatable system that captures the referral when your customers are thrilled!

Make it easy for them to share you!

The BIG takeaway

Page 84: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

R4 Marketing Framework for Contracting Businesses

Page 85: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Are you doing everything you can to grow your contracting

business?

Page 86: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

No.Awareness, time, budget

& expertise!

Page 87: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The problem?

Page 88: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

The gap between those that “get it” and those that don’t is

widening!

Page 89: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

90% of contracting businesses realize they...

aren’t growing like they should!

Page 90: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

THEY need to make a change.Only 50% realize

Page 91: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

20% realize that...

being strategic about their marketing is

THE difference.

Only

Page 92: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

If you are a part of the 20%...

Page 93: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

If you are committed to creating maximum growth

for your contracting business…

Page 94: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

I’d like to get to know you and your business better!

Page 95: The Four Proven Marketing Systems Every Contractor Must Optimize to Maximize Revenue Growth

Questions?