“Buying” Your Customers

 Would you be surprised if I said that you and your customers are not all that dissimilar? It’s true!
When it comes to finding the best fit for their needs, your customers are looking for an ideal balance of pricing and value. In other words, they want a service provider that will give them the best “return” on their money. Just like you!
Whenever you use a marketing outlet like Groupon or whether it be pay-per-click, money mailers, postcards, emailing your database, or social media, it doesn’t matter. You’re trying to find the highest quality customer for the best price. So, how do you make “buying” your customers pay off?
Here are my three tips to make sure you get matched up with your best customers and stop wasting money on ads that don’t pay off.
I don’t care if you use tracking phone numbers (Actually, I do. You should be using them.), or just using tick marks when a customer calls. You don’t know how well your marketing is working unless you track your efforts. You have to know what’s working and what isn’t. I recommend using services like Call Tracking Metrics or Service Hook to be able to accurately pair phone calls and jobs to marketing activities. Between that and using your job management software like onTrack, it’s not difficult to do the math and figure out what’s working best for you.
There are a few aspects to this.
First, make sure that some (if not all) of your messaging on all marketing platforms matches the national ad campaigns. On a national level, HRI will be focusing on driving awareness for Chem-Dry, so make sure your messaging matches up.
Second, make sure your offers are relevant to the time of year. Don’t let your holiday special PPC ad run in July. Focus on what people are going to be looking for (i.e. spring cleaning, allergen removal in summer, clean up for holiday parties, etc.).
Third, respond quickly. If you use services like Thumbtack, you may get interest from customers that you’re paying for them to get in touch. If at all possible, make sure you respond within an hour (if not 15 minutes or sooner). Most of the customers who are looking for quotes services like that are less price-sensitive. The job usually goes to one of the first two responses.
Your ideal customer is someone who understands the value in having Chem-Dry clean their carpets. Clearly communicate value from the get-go. Don’t undersell yourself by submitting a bid or placing an ad that is below your standard. Let the other guys take the low-value jobs. In all of your ads, quotes, and listings, make sure you communicate the WHY. Why should they hire you? Why are you different? Why are you more expensive? Why are you the best?

Click-to-Call Accessibility – Are You Leaving Money Online?

2016-03-23 17.23.59You know when you Googled that restaurant on your phone last Friday night and Google offered to let you call right from the search results? You used a function called “click-to-call” which is becoming an increasingly popular method of reaching potential customers. In a day and age where everyone wants to know everything and they want to know it NOW, it’s become a necessity if you want to stay current.
Last year in the US alone, our economy saw $1.12 TRILLION in business sourced to click-to-call phone calls (made from mobile phones, obviously). That number is expected to grow by roughly $110 Million in 2016.
Can you believe that?!
Which will make you wonder – “Is my website mobile friendly? Can customers click-to-call when they Google for a carpet cleaner?” If your answer is “I don’t know”, I have a few suggestions for you.
These are the things you MUST do in order to capitalize on this surge in technology.
1) You MUST have your phone number registered with Google My Business listings.
2) You MUST utilize “Call Extensions” in Pay-Per-Click advertising (check with your vendor if you aren’t sure if you’re doing them).

3) You MUST have a mobile-friendly website that prominently shows either your phone number OR a “call button” (like in the picture on the right —–>) so customers can reach youquickly. A microsite from HRI is automatically responsive to mobile devices. ChemDry.com is also mobile responsive. However, the chem-dry.net websites are not “mobile friendly.” This is one major reason we recommend utilizing a microsite in addition to your .net.
If you’re not utilizing the ease of click-to-call technology, you’re probably leaving money online and not optimizing that Search Engine Optimization you and your vendor have been working so hard on. Make sure you do!

Leveraging PPC and the National Ad Campaign

I, for one, am very excited by the recent announcement at Convention in Miami that Harris Research will now be offering nationwide marketing and advertising to help franchises grow their businesses. Not only are we advertising for you, we’re doing it across multiple channels!
For instance, we’re using
marketing platforms such as SiriusXM radio,
 (otherwise known as “retargeting”) with display ads on the Google display network, and advertisements on websites like Forbes, CNN.com, and HGTV – just to name a few.   “re-marketing”
But how does this effect you, the individual franchise owner? Well, for one thing, it means you darn well better take advantage of Local Search Directory listings on ChemDry.com. All of these ads will encourage potential customers to go there and enter a ZIP code to find their local Chem-Dry franchise (you!). It would be a pity for you to miss the boat on something so easy.
But what if the person who hears the radio ad doesn’t actually go to ChemDry.com? What if, instead, they decide to just go to Google and search for “carpet cleaning”? Well, you’d want to show up there as well. In addition to ChemDry.com showing up in the organic rankings, wouldn’t it be helpful to have an ad there as well? The correct answer is, of course, “YES!”
Here’s what I recommend – talk to your Pay-Per-Click vendor and give them the dates of the seasonal two-week “flights” on SiriusXM and for our other ad campaigns online. Use Healthy Home messaging in your ads to capitalize on the advertising that HRI is doing for YOU!

Making Constant Contact YOUR E-Mail Service

In the past few weeks, I’ve had several franchise owners contact me asking for some pointers of how to make the templates available in Constant Contact work for THEM. Well, here’s my answer.
Constant Contact has done a great job making their templates easy to edit and customize to meet your needs. All you need is a brief tutorial and you’ll be a template-making maniac!
I’ve prepared this video to show you just how easy making an impressive email can be.