Entrepreneurs Circle Certified Coach

How to MASSIVELY increase the effectiveness of your marketing… (without changing a single word)

by
Entrepreneurs Circle Certified Coach

Here’s the problem…

People are busy.
People are lazy.
People don’t care about you (at least not as much as you think they do).

It’s harsh but true!

Your prospects are NOT taking the time to read your sales letter, email or landing page copy as thoroughly as you think they are.

FACT: people are skimmers

They glance at a page and decide whether or not to read it.

They half-read the first sentence and decide whether or not to continue.

In today’s modern world of shortened attention spans how are we, as marketers, meant to get our message across to people?

The answer…

…formatting.

That’s right. The way you format your text has never been more important to the success of your marketing.

More specifically, the size and ‘bold-ness’ of your text can make or break you – and most people are totally disregarding both of them!

Here’s how most people read what you put in front of them:

• They read what’s big and bold
• They actively avoid large paragraphs and small text

You know it’s true – because YOU do it too!

(you’re probably doing it right now!)

And you probably read that line above because it’s a little bigger than the rest of the text and is italic, so it stands out…

If we accept that people will skim over our message, then we need to make sure our marketing appeals to them.

What does that mean?

You need to make your KEY MESSAGES stand out by:

• Bolding
• Underlining
• Changing Colour
• Increasing Font Size
• Capitalisation
• Italics
• Bullets/Numbered Lists
• Boxes/Circles
• Shading/Background Color

Your marketing WILL be skim read.

Prepare for it. Embrace it. Compare these two paragraphs:

 

You can skim read the second paragraph and get the message – the Profit Accelerator comes with a Double Your Money guarantee.

But there’s NO WAY people would get the same message, that’s using the same words, from the first paragraph.

All because the formatting is not suited to the ‘skimmers’.

—————————————-

How to implement this properly:

There’s a simple 3-step process you can follow to get this right in your marketing.

Step 1:
Copy and paste your email/sales letter/landing page into a Word document and make it all the same font, size and plain.

Step 2:
Highlight, bold, underline or capitalise ONLY the words and phrases that convey your main point, benefits and offer.

Step 3:
DELETE the rest of the text.

If the text you have left would still work on its own – you’re on to a winner.
If not, go back to the drawing board and enhance what you MUST convey to the reader. Don’t be afraid to enhance entire sentences if that’s what’s necessary.

Too many individual words bolded up is a recipe for confusing the reader with too much ‘visual noise’.

—————————————-

So there you have it.

Formatting matters. A lot.

And now that you know, make sure the next time you write ANYTHING to your prospects to make the key points CAPITALISED, large point size, colour,  bold, italics, even underlined.

As long as they STAND OUT!

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Where does your business sit on the Money Pyramid?

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money pyramid entrepreneurs circle

This is the money pyramid, every business and its owner, sits somewhere in this pyramid. There are five main parts to it, at the pinnacle are the 1% who are rich, the people and businesses that are really successful and are doing amazingly well.

Just beneath them is the 4% of businesses who are prospering and doing great. Next tier down,  with roughly 15% of those in any industry, they are making a good living. But look at the big chunk in the middle, it’s where 60% of business owners spend their entire lives –  just getting by. They’re in a state of endless financial struggle. And then at the bottom of the pyramid, 20% of business owners who are broke.

This means that 80% of business owners are either getting by or struggling, and that was never the plan. And the reason that they’re only getting by or struggling is because they haven’t yet cracked the rhythmic acquisition of customers, they haven’t got a system in place that can consistently like clockwork, bring in the right flow of new leads, new enquiries, and new customers that they need.

The Entrepreneurs Marketing and Sales System is a system that’s taken over 20 years to develop and is now available as a free training programme from the Entrepreneurs Circle. During this course, you can access the templates, tools and strategies that you can deploy straight away. By following the strategies and tactics in the Entrepreneurs Marketing and Sales System you could unlock the future that you aspire to for your business, for your family, for your lifestyle.

You can access the full Entrepreneurs Marketing and Sales System video course for free (normal price £999) when you take a free 3-month trial membership of The Entrepreneurs Circle. (You will not pay a penny today and you can cancel the membership after you complete the Entrepreneurs Marketing System within the 3 months.)

>>> Click Here  – To learn more and start your free 3-month, no-obligation membership and access the course<<<

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Accountancy marketing – Five top tips

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accountancy marketing 5 tipsIf you are responsible for accountancy marketing then I hope you will find these 5 top tips valuable, so please read on.

The first step to winning new accountancy clients is to think like a potential client who has an issue with their current accounting system – be it an incumbent accountant or an in-house solution. Put yourself in their shoes.

What thought processes will they go through? Which websites do people visit when they are looking to hire a new accountant? How can you engineer so they “see you” online when they are searching for a solution?

TOP TIP 1

Initially, potential clients will be searching online for information. Maybe they are looking for a DIY accounting solution – solutions such as Xero and Quickbooks? This is your ideal opportunity to become their trusted accountancy advisor. Have information on your website to educate them to the problems they are experiencing and looking to solve,  and even give them help on the solution. It may seem counter-intuitive to give free advice but this really does build you as the trusted advisor and even though some people will solve the problem themselves with a DIY solution, there will be others who simply want to call in an expert in accountancy when they do not have the time or the job is bigger than a DIY job. So this can be blog posts, PDF guides or videos. I recommend this book to my clients on how to create content that draws clients to you. They Ask, You Answer by Marcus Sheridan.  And this becomes even more powerful when it can be linked to a marketing automation system, see point 4 below.

TOP TIP 2

Be visible online. These days the first port of call, when someone is interested to learn about accounting solutions will be the internet and primarily using Google. It is imperative that your accountancy practice is visible on Google.

So do a check – how do you appear on Google right now in your local area. Because most of the time people will be looking first for a local accountancy practice they can call upon.

Step 1 – Go to Google, enter the name of your local area followed by the word  “Accountant”  into the Google search bar.

Example: Manchester Accountant, London Accountancy services

Step 2 – Make a note of the websites that come up on Page 1. Study them and get inspiration for your own ideas. Is your accountancy practice on the list? If not…

TOP TIP 3

You need to get your website listed.

Google Adwords are the ads top and bottom of the search results page. Advertising is a quick win, but can be expensive and you need to know what you are doing. I would recommend hiring a Google Adwords Expert as it can be complex to set up Adwords and expensive if you get it wrong. (I would definitely recommend using Google Remarketing, this enables you to display ads to your website visitors AFTER they leave your site – the ads follow them all over the internet. These work great and costs next to nothing).

Search Engine Optimisation (SEO). This is the process to optimise your website so that Google lists it in the rankings. You need to be on page 1 of Google. The good news is that this is free, the bad news is that it can take months of work to achieve a result. But once you do you will reap the rewards for a long time. SEO is a huge subject so you can either hire an expert or if you have the time and inclination you can teach yourself, check out the book I mention in TOP TIP 1.

As people tend to search out a local accountant I would definitely ensure that you have set up and optimised a Google My Business page on Google. It’s free, so it’s a no-brainer and will help you ensure you rank highly in your local area. A few hours spent optimising this page can be time spent profitably – and after that, the game is to proactively start collecting reviews from all your clients – you will have to be persistent to get them, but they are so valuable in reassuring potential new clients. Read my blog post on Google My Business.

TOP TIP 4

Use a CRM system – Have an accountancy marketing and sales follow up system.

This is what the majority of accountancy practices do not have or understand. In points 1 to 3 above we are looking at ways to generate interest in our service, which is essential. But what you have to realise is that of those who visit your website only one or two in every 100 are ready to buy today. So if they do not buy today then that means 98% leave your website and the chances are they will never come back. That 98% is where the gold is for your business. So you have to have a system in place that enables you to consistently follow up with EVERYONE who expresses an interest in accounting services. This can be really simple – paper-based or Excel, it is possible but it is a definite chore that requires dedication and time to manage. And that leads me nicely on to what I do. I specialise in helping clients set up a marketing automation system called Keap / Infusionsoft and this is the leading marketing automation system for small/medium size enterprises. Check out my blog post – Do you really need more accountancy sales leads?

TOP TIP 5

Referrals. Even in this online world, word of mouth advertising is still the best. How can you encourage previous clients to talk about your service? Can you offer them an incentive if one of their friends buys your service? Can you reach out to all your clients and remind them if they could refer you to their contacts, this is really easy if you have a marketing system in place, see Top Tip 4.

If you are interested to learn more about how to build your own accountancy marketing and sales system then please schedule a free 1-hour Discovery call.

it msp support marketing

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Wow – Save over 50% on Royal Mail door drop leaflets

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Royal Mail door drops with leaflets can be very effective for companies that provide products and especially services for homeowners – home maintenance, garden maintenance, restaurants etc etc. I am sure you will know yourself if door drop leaflets is suitable to target your ideal customers.

royal mail door drops save 50% £28But how do you go about it?

Well, Chris Bailey from Bailey’ Floor Care in the West Midlands has created a fantastic guide for the Entrepreneurs Circle on the whole process of getting door drop leaflets in the hands of your ideal prospects and customers.

  • How to track your key numbers and return on investment
  • Leaflet design – how less is more
  • Repetition – you need a consistent campaign – not a one hit
  • Use Royal Mail Door Drops to deliver – avoid the leaflet delivery cowboys
  • How to get your Royal Mail door drops for just £28/1000 compared to the regular £60+/1000

This powerful content is exclusive to Entrepreneurs Circle and here is a link to a quick screen share video showing you how to find this content in the Entrepreneurs Circle Vault.

If you are not a member then here is a tip for you – you can still access this content – simply take up a free 3 month bursary to the Entrepreneurs Circle and you can access this content and all the rest of the training and resources during your 3-month membership. Click here to claim your free 3-month membership.

If you have any questions then feel free to get in touch.

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Do you ask people to unsubscribe from your email list often enought?

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Asking your email list subscribers to unsubscribe from your email lists may at first seem counter-intuitive. After all, it feels good to see that you have a big email list – right? But long term it makes perfect sense to ask people to unsubscribe.

unsubscribe from email listBack when I started email marketing in the 1990’s having a large email list and blasting out emails made perfect sense. But times have changed.

  1. There are more companies sending consumers emails – every company these days has a list and email marketing is seen as easy and “free”.
  2. As consumers are receiving more and more e-mails, so there is more noise in everyone’s inbox and so consumers have become less engaged and responsive to emails – especially to the blatant “buy my stuff” emails.
  3. ISP’s such as Hotmail, Gmail, Office 365 etc etc have got much smarter. They know who is and who isn’t opening and responding to our emails.

So we know that the ISP’s can measure how engaged our email list is with our emails. So if you have a huge email list where say only 25% of that list are engaging ie opening the emails, clicking links and replying and you are regularly blasting out emails then the ISP’s will know this. And having a list with say 75% non-engagement will lower your quality score as a sender with the ISP’s. As a result, more and more of your engaged email contacts will end up in the spam folders. So I hope you can see how damaging it is to keep hold of old non-responsive email contacts for the sake of the vanity of having a large email list.

There are many list hygiene actions you can take. Check out my other post. But an easy one to implement in your email sending platform, be it Infusionsoft, Keap, MailChimp, Constant Contact etc is to regularly ask your subscribers to unsubscribe if they are no longer interested in receiving your emails.

Email Photo by Stephen Phillips – Hostreviews.co.uk on Unsplash

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Making Websites Win by Karl Banks & Ben Jesson – founders of Conversion Rate Experts ⭐⭐⭐⭐⭐

by
making websites win

making websites win conversion rate experts

If you are looking to get the most sales from your website then you need to read this book, Making Websites Win from Conversion Rate Experts. It is full of actionable learnings on how to go about scientifically optimising not just your website but all aspects of your business.

I am grateful to Nigel Botterill from The Entrepreneurs Circle for recommending that I read this book.

The amazing thing about this book is that you can get it for free, (but if you buy the book then the proceeds go to charity). So you can download a copy to your e-reader, or as a PDF and, I have never seen this before, they have even created a free podcast for the entire book! Just search for the podcast Maling Websites Win – how cool is that!

 

Here a few nuggets I took from this book.

Page 65. From the outset, you need to set up your website so it is easy to test new ideas. The authors give an example where it took a client 2 weeks of web design time to put a few words in italics. If it takes too much effort to get stuff done then it will never happen. Be sure to have your website set up so that it can easily be tweaked – that is one of the reasons WordPress has become so popular to host websites – it’s easy to learn how to use and update, and even if you are too busy or not techie enough there are a bucketload of agencies and freelancers who can help you. It’s a case of working scientifically – test small changes and a cumulative effect can be extraordinary.

 

Page 102. Ask customers who just bought this question – “What nearly stopped you buying from us today”

Why ask this?

  1. You put this question to customers – if you ask those who do not buy then you get a mixed bunch with many that are not qualified to become customers. Customers by definition are qualified so you will get better feedback.
  2. A customer has been through the whole buying process, so they know what they are talking about. Those who do not buy have dropped out at various points in the sales process and so cannot give you reliable feedback.

 

Page 162. Ask salespeople to record on video how they sell your product and overcome objections. Then get the video transcribed by a tool like Otter.ai.  This copy can then guide you in creating compelling copy on your web and landing pages.

 

Page 164. Here I learned about “Memory Buffers” and how to write better copy. When reading we only have the capacity to take in 15 or so words at a time and then they are interpreted. And then we read the next 15 words and so on. And after a series of buffers we need a rest and so our understanding of the text starts to fade. And this is why you need to keep sentences short and cut out unnecessary words. I am just scratching the surface here, but I found this part of the book fascinating and it has given me plenty to consider when next copywriting.

 

In Section 4 of the book, Page 323 the authors take us through a real-life case study where they helped grow a client’s business by over 470%. Points that struck me – they improved a mobile landing page by 78% and the length of the page increased by about 4 times to 2.5m in length! And the conversion principles outlined apply to the whole business, not just websites and online marketing. We are given an example where the activation rate of a children’s bank card was increased by 11% by writing (direct mail) not just to the parent, but the child too. Then they harnesed “pester power” to have the parents activate the card for the children.

This is a book I would recommend to all marketers and it’s a no-brainer because you can read or listen to the whole book for free.

To download the book go to www.conversion-rate-experts.com and to listen to the podcast version search for Making Websites Win in your favourite podcast player.

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Revive Old Posts – WordPress Plug In

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revive old posts wordpress pluginIf you are regularly creating content in your WordPress website or blog then over time you will build up a huge library of content – I am currently on over 600 blog posts. This will be especially true if you have read and following the principles outlined by Marcus Sheridan in his excellent book – They Ask, You Answer.

Anyway, it is a shame that these blog posts become less and less visible as they age, and that is where this killer WordPress Plugin comes in. Its called “Revive Old Posts”. Basically, it connects to your social media accounts and then at pre-defined intervals it randomly picks up one of your posts and pushes it into your social media.

So what I do? – all I need is the free version and I just want to push it into one account – my Twitter account. It randomly picks up one post per 24 hours and pushes it into my Twitter feed. And there are three reasons I do this.

Firstly, the act of pushing content into Twitter can create connections with prospects and others. For instance, I mentioned earlier the book by Marcus Sheridan, well, when I auto tweeted out my review of his book it resulted in a direct conversation between Marcus and myself, neat.

Secondly, every time a tweet goes out it gives Google a “social signal” and this tells Google that my website is active and interacting with social media – so it helps my search rankings.

Thirdly, using a second WordPress plugin called Easy Twitter Feed Widget. I use this the embed a Twitter feed widget on my website. What this does is makes my website look very current to website visitors. There is nothing worse than going to a website and seeing dates on posts etc that are years old. When they see that I tweeted just 2 hours ago then it makes the whole site appear more current. Check out the left-hand column beside this article.

Here is the link for more information on the Revive Old Posts WordPress plugin.

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Free – 10 Point Website Audit From The Entrepreneurs Circle

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The EC 10 Point Website Audit gives you a checklist that you can work through and you can then see how your website scored!

Complete the audit then you can see the areas of weakness in your website. This will help you focus and implement improvements to your website and as a result, convert more website visitors to customers of your business. Download the 10 Point Website Audit here.

 

website audit entrepreneurs circle

 

If you have any questions on how to use the audit or implement the findings then please schedule a free 15-Minute Discovery call.

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Accountant lead generation. Do you really need to buy more accountancy sales leads?

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You have probably arrived at this page because you are looking for lead generation services for your accountancy firm and to buy more new sales leads for your business. But is this really the case?

So do the numbers stack up (a favourite topic of course for accountants 🙂 ? If you double the number of new accountancy leads then you will double your sales and grow your firm. That is true, but at the same time, you will probably more than double the cost of your advertising. (It will most likely cost you more than double as you will no doubt already be using the most responsive advertising medium, so you will have to start using less responsive advertising and so use more of it. So your costs will be higher).

And there are other factors at play too. Take a look at these sales rules.

lead generation buy accountant sales leads

 

So if you have a new business sales team then the sales team will first focus on the easy sales and they will not consistently follow up with the lukewarm/ colder leads as these may not enable them to meet their new business sales target for the month. As a result, those leads who are not ready to buy now will quickly get forgotten about and “fall between the cracks”.  As I mentioned above, as you go to “weaker” advertising in order to generate new leads, so you will generate less responsive leads and so you see the issue – you are generating lower value leads that are harder to close, that the sales team do not want and they cost you more money.

So what is the solution? Before you spend any more money on buying more accountancy sales leads you need to implement an automated sales and marketing system that will work in sync and support your new business sales team. A system that does all the hard work in following up with prospective clients and nurturing them to a point where they are “warmed up” sufficiently to make it worthwhile for a salesperson to speak with them. This way the leads that have cost you money do not “fall between the cracks”.

So let’s look at the maths with a quick calculation.

Say you are currently getting a 1% conversion rate from your sales leads, and leads are costing £1 each. So the Cost per Acquisition (CPA) is £100. OK, let us say you implement a marketing automation system to automatically nurture those leads and then pass them over to the sales team when they are ready to buy. So we still get the initial 1% conversion. But then say we consistently follow up with the remaining 99% (who did not buy) over the longer term so that they begin to know, like and trust us. Now, say over the next 2 years we follow up automatically and gain another 2 sales from the initial 99 leads. So now then numbers look like this. We have 3X our conversion rate and so we have tripled the size of our business. Because we did not spend any more money on lead acquisition, so our Cost of Acquisition has come down from £100 to only £33. And this is without spending any additional money on advertising and lead generation.

Now at this point, you have a sales and marketing machine that efficiently converts accountancy sales leads. And now you can start to look at buying from lower value/ higher-cost sources of leads because you have a finely tuned sales lead generation and marketing machine that can profitably convert poorer quality leads. At this point, you can effectively afford to outspend your competitors on advertising and marketing.

Entrepreneurs Circle Certified Coach accountant sales lead generationAnd all this is before we even consider the best AND lowest cost of leads for your business. Referrals from existing clients of your accountancy firm. Are you actively asking your existing clients to refer you to their business contacts? The chances are that you are not proactively harnessing this source of leads. Once you have an efficient sales and marketing system in place then referral marketing can also happen consistently on autopilot.

So – do you really need to buy more new sales leads for your accountancy practice  -or do you need a system to convert more effectively the leads you are already generating? If you are interested then this is exactly where I help my clients. If you would like to book a free Discovery call at a mutually convenient day and time then click here.

buy accountancy sales lead generation

Check out my blog post with top 5 marketing tips for accountants.

Get a free copy of my book - The Entrepreneurs Marketing System 

The Entrepreneurs Marketing System has been written by myself and Nigel Botterill and has taken the best part of 10 years to hone, refine and test and is the foundation of the Entrepreneurs Circle coaching system.

It gives SME business owners a proven step-by-step system to get and retain all the customers they'll ever need.... Rhythmically & consistently -  just like clockwork.

You'll need a deep understanding of the Entrepreneurs Marketing System if you are going to use it in your business and this is exactly what our new book provides. If you would like a copy you just pay the postage and packing.

>> GET YOUR FREE COPY <<
    

Home security marketing – Six top tips

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home security marketing

Entrepreneurs Circle Certified CoachIf you are responsible for home security marketing for your company then you will find these 5 top tips valuable, so please read on.

The first step to winning more home security installation jobs is to think like a potential client who has a security issue – maybe they have had a recent break-in or attempted break-in. Or maybe a neighbour just got burgled and so home security is now top of mind. Put yourself in their shoes.

What thought processes will they go through? Which websites do people visit when they are looking to learn about home security options? How can you engineer so they “see you” online when they are searching for a solution?

TOP TIP 1

Initially, potential customers will be searching online for information. Maybe they are looking for a DIY home security solution. This is your ideal opportunity to become their trusted advisor for all things home security. Have information on your website to educate them to the problem they are experiencing and looking to solve, and even give them help on the solution. It may seem counter-intuitive to give free advice but this really does build you as the trusted advisor and even though some people will solve the problem themselves with a DIY solution there will be others who simply want to call in a trusted expert when they do not have the time or the job is more than a simple DIY job. So this can be blog posts, PDF guides or videos. I recommend this book to my clients on how to create content that draws clients to you. They Ask, You Answer by Marcus Sheridan.  And this becomes even more powerful when it can be linked to a marketing automation system, see point 4 below.

home security marketingBe visible online. These days the first port of call, when someone is interested to learn about home security options will be the internet and primarily using Google. It is imperative that your home security business is visible on Google.

So do a check – how do you appear on Google right now in your local area. Because most of the time people will be looking first for a local home security expert.

Step 1 – Go to Google, enter the name of your local area followed word like  “home security”, “burglar alarms” “cctv system” into the Google search bar.

Example: Manchester home security, London cctv systems

Step 2 – Make a note of the websites that come up on Page 1. Study them and get inspiration for your own ideas. Is your home security business on the list for your locality? If not…

TOP TIP 3

You need to get your website listed.

Google Adwords are the ads top and bottom of the Google search results page. Advertising is a quick win, but can be expensive and you need to know what you are doing. I would recommend hiring a Google Adwords Expert as it can be complex to set up Adwords and expensive if you get it wrong. (I would definitely recommend using the Google Remarketing option, this enables you to display ads across the internet to your website visitors AFTER they leave your site – the ads follow them all over the internet. These work great and costs next to nothing).

Search Engine Optimisation (SEO). This is the process to optimise your website so that Google lists it in the rankings. You need to be on page 1 of Google. The good news is that this is free, the bad news is that it can take months of work to achieve a result. But once you do you will reap the rewards for a long time. SEO is a huge subject so you can either hire an expert or if you have the time and inclination you can teach yourself, check out the book I mention in TOP TIP 1.

TOP TIP 4

Have a home security marketing and sales follow up system.

This is what the majority of home security businesses do not have or understand. In points 1 to 3 above we are looking at ways to generate interest in our service, which is essential. But what you have to realise is that of all those who visit your website, only one or two in every 100 are ready to buy today. So if they do not buy today then that means 98% of visitors leave your website and they will probably never return. That 98% of visitors is where the gold is for your business. So you have to have a system in place that enables you to consistently follow up with EVERYONE who expresses an interest in your home security services. This can be really simple – paper-based or Excel, it is possible, but it is a definite chore that requires dedication and time. And that leads me nicely on to what I do. I specialise in helping clients set up a marketing automation system called Keap / Infusionsoft and this is the leading marketing automation system for small/medium-size enterprises. Check out my blog post – Home Security Sales Leads. Do you really need more new home security sales leads?

TOP TIP 5

Referrals. Even in this online world, word of mouth advertising is still the best. How can you encourage previous home security clients to talk about your service? Can you offer them an incentive if one of their friends or family buy from you? Can you reach out to all your previous customers and remind them about your service, this is really easy if you have a marketing system in place, see Top Tip 4 and an efficient Home Security Installation System, see Top Tip 6.

On this note. Have you listed with the likes of Trusted Trader and/or any other industry-relevant review sites? Social proof these days is so important. How many times have you decided between one or other hotel or restaurant based on the reviews from previous customers? This social proof is key these days and you should be actively asking your customers for a review on each job you do.

TOP TIP 6

Home Security Installation Systemisation

OK, so you have been busy marketing and you now have home security leads and sales. But the job is still not finished. Now we have to ensure we look and act professionally and do a top-notch job so that we WOW and retain those hard-won clients. How do you manage you and your team’s on-site jobs currently? As the business grows you will need a system to make this as professional as possible so that clients not only return again to us later on, but they are happy to refer us to their friends and family. One very impressive service I recommend to home security clients is ServiceM8.

If you are interested to learn more about how to build your own home security marketing and sales system then please schedule a free 1-hour Discovery call.

home security marketing

Home security photo by Max Böhme on Unsplash

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