Blog

Julians’ Blog. Topics include HighLevel and marketing.

What is Marketing Automation for Small Business

by

Check out the video below by Derek Harju from Keap / Infusionsoft by Keap on What is Marketing Automation for Small Business.

——-

TRANSCRIPT

Derek Harju
What is marketing automation for small businesses? Greetings from everyone at Keap / Infusionsoft by Keap and today we’ll be diving into what is automation for small businesses.

Derek Harju
I’m Derek Harju from Keap.com and as the title may have indicated automation is no longer exclusive to billion dollar conglomerates automation has evolved to be smaller, smarter, more accessible and more available to folks like you and me.

Derek Harju
What exactly is marketing automation. Marketing automation is the use of technology and software to assume control of a process. Automation takes care of the stuff that you just don’t want to. It cuts out repetitive and laborious tasks like sending out emails, sales pipelines and business processes.

Derek Harju
There are 3.2 billion email accounts worldwide. But even if you only have a few dozen contacts, the setup time adds up fast between crafting individual emails week after week, cultivating lists, scheduling sends and the like you’re wasting hours every single week just to send out a company newsletter or a product announcement. There’s got to be a better way.

Derek Harju
Instead, you can implement automatic email campaigns to send tailored information to a customer or a group of customers. These email automations can be triggered by an interesting user filling out a form or a lead hitting certain sales threshold. Then, without the need for your intervention at all. You’re helping guide a client or a potential lead from one step to another in the fulfilment process. All this gets done while you’re attending to other business like important meetings brainstorming or standing in line for your morning coffee. Plus, you can personalise these emails with dynamic data fields. This means that a user’s information is injected into the email, allowing it to be personalised for that specific recipient. This lets the client feel important which is often the difference between a customer for life, and a lost lead.

Derek Harju
A sales pipeline involves guiding prospects through various stages of the sales process until they make a purchase. It’s a very powerful approach to lead cultivation. It also requires keeping volumes of user data up to date. By using automation to organise your prospect data, your sales team can know at a glance, what stage in the pipeline a customer has achieved, and whether or not they’re ready for more nurturing or ready to be closed

Derek Harju
Owning a business can be exciting and fulfilling. But there are many day to day tasks that suck the fun right out lead nurturing, customer support, invoicing, collections and payroll, too many businesses double their workforce and their expenses, just to address these menial, repetitive, mind numbing tasks. We know you’re ready to grow your small business, you realise that with the right system, you can automate every single one of these tasks freeing you and your team up for good stuff like growth, big picture brainstorming, team building etc etc. That’s all for this video on What is Marketing Automation for Small Businesses.

——–

Are you interested to learn more about what is marketing automation? Then go ahead and schedule a free “Discovery” call. Just clickt he button below to get started.

what is marketing automation for small business

what is automation marketing with Keap / Infusionsoft

The Benefits of Automation for Small Businesses

by

Check out the video below by Derek Harju from Keap / Infusionsoft by Keap on The Benefits of Automation for Small Business.

———

TRANSCRIPT

Derek Harju
Today we’ll be diving into benefits of automation for small businesses. I’m Derek Harju from Keap / Infusionsoft by Keap.com and today we’ll be talking about the benefits of marketing automation for small businesses. The first benefit is that it saves time. Perhaps the most significant benefit of automation is the ability to free up time for small businesses and their teams, more than 40% of workers surveyed spend at least a quarter of their work week on manual repetitive tasks with email data collection and data entry occupying most of their time . Effectively the average small business employee doesn’t get to do any meaningful work until Wednesday every week. By implementing some basic marketing automations like data capture and email triggers your team can reclaim Mondays and Tuesdays for important work.

Derek Harju
Lead scoring is the act of applying a score to a lead. If you have a small business you are hopefully accumulating leads, but which leads are most pressing. Repeatedly trying to engage with a lead that doesn’t want to hear from you is a waste of time and irritating for everyone involved. You can determine which leads have enough engagement with your brand to be qualified to move on to communication with the sales team as your funnel grows your lead scoring needs to be ready to scale as well. As you attract bigger clients you need to make sure that your sales team is set up to give the most attention to the most important leads, automated lead scoring does just that and ensures greater success.

Derek Harju
70% of customers rate their buying experience not only by the value of the product, but by how they felt they were being treated during the purchase process, you can provide the best product on Earth, but you might still get a bad review if the client feels like they’re being treated poorly. When your customer service team is liberated from menial tasks, it allows them to really work on behalf of the customer providing a patient, thoughtfull experience and addressing their needs in a way that makes them feel respected and important.

Derek Harju
Did you know 80% of leads require as many as five follow-ups to close the deal. Yes, sales reps are so burdened by mundane tasks, but they’re left with only enough time for one follow up at best under ideal circumstances, resulting in lost leads and lost revenue, the right marketing automation system can not only remind your team about these follow-ups, but can even complete them without your intervention at all, allowing the leads to be closed when you’re not even engaged. Thanks for joining us and learning about the benefits of automation for small businesses.

———-

After watching the video if you would like to schedule a Discovery call, then click the button below.

benefits of automation

benefits of marketing automation with Keap / Infusionsoft

Water softener sales leads. Do you really need more new water softener sales leads?

by

You have no doubt arrived at this post because you are looking for new water softener sales leads for your business. But is this really the case?

So do the maths stack up? If you double the number water softener sales leads then you will double your sales and grow your business. 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.

water softener sales leads

 

So if you have a water softener sales team then the sales team will first focus on the easy sales (the low hanging fruit) they will not consistently follow up with sales leads that are not going to buy in the short term – after all following up on the lukewarm/ cold leads will not enable them to meet their sales targets. And those leads who are not ready to buy yet 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 new sales leads you need to implement an automated sales system that will work in sync and support your sales team. A system that does all the grunt work in following up with leads and nurturing them to a point where they are ready to speak with a salesperson. This way the leads that have cost you money do not “fall between the cracks”.

In the video below I was working with water softener dealer, And McPhilbin from Aqua Concepts and his business was transformed when we implemented Keap / Infusionsoft automation.

 

So lets look at the maths.

Say you are currently getting a 1% conversion rate from your water softener sales leads and leads are costing £1 each. So the Cost per Acquisition (CPA) is £100. OK, let us say you implement a sales system to automatically follow up leads, to 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). 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 an efficient sales machine that efficiently converts water softener leads. And now you can start to look at using lower value/ higher-cost sources of leads because you have an efficient sales machine that can profitably convert poorer quality leads.

And all this is before we even consider the best AND lowest cost of leads for your business. Referrals from existing customers. Are you actively asking your existing customers to refer friends, family and business contacts? The chances are that you are not proactively harnessing this source of leads. Once you have an efficient sales system in place then customer referrals can also happen consistently on autopilot. Check out this and my other top tips for water softener dealers.

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

new water softener sales leads

 

Window, Door and Conservatory Marketing: 8 Practical Tips to Generate More Sales

by
Window, Door & Conservatory Marketing: 8 Practical Tips

Window, Door & Conservatory Marketing: 8 Practical TipsMarketing a window, door or conservatory company is not simply about generating as many leads as possible.

The real objective is to attract the right homeowners, respond while they are interested, convert more enquiries into appointments and consistently follow up every quotation.

Here are eight practical marketing tips for UK window, door and conservatory companies.

1. Decide which customers and products you want to attract

Before spending money on marketing, decide which types of work you actually want.

That might include:

  • Replacement uPVC windows
  • Sash windows
  • Composite doors
  • Aluminium windows and bi-fold doors
  • Conservatories and orangeries
  • Conservatory roof replacements
  • Window and door repairs
  • Commercial glazing

You may also want to concentrate on particular towns, postcodes or types of property.

Somebody searching for a conservatory roof replacement has a different requirement from somebody researching aluminium bi-fold doors.

Your advertising, website pages and follow-up should reflect the product and customer rather than relying on one generic “windows, doors and conservatories” message.

2. Make your company visible in local Google searches

Most homeowners will look online before contacting a window or door installer.

Search Google for the services you offer in the areas you cover. For example:

  • Replacement windows in Manchester
  • Composite door installer in Stockport
  • Sash-window repair in London
  • Conservatory roof replacement near me

Does your company appear prominently?

Your Google Business Profile is especially important for local searches. Make sure it includes:

  • The correct contact details and opening hours
  • An accurate service area
  • Your main products and services
  • Recent photographs
  • Regular updates
  • Customer questions and answers
  • A consistent flow of genuine reviews

Your website should also have useful pages for your principal products and locations.

Avoid creating dozens of virtually identical pages with only the town name changed. Each page should contain genuinely useful information about the service, area and projects you complete.

Clear answers to genuine customer questions can also help your website appear in traditional Google results and AI-generated search answers.

3. Use Google Ads to capture high-intent searches

Search engine optimisation can generate valuable enquiries, but it takes time.

Google Ads can put your company in front of local homeowners who are actively searching for the products you sell.

Somebody searching for “composite door installer near me” or “replacement windows in Leeds” is showing much stronger immediate intent than somebody who happens to see an advert while scrolling through social media.

Each campaign should direct the visitor to a relevant page.

If the advert promotes conservatory roof replacements, do not send the visitor to a general homepage. Send them to a page specifically about conservatory roofs, with relevant photographs, proof and a clear way to request a quotation.

Google Ads can become expensive if campaigns are poorly targeted. Pay close attention to:

  • The locations you cover
  • The search terms triggering your adverts
  • Negative keywords
  • The products you want to promote
  • Telephone calls and form enquiries
  • Which leads become appointments and sales

Facebook and Instagram can be useful for visual campaigns showing completed installations and different product options.

They can also be used for retargeting. This allows you to remain visible to people who visited your website but were not ready to enquire immediately.

HighLevel’s Ad Manager can be used to create and monitor Google, Facebook, Instagram and LinkedIn advertising while connecting enquiries to your CRM and sales process.

4. Show proof, not just products

Windows, doors and conservatories are visual purchases, but photographs alone are not enough.

Your marketing should help a homeowner believe that you are a safe and credible company to invite into their home.

Useful proof includes:

  • Before-and-after photographs
  • Short customer case studies
  • Video testimonials
  • Google reviews
  • Photographs of your team
  • Accreditations and guarantees
  • Examples of completed local installations
  • Explanations of your surveying and fitting process

A short case study can be more persuasive than a gallery containing 100 unexplained photographs.

Explain what the customer wanted, what you recommended, any challenges involved and how the finished installation improved the property.

If you have a showroom, use it as part of your marketing. Show potential customers what they can see, compare and experience during a visit, then make it easy to book an appointment.

5. Make it easy for website visitors to take the next step

Getting somebody onto your website is not the same as generating an enquiry.

Every important product page should make the next step obvious.

That might be:

  • Request a quotation
  • Book a home survey
  • Arrange a showroom appointment
  • Ask a question
  • Call your team
  • Start a website chat
  • Download a buyer’s guide

You could also offer a quotation request, product-selection form or short survey that collects useful information about the property and proposed work.

Customers might be able to upload photographs or arrange an appointment online.

I would be cautious about offering a fixed instant price for a complex installation. A useful guide or starting range may be more appropriate than creating unrealistic expectations before the property has been assessed.

Your website must also work properly on a mobile phone. Contact details, forms and buttons should be easy to use without zooming or searching around the page.

6. Do not lose valuable enquiries through missed calls

A homeowner who telephones your business is usually a stronger prospect than somebody who has simply visited your website.

They may be ready to ask questions, arrange a survey or request a quotation.

But what happens when your staff are busy, driving, carrying out installations or speaking with other customers?

What happens during evenings and weekends?

If nobody answers, the caller may not leave a voicemail. They may simply call the next window or door company listed on Google.

Your marketing has generated the enquiry, but the opportunity has been lost at the final moment.

At a minimum, you need a clear system for:

  • Identifying every missed call
  • Responding as quickly as possible
  • Sending an immediate missed-call text message
  • Creating a follow-up task
  • Recording the caller in your CRM
  • Handling calls outside normal working hours

An automated message could say:

Sorry we missed your call. Are you looking for a quotation for windows, doors or a conservatory?

More advanced systems can use an AI receptionist to answer calls outside normal hours, explain that it is an AI assistant, collect the caller’s details, qualify the enquiry and potentially book an appointment.

The objective is not to prevent customers from speaking with your team. It is to make sure valuable enquiries are not lost simply because nobody was available at that exact moment.

7. Follow up every enquiry and quotation

Many window and door companies concentrate on getting more leads while failing to follow up the opportunities they already have.

A homeowner may request several quotations. If your company takes too long to respond or stops following up after one unanswered telephone call, the marketing investment has been wasted.

This is particularly important if you purchase leads from a lead-generation company. The same homeowner may be considering several installers, so speed and consistent follow-up matter.

Your CRM should record:

  • Where the lead came from
  • What the lead cost
  • How quickly it was contacted
  • Whether an appointment was booked
  • Whether a quotation was issued
  • Whether the work was won
  • The eventual value of the sale

This allows you to judge a lead provider or advertising campaign by the profitable work it produces, not simply the number of leads delivered.

A CRM and marketing automation system such as HighLevel can also help you respond immediately, assign the salesperson, send reminders and continue nurturing people who are not ready to proceed.

I worked with a specialist sash-window repair company that had accumulated thousands of old quotations.

Using HighLevel, we ran a reactivation campaign to contact people who had previously requested a quotation but had not proceeded. That campaign generated approximately £40,000 in work from contacts the company already had.

Before spending more money generating leads, look carefully at the opportunities already sitting in your database.

Any email, SMS or WhatsApp follow-up must take account of consent, your lawful basis for contacting people and appropriate ways to opt out.

8. Turn every installation into a local marketing campaign

One of the most valuable marketing opportunities is the work you are already completing.

When you install windows, doors or a conservatory, neighbouring homeowners can see your vehicles, your team and the work taking place.

They may live in similar properties of a similar age and have the same requirements.

Depending on the location and project, you could:

  • Use a professional site board
  • Deliver a carefully worded leaflet to nearby homes
  • Photograph the finished installation
  • Create a local case study
  • Run geographically targeted advertising
  • Ask the customer whether neighbours may be interested
  • Request a review and referral after the work is complete

This is what I mean by thinking beyond the original transaction.

One successful installation should not produce only one sale. It can also create photographs, a case study, a review, referrals and greater visibility throughout the surrounding area.

Turn these separate marketing activities into one connected system

Each of these tips can improve your marketing individually.

The bigger opportunity comes from connecting them.

Imagine one system that can capture an enquiry from Google Ads, identify the marketing source, respond immediately, handle a missed call, book an appointment, remind the salesperson to follow up and track whether the enquiry becomes a quotation and sale.

That is where a CRM and marketing automation platform such as HighLevel becomes particularly relevant.

In my complete guide to using HighLevel as a CRM and marketing system for window, door and conservatory companies, I explain what HighLevel can manage, where specialist window-industry software may still be required and how the two systems could potentially work together.

Would you like help improving your marketing?

As an Entrepreneurs Circle Certified Coach, I help business owners turn individual marketing activities into practical, repeatable systems.

I have more than 24 years of real-world marketing experience, and campaigns I have worked on have generated more than £50 million in sales.

I can look at how your company currently generates enquiries, handles incoming calls, manages appointments, follows up quotations and uses its existing database.

We can then identify the opportunities being missed and decide what the right marketing and CRM system needs to do.

Book a Discovery Call

Julian Mills HighLevel Consultant and Marketing Automation Strategist

About the Author

Julian Mills

HighLevel Consultant & Marketing Automation Strategist

Julian Mills helps business owners automate lead generation, sales follow-up, customer communication and business processes using HighLevel and MarketerM8. Since 2009 he has helped businesses implement CRM, marketing automation and AI-powered systems that save time, improve customer experience and generate more sales.

About Julian
Book a Discovery Call
Join a Free HighLevel Workshop
Learn About HighLevel with MarketerM8

My Go To Free Editing Software For Images, Video and HTML – 2022

by
free editing software

If you occasionally need to do simple image, video and HTML edits for your marketing material then the professional softwares like Photoshop and Adobe Premiere Rush can be like using a “sledgehammer to crack a nut” and be cost-prohibitive. However, there are free alternatives that will do the job just fine. They will not have all the advanced features that the paid solutions have, but then we are talking here about when you need to make simple image edits or get a simple video quickly up and live on Youtube. Or when you need to make a simple edit to some HTML code you are embedding on your WordPress site.

Here are my go-to free editing solutions.


1. For images I use GIMP 2. I know it is a weird name but it is an acronym for GNU Image Manipulation Program. It is a freely distributed program for such tasks as photo retouching, image composition and image authoring.

It has many capabilities. It can be used as a simple paint program, an expert quality photo retouching program, an online batch processing system, a mass production image renderer, an image format converter, etc.


2. For video editing I use Shotcut. If you’re looking for a free video editor that can replace Windows Movie Maker, Shotcut is a particularly good choice. This open-source app contains all the tools you know and love from Microsoft’s classic video editing software, plus a raft of extras that bring it bang up to date.

 

 

3. For simple HTML creation and edits I use this easy to use WISIWIG online tool. https://htmlg.com/html-editor/

 

 

 

Conservatory marketing – Five top tips

by

If you are responsible for conservatory marketing for your business then I hope you will find these 5 top tips invaluable.

The first step to winning more conservatory installation jobs is to think like a potential householder who is looking for a new conservatory. Put yourself in their shoes.

What thought processes will they go through? Which websites do people visit when they are looking to learn about new conservatory 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 on conservatories. Maybe they are looking for a DIY conservatory solution. This is your ideal opportunity to become their trusted advisor. Have information on your website to educate them to the different conservatory options that are available. It may seem counter-intuitive to give free advice but this really does build you as the trusted conservatory 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 conservatory installer 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 new conservatories will be the internet and primarily using Google. It is imperative that your conservatory 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 conservatory installer.

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

Example: London conservatory, London conservatory installers

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 conservatory business 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 many 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 conservatory marketing and sales follow up system.

This is what the majority of conservatory businesses do not have or understand. In points 1 to 3 above we are looking at ways to generate interest in your conservatory products and services, 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 new conservatories. 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 businesses.

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 conservatories? Can you offer them an incentive if one of their friends buys a conservatory from you? Can you reach out to all your previous customers and remind them about your products and service, this is really easy if you have a marketing system in place, see Top Tip 4 and an efficient Conservatory Installation System, see Top Tip 6.

On this note. Are you listed with the likes of Trusted Trader and / or any other 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

Conservatory Installation Systemisation

OK, so you have been busy marketing and you now have conservatory enquiries and orders. But the job is still not finished. Now we have to ensure we look and act professional and do a top notch installtion job so that we WOW and retain those hard-won clients. How do you manage you and your team’s on-site installation and maintenance jobs currently? As the business grows you will need a system to make this as professional as possible so that clients not only return to us later on for maintanance, but they refer us to their friends and family contacts. One very impressive software I have recommended to installtion / service clients for the past 4 years is ServiceM8.

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

 

Do you really need to generate more new sales leads? Or do you need to work smarter?

by

You have no doubt arrived at this post because you are looking to generate more new sales leads to grow your business. But there is another way.

So do the maths stack up? If you double the number of new leads then it follows that you will double your sales and grow your business. That is true, but at the same time you will most likely more than double the cost of your advertising spend. (It will probably cost you more than double as you will already be using the most cost-effective advertising medium, so you will have to start using less responsive advertising and therefore use more of it. So your costs will be higher).

And there are other factors too. Look at these general sales rules –

more new sales leads

 

If you have a sales team then they naturally will first focus on the easy sales (the low hanging fruit) and they will not consistently follow up with leads that are not going to buy in the short term – after all, it is not in the interests of the salesperson to follow up on the lukewarm/ cold leads that will not enable them to meet their monthly sales targets. So those leads who are not ready to buy will quickly get forgotten and “fall between the cracks”. At the same time the sales team are crying out for more “hot” leads.  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 generating more sales leads you need to implement an automated sales and marketing system that will work in sync and support your sales team. A system that does all the grunt work in following up with leads and nurturing them to a point where they are “hot” and ready to speak with a salesperson. This way the leads that have cost you money do not “fall between the cracks”.

And the system you require needs to be more sophisticated that an email sending platform like MailChimp or ConstantContact. Or a simple free CRM system like SugarCRM. You need an automated sales and marketing system that combines – CRM, email marketing, direct mail, telephone marketing, text marketing into a single integrated sales and marketing system.

In the video below I was working with Celia who runs a wedding venue, The Well Being Farm.  Generating new leads were not an issue for Celia, as news of a wedding tends to goes viral on Facebook, so Celia had leads galore – but she was not converting any of them. The reason being that Celia did not have a consistent sales and marketing system to nurture and follow up on the leads. Once I implemented a system then Celia’s sales rocketed and she was able to take on staff which freed her up to do the things she wanted to do. Check out Celias video here.

So let’s look at the numbers.

Say you are currently getting a 2% conversion rate from your sales leads and leads are costing £1 each. So every 100 leads are costing £100. So as we generated 2 sales from the 100 leads therefore the Cost per Aquisition (CPA) is £50. OK, lets say you implement a sales and marketing system to automatically follow up leads, to nurture those leads and then pass them over to the sales team when they are ready to buy. So we still get the initial 2% conversion. But then say we consistently follow up with the remaining 98% (those who did not buy). Now, say over the next 2 years we follow up automatically and gain another 3 sales from the initial 99 leads. So now then numbers look like this. We have increased our conversion rate to 5% which means we have more than doubled the size of our business. Because we did not spend any more money lead aquisition so our Cost of Aquisition has come down from £50 to only £20. And this is without spending any additional money on advertising and lead generation.

Now by this time you have an efficient sales and marketing machine that efficiently converts leads. And now is the time you can start to look at using lower value/ higher cost sources of leads because you have an efficient sales and marketing machine that can profitably convert poorer quality advertising mediums.

And don’t forget the best AND lowest cost of leads for your business. Referrals from existing customers. Are you proactively asking your existing customers to refer friends, family and business contacts? The chances are that presently you are not harnessing this source of leads effectively. Once you have an efficient sales and marketing system in place then referral marketing can also happen consistently on autopilot.

So – the question to ask yourself – do you really need to generate more new sales leads right now  -or do you need a sales and marketing system to convert more effectively the new sales leads you are presently generating? This is exactly what I do for my clients – I build a bespoke sales and marketing systems for their businesses. If you would like to learn more then book a free Discovery call at a mutually convenient day and time by clicking here.

more new leads

 

Replacement Window marketing – Five top tips

by

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

The first step to winning more replacement window jobs is to think like a potential client who has an issues with windows – a broken window or as part of a home refurbishment programme. Put yourself in their shoes.

What thought processes will they go through? Which websites do people visit when they are looking to learn about replacement window 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 window solution. This is your ideal opportunity to become their trusted advisor. 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 an expert 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 replacement window options will be the internet and primarily using Google. It is imperative that your replacement window 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 window replacement installer.

Step 1 – Go to Google, enter the name of your local area followed by the word “replacement windows”, “UPVC Windows”, “sash windows” into the Google search bar.

Example: London replacement windows, London UPVC windows replacement

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 replacement window business 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 many 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 replacement window marketing and sales follow up system.

This is what the majority of replacement window 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 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 window 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 businesses.

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 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 Window Installation System, see Top Tip 6.

On this note. Are you listed with the likes of Trusted Trader and / or any other 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

Window Installation Systemisation

OK, so you have been busy marketing and you now have window enquiries and orders. But the job is still not finished. Now we have to ensure we look and act professional 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 to us later on, but they refer us to their friends and business contacts. One very impressive service I have recommended to service-based clients for the past 4 years is ServiceM8.

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

 

Fireplace and Stove Installation Marketing – top 5 tips

by

If you are responsible for fireplace and stove installation marketing then I hope you will find these 5 top tips valuable, so please read on.

The first step to winning more fireplace and stove installation clients is to think like a potential client who is considering a new stove or fireplace. Put yourself in their shoes.

What thought processes will they go through? Which websites do they visit when they are looking for inspiration and ideas? 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 solution. This is your ideal opportunity to become their trusted advisor. Have information on your website to educate them to the problem they are experiencing 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 there will be others who simply want to call in an expert when they do not have the time or the issue is not a simple DIY solution. So this can be blog posts, PDF guides or videos. Here is a book I would recommend on how to create content that attracts customers 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 5 below.

TOP TIP 2

Referrals. Even in this online world, word of mouth advertising is still the best. How can you encourage previous fireplace and stove installation 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 previous customers and remind them about your service, this is really easy if you have a marketing system in place, see Top Tip 5 and an efficient Service Delivery System, see Top Tip 6.

TOP TIP 3

Be visible online. These days the first port of call, when someone is looking to learn about a subject, will be the internet and primarily using Google. It is imperative that your fireplace and stove installation 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 with a problem will search out a local stove and fireplace installation service first.

Step 1 – Go to Google, enter the name of your local area followed by the phrase “fireplace installation”, “woodburning stove installation” into the Google search bar.

Example: London fireplace installation, London stove installation

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 fireplace and stove installation business on the list? If not…

TOP TIP 4

You need to get your website listed.

Google Adwords are the ads down the left hand side 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 many 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 5

Have a fireplace and stove installation marketing and sales follow up system.

This is what the majority of fireplace and stove installation businesses do not have. 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 a system in place that enables you to consistently follow up with EVERYONE who expresses an interest in fireplace and stove installation 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 HighLevel the leading marketing automation system for small businesses.

TOP TIP 6

Fireplace and Stove Installation Systemisation

OK, so you have been busy marketing and you now have enquiries and orders. But the job is still not finished. Now we have to ensure we look and act professional and do a top-notch job so that we 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 to us later on, but they refer us to their friends and business contacts. One very impressive service I have recommended to service-based clients for the past 4 years is ServiceM8.

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

fireplace and stove installation marketing

Solar panel marketing – Six top tips

by
solar panel sales lead

solar panel marketingIf you are responsible for solar panel marketing for your business then I hope you will find these 6 top tips invaluable.

The first step to winning more solar panels installation jobs is to think like a potential householder who is looking for solar panels. Put yourself in their shoes.

What thought processes will they go through? Which websites do people visit when they are looking to learn about solar panels 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 on renewable energy options. This is your ideal opportunity to become their trusted advisor. Have information on your website to educate them to the different solar panel options that are available. It may seem counter-intuitive to give free advice but this really does build you as the trusted solar panels advisor even though some people will go elsewhere. 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 solar panel instalation will be the internet and primarily using Google. It is imperative that your solar panel 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 solar panel installer.

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

Example: London solar panels, London solar panel installers

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 solar panels business 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 cost 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 one of Google. The good news is that this is free, the bad news is that it can take many 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 solar panel marketing and sales follow up system.

This is what the majority of solar panel businesses do not have or understand. In points 1 to 3 above we are looking at ways to generate interest in your solar panels and services, 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 solar panels. 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 businesses. Check out my blog post – Do you really need more solar panel 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 solar panels? Can you offer them an incentive if one of their friends buys solar panels from you? Can you reach out to all your previous customers and remind them about your products and service, this is really easy if you have a marketing system in place, see Top Tip 4 and an efficient Solar Panel Installation System, see Top Tip 6.

On this note. Are you listed with the likes of Trusted Trader and / or any other 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

Solar Panel Installation Systemisation

OK, so you have been busy marketing and you now have solar panel enquiries and orders. But the job is still not finished. Now we have to ensure we look and act professional and do a top notch installation job so that we WOW and retain those hard-won clients. How do you manage you and your team’s on-site installation and maintenance jobs currently? As the business grows you will need a system to make this as professional as possible so that clients not only return to us later on for maintenance, but they refer us to their friends and family contacts. One very impressive software I have recommended to installation / service clients for the past 4 years is ServiceM8.

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