Transformation is inevitable and with the new moon and the changing weather, it’s time to reflect on 2017 and start preparing for 2018.
If you are ready to get started, it’s time to take stock and see exactly what you’ve accomplished and where you are in your marketing. Here is a list of 20 important questions to ask yourself to check your performance. Simple YES or NO answers will do to start, and if you don’t know, then it’s a NO.
- Do you know who your ideal target clients are?
Getting specific about your target market will help when you are creating content for your marketing plan. Understanding if you have different segments or audiences and catering content to each will keep your information relevant and fresh.
- Do you have a written plan for reaching your target clients?
Having a plan always helps you stay focused and stay on track. There are many aspects of marketing that can be pre-scheduled so that you can take care of them during a slow part of the month/year.
- Do you know how many quote requests you receive each month?
Create a spreadsheet. From that, you will be able to start creating projections and tracking your progress.
- Do you know how many quotes are performed each month?
Tracking these stats can help you figure out what part of your sales funnel is breaking down. It’s important to follow each stage so that if there are any gaps or leaks, these can be tweaked until it’s running smoothly and the ratios look good.
- Do you know how many of those quotes become new clients each month?
Bottom-line is always critical, but being able to get this number to an optimal level will really make an impact on your business.
- Do you have a formal, written lead nurture process for following up with all leads and quotes, even if they do not book with you?
Again, developing a process and making your sales team completely aware of it is important so they know which stage each lead is in and how to communicate effectively with them in every stage.
- Does your lead nurture process involve 6-9 attempts to contact leads over a minimum of a 4-month period?
Once a lead is in your sales system or has made a quote request, there should be a process, a drip campaign and a phone call follow-up – specific touches scheduled to help close the offer or understand that the lead is dead. For example: A cleaning company immediately schedules a call when an inquiry comes in from the website. After that, there are follow-up calls and emails scheduled for 24 hours, 48 hours and 72 hours. Then, every 3 months a coupon or phone call is made. At the one-year mark, the estimate is resent and an inquiry made to see whether they are satisfied with the service they are currently using or would like to re-open the opportunity to work together.
- Are you able to track your lead sources?
Always, always ask in your initial contact where they heard about you.
- Do you review your lead sources on a regular, scheduled basis?
Every six (6) months is common for most businesses. Ask yourself the following questions: Does the source make sense? Are any of the sources losing traction? Are you getting the right types of clients? Business and trends in your audience are always changing. Also, what might work in one area may not be a good fit for another, depending on the demographics and other factors.
- Do you know the top five (5) most-searched phrases on Google for services like yours in your local area?
Review your Google keywords, trends and phrases. We’ll use the cleaning example again: In Cincinnati, the phrase “maid service” was most popular, whereas in Dallas, the best phrase was “house cleaners”. Do some testing on this.
- Are you on the first page for all five of those search phrases?
Check your Google Analytics and just type in your city and those key phrases to see what is showing up and where you are. Also, if you are working with an SEO company, their reports will show you how those keywords and phrases are performing.
- Do you blog at least two times per month?
Google REALLY likes sites that have been around for a long period of time, are mobile-friendly, have fresh content regularly and are relevant!
- Do you use keywords and geographies (town and neighborhood names) in the blog text?
Have fun mixing your keyword phrases and local city names. Using these mixes in the 1st sentence in your blog is best. (i.e. I was in Dallas speaking to one of my house cleaning clients and they mentioned, “…”
- Do you have a basic website?
If people can’t find you online, chances are you are losing business! It’s best to use a professional, but there are many sites and templates that are easy to navigate and mobile-friendly. Be sure to test the site on different platforms to be sure the copy is legible on a smartphone.
- Is your website responsive on mobile phones and tablets?
40% of people are on their phones, so this is critical. Google notes who has a mobile site and ranks them higher!
- Have you claimed your Google+ listing?
If you will notice on Google searches for certain services, the Google Ads will come up first, then Google’s recommended sites, then the natural searches. Listing your business on Google+ is FREE! And, the more information, reviews and updates that you do, the more Google will notice and reward you by placing you at the top of their list. You want to utilize everything – your SEO, keywords and Google+ listing!
- Is your Google+ business page updated on a regular basis?
Keeping content fresh and relevant is the key to success.
- Do you know your market share?
Total average market for your service in your location. 4-10% of the total value or volume is what you want to g ain for your business, but in smaller markets, you may want to explore going into other markets to capture more shares.
- Do you have an annual marketing budget?
A lot of what we’ve talked about here is not expensive to implement, but it does take time. If you love writing and implementing these things, great, but as a business owner it’s important to understand the value of your time and to concentrate on your area of genius. Using a marketing strategist can help you get your marketing done on a scheduled basis and track the results so you can work on things that make the most sense of your time and energy. Being able to shift, tweak and get more out of your process is important. But never neglect your lead-generating platforms and if they’re working well, it’s time to invest more money for a bigger flow of new clients.
- Do you have an annual marketing plan, with expected outcomes and ROI projections?
Having a marketing plan can help you and your team stay focused and give you the ability to track not only your lead sources, but also the entire sales funnel. Tracking this data can help you see what kind of growth you can get over a 3-5 year period and having these systems in place is a great way to prepare your company for the future.
If you have questions or would like to participate in a Marketing Assessment review, please contact Laura Hendrickson at Open Ocean Marketing and she’ll be happy to assist you with this important marketing assessment and make sure your marketing is working properly. Call her today at 619-888-6743.
Content obtained from Derek Christian, past marketing director at Proctor & Gamble and currently partner of Cleaning Business Builders. Watch video: https://www.youtube.com/watch?v=JmxeQKIohRg&t=3516s