HOW TOP PROS CLOSE ONLINE LEADS. 7 Internet Marketing Tips

Transcription

1 HOW TOP PROS CLOSE ONLINE LEADS 7 Internet Marketing Tips

2 AGENDA 1. Why is internet marketing important? 2. How will lead generation services help you? 3. How you do you turn a lead into closed business?

3 First Why Is Internet Marketing Important?

4 INTERNET MARKETING TODAY 97% Of consumers use online media to find products or services in their local area* 90% Of consumers use search engines to shop locally* 96% Of Google clicks come from the first page** 76% Of consumers read online reviews before trying a business*** *BIA/Kelsey s User View Wave VII Study ** Emarketer.com. Organic Search Still Reigns ( ) *** Huffingtonpost.com. Corporate America Lends a Hand to Small Businesses ( )

5 GOOGLE SEARCH BY BUSINESS NAME

6 GOOGLE SEARCH BY NEED

7 Second How Will Lead Generation Services Help Grow My Business?

8 SERVICEMAGIC AT A GLANCE ServiceMagic is an operating business of IAC/InterActiveCorp (NASDAQ: IACI) Largest online marketplace connecting consumers and prescreened service businesses. Facilitate $12 Billion in annual homeowner and consumer spending.

9 STRONG BRAND Largest Reach to Consumers & Industry Home Remodeling & Repair Index 7M+ Annual Service Requests 5M+ monthly unique website visitors Featured on nationally syndicated radio shows $80M+ in 2011 online and offline marketing spend Partnerships with Leading Consumer & Industry Players:

10 SOLAR ENERGY Solar energy requests up 52% nationwide* (first ½ of 2011) Solar - #1 increase in ServiceMagic service requests* ServiceMagic L12 Lead Volume Solar Panel Install 38,954 Solar Water Heater System Install 3,023 Solar Water Heater System Repair 852 Solar Panel Repair *ServiceMagic Home Remodeling and Repair Index. January June 2011

11 GOOGLE SEARCH BY NEED

12 INSTANT CONNECTIONS Consumer and lead information is sent to matching companies Consumer is presented with their matching companies

13 EXACT MATCH PRODUCT SM member profiles are syndicated through content-relevant sites Consumer selects who they want to engage 1:1 matching with consumers Warm-transfer phone calls, direct leads

14 Third OK, I Have The Lead Now How Do I Close That Business? (7 Internet Marketing Tips)

15 1. INTERNET MARKETING IS A PROCESS Internet marketing is critical o More customers are going online to find local pros o Online searches for local services grew by 58% last year* Learn system and create plan o Target your leads by type of work and zip code o Set a monthly budget, change if needed o Internet consumer and follow up * Comscore Inc. (a leading web behavior research firm)

16 2. MAKE A GOOD FIRST ONLINE IMPRESSION Add credibility with an online business profile Create a competitive advantage o It s like a resume, provides potential customer with snapshot of your company Brands used Before & after pictures Awards Achievements Community involvement Professional credentials Licenses, insurance Ratings & reviews When customers find you for the first time they won t know anything about you

17 3. RESPOND PROMPTLY AND FOLLOW UP Early bird gets the work o Call in seconds, not minutes o Use all communication options you have o Create a lead management process Make multiple calls at various times o Submitting requests for service at work o We can t see into consumer s lives Constant follow up o May not talk with every customer o Shows that you are serious o Give the customer a reason to call back (Special Offer)

18 4. UNDERSTAND SELLING CYCLES Consumers will be at various stages of the decision process Give the consumer a reason to use your business when they are ready Impact of the economy o Gathering more info. (prices and pros) o Taking longer to decide o Staging projects o More follow up needed o Special discounts are helpful Create a follow up system o Special one-time or LTO promotions create a sense of urgency o Direct mail, quarterly newsletter

19 WITH THE CHANGES IN THE ECONOMY Homeowners Are Actively seeking more prices 33% Taking longer to make a decision 31% Sharing prices between service providers 18% Speaking to more service providers 13% Not changing 5% ServiceMagic Home Remodeling and Repair Index. January June 2011

20 TO RESPOND TO CHANGES IN BUYING HABITS Service Professionals Are Following up more often 23% Providing more detailed estimates 20% Lowering their prices Staging Projects 20% 19% Offering special discounts 11% Not changing 7% ServiceMagic Home Remodeling and Repair Index. January June 2011

21 5. BUILD A PIPELINE OF PROSPECTIVE CUSTOMERS Pipeline o A list of prospective customers (inquired or referred) o Don t let it dry out o Use a predictable source relevant to your business Track the status of the lead Initial contact appointment proposal work in progress closed Follow up and convert leads over time o Special discounts o Customer referral specials o Work the neighborhood (door hangers, yard signs) o Re-market

22 6. IT S A NUMBERS GAME Capture consumer information and track project status Measure o Cost per acquisition, how much does it cost to land a job? o Know how much you spend on leads o Know how much you make from those leads Evaluate every 3 months $40/lead, 20 leads : $40*20 = $800 Close 1 out of 20 leads, a $20,000 job Cost of marketing: $800/$20,000 = 4% o Perform a 6-12 mo. look back evaluation o Make changes to your task and zip selection if needed

23 7. GET CUSTOMER RATINGS AFTER EACH JOB Ratings & reviews o Online word-of-mouth referrals o Help future customers decide what to buy o Lead to better response levels and close rates o Price goes out the window, people want to pay to have it done right the first time Go get them o Be proactive and ask for ratings & reviews o Set expectations when you start a project

24 REVIEW 1. Respond Promptly Early bird gets the work Create a lead management process 2. Follow Up Call at different times Use multiple communication methods Leave a special offer 3. Take Ownership Ask for ratings & reviews Have a professional profile Evaluate over the long-term Adjust your tasks and zip codes as needed