heather:
Hey, guys and gals, it's Heather on Talking Pools podcast with Hum Days with Heather. Hey, on this episode I want to talk about marketing, so I want to do like a little marketing About ten minutes. give or take messaging over the last. I guess I don't need my headphones any any more. Sorry Over the next you know, five to ten minutes. I'm going to do a series of about four different series here over the month just to kind of learn about marketing to help you with your business. I get asked this Lot. Hey, how do I market this? What's the first step? I should do. What What's going on with this? How do I engage That? I've had people ask me like. Okay, Well, my marketing company wants to charge me six hundred dollars to give me the results. that from my Google ad words, or whatever, it may be right, So we're going to. We're going to dive a bit into the whole marketing session over the next few episodes, so hopefully you will jot down some take no, Because I'm going to be spitting a lot of information at you. This is kind of one of the things that I deal with in my consulting business, where we have to get your marketing plant down right. It's very important with any business to get marketing down with no marketing. You have no customers with no customers. you have no business with no business. You're fucked right. So but online story short, All right, Step one, and yes, I am going to go in baby steps. So you already got some of these Just listen to next week and we'll kind of dive in a bit. First. You have to make sure you know who your target audience is right. With that being said, Are you a builder or you service company? Do you do all of it? Do you have a online store? Do you have in person store? Every client has different people. My client. Ell is different than somebody that does cleaning right. So you have to know your target audience. Define who your target audience is and is not continuously. revise that as needed. That is huge people. When I say that, do your research start looking at what other companies are doing for your services, and I don't say, copy them, but mimic some of the ideas what they're doing. Like the large Many's right. What are they doing to bring in the clients? Hell that like yours, is your clients held more women driven? is that mail driven Who makes the decision in your areas? That stuff? Okay, target market research, I've actually done target market research not only on line, but I've gone out to like my home shows, my trade shows and done survey questions when they come and ask me at the booth because we do a lot of home shows. I love my home shows, my home shows general A lot of money, my home shows, my boots are big at my home Shows are not the little, ten by ten. They're like big, right, M. Part of that is why they chose to stop what they look for in a pool company. What? what? Who makes the decision for them? what they're thinking of doing? Why they choose the coming that they're going. You know, I do those surveys at that time because that's a fucking. Has your like fish bowl right? That's your. Okay. Well, they need this so that that's doing my target audience. That's knowing exactly where my business Ees to go. What I need to change based on what their answers are, and I give them you know, free service call or a free filter, clean or whatever, For answering all these fifty million questions that I have. I just have it, said P, as a survey monkey on my I pad, and they go through it And then I also collect their data as they go through, because I guess what, by doing that they get their phone number three, Now their address, what services they would be interested in And then it goes into the question of how they make the decision what they look for in the company and who makes that decision. And then I did a little bit deeper as to what they do for a living. You know, do they have kids? So you know, I kind of get all of that aspect when you're doing that market research right, So the next is you want to understand your procedures, understanding what's needed in their business to put the procedures in playh. So in your business what You need to make your business more successful Without knowing that key key word, What plan do you need? Your business is not going. It's just not. it's not going to scale. It's just going to go through right once you understand your procedures and understand where you go with that. It helps you dictate your target market right next. Once you do that, you're going a monitor. you have to morrow the results as needed without I dentifying what's working and what's not when you're doing your market research. You've got to monitor all this. This is not just one and one thing like you can't sit here and be like. Okay, What I did? the target marketing? I know what my procedures are, and now I'm done. No, we can't. we can't do that. What's the struggles? You're overwhelmed by understanding what's working and what's not? That happens a lot Like Okay. Well, my struggle is, I've done my research, but I don't understand what's actually working in what's not, So you don't have a defined measure of your control. You're burnt out by your doing that because you're not setting your goals to understand what's happening for that target research that you're doing, and when you're doing the target research, I'm hoping that you are actually pay attention to what your clients say. So if it is okay, let's You're working on. Let's actually, let's say your, your. I'm going to do this for me because it's I do. So let's say you're focusing on repairs and remodeling right, because that's what my business is. I know in my repair, in my remodeling business By doing my market research, The number one things that customers want especial remodeling, because it's a hiring ticket, communication and showing up on time. that's huge. When that happens, their mind Re blown right. Hold on one second. Sorry I had tie something. so when that happens, their minds are blow because they are so used to contractors because of past experience, either not communicating with them, not doing what's on their contract, getting money more than what's on their contract and not following through right. So when it comes to doing your market research, you want to hopefully look for those clients. Hells that have been burned by past companies. You are going to do better right. You're not going to be the person to burn that client. So when you start addressing those issues by doing the market research, then you can better understand where your clients hell are. To help understand where you needs need to be for that Next, you want to have a place to go for these clients, right, you need to understand that. Okay, I've done my market research. I know what I know what I need to be doing. I Next thing that I need to understand from my procedure is the process. Like where do they go Once I do that, where do I get their client information? How do I find out to make them a client Websites? When you do websites, it is very important, very important. You understand the difference between an organic, non organic good so bad, So white hat, s co, Black hat. So there's so much that goes into websites for building. It's insane when you have somebody that truly understands how to build a website from the ground up. Like Go look at my website, right, It's a ship, kind of information on there. It's all white hat, so black hat and white hat totally different, right and I'll dab on that on another episode so you can understand that when you're building a website, you have to make sure you put your back links on ther. You have to make sure you put your organic searches on there. You have to make sure that when Google is crawling that site, it actually reaches organic searches. Don't go and spend two hundred dollars on a website and try to build it yourself, Because you're not going to know how to put back like back links on there. You're not going to know what verbage actually needs to be in the foot or what verbs needs to be in the head or what needs to be in the actual body of it. You're not going to know what the difference of video versus blogs versus this. Now there's so much that goes into that guys and girls spend the money on the website. Get it going. You've got to have landing pages for all of your marketing when you're doing your website. Think about Okay. The first thing a company is going to ask is how many pages do you want? What's the contents when you're thinking about that, Okay, this is where your business brain has got to come in. My market research says the customers are interested in this. This and this. Okay, Great, I need landing pages for. Is this an this? Because I'm going to target my marketing to this, this and this, whether it's on time, whether it's price, whether it is material that they can't get, and you have in stock. whatever that may be, leaning pages for everything. I can't. S. sorry. I can't stress that enough. sitting on popcorn. If I've been lunching on pop corn all day anyway, I can't stress that enough that you have to have a leaning page for your tar Audience. Like I will. I don't know. Actually, let me see if I hold on. I'm going to see if I can long into the back end of my side real quick. Let me see. I know I can long in back in my site, but I'm going to see if I can actually get my leaning pages here. Hold, I been long in and share the screen with you Ten. It's loading. Give me a minute Because this is so important guys. it's loading. It takes a minute. My side is huge. Hope now to have me fix an email. hold on Right. Okay, I'm going to share my screen, my share screen. Okay, and if you're listening to this hopeful, you'll go back and watch the video right. Okay, so this is the back end of my website. All right, as you can tell, there is a ton of ship that goes inside of here. All these plugs. Which one goes in All these updates that I need to do that. I'm a little far behind on Sco draft. You know, I built my stuff and work press. So it has so many different plug ins that I have on here on the backside right. Feel free to go through. Look, Snap it. I don't care. You can copy on Hes Plug, And they're great, but as you can see all these different pages that we have when we go back to these pages, I've got zero percent financing. I've got three d pool bills, I've got about us. I've got baby lock. I've got before an after gallery Blazing beats fireplace. That's actually hidden because they are no longer. But that was an amazing thing. so that these are my leaning pages. right, Blazing beats fireplace, baby lock, safety fence, Those are landing pages. Yeah, call out and connect boxes. That's a landing page where I call out corsal elements. That's actually where my photos go. pool magazine. Where that's a landing page Where Actually direct them to. Let's see if I can let me So you can see like the Magazine. Actually, I deluded that. Okay, my bad. sorry, I deluded that over there I forgot child save defensive. That's a dummy. One for me, Ozone purification, Let's show you that one. I mean, just so you can kind of see like all of these are landing pages right, These are actually hidden on. not all of these like this one Under my whole thing. It's it's there. I do have some pages that are actually hidden in my website Because Don't want them viewing all the time right. I want them to be able to only see it through my marketing, so it's a landing page It goes through. It also goes over here, so it connects with my other stuff, So it's all simple. It's there. It captures my client. tell, I can tell how many times they click it. I can tell where it goes. It gives them the information exactly what they're looking for Right current pool offer. So I mean this one. I haven't updated A while as you can see, so I need to update that, but it gives them my cupons, like I haven'd updated this since twenty twenty and is now twenty twenty. three. Keep those up today. Don't do like I do. I don't really have people ask a lot for Cupon, so that's kind of why, and I don't do maintenance any more. so that's not even there. it. Um, so I need to go through and update. that isn't it? But all of these landing pages help you get your clients help. I'm gonna. I'm trying to find one that I have actually Hidden so you can see. There's one that's actually hidden. This one is hidden. Okay, so here is a landing page that's actually hidden. It's called Diamond Bright Pool finishes, and as you can tell, I have to literally send this because it's nowhere in. It's nowhere in my drop downs. Otherwise you would see it under my poll, up grades, pool services remodels, wherever you know, I would have had this page. so this, if I wanted to go with Diamond bright, Um, I would take this. I would put this your L. right here. What goes To? I don't know if you see that real, but it's like you are, but strictly for the landing page, I would implement that into my marketing. That way I can see exactly how many people have clicked who have clicked because all of my marketing people have their names attached to it when I sent out my marketing blast, Right, because you're goin t market your new people and you're going to market your old people. And you know what, I just realized you couldn't see that because I had that view blocked my bad. here's the page. Here's the page. Um, but it's not anywhere on my landing page, so this is truly a hidden landing page, so I have to physically get this U. r l to my marketing to be able to get it in front of my clients. It's hidden on the back in, but it's still live. If that makes sense, like you can't get to it unless I give you the u. r l. So when you deal with your landing pages, you can have a capture where it captures that customers information where it pops up. I have that off mind sode. I am marketing for a new client Ell, versus an existing client. Ell, If this is a new client Ell, I'm going to have where my website pops up a box. This is high. Thanks for clicking our landing page to view this page. Please enter your name, your phone number, your email, whatever you want to capture, and they can't get off of that without clicking and entering information. Now if they give you wrong information, I can't really help you with that right, but hopefully they don't enter the wrong information. And by doing that you're doing two things you're seeing. you're doing your market research right where clients are actually clicking what you're putting in, and you can actually get their information to follow up with them. Now, I don't like the word follow up. I can't stand fault, because that's like sales pitch right. So when you're addressing a client and you gone out there and you have got them to capture your landing page and then you're like right, Let me call. I see this clients information when in the youth It's a good time to call that client. You think it's within five minutes within thirty minutes. Within an hour. Within twenty four hours. you have a certain amount of time from that client. So if you see that that information comes through to you, the email or text, so how er you have it set up that poptures that captures that lead that just popped on. You're going to immeetaly call that client. Don't wait. Do not wait. so say I go in here and I had my thing popped up where I had to enter my information. I entered it correctly. That gets in back to my office. My office Is Mely calling within like, within thirty to forty five seconds of getting the thing like they know to stay on top of that and it's not high, Heather. I am following up on the lead that I got from my website. Absolutely not. don't ever sucking. Say I am following up. Get that word out of your vocabulary. Instead, you need to be saying Hey, Heather. thank you so much for inquiring about Diamond Bright Plaster. What questions may I answer for you? Let's dive deep. Great, let's go Doesn't sound self pitchy. That sounds helpful. Right. That shows that you're actually trying to help them in the process of betting what company they choose to go with, right. So when you're doing your landing pages, you want to put information on here that people relate to you. Don't want it full of all kinds of ship that is overwhelming. You want simple information with pictures and videos, right, videos and pictures are huge inside. So when you get that, Don't do. don't do it where it's a bunch of verbage in a bunch of words. As you can tell, there's another landing page. Re, finish, finance, your re. finish. Now, this is under my contact, so they can go to financing zero percent and it's here. Um, H, f. S actually doesn't do zero percent any more, So I need to change that. I haven't changed my website in a while. It's been a bit, so I'll go through Nd. I'll change that, but you would. I would actually send this As a landing page as well if I wanted them to use H. f. S. If I'm building a pool, I'm not going to you now. I'm going to want them to use H. f. s. My people that uses advantal, and I can give you their contact information at zero percent for twelve months. That is for my remodels, because that goes up to twenty to thirty thousand at the most, and with that being said, H, f s is not zero per cent. It is actual interest right off the bet. right so just again you're landing pages. Just make sure they're Pretty. Make sure that they catch the eyes. They load quickly Like this one isn't loading well, because I haven't. I haven't updated my sight forever. I need to, but this just gives you an idea of what of what to do. what to look for. This is a hidden page. Obviously it's not done. I don't know what the hell my intentions were for that To be honest anyway, but I could just go on and on on landing pages, so marketing landing pages Capture your target audience. Get through. Make sure you understand what's going on with your website. When you do your website, get the back in log and don't suck ship up. if you don't know what you're doing, Because if you delete a lot of this ship, it goes by by, and once it goes by by, you can't you can't get it back unless you have a back up. right, um, just pay attention. Don't Ask why this isn't working If you don't know. give it to somebody that knows right all right Well, that's all I'm going to go through on lining pages for that, so until next week I will, sorry, and whenever my ten minute Tibet, I apologize, I will touch base what to do after you get the landing pages. Talk to him, my guys.