It can feel next to impossible to stand out from the competition, big box stores and attract new customers, and simply having a website is not enough.You need a strategic online presence that educates, engages, and converts sales leads into paying customers. I was so excited to dive deep with marketing expert Craig Lowder on his keys to building an amazing digital self-service system that shortens your sales cycle, boosts productivity, and helps you connect with the right customers. Find the hidden profit leaks you may be overlooking and learn these practical strategies to turn your website into a lead generation machine.
In this episode you’ll learn:
- Having a compelling presence in the current digital landscape that attracts and converts customers.
- Creating a website that educates, engages, and encourages action from potential customers
- Providing an exceptional customer experience that builds trust, even when things go wrong
- Defining your ideal customer and tailoring your marketing approach to their needs
- Vetting and working with a marketing agency to improve your presence in the digital landscape
- Following up with past customers and leveraging your footprint in the digital landscape to find new opportunities
Key moments:
[02:19] – The Digital Landscape: Importance of Online Presence
[04:41] – Offer Free Downloads and Information
[07:03] – Craft a Unique, Customer-Focused Message
[10:10] – Understand the “What’s In It For Me” Mindset
[14:13] – Shift from Sales to Online Marketing
[17:20] – Provide a Checklist and Guarantee
[22:35] – Qualify Leads and Convert Them Effectively
[40:32] – Avoid Discounting, Offer High Value Add-Ons
The Digital Landscape: Importance of Online Presence
In today’s digital landscape, having a strong online presence is crucial for home service businesses. Customers are turning to the internet first to research and find service providers, so a well-designed website and digital marketing strategy are essential. A business’s online presence not only helps attract new customers but also builds trust and credibility with potential clients.
Offer Free Downloads and Information
Adding value by offering free downloads and informative content on a business’s website can be a powerful strategy to attract and engage potential customers. By providing valuable resources, such as e-books, checklists, or tutorials, companies can demonstrate their expertise and build trust with their audience. These free tools help to educate and inform customers, making them more likely to hire the business for their home service needs.
Craft a Unique, Customer-Focused Message
Crafting a unique, customer-focused message is crucial to standing out in the digital landscape. Businesses must move beyond the generic “we are the best” message and instead focus on addressing the specific needs and challenges of their target audience. By showing an understanding of the customer’s pain points and desired results, companies can create a message that resonates with the target audience and stands out from the competition.
Understand the “What’s In It For Me” Mindset
In the face paced digital landscape, customers are increasingly adopting a “what’s in it for me” mindset. They are looking for service providers who can clearly show the value and benefits they offer. Businesses must understand this mindset and create their messages accordingly. A good way to do this is highlighting the specific ways the business can address the customer’s needs and improve their quality of life. By focusing on the customer’s perspective companies can really engage and convert potential clients in the digital space.
Shift from Sales to Online Marketing
The digital landscape has shifted the balance between sales and marketing for home service businesses. Whereas in the past, a heavy emphasis was placed on in-person sales, the modern customer journey is now predominantly driven by online research and self-service. Succeeding in this environment means that companies need to prioritize their online marketing efforts. Make sure the digital presence, content, and lead generation strategies are honed to attract and convert customers.
Provide a Checklist and Guarantee
Home service businesses can differentiate themselves by providing customers with a clear checklist of what to expect and a guarantee of their work. By setting expectations upfront and committing to a high level of service, companies can build trust and reduce customer concerns. This approach not only improves the customer experience but also sets the business apart from competitors who may not offer the same level of transparency and accountability. Incorporating a checklist and guarantee into the digital customer journey can be a powerful way to stand out in the digital landscape for home services.
Qualify Leads and Convert Them Effectively
Effectively qualifying and converting leads is very important for home service businesses. Companies need to have a clear understanding of their ideal customer profile and ensure that the leads they are generating align with this target audience.Having a lead qualification process, such as surveys or questionnaires, can help businesses identify the most promising leads and focus their efforts on converting them into paying customers. Improving lead conversion rates with high standard sales and customer service practices is key for maximizing the return on investment (ROI) in any digital marketing efforts.
Avoid Discounting, Offer High Value Add-Ons
In the very competitive digital landscape, home service businesses should be cautious about using price discounting as a strategy. Excessive discounts can consume any profit margin and make the company’s services look cheap. Instead, businesses should focus on offering high-value add-ons that complement their core services. By providing customers with additional services or products that add value and benefit to the overall experience, companies can set themselves apart without resorting to price-based competition. This really helps to maintain profitability and strengthen the company’s position in the digital marketplace.
About Craig:
Craig Lowder, MBA, is a sales effectiveness and lead-conversion expert with over thirty years of experience helping trusted advisors and small- to midsized business owners achieve remarkable growth in their top-line revenues and personal incomes. With an impressive track record of success, Craig is widely recognized for his ability to empower his clients to achieve significant and predictable sales growth year after year.
Craig is the creator of the trademarked Star Guide and Nav-STAR Client Acquisition systems, proven approaches to sales and business development that have helped countless individuals and organizations achieve exceptional results. Through his unique blend of strategic thinking, practical insights, and hands-on guidance, Craig has become a trusted advisor to many of his clients, helping them navigate complex challenges and achieve their most ambitious goals.
Over the course of his career, Craig has worked with clients in a wide range of industries, including manufacturing, wholesale distribution, finance, business service, technology, and more. He has helped individuals and organizations of all sizes optimize their sales processes, improve lead-conversion rates, and build stronger, more profitable businesses.
Beyond his work as a sales effectiveness and lead-conversion expert, Craig is also a sought-after speaker and thought leader in his field. He is a frequent contributor to industry publications and has been featured in a variety of media outlets.
Whether working one-on-one with clients or speaking to large audiences, Craig is passionate about sharing his knowledge and insights to help others achieve success. With his proven track record of success, deep expertise, and unwavering commitment to his client’s success, Craig Lowder is truly one of the most respected and accomplished sales effectiveness and lead-conversion experts in the business today.
Connect with Craig
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