Pay per Click advertising also known as cost per click, is a model used to direct traffic to your website. Advertisers pay the publisher (typically a website owner) when the ad is clicked.
Some Pay Per Click companies refer to each click as a lead. But if you think about the definition of a lead, it is someone who has expressed interest in your product or service.
You are paying a fee to the Pay Per Click company each time someone clicks your ad and views your website. Ask yourself if the cost per click is going to bring in a qualified prospect that can be converted to a sale?
A serious issue with Pay Per Click is click fraud. It is a continuing trend and a very problematic practice. Click fraud is when an automated program or virus continually clicks an ad. It is difficult to prevent and unfortunately the result is that you spend more advertising dollars than the amount of dollars you get back from advertising “leads”.
There are other unpaid and low cost ways to get qualified prospects to your website. Keep this in mind the next time you are approached by a Pay Per Click “Lead” Company.
The home remodeling website Houzz just released their yearly Houzz and Home Report, a survey overview of U.S. Renovation, Custom Building and Decorating in 2014.
Some of the findings included:
- Over half of homeowners on Houzz plan to continue or start renovations in 2015 (55%). Nearly half of homeowners plan to decorate (46%). Four in five plan to hire professional help for their projects.
- Consistent with last year’s findings, good reviews or recommendations continue to be the most important factor when choosing a service provider (83%), followed by experience with projects of similar scope (59%) and good communication/organization skills (49%).
The info above emphasizes the importance of providing prospects with a list of recommendations and online sites where they can read reviews such as Houzz, and other social media websites.
Your online presence is important to your reputation and may be as good as a friend or neighbor recommending you. Remember to ask your happy clients to post reviews on various sites so that your online presence is kept current.
Don’t Be Invisible to Your Clients
Happy clients are your best cheerleaders, they like you, trust you, refer you and as a result more likely to use your services in the future. Your existing client base is a very important marketing asset that needs to be cultivated on a regular basis.
Reaching your previous clients is less costly than reaching non clients, and they are easier to close on the next sale. Don’t assume that past clients will call you when they need you just because they have your number.
You need to have procedures in place to follow up, by email and phone and even by connecting on social media websites. Don’t feel that if they don’t open your emails or return a phone call or “like” you that you are a nuisance. If you approach an existing or potential client in a professional, personal and timely manner, with something that genuinely might be of interest, you will never be a nuisance but instead an asset.
There are many social media opportunities to take advantage of to help increase your business. Twitter and blogs are great to promote conversation and engage users. Facebook and Houzz are geared more toward building your brand and driving traffic to your website.
Once a visitor gets to your website it is there where they can be converted from a prospect to a customer. Having a professional website with good content will establish you as a resource rather than a salesperson. Your website should engage your visitors and encourage them to return or close the sale.
It doesn’t matter how big or small your company is, sometimes you have to get back to basics to improve productivity. One way is to create an organization manual. If you already have one, make sure you are keeping it up to date, if you don’t, it would be a good idea to create one.
An organizational manual should document all positions within your company. Enlist all of your employees to write-up their tasks, responsibilities, as well as the end product or intended result of their position. When the write-ups are complete, have other staff members read and comment on them so that any missing gaps can be filled in and revised.
Having detailed job description information will make it easier to find, hire, and train staff. It also helps to make your staff aware of who is responsible for what tasks. This information will help your employees be more independent and less dependent on you.
There are so many marketing tools available to use; emails, Facebook, Houzz, direct mail and print advertising. You can further your brand significantly by taking advantage of all of those tools. The main goal of all of those efforts should be to drive your prospects to your website.
Your website is meant to educate prospects about your business and communicate information so they want to “buy” your services.
It’s the best marketing tool your company has, so keep it up to date and well maintained.
For a new website redesign or SEO contact Websites by Ideal
I often have clients ask me about “deals too good to be passed up”. We have all gotten calls from salespeople promising that if you advertise, your company listing will be at the top, you will get lots of leads and more business than you ever dreamed of. All you need to do is sign up now. Unfortunately, many of these companies are not as trustworthy as they claim to be.
Before signing up it is very important to research the company and the offer. Do a good old fashioned Google search and dig deep for negative reviews or articles.
Advertising costs can be a significant investment. Therefore it is very important to plan ahead and research all of those “deals”.
If you have questions about a “deal” contact Ideal Consulting Services
Unfortunately, it is often the case that a small remodeler or other business owner simply closes the doors, leaving with whatever savings they were able to accumulate. Although this decision works for many, it is possible, no matter where you are in the cycle of your business, to plan for its long-term continuation.
Although an out-right sale of a business isn’t always possible, with the proper pre-planning, you can set your business up for a ready buyer. Often that buyer is someone who is already part of the business, such as an employee with the potential and desire to run a business, or a family member.
Over the years, I have had some clients who had the foresight to institute such planning. In most of these cases, the owner named a key employee as a “partner” years before they were ready to turn over their businesses. The simple action of naming the employee a partner did far more than set the business up for future sale; it also resulted in a positive change in the attitude, willingness and responsibility level of the employee. This action instilled a sense of pride and commitment in the new partner.
To ensure success of such an arrangement financial and organization planning is necessary. Read the entire NARI blog post
Leaving New York was bittersweet. It was my home for many years, I had friends, family and business relationships that I knew I would miss. Having been very active in NARI in New York, I did not know what the future would hold for me in Houston.
When we moved to Houston in 2011 to be with my son and grandchildren, I was excited to get involved with the local organizations: Greater Houston Builders Association and the Remodelers Council. Everyone has been so welcoming and given me opportunities to participate and give back to the organization, remodelers and the community. I am proud to have received an award for my contributions to the Remodelers Council, but what I am most thankful for is all of the new friendships that I have made.