Diversify Your Moving Company's Marketing

Hey, my friend.

It's Luis Massaro, CEO of Moving Mastery and founder of Moving Sales Academy. You know, earlier this year, Yelp made a change to their algorithm and it left a lot of moving companies, hundreds of moving companies in a position where they lost a lot of five star reviews and four star reviews and, you know, positive reviews got filtered. I'm sure a lot of you have been affected by that. Alright, I just want to bring up the point again that you need to diversify your marketing. This is so, so important. I did a video on this months ago and this considered as part two of that. All right? Because essentially when you put all your eggs in one basket, you have no control over that marketing source. You have no control over Yelp. I know a lot of companies that were spending a lot of money every single month on Yelp and all of a sudden they lost those reviews and they weren't able to compete in the same way they were before. And the money they were spending in marketing wasn't as effective as it was before. You know, this could go. I've seen it happen to moving companies that had a ton of money invested in their SEO. You know, they ranked really high on the first page of Google organically. Google made some adjustments to the algorithm and it dropped like that. You know what happens? It's just part of it. You have no control over it. Right? You need to make adjustments and you need to try to get back on track as quick as possible. But you don't want to have all your eggs in one basket. For me, since 2000, I was investing heavily, heavily in the Yellow Pages. All right? There was a point we were spending 250,000 every single month in the yellow pages. And around 2007, 2008, when more people started getting smartphones, like right around when the iPhone came out, and more and more people started shopping online, all of a sudden that money that I was spending in Yellow Pages wasn't as effective. I wasn't seeing the return on investment like I was years earlier. And I was heavily invested there. All right? So I needed to kind of scramble. And you know, those of you who've heard my videos, you know, that's around the time when I really started diving in and learning Internet marketing and other ways to make sure that I was diversified. And I wasn't counting on one source. So you need to make sure you're doing the same thing. So I want to walk you through some steps to make sure that you're diversified, because I don't want to see you in a Position where essentially you have a winner, you have something that's working, so you kind of block everything else out. And then whether it's six months a year, two years, three years down the line, that source goes down, you're stuck, right? You don't want to be in that position. Diversifying your marketing is also a very good practice to get in, to just be able to bring in more business. So I'm going to walk you through these steps, make it really easy for you. First thing you need to do is, is you need to know your return on investment for marketing. You need to know your roi. This is the foundation for all of your marketing. Once you know how profitable each source is, how much you spend on a particular lead source versus how much it brings in in revenue, that gives you all the power to make the decisions that you need to make, to diversify, to make adjustments, to tweak and to add more marketing here, take away some marketing there. This is everything that you need. So if you struggle with marketing and you don't know your ro, start with that. All right, so important number two, test out new sources, right? Once you know your roi, once you know what works, what doesn't work because you can see the numbers, you know what's profitable, you know what's not profitable, Try some new sources, you know, try some leads, buy a few leads, advertise a little bit here with Yelp, do a little pay per click, send out some postcards, right? Diversify a little bit. If you haven't already downloaded the 10 rules of a profitable moving company, I'll put the link. It's an ebook that I wrote. I wrote out a bunch of sources that you could try in there. You could download that for free. It's on my website as well. I'll put a link down below, but test out some new sources, all right? And then every single month, review your marketing report, your ROI report. Make sure you review it every month. It's crucial. You know marketing is going to be one of your biggest expenses in your business. If not already the biggest expense in your business, you need to make sure you're reviewing it monthly. Because once you review it monthly, once you know what's profitable, what's not profitable, you can make adjustments. All right? That's the beauty of this modern day 2017 marketing, which is you can make adjustments to almost everything. You're not stuck in anything. You know, years ago, you put an ad in the yellow pages. You were in there for the year, you were on the contract for the year. Now, if Something's not working. If certain lead sources aren't working or Google pay per click's not working for you in a certain area, you can make adjustments. You could stop it, right? There's not much marketing. Now that's a long term commitment that you're stuck with. So you can make adjustments, but you need to know your numbers to make adjustments. You don't want to be making adjustments off your gut and how you feel about something, you want to do it. Basically black and white. Here's the numbers, make the adjustments, and the last one. Don't get comfortable with the winning sources. All right, this is what happens. I've seen this happen to a friend of mine last year that had really good SEO, right? Was kind of avoiding everything else and wasn't doing any direct mail, wasn't doing any pay per click, wasn't buying any leads, had, you know, was ranking one and two in his market for movers and was getting a ton of business. Google made a change to the algorithm, lost his placement, and was pretty much suffocating for business. Do not get comfortable. The minute you find yourself getting comfortable with the lead source, use that as a reminder. The minute you say, man, this is the, this, this is awesome. We need to just continue doing this. When you find yourself saying that, remember this video. Remember that it's time to diversify. All right? Don't get comfortable. When you get comfortable and when you fall asleep and don't diversify your marketing, you're going to get stuck in a bad spot. And I can tell you from being there, it's not fun. All right? If you have any questions, as always, leave them down below. I really hope this was helpful. Please diversify your marketing. Don't get stuck with all your eggs in one basket. Go out there every single day. Profit in your business. Thrive in your life. I'll see you next week.

Hey, my friend, it's Louis. I hope you enjoyed this episode. Do me two favors. Number one, subscribe to this channel so that you continue to get updates every time I release new training for you.

Number two, if you'd like to get.

Ahead a little bit faster and become more profitable in your business, what I'd like to do is give you a copy of my 10 rules of a Profitable Moving Company. These are the same 10 rules that I applied in my business that helped me grow into a multi million dollar nationwide company. Okay?

So all you need to do is.

Click on the link on this page or head over to LewisMassaro.com 10rules.

So that's Louis.

L O U I S Masaro M A S S A R O Com Tenrules. Just put in your name and email address and I'll email you out a copy. Okay? Until then, every single day, go out and profit in business and thrive in life. I'll see you later.