Manage Your Moving Company's Marketing

Foreign.

It's Louis Massaro and welcome to another episode of the Moving Mastery Podcast.

Alright, so sometimes we just look at marketing. We're just like, oh. We look at it and we just, we just basically pay the money and pray and hope that, you know, the phone rings, that the leads come in, that it works, right? So I want to show you how I manage marketing testing. Okay? Try everything, try everything, try everything. Start small, right? So when I say try everything, don't go. You know.

If you've never been on Yelp and they're like, hey, we can, you could spend 15,000amonth with us, right? You don't start there, right? Start small.

Test it out for 90 days.

Get feedback from your reps.

Okay? They're your ear on the street. Let them kind of tell you how they feel about what's going on.

But don't let that be the decision maker, okay? Because something might. You could listen. Moving leads. Everybody hems and haws about moving leads, but moving leads can be very profitable if they're run right. The sales reps aren't going to want to have to make 100 calls to only book 10 jobs when something comes in from the website and they're booking at least half of them. But as a company, if you have a machine running, you have enough people, they're making their dials that they need to make every day. They're making their talk times that they need to make every day. It's profitable. So then take a look at sales doing their part.

Most people, what they do is the marketing's not working. The marketing's not working. The marketing's not working. Well, is sales doing their part to close the deal? Are you implementing all the processes that you've learned this weekend?

Don't be quick to blame the marketing until you know sales is on point.

And what's the ROI.

Test? Everything.

Somebody calls you up, they have some new leads. Yeah, send them over, we'll try it.

Why not?

Tracking.

Your marketing ROI report.

So important.

Correct. Lead capture data. We talked about this day one early on, how important lead capture is not only for your follow up, but if you don't capture the lead correctly, if you don't make sure every call makes it into the system. Right? How many of your reps pick up the phone, talk to somebody, give a quote, Never put it in the CRM. Come on. I know it's more than that.

So make sure the first thing that happens, okay? Those of you who are in the online course, make sure you watch the videos, go through first. Thing that happens, they say hello to get some information. Sure. I just need to get a little bit of information from you, get the pertinent information into the system, then move on. Okay.

Tracking phone numbers.

Unique web form code.

So if you have multiple websites or you have a website.

And a landing page or a website and multiple landing pages, you want that also coming directly into your CRM, but you want to make sure that the code in that form brings it into the CRM that says Google pay per click Vancouver. Right. Or just, you know, main website.

Google Analytics. Brian talked about that.

And then tweaking.

Tighten up sales. Right.

Verify the data.

Again, a little warning for everybody.

Your P. Ls, your marketing report, every report for that matter. But those two specifically, you need to make sure they're correct. You saw that the marketing report's a little bit, you know, it's not cut and dry. Right. Takes a little bit of work to plug those numbers in to find them from everywhere. And, you know, that one didn't have too many lead sources on it. Maybe you have this many lead sources.

Whoever's plugging in those numbers, if their eyes start blurring because they're not getting up every hour and bouncing around.

They may put a wrong number somewhere. Okay. You're using your, you know, imagine if you were the captain of a ship.

That was supposed to go to the other side of the world and someone gave you the wrong coordinates. That's what it's like to have wrong numbers for your business. You're going to hit the iceberg and you're done. Imagine you cut off a lead source or spend more money on a lead source. Like with bad data. It was helping you, but you thought it was hurting you. You cut it off, it was hurting you, and you thought it was helping you. You put more money on it. Just make sure. If this means you have to do it yourself, do it yourself. If you don't have someone that you 100% trust with numbers, there's different types of trust. You trust certain people for different things. Right. You may trust everybody in your family. Doesn't mean you trust them to do your marketing roi. Right? You may not trust your bookkeeper with your kids, but you might trust them to do the marketing. Roi so, so important. Then you segment the sources.

Meaning, I'll give you an example. Pay per click. If you're in a big area, let's say Miami, Fort Lauderdale, West Palm beach, and you look at your campaign and you're like, the cost per lead is not where it needs to be. Our Percentage spent is not where it needs to be. You could very quickly and easily cut that off, but instead segment it. In other words, make sure it's separate. Fort Lauderdale, Miami, West Palm Beach. Then look at the numbers. Okay, this happened to us. Looked at the numbers. Who was weighing everybody down? Miami, the whole thing. We're about to throw it out and say, this doesn't work.

Meanwhile, Fort Lauderdale, West Palm on fire, right? Great. Roi, Miami, not so much. What do we do? We cut off Miami until we could tweak that and work on it a little bit. So I was like, okay, let's do this with the lead sources, right? Took the lead sources we were buying, put a bunch of data that we had, and we talked about lead capture at the beginning, that you're gonna need this data someday for something. If you don't have it, you can't have this intel into your company. Dumped it all into a spreadsheet, broke it down by zip codes, separated it out and took. Because, you know, let's just say moving dot com. We're buying a bunch of leads and they're like, what area codes? You know, you give them the area codes, they send you the leads, break it down by zip codes. Come to find out it's actually the same thing. Miami, weak link, cut that off. The other two are flourishing. So think about that. If you're in an area that kind of has multiple, you know, and everything's lumped together before you're quick to dismiss a source. Segment it out and take a look at it. All right, redesign.

Maybe your website looks like shit, right? Maybe it looks like the greatest thing ever. Beautiful pictures, videos, like the nicest thing. You're so proud of it. But it's not converting. And the main purpose of your website is to convert people into leads, visitors into leads. You want them calling you or submitting a request for a quote. Doesn't matter what the site looks like. You want a good looking site, but if they're not converting, it doesn't matter. So maybe you need a redesign. Okay.

Maybe the site's beautiful, but you need to rewrite the copy. Maybe you need to. And I'm talking about. I said website. This could be. Maybe you have a postcard that needs to be redesigned, or maybe the copy on the postcard needs to be rewritten. The message on the postcard needs to be rewritten. Okay, this is how you manage the marketing. That's it. Three simple steps.

Test it, track it, tweak it. You keep it there, and you just keep fine tuning it. And everything starts to become more profitable.

And if you're ready to take your.

Moving company to the next level, make sure you check out my brand new on demand training on how to consistently book more high paying moves all year long. It's called the six six Stages of a Moving Company Sales Machine and you can access it right now for free@lewismassaro.com.

Six stages in this training, you'll learn the steps you need to take to increase your sales with a smooth running, consistent process. This is the same process I use in my moving companies to book 12,000 moves a year and now I'm training you on how to implement it in your moving company for free. It's available now@lewismassaro.com six stages.