Phil Risher walks through a customer journey for local service businesses: how prospects find you through search, ads, social, and referrals, then move from lead capture to scheduling to estimate to sale. Most websites convert 5-10% of visitors to leads, though some hit 20%.
All right, so today we have our B2C customer journey marketing strategy. And we're going to walk through the exact funnel that you can use for your local service business and how we use it with our clients here at Flash. All right, so the customer journey. So first and foremost, people come to us because they want to get new customers. So how do you get new customers into your local service business? You do organic search online. Someone goes to Google and searches something. You run ads, you do social media posts, you ask for referrals, you do direct mail, you call prospects. There's a million different ways. These are the ways that we've found to be the most prevalent. Organic search is one of the number one. Having some type of social media is one of the second ones. Running ads is something that's very important. And so what happens next? You can also get returning customers. So people that have become new customers that liked your product or service, then they become returning customers. All these people go into a sales funnel. So they go to your website or they call you and they turn into a lead. So how do you track that lead? And is it easy for people to convert into leads from a new customer, returning customer, Then they schedule an appointment somehow. How does that work? Then you provide them with an estimate or price and ultimately it leads to a sale. What happens is then it comes out to the other side and from that sale, maybe you ask for a review or referral, then you send out some type of monthly newsletter, you ask them to like you on social media, and you post on your social media and hopefully turn them back into a returning customer. So what does this look like from a digital marketing perspective and how can you use it to grow your business? Well, first off, you can put a plan and process in place, whether you work with us or not, on your own to help you solidify this customer journey, to keep the funnel rolling in. So what do we do here at Flash? We do on site SEO. So strategic on site SEO for your website so that people can search you. When they search for a product or service, you're creating content on your website that is attracting them in Google saying, hey, this is what you're looking for. We do off site SEO. So that is like managing your Google my business, managing your listing so that when people search for your product or service online, can they find you? From a search engine optimization perspective, we help with ads management. So running ads, tracking your ads. There's other things. Social media, direct mail, prospecting, call, all these things we can do. More importantly, when they come into this funnel, how quickly can we get them to a sale? So can we set up an online scheduling platform that allows them to turn themselves into a lead, to give them a price and ultimately convert? And what we've seen with our clients is that we can do this typically on a 5 to 10% basis. Some of our clients are doing 20%. So someone comes to your website, they're turning into a lead 20% of the time. And so if we can come up with a way to speed up this process, and every process, every business is different. You might have online scheduling, but you might have to call them to give them a proposal, or you might have to go out on site and give them a proposal. Well, then can they schedule that on site visit? Right. So this is really a big hub of what we're working with, is working in and on your website to come up with a strategy to generate more leads and get to the sale quicker. Then it comes out the other side and we're looking at all the roi, tracking the data and the reporting. So lead came in, but where did it come from? Did it come from Facebook? Did it come from Google? Did it come from a prospecting call? And ultimately did the sale, what was your lead to sale conversion? And then where did that sale money come from? Did it come from Google? Did it come from Facebook? What's the most. What's the best avenue for getting more business? And then can we track that back to the beginning? Then it comes out of the other side. And we have a customer retention plan. So we want to keep our customers engaged and turn them into returning customers. So are we asking for reviews? Reviews help with organic search? Are we asking for referrals to hopefully get some new customers? Are we creating a monthly newsletter that we're sending out to them to stay top of mind, to offer new services, maybe to turn them into a new customer for a new type of service? Are we asking to like us and engage with us on social media to follow along with the journey? And then are we asking them to be returning customers? So this is the sales process that we implement with our clients. And like I said, regardless if you work with us or not, you can come up with a strategy of your own to help implement these things. If you think that this content is relevant, be sure to like and subscribe. We post videos on growing local service businesses and we'll see you all in the next video.
