Episode 49

Sept. 9, 2021

Topic: 10 Ways to Take Your Digital to the Next Level in the Off Season

Guests: Coalmarch's Rachel Betterbid and Rachel Kirkpatrick

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In this episode we discuss:

• The 10 ways to take your digital to the next level in the off season

1. Reassess customer acquisition costs

   1. Many business owners don't have acquisition cost goals or ROI goals for their marketing campaigns

   2. Donnie has seen digital costs to acquire customers double and triple in some cases

   3. How customer attrition and closing rate play a role

2. Implement the infrastructure to assess customer acquisition costs on a regular basis

   1. Do you have a way to measure this on a day-to-day basis? In other words, do you know if you are "closing the loop" between marketing/advertising and sales?

   2. Whether Donnie sees a difference between Google analytics and CRM figures

3. Reassess your company’s true competitive advantages/unique value proposition

   1. How do you really stand out if you are providing the same service as your competitors?

   2. Donnie says it doesn't have to be completely unique, it just has to a position you own in your market

4. Diversify your digital marketing advertising channels

5. Invest in branding -- stop putting this off

   1. Donnie was wrong about branding in the past -- it's important!

   2. It's a long-term investment so when customers have a need, they think of your company

   3. Branding methods vary based on your target demographic

6. Utilize digital efforts to track offline ad campaigns

7. Focus on improving your sales team performance

8. Make sure your website is in a great shape

   1. The average lifespan of a website is two to three years; it's important to keep up with customer expectations

9. Consider adopting a “digital” franchise model even if you aren’t a franchise

   1. Google was built for brick-and-mortar businesses, which puts service businesses at a disadvantage

   2. "Near me" searches have exploded, so it's beneficial to have multiple locations throughout your service area

10. Test, test, test

Resources mentioned:

• PMP Industry Insiders Podcast Episode 26: Digital Marketing Strategies That Get Results with Rachel Betterbid

• Donnie's YouTube video: "Grow Your Service Business: How Much Should I Spend on Marketing?"

• Michael & Son: Company that was successful entering the Raleigh market with branding

• Forbes article: "Your Website's Life Span May Be Shorter Than You Think"

• Guidelines for representing your business on Google
  

Advice: "Going into the year, you should really think about, 'What am I willing to spend to acquire a customer?'"

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