It's easier than ever for consumers to quickly research and compare various contacting businesses. You can see this is a chart from a search for “top contractors in Denver, Colorado, and I can easily, easily pull up this type of information from a huge variety of sites, and see how other people are rating certain services, right? So you can see here “Tim’s Tree Services” 4.8, three stars out of five. That’s great. You can see how many people have reviewed it, the ratings of reviews that are out there, and the average rating of all the contractors in Colorado, on this particular site. But this is just one of dozens and dozens of sites that I could check at any time to learn more about you and your competitors.

1. The 4 Proven Marketing
Systems Every Contractor
Must Optimize to Maximize
Revenue Growth

2. In the next hour, I’m going to
teach you how you can
dominate your market and
take your contracting
business income to entirely
new levels.

3. Leverage marketing & technology to
achieve maximum results.

4. 95%
of Contracting
Businesses
Are missing AT LEAST 2 out of
the 4 critical, proven marketing
systems that are necessary to
achieve maximum business
growth!

5. Why?

6. The competitive landscape
for contracting businesses
has changed dramatically!

7. And so has the way your
clients find and shop for
your services.

8. Contractors have been
slow to adapt!

9. 3 Drivers Of Change
Search
Social
Mobile

10. Search
• Easier than ever!
• Accessible from multiple devices
• Has become the predominant way for your
clients to find your contracting services

11. Search
74% of local consumers use a search engine
when they are looking to hire a contracting
business.
(Nielsen/Netratings)

12. Social
• Connecting and sharing opinions with ease
• Opinions are highly visible
• Search engines paying attention
• Content about your business is NOT being
created by you…
• CONSUMERS ARE THE PUBLISHERS!

13. Social
49% of local consumers say positive online reviews
make them more likely to hire a contracting
business.
Local Consumer Review Survey 2012

14. Mobile
• The biggest game-changer
• Mobile search = Immediate gratification
• You MUST be present – if not you, your
competitors eat your lunch!

15. Mobile
79% of smartphone owners use mobile
devices to influence their decision to hire a
contractor; out of those, 74% decide to hire
as a result.
Ipsos

16. It is easier than ever for consumers to
quickly research and compare various
contracting businesses.

17. The contracting businesses that
“GET IT” are crushing the
companies that don’t!

18. The BIG question:
How do you strategically work
with these three big drivers
of change to make sure your contracting
business leads the pack?

19. It means that now more than ever,
you need to have a marketing
plan that works!

20. Simplify the challenge and
clarify the approach!

21. You Must Maximize the Impact of 4
KEY Marketing Systems

22. R4 Marketing Framework for Contracting
Businesses

23. Reputation

24. Reach

25. Resell

26. Referral

27. R4 Marketing Framework for Contracting
Businesses

28. 25%
growth on their own…

29. Ignite business growth to
100%or more when combined!

30. Reputation

31. It is easier than ever for consumers to
find the feedback of other consumers
to help them make a decision about
which contracting business to hire.

32. 69% of local consumers…
trust online reviews as much as personal
recommendations when hiring a
contracting business.

33. 7 in 10 local consumers like to read up to 10
reviews before deciding to hire a contracting
business.

34. 80% of local clients…
will purposely avoid contracting
businesses with negative online reviews.

35. Today, an unhappy customer
will tell thousands of their
“closest strangers” on the
Internet.
Who’s talking about you?

36. • Customers
• Prospects
• Competitors
• Disgruntled employees
• Ex spouses
• Former business partners,
investors
• Trolls (the permanently aggrieved)
Who’s talking about you?

37. Reviews at the center of search

38. Your goal!
5-Star Reputation

39. HOW?

40. Take ownership of profiles in all of
your key directories and networks
• Google+ Local *important*
• Yelp
• Kudzu
• AngiesList
• RateMyContractor
• Facebook
• Twitter

41. Publish your own story!
• Make your own content (e.g., announce special
promotions, limited time offers, testimonials,
interesting/unique stories, etc.)
• Post helpful information on subjects that will
help your clients and prospects
• Add social media sharing buttons

42. Stay connected

43. Make educational videos and post
them to YouTube
Any given video stands
about a 50x better chance
of appearing on the first
page of results than any
given text page in the
index.
Source: Forrester

44. Build a review collection system
Collecting referrals should be an ACTIVE and
METHODICAL process
Displaying reviews on your business website can boost
emails and calls by over 20%
(Bazaarvoice.com/resources/stats 'Conversion Results')

45. The BIG takeaway
Reputation is now THE FOUNDATION of effective marketing for
contracting businesses!
It is no longer enough to do good work.
YOU MUST PROACTIVELY DEVELOP AND MARKET YOUR
REPUTATION!

46. Reach

47. Social media use has grown by
712% since 2005.
Reach via Social Media

48. 86% of contracting business
owners…
….believe marketing on Facebook is
important to their business.

49. There are 155 million +
Facebook users in the U.S. and
over 1 billion throughout the
world.

50. Reach them where they’re at…
Build a Facebook page and boost your “Likes” by
giving free tips and advice

51. Sponsored Story Ads
Convert users’ activity into ads and display
the ad to friends of the user...

52. Facebook Sponsored Stories
have a 53% higher click
through rate than direct ads.
Source: TBG Digital Test 2011

53. The BIG takeaway
Your customers are socially active online!
If you’re not reaching them via Social Media...
YOUR COMPETITORS ARE!

54. Mobile
Mobile searches have QUADRUPLED in
the last year according to Google.
Mobile internet usage is expected to
overtake desktop internet usage by 2014.
Reach via Mobile

55. After looking up contracting businesses
via mobile…
result in a phone call
result in a visit
61%
59%

56. 6 in 10 prospects will leave your
site if it’s NOT mobile friendly.

57. 57% of local consumers won’t
recommend a contracting business
with a poor mobile experience

58. Make it as EASY as
possible for prospects
to consume
information about your
contracting business
on their mobile
phones.
Your goal:

59. Mobile WebsiteStandard Website
CONFUSIO
N
CLARITY

60. The BIG takeaway
Customers don’t want to be disconnected from their
phones…
This ‘addiction’ gives you a chance to keep your contracting
business “top of mind” wherever they go.
You have the opportunity to REACH your customers
without making them step out of their daily routine.

61. Resell

62. Resell via Mobile
• 87% of Americans have mobile phones
• 73% say it’s their most-used technology device
• 25% of all U.S. households have ditched
their landlines!

63. 6.1 trillion text messages were
sent/received in 2010.
SMS is capable of reaching 91% of
the US population.
Resell via Mobile
Source: Telecommunications Union (ITU)

64. Why Use SMS
• Instant deliverability
• Flexible Platform
• Instant Opt-in and Opt-Out
• High open and conversion rates
• Low effort to create (short message, no
html…etc.)

65. Why Use SMS
• 97% of all SMS marketing texts are opened
• 95–98% of text messages are read within minutes of
receipt
• 33% of email addresses change on a yearly basis,
but … People are keeping their cell phone
number for LIFE

66. Appointment Reminders
SMS reminders can reduce no-shows by 50% or
more—which means you can …
Save a TON of money—and put it back into your
business (or into your pocket)

67. Coupons
Mobile coupons are 10x more likely to be
redeemed than traditional coupons
Source: Borrell Associates 2010

68. The BIG takeaway
Text messaging is the most popular form of
communication among your consumers…
Your audience is almost GUARANTEED to get your
message with SMS!
BUILD YOUR SMS LIST TODAY!

69. Referral

70. 65% of NEW business for contractors come
from referrals.
Referrals
Source: The New York Times

71. 41% of contracting businesses count on
referrals for over 80% of sales.
Referrals

72. How can you proactively
drive referrals?!

73. You need to understand that
good customer service doesn’t
always equate to referrals.

74. 83% of satisfied customers are
willing to refer contracting
businesses.
Only 29% actually do!

75. You MUST leverage a referral system.

76. Word-of-Mouth vs. Referral
Systems
Chance Predictable
Consistent
Repeatable

77. A methodical process that captures
qualified prospects through your
association with people.
Referral System

78. So how do you generate referrals
in a repeatable system?
YOU ASK FOR THEM!

79. 91% of clients would give a
referral, but have never been
asked.

80. It’s as straightforward as…
Incorporating the message into referral
cards, postcards, social media, your
website – and making sure your happy
customers see them!
Requesting Referrals

81. Print/Mail:
Distribute referral cards and postcards
on a structured schedule.
Requesting Referrals

82. Online:
Incorporate referral requests into contests,
coupons and other viral promotions.
Requesting Referrals

83. Referrals are great, but hard to depend on if
you can’t make them predictable.
Design a repeatable system that captures the
referral when your customers are thrilled!
Make it easy for them to share you!
The BIG takeaway

84. R4 Marketing Framework for Contracting
Businesses

85. Are you doing everything you can to
grow your contracting business?

86. No.
Awareness, time, budget
& expertise!

87. The problem?

88. The gap between those that “get it”
and those that don’t is widening!

89. 90% of contracting businesses
realize they...
aren’t growing like they should!

90. THEY need to make a change.
Only 50% realize

91. 20% realize that...
being strategic about their marketing is
THE difference.
Only

92. If you are a part of the 20%...

93. If you are committed to creating
maximum growth for your
contracting business…

94. I’d like to get to know you and
your business better!

95. Questions?