Learn the steps to become a client magnet, get new customers and keep the ones you have. Today’s small business leaders understand the importance of leveraging sales and marketing strategies. However, many struggle with the best way to incorporate the hundreds of individual techniques into their existing processes. They know the goal: attract more customers, increase sales, and build a tribe of raving fans, but sometimes it just seems like there are too many tactics and not enough structure. Enter Attraction Marketing. Attraction marketing is a systematic approach to the process of promoting, selling, and distributing a product or service to the consumer. It applied in any business regardless of location or Internet presence. In this session you’ll learn the Attraction Marketing model, the steps involved in each stage, and benefits of implementation in your small business. If you’re looking to transform your small business and take it to the next level, this video is for you:
Have you ever asked yourself…
Why aren’t more people interested?
Why aren’t they buying from me?
Why don’t my customers tell their friends?
Meet the Macqueens:
The Macqueens were broke and started a business. They needed to grow their sales. They found and started using Attraction Marketing to attract, sell and wow their customers. Their results were an increased revenue upwards of 54% (millions of dollars in revenue) They were #1 for targeted SEO (Attract), multiple campaigns (Sell) 30% customers via referrals (Wow)
Read their story:
Lisa & Hamish Macqueen
“Cleancorp is a national janitorial service and we’re based here in Sydney. We’ve been in operation for almost 20 years and we’ve grown one contract at a time.”
“The idea began years ago. It was boxing-day and Hamish and I realized we had no money. We didn’t have any money in our bank account, we didn’t have any money on our credit cards, there was no money even behind the sofa cushions – I mean we had no money – and we also had three children under four so, here we were parents, no money, it just wasn’t good.”
“So we went down to our local beach and I was on the sand with the children, Hamish went for a surf and he came down a few minutes later with this massive smile on his face and I remember thinking ‘why is he smiling? We’ve got nothing to smile about at the moment’ and he walked towards me and he held out his hand and in his hand was a ten dollar note and it was all crunched up and inside that ten dollar note was a five dollar note, and he found $15 dollars in the surf. It had just floated towards him in the ocean. So I think at that point we realized that something was helping us, and we were going to be okay but we needed to make some life changes, some job changes. And that’s really where it all began.”
“Hamish was working as a carpenter and he was self-employed but because he was self-employed his paychecks were really infrequent. I was working for an international hotel company. I had a great job, traveling the world. It was fantastic but I only was paid once a month and that was at the end of the month. That’s why we ran out of money, because Hamish’s client hadn’t paid him and I wasn’t due to be paid until the last day of December so that was why that occurred. Fast forward from there and he was offered a job cleaning an office to help pay the bills and as he was doing that he thought “wow, I actually could make some money out of this because this is a business that never feels the recession, people always need their offices cleaned and it’s monthly recurring income.”
“We thought that’s a great business model, it’s simple and that’s where it began.”
Attraction marketing tie: Cleancorp uses the Attraction Marketing model in all areas of their business.
Our process is to have strong call to actions on our website, we use a combination of SEO, PPC and lumpy mail to attract leads. In our market, our prospects are already fairly ‘hot’ as we have found throughout our 18 years in business, that no-one contacts an office cleaning company just out of curiosity – generally speaking they have a problem, and they want to fix it straight away. Therefore our sales cycle is very short (usually around 7-10 days). Any prospects that do not convert straight away, we put them through our funnel for direct marketing pieces i.e. lumpy mail – which works very well in keeping in touch, & keeping the ‘opt-outs’ rate to a minimum. We’re also working hard on our social media side of attracting leads, and have just begun a strategic B2B campaign using LinkedIn to target our ideal clients, educate them with information etc, and then take our online relationship with them to an offline relationship by calling and inviting them for a coffee.
Our most successful client magnet strategy is definitely our blog posts. We get a lot of traffic to our website and landing pages this way, and have just upgraded our website to now include a call to action box on each web page to make it easier to capture prospects while they’re in the mood for our services.
For us, it seemed natural to give our prospects what they want straight up – so our main call to action/opt-in is the request for a ‘quick quote’. It is rare that someone would visit an office cleaning site unless they were actually in the market for this service, so we liked the idea of making it super easy for our prospects to just get a price quickly and easily. We also have some of our landing pages using the an opt-in as well as our blog post pages.
Our first list (before Attraction Marketing) was a jumbled mess of papers that took forever to look through, gave no metrics or information on our prospects, and did not allow us to measure our ROI. Needless to say, the results we’ve seen since becoming Attraction Marketing customers has been staggering. We’ve definitely experienced an increase in our list size – and our conversion rate has increased, especially since we deployed our new website in October 2013
Since the investment and implementation of Attraction Marketing, Cleancorp™ has grown significantly into a multimillion dollar company. In addition to the increase in turnover for Cleancorp™, our internal office staff numbers have increased. Our team now consists of eight office staff members. We have also in the last 8 weeks relaunched a new website. With the help of a great SEO Company in Australia, and the awesome guys at Code Box in California (another great contact we met last year..) we have rebuilt our website and integrated Attraction Marketing with it so any queries that come through Google, www.cleancorpnsw.com.au, etc can have automatically generated logical responses, that are specific to what the customer is looking for, plus information on how this customer found us and what we need to do for them. We are also sitting at the number one position with Google for most of our important keywords. We are also Facebook and Twitter users, plus we utilize LinkedIn for our B2B Social channel, enhancing our position within Social Media.
We segment into what type of cleaning our prospects want – ongoing commercial cleaning, one-off cleaning, carpet steam cleaning, etc. We also segment via the number of services per week, geographical location etc. We have highly targeted geo-specific nurturing as we have found that our prospects are very parochial, and like the idea of shopping in their local area for services if they can. We nurture our prospects both on and off-line. Using a combination of targeted emails – we start off with a ‘salesy’ email – with a photo of Hamish on it, information about our triple ISO Certifications, and a link to our e-brochure. After that, we really tone down the emails to look less and less salesy, in fact, we have set some of the campaign emails up to look as though they’ve just been sent via our iPhone or iPad – these get enormous traction and response from our prospects. We also have campaign steps that trigger us to make a thoughtful telephone call to check they’ve received their quote. We use this step to further qualify our prospects, and we like to keep them talking about their cleaning for as long as we can! Another step in our lead nurturing is our lumpy mail step. We have these awesome UV Light beam torches that’s how up dirt and grime. We send these out to the prospects to show them what their bathroom or kitchen really looks like under the UV – trust us, it’s never good… (more about this in the next question) We use pay per click advertising to push prospects on to our landing pages. SEO is huge for us, and we dominate our keywords on Google. We capture leads there by having a ‘quick quote’ call to action which is extremely effective. We also use direct mail effectively by sending lumpy mail pieces to highly targeted groups of businesses who are in our demographic. Then we use automation to stay in touch with our prospects, build up rapport, add value with useful information, and build our brand with them.
For our new prospects we nurture them with our marketing automation using a combination of approaches – by email, connecting on the telephone (which is always a great way for us to further qualify our leads, and find out more of their ‘hot’ buttons), we also take the nurturing off-line, sending out lumpy mail pieces. With the lumpy mail pieces we change it up all the time, but at the moment, we’re using the UV Black light torch which has worked extremely well. In the past we’ve also sent the “Cleaning” book by Shannon Lush, as well as chocolates.
The nurturing process for new customers is different altogether. The content of each step of our process, is built around the foundation that we want to build trust with the prospects, let them know who we are and what our purpose is – “We keep private enterprise clean” At the moment, we’re working on developing our content more so we can see more alignment with our purpose and values
We build upsells into all of our campaigns – plus we know that our customers like to have extra things done around the Holidays, so we also have a special holiday campaign for these things. In regards to repeat sales, all of our sales are repeat sales – because we offer contract cleaning services, we invoice all of our customers each month for their cleaning service – so when we make a sale, if we do a good job, we have a customer for a long time, which pushes up their lifetime value to us. Add the upsells, and it really starts to multiply.
Over 30% of our customer base is from a referral – unbelievable for a cleaning company… The thing is we care much more about service than money, and so when we ask for a testimonial from a customer, the majority of the time, they will be happy to refer us to their friends and family because they are enjoying our great service. We also have referral/testimonial requests built into both our Send Out Cards campaign and Attraction Marketing campaigns. We have 1 sequence step which asks for a testimonial – and we reward the customer and the cleaner when we get those, with a $25 gift voucher each. For the referrals, we don’t provide a monetary payment for the customers as we found this just didn’t work, but when our Cleaners get a referral, they get a fee.
Creating sales and marketing strategy for your small business can be daunting. Attraction Marketing’s Client Magnet model provides a simple framework you can use to attract customers, grow sales and deliver a wowing customer experience. Developed by a team of sales and marketing experts at Attraction Marketing, Attraction Marketing has helped thousands of small businesses achieve success.
The simplicity of the Attraction Marketing framework is amazing, and it can be applied to any small business no matter what industry you’re in. When put into action, Attraction Marketing will help you grow sales AND give you more time to focus on the things you love.
Attraction Marketing is the Model that includes 3 PHASES: Attract, Sell, Wow
Within each of the 3 phases are three stages and we’ll take a look at each of these in just a moment.
The framework isn’t linear, rather you can dive into any of the phases at any time depending on where you need to focus the most and the phases interweave within one another. But, again…don’t got into too much detail on this as it will likely overwhelm your audience. Your goal is to simplify it for them.
This is what you need to do. The 3 stages of Attraction Marketing are Attract, Sell and Wow. If you set up your blog correctly, and you set up your automation correctly, you will be super successful and clients will come to you instead of you running after them.
Want to know more? Watch the video for more details.
Need to get your client magnet system set up? Contact us.