Webinar Week 5 – Reinvention Is The Only Way
The 5th week of our “Reinvent Your Message, Marketing and Mindset” webinar series continues with more powerful information for service providers in the home services arena. On 29th of April 2020 Jennifer Bagley, Founder and CEO of CI Web Group, Inc. delivered the fifth part of this weekly broadcast in a bid to help contractors take advantage of the current status quo. Jennifer started off by stating that this is a period where we are being challenged, and being challenged always creates opportunity for growth. This is the time when growth is the most prominent, and it goes without saying that pressure, heat and adversity are the triggers. After all, diamonds are made under pressure.
Reinventing Your Marketing and Your Business
Contrary to popular belief, times of chaos can help reinvent any business, provided the entrepreneur has the right mindset. People respond to disruption in different ways. Most companies take a back seat during these periods and cut back on operations. This is the perfect time for those who are creative. They can monopolize by growing stronger and making moves. Embracing situations, sharpening one’s vision and focusing without distractions is like a superpower in our ultra-competitive economy. Businesspeople have to be ready for anything at all times. While others are fearful, take the opportunity to meet the demand of your customers the right way.
But, When Is It The Best Time To Change Things Up?
Jennifer is of the opinion that there is no wrong answer to this question. Reinventing your business must happen on your terms, but the current situation is a blessing in disguise. Whether it is at the peak of your business performance or disruption, you have to be prepared to be creative and do what needs to be done to meet the needs of customers by being there when they need you.
All our webinars are interactive, that’s why Jennifer opened up the chat and urged everyone attending the webinar to offer their opinions of who is evolving. While each offered up their own answers, one thing stood out. Most folks were of the opinion that not standing still and constantly moving is the way forward and reinventing your business and marketing strategies, especially in times of distress.
The presence and evolution of technology is happening, and opportunities are available for those who like to see the glass half full. New technologies give you an edge, but above all they give you what you need to cater to customers’ requirements. It is the customer that must be provided the choice, not you.
Reactive or Proactive?
For many it is quite difficult and unnatural to be proactive and make changes when what they are already doing is working. The need for something to “force” you from reactive mode to proactive mode is vital.
It is often thought that our beliefs are dependent on your surroundings. It is time to step out of your comfort zone and broaden your horizons. The intention of the webinar is to change belief systems and mindsets. The information will be provided but it was asked of the service providers whether with this information in hand, would they be prepared to change their mindset? Gaining clarity opens up new avenues and opportunities for growth. Once you do take the leap, you need to give it all you’ve got, all your effort, and see the progress.
Data holds all the information you need. From start to finish it takes planning and a lot of hard work, sweat and heartbreak along the way. Trial and error is part of the process. In order to move forward you basically use what has been working and add to it.
A few years ago starting a business would involve meeting and networking with people in the area. In this day and age and during this turbulent time, that is not an option. The environment has changed to such a degree that marketing and networking strategies have had to change considerably. The faster you move from the starting blocks, the further and faster you can evolve. This is not an overnight process but can take months to bear fruit. Climbing from rung to rung of the ladder is the aim of any new business and reaching the top is the main goal.
It is understandable that many companies have a mental and financial hurdle standing in their way. Some service providers are stretched to the limit and require additional staff but are worried that they won’t have the resources to pay for them. There is always a solution. Business does come with risk and the degree to which you are prepared to put yourself out there will determine your success. There are many ways to do one thing. Look at all the options. There is no use hiring someone full time who is cheaper but knows nothing, when instead you could get more done by hiring someone for limited hours. They know what they are doing, and eventually more will get done.
Many customers are under the impression that a website will put them on the first page of Google straight away. This is not what happens. What it does do is provide your customers a channel to reach out to you. It provides them a place to see what you offer and that you are a legitimate business. You need to make your business an option with Search Engine Optimisation.
On a business page content is like the air you breathe. Your customers have to have something to talk about and they have to have something to come back for. Take what you have to say and put it on your social media platform for all to see. If you want to grow, content is your voice, your ability to communicate with your customers.
This is where you can share your services, post photographs of work you have completed and interact with your customers as well as your future customer base.
Online vs In-Person
During this difficult time, in-person services are something that customers are afraid of, even though they require or have a need for the service. Making use of virtual sales and service solutions is your key to growth and success. Make use of all the online facilities that you can in order to maintain excellent service delivery to your customers. Make use of online assessments, estimations, payments and troubleshooting.
Limit the time you actually have to be in their physical space. Respecting social distancing practices shows respect for your customers, their well-being and their comfort. Encourage reviews on your platforms, provide your customers the opportunity to physically read what others have said about your service.
On the other side of the spectrum, reviews by employees of your company is a wonderful way to encourage quality applications for open positions within your company.
Take the time to review your website and platforms through the eyes of the customer or future staff member. If you have issues navigating the site, or aren’t direct with instructions, how is your actual customer or applicant going to experience the same digital journey?
Branding 101: Going Beyond The Logo
Be consistent with the font, logos and colors throughout your website or social media platforms. This provides uniformity and strengthens your brand. When customers see the image or color, they should instantly link that to your brand without even seeing the name. This is how you stand out from the crowd. Being unique is vital! Be seen!
Video is the Great Equalizer
Videos add another level of content to your website or social media platforms. Create high quality, informative videos that provide useful information to your customers. Make use of YouTube and link it to your website and social media pages. Take your videos, put them on your YouTube channel and place them on your website or social media. Directly upload your video to Facebook and take full advantage of the customers you can reach. Don’t make the error of simply adding the link. If you download from YouTube and upload the link on social media, the clicks still reflect as hits on YouTube. If you are not using video to your advantage, you are losing out.
Survive the New Normal
This is a phrase that many media channels are using on a daily basis. Use that to your advantage. Use phrases and titles that incorporate this wording or similar, incorporate great content and quality videos as see your position on Google move upwards. Rank on the first page and be seen by customers searching for your products and services.
Customers who bounce equate to lost customers and lost revenue. There are a number of reasons that customers bounce before actually reaching out to you. Not being found on Google searches, bad quality or no content and difficult to navigate sites are just a few reasons that a customer may leave before they even know you were there. Ensure that your website is user-friendly and that all your contact information is clearly visible. Provide detailed information of the services you offer. Make sure that your site is secure. Keep your design clear, crisp, attractive and authentic.
Times have changed, you need to change accordingly, accommodate and take advantage of the situations opening up for you and the growth of your business.
It’s your duty to do what’s necessary to evolve, and it’s our job to show you what needs to be done, so get in touch with our team today.