iMarket Solutions Blog : Posts Tagged ‘Business Growth’

Customer Conversion: The Journey from Homeowner to Customer

Monday, August 5th, 2019

Your goal as an HVAC contractor is to turn homeowners in your service area into your customers. If you’ve ever tried to take your marketing into your own hands, you know that this goal is often a lot easier said than done. The first step to improving your customer interactions is mastering touchpoints. 

You can eat, sleep, and breathe integrity all while offering impeccable HVAC services for competitive prices and your conversions will still suffer if your touchpoints are underwhelming. 

Unwieldy websites and unprofessional social media channels serve as a turn off for potential clients.

Luckily, most touchpoints are within your control and our team here at iMarket Solutions specializes in Lead Generation for Contractors. Choose our dedicated experts when you want marketing services bound to take your business to the next level. 

What’s a Touchpoint? 

First things first, let’s define a “touchpoint.” At its simplest, a touchpoint is any interaction that a consumer has with a business. Touchpoints exchange information, address concerns or questions, and handle transactions. Touchpoints can happen through different channels, online, and in person. Our goal at iMarket Solutions is to make your touchpoints impactful, personal, and effective. 

We like to apply theory to relevant situations to convey our points. A few common types of touchpoints you’re sure to encounter in the HVAC industry include:

  • Website: The contact forms on your website exist for a reason. This is one of the best ways to generate a lead. You want a website form that’s intuitive for the customer and helpful to you. Live chat and blogs are two other great ways to convert your leads. Live chat engages with your customer in a quick and precise manner, and blogs inform your potential customers and prompt them to convert.  
  • Email: We’re a big proponent of email marketing. Staying top of your customers’ minds is a great way to generate leads. Catching the interests of your potential customer with a relevant email can make a big difference in your sales. You can build brand awareness and generate leads through this medium.
  • Phone Calls: The tried-and-true touchpoint. Phone calls are still a great way to get the ball rolling with a potential customer. 
  • Social Media: Social media is on the tip of everyone’s tongue—it’s an invaluable tool. Engaging with prospective buyers through mediums like Facebook or Twitter establishes a great relationship with your audience. It’s an easy way to build credibility and start the conversion process. 
  • In Person: Connecting with a customer face-to-face is vital. This is where your storefront, community involvement, and on-site service jobs come in. Real-world interactions are the best way to make an impression and authentically connect with your potential customers. 

Your touchpoints are essential. There is no better way to nurture a conversion. Ensure you’re making the most of them with the helpful expertise of our team members. 

How Many Touchpoints Before a Customer Converts?

Every industry and buyer are different, but the average number of touchpoints you need before you close a sale is around 5-7. The thing to know about conversion is that your response rates rise with each outreach attempt. There is a sweet spot to this though. The response rate to outreach ratio isn’t absolute—you don’t want to badger your potential customers. The art of touchpoints is delicate. If you surpass a certain number of touchpoints (usually 8) your output (open rates, response rates, and conversions) will decrease. 

We don’t want to hand you this information, pat you on the back, and then send you out into the ruthless world of touchpoints and conversions to fend for yourself. There are so many tools at your fingertips to contact your customers and it can be confusing. We understand and that’s why we’re here. You can greatly increase your leads with the help of our experts. 

Why You Need to Know This 

As a contractor, you need to understand what a touchpoint is and how many it takes to convert. Developing an understanding of touchpoints helps you create better customer experiences. We mentioned this above, but we’re going to state it again—there’s an art to this. Not all touchpoints are equal.

Ultimately, you want to make sure that each touchpoint communication is always professional and clear. You don’t want to leave open opportunities for a homeowner to stray away from your business. Certain factors that affect your touchpoints include: 

  • Relevance: You don’t want to market your air conditioning or ductwork services to a renter or someone outside of your service area—it’s a waste of your time and theirs! We can help you ensure that your touchpoints interact with the right consumers.
  • Credibility: Curating a personal brand is one of the best ways to convey credibility to your consumers. A credible business is a lucrative business. Contact our professionals to perfect your branding.
  • Competition: As a contractor, you know that the HVAC industry is saturated with businesses just like yours trying to achieve similar goals. The right marketing plan can highlight your work and help your product rise above the rest. 

We can guide you through the world of touchpoints with ease. Contact our professionals at iMarket Solutions today. Dedicated to Contractor Success.

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Lead Your Company to Growth with These 6 Principles

Monday, June 24th, 2019

Motivation comes and goes.

But if your business is losing money, you’ll suddenly have plenty of motivation. Every hour of work will be dedicated to adjusting prices, improving techniques, and generating more leads.

Let’s say you’re making 12% profit before taxes. For an HVAC contractor, that’s a true marker of success. You could strive to hit 16% and above, but at that point, it’s optional.

Of course, “optional” never motivated anyone. Even the blatant fact that 16% is better than 12% isn’t enough to spark motivation.

The most powerful motivators come from our emotions, and there’s nothing our emotions respond to better than pain.

The way to get that pain back in your life is by holding not just yourself, but your entire business, up to a new set of goals and values. When done successfully, the pain of staying comfortable will grossly outweigh the pain of growing.

By establishing those goals and values throughout the company, they can take root and create cognitive dissonance—the feeling that your actions are not living up to your standards.

Instilling cognitive dissonance will create new thinking patterns and turn them into improved performance:

It won’t be enough to give yourself and your employees a morale-boosting pep talk. Those feelings will hardly last until the next quarter, let alone the next week.

To truly keep motivation for growth burning strong, you’ve got to change thinking patterns, and it all begins with instilling a solid set of principles for growth and execution.

1. Create a Plan and Buy-In

Before you can do anything, you need to start with what Jim Collins defined as the BHAG—the Big Hairy Audacious Goal—in his book Built to Last: Successful Habits of Visionary Companies:

“A true BHAG is clear and compelling, serves as a unifying focal point of effort, and acts as a clear catalyst for team spirit. It has a clear finish line, so the organization can know when it has achieved the goal; people like to shoot for finish lines.”

Your BHAG should consider what’s possible for your business in a ten-year timeframe. Then, reverse-engineer it into smaller goals to mark significant milestones. For example, five-year goals, three-year goals, one-year goals.

The purpose of these goals is to improve the current condition of the company. Examples include factors like pricing, sales process, marketing plan, and more.

Establishing a plan and getting buy-in from the organization will unite everyone’s efforts in moving to the next level.

2. Leadership Matters – Not Just Yours

Good leadership gets people in alignment, and that’s great for getting everyone to work together.

However, leadership also means giving your team a model of success—what we call the “white rhinoceros.”

Try this exercise with your team:

Have everyone draw a picture of a white rhinoceros from their imagination (no cheating!)

Most people will draw it poorly. After seeing a picture of a real rhinoceros, most people will see they mistakenly only drew one horn instead of two.

Did they draw the rhinoceros so poorly because they weren’t trying?

Of course not—everyone was giving the right effort in design and in the work. The problem is that they weren’t sure what the work really was in the first place.

Good leadership is about giving people the model of success. You need to give people the right expectations and define the proper attitudes from the very beginning. If you don’t provide it, they’ll do what they think is best. While that can lead to good work, it will mostly lead to inconsistent work.

3. Raising Others “Up” Is Key

We’ve all heard this old saying:

“Your business is only as good as your employees.”

When your employees get better at what they do, your business gets better with them. The people are the driving force behind the growth.

But as business owner or manager, it’s on you to take ownership and responsibility of their individual growth.

Your efforts for improving your employees should revolve around:

  • Teamwork and interrelationships
  • Training and development
  • Understanding and awareness

There must be a constant thought process about how to improve your employees’ performance. For example, if you have a mid-manager who is a level 7 on the leader scale, how do you bring them up to level 8? And then to level 9?

4. Changing the Entrepreneur’s Work

When you first started the business, you had no choice but to think like an entrepreneur. However, a key factor of growth is evolving from that entrepreneur mindset and into one of a leader.

When you’re working as the entrepreneur, you’re still involved in the day-to-day operations of the business:

  • Directly involved, responsible, and in control.
  • “The passion” behind what happens every day.
  • Living in the world of unknowns—every new day could be a high or a low.

In order to focus on making the business grow, you must step back and become the leader:

  • Allowing others to take responsibility for your tasks.
  • Organizing the business so that the owner doesn’t have to be present.
  • Developing plans for your employees’ growth.

Many business owners are hoping to get to this stage but are unsure how to proceed. The secret is relinquishing control—a thinking pattern adjustment.

It also requires patience and allowing others to fail. Even if you don’t think someone is necessarily on the right path or doing things the way they should be done, there are times where you must let them experience how business works—both in success and in failure.

5. Mastering Accountability

In order to step away from the business, you need to know what direction it’s heading and how to keep it on track. Not only that, but the leaders in your company must be capable of steering the ship, too. The way we do this is by staying accountable with key performance indicators (KPIs).

For example, let’s say you and the manager of the service department both understand that the labor to revenue ratio KPI is 22%. Yet, the data shows 28%. You and the manager should both understand—independently—that there needs to be some investigation into dispatch, travel time, technical capabilities, and so forth.

Teaching others how to interpret the numbers is the first step. The second step is teaching them how to make adjustments based on those interpretations. If you do that, you should be able to reach a new level of accountability that gives you more freedom, gives you the ability to pay people differently, to reward people based on success patterns, and more.

6. Measure the Top Five to Ten Key Metrics

There will be plenty of metrics and KPIs to keep track of, but there are usually 5 to 10 that drive the principles of success and failure in any company.

When you’re making mistakes in the business, it’s not always clear-cut where they’re coming from. But, with a good set of key metrics, you should be able to narrow down the problem.

Not only will these metrics help you understand the business’s weak points, but it will also show you what’s working well.

Refining these metrics, again and again, is key to maintaining growth.

When trying to create and measure essential KPIs in areas outside of your expertise—such as in marketing and customer acquisition—you might need to outsource help to a lead generation company for contractors. Instead of trying to form those KPIs on your own, you can rely on their specialists to set those KPIs and achieve them for you.

Conclusion

As soon as growth becomes optional, we tend to lose the sense of pain that brought us up in the first place.

However, we can find our motivation again with the right combination of growth and execution principles.

Instilling these principles throughout the company can create just enough cognitive dissonance to make it more painful not to grow.

Nothing is more essential to growth than lead generation! To learn more about our lead generation strategies for contractors, contact iMarket Solutions.

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How to Maintain a Quality Social Media Presence

Monday, June 10th, 2019

Social media is an invaluable tool for your business. If you’re a business owner struggling to use social media to its fullest extent, you’re not alone. The term “social media” encapsulates a wide variety of topics—sometimes it’s hard to know where to start. We’re here to help you reach your greatest potential. Social media marketing for contractors doesn’t have to be intimidating.

The Three Tenants of Quality Social Media Presence

If you only walk away from this blog post with one piece of knowledge make sure it’s these three keys to a great social media presence:

  1.      Driving Business Growth
  2.      Creating Genuine Brand Awareness
  3.      Attracting Quality Candidates

Get SMART

If you read everything above and thought, “How can I do this?”

First and foremost, it’s important to create SMART goals. SMART stands for:

Specific

Measurable

Attainable

Relevant

Time-Based

You never want to create a vague goal. Let’s say, for example, that you’re looking to gain more followers. We’ve illustrated the difference between an average goal and a SMART goal below:

  1.      I want to gain followers.
  2.      I want to gain 150 new followers on my Facebook account over the next three months.

Example A is imprecise while example B is SMART. Example B is specific to Facebook, uses “150” as the measurable amount, and has a time-based goal of three months. What makes something attainable or relevant is more personal to your business—gaining 10,000 followers in three months would probably be unattainable in most circumstances. For someone else, focusing on a Twitter account when their Facebook account is the one lacking could be irrelevant.

Understanding your specific business helps you make SMART goals.

Know Your Audience

Once you’ve established a definitive goal it’s time to outline how you’re going to achieve this goal. Do you know who you’re talking to? Answering this question with “customers” isn’t enough! Define your audience by their age, location, needs, challenges, and interests, hobbies, or behaviors.

Most HVAC companies are looking to target 25 to 65-year-old homeowners in their service areas. Their needs are typically different depending on the season (I.e. air conditioning repair in June versus a heater tune-up in December) or your top products and services. When it comes to interests, hobbies, and behaviors, it’s always good to find people who have an interest in home improvement or home repair.

Fine-Tune that Content!

Now you have an understanding of your audiences, they deserve content curated on a personal and authentic level.

First, determine how many posts and categories of content support your goal. How will you balance out the remaining posts to delight and entertain your audience?

The content you post should be captivating and concise. Here are a few ways that you can make the most of what you post.

  • Quality: Make sure your grammar, punctuation, and the overall flow of your posts is up to par. Clarity is key.
  • Structure: Format your posts so they’re easy on the eye by breaking up long paragraphs.
  • Frequency: There is a “sweet spot” when it comes to posting on social media. You don’t want to post too often and bombard your followers, but you also don’t want to post so little that people forget about you. Posting three to four times a week ensures that you’re on the minds of your followers without getting on their nerves.  
  • Linking/CTA: If you’re linking to a website or a contact us form, be sure to state a clear Call-To-Action, such as  “Schedule an appointment with our team today!” make sure that the link leads directly to the scheduling window rather than to the homepage of your website. If you’re adding a link to a social media post, make sure that it’s a shortened link so you can utilize your word count to the fullest extent.
  • Hashtags and Emojis: Hashtags are a great way to attract people to your page. Make sure the tags you’re using are relevant and site appropriate. The sweet spot for Facebook and Twitter is about 2-6 hashtags while Instagram is about 10-15. Additionally, emojis are a great way to add a playful tone and approachable feel to your posts.

Make the Most of Your Interactions

Don’t stop after you post! Make sure that you monitor your content too. Take about 15 minutes out of your day every day to look through your social media accounts and interact with your followers. Reply to comments, use the “reaction” features on Facebook, “like” posts from your followers, and answer questions or address concerns that have come your way. Do anything to keep the conversation going!

Your social media doesn’t always have to be strictly campaigning either. It’s also great to post about weather notifications, business announcements, equipment recalls, or even employee milestones. The more authentic you can be with your content, the more engagement will naturally rise.

Look Back Over Your Work

We’re taking it back to the grade school basics with this one—always check your work! Using analytics is the best way to get to know your social media. Your ongoing analytics help you track the overall health of your social media through metrics like interactions, likes, followers, and shares.

Your campaign focused metrics will vary from campaign to campaign and depend on the SMART goal you’ve set, but they’re also a great way to measure your success. Understanding your analytics is the best way to ensure that you are posting the right content to grow.

Leveraging Social Media for Omnichannel Marketing

So you’ve built a great social media presence… now, what are you doing with it? Sometimes reaching the right audience doesn’t always give you your desired response. Social media is a tool that can help you fine-tune your omnichannel marketing.

Wondering what omnichannel marketing is? You probably understand the practice but might not know the name. Omnichannel marketing is a method of marketing that focuses on delivering a consistent, personalized, experience for customers across all channels and divisions. The name of the game here is “streamlining”—we’re catering to the customer to generate better engagement.

The opposite of omnichannel marketing is multichannel marketing. Multichannel marketing means that every single channel is different from the others—they work in a vacuum with independent strategies and goals. While this might be easier on the business owner, it’s inferior to omnichannel marketing because it creates a confusing and impersonal customer experience.

Social media is a great tool to generate awareness and consideration for your brand to help drive leads for your business and continue the relationship with your loyal customers. A great social media presence falls in line with your preexisting omnichannel marketing practices. We’ll highlight services and products that are true to your brand and give you a confident and consistent voice.

You can rely on our tech-savvy team of Social Media Specialists here at iMarket Solutions to fine-tune your business. Contact our team today to learn more about the best social media practices.

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