Jun 2012 27

Is Your Website
Visible To Others?

    • Do you have an email list that you are sending out promotions and offers?

 

    • Do you have a database to keep in contact with your customers?

 

    • Is there a call to action on your website?

 

    • Are you targeting your local area for business?

 

    • Is your website ranked on Google on page 1 for your target keyword phrases?

 

    • Do you have testimonials or videos on your site to build trust and interest?

 

    • Is your website free of ALL Flash Components?

 

    • Is your website mobile optimized?

 

If you said NO to any of
these questions,
You Are Losing Money.

Fill out the form below to find out how you can fix your website and get the most profit possible out of it and get your marketing strategy plan!

  • Your Name(required)
  • Phone Number
  • Your Email(required)
  • Subject
  • Your Message
Jan 2014 18

IMG_1338

Me: “So why have you chosen right now to contact me and decide you want to have a website made?”

Recent Prospect: “Well Connor to be honest I have wanted to do this for the past 3 years however I have not really committed to doing it.” (Red flag we will talk about this below) “However I feel like I need to do it now.”

Many of you may know of me as a website guy, or the Internet Marketing expert that caught your attention when no one else could. However one other thing I do is Business Consulting. I mostly focus on the motivation and train staff, business owners, and CEO’s. I teach them how to grow their business by actions and thoughts. The difference between the small businesses that I work with and the fortune 500 CEO’s and presidents is the problem above.  The above conversation happened over 3 months ago. As soon as I heard those words come out I knew this was not the moment he was going to change.

In fact the first week I was ignored, then there was another reason they could not move forward for the next month. Then after that I received a call that they would not be able to move forward for the next few months. As far as I am concerned next year it may happen but it probably wont. It will continue for maybe another 3 years.

Reality is to many people do this, to many small business owners (if your smaller than a fortune 500 company. I am talking to you.) They push thing’s off for far to long. They focus on how they are going to fix the leaky drain in the bathroom, or taking every call personally, or trying to monitor every second of the employes life they hired. However I sit down with hundreds of business owners a year and they all say the same thing. “I don’t know how to make more money with my business, can you help us?” Then whether its me or even their current web designer or service provider they tell them tomorrow, or maybe later, or next month. You know what? They say that every day till their business keels over, coughs blood and dies. I did a little math the other day. I took every business that I have met with and they said maybe later, in the past 6 years and I made a list and either checked their websites or called them. Guess what? 53% of them had closed, and another 12% said that they did not think they would recover and probably close down in the next 2-5 months.

Here’s a fun fact, a fortune 500 company CEO will take about 2-3 days to make a decision on something. They will move forward if they feel 80% ready. They also spend 10%-15% of their gross income on marketing. We are talking about companies like Pepsi, Ubisoft, Apple, and Subaru.

That being said answer this. If you keep saying you will do it tomorrow will you ever do it? Obviously no. However every time you choose not to make a choice with your company that has the promise of growing it, you make yourself even more lazy than the last time. Humans are a creature of habit so every time we say maybe later it makes it easier for us to say it the next time. So for 2014 make it your goal to be decisive. Yes and no. Say them and then follow threw.

If you want to make your company grow start today and contact someone that will grow your business. If not keep saying I’ll do it tomorrow.

Don’t you worry your competitor the one that makes all the money will keep doing it every day you wait to do something. They will be working when you sleep, eat, and watch TV.

I do not want to see you on my list of closed businesses in the next 6 years. No one has ever, ever, ever became great by doing it tomorrow when they could do it today. If you are not moving forward you will go backwards, because your on a hill and you can not just sit there.

Apr 2014 20

change-same

I have grown and changed a lot in the past 3 almost 4 years now since I opened my company.

In May we will be going threw a large change. We will be changing our name to CG Consulting.

The company will still be run by me and we will still offer the exact same services as we do now. I just feel that the new name is more mature and professional and uses my real name to help build my brand. Seeing I work personally with all my clients the new name holding my initials will work out great.

Jun 2014 03

Dear Connor,
I realize you are one of the better marketers for roofers. So this is why I am coming to you. About three years ago my father handed his roofing company down to me. He has helped me a lot and has taught me how to run the business in every aspect. I love working in this field. However one thing he can not teach me, and that’s why I need your advice.  He does not know how to get more sales. He came from the days when phone books and a newspaper ad was all you needed. We know that no longer works and that there are a lot more options or ways to market however we are paralyzed. We don’t know what avenue to use, we wonder if it will even work and I am really honestly scared to lose the company that has been around for three generations. I have all the tools except how to get more sales. We get a lot of referrals. In fact 85 to 90 percent of new work is referrals however it is not enough. I also believe if we have new people coming in to the company our referral numbers will go up also. I am asking for your help because I am not the only roofer I see suffering from this and you have helped me a lot with that video but I need more help or our 3 gen company will end with me.
Thank You in advance for all the help.
Jeff **********

My Response

Hey Jeff,
Thank you for taking the time to write me and actually putting trust in the fact I will provide value ahead of time.
Jeff reality is I understand more than most people in your industry the exact situation that you mentioned. In fact and I know this is said a lot but I mean it. Your problem is extremely common for roofers and even other industry’s. Except the amount of reality this problem causes is much more for roofers than most other industry’s.
I do want to say that your smart when you said.
“We get a lot of referrals. In fact 85 to 90 percent of new work is referrals however it is not enough. I also believe if we have new people coming in to the company our referral numbers will go up also.”
This is very true and I am glad you realized that before most of the roofers I have met do. Many people think they can get by on referrals and it’s just not true. Reality is it may last a while however for most people if not all, that pipeline of referrals runs low or drys up at times because some people just don’t refer that much or they run out of people to refer to. So you are correct you need a way to get new leads in at all times.
Now the bad is that whether you or your father, someone waited to long. One of you waited till you were desperate to take action and move forward and now your starting to drown. I call this the life preserver scramble. People see things go down hill and wait hoping things start to get better. Whether it’s fear or just laziness people wait to long and don’t right the problem. The thing about marketing is it is not a switch. You can’t just flip it on at a low cost and get out of the hole your in, and when you can flip it like a switch to get you out of the hole you need to have a lot to spend.
There are a lot of problems you face.
1.What method works
2.What variations of said methods will actually work the best for you. [Everyone is Different]
3.How to find your target audience and work out all the steps to get them from ad to signup and then to dollar signs.
4. The more deep you are to drowning the more you are likely to screw it up.

Here is the thing tho. I don’t have the time to answer all the details for you, but what I will do is do a few posts on my blog so I can help you and every other roofer that wants to learn because like you said a lot of roofers suffer from this. I will post a part on my blog answering all of those points so you can grow and get out alive.
Also I will give you 30% off on all my services because your helping me educate, teach, and change roofers life’s. Also I will give you free consulting with boundaries of coarse to help you with any questions so your company does not go down. Your generation in your company will be remembered as the turning point and you will be know as a great leader because you took action and got your self out.

To your success,
Connor Gilson

Jul 2014 01

Alright so this is part one of the the 4 part question that one roofer named Jeff asked me. See the original question here. http://connorgilson.com/?p=1431

Ok so you jump out into the market only to find that there are no longer just two ways to get really good leads like you did 20 years ago. Gone are the days where you literally could get rich with a newspaper ad and phone book placement. Now there is Google, Yahoo, Bing, Facebook, Twitter, LinkedIn, Youtube, Vimeo, Yellow Pages, and Pintrest. Not to mention email, video and direct marketing such as knocking Doors and phone calls and mailers. I almost lost my mind typing those out.

The worst part is those are the main ones. Back in the day you had the phone-book that knew how to do phone-book ads and the newspaper that knew how to do newspaper ads. Now you can not even count the amount of people that supposedly are “experts” in each of those. So if you go to the actual giants like Google to do your marketing then you get hardly noticed by Google because they have so many clients.  Then you try the smaller people like me that can focus on you but your waste time “track spinning”. Track spinning is the act of being suspended in the air spending money on someone that has no clue what he or she is doing and you just waste money.  The only thing you pull away is that they don’t know what they are doing and not to use them again.

So I will help you by getting the big ones out of the way first.

Yellow Pages

Alright so this needs to be addressed right away. I have talked to over 128 different roofers in this country in the last year and a half, and what makes me want to smash my head into a wall is that you guys still use them. I have never heard one person that has said “Oh I use yellow pages and I get so many leads that it pays for itself.” NO I hear instead “I never have gotten leads”, or “I use to when I first started now I don’t.” However most roofers still try to use them.

Yellow Pages was good at phone books and those are outdated. Then they tried to take on Google online and they lost. They basically hang on by a thread and that thread is mostly made of roofers wasting their money on a company that hardly if ever provides leads for them. They don’t get traffic and they are a phone-book company trying to be a tech company. Would you buy a car from the same company that makes your bread or bagels.

 

Google Adwords PPC

Yay let’s talk about my most hated marketing aspect I know of. If you are familiar with my Roofing video that took the Roofing Nation by storm on Facebook and  Email. That’s how most of you know of me. That video started as a attack on Google adwords. I was angry that a once great company that had a affordable, aggressive, and great working marketing solution became so greedy and started to wreak the life’s of people like you that had finally found relief from the marketing puzzle. See the more they got money wise the more they raised the price for a click. The sad thing tho is that they started becoming highly ineffective and they just kept raising their price. For most roofing business the average is 15 dollars per click. WOW

It also like I said does not work well anymore. One it’s expensive but the other thing is people don’t even notice the ads or they don’t want to click on them because they know you paid to get there.

 

Twitter

Hey it works for celebs, so it must work for me right? NOPE! No it does not. The thing is Twitter is not good for roofers. I like to explain Twitter as Facebook’s young and immature cousin. It’s very hard to provide value on it which is what Social Media is good for. Also for some reason people treat it that way also. Like it’s a immature cousin. Many people don’t want their company to be on it or they don’t want to buy from someone on it.

 

So what works Connor?

SEO

This is the one main thing I have been using for Roofers for the past 6 years. I have survived every update Google has thrown out at us. Now the reason SEO works is because being at the top of Google in the 1st, 2nd or 3rd spot will get you more click than all the ads. People that are looking for you and on average its 40-80 people per month for the good keywords. Don’t get me wrong tho a lot of people say they can do this but most do not. It’s very hard and takes a lot of knowledge to do this successfully. So you need to research the person you use has to have a actual proven track record of getting people to the top. However this is a long term strategy and takes 3-6 months to get the first few keywords to the top. This method is very powerful because it’s scalable however it does take time. So what about short term leads? Well just look down.

Facebook

If you read the SEO part you will see that SEO was my number one way to get Roofers leads for quite some time. However slowly I saw Facebook sneaking up and I had to relentlessly give up SEO as my number one way to get sales. So why is Facebook the better way to get leads. Well if you are looking for a short time before you get your first lead. Unlike SEO you are instantly in front of people offering value where as SEO is 3-6 months. Also two great things are accomplished with Facebook.

1. You can educate and create value. With tips, articles, and videos.

2. I will tell you later ;p

So number 1. Reality is that today you have to teach people. There is no longer a need or lack of  Roofers that do your exact thing. There is also no longer a lack of the ability to attain information at the click of a mouse. So the secret is you need to educate people on Facebook with tips and information that will help them either fix a problem or how to pick and identify a good roofer. Video is very important because it sells much better and covers a lot of content in a way that does not take to long or is hard on the eyes.

The second thing that makes Facebook great is that it’s constant. Unlike many methods people will go to your site and then never think about you again if they choose not to. However with Facebook now you can stand in front of people day in and day out. The fun part is if you apply point one and offer value and not cram sales or offers down their throat they don’t care if you are in front of them all the time because they like you because you help them and teach them.  Or more simply you offer value to them. “And if he can offer me this much value now I can’t wait to find out what he offers when I pay him.”

Next time we cover What variations of said methods will actually work the best for you. [Everyone is Different]