Saturday, March 30, 2019

adwords

adwords


Editor gets the Google Ads treatment: Google Ads Editor 1.0 out now - Search Engine Land

Posted: 28 Mar 2019 08:05 AM PDT

Google Ads Editor has a new look with a right-side editing pane.

After redesigning and renaming AdWords as Google Ads, its now Editor's turn. The desktop tool for managing and drafting campaign changes has a new look, new layout, new features, new capabilities and a new name. Goodbye, AdWords Editor. Hello , Google Ads Editor.

Why you should care. There are a lot of things you can now do in Google Ads Editor without having to go to the web interface, which should save you time. In version Google Ads Editor 1.0, the top navigation is smaller, right justified and no longer in a bar. But from a layout perspective, the biggest change is the editing panel has moved from the bottom to the right side of the interface.

Make changes across accounts. In terms of new functionality, this is the most eye-catching. If you're managing a lot of accounts — in the same or different MCCs — you can now apply changes across accounts. Yes, even if they're not in the same MCC.

Video ads. Video ads and campaigns, in particular, have much more functionality in Editor now. For example, there's full support for non-skippable video campaigns, and you can create bumper ads and add calls-to-action in TrueView in-stream ads. Bumper campaigns are now part of the video campaigns mix, using the Manual CPM bid strategy. If you want to add in-stream ads to bumper campaigns, you can change the bidding strategy to Target CPM.

Custom rules. There are five new custom rules are available in Google Ads Editor. One will tell you if a video campaign isn't targeting Google video partners. (That mean your videos will show on network sites, not just YouTube. You might not want that.)

Responsive Ads. If you didn't get the hint before that Google wants you to start using responsive search ads (RSA), you will now. Another new custom rule will alert you if there aren't any RSAs in an ad group that has an enabled expanded text ad.

Google is also bringing the ad strength indicator for RSAs to Google Ads Editor with a new "Ad strength" column. You can hover over an ad's rating for suggestions on improving its quality.

More you can do. Message extensions are supported in Editor now, and Maximize conversions is available for TrueView for action and display campaigns.

You can target and exclude audiences in Smart Display campaigns and do more with App campaigns in Editor.

For more on some of the new features, see Googler Matt Lawson's column, My top 10 favorite things about the new Google Ads Editor by Googler Matt Lawson.



About The Author

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

The Most Critical Google Ads (AdWords) Trends of 2019 - Marketing Land

Posted: 23 Jan 2019 12:00 AM PST

Search engine marketing (SEM) has been a game-changing marketing tool for companies for the last ten years. But today, creating a simple ad is not enough to keep driving traffic to websites. Search has become so complex that it is prohibitively difficult for the average individual to create a successful search ad.

AdPoint Agency, a premier Google Partner, asked its resident expert and Managing Director, Felix Wenzel, how to build profitable SEM campaigns in 2019. A frequent coach to standing-room-only sessions at the Google Digital Garages in Hamburg, Germany during 2018, Felix outlines some key opportunities and challenges that he expects to see from Google Ads in 2019.

Smart Features – bring complications, but offer advantages

The update from Google AdWords to Google Ads brings many new features, including more automated and smart options, like Smart Campaigns, with new and updated tools integrated directly into the Google Marketing platform.

These updates have great potential but they could have both positive and negative effects for users. While the new features open up possibilities for professionals, these same features could confuse and discourage novice search advertisers.

Working together yields better results

One of the consequences of the updates is that google ads will not be completely automatic. Experts who are familiar with the platform will easily take advantage of the new platform's features, thus gaining an advantage over both manually created and automated ads.

To create a really profitable campaign today requires a considerable amount of prior Google knowledge and experience; this new complexity in Google Ads will now force general marketers to seek out an agency that specializes in Google Ads for help.

Value of marketing dollars goes down

An estimated 95% of the billions of dollars in sales revenue that Google produces (projected to reach the $100 billion mark by 2019) is generated from their advertising products. If Alphabet generates record breaking revenues from ads, it probably means that more and more companies are placing ads. It also probably means that company spending on advertising is at an all time high. If so, expect the competition for ranking and the price of keywords to also reach new heights.

This perfect marketing storm would have financial consequences. Five years ago, if you had a marketing budget of a thousand Euros and you invested one to two hours in ads each month, you would have certainly have recovered your investment in terms of both time and money, probably many times over. Those were the days of easy money in search. In 2019, search is a much more crowded space as advertisers jockey for best position – this will make it increasingly difficult to succeed with Google Ads without a substantial budget.

CPC is higher than ever before

The combination of increased competition and improved quality of the competive ads measured will consequently lead to an increase in the cost per click (CPC). Pay close attention to the CPC of particular keywords, as costs for some have more than doubled in the last four years.

Many ranking values (CPC x number of searches x 60% CTR) have increased sevenfold. For Google AdWords agencies, the CPC has tripled.

Increasing demand for quality

What I love about the digital advertising realm is that quality is the absolute focus, and in 2019, it will be more important than ever. Google will reward campaigns that are very well established in terms of quality; this is reflected in the ranking of ads, but can also lead to a lower CPC for the advertiser.

Keywords are changing due to the popularity of voice search

Voice search has been around for a number of years. Although it can't be considered "new", only the big players (Amazon, Google, Apple, Paypal have invested in a voice search strategy, so far.

Internet users are increasingly abandoning typing their search queries into the Google site or app, but are now asking Siri, or OK Google, or another software that operates with Voice Search for information. This trend will significantly change keywords, as more and more words are used when complete questions are asked.

Many international partners and experts with whom our agency has worked have long suspected that context, in addition to keywords, will be integral for Google Ads in the future.

TIP: It can be worthwhile to bet big on longer keywords and to offer answers to questions in your ads; advertising text creatives don't always have to be short and concise.

User signals gain importance

For some time now, user signals have influenced not only Google Rankings, but also Google Ads campaigns, in that user interaction with an ad is a major determinant of Quality Score. These signals result from the behavior of the users of your site and are used as a clear quality rating tool for google ads.

TIP: If, for example, if a prospective customer clicks on the link in your ad to go to your site, but then leaves immediately because your site doesn't have what they are looking for, this action could negatively effect your ranking. So, if you are involved in SEM, this is important.

Target groups must be precisely defined

If your target groups are not precise, there is a risk that internet users will click on your ad and then just as quickly decide that they are not interested in what you are offering. For you, this not only means wasted ad expenses, but also a lower Google Ads ranking. To increase your rate of success, your target group should be narrowed down as much as possible through diligent, intensive market research.

Ad text expansion brings diversification

Recently, Google Ads has started to offer the possibility of adding a third headline, in conjunction with a second description. Not only does this mean that more information can be conveyed, but also that your ads can be designed to be more unique.

It is not clear yet whether these extensions will lead to greater success, but the possibilities that they offer are great. In marketing, where every word counts, 120 additional characters (30 for the headline and 90 for the description) can make a significant difference, especially as the demands on Google Ads  continuously.

Remarketing drives customer win-backs

Once a potential customer clicks on your ad, we can assume that the user has some interest in your offer. However, this customer may choose not to buy from you immediately for a variety of reasons. The solution: remarketing with Google Ads.

Skillfully calibrated Google Ads that remind the prospective customer of your product, do an excellent job over time of persuading users to commit, thus helping you to expand your clientele and increase sales.

Winning walk-in customers using online-to-offline tactics

Local Google Ads campaigns are gaining popularity among advertisers, because they are so successful. Many prospective customers seek information about all purchasing options for a product they are looking to acquire. Online purchase options are just the start of their search.

Many people go on to visit a physical store they have researched online, allowing the transaction to move from online to offline. Google noticed this trend and discovered ways to make it profitable for advertisers. Google Ads can now display store inventory, making it easy for customers to see whether a product is still available in-store, which in turn, can be an excellent motivator to buy.

Google Ads trends in 2019

An already complicated field is becoming even more complex. The enormous number of digital advertising options now offer an equal or even greater potential for failure. Those who choose to manage and execute advertising campaigns by themselves, or to only work with general agencies, will likely face a significant loss of time and, potentially, revenues. True Google Ads advertising professionals, who can create winning campaigns in a timely manner, will be worth the investment.

For this reason, the field of digital advertising, and more specifically advertising with Google Ads, is becoming more and more professional. Real success requires real experts.

So, why not take a chance and change your agency? Only direct comparisons will lead you to the best agency for your business. A professional agency will help you discover how incredibly profitable Google Ads advertising can be. Our advice for 2019: talk to an expert!

Felix Wenzel is a specialist in the field of online marketing. Since 2012, he has been dedicated to the marketing industry and has specialized in search engine advertising. In 2013, he became a Google Partner and was awarded as an AdWords Expert by Google in both 2016 and 2017. Wenzel was a trainer for Google Digital Workshops in Oldenburg and Hanover in 2016. In 2017, Google launched the Digital Garage, and has since conducted many trainings at their branch in Hamburg.

Over the years, Wenzel has developed and managed countless Ads projects, and accumulated an extensive amount of experience. Today, he is the managing director of the Google Ads agency, AdPoint GmbH, and manages daily budgets up to several 1,000 € per customer.

About The Author

AdPoint GmbH is a full-service search engine marketing agency specializing in managing Google Ads campaigns for our clients. Founded by Felix Wenzel and based in Hanover, Germany, AdPoint prides itself on providing custom high-quality service and has a reputation for creating and executing effective Google Ads strategies both locally and internationally. AdPoint provides holistic Google Ads consulting, from Google Search ad placements to Google Shopping campaigns to re-marketing.

How (and why) you should be maximizing customer referrals in the spring - Total Landscape Care

Posted: 29 Mar 2019 11:08 AM PDT

There are a lot of ways to acquire customers for your lawn care business, including social media, review sites, search engine optimization and Google Adwords, but if you ask any successful landscaper where most of their customers came from, it's customer referrals.

In this post, we'll dive into how you can leverage.

Why focus on referrals?

Word of mouth has been around long before the internet and will never die. Ensuring that you maximize customer referrals has a number of benefits.

For starters, referrals are free. Not much more we need to say there.

Additionally, you'll find that customers who are referred tend to stay longer and spend more money with you.

Finally and most importantly, word of mouth is one of the few ways of acquiring customers that scales really big. Adwords and review sites all tap out at some point, and they become harder to squeeze the juice out of. Referrals, on the other hand, compound. The more referrals you get, the more customers you get, which in turn increases the number of referrals you get.

Why spring time is prime time for referrals

As anybody in this business knows, the demand for lawn and landscaping services peaks during spring. That is when people are actively seeking lawn care.

Yes, most businesses are swamped and business owners are typically working around the clock during spring time, but it is important to make time to focus on referrals.

Lawn care and landscaping is the type of service a customer has to be in the market for in order for them to purchase. If someone isn't already in the market to hire a lawn care company, no recommendation from a current customer is going to cause them to suddenly hire you. This would either require that someone fire their current company or stop doing it themselves, and changing that behavior is too much friction.

Thus, focusing on referrals during buying season is just like fishing during feeding time — your chances are way higher.

How to maximize customer referrals

In order to maximize your referrals, you must provide exceptional service. This not only means the quality of your work, but also your customer service. Nobody is going to refer a company they aren't extremely happy with.

Consumer standards are higher than they have ever been. Little things like showing up on time, accepting credit cards and communicating well are becoming table stakes and necessary to earning referrals.

Assuming that you have these bases covered, here are some tactics you can use to maximize referrals this spring.

Ask for referrals

If you want referrals, asking is the first step. Of course, don't be pushy, but sending an email out to your customers letting them know that you have excess capacity and you'd love any referrals can go a long way. 

Reward good behavior

You should ask every new customer how they heard about you. If they say they were referred, ask who referred them. Then, do something special for that customer. It can be a free lawn mowing, a gift card to a local restaurant or planting some colorful flowers in their bed free of charge. Be sure to include a handwritten note. Whatever it is, you want to let them know you appreciate them spreading the word, and they will be far more likely to refer more people.

Tell your personal story

Either via social media or an email newsletter, tell your customers the story of your business. Help them get to know you as a person. Talk about your journey and the struggles and successes you've had along the way. The more people get to know you as a human, the more they feel like helping you succeed at business.

Offer a group discount

Referrals in the lawn care industry are reactive by nature. Person A asks person B, 'Who does your lawn?' Generally, person B isn't going to go out of their way to tell their friends about you, unless you give them a reason.

One method is common in the industry. You tell them that if they invite two neighbors to sign up, you'll give all of them a discount, as you can save on drive time. It helps you build route density and increases the likelihood even more folks in that neighborhood will hire you. It also gives your customers a reason to proactively reach out to their neighbors.

To make it easy for your customers to share, type up a note they can forward to their neighbors or share on social media.

EDITOR'S NOTE: This article was written by Ryan Farley. Farley is co-founder and head of marketing for LawnStarter Lawn Care, an on-demand lawn care platform that on average, grows lawn care businesses by 50 percent.

adwords


Editor gets the Google Ads treatment: Google Ads Editor 1.0 out now - Search Engine Land

Posted: 28 Mar 2019 08:05 AM PDT

Google Ads Editor has a new look with a right-side editing pane.

After redesigning and renaming AdWords as Google Ads, its now Editor's turn. The desktop tool for managing and drafting campaign changes has a new look, new layout, new features, new capabilities and a new name. Goodbye, AdWords Editor. Hello , Google Ads Editor.

Why you should care. There are a lot of things you can now do in Google Ads Editor without having to go to the web interface, which should save you time. In version Google Ads Editor 1.0, the top navigation is smaller, right justified and no longer in a bar. But from a layout perspective, the biggest change is the editing panel has moved from the bottom to the right side of the interface.

Make changes across accounts. In terms of new functionality, this is the most eye-catching. If you're managing a lot of accounts — in the same or different MCCs — you can now apply changes across accounts. Yes, even if they're not in the same MCC.

Video ads. Video ads and campaigns, in particular, have much more functionality in Editor now. For example, there's full support for non-skippable video campaigns, and you can create bumper ads and add calls-to-action in TrueView in-stream ads. Bumper campaigns are now part of the video campaigns mix, using the Manual CPM bid strategy. If you want to add in-stream ads to bumper campaigns, you can change the bidding strategy to Target CPM.

Custom rules. There are five new custom rules are available in Google Ads Editor. One will tell you if a video campaign isn't targeting Google video partners. (That mean your videos will show on network sites, not just YouTube. You might not want that.)

Responsive Ads. If you didn't get the hint before that Google wants you to start using responsive search ads (RSA), you will now. Another new custom rule will alert you if there aren't any RSAs in an ad group that has an enabled expanded text ad.

Google is also bringing the ad strength indicator for RSAs to Google Ads Editor with a new "Ad strength" column. You can hover over an ad's rating for suggestions on improving its quality.

More you can do. Message extensions are supported in Editor now, and Maximize conversions is available for TrueView for action and display campaigns.

You can target and exclude audiences in Smart Display campaigns and do more with App campaigns in Editor.

For more on some of the new features, see Googler Matt Lawson's column, My top 10 favorite things about the new Google Ads Editor by Googler Matt Lawson.



About The Author

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

The Most Critical Google Ads (AdWords) Trends of 2019 - Marketing Land

Posted: 23 Jan 2019 12:00 AM PST

Search engine marketing (SEM) has been a game-changing marketing tool for companies for the last ten years. But today, creating a simple ad is not enough to keep driving traffic to websites. Search has become so complex that it is prohibitively difficult for the average individual to create a successful search ad.

AdPoint Agency, a premier Google Partner, asked its resident expert and Managing Director, Felix Wenzel, how to build profitable SEM campaigns in 2019. A frequent coach to standing-room-only sessions at the Google Digital Garages in Hamburg, Germany during 2018, Felix outlines some key opportunities and challenges that he expects to see from Google Ads in 2019.

Smart Features – bring complications, but offer advantages

The update from Google AdWords to Google Ads brings many new features, including more automated and smart options, like Smart Campaigns, with new and updated tools integrated directly into the Google Marketing platform.

These updates have great potential but they could have both positive and negative effects for users. While the new features open up possibilities for professionals, these same features could confuse and discourage novice search advertisers.

Working together yields better results

One of the consequences of the updates is that google ads will not be completely automatic. Experts who are familiar with the platform will easily take advantage of the new platform's features, thus gaining an advantage over both manually created and automated ads.

To create a really profitable campaign today requires a considerable amount of prior Google knowledge and experience; this new complexity in Google Ads will now force general marketers to seek out an agency that specializes in Google Ads for help.

Value of marketing dollars goes down

An estimated 95% of the billions of dollars in sales revenue that Google produces (projected to reach the $100 billion mark by 2019) is generated from their advertising products. If Alphabet generates record breaking revenues from ads, it probably means that more and more companies are placing ads. It also probably means that company spending on advertising is at an all time high. If so, expect the competition for ranking and the price of keywords to also reach new heights.

This perfect marketing storm would have financial consequences. Five years ago, if you had a marketing budget of a thousand Euros and you invested one to two hours in ads each month, you would have certainly have recovered your investment in terms of both time and money, probably many times over. Those were the days of easy money in search. In 2019, search is a much more crowded space as advertisers jockey for best position – this will make it increasingly difficult to succeed with Google Ads without a substantial budget.

CPC is higher than ever before

The combination of increased competition and improved quality of the competive ads measured will consequently lead to an increase in the cost per click (CPC). Pay close attention to the CPC of particular keywords, as costs for some have more than doubled in the last four years.

Many ranking values (CPC x number of searches x 60% CTR) have increased sevenfold. For Google AdWords agencies, the CPC has tripled.

Increasing demand for quality

What I love about the digital advertising realm is that quality is the absolute focus, and in 2019, it will be more important than ever. Google will reward campaigns that are very well established in terms of quality; this is reflected in the ranking of ads, but can also lead to a lower CPC for the advertiser.

Keywords are changing due to the popularity of voice search

Voice search has been around for a number of years. Although it can't be considered "new", only the big players (Amazon, Google, Apple, Paypal have invested in a voice search strategy, so far.

Internet users are increasingly abandoning typing their search queries into the Google site or app, but are now asking Siri, or OK Google, or another software that operates with Voice Search for information. This trend will significantly change keywords, as more and more words are used when complete questions are asked.

Many international partners and experts with whom our agency has worked have long suspected that context, in addition to keywords, will be integral for Google Ads in the future.

TIP: It can be worthwhile to bet big on longer keywords and to offer answers to questions in your ads; advertising text creatives don't always have to be short and concise.

User signals gain importance

For some time now, user signals have influenced not only Google Rankings, but also Google Ads campaigns, in that user interaction with an ad is a major determinant of Quality Score. These signals result from the behavior of the users of your site and are used as a clear quality rating tool for google ads.

TIP: If, for example, if a prospective customer clicks on the link in your ad to go to your site, but then leaves immediately because your site doesn't have what they are looking for, this action could negatively effect your ranking. So, if you are involved in SEM, this is important.

Target groups must be precisely defined

If your target groups are not precise, there is a risk that internet users will click on your ad and then just as quickly decide that they are not interested in what you are offering. For you, this not only means wasted ad expenses, but also a lower Google Ads ranking. To increase your rate of success, your target group should be narrowed down as much as possible through diligent, intensive market research.

Ad text expansion brings diversification

Recently, Google Ads has started to offer the possibility of adding a third headline, in conjunction with a second description. Not only does this mean that more information can be conveyed, but also that your ads can be designed to be more unique.

It is not clear yet whether these extensions will lead to greater success, but the possibilities that they offer are great. In marketing, where every word counts, 120 additional characters (30 for the headline and 90 for the description) can make a significant difference, especially as the demands on Google Ads  continuously.

Remarketing drives customer win-backs

Once a potential customer clicks on your ad, we can assume that the user has some interest in your offer. However, this customer may choose not to buy from you immediately for a variety of reasons. The solution: remarketing with Google Ads.

Skillfully calibrated Google Ads that remind the prospective customer of your product, do an excellent job over time of persuading users to commit, thus helping you to expand your clientele and increase sales.

Winning walk-in customers using online-to-offline tactics

Local Google Ads campaigns are gaining popularity among advertisers, because they are so successful. Many prospective customers seek information about all purchasing options for a product they are looking to acquire. Online purchase options are just the start of their search.

Many people go on to visit a physical store they have researched online, allowing the transaction to move from online to offline. Google noticed this trend and discovered ways to make it profitable for advertisers. Google Ads can now display store inventory, making it easy for customers to see whether a product is still available in-store, which in turn, can be an excellent motivator to buy.

Google Ads trends in 2019

An already complicated field is becoming even more complex. The enormous number of digital advertising options now offer an equal or even greater potential for failure. Those who choose to manage and execute advertising campaigns by themselves, or to only work with general agencies, will likely face a significant loss of time and, potentially, revenues. True Google Ads advertising professionals, who can create winning campaigns in a timely manner, will be worth the investment.

For this reason, the field of digital advertising, and more specifically advertising with Google Ads, is becoming more and more professional. Real success requires real experts.

So, why not take a chance and change your agency? Only direct comparisons will lead you to the best agency for your business. A professional agency will help you discover how incredibly profitable Google Ads advertising can be. Our advice for 2019: talk to an expert!

Felix Wenzel is a specialist in the field of online marketing. Since 2012, he has been dedicated to the marketing industry and has specialized in search engine advertising. In 2013, he became a Google Partner and was awarded as an AdWords Expert by Google in both 2016 and 2017. Wenzel was a trainer for Google Digital Workshops in Oldenburg and Hanover in 2016. In 2017, Google launched the Digital Garage, and has since conducted many trainings at their branch in Hamburg.

Over the years, Wenzel has developed and managed countless Ads projects, and accumulated an extensive amount of experience. Today, he is the managing director of the Google Ads agency, AdPoint GmbH, and manages daily budgets up to several 1,000 € per customer.

About The Author

AdPoint GmbH is a full-service search engine marketing agency specializing in managing Google Ads campaigns for our clients. Founded by Felix Wenzel and based in Hanover, Germany, AdPoint prides itself on providing custom high-quality service and has a reputation for creating and executing effective Google Ads strategies both locally and internationally. AdPoint provides holistic Google Ads consulting, from Google Search ad placements to Google Shopping campaigns to re-marketing.

How (and why) you should be maximizing customer referrals in the spring - Total Landscape Care

Posted: 29 Mar 2019 11:08 AM PDT

There are a lot of ways to acquire customers for your lawn care business, including social media, review sites, search engine optimization and Google Adwords, but if you ask any successful landscaper where most of their customers came from, it's customer referrals.

In this post, we'll dive into how you can leverage.

Why focus on referrals?

Word of mouth has been around long before the internet and will never die. Ensuring that you maximize customer referrals has a number of benefits.

For starters, referrals are free. Not much more we need to say there.

Additionally, you'll find that customers who are referred tend to stay longer and spend more money with you.

Finally and most importantly, word of mouth is one of the few ways of acquiring customers that scales really big. Adwords and review sites all tap out at some point, and they become harder to squeeze the juice out of. Referrals, on the other hand, compound. The more referrals you get, the more customers you get, which in turn increases the number of referrals you get.

Why spring time is prime time for referrals

As anybody in this business knows, the demand for lawn and landscaping services peaks during spring. That is when people are actively seeking lawn care.

Yes, most businesses are swamped and business owners are typically working around the clock during spring time, but it is important to make time to focus on referrals.

Lawn care and landscaping is the type of service a customer has to be in the market for in order for them to purchase. If someone isn't already in the market to hire a lawn care company, no recommendation from a current customer is going to cause them to suddenly hire you. This would either require that someone fire their current company or stop doing it themselves, and changing that behavior is too much friction.

Thus, focusing on referrals during buying season is just like fishing during feeding time — your chances are way higher.

How to maximize customer referrals

In order to maximize your referrals, you must provide exceptional service. This not only means the quality of your work, but also your customer service. Nobody is going to refer a company they aren't extremely happy with.

Consumer standards are higher than they have ever been. Little things like showing up on time, accepting credit cards and communicating well are becoming table stakes and necessary to earning referrals.

Assuming that you have these bases covered, here are some tactics you can use to maximize referrals this spring.

Ask for referrals

If you want referrals, asking is the first step. Of course, don't be pushy, but sending an email out to your customers letting them know that you have excess capacity and you'd love any referrals can go a long way. 

Reward good behavior

You should ask every new customer how they heard about you. If they say they were referred, ask who referred them. Then, do something special for that customer. It can be a free lawn mowing, a gift card to a local restaurant or planting some colorful flowers in their bed free of charge. Be sure to include a handwritten note. Whatever it is, you want to let them know you appreciate them spreading the word, and they will be far more likely to refer more people.

Tell your personal story

Either via social media or an email newsletter, tell your customers the story of your business. Help them get to know you as a person. Talk about your journey and the struggles and successes you've had along the way. The more people get to know you as a human, the more they feel like helping you succeed at business.

Offer a group discount

Referrals in the lawn care industry are reactive by nature. Person A asks person B, 'Who does your lawn?' Generally, person B isn't going to go out of their way to tell their friends about you, unless you give them a reason.

One method is common in the industry. You tell them that if they invite two neighbors to sign up, you'll give all of them a discount, as you can save on drive time. It helps you build route density and increases the likelihood even more folks in that neighborhood will hire you. It also gives your customers a reason to proactively reach out to their neighbors.

To make it easy for your customers to share, type up a note they can forward to their neighbors or share on social media.

EDITOR'S NOTE: This article was written by Ryan Farley. Farley is co-founder and head of marketing for LawnStarter Lawn Care, an on-demand lawn care platform that on average, grows lawn care businesses by 50 percent.

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.