One of the objections we hear the most from potential clients is that their primary means of finding new clients is through word of mouth. Upon hearing this, it used to be that we’d push back saying that is a much more effective way of being found by clients who don’t already know your business. Over time however, our views have evolved quite a bit.
First let’s look at how a customer’s research is a factor in ; according to BrightLocal customers say that positive reviews of a product or company make them more likely to use that business a whopping 91% of the time in the B2B space. What happens after that though? Things like Google, Google My Business, a Google Map and a ton of other aggregators and review sites take over. That’s because things like Google My Business are simply word of mouth in the digital space and a campaign there can have a more targeted and direct reach on platforms like Google.
Once a business brings aboard a client they then have the opportunity to help them build their reviews. This includes Google Maps and Google My Business optimization which are key places that online reviews are shown. This also includes Facebook reviews in addition to other social media outlets.
Google My Business, Apple Maps and Bing Places – among other interactive map platforms – have quickly become some of the most powerful places where a person finds business listings – including your competitor down the street. These platforms harness the knowledge of information in a business profile and couple it with reviews from customers near a particular zip code so the learn and become more informed. They also provide a business owner with a way to respond to client compliments or negative reviews which keeps their online presence transparent and their customer service tactics open.
Another advantage of these platforms is providing a local citation and a bit of local link building. For each business listing there is an opportunity to improve a local ranking factor in search engines with local links back to your businesses website which improves organic search and is one of the SEO tools and tactics which can bring new customers to your online or physical location through Google.
With a massive decrease in the amount of face-to-face interactions due to Covid-19 over the past several months, and requests for recommendations has become even more important for local businesses. The same holds true for – the more online research people do for a business, the more information they’re able to find. Google My Business is often the first stop in SERPs (Search Engine Results Pages).
A business should be hiring a to help navigate those waters so that they can focus on actually running their business. At X3, we are a local business too and when we see someone like a plumber or roofer being dominated by a competitor, we know that the person running that business is a person we can help. It is our job to make sure that search engines like Google show your website and Google My Business shows your business listing first and moves your competitor or product to the second spot. We make sure that a searcher finds you using local keywords which contain things like your city or zip code.
The final thing we’ll point to is cost. Let’s face it, on its face costs – zero. But does it? In terms of time and effort to share local business values, know how and service with a new client, there is a ton of work that goes into a business growth strategy to find a potential customer. Every minute spent on marketing takes away from a business’s ability to be involved in actually running that business. The cost in sweat equity can quickly go through the roof. This includes trying to do the complex task of managing their own SEO and social media. In fact, even as we go through this article, things like mobile search grow more and more important and a local keyword becomes more impactful since your phone knows your location. Your local ranking is the first thing you want someone nearby to see since many more people shop close-to-home (especially during the COVID-19 pandemic) than anywhere else.
2,500 X 5% = 125
125 X 5% = 6.25
6.25 X 50% = ~3.125 new clients per month
With the average Denver roof replacement price being about $15,000 that means an estimated ~$550,000 in a year.
When broken down like that, hiring an with their tools to drive traffic, reviews and more word of mouth is certainly affordable. Your marketing efforts should be focused on the overall value of improving your local search ranking since the return can be so high.
The Bottom Line
is a vital part of establishing trust with both existing and potential clients. However, the effectiveness of much of that trust is the ability for people to then find a business through utilization of the available. Reviews and work hand in hand to drive revenue and success with any business.