Signpost Local Marketing Blog

Healthy Studios Are Built With Memberships and Loyalty, Not Deals

In our guest post series, we’ll be bringing you advice and tips from industry experts on the other, sometimes non-marketing-related issues affecting local business owners. Today’s post comes from Andrew Wicklander, the Founder of Tula Software.


I regularly look at the reports in my wife Maile’s studio, and these enable me to visualize something we talk about a lot: That the path to a healthy studio not through deals, but that it is by building a solid member base and loyal customers.

Of course, it’s not just the revenue from the members that matters. Certainly that’s important, but it’s not just about the money. It’s that when you’re able to build a successful membership base, this is also a signal that what you’ve built is important and valuable and worth paying for.

What’s fascinating though is the degree to which the idea of memberships matters. In this chart below, I’m zooming in on a handful of the most popular passes at Tula Yoga Studio in December of 2015.

Fitness Marketing

You can see most of the revenue was generated from the sales of ten packs, followed by a number of singles and introductory 3 pack offers. Lower down we see the sale of ten memberships, generating about $1,000 in revenue.

So if you’re looking solely at December, you might reasonably think that these 3 pack intro offers could potentially be even more important than memberships.

But that’s not the whole story.

When we look out at the whole year, we can see that the memberships generated almost the same amount of revenue as the ten packs and far more revenue than the singles and the introductory 3 pack.

yoga studio more revenue

Are the introductory offers important? Absolutely. Are they anywhere nearly as important as monthly memberships? Not even close.

What’s so striking though is not just the revenue difference. It’s the number of times a purchase decision was made in order to generate that revenue. Because of the nature of the memberships, there’s a compounding effect. The first month, you sell 10 memberships. But then when you sell 10 more the next month, you have 20 memberships going. Of course some people will cancel, others will join up, etc. So you might sell 170 membership passes all year and have 120 active members at any given time for example.

But if you’re always only looking at your monthly numbers, you’ll never get the whole story of how important memberships are.

Another way of thinking about this is that one membership purchase, has many payments, but there’s still only one purchase decision being made here. So the reality is that 183 purchase decisions generated far more revenue than over 1,500 purchase decisions of single classes.

The other benefit is that memberships are the exact way people can usually get the best deal on yoga. So the way you talk about memberships matters too. When people ask if you have any discounts, say “yes!, we have an unlimited pass for $99/$108/$125—whatever your case may be, so if you come 3-4 times per week you get your yoga for $6 or $7 dollars per class.”

The flip side of this is, of course, to wonder how much value discounted classes are really brining you? What matters is the degree to which people who buy your introductory passes end up becoming regulars at your studio, not the number of deals you sell.

Something to think about as you gear up and set your sails for the year ahead, and hopefully these charts remind you to zoom out now and then to see what’s helping your studio the most.


CRMs for Yoga Studios

Andrew Wicklander is the creator of Tula Software, a hosted web application that yoga studios around the world use to run their businesses.  Andrew regularly gives talks around the country about how lessons from yoga can be directly applied to business, and how yogis already possess all the wisdom required to succeed in their entrepreneurial ventures.

Auto Glass Businesses: Ensure Customers Find You When They Need You With A Fortified Online Presence

September is Automotive Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your auto service and driving more new and repeat business. 

Not an auto professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


more customers for auto service

The automobile glass industry has come a long way since  the first laminated windshields were assembled in the 1920’s. The problem is that most of your customers aren’t looking for your solution until they have an accident, or an unfortunate meeting with a rogue rock on the highway. It’s a reactionary business, and (sadly) usually seen as an inconvenience. Something that’s necessary to get them back on the road, and on with their lives. So, how are your marketing efforts best spent in such a specific scenario? You don’t want to waste them on customers who aren’t receptive (those with a healthy, in-tact windshields or sidelites, for example). Where should you start?

To stay competitive and ensure that these customers find you when the need arises, you need to invest in your business’s online presence. In 2016, this is the first stop on any buyer’s journey. They might have a vague, subconscious remembrance of the catch SafeLight jingle, but chances are they’re turning to Google, or other search engines, to find out what their local options are. This search is followed by a reputation check on various online reviews sites, such as Yelp, Angie’s List, Facebook, among others. Read on, we’ll be reviewing the key components to setting up your auto glass business for success.

Get started off on the right foot: Invest in a professional website

For most of your future customers, your website will be the first impression they get of your business, so it’s important that it sets the right tone. There are a variety of website creation tools and platforms, such as Weebly, which even has a free offering that you can use to make a current and sleek site. Many auto glass professionals didn’t get into this line of work because their love of building websites though, and that’s ok. If you fall into that category, then there are plenty of professionals who you can enlist to help you in this task. Either way, be sure that you are involved in this process and that the new site being built is:

  • Accurate
  • Up-to-date
  • Easy to navigate and understand
  • Conveys all the information they might need: Hours, Services, Pricing, Phone Number, Address, Email
  • Fast load times on desktop and mobile
  • Responsive (layout looks good and is easy to access from both desktop computers and various mobile devices such as smartphones and tablets)
  • Reassure customers’ doubts and reinforce your professionalism (through testimonials)

And that the look and feel is:

  • Professional
  • Modern
  • Intuitive
  • Representative of your business and expertise

Think of your new site as a home base for all your customer acquisition and engagement efforts. Everything you do, should be either driving potential customers back to your site, or at least leaving a trail of breadcrumbs to help them quickly be able to access the information when they need it, or are ready to transact. It’s especially important to make sure that your site is optimized for mobile devices, with fast load times and responsive rendering and doesn’t look weird when viewing on a smartphone or tablet (for example, ensure isn’t super zoomed-in on just your header, or require lots of scrolling and links that are hard to find). With 53% of all mobile searches having local intent, it’s important that you provide a good user experience, if you expect them to convert.

Set yourself up for success by collecting contact information

If you don’t already do this, you should make it a priority, moving forward. Contact information, whether email address or cell phone number, or even address is an opportunity to keep the conversation going, keep your business on their mind and ultimately increase the odds that they’ll eventually become a customer. Email marketing has been proven to yield 4300% return on investment, so the sooner you can start collecting addresses, the more impact it will have on your bottom line.

windshieldIt’s much easier to manage this process, digitally. Hand-written signup lists, while better than none at all, leave a lot of room for error, and rely on time-consuming, manual data entry. It might make sense to invest in CRM (customer relationship management) software that helps you keep all this data organized and easily accessible. As a reminder, Signpost’s Mia does this automatically for you, by keeping a perfect customer record for anyone who calls, emails or transacts at your business

The easiest way to do this on your website, is to add forms wherever possible. Whether asking them to subscribe to your email list for promotions and special offers, a blog for industry insights, or a free estimate, be sure to add a few different opportunities and “hooks” to prompt more of your audience to fork over their contact info. You can test different approaches, and see which performs the best in terms of completed form submissions. Being diligent in your customer data collection, moving forward, will amplify your marketing efforts, and drive more conversions.

 

Content and Directories

Now that you have set up a professional website, it’s time to start directing more traffic back to it. For organic (read: unpaid) traffic, this is done primarily through inclusion in directories, SEO strategy, social media, and review sites. All of this is done in order to give your business exposure to new audiences that have the potential to become paying customers at some point.

The more links back to your page, the more likely your site will appear in one of the coveted top spots, or ranks on search engine results pages. Put yourself in your customers’ shoes. If  you were looking for a good chiropractor in your area, you might ask around and see if any family members or friends had a good recommendation. But, at the same time you’d probably start researching your own by searching on Google, Yahoo or Bing. Your potential customers are following a similar process to find the best auto glass experts.

Sharing your expertise through content, such as a company blog or FAQ, can be a great way to establish  your reputation as a knowledgable industry vet, as well as help with discoverability. Sharing tips for maintenance, preventing windshield cracks and damage, or safety precautions people should take following a crack, and more can help provide value to consumers who might need your services.

Similarly, potential customers who are conducting research might come across directories for businesses in the area, so you want to make sure that yours is one of them, and that it has as much info as possible, to convince them to call or come in. Here is a list of free directories to get you started.

Online Review Sites

The final step is to claim and create robust profiles on popular review sites, such as Yelp, Facebook, Google My Business, and Angie’s List. These not only help with SEO efforts (especially when it comes to Google My Business), but more and more consumers are beginning their research on these sites. It’s important that you have reviews that are positive, plentiful and recent. This shows that the great experiences customers are reporting are not just flukes, but your usual dedication to delivering quality results.

Today, a majority of consumers trust online reviews as much as friends and family when looking for a recommendation. It’s unsurprising then, that online reviews have a tangible effect on your bottom line. Additionally, Yelp claims that just by claiming a free business profile on their site, owners can expect to see an additionally $7,000 in annual revenue.

Make it as easy as possible for current customers to leave a positive review by using buttons or links from your website to your specific profile on a few of the sites that matter most (remember, Yelp and Google My Business should most likely be top two!). You can also include in your email signature, to subtly remind whomever you’re corresponding with to leave you a review. You can also put signage in your garage or office.

Once you have profiles on these sites, you’ll have to be diligent with your online reputation management strategy. You should respond to any critical reviews and attempt to find a resolution. This can not only help to win back a customer that you might have lost otherwise, but will also prove to potential clients that you value customer satisfaction, and are committed to finding a solution.

Whether you’re just getting started with online reputation management, or already have a plan in place, we’ve distilled some of our best practices in this short video presentation

Online Reputation Management


So there you have it! If you follow these steps, you’ll be well on your way to creating a powerful online presence that will help you get the attention of customers when the time is right. Be sure to allot time for maintenance and upkeep, as with anything else, this is an ongoing endeavor, and some extra time and resources can help sustain and continue to grow your customer base. Now that you’ve have a quality presence, you can start focusing on a communications plan. Check out some of our other resources to discover how you can start building better email marketing campaigns!

 

Getting More Referrals For Your Auto Repair Shop

September is Automotive Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your auto service and driving more new and repeat business. 

Not an auto professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


more customers for auto service

Like an engine that requires clean oil to keep the entire car running smoothly, your auto shop needs to be actively working to generate more customers in order to keep your business healthy. One of the most effective ways to secure more new customers is to leverage your existing base. Depending on how long your shop has been a part of the community, you might have some customers who have been coming to you for years and with whom you have a good rapport. Each of these individuals —and others — can help ensure you enjoy a steady stream of new clients that will keep coming back. Referrals comprise 60% of all new business, on average, so try out some of these steps and keep growing your business!

Continue reading

Promotion Guide For Your Automotive Service Business

September is Automotive Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your auto service and driving more new and repeat business. 

Not an auto professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


more customers for auto service

September is here, and as we say goodbye to summer, we start celebrating the businesses that may have helped fuel our summer roadtrips: automotive services! These businesses help consumers get wherever we’re going and keep us mobile! However, even though so many of these services are often viewed as additional, purely maintenance, or reactionary, it’s vital you stay on top of your marketing and promotion efforts so that you can continue to attract a steady stream of new and repeat business. Auto services are not often on the top of consumers’ minds, so it’s important you keep them engaged, so we put together this easy list that combines some of our favorite tried-and-true promotional tactics with current marketing best practices for an unstoppable, and comprehensive plan of attack!

Your promotion efforts start with your website

Your website should be the hub for all your marketing efforts, both on and offline.

Your site should:

  • Be professional and up-to-date
  • Make a good first impression: Provide a initial introduction to your business
  • Include complete contact information: Including address, phone number, email address, directions, business hours, pricing
  • Offer functionality to make an appointment online. This leads to:
    • 40% more appointments
    • As much as 75% time save on managing appointments
    • An 80% reduction in no-shows, and the elimination of double-bookings.
  • Have forms to optimize the collection of contact information
  • Proudly display testimonials from happy customers
  • Provide links to your business profile across social channels and review sites

Show off your areas of expertise

Once you’ve invested in a professional website, you should develop a strategy to drive more potential customers to it.

One of the best ways to do this is through content creation. Share your expertise on both themes specific to your business’s specializations, as well as universal topics that all consumers are familiar with, such as traffic, commuting, safety and traveling. For example, you could post a blog about the best ways to beat traffic on holiday weekends, which can recommend the best time to depart, come home, routes to popular weekend getaways, or alternatives, and more.

Similarly, you could write a byline or routinely contribute to local magazines and periodicals with practical auto advice, which can help you position yourself as a community leader and authority on the subject. Creating short how-to videos are also a great way to boost exposure to new audiences in search of a solution to a pain point or issue your business can solve.

Determine what specializations or approaches differentiate your business from others, and be sure to advertise that everywhere you promote your business. From your site and social pages, to flyers, posters, online directory listings, reviews sites, business cards, and more. Don’t forget to recruit your work vehicles to help with advertising. Put your business name, logo, phone number and website, along with a tagline that states your specialization on your work trucks, cars, vans, tow truck, etc.

Invest in your community, and they’ll invest in you

Get involved in your community. Join local groups and organizations, such as the Chamber of Commerce and Rotary Club, as well as any local trade organizations that have a presence in your area. Consider paying to become a partner of any group that commands influence, or is part of your consumers’ usual research. The more entrenched in the community you become, the more local customers will find out about you and your services, and want to give you their business. Try sponsoring little league, or donate gift certificates to charity events and fundraisers. Always be on the look out for ways to lend a helping hand.

And don’t forget to seek out potential partners in various places. Speak at schools and universities in the area and volunteer your time to teach a workshop, whether in driver’s ed classes, universities, local libraries, and more.  Encourage them to come to you with any specific questions afterward, and hand out special “Student Discount” coupons. Direct them to your website and social pages for more tips and videos to help them troubleshoot issues, or perform routine maintenance.

But don’t stop there, try to work in some networking with the different vendors you use. If you visit them in person, ask if you can hang a flyer on their bulletin board, leave a stack of business cards, or become a trusted partner/member of their directory for customers. Do the same with complementary businesses, including dealerships, auto supplies stores, car washes, and more. Develop relationships with local realtors and real estate brokerages, and offer their clients a special rate or “welcome to the neighborhood” discount.

Finally, partner with insurance companies. It can seem like you’ll be jumping through a bunch of unnecessary hoops, but when you become a preferred partner, people treat that as good as “pre-vetted” and do less research. Your business will gain an inherent trust with more customers. Some do not stray outside of the recommendations of insurance, since they’re worried about being held accountable for the bill, so it may be worth investing the time and effort to make this happen.

Promotion: Social, Email and SMS Marketing Campaigns

The first rule when it comes to approaching your social media strategy should be: don’t bite off more than you can chew. Only invest in building out pages that you can commit to maintaining regularly. So often business owners are pressured to be on every possible network, and later struggle to keep content fresh and updated. Each channel is slightly different, and should have it’s own unique approach. It is so much better to select the platforms that make the most sense to your business and focus your full effort and attention on only those.

For auto services, it might make the most sense to start your own YouTube Channel to share tips on how to perform routine checks and tasks and repairs. Create short how-to’s on platforms like Instagram, where there is a great built-in community of car enthusiasts. Appeal to underserved demographics in the industry (like women and younger drivers!) who may regularly feel alienated by your competition.

People respond to stories, so brainstorm ways to tell them by starting a series. If you’re a dealership, a performance shop or detailer, then you can start profiling newly-licensed drivers and their first cars! Jump on the bandwagon for social trends by showing off you and your employees first cars, and using the appropriate hashtag (#tbt #fbf). And encourage other customers to share photos of first or favorite cars. Finally, while you’re tapping your creativity, try to come up with some good ideas for contests. These can be a great way to increase awareness in your business, get you a larger following that you can continue to market to after the contest has ended (try to also collect emails!), until the time is right for them to convert into a paying customer.

Make sure your site is set up to collect customer contact information. Make it as easy as possible for customers to join your email and SMS lists with forms online and instructions in-store. You can check out this post for more surefire ways to grow your email lists. Email marketing has a proven return on investment of 4300%, and SMS marketing can yield up to 8 times more engagement, so implementing a consistent communications strategy can work wonders for keeping your business on your customers’ mind and generating more revenue.

Don’t just provide quality service — Go the extra yard

Of course delivering quality is the first priority for any customer-facing business. However, going above and beyond is always a great way to set yourself apart from the crowd and turn customers into advocates. Whether you offer free pick ups and drop offs for customers having their vehicles serviced, or extra amenities in your waiting area, think of small things you can do to provide more convenience and comfort to your customers.

You can return their car with a free, branded gift, such as a license plate cover, air freshener, bobble head, dice, stickers, floor mats, or more. This not only helps you spread awareness of your business, but is also practical and ensures they’ll have your name and number with them if they should get into a fender bender or break down.  It might even fan the word-of-mouth flame with passengers in their vehicle, who might notice and ask about their experience.

Perform safety checks, and complimentary inspections even if you’re not a state-sanctioned “inspection station”, so they will know if there’s any issue that will need to be addressed in the coming weeks or months. This will help them prepare and get things on their radar long before they’re rushing to renew. When you’re looking out for them, they’ll take notice.

Lots of people offer free estimates on their sites, so try position the offer as a free consultation, where you educate them on issue and preventative measures. This may prove especially successful in underserved groups, as long as you keep your tone friendly, helpful and not condescending. Nothing wins over loyalty like transparency and proactive outreach and assistance of an expert.


Be sure to check back next week, or join our email list to continue to hone your auto marketing skills!

Infographic: Online Reviews and Revenue Potential

When it comes to your business, it’s hard not to get caught up in the drama of online reviews. And for good reason; each glowing, five-star review that comes in can be the closest thing to an acknowledgement of a job well done for business owners. Similarly, the sting that comes with a critical review, is not one that’s easily forgotten. Beyond the hurt feelings and pats on the back, have you ever wondered what the actual, tangible impact that such reviews (for better and worse) have on your bottom line?

We’ve put together some data from our recent, local business survey, along with others, to create this snapshot of the effect online reviews can have:

the value of online reviews


Sources

http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803http://www.searchenginepeople.com/blog/12-statistics-on-consumer-reviews.htmlhttps://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews/http://www.marketingcharts.com/traditional/consumers-more-likely-to-share-bad-experiences-but-companies-can-recover-41037/http://hbswk.hbs.edu/item/the-yelp-factor-are-consumer-reviews-good-for-businesshttp://hotelmarketing.com/index.php/content/article/hotel_guests_read_6_12_reviews_before_booking_says_tripadvisor_survey

Getting More Referrals for Your Home Cleaning Business

August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business. 

Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


ways to market cleaning business

Letting strangers into your home can be daunting, so put yourself in your customers’ shoes when advertising your cleaning business. Oftentimes, consumers want to find a cleaning service that comes recommended by a friend or trusted source, which makes referrals especially important in this line of work. According to the New York Times, 65% of all new business comes from referrals, but as we learned in our referral marketing series, it’s not enough to sit and wait for them to come to you. You must create a comprehensive strategy, cultivate a “referrals mindset”, and start implementing procedures that can be put into place in order to drive more new business.

Incentives

First, you need to decide on the type of offer you want to use. It’s important that you do the math to ensure that it’s compelling enough to keep customers motivated to send referrals your way, without causing you to lose money on the deal. Depending on your audience, business model and target you might want to extend a special offer to the more referrals for my cleaning businessreferrer, referee, or both. We’ve seen the most success when both the referring customer and new customer are rewarded, because customers view it as a “win-win” for both themselves and their friend, without feeling selfish.

You should package the offer in a way that will get your customers excited and eager to participate in the program. You can try giving them a finite number of “coupons” that ask, “Want your next cleaning to be free? Get 25% off your next cleaning appointment for each friend that uses one of these 4 coupons.”  Or, you can split it up and instead of getting one free session, they can get 50% off their next, two home cleanings. This will help encourage repeat business on both ends. If you do use coupons, experiment with putting an expiration or “must use by” date that gives interested parties enough time to make their appointments, but still elicits prompt action.

Continue reading

Creating a Stronger Online Presence for Your Dry Cleaning Business To Attract More New Customers

August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business. 

Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


ways to market cleaning business

With new technology,  equipment, chemicals, and approaches challenging you to keep current, running a dry cleaning and laundry business is no easy task. Tougher still is having to consistently generating new business and retaining the loyalty of your existing customer base, with so many competitors attempting to lure them away. It’s essential to remain diligent in your promotion efforts, which in today’s world translates into having a fortified online presence in order to capture more customers looking for dry cleaners or laundry services in your community.

There are more than 825,000 tons of clothes dry-cleaned, annually. It’s a need that most consumers have, though the capacity or specifics may vary. Traditionally, dry cleaners and laundry businesses have been able to stick to phonebooks and yellow pages to be discovered by new customers, but with those days long gone it’s time to get online. Luckily, there isn’t yet as much saturation as in other industries, so there’s great opportunity to maintain the competitive advantage by investing in your online presence.

It all starts with your website: What is your ideal target?

Continue reading

Everything Local Business Owners Need To Know About The New Google Maps

You might’ve heard the buzz around Google’s announcement of improved advertising for local businesses looking to get more leverage out of Google Maps beyond the organic, local 3-pack. This next generation of Google Maps advertising is going to suher in a significant shift in approach, reach and engagement for local advertisers. Fear not, we’ll be reviewing all the most important features and options to catch you up to speed so you can be prepared to take full advantage as it goes live over the next few months.

The most unique and important aspect about Google Maps is its mobile audience and trajectory. The Google Maps mobile app was released originally in 2013 and has had over 1 billion installs since then (that’s right, Billion, with a “B”). For a while it was the most used smartphone app in the world, and continues to be amongst the top five, commanding over 54% of mobile audiences’ in-app usage. Here are a few other important facts that should be on your radar.

Google’s Challenge:

So, how can Google make advertisers more prominent without negatively impacting the experience of the end user (and potential customers for their advertisers)? Beyond the typical annoyance that users greet any form of ads with, there’s a staggering number of  people defaulting to the Google Map mobile app for directions when driving, making any distractions potentially catastrophic.

The result is a new way for advertisers to brand their business and vie for your attention, hoping to entice you into making a pitstop. So without further ado, here are the most important areas to familiarize yourself with:

Promoted Pins

A big ticket item on every local advertiser’s wish list, Promoted Pins will help businesses bridge the online-to-offline gap. These will be similar in look to the current pins Google uses to indicate a location (and usually a start or end point while navigating). However,

online-to-offline gap

The new Promoted Pins will be purple and include the business’s logo

instead of the usual red color, these will be purple, with a matching purple “Ad” banner in the business listing, in the coveted first spot, above the organic 3-pack. They’ll also feature the logos of businesses on the purple pins, and remain marked on the map, even when you’re driving or directing. With an ever-increasing number of searches with local intent, these will be a powerful customer acquisition tool.

As for which ads will be displayed to users at what time, you can expect a similar criteria as used to fuel the Google Display Network. What you really need to know is that it’s super smart and can learn from patterns, preferences and behaviors, to ensure it’s always displaying the most relevant ads to consumers.

New Local Search Ads On Desktop

Similar to mobile, ads will appear at the top of the list with a purple banner and purple pins. Now is a good time to add “Click to call” buttons for your business, to encourage even more customers to interact with it and hopefully stop by for an in-person visit.

Customizable Business Pages

Business pages will get an overhaul as well. The hope is that streamlining potential customers’ access to information about the business and an improved overall experience will encourage them to explore, engage and interact with it, pushing customers further down the funnel. The aim to do this in a couple of ways:

1. Searchable Local Inventory

Informed by research that Google conducted, which found that 25% of consumers won’t bother making an in-store visit if they’re uncertain whether or not the item or service they’re looking for will be in stock. It’s these types of data-driven optimizations, that have been historically absent from the local business ecosystem, and which will continue to provide a competitive advantage for the businesses that are at the forefront of implementing them.

Businesses will provide Google with their inventory feed, so customers will be able to perform searches and see what is in stock and available without having to call to check, or risk a visit.

2. In-Store Promotions

You will also have the option to include an exclusive offer to promote with the ad, that will be served to customers in realtime. They’ll be displayed below the logo on the map. Whether a special that you’re already running that might grab them, or an ongoing promotion to pair with the ad specifically, these will give you an opportunity to get in front of them, at the right time!

What can you do to prepare?

  • Make sure that all your business and contact info is updated on Google My Business, as you don’t want to lose any discoverability due to outdated info, and shouldn’t waste time fixing it after the launch when your competitors can get the advantage. It goes without saying that if you haven’t already, claim your business profile.
  • Set up location extensions for your Google AdWords search campaigns so your ads will be eligible to appear on all Maps results.
  • Keep an eye out as they continue to roll out features to bridge the online-to-offline gap with store visit conversions and attribution with the help of beacon technology. Here’s the info and requirements, but right now only limited to a small group of local businesses that are eligible Adwords advertisers.

How will your business be adapting to these changes? What are you most looking forward to? Let us know!

Text Message Marketing Tips to Promote Retention for Your Carpet Cleaning Businesses

August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business. 

Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


As a professional carpet cleaner, you’re a miracle worker when it comes to erasing the stains, spills and other mishaps that life throws at us all. However, cleaning up your marketing strategy can require a similar combination of skill and elbow grease in order to keep your customers coming back.

Carpet Cleaners SMS Marketing For this reason, text message marketing (also known as SMS marketing) can be a powerful solution. It can allow you to keep clients engaged on their preferred method of communication —cell phones. Right now, SMS marketing is eight times more effective than email, making it a great tool to engage your customers keep your business on their mind during spring cleaning, and the rest of the year! We’ve aggregated our favorite tried-and-true SMS marketing tips and best practices to help you create a winning plan!

If you’re looking to get started with SMS Marketing, check out this series and make sure to include the opt-in code and number on ALL printed materials, from in-store signage, trucks, business cards, etc., so you can continue to grow your subscriber lists.

Continue Reading for texts to send leading up to an appointment.

Continue reading

Pool Cleaning Businesses: Email Campaigns to Get More New and Repeat Customers

August is Cleaning Services Month here on the Signpost Local Marketing Blog! We’ll be surfacing insights and strategies specifically for marketing your cleaning service and driving more new and repeat business. 

Not a cleaning professional? Don’t worry, we’ll still be sharing insights that will help you to promote  your local business, acquire new customers, and encourage loyalty. Want your industry to be the next featured month? Drop us a line, and let us know!


ways to market cleaning business

As we head reluctantly into the last month of summer, there is no more timely specialization than pool maintenance and cleaning! Depending on your geographic pool cleaning more customerslocation, there are varying degrees of seasonality associated with this type of business, which present its own host of challenges. It’s vital to keep customers engaged, even in the off-season, to make sure you make a splash (and that they remember you) when the thaw comes. Check out these email campaigns that will help you improve customer retention, and also help you bridge the online-to-offline gap to convert more new customers!

As we learned in last week’s post, promoting your pool cleaning business starts with a strong website, which is your hub for all marketing activities. You need a home base to direct current and prospective customers to introduce them to your company, services, pricing and reputation in the community. Your site should not only make the statement that you take your business very seriously, but is also a great way to collect leads and opportunities for new business. Every great email campaign, starts with a quality list!

Continue reading

« Older posts

Copyright © 2016 Signpost Local Marketing Blog

Theme by Anders NorenUp ↑