Grow Your Painting Business By A Factor of 10 With These 5 Steps – Part 2 of 5

Are you looking to grow your painting company but aren’t sure where to start?

It’s difficult to know what steps to take or where to invest your time and money.  However, we have created a proven roadmap for you to follow that will help you 10X your painting business.

In part 1 of this series, we discussed how to set up a follow-up system on multiple platforms.  If you haven’t already read it, you’ll want to start here.

After the follow up systems are in place, your next step is to increase your number of leads.

Step 2 – 2X (At Least) Your Number of Leads

In order to grow your painting business, you will need to commit yourself to taking the steps to get bigger.  By doubling your leads (at least), you will have more work coming in than ever before.

This is where it gets tricky.  People will ask us, “How exactly do I double the leads for my painting business?”

The truthful answer is this – you need to test multiple avenues and see what works best for you.  In order to know what is working and what’s not, lead tracking tactics will need to be in place.

Let’s talk about a few ways (or combinations of ways) to double your leads.

Marketing Tactics To Try To 2X Your House Painting Leads

Tactic 1 – Facebook Ads

As mentioned in Part 1 of this series, Facebook Ads can be an effective way of attracting new clients.  Video tends to perform better than images, so make sure you take a bunch of little videos at your next work site.  

You’ll want to make two sets of videos.  Set 1 should have videos that do the following:

  • Answer a common house painting question
  • Talk about prepping a house for painting
  • Discuss when to paint certain areas and why
  • Discuss how weather affects painting 

Video set 1 should be videos that people would watch if and only if they were thinking about painting their interior, exterior, cabinets etc.

Video Set 2 should showcase your company and why they should hire you.  These videos should consist of:

  • Showing the quality of your work
  • Cool before and afters
  • How clean you leave the house
  • Anything else that makes you stand out

Set 2 videos should also close with a call to action of contacting you or scheduling an appointment.

Schedule Video Set 1 to show to people in your area.  To get your targeting a little more specific, we generally recommend the following settings:

Age – 40+

Gender – Female (Women tend to make the decisions)

Radius – Within 20 miles of your business

Then, after Video Set 1 has been running for a few days, you’ll want to schedule Video Set 2.  These videos should only be shown to people that have watched at least 25% of one of the videos from Set 1.  This way, you know that you are targeting people that are at least thinking about painting their house.

You can also show Video Set 2 to people that have been on your website if you have the Facebook Pixel setup correctly.

Tactic 2 – Google Ads

Google Ads can be a highly effective way of getting leads online.  In fact, we have seen leads come in for companies that we’ve worked with for under $50/lead.  However, Google Ads can be a bit tricky when it comes to the settings.  

Let’s discuss a few of the common Google Ad “gotchas”.

First, you need to decide what type of ad you want to run:

  • Search Ads are the text ads that you see at the top of the results page, before the map and the organic results
  • Display Ads are the image ads that you see across the web when browsing

Both types of ads have their merits, but you should never create a Search Ad that also targets the Display Network and vice versa.

Secondly, you need to make sure that you are using keywords in the manner that you intended.

Google has multiple types of keywords:

  • Broad match
  • Phrase match
  • Exact match

According to Google, a broad match keyword is one that “may show on searches that are related to your keyword, which can include searches that don’t contain the keyword terms”

For example, you may enter House Painters In My Area as one of your keywords.  However, your ad may show for people looking for famous painters or automobile painters.

Rule #1 of not overpaying for Google Ads – DO NOT USE BROAD MATCH KEYWORDS.

Google defines a phrase match keyword as one where “ads may show on searches that include the meaning of your keyword”.  To denote a phrase match keyword, you’ll need to put it in quotes.

To use the example above, you would define one of your keywords as “House Painters In My Area”.  Now, your ad would show for someone that typed in that phrase.  It also might show for someone that type in “Painters Near Me” or “House Painting In My Area”.

These are okay keywords to use (as long as you have a good negative keyword list, which we will discuss in a few moments).

The last type of keywords are exact match keywords.  To denote these, you enter the phrase in square brackets.  Google defines these as “Ads will show on searches that have the same meaning or same intent as the keyword.”

This type of keyword gives you the most control of when your ad is shown, but it also limits the audience.  Using the previous example, you would enter one of your keywords as [House Painters In My Area].  Then, your ad would show to people who type in this phrase or something very similar, like with the same words in a different order.

After you enter your keywords, you will also want to create your list of negative keywords as well.  This is a list of words and phrases that you give to Google that tells them – if this word is in a search phrase, do NOT show my ad.  It allows you to weed out unqualified buyers.

Good negative keywords to use for your painting company:

  • Any painting or store brand, like “Home Depot” or “Behr”
  • “How To” or “How Much” (People searching these phrases are typically in the education phase of their searching and aren’t looking to purchase
  • Automobile, car, auto etc.
  • Boat
  • Paint and Sip
  • Etc.

If you think of words or phrases that are associated with painting, but not house painting, put them on the list.

Finally, you want to make sure that your keywords match what you say in your ads AND that your landing pages that you send people to match your ads.  This is called “Ad Congruity”.  If you call yourself a “house painter” in your keywords and your ads, make sure that the page that you send them to highlights the fact that you are a “house painter”.

NEVER SEND YOUR ADS TO YOUR HOME PAGE!  This is a huge, costly mistake that we see painting businesses make all of the time.

Some Other Marketing Tactics

We wanted to review a few tactics in depth.  However, there are tons of other tactics to try, like:

  • Door hangers
  • YouTube ads
  • Radio ads
  • Appear on Podcasts
  • Networking
  • Find non-competing partners
  • SEO
  • TV
  • Get featured on the local news
  • And more!

Important to Remember – Measure Your Results

In order to know what tactic or tactics worked the best, you have to measure your results.  One way you can do this is through call tracking.  Use a different phone number for each tactic type and see what number brings in the most leads.  CallRail is one vendor that offers this service and makes it simple to set up.

You could try one tactic per month, although seasonality may affect these results a bit.

You could send each ad to a separate landing page.  Then, your site analytics would allow you to know which ad had been the most successful.

However you choose to do this, you just want to be sure that everything is measured.

Let’s Return To Our Example Company With Double The Leads For Our Painting Business

Again, let’s see how powerful doubling the number of leads that we bring in actually is.

Remember, ABC Painting started with $40,000 monthly gross revenue.  Then, we implemented a follow-up system, which will increase the leads by about 60%.  This took the gross monthly revenue to $64,000.

How to double the leads for your painting business

Now, through the tactics discussed in this article, we have doubled our leads from 80 to 160 per month.

If that 20% close rate remains, this will result in 32 new clients and a monthly gross income of $128,000!  We have already more than tripled the revenue using just 2 steps of the system!

Next week?  Step 3: Work On Increasing The Closing Rate For Your Painting Business!

Get More Clients – A 7-Point Checklist to Increase Your Website Inquiries for Law Firms (or any other small business)

 

Have you ever wondered if your website is any good?  Better yet, have you ever wondered if Google thinks that your website is any good?  If no one visits your website, you won’t get any social shares or traffic.  Even worse, you won’t increase your Google ranking and get your website on that elusive first page with the amazing click-rates.

Follow the tips below, and you will increase the likelihood of your website ranking higher and generating more traffic.  Here is a 7-point checklist that will help you get started:

  1. Make sure that your website has an SSL certificate

Starting at the end of January 2017, Google Chrome will now alert users that a site is not secure if there is no SSL certificate and the site collects credit card or password information.  They intend to expand this rule to all websites.  Be proactive and protect your online presence with an SSL certificate.  Additionally, Google looks favorably upon websites that have certificates currently.

  1. Put your phone number in large font in the header of your website.

According to Google Mobile Movement, 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours.  You want it to be as easy as possible for that prospect or client to get in touch with you.  The easier it is, the more likely they are to send that email, pick up the phone or visit your business.  60% of local businesses don’t have their phone number on their website (according to BIA Kelsey).  Make sure that you aren’t one of them!

  1. Include compelling H1 or H2 headlines on your homepage

When it comes to writing headlines, it’s important that you include at least one keyword and format them properly using H1, H2, & H3 tags to tell Google what your page is about.  This should result in Google sending proper traffic to your site.

  1. Make sure that your content is keyword rich and describes exactly what your business does

By having at least 500 words of benefi­t-driven, keyword-rich content to tell Google what your website is all about, you will have a lot better chance of attracting the right visitors.  Remember, content is king so make sure that you have copy that is unique to YOU!

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  1. Include your top 3 practice areas with benefi­t-driven, keyword-rich copy

Try to minimize the legal jargon and speak to the average individual.  Let your site visitors know that you understand their problem and that you are the person to ­fix their problem. A simple trick is to minimize the times that you say “we” and instead use “you” or “your”. Try it!

  1. Professional branding is a must

Your website is your online face to the world and you only have 8 seconds to make a lasting impression.  Make sure that you have a professional logo, strong brand messaging and great looking aesthetics.  Try to build your personal brand into your business.  People trust individuals and like to put a face to a company.

  1. Be impossible to resist

Create a lead magnet (ebook, guide, checklist, etc.) to offer to your website visitors.  Make sure that it will be of great value to them, so that they want to provide their email address to download it.  When you email it to them, surprise them with a special offer available only to those who download it.  Keep the lead magnet short and easy to read.  Avoid industry jargon.

 

To recap, 7 quick wins that you can implement for your homepage are:

1. Make sure that your website has an SSL certificate
2. Put your phone number in large font in the header of your website
3. Include compelling H1 or H2 headlines on your homepage
4. Make sure that your content is keyword rich and describes exactly what your business does
5. Include your top 3 practice areas with benefi­t-driven, keyword-rich copy
6. Professional branding is a must
7. Be impossible to resist

If you found these 7 tips helpful, download the entire 47-point guide from Integrity First Technology Solutions.

 

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