We apply these 7 steps everyday for 100+ local service based businesses in order to help them differentiate, grow and scale. Each step is very important!! We know that location no longer bring you customers. 8,600 brick-and-mortar stores will close their doors in 2017, which is a staggering figure. Follow this 7 step proven framework to avoid getting crushed by your competition.
Step # 1: Your Market Positioning “You cannot be everything for everyone”
I was talking to a friend who is also a Realtor and I asked, so what is your USP and market positioning? As every Realtor sell real estate and there are thousands of them. Why should I choose you over so many other options out there.
Who are you? What your potential should think about when they hear your name? When we talk about automotive brands, each brand has a market positioning. You have a certain brand perception when you talk about Porsche and very different perception about Hyundai. Porsche is all about luxury and Hyundai is all about value and price.
When you compete against 100’s of other local service providers who do exactly what you do, most of them look very similar to their competition and there is no market positioning. Lawyers who make more money are the ones who specialize in areas of practice. Example an experienced lawyer who just practices divorce law will get better files and divorce cases then someone who practices in all areas.
Few important points to remember:
Ideal customer avatar
Market Positioning & Product Delivery
Unique Selling Proposition
Core Pain Points
Here is an example of Real Estate Industry:
Here is an example of Automotive Industry:
Step # 2: Your Homebase
Your homebase is your website. Before they even meet you or show up at your physical location, your website is the single most important marketing tool for your business. It serves as a virtual equivalent of a physical business for the 3 billion internet users. Search engines are much better than social media, where you go after your audience. On search engines people come to you, which is a huge advantage as when people come to you their closing ratio is much more higher.
Important points to remember:
Platform and CMS System (WordPress, Kajabi, Clickfunnels, Weebly etc.)
Copy of the website
Make sure you have a solid website which will convert for you i.e. generate leads and client inquiries. If you have an average website, your home base is weak and you are constantly leaking potential customers. Here is an example of an average website vs a good site:
Step # 3: Gain Love From Search Engines
Search engines have the most amount of traffic online. More importantly when people need someone they look for and search for it. This is a biggest opportunity out there. Example:
2500 people look for a plumber in your city every month
By ranking in top 3 you get 200-300 customers every month. Every customer can potentially be $300-$500 for a Plumbing company. So if you do the math you can understand why search engines are the biggest opportunity to pick up potential clients. You cannot afford to ignore the biggest traffic generator online…
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.