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20 Episodes
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Transcript 1.30 – Review of 2019 2.30 – 3 things that made you happy 3.30 – 3 areas for improvement 4.05 – How can the business serve you better? 6.15 – Dichotomy between planning and execution 7.45 – Goal setting for 2020 10.10 – Big trends for 2020 10.35 – Voice SEO for HVAC 15.30 […]
Transcript 1:35 – Overview of topics 1:52 – GMB Spam Clean up 4:45 – Service area business changes 6:50 – Continued rollout of Local Service Ads and Google Guaranteed 16:15 – Canonicalization 19:35 – Mobile first indexing 22:40 – Site diversity update Not ranking well on Google? Free no strings attached audit of your hvac […]
In this episode we talk about how to use holidays and special events to promote your HVAC business.
Listen along in the car or better still, print a list of holidays in your country and listen to the episode. Your mind will explode with promotional possibilities.
1:09: Goal of Consultative Selling
1:35: People’s needs before products
2:28: Ask questions: understand what you customer needs
2:46 Example of Buying Criteria
5:25 Marketing communication process
6:15 Be the solution in your market
In this episode, we discuss how to use email marketing to generate and nurture leads for your business.
0:53 - Create lists
2:11 - Sub Headlines
3:20 - Body of the email
4:37 - Strategy
5:26 - Deliverability
9:20 - Tip of the week
In this episode we discuss how to track the effectiveness of your advertising.
1:01 - Establish an accountable advertising system
2:38 - Coupons or redemption vouchers
3:37 - Promotional codes
4:18 - Dynamic telephone numbers
5:04 - How did you hear about us?
5:38 - Tracking links and Analytics
10:18 - Tip of the week
Resources - Call Tracking Metrics
10:56 - Done-for-you
Transcript 0:29 – Learn 2 strategies 0:44 – Customer referrals vs. Joint Ventures 2:16 – Strategy 1: Business cards or vouchers 4:10 – Strategy 2: Follow up letters 4:37 – Best time for customer referrals 5:16 – Letter campaign 7:38 – What’s the cheaper option? 8:20 – Tip of the week 9:07 – Special offer […]
0:31 – What will be discussed 0:49 – 3 Ways To Grow A Business 1:12 – Grow a business: make bigger sale 1:50 – Why are people scared of pricing? 2:48 – What dictates pricing? 3:48 – Pricing strategy: Business positioning 4:29 – Pricing strategy: Context 5:13 – Pricing rule: Don’t lower prices 7:03 – […]
In this episode we discuss trade shows. They can be huge waste of time and resources if not done properly. At their best, they can produce an avalanche of leads that will take weeks to follow up on. How do you position of booth and display for success?
1:06 - Trade Show Strategies
1:50 - Strategy 1: Create a mind map or funnel
2:30 - Strategy 2: Staff must understand strategies
2:49 - Presentation for trade shows
4:20 - Presentation: Image-based display vs. stock display
4:47 - Presentation: Storyboards
In this episode we discuss direct mail and how to do it the proper way.
0:46 - Direct Mail History
1:52 - Create a list for Direct Mail
4:07 - Get the list from SRDS
4:52 - Cost of Direct Mail
5:37 - Create an offer
7:12 - A pile and B pile theory
9:55 - How to improve opening rate of mails
12:06 - Use of sequence in Direct Mail
14:16 - Direct mail for customer reactivation
In this episode we discuss joint ventures and how to build these relationships to grow your business.
0:31 - What is a joint Venture?
2:02 - Who can you joint venture with?
5:51 - Joint ventures in advertising
6:25 - How to set up joint venture relationships in advertising
7:33 - Joint venture and client value
9:07 - Paying for results vs. paying for advertising
10:02 - Endorse mailing
11:43 - Emailing
12:28 - Insert-type approach
13:19 - Business cards
On this episode we discuss the power of video marketing. The different types of video, how and when to use the various methods to market your business and communicate effectively with customers.
0:49 - YouTube
2:13 - Video marketing using mobile devices
2:45 - Video marketing and social media
3:46 - Where do you start?
4:48 - 6 types of videos you can put on landing pages
4:55 - Face-to-camera type of videos
5:21 - Slideshow or PowerPoint presentation videos
6:14 - Demonstration Videos
7:05 - Interview videos
7:42 - Q&A and FAQ videos
8:12 - Explanimation videos
In this episode we discuss market leadership. Positioning is so important for your business. Market leadership will stop you from being marginalized so you can be rewarded and run your business like a maven.
0:40 - Be a Market Leader
1:14 - Advantages of Market Leadership
1:15 - 1st Advantage: Set the buying criteria
1:58 - 2nd Advantage: less sensitive to market change
2:54 - Strategies to become a market leader
2:58 - Strategy 1: Produce content regularly
3:37 - Word of caution!
4:50 - The key is to have a Unique Selling Proposition
5:23 - Content-ideas
The new year is a great time to reflect and set challenging goals for the upcoming year.
1:03 - Frustration defined
1:41 - So what should you do?
2:10 - The Improvement Cycle
2:27 - Phase 1: Assess!
3:15 - Phase 2: Realistic goals
4:27 - Phase 3: Set activities
5:19 - Phase 4: Get feedback
7:50 - Suggested books to read for 2013
8:04 - Book 1: Psycho Cybernetics by Maxwell Maltz
8:35 - Book 2: Think and Grow Rich
In this episode we discuss the importance of a USP. Sick and tired of playing the price war, race to the bottom game? Get a USP.
0:25 - Overview of the topics
0:52 - What is a USP?
1:53 - What a USP is not
3:07 - Example of a dumb USP
3:31 - 3 Examples of successful USPs
3:49 - Example of successful USP by Dominos
5:03 - Example of successful USP by Fedex
5:57 - Example of successful USP by Bill Phillips
In this episode we discuss sales and how to match your sales plan to your marketing.
0:12 - Sales Techniques
0:26 - Positioning vs. prospecting
2:27 - Pull vs. Push
3:48 - Permission marketing vs. interruption marketing
4:58 - Qualifying and disqualifying prospects
6:50 - Authority
7:52 - Can they say yes
8:48 - Step 1: Permission-
In this episode we discuss social media, does it work for HVAC businesses? If so, how to use it to attract customers.
0:35 - Facebook
2:16 - Twitter
3:53 - LinkedIn
4:47 - Google+
6:39 - Use social media: Know what people say about your business
8:09 - Use social media: build an audience
8:48 - How many tweets per day?
9:57 - Don't post crap on Twitter
In this episode we discuss lead generation for hvac companies. Specifically, how to create compelling offers and lead magnets to get masses of people interested in your services so you can follow up and close.
0:05 - Introduction to Lead Generation
1:04 - Lead generation magnets
2:23 - How to build lead generation magnets
4:25 - How to not be a commodity
6:17 - Marketing the magnet
6:44 - Building a list of interested prospects.
7:06 - Marketing the lead generation magnet: online ads
9:53 - Marketing the lead generation magnet: offline ads
11:00 - Call your prospects
11:51 - Recap of online and offline ads
13:31 - Qualification Process and Follow up
16:59 - Have interesting follow-up methodologies
17:45 - Lifetime customer value
19:34 - Tip of the week
This episode follows on from episode 1 where we discuss how to use direct marketing principles on your website. What elements are needed to generate the most conversions from your traffic. It's probably not what you like the look of or have been told by your marketing staff.
1:19 Have a clear headline
2:44 A clear call to action
3:20 "Above the fold"
3:57 Show me proof
4:32 The right time for a testimonial?
6:08 Developing trust
6:50 Graphics and branding
8:08 Your phone number is turning people away
9:54 One step, two step...
10:38 Make em an offer they can't refuse
12:02 Do this by midnight or else
12:54 Conversion reality
13:18 Recycling is good
14:22 Measuring profitability of follow up activities
15:15 Using opt-in forms
16:13 Use of pop-ups
17:25 Recycling traffic through social media sites
18:30 Stealth re-marketing
19:58 Testing your strategies
21:55 Tip of the week
Learn all about Direct Marketing for heating and cooling businesses in this Podcast show. We discuss the differences between direct marketing and branding and which one suits your business. We talk about the market, competition and how to squeeze the most from every dollar.
0:24 – Introduction
3:18 – Two types of marketing
5:19 – Gary Halbert story
6:01 – Identify the market
7:21 – Have access to the market
8:09 – Have an affinity with the market
8:47 – Competition
11:04 – Is your marketing accountable?
13:32 – Lifetime customer value
14:24 – Test the market
16:34 – Tip of the week
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