How Your Service Business Can Benefit From The Marketing Flywheel
Without direction from a seasoned digital marketing agency, too many service businesses approach marketing and sales in a similar fashion. It’s inconsistent. It’s haphazard. It rarely produces results.
Caught in the “shiny object syndrome” trap, they chase one marketing tactic for a short time, can’t make it work, and they’re on to the next. Not only do these one-and-done campaigns produce few leads and sales, they produce considerable frustration and drained budgets.
Service businesses who have more leads than they can handle and are posting record revenues each quarter have learned the secret to winning at sales and marketing. It starts with two little words: Repeatable Systems.
At Spartan Digital Solutions, we call those repeatable systems The Marketing Flywheel. Simply put, every marketing piece works together to drive leads and referrals, repeat sales, and sustainable business growth.
What Is A Marketing Flywheel?
A flywheel relies on three main forces to continue spinning: increasing speed, reducing friction, and adding weight. When you’re talking about a marketing flywheel, the three essential forces it needs are:
- To Attract
- To Engage
- To Delight
With those three forces working together, your service business ATTRACTS more leads; you ENGAGE with those leads to turn those prospects into customers; and finally, because you nurture your customers and hopefully deliver exceptional service, they are DELIGHTED and stay with your business for the long run.
Of course, if any one of those forces are missing, the flywheel stops spinning, business growth stalls, and you’re back to square one. The marketing flywheel works because of its consistency over time. It’s a repeatable system that’s been proven to work for any industry, any market, and any size business.
Revealing The 4 Pieces of The Marketing Flywheel
So, how can you set up a marketing flywheel for your service business? Here are the four pieces you’re going to need for a repeatable marketing system that generates more sales, revenue, and profits.
Traffic
For a storefront, traffic is simply the number of people you get in your store. However, for a service business (whether you’re strictly online or not), it refers to the traffic to your website.
Traffic occurs when you employ the right website strategies, including search engine optimization (SEO), optimizing for mobile use, and of course creating a brilliantly designed and easy to navigate website. Done right, your website becomes a dependable source of quality leads.
Compounding your traffic and leads is the job of targeted ads. Through ads on Google, Facebook, LinkedIn and additional online sources, you immediately capture leads of people ready to take the next step.
Conversion
Too many service business owners invest most of their marketing budget on getting traffic. But, what good is a lot of traffic if you’re only converting a fraction of it? Turning inquiries, leads, and opportunities into business should be your primary goal.
Is your current website converting traffic, inquiries, and leads into sales? If not, consider these strategies for a high-converting website:
- Speed is Key — Not only must each webpage of your site load fast, it should be designed and written to allow your prospects to review your main benefits quickly.
- Include Trust Signals — Testimonial pages are among the most visited pages on a website. Your prospects want to hear from your satisfied clients and customers.
- Calls to Action — Simply driving your prospects to your Contact Us page is not enough. Throughout your site, you need to explicitly tell your prospects what you want them to do. Fill out this form. Download our eBook. Book a consultation.
- Keep Them Engaged — Your website shouldn’t just be seen as a sales tool. Consider it a valuable resource. Therefore, provide targeted landing pages and value-driven blogs and articles.
Nurture
Have you ever bought a car right after you stepped foot inside a dealership? It happens, but it’s very rare. Most of the time, it takes multiple visits, a barrage of phone calls, and several messages before you plunk down money for a car.
The same is probably true in your own service business. A few immediately take action. The others need additional attention. They need nurturing.
As a digital marketing agency, we have a number of ways we nurture prospects and customers.
- Email marketing is a tremendous way to remind prospects of your brand, your services, and your offer.
- Social media marketing follows your prospects around until they’re finally ready to say “Yes.”
- Retargeting (also called remarketing) is when you continuously provide online ads to the prospect who just visited your website.
Authority
Through nurturing your prospect, you may have gotten them to the 5-yard line. But, how do you entice them to cross the goal line and do business with you? The minute you build your authority through substantial proof, that’s what usually closes the deal.
Among the best ways to build authority is through reviews, testimonials, and case studies. Having a considerable number of 5-star Google Reviews, testimonials throughout your website, and highlighting your best case studies, prospects see that you’re the local authority on the service you provide. These reviews and proof elements not only encourage new prospects to sign with you, they convince previous customers to refer your services.
Spartan Digital Helps Build Your Complete Marketing System
Stop riding the up and down roller coaster of marketing. Rather than using a one-and-done tactic-based system, benefit from a complete marketing system.
The marketing flywheel is a circular model focused on using the momentum of satisfied customers to drive referrals, repeat sales, and sustainable business growth. It also walks the prospect through every phase, from attraction to awareness to interest, and all the way to purchase.
Ready for a consistent marketing system that’s perpetually bringing you new traffic, new leads, and new business? Consider working with our team at Spartan Digital Solutions. Book a free, no-obligation consultation, and we will discuss a plan to attract, engage, and delight your prospects and customers.