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- After Marketing for 200+ Local Businesses, Here’s What I Learned..
After Marketing for 200+ Local Businesses, Here’s What I Learned..
Andy Walker
December 30, 2024
Over the past few years, I’ve worked with businesses doing $50M in revenue and start-ups looking to make their first dollar.
Along the way, I’ve seen businesses grow, expand, and die.
In this email, I want to talk about the best of the best…
The businesses that continue to grow month after month and year after year.
These businesses have three commonalities.
Let’s break them down one by one.
First, they are never short of leads. This is because they do not rely on one marketing channel.
They understand the importance of having multiple customer acquisition channels.
If you acquire customers only through one channel, such as Google Ads, Facebook, or SEO, you have concentration risk.
If your ad account got suspended for one month, would you survive?
What if an algorithm change happens and your rankings disappear overnight?
How would you generate new business?
You never want to be at the mercy of one platform or customer acquisition channel.
The best businesses generate a consistent flow of leads from various platforms, referrals, and brute-force offenses.
Second, they know getting the leads is only half the battle and that the majority of the money will be made on the backend.
The sales process of the winning businesses is dialed in.
This means they have clear visibility into their pipeline.
When they receive a new lead, they are contacted in less than 5 minutes.
The calls are documented, and the lead is moved to the next stage of the pipeline.
Whether that is for a follow-up, in-person estimate, or proposal sent, a new lead is never missed or forgotten about.
After a job is completed, they instantly request reviews, ask for referrals, and do everything possible to extract as much value out of the customer as possible.
The more cracks in the sales process, the less profitable your marketing channels will be, and, naturally, the less profitable your business will be.
Third, this is very important, so read it closely.
They are not afraid of failure. They want to fail and do it as fast as possible.
Why? Because this is how they learn, close feedback loops and accelerate the learning curve.
If you are afraid of failing, you become paralyzed and do the worst thing imaginable.
Nothing.
There is no such thing as a bad mistake if you learn from it and improve.
So, what should you take away from this?
Reduce customer acquisition concentration risk by investing into multiple marketing channels.
Ensure a seamless sales process for you and your customers. Have a clear view of all potential business in your pipeline, automate reminders to your sales team, and extract as much value as possible from each customer.
Be ok with failure. It’s going to happen and if it doesn’t you aren’t pushing yourself hard enough.
I hope you enjoyed reading this as much as I enjoyed writing it.
Wishing you a lot of growth in 2025.
Love you,
Andy
How I can help you:
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I reply to absolutely everyone who replies to me.