Here’s the truth. The KBB industry is lagging behind when it comes to adopting marketing and sales strategies that resonate with today’s customer. In this post I’m going to outline where independent KBB showrooms are going wrong when it comes to online marketing and sales and how they can take some simple steps to fix their problems.
Before we jump in to this, I just want us to all agree on one thing… it’s 2019 and the vast majority of people use the internet to research their options before making any type of buying decision. We really are past the point of this being debatable.
Agreed? Great! Let’s jump in…
The most common KBB marketing mistakes
First off, let’s talk about the most common mistakes I see when auditing our clients existing marketing efforts. I’ll cover off these mistakes that you may be making quickly and then I’ll move on to how you can start to improve the state of your marketing and dive into each point in more detail.
Your website is too busy and distracting
This makes its hard for your potential customers to know what they need to do when they hit your website. That may sound silly, but I promise you, having too much information is a bad thing.
Your website should be clear, simple and to the point. Your customers want to see great images that inspire them, what makes you different and then they want to know what they should do next. Don’t make them click around too much otherwise they’re gone as they got distracted with life.
You’re spending money on print advertising
This is a waste of money in 2019. This may not be a popular statement within the industry but if you want to see a clear return on your advertising spend, it’s the truth.
If you put an ad in a print magazine, it’s very difficult to measure the return on your investment. I’ll talk more about this in the below sections.
You’re spending money on online advertising but have no idea what it’s doing
I’ve seen it time and time again where a KBB showroom is spending money on Google or Facebook ads but when I ask what the results are, they do not know. This is a problem and one that is easily solvable with the right education and reporting.
You’re missing opportunities to capture leads and build better relationships
If you’re website has just a contact form and a phone number on it as a means to generate leads online, you’re missing out on a huge opportunity. Here’s a quick fact – most people that visit your website are not ready to talk with you right now, they are in the research stage.
Capturing leads when they are in the research stage will allow you to build better relationships with them and position yourself as the best option for them by the time that they are ready to start the buying process.
You have no visibility of where leads are in your sales process
This is a big problem in the industry as most independent KBB companies are using either old or no technology to keep track of where leads are coming from, what stage they are at in the sales process and who is a top priority for follow up and sales calls.
This means you’ll have leads dropping through the cracks at every point in your sales process due to human errors and bad manual processes.
How to improve the marketing for your KBB company
So, let’s look at how you can start to make positive changes to improve your marketing strategy, increase sales and create a “best in town” customer experience…
Understand your customer journey
It’s really important to understand the journey that your potential customers take before making a purchase so that you can create an experience that aligns with their path.
Let me give you a quick example of a typical KBB customer journey:
- Stage 1 – Awareness
- Stage 2 – Research
- Stage 3 – Consideration
- Stage 4 – Choice Reduction
- Stage 5 – Purchase Decision
- Stage 6 – After Sale
I’ll do a deeper dive into the customer journey in a separate article but you should be able to see from this quick example that there is a clear path towards making a purchase.
By understanding this, you can align your marketing and sales strategy to make sure you’re saying the right things to them at the right time.
This is the very first thing that we do with all new clients so that we can all get on the same page in regards to what stages the KBB Sales Engine is influencing.
Have a website that is clear, simple and easy to understand
In the 2019 world of short tempers and attention spans, having a website that has too much information on it is not a great experience.
When a potential customer visits your website, they are generally looking to do one of two things. Get in touch with you, or, find inspiration and ideas. In the vast majority of cases its the latter.
So, when building a website, more is definitely not always better. Your site should offer the visitor the information and images that they need and it should be very clear what they need to do next if they want to take the next step in their customer journey.
Check out KBB Sales Engine client Goodbrother Kitchens for example. Their site is heavily image based to cater for the vast majority of visitors that are are looking for ideas and inspiration. It is also very clear what they can do to take the next step – download a free brochure.
Their website has a clear and simple goal. The capture the attention of their visitor and to give them an easy way to take the next step.
Stop wasting money on print advertising
I’m not going to labour this point too much but print advertising is a waste of money. Now, I’m not saying all print is a waste of time. I’m simply saying that paying for an advertisement in a newspaper or magazine is.
If you have the opportunity to be part of a local news story or create a press buzz around something you are doing, great! That can have a positive impact on the perception of your brand.
But, in most of the cases I see clients using print ads to promote their company, they have no way of tracking or knowing what the return on that investment is (if any). Simply saying “well the phone has been ringing” doesn’t cut it.
The reason Google is one of the biggest companies in the world is because their online advertising platform works and they make it very easy to see exactly what your advertising spend has contributed to your business.
Understand your online marketing metrics and reports
If you’re spending money on online marketing, please make sure you understand the goal of the campaigns that you are running.
I’ve spoke with many clients that say “yes, we’re spending a few hundred a month on Google” but have no idea what that is doing for them. You may as well be throwing those hundreds down the toilet.
Look, I get it, we’re all busy running our businesses and things are going fine, but don’t just spend money for the sake of spending it.
I’m passionate about educating our clients on key performance metrics and “what good looks like” so that they can clearly see the results that the KBB Sales Engine is getting for them.
It pains me to see agencies that just leave their clients to it and offer no ongoing reporting, support and education. They’re doing a disservice to our industry.
So, spend some time getting to know what the numbers mean and what you should be focussing on for your business when it comes to your online marketing.
Here are some great resources that you can see that cover the basics of some of the available online marketing channels:
Capture leads in research stage by offering a free brochure
As mentioned, your understanding your customer journey is important and the closer to the beginning of that journey you can capture your potential customers attention, the bigger influence you can have on their decision making process.
In most cases, KBB company websites capture leads when they are in the “choice reduction” stage. This gives you very little time to build a relationship with the customer and show that you really know your stuff.
The KBB Sales Engine has been built to help companies like yours capture leads that are crossing from awareness stage into research stage. We then have automated systems that communicate with the new lead via seven specifically designed and written emails over the course of around 5 weeks.
This allows you to build a great relationship with the lead and be at the forefront of their journey towards making a purchase decision. Trust me, this is powerful. Especially as it’s highly likely that none of your local competition is doing anything like this at all. You really stand out from the crowd.
Use software to help you keep track of your sales process and follow ups
If you’re not keeping track of your leads and potential customers using specifically build software tools, you’re probably doing it with bits of paper, emails, to-do lists and a plethora of other manual processes.
It’s not that these processes are wrong, but they do breed human errors and things slip through the cracks and fall to the bottom of the priority pile. Following up with leads is a critical task that regularly gets forgotten or just missed due to human error.
You need to invest in systems that allow you to have clear visibility over where all your leads are in you sales process and allow you to easily see who needs following up with and when.
Take some time to figure out what your marketing and sales process looks like and start using software systems with your team to keep on top of it.
Let’s wrap this post up right here. If you agree (or disagree) with anything mentioned here then please feel free to contact us and let me know. I’d love to hear from you.
And of course, if you’re looking for a better way to generate more leads, appointments and sales for your KBB company, the KBB Sales Engine can help. Book in a live demo today and we can find out if it’s a good fit for your business.