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Insight Into The Customer Lifetime Value of Your Digital Customers

A recent study from marketing company Custora, who analyzes customer retention and acquisition, provided insight into the lifetime value of customers, based on the digital medium from which the customer came.

The study shows shows the varying Customer Lifetime Value of digital customers, with PPC (Pay Per Click), referral and even e-mail topping the list, beating out Facebook and Twitter in regards to obtaining a higher quality customer.

alt="Customer Lifetime Value Chart"

For customers seeking a product or service via the search engines directly (IE: Google) or click on ad specifically of what they are looking for, these results are easy to account for because those channels utilize the intent graph (the consumer is looking for something specific). Social media platforms like Facebook and Twitter will have to use their graph searches to redirect the customer to the product or service they seek.

Another result that came out of this study is that rural area customers tend to be more valuable and loyal over time, as their choices of vendors are more limited due to their living area. The Wyoming customer, for example, is 28% more valuable than the average American.

Tips for the Restoration Contractor:

While this study proves to have compelling information to help you see where valuable customers through digital efforts can come from, it’s important to incorporate a variety of digital and non-digital tactics to not only prospect for new business, but also, to make sure that they will be the kind of customer you want. The study makes a strong point for digital marketers to not put all their eggs in one or two baskets, in particular, Facebook and Twitter, who have made great strides to provide advertising, targeting tools and other strides in order to build a stronger (and more profitable) user community.

While SEO and PPC can bring in several to handfuls of leads a week, are you finding that those customers are jobs you are wanting to take on? Recently, we spoke with a prospective client who was receiving numerous leads a week through their PPC efforts, but 90% were the types of jobs they did not want, and thus, their return on investment was not what they had hoped for either.

On the flip side, we also have restoration contractor clients who see decent work come through their digital marketing efforts. But, it’s part of their overall marketing mix, and contributes as another source of business. As we mentioned before at the beginning of this blog…don’t put all your eggs in one (or two) baskets!

The most effective way to ensure a steady and predictable stream of work is to make sure that you not only have the right tactics in place (SEO, PPC, Direct Marketing Tactics, etc.), but also, the right sales reps in place and a dynamic way to hire, train, coach and manage them. Check out this article on “How Managing Your Salespeople is Different From Your Techs” to give you a flavor of what we are talking about.

And most of all, you’ve got to have a strategy as the foundation of your marketing plan, that supports the tactics and the sales force.

If you’re a restoration contractor looking to predictably grow your business, you should take a few minutes to visit us at While we’re not the perfect fit for everyone, we are a sales and marketing consulting agency helping restorers all over the country through proven and proprietary programs that help them to generate millions in new business. Now doesn’t that sound like an egg you want to have in your basket?

What Are They Saying About Your Company?

Just because you’re not active with social media doesn’t mean others aren’t talking about you and your cleaning and restoration business.

Customers flock to Facebook and Twitter to communicate both positive and negative consumer experiences. Social review sites like Yelp are exclusively devoted to letting customers talk to each other about businesses and service providers.

This is how the world communicates now, for better or for worse. You never know who may be talking about your business. But you need to know when they are. Don’t let everything you’ve worked so hard for be tarnished because you didn’t have the knowledge and tools to protect your reputation.

Remember LeVar Burton? He’s an actor that was in several high-profile projects, including Roots and Reading Rainbow. He’s most well known for playing the role of Geordi La Forge on Star Trek: The Next Generation. Burton has a lot of followers on Twitter. A lot of followers that one day saw this:

When Burton tweeted this, he had more than 1,400,000 followers. This message was then retweeted (forwarded, or rebroadcast) by more than 20 other Twitter users to their followers, whether or not they followed Burton themselves. Those retweets included the link in Burton’s original message, which takes you here:

Did 1,400,000 people actually see this? Of course not, but you can bet a lot of them did. Those looking for a rug dealers or carpet cleaner in that market surely saw it because it’s easily found on the first page of Google search results.

And how did the proprietor of the rug cleaner company respond? Either he failed to reach out to Burton to try to solve the problem or he flat out failed to notice. More than a year later, Burton’s negative review is still there and the company’s Yelp page still links to it.

What can you do to avoid this happening to your company? First, set up a Google Alert for your company’s name so you can monitor when people mention your business online. Turn the positives into testimonials to attract new business and address any negative issues swiftly to demonstrate that your company doesn’t tolerate poor customer service.

When you do reach out to dissatisfied customers, don’t be defensive and don’t be aggressive. Don’t focus on the merits of the issue. Focus on the problem and make it clear you want to solve it. Listen and ask questions until you find the pain, and then fix it.

There are plenty of Internet users who just enjoy complaining, but you’ll find that most people with a legitimate customer service issue just want their problem solved. They will be happy to remove or correct a negative review as long as you just take care of them.

Three Simple Rules to Keep Twitter from Draining Your Life Force

Post first.

There’s only so much time available, and the first requirement is to feed the feed. So don’t get bogged down in reading tweets that have come in. Post before you read. Better yet…

Read later.

The reason to read tweets is to see if there’s anything to reply to, re-tweet or otherwise deal with. That means making decisions, and that’s not something you can do quickly if you want to do it properly. So set aside a half-hour a day, separate from any other activity, to read and respond to tweets.

Don’t reply unless you have something to say.

Yes, there are times when a pat on the back – or even an outright sucking up – is indicated. But very seldom is “I agree!” or “Great tweet!” a message worth the time it takes. It’s time you could be spending on meaningful tweets. Or getting re-acquainted with your family.

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