5 Steps to Success in the Window Covering Business
If you were to ask me: Steve, I’m starting a new window covering business and have limited funds to generate leads. How would you spend that money? The answer is simple:
1) Invest in Branding Materials
2) Set up an Strategic Partner Network (SPN)
3) Set up a New Website
4) Invest in Search Engine Optimization (SEO)
5) Invest in Pay Per Click (Google Adwords)
I’ve consulted with hundreds of window covering retailers. I’ve set up over 300 people in this business. I’ve learned a few things that will ensure your failure and a few things that will steer you towards success.
If you’re like me, you operate a shop at home service. You MUST make a good impression on potential clients. What will your potential clients see? They can see your website, logo, educational materials, videos, vehicles, iPad presentation, business cards, emails, quotes, receipts, and your appearance. By coordinating these items you’ll be able to put forth a well-branded company. When marketing materials match, the consumers have a positive reaction.
Setting up an SPN is as simple as watching a video I did on this topic a few years ago.
As far as setting up a new website, there are many people who can design a good looking website. Just because it looks good doesn’t mean it will generate leads. To generate leads you’ll need SEO and/or Pay Per Click.
Understanding SEO is a KEY to your success. SEO is the gas in the engine that makes a car run. Many people think they know how to get a site ranked, but only a few can actually do it.
Today being #1 on the page is good, but being on the first page multiple times is better. My personal best for my own shutter company is 7 of the top 10 Search Engine Results (directed to my page. SEO is expensive. I’ve compared what we offer for $200 a month to other companies offering the same services. I’ve been quoted from a low of $600 to a high of $1500 per month. I even hired 3 other SEO experts to evaluate what we offer. All 3 said we should be charging a minimum of $995 per month. We’re able to do this because we only offer our services to window covering contractors. We made it scalable.
Pay Per Click is one of the most misunderstood of all online tools. Before I knew what I was doing, I wasted thousands of dollars on Google adwords. I wanted it to work. I was fortunate to have a brother who spends over $100K a month on PPC for his company who helped train me. Then I spent 3 days in a class learning how to use Adwords. Today we are a Google Adword certified agency.
If you’re unsure what I’m talking about, PPC is how Google, Yahoo, and Bing make 98% of their revenues.
If you’re a fan of Mad Men, you’ll understand what I’m about to say. Google doesn’t want you to do your own adwords. They don’t want you to call them with “how to” questions. They want agencies to administrate the accounts, so all they have to do is operate the platform. It saves them billions of dollars and millions of phone calls.
Last thought: Every day I see frustrated business owners struggling to succeed. The problem is they have the “I Can Do That Myself” attitude. Sadly, it’s that attitude that will keep them from super success.
My advice is hire professionals and you’ll have more time to focus on building your business. Learn to trust others.
In Conclusion, I’ve spent a lot of time in the past month trying to motivate you to know your numbers. If by now you’re still reluctant, all I can say is you’re going to be run over by the guy down the street who embraces this concept and dives in head first online. The world has changed and you’re about to be left behind. So what if you don’t fully understand the web? Do you understand everything about publishing the Yellow Pages? Do you understand everything about running a car dealership or a taco stand? Of course not. Stop doing everything yourself and learn to trust others to help you.