Listen to the interview on the Business Innovators Radio Network: https://businessinnovatorsradio.com/interview-with-ross-mcdaniel-founder-of-fencepost/
Ross McDaniel, founder of Fencepost. Ross shares his journey from an unassuming background studying business administration in college to discovering his passion for digital marketing. He recounts the pivotal moment when a marketing class taught by Dr. Loda ignited his interest in the emerging field of digital marketing. Ross discusses his early career experiences, including an internship at a budding digital agency in North Augusta, South Carolina.
In a recent podcast episode featuring Ross McDaniel, founder of Fencepost, he highlights four essential ingredients for local business growth: visibility, competency, social proof, and referrals. These elements are vital for generating predictable leads and ensuring long-term success, particularly in the competitive landscape of home service industries.
1. Visibility
Visibility is the cornerstone of local business growth. For a business to thrive, it must be easily discoverable by potential customers at the moment they need services. This means appearing at the top of search engine results when someone searches for relevant services, such as “best plumber near me.”
To enhance visibility, businesses should focus on optimizing their Google Business listing, ensuring it is comprehensive and regularly updated. This includes effectively utilizing Google Ads to target local customers who are actively seeking services. The goal is to be the most visible option when a customer is in need, thereby increasing the likelihood of being contacted.
2. Competency
Competency refers to a business’s ability to deliver quality services effectively. It encompasses not only the technical skills required to perform the job but also the overall customer experience. From the first point of contact to the completion of the service, every interaction should reflect professionalism and expertise.
Ross emphasizes that competency is not just about the final product; it also includes how the business operates. This involves timely communication, professionalism in appearance, and the ability to address customer needs promptly. A competent business builds trust and confidence, which are essential for converting leads into loyal customers.
3. Social Proof
Social proof is a powerful tool in the digital age, where potential customers often rely on reviews and testimonials to make decisions. Ross points out that having a substantial number of positive reviews can significantly impact a business’s visibility and credibility.
He suggests that businesses should aim for benchmarks in reviews—starting with 100 reviews to gain traction in search rankings, and ideally reaching 500 or even 1,000 reviews to become nearly untouchable by competitors. Social proof not only enhances a business’s reputation but also serves as a critical factor in attracting new customers, as people are more likely to choose a service with a proven track record of satisfied clients.
4. Referrals
Referrals are often considered the gold standard in lead generation. They come from satisfied customers who recommend a business to their friends, family, or neighbors. Ross emphasizes the importance of asking for referrals at the right moment—immediately after a job is completed and the customer is satisfied.
To maximize referral opportunities, businesses should create a culture of exceptional service, ensuring that every customer interaction is positive. This includes training staff to ask for referrals and providing easy ways for customers to refer others, such as through QR codes or direct links to review platforms. The more a business can encourage referrals, the more predictable its lead generation will become.
Ross shared: “The end user wants one thing, and they want to speak to somebody or know how much something costs.”
Video Link: https://www.youtube.com/embed/r0bn2erh9rU
About Ross McDaniel
Ross is the Founder of Fencepost, a digital marketing agency that helps small businesses grow their revenue by increasing their visibility and connecting them with more high-quality customers.
Fencepost has generated 25 K+ qualified new leads and 3 K+ new 5-star reviews (just last year) for their clients. They use the Local Growth Formula- a proven method created by Ross that leverages paid search, online reviews, business listing optimization, and more to ensure their clients’ businesses show up when their ideal customers search for them.
Learn more: https://www.fencepost.co/
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