Long ago I presented a digital marketing seminar. Part of that session was looking at 4 key areas to figure out if your digital marketing is working. These 4 areas have evolved because digital has become an even bigger influence on local businesses.
Using these pillars will help you focus your efforts and get the best results. It is not just one thing, it is the combined power of these pillars that will make a difference in your business.
The 7 Pillars for a local business are:
- Traffic
- Leads
- Quotes
- Sales
- Repeat Purchase
- Review
- Referrals
Here’s how each pillar plays a role and connects to the others:
1. Traffic: Traffic is the foundation of the entire sales and marketing process. Without traffic, the rest of the sales funnel cannot function.
- Sources: Google Ads, Facebook/Instagram Ads, SEO, social media content, local partnerships.
- Goal: Drive as many relevant potential customers (both online and foot traffic) to your business or website.
- Key Metrics: Website visitors, store visits, ad impressions, click-through rates (CTR).
2. Leads: Once traffic is generated, the goal is to capture contact information and turn visitors into leads.
- Strategies: Offer value exchanges like free consultations, downloadable resources, or exclusive discounts.
- Tools: Landing pages, lead forms, CRM systems.
- Key Metrics: Number of leads captured, cost per lead (CPL), conversion rates.
3. Quotes: Quotes bridge the gap between interest and purchase. This is where prospects show a clear intent to buy.
- Best Practices:
- Deliver quotes quickly to maintain momentum.
- Ensure quotes are professional and personalized to build trust.
- Include upselling options or bundles where possible.
- Tools: Quoting software, follow-up emails, automated workflows.
- Key Metrics: Quote-to-sale conversion rate, average quote value.
4. Sales: The core of the business—turning quotes into revenue.
- Strategies:
- Train your sales team to understand and address customer needs.
- Highlight unique selling points (USPs).
- Offer flexible payment options or financing if applicable.
- Key Metrics: Close rate, revenue per sale, sales cycle duration.
5. Repeat Purchases: It’s more cost-effective to retain an existing customer than acquire a new one. Encouraging repeat purchases ensures long-term profitability.
- Strategies:
- Loyalty programs and incentives.
- Personalized follow-ups or special offers.
- Consistent quality and service.
- Key Metrics: Customer lifetime value (CLV), purchase frequency, retention rate.
6. Customer Reviews: Positive customer reviews build credibility and attract more customers. They also boost local SEO rankings.
- Strategies:
- Actively request reviews after a purchase or service.
- Respond to all reviews—positive and negative.
- Showcase reviews on your website, social media, and marketing materials.
- Key Metrics: Average star rating, number of reviews, review response time.
7. Referrals: Word-of-mouth remains one of the most powerful marketing tools. Satisfied customers can become advocates for your business.
- Strategies:
- Launch a referral program with clear incentives (e.g., discounts, free services).
- Make it easy for customers to refer others (links, shareable content).
- Provide exceptional service to naturally encourage referrals.
- Key Metrics: Number of referrals, referral conversion rate, cost per referral.
Integration of these 7 pillars allow for optimal results. These pillars should work together seamlessly. The sum is greater than the individual parts.
For example, if you have a local business: Use traffic strategies to bring in visitors, nurture them into leads, and guide them to request quotes. Close sales while setting the stage for repeat purchases through excellent customer experience. Encourage satisfied customers to leave reviews and participate in referral programs to complete the cycle.