New year, new business, and new customers. It sounds great, but as we all know, it’s not that easy. Everyone wants to start the new year strong but the lingering COVID-19 pandemic and the constant changes in regulations and restrictions are making everything that much more difficult.
As a business owner, you’ve got plenty on your plate right now, and we're sure the last thing you want to think about is overhauling your marketing tactics. However, the way people are researching and buying has changed dramatically, which demands that we adapt to our customer's changing habits. Three-quarters of consumers have changed their shopping behavior since the pandemic started. Your customers are now actively trying new products, services, and companies, which can usher in opportunities for success.
Above all else, this creates opportunities to attract new customers. However it also means you’ve got to be more attentive to your loyal customers in order to maintain their business. Whether you're looking to do a marketing strategy refresh, or just want to boost your lead generation, you don't have all day to think about it and plan out every last detail. Don't worry, we've got you covered!
Here are 3 ways to help you quickly revamp your marketing strategy and generate more leads.
If you’re still spending money to advertise in the Yellow Pages, we have just one word for you: stop. Take the basic listing and move your marketing where people are going instead, and that starts with Google.
You know that today when people are searching for a contractor, their first stop is Google. No doubt you’ve been approached by someone selling Google AdWords (commonly called Pay-Per-Click or PPC). They usually want a significant budget and charge management fees to handle your campaign.
Rather than spending tons of money and locking into a contract, you can test things using Google AdWords Express. It’s an easy DIY way to place ads. Just enter your goal, message, keywords, location and budget, and create your very own marketing campaign. Google will do the rest.
While you need a strong presence on Google year-round, Facebook ads are an effective way to advertise special promotions or seasonal offers. For example, HVAC contractors might want to market spring tune-ups, summer AC specials, and fall heating checkups. During the hottest months, they might want to focus on fast service when your AC goes out.
Facebook ads capture leads and send contact information directly to you for follow-up. There’s no additional work you need to do to grab them.
While setting up a Facebook ad takes a little more work than Google, there’s a Facebook ads tutorial that lays it out step-by-step for contractors and small businesses.
Often, before people search for companies, they’re searching for solutions.
When they find information, you want it to come from you. Content marketing continues to be a powerful tool to generate leads. It sets you up as the expert and helps consumers see you as the solution to their problems. Usually, people aren’t searching for how to tell if they need a new roof if they don’t suspect there’s a problem. If you can help them diagnose their issue, and then slip in how you offer free estimates, this can help to generate even more leads.
The easiest way to do this is through blog posts. Provide valuable information and be eager to help. Avoid using heavy marketing language or coming on too strong, that defeats the purpose. Offer information that helps them solve their problems and recognize when they need professional help. If you’re not sure what topics to focus on, Search Engine Journal has a great list of tools to help you find what people search for.
Keep it simple and to the point. Despite us all being stuck inside for a few months with time on our hands, we've got to remember that humans have short attention spans. Videos, infographics, and step-by-step how-to’s work well for quick and easy-to-absorb content.
Don’t forget to also promote your blog posts on your social media pages.
We all know that the best form of advertising in the world is still word-of-mouth, and happy customers tend to say more positive things.
The first objective on your list should be to ask every satisfied customer to provide a review for your business. Better yet, have your field techs ask them to leave a review once they’re done with a job. Add a quick reminder on your invoices and any follow-ups, and consider using an automated service such as NiceJob to get more review automatically.
Remember though, this only works if you’re doing great work and take care of your customers.
If you’re not getting the results you want from your current marketing, you don’t always have to throw everything out and start over. Try these three simple strategies to improve your lead generation, and help your business grow.