Everything you need to succeed as a Home Services company in a digital world.
August 28, 2016 • Investing in marketing is crucial to growing your business, but how do you ensure you aren’t throwing away your hard-earned cash on failed attempts? There are endless options when it comes to marketing your business, and some are more successful than others. Types of Marketing Direct Marketing: When you think of marketing, you’re likely focused only on methods for finding new customers, or direct marketing. Re-Marketing: Reaching out to past customers to spark more repeat business, reviews, and referrals. This often-overlooked element of marketing can greatly increase your revenue, at a lower cost to you! Meet your new secret weapon when it comes to increasing revenue: your existing customer base. That’s because re-marketing is actually 5x cheaper than finding new customers. Not only that, but it's also 2x more effective! What gives? Re-marketing is much cheaper and more effective than direct marketing, that’s due to the fact that your past clients have already done business with you, so they are much more likely to book your services again than someone who is totally unfamiliar with you. Ready to start re-marketing? Read on to learn the different types of re-marketing that you can use to see a major spike in business. Thank You Re-Marketing Do you thank your customers after you do business with them? Step it up by sending an email or postcard after each job to make your customers feel appreciated. It’s such a simple gesture yet it is so often forgotten. Top-of-mind effect: Sending a “thank you” note keeps your business fresh in your customers’ memories, plus it ensures that your information is readily accessible for the next time they require your services. Seals the experience: Expressing your gratitude after your job is done leaves your customers with positive feelings about your business. Customer loyalty: Thanking your customers builds their loyalty to your business. Customer lifetime value (CLV): How much you profit from a customer throughout your entire future relationship with them. CLV is increased when you send post-job “thank you” notes. Bonus tip: Include a plea for reviews or referrals mixed in with your message to make your thank you marketing do triple duty! Reminder Re-Marketing Don’t expect your customers to remember when it’s time to schedule their next appointment with you. Just assume they’ll forget, so be sure to remind them! Reminder marketing has the highest and most direct ROI out of all the different types of re-marketing. Timing: Important factor consider when engaging in reminder marketing. Determine your company’s schedule for sending out reminder messages based on how frequently customers need your services. Upsell: Use reminder marketing as an opportunity to encourage your customers to purchase upgrades or add-on services. Cross-sell: Kill a few birds with one stone - let your reminder marketing inform your customers about additional services you may offer. Bonus tip: Offer special discount or promotion to compel your customers to book you right away! Get tips for running successful promotions here. Referral Re-Marketing Despite the world going digital, word-of-mouth marketing definitely isn’t dead. Referrals have the potential to be your cheapest marketing channel. When your customers are pleased with their experience, they are likely to tell their friends and family about your business, sometimes without you even having to ask. High conversion: Referrals are likely to turn into customers than other types of leads. Increase CLV: Referrals that become customers 16% higher lifetime value than customers that came from different channels. Incentivize: Set up a referral program and offer rewards to make your customers even more compelled to participate in growing your business! Bonus tip: Give your customers two options instead of one. If you ask for either a review or referral, your chances of getting at least one improve compared to if you only give one choice. Since both reviews and referrals are invaluable to your business, it’s a win-win scenario for your business! Focusing on building customer loyalty truly pays off in the long run. Make sure you invest your marketing dollars wisely by not forgetting about your past clients! One last piece of advice for your re-marketing efforts is to boost your efficiency by automating the processes. There are many different marketing automation platforms out there, so explore the options and find the one that works best for your needs.
Kindra K., Marketing Coordinator
August 27, 2016 • ABC, it’s easy as 123! Marketing, just like the alphabet, is complex, but can be broken down into chunks that make it easier to understand. Start by learning the building blocks of marketing. Soon enough you’ll become a master at growing your business! There are many more ways to market your business than there are letters. Below we’ll go over the different types of marketing to give you lots of new ideas for how you can promote your services. Types of Marketing For this lesson, we’ll focus on direct marketing, which is everything you can do to find new business, including: Direct advertising Google display: Google places ads on different websites Google search: Paid search ads, not to be confused with organic SEO AdRoll retargeting: Advertise to people who have visited your website while they surf the Internet (these are those ads that seem to follow you everywhere you go!) Print: Paid ads in a newspaper, magazine, or other print media Advertising on listings and directories Digital: Yelp, Angie’s List, Manta, etc. Print: Yellow Pages, etc. Social networking Engagement: Connecting with customers and potential clients by posting interesting content and engaging in conversations Advertising: Paid ads on social media channels, such as Facebook Communication & outreach Public relations: Editorial coverage in the press, meaning you must provide a story interesting enough to gain media interest Email marketing: A free, easy way to reach people Direct mail: Sending postcards or letters to advertise your business EDDM: A way to send direct mail to every house in a desired area SMS: Text messages are an emerging marketing channel because they are opened far more often than emails or direct mail Broadcast Radio: Running an audio commercial on a local radio station TV: A costly, yet effective way to get your message out to a wide audience Billboards: Requires a high budget, difficult to track, but can allow you to reach many new eyes Podcasts: A budget-friendly way to reach a more niche audience Hopefully, you are now inspired to try a new method for finding new customers. Now that we’ve covered the different ways you can expand your business, we’ll learn the ABCs! These are essential elements that you want to be sure to include in all your marketing campaigns. ABCs of Marketing A- ttention-Grabbing: However you choose to market your business, make sure you succeed in grabbing your audience’s attention. Think outside the box to set your campaigns apart from the competition. One way to grab attention is to make sure your marketing efforts appeal to your audience. Create a marketing person to really get inside the mind of your ideal customers. You can even ask some of your existing customers for their opinions when you are creating marketing materials to gain valuable feedback about how your target customer thinks. B- randing: What is a brand? It’s goes far beyond just a logo. Building a powerful brand allows you to create an emotional connection with customers. Imagine the emotion you want customers to associate with your brand. Channel that feeling in all of your marketing campaigns. For more tips on branding and how emotional branding can allow you to charge 200% more than competitors, check out this blog post. C- all-to-Action: What do you want people to do after they are exposed to your marketing campaign? Make sure the action you want them to take is clearly conveyed. It is pointless to invest in marketing if you forget to include a call-to-action. Stir people to take action by using action verbs in phrases such as “call today” or “book now!” Remember your ABCs to ensure the success of your marketing!
Kindra K., Marketing Coordinator