The thing that I noticed when I did this for my own business was that the majority of new clients could be attributed to more than one source. For example, a current customer gave them my name (#2 in the trust diagram), the person then visited my website (#5), viewed my portfolio (#4), and then made the decision to contact me.
This ties in to the rule of thumb that it takes seven contacts with a potential customer before they will make the decision to purchase. Now when I sold real estate, this usually was used by sales trainers in the context of, “Make seven cold calls and eventually they will list with you.” I don’t know about you, but for me cold calling just takes all the fun out of what I’m doing. Who wants to get business that way? Going back to the client trust diagram, that is …
WHO ARE YOUR POTENTIAL CLIENTS?
Rule number one in the world of marketing is that you can’t be all things to all people! You must know exactly who your potential clients are in order to reach them effectively. Your client base is not “anyone who is disorganized” — but it might be “working moms” or “entrepreneurs” or “elderly people who have to downsize their living environments.” And the more specific you can be about your demographics (age, income level, gender, geographic location, etc.), the easier it will be to connect with these clients. Since my area of expertise is Professional Organizing, let me share an example of some demographic groups that I might market to:
- working moms who have kids in daycare or afterschool care
- entrepreneurs who have been in business (less than / at least) 1 year
- elderly homeowners who are moving to a retirement community
- homebuyers who are
As I am always telling my clients, educating your potential clients is the first step to having a long lasting relationship. Simply replacing windows, installing a new furnace, or even adding on a new room, energy efficiency should be important. Important enough that contractors need to emphasize this in their marketing materials.
Each marketing piece that you create, should promote the actual dollars they will be saving by using your specific services and products. For example, if you are a full design remodeling contractor who occasionally does replacement windows, creating a marketing campaign for windows, with the message that with the installation of energy efficient windows, will lower the homeowners utility bills, allowing homeowners in the long run to expand their home, request more of your services or simply have lower monthly costs with an energy efficient house.
A vital part of this energy efficient marketing is to educate not …
Marketing is expensive
Marketing is only expensive (and therefore an expense rather than an investment) when it is either unaccountable or ineffective. There are myriad ways to market you business inexpensively that are highly effective, once you know how. The key is to understand the elements or variables that go into each activity or campaign, and how they affect the ultimate outcome. This is where most people go wrong, and that’s why their marketing fails to produce the results that they’d hoped for. Often the message is weak or confusing, it’s being sent to the wrong people, or they fail to follow up. Get the formula right, and marketing can be very inexpensive – I spend less than £100 per month on marketing and I’m getting great results.
Marketing means I have to be pushy and salesy
Good marketing, done the right way is neither pushy nor salesy. It’s a …
With this EDDM marketing, you can mail directly to local residential customers in the address area of the card. The maximum quantity allowed in this retail program is 5,000 to 25,000 a day at any one post office. Mailers must be bundled in 50 or 100 so they can be quickly distributed to the right carrier.
Put in your target zip codes and choose using breakdowns showing residential, business, total, age 25-44, size, income and cost. This free easy-to-use demographic guide map lets you select the best neighborhoods to give you a fast return on your investment.
You can deliver to other post offices as long as you send a minimum of 5,000 to each. This is so the post offices are not overloaded with EDDM mail. Another advantage is that many printing services offer full service mailing. They do the paperwork, bundling and delivery to your post offices of …
Create a blog or frequently updated web site.
A blog is simply a web site that can be easily updated, without you having to rely heavily on a webmaster. Each time you have a new item to write about, just login and fill-in-the-blanks (title, body of your article or post), and your web site gets updated.
The more frequently your web site is updated, the more search engine robots will visit your site. When that happens, your web pages will rank higher in the search engines.
Try visiting Google.com, for example, and do a search for your company name. Does your web site appear in the first page of the search engine results?
Package your franchise information as a downloadable PDF file.
Do your potential franchise applicants surf the web a lot? I don’t know exactly how much, but it’s probably a lot less compared to their children or their …
Word of mouth for a brand is like a reputation for a person. You earn reputation by trying to do extraordinary things well. People notice that over time. While there are no shortcuts to generate word of mouth, you can use specific techniques to accelerate the process. Here are a few of them:
Look at the customer as a friend or a family member and not as part of some vague demographic group.
Develop entertaining and informative ads that can be easily forwarded.
Work actively with social networks.
Host discussions and message boards about your brand.
Identify people who are able to influence your target customers.
Inform these influencers about what your brand is all about and motivate them to spread the word.
Recruit new evangelists, teach them about the benefits of your brand and encourage them to create a buzz.
Set up online clubs for passionate users.
Track online …
Now, understand that these programs do not have the same “order- taking” ease that call-in campaigns do, but you need to stay above the break- even line at all times, or else you are taking profits out of your own pocket! Seasonal business owners, like heating-cooling contractors, can fill in “off-seasons” by offering comfort, economy or indoor air quality products, services or inspections – not only to strangers, but to their established customer base, as well. Not only is “after-market” (i.e. additional sales income from the existing customer base) an easy money-maker, it is the best (cheapest) way to create fill-in business. Be it mailers, generated referrals, telemarketing, point of sale super-offers or network marketing, you should test two or three of these direct approach efforts to see which ones will work for you in the “slow times.”
Measure which kind of promotion resulted in every sale, or else you …