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 …
Publish a book or series of reports
The internet has made this much easier. You can now create an ebook that can be downloaded without having to involve a publisher. A well-written book or series of reports will establish your reputation as an expert in your field.
Publish a newsletter
Set one up on the internet and distribute it to your customers. This is an excellent way to regularly keep your name in front of your prospects as an authority on your subject.
Write press releases
Used correctly these can gain you a lot of positive publicity. Make sure the press release looks like newsworthy information and not like an advertisement.
By publishing information packed articles, you’ll soon enjoy the status of being seen as an authority on your topic. This can lead to joint ventures and many other exciting opportunities that you would have never enjoyed otherwise!…
Generate traffic. Produce sales. Increase profits.
Those words are gold to every business with a Web site. But an overwhelming majority of entrepreneurs don’t ever reach their goals of gold.
This is mainly because there seems to be an unwritten code of Web advertising. It states you can only be successful on the Internet if you are using online advertising methods like search engines, banner ads and buying online ad space. True, this should be a factor in any company’s marketing efforts but there’s an old rule of advertising you should
There are three main offline-advertising mediums worth investing in to drive people to your site. Print, television and radio ads are fairly inexpensive and have the power to promote your dot com presence effectively.
It’s cheaper and more effective than you think.
Newspaper advertising is an easy way to get your message in front …
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 …
The Business Card
This tip is not just about what you can do with your cards, it’s about what you can do with other peoples cards once you receive them.
A business card is normally exchanged before, during, or after a conversation you have with a person. The next time someone hands you a business card, try to remember something positive about the conversation you had, perhaps something personal the person might have said.
Than write it down on the business card so the next time you call them or see them, you can bring it up again.
I once had a business relationship with a person who is now a friend of mine. We met at a business card exchange, as we stood talking over our coffee and donuts, I mentioned how I loved boston creme donuts. Without my knowing, he wrote that down on the business card I …
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 …
Identify and name the broad market
You have to have figured out by this moment what broad market your business aims at. If your company is already on a market, this can be a starting point; more options are available for a new business but resources would normally be a little limited.
The biggest challenge is to find the right balance for your business: use your experience, knowledge and common sense to estimate if the market you have just identified earlier is not too narrow or too broad for you.
Identify and make an inventory of potential customers’ needs
This step pushes the creativity challenge even farther, since it can be compared to a brainstorming session.
What you have to figure out is what needs the consumers from the broad market identified earlier might have. The more possible needs you can come up with, the better.
Got yourself stuck in …