Top 4 Marketing Priorities for your Skilled Trades Business (and tips on how to succeed)
As a skilled trades business owner, you don’t have the luxury to try-and-test the “up-and-coming” buzzword-y marketing tactics. You need to stick to what works. In this article I will tell you the 4 sure-fire ways to improve your business’ marketing strategy and how to implement them. Let’s get started!
“Finding a new customer is anywhere from 5 to 25 times more expensive than retaining an existing one” (Harvard Business Review, 2014)
You should focus a majority of your marketing budget on keeping existing customers happy. Use marketing channels to find out why existing customers are unhappy and try to solve those problems. Use this worksheet to calculate your customer lifetime value and your cost of acquisition
For example, if you’re planning a sale, open up a Facebook poll! Ask your customers if they’d like a sale on smart thermostat installation or on ac repair plans! This also provides you with valuable data about who your customer is!
Also, make sure to use a CRM to manage these super important customer relationships (Psst. With Phyxter websites, you get a built in CRM)
Encourage loyalty from your customers so that they become patrons. You can do this by:
· Offering deals on repeat services (Book a drain inspection today and get $50 credit towards your next inspection/service)
· Offer Referral Incentives
Loyalty programs are a win-win strategy! The customer gets an amazing deal and the company makes more money and retains a customer!
Be responsive. If you get a quote request or even a basic query, respond quickly and honestly. It surprises me when companies don’t respond to emails or comments on their social media. That’s a lost sales opportunity! Use your responses to establish your authenticity, expertise and fairness.
It surprises me that so many skilled trades businesses still have unclaimed Google My Business Listings. If you’re not online, you’re not in the game! Online marketplaces are growing in popularity and profitability. Taking your business online (both for sales and marketing) will help your skilled trades business. You can start with creating a solid and professional online presence (Learn more here – blog link).
What are your marketing priorities? Let us know in the comments below!
Business Success Associate Phyxter