As a marketing agency, we are constantly asking our clients what their biggest struggles are. Many say they don’t know how much it costs to acquire a sale, their market is too saturated, etc. But after sitting down with a few of our clients, we began to realize that many of them shared the same BIG problem: never knowing where their next lead or sale was going to come from.
For many contractors and builders, finding the next big job is a waiting game that may not always end in time. As a contractor or builder, you might have days pass by without one phone call or a customer walking through your doors, so it’s important to have a strategy in place during a sales standstill.
Here’s how to implement our simple marketing strategy into your business to avoid the sales slump!
Step One: Start an Email List to Learn About Your Leads
It’s as easy as including an email column in your customer forms, on your website, or even asking for your customers’ emails during the first meeting or at the time of payment for your services.
By creating an email list, you can reach out to your customers for reviews, send them coupons for their loyalty, and create a loyal following that you won’t be able to build with just a phone number.
Step Two: Ask and You Shall Receive
Once you have the email list, start asking questions. Ask your customers to review your business online or to write a small blurb about their experience with your business. You can use these reviews on your site to create credibility.
If you’re not comfortable asking for a review, send your customers a quick survey to determine what you can do better for the next set of clients that come your way. This is an easy way to see what services exceed their expectations, making it easy to know what’s working for your business.
Step Three: Now You Know What Works, Find New Leads
Now that you’re sure of your business or service, it’s time to locate your customer. Easier said than done, right? Finding more customers that fit your current core service or product is easy once you’ve identified your past customers that loved your business.
Spend some time getting to know your customer by sitting down with your email list or survey. Make a list of what these customers have in common.
Here’s a simple list of questions to ask yourself when you sit down and create your ideal customer:
- Where are your customers located?
- What is their income level?
- How old are your customers?
- What are some of the ways they preferred to be communicated with (over the phone, email, text, social media, etc.)?
- What are their interests?
- Are they mostly males or females, or both?
- What kind of industry do they work in?
- Are they educated?
- Single or married?
- What is their biggest pain point that your business/service/product solves?
Answering these questions paints a picture of what your ideal customer looks like. Take a few minutes to jot these answers down and then move to Step Five.
Step Five: Promote Your Services to Your Ideal Prospects
Now that you know exactly who you are looking for, what they love about your business, and how you can solve their problems, you can start reaching out to your ideal prospects. Digital marketing has made it easier than ever to reach out to your desired audience.
Here are a few different ways you can start promoting your business easily.
- Facebook Ads—Sign up for a Facebook ad account. Instead of posting to your current audience, Facebook’s Ad Manager allows you to break down your audience based on their specific characteristics, interests, income, and more! Not sure how to get started? Is your ideal audience married males, between the ages of 30-45, that like the Dallas Cowboys, Ford Trucks, and Dogs? Facebook can find them. Maybe your audience is Females that are between 20-30 that have an income of 75k-150k that like powerlifting and chess. Facebook has them too. If you can dream up the demographic, chances are you’ll find the audience there. For more details, check out our Facebook Ad Manager Tutorial.
- LinkedIn Messaging—If you’re on LinkedIn, you’ve probably received a few random connect invitations from people you’ve never met before. The average adult in the U.S. receives 147 emails per day. That same person receives an average of 3 InMail messages per week. Use this social media platform to your advantage by connecting with your ideal customer. After a prospect accepts your invite to connect, shoot them a quick message about your business or service and let them know you’re there if they have any questions or want to chat!
- Co-Market with Other Companies or Industries—Reach out to other companies (not your competition), industry magazines or blogs, or start your own blog so you can start co-marketing with other businesses. By mentioning another business you worked with or writing an article for a well-known resource, you can share your experiences while reaching new customers. Not only will other companies want to share your work, but many will be willing to write or post something about you, too!
Congrats! You’ve made it to the end of our Five Step Marketing Strategy to Avoid Sales Anxiety. No more wondering where your next lead or sale will come from. With a few extra minutes, you can find your next customer easily. If you’re still unsure about setting up your own strategy, you can click on over to some of our free resources to help you get started.