As an entrepreneur, I bet you’ve tried just about everything to grow your business. Traditional marketing techniques to find new customers, retain current customers, or build your brand are the backbone of any home services business, but there are certainly hundreds of methods that simply don’t work.
On top of the traditional foundation you’ve created, it’s vital to expand and grow beyond the basics. Rather than experimenting with tasks or ideas that do not work, stick to the list below for a few modern, non-traditional techniques, to grow your business like never before.
Use Daily Deal Services
Using websites like Groupon and Living Social can drastically change the brand awareness for your small business. For example, within the heating and cooling industry, offering services, such as duct cleaning, energy audits, or tune-ups, can help you find new customers who will consider using your company beyond the initial visit if the service is performed well.
In addition to long-term customers, there are also going to be some coupon clippers who are only looking for discounts, but don’t get discouraged. Use Groupon for what it is and make the best of it as a customer acquisition tool. Budget the daily deal service like you would advertising dollars to see if it’s worthwhile for your company.
Once you have determined if a customer is around for the long run, make sure to train your team on how to offer and introduce additional services. In addition to considering the expense of the purchase, also plan for the best-case scenario. This means that you’ll need to be prepared for a massive influx of customers.
Online advertising is much different than putting up a billboard and hoping for the best. Pay-for-performance advertising is a measurable, real-time method that can target specific customer demographics. It’s also known as “direct-response advertising,” which means the cost varies as the results grow.
The most common method of performance advertising would be pay-per-click (PPC). You’ve likely seen these ads on the side or at the top of your search engine. When potential customers click on those ads, it means they have seen the ad and they are interested in the service. It’s also a great way to measure conversion rates.
Google Adwords is perhaps the most common way to begin PPC advertising since most people use Google over the other search engines. Determine the best target keywords for your business. For service companies, long-tail keywords such as “Heating & Cooling Contractor Nashville” could work. Facebook ads are another option.
Advertise Locally or Within Your Industry
Media outreach is a technique that most HVAC business owners do not really consider. It might not bring immediate phone calls, but it can be inexpensive yet profitable if performed correctly. More eyes on your website mean your site will rise higher in search rankings, so you can beat the competition.
To take this route, start by simply sharing news about your company. Send out newsworthy press releases about your business. If you’re not sure what to write about at first, go online and read what articles the website or publication is currently printing so that you’ll know the accepted style and format for outside queries.
Then, take some time to really contribute to the conversation. Spend some time reading what others write or what comments are being written on past articles so that you can gauge what the audience is interested in reading. Furthermore, demonstrate your ability to be an online leader, so that future customers will know that you are a pioneer in your respective field.
You’ve most likely tried everything to grow your home services business. Whether you’ve spent too much time posting ads on Craigslist or wasting time and money hiring someone to spin a sign, there are marketing methods that will expand upon the current marketing practices that are already working for you.
Using daily deal service sites can help thousands of people discover your business. People love a good deal and while there are some discount-seekers who may not come back, there are just as many potential customers who will try your service and stick with it for the long haul.
Beyond this route, there are two other methods to target those within your demographic. Using techniques like PPC advertising or inner-industry advertising will help you build authority and advertise to those directly in your market. Don’t shout into the virtual abyss when you can speak to potential customers directly.