Stop Being Duped by Ineffective Marketing

It’s important to get my name out there wherever I can, right?

One big mistake many business owners make is what I call “random acts of branding.” This entails a blanketed, local branding approach that randomly plasters your name anywhere from baseball jerseys to billboards to park benches. Unfortunately, this well-intentioned approach leads to uncalculated expenses and rash decisions. Worse, it leads to people in your geographic area growing sick of your signage and corny jingles, unfortunately turning off the very people you’re hoping to attract.

But how am I supposed to get the attention of potential customers?

You want your business to be top of mind for consumers when they need your services, and for that you need an effective, organized marketing plan focused on optimal results, not a scattershot approach. If you’re a service provider such as a plumber, electrician, exterminator, or HVAC technician, you need marketing that promotes your brand and prompts consumers to action. But you also need to track responses and understand why customers are calling you and which branding initiatives are working.

How do I get started?

Effective marketing doesn’t happen by accident. Begin by promoting your brand consistently by investing in easy-to-read, high-quality vehicle signage. (Your fleet is a rolling billboard: treat it that way.) Develop a brand standard guide early in your business. This ensures your colors, images, and logo are consistent regardless of how and where you advertise. Require anyone who promotes your business to follow this approved brand standard guide. Consistency is key. Demand branding consistency across your trucks, website, business cards, digital collateral, and printed materials.

Are there strategies I should avoid?

Absolutely. In the early days of your business, return on investment is crucial. Don’t promote your brand without a strong offer or call to action (CTA). Good CTAs tell your potential customers exactly what you want them to do next. Call you! Avoid multiple taglines or slogans. Your message and offering should be easily understood and consistent. Don’t spend money branding your business in geographic areas you can’t service. This sounds like a no-brainer, but you’d be surprised how many business owners make that mistake. And steer clear of long-term contracts with an agency or freelance marketer to promote your company early on. You don’t want to tie up needed funds without any guarantee of success. On the other hand, don’t create an in-house, homemade-looking business card or logo. Leave that to a professional.

How do I create a marketing budget?

Set aside time each year to create an annual marketing plan with benchmarks and proven performance tactics. Establish a set marketing budget and adhere to it. If you want the freedom to test new things when they pop up, include a “slush fund” in your marketing budget that gives you that flexibility. Factor in seasonality and create a comprehensive process for collecting, responding to, and cultivating inbound customer opportunities so each year’s plan is more accurate than the last.