Whether you own a one-person handyman service or you’re the head of a large contractor firm, you should always be thinking about ways to market your business.
Marketing is the lifeblood of your income. Word-of-mouth is great, especially if your business is established in a smaller town, but you cannot go long in today’s competitive business landscape without catching the eye of potential clients. Even if you think it may be a waste of resources if you’re in business for yourself, you can’t afford to go without some kind of marketing strategy.
Here are a few reasons why you should be marketing your business:
1. Marketing informs your customer base.
Marketing should always be used to inform and drive clients to your business. After all, if you have no client base, you have no business. If you market effectively, potential clients can always know where to find your business and what services you provide.
Even the smallest marketing tools can be effective. If you specialize in home renovation projects, go by your local hardware, paint, or home improvement stores and drop off business cards. Those stores are full of potential clients every single day.
2. You don’t want to get lost among your competitors.
Chances are, you are not the only one offering your type services in your area. Competitors are also eager to gain potential clients. If they are marketing effectively, and you have no marketing campaign at all, you risk one of the worst fates a business can have ー irrelevancy.
If you fall out of the minds of your client base, you stand to lose market share. If you compete and effectively market your business, you can stay at the forefront of the public’s mind.
3. Catchy marketing becomes ingrained into the public’s mind.
There’s a reason so many marketing campaigns use flashy visuals and tunes you can’t get out of your head ー they work. If you’re creative enough in your marketing, a slogan or gimmick can become ingrained in the mind of the public.
Even if it’s a local radio or television ad that features a song or jingle, if consumers hear it or see enough, they will begin to associate your business with the ad.
4. It’s cheaper and easier than ever to market your business online.
Let’s say you just don’t feel comfortable hiring someone to come up with your advertising materials. Well, you don’t have to anymore.
In today’s digital age, getting potential clients to see your business is easier than ever. All it takes is a basic understanding of social media and digital trends.
Facebook has become one of the largest marketing platforms for a reason - it reaches massive amounts of potential clients for reasonable costs. If you have a basic Facebook page for your contractor service or handyman business, you can easily post promotions and links to your business, but you can also “boost” those posts for as little as $1 per day to gain more visibility. You can even target a certain demographics by location, age, and income.
Other social media platforms are great to use as well, such as posting photographs of your finished projects on Instagram - but don’t forget your target audience. The median age of a Facebook user is 40.5 years old, while nearly 56% of Instagram users are between 18-35. In 2019, the median age of a home buyer was 47.
If your business has a website, you can also use technologies such as Google Analytics to track how many people are visiting your site. Best of all, the basic service is completely free.
5. Marketing can promote special rates.
If your business has a referral program or runs seasonal specials on jobs, marketing is the only way to get the message out there to your clients. Whether it's by way of magnetic signs on your work truck, traditional advertising avenues such as print or radio, or through social media blasts, marketing your specials or seasonal rates is essential to growing your client base.
No matter how big or how small your business, marketing is paramount for success. Your business’s success will hinge on the quality of services and how effectively they are marketed. Now get out there, business is waiting!