The COVID-19 pandemic has changed life as we know it, forcing all types of businesses to abruptly shift their strategies. While HVAC and plumbing companies are considered “essential services,” they still haven’t escaped the impact of this economic crisis.
These tough times have caused every business owner to take a hard look at their expenses and consider scaling back where they can. During this process, you may consider cutting back on your marketing budget. While some cuts might make sense, reducing your marketing too drastically will have serious negative consequences.
In fact, according to Brittany Rohr, founder of Rohring Results, eliminating your marketing budget makes it highly likely that you’ll see significantly lower sales in as little as just two to three months.
The companies that are most likely to stay ahead of the curve are those that are making smart marketing moves right now. Here’s a look at why marketing is still extremely important and some tips for getting the most out of your marketing dollars.
Why Marketing Still Matters (And How to Do It the Right Way)
When it comes to plumbing and HVAC services, customers have plenty of choices. A simple Google search will deliver contact information for hundreds of businesses just like yours. So, why should a customer choose you?
Finding the answer to this question and continually communicating it to your potential customers is one of the most important keys to success. Now, more than ever, consumers need to know that they can trust the companies they choose to work with.
If you’re not using the right type of marketing to actively spread your message, there’s a good chance another company will swoop in and take your place. This is one of the primary reasons why so many large companies spend billions of dollars on marketing every year. There’s so much noise out there that you need to consistently deliver your message or risk being lost in the shuffle.
With the current economic environment causing so many businesses to close their doors, customers need reassurance that the company they’re considering will be there for the long term. Your marketing message should remain positive even during this uncertain time.
You’ll want to communicate to your customers that you’ll be there through thick and thin and remind them that they’re more than just customers – they’re an important part of your business. This will help to build brand loyalty and make them more comfortable with their choice.
Improve Your Marketing Efficiency for Better Results
At a time when every dollar counts, it’s important to use your marketing budget wisely. This means finding the best low-cost solutions and adopting more efficient marketing strategies proven by plumbing marketing companies and HVAC social media agencies.
The following tips will help you get your marketing plan back on track and give you the best chances to succeed at sustaining or even growing your business in a post-pandemic world.
Re-Evaluate Your Target Customer
While almost all businesses have an ideal customer profile, these are often customers that require more time and effort to close. You may find that you’ll get more from your marketing dollars right now if you switch your focus to the “low-hanging fruit.” This means that instead of working hard to close the “big fish,” you’re happy with the clients who naturally gravitate to your business and purchase your services without a great deal of effort on your part. By making this switch, you’re likely to bring in more revenue per marketing dollar spent.
Track Customer Behaviors
The more you can learn about your customer behaviors, the better you’ll be able to target new customers just like them. You also don’t need an expensive tracking software to accomplish this. You can get enough information by simply using a spreadsheet to record important information like how your customers are finding you, what products or services they purchase, and anything else that is relevant to their buying behavior.
Streamline Your Social
Trying to stay active on all of the social media channels is a recipe for disaster. It’s impossible to keep up and you’ll end up spreading yourself too thin.
Do yourself a favor and choose one or two social media channels where your target customers are most likely to spend their time. Then, develop a comprehensive marketing plan to fully engage with your followers on those platforms.
Maintain Your Presence
When it comes to marketing, perception is reality. While you might feel like stepping back from the spotlight and waiting to see what happens, potential customers will see your lack of activity as a red flag. If you completely disappear from search engines and social media, people will assume your business is failing. Don’t let this happen! At a minimum, make sure you’re marketing enough to show that you’re still around.
Ask for Feedback
Now is a great time to ensure that you’re doing your best to satisfy your customers. While you’re reaching out to customers for their feedback, it opens up the perfect opportunity to ask them to leave you a positive review.
Most customers appreciate you asking for their opinions and are more than happy to take a few minutes of their time to support their favorite businesses. Reviews are very powerful for building trust in your brand. Since they often lead to better conversion rates, this inexpensive marketing tactic yields a high return on investment (ROI).
Revisit Your Website
When visitors are looking to hire a plumbing or HVAC service provider, most customers will browse through a company’s website before they consider reaching out. If your website offers a poor user experience, you may lose customers before you ever get a chance to speak with them. Take this time to look at your website from the customer’s point of view and make updates if needed.
Customize Your Posts
When engaging on social media, it’s important to remember that each platform has a different demographic. To get the most out of your efforts, you’ll want to customize your posts for the people who are most likely to see them. Make sure the behaviors you’re requesting (for example, making a phone call versus downloading an app) are appropriate for the target demographic.
You may be tempted to create one post and share it across all your social platforms, but this is rarely the most effective strategy.
Refine Your Message
Last, but certainly not least, take a moment to evaluate your company’s overall message. Does it still clearly communicate your vision, or do you need to tweak it in light of this “new normal”? If your branding and marketing don’t quite fit anymore, adjust it now, then re-evaluate it periodically as time goes on.
Don’t Try to Navigate This Alone!
This is a very scary time for business owners, and things might get worse before they get better. The good news is, with the right marketing strategy in place, you’ll be in a much better position to weather the storm.
Rohring Results is here to help you develop the perfect marketing strategy and adjust it as things continue to change. We have a wide variety of services to fit your budget, so contact us today to learn more.
We even launched a new system that helps you to have customized & strategic content for 4 platforms (Facebook, Instagram, LinkedIn & Twitter) in under 3 hours per month!
Special offer for our launch is available for the first 100 signups! Developed by Brittany Rohr to help small businesses keep marketing even when the world is making things challenging~ And always listening to suggestion 😉