The American Marketing Association (AMA) writes that marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Good marketing is all the above, at the minimal effort level. Good marketing produces business but limits you on how many quality leads call in. Great marketing is the same definition but at a whole new level. Great marketing generates more business through higher quality leads that carry you through slower times. Great marketing keeps your phone ringing year-round.
Whether you’ve just opened a new business, or your current marketing tactics aren’t cutting it, a great place to start is taking care of the customers you have now. It costs 5 times as much to attract a new customer than it does to retain an old one. 65% of your business should come from repeat customers. If your customer service isn’t up to snuff, you’ll lose a lot of repeat business. If you have a call center, higher qualified candidates who are good with people. After you’ve completed a job/service for a customer, schedule a follow up visit or call. During the holidays, send out cards. Elaborate gift baskets are pricey, but never underestimate the value of a small bucket full of candy and your business card on someone’s front porch.
Take care of your current customers, and use them to generate more. Previous customers are great resources to tap. Try using an incentive program for every new referral. It doesn’t have to be anything fancy or expensive. Even a small discount on their next service with you goes a long way. Tangible gifts typically last longer both physically and in the memory of your customers. Find something exciting you can put your company’s logo and phone number on, and you’ve got a winner. If you provide something fun that people want to acquire, you will start to gather referral business.
Your company logo and phone number are important, so put them everywhere. Wear clothing with your logo on it every time you’re in public. Hand out a business card to every new person you meet. Put your business card on bulletin boards in public gathering spots like coffee shops and gyms. Get your phone number online. Try using pay-per-click (PPC) calling through Google with a tap-able phone number. Tap-able phone numbers are used on mobile browsers with smartphones. The customer needs something. They Google it. They see your ad. They tap your phone number to call you. Every internet produced lead should have call tracking. You need to know where your calls are coming from to know where your marketing dollars are best spent.
Direct mailers and other physical advertising are still relevant. As great as online advertising is, direct mailers reaching mailboxes creates a sudden spike in calls. And billboards and flyers catch eyes and over time build brand recognition. If you have the right product or service for it, radio commercials can also garner new business.
No matter how great your product or service is, no one is going to call you if they’ve never heard of you. Great marketing strategies encompass these tips and more, and they keep your phones ringing.
Interested in reading more? Look at our blog Converting or Expanding your business