Customer Acquisition Strategy for Contractors
By Melissa Bellas
Whether you’re a smaller business looking to grow or a large, well-known name in the industry, your target audience’s tastes and behaviors are evolving—no longer what they might have been ten years ago. Today’s customers’ viewing habits, interests and activities have changed. Yellow Page or print advertising in local newspapers are no longer effective methods for customer acquisition.
As a home service company looking to acquire new customers, you can take a proactive approach to reach those ideal prospects, rather than sitting around and hoping that new customers will call your office. And it all starts with an integrated, multichannel marketing strategy.
Through combining modern marketing techniques and frequent exposure, your ideal prospects can be reached where they interact, with the right offer at the right time. Below are some channels to expand your reach, growing your customer base.
- Marketing Digitally
The online market never sleeps—and neither should your internet presence! Before making a purchase, 81% of homeowners are conducting their own online research; your company’s online position is an essential consideration. Whether it’s in the form of pay-per-click, email marketing or online videos, digital marketing provides you the opportunity to be in front of your prospects during the decision-making process in multiple stages. From interest, to active research, to reaching the purchasing decision, digital marketing provides the best possible strategy for the maximum visibility of your prospects. RedBrick Digital can help maximize your brand in the digital space, with nearly 2 million website visits and 350,000 eBlast campaigns annually.
- SEO (Search Engine Optimization)
SEO is arguably the most effective customer acquisition strategy, allowing you to reach customers where they’re actively searching for your products and services: Google (and other search engines). You need to be found in town, city or regional listings to drive organic search traffic to your website, which is why local SEO is especially important for home service companies. The better your content, the better your SEO ranking. Your website optimization will continue to generate traffic and leads for years to come with a continued effort. With this in mind, its no wonder long-term revenue depends on SEO.
- Promoting with Direct Mail
Direct mail volume in consumer mailboxes has been on the decline with more and more businesses turning to digital marketing initiatives. And less mail in mailboxes presents an opportunity for your direct mail promotion to really stand out. With the right mailing list and the proper strategy, direct mail can be a powerful tool to generate high-quality leads from homeowners in your market area.
- Social Media
The evolution of social media platforms in recent years has proved essential to engagement and relationship building as the gasoline and fire that spreads your online content. Facebook is the largest social networking site, with over 1.7 billion active daily users, and among those users are some of your ideal customers. The research shows the fact that 77% of businesses have acquired customers via Facebook. Given its expansive user base, Facebook maintains a vast amount of data on its users, providing an opportunity to deliver targeted ads, fitting the ideal customer profile in your area. And with over 220,000 Facebook followers per year generated for our clients (that’s 6,000 new followers each month!), RedBrick Digital has increased clients’ social media effectiveness by more than 700%.
So what is your company’s new customer acquisition plan for this year? While there is no single solution for acquiring new customers, using the perfect combination of tactics and channels will create a process that will ultimately work for your business’ unique goals.