By focusing on what works, you can get your name in front of the right people at the right time without wasting time or money—helping your business in the long run.
But if marketing skills aren’t in your toolbox, we can help. We’ve outlined six simple, cost-effective tactics that deliver real results and help you stand out and stay busy.
Your vehicles are driving around all day from job to job. Use this opportunity to your advantage, capitalizing on their travel time to market. The vehicles in your fleet, whether they be work trucks, service vans or even trailers, offer an opportunity to get the word out about your business—even when they’re parked.
Turning your work vehicles into a billboard, or parketing, is an inexpensive way to increase name recognition and increase business. Wrap your vehicles with your company’s name, logo and branding, or even your website for on-the-job and street marketing. You can also remind drivers to strategically park in high traffic areas or where the sites can be easily seen, even when on the job site.
Many people are inclined to do business with a company someone they know in their community has used or referred. With parketing, you build up that familiarity and name recognition, so when consumers need a service completed, they remember your name instead of the competition.
For the most bang for your buck, keep these tips in mind.
The price of wrapping a truck can vary significantly based the size of your vehicle, type of wrap material, the complexity of the design, and whether you opt for a full or partial wrap. For example, a full truck wrap can cost somewhere between $2,500 to $5,000, whereas a partial wrap that covers key areas like the sides and back of the truck only could cost between $1,000 and $2,500. If you’re not working with a blank canvas and your truck already has some form of a wrap on it, you will also need to factor in the cost of removal.
However, once you’ve paid to wrap your vehicle, there’s not much else to spend. You’ve got a rolling ad that works for you day in and day out.
As you plan out your investment, remember that all your vehicles don’t need to have the exact same wrap. As long as the branding is uniform throughout your fleet, you can be strategic with your initial spend. Save full wraps for the vehicles you’ll park in high-traffic spots for your parking efforts, while the rest of your fleet can have partial wraps that still get noticed as your crew moves from job to job.
Your business’s online presence is one of the most influential touchpoints with current and prospective clients. In fact, one study found that 77 percent of consumers use Google when looking for local business information.
Your Google Business Profile is one of the easiest places to get noticed. It requires a little effort to set up, but can be maintained easily and delivers significant return by making a strong first impression on potential customers.
A Google Business Profile is a free tool that lets you control how your business shows up on Google Search and Maps. It’s like your online storefront, giving customers a clear picture of who you are and what you do. This helps you make a strong first impression on potential customers before they even visit your site.
Through this profile, you can share essential information like phone number and hours of operation, as well as photos.
It's important to make sure you have all your bases covered on your profile.
Here’s how to get started:
Not sure if you or someone at your organization has access to your Google Business Profile? Here’s how to check.
Start by searching for your business using Google’s business tool. If your business is claimed, Google will provide select details about who has access. You can request access if needed. If no one has claimed your business, you will have the option to claim and verify ownership.
If your business does not appear at all in this search, you’ll get a prompt to add it. Don’t worry, Google will guide you through this quick and easy process.
Next, you’ll need to verify your profile. In order to appear on Search, Maps, and other Google Services, Google needs to confirm you are who you say you are. You’ll have several options to do this, including confirming via phone call, mail or email. Google has a thorough step-by-step guide to make sure your business is set up for success.
Finally, log in and access your profile. Congrats, you now have access to your Google Business Profile! Start updating your information to make it work for your business and updates to your profile.
Need extra help? Google offers resources, including one-on-one guidance to small businesses, all in one handy place: business.google.com.
When you’re starting your own business, it’s important to create a great website. This is where customers come to learn about your services, check out your work, and build trust in your business—utlimately leading them to contact you. To get the most from your site, you need to invest in a standalone (and mobile-optimized) website rather than relying on a Facebook business page.
There are a few key reasons just using Facebook could be a hurdle for long-term business growth. With Facebook, you don’t really own your page, Facebook does. This means you have limited control over how your information is displayed and how potential customers interact with your brand. You also can’t fully customize the page or the user experience to reflect the unique personality of your business. And maybe most importantly, not everyone uses Facebook, making it impossible for them to access your information.
A dedicated website gives your business a big advantage when it comes to being found online through Google search. Unlike a Facebook page, having a dedicated website lets you create pages for different business services, making it easier for customers to find more specific information for their needs. It also gives you more credibility and reaches customers who might not even use Facebook.
If you’re wondering why your business isn’t a top result on Google, you’re not alone. Luckily, you don’t need to be a tech expert to improve your ranking. Google bases these results on a few basic things it can gather from crawling your website.
There are two main areas you can focus on:
Google ranks sites based on if the content is interesting and useful. According to Google’s Search Central, content should be:
This means the content you put on your site serves to both inform and guide Google. The more useful information you can put on your site to help answer industry related questions, without repeating, the better.
Your experience can be a great source for content to attract new customers and build trust. For starters, take those commonly asked questions and turn them into FAQs or blogs on the site. Tell real stories starting with a problem and how your company helped solve it. It’s also a great idea to lean on your team’s expertise to weigh in on current trends and how those can impact customer decisions.
Add details to your content and web pages that will help alert Google.
Some ways to do this are:
Your website is often the first place someone sees your company, and it’s usually when they are trying to solve a problem. Take this opportunity to inform them not only what your company does, but how you understand and solve problems just like theirs, all the time. This builds trust, credibility, and helps convert searches into sales.
Need help getting started? There are several tools online to help you research keywords. Google Keyword Planner also offers insights into keywords and is free to use.
Text messages (SMS) are an easy way to stay in touch with your customer base. And since people spend around five hours (or more) on their phones a day, it’s an acceptable way to engage with people instantly..
When done right, text marketing can boost sales and improve relationships with your customers.
It’s also a more personal approach to talking with customers and helping them get the support they need. Here are some of the most effective types of messages depending on your marketing goals.
Reminder: You have to ask before you text. Before you send your customers marketing promotions and reminders, you need their permission. You need a clear opt-in from customers, so they know what they are signing up for. Failing to do so can result in legal consequences and fines per message, which you don’t want.
You also are required to give customers a way to opt-out. Instructions to unsubscribe must be clear and simple, and included in every outgoing message.
Both options are a great addition to your outreach and are a cost-effective way to stay connected.
Many email marketing platforms, like Constant Contact of Mailchimp, let you add SMS messaging to your package so you can keep everything in one place.
If your email marketing provider does not offer an option for SMS, check out some of the more popular options like SimpleTexting, TextMagic or Salesmsg to manage and track messages.
Happy customers are your best advertisers. People tend to reach out to friends, family, neighbors, and even social media when looking for a service provider for things like lawncare, pest control, or HVAC. They want to hear about real experiences and put weight on this feedback. Satisfied customers can go a long way in increasing the reach of your business by positive word of mouth.
Beyond the service you offer, it’s the “little” things that make a difference: showing up on time, having the right equipment and materials for the job, and providing quick follow up and proof of service go a long way in creating happy customers.
The right vehicle and equipment management software can help you achieve these goals. Linxup, for example, lets you share ETA and location tracking with your customers, so they can see exactly when your crew will arrive. After the job, the system sends automated follow-up emails letting customers know what was done and providing helpful tips that you can customize. And Linxup’s equipment and tool tracking ensures your crews have everything they need to do the job.
If a customer has a great experience, encourage them to leave a review on Google (which will show on your Google Business Profile), share on social media, or just tell a friend. Good reviews also make great content for your website—continuing to help you build trust and offer value.
When possible, reward these recommendations with small tokens of appreciation like a discount on a new service or add-on to existing service.
In addition to customer referrals, consider partnering with local businesses that offer complementary. For instance, if you specialize in water and mold restoration, team up with local plumbers. Incentivize them to send leads your way once their work is complete by offering rewards like gift cards, cash bonuses, or other perks. In return, refer your own customers to them when plumbing needs arise. This two-way referral system creates a win-win scenario that strengthens both businesses.
To set up a successful referral program, answer these questions:
No matter what, always thank your customers for participating and helping your business grow. This positive word of mouth will benefit your business and build trust within your community.
Social media can be a great way to spread the word about your business. But keep in mind, not every channel may be beneficial for your business. Start by choosing the platform(s) that align best for your business, and work from there.
For example, is your business photogenic like landscape or construction projects? Use Instagram to show off your before-and-after photos to demonstrate your work and business services.
Do people rely more on customer experiences to choose businesses like yours? Facebook is a great place to get involved in community pages, answer questions, and offer tips that demonstrate your business’s services. Your post should be consistent and focus on the customer, not you.
So what does that mean? Tips, how-to’s, or behind-the-scenes content show how you solve a problem, and that’s why potential customers are looking for.
You don’t need fancy tools to create great social media content. Here are two free tools that can help you improve your posts.
Your marketing doesn’t have to be complicated or expensive, but it shouldn’t be ignored. Investing in smart, simple strategies will help you stay connected and build your business. Your efforts will add up and over time, help you enjoy long-term success.