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Seven Ways To Implement Multi-Touch Marketing

multi-touch marketing
Marketing is a constant endeavor. It’s not just about getting in front of new people – it’s about getting in front of the people repeatedly. Multi-Touch Marketing is about presenting your company’s image and selling the benefits of using your business to prospective customers multiple times.

The “Rule of Seven” is the original multi-touch marketing. The idea is that the more often you get your message in front of a customer, the greater the chance you have on closing a deal. It’s why salespeople don’t take the first no for an answer. It’s why you see or hear the same commercials over and over again.

Your business marketing program should be well-rounded and cover a variety of mediums, with the ultimate goal of hitting multiple potential users in multiple formats.
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You’re In The Marketing Business, Whether You Like It Or Not

You're In The Marketing Business

Running a small business means you have to wear a lot of hats. If you are a sole proprietor or the owner/operator of a small crew, that means you have to do it all. Billing and payroll, training, supply orders, the whole nine yards. And that responsibility extends to how your business is presented to the world.

Don’t want to deal with that whole marketing thing? Too bad. If you operate a small business – then you’re in the marketing business too, whether you like it or not.

A business cannot rely solely on word-of-mouth or a single method of obtaining leads. You need to have a strategy with multiple fronts; and that involves active participation. Marketing can not be a set-it-and-forget-it endeavor. If you run a business, you must run a plan to actively market your business – even if you have an online marketing company working with you.
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Mobile Devices & Marketing: Market Your Business Using Your Smartphone

market your business using your smartphone

With the ever increasing presence of smartphones in the hands of potential clients and contractors like yourself, are you taking full advantage of mobile technology? Let’s discuss a few ways you can best market your business using your smartphone.

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Make It Easy To Remember Your Name, Not Just Your Company

make it easy to remember your name
When people really get excited about working with a company, they usually aren’t preoccupied with your company name. Think about it yourself – when is the last time you had really good service anywhere – in a store, a restaurant, or by a service provider. It likely wasn’t that you were amazed to interact with that specific company – the wow factor was likely the person you worked with that went above and beyond the call of duty. Now what was their name…?

If you’re like most people, now that the moment is gone – so is the memory of the name.
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16 Do’s and Don’ts of Email Etiquette

16 dos donts email etiquette

One of the quickest ways to lose a potential or current customer who has contacted you through email, or you contact through email is to use bad email etiquette. It is very easy to leave an unprofessional perception of you and your company simply by the way you write and respond to emails. The words you write will form an image of who you are in the mind of the reader. The reader cannot see the expressions on your face, or hear the tone of your voice to determine how you mean the communication. You may mean something one way, and if you said it in person, it probably would have been taken the way you expected. However, email readers are not in person and it is easy to mistake the emotion of the communication. It is easy to blow it with email without proper email etiquette.

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Too Busy To Market? Wrong!

Too Busy To Market? Wrong!
If you are too busy to market and you want to grow your company, you are doing it wrong. Even in busy times, marketing and maintaining your business is incredibly important. Reeling in your marketing efforts when you are on top means that you won’t stay on top. Let’s talk about how to complete marketing tasks when you are busy at work.
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First Impressions: The First Five Seconds

contractor first impressions
Whether you’re a young man arriving at a family’s doorstep to pick up your date for the Homecoming dance or a HVAC contractor starting seasonal maintenance – you’re both in the same boat. Within the first few seconds of seeing you and your marketing, your audience will make a decision about you. And whether you’re an acne-ridden teen or a well-mannered service tech – first impressions are important. Let’s take a look at where you prospective client may first run into you and the judgement call they may make about your business within the first few moments of knowing you exist.
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Time or Money: What Currency Are You Spending On Your Business

time or money spending on your business

All businesses must exert their resources every day to continue to operate and grow. When you think about your spending on your business, consider both your wallet and your watch before you make your decision.

Most contractor start-ups are not funded by venture capitalists, so how you spend on your company depends greatly on the stage of your business growth. If you are a fledgling company, you like have more time than money to spend, even if that means taking withdrawals from your time committed to friends, family, and sleep. If you have a few years on the job and a couple employees or vendors helping to grow your business, your success has dictated that you can spend more money to make money.

We’ve got some suggestions to help allocate your resources appropriately – to make sure you are spending your time and your money efficiently.

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Throwing Money Away: Letting Customers Go With No Follow Through

Letting Customers Go With No Follow Through
Sometimes it takes being on the other side of the system for you to get some insight onto how to improve a service-based business. I recently had to find a company for air conditioning repair services. I was lucky enough to be referred to a great company — they were prompt with scheduling, fair with pricing, quick with service, and convenient to pay. But after the job was done – that was it. There was no follow through. They had wow’d me as a customer from a skill level standpoint, but I haven’t seen anything else from the company after the invoice was paid and the van drove off.

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A Call To Arms: Why You Should Call Your Customers

why you should call your customers

Customer service is about making connections. The business to customer bond can’t be instantly created. Sometimes, a strong connection can be forged when a business goes above and beyond to satisfy a previously disgruntled customer. A feeling of trust can be instilled when businesses honestly take care of a customer’s well being in an opportunity where they could have easily been overcharged. While cleaning out a condensate line isn’t as profitable as an air handler replacement, when customers realize they have been treated with respect and dignity – that value over time + the boost to your reputation can have a much higher impact on your bottom line than that one single install.

However – just like any relationship, even the strongest trust and admiration cannot be maintained in silence. You have to constantly be working on your customer relationships to nurture them. Otherwise, if you never call or never write, they’ll forget about that one time you came to their house at 3am to fix that leaky pipe – They’ll just call the first plumber they find for their next project.
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