Attention Local Business Owners: Get your Marketing Message Out There

Posted by: Chris Marentis

Attention Local Business Owners: Get your Marketing Message Out There



As a local contractor, maintaining a solid following is the key to attracting quality leads and long-lasting customers. But, do you know your target audience?


Obviously you can’t target EVERYONE within the online community, so you must identify your typical local business customer and tailor your marketing message to them. Here are 3 ways to ensure you are communicating with the right crowd…


1. Research your current customers.

Are they easy to define? Yes, this should be something you can evaluate. Think about your current local business customer list and ask yourself: do they fall into a particular age range or demographic? What is it? What draws them to you? Once you answer these questions, market your message to people like your current clients – they too will benefit from your service.


2. Don’t limit yourself.

Try not to be too narrow with your local business marketing message – you may be missing a key target audience. For example, if you repair a roof in a customer’s neighborhood – which could be a long-term fix – don’t forget that neighbors have local friends and family (from first-time homebuyers to seasoned veterans) that will benefit from your services, too.  Don’t Discriminate! Try and reach both groups. If one roof in a neighborhood needs repaired, chances are that other homes in the same neighborhood built at the same time may need similar repair. This is the perfect opportunity to generate new leads…no matter the age range or demographic.


3. Focus on your actual words (or copy).

Know the difference between Features and Benefits. Stress your benefits (or rewards) and not necessarily your features. Features refer to your “physical” product, where as benefits are what your services actually do for your customer. When you present the benefits (or rewards) of your services in your message, you can convince a person’s brain into experiencing those rewards as if they actually happened. In other words, write compelling copy that emphasizes the benefits of your product.


Now, with these simple tips, you can get your marketing message to those customers that count.


Chris Marentis

Chris Marentis is a passionate entrepreneur and innovator determined to leave a legacy bigger than himself. Chris grew up in an entrepreneurial family with a father who owned a home contracting HVAC business. When traditional media was disrupted by the online world, empowering consumers to rely less on sales people and advertisements to make decisions, large companies with big budgets could afford to play the game, but the local entrepreneur, like Chris’s father was left behind. This disadvantage inspired Chris to write Surefire Social: the guide for local SMB’s to compete in the digital world. Chris was invited to speak at events and demand grew for ways to implement his ideas. Chris turned his vision into a reality when he started Surefire Social in 2009. Feedback was strong. Businesses began asking for help implementing their digital marketing and Surefire evolved into a SaaS and services business. The company’s dramatic growth came with only 1-2 sales people at any given time and a limited marketing budget, thanks to referrals from rabidly loyal clients. The company’s latest innovation Surepulse, an SMB’s Digital CMO, provides data insights and competitive tactics to marketing novices, giving them complete control over their online marketing activities. Chris has spoken at the following events: SMX, BIA/Kelsey, Hanley Wood International Roofing Show and Contractor Summit, NAILBA National Conference, Tech Summit, CCN, GAF Wealth Builders, Gutter Helmet National Dealer Meeting. Publications Chris contributes to: Street Fight, Search Engine Land, iMedia, Social Media Today, Franchising World‏.

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