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…
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.