Online marketing, including contractor marketing, is a relatively new medium and is rapidly evolving on a daily basis. Staying on top of the latest developments in the field is a difficult task. However, best practices are now well honed. It’s important to get familiar with them and learn to not make the following mistakes.
- Assuming you know more than the customer. You are an expert in your field, and when it comes down to it, customers are coming to you for your knowledge and excellent service. You probably know more than the average customer about your contracting specialty, but the customer is still an expert in the field of being a customer. Keep an open ear and take suggestions and critiques from customers every step of the way. They are the ones providing you with the best information to advance your marketing strategy and your business. Listen to them.
- Being Inaccessible. You have email, cell phone, and are constantly interfacing with customers. But that doesn’t make you accessible. Talk to the level of understanding that your customers have. Cut down on the technical lingo of your field and explain things in a way average people understand. All your marketing material should be digestible and brief so that customers understand and don’t lose interest before they finish reading.
- Being Boring. You might really care about advances in hardwood laminate flooring or fancy new invoicing systems. Customers only share this appreciation if it translates to value for them. Keep your marketing material customer-centric and save the contractor shop talk for another time.
These mistakes are easily avoided with this simple advice: talk, write, and market like a human being. Be conversational. Be informative. Don’t waste customer time. At Happy Contractor, we know exactly how to relate to customers with straight-forward marketing strategies that convert Internet hits to customers. See how we can help reach new customers today.