It’s easy to think big picture, but don’t overlook the power of a handshake, so to speak. Carry business cards everywhere you go — sometimes the most informal chance encounters are the ones that can reap the most benefit. And make it a priority to follow up with anyone who reaches out — even if you end up having to say “no.” Be straightforward, prompt and clear in follow-up correspondence, and remember to take the time to spellcheck. Every impression counts.
3. Think Seasonal: If your business undergoes seasonal highs and lows, understanding when they happen and how to plan in advance are critical to all of your marketing campaigns.
- Home heating providers know that their customers are searching online for pricing starting right after Labor Day to lock in the best service at the best price.
- Landscaping business owners providing fall clean-up services are compiling email lists to send to their snow plowing contracts to prepare for the first storm of the season.
Ultimately, paying attention to when customers are making decisions is a must. For example, it’s unnecessary to spend thousands on direct mail pieces in November for air conditioning. Customers are not in a summer mindset as they are getting their boilers cleaned and tuned up for the long winter ahead. Planning for a March direct mail piece is a smarter choice. Determining the seasonal timing of your business will ensure that you plan to spend your marketing dollars exactly when your target customers are looking for you.
Remember, you want your customers to feel appreciated. Consider offering discounts for customers who commit to a contract in advance or sign up for scheduled maintenance long-term. Be creative with your outreach, even when the season is quiet. Sending a note at the holidays or posting community-related news on social media is a simple, cost-effective way to stay in touch, even in the off-season. Ultimately, the goal is to let your customers know they’re valued, even when they’re not calling for service.