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Adams Hudson is president of Hudson Ink, a creative marketing firm for contractors. See other marketing reports at www.hudsonink.com or call 800-489-9099.
In regards to websites, some used to say, “Build it, and they will come.” That might’ve been good enough for a field of dreams, but in today’s reality, seemingly everyone over 11 years old has a website.
You could’ve attended the recent Direct Marketing Association Conference, spent days and thousands of dollars, and taken pages of notes, but the above was the three-word summary.
Sure, everyone wants new and more, but you can find better right where you are. More to the point: Every contractor loves to acquire new customers, but you’ll find more spending at higher levels plus referrals at a fraction of the marketing costs with the customers you already have.
Put the consumer in the role of hero, not the product. Put the contractor in the role of wizened guide to getting the consumer what they want and watch people respond.
In this very modern marketing age, you are not in the contracting business. You are a marketer of contracting services. The closer you adhere to that definition, the better both parts of your business will get.
Pick a trend, any trend, and hop on board. Or, you can wait for everyone else to start doing it and play catch up — your choice. By being proactive, you can divert more traffic, capture more eyeballs and leads, and slowly cause your competitors to lose relevancy and cool points, which isn’t a bad trend either.
Ever wonder why the most irritated people always call you? Actually, it could have less to do with you than it does with the kind of contracting business you operate. (Plus, there’s actually good news in the call, which we’ll cover in a moment.)
According to word-of-mouth and social-marketing expert Gary Spangler, most businesses do social media wrong. Follow these rules to make sure you don’t fall into a social media trap.
Let your company, every employee, and your website be a mirror held up so the customer can see himself. It’ll reflect nicely upon you and your profits.