Making the Most of Marketing Dollars

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By Nate Winans

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For those in the HVAC, plumbing, electrical or any other service-based industry, think about how you’re currently marketing your business. Whether just starting out or if you’ve been in business for 20 plus years, you need to market your business to keep customers seeking your services and expertise. Even if you’re all set with how many customers you have, what happens if a customer doesn’t call back anymore?

Successful marketing doesn’t need to cost a lot of money. However, you should be spending a respectable amount each month to ensure your business is at the forefront of customers’ minds. The easiest solution to marketing is to hire an agency to handle it for you. They’ll find the ad placements, do the design work, schedule when the ads will run and give you the numbers on how successful your ads performed. The only downside to an agency is you have to pay them. Some agencies are cheaper than others and some are better than others. Using an ad agency won’t be your best option if you don’t want to spend thousands of dollars each month.

If you have a friend or someone else close to you who knows graphic design, SEO and marketing—reach out to them and see if they can offer their services for less money. If you don’t know anyone who has those qualifications, you can try reaching out to the marketing or business department at a local college to see if they can do pro bono work for your business. They’re always looking for projects for their students to work on, and the price is right for your company.  

If none of those options sound like something you’d like to try, I would recommend placing ads in your local newspaper, placing signage on your van/trucks or investing money into SEO and social media. You could also set up a direct mail or email program by purchasing a list of potential customers.  There are a lot of different options out there; it all depends on what type of budget you have. You will also need to do your research to ensure that you’ll see the return on your advertising. If you’re spending $3,000 on marketing but you only receive $1,500 of business, the return isn’t there. Keep in mind that if you’re spending money on marketing, you won’t necessarily see the return all at once. It could trickle in little by little over a few months time.

All in all, there’s a lot of different ways to market your business, but your location and budget will have a large impact on the type of marketing that you’re able to do. I’ve included some additional links to websites that give insight into marketing as well. You can also check out the blog How to use Social Media in your Service Business to promote your business.

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