As a contractor, it’s easy to focus on the day-to-day tasks of running your business. In the rush of the day-to-day tasks of running a business, it’s easy to overlook your marketing. Marketing is a critical component for growth and success. Making marketing mistakes can cost businesses customers, income, and new opportunities.
Many businesses fall into five common marketing pitfalls. Fortunately, these can be corrected and go from a loss to a benefit fairly quickly, some immediately.
DW Creative is a Kansas City-based marketing agency that drives growth for clients by creating meaningful connections between their clients’ brands and the homeowners they serve.
By reading this article, you will learn five common marketing mistakes, why they matter, and how to correct them.
Why Marketing Matters
Marketing is more than just promoting your services. It allows you to reach new customers, establish your reputation, and set yourself apart from the competition. If you’re making marketing mistakes, you could be missing out on significant business opportunities.
Let’s dive into the five most common mistakes contractors make in their marketing efforts and how to fix them.
5 Common Marketing Mistakes
Mistake #1: Not Having a Live Person Answer the Phone
When potential customers call your business, they expect to speak with a real person, not get sent to voicemail or an answering service. If their call isn’t answered by a live person, they might hang up and move on to the next contractor. This simple mistake could lead to missed opportunities.
Why It Matters
Customers may not trust that a voicemail or answering service will get their message to the right person. A live person answering the phone creates a positive first impression. It also shows that you care about customer service, and helps build trust.
Some contractors choose to have their sales teams answer calls, which can also be effective if done right. The key is ensuring that the customer gets to talk to someone who can help them immediately.
By offering excellent customer service over the phone, you set the tone for a great working relationship from the start.
Mistake #2: Not Defining Your Market
Another common mistake contractors make is trying to advertise all their services at once. Some contractors specialize in multiple areas, such as HVAC, plumbing, and electrical work. While this wide range of expertise is impressive, it can also make your marketing confusing and less effective.
Why It Matters
It’s better to focus on one specific service when advertising. Customers looking for a service, like HVAC repairs, may be overwhelmed or lose interest if they see an ad that lists every service under the sun.
Additionally, different customer groups have unique needs. For example, homeowners looking for budget-friendly vinyl windows will have different requirements than those searching for high-end fiberglass windows.
Tailoring your message to each customer group and service ensures your marketing reaches the right people.
Mistake #3: Not Focusing on the Customer’s Problem
Many contractors make the mistake of focusing too much on their own story in their marketing. They may talk about their experience, qualifications, or how long they’ve been in business. While these things are important, what matters most to customers is how you can solve their problems.
Why It Matters
Your marketing should center around your customers’ needs. Show them how your service can help them and solve their issues. For example, instead of saying, “We’ve been in business for 20 years,” focus on how that longevity ensures a solid warranty or guarantee you will back up all installations for as long as you live in your home. Always go back to, “What in it for me (homeowner?”
By speaking to the problems your customers face and how you can help, your brand will resonate with potential clients.
Mistake #4: Frustrating Website Experience
Your website is often the first place customers go to learn more about your services. If your website is slow, hard to navigate, or does not have the information they expect, they will search elsewhere. It’s a missed opportunity that you’ll never know was missed.
Why It Matters
Your website needs to be user-friendly, load quickly, and provide all the information a potential customer might need. This includes having up-to-date contact information, clear descriptions of your services, and easy-to-use forms.
A frustrating website experience can cause customers to leave and seek out competitors with better online presence. Make sure your website is simple, efficient, and accessible on all devices, including smartphones and tablets. Major bonus for self-assessment tools and pricing calculators where consumers can choose their own adventure, narrow down options, and reach out if it’s a fit.
Mistake #5: Not Using Tracking and Analytics
If you’re not tracking your marketing efforts, you’ll never know what’s working and what’s not. Without this data, you could be wasting money on campaigns that aren’t bringing in customers or missing out on opportunities to improve.
Why It Matters
Using tracking tools and analytics allows you to understand where customers come from. This includes which ads are performing well, where your customers are coming from, and what they’re doing once they land on your website. Analytics help you make informed decisions about where to spend your marketing budget.
For example, you might discover that most of your leads come from Google ads, while your social media campaigns aren’t performing as well. With this information, you can adjust your strategy to focus on what works and improve your return on investment (ROI).
Tracking also helps you understand your customers’ behavior on your website. Are they leaving after visiting one page? Are they filling out forms, or are they dropping off before they complete an action? This insight can help you optimize your site for better engagement and more leads.
Tracking also helps you learn where your income comes from. Are you earning primarily from new customers or returning customers? By narrowing down your income sources, you can create more targeted marketing.
For example, if a business learns that a majority of its earnings come from returning customers, it will increase its efforts to get those customers to return for additional projects.
Next Steps to Address Common Marketing Mistakes
Marketing is a powerful tool that can help contractors reach new customers and grow their business. However, avoiding these common marketing mistakes is essential for success. By addressing these common, simple marketing mistakes, you can avoid losing valuable business opportunities.
Simple steps to improve your marketing strategy include:
- Answer the Phone: Ensure someone is available to answer customer calls.
- Focus on Your Market: Choose one area of expertise to focus on in your ads and tailor your message to your target audience.
- Put Customers First: Shift your marketing focus from talking about your business to addressing the problems and needs of your customers.
- Optimize Your Website: Make sure your website is easy to use, loads quickly, and has all the necessary information.
- Track Your Results: Use analytics tools to measure the success of your marketing campaigns and adjust your strategy based on what works.
If you’re looking to improve your marketing strategy, consider hiring a marketing agency to bring a fresh perspective. If you’d rather not use an agency, you can consult your internal marketing team for their insights. Marketing can bring your brand to the next level by attracting new customers and expanding your brand’s reach.
If you’re looking for help with your marketing strategy and materials, schedule a fit call with our team to see how DW Creative can help.
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