One of the great things about marketing today is that more options than ever are accessible to small business owners. One of the biggest struggles then becomes deciding on what option is best for your local business. You want your dollar and time to go as far as possible by targeting the right prospects. Direct mail campaigns are now one of the ways entrepreneurs in the home services industry are connecting with customers.
Targeting
If you are suffering from inconsistent work, you need to say yes when a customer two hours away asks for a roofing estimate. That costs time and money. The solution is to build a solid marketing funnel that drives up awareness of your services with the right customers. You need a way to reach homeowners (not renters) in specific neighborhoods, targeting the right age groups and income bracket.
Online marketing has opened doors, but it’s not the only tool that makes targeting specific neighborhoods and demographics possible. At Avanti Local, we’ve developed our In Your Neighborhood program, where we combine digital tools with mail campaigns. We work with businesses to do a mailing area analysis, weed out renters, design custom-branded flyers, and deliver leads to your service business.
Personalization for Local Business Marketing
One of the big advantages of reaching the right customers is that you know who you’re talking to. This way, you can write personalized marketing messages that address the needs of your ideal customer. You can send out a mailer right after a major storm and educate prospects on your services. If you know a neighborhood has a lot of new homeowners, you can tell them of services that interest them.
By targeting demographics like age, income, and location, you can write to explain how your service solves their problem. This is a more powerful and effective marketing message. It not only brings in more leads, but it also brings in the leads you want to work with.
Should I Use Direct Mail or Digital Marketing?
To make that decision, you’ll want to consider the unique goals of your business. Both are strong strategies for overcoming the common issue of inconsistent work in the home services industry. If you want to have a consistent stream of leads for your roofing or tree services business, you want a steady marketing plan.
One option we’ve seen great success with is our optional remarketing add-on for our In Your Neighborhood mail campaigns. With this option, we send a campaign to a local neighborhood in the mail. Then, we use remarketing techniques online to show ads to those same prospects. This is a great way to connect with the right prospects and build awareness with them over time.
Personalized and targeted marketing campaigns are the strongest tool to combat inconsistent work in the home services industry. Generating leads shouldn’t have to be what you do all day. With a stable marketing campaign under your feet, you can focus on doing what you do best. Contact Avanti Local today to work branded mailers into your marketing.