Email Marketing For Local Businesses

Holiday Email Marketing Tips For Contractors

Holiday Email Marketing

The Time Is Now!

The holidays are here! Thanksgiving is right around the corner. Christmas is approaching fast. This is a great time of year to market your business because a lot of people are looking at doing some last-minute updates to their home, or whatever they need to do to prepare for holiday guests. This is the time that you want to make sure you’re upselling some of the services you offer.

 

Your Past Customers Need To Use You Again

 

For instance, say you’re a plumber, and you repaired someone’s toilet or sink in the summertime. Now it’s a great time of year to send email campaigns to your customer list talking about tankless water heaters. If you’re a lawn care company and you mowed many lawns over the summer, now is a great time to run campaigns for putting up Christmas lights or leaf removal. Or if you do outdoor patios, this is a great time of year to let people know about those services.

 

Your Customers Will Have a Sense of Urgency

 

This is a timely thing because it makes your audience remember that they have guests coming in, so they want to make sure that the house is perfect before people arrive. Plus, you’re re-targeting people who you’ve already worked with, and they already know you and like you, and trust your company.

If you need any help with this, this is all we do. We do email marketing for local contractors and local businesses. So go ahead and click the link below, and we’ll help you set up a strategy for the end of the year to make sure that you are capturing some of that revenue that would be otherwise lost by not touching your list.

Have a Happy Thanksgiving!

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3 Things That Must Be In Every Email Campaign

 

If you’ve been following my blog for awhile you know I think it’s important to send emails. It’s a shame there are so many businesses out there that have a gigantic customer list of everyone that they’ve helped throughout the years, but they’re not sending them emails for repeat business. The easiest person to sell is someone you’ve already worked with, because they already know you and the value of your work, and they already and trust you! Sending emails is absolutely crucial. But more than that, I want to make sure you’re sending emails that actually convert into repeat customers.

In this blog, I’m going to cover 3 things that should be in every email you send.

1. A killer subject line.

The first thing you should have in every email you send is a killer subject line. You can have the best content in your email, but if they don’t open the email then it’s worthless. Think in terms of ways to get people to open the email. You want to avoid salesy things like “sale” and “free.” First of all, those emails are going to go straight to spam. But also, we get those kinds of emails all day every day, and you have to stand out from the crowd. “How to” subject lines work well, and so do things like “most people during this time.” “Most people do these three things to their home in fall.” The word “imagine” works very well: “Imagine turning your backyard into an oasis. Here are three ways to do it!” Remember, you do want to keep your subject lines concise. Your subject has to be concise, to the point, and it has to match your content so that you maintain trust with your audience.

2. Helpful content.

Again, we’re always inundated with salesy types of emails. If instead of something that sounds like a sale you can offer a homeowner some tips on what they can do around the house to maintain it and keep it seasonal, your audience is going to find this interesting and useful. For example, if it’s summertime you might offer 3 tips to save money on your electric bill. If it’s winter time, tips on helping your house stay warm and cozy without raising your heating bill. Whatever makes sense for your field! And you’re the expert in your field, so you know what I’m getting at. But make sure the content is valuable.

Here’s the reality: most people getting your email are not ready to use your services right away. We’re just tapping them to keep that trust. If every time you send an email it’s “Buy buy buy buy buy!” they’re never going to open your emails. Give them something helpful and they will.

3. A call to action.

This is probably the most important thing you can include in your emails. Let’s say you’re a plumbing company, and you’re sending an email to people that you’ve done repairs for in the past, but now you’re trying to get them to see the benefit of a tankless water heater. At the bottom of the email there needs to be a button that says “Schedule a free estimate for a tankless water heater,” or “Get a free quote for a tankless water heater.” Something that when they click the button it takes them to the landing page for tankless water heaters on your website. This way you can get someone way back there in the summer who you did a toilet repair for, and all of the sudden they’re upgrading to a tankless water heater. This is just one example of the possibilities. Always make sure you have one dedicated call to action button.

I practice what I preach in my emails, so if you look down below and you’re thinking, “Yes, I want to take advantage of my customer list and get repeat customers, but I don’t have the time to do it, or I don’t want to do it, or I don’t know how to do it.” I can help you do it. Click the button below (see what I did there?), fill out the form, and schedule a free consultation to see how I can help your business!

I hope this helps your email marketing efforts! Remember, your email list is gold. Take advantage of it!

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3 Benefits of Email Marketing For Contractors

benefits of email marketing

You’re losing thousands of dollars of revenue every month if you’re not contacting your past customers!

Many businesses are doing a great job on all kinds of media fronts: social media, website, print marketing, etc. But many business owners are missing the boat when it comes to their email list.   You probably have this gigantic email list of your past customers. This is a database of just golden money, sitting there. And most business owners are doing absolutely nothing with it!

I want to give you three reasons why you need to have someone, whether that’s our company, some other company, or someone at your office, take advantage of your email list.

1. Repeat business.

The first thing you can do with your email list is generate repeat business. Believe it or not, a lot of people just don’t remember who you are. They just know that someone came and mowed their yard or fixed their toilet. Even if you did a fantastic job, they might not remember your name! The problem is that if you don’t stay in touch, they forget who you are. Then when they have another issue they may go somewhere else, because they forgot who you are.

But if you’re touching base with them every month, not with spam but with helpful tips and reminders, your name stays in front of them and they’re more likely to remember you.

2. Upgrades.

Once you’ve done business with someone, keeping in touch with them makes it more likely that they’ll turn to you when they need an upgrade on their service. For example, let’s say you’re a pool builder, but you also do outdoor kitchens. Maybe in the summer, you helped someone out with their pool, and now that it’s winter time you can help them with an outdoor fireplace or kitchen for football season. You can send an email and get an upgrade or repeat business right there. If you’re a plumber and you fixed someone’s toilet last year and now they’re ready to upgrade to a tankless water heater, you send them an email and boom! They remember you, they know you did a good job, and they hire you.

When you send emails, you get repeat business.

3. Referrals.

The next thing you can do with your email list is to generate referrals. What I tell clients when they first start using our services is, “You’re going to see your referrals go up.” This is because although the recipient of your email may not need your services right now, they know someone who does. When they hear that Tom and Susie down the street are having an issue and don’t know who to call, they’ll remember your email and that you did a good job for them, and recommend you.

I hope this helps you to see the value of your database. You have literally thousands of dollars sitting there on your email list. You have to actively use it! If you have no idea what to do, if you have all your emails through Quickbooks or Square, I can help you export that to a spreadsheet and start to send them quality content on a monthly basis, continue to grow your email list, and help you get repeat business, referrals, and upgrades.

Click the link below and we can set up a consultation for your email marketing!

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5 Ways Home Contractors Can Get Repeat Customers

Ways Home Contractors Can Get Repeat Customers

 

 

 

 

 

 

 

 

It’s been said for a long time that getting someone’s repeat business is more cost-efficient than going out and getting new customers. Obviously, our job here at Market With Mario is to help you get both! But lately, our focus with our clients has been on generating repeat customers and referral customers.

Repeat customers are the best kinds of customers because they already know, like and understand your work. Referral customers are there because people are likely to trust a family member or friend’s good word over some stranger on Google.

Here are 5 tips for how you can generate repeat business:

1. Do great work.

Right out of the gate, you have to do a fantastic job. This may sound like a no-brainer, but it’s the best way to generate repeat and referral business. When you go in and give a customer “Wow!” service, they will respond to that.

Sometimes it’s a simple as doing just one or two things that go above or beyond. For instance, let’s say you send your customer an email with a picture of the tech who will be coming to their house, with a time window for the appointment. Then, you have the tech call when he or she is on the way to the home. When the tech is there, say he uses floor covers to protect your home and takes the time to explain everything he’s doing. Maybe he uses an iPad to close out the transaction right there and send an immediate receipt (people love this).

Little things like that go a long way to making you stand out from the crowd, and making you trusted and welcome into the customer’s home.

2. Use your email list.

This is the bread and butter. This is the gold. This is how we’ve been killing it for our clients. Gather emails anyway you can, stockpile your list and use it.

However, make sure you’re only emailing people who are okay with you emailing them. We are not talking about purchasing email lists! Don’t go out and email a bunch of strangers! Pull emails from your customer lists, or from people who opt into your email list.

The next part to using your email list well is to mail out something of value to your customers. Send them useful tips. Share your knowledge. If they don’t need that information right now, maybe they’ll forward it to a friend who is having those problems.

Most people don’t remember who they use. They just know they had a plumber come in a year ago. They have no idea that they used you. If you get them on your email list and send them an email with reminders of your company, your logo, your brand, you’ve taken the work out of them remembering you. You’re right there in their inbox! If you can add a call to action in your emails so that they can respond to you immediately, that’s even better!

3. Use promotional products.

Give them a promotional product at the end of the service—something they’ll keep, like a pizza cutter, a jar opener, a cutting board, or something useful that they’ll keep around in their home. Of course, make sure your logo is on this item.

When people have an emergency and they need to call someone quick, if your promotional product is right there they’ll call you.

(If you don’t have a promotional products person I highly recommend Laurie Roberts of Proforma. I get all my promotional products from her—shirts, pens, etc.)

4. Introduce some kind of a maintenance plan.

Air conditioner companies do this all the time, and it works well for them. All kinds of contractors do this. Have some kind of a recurring maintenance plan, whether it’s bi-annually or quarterly, or whatever makes sense for your work. The idea is to get something in place for you to go back to that homeowner during the year.

When you keep going back to a homeowner this has a couple of benefits. First, it’s repeat business for you. But it also gives more exposure for your trucks in that neighborhood.

5. Use Facebook.

Have a Facebook page, and encourage people to like your page. Now, if you’ve been following my blogs and my videos, you know I’m not big on people just saying “Like us on Facebook!” and leaving it at that. Give them a reason to like you on Facebook.

As you’re finishing up a transaction, or talking to a customer on the phone, tell them “Go ahead and like us on Facebook because we’re always posting seasonal tips and information.” Give them a selfish reason to like your page. If you keep up with your content consistently, posting regularly, and they’re engaged with your content because it’s helpful, you are in sight, in mind. They may not need you for another six months, but if they’re on Facebook and if they’re using their email and if your promotional products are there in your home, they will come back to you—if you did point number one above, and gave them phenomenal service in the first place!

We hope this helps you get more business out of your existing customer base. If you need any help with this, or if you’re sitting there thinking, “These are great ideas but I have no way to execute them”—that’s what I do! Please reach out to me. Get a free quote by clicking the button below.

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How Much You Should Invest in Online Marketing

How much you should invest in online marketing

How Much You Should Invest in Online Marketing

Today let’s just dive in to talking about money and your business and investing in online marketing.

Something business owners wrestle with all the time, whether you’re a home services contractor, or in real estate, an attorney, or whatever your field—you’re always trying to figure out how much you should be investing in marketing. This is an important topic because if you’re not investing in marketing you’re not going to continue to grow your sales and business. Word of mouth is great, but it can only get you so far. The businesses who are doing the most in revenue are typically the ones investing in marketing.

1. Set your overall marketing budget.

The first thing you need to look at is the breakdown of the overall marketing pie that you’re dealing with. What percentage of revenue are you putting toward marketing? There are different schools of thought on how to do this. I know some people say that 10% of revenue should go to marketing no matter what. Some people say 5%, some say 8%. That’s up to you. You have to look at your accounting to see what looks good for your particular business.

2. Break down your budget into types of marketing.

Once you’ve figured out how much you’re putting toward marketing overall, you have to break that amount down into what you are spending on each type of marketing. Are you putting out door hangers? Are you going to your local Chamber of Commerce? Are you investing in online marketing? Are you doing direct mail campaigns? How much are you spending on each thing? Where does your marketing budget go?

And now I’m going to ask you, how much of your marketing budget is going to online marketing?

It’s important to use several different types of marketing in your overall strategy. That said, when it comes to your overall marketing pie, I believe the majority of your money should go into the online marketing piece of the pie.

Why? Because online marketing is where the attention is. The attention is not in mailboxes. The attention is not in magazines. The attention is not in the door hangers. When I come home from work, I pull a door hanger off and throw it in the trash like most homeowners.

Your customer’s attention is in the palm of their hand. They’re scrolling through Facebook. They’re reading their emails. If I own a company, I want to get in front of where the attention is.

3. Shift your budget around to be able to afford what works.

Often when people think they can’t afford online marketing, all it takes is shifting some of the marketing dollars around.

There are a lot of business owners out there, and a lot of contractors, who don’t think they can afford online marketing: blogging, email marketing, Facebook ads, SEO (search engine optimization), etc. One way you can afford online marketing is to take a hard look on which parts of your marketing are working for you, and when you find places you’re not getting a good rate of return, shift those funds into the online piece of your marketing pie.

I’m not saying you shouldn’t invest in other types of marketing. It’s important to have a diverse marketing strategy. But I am saying that you should take a look at your marketing budget and shift things around so that the greatest percentage of your budget is in online marketing because that’s where the eyeballs are.

If you’re paying for things that are not driving dollars back to you, reallocate some of those dollars. If you’re buying ads on someone else’s website, such as banner ads, you can shift that into online marketing.

If you’re paying for things that are driving dollars back to you, by all means, keep paying for those things. Just like a financial portfolio, that your marketing portfolio should be diverse. When you do online marketing you should still be sending someone to the local Chamber. You should still be sending out some direct mail. You should still be wrapping your truck and investing in that. AND you should be putting money into online marketing.

4. Online marketing is surprisingly affordable.

Online marketing is very affordable. Some companies see fantastic results with as little as $1500 a month. Some companies are spending more, up into the $3,000-$5,000 a month range. But you can really do some significant things in your marketing for about $1500-2500 a month! You also have to consider how much money you’re getting in return for your investment.  The great thing about online marketing is that it’s easier to track where your leads actually coming from than just relying on a customer to answer the question,  “how did you hear about us?”.

5. Decide who will do your marketing.

Once you’ve decided how much to allocate to online marketing, next you need to consider whether you’re going to allocate that part of the budget to someone in house to do all this for you and pay them a salary, or whether you’re going to outsource the work to a marketing company (someone like me).

It may seem cheaper up front to pay someone in-house. However, a dedicated marketing company is going to be there for the long haul, consistently. When your marketing employee, or intern, finds a new job, your marketing could suffer until you hire a new person. Some companies have a jack of all trades employees who do the marketing between managing the phones and doing other tasks (or this could be you). You have to think about whether you’ll get the kind of results that will bring you more business that way, or whether it’s better to invest in professional outsourcing to get the job done. Either way, that’s up to you and how you want to run things.

I hope this helps you see how you can free up some money to put into online marketing, especially if it’s something you thought you could not afford.

If you know a business owner who is really struggling with affording online marketing services, please share this with them! Thank you!

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