Small business marketing strategies use the same playbook.
So I focus a ton on online entrepreneurs – where we are based in the virtual and online world. But did you know I also work with a ton of bricks and mortar, retail and local based businesses? I mean they need to market their businesses locally and online too!
One of my clients, CEO WARRIOR, offers coaching for service business owners – HVAC, Plumbing companies and so forth. He recently shared an article on the top 20 HVAC Marketing Strategies. I thought I would share – as really – most of these strategies apply to ANY local, retail or bricks and mortar business. Tons of amazing tips!
Use these 3 marketing strategies to help you zoom in on an offer.
#1. Offer Something Seasonal – At different times of year, homeowners are thinking about different things. In spring and summer, it’s all about cooling. In fall and winter, it’s all about heating. Tie your offer to the upcoming season.
#2. Build Offers Around Key Events – Should families have peace-of-mind before they go away on a summer vacation? Do they need a cool house for their July 4 festivities? Do they want a warm house for Thanksgiving dinner? Build your offers around these key events in people’s lives because they are key motivators as to why someone would buy from you.
#3. Create Offers They Understand – A homeowner knows that a “high efficiency HVAC system” sounds good. But what does it mean? How does it benefit them? Many homeowners don’t even know what “HVAC” stands for. Therefore, think carefully about what your marketing offers homeowners. Ask yourself if it’s too technical; make sure it’s easy to understand!
Next, Decide What To Say
Your marketing will need to communicate several crucial components in order to be effective. Unfortunately, many businesses skip these components and miss out on sales because their marketing isn’t as effective.
#4. Connect To Their Bigger “Why” – Homeowners don’t want HVAC equipment because they want a warmer or cooler home; they want it because they want their family to be safe and comfortable. Your marketing messages should connect to the deeper reasons that customers buy from you.
#5. Build Trust – The sad reality is, there are too many untrustworthy competitors out there who are making a bad name for the home service industry. Your marketing needs to build trust through proof, testimonials, science, and guarantees to help set yourself apart.
#6. Keep Up With The Neighbors – Your clients unconsciously want to do as well as (or better than) their friends and neighbors. Use that to your advantage by highlighting how other people in the neighborhood are also buying the same service, and hint that your customer doesn’t want to be left out.
#7. Create Urgency – Given the choice, people will put off a purchase. They have other priorities to spend their money and time. Your marketing needs to highlight why NOW the best time to invest in the products and services you offer; it may include a temporary discount, time-limited bonuses, limited supplies, or even a warning to invest in a new HVAC system before their old one wears out.
#8. Proactively Deal With Objections – Your customers may need a new HVAC system but will still find reasons not to buy it. The most effective HVAC marketing proactively deals with these objections by identifying them and countering them with emotional and logical reasons to act now. Start by listing out the objections your team hears most often and creating answers for each one, then incorporate those answers into your marketing.
#9. Highlight The Convenience – You are the expert, your customer is not! When they think of replacing their HVAC system, they might assume that it could be messy and take several days, which would require them to take time off of work. Your marketing should explain that you offer fast, convenient, and clean installs that will not inconvenience the customer.
But wait – there’s more. Mike also covers…
7 Tips on HOW TO SAY IT.
4 Tips on HOW TO DELIVER IT
And a bonus strategy…
It’s total gold – check it out!