What's Next with Your Marketing?

November 24, 2008

What's Next with Your Marketing?
By Adams Hudson

 Everyone wants to know what’s next. We want to know what happens in the movie, if it’s a boy or a girl, where’s our next vacation, what’s for dinner and what – if any – raise we’re ever going to get at work. We’re a “next step” kind of people. So here’s your next steps for taking your business to a new level:

1. Yellow Pages – If you keep saying, “That thing sure is expensive” or “I wonder if I could increase my leads AND lower my cost?” then it’s time to do one of two things: Let us critique it or get it redesigned for lead generation.

2. Image, Branding, and Awareness Campaigns – You’ve heard me say it repeatedly: you’ll have an image whether you pay for one or not. Your ads are how your prospects form an impression of you, so control that image with high quality ads. Please notice – I said high quality, not incredibly beautiful or expensive. In fact, a relatively inexpensive TOMA campaign will keep you in front of prospects and build your image and credibility simply through repetition.

3. Retention – If you’re paying to get customers and only serve them once, you may be losing money on them. Not a great way to run a business. Plus, you’re cutting yourself out of all the upsells, referrals, and recurring revenue your customers generate. You must lock this group in if you want to be successful, so do it right. A newsletter at least twice a year with contact through postcards or other non-sales mailings between. To cap off your retention efforts, we highly recommend….

4. Recurring Revenue Streams – If you do NOT enact a Maintenance Agreement program, you’re “opening the gate” for your competitors and customers to get acquainted. I’m sure they appreciate it. My advice is to put a program in your business and quit thinking about it. You already have the overhead and are capable of the services. All you need to do is bundle and offer them. Many contractors make millions during the “slow” seasons with this program, yet others continue to fall face-first into the common pitfalls.

 

Adams Hudson
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.

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