Have you recently started an air duct cleaning company, but are unsure of how to start marketing effectively? Perhaps you’ve had the business for a while and are interested in doubling your clientele? If so, then you need to focus on proper marketing tactics.
If you’re struggling to figure out the best ways to market your business, you’re not alone. In fact, a majority of air duct cleaning companies and home service businesses aren’t sure which methods to use. By learning a bit more, you’ll put yourself ahead of competitors. Our guide has several useful tips to use to put your air duct cleaning company in front of your target market.
1. Specify Your Target Market
To market your company effectively, you first need to know who you’re targeting in your marketing efforts. Paying for marketing without first defining the target market is like target practice at an archery range with your eyes closed. You might land one on the target every once and awhile, but not nearly as often as if you opened your eyes. Translation: it’s important to set specific goals and a target audience to both reach and measure success.
So, how do you define a target market? There are a few ways. First, take a look at the collective group of clients you have already. What are their biggest pain points and home HVAC complaints? What do they have in common with each other? Be as specific as possible to find common denominators.
Don’t have any clients yet? Don’t sweat it. You can easily create buyer personas to get things moving. Buyer personas are imaginary avatars that you create with your imagination. A quick example: you create a buyer persona named Derek. He is a married 30 to 50-year-old man with two kids. He owns a home and is pretty handy with a toolbox, but doesn’t have a lot of time on his hands to do housework like cleaning the air ducts. You get the idea. Creating personas such as this one are helpful to determine a solid target audience and marketing plan that will reach them.
2. Monitor Client Reviews
In today’s world, customers have more information about businesses than ever before. Nowadays, if one client has a bad experience with your company’s service, the entire world will know about it, thanks to online reviews. However, clients are just as quick to rave about excellent customer service if you were to exceed expectations. In short: online reviews are a blessing and a curse. Fortunately, you have three powerful ways to control the vibe of the online reviews your air duct cleaning company receives.
The first one is slightly obvious but it bears worth repeating, aim to provide excellent customer service with each client. Communicate early and often, accommodate their budgets and provide the highest return on their investment possible.
The second way is to be responsive and interactive with online reviews. If the customer leaves a positive review, thank them. If they leave a negative one, be sure to apologize promptly and give them a way to contact you personally in the future.
The third is to incentivize satisfied clients to leave online reviews. Give them a discount on their next service or offer promotional swag for anyone that takes the time to sing your praises online.
3. Implement and Prioritize SEO
For those of you unfamiliar with the term, search engine optimization (SEO) is when you lay out your digital content in a way that’s attractive to search engines like Google. By doing this, the website and its pages are more likely to climb Google’s top search results.
Many companies spend a significant amount of marketing resources on SEO, since it’s entirely free, generates passive income and pushes high-quality prospects to their websites. You can unlock the same potential. SEO isn’t complicated, but it does take a special combination of things like keyword research, link building and using high-quality content.
4. Blend Offline and Online Marketing
No matter how much the digital marketplace grows, there will always be a place for offline marketing in your company’s marketing plan. Unlike digital marketing, offline marketing helps you prioritize face to face conversations and building relationships with clients. That goes a long way for air duct cleaning companies, where a majority of business will be from the clients you retain.
Think through different offline marketing tactics you can include. Print out business cards, attend sales conventions, attend local chamber of commerce events, set yourself under a sales tent at the local high school sports game, etc.
5. Use the Word “Free” Often
Nothing sticks out more in the digital marketplace than the word “free.” However, if you’re giving out something that should already be free (like an initial quote for your service), then potential customers are likely to roll their eyes at the offer.
Would you give away free air filters to clients if it meant doubling business? There’s a likely chance you’d say yes. Make sure to look at your business model, then determine what aspects of each service you offer you could give the customer for free. Not only will it keep them coming back, but they’ll be happy to refer you to friends and family as well!
Market Your Duct Cleaning Company the Right Way
Be sure to use this list to your advantage. Good marketing tactics are essential in today’s competitive market. Also feel free to tune in to our industry podcast, REPTalk, to gain more insight into the trends of the industry and how IAQ products and offerings can help you rise above competitors. For further inquiries, please be sure to reach out via our contact us page and we will be happy to assist you further.