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Five Places to Invest Your Marketing Budget in 2018


Five Places to Invest Your Marketing Budget in 2018


Wondering where you should be investing your marketing budget in 2018? Don’t waste money on strategies that no longer work. Instead, check out these five strategies for making the most of your marketing dollars this year.


  1. Targeted Facebook Ads

Imagine your amazing ad showing up in front of your captivated customer just as they’re about to dive into their 500h cute cat video of the day. And all of a sudden, they remember, “Oh yes, I did need to get my plumbing serviced, didn’t I? I’ll give them a call.”

Facebook Targeted Ads are inexpensive and effective in getting you noticed by potential customers.

With Facebook Ads, you can design custom audiences to target your ad to different kinds of people more likely to need your service. You can also set location targeting, which lets you market to people within a certain radius. Or, you can even retarget ads at customers who visited your website but never converted.

Overall, through the power of Facebook targeted ads, you are able to reach more potential customers who need your service, while bypassing those that don’t.

This is a marketers dream.


  1. Email

By now, you know how powerful it is for local service businesses to keep in contact with their customers. Consistent communication helps to build brand loyalty, customer retention, and helps businesses stay top-of-mind throughout the year.

This is why email marketing is the most effective way to communicate to your customers throughout the year while delivering the most return on marketing investment.

One well-written email and a single click of a button can reach all of your customers at once. This is fantastic because you can contact customers without spending too much money.

Stretch out your typing fingers and start sending newsletters, service reminders, holiday greetings, and company updates throughout the year, so your customers will remember your company name when they need a service.


  1. Video

People like to watch videos; a lot of videos. More than 500 hours of video are watched on YouTube every day. According to a new study by SearchMetrics, YouTube now commands SEO visibility rankings.

Many local service companies are beginning to introduce video content as a way to get more customers to pay attention to their message.

Here’s why you should, too.

According to Diode Digital, 50% of customers will watch a video if it’s available on your site. Also, websites with videos are 50 times more likely to appear on the first page of search engine results (Forrester Research).

How-to’s, testimonials, or even just an introduction to your team will help you get noticed online and leads to increased calls to your business.


  1. Managing Your Online Reputation

By now, you already know your online reputation is your most valuable marketing asset. Having a stellar reputation is essential to a growing business.

That’s because 97% of consumers read reviews before making a purchase decision. And 85% of those consumers trust a review as much as a personal recommendation.

But did you know that many local businesses are now using reviews as a way to get more sales?

You can send an online review portfolio of your team member to your customer before an appointment. This helps to establish your team member as a trusted advisor and makes it easier for them to close deals.

When the time comes for your team to recommend a particular piece of equipment or service, your customer will know they’re credible and trustworthy based on the great reviews they have earned.

Reviews mean revenue. In fact, according to one study by Moz, 67% of consumers are influenced by online reviews. Unfortunately, one negative review could cost you nearly a quarter of all potential customers who began researching your brand.

What does this mean for you? A stellar reputation is crucial to bringing in new business.


  1. Take Care of Your People

Your people represent your brand, your values, and your business to your customers every day. When they provide remarkable service, it results in happy customers leaving glowing online reviews that attract new customers and help grow your business.

When they don’t provide great service, however, you get unhappy customers who leave bad reviews, resulting in a bad reputation and countless dollars of lost revenue.

So what leads to subpar employee performance? According to a study by Globoforce, the answer could lie in how employees are being recognized at work.

78% of workers would be more motivated to perform better at their job if they were recognized and appreciated for their efforts. Which is alarming, considering that same study says that 45% of employees have received no recognition in the past six months.

Inspire your team to be remarkable by recognizing and rewarding them when a great job is done. Cheer them on at company lunches, post shout-outs on your company Facebook page for their friends and family to see, or even give them a simple, “Thank you for all your hard work.

Extra efforts like these cost very little, but go very far in motivating your team. Motivated employees provide better service to your customers, which results in better online reviews, and more revenue for your business.

What’s even better? Your happy employees can help you with recruitment and retainment of more great people. Employees who feel recognized at work are two times more likely to recommend their workplace to others. They’re also half as likely to leave a company for a competitor.

Investing in getting and keeping great people who positively represent your company’s brand and values with every customer interaction is essential for a great online reputation.

It’s the best investment you can make this year.


Service Roundtable is dedicated to growing your bottom line and helping your business maximize its full potential. These group of contractors work together to assist you with marketing, sales, business, and so much more. Twice a month, seminars around the United States and Canada are held to network and further assist your business. Visit Service Roundtable.com to see if there are Success Days in your area and do not forget to register for International Roundtable in New Orleans on April 4 - 6!


Topics: Business Growth, Marketing, Branding, business culture, Building a Business, Business Leadership, Management, Leadership, Plumbing, hvac, learning, knowledge, team building, creative marketing

Posted by Mike Montano on Feb 17, 2018 10:00:00 AM

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