You want to grow your business, that's a given. You may have been successful to date by relying on word-of-mouth referrals but in order to open up opportunities and reach a wider range of prospects, you’ll need to invest some time and effort in marketing your business.
Applying some basic marketing principles can ensure that your small business doesn’t remain the same in stature forever. Here are a few tips and tricks that can help grow your business.
In almost every industry, potential buyers will almost always research online and short list suppliers before making the first sales contact. And trades businesses are no different. Simply put, if you don’t have a presence online, you won’t be considered by prospects. You can set up a basic site using tools like WordPress or Squarespace or even just by setting up a page on Facebook to get you going.
Google My Business
Google My Business is a great way for your business to be viewed by your potential audience. If someone searches for your service in the local area, Google will ensure your business shows up (e.g. Sheet Metal in Manchester). Google My Business can be setup in as little as 15 minutes. You can improve your authority on Google further by asking your customers to review your business.
Email Marketing List
Make you sure you capture customer’s email addresses at every opportunity to build a marketing list. Offer valuable content on your site (e.g., technical specs, how to guides) in exchange for email details. Another great way is to offer 10% discount in exchange for your email marketing signup. Ensure you get the customer to tick the box to subscribe, to ensure you are compliant with the law.
Once you have an email list. Create an email with a tone that appeals to your customer’s and is in their language, and send it out on a periodic basis — weekly or bi-weekly, if possible. This is so that you stay at the forefront of your prospects mind when they are thinking about your products. Also put some thought into the content of your emails – hard sales emails tend to fall flat. Give them information that is useful or entertaining and offers them some value.
Trade shows can provide great networking opportunities as a business. Even if you don’t exhibit, they are a great way to meet potential customers and suppliers. You can also use Social Media to engage with potential customers before and after trade shows. You can also offer to carry out a talk for your customers or invite them to your workshop to further build your relationship.
Another great way is to upsell an accompanying product during sales or after sales. For example, if your consumer is buying a beam, you could upsell fittings. Similarly, if a consumer is purchasing a structural section, you could offer shotblasting or painting during tor after the call. Create a worksheet for all your products and upsell opportunities to ensure your team upsell. You can also email the consumer the upsell offers along with order confirmation.
Follow Up Leads
Ensure you are always following up leads periodically to ensure that you re-engage and convert the leads who once enquired with you. The chances of converting interested leads are far higher than cold contacts. To ensure higher chance of conversion, offer the consumer exclusive discounts or an offer that is too good to resist and make sure that you have some form of lead management software in place to track and follow up your leads.
Marketing is a double-edged sword. But if you have learned how to brandish it well, you will be the best warrior on the ground. Go get it!