Most businesses are by now aware of the potential power of a strong internet marketing strategy, but that doesn’t necessarily mean they know how to engineer one. As the owner and operator of a trenchless business, you are probably more concerned with doing your job well and offering excellent service so that clients are satisfied.
Before you can achieve this goal, you must first have clientele, and marketing plays a major role in raising awareness of your business and convincing prospective customers to contract for services. In other words, you need to develop a strong online marketing strategy to complement real-world marketing efforts and deliver the most efficient and effective results.
How can you accomplish this? More importantly, how can you see the greatest impact without blowing your marketing budget? Here are a few internet marketing dos and don’ts that will help to bolster your trenchless business.
DO: Focus on the Customer
Prospective clients don’t necessarily want to hear your sales pitch or the ins and outs of the services you have to offer. They have a problem and they want to know what you can do for them. Can you solve their problem? Convincing them of this fact is the first order of business – the details can come later.
Be clear, be concise, and be compelling with your content, both in your marketing efforts and on landing pages. Above all else, highlight the benefits you can provide to clients and speak directly to them by using second-person perspective (use of the word “you”).
Try to put yourself in your customers’ shoes. If you were seeking services, what kind of language would appeal to you and compel you to click through to a website to find out more? Believing that a business understands a problem and can help could be more compelling to the average consumer than a typical marketing spiel and technical language.
DON’T: Go for the Hard Sell
Making a clear call to action is an essential part of nearly any internet marketing strategy, but you don’t want prospective clients to feel bullied by your ads. This is a major turnoff for most consumers.
It’s not easy to build a rapport with prospective clients, especially when you have limited ad space to catch their attention, much less convince them to follow through with desired action (such as clicking a link to find out more). However, resisting the urge to sell and instead focusing on customer gains is likely to show better results.
DO: Eliminate Obstacles to Conversion
Goals for conversions could range from increasing click-thru rates to landing pages, to convincing visitors to sign up for your mailing list, to making sales. You want to make sure prospective customers go through the fewest possible steps to accomplish conversion.
This means directing targeted customers to landing pages, rather than a home page that forces them to navigate through your site to find what they’re looking for. You also need to make sure you include clear calls to action in marketing copy and on landing pages.
Ease of use and clear directions will ensure that customers can find exactly what they want. Keep content consistent so they know they’ve found what they’re looking for. When it comes to creating a call to action, make it clear and specific rather than generic.
DON’T: Limit Yourself to a Single Strategy or Medium
There are many avenues to explore when it comes to marketing your trenchless business in the online arena. Whether you engage in pay-per-click advertising, email marketing, geo-targeting, or other online marketing strategies, you cannot allow yourself to get stuck in a rut.
Your digital marketing campaign needs to include several different methods and platforms for reaching potential customers if you want to continue to build clientele. Focusing on only one type of marketing to save time and money could end up costing you more than you know.
DO: Test, Track, and Analyze
What good are your marketing efforts if you can’t measure quantifiable results? The best reason to engage in online marketing is so you can use metrics tools to track and analyze user data. This can allow you to try different strategies and find the ones that speak to customers and deliver the best results.Back to blog