The importance of digital marketing can’t be overstated. Thanks to the internet, social media, and smartphones, customers have immediate access to companies and products they’re interested in. Even businesses that were previously local can now thrive as global brands thanks to online marketing and SEO strategies.
If you’re starting a moving company or have operated for a while in the moving industry, you know how difficult it can be to gain new customers. Post-pandemic, online marketing is more important than ever, and it can help you generate the leads you need to grow your moving company.
Let’s dive into how you can use digital marketing to promote your moving company.
The Digital Marketing Mix
Just as with traditional marketing, digital marketing is a combination of marketing tactics and strategies tailored to online customers. While SEO, PPC, and social media are still important, so is content marketing.
Since customers can’t touch or feel products or services directly, marketing material such as website content, social media posts, and blog articles can help you convey the quality of your services and convince potential customers to try you out.
Depending on your target audience, you might also want to consider using display advertising (like Google Ads) or funneling into a buying platform (like HubSpot) to engage with potential customers.
The advantage of online marketing is that you can automate many of the tasks involved in marketing and measuring the results from these digital marketing efforts. This enables you to have more time to focus on what’s important to you (your customers and clients) and less time worrying about the minutiae of marketing.
For example, let’s say you’re running an e-commerce store selling furniture and products related to home decoration. If you have a sales funnel with 10 steps, you can use marketing automation to record individual action (such as an email signup) along the way. Then, when you reach the end, you can evaluate the conversion rate of that particular path.
When considering automated marketing, it’s important to look at what you can and can’t automate. You don’t want to over-rely on technology and lose track of the human aspects of marketing.
With most marketing, you’ll eventually have to consider your pricing strategy. While you might want to think of low prices as a way to attract more customers or retain existing ones, discounting your goods and services can actually have the opposite effect.
If people think you’re offering great value, they’re more likely to be interested in your products or services. If you want to encourage customers to come back for more, consider implementing a loyalty program or offering discounts for upcoming purchases (especially if you’re running an e-commerce store).
With most marketing, you’ll eventually have to consider your promotions strategy. While you might want to think of discounts and offers as ways to attract more customers or retain existing ones, you should consider the opposite — what makes your product or service stand out? What draws people in?
If you have a store, you can use promotional products to entice customers into buying your stuff. You could offer free shipping or a discounted rate to entice potential customers. You could also hold a contest where you give away a free trip to Italy or a luxury good to attract new customers.
To get the most from your promotions strategy, you need to consider your target audience and the type of offers you can make that will be most appealing.
Hopefully, your customers will never have to experience your product or service directly. However, even the best products can fail without excellent customer support. Just ask Apple how many times their customers’ devices have broken down within the first year of purchase.
Your product or service might not function properly the first time it’s used or could potentially malfunction if you don’t observe certain safety guidelines. When thinking about customer support, ask yourself, “What would make me buy this product or service?” Is it the price? Is it the quality? Is it the guarantee?
If you want to make sure your customers are taken care of and don’t experience any problems, consider providing 24/7 customer support via live chat or phone calls. Also, make sure your online resources (such as your website and social media) have all the necessary information customers might need to contact you directly (including your physical address and email).
To track the results of your digital marketing efforts, you’ll want to look at the data. Luckily for you, we’re data scientists and we like analyzing data and reporting the findings. If you want to pull all the strands of a marketing plan together, consider using analytics software to track the results of your campaign.
The benefits of using analytics software are numerous. You can set up automated email campaigns that can be triggered based on customer behavior or performance. You can segment your audience into more precise groups and track the behavior of these subgroups. You can use tools to analyze the performance of your social media accounts and monitor the results of your advertising campaigns.
To get the most from your analytics efforts, look at your target audience (the people you want to appeal to most), the conversion rate of your various marketing channels, and the demographic information about your customers.
If you’re looking to grow your moving company, it might seem like an impossible task. Thanks to the internet and digital marketing, it’s more possible than ever to find potential customers, connect with them, and change their mind about purchasing your goods and services. Make sure to put all the pieces of your marketing plan together and analyze the results from different channels to determine the most effective approach for promoting your moving company.