6 Reasons Why Your Marketing Isn't Working
When work is slow and leads aren't rolling in, it's time to re-assess your marketing campaigns. While there is a TON of science and art behind what makes websites perform, marketing work, and people tick, it's worth your time to complete a review of your marketing efforts to find any simple fixes. Try to see your promotional efforts through the point of view of a potential client, who doesn't have the industry knowledge that you have. Whether it's your website, business cards, flyers, or truck wrap, take a moment to look your marketing with fresh eyes. Here are six reasons your marketing isn't working.
Reason #1: ITS UGLY
Humans are visual creatures. We've evolved to use our eyes to find pleasing patterns and be alerted by stark contrast. And while beauty is by-and-large a subjective matter, there are some rules we can play by. Overall, marketing design should follow basic themes and have continuity across all platforms, creating a brand identity. You shouldn't have one logo for your Facebook page, a different logo for your web site, and a different logo on your business card. There are no magic colors that just "perform better" or "make people click more" – If there were, all websites would look the same (and then the trick wouldn't work anymore anyways). Well crafted designs use complementary colors for most of your design, and use contrasting colors for important information like a call to action. Speaking of CTA...
Reason #2: THERE'S NO GOOD CALL TO ACTION
It happens to the best of us when we're not actively thinking about design – Like billboards where the only call to action is a huge QR code, or websites and print marketing with no direct call to action at all. On the flip side of things, you don't want to use bright buttons with contrasting colors all over your design, or have too many options for action. This ultimately causes visual overstimulation and confusion. When presented with too many options or unclear CTAs, people lose focus. A few simple call to action "buttons" in a contrasting color, written in first person (like "Schedule My Consultation" or "Get My Free Quote" instead of "Start Your Estimate Process") will work wonders.
Reason #3: THERE'S NO CONTACT INFO
Whether it is a billboard you're passing at 50mph or an emergency repair service web site, you need to create easy avenues for clients to contact you for service. Offer multiple ways to contact you. If an insomniac is up late looking at kitchen remodeling options and wants more information, they're going to want to email you or fill out a form. If a homeowner's pipes have just burst, they're going to make a fast phone call. Maintaining up-to-date contact information is also good for your web site ranking.
Reason #4: THERE'S NO AUDIENCE
Social media marketing can be great, but only if you have a fan base with whom to communicate. A website highly optimized for snow plowing service in Bergen, North Dakota won't be effective (considering the town has a population of 7). Focus your marketing efforts where you'll get the most bang for your buck. At the same time, don't cast so wide a net that your marketing efforts get too diluted to have an impact.
Reason #5: YOU HAVE A BAD REP ONLINE
More and more, people are relying on the reviews of strangers on the internet when making their decisions. Aside from extreme emergency services where the first visible phone number is the winner, your prospective customer has incredibly easy access to your online credibility. With a simple search of your business name, your Google listing and reviews as well as other sites like Facebook, Yelp, etc. all will pop up.
If you have a one-star review average over multiple website – you are not going to get that call. At that point, it doesn't matter what your website looks like or how well you rank. A bad online reputation will make sure your phone doesn't ring.
The only ways to fix that are to 1) know they are our there and 2) actively work to build up additional positive reviews to improve your review counts and rating averages.
Reason #6: YOU HAVE LIMITED LEAD STREAMS
Today, there are more potential avenues for a customer to connect themselves to a business than ever before. From organic optimization to local listings to social media to paid ads to associations to referral programs to little league sponsorships, there are a near infinite marketing opportunities out there. While you don't have to do all of them, it is important to at least do more than one.
If you limit yourself to a single potential lead stream, you are putting yourself at risk. SEO is continually growing, local optimization and Google Maps are always changing, Google Ads competition can dictate rapid swings in costs, business-to-business referrals can dry up. While you don't want it to ever happen, it can and it has before. If you don't diversify the way that clients can find you, you risk having no clients find you at all.
So what can you do about these issues? With Footbridge Media, we already work with you to guide your design, user experience, optimization, review management, and your overall marketing strategy. If the time is right, our design teams can "overhaul" your existing Footbridge Media website to give it a brand new look and feel while retaining your optimization victories. Contact your marketing consultant if you have questions about any of these points.
If you're not already a Footbridge Media client, we can help guide you in the right direction with our contractor marketing program!
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
