What information
could your business use for a newsletter, and how often would you send one?
A monthly newsletter (with incentives) could greatly improve our business to
business (B2B) relationships by incorporating Constant Contact. Essentially,
this could boost revenue by reaching out to other business owners that might
need our specialty services in the future. The monthly message would gently remind subscribers that we are available
in a pinch if you need us.
The closer I looked at the MCC marketing Lecture standards, the more I realized that I have an expensive marketing system for meeting and serving our new clients. The concept behind the Constant Contact email system (once established) practically drives itself which is entirely the point. In an effort to capitalize on this platform and become more productive our
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first step would be to market directly to
industry related business who normally wouldn't benefit from a non-monetized referral.
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The next step would be to focus on relationship
that tend to work best within our specific target market. This style of business goes beyond just
dollars and cents but relies on like
business objectives and a sense of humor.
As for the actual content in the message I think customers
and contractors alike should see my Concrete Surface Preparation business as a
problem/solution scenario. For example, if your concrete looks like this
(image) or like that (image), then what you need is a compliant resolution
(image) completed in typically a day. Our mission statement would be “We
respect your schedule, that’s why we made the investment (suggesting equipment
expenditures) to serve you, better—the first time.”
Write a list of
content ideas you think your customers would enjoy seeing and why.
Most general contractors/owner builders who need our
concrete surface preparation services don’t always know where to turn (for a
professional) or let alone compile comparative pricing for the work. In most
cases these job site problems come as an unexpected surprise and can disrupt a
project managers normally tight schedule to a grinding halt. In order to serve
these “emergency” type situations we need to promote ourselves by letting other
building professionals know who we are, and what we do, and how fast we can
respond in a pinch!
Eric, I like your explanation of how Constant Contact basically drives itself once set up. An idea for a content could be a before and after picture with a link to your portfolio of projects you have done. People are still drawn to after/before. In your line of work this would look great.
ReplyDeleteThanks, Lukas
Lukas,
DeleteBefore an after shots are probably the best way to show how a make over can transform a home. Although I do have thousands of images on file (mostly for legal reasons) I unfortunately rarely post them. Most of the clients we serve want to remove and carpets and tile for hardwood. So, in many cases the decision for changing out material is based purely on aesthetics.
...but keep those great ideas coming,
Eric
I agree with you about Constant Contact, as I have used it at my employer's business and we have seen great results. As an idea for content would be Contractors Spotlight. You could highlight what job was the best or most unique that month. This could give your audience ideas for their home or office.
ReplyDeleteHi Tricia,
DeleteThank you for describing your experience with Constant Contact to me as a good and productive tool. There are so many app's available and so little time to try them all--I'll definitely give this one a go and see what happens next.
Eric
Eric,
ReplyDeleteGreat post. I like your idea of before and after photos. I think people are very drawn to them and they are, therefore, frequently very effective. I think your once a month 'gentle' reminder would be quite reasonable without being intrusive or overwhelming.
As far as other ideas for topics, are there techniques to concrete care? Could you suggest strategies so that individuals can avoid having their new work end up back in "before" condition?
Otherwise, no other comments on your solid post.
Thanks for sharing.
Jill
Hi Jill,
ReplyDeleteThank you for posting on Eric's Web Log. Concrete care definitely is an interesting topic for those who do polishing, coloring, and clear coating. Definitely,that is an emerging market and I appreciate that you brought it up. Personally, our work is focused on flattening and leveling a concrete floor with underlayment, but a colleague of mine is in the process of purchasing the polishing equipment for doing exactly what you're describing--which is an exciting direction.
Thanks again,
Eric
I like your idea to show examples of concrete that could use Concrete Preparation with images. I feel images would really help the customers understand the difference in what types of preparation concrete may need depending on the quality and state of the concrete.
ReplyDeleteHI Eric,
ReplyDeleteI agree with what you said about making sure their are incentives for your customers. I will admit when there is something like a coupon in an email i will actually keep the email sometimes.
Weekly incentives is a great idea. Maybe even using different flooring choices on different weeks. Then people could be paying attention and looking for the week that the choice they have, goes on sale.
ReplyDelete