June Lunch & Learn: Smart Strategies for Marketing Your Service Business

Lunch & Learn Topic:

Discuss smart strategies for marketing service businesses, featuring insights from Kimberly Kean's experience growing Gene Johnson Plumbing.

Key Takeaways

• Marketing is a critical investment; aim for 8-12% of annual revenue budget
• Consistency in marketing efforts (12-month commitments) drives long-term success
• Effective operations are crucial to capitalize on marketing investments
• Utilize a mix of digital (website, SEO, social media) and traditional marketing methods
• Track ROI meticulously using software tools to inform marketing decisions

Sponsor: Titanium Partner Federated Insurance Topics

• Federated Insurance explained litigation financing becoming a major issue in insurance claims
• Colorado recently made litigation financing illegal as previously known
• Federated offers free telematics (near-live GPS) for insured companies to track driver behavior

Lunch & Learn Topic Details

Marketing Philosophy and Budgeting

• Marketing budget: 8% for survival, 8-10% for steady growth, 12%+ for aggressive growth
• Consistency is key - commit to 12-month marketing decisions unless told otherwise
• Marketing calendar helps time spending, plan promotions, and manage cash flow

Branding and Messaging

• Brand includes uniforms, CSR scripts, coupons, trucks, signage, office appearance
• Focus on both internal (employees) and external (clients) branding
• Clean, organized workspace and new equipment sends positive message to employees and customers

Digital Marketing Strategies

• Website: Mobile-friendly, fast-loading, clear call-to-action, online booking
• SEO: Hire professionals for best results
• Google Business Profile: Keep updated, upload photos regularly, encourage reviews
• Reviews: Amplify all marketing efforts, use automated process to collect
• Digital Advertising: Google LSAs, Pay-Per-Click, social media
• Track ROI meticulously using software tools (e.g. Service Titan)

Referral and Retention Marketing

• Don't fear over-communicating; customers often forget service providers
• Use mix of coupons, follow-ups, newsletters, thank you cards (mail and email)
• Automated systems can help manage customer touchpoints effectively

Effective Marketing Strategies

• Combine Google LSA and Pay-Per-Click with good reputation
• Invest in authentic, original social media content
• Use retention marketing tools (e.g. G4 Marketing for automated follow-ups)
• Consider TV, radio, billboards when budget allows
• Implement stickers on equipment, memorable business cards, postcards for promotions
• Hire a follow-up coordinator to manage unsold work

Marketing Best Practices

• Be authentic in messaging to attract right customers
• Balance budget across multiple channels; don't put all eggs in one basket
• Schedule regular reviews with marketing agency partners
• Focus marketing efforts within 5 miles of shop location for efficiency

Actionable Starting Points

• Review current marketing budget and adjust if necessary to reach 8-12% of annual revenue
• Implement a marketing calendar to plan and time marketing efforts
• Evaluate current tracking tools for marketing ROI and consider upgrades if needed
• Assess authenticity of current marketing messages and align with company values
• Consider hiring a dedicated marketing manager or agency partner if not already in place