A short video by Kenny Chapman (the 'blue collar coach') outlining six practical marketing habits for service businesses: be congruent (consistent messaging), utilize free publicity, maintain social media and email outreach, run repeatable direct-mail/campaigns, self-educate about marketing even when using agencies, and simplify/clarify messaging. The advice targets trades businesses (plumbing, heating, electrical) and emphasizes repeatable, sustainable processes.
Chapters
Hey, my friend Kenny Chapman here, the blue collar coach with a message this week about habits of smart marketers. Now if you've read my book the Six Dimensions of Change, you know that habits is the h in change. And habits affect everything we do, whether it comes to our leadership style, our marketing skills, those types of things. And we are in the marketing business. Plumbing, heating, electrical, those are things that happen as a result of effective marketing. Now the first thing is be congruent. You want things to have the same messaging, to have certain things that go throughout. You need your team to understand what is being said to the marketplace, what your offers are different, things like that. Too often I'm on site with companies and I see that they're blasting a client has a coupon for something, technicians don't even know that it's out there. Make sure you have consistency and congruency there. Secondly, utilize free publicity. It blows my mind how much opportunity there is to get on the news, to call with stories, be proactive and reach out to people based on time sensitive things and how how our industry impacts people's lives. Newscasters are always looking for stories. Make sure you're utilizing those things. 3. Social media email. Make sure you're staying in touch. Certainly it's important to have an email campaign. It's also very important in today's world to strengthen and broaden your social media presence for sustainable processes. These are the things that you have the same things trigger every single month. Whether you're sending your monthly email newsletter, your quarterly hard copy newsletter, the different ways that you stay in touch, the different seasonal campaigns. I had a buddy that sent a client buddy of mine sent the same direct mail piece every fall for 20 years, the exact same piece. And it was sustainable and it worked. 5. Educate yourself. I don't care if you're working with an agency right now we've got some Titanium members going through some challenges based on agencies and lack of follow through different things. Even if you're working with agencies, you've got to know enough about your marketing. You got to know enough about your plan. Don't just rely on them to make your phones ring. This is something you need to take very seriously. 6. Simplify and clarify. When it comes to looking at your messaging, looking at how your voice is being perceived in the marketplace, one of the things we always preach in Titanium Keep it simple. A confused mind never buys. So you've got to make sure that you are communicating effectively with your client. Master these six things and make yourself one of the smart marketers until we talk again, my friend. Have a better than fantastic week, and I'll talk to you soon.
