During the COVID-19 pandemic, many small field service businesses didn’t survive. Those that did stay afloat had to cut costs drastically and make budgets stretch. If you’re searching for cost-effective strategies to boost business and keep up with the competition during this time, here are some DIY marketing ideas for small businesses in the field service industry.
5 DIY Marketing Ideas for Small Business
Word-of-mouth advertising can be a very budget-friendly marketing idea for small businesses. One surefire way to boost organic (a.k.a. free!) word-of-mouth advertising is to focus on developing a great company culture and delivering superb service. When your employees are happy, they work harder for your customers, making your customers happier. Happier customers are more likely to recommend your business to their friends and family. Positive word-of-mouth will help boost trust, confidence, and loyalty for your brand.
Free or low-cost email marketing platforms can help you keep in touch with your clients, making sure your business is top-of-mind the next time they need service. While there are paid email marketing platforms, there are also a number of robust free services available to you. For instance, Sendinblue is a free platform that allows for an unlimited number of contacts and lets you send up to 9,000 emails per month. This is an effective method for nurturing existing customer relationships and building customer loyalty.
Social Media Marketing
One way to stay in touch with customers and introduce yourself to the community is through social media marketing. To begin, find out where your customers are. A Facebook business profile is a great place to start, as the average U.S. adult spends 34 minutes a day on the platform. Field service businesses may find the Nextdoor app an especially beneficial place to post and have a business listing as the platform is hyper-local and should include many homeowners that need field services.
Leveraging connections is another great marketing idea for small businesses. Networking can occur on any social media platform, such as with friends and family members on your personal social profiles, but also with other businesses on platforms like LinkedIn.
LinkedIn is a great way to promote your business, learn industry news, and network with others in similar field services. When LinkedIn asked its users for feedback on their site experience, over 35% reported that a LinkedIn message has created a business opportunity for them. The platform can create a gateway to collaborate or build connections with other companies. When businesses work together, they can use collaboration as an opportunity to promote each other’s services and help one another grow.
Referrals for new business from existing customers are the ultimate reward and can result in two perks for your business. First, there is the potential for new business from the customer referral. Second, you now know the initial customer was highly satisfied with the service they received, and the likelihood of them using your field service again is increased. If the new customer also likes the service, they will tell more people, and the clientele network will continue expanding.
Finding new customers requires time, effort, and money. We mentioned this in a recent blog post, but it’s crucial to know in this case too: securing new clients is anywhere from five to 25 times more costly than maintaining old ones. For this reason, customer loyalty is essential for small businesses with limited budgets. One method to win loyalty is to develop a solid rewards program. When customers feel valued by a business, they reinvest in that business as needed because they believe in the quality of the service. Offering recurring customer rewards such as discounts on future field services is a testament to the importance a business places on its customers.
The field service industry is large and highly competitive. For this reason, small, emerging businesses must think outside the box when developing marketing strategies. We hope you’ve found these marketing ideas for small business helpful and easy to adopt within your field service company!