Now that Autumn has kicked off, most Australians brace for a gradual drop in temperature over the next few months and home owners inevitably look to batten down their heating requirements for the colder part of the year.
It makes sense that the next convenient period for household maintenance will be the Easter Holidays, which will generally stretch this year in most parts of Australia from Good Friday (25 March) to 11 April.
This represents a great opportunity to book yourself solid during the period, and one of the best and most cost effective ways of doing so is via a targeted digital marketing campaign between now and then.
A very simple strategy could involve a series of 'boosted' weekly Facebook posts, plus a dip into the world of pay-per-click (PPC) marketing, and the development of a dedicated 'landing page' on your website specifically tailored to ramp up your Easter holiday workload.
The best way to manage a seamless campaign is to ensure your sales message (whether it’s a call to action, incentive, both, or something else) is consistent across all platforms.
This might include a lead catchphrase such as “Warm your house for winter” or “Escape the chill with our Easter special”, which is drummed home wherever prospective customers click through to.
'Boosting' or 'sponsoring' a Facebook post is a simple and fairly cheap way of getting your message through to people who 'like' your page AND their friends, as well as groups you can target according to geographic location, age and gender.
You can also choose a time-frame for the post to be distributed (one day, one week etc.) and a budget. Your budget will determine how many people ultimately receive your post on their newsfeed.
Facebook will estimate the 'reach' of your post when you choose the amount you'd like to spend, and you can play around with parameters before going ahead with your campaign.
Another way to reach a large audience quickly is through search marketing with Google Adwords where search terms are used to link to your campaign. This means if someone uses those terms your ad will appear at the top of their search results (clearly marked as 'Ad').
But of course if you’re a time-poor small business, it’s likely you might not know the best way to choose keywords for your business which is why a marketing company and their experience can be invaluable for your business.
This means you can get found for the more profitable work you do like kitchen renovations or deck lights rather than ‘changing a light fitting’.
Another thing to consider is that your marketing efforts won't amount to much, however, unless you provide your potential customers with an easy way to convert their interest into a transaction or booking.
A simple landing page on your website that is properly aligned to your campaign message and provides buttons that easily facilitate transactions or bookings is therefore essential.
And once again, a marketing company that offers all these services will make these changes super easily for you rather than having them done separately or trying to manage it in between your electrical customers.