So it’s been some time since the Christmas holidays and we’re already in Autumn but you have two choices. Sure, you could sit back and coast your way through until Easter or, you could be proactive and search keenly for the next opportunity to promote yourself.
The Easter holiday period, for example, which runs from Good Friday (25 March) to around 11 April, is a time used by many property owners to catch up on odd jobs and carry out varying degrees of renovations.
This could be a good chance to implement a mini digital marketing campaign, with the ultimate aim of being fully booked for the Easter Holiday period.
A simple, quick-fire campaign that doesn't require months of planning might include a few sponsored Facebook posts, some savvy search engine or pay-per-click (PPC) marketing, plus prominent placement of some kind of special Easter deal on your website's landing page (the first page a visitor sees when they 'land' on your website).
The first thing you need to sort out is a consistent 'message' or 'theme' than runs throughout your mini Easter campaign. It may include a call to action, some sort of incentive, or both.
Calls to action could be something like “Get your waterworks in order this Easter” or “Let us help you over the holidays”. These would be featured in your Facebook posts, search engine marketing and on your landing page.
Assuming you have a presence on Facebook (and if you don't, you really should), sponsored or 'boosted' posts can be an extremely cost effective and powerful way of reaching the people who 'like' your page, their 'friends', as well as geographically, age and gender-specific audiences.
It's also possible to choose the time-frame during which your sponsored post is distributed, with your chosen 'budget' determining how far and wide it goes.
Depending on how much you plan to spend, Facebook will give you an automatic estimated 'reach', with a summary also provided when the boosted post has expired.
PPC marketing, on the other hand, involves nominating particular 'search terms' that you wish to be associated with. When someone searches for these terms, you'll appear at the top of the results in a clearly marked 'sponsored' section.
For example, if you're a plumbing company that services Greater Melbourne, you might want to pay to appear in the sponsored section of “Melbourne plumber” or “Melbourne plumbing” searches.
One of the unique advantages of this is that you only pay when a prospective client 'clicks' to visit your website. 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.
A landing page, as opposed to a 'home' page, is a dedicated page that is designed to convert people from being prospective customers to actual ones.
When someone 'clicks through' to your landing page, it's essential to provide a quick and easy way for them to make a booking or place an order (with a “call now” or “book online” button, for example).
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 plumbing customers.