In order to market your house painting business, you must first understand the concept behind marketing. In my own definition, marketing is the act of bringing awareness to your brand.
Have you noticed on your Facebook Feed or Instagram Feed other businesses bringing awareness to their brand? Probably! This could be done in the form of before & after photos, job-site walkthroughs, incentives, giveaways, you name it.
There's never been an easier time in the history of man to get your brand's name to the public with the power of Social Media.
Marketing and Branding go hand-in-hand.
Before we go any further, let's talk about Branding. Branding is all about one thing: Building Trust.
Although we live in a time of ease and convenience in terms of raising awareness, the drawback is the decrease in trust if your brand doesn't convey itself as trustworthy. Example: Your logo and website are extremely clunky, outdated with a ton of typos.
Now, if this is you - with this clunky and outdated website, you may be a very trustworthy individual who takes much pride in their workmanship. However, the market makes an instant decision based on your branding that says: "Don't trust this company"
So, any marketing efforts that were made to gain interest were done in vain because of the poor branding. See how they go hand-in-hand?
With that said, before we talk about marketing your House Painting Business, let's first discuss how to create a powerful brand with a trustworthy online reputation:
- Have a professional, mobile friendly website
According to this article by Broadband Search, In 2016, internet searches on Mobile Devices surpassed Desktop searches. Here's why this effects you: If your website is not mobile friendly, which many are not, Google will not rank your website as a "trustworthy" resource for their customers. My suggestion for you is to hire a company to build you a professional website - this will not only build trust with your customers, but Google will recognize it as a trustworthy resource and help you generate traffic to your website more frequently.
- Get as many reviews as possible online, and respond to them
Good or bad, respond. Don't make the mistake of leaving reviews un-answered, this is a great way to build trust with your potential customers by allowing them a sneak-peek of your personality and the way you communicate. Reviews garnish trust. Reviews say to future customers "Hey, I hired this company, they were good. Chances are, if you hire them, you'll get the same result, if not better" . Again, this builds more trust and credibility.
Responding to reviews is just as important as getting the reviews - good or bad, respond. Although we have plenty of great reviews, it's natural for customers to find out why the 1 or 2 individuals wrote bad ones. We've all done this - and most of the time, we're more concerned about reading the company's response than the review itself. When you respond, showcase your personality and showcase your professionalism. Don't respond out of impulse (Even though we know that the customer who wrote the review is nuts!) always respond with the idea that your future customers will be reading it.
- Use Social Media to showcase your company's professionalism and personality
I will re-iterate. Social media is a powerful tool for any company nowadays, specifically painting companies. Social media will give you a much needed advantage amongst the contractors in your area who have yet to adopt it. You have the ability to connect with your community in a personal way. Don't be robotic. Don't just post before and after pictures - turn the camera on and show your face! Do a job-site walkthrough, do a giveaway, introduce your team...
Remember, the goal of branding is to build trust. The more your local community sees you, gets to know you and your company's vision, the greater chance they will hire you when the need for your services arise.
Now that we've discussed some points on branding, let's talk about Marketing and some ways to market your painting business:
First, we must understand that when people seek out your services or connect with you, they come from a multitude of places. Some will come from Google, some will come from word of mouth, some will come from lead generation services, some will come from social media...
To narrow down my advice for marketing, I'm going to outline a short-term approach (for fast results) and a long-term approach (for long-term results)
Short-Term Marketing Approach:
- Paid Lead Services
If we're just starting out, the best way to market your business is through Paid Lead Services, like HomeAdvisor, Angie's List, Thumbtack, CraftJack, and many others that deliver you leads who claim they are ready to hire a pro. This is a great way to identify Product-market fit, test your production, test your sales process, and to turn a profit quickly.
When I first started my house painting business, I signed up with one of these services and was able to get started right away. One of the greatest benefits was, I was able to "Niche Down" and have them only send me leads for the services that I wanted. For example, we only took leads that wanted Exterior Painting for about 6 months. This allowed me to perfect my process in this area before I decided to take on other job-types.
- Google Ads
It's undeniable that Google is a major marketing source for Painting Contractors in today's digital world. Think about the last time you were thinking of a local restaurant to go to, where was the first place you searched? Google. This behavior is most likely consistent with the many other things you search for, and would be no different if you were looking for a House Painting company to give you a quote.
If you're just starting out, with little to no reputation, the easiest way to get a piece of the Google Action is to pay for Google Ads. Google will shoot you to the very top of the search when people search for whatever service you are advertising, speeding up the feedback loop, and allowing you to get off the ground quickly, without having to wait for an organic reputation to develop.
Long Term Marketing Approach:
- BNI Networking Events
If you've never heard of a program called "BNI", it's a world-wide group of individuals who seek to help grow each other's businesses through the power of referrals. Most chapters meet once a week and hold each member accountable for referring one-another to their network of customers. It's a great resource that will help you get your name out there and more importantly, connect with other local pros that may be in your line of work. For example, if you're a painting contractor, you will most likely draw toward the handyman (for repairs), the pressure washer, and the drywall professional in the group.
The beauty of this structure is, only one seat per trade is allowed. If you happen to occupy the "painting contractor" seat in your chapter, you're the only one that will receive leads from these individuals.
This is a long-term marketing approach - you may not get immediate results, because this system is built off of friendship and camaraderie. Once built, however, it will be a great source for continued business.
- Social Media Presence
When you log into Social Media, you see your friends, your family, maybe a few business colleagues...The premise of Facebook is connecting and building relationships. When people visit Facebook, they're looking to connect and be entertained. That's it. So, as a business, you have got to fit that mould, or else, you'll be ignored.
When you think of a Social Media strategy for your House Painting Business, you must consider how your audience is interacting with the platform you're attempting to advertise on, and adjust your approach accordingly.
My advice is to consistently post before & after pictures asking your audience what they think of the transformation, the colors, the overall look and appeal. Try to generate conversation. If you're bold enough, turn the camera around and connect with your audience in a way that makes them feel comfortable with you. The idea of marketing on Social Media is to not make it seem like you're selling something, make it seem like you're trying to offer value. Remember, connection and entertainment is the main reason why people are there in the first place.
Generating leads on Facebook can take a little while, but it's worth it. When they need your services, they will remember you.
I hope you enjoyed reading about How To Market Your House Painting Business in 2021! If you're interested in learning more, you can follow me on Instagram.
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