If you’re spending big money on marketing, you’re probably wasting it.
Some of the best marketing that kitchen and bath professionals can do costs the least. Some of the most powerful promotion costs nothing at all. You can take the “price” out of your promotion and make a maximum impact for a minimal investment.
Step one in that process is to identify and promote your “Only.” This million-dollar marketing word can turn a bland brand into a killer commercial.
Are you the area’s ONLY kitchen and bath specialist who is also a Certified Living in Place Professional? Is yours the area’s ONLY award-winning design firm? Is yours the ONLY one that offers such a wide variety of cabinets? Tell me what only you do, and I’ll work only with you.
Once you have identified your “Only” phrase, include it in your social media profiles and in the “About Us” section on your website and Houzz site. Establish your expertise in the local marketplace, and communicate your credibility through videos, blog posts, articles and social media commentary. Use these low-cost and no-cost platforms to address kitchen and bath industry challenges, changes and trends. Include information wherever and whenever possible about your industry experience and accomplishments.
Make blogging the focal point of your “Big Splash, Little Cash” marketing campaign. Use your blog to offer solutions to the key problems your clients face. Your blog can:
· Boost your credibility
· Attract prospective buyers
· Establish you as a resource for the trade media and other industry “influencers”
· Enable you to start conversations about industry trends
· Enhance your search engine rankings
· Drive traffic to your website. Studies show that websites with blogs get 55 percent more visitors than those without them.
Expand one of your posts or articles into a short report, and grow your database by offering the report online at no cost to those who provide you with their contact information. Then reach out to that database on a regular basis. Get into the “smile and dial” habit; make 10 contacts a day to those you need to know, and you’ll pump up your promotional pipeline in no time. Share that online special report with industry bloggers and the trade media, and offer to assist them the next time they’re looking for an industry expert to consult or quote.
Writing articles and columns and submitting news releases to industry and general media outlets are great ways to generate free publicity – the best advertising that kitchen and bath pros can’t buy. Savvy design professionals also use public speaking as an economical and efficient way to position themselves as industry authorities. Presenting seminars, classes and workshops to groups of prospective clients is smart marketing at its best.
You need not – and should not – fly solo in your personal marketing efforts. Partner in your promotion by aligning with allied professionals, and seek marketing support from vendors and suppliers. The good news is that you don’t need a big marketing budget to make a big marketing impact. There’s no need to be rich to get recognized. You can use no-sweat, low-cost marketing strategies to make a big splash for little cash.
Fred Berns, a design industry coach and copy writer, is the author of the audio program entitled Million Dollar Marketing on a Shoestring Budget.