As you’re no doubt aware, most savvy customers use the internet to research an ever-increasing number of their buying decisions. This is true when it comes to a purchase like privacy film, so how you market your business online has a huge impact on your bottom line. Here are some general strategic hints for positioning your company well.
Fill The Gap Between Your Customer And The Manufacturer
Hopefully, you’ve been in the film and tinting industry for many years and have a great depth of knowledge about all of the various products and treatments you can provide for your customers. The websites of manufacturers and suppliers like 3M hold no mysteries for you; you know exactly what the difference is between the dozens of products you use to meet your customers’ privacy film needs.
Your website should recognize and celebrate how valuable that specialized knowledge is by sharing it with potential clients. Don’t be afraid to teach your visitors! In the film industry, manufacturer’s websites are rarely helpful to would-be buyers, so they’re going to end up learning about their options on retailer’s websites. If the site that teaches them everything they need to know about privacy film happens to belong to a business just a few miles away, who do you think they’re going to call to install film in their office?
Online Marketing Fundamentals
You can attract more potential customers to teach through careful search engine optimization (SEO) and pay-per-click (PPC) advertising. These are venerable online marketing techniques with a proven track record of increasing traffic to your site. Make sure that you take steps to make your site useful and persuasive first, though! Attracting extra visitors is useless if they end up bouncing back to the search engine results page twenty seconds after arriving.
Of these two online marketing techniques, SEO is the slow burner and PPC is the fast popping firecracker. With SEO, you’ll gradually improve your organic search engine performance over time until your business is one of the top results that comes up when people look for privacy film in your area. It takes time to do good SEO work, but the results are long lasting. In contrast, PPC ads instantly give you access to first-page slots on the search engine results page. These cost money, and all of this exposure disappears the instant you stop paying.
Speaking very generally, it’s a good idea to engage in both SEO and PPC marketing. Follow a consistent long-term SEO strategy to improve your site’s prominence permanently, and use PPC campaigns to attract extra attention when you need it – during sales, and so forth.
Don’t Be Coy About Pricing, Scheduling, Or Other Key Details
A lot of professional marketers – and their clients – consider lead generation to be the ultimate goal of online marketing. There’s nothing intrinsically wrong with this attitude, and you may use it yourself, especially if your primary focus is on servicing big clients in a business-to-business model.
It’s a grave mistake to hold vital information about your services hostage behind a request for contact information, though. Don’t hide your pricing menu behind a “request a quote” button. Potential customers who run into this sort of thing will not hesitate to punch the back button on their browser and find a film company that’s upfront about their costs.
Exceptional Customer Service Is Still Asset # 1, Even Online
One important factor to bear in mind with modern online advertising is that word of mouth is more important than ever. When commercial or private customers are interested in buying privacy film, they’re still likely to turn to friends and relatives for advice first. The only difference now is that that information may flow through publically accessible online channels.
Make sure your company always delivers the highest possible standards of service so that your word of mouth reputation is as positive as you can make it. Negative online feedback can be a tremendous thorn in your side, and it’s expensive and time-consuming to get rid of it.
Actively cultivate positive feedback by inviting happy customers to spread the word about your business. Provide easy buttons for sharing your content throughout your site, and don’t be afraid to ask for testimonials and reviews on third-party sites (e.g. Yelp, Google Maps).
The specific steps you take to market your privacy film company will have to depend on your situation and the kind of customers you’re trying to attract. In general, though, the strategic advice provided here should be useful to you in just about every situation.…