6 Ways to Gain an Edge with Your Moving Company Advertising
- August 27, 2019
- By: Vonigo
This article about moving company advertising is by Dustin Felder of Neely’s Van and Storage.
Knowing how to advertise your moving company in the 21st century can be a little tricky. And, it should be no surprise that a lot of good movers close up shop simply because they are not able to market themselves properly.
Let’s look at how you should approach moving company advertising so that you have an easier time finding clients.
How to Gain an Edge with Moving Company Advertising
Many large moving companies spend as much or more than half of their net proceeds on marketing. They know how important marketing is for the growth of their business and how much it would suffer if they didn’t manage it properly. So, you’ll do both yourself and your company a huge favor by upgrading your marketing strategy.
Remember that a company cannot succeed if it doesn’t have a reliable customer base to work with. And with moving businesses, you always need to be finding new customers in order to thrive.
1. Be a Niche Brand
It is hard to overstate how important it is that you have a good, recognizable brand. Without having one, it will be really hard to approach moving company advertising properly. You need to figure out what the philosophy behind your brand is, and then use that philosophy to design the rest of your marketing strategy.
Now, you might think that you should advertise yourself as the “moving company that is the best at everything” but this is not true. Claiming that you are the best in everything is both counterproductive and untrue.
Customers know that there is no company that is the best at everything, which is why you need to find a niche. That way, you will have an easier time marketing your business properly and reaching your targeted market. Maybe it’s specializing in moving pianos, or relocating students. Or maybe you make regular trips between two specific states and can offer competitive prices along that route. Find a unique thing that your competition can’t beat you on — one that will both set you apart and keep you busy year-round.
2. SEO and PPC
You cannot talk about online marketing without considering SEO (search engine optimization) and PPC (pay per click).
Optimizing your SEO is necessary for the long run. It provides a more organic way for your customers to find and contact you as it works with search engines like Google. But, that doesn’t mean that you shouldn’t invest in PPC. PPC is great when starting your company as it allows you to easily experiment with marketing. With it, you can test different strategies and see what works for your niche.
Once you get settled, our advice is to use PPC for promoting seasonal content like discounts or special services. With PPC, you will have a much easier time getting a short boost in your traffic, while an optimized SEO will help you keep that traffic going.
3. Beta Test Your Website
Beta testing your website means that you should have people who were not involved with creating it, and who know nothing about moving, to help you test it.
Remember, having a vibrant, easy to navigate website is a must for any serious company. Our advice is that you hire an experienced professional to help you optimize yours.
Once you are done designing your website, ask your testers to spend some time browsing it and give you their honest impression. Or you can offer your customers a discount for reviewing your website. That way, you will have honest feedback at how intuitive and easy to navigate your website is and what you need to do in order to better optimize it. Remember that the goal of your website is not only to look good and be informative but to actually get more bookings.
4. Seasonal Content
Another important thing to remember is that you need to keep your website fresh. This means updating it regularly, of course. But, it also means that you should promote seasonal content when necessary. By studying your client base and working with them, you should come up with services that will make their relocation easier.
If you are a mover who deals mostly with students, offer college moving discounts at the beginning of the semester. If your clients are mostly situated in Sudbury, help them get the necessary packing material in Sudbury.
Try to think as if you were your own client in order to figure out what to offer and when. Ideally, you want to find something that will make you easily stand out among the competition.
5. Customer Testimonials
Customer testimonials are becoming a vital part of a moving company website or search engine listing. Ask your clients for feedback. If their feedback is positive, you can ask them to sum up their experience in a video or written testimonial.
Remember, testimonials are all about honesty. Studies have shown that people consider a review three times more trustworthy if there is a photo next to it.
6. Using Social Media for Moving Company Advertising
Social media sites like Facebook and Instagram will allow you to buy targeted advertising in addition to the content you publish on your main social channels.
Use the targeting tools available on Facebook to reach a very specific audience. You can filter them any number of ways, including by geography, interest, age, and a lot more.
You can also take advantage of ad retargeting with Facebook and Instagram. When a customer has visited your website, if you have the Facebook Pixel installed on your site, you can continue to show them ads when they’re on Facebook. Chances are you know exactly what we mean because you already have advertisers that seem to “follow” you with targeted ads.
Combining all six of these tactics will give you a comprehensive advertising strategy. Once you have all of these tactics in play, your job will be to continually find ways to improve. Check your stats, ask for feedback, and monitor your performance numbers. When something works, invest more heavily in it with both funds and time. If something isn’t working, either make improvements or consider abandoning that tactic to try something else.
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