Whether you’re a seasoned pro or just starting, your sanitation business needs a comprehensive marketing plan. 2021 marketing trends utilize customer-focused marketing. Customer-focused marketing allows your current and potential clients to feel a closer connection to what your business offers. How can you use this style of marketing to your advantage?
As you consider your sanitation business’s financial growth planning, be sure to prioritize a marketing strategy as well. Whether you have an in-house marketing team or outsource the work, creating a plan is the best place to start. Let’s explore how you can market your sanitation business and expand your reach.
Benefits of Video Content
When you look at your current marketing plan, is it clearly helping customers learn about your products or services? One of the most effective ways to educate customers on your business offerings is to provide video content.
Video content includes live videos, recorded clips, vlogs, animations, webinars, and more. We live in a visual world, and often, video content is the best way to grab and maintain customers’ attention. Make sure you know what goal your trying to achieve when planning for video.
Educational videos are often the best choice for the sanitation industry. In an industry that is not fully understood by the general public, educating customers about the function of restroom trucks, trailers, portable restrooms, and mobile handwashing stations can go a long way!
If you’ve never created video marketing content, it can be intimidating at first. Before you dive headfirst into a video project, study other marketing videos online. Take a look at what your competition creates and determine whether or not you think they reach their audience. A great place to start is YouTube. Once you’re ready to make your video content, follow these steps:
- Identify your goal
- Write a script
Today, videos can easily be filmed and edited right from your smartphone! Then, easily uploaded to your website, social media channels, or shared in any other way.
Video content will help expand your audience reach, especially when adding it to your website or other social media pages. Customers today are more likely to purchase products if they have access to a video that demonstrates or explains the product.
Build an Online Presence
Even if you create the best video content in the entire sanitation industry, if no one sees it, it won’t help you market your business. Social media is a valuable marketing tool because it is easily accessible, and it allows your business freedom to put out whatever content you want.
Customers appreciate gaining as much information as possible about a business before purchasing a product or service. So the more online networks your company is a part of, the better. There are many popular social media platforms used by business owners and customers alike, including:
Using social media in your marketing strategy is wise because you can cover a significant reach. In addition, online accounts are free, so you don’t have to pay to put out content unless you want to budget for ads.
A Few Ideas For Social
To stand out online, you’ll need to get creative. Humor is one of the most tried and true ways to grab customers’ attention. Can you create jokes about the sanitation industry and share them on Twitter? How about participating in current TikTok trends and tailoring the content to your industry? The more you can think outside of the box, the more your business will stand out online.
Since forming an online presence increases your visibility, you will also experience improved lead generation, higher search engine rankings, and an expanded audience reach. To get the most out of your social media posts, consider sharing things, such as:
Have fun, get creative, and grow your customer base.
Try to Budget for Google Ads
Did you know that over 60,000 Google searches are made every second? Google is one of the most efficient ways to expand your business’s reach because of the sheer volume of people who use Google each day. However, your company can get lost in the sea of information if you don’t target the correct audiences with Google Ads.
Google Ads allows you to customize your demographics to reach more people who are likely to purchase your products. This customizable feature is called demographic targeting. In demographic targeting, you can narrow down your audience based on factors like age, location, gender, income, and occupation. Further, you can pursue in-market targeting or affinity targeting. This is where identifying your customer really comes in handy.
NOTE: Market Targeting
“In-market targeting” will show your ad to people who have previously searched for products or services like yours. Since these users demonstrate an intent to purchase, it is easier to secure a lead. For example, if someone has already searched for portable restrooms for a live event, Google will show them an ad for your sanitation company.
This is a great way to gain traffic to your website and get more phone calls and email leads!
Digital Customer Profiles (affinity targeting)
Google optimizes affinity targeting based on gathered data. They will show your ad to someone with a demonstrated interest in the product or service your company provides. For example, if someone watches videos of septic truck maintenance tips on YouTube, Google gathers that data and shows them an ad for your sanitation company.
Google also allows you to use location keywords in your ad campaign. Location keywords ensure that your advertisements are shown to people in the geographic areas you operate in. For example, if your business operates in a specific region, such as the Midwest, it is vital to market to customers living in the same area.
As a sanitation business, you probably have no desire to spend money on ads that get shown to people who are looking for a new dog food brand, a trusty pair of winter boots, or classroom supplies. Exclusions are a fantastic feature on Google Ads because they allow you to narrow your reach to a high-yield audience. For example, you can exclude things like:
Online advertisements are an effective marketing tactic to reach your desired audience if you plan and budget for it. Be sure to research and fully understand your target audience before paying for a Google Ads campaign. Satellite Industries can help you with the planning.
Network at Online Events
One of the best ways to network in the sanitation industry is to attend live events. However, this has been nearly impossible over the past year. As technology becomes more accessible, trade shows and live events are moving online. Digital connections can generate leads too!
Digital events save your company money when live events aren’t an option. In-person events require travel costs, logistical expenses, lodging, and time away from home. Participating in a virtual networking opportunity allows you to reach a large audience without racking up additional costs.
Live-streamed events help boost your online presence by putting a face to your company name. When you interact with customers in a live setting, you gain trust and loyalty.
Keep an eye on what your competitors are doing with their platforms, and see if your company could utilize the same or better tactics.
Don’t Lose Out on Valuable Leads
When it comes to the sanitation industry, it is vital to participate in as many forms of digital marketing as possible. Successful marketing strategies for the sanitation industry often require businesses to get outside of their comfort zones. Create video content, establish a social media presence, utilize Google Ads, and participate in online events to maximize your reach.
Find ways to stay creative with your digital content because marketing shouldn’t be drab. Get to know your customers and reach them with humor, educational content, and demographic targeting. If you take the time to establish a robust marketing strategy for your sanitation business, you will achieve higher levels of growth in no time.