How would you answer the question “Who are your target customers?” The common answer to that question is “everyone”. However, it would be very expensive and time consuming to try to advertise your roofing services to everyone.
Even though it may seem that “everyone” needs a new roof, not everyone needs one right now, and not everyone is your target customer. If you take the time to really identify the type of customer that matches up with your roofing companies style you can target your marketing towards your most receptive audience and dramatically increase the effectiveness of your marketing.
1 - Ask yourself: “Who are my customers?” Take a look at your last 10-20 roofing customers and see what traits they have in common. Do they all live in a similar type neighborhood? Do they all have similar economic profiles? Did they all have similar types of roofing problems leading them to call you in the first place? If you can’t get a clear picture looking at your last 10-20 customers go farther back in your records and you will begin to see some patterns.
2 - Once you have some patterns identified ask yourself what is the best way to reach these people. Have you been successful in attracting younger tech savvy clients searching for roofing on the web, or does your niche seem to be older non-tech users? The answers to these questions will help you begin to see what advertising methods could be the most effective for you and keep you from advertising in places your best customers are not looking.
You may find that you have a few distinct groups of customers that you have been successful with. This means that you have a great opportunity to develop different marketing pieces tailored to that specific group. Now you can send out a few targeted marketing pieces to customers that you can be confident you can have good results with instead of sending out one generic message to the masses that may or may not have the results you were hoping for.
For example if you find that you are having good success in re-roofing mid-level housing with asphalt shingles would it be as effective if your ad featured pictures of large homes with tile roofs? The opposite would be true as well.
This is just scratching the surface of how you can use your past customer data to help you fine tune your marketing campaigns. If you do you will be able to save a lot of time and money, things we could all use a little more of!
Identify patterns in your existing customer base and use this information to tailor your marketing to better appeal to customers like them.