In the realm of fencing business, your clientele can be categorized into three distinct segments: customers, prospects, and suspects.
To optimize your advertising expenditure, it’s imperative to prioritize your focus on customers foremost, followed by prospects, and lastly, suspects. Contrary to conventional practices where companies typically target suspects initially, then shift focus to converting prospects, and finally prioritize customer retention, profitable enterprises prioritize their existing customer base.
Customers
Your customers are the lifeblood of your business, comprising those who have already transacted with you. While they may represent the smallest segment of your market, they are undeniably the most valuable. After all, 100% of your profits stem from this group. Your objective here is not merely to secure their initial purchase but to foster enduring relationships that encourage repeat business and referrals. This entails maintaining close proximity to them. Refer to the subsequent section for actionable insights on nurturing these vital connections.
Prospects
Prospects encompass individuals who have shown interest in your offerings by reaching out, visiting your establishment, or even passing by your premises. This demographic constitutes your second most crucial market segment. Your goal is to actively engage with them through various innovative means, ideally capturing their attention early in their purchasing journey when they are considered “cold” prospects, and subsequently nurturing them into “hot” prospects.
Suspects
Suspects represent individuals within your target market who have yet to become aware of your brand. While they might seem less significant, they still hold potential for future conversion. Your objective here is to capture their interest and secure their contact details, initiating a long-term relationship that can potentially transition them into prospects or customers.
Implementing Strategies for Enhanced Customer Engagement
Outside Media:
Strategically place signage on customers’ properties during installation.
Extend the visibility of your brand by leaving up signs for as long as permissible.
Enhance brand recognition by affixing your company’s name, logo, and contact details on the fence using decals or permanent markers.
Optimize your building signage to be more customer-oriented.
Foster community engagement by organizing events like a “fence palooza” at a local venue or hosting open house parties.
Direct Mail Media:
Personalize customer interactions by sending birthday cards to both homeowners and their children.
Stay top-of-mind by periodically mailing postcards reminding customers of your services.
Nurture customer relationships through printed newsletters and thoughtful thank-you notes at various touchpoints.
Utilize direct mailers to promote exclusive offerings like the NVP Timberland Collection.
Personal Media:
Establish a birthday club to celebrate milestones with your customers.
Offer a customer-only texting service to provide personalized updates and offers.
Demonstrate your commitment to customer satisfaction by conducting annual fence audits.
Leverage face-to-face interactions to solicit referrals and conduct follow-up calls or visits to maintain engagement.
Internet Media:
Leverage the power of social media platforms like Facebook, Instagram, and Pinterest to amplify your online presence and engage with customers.
Keep customers informed and engaged through regular email newsletters and updates.
Encourage referrals through online contests and promotions.
Provide valuable tips and insights via platforms like Instagram and Pinterest to extend the lifespan of customers’ fences.
Enhance visibility by listing your business on platforms like Houzz.com.
SUMMARY: By adopting a customer-centric approach and leveraging diverse engagement channels, you can forge deeper connections with your clientele while optimizing your advertising expenditure.