During my time working with dozens of locksmiths, I’ve been approached to ask for the top keys to locksmith marketing success and I’ve had so many requests for those top marketing fundamentals that I’ve decided to create an article sharing them with you all.
But, before we start, I just wanted to share with you why I think locksmith marketing is such a unique niche that I decided to specialise in it.
Locksmith customers are unique in that they have a pain that needs to be fixed pretty much straight away. If they’re locked out of their house, they need to be let in! While the current recession might lead to some of them sleeping on a friend’s couch to avoid hefty middle of the night charges, they’re still going to need to call you in the morning.
So they need you, and they need you fast. What an amazing business to be in!
So, here are the top fundamentals:
When creating marketing materials to appeal to your clients – especially on the web, don’t make it about you. So don’t start sentences with the word “We” and try to avoid telling them you’re a family business. Marketing needs to be about how you can help THEM.
Precisely define your target market. Make sure you advertise only within the geographical areas it makes sense for you to travel to. There’s no point in advertising in an area if it’s 1½ hours drive away as they will just pick someone closer.
Now the reverse – make it clear how close you are to them and consider offering a guarantee that you’ll be there in an hour or less – it worked for Dominos so it can work for you!
Differentiate. Unless you’re the only locksmith in town, let them know what makes you different. Perhaps it’s your guarantee of arrival within an hour, or perhaps the fact you can break into 98% of locks without damaging the door – but whatever it is, make sure you make yourself stand out. This will cut down on price shoppers and mean you can charge higher prices.
Create a proactive referral program. Your customers are your biggest asset and should be great fans of your company. Make it as easy as you can for them to send you business, by texting them your contact details and arrival time, and then asking them to share it. Make sure you always carry professional business cards and hand them a dozen, asking them to share with friends!
Make sure you have a great website, but don’t make the mistake of including too much text on it. Also, remember that over 50% of searches done in this market are done on a mobile phone so make sure you have proper mobile landing pages! This means they can be better viewed on mobile phones.
Make sure your website is properly optimised so that people looking for a service like yours online can find you, fast. Consider adding yourself to the Maps function of Google as well and also look at Pay Per Click as this will get you to the top overnight.
Form alliances with local businesses such as Estate Agents and Security Firms as they will often be contacted with a need for a locksmith. Aim to refer them business too, and you will form lasting alliances.
Use Social Media where appropriate but don’t overdo it. Take part in the conversation but don’t try to sell – aim for a ratio of 10 friendly interactions at least to every one promotional update. Ideally in your update just ask people to make sure they store your mobile phone number as this is the key thing they need!
I guarantee you this…
If you focus on, and execute these 9 fundamentals, you will have a more profitable and easier year ahead of you. Make sure that the fundamentals are taken care of FIRST, then worry about tricks and techniques that are interesting to you.
Claire Jarrett owns Mesmerised - call today on 01454 838793 for more info!