By March 22, 2020, more than 101 million Americans were placed under a stay-at-home order because of the coronavirus. On March 23, there were more than 35,200 confirmed cases of COVID-19 in the United States. Unfortunately, leading scientists and medical professionals believe that the number of cases is much more than this estimate because of a lack of testing.
While the world seems chaotic, people will still need to get home services during and after this crisis. Septic tanks need to be pumped, and pipes become clogged. Whether you are an electrician or a roofer, your services will still be needed. By carefully planning out your marketing strategy today, your business will come out of this crisis stronger than ever. The COVID-19 crisis will end at some point, and smart businesses will be ready to take advantage of the world’s new situation.
Consider the New Reality
Even if a vaccine magically appears tomorrow, this crisis has already changed how people live their lives. Now, people possess a heightened awareness of how interconnected humans are. They are more likely to notice someone cough or sneeze nearby. Standing too close to someone and shaking hands are more likely to make someone feel uneasy.
For contractors, this means that the way you do business has to change slightly. People want to know that they are protected, so you need to take precautions when you enter a client’s home. More importantly, you have to communicate these precautions to your customers.
Promote Your Efforts
When you do something that adds product value for your consumers, you generally have to tell the consumer about what you are doing. If you do not tell them, it is like the benefit does not exist. You will personally get to enjoy playing your part in reducing the spread of COVID-19, but you will not get to enjoy the business advantages of doing this if your customers are unaware of your efforts.
You can start by using the recommendations of the Centers for Disease Control and Prevention (CDC) for your staff members. If your staff members are not already doing things like washing their hands and staying home when they are sick, it is time for them to start. By communicating the steps you are taking with your team, you can reassure your clients that you are protecting them. Plus, these precautions will help you protect your staff members as well.
Now Is The Time to Start Generating Awareness
Advertising your products and services right now can be challenging. You definitely do not want to seem like you are trying to profit from a crisis. Instead, your goal right now should be to raise awareness and stay relevant. This is especially true for companies in states with stay-at-home orders because you might not be able to actually go to a client’s property right now.
Many people are stuck at home right now because of stay-at-home orders and self-quarantine requirements. Because of this, many of your clients are spending more time on Facebook and social media than ever before. If you want your marketing message to really resonate, this is a great time to communicate with your clients.
Limit Your Advertising
While I do not recommend advertising your services if there is a shelter-in-place order in effect, you can still post photos of your completed projects. You can use your social media account to show off projects in progress and do-it-yourself videos. Right now, your main goal is not to market your products. You want to stay relevant and make sure your brand remains a focal point for your audience.
Most likely, your audience is bored and running out of things to do at home. By daydreaming about updates to their garden or a new renovation project, they have a chance to escape reality for a little while. Once the crisis is over, they will tackle the renovation and repair projects they have spent so much time daydreaming about. If you plant the idea’s seed now, your business will be able to harvest the fruits of your labors later on.
Preparing for the Future
If we can flatten the curve and reduce the number of COVID-19 cases in the United States, things will start to return to normal. At this point, you will need to begin actively advertising and promoting your business again. By raising awareness and staying relevant during the crisis, you will make your future advertisements more effective.
While each business is different, you will probably want to consider using Google Ads after the crisis has passed. During the crisis, you can use Facebook ads and social media posts to raise awareness. By using Google Ads after the crisis ends, you can convert your Facebook audience.
Home repairs and maintenance work are necessities for American households, so there will be pent-up demand to meet after the crisis is over. If you can position your company well today, you can reap the benefits of your work tomorrow.
If you’re looking for more digital marketing ideas for home improvement companies and contractors, we can help! Core6.Marketing can answer your questions about Google Ads, Website Design, Paid Advertising, Social Advertising and more. Please contact us today to learn more about how to grow your contracting business online.
Article by Phil Fisk
CEO, Core6.Marketing, Inc.
831-789-9320
