Updated: Sep 24, 2022
In this webinar, Fusion Digital partnered with Bergan KVD for a Culligan Dealer Town Hall. We discussed five ways to make your marketing work for you, that shouldn't cost you any extra money.
We love educating our clients so that they can have ownership of their marketing strategy and be partners in building marketing campaigns. So when BergenKDV invited us to speak to Culligan dealers about 5 ways to make your marketing work better without increasing your spending, we were eager to jump right in!
The five-step approach is simple but effective, and the best part is that anyone can do it.
Let’s start with Be Introspective. To be introspective, Culligan dealers must first realize that they know more about water than their audience and be confident in that. Now just because you are the expert, it doesn’t mean your audience is always listening. In order to get them to listen, you must first discover their questions. Doing regular research and inserting yourself into the conversation, be it on blogs, forums, or tweets, will give you data that will help determine what your audience is actually looking for.
You also want to make use of Google Trends and keyword research so that you can see what people are searching for, particularly in your area. Once you have gathered all the information, you can then build on the best way to market the various products or services and speak to the real issues raised by your target audience.
Now that we understand what our audience is looking for, it is time to use that information to Be Local. While you are answering to their needs and servicing the community, that doesn’t mean that you are part of that community. People like people, and they like people they can trust even more. The best way to build trust within your community is to show support. You might want to sponsor a local sports team, take on social impact initiatives in your community, or simply run events for our community that keeps you connected.
Other ways to show that you are local and understand your community is by tweaking your message to include EPA reports about the water quality in your local area or discuss area-specific issues such as brine-restricted areas. Don’t only connect to your immediate community but also to the outlying areas that are also part of your Culligan territory.
Just because you might be doing all these great things within your community does not mean that anyone actually knows about it. That is why putting an emphasis to Be Social is extremely important. If you don’t already have one, setting up accounts on Facebook, LinkedIn, Instagram, and other social media platforms is essential. Use those accounts to self-promote the initiative that you are part of. Share photos of events or unique and hyper-local relevant content so that you are associated with the Culligan brand in your local community. There is no need to feel self-conscious or afraid to share. People want to see that you are human, trustworthy, and knowledgeable – this is how to make that happen.
While social media is an amazing tool to get recognition, there is a lot you can do without having to spend too much time on it. Be Automated to allow yourself to grow your business in a time-efficient manner. Email marketing and automation have the highest ROI of any online marketing channel. So make it a habit to collect client email addresses and start segmenting your lists. You can choose to target residential clients, commercial clients, or send out promotional emails to your entire list. Once those lists are built, it is simple to run customized and specific automated campaigns so that your lead generation work is done in a fraction of the time than doing it manually.
With all that has been discussed so far, you need to make sure that you are standing out above the rest. The best and most effective way to Be Unique is to create unique and specialized content about your location, community involvement, and your specific Culligan dealership. Ultimately it is the combination of all the steps that makes you truly unique.