Narrow Down Your Service Area

Most ser­vice com­pa­nies would love to be well known all over their city, even a large met­ro­pol­i­tan area. In order for that to real­ly hap­pen, one would need a sub­stan­tial mar­ket­ing bud­get. Instead of try­ing to mar­ket all over your city, it is best to tar­get your mar­ket clos­er into your key area. Take a look at where you do most of your work. Ask ques­tions like, ​“Where do most of my leads come from?” and ​“Where do my most prof­itable jobs take place?” Look into the sizes of those cities or towns and see if there is enough work for a com­pa­ny of your size to dom­i­nate the area. Instead of writ­ing down your top 10 cities, start with 2 to 3. How can my com­pa­ny be the #1 painter, roofer, plumber in this city? After you answer these ques­tions, begin doing research on how you can begin to build your brand aware­ness. Your bud­get should include some brand­ing items such as: com­mu­ni­ty events, asso­ci­a­tion newslet­ters, lit­tle league, Boy Scout troops, year­books, marathons, cham­bers and so on. By nar­row­ing down your ser­vice area, you will begin to build a stronger brand and grow your com­pa­ny. As you grow, you can have goals to expand into oth­er towns, but not until you are #1 in your key ser­vice areas. How do you build brand aware­ness in your area now? What is work­ing for you? A pen­ny for your thoughts?