In the first part of the Branding Phase in our “Starting a Moving Company” series we covered Brand Identity, Website, & SEO and Content. You can find Part 1 here!
Today we are going to focus on Part 2 where we cover the basics of branding your company! Let’s dive in. One of the most important things you can do for your company is have a strong social media presence.
Social media is one of the quickest and easiest ways to build awareness of your moving company, help new customers find you, and engage with your past and future customers. By posting a few times a week (2-3 is a good place to start), with relevant content including helpful information that tackles common moving problems, moving industry news, and information about your company, you’ll be able to start building relationships with your target audience and drive traffic to your website. You can also join relevant Facebook and LinkedIn groups to offer advice and establish yourself as a thought leader in the moving industry. So what should you post about on social media?
Your Moving Expertise
Moving is stressful and if you can show off how stress-free you make move day for your customers, you should! You can include a summary of typical obstacles you encounter and how you overcome them, as well as real photographs of your truck and crew during the move. This will help to build your brand and it will also build trust with potential customers.
Have you moved something that was unusual, or very heavy, or tricky to transport? Snap a photo and tell the world! Promoting the unusual items you move will pique interest and show your audience that you are experts and you know what you’re doing.
You can recognize employees for their hard work and contribution to growing a successful business on social media. Post a photograph of them with a summary of why they deserve appreciation and show the world how great your team is!
Moving Industry News
It’s important to share what’s happening in the industry as a whole and not just within your company. By doing this you’re creating value for your audience and becoming a trusted source to the community for topics surrounding the industry.
Customer reviews are an incredibly valuable marketing tool, so when you get them you should shout them from the rooftops! Share them on social media and help potential customers see that you are the company they should choose.
Get involved in the community and help make a difference. Anytime you can help out and spread kindness, share it with your friends on social media. Get your name out there as a company that’s generous and caring and inspire others to help out in their communities as well.
A Day in the Life
Take some photos and keep a diary of a typical day in the life of your movers. It can help customers get to know you and will also demonstrate your skills and professionalism.
When something major happens, like you get a new design for your truck, be sure to promote it.
If you’re proud of it, share it! If you’re struggling to find the time to post a few times a week on your various social media channels, a platform like Hootsuite can help you to automate and schedule social posts in bulk.
Marketing & Advertising
Moving is not something that most people do regularly, so ensuring you have a consistent flow of new leads coming in is incredibly important to the growth of your business. You will need to have a strong marketing and advertising strategy to ensure that people are able to find your company and become your customers.
From word of mouth and referrals, to traditional advertising like flyers and postcards, and online advertising through Facebook and Google Ads, you have plenty of opportunities to create a winning marketing strategy that will help to grow your business.
A solid marketing strategy will include elements of both traditional and digital marketing campaigns, and you will likely test different ideas to find out what works as you grow. Here are a few examples of marketing campaigns that can help to generate leads:
Your truck is an incredibly effective way to advertise your moving company. Make sure your name and contact information are visible and that people who see your truck can easily use it to get in touch.
Professionally printed marketing collateral like flyers, brochures, postcards, and pens, are easy to produce and distribute to local businesses and events where potential customers might be.
TV and Radio
TV and radio advertising can be expensive but you’re guaranteed to reach a high number of people, many of whom are likely to be moving at some point in the future.
With 2.41 billion monthly users, paying to find new customers through Facebook can be very lucrative. Watch this video28 to learn how you can set up your first Facebook Ad campaign. When creating a Facebook Ad, make sure that you:
- Clearly state the benefits of your services to your customer
- Include a clear call to action directing them to your website or landing page
Advertising on Google enables you to target potential customers in your local area. Whether you want to learn how to do this yourself or enlist the help of an agency, advertising through Google can be incredible for lead generation. A great way to learn the basics of advertising on Google is to complete Google’s free certification in Google Ads.
When you come across something new for the first time, perhaps a restaurant that you haven’t heard of before, and the next day you hear it mentioned on the radio, and on a TV show, and in conversation with a friend, this is called the Baader-Meinhof Phenomenon.
People had already been talking about that restaurant, but now that you’re aware of its existence, you suddenly feel as though you hear it everywhere. This idea can be used when marketing your moving company. After someone has visited your website, you can retarget them with relevant content on other websites and social media channels. The more they see your ad and content, the more they’ll start to notice and remember your name. When they’re driving and they see your logo on the side of a moving truck, they may feel as though they are seeing your name everywhere, even if they hadn’t heard of it previously. Software like Adroll can help you manage your remarketing campaigns.
How to Remarket on Facebook
By adding your Facebook pixel to your website, you can set up remarketing campaigns on Facebook that will display relevant ads to everyone who has visited your website. This means you will have the ability to:
- Automatically reach out to everyone who didn’t immediately contact you but has shown interest
- Choose the specific elements of your company that you want to highlight e.g. great pricing or outstanding customer reviews
- Target people who are actively searching for a moving company so you’re guaranteed an audience that is interested in your services You can learn how to create and install the Facebook pixel here.
Networking is necessary to make great business connections, and it generally goes hand in hand with running a successful business.
Here are some tips for successful networking:
Quality Over Quantity
Networking doesn’t have to mean you have to talk to 20+ people in one evening. You can make great connections by staying for only 15-30 minutes and having quality conversations with only a few people.
Ask people questions and share your own stories. Networking is about making connections and trying to have a natural conversation like you would with your friends. Share your inspiration for starting your company or talk about things you enjoy. When you can get others to share their passion it creates a memorable conversation.
Ask for Introductions
We all know someone who seems to know everyone in the industry. Find that person and ask them to introduce you to the people you’d love to meet. It holds more value when someone with an already established connection introduces you because the person you’re meeting sees you in a different light from the beginning.
Don’t just Sell
Networking is all about making connections and building relationships. You don’t have to do a hard sell two minutes into the conversation. Keep it light, fun and informal. The idea is to get the conversation started. People are more likely to do business with someone they enjoy being around.
Stay tuned for Part 2 of The Branding Phase from our “How to Start a Moving Company” series. Check out the rest of our tips on The Research Phase and The Planning Phase and download the ebook for even more information!