成功的绘画企业主总是在寻找令人兴奋的新方法来推广他们的业务，并将他们公司的名字展示在尽可能多的潜在客户面前。
但是, 想出诱人的油漆承包商营销理念说起来容易做起来难。
我们的专家汇总了一些提示和技巧来帮助您的油漆业务产生潜在客户、促进销售、制定成功的营销策略等等！
让我们深入探讨在……
Painter Marketing Tips: Promotion Ideas That Sell
无论您是刚刚起步还是拥有多州绘画业务特许经营权，您都希望您的服务能够吸引尽可能多的人。
最好的方法之一就是进行诱人的促销活动和有助于您的服务的广告活动tand out。
以下是一些承包商促销想法，可帮助您将油漆业务变成繁荣的企业。
1。折扣优惠
许多油漆公司对进行折扣促销犹豫不决，尤其是在昂贵的项目上。但是，如果实施得当，这些促销可以显着增加您的 AOV（平均订单价值）并弥补收入损失（请参阅下一节中的“分层定价”）。
When running a percentage-off promotion, it’s best to make the offer as straightforward as possible.
For example: 20% Off All Projects often appeals to more customers than more restrictive offers like 20% Off Exterior 房屋绘画.
While “gated” offers (promotions targeted to a specific group) can help direct your sales, restrictions can deter potential business who feel left out.
我们建议尝试工作规模数字并相应地调整您的费率。
Try to avoid increasing your prices just to provide a discount. Most residents and business owners will obtain multiple estimates for a painting project, so when your 20% Off offer comes in higher than the next guy who isn’t offering a “promotion” they’ll get suspicious.
此外，节省高价-为您提供最有利可图的服务的超值促销。这可以帮助您弥补损失的利润，保持您的底线。
2。货币促销
与百分比折扣激励类似，没有门槛的货币促销通常比有门槛的促销吸引更多的客户。例如，下一个项目减 200 美元这样的交易听起来比购买 2,000 美元以上减 200 美元这样限制性更强的优惠对买家更有吸引力。
如果可能的话，避免促销中的门槛以最大限度地提高客户参与度。
一个很好的弯曲方式这条规则是通过使用阶梯价格优惠，例如：
Summer Special: $100-off $1000+, $200-off $2000+, $300-off $3000+
虽然大多数油漆企业主更喜欢货币促销而不是百分比ge-off 销售，它们对潜在客户没有吸引力。大多数房主都难以在较小的固定折扣促销中找到价值，并且不会像其他优惠那样充分利用它们。
However, using a well-structured tiered-price offer you can still run a successful monetary promo that 全年产生一致的绘画线索。
3。买一送一 (BOGO) 优惠
While most associate BOGO deals with ecommerce and retail sales, we actually see a lot of success running these for painting contractors as well. Free services appeal to homeowners as it seems like they’re getting more bang for their buck. However, as a painting business owner, you must structure these promotions carefully to ensure an optimal outcome.
Buy one, get one free promotions require you to analyze your margins, 了解您的工作成本， and shape the offer accordingly.
Pro tip: If you run a buy two rooms, get one free deal, always discount the smallest space. This diminishes your losses while increasing your painting leads.
将 BOGO 交易与折扣促销相结合也是一种有效的画家营销策略。
例如：提供 25% 的室内绘画与购买全屋外部绘画套餐将进行诱人的促销，同时仍能覆盖您的成本。
虽然 BOGO 交易对您的利润率有一定风险，但如果结构正确，它们会非常有效。
4。免费赠品
Offering a free gift with the purchase of your painting services can be a good alternative to monetary discounts. While free gift offers are a great way to market your painting business they must be on high-dollar items or some people will view it as a gimmick, rather than a discount. You must make the gift as tempting as possible to convince clients it’s worth their time and money.
我们建议在向所有人推出之前先在您的目标服务区域进行测试。
BOGO examples: Free Apple AirPods Max with a Signed Contract of $3000+, or $500 Amazon Gift Card on Full-House Exterior Painting Projects
在免费礼品上花太多钱会对您的收入产生不利影响，破坏您作为企业主的主要角色 - 赚取利润。解决这个问题的一个好方法是通过使用行业合作伙伴关系。
Consider this example: Try reaching out to your local “quick oil change station” and ask if they offer any referral incentives for sending business their way. Even if they offer a $10 incentive you can take that as a contribution to your margins and offer a Free Oil Change on All Painting Projects to drum up new painting leads.
我们始终建议对目标受众的一小部分进行测试促销（500 -1000 个家庭或企业主）。为获得最准确的结果，请对所有促销测试使用相同的部分。
5。保修
虽然许多油漆公司提供保修，但很少有人将其用作营销策略。我们始终建议在您网站的每张传单、明信片和页面上宣传您的保修，以确保您的潜在客户知道您提供什么，而无需询问。
Consider this: Both you and your competition offer a warranty, but you’re the only one advertising it. Presented with both options, who do you think is going to get a phone call?
Offering warranties are often easier on your bottom line compared to most other promos. Painting warranties provide a sense of security and make your prospects more trusting of your services. With that said, you will have to evaluate the risks, know your manufacturer warranties, and craft an appealing security blanket that avoids costly repairs years down the line.
Pro tip: As a best practice, remind clients of your warranty after completing each project. This peace of mind will increase the chances of a referral in the future.
If you want to avoid the costly risks of a free warranty, you can offer them as a paid option to interested clients — “For an extra $500 you can protect this coating for 3 years.” A well-structured advertising campaign around a paid warranty can help you generate new painting leads, and land new projects, all while putting your business in front of more potential customers.
6. Paid 估计
这是我们的最爱之一，但通常需要关闭40% 或以上的比率，以保持您的利润不变。
Paid estimate promo example: We Pay You! Book an Estimate, Get $10 Cash.
为您的时间付钱给别人，听起来很疯狂吧？让我们回顾一下数学原理以及它为什么有效……
Consider this: This kind of offer should easily increase conversions by a minimum of 5%. Let’s say you get an average of 200 visitors to your website each month, and you close leads by around 40%. Using the offer above as an example, that’s an extra 4 closed jobs for $300 in marketing expenses!
Math for marketing expenses: A good website has a conversion rate of 10% plus an extra 5% from this promo = 15% of 200 visitors is 30 leads * $10 = $300).
Math for closed jobs: 200 visitors * .05 increase in conversions * .4 close ratio = 4 closed jobs
最重要的是，同样的数学方法也适用于印刷营销。
为什么会这样？
免费估算 typically appeal to homeowners since they don’t require any commitment, but they still require time. Paid estimates break down the initial hesitation to commit by paying your prospect for their time.
如果您希望获得此优惠，请考虑将其与服务配对。
We Pay You: Free Exterior 估计 + $20 Cash!
This incentive can lead to a great sales pitch: If we’re willing to pay you a crisp $20 for zero commitment, imagine how we’ll treat you once you hire us!
7。激励推荐
产生新客户是任何公司生存的关键成功的绘画业务。吸引新客户的最佳方式之一是说服过去的客户将您的公司推荐给朋友和家人。
Try incentivizing referrals by offering customers discounts on future services, a free gift, or a monetary incentive on closed jobs. Offering small referral rewards will help you generate more leads while encouraging existing customers to hire you for future projects.
Pro tip: The best way to advertise these promotions is in person before you walk off the job site, and once a month via an email marketing campaign.
BONUS: Painting Contractor Marketing Ideas to Increase Website Traffic
好吧，你已经准备好了很好的激励措施，但现在你需要眼睛来激励。
你从哪里开始？
Online marketing is one of the best forms of advertising you can invest in. Why? Because it has an extremely high ROI and most of your customers will start searching for your services by searching online. Below are some practical online advertising tips to help your business generate new painting leads throughout the year.
1。创建 Google 业务资料（正式名称为 Google 我的业务）
For a full breakdown of how to create and optimize your Google Business Profile, 请参阅我们的画家 GBP 指南e 在这里。 这是简单易懂的这是您今天可以为您的绘画业务做的最重要的事情，而且它是 100% 免费的。
Your Google Business Profile is a free resource that allows your painting business to be found on both Google Local Search Results and on Google Maps. Since over 90% of your customers who start their search online will start their search on Google, this profile is critical for ranking your business online and generating new painting leads.
创建 Google 企业帐户的第一步是声明您的个人资料并验证您的电话号码和公司地址。
Google 确认您的信息后，您就可以开始列出服务、营业时间、项目图片和其他有关您的油漆公司的相关信息。您希望使用尽可能多的相关信息来完善您的个人资料，以提高您的搜索引擎和 Google 地图的排名。
与社交媒体类似，您的 Google 商家资料允许您添加有关您的业务的帖子。为简单起见，我们建议至少每月一次在此资料上分享您的博文或转发您的社交媒体帖子。
Reply to ALL reviews (positive or negative) on your Google Business Profile.
Responding to reviews increases engagement and shows customers you care about their opinion. It’s also a ranking factor. It’s a simple yet effective way to keep clients happy, show your appreciation, while also improving the visibility of your business.
2. Offer Discounts for 在线评论
Legally you cannot incentivize positive reviews, but in most states you can incentivize any reviews.
在线评论有很大的影响力对搜索引擎排名的影响，以及有人联系您的业务的可能性。拥有众多正面评价的绘画公司通常会在搜索结果中排名更高，从而吸引更多潜在客户光临他们的业务。
为了提高您的搜索引擎可见性，我们建议为您的客户提供小额折扣或奖励以在线发表评论。
注意你必须让你的客户尽可能简单。任何瓶颈都是耗时的请求，都会导致潜在客户请求失败。
3。使用 SEO 优化您的油漆公司的网站
SEO，也称为搜索引擎优化，可帮助您的网站在搜索结果中排名更高。一个充满相关 SEO 内容的优化良好的网站将使潜在客户更容易在网上找到您。
我们已经写了一篇深入的文章，涵盖画家的 SEO 技巧， but we’ll review a few highlights here:
确保您网站上的每个页面都有至少 750-1000 字的搜索引擎优化内容。
- Use Google 趋势 to identify which terms you should include in your content. For residential painters, we recommend targeting the term “house painter.”
在上传到您的网站之前通过图像压缩器运行图像，以确保它们不会阻碍页面加载速度。
- 为每个添加 alt 标签图片。 These are not only important for SEO but they help with accessibility. The last thing you want is a frivolous lawsuit over missing alt tags, it happens!
确保您的每个页面网站具有独特的标题、标题、正文和元描述。为每个位置和每个位置的每项服务创建单独的页面。
- 至少每月一次向您的网站添加新内容。
To streamline this process we recommend 聘请专业营销机构 to optimize your website for the most relevant search terms in your target service areas.
4. Utilize 社交媒体 For Painting Lead Generation and Brand Awareness
研究表明目前有 44.8 亿人使用社交媒体， making it an essential marketing tool for your painting businesses.
Posting completed projects and updates on your company’s social media pages will put your business in front of more prospects while building trust among customers. If potential clients see quality work on your Facebook or Instagram pages, they might consider hiring you for future projects.
话虽如此，您永远不应依赖社交媒体作为您产生潜在客户的唯一来源。虽然它可以产生业务，但其主要目的是建立品牌知名度，这需要时间。
5. Develop an 电子邮件营销 List
许多小企业主认为电子邮件营销已经过时或根本无法产生潜在客户。这种假设是不正确的。
电子邮件营销在所有数字广告媒体中具有 最大投资回报率 (return on investment) of any digital advertising medium. Creating a mailing list can help you generate more painting leads at a fraction of the cost.
现在这显然需要一个联系人列表才能开始。有几种方法可以生成新的电子邮件列表：
You can buy a custom mailing list from sources like Coldlytics. These lists are generally best for commercial leads and less effective on the residential side.
Build a mailing list of past customers. Always collect an email address along with a customer’s phone number, name, and address. This information can be used for personalized, segmented email campaigns.
- 向您的网站添加电子邮件捕获表单。通过将折扣发送到他们的收件箱来激励提交。
Although buying a preexisting mailing list is an attractive option, constructing one yourself will provide better results. Developing your own email list allows you to target a specific audience who are prepositioned to buy your services.
6。强调你的技能和能力
始终列出您公司的独特卖点。即使您的竞争对手提供具有相似优惠的相同服务，但您为其做广告而他们没有这样做，您仍将成为值得信赖的权威来源。
强调有助于与客户建立信任的认证、保证和其他定义特征。您可以添加到网页的一些凭据包括：
- 已对所有员工进行背景调查
- 保证
- 许可证和认证
- 服务保证
- 免费估算
油漆供应的质量
7。为 YouTube 创建视频
YouTube is slowly replacing traditional blog posts and is increasingly becoming a critical indirect ranking factor on Google. Creating regular YouTube videos and embedding them on your website will enhance your online footprint while increasing website dwell time, keeping people on your website longer, which is now an important ranking factor on Google.
8。联系 Base Coat Marketing
If you want to enhance your painting lead generation while improving your digital footprint, contact Base Coat Marketing. We specialize in helping painting companies create efficient ad campaigns to reach their target audience online. 无论您是需要一个新网站还是想要更多承包商营销创意，我们都可以提供帮助。
联系 Base Coat Marketing，看看我们的团队可以做什么你今天！
