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Radio, Facebook, Instagram, Newspaper...!?

I am at the time of year again where things are quieter and it gives me the opportunitty to assess the business and come up with some new ideas.

Since starting, I have always advertised in two local newspaper groups and it works well.  Phonebook creates a couple of leads and might turn in to one or two jobs a year.  Yellow pages a waste of time.  We have a website but don't keep it updated and don't do any adword stuff.  No facebook - business or personally.

The main parts of the business are two things; Maintenace and Landscaping.

We have commerical customers and we have residential customers.  Ages do vary however I would say (and this is just a guess) that 75% of our custom are 50+ years old, probably more like retired age.

I am not sure how many enquiries a week I recieve, but say its 10, maybe 25% will turn in to revenue.  I am almost certain it's always due to price as theres no doubt the customer would be happy with service and prioduct we would provide.  I am not prepared to lower prices to increase that "lead to revenue" ratio, so my thinking is I need more leads coming in.

I have a meeting with a local radio station soon and I have approached business gateway for some advice too - they are arranging a meet with their business analyst.

My target audience will be the 50+.  

What avenue would you recommend or have had experince in to push awareness and create leads in.

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    Why is the target 50 plus? I find younger customers to be great in terms of accepting the cost of quote and leaving you be to get on with the work without interference. I use adwords, sign writing on van and word of mouth as my only source of advertising and this keeps me more than busy enough and costs me very little as I only have adwords turned on when I actually need jobs.

    • I find that these are the customers who are better suited for the service we provide and at the price we charge for this service.  The younger generation are after the cheapest price and have phoned half a dozen other companies / landscapers / jobbers.  The 50+ tend to be the most loyal and I find them easiest to work with.  They generally can afford to go with the right company and product.   I don't use adwords but the vehicles are sign written.  

      I am not sure what scale you are on but if I was just myself or even two of us then I wouldnt be able to cope with the work load however I have more men than that to keep busy and wish to grow further.

       EDIT to add: I am in a rural large town where perhaps the younger generation dont have the same disposable income as some of the other areas that maybe you are working in.

  • I'd be looking at where the 25% that accept are coming from, they are the people you want. Perhaps try and filter out the type of customers you don't want by changing or removing some ads and then moving your ad budget to capture clients more likely to pay your rates.

    Also, website, get some SEO done on it - won't get you to the top of Google but if done right will get you to a good place.

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