2024: Adapt To A Changing Environment

2023 was a wild one. And it’s safe to say few, if any, saw this tumultuous year playing out as it has. Who knows what 2024 will bring. So you need to be ready.

If a proactive approach to business building helped guide your business through 2023, now may be a good time to make sure your marketing program is not in disarray as we dive into 2024.

So here are a few ideas that can build your business and help ensure you continue producing revenue no matter what 2024 may have in store.

Make sure they know you’re here.

A lot of businesses didn’t survive 2023, so keep in mind that marketing your business in any form now will send a very important message to your customers and prospects: Yes, you are open for business.

Consider new markets in 2024.

New opportunities are constantly arising as the local economic landscape shifts, and the nimblest of contractors will be able to develop new skills to expand into, for example, commercial projects, or industrial work. So, is now the time to add additional staff to pursue such work, develop your exterior expertise, or perhaps add that new sprayer that will expand your capabilities and open up new markets for you?

Update your digital presence.

There’s no time like the present to assess your standing in the digital world. For example, Is your website up to date? If you don’t have one, is it time to build one? How about Facebook? Is it working for you? Are there opportunities to create more engagement, and keep relationships with past customers active? How about videos or photography that demonstrate a particular project success?

Remember your customer base.

Many contractors spend more time trying to generate new leads than they do mining their previous customers for repeat business. Industry observers suggest contractors would find more success by investing in relationships with previous customers, with the hope of generating repeat business. A simple email or a hand-written letter, perhaps an inquiry about whether a customer is still happy with the appearance of a previous project, could help ensure that your name is top-of-mind if painting needs come up for that customer again.

Thanks, referrers!

Reward your customers who offer referrals for your services. For example, a coffee mug or gift certificate will do the trick. Even a simple thank-you ensures that your message of appreciation connects with anyone who will refer your services, and builds the likelihood that they’ll do so again.

Upgrade your appearance in 2024.

Painting is physical work, and it’s hard on clothing and equipment. But remember the visual impression that you’ll always be making to customers and prospects. For example, clean clothing, well-groomed customer-facing personnel, a clean truck that looks like it’s in top working condition, and perhaps even logos on the truck and your work wear can help deliver a positive perception about your company.