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By : Karen Lasser, 05-06-2015

Any business owner looking to grow his or her business has to spend time and energy thinking about marketing. While professionally done marketing campaigns can cost a lot of money, there are many ways to successfully promote your business without breaking the bank. Labor contracting businesses in particular have many opportunities throughout the workday to both formally and informally market their services. Every marketing opportunity is valuable and should be taken advantage of to the fullest.

Before starting any marketing campaign though, it's essential to know who you're trying to reach. For example, if you're a local business, there is no reason at all to advertise your services nationally. If you do strictly residential work, then you should be less worried about advertising in commercial parts of town. If your business services both residential and commercial, it's important for you to consider where the most value will come from. For example, while there may be many more potential residential jobs, commercial jobs might pay more. A bit of market research while asking yourself questions such as “who you'd like to work with?” will go a long way when launching your campaign.

Before even considering breaking into new markets and adding new clients, make sure you're successfully marketing to your current clientele. As proven time and time again, it's much easier (and cheaper) to retain current customers than find new ones. It can cost you 5 times as much to bring in new customers than retain your current ones. Furthermore, even a small increase in customer retention will dramatically increase a company's revenue. Another very telling stat according to Gartner is that 80% of your future revenue will come from 20% of your existing clients.

There are a number of ways you can turn current customers into repeat and long term clients. The more you connect, on a personal level, with your clients the better your chances. Typically, when someone finds a professional and trustworthy labor contractor, that person will use the same contractor again and again even if it's a few years down the road. It's important therefore to keep an active contact list for all your clients and stay in touch periodically. This way they'll know how to contact you the next time they need your service. A great way to do that is by sending a yearly holiday greeting card. If you know you client's birthday, send a “Happy Birthday” card as well. If you're in an industry that see's the same clients on a regular basis, like a carpet cleaner, landscaper or pool service for example, consider setting up a loyalty program. Offer a discount (or a free gift) if they use you a certain number of times. In general though, for labor contracting services, nothing is more important than providing quality work when trying to retain retain customers.

The best way to find new clients is through word­of­mouth marketing. Meaning, when your loyal customers give you rave reviews either online or in person. Reward your customers for their referrals. Offer anyone a generous discount on their next service if a friend they refer becomes a paying customer. It can also be well worth incentivising customers to give you a high rating and nice recommendation on business directory websites like EZBZ.

There are many other great ways to promote your business. Car advertising for example has a lot of benefits and is a great form of marketing for Labor contracting businesses. A car advertisement on an average day can get up to 70,000 impressions which makes it a very cheap advertising medium per impression. When choosing a car decal, don't be afraid to do something creative! If you're work is done outside, yard signs can be a successful marketing tool as well. If you're in a residential area, especially one with relatively new homes, a yard sign can help attract neighbors who are looking for services like landscaping. In commercial areas, you can catch the eye of an adjacent building manager interested in your work. Make sure you get the owners permission though when putting down a sign. Distributing door hangings and pamphlets offering a free estimate are techniques worth considering as well.

There are many regular opportunities to promote you business in your own community. One such opportunity is sponsoring events in your neighborhood. Speak to local community centers, churches, synagogues and schools to find out about upcoming events and sponsorships opportunities. Also, many communities have local news bulletins that are always looking for contributors. Explore the option of writing a weekly column or periodic guest post with tips for homeowners. Writing articles are a great way to get your name out in the neighborhood and brand yourself as an expert in your field.

However you choose to market your business, make sure your ads make clear what you do and how you can be reached. Don't hesitate to try a number of tactics until you find the methods that work best. We'd love to hear other marketing ideas you may have as well as any feedback on the techniques we listed above!

Have questions about marketing for labor contracting businesses? We'd love to hear them! Send them directly to biznetwork@ezbz.co and we'll get back to you as soon as possible. You can also contact us on Facebook, Twitter, Google+ and LinkedIn where we are always listening!

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