Episode 4 of The Social Plunge Podcast with Steven Sparacino and Michelle Martin becomes a trio as they bring in guest speaker, Brett Miller, to talk about The Fletcher Method and how it contributes to more personalized and effective content.
Content comes in all forms, from pictures and videos on Facebook to blog posts and service pages on your website. To form a sound content marketing strategy that generates more leads, calls, and sales for your plumbing or HVAC business you need to truly know who your ideal customer is and what exactly makes them tick. That is what The Fletcher Method is all about, designing an avatar with an actual name and behavioral traits so you can then placate to their wants, needs, interests, goals, and fears.
Social media is a great studying tool and with a basic model in mind you can then take to personal Facebook pages in order to better understand the person you are trying to reach. Many plumbing and HVAC contractors say that the ideal customer is middle to upper class families in their late thirties who are willing to foot the bill to maintain a safe and well-kept home. They likely have kids and plans for the future, but figuring out what will speak to them on an emotional level is what will truly get you more business.
Whether you want to spark concerns that only you can resolve by saying something like, You could be facing a flood…have your pipes inspected today or entice them to purchase your services by painting a picture of a newly remodeled bathroom, you must know what drives them. Many homeowners may have goals for the future like putting their kids through college or traveling when they retire and you can help them get there by offering affordable services and discounts.
Sometimes what the customer wants is not what they need, but you can’t tell them they’re wrong – with great content marketing you can actually change their minds without them evening knowing it. What will truly make or break a sale is how you say things. Find out how to engage prospects and turn them into lifelong customers on this enlightening episode of The Social Plunge.
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[bctt tweet="I just listened to another great episode of the Social Plunge Podcast. Social Media for Plumbers!"]
