What’s your moving company’s personality? Are you the gold standard of self-service moving, like U-Haul? Are you a multi-service solution for neighborhoods like Surv? Your moving company’s unique solution will become synonymous with your brand, and establishing a living brand that works for and scales with your company involves creating a strong and consistent presence threaded through every aspect of your customer interactions.
When considering your brand, start with these three questions:
- Differentiation: How do you stand out from the competition?
- Messaging: What message do you want to send to potential customers?
- Brand identity: How and where will your brand image be reflected?
Remember that old saying, “You only have one chance to make a first impression”? Your moving company’s first impression is its brand identity – the assets that determine how your brand is perceived and interpreted by your target market. A strong brand identity is consistent, and establishing consistency across all assets, from your truck design to the logo on your uniform polo, is key to building an easily recognizable brand. Wondering if you’re hitting the mark? Check these common customer touchpoints for consistency:
- Company name, logo, and website
- Digital and physical advertisements
- Moving truck
- Moving company uniform
- Branded company email address
- Online advertising
- Email newsletters
- Printed marketing materials
- Email signature
- Custom apparel like tees, hoodies, and hats
- Social media accounts
- Business cards
Your moving company website is the most critical marketing tool in your toolkit: it tells potential customers who you are and how you can help them. Whether you’re building your first site or doing your research before optimizing an existing one, a bit of effort will turn your site into a lead-building machine!
Today’s Local Media, a full-service marketing agency, suggests these tips for ensuring a steady amount of traffic to your site:
Ensure your website is optimized to load across all devices – especially mobile: 52% of all web traffic is mobile, so having a responsive site is key to ensuring that potential customers can easily find and learn more about your moving company.
Don’t keep customers guessing: include critical contact information upfront, and keep it easy to find by pairing it with a prominent CTA that connects them with a helpful resource (like your sales team!). For added value and quick answers, consider dedicating a page of your site to customer FAQs.
Use real photos and reviews: moving is incredibly stressful, and customers want to work with a moving company they trust. Actual photographs of your moving crew in action, examples of a well-packed moving truck, and testimonials from previous customers all help build trust in your company.
Capture and respond to leads: website leads can be one of your best lead generation channels if you make it easy for customers to provide their information. An optimized lead form (like this example) with an email auto-response should be available to every visitor once they enter your site.
SEO and Content
What’s the point of having a great website if nobody can find it?
SEO (search engine optimization) helps ensure that your site ranks higher in search results – enabling more potential customers to find you. In a perfect world, when someone searches for moving companies (or answers to moving questions) online, your company’s name appears at the top of the list. A solid SEO strategy leverages the valuable content on your site to help more people find your moving company in a sea of similar moving businesses.
Your content will drive your SEO strategy – think blog posts, social media updates, customer case studies, videos, and testimonials. Content that is useful, relevant, and valuable to your target audience is more likely to appear alongside your name in search results, ultimately driving traffic to your site.
Social media is the perfect engine for brand awareness and engagement. Posting relevant content on a consistent schedule (once a month won’t cut it!), like solutions to common moving problems, moving industry news, and company updates, will help you develop and maintain relationships with your target audience and drive traffic to your website.
If you’re struggling to find the time to manage your social media accounts, a platform like Hootsuite can help, by automating and scheduling social posts in bulk.
Marketing and Advertising
A consistent flow of new leads is incredibly important to the growth of your business, and a strong marketing and advertising strategy will ensure that people can find your company and become your customers. From word of mouth and referrals, to traditional and digital advertising strategies, there are plenty of opportunities to grow your business.
A solid marketing strategy will have campaign elements like:
- Your moving truck: Your truck is an incredibly effective way to advertise your moving company! Make sure your name and contact information are visible.
- Marketing Promo Materials: flyers, brochures, postcards, and pens, are easy to produce and distribute to local businesses and events where potential customers might be.
- TV and radio: advertising can be expensive, but its broad reach guarantees you’ll reach more potential customers than word-of-mouth or digital ads alone.
- Digital ads: Google ads and Facebook ads are two easy and lucrative ways to reach potential customers in your area with geographically targeted ad campaigns.
- Remarketing: After someone has visited your website, you can retarget them with relevant content on other websites and social media channels. The more they see your ad and content, the more they’ll notice and remember your name.