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The Three Marketing Fundamentals That Will Take Your Business to Greatness

The most effective businesses are those that excel in marketing. Find out how understanding the core aspects of marketing can propel your company to greater heights.

Founded in 1986, Peterman Heating, Cooling, and Plumbing is a successful company that continues to grow even today.
The company that started out of the family garage now has 75 employees and 40 trucks on the road. And with our help, their revenue went up from $7 million to $10 million. What’s even better is that they’re now heading to a staggering $15 million revenue.
This Indianapolis-based business also managed to create satellite locations in Columbus and Lafayette, Indiana. They expanded their basic HVAC services to full-service, recently adding excavations to the list.
The walloping success of the company has much to do with marketing. Nailing down the strategy is what made their business grow to an incredible level within one generation. 
You can achieve the same if you develop a keen understanding of marketing fundamentals.
And we can help you do just that. 
In this article, we'll take a look at the essential marketing concepts, as well as the most important details of every successful marketing campaign.

The Fundamentals

Marketing can be boiled down to three core concepts. They are the market, your message, and the media.
Understanding these fundamentals will allow you to create better content, identify an effective marketing strategy, and reach more potential customers.

1. The Market

Your ideal clients, not just any consumer, are your market. But how do you know who's an ideal client for your business?
This is a question that you need to answer before starting a marketing campaign. The best way to do that is to break down the demographics. 
You need to define your customers with as much detail as possible in order to target them and get their attention successfully.
Some average demographic values can serve as a good orientation point, but your primary focus should be on people living in your area. 
Here's what you should consider when analyzing the demographics:

  • Are your customers homeowners?
  • How old are they?
  • Are they married with kids?
  • What's their annual household income?
  • What kind of neighborhood do they live in?

Answering these questions should be your starting point and it should lead to determining the psychographics of your ideal customers. This means understanding their pains, fears, frustrations, needs, and wants in detail.
For example, you should know if poor customer service frustrates your target audience. When you know people can't get a service to return their call or they're wasting too much time waiting for a solution to a pressing matter, you can make a point to reassure them of your service's speed and reliability.
The better you know your market, the more you'll be able to fine-tune your message for the ideal customers.

2. The Message

Your message must be tailored to your ideal customers. However, that's not enough on its own. What you’re trying to accomplish here is to resonate with those customers.
Building brand awareness and just reaching a large number of people isn't the main point in plumbing and HVAC marketing. Rather, it's the conversion. 
Your message should be directed towards getting leads and improving your sales volume.
The main question you should think about when crafting your message is: Why should people choose to do business with you instead of the competition? You need to consider the benefits that will best resonate with your ideal customer.
Some of the vital messages that work really well in most cases are:

  • Same-day emergency service
  • 24-hour service
  • Upfront pricing
  • Trusted and experienced technicians
  • Service guarantee

All of these messages speak to the most common pain points and frustrations that your ideal customers experience regularly and offer them attractive solutions devoid of those pains.
Making your message more unique will depend heavily on your knowledge of the market. With a detailed understanding of your ideal customers, you'll be able to pinpoint their specific needs and address them with your content.

3. The Media

Marketing media includes search engine pay-per-click, social media, lead services, radio ads, billboards, and other avenues of advertising.
Whichever way you choose, all of those will likely lead to your website. So if the customer needs your service and they find out about your brand, they're going to visit your site before they convert. 
The hub of your whole marketing campaign is your site, and it's the place where a customer will decide whether to call you or someone else.
Your site must be effective and address the same fears, frustrations, wants, and needs you've determined during your market research. That's why you should do a yearly review of your website and approach it from a conversion perspective. 
Optimizing your website for conversions can have a tremendous impact on your results and overall marketing strategy. It can quite literally make or break deals - and in great numbers.
One of our client companies based in Fargo, North Dakota, asked for our services for that kind of optimization. It’s because they had a website that was very text-based, basic, and even had some broken elements.
After we updated their site and incorporated all of the right conversion elements, their call volume jumped from an average of 55 to 317 calls a month. And that was before we even started driving paid search and employing other marketing strategies.
If you can get your website in order and make it conversion-friendly, your company will likely experience a similar boom, both in traffic and sales.

Design the Most Effective Marketing Campaign

A deeper understanding of the three marketing fundamentals will help you reach customers more efficiently, grab their attention, and achieve great conversion rates.
Know who you're advertising to, what message you're sending, and what media you're using for it. If you do that, your company can see an instant rise in sales and achieve astounding success.
If you’d like to discuss how you can generate better results online, let’s schedule a time to chat. You can pick a time that works for you now by going to

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