Marketing is the lifeline of any restoration company, but it can be challenging on a daily basis. Without marketing, nobody in your city knows who you are, if you do both residential and commercial work, how large of a job you can handle, etc.

Marketing is the process of identifying customer needs and then communicating how you, as a restoration company, deliver on those needs. Drawing on some relatable skills from sales, marketing should be viewed a bit differently. The short- and long-term objectives in marketing differ from sales, just as the development of marketing relationships do. In our industry, these marketing relationships can and should last decades if planned, implemented and nurtured properly. 

A fundamental element of the marketing department’s success starts with the people. Recruiting, training and supporting the marketing representatives must occur using management systems, both initially and on an ongoing basis. Professional development will further develop and capitalize on the various skill levels that exist in the marketing department, as well as other departments that integrate into marketing success. A cultural fit is also paramount. Marketing is the face that presents and communicates your brand and culture to the various channels. These are all important elements in building your marketing team, well before they approach the first potential referral source. 

Sales goals can either motivate or frustrate those involved in marketing your company. Setting realistic, yet optimal sales goals allow the marketing department to stay focused, using pre-planned resources to accomplish those set goals. Through a comprehensive assessment and planning process, you will establish your yearly sales goals as well as marketing goals and budgets. 

Next is a solid marketing plan. The marketing plan is the roadmap that guides the marketing department on what to focus on and promote. The plan keeps related subject matter at the forefront, while relationships develop. It isn’t forced or scripted in all cases but meant to keep your marketing efforts on track while meeting or exceeding the expectations you have set. Within a comprehensive marketing plan, specific campaigns and strategies are executed on a routine basis. This supports and reinforces how your restoration company satisfies the various needs of the referral sources.

It is crucial to establish and market diverse avenues of your business. Even with diversity, each category still has specific budgets, actions and activities that contribute to your marketing and sales goals. For example, the digital and social media category markets to some referral sources through your website, video, online reviews, specific content promotion, etc. Each requires the skills and abilities of certain employees within and/or outside of your company.   It is equally important to track, measure and control the data and resources that are invested into marketing your business and services. Collectively, your business will have a solid culture, great reputation and enjoy responsible growth.