Marketing is one of my favorite topics, especially when it comes to remote local businesses. I’m a total nerd when it comes to this kind of stuff.
But, if I’m being honest, I recently realized that I messed up on a lot over the past couple of years and I got really, really lazy with marketing.
I relied almost exclusively on online paid ads. I figured that if I just kept throwing money into it I could grow and scale my business. I thought that sending postcards, knocking on doors, and putting up flyers was a waste of time.
It turns out I was wrong.
While digital marketing, LSA, Google Ads, and other online strategies have their place, I want to challenge the notion that everything needs to scale and be done digitally.
Embracing unscalable marketing tactics can be a game-changer for your remote local business, and I’m sharing why below.
The Pitfalls of Digital Marketing
For years, I fell into the trap of believing that digital marketing was the be-all and end-all for my business growth. I thought pouring money into online ads would lead to endless scalability.
But here's the reality check: everyone's doing it.
The competition in the digital space is fierce, and the cost per click keeps rising. It's time to explore other ways of reaching potential clients.
I come across many local service businesses that make the mistake of thinking that they must focus solely on scalable marketing strategies.
Let’s do some simple math to determine why you shouldn’t.
If your average job brings in $400 per month and you want to reach a six-figure business, you only need 20 recurring customers. Scaling to that level actually isn't as daunting as it might seem. In fact, you can achieve this by tapping into unscalable tactics that require more personal effort.
Instead of throwing money at marketing or constantly seeking new leads, take a step back and address the real issues within your business.
Two critical questions to ask are:
- What is your close rate?
- Are you retaining clients on a recurring basis?
By improving these key areas first, you can lay a solid foundation for business growth.
Unscalable Marketing Tactics That Work
I’m not saying that you should completely ditch digital marketing. But, there are many other unscalable strategies that you should be taking advantage of in tandem with your digital efforts.
Apartment Complex Infiltration
Consider building relationships with property managers of large apartment complexes.
These managers often have influence over cleaning services for common areas and move-in/move-out needs. While this approach may not get you immediate results, nurturing these relationships can lead to a steady stream of business. Imagine having 10 apartment complexes as clients in one neighborhood — that's a massive client base.
Neighborhood Blitzing
Once you've infiltrated an apartment complex, expand your reach to the surrounding neighborhood.
Use postcards, door hangers, and yard signs strategically. Your goal is to make your business name ubiquitous in the area. The more times potential customers encounter your brand, the more likely they are to choose your services when the need arises.
Networking Groups
Join local networking groups where you can connect with other entrepreneurs and business owners.
Even if they don't run cleaning businesses, they can become valuable sources of referrals. Being the go-to person for your type of service in these groups can lead to organic growth. Consider things like BNI, chamber of commerce meetings, or various entrepreneur-focused meetups.
Don't be afraid to invest the time and effort necessary into these strategies, as they offer a unique advantage: minimal competition.
As you navigate the marketing landscape for own your remote local business, remember that sometimes the road less traveled can lead to the most significant growth opportunities.
Photo by 1981 Digital on Unsplash
This article was written by Neel from MaidThis Franchise, a remote-local franchise opportunity for people looking to escape the rate race and reach financial freedom. Learn more here.
