Marketing for Painters: Growing Your Painting Business
As the owner of a paint business, you probably spend a lot of time thinking about how to grow it. Marketing your business may seem like a whole additional job and that can be overwhelming. It doesn’t have to be. By choosing a few strategies wisely and executing them consistently, you can gain a constant flow of new leads/potential clients.
In this blog, we’ll explore some ideas on how to market your business. Whether you’re just starting out or you’ve been in the business for a while, read on for some helpful marketing strategies.
Why choose you?
First, you need to understand your clients.
Define your “why.” If you don’t know why people should choose you instead of your competition, neither will your customer.
Get to know your customer by creating buyer profiles based on past clients. Focus on their needs and purchasing behavior. This will give you something to base your marketing strategy on.
3 Ways to Establish a Strong Online Presence
Let’s face it, in today’s age, every business is expected to have a website. You need to have a well-designed website that’s easy to navigate and contains relevant, keyword-rich content. Be sure to review and renew your website on a regular basis to keep it fresh and up to date with current service offerings and your project photo gallery.
Create or update your Google Business Profile. This free tool allows potential customers in your region to find you through their online searches. Personalize it with photos, offers, testimonials and more.
Get active on social media platforms such as TikTok, Facebook, and Instagram. You may feel like there aren’t as many opportunities to capitalize on social media for painting businesses as there are for other industries. But this isn’t necessarily true. For example, TikTok has a ton of painting
clips; many of which have gone viral. Instagram makes it easy to keep your project gallery updated and your website visitors can head there through a link to learn more about you. Plan to create simple content that illustrates what it’s like for you and your crew to get the job done right. For example, show before-and-after photos, give pro tips, teach how to choose color and
more. Capturing simple content can result in high engagement that will ultimately drive more leads.
Find Your Niche
To be successful in marketing your painting business, it’s important to develop a niche. This will allow you to focus your marketing efforts and stand out from the competition.
A few things to consider when choosing your niche:
1. What type of painting services do you specialize in – commercial, residential or both? Do you offer brush and roll application only or do you also offer spray gun application on larger jobs and ceilings?
2. What type of products do you use (for example: are you focused on environmentally friendly products or high-performance products that allow for quicker job completion)?
3. Do you offer additional services such as decorative/specialty finishes, color consultations, or lacquer application?
By answering these questions, you’ll be able to target your marketing efforts and attract the right clients.
There are many ways to get involved in your community to market your business. Consider joining a local business group or chamber of commerce. This will give you access to networking events that offer opportunities to promote your business to other members.
Another way to get involved is to volunteer for local events or causes. For example, you could donate your services to a family in need or participate in charity projects like the Ronald McDonald House Charities. Partnering with PCA through the Paint-It-Forward Movement is a great way to integrate your local community projects into a larger national initiative and gain potential media exposure.
These ideas will not only help you give back, but also give you exposure to potential clients.
Let Your Clients Do the Talking
When it comes to marketing your business, there is no better way to get the word out than through satisfied customers. This is the most powerful and effective form of marketing, as it is coming from a trusted source. Your clients will be your best advocates, so make sure you are providing them with great service and competitive pricing so they will want to share their experience with others.
Here are a few things you can do to ensure that your customers are spreading the word about your business:
- Provide excellent customer service. Happy customers are more likely to tell their business peers, friends, and family about you.
- Offer referral discounts. Give your clients incentives to recommend your business. Consider setting up a program for referrals that rewards past clients with a discount on a future service or even cash (think gift cards).
Blogging may seem like a strategy that’s unsuitable for a painting business. However, blogs are a great way to increase your SEO with keywords and content clients are looking for. keywords and you’d be surprised to learn how many topics you can educate readers on to gain their trust. A few topic ideas are tips about primers, best painting techniques, and common homeowner painting mistakes. or how to choose a color. Readers will understand that you are an industry expert and will feel that they can trust you with their painting needs. Be sure to add information about your business and services as well to contact you in each post.
Creating partnerships with a trusted source can be a great way to gain more leads. Consider partnering with a paint store to get a recommendation or in-store advertising. Network with local designers to gain leads on their upcoming projects and/or participate in their events such as Designer Showcase projects.
There are plenty of ways to get the word out there and attract potential customers. From online marketing to old-fashioned flier distribution, there are many options available to you. The most important thing is to create a simple marketing plan that suits your budget and goals. Paint Hive’s Marketing Essentials program offers you the tools you need to get started. With a little effort and consistency (their digital organizers, included in the Marketing Essentials Membership, are a huge help with this) you can soon start reaping the rewards of a successful painting business through effective marketing.