Tips for marketing to new movers

If you market your products or services to consumers, there’s a viable opportunity for expanding your customer base right in your own backyard. The target: New movers. With more than 35.5 million Americans moving annually—the majority in June, July and August—this consumer demographic offers immediate potential this summer.

Eager to establish themselves in their new homes and communities, new movers are prime new-customer prospects for a variety of businesses:

• Home services contractors: Landscapers, pest control, painters, plumbers, interior decorators
• Retailers, restaurants, food delivery services
• Banks/financial institutions
• Physicians, dentists, emergency-care clinics, fitness centers/gyms
• Salons/barbers, dry cleaners, tailors
• Schools, daycare centers, kids’ camps and enrichment programs

New mover campaigns bring a higher ROI than other customer acquisition methods. If you can capture the business of a new mover, you have a higher chance of keeping that business for as long as the consumer stays in the home.

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So, how do you make that initial contact count? At Shamrock, we help businesses make powerful connections with consumers through integrated branded marketing campaigns. Here’s a few new mover campaign tips:

Start with solid data. Using data analytics, gather information about these potential customers—details that will help to shape focused, targeted messaging and delivery methods that resonate with new movers and bring them to your business.

Speak their language. According to realtor.com, millennials will lead the way in number of mortgages in 2019, accounting for 45% of the market. They’ll be followed by Gen Xers at 37% and baby boomers at 17%.

With millennials leading the new mover demographic, be sure to engage with them using channels where they spend their time: video, email and social media.

Maintain brand consistency. Integrated campaigns include multiple touches: Direct mail postcards, emails, social media, event-based marketing, and signage. While messaging should vary based on channel and target audience, be sure it remains consistent with your brand.

Test and redeploy. An essential part of comprehensive program management is post-campaign reporting—and then redeploying in segment areas, as appropriate (i.e. follow-up email or social media touches)

If you’re interested in learning more, I’d like to share with you some of our new mover marketing success stories. Connect with me jbanks@shamrockcompanies.net or call me direct at 440.250-2166.

John Banks

Convert Leads Using Customer Personas. Here’s How.

In last week’s blog, we talked about the importance of creating customer/buyer personas to drive better marketing outcomes—and what kinds of information you should include in those profiles. Remember, you’re digging deep to uncover basic data, as well as habits, interests and other preferences: This information helps you to create an avatar of your target customer(s). By speaking directly to this persona and addressing his/her needs or expectations, you’ll make a stronger brand connection. 

So, where do you get that important data to build your customer persona(s)? Here are a few ideas:

• Conduct in-person interviews with your current customers.
• Survey your current customers. 
• Survey your ideal customers. 
• Dive into your business data. 
• Research your Google Analytics website traffic. 
• Engage in social media listening. 

Source: Hubspot

The goal is to put yourself in your customer’s shoes to create a detailed and accurate profile. And then, to use that information to your brand advantage by aligning your marketing plan to connect with your buyer persona(s). Here’s some examples of how you can put those personas to work to convert leads: 

• Use social media channels that align with your customer’s habits (i.e. spend your time where your customer hangs out) 
• Create brand messaging that speaks your customer persona’s language—and that also resonates with his/her value system
• Provide special offers that solve your buyer’s problems or add value to their lives
• Cater your content to your buyer’s preferences: Write blogs, whitepapers and ebooks and/or create videos that speak directly to the needs and interests of your buyer
• Co-market with companies or influencers that your customers like or frequent: Co-sponsor an event, feature them as a guest blogger, incorporate their product or service in your promotional campaign, etc.
• Use dynamic content on your website to speak directly to your target buyer
• Optimize your landing pages: Run A/B testing to see which CTAs resonate with your target customer
• Audit your existing content—make sure it speaks to your customer persona(s). If it doesn’t fit the model, update it or eliminate it altogether

Are there other ways you’re using customer personas? Share your thoughts with us on Facebook.

Ellen Moriarty

Grow your customer base: Tips for marketing to new movers

If you market your products or services to consumers, there’s a viable opportunity for expanding your customer base right in your own backyard. The target: New movers. With more than 35.1 million Americans moving annually—that’s 15.3 million households—this consumer demographic offers great potential, as they’re eager to establish relationships with businesses in their new neighborhoods.

Consider that 65% of moves are interstate (MyMovingReviews Data Report 2017). So, it’s likely these consumers are new to the area—thus, are not familiar with local businesses and services—making them prime new-customer prospects for a variety of businesses:

• Home services contractors: Landscapers, pest control, painters, plumbers, interior decorators
• Retailers, restaurants, food delivery services
• Banks/financial institutions
• Physicians, dentists, emergency-care clinics, fitness centers/gyms
• Salons/barbers, dry cleaners, tailors
• Schools, daycare centers, kids’ camps and enrichment programs

Click here to view

New mover campaigns bring a higher return on investment than any other customer acquisition method. If you can capture the business of a new mover, you have a higher chance of keeping that business for as long as the consumer stays in the home.

So, how do you make that initial contact count? At Shamrock, we help businesses make powerful connections with consumers through integrated branded marketing campaigns. Here’s a few new mover campaign tips:

Start with solid data. Using data analytics, gather information about these potential customers—details that will help to shape focused, targeted messaging and delivery methods that resonate with new movers and bring them to your business.

Maintain brand consistency across all channels. Integrated campaigns include multiple touches: Direct mail postcards, emails, social media, event-based marketing and signage. It’s important to not only identify the channels that best connect with your demographic, but also to create content/messaging that speaks to that audience, while being true to your brand. 

Test and redeploy. An essential part of comprehensive program management is post-campaign reporting—and then redeploying in segment areas, as appropriate (i.e. follow-up email or social media touches).

If you’re interested in learning more, I’d like to share with you some of our new mover marketing success stories. Connect with me at tconnor@shamrockcompanies.net or call me direct at 440-250-2155.

Tim Connor