Technology continues to develop at a rapid rate. Laptops, mobiles phones, and other devices continue to get more powerful every year, but flipside to this is that they have also become more complex and too difficult for most people to repair themselves. As a result, the electronics repair and maintenance sector has boomed over the last decade, growing at around ten per cent per year, and currently stands at around $15bn.
This growth has been great for consumers, who now have a choice of repair options with mobile repairman even offering to come to you and fix your iPhone or laptop on the spot. However, this competition has made it increasingly difficult for electronic repair businesses to differentiate themselves. Here are six ways to market your technology repair business that will help you stand out from the crowd.
1. Clearly define your niche
Few repair businesses have the expertise offer services across the country or have the tools to fix everything in-house and therefore marketing your business as the solution to all technology problems nationwide will be a waste of effort and resources. Instead, you need to clearly define your target niche, from the geographic location and budget of your potential customers to the specific services you plan to offer.
Do you specialise in fixing smartphones or tablets? Or maybe you do best services Apple products like iPhones and MacBooks? Or maybe you are better equipped to repair Google products like Pixel phones and Chromebooks? The more narrowly you define your niche, the easier it will be to market your business online via search engine optimisation as you will be competing against fewer companies. If you’re lucky, your business may even be the only one in that specific niche in your area.
2. Create a Google Business profile
Google Business is an often underappreciate free tool from the search giant that helps potential customers more easily find your contact information and details about your business in search results and on Google Maps. Getting setup is a simple process – simply sign up to the service online and Google will confirm your address with a postcard through the mail. Once registered, you can update your profile with images of your repair shop, details of the areas you cover, your opening hours, and other useful information about your business.
3. Create a website
You can build your own website for free using Google Business if your budget is tight, but if you have £1000+ to spend then getting a web designer/developer to build you a more beautiful and user-friendly site on WordPress would be money well spent. Alternatively, if you are comfortable making something yourself then Squarespace and Wix both offer good DIY options.
A website gives your business a home on the web with in-depth information about the services you offer and the locations you serve, and with some ecommerce functionality you could also take payments online. Critically, whilst Google is generally fairly good about highlighting the right information about your company via Google Business, you do not want to be reliant on one company for your entire online presence. An independent website gives you more control and is also an easy place to point people to for more information when printing business cards or flyers.
4. Use flyers and posters to promote your business locally
As a business where much of your trade comes from people bringing their devices to you for repair, location matters. And the most cost-effective way to market your business locally is via posters and flyers. Even without any prior knowledge about graphic design you can create great-looking computer repair flyers using tools like PosterMyWall, which can then be distributed to local homes and businesses.
Online marketing is great for many things, but you cannot beat the effectiveness of printed materials posted through letterboxes and posters put up on the walls in coffee shops and other community venues when you want to generate local leads.
5. Start an email or SMS marketing campaign to generate return business
Email and SMS (text message) marketing can be a tricky topic and businesses should not be using these tools for cold outreach campaigns. However, they can be fantastic to remind past customers that your business exists or and to nudge them to return to your services by offering a limited-time discount – just make sure you don’t send too many messages and annoy your customers!
6. Add a referral scheme
Every business strives for word-of-mouth recommendations, where people talk up your business to their family, friends, or colleagues. The quality of your service is the most important factor in gaining such support but creating a referral scheme can help drive the process. Offering current satisfied customers a simple 5% or £10 discount on their next bill for any new business they refer your way will encourage them to nudge their friends in your direction and offers a fantastic return on investment (ROI) as you will only pay for verified leads.