I need to take a break for a minute…
Over the last few weeks I’ve been completely overhauling everything about our marketing and online presence. I dived deep on some educational resources and our numbers. It’s all about site visits, demographics, audience acquisition and site behaviors. I’ve brainstormed and white-boarded and market researched until my eyes have bled.
It’s all so tedious.
It’s tedious but necessary. It’s a crowded marketplace out there. A few years back an Angie’s List rep told me there were somewhere around 850 moving companies in the DC area. It’s plausible (and probably easy to look up, but meh.) Maybe half of those companies are fully legal. Regardless, that’s a lot of companies competing for a finite number of customers who will use a service like ours once, maybe twice a year, or at least until they move into a permanent home.
So, we have to stand out and use a precious few seconds to make our case. If you’re not familiar with digital marketing or advertising in general, let’s just say that the legitimate, completely ethical ways of getting people’s attention and making your case are sometimes complicated and technically daunting. And it’s art as much as science.
Suffice it to say that I spend a lot of time tweaking systems and condensing language. A lot of work goes into getting your message across – before you even get to your message.
So what’s our message?
Simply this: we’re the real deal and we’re going to do our best to ensure you get the best possible service. We want to make people happy not just because they tell other people to use us, but also because it’s the right thing to do. No, really! With so much scum and villainy in this industry, we actually feel an obligation to protect people from the shady operators.
We train, we equip, we pay our dues, and we find solutions to people’s problems. We’re here to make a living, sure, but we know – through ten years of hard-earned experience – that the best way to make a living is to do the best and be the best for people.
Moving sucks. I think everyone would agree to that. But usually when people move it’s because they have to for one reason or another. And because there’s this idea out there that the moving industry has such a low barrier for entry, it invites those shady operators (or “Craigslist Cowboys” as we call them) to put up a cheap website and offer cheap (at best) “service.” Eventually these cowboys go out of business, but not before screwing people out of a lot of money. And then another shady operator steps in to their place.
This might sound like a complaint. It’s not. This is just me mental-dumping what I’m trying to say from behind the scenes, from keywording and SEO-ing. Feels nice. And, haha, given what our web traffic is, it’s pretty much me talking to myself. (Thank you, four or five repeat IP visitors – I’m looking in your direction, mystery visitor in Nigeria). Actually, it’s not that bad, but still…
Anyway, I guess what I’m rambling about is that we’re the real deal, we care, and we strive to do the best job for everyone we serve.
Now, how to translate that into keyword-rich copy…