In the world of business, it’s important to stand out and connect with your ideal customers. But getting noticed in a crowded market often takes more than a great product or service.
Appleton Moving Company loves helping their customers have a streamlined, low-stress moving experience. They bring professionalism, expertise, and world-class customer service to every move they handle. But as Appleton’s Vice President of Commercial Services Eric Barker explains, they were grappling with the challenge of reaching the right customers in a crowded marketplace. Appleton realized that they were offering a premium service to the wrong audience and needed some marketing expertise to get in front of their ideal clients.
That’s when Appleton reached out to us at 8 SIGNAL, and we were able to do what WE love: helping businesses grow, make an impact, and reach their goals.
Don’t have time to read this post? Watch the video here!
Appleton Moving Companies (with their brands Appleton, Scobey Moving & Storage, and Central Transportation Systems) offer a full range of services, from DIY packing to full-service.
Full-service moving includes expert packing, loading, transporting, unloading, and even setting up a space so that it’s move-in ready! This service can be a game-changer for busy people who need a streamlined, stress-free move. But Appleton realized they needed a targeted strategy to get these services in front of the right customers. 8 SIGNAL’s fractional CMO services helped Appleton rebrand, refocus, and craft messaging that resonates with customers seeking full-service moves. With an 8 SIGNAL fractional CMO (FCMO) leading their marketing team, Appleton is connecting with the customers who are looking for their services.
If you’re a business leader struggling to stand out from the crowd, here are some keys to reaching the right customers.
1. Understand Your Audience
There are people out there looking for a product or service like yours, and others who aren’t. Do you know how to connect with your intended audience? What do they like or dislike? What makes them tick? Understanding your customer is the foundation of a successful marketing strategy. To connect with your audience, dive deep into their preferences, behaviors, and pain points. Identify their demographics, interests, and lifestyles. What challenges can your product or service solve? What motivates them to purchase? 8 SIGNAL’s fractional CMO services develop a strategy that resonates by creating buyer personas and a Marketing Blueprint. When you offer a range of very distinct services (like Appleton), you need tailored strategies to reach the customers seeking each service.
2. Leverage Frameworks To Stay Focused
Appleton went from having monthly maintenance meetings to weekly EOS Level 10s. When a team only meets once a month, it’s challenging to stay focused, make sure tasks are completed, and gain momentum. Here’s the thing: In any business, life gets busy. It’s easy to get distracted with the bazillion things going on over the course of a month. Instead of “What did we talk about last time?” kinds of meetings, L10s keep strategy implementation and problem-solving at the front of everyone’s minds.
Wondering what the heck an L10 Meeting is? Check out this video!
3. Make Sure You Have Consistent Messaging and Communication
Can your customers find and recognize your brand? Do they understand what you offer? Are you connecting with them regularly? Consistency and communication are vital to building a strong brand identity and trust with your audience. It’s important that your brand’s voice and values are reflected across platforms and customer interactions. Fractional CMO services align and focus your ability to connect with customers. Through SEO (search engine optimization), knowing their audience, and ensuring efforts drive measurable results, Appleton can connect with their target customers.
4. Get Marketing Leadership That’s Part of Your Team
While marketing agencies and consultants have their place, fractional CMOs drive results in a way other forms of marketing help cannot. Why? Because consultants and agencies aren’t directly involved in creating strategy or building and leading your marketing team toward your business’s goals. An FCMO truly becomes part of the team — and we are invested in (and accountable for!) driving results for your company. Learn more about FCMOs in this blog post!
Do YOU Need Help Standing Out From the Crowd?
Does Appleton’s story resonate with you? Are you struggling to connect with the right customers? We’d love to help you get marketing leadership that drives your business toward your goals. Find out more about how an 8 SIGNAL FCMO can help you stand out from the crowd.
