The scrap metal business is local by nature. Most of your customers are going to be within driving distance. But as the industry grows and more scrap businesses open, convenience alone isn’t enough to make you stand out. Differentiating yourself from your local competitors requires a solid strategy.
Today, we’re sharing four tips for marketing yourself to local customers. With these simple strategies, you can make a positive impression on your community and attract the right customers to your scrap yard.
Create and maintain a presence on Google My Business
Often referred to as GMB, Google My Business is a powerhouse when it comes to local business reviews. Many people turn to GMB when making purchasing decisions to hear what their peers have to say. It’s in your best interests to make sure your customers are leaving positive reviews.
Thankfully, you don’t have to wait around for those reviews to come in. You can be proactive about asking for them. For example, you might:
- Email your customers asking them to leave a review.
- Mail or hand out postcards with a QR code to your GMB page.
- Put a sign in your window.
- Simply ask your customers directly if they’d be willing to leave you a review.
One thing to keep in mind: You can’t pay people for reviews. If Google finds out you’re buying your reviews, they might shut down your page. Don’t be afraid to be creative about collecting reviews! Just steer clear of incentivizing them.
Reach out to potential customers directly.
You don’t have to wait around for GMB reviews, and you don’t have to wait around for customers. You can go to them instead.
Google can be a great tool for discovering businesses in your area that could become customers. Do a little preliminary research to see who’s nearby, and keep a list. You might send out postcards or drop off a small gift basket to establish a connection. Another way to connect with other businesses: Go to meetings hosted by the chamber of commerce and other business organizations. You never know who you might meet.
If you’re looking to connect with residential customers, visit your local post office. Ask about buying address lists for local neighborhoods—the price is usually quite reasonable. Send out mailers or leave postcards in mailboxes with a list of materials you accept, plus your contact information.
Do some basic public relations (PR) work.
You might be surprised by how much PR work you can do on your own, without a PR professional. Start by making a list of all the local news outlets you can think of. Use the internet to see if you forgot any. Remember to look for:
- News stations
- Radio stations
- Large newspapers
- Small, community newspapers
- Business and industry publications
Scour their websites to find the names and email addresses of their editors. If a media outlet has multiple editors, pick the one who covers business or industry. Now you have a press list.
Your next step is to write a press release. Of course, you can’t write a press release about just anything. Press releases are for announcing something newsworthy. For example:
- Expanding your business’s footprint by adding more square footage, whether that’s indoor or outdoor.
- Accepting a new material for the first time.
- Partnering with another local business on a special initiative.
Send your press release to everyone on your press list. If possible, include a photo. Not every press release will get the attention of a media outlet. But with luck and practice, you’re likely to get some good coverage.
Sponsor local events.
If you’re looking for a fun and different idea, sponsor a small, local event. Little league games, picnics, and other community events are always looking for sponsors—and it’s usually very inexpensive. Your logo will probably go on t-shirts, banners, and other promotional materials. Plus, most of these little events make a point of thanking their sponsors as often as possible.
Some businesses don’t bother with these events because the audience is too small and too local. But, since most of your customers are likely to be your neighbors, local sponsorships are a great strategy for you. Take advantage of the cheap marketing, and enjoy the fun of supporting your community. It can do wonders for your reputation.
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You don’t need to be a marketing whiz to get the word out about your scrap yard. With a few smart strategies and a little creativity, you can get the attention of your potential customers.