Great marketing isn’t just putting money into the ad machine and getting it to spit out leads in return. It’s also about building and leveraging your brand awareness to get more and better leads over time.

Yet according to our data, more than one in four movers set aside just 5% of their total revenue for marketing. Compared to the 10-12% business standard, that simply isn’t enough to move the needle on revenue.

One of the key differences between the movers who settle for 7% average margins and those who make 20% net profit or more is that profitable movers ramp their marketing up, when everyone else slows down.

Today, we’re sharing a step-by-step guide to help you build, execute and measure your marketing strategy to ensure increased revenue ROI. Let’s dive in!

When it's time for a marketing revamp, 👇Grab this convenient checklist to make sure you’ve covered all the right bases.

If you’re constantly feeding the ad machine and getting little in return, your branding could be the problem. Inconsistencies in your messaging, landing page, or website design can be a turnoff for potential customers looking to partner with the most professional and reliable mover in their area. 

From your crew uniforms to your digital strategy, a consistent brand experience can increase revenue by up to 23%. So, take the time to make sure the foundations for a 5-star brand experience are in place, before you hit the gas on your ad strategy.

Here’s where to start.

Research your competitors

If you look and sound like every other mover in your area, you’re not going to get the brand recall you need to drive ROI. With data showing that companies with strong brand positioning can see a 2-3x increase in market share, it pays to know how you stand out.

Examine the competitive landscape in your area with the following questions in mind:

• What are our competitors’ unique selling points and branding strategies?
• How do they position themselves in the market?
• How do our competitors market their services (online advertising, social media, partnerships)?
• What changes have they made to their marketing in the past, 6, 12, or 18 months?
• What do customers like or dislike about our competitors based on reviews and feedback?
• Are there any gaps or opportunities in the market that our competitors are not addressing?
• What specialized services do they offer? 
• How do they position those on their website, landing pages, and social media?
• What are the strengths and weaknesses of our competitors in terms of service offerings, pricing, and customer experience?

Write or update your Unique Selling Proposition (USP)

With a clear view of the current market, you’re ready to write or update your unique selling proposition. A strong USP is a clear and compelling statement that communicates the unique value and benefits your moving company brings to customers. You can use it as a sort of north star to guide your messaging across every touchpoint within the marketing journey.

Here are some tips to help you draft a strong USP:

• Emphasize what makes you unique: Showcase the special features or services that make your moving company different from others.
• Keep it customer-centric: Make sure your USP revolves around solving the specific needs and challenges of your customers and what’s in it for them if they choose to work with you.
• Use clear language: Your USP should get straight to the point and be easy to understand. Here’s an example: Safe & Stress-Free Moves: Our team of highly-trained professionals ensures your belongings are handled with utmost care, providing a hassle-free moving experience
• Acknowledge the competition: Address how you compare to competitors and why customers should choose you. For example, if your research revealed that customers are concerned about pricing, you could update your USP to include messaging like: No Hidden Costs, Transparent Pricing: We offer upfront and transparent pricing with no hidden fees or surprises, ensuring you have a clear understanding of the costs involved.
• Appeal to emotions: Consider how your USP can connect with customers on an emotional level. For example, At [Moving Company Name], we understand that moving is not just about transporting possessions; it's about transitioning to a new chapter in your life. We go the extra mile to make your move a positive and memorable experience.
• Integrate into your branding: Once finalized, use your USP across all branding and marketing channels to consistently communicate your unique value proposition.

Update your tagline

When you’re deep in your market research, that’s the perfect time to review your existing branding, including your company logo and tagline. Whether simple and straightforward or catchy and creative, a good tagline can capture your customer’s interest and let them know why they should choose you.

Tips to upgrade your tagline:

• Reflect your unique value proposition: Ensure your tagline communicates the core benefits and value your moving company offers to customers.
• Keep it concise and memorable: Aim for a short and catchy tagline that is easy to remember and resonates with your target audience.
• Evoke emotions or create curiosity: Consider incorporating emotional appeal or intriguing language to captivate customers and make your tagline more engaging.
• Highlight your differentiators: Use your tagline to emphasize what sets your moving company apart from competitors and why customers should choose you.
• Test and iterate: Gather feedback from customers or colleagues to determine the effectiveness of your new tagline and refine as needed to ensure it aligns with the rest of your brand messaging.

Examples of strong moving company taglines:

• Let’s Get Moving
• We Handle All Your Moving Needs
• The Smartest Move You’ll Ever Make
• From Here to There with Exquisite Care

Review your logo

Does your current logo effectively represent your brand identity, values, and the services you offer? If your moving company has undergone significant changes in its mission, values, or target market, now may be a good time for an update.

Tips to upgrade your logo:

• Hire a pro designer: Consider working with a professional to create a visually appealing logo that reflects your brand identity and stands out from the sea of moving companies using free online logo makers.
• Simplify or modernize: Opt for a modern design that is easily recognizable and versatile across different platforms and marketing materials.
• Incorporate relevant symbols or colors: Choose colors and symbols that resonate with your target audience and convey the values and personality of your moving company.
• Ensure scalability: Test your design across various sizes and formats, from digital platforms to print materials.

Examples of great moving company logos:

• Works Moving & Storage
• 2 College Brothers
• Moving Ahead Services

✅ Brand foundations checklist

Research audience and competitors
Write Unique Selling Proposition (USP)
Create or update tagline
Design or update logo

According to our research at SmartMoving almost all (99%) moving companies have a website. But in the current market, simply having a website isn’t enough.

Update your web copy

Review your services and the end benefits to the customer and make sure that language is clear throughout your website, business listings, social media and all other digital marketing channels. For example, if you offer pad wrapping protection that could translate into “expert movers who make sure the job gets done right.”

• Include messaging about additional services: What other services do you offer? Whether it’s packing, storage, or insurance, make sure you’re promoting both the service you offer and the benefit each one brings for customers.
• Sprinkle in your USP: Make sure your differentiators are clearly reflected in the language across all pages of your website and social media channels. 
• Add lead magnets: Offer gated resources or downloadables to capture email addresses from web site visitors who aren’t yet ready for an estimate. For example, a free downloadable moving checklist, guide on how to pack fragile items, or tips for decluttering their home before moving.

Freshen up your imagery

Experts like Louis Massaro, founder and CEO of Moving Mastery recommend adding “service and satisfaction” images throughout your website. Service images are photos of your crew, trucks, and warehouse. Satisfaction images are photos of happy customers and team members.

Here are some tips to elevate your website imagery:

• Include testimonials and customer photos: Choose the best and make sure they’re visible on all your top service pages.
• Add videos: For example, the team at My Guys Moving shared a touching video of customers reacting to a serenade from one of their movers.
• Audit your calls to action (CTAs): Whether it’s “Get Your Free Estimate” or “Call now!”, make sure your CTAs pass the squint test and are easy to see and click on via both desktop and mobile.
• Add interactive content: How can you keep your website visitors around longer? In addition to videos, consider offering tools like a calculator to help them figure out how many boxes they’ll need for packing, or an online calendar where they can self-schedule an estimate.
• Add social media icons: Make it easy for potential customers to navigate to your social media channels and back with clickable icons in the footer of every page.
• Streamline your brand ID: Elements like your logo, fonts and color schemes are like visual cues that let leads know you’re reliable. Check your website, social media pages, crew uniforms, email templates, ads, mailers, business cards, and more to make sure your brand ID is consistent.

Optimize for speed and navigation

You know your website needs to be fast, but did you know that for each second of additional page load time, your conversion rates can decrease by roughly 2%? In the modern consumer environment, your website needs to be both fast and mobile-friendly.

Tips for speed optimization:

• Compress images: Optimize images by compressing them without compromising quality. Use free online services like TinyPNG to reduce file sizes.
• Minimize HTTP requests: Reduce the number of elements on your web pages, such as scripts, stylesheets, and images, to minimize the number of HTTP requests needed to load the site.
• Enable browser caching: Configure your server to enable browser caching, which allows frequently accessed resources to be stored locally on visitors' devices, reducing load times for returning users.
• Minify CSS, JavaScript, and HTML: Use free tools to minify your code by removing unnecessary spaces, comments, and characters to reduce file sizes and improve loading speed.
• Use content delivery network (CDN): Utilize a CDN to distribute your website's content across multiple servers and speed up content delivery to users.
• Optimize code: Ensure your website's code is clean and well-structured. Remove any unnecessary elements, plugins, or scripts that may slow down loading times.

Tips for navigation optimization:

• Clear navigation menu: Keep your navigation menu simple and organized, with clear categories and dropdown options for ease of browsing.
• Consistent navigation: Maintain consistent navigation elements across all pages to help users navigate your site easily and find information quickly.
• Mobile-friendly design: Make sure your website is responsive and mobile-friendly, with a design that adapts seamlessly to different screen sizes and devices.
• Intuitive user interface: Use intuitive design elements, such as clickable buttons, breadcrumbs, and search bars, to help users easily find the information they're looking for.
• Check CTA placement: Include clear and prominent CTAs throughout your website to guide users on the next steps they should take.
• Optimized forms: Streamline your forms by minimizing required fields and using autocomplete features to make the user experience smoother.

✅ Moving website checklist

Audit your messaging and website copy
Invest in high-quality photos
Optimize for easy mobile navigation
Optimize for speed
Add interactive tools like a quote calculator and contact form
Offer gated resource or downloadable to capture email addresses

In the world of moving, there are two key routes to getting more leads on Google: organic SEO and pay-per-click (PPC) ads. Let’s start with SEO.

Update your Google Business Profile and other listings

Believe it or not, nearly 68% of clicks go to the top five results in an organic search. The search results you see are the same ones potential customers will see, so make sure you keep your listings in tip top shape.

Here are some tips to help boost your online presence:

• Keep your Google Business Profile (GBP) updated: Schedule regular Name, Address, and Phone number (NAP) audit audits to remove duplicate listings and make sure your address, contact information, and operating hours are correct.
• Repeat those steps for all listing sites: Make sure your business details are accurate across all your major listing sites and social networks, including Angi, Thumbtack, your Yelp page, Facebook Business page, and more.
• Upload photos of your trucks and crew: Listings with photos have been shown to receive 35% more clicks than those without photos.
• Use a sitemap checker: There are many low-cost tools that can help you visualize your site structure and identify any potential issues that may be hurting your ability to rank.
• Target relevant keywords to attract the right audience: When creating your list of keywords, they should fall into a few different categories that span industry and location. For example: Cleveland movers, Downtown Cleveland movers, Affordable local movers Cleveland
• Add the name of your city. This is an easy way to optimize your site pages and boost your visibility in local searches.
• Add the types of services you offer: For example, Unicorn Moving & Storage has a dedicated web page for each individual type of move it offers, from local and long distance moves to senior moves, and even piano moves.
• Optimize your meta descriptions. These should be short (typically 150-160 characters), they should include your target keyword, and they should read like a mini ad enticing searchers to click through to your page.
• Add image alt text. Add a brief description of the images on your website for search engines and visually impaired users. This is also a great place to include keywords, as long as your descriptions are accurate and related to the image.

✅ SEO checklist

Add or claim your Business Profile on Google
Upload images of trucks and crew
Conduct an Name, Address, and Phone number (NAP) audit
Repeat these steps for Facebook and Yelp
Use a sitemap checker to reveal any technical issues
Build a list of targeted keywords including location and services
Update website and landing pages with SEO-optimized descriptions of your services
Optimize your meta descriptions and alt text

Today a whopping 82% of consumers read online reviews for local businesses. Not only that, review quantity, velocity (how often you receive new reviews), and diversity contribute approximately 15% to a local business's SEO ranking.

Getting more 5-star reviews for your moving business is critical to boosting both the volume and quality of your leads. Here are some tips to help you ramp up your review count.

• Don't wait for the reviews to roll in: Aim for a minimum of 150 reviews on Google or preferred listing site and set up systems to consistently ask for customer reviews, like Pop Cards for one-tap reviews and an automated email after a successful move.
• Incentivize your crew: Even a small reward can compound the number of reviews you’re able to secure. Consider offering a $50 bonus for every positive review, $100 for reviews that mention a crew member by name, or $200 for video reviews.
• Train your team on how and when to ask: Create your scripts and processes. For example, when a customer says, “Oh, I wish I had more money to tip you,” crew members can respond with:  “The best tip you can give us is a five-star review.”
• Respond promptly to all reviews, especially any negative ones. If you're not sure what to say, ask ChatGPT to help you get started, then customize the language to align with your brand.
• Use an online reputation management (ORM) system: ORM tools can help you centralize, automate, and stay on top of your reviews across all listing sites and social media platforms from one central place.

✅ Reviews checklist

Aim for 150 reviews on Google or preferred listing site
Add QR Codes to crew’s tablets and uniforms
 Use Pop Cards for one-tap reviews
 Reply to all reviews
 Set up a plugin to share Google, Yelp, and other reviews on your website
 Reach out to happy customers to request video testimonials
 Set up alerts for new reviews
 Create customized auto-response for each channel
 Use best reviews in website, social media, ads, landing pages, newsletters and email signatures
Use ORM software to monitor and track

PPC can be profitable, but the ad type, spend, and market all impact your ROI. The two biggest players in the PPC arena are Facebook ads and Google ads, and they can both eat into your margins if you don’t keep your finger on the pulse.

Here are some tips to help optimize your Google ads.

• Target the right audience: Use location targeting to ensure your ads are only shown to people in your local area.
• Use ad extensions: Incorporate location extensions and call extensions to improve the visibility and engagement of your ads. Location extensions display your address with your ads, while call extensions allow people to call you directly from your ad with one tap.
• Use negative keywords: Implement negative keywords to exclude irrelevant search terms and save costs. This will prevent your ad from showing up for keywords that don't relate to your business or that have low conversion rates.
• Track performance and adjust bids: Keep track of your campaign's performance and adjust your bids and ad copy accordingly. Use Google Ads' conversion tracking to determine which keywords and ads are leading to sales and adjust your bidding strategy accordingly.
• A/B test ad copy: Experiment with A/B testing your ad copy to determine which headlines and descriptions have better click-through rates and lead to higher conversion rates.
• Optimize your landing page: Ensure that your landing page is optimized with clear CTAs and relevant content. The page should be mobile-friendly and fast-loading.
• Optimize bids for value: Adjust your bids to maximize the value of each click by targeting high-intent keywords that are likely to lead to conversions.
• Try Google Guaranteed: If you haven’t already, consider going through Google’s screening process to qualify for its Local Services Ads (LSAs) program. The program allows for customers who find your business through Google LSAs to be eligible for reimbursement if they’re not happy with your work.
• Consider hiring an expert: Unless you have a deep understanding of pay-per-click methodology, you might be able to achieve better ROI by hiring an expert consultant or agency to do it for you.

✅ PPC checklist

Use location targeting to reach the right audience
Add location extensions and call extensions
Take advantage of negative keywords
Track and adjust
A/B test your creative
Target high-intent keywords
Try Google Guaranteed
Consider hiring an expert consultant or agency

According to our latest benchmark report, the top three channels for social media are: Facebook (92%), Instagram (66%), and LinkedIn (37%). But while many movers post the same generic content across all channels, you can stand out by investing more effort into the 2-3 channels that bring you the most return.

Let’s take a closer look at some of the latest best practices:

• Make sure your brand is consistent: Audit your social media profiles for consistent fonts, logo, and colors to ensure a professional look at every touchpoint.
• Set clear goals and KPIs: Establish clear goals and KPIs to track your progress and make sure you’re seeing a return on your investment in social media.
• Target local audience: Tailor your content to target local homeowners, renters, and businesses who are in need of moving services. Use local hashtags and geotags to increase visibility within your community.
• Focus on platforms popular in your area: Such as neighborhood groups on Facebook or local business networks on LinkedIn. Invest your time and resources in building a presence on just the platforms that matter.
• Create content tailored to local events and needs: Develop content that speaks to the specific needs and concerns of your local audience. For example, you could share videos of your team showcasing how you partner with local charities.
• Share local success stories and testimonials: Highlight successful local moves and customer stories to showcase your company's role as a trusted expert in the community.
• Create a team SOP for drafting posts: Include swipeable AI prompts to help with ideas and drafting copy for your social posts.
• Use a social media management platform: The right tool can help you batch and schedule posts for consistent publishing across all channels.
• Hire a professional: If you and your team just don’t have the time, a social media marketing agency that specializes in moving companies can help you scale your reach and engagement on all the right platforms. 

✅ Social media checklist

Audit social media profiles for consistent fonts, logo, and colors 
Use hashtags and geotags to boost local visibility
Set clear goals and KPIS
Focus on platforms popular in your area
Use high-quality photos/videos customized with your branding
Create content tailored to local events and needs
Create an SOP with AI prompts for ideas and draft copy for social posts
Schedule posts for consistent publishing across all channels
Consider working with a professional consultant or agency

A well-planned and executed moving business content strategy can help you increase brand awareness, boost SEO, and bring in more leads at a lower cost. As with your brand identity, you want your content strategy to be thoughtful, cohesive, and authentic.

Here are some tips to help you nail it:

• Review your customer FAQs: These are a treasure trove of ideas for valuable blog, email, and social media content and the best part is, you already know exactly how to answer them!
• Create informative content: Use your content to answer common customer concerns, such as packing tips, moving checklists, or advice on choosing the right moving company.
• Include visual content: Utilize high-quality images and videos in your content to make it more engaging and shareable. For example, you could share before-and-after images of successful moves, videos of your team in action, or all the top moving day must-knows.
• Partner up with an influencer or guest blogger. This gives you the benefit of organic traffic, done-for-you content, and a quality backlink.
• Promote your content: Share content regularly on your website blog, social media platforms, and in email newsletters.

✅ Content strategy checklist

When the right mailers show up at the right time, the impact is undeniable. To increase your ROI, focus your efforts on leads who just listed their home or went under contract so that it’ll show up at the right time and feel serendipitous.

Here are a few more tips to win with your mailers:

• Send mailers to pending listings asap: In addition to new listings, check the real estate MLS for “pending” or “under contract” listings. These homes will be sold much sooner, so it’s important to check and send mailers out to these folks daily.
• Add photos of your trucks, customers and/or crew: Service and satisfaction imagery is just as powerful on your mailers and postcards as it is on your website and digital marketing channels.
• Add social proof: This could mean testimonials or a creative list of the Top 10 Reasons you’re the area’s most trusted mover.
• Include a strong call to action: Make it crystal clear how to contact you by placing your phone number and email address where recipients can’t miss them.
• Add a discount coupon: A quick incentive is a great way to give your recipients a clear reason to call. For example, you could offer $125 off long distance moves, $35 off local moves, free boxes on local moves, and 2 months free storage on local moves.
• Use tracking numbers: Add local tracking numbers and dedicated URL to track any incoming business directly back to your mailing campaigns.

✅ Direct mail checklist

92% of consumers trust referrals from people they know, which is why a well-structured moving company referral program is one of the best ways to increase your marketing ROI and bring in more revenue at a fraction of the cost. But a half-baked program isn’t going to cut it.

Let’s examine the latest best practices:

• Set a clear revenue goal: A specific goal for your referral business will help you follow through on the scripts, forms, emails, and all the other pieces that come together to create a well-oiled referral machine.
• Create a structured referral program: Outline your incentives, rewards, and terms. For example, a flat rate or commission (e.g.,10% commission or $50 depending on which is greater) for B2B partners like realtors.
• Participate in community events: Home and garden shows, trade shows, Chamber of Commerce events, or even company-hosted lunch and learns can be a great way to connect with potential partners.
• Reach out regularly: Appoint a member of your team to dedicate time each week for connecting with real estate agents, property managers, leasing companies, and other priority partners.
• Launch a landing page and/or affiliate portal: With a dedicated landing page that explains the details of your affiliate program and a customized portal where they can log in and submit their leads, you’ll have everything you need to scale your program to a whole new level.

✅ Referral marketing checklist

Set a clear goal
Create a written referral partner strategy
Build a list of potential partners
Join local events
Reach out to potential affiliates weekly
Launch a landing page and/or affiliate portal

You can’t improve what you can’t see. To make sure you're getting real results from each one of your marketing channels, take time to set up a clear and repeatable reporting framework. Use your marketing ROI report to analyze the effectiveness of your marketing efforts and measure the ROI on your referral sources and lead providers.

Here are some can’t-miss tips for tracking your marketing ROI:

• Evaluate spending on different sources: Be sure to include the revenue earned in relation to that spending. Aim to keep the % spent for each source at 10% or less.
• Measure each lead source: Including the total number of opportunities per month, booked opportunities, fully completed opportunities, and those marked as lost, canceled, or bad.
• Review the actual revenue and average move value for each source: Base your numbers on the revenue received from completed or closed opportunities per source.
• Define your cost per lead: This can vary based on different factors, such as each lead providers' cost-per-lead, configured marketing spend for referral sources, and timing of when opportunities were created in your CRM.

✅ Tracking checklist

When it comes to marketing, there is a lot of hype. Don’t fall into the trap of guessing what might work, or blindly taking some internet guru’s word for it. 

With every element of your marketing strategy, use data to help drive profitable decisions. Look at the numbers and take time to understand what they’re really telling you about your marketing spend and ROI.

In SmartMoving, done-for-you ROI Reports help you and your team track all the metrics that matter, so you can find out what’s working and where to spend your marketing dollars.

Drop the manual number crunching. Reveal your real marketing ROI with SmartMoving. Book your free demo to learn more.