Would you consider yourself an elevator marketing pro? Would you say you excel in this department of your business? Do you have someone you’ve delegated to successfully execute your marketing strategies? If your answer is no to any of these questions, continue reading these tips to help successfully market your business in the elevator industry. If you’ve answered yes, then no problem. We'll explore the evolving elevator industry and how to stay up-to-date with the best marketing practices to remain competitive. Don’t worry, we’ll get through this in one piece and your business will come out better on the other side!

Times have changed in the elevator world. Forgive my nostalgia, but I remember when we used landlines and dial-up connection. We didn’t have the technology we have today. Our relationships with our customers and how we market to them have evolved to real-time, instant connections through a multitude of channels. That is why continually refreshing and educating ourselves on industry trends and attracting potential clients is crucial to running a successful elevator business.

What is a “brand”?

We all have to start somewhere. The first step is figuring out who you are as a provider—what services you offer, your value/mission, and figuring out how to plug that into the elevator industry. All of these components make up your brand identity. Chris Carey found himself asking the same questions when he created Vertical Environmental Solutions.

“How do I market this? How do I pitch this? How do I get the elevator service providers in the building to engage with that type of service?”

The Elevator Entrepreneur

Chris joined me in our latest episode of The Elevator Entrepreneur to discuss the challenges he faced after creating his company. He developed a unique niche to the elevator industry that involves cleaning and assessing elevator pits. “When you think about elevators, especially from a service provider’s side, you don’t necessarily think about cleaning.” Chris realized a need for his services in the industry and centered a marketing strategy around it. He honed in on the opportunities he saw and began building a brand identity. Here are a few ways to create a unique, recognizable brand in the elevator industry, just as Chris did for himself:

• Define your niche and identity-  Identify your services and the market segments you want to target. Then, define your values and your goals. At Elevator Strategic Hub, we have our mission, values, and vision laid out in our Elevator Business Operating System (eBOS). We review them once a week as a team to make sure our identity is represented within our work. As a business owner, you’ll want to have clear, definitive values and a vision that reflects your brand identity.
   
• Craft a strong brand story- What is your “why”? Why do you offer the service(s) you do? What makes you better than the competition? Highlight your story behind the brand. Authenticity will make all the difference here and will showcase what sets you apart from other providers in the elevator industry.
  
  
• Utilize a point of contact- This can be by creating your own website or social media pages. These are often the first introduction to a potential client in today’s world. Your website and social media pages should be user-friendly, informational, and should showcase your brand identity through products, services, and testimonials.

Once you have an idea of who you are and who you are marketing to, then the real work begins. Your image should remain consistent in your marketing campaigns. Prospects should recognize your brand voice and your image because of the consistency in your marketing channels. This is the beginning of developing an image for your company.

Why is delegating marketing essential for your business?

“You can’t be the chief of everything.” Chris Carey has some wise words—and wow, is he spot on! As an elevator business owner, it is easy to get caught up in all of the aspects of the daily operation. We have to remember that we are creating something much larger than us and in order to do that, we have to delegate. Holding out pride can hinder the business more than help it. You have to think outside the box and sometimes, thinking outside of the box means hiring outside of it. These are the reasons you’ll want to hire someone dedicated to marketing your brand:

• Access to expertise- A professional with a marketing background is trained in market trends, knowing their audience, and effectively communicating with them. Hiring in-house or contracting someone who knows a thing or two about marketing your business will give you access to a wealth of knowledge. Also, having a fresh set of eyes on the brand you have created and the avenue you want to take it can promote creativity and opportunity.
  
  
• Enhanced analytics and insights- Marketing professionals typically understand how to analyze performance data. This is similar to those KPIs I’m always referring to. Your hired-help should adjust your marketing strategies accordingly to this data to get to your desired outcome.
  
  
• Increased efficiency and free time- This is a no brainer. Delegating this very important aspect of your business to a marketing professional will lead to faster execution and more consistent messaging. It will also free your time and allow you to focus on scaling your elevator business.

Not everyone can afford to outsource the marketing of an elevator business, especially if you’re just starting out. Even just consulting with a skilled professional can give you access to an abundance of knowledge. Just don’t make the mistake of hiring the guy who insists on a pink briefcase with rubber handcuffs for your sales pitch (I know what you’re thinking—pink isn’t really my color… so that’s why I went with the black briefcase). True story! 

Anyway, delegating marketing is one of the best investments you can make for your elevator company. Not everyone will fit the bill, so keep looking until you find a professional that aligns with your brand and will recreate that through their marketing strategies.

How can you stay up to date on best practices in the elevator industry?

This is where you’ll gain that competitive edge. Our world of technology and consumerism is constantly evolving. The way we do business has changed significantly in just the last 20 years. We have to stay up to date with new marketing trends while not forgetting where we came from. We have to find creative ways to keep up with our clients even after we’ve completed a job.

“Once you're in the building, you got to continue marketing your services and things you're offering, especially if you have new things going on. Then, it's also marketing internally to your staff and building those relationships within to help your network grow and your company.”
The Elevator Entrepreneur

As an elevator entrepreneur, you’re always marketing to clients, potential clients, and even your employees. You want to make sure the people in the realm of your business know who you are and are always taken care of. Getting someone in the door, whether they’re a customer or a new employee, is not the end of the gig. Continue to develop these relationships and network within them. This continuation of marketing to your business network is only one strategy. Here are some others:

• Subscribe to industry publications- You should be subscribed to publications that offer insights on today’s marketing world. These resources can let you know what is working, what is not, and the current trends to gain potential clients through marketing channels. Elevator World, Elevator & Escalator Safety Foundation (EESF), and National Association of Elevator Contractors (NAEC) publications, are all great places to start. These publications keep you updated on the latest standards, emerging changes, and advancements in the elevator industry. By reading these publications, you’ll know what the current focus is within the industry and how that relates to your niche.
  
  
• Invest in your education- I cannot stress this enough. There is always more to learn in any industry, but especially in an industry such as ours where the safety of employees and the riding public is at stake. We should always be looking for ways to invest in our knowledge of the elevator industry. The organizations listed above and many others offer courses, seminars, workshops, and ways to get involved to continue your education in the industry. This benefits all sectors of your business.
  
  
• Engaging in your online communities- As overwhelming as it may seem, social media and other elevator communities are great places to learn more about what your audience expects from you. Online trends change daily, so being consistent in your brand message, while adhering to the current online landscape are beneficial to the success of your marketing strategy.

So there you have it. A list of ways to market yourself in the elevator industry. If you’ve made it this far, kudos for taking the time to learn more from Chris Carey and myself about the marketing tips we found helpful during our careers. Of course there is much more that goes into creating successful marketing strategies and leveraging them, but I hope this gives you an idea of where to start.

Here are my 3 takeaways for marketing your business in the elevator industry: 

1. Determine your brand identity and the vision you create for the business.
   
   
2. Delegate and elevate! Don’t be afraid to hand over the reins to a trained marketing professional.
   
   
3. Marketing trends evolve and there’s always more to learn. Invest in your education.

If you’d like to watch more of what Christopher Carey has to say about his journey to becoming a successful, unique service provider in the elevator industry, click the link above or watch the full video on Youtube.

As always, stay safe out there, and I will continue to empower my fellow Elevator Entrepreneurs.