Marketing Matters: Why & How to Promote Your Elevator Business

Let’s talk about something I hear all the time from independent elevator business owners:

“I don’t really need marketing. My work speaks for itself. Referrals keep cash coming through the door.”

I understand this mindset because I used to have it. Our industry is built on relationships, the reputation we build, and the referrals from those we’ve served. But if you are not actively marketing your elevator business, you will quickly become invisible. If you are invisible, your competitors are winning jobs and high-ticket contracts that should be yours.

I know you didn’t start your company to become a Marketing Director—and I’m not saying you should be.

But as a business owner, you can’t afford to ignore marketing altogether. You don’t have to be an expert, but you do need to understand the basics well enough to make informed decisions and ensure your business is positioned for growth.

As visionaries, we should have a pulse on every branch of the business without needing to specialize in it. Marketing is no different.

This blog breaks down the most important aspects of marketing your elevator business in today’s digital landscape and provides straightforward solutions to help you develop a strategy that moves your business forward.

The Challenge: Standing Out in a Crowded Industry

I have worked with clients that tend to have similar struggles and frustrations when it comes to marketing their elevator business.

You know your company provides top-tier service, but do your potential clients?

Marketing requires building trust, showcasing your industry expertise, and making it clear why you are the best choice in the industry before a client ever picks up their phone.

The Pain Points We See

• Clients can’t see what sets you apart.
  If your website, social media, and marketing materials look like everyone else’s, a facility manager or building owner can’t tell the difference. Companies that invest in branding, thought leadership, and storytelling are seen as more professional and reliable these days. Human interaction also goes a long way so engagement with your audience matters in this aspect.
  
  
• Your competitors are talking. Are you?
  Even if your competitors are not running paid ads, they are still networking, attending elevator industry events, and pushing content that positions them as the go-to choice. If you are silent in the industry, you are falling behind.
  
  
• Referrals are great, but they are not scalable.
  Referrals bring in business, but they are unpredictable. If you want steady, sustainable growth, you need a system that consistently reaches new clients (and it does the hard part for you).
  
  

Marketing for Elevator Companies: What Actually Works?

Marketing for elevator businesses is by no means a one-size-fits-all strategy. Traditional methods still have a place, but they should support a strong digital presence, not replace it.

Why Traditional Marketing Alone Won’t Cut It

Back in my Madden Elevator days, my personal relationships, word-of-mouth, and attending conferences were enough to keep our businesses moving and thriving. Those still hold amazing value, but they have major limitations in today’s market.

• Limited reach. Trade shows and networking events only put you in front of a few potential clients at a time. Digital marketing reaches thousands instantly.
  
  
• Lack of measurable results. It is hard to track the ROI of print ads or networking events, whereas digital strategies provide real data on what is working and what is not for your audience.
  
  
• Shift in buyer behavior. Decision-makers research online before reaching out. If your business does not show up in search results, you will not exist to them.
  
  
• Slow growth. Traditional marketing relies on word-of-mouth and manual outreach, which takes time to build momentum. Digital marketing creates immediate visibility to your ideal client.
  
  

What Modern Marketing Looks Like

Today’s clients are online. This means you have to meet them there before your competitors do.

• Search engine optimization and content marketing.
  These are two very important pieces of your marketing puzzle. A strong website optimized for search engines ensures your business appears when potential clients are actively searching.
  
  If a facility manager Googles “best elevator maintenance company near me” and you are not on page one, that becomes a problem. A strong website with testimonials, service pages, and consistently updated content boosts your visibility.
  
  
• Social media presence.
  Networking at trade shows still has value, but a strong LinkedIn and Facebook presence keeps you in front of clients and industry leaders year-round. Your platform(s) for posting rely on where your ideal client is scrolling. Posting updates, sharing projects, and engaging in discussions puts you at the top of the recommendation list when someone needs an elevator contractor.
  
  
• Email marketing and newsletters.
  Direct mail campaigns used to be the way to reach clients. Now, email marketing is much faster. It’s more cost-effective, and allows for real-time engagement. A regular email strategy keeps you in front of potential and existing clients.
  
  
• Google and social media ads.
  Instead of spending thousands on billboards or print advertising, targeted Google Ads and social media campaigns to the decision-makers can facilitate added visibility to your elevator business.
  
  

The Right Marketing Mix: Digital at the Forefront, Traditional as Support

If you are only relying on old-school marketing methods, you are limiting your lead potential. A mix of modern marketing as your primary strategy, with traditional methods as extra support has been my go-to advice for clients feeling lost in the world of marketing.

• Prioritize your digital visibility. Your website, SEO, and social media presence should work for you around the clock.
  
  
• Use traditional networking to build relationships. Trade shows, direct outreach, and personal connections still matter, but they should drive people toward your online presence. You NEED a place to send them to (like your awesome website).
  
  
• Leverage the data and analytics. Modern marketing provides measurable results so you can refine your approach instead of continuously guessing. Have a way to capture the data, keep track of it, and learn as you go.
  
  

But What If You’re Not “Good” at Marketing?

Many business owners do not know where to start with marketing or what will actually work for their particular business. If you are not sure what strategies will make the biggest impact, that is understandable.

This is where I strongly recommend hiring an expert to craft the right strategy, optimize your online presence, and ensure your business gets seen by the right people. Consider this an investment in your growth!

Marketing your elevator business shouldn’t be complicated, cause you to lose sleep at night or require a 6-figure budget. But it is about securing your next big contract, winning larger projects, and staying ahead of your competition. How much is that worth to you and scaling your business?

Marketing Is Your Competitive Edge

The best elevator service provider in the world will never matter if no one knows about it.

If you want to stay ahead, win more business, and build a sustainable company, marketing is not optional. It is essential!

It is time to put a strategy in place that works for your elevator business and put marketing at the top of your priorities.