CEOs of hazardous waste businesses must grapple with a distinctive set of challenges, from environmental concerns to regulatory complexities, all while navigating a dynamic landscape of modern business.
Steering through these challenges with growth goals in the forefront often goes beyond the traditional aspects of business management, which is precisely where a strategic partnership with a marketing agency can prove to be a game-changing decision.
As the hazardous waste industry continues to evolve, CEOs are discovering that harnessing the power of tailored marketing strategies can not only expand their businesses, but also fortify their brand’s reputation amidst the intricacies of their field.
Hiring a marketing agency is an investment, and with any investment in your business, timing matters. When to hire a marketing agency will vary by business, your current needs and your future needs, but if you’re experiencing any of the following signs, it may be time to consider partnering with professionals:
- You need to grow your business but need help.
- You want the financial rewards to match the effort you are putting in.
- You need to work ON your business, not IN your business.
- You want more time for family and yourself.
- You need a proven marketing system that works.
You Need To Grow Your Business But Need Help
The goal of growing your business is a shared objective among entrepreneurs. In the hazardous waste industry, you likely face unique challenges that can stand in your way. These include costs, environmental concerns, what may feel like a limited client base and intense competition.
You want - and need - to grow your business, but if you’re asking yourself how, it’s likely time to hire a marketing agency. Especially, when your word-of-mouth options have been exhausted.
Hiring an agency will generate brand awareness, deliver qualified leads for your sales team and help you take revenue growth to the next level. This process begins with getting to know the type of customer you serve.
Your target audience, or buyer persona, is based on a number of qualities or characteristics, from demographics to challenges and pain points, buying behavior, goals, and even objections and concerns. Once an agency determines who you are targeting, it will then put into motion a marketing plan that includes areas such as:
- Brand development and positioning: A marketing agency will help define and refine your company’s brand identity, mission and values. It can position your company as a trusted and responsible leader in hazardous waste management, focusing on your commitment to safety, compliance and environmental stewardship.
- Digital marketing strategy: Successful marketing strategies today include search engine optimization (SEO), content marketing, social media management and online advertising to increase your online visibility and attract potential clients.
- Website evaluation and enhancement: Marketing agencies offer the ability to optimize your website to make it informative, user-friendly and reflective of your expertise. This includes creating compelling content, optimizing site structure and ensuring mobile responsiveness.
- Content creation: A marketing company will develop valuable and educational content like blog posts, whitepapers, case studies and videos that showcase your industry knowledge and solutions. This content should connect to landing pages on your website where you’ll be able to capture important contact information in exchange for these offers.
- Thought leadership: In specialized industries such as hazardous waste management, it’s important to position your company as a thought leader. A marketing agency will work toward this by creating and distributing insightful content, as well as creating opportunities to participate or promote industry discussions (such as through webinars, workshops, etc.).
- Targeted paid ads: Using targeting ads can capture potential clients’ contact information. Examples of effective advertising include Google Ads and social media marketing like Facebook or LinkedIn ads.
- Email marketing: Email marketing campaigns can nurture leads, share relevant content and help move your clients through the sales funnel.
- Metrics and analytics: A marketing agency should provide insights into the effectiveness of your marketing campaigns through analytics, allowing you to adjust strategies based on data-driven results.
By leveraging the expertise of a marketing agency, your hazardous waste company can enhance its visibility, build trust within the industry, attract more clients and ultimately achieve sustainable growth.
You Want The Financial Rewards To Match Your Effort
Wanting your financial gains to reflect the hard work you invest in growing your business is only natural. After all, your business endeavors are driven by both passion and the desire for tangible results.
However, your effort may not always align with the results you’re getting, especially if you’re using outdated marketing practices.
Drive down a street and you may see a billboard towering over you, or head to your mailbox, and you may find a postcard stuffed in the back waiting to be rescued. Both of these examples, along with cold calls, newspaper ads and tv ads, are examples of outbound marketing.
Outbound marketing is a traditional sales approach that’s been used for decades. This type of marketing involves casting a wide net, hoping to catch as many fish (or customers) as possible. In reality, most of the people who will receive these marketing efforts won’t want them, nor care about what you are selling.
Outbound marketing is costly, and it doesn’t produce a high return on your investment. In fact, Hubspot reports that the average inbound marketing campaign costs a whopping 62% less per lead than outbound marketing methods. Inbound marketing content also generates three times as many leads as outbound marketing content.
Despite this, many businesses still use outbound marketing methods because they’ve been around for so long. They may even argue that if it is not broken, don’t fix it. But if something isn’t working, it’s essential to reassess and adapt in order to stay competitive in today’s ever-changing business landscape.
That’s where inbound marketing can make a difference. Potential customers now turn to the internet for the information they need. They don’t want “disruptive” or “interruptive” sources of information. They want valuable information and your prospects want to receive your message on their terms. This will make them far more receptive to what you have to say.
Consider this: According to Hubspot, nearly 80% of marketers say their industry has changed more in the last three years than in the last five decades.
A successful inbound marketing strategy will focus on solving problems and providing answers. It requires an intense understanding of not only what customers need throughout their buyer’s journey but also understanding any anticipated questions they may have.
The inbound marketing methodology is based on growing your business through meaningful, lasting relationships with consumers, prospects and customers. There are three phases in the inbound marketing methodology:
- Attract: This phase focuses on drawing in the right people with valuable content. Your buyer persona is particularly important in this phase since you will develop valuable marketing content (blogs, social media and other content offers) to help attract your target audience.
- Engage: This phase focuses on presenting solutions that align with your target audience’s pain points and goals. In the early part of this phase, you develop prospects into qualified leads. Your goal should be to convert and close a prospect by the end of this stage.
- Delight: This phase focuses on nurturing the customer and developing a long-term relationship. Examples of ways to accomplish this include using social media to ask questions and share feedback.
Although you may hear the term “digital marketing funnel” used to describe the three stages above, it’s actually more of a flywheel. The flywheel incorporates the same components as a sales funnel but instead puts a customer at the center.
Potential clients often rely on third-party advice from review sites, friends or social media mentions. Funnels don’t incorporate any momentum you build, but flywheels do. Improving your internal processes will make your flywheel spin faster - offering you a more cost-effective and lead generating strategy for your business.
You Need To Work ON Your Business, Not IN Your Business
In the fast-paced world of business, it’s easy to get caught up in the day-to-day operations, especially when you’re deeply invested in your hazardous waste enterprise. However, dedicating all your time and energy to the nitty-gritty details can prevent you from seeing the bigger picture and hinder your business’s overall growth. This is where the concept of working “on” your business, rather than “in” it, comes into play.
Working “on” your business involves taking a step back from the daily grind and strategically focusing on the long-term success of your company. It means shifting your perspective from being a mere participant in your business to becoming a visionary leader who guides the business toward innovation, expansion and sustainability. When you work on your business, you’re essentially carving out the time to plan, strategize and implement changes that can drive significant progress.
Many CEOs and small business owners fall into the trap of being hands-on in every aspect of their business, assuming that this level of involvement ensures quality and precision. While attention to detail is crucial, it’s equally important to delegate tasks and empower your team members to take ownership. Rather than taking on marketing tasks yourself, you can entrust these responsibilities to a specialized marketing agency.
In fact, one of the benefits of working with a marketing agency is that you can focus on high-level strategic decisions while ensuring that your marketing efforts are driven by expertise, industry insights and a deep understanding of your target audience.
By doing so, you not only free up your own time but also tap into the diverse skills and expertise within your team, which can lead to fresh ideas and improved efficiency.
Outsourcing certain functions, such as marketing, to a specialized agency can be a powerful way to shift your focus from working in the trenches to steering the ship. A full service marketing agency brings a wealth of experience, industry insights and creative strategies to the table. This can be especially beneficial in the hazardous waste sector, where unique challenges demand tailored approaches to reach the right audience and communicate your value proposition effectively.
In other words, the adage “work smarter, not harder” holds true in the hazardous waste business just as it does in any other industry. While it’s understandable to want to be hands-on, the most successful CEOs recognize the value of working on their business to drive growth, innovation and success.
Embracing this mindset, working with an agency and empowering your team can ultimately propel your hazardous waste business to new heights. Success isn’t just about how much work you put in; it’s about where you direct that work to make the most significant impact.
You Want More Time For Family And Yourself
Running a hazardous waste business demands an extraordinary amount of dedication and commitment. The long hours, stressful situations and constant decision-making can easily consume your personal time, leaving you with little opportunity to enjoy life outside of work.
However, one of the fundamental reasons why CEOs opt to work on their business rather than in it is to regain control over their time and strike a healthier balance between work, family and personal well-being. Marketing your business is a full-time job alone.
Family and personal time are precious commodities that often take a backseat amid the demanding responsibilities of business ownership. This imbalance not only affects your own quality of life but can also strain relationships with loved ones who may feel neglected due to the demands of your role. The desire to create lasting memories, nurture relationships and simply enjoy the pleasures of life should be a powerful motivator for prioritizing your work activities.
By outsourcing areas of your business that don’t require your attention 100% of the time, you can create the space you need for family and personal pursuits. Engaging a digital marketing agency not only relieves you of the intricate tasks of crafting and executing marketing campaigns but ensures that your business remains visible and competitive in a dynamic market.
This way, you can focus on steering your company toward success while having the time and energy to enjoy the fruits of your labor.
You Need A Proven Marketing System That Works
In the hazardous waste industry, where competition is fierce and regulations are intricate, having a reliable and effective marketing strategy is crucial. Unlike traditional outbound methods that interrupt potential clients, inbound marketing focuses on attracting and engaging the right audience through valuable content, data-based strategies and genuine connections.
An effective inbound marketing system is like a well-oiled machine that continuously generates leads, nurtures relationships and converts prospects into loyal customers. This proven marketing system can position your hazardous waste business as a trusted resource, a thought leader and a problem solver in your field.
By creating and sharing insightful content that addresses the pain points and challenges of your target audience, you establish credibility and build trust over time as well.
The beauty of inbound marketing lies in its adaptability and measurability. You can tailor your strategies based on real-time data and feedback, ensuring that you're reaching the right people with the right message at the right time. From search engine optimization (SEO) that boosts your online visibility to compelling blog posts, informative videos, and engaging social media campaigns – every element works in harmony to draw potential clients to your business naturally.
However, developing and executing a comprehensive inbound marketing strategy requires a deep understanding of both marketing principles and the nuances of the hazardous waste industry. This is where partnering with a specialized marketing agency can make a significant difference.
The best marketing agencies will help you navigate the complexities of reaching your target audience and craft compelling messaging. By leveraging the expertise of a marketing agency, you’re not just getting a service; you’re gaining a strategic partner dedicated to your business’s growth.
Bill is the CEO and Founder of InTouch Marketing. Bill drives the vision and direction of InTouch except when England's playing in a soccer tournament, because everything stops!