top of page
  • Writer's pictureCody Wiggins

Word-of-Mouth Marketing's Evolution and Its Limitations for Fence Installation Companies

Word-of-mouth marketing has a rich history as a reliable method for fence installation companies to acquire new customers. There's no denying the power of personal recommendations - they come with a built-in trust factor and often result in high-quality leads. However, in the rapidly evolving landscape of the digital age, relying solely on word-of-mouth marketing can inadvertently put a ceiling on a company's potential for growth and outreach.

In today's world, where technology has transformed how consumers search for services, make decisions, and engage with businesses, sticking to traditional methods might lead to missed opportunities. Let's look into the reasons why word-of-mouth marketing is facing limitations in the fence installation industry and explore why it's crucial for these businesses to explore alternative strategies like Google Ads, Facebook marketing, and SEO.

1. Limited Reach: While word-of-mouth marketing can be highly effective within a close-knit community or among existing customers, it has its constraints when it comes to expanding beyond those boundaries. Fence installation companies might find themselves confined to a local or regional customer base, missing out on potential clients who are actively seeking their services but lack local, personal connections to recommend them.

2. Changing Consumer Behavior: Modern consumers are increasingly turning to the internet to research and make informed decisions about the products and services they need. Even if a fence installation company receives glowing referrals, potential customers are likely to conduct online research to validate those recommendations and compare multiple options. Relying solely on word of mouth might mean missing out on reaching this tech-savvy audience during their decision-making process.

3. Measurable Results: One of the challenges of word-of-mouth marketing lies in its lack of trackability and measurability. Fence installation companies may find it challenging to attribute specific business growth directly to word-of-mouth referrals. On the other hand, digital marketing channels like Google Ads and Facebook marketing offer robust analytics that allow companies to measure their campaign performance, track leads, and adjust their strategies based on data-driven insights.

4. Competitive Landscape: In the competitive industry of fence installation, businesses that rely solely on word-of-mouth marketing might find themselves at a disadvantage. Competitors who have embraced digital advertising methods like Google Ads can position themselves in front of potential customers actively searching for fencing solutions. This targeted approach can lead to a higher conversion rate compared to the passive nature of word-of-mouth referrals.

5. Targeted Advertising: Both Google Ads and Facebook marketing offer precise targeting capabilities. Fence installation companies can ensure their advertisements are displayed to individuals who are more likely to be interested in their services. This hyper-targeting increases the chances of engagement and conversion, a level of specificity that word-of-mouth marketing often lacks.

6. Adaptation to Technological Trends: By embracing digital strategies such as SEO, fence installation companies showcase their adaptability to changing consumer preferences and technological trends. Investing in a strong online presence through search engine optimization ensures that potential customers can easily find their services when conducting online searches.

If you are interested in exploring the options of social media marketing, search engine marketing, or SEO for your fence installation business contact us today. We have resources available that are free starting points to get your company on the right track.

Cody Wiggins

Maverick Fence Marketing Founder


Cody Wiggins - Founder of Maverick Fence Marketing

bottom of page