For most businesses, establishing an online presence is essential to their success. It doesn’t matter if you’re an online entrepreneur or a localized home services provider. The key to generating leads in today’s business world lies in digital marketing.
Did you know 88% of consumers research products and services before they commit? Therefore, if you’re not representing your brand online, you’re going to miss out on potential sales.
We want to help you procure those leads. Keep reading for a complete guide on home services marketing.
Create a Positive Website Experience for Your Visitors
One of the most important things in digital marketing for home services starts and ends with your website. What experience are you providing for consumers when they visit your site? Is it a positive experience that will bring them back?
Let’s talk about the basics of a user-friendly website.
Your website needs to load quickly and be optimized for mobile devices. Roughly 96% of Americans own a cell phone, most of which are smartphones. We use them for finding content online, shopping, and hiring services (among countless other things).
Additionally, your website must look good. It needs to be visually appealing, yet not overwhelming or overstimulating.
Finally, make sure your website is intuitive. It must be easy to navigate. Visitors shouldn’t be getting lost or frustrated trying to find blog articles, service pages, or contact information.
Improve Your Online Visibility With SEO
As noted above, home services marketing is all about online visibility. For that, you need to implement an effective search engine optimization strategy. SEO is the coding found in websites and used by search engines to direct traffic to the appropriate content.
For example, if you’re looking at HVAC marketing, SEO coding will determine if consumers find you when they search for things like “HVAC services near me.” As an HVAC business, you want your website coming up at the top of search results pages when people search for anything in your industry.
You can boost your SEO ranking by:
- Publishing blog articles full of keywords
- Focusing on local keywords (“near me,” geographic location, town names, etc.)
- Using internal and external links throughout your website
- Registering with Google My Business and other listing sites
- Getting backlinks from other local businesses and credible websites
- Embedding SEO coding in multiple forms of media (images, videos, etc.)
Developing a strong online presence through organic SEO can take time. Stay consistent and continue to build on what you have. You can also consider using search engine marketing to boost your progress.
Expand Your Influence With Consumers Using Social Media
Once you have a respectable website established, you need to start driving traffic there through other platforms. Social media marketing can help you expand your home services market size. Use social media to reach new people in your target market.
Publish content regularly and encourage user engagement. Ask questions of your followers to maximize likes, shares, and comments. The more people interact with your posts, the more influence you’ll have.
Run giveaways, contests, and other events to create hype for your brand. In this way, you can use your current followers to spread the word for you.
You can also use paid social media marketing to expand your reach. Choose how much money you want to spend and dictate what demographic of people you want to see your ads.
Paid social media ads also provide business owners with important feedback about ad performance. You can see how many people saw your ad, as well as the engagement (likes, shares, comments, follows, link clicks, etc.) Use this information to fine-tune your message for a more effective marketing platform.
Use Customer Reviews to Increase Credibility
When you’re in the home services industry, reputation is everything. What people think of your services will directly impact your future sales. As such, strive to make sure all of your clients are 100% satisfied.
Then, encourage them to post reviews and testimonials on your website, social media page, or Google Reviews. This type of home services marketing makes future customers feel confident and comfortable hiring your business. It may be the final nudge they need to push them in the right direction.
If you’re having trouble getting people to leave reviews, provide incentives, like small cashback rewards, discounts off of future services, etc.
Create an Effective Email Marketing Campaign
Next, remember that most consumers need to see a marketing message several times before being swayed to act. Use discounts and other promotions to give people incentive to subscribe to your email list – no strings attached. Then, create an automated email campaign that provides your subscribers with valuable content, more discounts, etc.
Additionally, use these emails to remind people of your services and share promotional content. Email-based home services marketing is great for retargeting past, present, and potential customers.
Use Content Marketing to Develop a Stronger Connection With Your Target Audience
One way to make a stronger name for yourself using home services internet marketing is by creating branded content. Build a blog on your website and publish helpful, informative, and engaging articles.
Your articles will serve multiple purposes.
First, your articles are there to build a stronger relationship with your readers. You need to provide solutions to their problems. This could be tips on maintaining HVAC systems, how to clean gutters effectively, what to do in a plumbing emergency, etc.
Second, your articles will build credibility in your brand. The more valuable and relevant content you publish, the more you establish yourself as an authority in your field.
Finally, your blog will generate more leads. In each article, organically link back to your services or contact pages. You can use subtle links embedded in the text or strong calls to action in your conclusions.
Do You Want More Home Services Marketing Tips?
The world of digital marketing is vast and ever-changing. While it takes time to learn the ropes, the payoff is well worth your commitment.
However, if you need help (now or in the future) reach out to a digital marketing agency. After all, your specialty is home services, not marketing. It’s okay to ask for help.
If you’re looking for more great content on home services marketing, home improvement, real estate, and more, stick around for a while. Our blog was created to provide as much information and guidance as possible for people like you.