You work hard to make people’s lives better by providing expert home services. Whether you’re a local plumber, electrician, landscaper, painter, or any other type of home service provider, what you do is valuable to your clients and also helps put food on the table for you, your family, and your employees. But how will you keep getting work if more people don’t find out about you?
This is where home service promotion and local business advertising both come into play. With the right tools and techniques, you can keep growing your business to better meet the needs of the people in your community.
Here are all the most important parts to your digital marketing strategy!
Local SEO: Dominating Your Service Area in Search Results
You may have heard of search engine optimization, or SEO — the process of getting your website to rank higher on Google’s search engine results pages (SERPs) when users search for relevant keywords. Take that a step further, and local SEO is the same thing, but specifically targeting your company’s geographical area. As a local home service provider, there’s no need to rank for searches in other states or countries. Ranking high in your service area is what will contribute to more leads.
When it comes to SEO for service providers like yourself, here are some surefire ways you can start dominating the search results in your area.
1. Google My Business (GMB) Optimization
When people in your area search for your business, they should be greeted with a complete GMB that gives them all the information they need to contact you or learn more. Be sure to claim and optimize your GMB listing. Ensure that your business information is accurate, including your name, address, phone number, website link, and business hours. Encourage satisfied customers to leave positive reviews, as these can significantly impact your local search rankings.
2. Local Keyword Optimization
Incorporate location-specific keywords naturally into your website content. These keywords can include locality names attached to your services, like “snow removal in Buffalo, New York” or “landscaping services in West Chester, Pennsylvania.” Using local keywords helps search engines understand that your business is relevant to local searches. Tailor your content to address local concerns and showcase your expertise in serving the community (we’ll take a closer look at what kind of content you should be producing in a later section).
3. Local Link Building
Obtaining high-quality, locally relevant backlinks can boost your authority in local search results. Thus, you should build relationships with local businesses and organizations to start the process of getting your website linked on their websites. Remember, when it comes to your local success, partnerships are going to carry you the extra distance in so many ways, including SEO. Consider partnerships, sponsorships, or collaborations that can result in valuable backlinks.
Social Media Engagement: Building Trust in Your Community
People in your community use social media to connect with one another, educate themselves, keep up with the latest news, and maybe enjoy a few moments of entertainment. You can get your business a slice of that action by using social media to your advantage. In the process, you’ll increase your brand awareness so that when people in your area need the service you specialize in, they’ll remember you and feel more confident reaching out.
To make the most of your social media usage, here are five pillars of social media for contractors to keep in mind:
- Authenticity: Keep it authentic — don’t try to be someone you’re not. People can tell when a company is being “fake.”
- Timely responses: If you get any messages or comments, be sure to respond to them quickly. Immediately would be best, but at least within the same workday.
- Education: Posting educational content is a great way to show that your social media page can provide value to its followers.
- Community: Feel free to tag other businesses that you share a project with. Or, showcase your community involvement, whatever it may be.
- Consistent branding: Stay consistent across platforms. This helps people get to know your brand, and they’ll learn to expect consistent messaging from all your accounts and platforms, including your website.
With these five pillars, you’ll enjoy the benefits of having healthy social media profiles that boost your brand and help people learn more about your local home service business!
Content Marketing: Educating Homeowners With Tips and Tutorials
One of the biggest reasons homeowners wait before calling a home service provider is because they aren’t even sure what to ask for. They’re afraid of paying for something they don’t necessarily need or overpaying for something they may have been able to fix themselves for much cheaper. The only thing standing in their way is the right education.
The truth is that an informed homeowner is a powerful homeowner. Not only does an educated homeowner have the confidence to fix something if they think it’s within their skillset, but they will have even more confidence to pick up the phone and give your company a call when they need help. They’ll know that you are the solution to their needs.
But why would they choose your company out of all the companies in the area? Because of the educational content you’ve created and put on the internet, of course! Here are some guidelines to help you know what kind of content (written, still images, and video) you should be producing. That way, homeowners will think of you when the time comes for some home repairs or improvements!
- Keep content informative: Home ownership comes with plenty of responsibilities, so education on how to be a more efficient homeowner is valuable. Your content should be informative and accessible that addresses common concerns that homeowners face. This can include step-by-step tutorials, DIY solutions, and in-depth guides on seasonal maintenance.
- Build trust: It takes a great deal of trust for a homeowner to let a stranger into their home. Use your educational content marketing strategy to give homeowners a peak into your business so they feel like they actually know you. Show that you know what you’re talking about, and they will feel more confident requesting your services.
- Confront homeowner pain points: Get specific with your content by addressing actual pain points that homeowners face. From leaky faucets to energy efficiency, your content should seek to demystify common homeowner issues and their solutions.
- Seek community engagement and feedback: Encourage homeowners to engage with your content by responding to it, commenting on it, sharing it, etc. Audience feedback will also let you know the kinds of topics your followers are interested in, and this can help you create better content that makes an even bigger impact in your local community.
Pay-Per-Click (PPC) Campaigns: Targeted Advertising for Immediate Leads
While educational content will help homeowners find you, PPC advertising will help you reach homeowners who are in need of your services. But what exactly is PPC advertising?
PPC advertising is what it sounds like — you’re paying for that click. Through various paid advertising mediums like Meta, Google, Topple, and more, you can pay money to get your ads in front of the right people — people in your local area who are looking for home services like the ones you offer. Your ads will appear in front of the people who are most likely to click on them, making PPC ads a worthwhile investment. And the best part is that it provides immediate leads and is a great way to complement your educational content campaign.
Another major advantage of PPC advertising is the data it provides. You get to measure the effectiveness of your ads in real time using the provided metrics on the platform where your PPC ads exist. You can get information like click-through rates, conversion rates, and more. These can help you fine-tune your approach to help you build the most effective ads possible to reach your target demographic.
It’s important to stay flexible with your PPC ads. Make an adjustment if your latest ad is not as effective as you had hoped. Start to learn what makes a great ad, and keep building off of your prior experience. It may take a bit of time, but it’s entirely possible to do it yourself — and if you’d rather let the professionals handle your advertising, that’s always an option, too.
As you consider your own PPC campaign, the important takeaway is to remember that PPC ads are immediate, offer measurable results, and are the perfect complement to your organic educational content campaign. It’s all part of a robust marketing strategy to help you dominate the local market and grow your home service business!
Online Reviews and Reputation Management: Ensuring Positive Feedback
Reviews are a huge part of marketing in the digital age. Anyone can pull up your business on their phone or computer and leave a review — or see the dozens, hundreds, or thousands of reviews that have already been left by other homeowners in your area.
This is important, because seeing tons of positive reviews will give homeowners more confidence in your business. On the flipside, a majority of negative reviews can easily cause a homeowner to move onto the next business, without even heading to your website to learn more about you.
This may seem daunting and like it’s out of your control, but the opposite is actually true. You can use reviews as a tool to better position yourself in the public’s eye. Here’s how:
- Be transparent and responsive: Whether you receive positive or negative reviews, always take the time to respond to the reviewer and acknowledge their takeaways without sounding coy or shady. This reinforces your commitment to open communication with clients and your community as a whole.
- Encourage customer feedback: Ask former or recurring clients — especially clients you know were satisfied with your services — to leave you a review online. If you have an email marketing list, offer a small discount for anyone who leaves you a review. This will boost the number of reviews you have, which will help increase your credibility in Google’s “eyes.”
- Turn challenges into opportunities: Negative reviews are inevitable — even if you tried your best and feel like the customer was “wrong.” Don’t stress too much about negative reviews. Instead, use them as an opportunity for growth. Besides “doing better next time,” you can respond to the negative reviews in tactful ways, expressing your desire to do better next time or humbly asking for an opportunity to make things right for the disgruntled client. Responses to negative reviews will speak volumes to onlookers, as well as the person who made the review.
Email Marketing: Keeping Clients Updated With Services and Offers
In a fast-paced world with constant notifications and companies vying for people’s attention, you need to stay relevant by extending your digital presence beyond PPC ads and educational content. You need to reach your target demographic where they are — quite literally — and to do that, you need to harness the power of email marketing.
Email marketing has been around for decades, and it’s not slowing down anytime soon. It’s a powerful tool that enables you to maintain an ongoing relationship or dialogue with your clients and potential customers, keeping homeowners in your service area informed and primed to convert from a lead to a sale.
Here are some ways you can use email marketing to your advantage:
- Offer timely updates on services: Use email marketing to keep your clients informed about all your offered services. Whether you’re offering seasonal maintenance tips, new service offerings, or an innovative solution that only you provide, your emails are a direct line of communication to keep your subscribers informed of how you can help them.
- Give exclusive offers and promotions: Share exclusive offers with people in your email contact list. This will encourage more sales when used in conjunction with targeted campaigns, like a plumber offering a discount for boiler inspections in October — right before the cold weather hits. Offers like this not only benefit the customer, but they strengthen the bond between you and your clients, which can lead to greater brand loyalty.
- Keep communication personalized: Increase the open rate and effectiveness of your emails by personalizing them. Besides ensuring that the content is relevant to the people receiving them, you can also use email marketing features that insert the reader’s name in the preview text and/or the body of the email itself. Custom tailor your messages to your readers, and you’ll enjoy a much higher reader engagement rate.
And remember, because so many people check their email on their phones these days, email marketing is technically a form of mobile marketing for trades in the home industry. This makes it one of the most efficient and low-cost ways to reach your target audience — right in their own mini computer that they keep in their pocket all day long.
Choose The Coutts Agency for Your Local Home Service Company’s Marketing!
Now’s the time to get started on your local business advertising and digital marketing campaign. Many of our clients exist in the local home service sector, and we’re passionate about helping them achieve success. In fact, some of our clients are also our plumbers, home repair people, and renovators — so their success is our success, and vice versa.
If you want to partner with a national marketing agency with a local passion, then look no further than our team here at The Coutts Agency. We’re ready to help your business grow, whether you’re just starting out or have been in business for years. Fill out the form below, and let’s get started!