Digital marketing for home service companies is changing rapidly. Today, the internet allows you to reach more people in more places, yet many businesses still aren’t taking advantage of all the tools available. Various complications—lack of time and confusion about options—can hinder owners from joining the digital revolution.
Digital ad spending is expected to generate $291 billion by 2020, which will account for 50% of all ad money spent globally. Don’t let your home service company get left in the dark ages. We’ll go over basic tips for getting your start in digital marketing so you can stay competitive.
Defining the fundamentals
At its most basic level, digital marketing involves any sort of marketing activity that takes place online. It’s a broad term that can encompass many things. Within this sphere, there are many avenues you can explore: search engine optimization (SEO), pay-per-click advertising (PPC), email marketing, and social media, to name a few. Breaking it down even further results in vast possibilities in helping your business get seen.
So what’s a business owner inexperienced in digital marketing to do? To start, make sure you have a website where customers can find you and learn more about what you offer. Your website serves as the home base for your digital marketing efforts, yet 46% of small businesses don’t have a one. Establish your business as an authority with a professional online presence that shows your customers you’re legitimate.
Set up Google My Business
Google My Business is a free tool you can use to manage your online presence. It allows customers to find you and view important information about your business. Setting up your business profile helps you stand out and draws in customers. It’s important to take advantage of all the features Google My Business offers, including adding all relevant information that customers would want to know when searching for you, such as hours and specials. Make sure to include professional pictures, as well, to show your work and help you appear more reputable.
Captivate with content
To bring traffic to your website, one of the best things you can do is entice users with useful and relevant content. Creating content that speaks to users’ needs encourages sharing, which broadens your reach. The foundation of this, of course, means understanding your customers’ needs and wants. Without this knowledge, you won’t be able to connect with them. So before you develop a comprehensive content plan, make sure you take steps to understand your target audience.
Your content marketing serves as the backbone for all your other marketing efforts, which is why it’s so crucial to get right. Your content strategy might include anything from blog posts to ebooks to infographics. At the heart of it all: providing something of value for your customers.
Engage with email marketing
When considering the return on investment (ROI), email marketing is one of the most lucrative digital marketing efforts you can pursue. With a return of $44 for every $1 you spend—a 4400% ROI, in other words—it’s a great option for home services companies who want to see tangible results from their marketing efforts.
There are several things you can do to maximize the effect of your emails. Home service companies can use email marketing to extend special offers to customers or let them know about upcoming sales or coupons. You can also use email marketing as a way to share content, such as inviting customers to read your latest blog post or download an ebook you wrote with home advice. In instances where you aren’t directly promoting your services, the end goal should be to establish a relationship in which your customers view you as an authority in your industry.
Use the power of paid search
Google is the go-to place for a majority of homeowners when they’re in need of a service. Help them find your company with the power of paid search. Did you know that 41% of clicks go to the top three paid search ads on Google’s search page? Leverage this stat and make it work for you by creating your own Google ads campaign.
While Google ads can seem intimidating for the uninitiated, Google strives to make the experience as simple as possible for business owners so you can focus on your business. You can also reach out to a digital marketing expert or agency to help you really nail your goals. No matter how you do it, it’s so important as it complements your other digital efforts and allows you to target the audiences you need to reach.
Score with social media (organic and paid)
Help your audience get to know you by engaging with them on social media. Social media gives you a unique opportunity to show your human side and let customers see the people behind the brand. Before you create profiles for Facebook, Twitter, Instagram, Pinterest, LinkedIn, and Snapchat, make sure you know where your audience hangs out. Your time is precious, so you’ll want to make sure none of it is wasted. Figuring this out involves a little bit of educated, observational guesswork and a little bit of research. Here’s a quick overview to getting started, if you’re DIYing it. Getting an experienced agency to help here won’t hurt, especially when you’re just getting started.
No matter how you decide to focus your digital marketing efforts, choose the avenue that works best for you and gives you the most favorable ROI.