For the home services industry, competition can be stiff. Consumers head online to search for answers, find businesses, and make purchases. So the question is, does your business show up when they do? Knowing how to reach your potential customers online and cut through the competition is the key to any marketing strategy, and the home service industry is no different. We’re going to you the best marketing tips for the home services industry that will help you cut through the noise and get new customers.
#1 Invest in Local SEO
When searching for home service professionals, consumers are turning to Google to find what they need. While it may not be true for every service business, home services are mainly limited to geographical location. Searches like “pest control near me” is a common occurrence. After all, you’re not going to be looking for a pest control business five states over when needed services for your home. This means that your home services marketing plan must include a local SEO strategy that helps your business get found in search results when potential customers are looking for your services in your area.
Local SEO is a marketing strategy that optimizes your website and online presence for local searches. This includes adding location-specific keywords to your website, optimizing your site’s content for the right service keywords, and managing your off-site local listings. Google uses various processes to rank hundreds or thousands of sites in the blink of an eye. These processes are called algorithms.
When you Google something, an algorithm checks the index and returns a list of websites that match your search in organic results. Those results are chosen and ranked based on relevance, prominence, and popularity given by inbound links. And for local searches, Google really emphasizes the proximity factor. If your business has a physical address or a local service area, a local SEO strategy is a must if you want to show up in the local search results.
#2 Get More Reviews
Getting your business found online is only half the battle. Nearly all homeowners rely on recommendations or reviews when choosing a home service professional.
In other words, once a potential customer finds your business, they are still looking for a reason to convince them that your company is better than the competition. And if your reviews are scarce, or not highly rated, you can bet they will move on to the next one. As a home services business, your job goes beyond promoting your business to new customers, it’s also about getting existing or former customers to publicly sing their praises about your company. This helps reassure potential customers who have never worked with you that you are a safe bet.
Get a review system in place that helps churn out consistent online reviews for your business. A review system works by encouraging existing customers to leave a positive review on review sites like Google, Yelp, Angi, and so on. This will not only boost your online reputation but lead to more potential sales.
#3 Build a User-Friendly Website
If you’ve caught the eye of your potential customers through your local SEO strategy, make sure you continue to dazzle them with a user-friendly website. First and foremost, position your contact information in plain sight and make it easy to read. You would be surprised how many home services businesses neglect to include their contact information or make it difficult to find on their website.
The majority of online searches are from a mobile device, which means your website should be optimized for multiple devices. If you’ve ever landed on a website from your mobile device and found areas merged together, words overlapping, and sections hard to read, you can bet that website isn’t mobile-friendly. Consumers won’t waste their time on this, so don’t neglect to optimize your site for mobile.
In addition, the content on our website matters. If you establish yourself as an expert in the industry, any potential customer will regard you as the best possible choice whenever they are in need. In simple terms, if you provide the right information and equip a person with the solutions they need, your business will be top of mind the next time they’re looking for service. You can accomplish this by posting blogs, tips, FAQs, and even video tutorials.
#4 Build Relationships with Social Media
If you haven’t jumped on the social media bandwagon yet, you’re really missing out. Social media is more than a platform to showcase your business. It’s a great opportunity to connect directly with customers – particularly because it’s where they spend the majority of their time. In fact, the average user spends 142 minutes on social media each day. That’s over 2 hours a day scrolling through content.
Businesses should use social media as a way to connect with their target audience and build relationships. In addition, social platforms continue to add multiple ways for customers to contact businesses. Potential customers can use your social media page to schedule appointments, get a quote, and contact you directly through WhatsApp, Messenger, and so on. If your home service business is absent from social media, you’re missing the opportunity to engage with your audience.
When it comes to branding your business, social media is another way customers can get to know you, your employees, and what makes your business unique. Use social media to share:
- Updates about your business
- Positive feedback or testimonials
- Helpful videos you create
- Educational content you write or curate
- Local events or causes
- Employee recognition and milestones
- Before and After work
The list is endless when it comes to all the ways to build your brand recognition and trust with customers through the power of social media.
These are just a few of the many ways home services can utilize digital marketing to get new customers. It’s important to remember that there’s no single tactic that will provide a blanket solution to your strategy. Every marketing tactic delivers a certain piece to your overall strategy. People are connecting online to home services businesses every day, so focus on building an online presence and delivering an amazing customer experience to get new business.
From local SEO to social media to PPC Ads, there are many ways for your to stand out from the competition. We have over a decade of experience helping home services industries achieve their goals and get more business. Reach out to our team to get started by scheduling a free consultation. You can also check out our YouTube channel for more marketing tips.