Top 10 Home Services Marketing Strategies
The market for home services gets more competitive by the day, whether your business offers roofing, landscaping, HVAC, or electrical repair services.
If finding new clients is difficult or your competitors are swooping up your prospective clients, it’s time to consider marketing your business.
Home services marketing involves using social media, blogs, PPC ads, emails, and other digital avenues to promote your business.
People look for home services online every day, but to become the business they choose over other businesses, you must optimally showcase your value proposition.
This involves picking the right digital marketing strategies.
If you fail to do this, competing businesses that are easier to find online and look more trustworthy will easily convince any customer needing their help urgently.
Let’s explore ten home services marketing strategies to help you quickly grow your client base.
Top 10 Home Services Marketing Strategies
#1 Build a Website
Your website is the foundation of your online presence, and making a strong first impression is essential.
Besides looking the part, your site must be mobile-friendly and easy to navigate. In addition, the copy on the site should clearly communicate your services and benefits to visitors.
You can build one yourself using a WYSIWYG editor. Squarespace and WordPress are popular website builders, but many other options exist. You can also hire someone to build a site from scratch.
Either way, you’ll have to invest in keeping your site live, and only then can you establish the business’s credibility and attract new customers.
#2 Optimize Your Site for Local SEO
Optimizing your website for local searches, or “local SEO,” is crucial for any effective marketing strategy in the home services industry.
As these services are inherently local and in-person based, it’s vital to ensure that potential customers in your area can easily find you online.
As of 2019, roughly one in every two searches on Google was for local information. So, search terms like “AC repair near me” and “plumber in California” are more common than you’d think.
Setting up a Google My Business account is the most important step to improve your local SEO. This allows you to manage your business information across Google’s search engine and map.
Gathering reviews and citations from satisfied customers boost your business’s reputation and makes it more likely that potential customers will choose you over your competitors.
#3 Start a Blog
Starting a blog is one of the most effective digital marketing strategies for home services companies.
For instance, consider an appliance repair business. When someone’s washing machine stops working, they’ll typically grab their phone and Google for a solution, searching for something like “Whirlpool washer not spinning.”
You’d be surprised to learn that up to ten thousand people search for this phrase in the USA monthly.
Plus, the top search results for this key phrase are typically blog posts.
By crafting blog posts around questions and phrases that you expect your customers to search for, you can provide valuable information to help them solve their problems.
This way, you can establish your business’s authority in the industry and ultimately generate more leads since many issues with appliances, plumbing, and other home services require professional assistance.
Furthermore, blogging is one of the most cost-effective marketing strategies for home services businesses, as it provides a high return on investment (ROI).
When your blogs start ranking on the first page of Google’s SERPs, they will consistently drive traffic and leads to the business.
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#4 Invest in PPC Marketing
Running pay-per-click (PPC) ads is an effective strategy to increase your business’s visibility on search engines.
By bidding on specific keywords related to your services, you can appear at the top of Google search results. This way, clients looking for home services will see your services first and are more likely to hire you.
Setting up PPC ads involves choosing the right keywords and selecting the regions where you will likely attract customers.
You will also need to set a budget, and Google will charge you only when users click on your ads. Depending on what services you offer, PPC advertising can offer great ROI.
Think of it this way:
If you spend $500 on a PPC ads campaign and acquire four leads, even if one of these leads becomes a paying customer, you can expect to earn thousands of dollars from this client over time. This concept is called the customer’s “lifetime value.”
You can invest a chunk of the money the business makes back into PPC marketing and continue to grow your business.
#5 Use Google Local Services Ads
PPC advertising involves paying Google for clicks to your website, and Google Local Services Ads are a completely different ball game.
The local services ads will drive texts and phone calls from potential clients, and these ads are displayed above PPC ads and provide users with essential information to contact your business.
Since it’s easier for local searchers to find you, Google Local Services Ads can quickly generate leads.
Before you can run these ads, Google will verify licensing and insurance information. Once Google verifies that your business is authentic, it will become “Google Guaranteed.”
Customers will be able to see this, increasing the credibility of your business further.
#6 Connect to Your Target Audience on Social Media
Social media platforms are some of the best avenues to spread the word about your business. Posting before and after photos and client testimonials can work wonders for growing your client base.
Working with freelance marketers or hiring an agency can help you build the brand’s personality. The better your business connects with the target audience, the faster you can expect to generate leads.
#7 Run Email Marketing Campaigns
Social media marketing and blogging can increase brand awareness but don’t give you direct access to your prospects. And this is why email marketing can be a game changer for any home services business.
You will have your own email list and direct access to your prospect’s inboxes. So, when a customer hasn’t contacted the business for a while, you can email them a discount offer.
A chunk of the people on your email list will convert into clients. And the only investment this repeat business takes is the time you spend putting together the email list.
#8 Optimize Your Site for Google
Google factors in several parameters to gauge the quality of your site besides the content.
These parameters include the number of backlinks to your site (off-page SEO), the elements of your pages (on-page SEO), and things like your site’s loading time (technical SEO).
Optimizing your site for search engines is bound to increase your website’s ranking on the SERPs. And this means more searchers will find your business when they search relevant keywords.
#9 Make Videos That Excite, Educate, or Empower
Video marketing is one of the most engaging ways to drive leads to your business. Plus, you can use the same video content in your blog, social media pages, and emails to prospects.
You can use videos to answer common questions your target audience asks, just like in blog posts. Videos are also an excellent medium to showcase your brand’s culture and client testimonials or reveal insider knowledge.
Many home services businesses also run video ads on YouTube and Instagram.
#10 Offer Incentives for Referrals
Word of mouth is perhaps the most effective way for home service businesses to get clients.
If a customer finds your business on the internet and you do a good job, they will likely recommend your business to a friend when they need your services.
The key to getting more referrals is to give your customers incentives to recommend your business, like a discount on their next bill on referring a customer.