Local businesses face unique challenges (and opportunities) when it comes to generating leads and growing their base within their targeted service area. Home services marketing strategies typically have the luxury of using digital marketing channels while also finding continued success in certain forms of traditional marketing.
If you're a home services business owner who's eager to expand your lead-gen channels, there are three strategies that can help you broaden your business base and maximize your leads, and customer conversions.
1. Use SEM to Gain Prime Positioning
It doesn't matter what the question is — when customers need an answer, they're likely to turn to online search. When individuals are searching for a home services company, it's possible they don't already have an established relationship with a current service provider. However, the landscape of this industry is such that when customers are conducting their search, they can be inundated with choices, all of which look very similar.
Priority placement in search results is a top strategy for getting attention and getting considered in the home services category. Search engine marketing (SEM) is a great way to pay for prominent placement, moving you to the top of the page and increasing the likelihood that your company will be the first one that customers turn to. In many cases, the keyword bidding for these paid ads is affordable for a small business. Search Engine Land noted that local businesses fare particularly well when it comes to SEM results. The key is to utilize all targeting aspects available to you as a home services company including sitelink extensions, location extensions, and separate call-only campaigns for mobile.
One tip for effectively using SEM: Direct search ads to a specific landing page where you can easily track the click-to-conversion rate for customers who found your business through the ad.
2. Social Advertising and People-Based Marketing
Advertising on social media, Facebook specifically, can help you leverage your reputation and familiarity with potential customers. Sponsored posts appearing on Facebook, for example, can tell your target audience which of their friends have "liked" your business page. Meanwhile, you can use social analytics and targeting filters to leverage behavioral cues that indicate when users might need the home services you offer. Your campaigns can then deliver advertising into their social feeds highlighting your offers, videos, and client testimonials, creating lead opportunities. It's the offer and the way that you present that offer that works to generate leads.
Paid social advertising can run alongside regular social posts from your business that share homeowner tips and recommendations that are relevant to the services you offer. There are specific lead generation ads and a variety of ways to target your ideal customers, including those that have already expressed interest or have a need for your products and services.
3. The Power of Traditional Media
Digital marketing channels offer tremendous value to home services businesses. TV and radio advertisements, print ads and direct mail are all great ways to promote local home services business. These marketing mediums can raise awareness in your targeted service area and their ROI can be tracked to give you a sense of which channels are generating leads and activity for your products and services.
Direct mail remains a particularly common marketing strategy for home services businesses. Target Marketing Magazine recommended focusing on seasonal trends that may help drive traffic.
Combining these strategies with Paid Search and Social will create a winning strategy to generate leads, referrals and customers for your business. Use these home services marketing tips to keep new clients coming through your door.