Whether it’s landscaping, roofing, plumbing, air conditioning or window replacement, all home service providers want to be listed first when it comes to search engines. Can your customers find you quickly and easily? Are you using social media to its fullest potential? Could your analytics be working even harder for you? Here are some basic tips to ensure that your marketing campaigns are not only getting your company discovered, but are driving the right customers to your website, as well.
1. Target Your Marketing: As a business owner, you’ve probably been advised to think big, but stay local. The same goes for your marketing plan. Don’t waste money advertising in remote regions you simply can’t service. Instead, focus on targeted marketing to your service area only. Consider advertising through Google AdWords and on Facebook, Twitter, StumbleUpon and LinkedIn — these avenues can be very helpful and cost-efficient, and can align your ads to specific job titles, hobbies and locations. And don’t forget to optimize online community sites like Yelp, HomeAdvisor, Angie’s List and even Craigslist. Most of these sites allow customers to review your services, and reviews can bolster any viewer’s trust.
2. Go Local: When devising a local marketing strategy, it pays to obtain endorsements from other local businesses or municipalities. Becoming a member of your local chamber of commerce or the Better Business Bureau both serve as stamps of approval for your company. From there, consider joining a city committee that relates to your business. For example, if you’re promoting your services from a “green” angle, consider becoming active in an environmentally focused committee. Conduct some research for local networking events, fundraisers and panels — all are opportunities for community participation and grassroots marketing.
Consider placing ads in local publications to reinforce your position as a trusted community member. Offer sponsorships for community events, like races, walkathons or charity auctions. Provide discounts to community organizations, including schools, museums, libraries and other nonprofits. Let your community know you care.