No matter what type of home service you provide, digital marketing is crucial for connecting with potential customers. Gone are the days of people relying on phone books to find the services they need. Today, they look no further than their phone, tablet, or computer.
The digital marketing strategy that’s best for your business depends on the type of home service you offer. If you provide an emergency service (plumbing, roofing, HVAC, etc.) where customers need your help asap, you better show up on Google when they go searching or you won’t get the call. If you offer a service that requires more shopping consideration (cabinets, landscaping, home remodeling, etc.) where customers are spending more time shopping, it’s important to appear at each phase of their decision process, from interest to scheduling.
No matter what subset of the home services industry your business is in, you have to meet your customers where they are – and that is online. There are three main ways to reach people with home service needs:
We discuss each of these avenues in more detail below.
Paid search refers to pay per click, or PPC, ads on Google or Bing. These are the listings that appear at the very top of all search results. The beauty of PPC ads lies in the top visibility you receive as well as the level of control you have over your messaging and who you’re targeting.
PPC ads allow you to:
With home services, the goal is to dominate your service category. For example, if you’re a roofing company, you want to be in the top search results for all roofing related searches, such as roof damage, roof repairs, and leaking roof. Because Jacksonville is such a large market, that can be difficult (and expensive!) to do.
Enter targeting. A strong targeting strategy can help ensure you’re reaching the households most likely to need and choose your service. We can get extremely specific with targeting, from age and income level to geotargeting individual zip codes and neighborhoods.
Don’t worry, you won’t be left to make all these decisions on your own. We will work with you to develop and implement a strategy that is specific to your business offering and business goals.
With Soud Marketing’s paid search ads, you get:
When you hear the term SEO, you probably think of keywords in your web copy. And yes, that is an important component of any SEO strategy, but it is merely the tip of the iceberg.
First, there are technically two types of SEO: general SEO and local SEO. General SEO focuses on increasing your rankings in organic search results. Local SEO, on the other hand, focuses on showing up in the Google 3-pack and in search results in maps. These are both very important for local businesses, and specifically home services.
When you perform local searches on Google, meaning searches that include a city name or “near me,” the search results include three businesses listed next to a map. This is known as the Google 3-pack and you want your home service business appearing in the 3-pack. Businesses listed in the 3-pack receive 44% of clicks on a results page.
A strong local SEO strategy incorporates general SEO tactics (content, title tags, meta descriptions) as well as initiatives that specifically target the 3-pack and map search results. We will work with you to develop and implement an SEO strategy that focuses on local SEO and getting your business in the oh-so-valuable 3-pack.
With Soud Marketing’s Local SEO service, you get:
Whether you offer an emergency home service or a longer lead service, you want to be top-of-mind when potential customers need what you offer. This is where social media comes in. For home services businesses, social media is an extremely effective brand awareness tool.
Organic social media can be a marketing asset, but it requires a lot of time and effort to build an audience and keep them engaged. Social media ads, on the other hand, provide a way to create brand awareness with the people most likely to need your services.
Just like with PPC ads, social media ads come with a lot of budgeting control and targeting capabilities. This allows us to be very intentional with our social media ads, from what they say to who they appear to.
Let’s look at an example. The marshy areas of North Florida contain many high-end neighborhoods with thousands of homeowners. And, it is known for having a lot of flooring issues because the area is so swampy. So, if you are a flooring company, we want people who live in Marsh Landing to see Facebook ads that promote your flooring services. If you are a mold remediation company, we want those people to see YouTube ads that discuss your mold inspection services.
You see the point. We can use social media ads to increase brand awareness with the people and in the areas of town that hold the most potential value to your business.
With Soud Marketing’s social media ads, you get:
Soud Marketing helps home service businesses design and build effective digital marketing strategies. We will help increase website traffic and grow your revenue by maximizing the power of digital marketing and advertising. We bring a data-driven, revenue-focused approach that goes beyond rote advertising to every client, offering both ongoing managed services and as-needed consulting, content, and team training to meet your needs.
Call today to schedule a free digital strategy session with us!
We’d love to meet you and learn about your business and marketing goals, as well as answer any questions you may have regarding digital marketing or our agency.
Plus, we’ll give you all the details about our Free Digital Marketing Campaign program.