The home services industry faces a constantly shifting landscape when it comes to customer interaction – especially during the COVID-19 pandemic. Fortunately, recent studies revealed the entire home services industry is poised for a major rebound in 2021. Therefore, it is essential that businesses in this industry mine successful home services marketing strategies to adapt to changing behaviors of digital dependent consumers. In this informative article, we will guide you through all the basics of building a successful home services marketing strategy in the rapidly changing digital age.
The Importance of Home Services Digital Marketing
How do home services businesses connect with customers seeking their products and services in 2021? The bottom line is that your business can’t survive and thrive without a well-implemented home services marketing strategy. This type of comprehensive strategy encompasses your digital, social and content marketing plans.
Let’s examine the reasons why you may need to revisit and rethink your home services digital marketing strategy.
Convert Leads into Customers
Every day, millions of potential customers are searching for products and services like yours online. The single most important element to a successful strategy is getting in front of prospects that already have a demand for what you do. These should be the easiest to convert to sales and have the lowest cost per new customer acquisition.
You can get in front of people already looking for your services through:
- Local Search (Google My Business)
- Paid Search
- Organic Search
Once you are sure through a data-driven analysis you are successfully maximizing the opportunity to reach this group, you can move up to the next step in the marketing ladder.
Create Repeat Customers
An effective home improvement marketing strategy allows you to stay connected with your repeat customers through tools such as social media and email marketing. By improving customer loyalty, you will increase customer retention and optimize your ROI. Customer loyalty, in turn, leads to referrals that will help grow your home services business substantially.
Out of sight equals out of mind. Use social media carefully and email robustly to stay in front of your current customers, upsell additional services and remind them of the regularly occurring need for your service.
Enhance Your Credibility
Let’s face it, consumers lean on peer reviews as part of their purchase process. Positive reviews about your products or services can help your business thrive. They reinforce your credibility to potential customers. In general, consumers are not risk takers. They want to know someone else has tried your service first.
Today’s customers are threatened by isolated negative reviews, but they are completely repelled by unanswered negative reviews. How you respond to your reviews is how potential customers view how much you care about customers. Ignore a review and customers think you are also probably ignoring customers. Answer every review – good or bad.
Develop a Strong Online Presence
Make sure to review and evaluate your current website regularly. Write down a list of positive and negative website attributes. Has it been a long time since you updated your website? Are there technical issues? Believe it or not, even a website that takes just seconds too long to load can scare off over half of your potential customers. Also, make sure your website can be viewed successfully on a wide variety of devices by a wide array of consumers researching your product or service. Remember that more than half of all Google searches are on a mobile device. Think mobile first!
In addition, make sure your business has a presence anywhere potential customers can be found. Create profiles on popular online sites (as well as local directories) such as:
- Google My Business
- Better Business Bureau
Distinguish Yourself from Your Competitors
Consumers surfing the Internet will encounter countless options when searching for products and services online. That’s why it’s essential to set your business above the competition. Establish your credibility and show yourself as an expert in your field. You can do this through regularly updated blogs and case studies that keep your customers informed. Also, don’t forget to perform a competitor analysis regularly. Visit their websites and find out if they are doing anything different to draw website traffic and generate leads.
No website succeeds forever. Consumers change. Technology changes. Treat your website like a valuable garden, always pulling out what’s not working and replanting new content.
If someone does find what they’re looking for on your website or they found your website unpersuasive, it’s not always plainly obvious. Use Google Analytics to fully understand how well your website is selling your services.
Essential Digital Marketing Strategies to Implement
Your home services marketing strategy should include a comprehensive set of techniques to achieve all your goals. Here are some important online strategies you need to leverage in 2021:
Digital Analytics Tools
Google Analytics is a must-have (and free!) digital marketing tool for any home services business. In fact, studies have revealed that businesses using a data-driven marketing strategy consistently outperform those businesses that don’t use digital analytic tools. Google Analytics allows you to track the success of your home services digital marketing and SEO efforts. Then you can adjust your strategy accordingly moving forward.
Good web design allows returning and potential customers easy access to get the information they seek as quickly as possible. That’s why your website needs to provide them with an easy-to-navigate, hassle-free experience. This, in turn, will help increase your conversion rate. Landing pages are highly specific pages designed to convert visitors to leads. They can be a powerful tool on your website. Since searchers are increasingly hyper-specific, these pages have content that aligns with their specific desires.Also, since more than half of all Google searches take place on mobile devices, your website needs to offer a mobile experience that is every bit as good as the popular mobile apps consumers use every day.
Search Engine Optimization (SEO)
SEO should be central to your effective home improvement marketing strategy. In fact, a recent Google study revealed that search engines drive three times more traffic to websites than any other referral source. For an SEO strategy to succeed, it needs to be centered around what the searcher looks for and not about what you want to say.
Make sure to consider SEO best practices in mind when constructing your website and organizing your content for residential services marketing. Making sure your website is constructed with your SEO strategy built in makes every other SEO tactic easier and more effective. A home services digital marketing agency can help create effective SEO optimized content for your website.
Pay-Per-Click (PPC) Advertising
With PPC advertising, there’s no need to cast a wide net and market your efforts to everyone. You can target your audience with pinpoint accuracy using the language that signals they are seeking your products or services.
Local search continues to grow in importance year after year. This special version of SEO focuses on improving local search rankings. You probably know this as the listings that generally show under the map on a Google search page. In fact, geography plays a huge role in a consumer’s decision when seeking products and services online. Local search is critical to your home services business as nearly half of searches feature some type of geographic preference by the searcher.
Blogs and Content Marketing
Strong, relevant content on your website serves as the foundation of home services marketing. Existing and potential customers visit your website to educate themselves about your products and services. Each landing page or blog you write should ideally focus on a specific keyword related to your overall SEO strategy. This will help drive organic search traffic to your website. A team of digital marketing experts can help you determine the most effective keywords and write SEO-friendly content for your website.
According to recent statistics, approximately 82% of the United States population uses social media in one form or the other. This equals about 223 million social media users in the country as of 2020. That means you simply have no choice but to engage with existing and potential customers on social media. However, posting a comment or an offer every now and then does not serve as an effective social media strategy. You need to develop a comprehensive social media plan that complements your business plan and engages users regularly.
Note that you don’t necessarily have to establish a presence on every single social media platform. Find the ones that your customers frequent like Facebook, which currently has 2.8 billion active monthly users in 2021. Facebook allows you to effectively target specific groups related to your products or services. The trick is to provide them with relevant content consistently so they will engage with you. This will not only enhance your credibility but also increase your conversion rates.
Last but certainly not least, email marketing serves as a powerful tool in your arsenal of home services digital marketing strategies. In fact, a well-crafted email campaign remains one of the most effective methods of building rapport with existing and potential customers. Email marketing allows you to reach a specific audience who wants to hear about your products or services. Make sure that your email content informs the recipient and encourages them to act.
Create a Home Services Digital Marketing Strategy
Embarking on a successful home services marketing strategy can seem like a daunting task. However, by taking a step-by-step approach, you can develop a digital marketing strategy that produces results.
- Review Your Existing Website: Ask yourself how effective your current website is at creating an immediate first impression for the visitor. Things to consider include when you last updated the website, if you have an outdated website design, how quickly the website loads, if it’s mobile-device friendly, and how much traffic and leads it generates.
- Analyze Your Present Strategy: Conduct a thorough examination of your existing home services marketing strategy. Use Google Analytics to analyze critical website data that will help you determine the success or failure of your current digital marketing strategy.
- Perform a SWOT Analysis: A framework that allows you to evaluate your competitive position and develop strategic planning, SWOT stands for strengths, weaknesses, opportunities and threats.
- Determine Future Goals: To best implement your home services marketing strategy, you need to create a list of achievable goals for your business.
- Contact an Expert: Contact a home services digital marketing expert to find out how they can assist you. Utilize their experience and knowledge to help craft a successful home services marketing strategy.
Schedule a Home Services Digital Marketing Consultation Today
At ROAR! Internet Marketing, our experienced digital marketing agency offers more than a decade of experience assisting businesses to create a successful home services marketing strategy. Take advantage of our expertise in providing effective digital marketing solutions to home services businesses just like yours. Contact us today to schedule a zero-obligation consultation with our home services digital marketing experts.