What is Pay-Per-Click Advertising?
PPC advertising involves brands paying a fee for every click on their ads and is used as a method of online marketing. This form of advertising is ideal for compelling potential customers to visit your impact windows company’s website instead of relying solely on organic clicks.
PPC advertising is primarily executed on search engines like Google or Bing, and it enables companies to compete for prominent positions on results pages by bidding on keywords and phrases that relate to their offered products and services.
Suppose a company that offers home services placed a bid on “Impact windows installer” as a keyword; in that case, their advertisement could appear as the top position on Google’s search engine results page (SERP).
PPC through Facebook advertisements is gaining traction as a viable lead-generation tool. Companies are able to utilize different ad formats on the platform, including standard photos, videos, and carousel ads.
There are various locations on Facebook where installers of impact windows can advertise their services.
- Desktop or mobile newsfeed
- Facebook Marketplace
- Facebook Audience Network
Example: A Home Services PPC Ad
When a user searches for a keyword, targeted paid ads sit alongside organic results. They often blend in with organic listings because they share the same design.
Nevertheless, the significant advantage of paid advertising is that it frequently occupies the first position on Google’s search engine.
Every time users click on the paid advertisement, they are sent to the sponsor’s website. In return, the advertiser has to pay the search engine a fee. When executed correctly, the cost per click is profitable because the visit is worth more money than what companies pay for it.
To put it differently, if a company that sells impact windows pays $5 for a click and that click results in a sale of $3,000, the home services company earns a remarkable profit.
Investing ample time and resources is necessary when creating a successful PPC advertising campaign. However, it begs the question: Is it truly beneficial? I suggest delving into “Do People Really Click on Google Ads?” to gain more perspective.
What are the Benefits of Paid Advertising for Home Services Companies?
Small business owners frequently disregard the idea of spending their marketing budget on paid advertisements. They choose to forfeit this marketing approach to save time, money and resources. Nonetheless, allocating a small portion of their budget for paid advertising can significantly benefit their business by generating new leads and promoting growth.
Impact windows and doors companies can derive two significant advantages from paid advertising.
1) Reach Homeowners Where They Are
Starting their quest to discover new products and services, a majority of 71% of consumers resort to search engines, as per Search Engine Land. In this regard, it is logical to promote online. Digital marketing often serves as the sole means to attain this objective.
2) Create Targeted Ads for Your Audience
Paid advertisers such as Google and Facebook have access to a lot of consumer data. As a result, impact window businesses can utilize this information to target their exact target personas.
If your main focus is on serving communities in South Florida, crafting ads for “Miami Homeowners” can result in increased conversion rates in comparison to advertising to a wider audience.
If you are uncertain about the identity of your intended buyer, check out our blog piece titled How to Create Effective Buyer Personas. This will help you identify your optimal customer.
Other Profitable Strategies for Home Services Marketing
Digital marketing encompasses more than just running a couple of Google Ad campaigns, publishing sporadic blog posts, or sending out generic monthly customer emails.
It is crucial to develop a comprehensive marketing plan for your home services enterprise, regardless of its size, to generate business.
An even greater advantage is that it holds the key to enhancing your return on investment.
Do I have your focus now? I understand that finances are a significant factor. Measuring ROI is the best approach to determine whether your budget is being utilized well. Therefore, I present to you some vital data that displays what results your company can anticipate from digital marketing strategies.
- Companies generate an average of $2 in earnings for every $1 they spend on Google Ads ( Main Street ROI ).
- For every dollar spent on email marketing, businesses get an ROI of $40 ( Smart Insights ).
- The cost of content marketing is 62% less than traditional methods (Lauro Media ).
- Companies that use blogging as a marketing tool are 13 times more likely to get a positive ROI ( HubSpot ).
Companies in the Impact window industry that rely solely on one marketing tactic year after year will likely see minimal to no growth. To avoid this issue, allocate more funds towards a comprehensive marketing approach.
5 Low or No-Cost Ways to Market Your Impact Windows Business
Why Continual Marketing Matters
We have observed numerous instances where due to several other functioning elements of the business, marketing often gets neglected.
Establishing a marketing strategy makes home services companies enthusiastic. They maintain a routine of releasing a blog every week, constantly updating their social media, and sending monthly email newsletters during the initial months.
Then slowly, other tasks start to creep in and take priority. Consultations, client appointments, and sales training make it impossible to stick to a consistent marketing schedule. Before you know it, it’s been months since your impact windows company posted fresh content on your website or social media.
Do you find this familiar? No need to fret – your organization is not the only one encountering this obstacle.
A continuous development plan is an essential part of any effective marketing program for home services. Businesses that perform well in creating leads through marketing strategies acquire 50% more sales opportunities at a 33% reduced expense, according to Groove Digital Marketing.
Without a consistent approach, your home services business will surely face the consequences.
The Key Takeaway:
Consistently implementing marketing tactics can help an impact windows company attract more valuable leads and retain loyal customers. Neglecting marketing efforts puts a company at risk of losing business to competitors who prioritize it.
Strategy #1: Write Blog Posts (Seriously, it works)
Rizen frequently advises its clients to create a blog focused on home services. However, they usually reject the suggestion due to apprehensions about devoting time or resources. What they fail to realize is that blogging is a highly affordable and prevalent method of content marketing.
Although social media and paid advertising may attract new website visitors, the majority of traffic is derived from search engines. Consequently, it is essential to incorporate search engine optimization (SEO) when blogging in order to enhance website visibility in search results and thereby attract a greater number of potential customers.
If you are unsure about the relevance of creating educational articles for your impact windows company, take a look at the following figures.
- Companies with an established, continually updated blog generate 67% more leads every month than companies that do not blog (HubSpot).
- Small businesses that blog get 126% more lead growth than businesses that don’t (Content Marketing Institute).
- Inbound marketing methods like blogging generate leads that cost 62% less than leads generated via outbound methods, such as cold calling (Market Path).
- 60% of businesses who blog acquire more customers than businesses that don’t (Market Path).
The Key Takeaway:
In our article, “How to Attract More Leads By Building a Home Services Blog,” we extensively discuss how blogging can enhance lead generation and website credibility if executed accurately.
Strategy #2: Consultation Playbooks
Having aligned sales and marketing teams is crucial for impact window businesses, yet many organizations find it challenging to implement despite its apparent simplicity.
Miscommunication between marketing and sales departments results in an average loss of 10% revenue annually for companies, according to Review42. An effective solution to enhance collaboration between the two teams is through consultation playbooks.
Crafting effective sales content can be challenging as there is a tendency to become overly pushy in order to secure a sale. Fortunately, marketing professionals have the expertise to create educational material that not only informs but also guides potential customers towards the purchase.
To ensure sales representatives concentrate on sharing their expertise and boosting brand messaging, it is advisable for marketing teams to adapt the content into a consistent range of materials that can be handed out during consultations.
The Key Takeaway:
If you are uncertain, create your playbook’s materials by considering the customer’s requirements. Pose the question, “What advantages is the customer gaining?” and use your material to respond to that.
Strategy #3: Create a Purple Cow
Marketers have consistently pushed boundaries in promoting their product message, using everything from misleading advertising strategies to outrageous publicity stunts.
Unconventional advertisements, no matter how attention-grabbing they may seem, tend to be the ones that leave a lasting impression on consumers.
Consider these three affordable advertising tactics for promoting your impact windows business.
1) Write a Memorable Slogan or Jingle
The reason why jingles are effective is because they utilize melody and harmony to arouse one’s emotions or curiosity. Consequently, these brief musical pieces can unconsciously jog a consumer’s memory about your commodities and amenities.
Consequently, your company’s brand recognition will surpass that of competitors when they are prepared to set up impact windows.
2) Give Your Brand a Face
An excellently created mascot has the power to make a small business unique and catch the eye of potential clients.
It can also help boost sales and marketing efforts by helping to create a positive image for the company.
3) Offer WORTHWHILE Specials for Discounted Services
Coupons are frequently a marketing ploy aimed at giving consumers a sense of satisfaction about their purchase. They can even incite someone to spend money they hadn’t planned on spending.
An annual sale can serve as the motivating factor for customers to invest in bigger projects like impact windows.
The Key Takeaway:
Competitive industries like home services sector can benefit greatly from excessive advertising tactics. Such tactics may include creating a catchy song, introducing a mascot for the company or organizing yearly sales.
Strategy #4: Be Active on Social Media
To remain engaged on social media, one must do more than just post updates once a week for their audience.
Employ the subsequent methods to optimize your approach to social media.
1) Try Regular Social Listening
Social listening refers to the act of paying attention to discussions regarding your impact windows business on social media platforms. This enables your team to keep track of and assess the online discussions.
Utilize the data obtained from responding to praises or monitoring competitors’ feedback and implement it effectively. This information holds immense value in strategizing upcoming content!
2) Start Conversations with Prospective Leads
Social media is excellent for more than just promoting your products, services, and educational resources. Try incorporating posts that talk to your followers on social media just as you speak to them in person.
Initiate communication with your customers on social media by sharing these posts:
- Ask a question – What is your biggest challenge when preparing for hurricane season?
- Start a debate – Single-hung windows vs. double-hung windows: which side are you on?
- Thank new followers – For instance, when you earn a new follower on Twitter, respond with “Thanks for following [@JohnDoe].”
3) Search for Industry Hashtags
Utilizing hashtags as a marketing strategy is a simple way to expand brand recognition beyond your existing follower demographic. By incorporating relevant industry hashtags, individuals searching for those specific keywords have the opportunity to discover your account and develop a strong liking for your content.
The Key Takeaway:
If you want to identify the popular hashtags in the home services sector, you can utilize RiteTag. This is an excellent resource that displays the currently popular and significant keywords.
Strategy #5: Repurpose Your Content
In marketing, the importance of content cannot be overstated since it can increase the chances of prospects discovering your business through a variety of available resources.
Coming up with new ideas every day for publishing fresh and consistent content can be a time-consuming task, but it is essential.
Fortunately, there is no need for you to do so! Recycling your content is a convenient shortcut that increases the attention towards your impact windows business.
This concept of utilizing content for different purposes can be illustrated in the following manner:
Create a video in which you examine and evaluate the durability of windows designed to withstand hurricanes.
How Can I Use Them To Sell More Windows and Doors?
If you want to increase your sales, the optimal approach is to produce and disseminate content on these cost-free platforms.
Filming the tasks you are performing and taking snapshots of the outcomes tend to be well-received.
Compose an article pertaining to the inquiries frequently posed to you, such as the proper maintenance of recently installed windows or the level of security provided by the various doors you offer.
After creating your content, upload it to your website and then promote it on the relevant social media platforms by providing a link to the page on your site where readers can access the material.