Competition in the field of home services professionals can be intense. The market is saturated with numerous providers, making it challenging to determine the most effective approach to distinguish oneself. Additionally, the mindset and search patterns of homeowners when seeking home repair or remodeling solutions have evolved in the past decade. Therefore, it is crucial for home services companies such as plumbers, roofers, general contractors, home cleaners, and others to acquire the knowledge of engaging today’s contemporary consumers.
In order to effectively market your home services business, it is necessary to consider numerous factors and marketing channels.
We will examine our top tips for marketing home services to assist you in reaching and converting new customers, based on the knowledge gained from analyzing over 1.4 million leads generated for home services businesses.
What Is a Marketing Strategy?
A marketing strategy involves the use of the internet and traditional marketing channels to promote products or services. It includes various strategies like social media marketing, direct mail, billboards, search engine optimization, and email marketing, which can be either paid or organic.
A marketing strategy encompasses various steps, starting from identifying your customer base to creating a sales funnel through specific channels for effectively reaching your intended audience. By developing a marketing strategy, you gain insights into the market’s dynamics, including consumer behavior, competition, and the most effective ways to achieve specific marketing objectives.
By implementing a high-performance marketing strategy, you can establish a strong brand for your company, deliver exceptional customer service, broaden your customer base, and enhance sales.
Invest in local SEO
Our national home improvement consumer study reveals that the majority of homeowners are using internet searches to find home services providers. Additionally, when conducting searches for home service professionals, consumers tend to focus on local options. As a result, it is crucial for your home services marketing to incorporate a local SEO strategy. This strategy is designed to enhance your visibility in search results when potential customers in your area are searching for services similar to yours.
Run paid search advertising
Running paid search advertising, also referred to as pay per click (PPC), is an alternative method for increasing the visibility of your home services business on search engines for relevant queries. PPC ads are displayed prominently at the top of search engine results, allowing for immediate exposure to searchers.
To run pay-per-click (PPC) ads for your home services business, you must select keywords or key phrases to bid on and allocate a budget. Your budget is only used when users click on your ads, hence the term pay-per-click ads.
Add Google Local Services ads
To enhance the effectiveness of your paid search advertising, you can incorporate Google Local Services ads into your home services marketing strategy.
Local Services ads are restricted to a few select industries, including home services. These ads appear higher in the search results than Google ads and aim to offer comprehensive information for users to reach out to your business. Therefore, your budget is only utilized when a user takes action instead of simply clicking on the ad.
To run Local Services ads, you must undergo a specific verification process to attain the Google Guaranteed status. This essentially signifies that Google will authenticate your licensing and insurance details and inform searchers that your business ensures an added level of trust and security.
Boost your home services business with better reviews
It is important to note that simply getting your business discovered is not enough to guarantee success. Our home services study reveals that 70% of homeowners depend on recommendations from family or rely on at least one review site. Moreover, research suggests that almost 90% of consumers have confidence in online reviews.
Once a potential customer becomes aware of your company, it is crucial to persuade them that your company is superior to the competition. Failure to do so will result in your company not being considered as one of the options for them to contact. As a home services business, your responsibilities extend beyond simply advertising to new customers; it also involves encouraging existing or previous customers to publicly express their satisfaction with your company.
Set up a Marketing Budget
The key factors for achieving success in electrical marketing are ultimately planning and budgeting. For new companies with a lifespan of one to five years, it is recommended that they dedicate 12% to 20% of their estimated gross revenue towards marketing. On the other hand, companies that have been in operation for over five years and have already established a market presence should allocate between 6% and 12%.
Although it may seem like a significant amount of money, particularly for new companies operating online, they have to put in extra effort to gain a portion of the market. Once they become more established and their target customers are aware of their brand, they can then redistribute their marketing budget.
Reach Out to Your Target Audience
Once you have created buyer personas, which are profiles based on research that represent your target customers, you will be able to determine the most effective channels to communicate with them. For example, if your goal is to engage in large commercial projects, you can connect with building contractors by attending industry events or conducting email marketing campaigns.
Alternatively, you may choose to serve a specific geographic region and opt to distribute flyers in mailboxes. Many electrician marketing strategies incorporate a combination of traditional and digital approaches. It is worth noting that 90% of individuals utilize online search to find local establishments. Consequently, it is advisable to establish a robust digital and physical presence for your business.
Improve Your Networking
By networking, you gain access to a variety of professionals, including both rivals and customers, enabling you to provide them with something in return, potentially their contacts, expertise, or agreements. Enhancing your reputation and profile in your field is the major benefit of networking.
If you are interested in learning how to expand your customer base and increase awareness for a small electrician, this is certainly a method worth considering.
Build a Strong Brand Identity
A brand story is effectively communicated through a strong brand identity. It encompasses the trademark, name, communications, and visual appearance of your business. It represents the overall impression that your brand creates in terms of its appearance, emotional connection, and messaging.
In general, businesses often employ digital marketing specialists to help establish a company’s visual identity and messaging, also known as tone of voice.
- Researching your target audience and your competitors.
- Picking your business focus and “personality.”
- Developing a visual identity.
- Applying your brand across your business and marketing platforms.
Brand development should be included in a strategic business plan for electricians, as it aids in distinguishing businesses, reaching target audiences, and producing positive client experiences. This falls within the realm of digital marketing.
Track and Analyze Your Client Base
By systematically analyzing customer data, electrician businesses are able to identify and focus on their ideal clients, predict their needs, and ensure that their service meets these needs. Consequently, this results in satisfied clients and enhances the probability of them seeking their assistance in the future.
Having a clear understanding of your clients’ hiring habits is essential in empowering your electrician marketing strategy. To achieve each revenue and growth goal, it is important to gather both qualitative and quantitative data. Although you can utilize different analytics tools to monitor customer behavior on the internet, do not hesitate to ask for feedback as well, as seen in the Reviews and Referrals section.
Reach Out to Your Customers and Offer Bonuses
Bonuses or freebies enhance the worth of customer interaction and generate favorable brand sentiments. Freebies contribute to the positive perception of your brand, demonstrating your commitment to delivering value, occasionally without any charges.
According to Dan Ariely, a psychologist and behavioral economist, offering something for free increases people’s willingness to comply. As a freebie, it is possible to provide a complimentary check-up or an e-book addressing simple and common electrical problems. This can motivate individuals with electrical issues to contact you.
Build a user-friendly website
After attracting potential customers and inviting them to visit your website, it is important to ensure that your website is prepared to impress them. Given that most searches are now carried out on mobile devices, it is crucial to have a mobile-friendly site that appears visually appealing and loads swiftly.
To ensure the clear layout of your website and easy access to contact information, it is important to place your contact details prominently in the header or footer of every page. Many home services businesses tend to hide their address and phone number on their websites, causing inconvenience for individuals in need of urgent assistance. By keeping your contact information easily accessible, you can ensure that anyone seeking home services help can quickly and effortlessly get in touch with you.