As a home service business owner who is busy handling jobs and taking care of customers, your online marketing might get pushed aside… that is, until something goes wrong and you’re scrambling for a quick marketing solution. That’s a dangerous game to play. Failing to give your marketing the ongoing attention it needs can affect your online visibility, and also your ability to keep the jobs coming in at a steady pace.
If you truly want to see your home service business succeed, you should be proactive instead of just reactive. Here are a few ways to do that:
Create a Marketing Plan with Clear Goals
Nothing says “proactive” more than drafting an action plan. First, identify your goals (expanding your reach, getting more calls, getting more jobs) and then incorporate numbers. How many more calls and jobs do you want to receive each month? And what types of jobs do you want? Once you’re done mapping out your goals, it’s time to figure out what types of marketing efforts would best help you achieve those goals, and what you marketing budget should be. By having a clear plan, you’ll be better equipped to get the jobs rolling in all year long, even during the typical slow seasons.
Work on Your Website & SEO on an Ongoing Basis
Having a website requires more than just a one-time setup. You have to continually work on it to keep it relevant to your online visitors and up-to-date with Google’s latest search engine optimization (SEO) guidelines (such as guidelines related to linking practices, keyword usage, site mobile-friendliness, and more).
Google occasionally updates its ranking algorithm (how websites are ranked in search engines). If you aren’t prepared for these updates, you can instantly go from being a top-ranked site to not even being found in search results, which makes it harder for your potential customers to find you online. By having an ongoing SEO strategy, you can better avoid these types of issues!
Know When to Make the Extra Push with PPC Ads
Pay-per-click (PPC) advertising is a great way to prepare for both slow and busy seasons. PPC ads are paid website listings that show up at the top and on the sides of search results. With these types of ads, you can get more online visibility and more website traffic when you need it most.
For example, you may want to run PPC ad campaign to help bring in additional site traffic and leads when you usually have a hard time getting customers. Or, you can use PPC ads to make yourself more visible when you know more people will be looking for services such as yours. To give an example, you might be a roofer who gets the most business during and after rainy seasons. Or, you might be a general contract who gets a lot of home remodeling jobs after people get their tax returns. Plan your PPC strategy ahead of time so you can do it right and get the best results possible!
Work Continually to Attract Positive Online Reviews
There are many businesses that don’t even think about attracting positive online reviews until they get a bad review and it’s time to do damage control. Yes, you can work to attract good reviews after-the-fact to try to lower the impact of the bad review. However, that needs to be done over time and in just the right way or online review sites may suspect foul play and delete them. Wouldn’t it be much easier if your home service business was already working on a regular basis to get tons of great reviews? Then it wouldn’t be so much of an emergency when you get that one piece of negative feedback.
You can do all of these things by yourself, or you can hire a professional to handle all the details for you. When you work with Scorpion, we provide you with everything you need to remain competitive on the Internet so you can just focus on doing what you do best—serving your customers. If you’d like to learn more about how we can help you get more proactive with your online presence, give us a call!
For specific tips on how to manage your online reviews, download our free guide!
About the Author
Travis Carter is VP of Sales at Scorpion. As former President of a home improvement and flooring company in Ohio for many years, Travis is passionate about ensuring that home service companies have the online marketing campaigns they need to stay ahead of the digital curve. Travis loves the creative process, whether its film concepts, dancing, acting, or singing – he’s an entertainer at heart! He even had a record deal in high school as part of a boy band. He now lives in Los Angeles with his wife and 7 kids…yes, 7!