As a plumber, contractor, landscaper, or other type of home service professional, what happens when you show up to a job unprepared? The job ends up being a total failure—a complete disaster. The same applies to your online marketing for your home service business. If you don’t go in with the right plans, resources, and mentality to get the job done, you’ll end up with double the work and little to show for it.
Are you wondering why your digital marketing plan is failing? Just like with a home service job gone wrong, it could be due to one or more of these reasons…
The job is poorly planned.
There is a famous quote that says, “If you fail to plan, you are planning to fail.” Just like you shouldn’t show up to a construction job without the floor plans and expect it to go well, you shouldn’t launch a marketing campaign without a solid strategy in place. You should do your research and figure out who your target customers, where they are located, what their needs are, how and when they use the Internet, and what search terms they are using to find businesses such as your online. This will help to you know which digital mediums will work best for marketing your business and what approach you should take.
You’re using the wrong tools.
You can’t use just any tools to get the job done—you need the right tools. It’s important to ensure that you are taking advantage of all the Internet marketing strategies that could be bringing you more business. Have a website? That’s great—but are you running digital marketing campaigns to drive traffic to your site? And if you are running those campaigns, are you using the right keywords and geographic targeting? If you’re on social media, you’re heading in the right direction. But are you on the right social platforms—the ones your target customers are using? It’s important to evaluate which online strategies and tools make the most sense for your business.
You have an underqualified crew.
Having a team that is not properly qualified to carry out the work is just as bad as not having a team at all. You should have knowledgeable and experienced professionals on your side to ensure that you’re using the most effective online marketing strategies for reaching the right audience with the right message at the right time.
For the best results, work with online marketing specialists who have a proven track record and who know both their industry and yours. Here at Scorpion, our Google AdWords-certified marketing experts have helped numerous home service businesses across North America get more jobs from the Internet.
You’re using cheap materials.
In a home service job, the quality of your materials can make or break your project. Yes, it’s great to save money, but if you skimp out too much, you’ll end up with shoddy results that don’t do anyone good in the end. The same holds true with online marketing—you have to invest money to make money.
Let’s use pay-per-click (PPC) advertising as an example. Yes, you have the additional costs of running ads in search engines, but you can easily make that money back by targeting online users who are actually searching for services such as yours (making them more likely to click on your website and call your business). Google ads are the new Yellow Pages, but they are far more effective due to the fact that they allow you to target potential customers. With the right level of investment and the most effective of digital strategies in place, you can get the jobs rolling in and your marketing efforts paying for themselves —and with a profit, too!
It’s time to step up your Internet marketing so you can successfully grow your business. Not sure where to start? Download our free online marketing guide for home service businesses.
About the Author
Brandon Wheeler is Senior VP of Sales at Scorpion. Brandon, who has been working with Scorpion since it was founded, has over decade of experience in legal and healthcare sales and marketing. He is dedicated to helping companies succeed by connecting them with expertly tailored marketing packages that meet their specific needs. Brandon’s mission is to always go above and beyond the client’s expectations.
Brandon is an avid 49ers and Dodgers fan and a lifelong motorcycle rider. When he is not working, he enjoys coaching his kids’ baseball teams, camping, hunting, fishing, and winning softball championships for Scorpion.