Creating a thriving and sustainable home service business depends on your ability to find more customers. Both existing and new customers can fuel your company's growth, but only if you develop the tools to foster customer relationships and exceed their expectations.
As a home services marketing and technology company, Scorpion's primary goal is to help our clients develop a larger, more loyal customer base. Here are the tools that help achieve this goal.
Effective SEO with Ranking.Ai To Dominate the Search Results Page
Search engines like Google are the first place people typically go when they need a home services professional, whether it’s an HVAC technician, a plumber, or an electrician. That’s why a high ranking on the search engine results page (SERP) is necessary for home service companies. Your search results ranking determines how easy it is for potential customers to find and request your services when they have a problem.
Search engine optimization (SEO) is a digital marketing strategy that targets search engine results. As an example, if a customer in your service area needs their air conditioner serviced, you can use local SEO strategies to ensure your HVAC business is the first one they see. This is how you convert your website traffic to highly qualified leads.
With Scorpion’s Ranking.Ai technology, we used our 20 years of experience to identify keywords that were most likely to drive high-quality leads. It works by comparing your site to your competition to determine what you would need to rank better. Then, it creates a customized SEO strategy that our experts will execute for you.
FYI: Last year, we helped local businesses generate more than 15 million new customer leads from organic traffic.
SEO takes many forms for home service business owners, including:
- Regular content marketing updates to keep your website relevant.
- Meticulous keyword research to ensure that specific phrases typed into a search engine will lead to your website.
- Technical SEO to optimize your website so its pages load more efficiently.
Many of Scorpion’s operations involve fine-tuning client websites for SEO. When it comes to your online presence, invisibility is the great enemy of any business. That’s why Scorpion uses AI and proven SEO methods, such as link building and on-page optimization, to elevate your chances of success in the trades.
Diversify Your Digital Advertising
Digital advertising is an important part of your business. It’s one of the best ways to get more customers. Whether it’s with a PPC ad or social media ads, promoting your business online will increase brand awareness and help convert prospects into customers.
However, it’s important that you don’t just focus on the main hubs of advertising. Yes, Google Ads and Facebook ads are important. But if you’re in the home services, you should also look at advertising on sites like Thumbtack or Yelp. These types of review sites, especially ones that are specific to your industry, are one of the best places to advertise. One of the main benefits is that you won’t rely on just one channel to bring in your ad leads. This could be a dangerous game if the only site you advertise on goes defunct or changes its advertising rules.
At Scorpion, we run advertising campaigns that drive revenue. You choose your budget, and we’ll make sure you get the most for your money. We’ve generated 100+ million leads for our customers because we focus on diversifying your ad strategy. More places to advertise means more leads.
FYI: We also have partnerships with Yelp and Thumbtack to make advertising easier and more cost-effective.
Take Control of Your Reputation With Online Reviews
There are two kinds of businesses: Those that manage their online customer reviews and those that aren’t thriving in their business. Just consider how vital word-of-mouth marketing is. Then multiply that by the sheer number of people who go online, and you’ll see how crucial online review management truly is.
The idea here is that you're responding to every customer review for your business. Most of these will be positive reviews, but the occasional negative review is inevitable, so plan accordingly. Be ready to respond promptly to any review on major platforms, including Yelp and Google.
Make sure to personalize the response as much as possible. It should sound like you remember this customer’s appointment exactly. Address their concerns politely and in a way that gives value. This public interaction allows you to “wow” people with your customer service.
Scorpion’s review monitoring technology makes all of this easier than ever. We consolidate your reviews from Google, Facebook, and even Yelp from one centralized location so you don’t need to log in to multiple sites. With one seamless place to handle your reviews, you’ll instantly know what’s being said about your company online. Then, we can automate responses to positive reviews, notify you when you get a negative review, and then equip you with reports to see how your reviews are trending and how you stack up against the competition.
Robust review management is a golden opportunity to:
- Earn customer referrals. When people see how you treat your customers online, they’re more likely to send friends your way when they need a service.
- Build loyalty among your satisfied customers.
- Grow your SEO. Google search results crawlers will detect the reviews for your company and assign you greater authority.
Asking for reviews is also a great way to build your reputation. Request a good review after every successful service call, and you’ll soon have more than enough positive reviews.
Pro tip: You can also do this through Scorpion.
Renew Your HVAC Brand Through Dynamic Content Marketing
Content marketing provides value to your customers. As a home service business owner, you can leverage your industry expertise to provide valuable and even entertaining information to current and prospective customers. Establishing yourself as a thought leader and authority in your industry is an excellent marketing strategy you can pursue through content marketing.
Specifically, content marketing is most forms of marketing that aren’t directly related to sales. Your website’s landing page is an example of copywriting, not content marketing. Its goal is to persuade website visitors to take the action you want them to, such as scheduling an appointment or signing up for your email marketing newsletter.
Content marketing, on the other hand, comprises things like:
- Blog posts
- In-depth articles
- Case studies about your past successes
- Infographics and other educational content
Selling your products and services is only a tangential goal in your content marketing strategy. Instead, you want to offer value in other ways, such as by providing people with helpful information they’re most likely to encounter in your industry. You can use many kinds of content marketing, and each one comes with its own set of benefits.
Case studies, for example, let you share stories of past successes with your future audience. Blog posts help establish your credibility and expertise in the industry. All forms of content marketing can benefit your SEO by constantly offering fresh online content.
Content marketing is something that Scorpion emphasizes heavily. For example, filming videos with your team members is an excellent way to grab your customers’ attention — few can resist the appeal of a smiling face. So why not create videos discussing common tips and see how well it boosts customer engagement?
Empowered Social Media Marketing Strategies
To succeed in such a crowded marketplace, home service companies need to cultivate brand recognition and awareness. Social media offers the opportunity to nurture new relationships through the power of direct customer engagement. Instead of conducting your marketing from afar, you can use social media to interact directly with the people most interested in your brand.
Billions of people use social media, but not all of them are your target audience. Your target audience consists only of those potential customers who might contract your services, and that will depend on their geographic area, homeownership status, and other factors. Reaching everybody is not the goal of marketing on social media — reaching the right people is the goal.
This outreach comes with many benefits for you, including giving you the chance to:
- Share contextually interesting and relevant information about your business with your customers.
- Ask for feedback about any services or customer interactions.
- Expand awareness of your company in the geographic area that matters most to you. Remember, you can filter social media feeds down to the exact neighborhood.
Are you starting to see the advantages of social media marketing? It’s one of Scorpion's primary focus areas when we assist clients with their online growth strategies. Scorpion works hard to develop powerful social media campaigns to enhance engagement for home service companies. We’ve been working with home service businesses like yours for 20 years and our playbook was specifically designed with you in mind.
You can even use social media to send ads to your target audience. Major social media platforms like Facebook make it easy to create ads filtered around unique customer types for maximum effect.
Tailor-Made Email Marketing Solutions
Email marketing is one of the most cost-effective and simple ways to reach a target audience. HVAC marketing can and should employ email to deliver a message, straight from business to customer, that feels like it was written for that person alone. Never write emails for “the audience” — write for one individual who matches your buyer persona to get the most out of this marketing strategy.
Emails use the time-honored principles of letter writing to build lasting relationships with prospective customers. Customers want value. Regular and helpful communication with your customer base can help you attract more leads and schedule more appointments than you thought possible.
Just consider how effective email can be. You can use it to:
- Generate comprehensive email marketing campaigns about your services and promote new offers.
- Use regular communication to stay present in customers’ minds. You might conduct seasonal mailing campaigns to discuss how changing weather affects your industry.
- Measure the effectiveness of your marketing. You can track open and click-through rates (CTR) in email or monitor how sales conversions change after one campaign.
Scorpion, for example, regularly conducts prolonged email campaigns for our clients. This allows home service companies to issue highly tailored marketing messages filtered by unique customer brackets to achieve the greatest impact.
Make your emails fun and engaging. Use short, snappy sentences mixed with bold headers that keep your customers’ eyes dancing down the page. Add some tasteful visuals, and don’t be shy about using an emoji in the subject line. This is how you craft a marketing email that prospects look forward to reading.
Learn To Thrive in the Home Service Industry
Success in home service digital marketing is about attention to detail, knowing your customers' needs, and how you can serve them best at every turn. The strategies outlined above are all battle-proven by Scorpion’s team of experts to realize your business's desired outcomes.
There’s no reason for you to shoulder the burden of digital marketing alone. With Scorpion’s team at your side, you can tap into our resources to accomplish your goals. Contact Scorpion today to begin attracting more customers to your home service business.
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