How to Create a Home Services Marketing Strategy for Your Company
The home services industry is a fast-growing sector that offers a lot of potential for new and experienced business owners alike. Of course, if you want to see your home services company thrive, you must have an effective marketing plan in place. Marketing your business will help you gain greater visibility in the community, highlight the value you offer, build brand awareness, generate leads, and ultimately gain (and keep) loyal customers.
Let’s discuss some key steps you should take as you develop a marketing strategy for your home services company.
Narrow in on Your Target Audience
The first step you should implement as you develop your marketing strategy is to understand and clearly define your potential customers. Who are most in need of the services you offer? What are their pain points? How would your services make their lives better? Are they looking for basic repairs and maintenance or total redesigns?
Drill down as deeply as possible to understand what your customers want. Then, use your insights to craft a strategy tailored to their needs, interests, and preferences. Deploy audio and other ads that frame your value or unique selling point (USP) in a way that will resonate with your audience.
Find Out Which Platforms Your Audience Uses
Just as a fisherman has to go where the fish are, your marketing efforts must focus on the platforms your customer base is frequenting. Determine where your audience is most active to deploy your digital ads most effectively. For instance, should you focus more on social media, search engine marketing (SEM), or email marketing?
For audio ads, consider popular podcast channels or local radio stations that your target demographic is likely to tune into. Keep in mind that when you use a combination of channels (such as audio and digital), your marketing will almost certainly generate a greater impact.
Create Engaging Digital Marketing Content
For many home services companies, digital content is the customer’s first introduction to their brand. Therefore, making your digital content engaging and informative is vital by including strong calls to action and relevant information. Tailor your messaging to your target audience’s preferences across platforms. For example, do most of your customers prefer to call to set up an appointment with your business, or would they rather fill out a form online? Ideally, you’ll be able to offer both options.
In addition, use your digital content to showcase your expertise. Highlight jobs you’ve done in the past, perhaps through a gallery or portfolio page. Share advice on general home repairs via blogs, videos, or email marketing. Remember, you’re the expert – your consumers look to you for expert advice and guidance.
Focus on Local SEO and Paid Search
Local search engine optimization (SEO) is vital for many home services companies. After all, you must first show up in customer searches in your area before you can expect to attract business. Ensure your website is optimized for local SEO (for instance, by including geo-specific keywords and headings in your content).
Also, setting up a Google Business Profile that will put you on Google Maps is usually very helpful. When you begin showing up on Google Maps, do all you can to get 5-star reviews from your existing customers — this will boost your ranking in local searches and serve as powerful social proof of your company’s value.
Monitor and Adjust Your Strategy
No marketing strategy is perfect out of the box. It takes time to refine and optimize your plan. So, regularly assess the performance of your ads, using data analytics to measure their reach and effectiveness. Be willing to adjust your strategy as needed to see the best results.
Set Your Home Services Company Apart
Marketing is one of the major factors that will set your company apart from the competition. An effective marketing strategy can mean the difference between “treading water” and enjoying exceptional growth and profitability.
While investing in marketing is always advisable, doing so on your own can result in a costly period of trial and error. If you’d like to avoid that situation, consider working with an experienced media partner who can provide the infrastructure and guidance you need. If you do, you’ll likely see a significant return on your investment within a short time.
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