Should Your Home Services Business Be Running Video Ads on YouTube and Facebook?

Should Your Home Services Business Be Running Video Ads on YouTube and Facebook?

YouTube video ads and other forms of awareness marketing have become a necessity in the advertising tool belt of home service companies such as HVAC, plumbers, roofers, etc. and I’m going to explain why.

You simply won’t catch every potential customer through Google search ads and SEO by themselves. This doesn’t mean those 2 methods of marketing aren’t important, because they very much are.

There is a percentage of people who want to establish a “relationship” with the companies that they choose to do business with and YouTube ads are great at accomplishing just that.

Video Ads on YouTube for Home Services Companies

Let’s dig a little deeper to find out more.

What Forms of Marketing You Should Start With

90% of the time, I would be amiss to suggest YouTube ads and other forms of video ads as the primary method of marketing for a home services company.

Understanding the benefits and proper expectations for the different forms of marketing is crucial to making the right steps with your business’s marketing budget.

Google Local Services Ads

Where you are as a company helps determine where you should start with your marketing.

A single-man operation just starting out after getting his HVAC license and a modest marketing budget, for example, is most likely not a great candidate for YouTube ads right out of the gate.

In this scenario, you would be best served to utilize something like Google Local Services Ads which offer a reasonably low-cost solution to start generating revenue.

A more established home services business, on the other hand, would greatly benefit from video awareness ads on platforms such as YouTube and Facebook.

We typically recommend starting with a solid marketing foundation of Local Search Engine Optimization and potentially a Google Search Ads (also known as PPC) campaign before layering on video ads.

What Video Ads Do that Other Ad Types Can’t

Earlier I mentioned a percentage of people wanting to establish some form of a relationship with the brands that they do business with.

This can be accomplished through a great video awareness ad campaign done on YouTube and Facebook.

Being able to highlight your business in ways that you otherwise wouldn’t on typical search ads is invaluable.

Video awareness ads capture potential customers while they are comfortable and consuming content on popular social platforms. This is a moment where you know they have time and are potentially willing to consume your content as well.

Through these video ads, you can build up the value of your brand and the unique people that help your business operate.

Promoting things such as employee highlights is great because it lets people know the technicians that are going to be entering their homes.

Also, producing a compelling video of your home services company’s quality of work will show people that they can trust your services.

Possibly one of the most successful forms of video advertising is done through customer testimonials. There is nothing more powerful than hearing a neighbor’s positive experience after having had their new roof installed, plumbing updated, HVAC system repaired, etc.

So, How Much Do Video Ads Cost?

Here’s the greatest part – they aren’t expensive!

Video awareness ads work a little differently from your traditional PPC (pay-per-click) style ads. As the name implies, with PPC, you pay for each click that your ad receives.

With the type of video awareness ads we’re discussing, your cost is based on both the number of impressions you receive and the number of video views you receive.

An impression is considered anytime that someone has seen your ad and a view is any time that someone has watched your ad.

Kind of confusing, right?

Basically, a view is counted when a person either watches 30 seconds of your video ad (or the duration if under 30 seconds total) or interacts with your ad such as clicking or liking the ad.

Otherwise, you only got an impression.

The cool part is that either way, that person has potentially seen your brand in one form or fashion.

We typically realize campaign costs of about $6 per 1,000 impressions and range anywhere between 5¢ and 30¢ per view.

Video Ads are an Affordable Way to Reach the Masses

Video Ads Service for Home Services CompanyRunning a video awareness campaign offers you the opportunity to reach a large volume of people within your service area at a very reasonable cost.

This form of marketing has overtaken traditional cable TV media and billboards for small business owners who aren’t interested in shelling out more money for fewer results.

Small business experts at fitsmallbusiness.com report billboards costing between $13-22 per 1k impressions and network TV costing $20-30 per 1k impressions.

Compare that to our average of $6 per 1k impressions and it’s not hard to see why the more modern solution of video awareness ads on outrageously popular platforms such as YouTube and Facebook offers a greater return on your marketing investment.

The experts at Visibly Connected have been providing home services companies with effective and creative marketing solutions for more than 10 years.

Give us a call today at 281-940-7463 to learn more about YouTube video ads and other ways we can help your business grow.

How Your Home Services Company Can Benefit from Professional Photography in 2022

Why Professional Photography is Important for Your Home Services Business

Professional home services photography is important because it makes your home services business become more personable.

Setting your business apart from your competitors takes more than just providing a better service. Being able to gain a would-be customer’s trust before they even contact you is important and it sets the stage for a much more successful relationship.

Professional Photography for Home Services

Plus, a potential customer will never know how much better your service is than your competitors if they are never presented with a valid reason to contact you in the first place.

So how do you, as a home services provider, start out on the right foot with customers and create a more personal foundation before they even contact you?

Keep reading to find out.

Express Your Company’s Character Through Photography

A great way to establish a healthy relationship with potential customers before they even contact you is through warm, inviting professional photography.

We have all seen it, and maybe even been guilty of it. Using stock photography to illustrate your business online throughout your website and social media may sound like a great solution but here’s why it’s not.

Hundreds of thousands of businesses similar to yours across the world rely on those same stock photos of generic plumbers, HVAC technicians, electricians, etc. to help paint the picture of their home services business. This is generally a quick and cost-effective “solution” but always leaves a lot to be desired.

Do you think the average customer can’t tell the difference between a stock photo of some schmuck with a logoless shirt and fake smile, one that they have most likely seen on 3 other websites similar to yours, and original, professional photography that has been captured specifically for your home services brand?

They can.

It is painfully obvious when a website relies on stock photography. On the contrary, it is an incredibly pleasant experience when you visit a website and see the actual team of technicians who work there, in their element.

Being able to express the character of your business through original photography is crucial to establishing trust with potential customers. If they are able to see the charm of the unique individuals who work for your home services business, they will be able to see why you may be different than the rest of your competition.

Take Pride in the Business You Have Built – Show It Off with Professional Photos

Utilizing a professional photographer gives you a great opportunity to showcase the finer aspects of your business.

Did you invest in those expensive, leading-edge new digital manifolds that help you provide better HVAC diagnostic services than your competition? Show it off in your photography.

Do you have really great-looking custom-embroidered shirts or uniforms? Use that in your photography. This will help create a cohesive look throughout your online branding.

You’ll also be able to show off your custom fleet of service vehicles, your office or warehouse, and even your unofficial company mascot, Deathrow the chihuahua, who you rescued from the animal shelter back in 2018.

The point is that you are able to give people a reason to bond with your home services brand through professional photography. Something that makes you stand out from the crowd.

Establish Trust Where Others Cannot with Technician Headshots

We’re undoubtedly living in a crazy world. So it’s no wonder that a large percentage of people are concerned for their safety when strangers are entering their homes to provide service.

Oftentimes, would-be customers will turn to “reputable” platforms such as Angie or Home Advisor where they tout background screening to add a layer of security to the transaction.

In order to compete, it is crucial for you to set the stage up front. Provide professional headshots of each of your service technicians, dressed cleanly in their company uniforms with their names and position at the company.

Doing this will create a superficial bond between your potential customers and the service technician visiting their home for the first time.

It is also helpful to go one step further and conduct background checks on your own for each employee during the hiring process. This lets the customer know that you care about their well-being enough to base your hiring practices around them.

Collecting and displaying customer testimonials and reviews that name your technicians specifically can also help establish a comfortable, trusting relationship upfront.

Professional Home Services Photos Add to Your Search Value

There is nothing unique about using stock photography. Not only do people see evidence of it, but Google does too.

All photographs (especially those indexed within stock photo libraries such as Shutterstock) are visible to Google. Not in the sense that Google can literally see them with their eyes but in the sense that each image contains metadata that Google can interpret to “see” the photo.

Google will essentially ignore any stock photos on your website that are known to appear on thousands of other similar websites across the internet. This is a bad thing.

It is important for Google to see an even mixture of relevant text-based content along with multimedia-based content (e.g. photos).

Search engines such as Google want to see unique, original photography that accompanies your text-based content because it lets them know that you are providing content that cannot be found anywhere else.

Using original photography on your website will also aid you in ranking higher amongst image-based search results as well. While this may sound irrelevant to you, it is just another piece of the puzzle that adds to your overall search engine rankings collectively.

Invest in Your Home Services Business with Professional Home Services Photography

The initial cost of professional photography can be somewhat intimidating to some business owners. But the benefits outlined above far outweigh the one-time cost.

The great thing about original photography is that you can use them in so many applications. They can be used within your website design and blog articles, they can be used on your social media platforms for years to come, they can be used in print media, and they can even be used within your service call scheduling software to give your customers a heads-up of what technician will be arriving at their home.

A respectable collection of professional home services photography is built over time and doesn’t have to be done all at once.

We’re happy to answer any questions you may have about professional photos for your home services company. Feel free to complete our contact form or give us a shout at (281) 940-7463

When is the Best Time to Start Marketing Your Home Services Company?

When is the Best Time to Start Marketing Your Home Services Company?

Owning a home services company isn’t exactly an easy task.

You have to worry about keeping your clients happy, managing your service technicians, where the next leads are coming from, and more.

On top of that, you need to make sure that you are utilizing your budget as effectively as possible.

So when is the right time to start marketing your home services company?

Let’s find out…

Your Primary Concern Should Be Setting a Budget

Before you can answer the question of when you should start marketing, you need to be able to commit to a marketing budget for no less than 1 year.

We are advocates of blind faith and taking chances when it comes to running a business because without risk there is little reward.

But when it comes to your marketing, you need to be able to comfortably secure your marketing budget to last you at least 12 months.

The reason for this is because results don’t always come at light speed with marketing and you need to be prepared for the worst-case scenario.

That’s not to say you won’t see results early on.

As a matter of fact, it’s highly likely that you will.

But it’s better to plan for the worst and be pleasantly surprised when it works out to happen sooner than expected.

Sitting down with an experienced marketing agency and devising a plan to help kick-start your marketing can provide you with greater insight and will show you ways to alleviate the initial burden of your investment.

Now that you have your budget figured out and planned for, let’s look at when you should start marketing…

When Should You Start Marketing?

There’s no doubt that you probably assume it’s best to start marketing when it’s easiest for you to afford.

During the peak service season.

But that’s not a fair assumption.

While it may be most convenient for you to start when your revenue is at its highest during the year, it’s not the most effective.

The best time to start marketing your home services company is during the off-season. While this may sound counterintuitive, it yields the best results.

For starters, when it comes to PPC advertising, your costs will be lower during the off-season since it is less competitive.

Most home services companies that don’t know any better tend to scale down their marketing during the slow times to help save money but this is a critical mistake.

Any time that you take off of marketing is time that your competition is gaining traction while you’re sitting stagnant.

Another reason that it’s best to take action with your marketing during your slow time is that the results aren’t instant. This is especially true for Search Engine Optimization. By starting during your slow time, you will set yourself up for an incredibly successful busy season by getting a headstart on the competition.

Your company will be in a better position than most because your agency will have done all of the hard work in preparation for the busy season while most are just getting started.

Adapting to the Current Market

There is nothing wrong with coming up with an educated plan to adapt your marketing to specific seasons and market trends.

Unfortunately, most home services companies don’t dig deep enough to understand those trends and make decisions based solely on face value – the cost.
While it may be uncomfortable to spend money during the slow time of the year, it shouldn’t be too difficult, assuming we as your marketing agency have done our job right.

The revenue that you are able to bankroll from marketing results during the busy season should be more than sufficient to sustain an effective marketing plan during the off-season.

This also helps ensure that your technicians don’t starve doing the slower months.

Adapting to trends by advertising maintenance plans and seasonal-specific services encourages your target audience to continue providing you leads throughout the year.

Talk With a Marketing Agency Who Understands Your Industry

Ultimately, not every industry is plagued with seasonal business trends.

By working with an agency that understands your specific industry and the intricacies that come along with it, you are able to have an effective year-round marketing plan.

Visibly Connected has been providing logical marketing solutions to home services companies since 2010.

We know what it takes to make your home services company successful, and while it might not always be what you want to hear, it’s honest and accurate information.

Where’s the Value in a Custom Home Services Website?

Where’s the Value in a Custom Home Services Website?

With prices ranging from $500 to $10,000 and options like free DIY website builders, how do you know what option is best for your home services company website?

Web design is an art form and if you’re not the type of person who sees the value of expensive art, then justifying spending more than a couple of hundred dollars on a website can probably be a challenge.

In this article, we will discuss some of the intricacies that go into designing and developing a custom home services website as well as the benefits that come along with a custom-developed package. We will also take a look at what the less expensive options provide and some items you may not have considered.

Let’s jump in…

I’m a Quick Learner so Why Don’t I Just Build My Own Website?

I commend you on facing the challenge of possibly building your own website.

As a web developer, I once thought “I’m a quick learner so why don’t I just fix this busted pipe on my house?”. Needless to say, I booked an appointment with a plumber the next day.

There is nothing wrong with having an adventurous spirit and trying to tackle skilled jobs such as web design. They even make some tools to help you in your quests such as Wix and GoDaddy Website Builder.

There are a few problems with this method, however.

The first being your time.

Building a website that is up to snuff with your competition isn’t going to be something you can just knock out in a few hours. Plan on spending a few weeks to build something that passes as a legitimate website.

The second problem is the limited amount of options that you are provided.

Chances are, if you are using a DIY website builder, you don’t have a working knowledge of the coding languages that it takes to build a quality website such as HTML, CSS, and Javascript. I would also be willing to bet that you haven’t spent a whole lot of time designing custom graphics in the past either.

You will be tied to the same limited amount of options as every other home services company that uses these builders which means that your finished product will look and function incredibly similar to theirs.

The third issue we will discuss is the shortcomings of the inner mechanics of the website.

Typically, with a website builder, you aren’t going to get very good performance out of the box. These solutions are meant to be as simple as possible by design.

This means that you are going to be incredibly limited when it comes to improving your site speed, gaining insightful metrics on the behavior of your website visitors, and most importantly, yielding any kind of tangible SEO results.

If you can’t get your website to rank on search engines such as Google, what is the point of building it?

Let’s take a look at some other options…

Low-Cost Home Services Website Design

Do you even have to ask?

The adage “You get what you pay for” hasn’t existed for all these years because it’s inaccurate.

I’m sure you have come up against another HVAC company offering to install a system for $5,000 when your quote was at least $10,000. Or a plumber offering to repipe your prospects home for less than half the price of your quote and you’re left having to explain to the customer why that’s probably not a good idea.

In every industry, you have the infamous undercutters. These people aren’t always necessarily performing subpar work. Sometimes they are a company in their infancy and they’re just trying to get their foot in the door.

But more often than not, if it’s too good to be true, it’s too good to be true.

A low-cost home services website will provide about the same performance as a Geo Metro. If you don’t get that reference, just google it.

We’re talking about your brand, your livelihood. If you are trying to find a bargain of a deal on your new website then, chances are, you don’t need a website just yet.
Now, there is nothing wrong with seeking to get the most value for your money, but do understand that value comes at a cost. Any web agency worth its salt will not fall into the “low-cost web design” category.

The amount of work, thought, and attention to detail that goes into a successful web design is only achievable with years of experience in the industry, specific to home services.

A website design that was built to sell clothing online will be completely useless for the roofer looking to educate and attract new clients.

When you use low-cost options for web design, you are typically getting templated website designs that someone cranked out a couple of years ago and just repurposes with your logo and colors.

Absolutely no thought goes into these designs. This person or agency doesn’t give a damn if your website visitors convert into a lead and your website design will reflect that.

So, again, let’s take a look at another option…

Custom Home Services Website Design

Custom Home Services Web DesignAh…now we’re talking.

A custom-designed and developed website tailored specifically to your industry and goals is going to be the most effective way to set yourself apart from the competition and see success online.

The difference between low-cost and custom options extend beyond just the appearance of your website.

As a home services web design agency, we spend time going through a discovery phase with you to uncover what you want to accomplish with your website as well as what features and looks you want it to have.

We also bring over 30 years of design and development experience to the table. This means we have worked with countless home services clients over the years perfecting our craft.

A successful design agency should be considering the behavior of your website visitors. It should anticipate how someone will interact with different elements of your website and know what they want to see even before they themselves do.

With a custom-developed website, you are getting clean code from the ground up. This means that your website will perform like a fine-tuned machine without the bloat that other options tend to employ.

You also get the benefit of having custom-made graphics that help tell your story incorporated into your website design. Generic stock photography will only get you so far and a potential customer can spot them from a mile away. We work closely with our clients to help come up with a plan for the creatives that go into making a website such as original photos and videos.

Original and thoughtful content is also another element that should be part of your project.

Oftentimes, when left to their own devices, our clients can only provide a few sentences to explain and describe the services they offer.

That’s not a dig on our clients. Writing captivating content about home services isn’t an easy task.

With our web projects, we include content that is created specifically to capture the attention of people searching for your services.

These are only some of the elements that contribute to a successful website. Feel free to read more about the perfect home services web design.

Know What You’re Getting Before You Waste Time and Money

Look – DIY and low-cost design options may be just fine for you and your situation. The most important thing is that you understand what it is that you are getting for your money and/or time.

If you go into the project with realistic expectations, then it’ll be hard to come out on the other side with something that you’re not satisfied with.

Our goal at Visibly Connected is to totally and completely exceed your expectations. We know that a high-quality home services website is an investment and we don’t take that lightly. Our websites are works of art that accurately tell your story and turn your website visitors into leads.

Here’s something to keep in mind though. Even with the “perfect website”, you won’t generate business if you don’t market it. You can read more about ways to put your new website to good use in our Digital Marketing Guide for Home Services.

Understanding Clickthrough Rate and How It Affects Your Bottom Line

Understanding Clickthrough Rate and How It Affects Your Bottom Line

We don’t expect you to understand every aspect of what we do as home services marketers. But, the more knowledge that you can equip yourself with, the better suited you will be to effectively track the performance of your marketing campaigns.

There are certain elements that you as a business owner and client of a marketing agency deem important and use as a gauge to measure the efficacy of your marketing. Much the same, Google has metrics and components that they measure to hold us accountable as well.

Yes…we get it from both ends!

One of those elements that both you and Google should (and hopefully are) keeping an eye on is the clickthrough rate of your company’s listings on SERPs (Search Engine Results Pages).

This goes for both paid ads and organic results.

Let’s take a step towards understanding this metric a little better…

What is Clickthrough Rate?

Google defines clickthrough rate as a ratio showing how often people who see your ad or free listing end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads, and free listings, are performing.

Ultimately, CTR is the number of times users click on your ad or listing versus the number of times the ad or listing was shown.

For example, if your ad or listing was seen 250 times, and received 25 clicks, your clickthrough rate would be 10%.

The higher your clickthrough rate, the better your ad or listing is performing.

On the contrary, a low clickthrough rate is often a good indication that your ad or listing isn’t persuasive enough to entice the user to click to learn more.

A low clickthrough rate can most often be cured by tailoring the words of your ad or listing to speak more specifically to the issues that your target audience is experiencing.

What is a Good Clickthrough Rate?

Determining a good CTR is totally dependent upon your industry and the keywords being targeted with your ad or listing.

You may be shocked to know that, according to Hubspot, the average clickthrough rate across all industries is 1.91% for Google search ads.

And according to respondents from a survey conducted by Databox, the average CTR for organic search results (Search Engine Optimization) is between 3-5%.

Understanding the industry averages helps to make your expectations as a business owner a little more realistic.

What is clickthrough rate?

How Does CTR Impact Search Performance?

So this is where I was telling you that Google also keeps an eye on how our campaigns for companies like yours are performing.

If you think of Google as a business (which they are) and the people who search on Google as their customers (which they are) then you can understand why it’s important for Google to provide the best search results possible.

If they notice that a particular ad or search result is being shown often but never gets clicked, they consider that result to be irrelevant and will show it far less often which ultimately means worse placement for you.

It is crucial that your paid ads and organic search results are;

  1. Showing up for the correct search terms
  2. Persuasive enough to convince the user to click and learn more

If your results show up for incorrect search terms, one of two things will happen. The user will either not click on the ad, or they will click on the ad and learn that it has nothing to do with what they are searching for when they get to your website or landing page, resulting in them leaving immediately.

If you don’t get the click…bad. If they get to your site and leave immediately…also bad.

One of our goals as your marketing partner is to target the exact audience who is in need of your services and craft the perfectly worded search results to entice them to click, and in the end, convert into a lead for your business.

Clickthrough Rate affects quality score

It’s Beneficial to Understand for Yourself and to Partner with a Pro

Knowing how to judge the success of your home services company’s marketing campaigns is necessary if you want to have your finger on the pulse of your business.

That being said, knowing how to understand your campaigns is a totally different animal than being able to actually commit the time and execute the campaigns yourself.

It’s important to partner with a marketing agency that you can trust and rely on.

Visibly Connected has been partnering with home services companies like yours for over 11 years and we have literally made it our business to create successful marketing campaigns in the industry.

We’re always happy to help if you have any marketing questions and are available to chat if you want to learn more about how we can help you become more effective online.

SEO, PPC, ROI, KPI – what the hell does it all mean and what should you be paying attention to?

SEO, PPC, ROI, KPI – what the hell does it all mean and what should you be paying attention to?

There are so many digital marketing acronyms that It almost seems pretentious to some degree.

As a marketer, keeping up with all of the acronyms and their importance is just part of the job. But, as an outsider, it can seem very confusing. Let’s break some of these items down to see exactly what they mean, how important they are, and which ones you should be paying attention to.

Common Digital Marketing Acronyms

Here’s a quick explanation of the most basic understanding of the acronyms that we are focusing on in this article;

Search Engine Optimization (SEO)
the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.

Pay-per-click (PPC)
an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher when the ad is clicked. Pay-per-click is commonly associated with first-tier search engines.

Return on Investment (ROI)
the contribution to profit attributable to marketing, divided by the marketing ‘invested’ or risked.

Key Performance Indicator(s) (KPI)
A way of measuring the effectiveness of a marketing agency and its progress towards achieving your goals.

But anybody can search Google to find a few definitions.

This article is about exploring those definitions a little further to understand how these terms are important to your home services business and it’s marketing.

So let’s do just that.

Understanding SEO and PPC, and how they fit into your business.

Most of the time that we are approached by a prospective client, they don’t know which particular form of marketing they want or need – they only know that they ultimately want to generate more service calls.

It is our job to analyze your goals and come up with a roadmap of the most effective ways to reach those goals.

local-hvac-seo

Let’s start with search engine optimization.

SEO is what we consider to be the foundation for any successful home services marketing campaign.

Search engines are becoming more and more geographically aware of their users’ intent when searching for particular home services such as “HVAC repair” or “Plumbers near me”. This is why search engine optimization is so powerful for service companies with a service area of let’s say a 20-mile radius.

You want to make sure that your local map listing as well as the relevant pages on your website are completely optimized and are showing up when those users in your service area are searching for your services.

The great thing about SEO is that your results aren’t determined by how much money you are willing to spend each month. Your results are based on the effectiveness of our work as your marketing agency month in and month out.

The only caveats to local SEO are the amount of time it takes and that a local home services company will have a hard time targeting a particular neighborhood that is 50 miles away because there are simply too many service providers between your physical location and that of the user in that neighborhood.

Pay-per-click, on the other hand, is able to do exactly that.

PPC marketing is a great way to target specific geographic areas with laser-like precision. You have the ability to say when you want your ads to show up, what search terms you want to trigger them, where you want them to be displayed, and how much you’re willing to pay for the clicks.

This kind of granular control over your marketing is very powerful when it comes to expanding your business in a hurry and even testing potential service areas.

You just better be prepared to have a budget that matches your goals because search engines don’t run ads for free.

Let’s dig a little deeper to understand in what scenarios these marketing tactics work best, what type of ROI to expect, and how to track a successful campaign with the proper KPIs.

When does SEO make sense and how will I know it’s working?

I’ll be honest – there really isn’t a scenario that we wouldn’t recommend local SEO to a home services client.

As I mentioned before, it is the foundation of any successful home services company out there when it comes to digital marketing.

It is highly effective for a new home services business that is looking to establish a foothold in their territory.

SEO can take a word-of-mouth company and expose them to a segment of customers that they would have never had the chance to access before.

And SEO, done right, is a breath of fresh air for the home services company that has been burned by less than effective marketing agencies in the past.

You’ll know search engine optimization is working when your local map listing and website start showing up in the first-page search results for relevant search terms in your service area. This is known as keyword rankings and is a major KPI, or key performance indicator, when it comes to SEO.

But let’s be honest – that’s kind of a lame KPI. While it’s important, first-page Google rankings don’t necessarily translate to more service calls.

We take things much further than keyword rankings when it comes to SEO that we provide our home service clients.

Some major KPIs that we track as your marketing agency are;

  • Keyword rankings – what position your local map listing and/or website rank for specific keywords.
  • Monthly website traffic – how many organic users are driven to your website each month, specifically from our efforts.
  • Website bounce rate – how often users reach your website and immediately leave or close the window.
  • Average time spent on page – well…how long users spend on a specific page on average, obviously.
  • Pages visited per session – how many pages a user clicks through to on your website in a single visit.
  • Average session duration – how much time a user spends on your website in a single visit overall.
  • Users’ geographical location – where users are accessing your website from.
  • Conversion rate – the percentage of users who are either calling or filling out a form.

Let’s understand why some of these metrics are important…

We want to know how many users we send to your website each month because it lets us know how effective the title and description of your pages are which is what shows up in the search results. If we notice that you are showing up in search results often but nobody is visiting your site, that tells us that we need to improve the quality of your title and description to persuade the user to click on your website.

Your bounce rate and average time spent on page go hand-in-hand. If all of the traffic we send to your website is spending less than 30 seconds on the page and not calling you, then we know we are sending the wrong traffic to your website and we need to correct that.

A user’s geographical location is important because let’s be honest, someone in India isn’t going to bring a whole lot of value to your local home services company located in Texas.

Where Visibly Connected really comes in clutch is with your conversion rate. We analyze the number of people who visit your website versus the number of phone calls and web forms you get each month. If that number is low, we make changes to the user experience of your website to help improve those numbers.

Search engine optimization is a long game and nothing really happens fast in terms of results. Our goal is to be as transparent as possible about that with our clients.

But the thing is – the payoff is huge.

When we are able to consistently put forth the effort to rank your local map listing and website on the first page of search results, analyze the traffic, and make necessary adjustments to maximize the potential of that traffic, all you have to do is answer the phone, reply to emails, and run service calls.

So why would I run PPC ads and what kind of return should I expect?

There are a couple of scenarios that PPC or pay-per-click marketing is most effective.

For one, PPC is a great way to stimulate your revenue while SEO is in its early stages and the results aren’t as glorious as you would like.

Another scenario where pay-per-click advertising would be best utilized is if you are trying to grow a particular service in a hurry such as AC Installation or Roof Replacement.

Where PPC really shines is its ability to allow your home services business to scale.

You are able to segment your marketing budget to really understand where you are getting the most return on your investment in terms of services provided and the geographical market.

By knowing if you spend $3,000 per month to get an additional 20 service routes in a specific city, you can hire additional service techs without the burden of wondering where the next customer is going to come from.

You also have the ability to easily reach out and target communities that may otherwise be a pipedream with organic marketing methods.

Another thing to consider is saturation.

Search engine optimization is great to establish dominance in your local service area, but eventually, you will saturate the market and just maintain that dominance.

With PPC, you can extend your reach and grow as a home services company to eventually TAKE OVER THE WORLD *lightning crash*.

Or at least the major metropolitan area if that’s what you’re into.

Some KPIs that go into determining a successful PPC campaign include;

  • Impressions – how often your ad is being seen.
  • Click-through rate – the percentage of users who click your ad.
  • Cost per click – the average dollar amount a search engine charges per click on your ad.
  • Conversions – users that either call or submit their information after having clicked on your ad.
  • Cost per conversion – the average dollar amount spent to achieve either a phone call or form submission.
  • Conversion rate – the percentage of users who call or submit their information after having clicked on your ad.
  • Overall cost – the overall dollar amount spent on your ads campaign.

Let’s look at how some of these metrics affect the overall quality of your ads campaign…

While we look at the overall picture, the main metrics that we analyze when running a PPC ads campaign are the click-through rate, conversion rate, and cost per conversion.

We want to maintain a high click-through rate because that determines how many people actually see your landing page and offer, such as “New System Financing”. Without people clicking on your ads, nobody will see your offer, and that means no service calls.

Once a user reaches your landing page, we are able to track how many of them convert into a lead by either calling or submitting their information on a form. This percentage is your conversion rate. Our goal is to convert as many users as possible into leads for your home services business.

Lastly, we want to really focus on the overall cost per conversion. This is important because it helps us really understand your ROI or return on investment.

One of the most common misconceptions that we run into with potential home services marketing clients is that a business running PPC ads is going to make money hand over fist with a modest investment.

That’s just not the case no matter who you are working with.

PPC advertising is an effective way to grow your business and target specific services and geographical locations but depending on the industry, can require a considerable budget.

Understanding the investment is the most important part of running PPC ads. If you know your margins and comprehend the value of a lead based on the frequency at which you are turning those leads into service calls, then you should be set up for a successful ads campaign.

The concept isn’t very complicated.

Once you understand the basic terminology and know what to look for, the concept of digital marketing isn’t very complicated.

The difficult part is being able to adapt and recognize all of the nuances that go along with maintaining multiple digital marketing campaigns.

As long as you equip yourself with enough information to make the appropriate decisions, you should experience success with your home services marketing.

Visibly Connected has been a marketing partner for home services companies for over 10 years and we love to be a resource of information for anyone in the industry. Feel free to reach out if you have questions!

How is Facebook Marketing Most Effective for Home Services Companies?

How is Facebook Marketing Most Effective for Home Services Companies?

Facebook Marketing for Home Services is an incredibly effective way to increase brand awareness when used as a delivery method for mini-commercials.

Do you know how many Facebook users own a home?

No?

Well, neither do I. Facebook has become pretty tight-lipped about their user’s private data in recent years and they continue to limit that information as time goes on.

But if we had to guess – it would be a lot.

Don’t let this discourage you. Traditionally, Facebook Ads were powerful because of their targeting abilities which allowed you to craft the perfect audience through different defining metrics such as income, race, sex, location, interests, and more.

As Facebook has been forced to change its transparency standards, we as marketers have adapted our method of operation for the platform.

Let’s take a look at the modern approach to making an impact in your marketing with Facebook Ads…

Facebook is a Highway, and Your Ads are the Billboards

The incredibly important difference between an ad platform such as Facebook compared to one like Google is the intent of its users.

What I mean by this is that a user on Google is searching for a particular keyphrase such as “Plumbers near me” with the intent to find a plumber to fix their issue at that moment.

This is very powerful because you are able to capture the attention of prospective customers at the exact moment they need your services.

On the other hand, users on Facebook aren’t typically searching for anything.

They are scrolling through their newsfeed to read about the latest alien 👽 sighting that our government is all of the sudden admitting to or to see that lame gender reveal video for the baby of that distant cousin who they low-key stalk but never talk to.

Our approach with Facebook Marketing for Home Services companies is to infiltrate unsuspecting users in the moments they least expect it…

Just kidding.

We treat Facebook Ads the same way traditional marketers used to treat highway billboards. We want to expose as many people as possible within your service area to your brand, colors, logo, services, etc.

This gets people familiar with your name and logo and is incredibly effective when done correctly and as part of a large-scale marketing campaign.

We do this by creating short, compelling videos that deliver your brand’s message to the masses.

So Why Not Just Use Google Ads to Target Your Audience at the Right Time?

Well, smartypants – that’s a good question.

For our Home Services clients, we strongly recommend using Google Ads as the primary source for generating new service calls, right after Search Engine Optimization.

But for the sake of total transparency – Google Ads ain’t cheap, my friend.

There is a premium price to pay for the ability to target your ideal market at the ideal time. And Google knows this, which is why they don’t mind charging a pretty penny for each click they send your way.

Facebook, though. They also know that they can’t compete with such a service and their ad costs are much, much more reasonable.

We are generally getting our clients’ videos viewed for less than 0.10¢ per view.

While the person viewing your mini-commercial on Facebook may not need your service right now, they may in the future. They may also have friends and family members who need your service now or in the future. And all those friends and family members have friends and family members who may need your service now or in the future. And all of the friends and family members of all those frien…you get the picture.

Awareness Ads (which is what this type of advertising is called) on Facebook are far more affordable than traditional TV, radio, and billboard ads and they offer one incredibly important edge over their traditional counterparts.

Engagement.

When was the last time that someone shared a TV commercial with you? Or a radio ad?

With Facebook Ads, users can react to, comment on, and share your ads with their social circle.

That’s pretty powerful.

An Important Corner Piece to the Overall Facebook Marketing Puzzle

Facebook Marketing for Home Services CompaniesI say corner piece because it’s a relatively simple concept.

And like a corner piece on a puzzle, there really isn’t too much that you can do to put the piece in the wrong place.

But, also like a corner piece on a puzzle – it’s really not going to give you the whole picture on its own.

Awareness Ads on Facebook for Home Services companies are a great way to bolster your current marketing efforts. You have the ability to expose the masses to your brand at a reasonable cost.

This is best done in tandem with other efforts such as Search Engine Optimization and Google Ads.

Don’t let the ever-changing privacy restrictions and limitations put on these big-tech companies scare you away from digital marketing. You just need to have someone on your side who knows how to actively adapt to those changes in the most appropriate ways.

We have been marketing for Home Services companies like yours for over 10 years and are proud to constantly be evolving with the digital world that we live in.

If you enjoyed this article and would like to talk to one of our home services marketing professionals, don’t hesitate to reach out at 281-940-7463 or shoot us an email. We always love to talk shop.

How to Turn Google My Business into More Business

How to Turn Google My Business into More Business

Owning a home services company is no walk in the park. You have to manage your staff, keep an eye on the financials, provide great customer service, plan and strategize for the future of your company, etc.

Not to mention, a large majority of the business owners we work with are also out there in the field with their technicians.

You started your home services company as a means to do what you love and are good at it. It doesn’t make sense to continue to add responsibilities that take up your time and prevent you from doing just that.

You need to know the most efficient use of your time when it comes to helping your company’s digital marketing…we get it.

One of the easiest and most effective things that you can do on your own as a business owner for the good of your online presence is to establish your Google My Business listing. This is a free service offered by Google which allows you to display your business information all in one convenient location that is accessible by your potential customers.

Let’s learn a little more about Google My Business for Home Services Companies.

 

Superior Window Company Google My Business Listing The Modern Equivalent to The Yellow Pages

Remember when it seemed like every home services company’s name started with A in some fashion? Such as All-Star Plumbing or AAA Electrical Services or A1 Heating and Cooling? That’s because it used to be a way to “hack” the phone books since they listed companies in alphabetical order.

The fact that companies were willing to base their names off of this simple rule means that there was a TON of value in being listed near the top of the page in those phone books.

Now people don’t use phone books and those dummies are stuck with those business names! 🤣

Google is the modern-day version of the old-school Yellow Pages with one distinct difference. They don’t list businesses in alphabetical order. They list them by relevance and distance.

The first step to getting on that list of businesses when someone searches “Roof Installation near me” is having a properly optimized Google My Business listing.

The listing is free to create and manage, yet it is shocking to see just how many home services companies don’t take advantage of this.

When you sign up with Google, it allows you to search for your business – if you have a physical location chances are that Google already knows about you. If you don’t have a physical location or Google doesn’t know about you, they allow you to submit your business information just the same.

Once you give them your business name, address, phone number, and website address (assuming you have one), it will create the listing.

But don’t stop there…

 

Managing Your Google My Business Listing

You will be able to access your Google My Business (GMB) listing through the admin dashboard.

The quickest way to access this is by going to https://business.google.com/ and signing in with your account information if you aren’t already.

From the dashboard, you are able to manage things such as your business information, reviews, informative posts, photos, messages, and more.

 

Completing Your Basic Company Information

Google My Business Account Settings The first thing you want to do is click on the “Info” tab on the left-hand side of the dashboard. This page will give you the ability to change some important information such as;

  • Primary Category
  • Additional Categories
  • Service Areas
  • Business Hours
  • Holiday Hours
  • Products
  • Services
  • Business Description

All of these items are equally important. And here is why…

By properly defining your primary and additional categories, you will help ensure that your business shows up for the right customers when they are searching for your services.

Google has some predetermined categories that you can choose from and it is always best to use those as they are more optimized to show up in search results.

Adding additional service areas that may not be in the immediate vicinity of your business location lets Google know that you are willing to travel for customers and increases your chances of showing up in Google Maps results further from your physical location.

Business hours are extremely important. Google is less likely to show your GMB listing to someone if they are searching for your services outside of your normal business hours.

That being said, this doesn’t mean that you should list your business as 24-hours unless you are TRULY open and running calls 24 hours each day.

The reason for this is if Google shows your listing to a user, they interact with it, and then move on to the next listing because when they called you, you didn’t answer – you will be penalized for that behavior and it can affect how your listing is displayed in the future.

The same goes for Holiday hours.

If you know you are going to be closed on all major holidays, go ahead and put those hours in your GMB profile so that customers know before calling that you are closed.

While products won’t apply to most home services companies, it does to some. This is a place for you to list and describe the different products that you offer.

By doing this correctly, your chances increase for that product along with your GMB listing showing up for a relevant Google search.

The same applies to defining your services. This is a space where you should add a service category for everything that you offer such as AC Condenser Installation for an HVAC company or Weekly Pool Maintenance for a Pool Services company.

Lastly, your business description is important because it tells the story of your business and gives you an opportunity to use relevant keywords in your description which aids in the goal of getting your listing to show up on Google Maps when someone searches for your service.

 

Managing Customer Reviews

This is crucial.

You want to drive as many of your customers as possible to leave a review on your GMB listing.

Companies with more positive reviews have a much better chance of showing up higher on the list than companies without!

Basically, everybody in modern society has a Gmail account of some kind – which is all they will need to leave you a verified Google review.

We have discussed the importance of Google Reviews a few times already so we won’t do that here but feel free to read more about it in our blog Home Services Marketing Trends You’d Be a Dumbass to Ignore in 2021.

As equally as important as getting reviews is actually replying to those reviews.

It is best practice to, at the bare minimum, thank each of the reviewers for sharing their experience by replying directly to their review.

If you can personalize it with their name and even a comment about your experience with them as well, feel free!

In a perfect world, that would be it…but we live in a far from perfect world.

You will occasionally get poor reviews – even if you run the tightest ship in town. It’s natural, there are just some people in this world that can’t be happy about anything.

It is just as important to reply to negative reviews as well. Never ever argue with a client in the reviews section of your GMB listing.

Simply state that you are sorry they had a less than perfect experience and to please call the office so you can resolve the issue as soon as possible.

That’s it – they will most likely never call.

The point is that now you look like a company that handles its shit when other potential customers are reading your reviews before calling you.

 

Google My Business Article Sharing Posting Articles to Your GMB Listing

Once upon a time, Google tried its hand at a social media platform known as Google+ and it failed miserably.

As time goes on, Google My Business is starting to operate similarly to a social media platform.

They now offer the ability to make posts on your GMB listing. This is useful because it allows you to put out fresh content on a consistent basis directly on the Google platform.

By posting “How-To” articles, or about specials and promotions, or even an article about the new technician you hired, it shows Google that you are an active business in your community.

The more frequently you post, the more likely Google is to show your GMB listing on relevant searches.

The only problem is that these posts expire after 1 week.

Another thing to note is that they have a maximum character limit of 1,500.

 

Understanding How Your GMB Listing is Performing

The GMB Dashboard also offers a tab called Insights.

This is where you would go to learn more about how your listing is performing, when it’s showing up, and how people are finding you.

Google does a really good job of stripping this information down to the essentials in an effort not to overwhelm the everyday user.

You are able to see how many interactions you had with your listing in a given time. This is when people either call you from the listing (on a mobile device) or send you a message.

You can also see how many people saw your listing and from what platforms, such as Google Maps on a Mobile device or Google Search on a Desktop Computer.

Lastly, you are able to see what search terms triggered your GMB listing to show up. It breaks down the top 5 terms that people searched when your listing was displayed in the search results.

This is useful because it lets you know whether or not your profile is optimized and showing up for the searches that you want it to.

 

Going Beyond Google My Business

There are hundreds of other directories and listings online that are just like Google My Business which your home services company can register on. Albeit – Google My Business is by far the most used and most popular of them all.

It is important to have a better understanding of where your business information exists online and that it is current and accurate.

The last thing you want is a listing to exist with an old phone number only to have a potential customer call it and get a dial tone.

Visibly Connected has been providing Award-Winning Marketing to Home Services companies for over 10 years. The bottom line is, we get results.

Feel free to contact us today to learn how we can help manage your Google My Business listing and more by calling us at (281) 940-7463.

If you’re still in the process of researching your home services marketing options, feel free to check out the useful articles in our blog.

Local SEO for Home Services – Answers to Your Questions

Local SEO for Home Services

There are tons of options and multiple approaches that a local home services company can take when it comes to digital marketing. But the most important one, by far, is search engine optimization (SEO).

Your goal is to be found when someone in your community is searching for your services.

Local SEO for Home Services will help you accomplish that goal.

But it’s not enough to just be told that – let’s dig a little deeper to find out why by answering some of the questions we get asked the most by business owners like you…

Local SEO for Home Services

Q. What is Local SEO for Home Services?

A. Local SEO for home services is the process in which a digital marketing company, such as Visibly Connected, completes tasks and objectives to help your local business rank better in both organic search results and the local map pack on Google.

These tasks and objectives include a number of processes including website optimization, citation management such as Google My Business, content creation, link building and management, and more.

 

Q. Does Local SEO only cover the city or town that my business is located in?

A. Not necessarily. Local SEO is more of a radius-based service meaning it is most effective within the first 15 to 20-mile radius of your location.

Local SEO for Home Services Google is constantly making changes to their search algorithms and it is becoming increasingly difficult to rank higher the further you get from your physical location. The reason for this is because Google wants to serve the most relevant results to its users – that being the closest business to the person searching.

This generally works out well for home services companies because the typical service area aligns pretty well with the 20-mile radius.

 

Q. What can I do as a business owner to help my search engine rankings?

A. As a business owner, the most important step you can take to having a positive impact on your search engine rankings is encouraging your customers to leave reviews of their experience with your company on your Google My Business listing.

The more that Google sees your business interacting with the community, the more likely they are to “recommend” you to other users within the community. One of the most effective ways to accomplish this is by getting consistent, positive reviews and replying to those reviews with a simple response such as “Thank you for your business and your kind words!”.

 

Q. What is Visibly Connected’s process for Local SEO for Home Services companies?

A. Our approach is relatively straightforward. Upfront, we conduct an in-depth audit to discover exactly where your business currently stands with rankings, what existing content you may have that can be utilized, and what your competitors are doing that we should be paying attention to.

Local SEO Process Next, we map out a plan for your search engine success. We take the information we gathered in our audit and have a discussion with your company to discover what your ultimate goals are.

From there we begin the work of optimizing your site and online presence to yield the best results. This is constant work that continues to improve over the life of your local SEO campaign.

You can read more about our Local SEO for Homes Services process here.

 

Q. Is Local SEO ever complete? Is there a certain length of time that you spend on it?

A. If there were a blueprint for Local SEO that laid out the exact steps needed in order to rank #1 – we wouldn’t have jobs as digital marketers. It’s not as simple as getting a set number of tasks accomplished and being done with it.

Google and other popular search engines are constantly changing their method of measurement when it comes to their judgment of a first-page worthy website. For this reason, Local SEO is an ongoing process that takes an expert with their finger on the pulse of the industry to understand what and when things need to happen in order to render the best results.

Surprisingly, getting you to the first page of search results in your service area isn’t the hardest part of Local SEO – keeping you there is.

 

Q. How long does Local SEO take?

A. This is such a difficult question, however, it is the most asked. How long does it take for what exactly?

Local SEO for Home Services Timing

To start ranking? That depends on the keywords you are wanting to rank for as well as the competition in your market. We like to approach less competitive keywords first in order to establish some credibility with Google. Once we rank well for those, the more sought-after keywords will come easier.

To start seeing results? You will begin seeing results relatively quickly. We do a great job of keeping you informed on a regular basis regarding your keyword positioning as well as the traffic and behavior to which that positioning contributes to. Most of our clients see results from our efforts within the first couple of months.

To start seeing a return on your investment? We like to be completely transparent – in all reality, it will most likely take you between 8 to 12 months to start seeing a significant return on your investment. There is some serious groundwork that needs to be done in order to start getting to the good stuff.

The beautiful part is, once you do start seeing results, it only gets better from there. Local SEO is so impactful because you aren’t paying per click like you would with PPC marketing. This means that the better we do and the longer we do it for, the more money you make and the bigger your ROI becomes.

 

Q. How come “Insert Generic Marketing Company Name Here” reached out and offered me first page Google rankings in the first month?

A. Just like any industry, there exists a certain subculture of digital marketers who employ less than ethical tactics to get quick results. This may sound great to you as a business owner looking for the magic bullet to marketing, but I can assure you, it will completely devastate your online presence. Utilizing spammy and illegitimate marketing tactics for Local SEO isn’t new, and it isn’t smart.

Your first encounters with Google will be on an automated basis as they are with any newcomer looking to rank on their platform and these tactics will look very promising.Blacklisted online business

However, Google will start to put human eyes and advanced machine learning on your website and directory listings across the web and soon find out that you aren’t playing by their rules. This means big trouble for your company. Google can essentially blacklist your company website from the Internet for using these tactics.

So to answer the question – they offered you a too-good-to-be-true package and while it may yield surprising results at first, it will result in much bigger surprises later.

Understanding What You are Investing In

Entering into an agreement with a marketing company can be uncertain. Couple that with the confusion that comes from not knowing what or how they are supposed to accomplish your goals and it can become a frustrating situation.

We do everything in our power to educate professionals in the home services industry on the different aspects of digital marketing, how different services are best utilized, and what kind of results to realistically expect.

Feel free to contact us today to learn more about how Visibly Connected can help your home services company achieve growth through digital marketing.

Home Services Marketing Trends You’d Be a Dumbass to Ignore in 2021

Home Services Marketing Trends You’d Be a Dumbass to Ignore in 2021

The Home Services industry has been in a whirlwind since early 2020. After the initial shock of lockdowns due to COVID-19 wore off, people started realizing just how much work their homes really needed after spending countless hours in them while working remotely.

While most industries seemed to have taken a hit, the Home Services industry has largely grown as a result.

This sudden surge in business has made it that much more important to stay on top of the latest marketing trends so that you are able to do everything possible to be at the top of the list when someone searches for your services.

In this article, we will review the latest Home Services Marketing trends and strategies to be aware of in 2021;

Let’s get started…

 

A Solid Foundation with Search Engine Optimization

Home Services Marketing Trends - Madd Air 2021 Any successful Home Services marketing plan will be based on a solid Search Engine Optimization campaign.

In the majority of home services, over 55% of consumers turn to Google Search before scheduling an appointment (Source: LSA).

That means if you aren’t showing up on Google search results, you are potentially missing at least 55% of your target market!

By coming up with an effective content strategy and utilizing the best techniques and practices when laying out your content on your website, you can help ensure that your pages will show up when someone searches for your services.

But getting them to land on your website isn’t enough. You also need to consider the users’ behavior and try to predict exactly what they are looking for. Your goal should be to convert as many website visitors as possible into leads. You do this with conversion-focused design techniques on your website. Feel free to read more about Home Services Web Design here.

It’s a fact that over 40% of consumers who call a home services company from an online search make a purchase (Source: Google).

 

Local Services Ads are a Must for any Home Services Company

Local Services Ads by Google is a relatively new platform that has become a powerful weapon in the arsenal of Home Services companies like yours.

This platform is basically Google’s response to other advertising options such as Home Advisor and Angie’s List which provide a pay-per-lead model.

With the average cost of Home Services leads skyrocketing in recent years, this platform has introduced a more predictable option to companies looking to expand their marketing portfolio.

We have written an in-depth article on why Google Local Services is important and how it works, so we won’t get into that here.

While Local Services is a great tool, it is best utilized in tandem with other marketing tactics.

 

PPC Search Ads Provide a More Targeted Approach

Home Services Marketing Trends - Sun State Pools 2021 By utilizing Pay-Per-Click(PPC) Search Ads, you can target a very specific problem which allows you to tailor your message to a precise target audience.

The power of PPC Search Ads for Home Services lies within the messaging. If you offer a special rate for Pool Repair, you can now offer that rate to the exact people who need your services at the exact moment they are looking for it.

Studies have proven that when an ad, a landing page (mini-website), and an offer all speak to the exact same message, your conversion rates will increase. This ultimately means more service calls for you.

PPC Search Ads offer a scalable solution to Home Services companies looking to generate more service calls, however, you need to be prepared to have a considerable marketing budget set aside for this form of marketing.

Depending on your industry, the cost-per-click can exceed $50 (Sources: WordStream, HubSpot). While that is a considerable amount of money, you need to keep in mind the average amount that a service call will yield.

PPC Search Ads aren’t right for every client, nor are they right for every industry. But with Home Services, a potential customer is incredibly likely to turn to Google Search when they are in need of an AC Repair technician, for example. Utilizing PPC Search Ads along with other forms of marketing can ensure that your company shows up at the top of those search results.

 

Real Client Reviews – The Golden Goose Egg of Home Services

With so many one-man operations popping up on what seems like a daily basis throughout every home services industry, it can be hard to stand out from the crowd at times.

From the outside looking in, a potential customer may not know that you are the hardest working plumber in your city with the best work ethic and the most qualified team of technicians.

So how do you get the advantage over less qualified competitors?

GMB Profile showing 4.9 star review rating

Reviews.

In today’s “always-on” digital world, it is absolutely essential that your Home Services company has a large collection of positive customer feedback available online. This is one of the biggest elements that will set you apart from the competition. And best of all, it’s free!

When someone searches for “Plumbers Near Me” on Google, they almost always see a map of their location with a list of plumbers in a 10~ mile radius. There is very little to differentiate these options aside from their physical location and…you guessed it, reviews.

If out of 20 potential plumbers, you are the only one with 100+ 5-Star reviews, who do you think this potential customer is apt to choose?

Not the schmuck with no reviews…that’s for sure.

Our society today is utterly dependent upon digital word of mouth. Whether it’s a Home Services company, a piece of clothing, or the latest new cellphone, people will gravitate towards the product or service with the best overall rating. In fact, 86% of consumers read reviews for local businesses online and 57% of consumers will only do business with a company that has a star rating of 4 or higher (Source: BrightLocal).

So do yourself a favor – start asking every single client for a review of their experience with your company.

 

Your Home Services Company is a Brand that Needs Branding

We understand that you started your business to create a stable future for yourself and your family while being able to do something that you love and are skilled at.

But the bigger picture is that your Home Services company is actually a brand and it needs to be treated like one.

If you had to think of the most recognizable HVAC company in your city right now, it wouldn’t take long. That is because they have positioned themselves as such by branding their name.

The most effective way to brand your company through digital marketing is by utilizing Awareness Ads.

This style of advertising is the modern-day billboard on the freeway. Only much, much more affordable.

By coming up with some simple brand guidelines and promoting a consistent message through social media ads, video ads, and display ads on highly trafficked websites, you are able to establish your company as a household name.

This type of advertising isn’t necessarily asking the customer to submit their information and turn into a lead (which is why it tends to be much more affordable compared to something such as PPC Search Ads). Neither would a billboard on the freeway. This form of Home Services marketing is meant to put your logo, colors, and message in front of as many people in your service area as possible.

That way, the next time they need someone to install a new ceiling fan in their house, they immediately think of that electrician whose ads they saw all over social media and on the news websites they visit.

 

Establish Your Company as The Go-To Source for Industry Information

The most qualified and skilled company in the industry is bound to have the answer to practically any question an individual may have regarding their service. So why not provide those answers so they are available to everyone?

If you establish yourself as the expert in your industry, you will be regarded as the best possible choice a potential customer could make when they are in need of service.

Another thought on this is simple; if you provide enough information to equip a person with the knowledge to DIY a problem they are experiencing, odds are they will become overwhelmed and just call a professional to do the job for them.

And where will they turn?

Most likely, the source of the information they got in the first place. You.

Don’t be afraid to give out the “secret sauce”. To be honest, the information is probably already available somewhere on the internet anyways. So why not make your company the local source of that information for your ideal target market.

If you regularly post blog articles answering the most asked questions in your industry, people will be directed to those articles when they search for the answer to their problems on Google.

This is known as Content Marketing. This is a very valuable tool in a Home Services company’s marketing arsenal and is relatively inexpensive.

 

Bring Your Company Directly to Your Local Community with Nextdoor

Nextdoor is a popular community-based platform and app that allows a person to stay in tune with what is going on in and around their neighborhood.

Up until recently, Nextdoor has been a platform for individuals and not businesses.

But that has changed.

Now, you are able to claim your business on the platform and use it to promote to a verified group of people who you know live in your service area. That is an incredibly valuable audience.

Nextdoor has three levels of marketing options, with one being free, one being very affordable, and the last being a pretty significant investment (if and when it’s available).

If you haven’t already, go and claim your business on the Nextdoor app and start utilizing the 2 free posts per month.

The next step would be to see if your ideal zip-codes are available for advertising, however, odds are there is a waiting list as this form of Home Services advertising is both affordable and effective.

While you may not be able to utilize every method of advertising on Nextdoor, it still provides a great opportunity for local Home Services companies to get their name out there.

There are constantly people within the community asking for recommendations and information regarding different issues they are experiencing around their homes. This would be the ideal moment for a qualified company to leave a comment on their post offering their advice and services.

 

Video Content is Becoming the Norm

You may be thinking that what you do isn’t so interesting that you need to produce videos of it.

But keep in mind that there are people who will watch videos of a person’s reaction while watching a video…like millions of them. It’s insane.

So it’s safe to say that there is all sorts of video content being consumed in large amounts online today.

What you do for a living is interesting to the people who are experiencing problems that you fix for a living, making them your ideal target audience.

The beautiful thing about video content is that it can be incorporated into practically all of the methods and tactics of Home Services marketing that we have mentioned in this article.

Are you running awareness ads on social media? Well then create a short company overview video as an ad.

Are you writing an article on “How To Clean Your AC Condenser”? Well then shoot an instructional video of yourself cleaning an AC condenser.

Did you just get a client to leave a review on Google? Well then ask that customer to also leave you a video testimonial so you can post it on your social media account.

With so many people consuming content from their phones, it’s no wonder that video content has become as popular as it has.

With the technology that is being packed into our cell phones nowadays, you don’t even need a fancy production company to come shoot a video for you. You just need to know how to operate the camera on your phone and you can get a moderately high-quality video in no time.

 

Knowing When to Use What Methods and Tactics is Crucial

There is no individual method or tactic in Home Services marketing that will provide a blanket solution to your growing pains as a Home Services company.

As equally important, simply applying every possible method and tactic to your marketing campaign could be just as ineffective in growing your business as applying none.

It is important to know the pros and cons of each method of marketing as well as when and how to utilize them for your company’s specific needs.

Understanding your goals as a company and how to best achieve them is what will make the biggest impact on the overall growth and success of your business.

Take the time to fully understand each form of marketing and how it will directly affect your business.

As a Home Services Digital Marketing company, we have spent countless hours analyzing the effectiveness of each method in this article and more. If you feel overwhelmed by your home services company’s marketing – give us a call today at (281) 940-7463 and maybe we can answer a few questions for you.