Marketing for Home Services Is Easy When You Have the Right Agency Partner on Your Side
When you’re running a business, putting marketing for your home services into action can prove to be a challenge. With your plate already full of managing day-to-day operations, finding and retaining top talent, and staying on top of business expenses, coming up with an actionable marketing strategy can often get pushed to the back burner.
However, prioritizing digital marketing is one of the best things you can do for your home services business. These days, it’s not about if you should be marketing online, it’s where and how. Even niche industries like HVAC, pest control, or home remodeling demand a solid plan to encourage positive results.
Humor us: Do a quick Google search for “heating and cooling near me.” What comes up? Quite a few different businesses, right? It’s highly likely your competition is already doing some digital marketing of their own, which means you need a true omnichannel approach to stand out from the crowd.
But what does that mean exactly? The last thing you want to do is waste precious time, resources, and money on a home services marketing plan that doesn’t work. Developing a comprehensive strategy is crucial to reach the right prospects and turn them into customers. To get you started, iFocus Marketing is sharing four tried-and-true tactics for tackling home services marketing.
Take a Localized Lead Generation Strategy Approach
When you’re marketing for home services on Google, it’s easy to feel like the underdog. General paid search campaigns are often filled with fierce competition for top keywords, ultimately skyrocketing CPCs (cost-per-click) and making it difficult for local small businesses to even get any time on screen.
By allocating a portion of your home services marketing budget to Google’s Local Service Ads, you can get in front of those actively searching for home services help in the area and beat out nearby competitors. It may also be in your best interest to take advantage of a CPL (cost-per-lead) model to maximize your lead generation strategy. This means you only pay for ad clicks when they result in a conversion like a phone call or booking.
In addition to paid tactics, it’s a good idea to optimize your free Google Business Profile and post routine updates that keep you top of mind. This tool is a digital extension of who you are and what you offer, and it’s one of the first places both existing and potential customers will visit to learn more about your business, find contact information, and see what others have to say about your services.
Don’t Let Seasonal Slowdowns Stop Your Home Services Marketing Plan
Air conditioners don’t tend to break down on those beautiful days when it’s 75 degrees and a soft breeze weaves through the trees. No, it’s always during a heat wave – when your customers’ HVAC system is working harder than ever. That’s when the phones really start ringing off the hook.
Like many businesses, heating and cooling companies have their slower months, but that doesn’t mean you should cut off marketing for your home services cold turkey. Rather, this is the time to pivot and educate consumers on the importance of HVAC maintenance. Consider promoting your service agreement or inspection appointments to let prospects know you should be their go-to resource for all things HVAC.
Consider your own business’s seasonality. All home services companies have them, whether it’s pest control, roofing, or basement waterproofing.
Optimize Your Home Services Marketing Performance with A/B Testing
A/B testing is often overlooked when it comes to marketing for home services, but it’s one of the best ways to take your efforts to the next level. Whether you’re building out a landing page or creating display ad imagery, this tactic allows you to compare two variants to determine which performs better.
You may be getting a good return on investment on a campaign, but you never truly know what messaging resonates best with customers until you analyze variables side by side. By setting up an A/B test, you’ll have a stronger grasp on what’s working – and what’s not – and gain deeper insights on how your audience thinks.
Implement a Content Marketing Strategy that Builds Authority and Industry Credibility
A well-thought-out content marketing strategy is essential to positioning your home services company as an industry leader and boosting brand awareness. An SEO-rich blog (like this one!) can go a long way in showcasing your knowledge as a subject matter expert, while also attracting the right website traffic through carefully placed keywords.
Google’s search quality standards for content follow the acronym E-E-A-T, which stands for:
Once you’ve achieved these guidelines, Google sees that you’re delivering value to users’ search queries and ranks your website higher in the SERPs as a result.
Social media management is another key piece of the content marketing strategy puzzle. According to a Global Web Index study, 21% of internet users seek out recommendations and comments on brands through social media, and 34% look for more information on specific products. With that in mind, your presence is pretty important.
Through organic and paid strategies, social media marketing for home services can increase your business’ visibility, drive website traffic, and perhaps most notably, provide you with an avenue to connect with your audience on a more personal level.
Strategize with an Agency Partner Who Specializes in Digital Marketing for Home Services Businesses
You know your business. We know how to market it. At iFocus Marketing, we’re driven to help home services companies like yours reach their business goals – and then some – through custom strategy and ongoing data analysis primed to move the needle in real and tangible ways.
When you’re ready, reach out to our team to schedule your free discovery call and digital audit. We’ll learn more about you, your business, and your current home services marketing strategies, and come back with a results-focused plan of action to help fuel your success.
Zarah Eads brings several years of marketing experience to her role as a digital copywriter at iFocus Marketing. With a bachelor’s degree in journalism, she’s a storyteller at heart, combining shrewd attention to detail and compelling imagery to bring a voice and personality to a brand. She’s passionate about helping small- and medium-sized businesses better market their products and services with interesting, meaningful, and SEO-rich content. When she’s not writing, Zarah enjoys exploring the local culinary scene with her husband and spending quality couch time with her hound dog, Luna.