In the digital age, marketing your services involves a strategic mix of online presence, client engagement, and local community involvement. Although creating and managing a successful local marketing program can be confusing there are some basic principles and activities that can help get you started and provide a foundation for growth. This guide outlines six key steps for developing a marketing strategy designed to grow your Business.
1. Establish and Maintain Your Google Business Profile
Searching for local Businesses is typically the first step prospective Customers take when they are seeking home improvement or repair services. That is why a Google Business Profile (GBP) is the cornerstone of your online presence.
Begin by claiming and verifying your profile. This step is crucial as it ensures your Business appears in local search results and on Google Maps.
Add your logo, service area, Business hours, and services. This information helps clients find your Business and determine if your services match their needs.
Regularly post updates and photos of your recent projects to keep your profile active and engaging. This also showcases your expertise and the quality of your work.
Ask for reviews after each job: Encourage satisfied clients to leave reviews. Positive reviews build credibility and influence potential clients' decisions.
2. Maintain a Great Website
A high-quality, professional website is non-negotiable. It is your digital storefront and the landing site for virtually every promotional program you develop.
Ensure your website is mobile-friendly and fast-loading. A responsive design improves the user’s experience, while a fast-loading site can reduce bounce rates.
Create a specific page for every service you offer. Use titles such as “Kitchen Remodeling in [Your City]”. In addition to providing information, these pages can help increase your ranking for local search inquiries and attract targeted traffic.
Include client testimonials and project galleries. They visually demonstrate your capabilities and demonstrate your commitment to Customer satisfaction. Be sure to update them consistently.
3. Develop and Maintain a Search Engine Optimization (SEO) Strategy
While AI is beginning to have an effect, SEO is still the primary way to enhance your ranking in search engine results. The basic SEO strategies include:
Performing keyword research to identify terms and phrases your target audience uses when searching for information related to your Business.
Creating informative content that incorporates keywords naturally, using compelling title and header tags, and meta descriptions.
Using tools such as Google Analytics and Search Console to track your website’s performance and gather insights to optimize your strategies. Remember, you can’t improve what you don’t track.
4. Utilize Review Sites
Establishing a presence on review sites like Yelp, Angi, HomeAdvisor, and Thumbtack can enhance local presence and prompt inquiries. Create detailed profiles on these sites with high-quality images and comprehensive service descriptions. Ask Customers to review your company on these sites when you complete a project.
If you are a large firm that has locations in many areas, consider using a Customer feedback service to automate review requests. There are many such services available, so be sure to carefully research them to determine integration with your existing systems, customization capabilities, reporting, analytics, and pricing.
5. Maximize Social Media
Social media is a powerful tool for engaging your audience and showcasing your work.
Post before and after photos of your projects to captivate your audience and highlight your expertise.
Incorporate hashtags like #HomeRenovationYourCity to increase the reach of your posts and target local audiences.
Share client stories or testimonials to add a personal touch to your brand and build trust.
Run geo-targeted ads during busy seasons to reach potential clients in specific areas. This maximizes your ad spend and boosts local inquiries.
6. Create a Local Marketing Program
Whether you are an owner-managed contractor, or a large multi-location Business, local marketing plays a significant role in establishing your presence in the communities you serve.
Join local organizations such as the Chamber of Commerce or Business Network International (BNI). These organizations offer networking opportunities and can enhance your credibility.
Sponsor neighborhood events: Sponsoring events or HOA newsletters increases your brand visibility and fosters community relationships.
Distribute door hangers utilize yard signs: Distribute door hangers or place yard signs with QR codes in neighborhoods where you are working or in which you have recently completed projects. This direct approach generates local interest and leads. Be sure you have a suitable landing page on your website for QR code inquiries.
List your Business on Nextdoor Business: Nextdoor is a platform for local discussions, event announcements and home service recommendations. Listing your Business can help increase awareness by tapping into your local Customer base. Posting company information, before and after photos, and testimonials is free.
Building community ties, creating presence in and around neighborhoods as well as online, supports Business growth and will help establish your company as a reputable resource to homeowners in your market.