There are many different advertising platforms and strategies one can use for home services marketing. Brand Ranch Media has proven that a balanced advertising plan can lead to great success in the home services industry. It is important to utilize both traditional and modern marketing methods. We use omni-channel strategies to provide consumers with a seamless experience across multiple channels. Staying consistent across channels will take customers through a high-quality experience. You may be reading this article because you want to generate outbound and inbound leads for your home services business. Let’s take a bird’s eye view at some of the different ways to advertise for home services companies.
Traditional Advertising vs Digital Marketing
Traditional advertising is served on different platforms such as print, radio, TV, and streaming. This method of advertising is great for brand recognition and can help to get the message about your products or services to your target consumer. We will do a deeper dive into traditional advertising later in this blog series, but for now, let’s discuss one of the difficult aspects of traditional marketing: tracking its success.
Return on Investment (ROI) is one way that an advertising agency, such as Brand Ranch Media, measures the success of marketing campaigns. It tends to be more difficult to track the ROI of traditional advertising campaigns because the attribution is sometimes clouded. For example, a radio ad for lawn maintenance plays. The listener drives home and looks at the current state of their yard. She decides she needs the service, searches the company’s name online, and calls the phone number listed on their website. The call is attributed to an organic search result instead of the original advertising source, a radio ad. Therefore, the radio ad is less likely to receive credit for this lead.
In contrast, digital marketing is served across the internet on various platforms including websites, search engines, social media, and email. Over the past few decades, digital marketing platforms have evolved and improved the way advertising professionals can market home services. Using digital platforms, we can better target a specific audience, optimize the performance of campaigns, and track campaign success by using website and performance analytics. The ability to attribute a conversion goal or purchase directly from a digital ad source makes it much easier to determine the ROI of a digital campaign over a traditional advertising campaign.
Digital Marketing Strategies
There are multiple digital marketing platforms and strategies advertising professionals use in the home services industry. Each of them works together and complements each other, ultimately driving the most amount of leads possible. We will discuss this at greater length later in this blog series but here are some quick insights into each method.
Search Engine Optimization (SEO) is a strategy designed to increase the volume of website visitors by improving a website’s positioning in an unpaid (or “organic”) way on search engines. This is performed through a combination of keyword usage throughout a website, content optimization, and website best practices. However, SEO is much easier said than done and can be quite time consuming.
Search Engine Marketing (SEM, commonly known as PPC), allows marketers to target people who fall within a typical customer profile based on a combination of demographics, interests, and in-market audience segments. Campaigns utilize different types of ads including search, display, and video. SEM is a great way to reach people who are searching online for home services providers.
Social media platforms, such as Facebook and Instagram, can be utilized by marketers through paid and organic approaches. By using paid advertising on social media, advertising agencies can use targeting capabilities to reach extremely specific audiences. This puts your ads in front of people that are likely to need your services (homeowners in your target demographic, for example). Social media campaigns can also help further your reach and broaden your audience. Additionally, utilizing organic social media is a great way for you to work on brand recognition while humanizing your business. It’s a place to showcase examples of your work, who you are, and could even stir up conversation or “engagement” around your business. Users can also write genuine testimonials about the services they received. Ultimately, an active social media page can generate more traffic and result in more leads for your business.
Home Services Marketing with an Experienced Ad Agency
It’s important for your brand to use best practices to comply with industry standards. As marketing platforms continuously modernize, it’s important to keep in mind the standards your business needs to maintain to keep up with changes. Advertising agencies make themselves industry experts to keep up with the trends that are everchanging. Keeping up to date on trends in the market and the industry itself will significantly impact your results for the better.
One example of how an experienced agency can help is by utilizing home services software tools such as a Customer Relationship Management system (CRM). By utilizing a customer’s existing CRM, we can work together to track leads, customer acquisition, sales, types of services performed and more – all for the benefit of improving marketing campaigns. By tracking leads all the way through to a completed sale, we can capture which ads drive the greatest revenue to maximize profit. Then, we are able to focus advertising efforts on the most successful platforms. This will help maximize ROI!
Additionally, using an omni-channel marketing strategy can optimize the customer experience. This marketing strategy provides users across multiple marketing channels with a consistent brand experience. It is meant to be a seamless transition for your customer as they navigate your brand from channel to channel. Staying consistent across channels will provide your customers with a cohesive experience that will help conversions.
At Brand Ranch Media, we have a wealth of experience in the home services marketing industry. Our experienced team will lead you in the right direction. We will customize your marketing plan, budget allocations, and strategies for growth and performance. Our goal is to help you expand your business. Some of the different types of home services providers we have worked closely with include Exterior Cleaning, Electricians, HVAC, Pool Cleaning, Pest Control, Plumbers, Concrete Services, Lawn Care, Landscape Design, and Cleaning Services.
If you are looking for Home Services Marketing, Brand Ranch Media develops and manages marketing strategies that will lead your business to the success you are worthy of. Our experienced marketing experts bring diverse skillsets and understand all components of successful marketing campaigns. Call us at 713-309-6380 or contact us to discuss how we can grow your business together!