Digital Marketing Strategy and Tactics for Installation Companies
- November 25, 2019
- By: Vonigo
This article about digital marketing strategy for installation businesses is by Stuart Cooke, an SEO Specialist with Levity Digital.
When you have a service-based business like an installation company, it can be challenging to decide on a digital marketing strategy. What will work best for you? How can you differentiate yourself?
Often you will want to limit your marketing message geographically to include only your local region.
That’s why we designed this guide to help you understand the best marketing techniques for your installation company, so you can implement an effective digital marketing strategy. Read on to find out how.
Start With a Goal
Any great strategy begins with goal setting. After you have decided on your goals and timelines for achieving them, you can focus on tactics. A goal like “by the end of June, we will book 25% more jobs per month year-over-year” is an example of a measurable and timely goal.
With your goals set, it’s time to dig into some tactics that will help you succeed.
1. Perfect Your Website
Though it might seem like an obvious start, you’d be amazed at how many businesses don’t spend enough time working on their website.
Most people are skeptical of using a service if they can’t find them online and this is understandable. Having a website gives customers a chance to see who you are, what you have to offer and that you’re a legitimate business.
The most important part of your digital marketing strategy needs to be creating an engaging website that is clean, optimized for mobile traffic, and with clear calls-to-action. Your website should inform visitors about what you are about and make it very clear what you want them to do.
2. Focus on Content Creation
Another important digital marketing tactic for installation businesses is content creation. At the very least you should have some informational content pages on your website, but it is also a good idea to have a blog as well. Your webpages should aim to answer the questions you’re asked most commonly, for example:
- What are you offering?
- Who are your clients?
- Why are you better than your competitors?
- What are your price points?
- Are there any additional features or benefits of your services?
- How can people book your service?
By creating great benefit-focused content you can answer your customer’s questions, address any concerns they may have and convince them that your service is exactly what they need.
To do this, use friendly and conversational language such as ‘we’ and ‘you’ to engage your customers or prospects. On your blog, you can write and share more in-depth content and address other topics related to your industry or services.
This can be a great way to engage with your clientele, offer real value to their lives and ultimately build your brand. It’s always a good idea to create an ideal customer persona or character for your business. This allows you to create content specifically with this character in mind which can make it a lot easier and really focus your message.
3. Optimize for Maximum Visibility
You can’t just sit around and hope that people find your website or social media pages and understand what it is that you do. You need to optimize all of your content for search engines to help increase your visibility.
Search Engine Optimization (SEO) is one of the most important digital marketing strategies out there and you’d be crazy to neglect this. You need to ensure you’re using keywords throughout your content. Take for example a carpet cleaning service — they would need to find the keywords most relevant to this sector and use these and/or closely related terms carefully throughout their website.
What’s more, you should also include your location on your website and online profiles as this helps you to be more visible in location-dependent searches like ‘carpet cleaner in Vancouver’.
At the end of the day performing well in the search engines comes down to one thing – having the best possible search result for the user’s query. That may sound overly simplistic but that’s what Google is looking for and it’s something that so many businesses forget.
They’re so busy trying to trick and buy their way to the top when it’s about creating great resources that provide answers to your audience’s questions (think of your persona characters again) in a way that’s better than anyone else.
4. Go Local and Niche
When you are an installation or repair company you are reliant on local traffic to your website. People searching in Australia aren’t going to be of any benefit to your business if you are in Akron, OH. So, you need to always be thinking of you local digital marketing strategy.
As we touched on earlier, it’s important to always include your location on your website, social media pages, and listings. This will help you rank for searches that include your area in them. List them consistently in all citations on the web where your name, address, and phone number appears.
You should also create a Google My Business page and encourage happy customers to leave reviews on your business there. You would be amazed at how much business a well-optimized and well-reviewed Google My Business page can earn you.
When you optimize correctly for local search terms you will find that your website can outrank much larger businesses and much stronger websites as Google knows that the searcher is looking for a service that is close to them.
It also helps to niche down. It’s much harder to outrank a big competitor if your website is trying to rank for a variety of services. So, make sure you focus on one main service, for example installing windows, and you could even focus on a certain type of window to niche down even further.
That’s the key to a smaller company outranking their larger competition, even in hyper-competitive niches.
5. Make the Most of Social Media
There are several ways you can use social media to help market your service-based business. Firstly, you can demonstrate your company culture by sharing pictures of your team at work. You can also run competitions or giveaways offering discounts for your services and interact with your customers through comments and instant messaging.
The key is to choose the best platform for your company. For example, Instagram is perfect for sharing photos if you offer a very aesthetically pleasing service, while Facebook allows you to run ads and share content such as blog posts or news related to your industry.
The important part is not to jump in with four or five new platforms right away. Carefully choose one or two that work for you and focus on building your following and increasing your engagement on these first. If you can be “the installation company that is awesome on Facebook—” that would do wonders for word of mouth online.
6. Create Videos
When we talked about content creation earlier, we focused only on the written word, but this is not the only way to share content. Video is extremely popular amongst consumers right now and can help you to not only market your services but also build your brand and help get your name out there.
You might be thinking ‘but my industry isn’t all that exciting, what would I even make videos about?’
Well again, you want to add real value to your clients, so along with promotional videos you could also create tutorials or ‘how-to’ guides. Help them understand the use and value of what you’re installing, and show them your process.
Water running into a clean gutter, or a garage door smoothly and silently opening to reveal a well-lit garage are the kinds of things that words will never do justice to the way video can.
All of this can help to boost your brand and gain trust from current clients and potential customers.
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