How To Advertise Your Home Services Business

Advertising your home services business online is the driving force for its success. Lacking a clear marketing strategy, businesses like yours would have no way of capturing new customers and gaining a higher percentage of market share. Understanding how and why to market your home services business across multiple advertising channels is vital for future growth. 

This article will go into more detail on how to advertise your business and discuss different advertising channels where home services businesses can thrive. We’ll talk about the need to diversify your marketing and expand your company’s wingspan out across the wider internet. It’s the only way to set yourself apart from your competitors, so let’s get a move on. 

The Advertising Channels You Need to Be On

Deciding what advertising channels to build a presence on largely depends on where your potential customers spend their time. You can find that out by doing a round of market analysis, particularly in terms of customer research and social media statistics. For instance, Pew Research shows that up to 70% of Americans use Facebook, many of whom are older adults. 

So if you’re targeting middle-aged homeowners, platforms like TikTok that are mostly used by teenagers probably aren’t the best use of your time. 

Knowing your target audience is the key to effective marketing, whether in the home services industry or any other field. As a professional marketing agency, Scorpion spends more time on customer research and analysis than anything else when we work with a client. We try to build detailed customer portfolios that consider their: 

• Age range
• Probable career choices
• Marital status
• Interests unrelated to the home services industry
• Likelihood of owning certain home services appliances, like refrigerators or HVAC systems

This kind of detailed analysis lets you give customers the best service you can. Your advertising messages will never work on everybody. In fact, most of the people who see your content online won’t be interested in it because either their plumbing works fine, they don’t own a home, or some other reasons. These people aren't your customers — your primary interest is those who need your services and will schedule a service call. 

That’s why every social media platform where they hang out is relevant. 

Email Marketing

Don’t think of email as writing business letters to your new customers. Customer emails should never feel like overly formal business emails — unless you’re writing business-to-business and your target audience expects that. In this industry, you’re writing to an audience of homeowners with malfunctioning or inefficient appliances. They’re more than likely a little annoyed and a little stressed, so frame your email marketing in light of this. 

That means writing personalized emails, crafting great subject lines, and creating calls-to-action that convert. Too many companies neglect all three in their email marketing, but they’re essential. With email marketing, you need to: 

• Create a subject interesting enough for them to open the email
• Persuade them to read through it via personalized content
• Inspire them to actively seek more information or schedule a call at the end

Make emails a mainstay of your home services marketing efforts. Paired with social media, it creates an exceptional synergy. 

Google Advertising

It’s no secret that most of the world’s search engine queries pass through Google’s hallowed halls. Whenever a lead asks a search engine question about their home appliance, they’re probably using Google. It’s the search engine with the largest reach, so making it a focus of your advertising only makes sense. 

Google Ads also makes it easy to customize your advertising for different target audiences. You can designate the “affinity” of a customer group, which means adjusting the ad’s scope and content to that group’s own interests or lifestyle choices. Doing this lets you make better use of your advertising dollar, meaning your ads will have a higher probability of attracting people that would actually be interested in them. 

Moreover, Google Ads lets you do extensive retargeting. If you’ve ever visited a product website, left, and a day or two later saw an ad for that same product on an entirely different website — that was retargeting. Just include a remarketing code snippet in your website’s HTML to start tracking your site visitors. Scorpion can help you do this if you don’t know how. 

Facebook Ads

Creating a Facebook page for your small business is simply a smart move in 2023. The social media platform is pushing 3 billion monthly active users. Considering the global population sits at around 8 billion, that’s an insane figure. You need to set up your Facebook business profile and start advertising pronto. 

Having a Facebook business page grants you access to the platform’s advertising suite. Use it to create highly customized social media ads in a variety of formats, such as carousel ads, video ads, and traditional static image ads. The platform’s tracking tools make it easy to see how well customers engage with this content, allowing you to make adjustments as needed. 

Plus, the presence of your home services brand on a social media company like Facebook will increase your visibility. The more likes, shares, and comments your content generates, the more Facebook’s algorithms will reward you with more views. In a short time, that can become a self-reinforcing cycle and a permanent source of lead generation for your home services’ website. 

Why You Need To Be on Multiple Advertising Channels

It’s naturally tempting to focus your efforts down to only a few select advertising channels. After all, who has time to do so much? But let’s think about this logically.

The only thing home services audiences really have in common is their ownership of home appliances. That means you’re trying to talk to an audience of people who own refrigerators, indoor plumbing, air conditioning systems, and other household items. These people are not all clustered together on LinkedIn. They’re practically everywhere, and you must follow suit. 

It’s not just for the benefit of your new customers, either. Your success as a home services company hinges on your ability to market effectively on these and other platforms. This means leveraging:  

Search Engine Optimization (SEO)

This means refining the technical and non-technical sides of your website to improve its search engine result rankings. Building a strong presence on social media, especially on a platform as big as Facebook, can make your brand appear more authoritative to Google’s web crawlers. That means higher rankings for you.  

Content Marketing

This is a marketing approach structured around offering valuable content. The value usually comes in the form of helpful or educational information that your potential customers might find useful. Many home services companies, for instance, create videos about common household repairs or write blogs detailing crucial maintenance ideas. 

The social media posts that you write are also a kind of content marketing. You could create fun or informational posts about the work you do as a home services company and share it online. As people engage with your content, more leads will get interested in your services and become paying customers. Scorpion, for instance, can help you create an excellent content marketing strategy to send leads your way. 

Brand Awareness and Reputation

Reputation carries significant weight in the digital advertising world. Creating exceptional content marketing pieces, such as thoughtful articles about your industry, will inspire others to share your content with each other. If another company likes your content enough to link to it, that’s called backlinking, and it gives a powerful boost to your reputation and search engine rankings. 

Try to broadcast marketing that establishes you as an authority in your field. It doesn’t always have to be serious, but it should convey the message that you know what you’re talking about. That kind of confidence inspires people to choose you when they have a problem in their household. 

Targeting of Local Customers

Keep in mind also that local customers are your bread and butter. It’s great if one of your blog posts or videos goes viral, but that only matters if it appeals to potential customers in your actual service area. They’re the ones who will buy your services, so they’re the ones you need to please. 

Claim your small-business listing on Google My Business right away. If you have a physical storefront, make sure it’s visible on Google Maps and other mapping networks. You can also engage with local groups on Facebook and other social media sites to communicate with people in your service area directly. 

Fuel Your Business Expansion Through Diverse Advertising Channels

Skillful use of different advertising channels is crucial for achieving success in the digital age. With these tools in your arsenal, you can attract new leads, glean powerful customer insights, and direct more people into your sales funnel. Home services companies that do this consistently can outdo their competition and establish themselves as major players in the industry.