Digital Marketing for Small Service Business: Grow Your Business Online
Have you ever wondered how a local plumber, electrician, or cleaner manages to compete in today’s digital world? The fact of the matter is that digital marketing really is the front door of your business. With 81% of customers researching products online before purchasing, your company needs a solid online presence – it’s what builds trust and wins customers.
- Research beyond the business plan
- Marketing options and rates
- The ability to turnaround consulting
- Customer engagement matters
The good news for small businesses everywhere struggling to compete with giants is that digital marketing can be done affordably. Of course, with these simple steps, you too can “stand tall among the giants.”
Build a Strong Online Foundation (Website & SEO)
Your website is essentially a 24/7 storefront; it must be fast, user-friendly, and clearly state what you are offering. In fact, currently, 73% of small businesses in the United States have a website up and running. Not having a website may cost you credibility; in fact, 31% of consumers prevented a business from doing commerce due to a lack of a website. Be sure you have used local keywords such as “residential electrician in your city.” In addition, highlight your most important services. Short paragraphs with clear headings are very important because consumers need to find information quickly. Be sure you maintain a mobile-friendly website with fast loading speed and are also secure with an SSL certificate.
Describe your services clearly and include location keywords.
For example, you can write clearly about your services. If you offer services in a particular area or region, add those as location keywords. Write straightforward service pages such as “Plumbing Services – [City Name]”.
Showcase social proof
Display social proof. Featuring happy customer testimonials or case study photos can go a long way in instilling trust, and as a bonus, Google loves content that focuses on users.
Optimize site speed and usability
Optimize the speed and usability of your site. You need to make sure your site is quick to load on mobile. We're reminded that Google favors sites which “prioritize the user experience,” i.e., are mobile-friendly and fast, according to SmartBlogger’s SEO guide.
A clean, professional website becomes the central hub for all your online marketing activities. It answers all questions about “Your services?” or “How do I book?” and captures all new leads by having contact forms or click-to-call buttons. Although it can be overwhelming to build and maintain your own website, you can outsource it to professionals at TUI Digital. They can design a user-friendly website for you.
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Optimize Your Local Presence (Google Business & Reviews)
For service-based businesses, local searches are also vital. People are usually searching for things like “what’s the best plumber near me?” or “electricians [your city].” You want to come up when someone searches for what you do. The first step to improving your local SEO for this type of search is to claim your Google Business Profile or what’s now called Google My Business. This tool is free to use and allows you to add your address, hours, services, and photos to Google Maps and searches.
Encourage happy customers to leave Google reviews, since positive reviews enhance both credibility and rankings. One marketing expert reports that setting up your Google profile, asking for reviews, and using local keywords “can improve your search rankings and credibility. Also, list your business in other local directories (Yelp, Facebook, industry directories) with consistent name, address, and phone number info. All of these “citations” reinforce your presence.
Complete your Google Business Profile. Fill in every section-hours, services, photos-so that Google shows you for relevant searches. In some cases, posting an update or an offer there from time to time will keep it fresh.
Request reviews. At the end of the job, shoot off a quick email or text just thanking the customer and requesting a review. 72% of customers will leave a review if asked. Reviews help you rank higher and reassure new customers.
Use local keywords on-site. Just as on your website, pepper in location-specific phrases within your Google Profile and website to capture neighborhood searches.
In the short term, local SEO can be performed with little or no cost outlay. In fact, the U.S. Chamber of Commerce recommends local search engine optimization as “cost-effective,” allowing small businesses to reach customers within the local area without breaking the bank on advertising. Locating your business under the search terms “near me” means you will always out-promote the competition who have neglected local SEO strategies.
Leverage Social Media & Content
Almost all, about 96%, of small business owners utilize social media to advertise their businesses. Facebook, Instagram, or even Nextdoor are social media tools that can help you reach local communities for little to no cost. Choose one or two social media sites where your customers are active. For instance, a business servicing local homes might:
- Project photos: Pictures of how you fixed a plumbing problem or redecorated a living room display your skills.
- How-to tips: Short vids or posts, such as “3 tips on avoiding clogged drains,” create value and position the author as an expert.
- Behind the scenes: Introduce your team or show a day at the office to establish rapport.
Post frequently, yet keep it relevant and helpful, and not just promotional. Don’t forget to “Engage with your customers by responding speedily to comments and messages.” “One stat claims that customers interact with a company on social media and bump up their spend by up to 40%.” For instance, use your posts to “easily remind consumers that spring is a big time to get their air filters changed” or “offer exclusive promotions to your followers.” Think about “small paid ad boosts to target your delivery location” such as a “$10 Facebook ad that offers a new customer discount to customers within 10 miles.” Just be sure to “strike a balance between being helpful, keeping your community informed, and offering promotions.”
Harness Email Marketing
Never underestimate the power of email marketing. It’s still among the highest-ROI channels for small businesses. While social posts get lost in a feed, emails go right to your customer’s inbox. Create an email list by adding a sign-up to your website; for example, “Receive 10% off your next service.” Send regular emails once a month with maintenance tips, seasonal reminders, or special deals. Examples: a fall heating tune-up coupon or a thank-you/follow-up email after a job asking for a review.
- Segment your list. For instance, if you provide several service offerings like plumbing, electrical work, and HVAC service, create targeted emails for each category of service.
- Automate Reminder Messages. For repetitive tasks like annual inspections, schedule automated reminders through email messages. Thus, customers will never forget.
- Make it valuable. Share valuable home care tips, not just ads. According to a Home Services blog, emails land directly in a customer’s inbox, giving you a higher chance of engagement.
In brief, email is the key to nurturing relationships. Thus, as an expert states, email is “still considered one of the most cost-effective and most reliable marketing tools,” especially “even in this tech-savvy world.” Actually, email keeps your business at the top of customers’ minds for future repeat business.
Run Targeted Ads (Optional Boost)
With a bit of budget, paid ads can bring in leads quickly. For local trades, Google Ads and social ads work well:
- Google Local Services Ads: These ads appear at the top of Google’s search engine when people look for “plumber near me.” They only cost money when a potential customer clicks on your ad and contacts you. They work particularly well in a trade capacity.
- Google Search Ads: You can bid on these ads and specifically target specific keywords like “emergency electrician [your city].” Also, you can choose to focus on people searching for your services by location by opting for location-based targeted ads. You should have a small budget and use keywords like “repair,” “emergency,” and “24/7.”
- Facebook/Instagram Ads: You can also run small budget ads targeting homeowners in your area. For example, promote a seasonal special for people that express interests such as “home improvement.”
Keep things simple with ads and track the performance. Use Google Analytics or Facebook insights to track which ads are producing calls or submissions. Peak Advisers also highlights the importance of establishing a budget and goal – for example, “determine how much you wish to pay for each lead.” Start small with $5 or $10 per day and adjust as appropriate based on conversions for booked jobs.
Consider a Trusted Partner (TUI Digital)
Not sure where to start? The truth is, for most small business owners, hiring someone to help was well worth it! In fact, for one entrepreneur, an industry guide claimed, “Outsourcing your digital marketing…usually costs less than hiring someone full-time and provides proven marketing strategies straight away!” So, if going at it alone seems like too much work, there are people out there who can take care of all the heavy lifting for you! For instance, TUI Digital is an agency that specializes in “helping service-based businesses like yours apply these marketing strategies.” What does that mean for you? It means you won’t spend months trying it all out, making mistakes, and learning as you go, but instead, you can focus on enjoying your business and expanding your online presence.
Take Action Now – Don’t Let Customers Slip Away
Remember, digital marketing is no longer a choice, it is a necessity and the front door to your business. Consumers today begin their search online, so your competition is out there fighting it out with their SEO and social media strategies. By employing these strategies above, you have taken back ownership. You now have a simple website, local dominance, social media presence, and email marketing under your belt.
Ready to start growing your customer base? Then take action today by claiming that Google Business Profile or sending out that first marketing email. And when you are ready to take your business to the next level with expert guidance, TUI Digital is there to provide a personalized marketing plan to suit your small business needs. Don’t miss out on reaching your customers in the virtual world, let them know that your business is here to stay.