Traditional marketing used to suffice for promoting a service-oriented business. For instance, you could advertise in the local newspaper and expect to get a few leads. Similarly, you could hand out business cards at a trade show and hope a participant would call your office.
But that all changed when the internet became more widely accessible. Nowadays, digital marketing is essential for any company that wants to succeed.
What Is Digital Marketing?
Digital marketing uses the Internet to reach consumers. Whether you have a plumbing or HVAC company, digital marketing lets you introduce your services to prospects.
As such, you may use these channels:
- Content Marketing:can be blogs, explainer videos, infographics, and podcasts.
- E-mail Marketing: is used for newsletters and promotional e-mails.
- Pay-Per-Click (PPC) Ads: are campaigns where you pay a fee.
- Social Media:includes platforms like Facebook, Twitter, Instagram, and LinkedIn. To see how IG works, consider searching for industry experts and visiting their Instagram page.
- Mobile Marketing:includes using a mobile app and pushing notifications via text messages.
- Search Engine Optimization (SEO): is when you optimize your website to rank higher in search engine results pages (SERPs).
You can choose any or all of these options. What matters most is the effectiveness of your campaigns.
Benefits Of Using Digital Marketing
Here are some advantages of using digital marketing for your service-oriented enterprise:
- It can establish your company as an expert in the service industry.
- It helps you reach out to a broader market. If your campaigns are compelling enough, you can attract international customers.
- It allows you to understand the preferences of your target commercial and industrial clients.
- It enables you to collaborate with influencers so they can promote your services.
For instance, consider the case of a small plumbing company that used to rely solely on word of mouth and local advertising. After implementing a digital marketing strategy, they started a blog on plumbing tips and shared it on their social media. This not only improved their visibility online but also positioned them as experts in the plumbing service industry. Their customer base expanded beyond the local clientele, attracting customers from neighboring cities as well.
So, when using digital marketing, it’s best to have strategies to gain these benefits.
How To Get Started With Digital Marketing For Service Businesses
Here are some tips for implementing digital marketing:
- Build A Mobile-Friendly Website
Most clients use mobile devices like smartphones and tablets to search for services. Thus, having a mobile-friendly website is essential. This ensures a smooth navigation experience for your consumers. In turn, your prospects might be able to find what they’re looking for and consider outsourcing your company.
That said, you might need to hire a web developer to create a mobile-responsive website. This expert can audit and develop the site’s design to fit all devices.
- Leverage Local SEO
Since you offer field services, it’s best to focus on local SEO. Simply put, you’ll want to rank high in SERPs for local keywords to drive traffic to your website. For instance, you provide HVAC services in Australia. Then, you learn that your target customers in your city use keywords like ‘best HVAC services near me.’
In that case, it would be best to include ‘the best HVAC service provider in Australia’ in your posts. That way, you can reach out to prospects living nearby and boost your chances of converting them into clients.
- Be Consistent On Social Media
Social media is already a massive part of the digital marketing landscape as it helps you generate leads. At the same time, you get to maintain your relationship with existing clients in your service industry. But the thing about social media is that it’s already saturated. In other words, many brands are also vying for the same audience.
As such, consider being consistent on social media. For example, your plumbing company uses orange and blue colors for its branding. If so, it’s best to stick to this color palette with your display photo and posts. In doing so, your service brand is more recognizable and professional.
Outsourcing a digital marketing agency is recommended if you don’t know how to execute this strategy. This team has the knowledge and expertise to implement social media consistency.
- Organize A Local Event
Alongside digital marketing efforts, consider hosting a local event for your target market. This can serve as an excellent platform to showcase your field service offerings, potentially leading to increased sales.
So, how does this tactic tie into digital marketing? You can promote this event on your website and social media platforms, making it a part of your overall digital marketing strategy. For your campaigns to attract more traction, consider collaborating with local influencers. This can encourage more participants to attend, helping your business with enhanced online and offline exposure.
Summing It Up
Digital marketing is already a significant part of any industry’s promotional strategy. And for field service businesses, it’s no different. With the rise of social media, you may now connect with potential customers. Aside from that, a mobile-responsive website also helps provide a smooth experience for all users. Overall, digital marketing might give you more visibility and promote your business on a larger scale.
