Get more leads by learning how to rank your local service business.
This practical starter guide is written for service-based business owners who want to start getting their business to show up or display higher in the Google search rankings. It provides easy-to-follow tips if you have no online presence at all; as well as, what to do if you have a website but don’t understand why your business doesn’t show up when searching.
If you’re reading this you are either a service-based business owner or have been tasked by an owner to help build or optimize your digital marketing to help you get more leads and acquire more business.
This first post will provide an overview to get you familiar with why it’s worth investing in this and some basic concepts you may or may not already be familiar with. We will have additional posts available where we lay out the EXACT process we use when working with customers. We’ll mention the tools we use, why we chose them, and how we use them. We’ll discuss all the various aspects of digital marketing we support and what we do. This is designed so those business owners who want to go about this on their own either because of financial constraints or want to be autonomous when it comes to their business can do just that.
If you’re someone who wants to have it done for them or prefer a trusted partner who can work and help build your business while you focus on delivering quality service to your customers – please reach out to schedule a strategy call with our team.
A little about us: We’ve spent the last two decades using performance-based digital marketing to build and scale online businesses. Most recently, we founded and scaled an online service that attracted more than 100,000,000 visitors over the last 8 years and ranked in one of the world’s top 15,000 most trafficked websites globally (with a global registered user base of more than 4,000,000). We know a thing or two about using digital marketing. With family in the field services, we believe there are amazing businesses that have not fully tapped into their potential and need solutions to help them create highly profitable businesses using digital marketing to take them to the next level. We’ve sought to help these businesses through a Field Services Marketing Agency and a Field Services Management Software. Unlike most other agencies, we exclusively work with field service businesses in any of the following categories:
- Home Services Marketing
- Roofing Marketing
- HVAC Marketing
- Plumbing Marketing
- Windows and Doors
- Remodeling Marketing
- Flooring Marketing
- Solar Marketing
- Cabinets Marketing
- Painting Marketing
- Landscaping Marketing
- Fencing Marketing
We’ll continue to post helpful, relevant digital marketing tips for field service businesses to our blog. If we never get a chance to talk or work together, don’t hesitate to reach out if anything you’ve used from these resources helps you with getting more leads and visibility for your business!
Why online marketing for service businesses is important
Research indicates that over 80% of consumers use online platforms to find and evaluate local businesses, including HVAC, plumbing, landscaping, roofing services, and more. This means that without a digital presence, your business is likely missing out on a significant number of potential customers. Furthermore, a well-designed website and active social media profiles can enhance your credibility and make your business appear more trustworthy to prospective clients.
💡 To-do: Go to Google and input your company name, does it show up at or near the top of the search results? Does it show up in the business box on the right?
- 46% of all searches have local intent. This means nearly half of the people using Google are looking for local services.
- 87% of consumers read online reviews for local businesses
- 70% of homeowners prefer to book home services online.
If you don’t have a website, if you’re website is not showing up, and if your website is not near the top of search results when searching for your service in your area, you’re missing out on business.
Investing in a digital presence offers tons of benefits, including:
- Increased Visibility: A strong online presence ensures that your business is easily discoverable by customers searching for services in your area. Either through a direct search for your company name or seeking local services “AC service in New Haven, CT” or “Plumbers near me”.
- Competitive Edge: By leveraging digital marketing strategies, you can differentiate your business from competitors and highlight your unique selling points. Many of your competitors have already adopted digital marketing. If you haven’t yet, it’s not too late to get started and see impacts relatively quickly!
- Customer Engagement: Digital channels provide opportunities to engage with customers, answer their questions, and build lasting relationships. Think ratings and reviews; while you may already be gathering these, it’s critical to think about how these can help you earn even more business by showcasing your quality service to those not already familiar with it.
- Cost-Effective Marketing: Compared to traditional advertising methods, digital marketing offers more targeted and cost-effective solutions for reaching your desired audience. Investing in digital marketing can pay compounding dividends for your service business as more and more customers turn to the internet to seek their service provider.
How to get started marketing your service business – where to focus
This is tough to answer as everyone is in different stages of their journey. Whitespark runs a Local Search Ranking Factors report – you can read it here if you’d like (they rank over 150 factors for Local Pack/Finder and Local Organic) or continue below as we’ll discuss a summary chart from their report: https://whitespark.ca/local-search-ranking-factors
Note: Local Search Rankings are broken into 3 categories: Local Pack/Local Finder/Local Organic. Showing is easier than telling, as you’ll probably recognize each of these screens:
Now that we know those terms let’s take a look at the factors that influence the local search rankings. We’ll provide detailed breakdowns for all of these categories but we’ll explain what they are at a high level for now:
- GBP Signals (Google Business Profile) – Have you claimed your profile? Is there complete and accurate information entered? Are you posting regularly (though some think this isn’t as highly ranked anymore)? When people do find your listing how are they interacting with it (looking at pictures/clicking through to your website/calling/messaging/etc)
- On-Page Signals (Website) – What does your website say about your business? Is it clear what locations you service and what services you offer? Does your business seem trustworthy? Are people using your website to request service or receive a quote?
- Review Signals – Are you getting regular (positive) reviews from your customers? Are you responding to all your reviews (both positive and negative) showing you are active and engaged?
- Link Signals – Is your business or website getting mentioned by other businesses, directories, or websites online? Are those other online entities valid and trustworthy?
- Behavioral Signals – How are people interacting with your Google Business Profile? How are people interacting with your website in search (click-through, website engagement, conversions, social media, mobile engagement)?
- Citation Signals – Is your business listed in highly authoritative sites/directories online? Is the information (NAP – Name, Address, Phone) provided across those various sites listed the same across each one?
- Personalization – Personalization is tricky as it relates to what Google ties to the user searching and how they ultimately search for you. Personalization is one of the things you can control least, so don’t worry too much about this ranking factor.
An Overview of our Field Service Growth Marketing Process
We call it the Fieldbin Growth Blueprint – a 7 part framework for growing your field service business with digital marketing.
- Claim, verify, and populate your Google Business / Bing Places Profile
- Create a user-friendly website
- Manage your digital reputation (get AND respond to customer reviews!)
- Build and manage your business citations (listings)
- Get found in search with SEO & content marketing
- Scale your growth with Pay-Per-Lead and Pay-Per-Click advertising
- Build brand with social media marketing
Again, below there will be some high-level information on each of the seven parts of the framework, with much more IN-DEPTH material to follow.
Claim, Verify, and Populate your Google Business / Bing Places Profile
The first step we recommend to every business is to claim their Google Business / Bing Places Profile (Google Business first!). As we have already discussed, the signals from your Google Business Profile are the highest ranking factor when it comes to Local Pack/Local Finder. And as a service provider, you want to focus on those first before worrying about Local Organic. Google provides very simple step-by-step instructions on how to add or claim your business profile on Google and how to verify your business on Google. You may already see your business listed, but we highly recommend going through the verification process. Whitespark has “Verified Google Business Profile” listed as a top 10 ranking factor.
Go ahead and complete the necessary steps to fill in your Google Business Profile. A few tips during the setup process:
- DO NOT use a PO Box, this will instantly suspend the listing.
- Include at least a paragraph describing your business(don’t just have a single sentence)
- Starting in mid-2023 Video Verification became the primary way of verifying your Google Business Profile
- Keep this as short as possible (no more than 2 minutes) and include the following:
- Business address that you added during the setup phase as Google wants to see this match your business documentation.
- Applicable Business documentation (either printed or pulled up on a laptop)
- Business documents from state/county/city/etc
- Insurance policy
- Licensing (ex: contractors license)
- Work vehicle
- Tools
- Print marketing material (business card, flier, company shirt, etc.)
- Keep this as short as possible (no more than 2 minutes) and include the following:
Be sure to get your Business Category as accurate as possible as it is ranked as the #1 top-ranking factor when it comes to Local Pack/Local Finder. Here are our primary category recommendations for the top service-based businesses we support:
| Service Offered | Google Business Profile Category |
| HVAC | HVAC Contractor |
| Roofing | Roofing Contractor |
| Plumbing | Plumber |
| Windows & Doors | Window Installation Service* |
| Remodeling | Remodeler* |
| Flooring | Flooring Contractor* |
| Solar | Solar Energy Contractor* |
| Cabinets | Cabinet Maker |
| Painting | Painter |
| Handyman | Handyman |
| Landscaping | Landscaper |
| Fencing | Fence Contractor |
*These categories have some specific categories in case your business exclusively offers that service. If your primary category is one of the other categories be sure to be as specific as possible. You’ll be able to add additional categories for the other services you offer.
In our other posts, we’ll show you step-by-step how to set up your profile for each of these categories, including recommendations we make to our clients.
During our audit, we typically do research/speak with our clients to understand exactly their primary service offering, and to ensure their primary Google Business Profile category is set up correctly; followed by other categories.
Once you’ve completed the category section, we recommend adding as much as possible to:
- Photos
- Products
- Services
It is up to you whether you want to set up Calls and Bookings through Google, however, we always recommend it to the businesses we speak with.
Last but not least, if you already have a list of customers you can reach out to ask for a review, go ahead and start to send those out. We recommend spreading out asking for reviews in the beginning; Google doesn’t necessarily like a bunch of reviews coming in all at once as it can be perceived as spam. Be sure to start incorporating asking for reviews from customers during your normal business cycles. Hopefully, you are getting new ones every month!
One more thing, before you head to the next section – be sure to regularly check your profile for inaccuracies and ensure it’s always up-to-date. There are features for Google Posts, which we recommend to businesses if they have the bandwidth to post a few times a month. While others are discounting the impact of those on your ranking factors, Google rewards keeping potential customers up-to-date on the latest information about your business.
Note: We’ll also discuss the additional step of “Google Guaranteed” when we get into scaling your growth with paid advertising.
Creating a User-Friendly Website:
If you’ve built a profitable, growing field service business with no website, that’s incredible! You may be skeptical about spending the money to build a website, but even a basic one can be very beneficial.
Think about your buying habits. Do you ask for recommendations? Or do research on something before deciding to purchase it? You probably do this online, don’t you? Now think about your leads and customers, how are they supposed to find you, and learn more about what you do. This is where a website comes in!
When designing a professional website you want:
- Easy to navigate
- Mobile-friendly
- Quick to schedule service or an inquiry call
- Simple to maintain
A well-designed website serves as the cornerstone of your digital presence, helping to establish credibility and attract potential customers. Someone should be able to input your company name and immediately find your website online, learn more about your services, and easily book service or schedule time to speak with you about the service. If they can’t, you’re losing business.
There are many platforms in the market to “quickly and easily” create websites for your business. While we don’t believe you should have to spend a substantial amount of money for a high-quality business website, we do find that you get what you pay for. This is unfortunate because, in an attempt to save money, you end up wasting money on a freelancer who cares more about “churning and burning” clients and less about helping you build a foundation from which to grow your business including ensuring all the proper (and very important for ranking!) Local SEO signals are accounted for on your website. We won’t provide an exhaustive list but if you’re looking for some quick tips, here are a few:
- Is your website getting indexed by Google? (I know this seems crazy, but we’ve seen it!)
- Do you have proper Title Tags/Meta Descriptions for each of your pages?
- Do you have headings (H1, H2, H3) on your pages? Do those headings include keywords about your business category, services, and locations?
- Are you using proper Schema.org markup for your key business information? Is your key business information (phone, business hours, address) even listed on your website?
- Is your website mobile-optimized?
Note: In later posts, we’ll walk you through how to find this information yourself!
Manage your Digital Reputation
Word-of-mouth and positive reviews are the single biggest business drivers for your field service business. If you have a thriving business today, this is probably already happening “offline” amongst neighbors, friends, and colleagues! As you embrace digital marketing, you will want to start gathering and growing these positive reviews online!
The headline here is “Get AND respond to customer reviews!” – Every customer you get is a chance to receive a positive review which can bring you your next 2+ customers. Let’s take a quick look at the BrightLocal Local Consumer Review Survey released in early 2024.
- 84% of consumers are checking sites for reviews before deciding to use a local business; if you aren’t getting reviews you are missing out on business!
- Google/Facebook/Yelp are the big 3 sites to focus on building your review profiles
- While other social media sites can help, those should be seen as an expansion strategy in your digital marketing toolbox AFTER you are “blocking and tackling”.
What’s the best way to get reviews? Well, you just have to ask! If you are confident in your service, your customers should be happy to provide a positive review to help you with your business. We recommend making it as EASY as possible for them to do it. Google/Facebook/Yelp all have URLs you can generate and share with customers when you ask for a review. If you are just starting, get comfortable with asking just for a Google review (limit your customer’s choice to make it easier for them). As you build up your Google reviews, you can start sharing all three URLs so you are getting consistent reviews across each of the major platforms.
Getting reviews is super important, but it is also recommended that you respond to customer reviews both positive and negative ones. This helps build customer trust showing you are active, engaged, and communicative. A negative review can hurt, but if you respond well, you can turn any negative into a positive.
Our other posts will include tips and tricks for how, when, and what to say to maximize the number of reviews you get. As you begin getting more and more reviews across many different platforms, you’ll want to explore a reputation management solution. These solutions centralize all your profiles so you can monitor and respond to reviews as they come in (not leaving you having to check multiple platforms every day!). Rest assured, getting in the habit of asking and receiving reviews is going to be a game-changer for the growth of your business.
Note: Compensation for reviews is against Google’s policy. We don’t recommend offering payments for reviews as this can result in severe penalties that can hurt your ranking with very long recovery times. Performing great service, being nice, and asking for a reviews are the best things you can do.
Field Service Citations:
Getting your business listed in online service directories is a great way to tap into customers who use the internet to find service businesses – we call these citations! If you have a website, it’s also a great way to build high-quality backlinks to your business website. If we refer back to the Whitespark ranking factors report, building links that reference your Google Business Profile landing page (often your business website homepage) demonstrates credibility and trustworthiness in the eyes of Google – meaning it’s more likely to rank you higher.
Building your citations is a bit of a manual process. Some tools can help – our agency provides this service if you are interested – otherwise, pour yourself a cup of coffee or a tall glass of water and get started.
Note: When setting up your business in these online directories, it is important to have consistent business information, namely – Business Name, Address, and Phone Number. If you use “Inc” be sure it is “Inc” and not “Inc., Incorporated, etc), if you use “Co”, be sure it is “Co” and now “Co., Company, etc). Consistency to your business name again builds trust and credibility in the eyes of Google when it wants to make a recommendation (and your customers, as well!).
There are many citation sites available for you to list your business in, and many of them are free to list. BrightLocal, a tool we use at our agency has a great list you can reference if you’re getting started: https://www.brightlocal.com/resources/top-citation-sites/location/usa/ – they even have a few trade-specific citation sites you can pursue if you want. Many of the names on that list you should recognize, but let’s draw your attention to Domain Authority. The higher the domain authority, the higher the reputation of that website is. The more high-domain authority websites that have your business citation links, the more credible your business will appear and that will play a big role in increasing your rankings. listings are available to you.
Citations are not only good for building credibility for your business, but many of these sites have dedicated users who use them to seek out local service providers for their business. Putting together a strategy of which platforms to pursue is a whole different post, but we’ve put together a quick list of recommendations if you’re just starting with business citation building.
Highly recommend:
| Citation Site | Domain Authority |
| 100 | |
| Apple Maps | 100 |
| 100 | |
| Bing | 93 |
| Yelp | 93 |
| Yahoo Local | 93 |
| FourSquare | 92 |
| BBB (Better Business Bureau) | 91 |
| MapQuest | 89 |
| YellowPages | 87 |
Nice-to-have for potential new business:
| Citation Site | Domain Authority |
| NextDoor | 77 |
| Angi’s List | 76 |
| Thumbtack | 67 |
| ChamberofCommerce | 60 |
💡 Take each of the listings above and jot down whether you have a profile set up.
When we work with clients, our tools will do an automated audit to determine which of these sites you already have citations for, provide an easy way to look for NAP (Name, Address, Phone) inconsistencies, and help you get listed in dozens more!
Field Service Search Engine Optimization (SEO):
“SEO” is a bit of an enigma. If you aren’t familiar with it, essentially the major search engines (Google, Bing) have proprietary algorithms (decision factors) that control which content and websites show up first provided a given search term or phrase. While no one knows exactly how it all works (it’s widely believed that over 200 factors go into it), there are well-established recommendations and best practices to follow to help businesses rank higher.
In the Field Services world, as we mentioned above, there are Local Pack, Local Finder, and Local Organic all to take into consideration. Each one of these can have a unique strategy crafted for your business. While you may just want to do it all, if you are doing the work yourself, we typically recommend starting with a focus on one.
Maybe it sounds easy, but why wouldn’t everyone do that then?! Well, because proper Search Optimization takes time and effort (aka money). Do a quick search and you’ll find many people say Search Optimization can take anywhere from 3 months to 12 months to begin seeing results. In a world of instant gratification, it can be hard for business owners to stomach the costs in those first few months without seeing early results.
First, let’s briefly discuss why SEO is important. In the example above, when we searched for your business name, SEO is what led to your company name showing up. If you searched for your business directly, [hopefully] your business showed up because Google was trying to serve you the most helpful result it possibly could. If you searched “HVAC services near me” and you didn’t see your business show up anywhere, then there’s an opportunity to invest in search optimization so that in the future you do start showing up!
92% of searchers will pick businesses on the first page of local search results – which means starting to show up on the first page of local search results means more potential leads and more potential business.
💡 To-do: Go to Google and search “HVAC Services near me” or use whichever trade is relevant to you (”Landscaping Services near me”). Assuming you have a website or Google Business Profile, did your company show up? Did you see other service businesses in your area show up? Would you like to start seeing your business show up?
As we mentioned above, SEO can sometimes take time to work, but similar to a snowball rolling downhill, it can begin to compound as people begin searching for words and phrases surrounding what you do and your company shows up as a solution to their need. It is a wonderful thing when leads start knocking on your door.
We’ll have many individual posts that dive deeper into SEO including:
- Local SEO
- Keyword Research
- On-Page SEO Optimization
- Technical SEO (this is a new term, but it includes technical things like crawl ability, website speed, mobile-friendliness, site structure, and schema markup)
- Link Building
- And more!
Beyond website design, SEO can be one of the more challenging tasks for a business owner. Some people spend their whole lives on SEO and we often recommend working with people who have done it before to help you make progress faster. Our posts will provide a ton of useful information for you though so if you decide to do it yourself, you’ll have everything you need!
Field Service Content Marketing:
Content Marketing is a tactic to help with SEO and overall website reputation around a specific topic or set of topics. When it comes to building the reputation of your website and your business, creating online content can be an effective way to educate prospective customers and build credibility in the eyes of search engines. Those in the industry call it EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). When you work with freelancers or agencies they often do what’s called “Keyword Research” to determine what terms are being searched for in your specific business niche and the frequency of those search terms.
We’ll cover how to do keyword research in subsequent posts, but to help illustrate the point, consider a homeowner searching for “maintaining your HVAC system” or “what thermostat should I buy?” and reading a post written by your company. The reader is getting useful, relevant information with a recommendation to reach out to your business to perform the service. This is a great example of content marketing at work. It lies at the intersection of helping prospective customers while showcasing your business’s unique perspectives and expertise in the market.
Note: Having a unique perspective is important. Creating “me-too” content like everyone else won’t necessarily demonstrate to search engines that you are an authority in your space. You know and understand your field service business at a very in-depth level. Use this to your advantage and write about super-specific insights, challenges, or problems you are seeing on a day-to-day basis.
Double Note: Don’t use AI to write your content for you. Google penalizes businesses that try to “cheat the system”. AI can help provide ideas or help complement writing styles but remember you are the human with unique insights into your business and your industry. Show that off and you’ll be rewarded!
Similar to SEO, “this sounds great, why doesn’t everyone do this?!”; well because creating great content can be resource intensive (aka costs money). If you’re going about this yourself here are a few quick tips:
- Write down 3 to 5 unique problems or insights you have in your space, bonus points if these are customer problems you’ve helped them with
- Pick 1 and write roughly 1000 words on the topic. Be sure to use proper headings and take the opportunity to pose questions in your headings.
- Publish this post on your blog (if you have one), on your social media accounts (if you have them) and you can even share them with your customers!
We will write more about Content Marketing in later posts, and I wish I had better news for you but I’ll spoil the dirty little secret of content marketing. Be prepared to spend time and money here because effective content marketing campaigns can be slow, requiring a slow and steady release of well-researched, well-written content over a relatively long period. BUT! Like our SEO snowball, as it begins to roll and build up steam it begins creating organic leads for your business. Imagine waking up each day to 10, 20, or 50 leads from people reading your high-quality content and seeking your services.
Scale your growth with Pay-Per-Lead and Pay-Per-Click advertising
When you’re ready to start growing your leads through paid advertising there are many options to begin to pursue. While we will go more in-depth in subsequent posts, we’ll provide you with what we typically recommend to businesses we speak with.
Start with Google Local Service Ads. Here are some benefits:
- Local Service Ads are cost-per-lead instead of the traditional cost-per-click – this saves you money and ensures you aren’t spending money and not getting qualified leads!
- Local Service Ads display above organic search results and traditional cost-per-click Google ads; this means your ads can get seen first.
- Local Service Ads come with a “Google Guaranteed” green check mark badge along with some basic details about your business.
- Local Service Ads enable customers to easily Call/Message/Book with you, and if they aren’t qualified you don’t have to pay!*
*You can read more about How Leads Work on Google’s Help Center
How do you get started with Google Local Service Ads?
We provide a framework for the businesses we work with:
- If you don’t have a Google Business Profile, set one up as soon as possible.
- If you haven’t verified your Google Business Profile, start the verification process.
- Reach out 5-10 previous customers, or begin asking new customers to review your business on Google (tip: use the Get Reviews link available in your Google Business Profile to make this easier for your customers)
- Once you have gotten at least 5 reviews, sign up for Local Service Ads and proceed through the verification process.
- Each business category is slightly different but here are the general requirements for verification
- Identity Verification
- Background Check (Business/Owner)
- Business Registration
- Insurance Policies
- Licenses (Business/Owner)
- Google Business Profile Reviews
- Each business category is slightly different but here are the general requirements for verification
- Once approved, set 1-3 zip codes you service, starting with the zip code of your business address; and select the list of jobs you service (note: this is slightly different than the list of services listed in your Google Business Profile)
- Set a conservative budget you are comfortable with, and get started!
There are many more details to optimize, but this should help you begin getting new leads.
What field service business categories are available in Google Local Service Ads?
| Appliance Repair | Junk removal |
| Carpenter | Landscaper |
| Carpet Cleaning | Lawn care |
| Cleaning service | Locksmith |
| Countertop pro | Mover |
| Electrician | Pest Control |
| Fencing pro | Plumber |
| Flooring | Pool cleaning |
| Foundation pro | Pool contractor |
| Garage door pro | Roofer |
| General contractor | Sewage system |
| Handyperson | Siding pro |
| Home inspector | Snow removal |
| Home security | Tree Service |
| Home theater | Water damage |
| House cleaner | Window cleaner |
| HVAC | Window repair |
What is the average cost per lead on Google Local Service Ads?
This depends on the zip code and industry you are in, and we recommend using Google’s Lead Generation Cost-per-Lead Calculator to get an idea of what they estimate the costs to be.
Here is an example of the estimated cost-per-lead for an HVAC business located in Dunkirk, MD
The great part about Local Service Ads is you can increase your budget to try and get more leads, and if you don’t get leads you won’t pay. Average costs per lead do fluctuate based on the local competition. And just because you are paying to get leads doesn’t mean you will get leads. Google is continually looking to offer the best, most responsive service possible to customers. This means it is utilizing ranking factors (like those we discussed above) and other signals like how responsive to leads via Google’s Call/Message/Booking features available within the Google Local Service Dashboard.
Key point: Positive reviews are one of the most important parts of getting your Local Service Ads to show up for prospective leads. You need to continue to make an effort to get new reviews rolling in and Google will reward you with more leads.
There is much, much more that goes into paid advertising, and we’ve focused here on Local Service Ads because we believe they are best for local field service businesses to get started with. They are generally low-risk for business owners who are concerned about unproven return on investment.
Facebook offers a similar service to promote Local Awareness with a similar pay-per-lead model. However, with Facebook, you do need to learn a little bit more about audience building, ad copy, and creative optimization. This can be a bit daunting for business owners. For beginner customers, once they have begun with Google Local Service Ads, we do recommend starting on Facebook with local awareness campaigns. Freelancers and agencies, like ours, can help businesses like yours. When you are spending money, it’s always a good idea to have someone overseeing those campaigns to ensure you aren’t spending money without getting an appropriate return for your investment.
We haven’t mentioned much about pay-per-click advertising. We don’t typically recommend pay-per-click until a business has matured in its digital marketing capabilities and is more comfortable experimenting with less certainty on the return they can get for their spend. Pay-per-click advertising requires much more experience in performing keyword research, building audience segments, and progressively tweaking various acquisition/remarketing campaigns along with ad copy/creative and more. We’ll cover everything you need to know about these topics in our other posts.
Field Service Social Media Marketing:
Note: We don’t currently provide social media marketing services to clients.
Social media and its influence on consumer behavior is here to stay. Done right (well), it can be a game-changer for your business as you build your brand and your following.
We don’t often recommend social media marketing to the businesses we speak with, especially during the earlier years of digital marketing. We aren’t saying they shouldn’t have social media profiles across the major players namely: Facebook, Instagram, X, and TikTok, we encourage that (especially Facebook). Rather, if you are a smaller, less resourced field service business, realize that social media marketing isn’t where we’d suggest you start.
Social Media Marketing 101 (for those that want to start):
- Get your profiles built, be sure to include as much information as possible
- Post regularly, include projects completed, highlight testimonials/reviews by customers with text descriptions
- Include relevant (hash)tags to help those people who discover new content
- Announce events, deals, or promotions you are having
That is an overly simplistic list of tactics and does require an actual [brand] strategy to put those tactics against. There is an art to coming up with interesting, engaging content – capturing high-quality creative to share and get people’s attention. And, social media is all about consistently sharing, so you’ll want to be prepared to do that (or have someone do that for you) regularly.
Social media marketing is an iceberg, and there’s so much more to discuss. We’ll cover some of those concepts in our follow-up posts; but for now, if you care most about getting more leads for your business, look to the previous 6 steps of our framework first.
Feeling a bit overwhelmed?
That’s ok! This marketing stuff can be a little complicated. It may not seem like it with all the promises by freelancers and agencies saying “they’ll get you to the top of Google”. We’ll be frank, don’t expect to magically jump to the top of Google for every search in every location just like that. There are others in your industries also investing in their digital marketing. Start with a baseline of where you are today in the rankings. What services and which locations around you, are you showing and are you not showing up? Start with the above and follow along in our other posts to slowly and methodically work up the rankings and you’ll begin seeing your business’s growth start to compound.
Looking for some help? Feel free to schedule a free strategy call with our team. We are accepting new clients and would be happy to help you.