Have you heard this kind of advice on how to market your business before?
- You need a good landing page with a great hook and be driving consistent traffic to it!
- You’ve gotta be on Facebook, Instagram, and Youtube!
- You should be running Google Ads!
- You should be publishing a bog with optimized SEO each week!
It can be completely overwhelming when you try to approach marketing this way. Digital marketing especially can be complex when you’re trying to “beat algorithms” or please the search engine gods who seem to control your visibility.
I brought on digital marketing expert Richard Cruz to unravel some of the critical challenges plumbers, HVAC professionals, and other home service contractors face when trying to generate leads and grow their business without burning through all their cash.
Richard breaks digital marketing down into actionable strategies that help you understand how to keep your customer acquisition costs down and still get the most out of your marketing efforts.
Get ready to learn how to diversify your marketing approach, understand the nuances of different platforms, and build a strategy that actually drives profits to your business!
You’ll Learn…
- Why marketing platforms like Google and Bing require strategic, diversified approaches
- How to avoid “throwing spaghetti against the wall” in digital marketing strategies
- Hiring tips that build an efficient team that can run without you
- How to cut costs on Google Ads and Get more leads with Local Service Ads
- Why you may want to check out Bing for your future leads
- The value of auditing your time, energy, and tasks for maximum business efficiency
- Why understanding basic marketing principles helps you hire the right marketing expert
Key Moments…
[00:00] | Intro
[00:01] | Plumbing and HVAC Marketing Platforms And Strategies
[05:40] | Importance of Delegating and Hiring to Your Weaknesses
[10:00] | Understanding Google’s Search Engine Requirements
[15:40] | Hiring Team Members to Fill Skill Gaps
[22:10] | The Value of Time and Energy Management
[27:00] | Local Service Ads and Google’s Merit-Based System
[32:20] | Marketing Platforms: Exploring Alternative Advertising Channels
Plumbing and HVAC Marketing Platforms And Strategies
Marketing for home service businesses can feel overwhelming, but understanding the right approach can transform your business. Many contractors fall into the trap of throwing money at marketing platforms without a strategic plan. The key is to develop a comprehensive marketing strategy that goes beyond simply hoping something will stick. Your marketing efforts should be intentional, tracked, and diversified across multiple channels.
Importance of Delegating and Hiring to Your Weaknesses
As a business owner, you can’t be an expert in everything. Recognizing your limitations is crucial to growth. Marketing platforms require specialized knowledge that you might not have. Instead of struggling to manage every aspect of your marketing, focus on hiring professionals who can fill those skill gaps. This allows you to concentrate on what you do best – running your core business and serving customers.
Understanding Google’s Search Engine Requirements
Google is not a mysterious entity trying to make your life difficult. Marketing platforms like Google provide clear guidelines for success. They want to see websites that are fast, well-organized, and trustworthy. By following their specific requirements, you can become a “darling” of the search engine. This means checking every box they’ve outlined, from site speed to proper indexing, to ensure your online presence is optimized.
Hiring Team Members to Fill Skill Gaps
Building a successful business means surrounding yourself with people who excel where you struggle. Marketing platforms can be complex, so finding team members with specialized skills is crucial. Look for professionals who can handle the aspects of your business that drain your energy. By hiring to your weaknesses, you create a more efficient and effective organization that can operate smoothly without constant direct intervention.
The Value of Time and Energy Management
Your time is your most valuable asset. Marketing platforms demand attention, but they shouldn’t consume all your energy. Consider the true cost of tasks that drain you. Sometimes, investing in support – whether it’s a marketing expert, an administrative assistant, or even a personal cook – can free up your mental and physical energy for more productive pursuits. Calculate the value of your time and delegate accordingly.
Local Service Ads and Google’s Merit-Based System
Local Service Ads (LSAs) offer a unique opportunity for home service businesses. Unlike traditional pay-per-click advertising, these marketing platforms operate on a merit-based system. Google carefully evaluates your trustworthiness and reliability. If your leads are limited, it’s not about spending more money, but addressing underlying issues that may be preventing Google from trusting your business fully.
Marketing Platforms: Exploring Alternative Advertising Channels
Don’t limit yourself to the most obvious marketing platforms. For instance, Bing offers an incredible opportunity for cost-effective advertising. While it may not have the same volume as Google, the lead costs can be significantly lower. By diversifying your marketing approach and exploring alternative channels, you can acquire customers at a lower cost and gain a competitive edge in your market.
About Richard:
As an accomplished author, digital marketing specialist, and experienced public speaker, Richard offers engaging and informative talks on a range of topics related to digital marketing and branding for plumbing contractors.. Whether you’re a plumbing business owner looking to expand your reach, a marketing manager seeking new strategies, or simply someone who’s interested in learning more about the latest trends and best practices in the digital landscape, Richard’s speaking engagements are designed to inform, equip and encourage..
With Richard’s unique blend of expertise and experience, you can expect thought-provoking insights, practical tips, and real-world examples that will help you take your marketing efforts to the next level. From keynote speeches and panel discussions to workshops and webinars, Richard has delivered talks at a variety of events, including conferences, trade shows, and corporate events.
Connect with Richard:
Check out Richard’s book Profit Making Plumber
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