Digital Marketing For Home Contractors

The Opportunity Cost of Not Having a Social Media Strategy

opportunity cost of not having a social media strategy

The Opportunity Cost of Not Having a Social Media Strategy

 

Today I want to talk to you about the opportunity cost of not having a social media strategy for your home services business.

When I say “opportunity cost” I mean how much money you are losing every month and every year, simply by not having a presence on Facebook, Instagram, etc.

 

1. Missing Out on High-end customers.

 

When you don’t have a social media presence and strategy, you miss out on high-end customers. In other words, customers who are not simply looking for the cheapest plumber, or the lowest bid on a landscaping project. Those kinds of customers are absolutely going to check your social media for reviews, pictures of your work, how you respond to comments, etc. They’re going to do this before they ever call you. If you don’t have a Facebook page in 2018, they’re just not going to call you. This may sound harsh, but it’s the truth. The high-end customer wants to make sure that if they’re going to spend thousands of dollars, they’re going to do it with a business they trust; and they decide whether or not they trust you by what they see on your social media.

 

2. Missing Out on Reviews.

 

If you don’t have an online strategy, you’re not building reviews. Again, people who are looking for a quality contractor are absolutely going to check reviews. If you don’t have a Facebook page and you’re not optimizing your website for Google, you’re not going to get many reviews. The more reviews of people you have showing how awesome you are, the more higher-end customers you’re going to attract. 

 

3. Missing Out on Repeat Customers.

 

This is huge. If you don’t have a social media strategy you are losing money every month, every year, by not getting repeat customers. Repeat customers are the key to a thriving business! Let’s say you’re a plumber and you fix someone’s faucet or toilet. You have a great opportunity to get them to like your Facebook page or join your email list. Then you can re-market to them later for a tankless water heater, or other services that you may offer. Repeat customers are huge for your business! Any time you get a new customer, encourage them to like your Facebook page so that they can get the tips and valuable information you’re always sharing there. Encourage them to subscribe to your blog and get your emails. Down the road, they’re going to need a plumber again, and instead of them Googling or asking NextDoor to help them find a contractor, they’re going to remember you because you’ve been consistently keeping your name in front of them all year long.

These are three big areas where home contractors are losing money every single day simply because they don’t have a social media strategy.

If this spoke to you, and if you’re tired of losing money because you have no social media strategy, give me a call! I’d love to sit down with you briefly and learn more about your business and see how we can help you stop losing money and instead grow your business by attracting higher-end customers!

 

How To Respond To a Negative Online Review

How To Respond To a Negative Online Review

How To Respond To a Negative Online Review

If you’ve been in business long enough, you’re going to have some people who are not exactly thrilled with your services. So today I want to talk about how to handle it when you do get a negative online review.

 

1. Take a deep breath.

 

First of all, as the business owner, step back and take a deep breath! Don’t respond right away, at that moment. We business owners are passionate about wanting to make sure that our customers, our clients, are happy, and when we don’t meet that mark we tend to get defensive. Don’t respond to a negative review while your emotions are running high. Take a step back, take a deep breath, and give yourself some time, first. 

In fact, I recommend showing the review to a third party. I help my clients go over negative reviews to help them see how best to respond. I’m vested in my clients, of course, but I’m never going to be as passionate about the business as the business owner. This means I’m able to step back and see the review more objectively. Because I’m not as emotionally engaged in the review I’m able to help them formulate a calm, objective response. So always bounce it off a third party (a close friend, your marketing person, etc.) to get a more objective take on both the review and the response you plan to make to the review. 

 

2. Always respond.

 

Make sure you do respond! Many times negative reviews are a cry to the business to make things right. If you don’t respond, you’re telling the client that their problem doesn’t matter to you. But when you respond keep in mind that it’s not all about making that person happy. It’s about the hundreds or thousands of people who may see that review and your response. You want people to see that not only do you have a lot of great reviews, but when you do fall short of the mark you are responsive and big enough to come back and make the situation right. Sometimes this can do much more good for your business than even a lot of five-star reviews. You should definitely respond to every negative review you get! (Although hopefully there aren’t many!)

 

3. Follow up offline.

 

We recommend responding online and including a request that the customer call you (and leave your number) so that you can make things right with them. However you do it, definitely contact them offline to see what you can do to make the situation right. Whether you’re right or wrong, that’s not the issue; the issue is making sure your customer feels that they are heard and their problem is taken care of. Often they’ll go back and change their review based on your response here, and how you fixed their problem. 

Negative reviews are unfortunate and we don’t like to see them, but they’re the nature of business. But it’s how you respond to negative reviews that can turn the situation around, can change an unhappy customer back into a happy customer and show your potential customers that when you do fall short of the mark that you are willing to make it right!

If you need help managing your reviews or your online presence, that’s what I do for home service contractors! I would love to help you out. Click the link below if you’d like to have a free consultation to see how I can help you out with your business. Thank you!

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Why You Should Share Garage Tips In Your Marketing

marketing tips for spring

It’s spring, and people are coming out of their winter slump ready to get their house and yard cleaned up and looking good again. I want to encourage all you home service contractors to focus on the garage during this month. Why? If you think about it, there are so many home service opportunities just in and around the garage! This means that there are many ways you can offer tips and help to your clients during this time.

 

1. Spring cleaning.

 

Lots of people are going to be taking this time to do some spring cleaning projects. My wife and I are lucky that we can actually park our cars in the garage. We made a decision that we’re not going to keep a bunch of stuff in there. But many people do keep a lot of stuff in their garage and need help organizing it. You can be of service to people by offering tips on how to organize garage space, or how to get rid of garage clutter by donating items.

 

2. Sprinkler control systems.

 

Think about all the items people keep in their garages, and how you may be able to help. If you’re in landscaping, for instance, or sprinkler repair, you can offer tips in these areas. Usually, the sprinkler control panel will be in the garage and if some of your customers are like me and not handy at all, they may need your help to set up their sprinkler controls and automated watering times. You can offer tips on how to set up the watering zones, how often and how much to water, etc. That’s all over my head, and it might be over your customers’ heads too!

 

3. Hot water heaters.

 

Are you a plumber? This is a great time to offer tips about hot water heaters. Even though the weather is getting warmer we still want to take a nice, hot shower. If your customers have a lot of kids or a lot of people in their house, maybe now is the time to have them take a look at a tankless water heater.

 

4. The attic.

 

What about above the garage? If you do roofing or insulation or radiant barriers, you can give your customers tips on managing their attic space to keep it clean and in good repair, and keep the house comfortable.

 

5. Automobile care.

 

Are you in auto repair? You can talk about the importance of keeping your car in the garage and taking care of it that way.

6. Garage door maintenance.

 

And of course, if you run a garage door repair company you can give all kinds of tips on how to maintain your garage. Nowadays there’s a lot of tech and home automation gadgets—I don’t know about you, but I love to be able to control everything from a touch of a button on my iPhone! You can talk to your customers about garage door automation and apps that let you check whether your garage door is up or down when you’re sitting at a restaurant across town.

So if you’re in the home repair and maintenance industry, no matter what you do there’s something going on in the garage! So think about how the garage relates to your business, and see how you can help folks out with that. When you help people they come to you for the business!

Spring Marketing Tips For Home Contractors

Believe it or not, we’re approaching spring! We’re leaving February and heading into March. I wanted to share some tips with you on how you can “warm up” your online marketing, and give you some “spring cleaning” tips for your business as well.  Enough with the puns. Let’s get to it!  1. Share some spring tips. No matter what kind of business you’re in, share some spring maintenance tips. If your business is A/C repair you can talk about changing out filters. If you’re a plumber talk about checking on your water heater—even though it’s spring you’ll still be taking warm showers, so you want to make sure your heater is tuned up. Or you could talk about sprinkler repair and remind people to get an appointment for their sprinkler system now, before summer hits. Think about your industry and all the ways you can help as far as spring maintenance goes.   2. Update your headshots and your website photos. This is so important! If you go to your About Us page on your company website, you probably have a picture of your entire team. Unfortunately there’s always attrition in businesses, and people come and go. Does your team picture include people who are no longer with your company? Is it missing some of your newer employees? Even if no one has left your company you may have added team members who need to be included in that photo. Team pictures like this work great for a Facebook cover photo, by the way.   Another great thing you can do on your About Us page is to have a breakdown of your team, with a professional headshot of each team member. From the office staff to the owner, it’s good to have a professional image of everyone there on your page. I highly recommend Fredshots Photography, if you are looking for someone to do these photos for you. Pictures of your team are another one of those things that give your potential customers warm and fuzzy feelings toward your company. When they see your pictures they don’t feel that they’re doing business with a logo, but with real people.  3. Talk about the weather. You’re laughing at this, I know! But if you log into Facebook, that’s what people are talking about! So when you talk about the weather you blend right in with the conversations. When I say talk about the weather I mean posting about it on Facebook and your other social media. This is an especially good idea as we get further into spring and the weather gets really active. We’ll soon be into hail season and hail affects many different kinds of companies, from roofers to A/C companies. We’re about to have a lot of rain, so if you’re a lawn care company, a plumber, a roofer—all different kinds of businesses can talk about the weather and how it intertwines with their businesses, and how you can be there to help. We could even have one of those ridiculous springs where it stays cold, and you can keep talking about cold weather issues. (Although let’s face it—we’re in Texas, and that’s probably not going to happen.)   Blend in with those conversations and offer tips on how to help. Update your headshots, and you will have a fruitful spring as you catapult your business into summer!

Believe it or not, we’re approaching spring! We’re leaving February and heading into March. I wanted to share some tips with you on how you can “warm up” your online marketing, and give you some “spring cleaning” tips for your business as well.

Enough with the puns. Let’s get to it!

1. Share some spring tips.

No matter what kind of business you’re in, share some spring maintenance tips. If your business is A/C repair you can talk about changing out filters. If you’re a plumber talk about checking on your water heater—even though it’s spring you’ll still be taking warm showers, so you want to make sure your heater is tuned up. Or you could talk about sprinkler repair and remind people to get an appointment for their sprinkler system now, before summer hits. Think about your industry and all the ways you can help as far as spring maintenance goes.

2. Update your headshots and your website photos.

This is so important! If you go to the About Us page on your company website, you probably have a picture of your entire team. Unfortunately, there’s always turnover in businesses, and people come and go. Does your team picture include people who are no longer with your company? Is it missing some of your newer employees? Even if no one has left your company you may have added team members who need to be included in that photo. Team pictures like this work great for a Facebook cover photo, by the way.

Another great thing you can do on your About Us page is to have a breakdown of your team, with a professional headshot of each team member. From the office staff to the owner, it’s good to have a professional image of everyone there on your page. I highly recommend Fredshots Photography, if you are looking for someone to do these photos for you. Pictures of your team are another one of those things that give your potential customers warm and fuzzy feelings toward your company. When they see your pictures they don’t feel that they’re doing business with a logo, but with real people.

3. Talk about the weather.

You’re laughing at this, I know! But if you log into Facebook, that’s what people are talking about! So when you talk about the weather you blend right in with the conversations. When I say talk about the weather I mean posting about it on Facebook and your other social media. This is an especially good idea as we get further into spring and the weather gets really active. We’ll soon be into hail season and hail affects many different kinds of companies, from roofers to A/C companies. We’re about to have a lot of rain, so if you’re a lawn care company, a plumber, a roofer—all different kinds of businesses can talk about the weather and how it intertwines with their businesses, and how you can be there to help. We could even have one of those ridiculous springs where it stays cold, and you can keep talking about cold weather issues. (Although let’s face it—we’re in Texas, and that’s probably not going to happen.)

Blend in with those conversations and offer tips on how to help. Update your headshots, and you will have a fruitful spring as you catapult your business into summer!  We’d love to help you keep a consistent online presence you have an incredible spring! Just click the button below and we can meet and discuss a customized plan for you and your business!

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How to Get More Reviews on Google

how to get more reviews on Google

How to Get More Reviews on Google

If you own a home repair business, for instance, if you’re a plumber or roofer, etc., it’s imperative that you have a lot of Google reviews. Think about it—if someone is on the fence between using your company or someone else’s company, those reviews are often the tiebreaker. If your company has 25 really outstanding reviews and the other company has 3 reviews, the choice will be obvious—you. Not only that but the more positive reviews you have the better your website will rank in search engines as well. (And there are several other factors here that I’m not going to go into right now, but the reviews do help with your SEO.) When your ranking is high on the search engines, that basically means more people can find you on Google.

I’m going to give you 3 quick tips on easy ways you can obtain more Google reviews from your customers.

 

1. Ask!

 

Just ask your customers to leave you reviews. I know this sounds trivial, but you’d be surprised how few businesses actually ask their customers to leave them a review. Train your technicians, and everyone else in your company, to ask for a review as soon as they’ve finished the service or done the big reveal. This is the perfect time to ask for a review because that’s when they’re the happiest!

You can send them a link to your Google review page (and that’s something I can help you out with if you don’t know how to do it). Or, you can have your rep type it in on the spot. Either way, encourage them to leave you a review. Most of the time when you ask your customers to leave you a review, they will. Sometimes you might have to ask a couple of times, but if they’re really happy with their service then they’ll be happy to write you a great review.

 

2. Include a link.

 

Include a review link at the bottom of your invoices or receipts. Make it as easy as possible for your customers to leave you a review! If you do everything electronically (and I recommend that you do), when you send them a QuickBooks receipt or invoice you can include a link and ask your customers to use it for feedback and to tell you how you did. Not everyone is going to click on that link and leave you a review, but if you service thousands of clients over the course of a year and only 100 of those customers fill out the review, that’s 100 reviews! It’s definitely worth including that link in your invoices.

 

3. Use a dedicated review company.

 

Many companies have an automated process for helping you get reviews. One service I like in particular is called eEndorsements. They have a really good system of getting customers to review their services by sending multiple emails (but not at all in an obnoxious or off-putting way). Just know that there are whole companies whose business is designed around helping you to get reviews.

All of these avenues will work for you. This is something I can personally vouch for, because when people Google Market With Mario they see all my Google and Facebook reviews. That gives them a warm and fuzzy feeling, and they know that this is not my first rodeo, that I’ve served several clients and have gotten great results from them.

So go out and get those Google reviews! If you need help, or if this is just something you don’t have time to do or don’t want to do, just click the button below. I’d love to sit down with you and learn more about your business!

 

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