Toolboxplaybook-back-btn Playbookplaybook-back-btn Chapter 7

CHAPTER 7

Marketing Practices

A broad-based marketing strategy that stretches from Google to direct mail brings new customers in the door and maintains relationships with existing clients. Being able to automate and track that marketing drives the highest return on your marketing investment.

SECTION 9 OF 14

Google, Times Three

Google vs. Google vs. Google is a fun game to play. Guess where you need to be? If you said all three you wouldn’t be wrong. 

Successful contractors such as Tommy Mello, The Home Service Expert and owner of A1 Garage Door Services, a $30 million-plus home services business, say today’s consumers find 70 percent of all services online through Google searches. He advises spending at least half of your marketing dollars there.

Marketing expert Megan Bedford, owner of Mugvyer Consulting, agrees. 

“If people don’t have a frequent need (for your services), they’re going to Google and they’re searching,” Bedford says. “Are you found there when your customers are actually looking? And if you’re not, Google Local Service ads, pay-per-click advertising, your reviews—those are the kinds of things that can get you customers, or potential customers.”

Developing a great keyword strategy is essential. There are many online tools to help, and your digital marketing vendor or your team can help, too.  

Here’s how to get in the Google game:

Google My Business

Verifying your Google My Business page, formerly known as Google Local, is simple to do, and free. It’s worth your time to set up a quality business profile to attract new customers. 

If your company operates multiple electrical businesses in a certain region, you can set up a Google My Business profile for each one, as long as you add different addresses and phone numbers for each. 

With a well-optimized website, good customer reviews and a verified Google My Business page, your company can gain more leads by showing up on Page 1 of organic Google results when a customer in your area searches online for home services.

To find your Google My Business listing, type in your brand name and your city. You can then log in and fully optimize the listing. Reviews, which need immediate response, matter for your SEO, as do posts, and your updates. 

Google plans a new badge called Google Screened for “upgraded” profiles for the professional service businesses. To get updates, subscribe to Search Engine Land or watch the ServiceTitan Masterminds group on Facebook

Google Local Services Ads

Google has partnered with ServiceTitan to provide real-time availability for customers looking to book instantly with excellent home services contractors.

The combination of Google’s Local Services Ads and ServiceTitan’s cloud-based home and commercial services business software helps those in the trades provide top-notch service, increase brand awareness and use marketing dollars effectively. 

Google’s Local Services Ads:

  • Are available nationwide and across Canada, with the exception of Quebec.

  • Show up toward the top of Google search results, helping companies stand out from the competition.

  • Only charge businesses for results—searches that result in a qualified lead that they connect with—which makes them a huge value proposition for the providers. 

  • Can be paused at any time.

Businesses are required to go through a complete “Google Guarantee” screening process to ensure relevant license, insurance and background check requirements. The Google Guarantee means that if the client was not satisfied with the work, Google covers claims up to the job invoice amount, with a lifetime cap of $2K.

» WATCH NOW: Google Local Services Webinar

Go to Section 10: Google Pay-Per-Click