Marketing your restoration and remediation business is critical to your success and growth. Unfortunately, there is no shortcut to marketing. While relying on a single method is easiest, you will miss a huge segment of customers.
Restoration is largely a numbers game. As more leads come in, you have a better opportunity to get more jobs. By using multiple marketing channels, you expand your audience.
From unpredictable weather to the content of your campaigns, a number of factors can affect your marketing performance. If one channel underperforms, you still have several others generating leads.
Combine These 4 Marketing Channels to Drive the Most Leads
#1 - Lead Generation
Lead companies use many marketing techniques to generate calls. They then route those calls to you and bill you based on their terms.
Pros: Starts generating leads fast, Less complicated than other marketing
Cons: Not marketing your brand, Beware companies that don’t send exclusive leads
Since lead generation companies handle the marketing, you can focus more time on completing jobs. Lead generation companies like 33 Mile Radius are invested in you because their revenue is tied to your success.
While they are marketing your services, they are not marketing your company directly. Also, avoid companies that send calls to multiple restoration companies.
#2 - Paid Search
Paid Search targets keywords that customers use in searches, with your ads appearing above organic results. Since paid search is largely intent based, you can effectively reach customers as long as you research keywords and adjust your bids regularly.
Pros: Starts generating leads fast, Easy to make adjustments to your campaigns
Cons: Requires regular keyword research, Can get expensive if you aren’t managing your campaigns
You can launch campaigns quickly and start generating leads almost immediately. It’s easy to change keywords, update your ad content, or adjust bids to improve the performance of your ads.
Unfortunately, paid search requires regular keyword research and updates to remain competitive. The same goes for adjusting your bid amounts and revising your ad copy.
#3 - Search Engine Optimization
Search engine optimization also focuses on keywords, but you are optimizing your content and website so it appears in organic results. Instead of paying for ads, you are writing content that includes the keywords you are trying to target.
Pros: Inexpensive if you do it yourself, Ability to target a wide variety of keywords
Cons: May take time to generate leads, Requires persistence and patience
If you write your SEO content yourself, it can be extremely cost effective. Ideally, you should focus on your services as well as keywords customers are searching for.
However, SEO takes time to work. While writing content only takes a few hours, it could take weeks or months to appear in search results. The technical performance of your website also factors into SEO, which may require you to hire a web developer.
#4 - Social Media
After search engines, social media sites are usually the next place customers will look for information. Creating and sharing content on social media increases your visibility and helps customers find your business.
Pros: Inexpensive if you do it yourself, Easy to get started
Cons: Requires constant updates, Must diversify your content to remain engaging
Getting started on social media is quick and sharing content is easy. Unlike search engines, social media comes with the added benefit of trust. Potential customers will likely think about your company favorably if their friends follow you on social media.
While social media is attractive because it’s free, you will still need to pay to promote your content. You also need to develop a level of social savviness and diversify your content to remain engaging.
Ensure Your Marketing is Working
It’s all too easy to rely on perception when tracking your marketing. Instead of going with your gut, let the data determine how your marketing performed. Review the data regularly and make adjustments to your marketing strategy as necessary. Just because one channel isn’t performing today, doesn’t mean it won’t perform.
Track how much you spend per channel, as well as the number of jobs you got. Whether you’re doing it yourself or you hire a specialist, marketing takes time. Don’t forget to include the cost of labor in your overall cost too.
Diversifying your marketing strategy will help you reach a wider audience and is likely to increase your number of calls. By tracking your performance, you can find the right combination of channels to bring in the jobs you need.