Is your marketing reaching the local residents who need your services?
If you’re not harnessing the potential of local search, the answer is probably not. After all, ‘near me’ searches have increased dramatically since 2015 and mobile searching is now higher than ever.
Still, promoting an appliance repair company might not feel like the easiest thing to do. Most local residents aren’t looking for routine repair, and many are likely to turn to whichever service is closest.
Because of this, many repair companies don’t have a strong marketing presence. Now, with the ever-rising volume of local search, there’s space to dominate.
The best part?
It’s not as hard as you think. Even for a marketing newbie. Without further ado, here are 8 top tips for marketing your appliance repair company.
Let’s dive in.
1. Conduct Keyword Research
Keyword research is critical to marketing your appliance repair company.
You need to work out exactly which words and phrases local residents are searching when they’re in need of your services. To do this, use the free Keyword Planner via Google Adwords.
It’s simple to use, just search phrases relating to your business and the tool will return similar search terms with their approximate monthly search volume. To see what you’re already ranking for, you can also use our free keyword ranking tool.
Choose 3-4 long-tail keyword terms to focus on initially. If you can find a high search volume keyword with low competition, you’re onto a winner. Don’t expect this to be easy, though.
2. Draw on Local Search
For your repair company, local search is particularly important. Just think, how many people are interested in finding an appliance repair company from the next town?
In this industry, people want local. So local is precisely what they’ll search for. Make sure the majority of your chosen keywords include your location.
- Appliance repair company in Vancouver
- Vancouver nearest repair company
- Best appliance repair service for Vancouver
Also, consider that Google prioritizes local search results. So if you try to rank for local terms, you can expect to enjoy a higher SERP.
3. Register on Google My Business
You’ll want to submit (and verify) the physical location of your business with ‘Google My Business‘ right away. Once you do, it’ll be much easier for potential customers to discover you via local search.
Here are 4 easy tips to help optimize your listing:
- Include keywords in your description
- Add photos from multiple street views
- Keep your opening hours updated
- Respond to all reviews
4. Launch a Google Adwords Campaign
Running a Google AdWords campaign is recommended for every appliance repair company.
It works. Adwords is a great way to help quickly improve audience awareness and get clicks through to your website in a short timeframe.
It’s also scalable. As your custom starts to grow you can steadily increase your ad spend, or dial it down in periods when your revenue takes a hit.
It can get expensive. If it’s your first time, follow a guide to Google AdWords to make sure you effectively monitor spend. You’ll also want to make sure you have a system in place to track conversions.
Even if you run a successful ad right now, the formula could change in a matter of weeks. Digital marketing is a fast-paced industry, so you’ll need to keep your finger on the pulse.
5. Use Email Marketing
Email marketing is still considered to offer the best return on investment when compared to other marketing strategies.
As an appliance repair company, you have the distinct advantage of face-to-face contact with your customers. So when you service an appliance, offer your customers a discount on future work if they sign up to your mailing list.
Most people are happy to oblige when asked in person, and this will help keep them familiar with your services for years to come.
6. Craft Compelling Copy
We’re sure your company’s great. But let’s face it, appliance repair is not the most glamorous of industries.
Because of this, you’ll need to make sure your website uses compelling copy that really justifies why you’re better than your competition. Here are some questions to ask yourself:
- Why should a customer choose us?
- What’s our main point of value?
- How is our service unique?
- What do our competitors lack?
You should also consider writing a blog for the SEO benefit. Build up a catalog of engaging posts, and you can expect to rise up through Google’s search ranks, over time.
Don’t panic; it’s not something you’ll need to update too often. For an appliance repair company, even just a (high quality) monthly post should help separate you from the competition. Content is king, so just ensure you focus on providing real value.
7. Create a Video
By 2019, 80% of all internet traffic will be video.
So if you’re struggling to find the right words to sell your business, a short video might do the job better. Include some humor, keep the tone light-hearted and follow this classic format for explainer videos:
- Identify the problem
- Explain how you solve the problem
- Describe the features of your service
- Finish with a strong C2A.
8. Display Brand Trust
Testimonial advertising can boost your web traffic. So if you’ve worked with any big companies or high-profile names, it’ll pay dividends to refer to these in your web copy.
If not, don’t worry.
Just encourage all customers to leave a 5-star review or written feedback at the end of the job, which you could incentivize through future discounts. As long as your service is up to scratch, you’ll soon build up a solid digital rep.
Another way to develop brand trust is with hard-hitting statistics about your service. AppliancePro, for example, uses bold figures to make it clear that the company has 35 years in the appliance repair industry, and have served 75k customers.
Marketing Your Appliance Repair Company
Follow the 8 tips above, and you should see a healthy increase in customer interest.
Just remember, marketing is an ever-evolving industry and not something you can do once and forget. So get started today and plant your marketing seeds. But you’ll need to tend to them regularly if you want your business to flourish in the long-term.
For more marketing tips, tools, training, and resources, visit our SEO page.