Digital Advertising for Your Service Business
Ready to step up your advertising game? Read on for an overview of the digital advertising landscape.
Should you use digital advertising
The options available for digital advertising can be intimidating. To be clear, Google Adwords, Facebook ads, and niche review sites like Angie’s List are easy to use. They are proven to be very successful, but there are pros and cons to each. Only you can decide what pool you are willing to dive into. Let’s first differentiate between paid and organic reach.
Organic reach vs paid reach
Organic: is defined as the number of people you are reaching from non-paid online efforts. Examples of this include posting on social media platforms like Facebook, and Twitter. In addition, people landing on your website or blog by searching online. Also through review sites like Yelp, Houzz, and many more.
Paid: has to do with your advertising efforts through whichever platforms you may choose to invest in. Examples of this include paying for Facebook ads to pop up on people’s news feed. Google AdWords is another example to have your company visible based on specific searches.
In digital advertising, you will have to consider ways to reach your customers organically. In areas that are difficult to compete, you can look at paid options to get your company in front of potential customers.
Be visible to your customers online
The majority of people search and research services on their mobile devices or computers, so it’s important to establish an online presence.
Ideally, you will want to appear in as many places as you can to have a better chance of being found. Having a Facebook page, Twitter profile, and Instagram account will ensure people can find you on social media. We also recommend looking into other platforms such as Houzz, Yelp, and Angies List.
A website is another important tool to encourage new business and you can feature and link to positive reviews. All of these channels are components of your online marketing plan.
Build social proof
Your reputation online can go a long way to establishing what is called ‘social proof.’ Social proof is the phenomena where positive third party testimonials and reviews lead new potential clients to trust and book your services.
Boost your review count by reaching out to your best clients in a follow-up. Most ratings and review sites have ad programs that can push your listing to the top of the page. This is a paid strategy to allow you to expand or otherwise enhance your listing. This can give you a better chance of being seen by the people you want to attract.
Examples of digital outlets
Here are some of the top digital outlets that you should consider participating in to help grow your service business:
Houzz is a niche social network for home enthusiasts, landscapers, cleaners, contractors, architects, and more. It’s based heavily on images, so make sure what you post is of the highest quality. You can advertise on Houzz, and engage a social network that is interested in what you can deliver. It is visually appealing and could be an awesome way to showcase your work.
Yelp or Angie’s List are both wildly popular review and rating sites for businesses. The issue is that you cannot remove negative reviews. Focus on building your business through excellent customer service. This will help avoid bad reviews before they happen. You can advertise directly on these sites, as well as purchase enhanced listings to help your profile stand out.
Social Media Advertising is awesome in theory, but the truth is that the majority of people just tune it out. Your ads can be targeted to your audience directly, or to attract outside attention. The upside is that it is much less expensive than PPC advertising, such as Google Adwords. Facebook offers a ‘boosted post’ feature, and Twitter has an option to ‘promote’ a tweet.
Google Adwords, also known as pay-per-click (PPC) advertising, has been hugely successful. The principle is based on key search terms and what you are willing to pay every time a person clicks your ad. Before you spend money on a Google Adwords campaign, however, it is important to touch up your website. In other words, make sure that when the traffic shows up at your door they can find your contact info. It’s a bit of a learning curve, but taking some time to understand the platform better will help you build a measurable ROI.