In this article, we’ll unveil the secrets to turning those clicks into clients by investing in paid social media. This can help drive greater conversions and revenue for your home service business.
The COVID-19 pandemic has had a massive impact on businesses offering virtually any home service. All over the world, these businesses have seen a big decline in their revenues because of the lockdowns and other restrictions. People’s wariness of letting home service providers into their homes did not help either.
Now that the worst seems to be over, it’s time for your home service business to bounce back—and paid social media is one of the key marketing strategies that can help with this challenge.
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Benefits of Paid Social Media For Your Home Services Company
Although an online presence has always been important to many companies, it has become even more valuable to home service providers in this post-pandemic era. Several reasons are behind this.
One of the reasons why an online presence (including social media presence) has become a must for your business is that, first of all, not everyone is already 100% confident to invite people into their home. With the coronavirus still around, many people remain vigilant to ensure that they don’t contract the disease.
This means that if you want to grow your business at this time, your home service company should not only focus on raising brand awareness. Instead, it should also actively communicate your safety protocols and overhaul your marketing messages. You need to ensure that you’re conveying how the benefits of your home services outweigh the risks of letting you into their home.
Another reason is that everyone seems to have gotten used to turning to the Internet for various purposes during the height of the pandemic: from buying their groceries to attending their classes to presenting business pitches, and many more. There’s no doubt that people are more used to searching for businesses online now than ever before.
Various strategies in digital marketing for home services remained relevant during the lockdowns. These include email marketing, video marketing, search engine optimization, and so on. However, with or without a pandemic, one thing is definitely essential for home service providers: ensuring that you have a strong digital presence.
This involves not just having and regularly updating your website design and content, but also having an active social media presence on different social media platforms. Keep in mind that 81 percent of retail shoppers actually conduct online research before making any purchase.
Social media, in particular, is an extremely important element of your digital marketing because it is where most people spend their time online (outside their web-based work tasks). In fact, the average user spends around 2.5 hours on social media every single day. That’s obviously a lot of time, time which you could use to position your home services company as the best in your niche in order to improve your online visibility and increase your revenues.
It should come as no surprise that businesses have quickly learned to take advantage of the benefits of social media. Nearly every company now has its own page on different social channels (with Facebook and Instagram being two of the most popular ones), in hopes of becoming known and then trusted by their target audience. As a result, having a social media presence is clearly no longer enough. You must make your home service company reach your target audience by popping up in their social media feed.
Here’s where paid social comes in.
Paid social refers to social media advertising, which are digital ads shown on a social platform (such as those Facebook ads you see on Facebook, and so on). What’s special with paid social is that you’re not only given the power to be where people spend their time. More importantly, you get to define the people that you want to see your ads.
Using paid social, you can promote your company to specific audiences in any of various ad formats, such as video ads, image ads, carousel ads, and so on. You can set up those ads to direct traffic to your homepage or preferred landing page.
In addition, you have the power to set the criteria for your audience, which you can do by defining their demographics (like age, location, gender, and so on); online behaviors; and interests. This incredible ad targeting feature is impossible to leverage if you use traditional advertising methods. By targeting your ad audience, you can lower your cost per click (CPC) and maximize your Return on Ad Spend (ROAS) because people who are more likely to convert are the ones who will see your ads.
Statistics on Using Paid Social Media For Home Services Marketing
The home services market is expected to grow by 18.91 percent per annum from 2019 to 2026. Although many home service providers have suffered during the pandemic, the industry has already begun rebounding as markets all across the United States (as well as throughout the world) have reopened and people have begun resuming their pre-pandemic life.
More and more households are already booking various home services. Most people completely avoided or lessened their demand for such services in the past three years.
In most home services verticals, at least 55 percent of customers perform an online search before scheduling an appointment, and those who are seeking services related to moving, locksmith, lawn care, and pest control are the most likely to rely on search engine results. Google itself has reported that mobile searches have been increasing every year in nearly all types of home services, with the most popular and fastest-growing keywords being “HVAC repair”, “roofing companies”, “landscaping near me”, and “plumbers near me”.
Data in the digital marketing landscape—particularly related to paid social media strategy in marketing home services—presents two incredible opportunities for your business. First, most people who are interested in hiring home service providers do not have any company in mind when they search online. Therefore, you’ll have pretty much equal chances of getting a new customer as your competitors when, for instance, someone searches for the keywords “HVAC services in Pasadena”.
However, if you use paid social, you can increase your chances of standing out versus your competitors. Unlike relying on your organic posts (which does not guarantee that your target audience will see your post at all), paid social media ads will show your ad not just once but multiple times in the feed of your prospective customers.
Although organic social media is important, every single one of your competitors are likely also relying on that, increasing your competition for people’s attention on social media platforms. In short, paid social can help boost your brand visibility, improve your brand recall, and increase your chances of conversion. For best results, it’s best to combine these types of ads with organic social strategies.
The second incredible news is this: As early as 2019, Google has already been seeing a massive jump in searches for keywords that contain the keywords “local” and “near me”. Prospects usually use such search terms to find providers of home services in their neighborhood or city. This just proves that more and more people are searching for home services online, and having paid social ads can greatly help your business with lead generation by attracting their attention.
How a Digital Advertising Agency Can Help in Marketing Your Home Services
If your home service company has limited resources or would like to entrust this important task to experts in paid social, here’s a pro tip: just partner with an experienced home services marketing agency that specializes in social media marketing.
An advertising firm with an outstanding track record, like Zero Company, can set up and manage your social media ads to help you achieve your revenue targets.
Zero Company is a home services marketing agency with more than two decades of experience in providing first-rate digital marketing services. These include paid social ad campaigns for home service businesses throughout the United States.
Book a free consultation today with our experts in paid social media ads and start turning those clicks into clients!