In this post, we explore common handyman marketing pitfalls home service businesses should avoid for more effective social media ads.
Like a toolbox, digital marketing offers tools for your handyman business to promote your services, and social media ads are a powerful way to reach your prospective clients. With almost everyone being active on social media, the marketing opportunities are plenty. But then, you might’ve heard stories about other handyman marketing campaigns that wasted time and money. Why did those happen?
The reason is probably because a lot of businesses turn to social media advertising even when they have no clear understanding of its nuances, leading to ads that don’t hit the nail on the head.
If you think you’re not as well-equipped as you want to succeed in social media ads, this blog covers four very common handyman marketing mistakes that you should avoid.
Table of Contents
Mistake 1: Missing the Mark with Wrong Audience Targeting
Are your social media ads yielding unsatisfactory ROI? Take that as a sign to check up on your ad audience. Some handyman marketing campaigns reach uninterested users because of broad or incorrect targeting. When ignored, your ads will only accumulate wasted spending instead of new clients.
In most cases, this problem arises because of a lack of precision. We recommend being specific with the demographic profile of your target audience. Imagine having your social media ads appear to homeowners living outside your state. The geographical difference is more than enough reason for that prospect to dismiss your offer and find nearer providers.
To overcome this issue, your handyman marketing campaigns should use advanced targeting options. Many social media apps have insightful tools to boost precision targeting. For example, some platforms generate leads based on a user’s interests and online behavior. Blending this psychographic data with detailed demographic information can significantly boost the relevance of your ads. Once you know your ideal client profile, you’ll be able to market your services based on their motivations.
Facebook allows marketers to target users based on life events—such as moving to a new home—which are crucial in handyman marketing.”
Mistake 2: Neglecting Handyman Marketing Creativity
Many sources claim that an average online user sees 10,000 ads daily. Whether this estimation is true or exaggerated, it’s undeniable that most people find their feeds too riddled with social media ads. How can you ensure your handyman marketing content captures attention?
Generic ad visuals and copies won’t do much for your business. From blurry images to robotic-sounding writing, ads with these elements do not have what it takes to encourage users to click. If your current marketing efforts are guilty of these mistakes, it’s time to shake things up!
To start, you may want to hire professional photographers and/or graphic designers to amp up your display ads. But if you’ve got high-resolution photos and captivating designs, maybe the issue is with the type of content you’re promoting.
Highlighting before-and-after transformation is popular in handyman marketing because these types of ads provide evidence of your capabilities. If you plan to create Facebook or YouTube ads in this style, make sure to make your version memorable. This can mean putting your own twist on this concept, such as by inserting your branding colors or adding a complementary jingle. It also helps to choose projects with the most noticeable changes to highlight your services’ impact.
Of course, successful social media ads are never complete without good writing. Identify which message your audience relates to the most. Then, prepare a cohesive headline, description, and call-to-action (CTA) to make a relevant and cohesive copy. You can even insert client testimonials to hone in on authenticity.
Keep in mind that creativity is an asset in handyman marketing. It’s only a matter of thinking outside the (tool)box!
Mistake 3: Overlooking Local SEO for Social Media Ads
You may not know this, but local SEO also plays a role in the success of social media ads. By optimizing your ad copy, your ads become geo-targeted. That is to say, potential clients within your service areas will see your ads more.
While SEO-driven social media ads give marketers like you an edge, it’s still a common oversight. You might not be aware of this, but ads without keywords can lead to poor conversion rates. The reason is that if your content lacks location-specific terms, your ads won’t stand out as a local choice. Hence, you’ll be missing out on opportunities to connect with nearby prospects who are seeking professional handyman services.
If you want to start exploring local SEO ads, your first step is to conduct thorough keyword research. Make well-informed decisions when selecting phrases to insert in your plumbing marketing content. Next, focus on long-tail keywords because people often use them on high-intent searches. Once confident in your choices, blend these phrases naturally into your ads’ headlines, descriptions, and CTAs.
The results? Your social media ads will have enhanced visibility, which drives organic traffic and growth!
Mistake 4: Disregarding Performance Ad Analytics
With social media’s ever-changing nature, handyman marketing must also undergo constant adjustments. But then these adjustments shouldn’t be made just for the sake of baseless updates. If your business is serious in your social media advertising, it’s time to commit to data-based performance analytics.
Virtually all platforms offer key performance indicators (KPIs) for social media ads. KPIs can range from click-through rates to conversion rates and even cost-per-acquisition. It is then up to you to review those metrics to check if your ads have become dead weight or are actually carrying your business to greater heights.
However, some digital marketing beginners may find those numbers overwhelming. Others don’t even care to check on those statistics. Keep in mind that ignoring data can harm your handyman marketing efforts. On top of that, the lack of judgment will result in budget mismanagement. That’s why a lot of home repair companies suffer from high-paying ads that yield unsatisfactory results.
You can fix this problem by establishing intervals for reviewing your ads’ performance. If data interpretation is something you struggle with, use tools like heatmaps, which provide visual representations of where users click and engage with your social media ads. By creating decisions backed up by data, you’ll feel more secure with getting your desired results.
Ad fatigue happens when you ignore KPI and your audience gets bored of seeing your ads frequently, leading to lower engagement.
Signs That Say You Need to Call Handyman Marketing Pros
Is your handyman marketing campaign experiencing low engagement rates? Are your social media profiles dealing with a stagnant growth of followers? Those are two clear indicators of your strategies not aligning with your audience’s expectations. In situations like these, outsourcing the expertise of digital marketing experts is the wise course of action.
These professionals can audit your existing campaigns to determine the underlying issues. In addition, their support will allow you to focus on handling core business duties. All of those will spare you the time, effort, and even potential losses from launching failed ads. Remember, if you want a fresh perspective on improving your social media ads, seek the help of a veteran social media advertising agency.
Zero Company is a purpose-driven marketing agency that comes equipped with 20+ years of digital marketing experience. Our team knows the importance of empathy in business and has played a key role in supporting over 2,500 brands as they grew their online presence and, as a result, their revenues. With our social media advertising services, your company can be well on its way to joining the growing number of our successful clients!
Book a free call with our handyman marketing specialists today so we can start planning for your profit-generating social media ads!
