In May 2017 Google hosted a live stream seminar that covers
several important strategies for companies that provide home services to expand
their business online. Proceed
Innovative has extensive experience with clients that provide home services and
we have helped them grow their online audience through these proven and
effective digital marketing
strategies. Read this article to see the summary of the
main points made by Google representatives about the importance of home service
businesses adapting their marketing approach to fit changing consumer
behaviors, as well as strategies home service businesses can use to grow their
online audience.
If you believe that your home services company is losing
business to your competitors because they have a stronger online presence, talk
to our digital marketing professionals at Proceed Innovative. We are a certified Google Partner with access to exclusive information and marketing tools
from Google that can help home services businesses reach more consumers the
moment they need you the most.
Changing Consumer Behaviors and the Home Services Business Model
The Google Partners presentation begins with Google
representatives explaining the importance of mobile marketing for home services
businesses. They present two statistics
regarding mobile marketing that every company should take into account: 82% of
smartphone users use a search engine to look for local businesses, and 50% of
those who do these searches visit the business within one day. The growing mobile search trend has led to a
few key changes in consumer behavior:
·
Control
and Convenience: Consumers can access information about products and
services 24 hours a day.
·
Well
Informed: Consumers can consult more sources of information in a short
amount of time.
·
High
Expectations: Because mobile consumers are better informed, they have
higher expectations for products and services.
Google’s presenters emphasized the point that “extraordinary is the new
ordinary.”
In general, the home services industry has been slow to
adapt to the changing consumer behaviors brought on by the rise of mobile
search. Google presents the following
statistics to show how this trend is challenging the current home services
business model:
· - Consumers refer to 22.4 different resources on
average before making a decision regarding home services, twice as many as 4
years ago.
· - Only 2% of home services businesses are set up
to reach consumers at the right moments.
· - 56% of all media consumption is digital, yet
only 25% of all digital advertising done through Google is for home services
businesses.
While this may seem like a troubling issue for home services
businesses, it is actually a great opportunity for these businesses to expand
their online presence by playing into these trends.
Reaching your customers at the right moments has
become extremely important in the age of mobile search which is why you must
anticipate the needs of your customers. Home
services businesses must anticipate the following:
·
Immediacy
of Action: Consumers typically search for a home services business in
reaction to a problem that needs an immediate response, such as a burst pipe.
·
Higher
Expectations: Consumers not only have higher expectations for the quality
of services, but also for the quality of
their mobile experience. 67% of
mobile users will leave your website if it does not function or display
properly on their mobile device.
·
Unscripted
Decisions: Consumers tend to choose
home services businesses based on who can quickly provide the help they need,
rather than on brand loyalty.
5 Ways to Grow Your Home Services Businesses with Google
·
Claim
Your Google My Business Listing: These listings are free from Google and
they appear within Google’s search results as well as on Google Maps. Once you claim ownership of your listing, you
can edit your business information including your address, contact info, and
service area, as well as manage your Google reviews.
·
Reach the
Right Consumers at the Right Moments: Home services businesses should be
concerned with reaching customers in these “micro-moments”: what to remodel
moments, can I afford it moments, and who can I trust moments. You should keep these moments in mind when
choosing keywords for your pay-per-click (PPC) advertising campaign. Proceed Innovative provides PPC management
services to help you set up and maintain your campaign.
·
Make your
PPC Ads Profitable: Your PPC ad campaigns should be thought of as an
investment that can help you turn a profit.
Google provides analytics data on your campaign so you can easily keep
track of how much you spend versus how much you have earned from your ads. A Google Partner like Proceed Innovative can
help you maximize your potential profit on your PPC campaign.
·
Build a
Great Mobile Experience: It is very important for your website to be mobile
friendly so that consumers searching on mobile devices have a satisfying
experience. Make sure your website has a
fast loading time, displays properly, and has click-to-call functionality to
eliminate unnecessary steps to purchase.
·
Use
Innovative Ad Formats: There are 11 different ad extensions from Google
that you can use to change up the look of your ads. Using different ad formats can increase your
click through rate (CTR) by 30%.
As a certified Google Partner, Proceed Innovative can help
home services businesses expand their audience online through effective PPC
campaigns and mobile web design
services. You can read the full version of our blog GrowYour Home Services Business Online: Google Partners Connect Presentation
for more information.
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