Posts Categorized: Tips & Tricks
Digital Marketing Basics for Plumbers
Digital marketing has proven to be an effective technique for increasing brand awareness, converting leads, and scaling businesses in the plumbing industry. The community needs your services so most importantly…they need to be able to find you! Digital marketing simply helps make it easier for the people who need you to find you, hire you, and pay you. Today we’re sharing everything you need to know about digital marketing for plumbers and get those leads rolling in.
First…What Exactly is Digital Marketing?
If you’re brand new to the game, digital marketing is an umbrella term used to describe all marketing strategies online. This may include search engine optimization (SEO), paid advertising, social media marketing, and content marketing. Each digital marketing platform offers value to a plumbing business, helping them increase brand awareness and convert leads. It can be super complex or you can keep it simple. We prefer the latter.
How Can Digital Marketing Help You as a Plumber?
When homeowners have a problem, they no longer grab the yellow pages and look for a plumber nearby. They don’t go rummaging through their mail to find the latest flier or discount. Instead, they go straight to Google, Alexa, Siri, or other means of finding exactly what they need in the shortest amount of time possible. If you haven’t set up your business so it’s findable by search engines, you’re missing out on tons of opportunities for lead generation and growth. You don’t have to have a super comprehensive blog or social presence, but you do need to get some foundations in place so you can expand into more digital marketing once you get your momentum going. And ohhh the momentum it can generate!
Reaching More and More Customers
In addition to reaching new customers, digital marketing can also help target those who have previously shown interest in your business. Essentially, this just means if someone visited your website but never called you, you can make sure your articles and advertisements show up while they’re browsing to remind them about you.
Retargeting campaigns can follow potential customers throughout their buying research and conversion stages. Digital marketing platforms can also connect you to your customers, helping you understand their pain points and providing them with offers they’re most likely to use. It’s a win-win!
Tips for Growing Your Presence
Our team specializes in digital marketing for plumbers, so here are a few more tips for growing your digital presence quickly and easily:
- Follow the customer’s cycle: Create your marketing strategy based on buyer intent and where they’re at in the buying process. For example, social media does a great job at promoting brand awareness, which is ideal for top-of-the-funnel customers. Paid and web design are ideal for the consideration and intent phases in the middle of the buying cycle.
- Optimize your website for SEO. With a few intentional keywords tucked into helpful blogs, the search engines will prioritize your brand to make sure you come up first. Cool, right?
- Take advantage of local service ads: Local service ads (LSAs) are similar to Google Ads, except that you only pay for qualified leads. Use LSAs to target plumbing-specific keywords so your ads are shown when customers are searching for related services.
- Increase customer reviews: Increasing the number of customer reviews helps you create a digital presence while also earning trust. You can use social media or Google My Business (GMB) profiles to build reviews.
- Jump on social media: While it may seem like something that’s simply nice to have, your social media presence says a lot about who you are. It’s the perfect opportunity to take your customers more deeply into your story, your work, and why you’re passionate about what you do.
We Get You.
A digital presence is a must in today’s world. Luckily for you, all we do is help trades professionals (and plumbers like you) get on the fast track to growth with digital marketing that truly represents your business so your ideal prospects can become your most loyal customers. Get in touch with us today, we’d love to help you.
Home Services: Our Top SEO Tips for 2023
If last year taught us anything, it’s that digital marketing is a MUST for home services businesses. Why? Because people need your help, and they need to be able to find you.
Full stop.
Why the time is now for SEO
Search engine optimization (SEO) is by far the most effective tool for making sure you come up first on Google and other search engines. And honestly, it’s the best-kept secret for all of the home service companies we see killing it out there while others struggle to keep up with the work they already have. If you’re ready to break into the next level of your business, we’re sharing our top SEO tips to help you get on track this year (and blow your competition out of the water). Let’s dive in!
#1 Be Specific
As soon as customers visit your website, the purpose of your website should be clear to them. Don’t confuse visitors with content about anything else if you offer home services. Specificity in your content will also help you choose the right keywords.
#2 Write Content for Humans
Your content should deliver valuable information to your site’s visitors. You can employ SEO tactics and use relevant keywords, but the old tactic of stuffing keywords to engage search engines doesn’t work anymore. Your first goal is to capture a customer’s attention and offer something relevant.
#3 Use Keywords Where They Matter
Start by identifying the keywords that will drive customers to your site. An easy way to do this is to think about what you personally would type into the search bar if you need help. There are a ton of tools that can help you find the right keywords you can add to your website, blog content, and even your social media. With video taking the lead this year, it’s important to think about using your keywords across channels to capture the most engagement and views.
#4 Remove Anything that Slows You Down
Your site has about three seconds to load before people click away and don’t return. If your website loads realllllyyy slowly, Google will notice and won’t send customers to your site as readily. Streamline your web pages to eliminate large graphics, extra plug-ins, and formatting that doesn’t do well on multiple devices. This is good advice for pretty much everything, in our opinion, and especially important for your SEO.
#5 Make Your Meta Descriptions Unique
Okay, if you’re already earning your degree in SEO basics, this one is important. Your meta description is the copy that appears after the title of your page or blog on Google, and it helps give a little more insight to entice that desired “click.” Each meta description should be a unique snapshot of what customers will find on that page. A well-crafted meta description helps your website rank in search engines and will incentivize people to explore your site.
#6 Create Keywords for Your Images
Imagery and video will be more important than ever this year, so an uncommon tip is to create image keywords for any imagery that lives on your website. It helps because many people find your website via image search, so being more intentional about the image title, description, attributes, and file name in the back end of your site can make a world of difference. We can show you how!
#7 Make Sure Your URLs are Easy to Read
This one can really help you. Keeping your URLs under 60 characters is an insider trick to making sure the search engines know exactly what your page is about so you’re more likely to show up first in a search. Plus, it’s just easier for everyone to understand where they’re going.
For example, which would you click on first? https://innovativeplumber/pages/listing/123/contactus.htm or https://innovativeplumber/contact?
Our bet is that you’d be more likely to click on the second one (and the latest marketing research is showing that most other people would too). So keep it simple!
#8 Link to High-Quality External Websites
If you’re writing a blog, it’s important to include a few links to high-quality content for your readers. Not only are they typically the most helpful resources that add a ton of value to your content, but external links also help give you credibility and incentivize high-quality sites to link back to you in return. Try only sharing links to relevant, trustworthy sites. For example, linking to a respected leader in your community is more effective than linking to a Facebook group. You get the idea.
#9 Add Helpful Internal Links
If you’ve captured the attention of a prospect through a page or a piece of content on your site, you’re already winning. To keep them engaged even longer, include some internal links that give them more helpful information to read or take action in some way on another page. For example, you might always include a link to your Contact page or point back to your services so you can earn their trust (and more points with search engines).
#10 Keep Your Content Updated
With the rise of AI and more and more businesses optimizing their content for SEO, it’s more important than ever to create unique, creative, and original content that stands out from the millions of words published online each day. A great way to do this is to include content that tells a story, and your blog/social media is the perfect place for this. Share stories from your customers, write about your own entrepreneurship journey, or include content that feels grounded in the present and truly helps the customers you want to serve
We’re Here to Help
You don’t have to figure out the nuances of SEO alone. Our team at LMH stays up-to-date with the latest SEO strategies so you can stay ahead of the curve. Contact us today to get started!
HVAC Content Marketing: 10 Blog Ideas
Content marketing helps build trust with your customers as a trades expert. Posting relevant and informative content on your HVAC blog gives your customers confidence that you’re knowledgeable and professional in your industry, AND it helps you stand out on Google, Bing, and other search engines.
If your HVAC business needs a helping hand in coming up with topics and content, these 10 helpful blog post ideas can help jump-start your content marketing campaigns. You’ll thank us later.
Why Is My Air Conditioner Dripping Water?
Talk about how when you see water dripping from your AC unit on the inside of your house that it’s probably a clogged condensate drain line. List ways to clear the line and when to call a professional.
Should I Replace or Repair My Home’s Heating System?
Your home furnace has a life expectancy of about 15-20 years. Is it worth spending money on repairs or is it better to invest in a new furnace?
The Top Benefits of an HVAC Zoning System for Your Home
Discuss what home zoning is and the top benefits of having an HVAC zoning system. Save money, increased efficiency, and customize the temperature of each room for individualized comfort.
Tips for Preparing Your HVAC System During Bad Weather
When winter storms roll in, you’ll want to protect the outside portion of your HVAC system. List the necessary steps needed to weatherize the unit.
How Your Air Conditioning Unit Can Help Alleviate Allergies
If someone in your household has allergies, your AC unit can help relieve symptoms. The system acts as a dehumidifier, the filters trap dirt, dust, pollen, and impurities.
Should I Consider Having a Backup Generator?
You don’t want the food in your refrigerator to go bad, lose the internet, or be deprived of hot or cool air during a power outage. Discuss stand-alone or whole-home backup generators.
Why Is My Furnace Blowing Cold Air?
There are several reasons why your furnace is blowing cold air when you’re trying to heat your home. List several reasons — dirty filter, pilot light issues, etc.
Can I Use a Ductless Air Conditioner for My Sunroom?
Sunrooms can get too hot or too cool as the seasons change. Discuss how a ductless air conditioner can help keep the sunroom comfortable and usable year-round.
What Are the Different Types of Filters for My Air Conditioner?
You can put several styles of air filters inside your air conditioner. Discuss the various types and the benefits of each style. Fiberglass, pleated paper, spun glass, electrostatic filters, etc.
How Often Should I Have My Ductwork Inspected and Cleaned?
Talk about what your HVAC system’s ductwork is and how important it is for the efficient heating and cooling of your home. Ideally, you should have a professional inspect, clean, and repair your ductwork every three to five years.
Get Help with Your Content Marketing
Coming up with content marketing ideas may seem daunting for your HVAC business. However, with these 10 blog ideas, you’re on your way to helpful content marketing.
You’ll gain valuable trust from your existing customers, be an authoritative voice for those seeking information about HVAC issues, and increase SEO visibility for your business.
Get in touch with our team for more details on how to make content marketing work for you.
Unspoken Rules of Mediocrity (and How to Break Them)
I’ve always been kind of a rule-breaker. It’s gotten me into trouble from time to time.
But more so, breaking the rules has allowed me to shift from mediocre living to a meaningful and super fulfilling existence. No matter the endeavor (from small business digital marketing to improving your life experience), there are a few “rules” that are outdated and counter to the limitless possibilities available to us as community leaders.
Rules Were Made to be Broken
If you’re into figuring out how to maximize your life, I have three rules you’ve probably heard of that you might be interested in BREAKING.
1. Don’t make waves. I’m not advocating for being a bull in a china shop (and certainly try not to be an a$$hole), but make the waves. Have a purpose. Find your team. Get clear on your vision and take action from a place of integrity.
2. Listen to your friends and family. They mean well, but unconscious fears from friends and family can block your success and direction. Consider any input from your loved ones while using your own compass (and ideally strong data sets) to guide you. They’ll respect you for it.
3. Don’t push yourself too hard. I’m not telling you to burn yourself out, but I am here to encourage you to find your edge. Push yourself to work smarter, not harder. Study the people you admire, emulate new business models, and take action in areas of your life where you might not be challenging your growth.
Resources for Creating Your Own Rules
Review some of the cognitive biases and rules you typically follow that could be holding you back. To help you out with this, here are a few resources I love.
Read: Building a StoryBrand by Donald Miller
Listen: Impact Theory: How to Master Your Negative Thoughts and Use Them for Good
Life Hack: “The Two-Minute Rule” – If a task comes to your plate that will take less than two minutes (start to finish), just do it. This keeps your list of ‘“I’ll do it later” tasks from piling up.
Cheers,
Danny Braught
CEO, Lokal Media House
P.S. If you enjoyed this and would like to connect sometime, here’s a link to my calendar.
Integrity: The Intangible Key to Small Business Success
For me, the most meaningful part of running a digital marketing agency for local businesses is not the day-to-day strategy.
It’s actually in the coaching relationships we have with our clients. Not only does it help them grow through localized search engine optimization, it often leads to profound personal growth as well.
The Art of Integrity
A topic that comes up a lot is integrity. It’s a moral imperative and a highly lucrative one in so many ways. I read a quote recently that I really loved: “Integrity is the cure for unhappiness.”
It really got me thinking. Because it’s something we really encourage and practice around here—integrity, authenticity, quality, and serving our community.
Leading with these values in mind can make a big difference in the way we approach our work and lives.
And really…they allow you to have way more fun in the process. Just some food for thought as you pave the path to sustainable business growth and more predictable income.
A few great quotes to keep you motivated:
“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”
– Simon Sinek
“Identify your problems, but give your power and energy to solutions.”
– Tony Robbins
“Sweat equity is the most valuable equity there is. Know your business and industry better than anyone else in the world. Love what you do or don’t do it.”
– Marc Cuban
I’m also loving this podcast episode from Ed Mylet: Success Requires No Apologies, Failure Permits No Alibis
Cheers,
Danny Braught
CEO, Lokal Media House
P.S. If you enjoyed this and would like to connect sometime, here’s a link to my calendar.
How to Get Lucky in Business (and Life)
Luck is an interesting concept. When you’re playing the Google algorithms to quickstart your growth, it may feel like local digital marketing for your small business is a bit of a gamble.
I also think there’s another perspective to consider.
So much of what we come to call “luck” in marketing is actually the result of thousands of micro-actions that add up to what’s possible in both your business and your life.
Simply put—your daily efforts put you in a position where “luck” is more likely to find you. It’s about slowing down and optimizing the little things.
3 Tips to Improve Your Odds
Here are the top three lessons I’ve personally learned about luck that have changed my life (and might change yours too):
Be here now.
Distractions take us out of the present with our clients, family, or friends and can have us missing out on the golden moments of our lives. Limit them. Tap in. You’ll be surprised how much you can find.
Take action on small opportunities.
Such a simple concept that it’s easy to miss. When you’ve checked into what’s happening here and now in relation to your goals, moments of opportunities come up again and again. Pay attention and act when they arise so you don’t get left behind.
Visualize success.
Focus on what you want and, more importantly, why you want it. Visualizing where you want to go and your personal path to success can give you unshakeable optimism so you can find the right idea, avenue, or team and easily crush your goals.
Get Even Luckier
Here are a few of my favorite tools that might help bring you more luck and success:
The Finimize App – This is my absolute favorite finance app that gives you tools and insights to make smarter financial decisions.
Maximize Business Value Podcast: Things Business Owners Need to Know Pt 1
GasBuddy – Find the lowest gas prices in your area and save tons of money (seriously, you’ll thank me later).
Cheers,
Danny Braught
CEO, Lokal Media House
P.S. If you enjoyed this and would like to connect sometime, here’s a link to my calendar.
P.P.S. If you really enjoyed this, subscribe to our newsletter to get more content like this straight into your inbox.
How to Get Started with Law Firm Marketing
Effective law firm marketing requires an active online presence and thoughtfully designed campaigns.
Lawyers must carefully balance their ethical and legal responsibilities with effective advertising to maintain profitability and growth. A well-designed website, carefully researched SEO, and an active social media presence set the stage for powerful organic outreach.
Complement these with strategic paid advertisements and positive testimonials for a well-rounded approach to your law firm’s marketing goals.
Create a Clean Website
Your law firm’s website is like its virtual office. Visitors want to find a clean, organized space and will generally turn away from anything gaudy, confusing, or poorly maintained. Create a clean website by addressing:
Usability: Keep your law firm’s phone number at the top of the page at all times and include a CTA above the fold.
Organization: Build content silos around different topics, such as areas of practice.
Minimalism: Keep each page simple with a neat navigation bar rather than a plethora of banners and links.
Branding: Select a three-color palette, two typefaces, and a logo to represent the law firm. Use these consistently through all marketing materials.
Optimization: Work with a team who understands local SEO optimization to ensure you’re making the most of your website
Incorporate Local SEO
Search engine optimization (SEO) is the process of building a website that will rank highly on search engine results pages (SERPs).
This involves strategies like using the right keywords and providing informative content. For a law firm, it’s best to target keywords that identify both the specific legal services and the service area. This means thoughtfully crafting content throughout the site so it naturally uses phrases like “personal injury lawyer in Orlando” or “bankruptcy lawyer in Chicago.” Creating and maintaining a Google Business Profile will help with SEO as well.
The law industry presents some unique challenges when it comes to creating content. Lawyers must adhere to legal and ethical standards. There are strict rules on what a law firm can and can’t say.
Working with an experienced marketing agency familiar with legal SEO can help your business safely navigate these potential hazards.
Create a Social Media Presence
Facebook alone has over 2.9 billion monthly active users. Maintaining an active presence on social sites can help law firms engage with the community and reach new potential clients.
This is an effective platform for forming connections and building awareness of your firm’s legal services. Through social media marketing, you can offer ongoing support using informative posts, thoughtful answers, and helpful referrals to the services that will help your clients most.
Use Paid Ads
Paid ads can boost your law firm’s website to the top of relevant search results. Companies can bid for prime ad placement and pay-per-click or per-thousand impressions.
This is a helpful complement to organic SEO. As with all search engine strategies, it’s important to research and target the right keywords. Your law firms may also invest in paid ads on social media.Having a knowledgeable legal marketing agency on hand can make it much easier for your law firm to launch its advertising campaign. Lokal Media House offers custom marketing services tailored to suit the legal industry and its strict standards.
Key Automotive Marketing Strategies for Success
Competition is stiff in automotive marketing, with companies eagerly vying for each precious dollar that consumers will spend.
It’s crucial for businesses in this space to practice thoughtful marketing strategies. They need to be sure to use the right keywords, service locations, and communication features. Successful automotive marketing requires both solid search engine rankings and intuitive website navigation so customers not only click but also convert.
Search Engine Optimization
Proper SEO helps land automotive businesses at the top of SERPs (search engine results pages).
Results on page one garner 95% of search traffic and an average CTR of 208%. This means that users click not once but twice on these links.
Target the most relevant keywords for the industry and locale to earn these coveted rankings. Successful keywords are typically phrases that combine services and locations like “used cars in Spokane” or “Chicago transmission repair.” Maintaining an accurate and detailed Google Business Profile will help improve your local SEO as well.
Paid Advertising
A properly managed paid advertising campaigns can boost your automotive website into coveted paid spots at the top of SERPs.
When purchasing paid advertising, it’s crucial to select the right keywords. You need to consider both the keywords you want to target and those that you want to avoid. Known as negative keywords, the terms and phrases that a company excludes from advertising are more important than many people realize.
Negative keywords are those that are similar but irrelevant. For example, an automotive company that doesn’t handle auto body repair may want to exclude “auto body repairs” so as not to waste money on clicks that won’t convert. You must specify this type of exclusion since “auto” and “repairs” may both be relevant and therefore trigger your company’s advertising.
Web Design
Proper web design ensures that prospective customers can find everything they need quickly and easily upon visiting your automotive company’s page. Clean and effective web design includes:
- SEO optimization
- Contact information at the top of every page
- Details on all services provided
- Consistent branding including the appropriate logo, colors, and typography
- Engaging photos, particularly for vehicles that are on sale
- Clear and actionable CTAs on each page
- Live chat or call features so visitors can immediately get in contact with the company
Customer Reviews
Customer reviews are a valuable feature on your company’s website as well as third-party sites like Google Business Profiles and Facebook.
Positive reviews are especially useful for automotive marketing due to the industry’s undeserved reputation for providing pushy or untrustworthy service.
Reviews can go a long way toward establishing your business’ legitimacy. Consider sending a thank you postcard with a QR code for submitting a review or delivering follow-up emails with the appropriate review link after the customer makes a purchase.
Expert assistance can help automotive companies climb above the pack and stand out in this crowded space. Lokal Media House offers tailored marketing solutions including SEO, paid advertising, social media marketing, website design, and automated review management.
With the right marketing strategies, your automotive business can more effectively reach those valuable leads that will convert to paying customers.
Marketing Essentials for Plumbers and Contractors
As plumbers and contractors, you’re in a competitive industry where homeowners often have a plethora of local service providers to choose from. That’s why it’s essential for you to stand out, and we’re here to help.
Smart marketing strategies can make the difference between rapid growth and lackluster results when your business is in this industry. Make sure these essentials are in place to give your company the best chance of success.
Effective Website Design
A well-designed website lends legitimacy to any company. In the United States, a whopping 99% of people report searching online for local businesses.
Thirty-five percent conduct these types of searches multiple times a week, and 21% search for local businesses daily.
A website optimized for SEO helps to ensure that you can get your business in front of homeowners who are actively seeking your services.
Search Engine Optimization (SEO)
SEO is the process of incorporating appropriate keywords and content into your website to increase its search rankings on results pages. As plumbers and contractors, SEO will include words related to the specific services offered as well as the area that the company serves.
Phrases like “plumbing repairs in Nashville” or “Louisville faucet installation” are important when marketing a plumber or contractor, as these are the terms customers are most likely to use when they’re actively looking for someone to hire.
Google Business Profile
A Google Business Profile is a powerful tool that will increase SEO while giving your plumbing company even more legitimacy. You should always create or claim your Google Business Profile. After establishing ownership, you can update details such as services offered, service area, location, and hours. The business profile also provides a place for customer reviews so you can begin collecting testimonials.
Social Media Presence
A social media presence can provide access to billions of active daily users. Social sites offer the perfect platform for communicating with your customers. This is the ideal spot for sharing promotions, hosting contests, and answering questions. Companies that support community events or fundraisers can use social media to increase awareness of these activities as well. Social sites require ongoing attention to perform effectively, so you must make sure that someone is posting and responding to comments daily.
Paid Advertising
Paid advertising gives a little boost to the organic marketing efforts that form the core of your promotional efforts. This form of advertising is one of the most popular models for plumbers and contractors. By carefully conducting A/B tests and analyzing results, you can identify the tactics that yield the greatest ROI. It’s important to track not just clicks, but also conversions. Seek the campaigns that lead to the most actual sales and push these harder in the future.
These basics will form the core of any plumber’s marketing strategy. With a website, social media presence, SEO, Google Business Profile, and paid advertising in place, you can position your local company for success. Contact LMH for assistance with these strategies and more. We’ll be more than happy to support you.
