Local Services Marketing Strategy
Once you know what advertising channels you’re using, who you’re targeting and how, it’s important to optimize your ads and strategy. You will optimize your first campaigns and continue optimizing campaigns as you continue your advertising program.
Understand the psychology of the customer and what services you can offer them. Mention the pain points or problems they would be searching for. Offer a solution that your service provides and the unique selling proposition for why they should choose you over your competitors. Act like you’re their best friend in the headline.
Benefits should be stated first, then your features or free offer second. This will help build their trust and persuade them to click your ad by impulse. Be sure to use calls to action that are very specific to your business, such as “Reach your financial goals now” or “Find your dream home.”
SOCIAL media ad content
Since your customers are not making purchases directly on social platforms, ad copies must vary. Use varying content to spread brand awareness and collect data. As you do so, you need to split test various ad copies and pay very close attention to your demographic metrics to get a better sense of who your high converting audience segment is.
With a larger budget, split test 3-4 ad copies. With a smaller budget, split test 2-3 ad copies to collect enough data within 30 days or so. Headers are expected to have the most impact, but split test everything from ad text, phrasing (e.g. fun, catchy, negative first, cute, or emotional), benefits, offers, features, unique proposition, etc. It really depends on who your audience is, and that’s why you need to split test to understand who your high converting customer is, and what they are likely to respond to.
Pause your lowest-performing ad copy (do not edit it!), and replace it with a fresh one that is modeled after the best-performing ad. I want to emphasize not editing the ad copy if it’s low-performing because you do not want to convolute the data when you, or especially when someone else, tries to analyze it.
Converting prospects who click on your ads will typically happen on your website, which is why optimizing your website is just as important as your paid advertising strategy. (50% of all searches are done on mobile, so your website needs to be mobile-responsive in order to optimize for more conversions.) If your business takes calls, then the landing page should have a big phone number at the top that is visible. Your website as a whole should be easy to navigate, even on your landing pages. Your website should mention testimonials, accolades, or any other kind of social proof that supports the legitimacy of the business. Each page of your website should state the unique selling proposition of your business. Make your contact information easy to find. Include social buttons to help build your organic ranking.
Remarketing (i.e. targeting prospects based on their previous actions on your website) is one of the most powerful tools that you can leverage in online advertising and it’s a feature built into all advertising platforms. Building custom audiences and lookalike audiences is a must when extending your reach, and optimizing the conversion rate and cost. You need to have conversion tracking installed so you can analyze the data on behavior and website performance. Also consider seasons and holidays that might offer great opportunities for promotions, discounts, limited-time offers, etc. However, holiday ad placement can be competitive, so it might benefit your marketing efforts to begin holiday or seasonal advertising before peak times.
Keep in mind that your conversion strategy should include not just your website and ads, but also your email marketing program, opt-in landing pages, and more.
Google Ads and Bing Optimization
Utilize remarketing for Google Ads and Bing ads. You can build custom audiences based on prospect behavior on your website. After collecting data for a couple of weeks or at least until you have enough results, you’ll also optimize based on the hour and day of the week. Lastly, you’ll be updating that negative keyword list to refine that high-quality custom audience.
Social Media Advertising Optimization
Facebook, Instagram, and LinkedIn offer the same features available on Google Ads and Bing, but the demographic and interest-based targeting on social media is a lot better. Split testing is key because you’ll be able to take full advantage of Facebook’s algorithm (for Facebook and Instagram) when you split test different audience groups to figure out the best combination that leads to the highest quality of conversions.
For LinkedIn specifically, target audiences at a granular level, such as by industry, job title, company, and more. The type of conversions will depend on the business marketing objective. Split test different demographics, geolocations, etc., to zoom in on high-converting traffic.
Optimizing Facebook specifically includes swapping the ad copies, testing the ad copies, and testing the ad sets, as well as creating a custom audience or lookalike audience and continuing to track custom conversions.
Swap Ad Copies: Facebook’s algorithm favors ads with fresh ad copy, so be sure that your ad copy is consistently updated. Be sure to use a similar theme to continue to receive similar results. Overall, this will lower your advertising costs.
Split Test Ad Copies: Split testing ad copies is important for optimization.
Split Test Ad Sets: Use different segmented audiences to fine-tune and discover the best segmentation that is going to give the right balance between conversions and cost.
Custom Audience/Lookalike Audience: Analyze and make adjustments as needed to increase the performance of lookalike audience targeting and custom audience retargeting.
Custom Conversions: Keep tracking custom conversions to understand important KPIs of the business. Eventually, after analyzing the data and making performance adjustments for a few months, switch the campaign objective to optimize for conversions. You will need to justify this switch after analyzing and optimizing results (or conversions) and cost.
Pay close attention to your website performance because it’s as important as Google Ads performance; website performance can refer to load time speed, bounce rate, time per session, etc. One of the most common mistakes businesses make towards digital marketers is wrongfully blaming them for poor performance on campaigns and advertising when their website is poorly optimized for conversions. You can bring the highest quality traffic and at the lowest cost to the website, but all that doesn’t matter if they cannot convert due to website limitations.
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