There are many advertising channels for you to consider, but it’s important to narrow in on the platforms that perform the best for your local services business. Overall, social media platforms are going to be great for brand awareness. Google and Bing ads are going to be your best option for attracting customers who are actively looking to buy your services.
GOOGLE & BING ADS
Utilizing Google and Bing ads can help put your business in front of customers who are shopping with intent. You’ll be able to easily remarket to any visitor who interacts with your business without asking for their contact information because you’ll be able to place your ad on other relevant websites that they visit.
If your business targets big decision-makers of companies, then your business may want to utilize LinkedIn because you can advertise specifically based on job titles, company size, industry, skills, and more.
facebook & instagram
Utilizing Facebook and Instagram ads enables you to spread awareness of your brand to virtually everyone in the local area and target people at a very granular level by leveraging Facebook’s robust demographic data of all their users. No other social platform allows you to target with this sort of sophistication.
direct mail campaign
Local services businesses can use direct mail campaigns to target specific audience groups in specific areas, which can increase brand awareness and work alongside digital campaigns.
Direct mail campaigns work best when they are a part of a larger campaign that utilizes both print and digital means. They also require specific locations to work effectively. The location utilized for the campaign needs to be in your service area and chosen by demographic or another determining factor. For example, a roofing business can see what year many neighborhoods were built and determine when many of those homes are likely due for a new roof or a roof repair after a big storm; the roofing business can then send a direct mail campaign to these neighborhoods to provide a timely recommendation.
To improve effectiveness, the roofing business will send one campaign with three separate postcards (over the course of a month) with one call to action to “call today” and their digital advertising efforts will promote the same offering.
The content of that direct mail piece should utilize the details in your Brand Guidebook and include one call to action. Timely promotions work well for local services businesses sending mailers. However, it’s important to know that one mailer will probably not lead to a lot of business. Just like all marketing, it takes consistency and multi-channel campaigns to drive conversions.
Our team works as a fluid extension of each of our member’s businesses by developing strategies and executing projects in whatever capacity is best for their unique needs.