5 Ways To Build A Solid And Effective Marketing Strategy

May 17, 2022
4 min read
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Whether you’re an enterprise company or a small business owner, the fact is, growing your field service company isn’t easy. Making sure you get the right message to the right audience at the right time is always a challenge. From social media to search engine optimization (SEO) to content marketing, no matter what stage of the marketing game you’re at, here are a few key strategies to get the results you’re looking for.

SEO 

SEO is all about improving your online visibility so customers can easily find your pest control or lawn services on Google or other search engines. It’s one of the top ways to market your business and can be a very powerful tool to drive more traffic to your website when it’s done right. 

SEO works to improve and optimize your digital presence, such as your website and other web-based content, to increase your visibility on search engine results pages (SERPs). For example, the higher you rank on Google, the more traffic you can drive to your website and the more sales you will make. A few tactics to get you noticed are: 

  • Creating a free Google Business Profile account 

  • Creating a free Yelp business account

  • Optimizing your website with targeted content and local keywords

  • Asking clients to post reviews on Google, Yelp, social media, and other relevant review sites 

  • Focusing on high-quality backlinks (a link from another website to your site) 

You may want to work with an SEO expert to help you create an SEO system that generates backlinks, monitors (and responds to) reviews, and optimizes your website. Google and other search engines continue to become more sophisticated and will reject attempts to stack a lot of keywords onto a site or other strategies to “game” the SEO system.

Content Marketing 

We’ve all heard the phrase, “Content is king!” and digital marketers have devoted a lot of time and effort to perfecting the right content that gets noticed. Basically, content marketing is writing and publishing relevant, high-quality content that resonates with a particular audience. 

The idea behind it is that your content is providing some kind of value, such as answering a question, a “how-to” video that solves a problem, or a moneysaving tip, and this content is shared with others. Sharing content helps raise your search engine rankings and establishes you as a thought leader in your industry. There’s a wide range of content marketing, but some of them are: 

  • Blogs

  • Infographics

  • Eguides

  • Podcasts

  • Videos 

Think about what resonates the most with your target audience. Keep in mind that with any content marketing strategy, you need to use SEO keywords and make sure your content is posted using an optimized uniform resource locator (URL).

Pay-Per-Click (PPC) Advertising 

PPC is an incredibly useful tool to promote your business through display ads on search engines like Google by creating ads around key phrases such as “pest control” or “lawn care”. Google uses an algorithm to determine when and where your ads are displayed on the SERP. Every time someone clicks your ad, you’ll get charged a fee. 

Of course, the idea is that users will click all the way through to your landing page to purchase your services, read your blog, or sign up for your email list. Unfortunately, it’s not guaranteed, and you’re still charged when someone clicks on your ad. Since PPC can get pricey, many SEO experts recommend combining PPC advertising with a content marketing strategy to drive traffic to your site and your content so that others will share and increase your organic SEO growth.

Social Media 

Social media isn’t going away, so there’s no point in ignoring it. There are thriving businesses out there that have been built exclusively on the backs of social media. That said, choosing the right social media platform to focus your time and resources on will depend on a number of factors, including what your target audience is most likely using, the type of content you’re producing, and where you can be most impactful. 

Using social media as a marketing tool isn’t just something you do in your spare time. You have to be fully committed to it and engage on Facebook, Instagram, YouTube, Twitter, and yes, even TikTok. If you’re not sure about how to incorporate TikTok as part of your marketing strategy, check out this Tip Sheet, 7 Ideas For Some Serious TikTok Inspiration.

Email Marketing 

By 2025, it is estimated that there will be 4.6 billion email users worldwide. It only makes sense that this is one of the most popular ways to reach your prospects and customers. Another benefit is that it lets you build a relationship with your customers. When someone joins your email list, either because they purchased your services or want to receive your content, you can reach out to them to promote your business. And the best part? It’s cheap. 

There are many ways to leverage your customer list, such as: 

  • Separating your customers into different email lists based on their purchase preferences, location, or other demographic information 

  • Using a marketing software solution so you can preset parameters that will enable you to send your email at the right time to the right audience 

  • Ensuring your email and subject lines are creative so that they have higher open rates 

Lastly, make sure you’re paying attention to how often you send emails. You don’t want to overdo it and be reported as spam.

Look, at the end of the day, we know you’re busy managing your field service empire. Let the experts at FieldRoutes work with you to develop a marketing strategy that’s going to take your business to the next level. Schedule your free demo today.

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