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Home / Blog / 2015 / November / Why Your Home Service Needs Internet Marketing, Part 2

A Quick Recap

On our last blog, we explained Search Engine Optimisation, how it worked, why it matters, and what it does for your business. It allows your business to be found when your prospective clients are looking for your service, which builds credibility with them through familiarity, search position, and authority.

We also mentioned the main three battles that a business owner faces when it comes to generating leads. They were establishing credibility, appearing on the radar of potential clients, and ensuring repeat customers. As we covered earlier, SEO builds credibility through search results (sometimes known as “organic results”). This blog will now explain how to win the latter two battles!

The Power of Pay-Per-Click Advertising

On this blog, we will now cover the companion to SEO-generated organic results: Pay-Per-Click Advertising, or PPC. PPC is the system that provides paid ads at the top of the search engine results page. When your customers are looking for an electrician (or any other kind of service), their search query will also trigger advertisements for products or services they may want.

The most powerful benefit of PPC is that paid ads appear above organic results, so your ad can be at the top of the page. As we mentioned earlier, the higher the position a search result occupies, the more clicks it will receive. Higher positon equals higher volume of leads.

These ads provide the most precise and effective advertising in the world because they are directly triggered by the interest of your prospective customers. For example, you can set electrician ads to only appear when someone is searching for blown fuse repairs, or other specific searches. The level of control over your campaign with SEM is unprecedented.

While SEO takes some time and consistency to reap its benefits, PPC provides the immediate return on investment that many business owners need. If you began a campaign today, with the right guidance you could appear at the top of the search results within a few hours. However, it is not simply a matter of putting money into an ad campaign.

Creating Success Through Bids & Quality Score

PPC ads compete with each other for the top spots through bids and quality scores. Bids are simple enough—you simply set a maximum amount of money you’d be willing to pay to have your ad sit at the top of the page. If you have the highest bid, your ad will beat out other businesses’ ads, and each position will fill in order of bid size. However, that’s not the only factor in play.

Remember that search engines like Google are invested in giving their clients a dependable and trustworthy experience. That’s why your ad’s quality score matters to search engines. Quality score refers to the relevance of your ad to the search query, the ad’s past performance, and the quality of your website. The higher your quality score, the lower your bid has to be to win the top spots on the page.

Pay-Per-Click campaigns are invaluable to modern business owners. There is hardly a way to compete in the short-term or long-term without it. As a resource, it brings you directly to the customers you want, when they are looking for you. That’s why The Dwyer Group provides each of our franchisees with a PPC expert who runs their campaign for them, using data and insight gathered over years of experience. When business owners choose to franchise with The Dwyer Group, we set them up for success through our internet marketing resources.

Drip Marketing

So you’ve made yourself credible in the eyes of your prospective clients, you’ve appeared on their radar through a successful PPC campaign, and you’re generating leads—but how do you make sure they keep you in mind? How can you make sure they come back if they need another electrician? The best way to keep clients aware of your presence in a non-intrusive manner is through drip marketing.

Drip marketing is the periodic distribution of email or traditional mail about your business or its services. It can be a limited-time offer, an update on current services, or any kind of discount or special event. Drip marketing is a low-cost way of ensuring that your company stays on your customers’ minds.

By far, drip marketing is the simplest and most traditional of our strategies, but it’s quiet crucial. Consistent presence is key to an effective internet campaign. Credibility and visibility are hard-won battles—there’s no need to waste those victories by letting your existing customers slip through your fingers. SEO and SEM help you generate new leads—drip marketing helps you keep the ones you have.

So there you have it! These are the strategies we use at The Dwyer Group to make sure our franchisees generate new leads and build revenue quickly and sustainably.

If you have any more questions about the services we provide to our franchisees, do not hesitate to request a Mr Electric information pack.

Categories: General Franchising

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