10 Inbound Marketing Tips for Field Services
The days of loud commercials and big street shows are mostly over. People prefer their marketing to be cool, calm, and waiting for them when they want it. The new trend of inbound marketing is exactly that, providing information for your potential customers with the right amount of SEO so they can find you rather than the other way around. When people need installations and repairs, they don’t stand in their flooding kitchens wondering who to call, they google how to fix the problem. This means that even if they eventually resolve to call a professional, your best bet for getting customers on your site is to show them how it’s done. If you want to boost your marketing efforts in the friendliest way possible, here are ten great tips on how to create excellent inbound marketing content for your field service business.
1) Share Your Expertise
Inbound marketing is all about sharing expert advice with people when they need it. People turn themselves into your ‘leads’ by looking up how to do something you understand. A helpful article or video will take them directly to your website and your content will be there to help them save the day. The modern consumer likes to fix things themselves. Even if they’re not a true DIY enthusiast, the ability to order parts and look up directions online has made everyone more independent than they were 20 years ago. Instead of worrying about how DIY solutions will cut into your customer base or foul up situation you’ll have to fix later, resolve to help the general public get better at what you do. This will both build your reputation and decrease the number of horrific DIY failures. Make sure you have an active blog and maybe even a video series to help your potential customers find you and discover your local expertise.
2) How-To Blogs
In order to understand what’s needed in a repair or installation situation, most people start by looking up a how-to. While many end up on wikiHow, there’s no reason they couldn’t be on your website instead, looking at your repair services right along with the instructions to fix their problem. From leaky faucets to installing a septic system, you can write clear and informative how-to blogs for whatever kind of service you offer. Don’t be afraid to go into detail and list all the parts and tools you would usually use. Personalized tips are especially appreciated and highlight that you’re not just regurgitating instructions printed elsewhere. When people recognize that you know your stuff, they’re more likely to call you when they finally decide to bring in a professional.
3) Explain the Manual
Users manuals are hard to read, technically worded, and often translated from a language other than English. If you understand the user’s manual for a common piece of equipment or process, try explaining it piece by piece in a blog! Lots of people when trying to diagnose problems with their car, water heater, or other large appliance end up puzzling over the manual and trying to look up the true meanings online. By explaining this to them, you can both increase understanding of your industry and open yourself up as a source of expert assistance. As the owners of a misbehaving device, they will be very positively inclined toward a professional who will explain solutions to their problem.
4) Newsletter Maintenance Guides
Newsletters, once printed on paper, are now wildly popular for online email subscribers. Anything under the sun, from bird watching to network administration, can have a newsletter well-stocked with interested members and your field service need not be an exception. Offer a newsletter subscription to both your customers and blog readers that provides a regular supply of maintenance guides on various interesting or common appliances. You may be surprised how many people sign on out of curiosity alone.
5) Video Instructions
Some people don’t learn well simply by reading instructions, making manual and even How-To guides somewhat challenging. You can make a huge difference for this multimedia learning population by providing maintenance tips and guides in the form of video instructions. Don’t worry about the setting or how you look, just be your natural self and people will respond well to an honest, non-actor expert explaining the down-to-earth facts of your industry. You may even get a YouTube following.
6) ‘In My Experience’ Tips
There’s nothing more genuine and persuasive than real quotes and tips from professionals, un-manicured by the hands of a marketing department. Ask yourself and your team what tips you’d share with customers, DIY enthusiasts, and other professionals in your field and share them word-for-word on your website. These can be used in a number of ways, but every one of them is engaging and delightfully real in the eyes of your customers. Whether you sprinkle them through the blogs or collect them on a quotes page, the honest opinions and advice from your team is a valuable marketing tool.
7) Customer Testimonials
New customers trust the experiences of previous customers that have gone before. This is the entire premise of the online product and service rating system and some people will read pages of comments before committing to a purchase. This means that the happy, and detailed, testimonials from your customers is a useful inbound marketing tool. Many companies put one to three on their landing page and, if they have enough testimonials, collect them on a page dedicated to their customers. In fact, having these publicly displayed is a great way to encourage new customers to offer their own experiences for your website.
8) When to Call a Professional
Not everyone knows when it’s time to call a professional and you’ve probably dealt with this problem in both directions. Some people call way too early when a few simple troubleshooting steps could have prevented the whole trip out to their location while others wait far too long and are in fairly dire straits (ie: flooding basement) before they call for assistance. A few blogs on when it’s time to bring in your professional service will help potential customers understand when and where you can be the most helpful.
9) How It Works
Not every blog needs to be instructional or about disaster recovery. Sometimes people are just curious about how their appliances, plumbing, home lighting, etc. actually work. This is only natural. After all, they’re the owners of the appliances and systems so why not have a better understanding of their internal functions? You can build your reputation and bring in a lot of potential leads by simply stating their curiosity on how things like washing machines and water purifiers work and sharing a few helpful maintenance tips.
10) Public Projects
Our final tip takes your inbound marketing off the web and into your local community. Google searches are not the only way to draw attention to your expertise. When you participate in local public projects, perhaps by donating your time to a construction project or renovation of a community building, you get yourself and your team out into the sunlight. While out there, be friendly and explain what you’re doing to anyone who wants to know. This highlights your expertise not only in text and video, but by showing it with words and actions to the people in your community.
Inbound marketing is all about drawing attention to your business in a way that displays how well you do your work. With dedication, honesty, and a helpful demeanor, you can bring in new customers simply by sharing what you know about your own industry. For more helpful tips and tricks for marketing your field service business, contact us today!