Our clients put blood, sweat, and tears into their businesses, sacrificing time for their families and themselves.
It’s important that the time they’ve spent is invested in the right places that push them closer to their goals. Your marketing plan is no different. When you look to sell your HVAC, electrical, or landscaping company, the brand’s value will be a big piece of the puzzle. The time you invest now in raising brand awareness can have a huge impact in the long run.
Brand awareness is how familiar your target audience is with your brand. Basically, brand awareness campaigns push your business to the front of your customers’ minds before hiring you for their next job. In turn, brand awareness increases customer loyalty, boosts your brand’s value, and encourages more word-of-mouth referrals. This way, you can cut costs while enjoying more sales, better leads, and faster growth.
Advancing your brand isn’t easy. But when our clients are willing to step outside their expectations and do something really impactful for their brand, they stand out from the crowd. At the end of the day, the right brand awareness strategy can help you get your services across to the right people so you can be there when they need you. Here’s how to get started.
What Is Brand Awareness?
Is your company struggling to generate leads? Losing business to the competition? Unfortunately, when home services companies have a hard time growing their business, they’re usually overlooking an important part of their marketing strategy: brand awareness.
Brand awareness measures how familiar customers are with your brand. If a customer recognizes your brand name, you’re already on the right path to getting your brand out there. For example, you’re probably familiar with Subway’s “Eat fresh” slogan or Progressive’s “You could save hundreds on car insurance” tagline—these are both great examples of brand awareness.
Brand awareness is much more than the foundation of a successful marketing strategy—it’s also a key ingredient for earning consumer trust and growing your business. Brand awareness has a direct impact on your ROI. When customers are shopping around, checking out reviews, and scrolling through blogs, you want to stand out from the crowd. And when they’re finally ready to make a purchase, you want them to think of you first.
Why Does Your Business Need to Raise Brand Awareness?
Today’s customers are constantly overwhelmed with marketing and new brands. “Build it and they will come” doesn’t hold true here. Even if you’re investing your hard-earned money into marketing, your strategy won’t mean anything if nobody knows it exists in the first place.
Enter the brand awareness campaign. Our clients say that their main goal is to put their business in front of as many quality leads as possible. They don’t want to spend their precious marketing budget on newspaper ads if their potential leads aren’t actually going to see it.
“Awareness is really the most elemental form of advertising,” according to John J. Antognoli, Senior Client Advisor at Company 119. “You aren’t trying to get anyone to buy anything, you are not trying to sell anything, you are just letting consumers know you exist. Awareness ads equal ‘Here is who I am. And this is what I do.’”
Brand awareness campaigns build trust, strengthen your brand’s value, and keep you at the forefront of your customers’ purchasing decisions. And in a world where consumers rely on extensive research and word-of-mouth referrals before making a purchase, trust is everything. Once you earn a customer’s trust, they’re more likely to choose your brand again and again without a second thought. In turn, brand trust translates to customer loyalty.
How to Build a Targeted Brand Awareness Campaign
Sure, you can advertise your home services company on every billboard in your service area, but most business owners don’t have the marketing budget required for high-priced advertising. Plus, increasing your exposure usually doesn’t translate to instant brand awareness.
So, what’s the best way to maximize the success of your awareness campaign? To get started, you’ll need to identify your target audience. According to a 2014 survey, only 44% of B2B marketers actually develop buyer personas to personalize their marketing campaign. Surprisingly, only 15% of those marketers believe they’re using those personas to their full advantage.
Do yourself and your business a favor: take the time to figure out exactly who you’re trying to reach. Start by sitting down and sorting through your previous clients. To define your target client, search for trends in the age, gender, salary, and most importantly, the location of your previous customers.
Use Brand Personas to Your Advantage
After pinpointing your target audience, you’ll need to figure out how to get your messaging in front of them. Do they use Facebook regularly? Start posting consistent content. Do they read blogs? Share engaging blog posts to really get your brand out there. Contact websites that your target audience frequents and ask if they can write a post about your business.
When you advertise in the right places, you’ll set yourself apart from the competition, but the most important part of advertising is consistency. When potential leads see ads for your brand over and over again, you’ll quickly rise up to their top choice for HVAC services, home remodeling, or gutter cleaning.
So, take it one step at a time, and don’t advertise on every platform—TikTok, Snapchat, etc.—if your target audience isn’t going to see your messaging there. If you spread yourself too thin, you’ll only end up wasting money. Even if you’re fortunate enough to have a huge marketing budget, figure out where to spend your money before making it rain.
Marketing Channels Worth Investing In
So, you’ve figured out who your target audience is and how to reach them. Next, you’ll need to understand the different types of marketing channels and which ones are worth investing in.
Marketing channels are tools and platforms you use to reach your target audience. “When it comes to awareness, I would suggest thinking beyond channels, because almost any channel can be used for awareness,” says Antognoli. “Think Coca-Cola, they used anything and everything as a channel—a place to put their logo on and make you aware of the brand. They did not limit themselves to magazine ads or billboards.”
Basically, raising awareness across different channels is kind of like introducing yourself to a consumer—and only after this introduction can you build trust and eventually ask for their business. While audience insights will influence your decision to use specific channels, it’s also important to understand the value of each channel.
1. Paid Advertising
Pay-per-click (PPC) advertising still offers the best bang for your buck, especially with the diverse options available to businesses today. Smart pay-per-click ads deliver higher-quality leads at a lower price so you can maximize your ROI. We hear from our clients that PPC platforms come with a learning curve, so it’s always a smart move to hire a digital marketing agency to handle your campaigns.
“Awareness could be done with paid search, normally a direct response channel, by buying broad-based words you don’t expect clicks on—searches you want to use for impression value, not clicks,” says Antognoli.
There are two main PPC streams you should focus on: Google Ads and Facebook/Instagram ads. As the dominating force in paid advertising, Google Ads will help you cut through the noise and get in front of your target audience at the exact moment they’re searching for services like yours. This way, even if users don’t end up clicking on your website, they’ll see your name at the top of the search results.
On the other hand, Facebook’s paid advertising platform allows you to create personalized ads tailored to the individual user. By creating ads that showcase what your brand is all about, including a memorable logo or tagline, you’ll stay at the top of your customers’ minds so you can be there when their lights start flickering or they need to replace their gutters.
2. Social Media
Never underestimate the power of social media marketing. Using the platforms that your customers frequent (think Facebook, Instagram, and Pinterest), you can position your HVAC, electrical, or construction company as the top choice in your service area.
Customers are actively seeking out businesses they’re interested in, and more users are using social media to research different companies. By using social media to your advantage, you can deliver your brand’s message to customers exactly when they need to see it—with the end goal of converting more prospective leads into clients for your business.
Plus, social media offers great opportunities to engage with customers. Maybe you’re posting pictures of your latest project, sharing client testimonials, or creating instructional videos for simple DIY fixes. Either way, you should be leveraging social media to raise brand awareness and build credibility, as this will drive more traffic to your website.
According to Statista, 3.6 billion people worldwide used social media in 2020, and this number will likely reach 4.41 billion in 2025. Chances are, your customers are already using social media. If you don’t jump at the opportunity, you’ll risk losing leads to the competition.
Ready to start generating leads on social media? Here’s what you need to know:
- Prioritize relationships over sales. Sure, tons of customers make purchasing decisions on Facebook every day, but social media isn’t where people go to be sold to. If a prospective client is checking out your company’s Facebook page instead of your website, they’re interested in learning more about your company. Take the time to interact with your customers, answer their questions, and let them know why they should choose your business instead of the competition.
- Use transparency to your advantage. Professionalism is important for any home services business, but adding transparency to the mix can help you stand out from the crowd. Instead of falling into a monotonous, cookie-cutter mold, show the behind-the-scenes content and respond to negative comments with grace. When you give your brand a personality, your customers will notice—and they’ll trust you even more for it.
- Choose the right platforms for your business. If you’re attempting to market your auto repair, power washing, or plumbing business across every social media platform, you’re going to have a hard time posting quality content on a consistent basis. For the best results, choose one platform and stick to it. You can always scale your strategy later.
3. Email Marketing
Email marketing isn’t dead. In fact, 91% of American internet users used email in 2019, and Statista predicts that global email will reach nearly 4.5 billion users by 2024. Encouraging website users or social media followers to subscribe to your emails is a great way to keep them up to date with your latest web content and promotions. And since it takes an average of six to eight touchpoints to generate a qualified lead, more email subscribers will likely translate to more leads and revenue for your business.
Getting users to subscribe to your emails is important, but it’s not the final step in your email marketing campaign. Too many businesses only associate email marketing with newsletters—and this is where they go wrong. In reality, email marketing extends far beyond newsletters. For landscapers, home builders, roofing companies, and other home services businesses, email is the perfect space to nurture leads.
Personalized email is the best way to guide your leads through the buying process. On average, marketers see an increase of 20% in sales when using personalized experiences. Plus, personalized emails deliver six times-higher transaction rates than traditional emails. In other words, customers are more likely to shop with brands that give them special treatment.
4. Search Engine Optimization (SEO)
Search engine optimization is one of the best ways to raise brand awareness. In fact, among all internet users, search engines are the primary source of discovering new products and services. This has major implications for home services businesses, especially considering that around 89,144 Google searches are conducted every second.
The best part? Search engines are also one of the highest converting marketing channels. People are actively searching for answers to their questions on Google—whether their air conditioner is making a weird noise or they’re searching for a quote for their bath remodel. As a result, leads are likely to subscribe to your emails or call your business if you can provide them with the answers they’re seeking.
In short, SEO and content marketing boost your authority—all while helping you reach customers at different stages of the sales funnel. Your landing pages play an important role when optimizing SEO, but SEO also applies to your blog, FAQ pages, and Google My Business profile.
To optimize your search engine rankings, start by creating actionable (valuable) content for your target audience. If you’re writing about fixing a clogged drain, for example, you don’t want to say something simple like “check the garbage disposal.” Instead, give users a step-by-step guide on fixing a drain with different techniques to solve their problem.
However, you’ll need to do much more than just write and publish SEO-optimized posts. For the biggest impact, you’ll also need to distribute these posts across multiple channels. Write guest posts for other websites, use social media to share your blog posts, and include CTAs to read your latest blog post in your emails.
5. Word-of-Mouth Marketing
Word of mouth has always been one of the most effective channels, and it’s going to stay that way for the foreseeable future. Sure, you’re probably going to brush it off if a contractor tells you that you need a granite countertop, but when your friend tells you how much they love the granite countertop in their kitchen, you’re going to notice.
Mastering word-of-mouth marketing can be tricky. Even though 70% of consumers believe that trusting a brand is more important than ever before, consumers trust brands and paid content less than ever before. So, it should come as no surprise that the two primary techniques to encourage word-of-mouth marketing are referral programs and online reviews.
If you’ve never asked for reviews before, it’s time to rip the band-aid off and start reaching out to your clients. Here’s how:
- Run referral programs. Depending on your specific business, you might offer customers an incentive when one of their referrals hires you. For the best results, create valuable incentives, such as discounts or credits toward future purchases.
- Ask previous clients for reviews. After completing a project, reach out to previous clients to ask if they would mind leaving a review. When asking clients for reviews, remember it’s important to collect reviews across multiple platforms, including Facebook, Yelp, and Google. Don’t be afraid to ask for a review on a specific platform if you need to build your online presence.
- Showcase the reviews you already have. Already have client testimonials? Create a “Client Testimonials” page on your website to showcase your reviews and pictures of past projects.
While these methods are a great jumping-off point, you can also encourage word-of-mouth referrals by consistently exceeding your customers’ expectations. Exceptional customer service, great communication, and high-quality work all contribute to your customers’ experience.
6. Video Marketing
If you haven’t integrated video marketing into your digital marketing strategy, it’s time to start. Video marketing has wide-ranging benefits for home services businesses—from increasing ROI to boosting engagement. According to a recent survey, 69% of consumers prefer learning about a brand’s products and services through video.
Video is an easily digestible form of content marketing. On some marketing channels, you might only be able to post text, images, or audio—but video can help you create a more engaging user experience. Videos are ideal for advertising specific services and informing users with simple how-to fixes for common problems. In addition, live videos foster customer relationships, allowing you to earn trust by answering common questions related to your business.
Once you start creating videos, you’ll be able to repurpose the content for other channels, including social media and email. In other words, you’re creating video content for one channel, like your website, and then tailoring the content for your other channels. Take a look at the videos that WyattWorks Plumbing, a family-owned plumbing business in Northeast Ohio, created to showcase their team’s expertise and knowledge of various plumbing issues that a customer might be dealing with. The plumbing company’s videos were featured in their new website design and can also be used on social media to reach a wider audience.
Extend Your Reach with a Multichannel Approach
Ready to maximize your ROI and spend less time acquiring new leads? Multichannel marketing is the answer. Our clients say that multichannel marketing makes all the difference in their campaigns, providing countless opportunities to interact with (and convert) leads.
Multichannel marketing involves a strategic combination of paid advertising, social media, website content, and word-of-mouth marketing. Different marketing channels bring different benefits to the table, and our clients can leverage these different channels to meet their goals. Especially if you’re targeting a diverse audience, using multiple channels will create multiple points of contact, which will lead to more conversions.
Because there are so many moving parts, executing a multichannel marketing strategy might seem a little intimidating. After all, some people have never received a multichannel marketing campaign—let alone sent one. It’s natural to wonder how all of these messages fit together and what the customer experience is like.
“If a brand can step back and see the big picture, plugging in the channels becomes easy,” says Antognoli. “You follow the consumer through the journey, using awareness to bring them into your funnel, and then tactics that help influence consideration, bringing them further down the funnel—and ultimately, you give them the means to do business with you when they need you.”
At the end of the day, the multichannel approach is just a logical way to help customers out. You serve customers best by being there when they need you—and this is made possible with a multichannel approach.
Grow Your Home Services Business With a Powerful Multichannel Brand Awareness Campaign
Brand awareness can have a major impact on your growth. The right strategy can make or break your marketing campaign, but you’ll need faith to carry it all the way through. “You know that once every three years a household will need a plumber, and you stay in front of them the whole time. So when that pipe bursts, you get the click and the call,” says Antognoli.
Once a customer is aware of your brand, they’ll start to recognize it, seek out your specific services, and choose you over the competition. Brand loyalty not only promotes future purchases but also encourages recommendations to friends, family members, and coworkers. “If your long play is to be in business in 25 years, I think brand awareness is the long play you need to make—the result is sales that take a long time to make happen, but they happen and that long tail keeps on growing,” according to Antognoli.
Ultimately, raising brand awareness across the right channels will maximize your ROI and convert more leads—which will help you maintain a competitive advantage in the home services industry. Let our team know if you have questions as you begin to take the first steps of identifying your target customer personas and the most important channels where your brand needs to be active. We’re here to help you launch a successful brand awareness campaign.