Let’s start with the big one. When someone says there’s an easy way to grow your restoration business, turn the other way and run. The restoration industry is tough, hard work, and is a long-term game. Growing your restoration business and running your marketing is a marathon, not a sprint.
Now we know that let’s look at the important part: how do you get more restoration leads online?
Short on time? Here are 3 actionable takeaways:
- Create or update your My Business listing on Google
- Consider online advertising to show how you solve your clients’ probelms
- Have an obvious call to action on your website
The good news is you’re likely already partway there. Growing your business online relies on a lot of the same things as offline marketing: having a good reputation, telling people what you do, and showing people that you’re a trustworthy solution to their problem.
7 ways to grow your restoration business online
1. Create and optimize your Google My Business listing
When someone is searching online for ‘restoration business near me’ or ‘restoration company [your town name]’ you want to feature. Having a Google My Business listing that’s fully set up and regularly updated will help your website show up for searches like this, and on maps in search results.
Setting up your My Business listing with Google is straightforward and will take you less than 20 minutes. Add in your business information, contact details, and some photos, then you’re good to go. Every month or so, come back and make an update or post some new content to show Google you’re keeping it up to date and that the information is good.
2. SEO – What is it and why is it so important?
Search Engine Optimization (SEO) is a huge part of restoration marketing and growing your online presence.
SEO is just about making it easier for search engines, like Google, to put your site in front of your customers.
With an SEO-optimized website, you’ll rank higher on search engines, like Google, getting you in front of more potential customers. Here are some tips for optimizing your website SEO:
- Use relevant keywords for your target audience. You know what your clients are looking for, so build your pages with those ideas in mind. If your business focuses on emergency restoration work in Idaho, make sure that phrase feature in your online content
- If you are writing articles or news sections for your website, check online or on social media to see what questions people are asking about restoration, then provide content that answers those questions.
3. Online advertising
There are lots of different ways to advertise online, each has positives and negatives (and all of them will cost you money, so need to be done carefully). Think carefully about what you are trying to do with online advertising and think through everything from why your target customer is on the platform you’re choosing, what they will click on, and what you want them to do once they’re on your website. Here are two of the most common online advertising platforms:
- Google ads – allows you to select ‘keywords’ to target. Your ad will show when someone searches for that keyword, and if they click on it you will be charged. This is usually used for people who are actively looking for your services at that moment (e.g. searching ‘best restoration business in [your town]’). Make sure if they click on your ad and try to contact you that you are able to answer.
- Social media advertising – this is helpful to get your name known in your local area. People are on social media for entertainment, so make sure your advert is engaging and helpful (e.g. content you’ve created on how to best secure your home during a storm).
4. Be part of your local online community
Being known locally really matters in restoration. When you’re looking at philanthropy or charitable donations, see what you can get online as well. Here are some examples of ways work you’re doing in the community can help you online:
- Are you donating tools or your time to your local community college? Ask if they’ll mention you on their social media.
- Working with a local charity? Ask if they’ll include you on their website or in their newsletter.
- Have a local news site? See if you can advertise and get to know the people that work there, tell them about how you’re supporting your local community college or charity.
Our online and offline worlds are more linked than you might think. As long as you go about it the right way, asking for a mention is a quick way to get more people talking about your business online.
5. Add a ‘call to action’ to your website
You’ve spent all this time getting people to your website. Make sure it’s REALLY obvious what to do next. Make the services you offer clear and easy to understand, make it easy to contact you.
For most restoration businesses, your call to action is likely to call you. If your call to action is a phone number, make sure you always answer. You have put a lot of work into your marketing, if you don’t answer it’s all for nothing. If you’re hoping they’ll leave you a voicemail you can get back to later, think again.
In a recent study, Forbes found that 80% of people hang up when they reach voicemail. What will they do next? Likely call the competition. Struggling to answer all the time? This is where a restoration answering service supports your business.
6. Get reviews – yes, people really do use them
Humans are social animals. We’re built to be social and see what others are doing and thinking. Especially if we don’t have a lot of experience in something. People use word of mouth a lot to get recommendations, but they also really value reviews. There’s a reason you are always getting asked for reviews by businesses online, it’s because it really works.
Pick your review platform of choice and make sure you ask every satisfied customer to give you a review. You can use places like Google, Trustpilot, or a local ‘trusted trader’ network if you have one for your area.
7. Are email campaigns important?
Yes. Gather email addresses for people and businesses in your service area and run marketing campaigns. Keep your business in people’s minds. You don’t have to send something every week, but every 2-3 months send out a newsletter that offers your customers and potential customers value. This could be how to prepare for hurricanes at the start of hurricane season, how best to ensure pipes don’t freeze and burst if people are going away over the holidays, or something you’ve been part of in your local community. Make it relevant, interesting, and actionable.
- Segment your email list: Group your subscribers based on their interests, location, and previous work you’ve done for them, to make sure you send them the most relevant content.
- Track your email performance: Monitor open rates and click-through rates. See what people open and click on, and what they don’t. Patterns will emerge over time and you can use these to improve over time.
Generating restoration leads online is a crucial part of growing your business. Using these five marketing tactics, you can reach more potential customers and grow your restoration business. Your growth is not going to explode overnight, but over time you will grow and see compounding returns.