Local service business marketing has changed a lot over the past years. Gone are the days when listing on Yellow Pages or even simple Facebook posts could bring in business all year long.
Today, whether you are a mortgage broker or a pressure washing company, you need a practical marketing strategy. It's about meeting your customers where they are, both online and offline.
In this article, I will walk you through proven marketing strategies to help build brand visibility and connect with your target audience.
Steps to Build a Strong Local Marketing Foundation
1. Know Your Market in and Out
Before you spend a dime on marketing, you need to understand exactly who you are trying to reach. In my years working with local service businesses, I’ve seen too many business owners spend money targeting just everyone instead of focusing on their ideal target customers.
For example, if you're a pressure washing company, your target audience is homeowners in high-income neighborhoods or HOAs. A mortgage broker should target new homebuyers in their 30s or real estate investors.
But that's not all. You also need to identify their needs, preferences, and pain points. All of this data will guide your messaging and service offerings.
Another way to learn about your market is to look at your competition. Study how they market their services. Look for gaps in their approach and refine your offerings to be better.
Keep in mind that customers will always choose the better product.
2. Build a Strong Online Presence
Customers spend more time online searching for service providers today than ever before. 72% of consumers search for products and services online before visiting a local store, according to HubSpot.
For example, if a potential homeowner is looking for HVAC or plumbing services, they will likely start with a Google search. Your business won't show up in those searches if you don’t have a strong online presence. Here are the steps to ramp up your online presence.
i. Optimize your Website
The first place to start is your website: I will assume you already have a website. You need one regardless of the services you offer, and your website needs to be optimized for these essentials:
Clear contact details (phone number, address, and opening hours).
An easy-to-understand explanation of your services and pricing structure.
Easy-to-use contact form or booking system.
Embed local keywords naturally into your content.
Your website should be mobile-friendly and load fast to ensure an optimal user experience.
Add a visible call to action like “Book Now” or “Get a Free Quote.”
Add social proof like reviews and before-and-after photos.
Our team can assist if you need help building your website or optimizing it to ensure optimal visibility.
ii. Google Business Profile
Think of your Google Business Profile (previously Google My Business) as your 24/7 billboard. It ensures your business appears in Google Maps and local searches.
Complete and optimize your profile with accurate information and service details.
Add photos regularly (customers love visual proof).
Respond to every review, whether negative or positive.
Post regular updates about your services, special offers, company news, and more.
According to Google, customers are 70% more likely to visit and buy from local businesses with complete Google Business Profiles.
iii. Social Media Presence
Posting on social media ensures you reach your customers where they spend time. Over 70% of US adults are active on social media. However, you need a unique strategy for each platform.
Facebook is great for targeting a local audience and building a community.
Instagram is suitable for showcasing visuals like before-and-after photos and customers.
Twitter (now X) is ideal for quick updates, industry news, and engaging to boost brand awareness.
TikTok can help you reach a younger audience with short-form videos.
LinkedIn works for building a sharing success story and showing your industry expertise.
76% of consumers have purchased products or services they discovered through a brand's social media post, according to Business Wire.
iv. Implement local SEO strategies.
Local SEO ensures you show up in local searches.
Create specific pages on your website for every location you target. For example, if you are a mortgage broker targeting Miami-Dade, Florida, you will need to have unique pages for locations like Coral Gables, Kendall, Hialeah, Richmond Heights, etc.
Use location-specific keywords in your content. E.g., “mortgage broker in Coral Gables.”
List your business on local directories like Yelp, Angie, etc. Consumers often search local directories to find service businesses. This will also help boost your visibility on search engines.
Build backlinks from other businesses and local websites.
3. Local Community Marketing
It's important to become a part of the community you serve.
Partner with other local service providers to get more business. For example, mortgage brokers can partner with realtors, landscaping companies can partner with tree management companies, etc.
Join and participate in your local Facebook groups to gain more visibility.
Sponsor events in your community that your target audience will likely attend. For example, a junk removal services company can sponsor a cleaning initiative.
Distribute fliers in your target neighborhoods and advertise in local newspapers.
4. Paid Advertisement
Paid ads can help you reach your customers faster when done right.
Run Google ads targeting keywords like “best [plumbing services] near me. Replace “plumbing services” with your services.
Run ads on social media like Facebook, X, and Instagram to showcase your work and promote your offerings and discounts.
Start small and track every source, then adjust your strategy based on the conversion date. Or better still, allow the expert to help you out to ensure you get returns on your investment.
Marketing is not a one-time thing. It's important to keep refining your processes and strategies as you get more data.
5. Get Professional Help
While marketing your local service business may seem easy, it's time-consuming and requires extensive knowledge to do it right. I know many businesses that spent huge amounts on marketing with little or no returns to show for it.
At Succession Marketing, we specialize in helping small and medium businesses optimize their marketing efforts. Our teams have the expertise to reach your customers and help drive sales. We will take over the task of implementing a working marketing strategy, so you can focus on other aspects of your business.
Hiring an expert team like Succession Marketing ensures your marketing is done right with maximum returns. We’ve helped several local services achieve success, and we would like to work with you too.
Reach out to us today at 305-809-6360 or email us at Ana@SuccessionMarketing.com for a free consultation.
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