Beyond the Hammer: Unlock Home Service Leads with Google (video)

In a recent episode of the Expert Insight Interview, John Golden sat down with Connor Widder, the founder of Kru Marketing, to discuss how home service businesses can effectively generate leads through SEO and Google Ads. This blog post delves into the key insights from their conversation, offering actionable advice and expert recommendations to help home service providers like pool builders, HVAC specialists, electricians, and roofers thrive in a competitive market.

Challenges in Lead Generation

Understanding the Starting Point

One of the primary challenges home service businesses face is knowing where to start with their marketing efforts. With a plethora of channels available, including social media, traditional methods like cold calling, and digital marketing, it can be overwhelming to determine the best approach. Connor Widder advises businesses to:

• Focus on One Channel at a Time: Instead of spreading resources thin across multiple channels, master one channel before moving on to the next. This ensures that each channel is executed properly and yields the best results.
• Evaluate Channel Effectiveness: Regularly assess the performance of each channel to determine its effectiveness in generating leads. This helps in making informed decisions about where to allocate marketing resources.

Understanding Customer Behavior

Meeting Customers Where They Are

A crucial point made by Connor is the importance of understanding where potential customers are searching for services. When individuals have problems, such as needing a roof replacement, they typically turn to Google for solutions. This contrasts with social media platforms, where users are generally not looking for home services. Therefore, home service businesses should:

• Prioritize Search Engines: Focus on building a strong presence on search engines like Google to meet customers where they are actively seeking help.
• Optimize for Local Search: Ensure your business is optimized for local search queries, as most home service needs are location-specific.

Geographic Targeting

Narrowing Down the Focus

For businesses in large metropolitan areas, it’s essential to narrow their focus to specific neighborhoods or regions. This targeted approach allows for more effective marketing strategies and better allocation of resources. Connor suggests:

• Use Geo-Targeting in Ads: Utilize geo-targeting features in Google Ads to focus on specific areas where your services are most needed.
• Local SEO Optimization: Optimize your website and content for local SEO to improve visibility in local search results.

Common Mistakes in SEO and Google Ads

Avoiding Pitfalls

Connor identifies several common mistakes that businesses make when diving into SEO and Google Ads:

• Failing to Track Conversions: Businesses cannot assess the effectiveness of their marketing efforts without tracking leads, calls, and form submissions. Implement tools like Google Analytics and call tracking to monitor conversions.
• Getting Bogged Down in SEO Complexities: Many businesses waste time on SEO activities that do not yield results. Focus on high-impact SEO practices like keyword optimization, quality content creation, and backlink building.

The Importance of a Mobile-Friendly Website

Catering to Mobile Users

John Golden emphasizes the necessity of having a mobile-optimized website, given the increasing number of users accessing sites via smartphones. To ensure your site is responsive:

• Analyze Website Traffic: Use tools like Google Analytics to understand the proportion of mobile users visiting your site.
• Implement Responsive Design: Ensure your website is designed to be mobile-friendly, providing a seamless user experience across all devices.

Maximizing Google Ad Spend

Strategies for Effective Ad Spend

Connor shares strategies for maximizing Google Ad spend, stressing the importance of tracking conversions to understand the return on investment. Key recommendations include:

• Understand Customer Lifetime Value: Knowing a customer’s lifetime value can help justify ad spending and make informed budgeting decisions.
• Consider Local Service Ads: For smaller businesses, local service ads can be a more affordable and effective option for reaching local customers.

Sales Process and CRM Integration

Enhancing Lead Management

A significant point raised is that sometimes the issue lies not in marketing but in the sales process. Connor points out that having a robust CRM system is vital for managing leads effectively. Recommendations include:

• Implement a CRM System: Use a CRM system to track and manage leads, ensuring no potential customer falls through the cracks.
• Integrate Marketing and Sales Efforts: Ensure seamless integration between marketing and sales teams to improve lead conversion rates.

Future of SEO and Google Ads

Preparing for the Future

Connor predicts that SEO will become increasingly important for home service businesses. He warns that those who do not build their online presence now may find it challenging to compete in the future. Additionally, as ad costs rise, businesses must:

• Invest in Long-Term SEO: Build a strong online presence through consistent SEO efforts.
• Learn to Run Ads Profitably: Develop strategies to run ads profitably, understanding the cost per acquisition and return on investment.

The Role of Content in AI and SEO

Embracing AI in Search Marketing

The discussion also touches on the impact of AI on search marketing. Connor explains that content remains crucial for both SEO and AI-driven search results. To ensure visibility:

• Create Quality Content: Focus on creating high-quality, relevant content that addresses the needs and queries of your target audience.
• Optimize for AI: Stay updated with AI advancements in search marketing and adapt your content strategy accordingly.

Building Relationships as a Small Business

Leveraging Personalization

Connor concludes by highlighting the advantages small businesses have over larger corporations. While they may not have the same budget for advertising, small businesses can:

• Build Closer Relationships: Develop strong, personalized customer relationships, providing exceptional service that distinguishes you from larger competitors.
• Leverage Customer Loyalty: Use word-of-mouth marketing to encourage satisfied customers to leave positive reviews and refer your services to others.

Conclusion

This episode provides valuable insights for home service businesses looking to enhance their lead generation strategies through SEO and Google Ads. By understanding customer behavior, focusing on targeted marketing, tracking conversions, and optimizing their digital presence, these businesses can effectively navigate the competitive landscape and achieve sustainable growth. Connor Widder’s search marketing expertise offers practical advice to help home service providers thrive in an ever-evolving digital environment.

Our Host

John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.