Your business is having a good year. Your busy season has been just that – busy. You can’t fit a last-minute appointment in your schedule because it’s booked out for a week. You love when you can keep this busy and stay working on your craft.
However, you know all too well the dangers that come with the slow season. You may be sitting in the shop just twiddling your thumbs until the phone rings. For your A/V and security business to drum up work during all parts of the season, it may be a good idea to take a look at your marketing plan.
You may provide the best A/V and security installation in your area, but that means nothing when it comes to exposures. These days, in our internet-dependent era, digital marketing is the name of the game.
If your A/V and security company fails to appear on local internet searches such as “security camera installation,” you may be in danger of losing out to a competitor for business.
With more and more houses preferring to install security measurements, the outlook for work appears promising. The question is, will you implement the necessary strategies to dominate local search engines and target customers seasonally?
Here are some ways to get started!
Since 1998, Google has made its way on to every desktop and mobile device to become the world’s most reliable search engine. It seems as though Google and the internet are synonymous in their relationship as one seemingly cannot function without the other. By the 2010s, Google became the dominant search engine and shows no signs of slowing down today.
In the present day, Google receives over 13 billion search queries a day. If you think about it, almost everyone on Earth Googles something twice a day. Looking more closely, you will find almost half of all searches are for local business. With so much emphasis on searches being about local businesses, Google has made a way to increase that exposure.
A Google My Business account is a free account for businesses like yours to set up. Better yet, there may already be an account set up for your business! All you have to do is verify, and you’ll gain access to the account. Once you’ve received access, it’s time for optimization!
Start by adding photos of your company and your work. Let’s say you do custom tv mounting. Taking before and after photos for your GMB account will help convey your level of commitment and craftsmanship.
Next, add your business’ address. Your customers knowing where your business is located is half of the battle! Additionally, you will want to add service hours and your max service area. Finally, and most importantly, provide backlinks to your original website and your contact information!
If business has been good and you have a little extra money in your budget but are afraid of a slow down ahead, consider investing in Google Ads! These ads work by getting your company’s website on internet searches not directly related to A/V and security.
Paid ads like this are a low-risk investment paired with a high ceiling. Google ads work on a pay-per-click system (PPC.) If the ad does great and it drums up a significant amount of business, you will have to pay more. If it doesn’t do so well, on the other hand, you won’t have to pay an outrageous price for something that didn’t work.
Optimizing your relationship with Google’s algorithm is a crucial step in keeping your business relevant on local searches, and it will show its worth once you start the process!
Retargeting Ad Campaign
Now that your GMB account is helping you dominate local searches, it’s time to reach out and search for clients yourself! Keeping in contact with anybody that has visited your website is a great way to get that customer on the fence.
Retargeting ad campaigns are a way to continuously reach out to any website visitors. These campaigns use a tracking code from your website that targets anyone that stumbles upon it. This will allow a visitor to see your retargeted ads when they scroll through Google or Facebook. Keep your A/V and security business fresh in readers’ minds without coming off as too aggressive.
Here are some insights into an effective retargeting ad campaign:
- Persuasive calls to action (CTAs)
- Eye-catching headlines to grab readers’ attention
- Consistent content that is friendly, enriching, and engaging
- Personalized ads on specific goods or services
Email Marketing Campaign
For year-round promotion, especially during the slow season, an email marketing campaign is an effective tactic to implement. This campaign works by compiling emails of past, current, and potential clients and sending them well-timed advertisements.
When you have a solid list to work with, you want to keep in mind the content of the advertisement. Let’s say business is getting into the slow season and you want to find a way to bump up sales during it. Producing an email marketing campaign that highlights a deal on security camera installation and sending it out to your email list might result in some much-needed sales during the slow season!
Here are some essential components of an email marketing campaign:
- Add an email newsletter subscription service to your website
- Offer incentives for subscribers to newsletters
- Offer special deals only through email
- Require email signatures for estimate requests
- Promote email sign-ups on social media
- Collect email addresses through Google or Facebook ads
Encourage Readers With a Call to Action
Having all the right forms of digital marketing in place won’t pay off unless you encourage the reader to reach out and request service. This strategy is called a call to action (or CTA), and it’s essential for increasing your A/V and security company’s conversion rate.
Here are some effective ways to implement your calls to action:
- Keep your unique value propositions visible on your website
- Mobile-friendly web design
- Accessible contact information
- Clear and compelling CTAs
Efficiently Target Customers with Triton
When you’re looking to better target customers in every season, call on Triton Commerce! We are passionate about assisting small businesses like yours with website design and SEO strategies.