Several years ago, I set out to create the perfect digital marketing campaign for appliance repair & heating and cooling companies – and convert over 30% of website visitors into sales leads.
It took hundreds of hours of research through often-overlooked data sources, a lot of strategic thinking & brainstorming to do it.
While I can’t give away all my trade secrets, here’s a high-level overview of what I did.
1. Define the right customer persona.
Instead of making assumptions about what the customer wanted, I went in with an open mind, venturing beyond traditional demographics research (e..g. age range, where they live, household income, and other things most marketing people are taught.)
The process was similar to building a “fiction character” of the target customer, by defining their likes / dislikes, what they need to believe about the product, and the conversation they had with their significant other when the furnace broke down.
I used a lot of often-overlooked data sources to identify what customers are really looking for.
2. Think like a “detective” when analyzing your business
Building the perfect home services marketing campaign was like solving a 1,000-piece puzzle, looking for the perfect marketing angle to make the business stand out.
To solve it, I had to go beyond simply saying what every other home services company was saying, by operating like a detective. To ask the questions that few ask to get the best possible selling points.
3. Understand your competitors’ marketing playbook
The best professional football teams spend a lot of time studying their opponent plays, routes, blocks, variations of the defensive line and a lot more!
Studying the competition is a lot like this – analyzing every possible competitor keyword, selling points, targeted offers and strengths and weaknesses.
Through this process, I often identify often-neglected opportunities that the competition hasn’t thought of.
4. Map out the “persuasion architecture.”
Just like a house or a car, a marketing campaign has many moving parts – the offer, features & benefits, the fears / frustrations of the target audience, points of differentiation, and proof elements.
And each component must work together precisely.
5. Creation of your marketing message, and ads to go along with it
When you’ve completed the planning and creative thinking, it becomes a lot easier to craft your marketing message.
6. Build the structure of your campaign
Now, the campaign comes to life! It requires separate ads & ad groups for every city, service provided & brand serviced, along with thousands of keywords for every possible search query.
Also, separate landing pages are created with one purpose: to turn visitors into an appointment.
Why not the homepage? Because visitors are often distracted by the different options, and don’t call for service.
7. Setup conversion tracking
I use Google Analytics and call tracking to answer key business questions:
How much traffic?
How many of those visitors turned into calls?
Also, I use it to send out email notifications whenever a new call comes in.
8. Continue optimizing your campaign
A digital marketing campaign is like a car – it requires continual maintenance for optimal performance.
Things that I test:
- New ads that promote different aspects of your service
- Different keywords
- New selling points
- And other things