Get More Appliance Repair Leads for Your Business
One of the most effective appliance repair marketing techniques is online advertising. In this article, we’ll be focused on digital marketing to generate appliance repair leads – as opposed to more traditional advertising techniques like advertising on radio and television.
We’ll be covering how your appliance repair business can take advantage of the following digital marketing assets to turn your business into an appliance repair lead generation machine:
- Search Engine Advertising
- Advertising on Social Media Platforms
- Your Appliance Repair Website
- Search Engine Optimization (SEO)
Search Engine Advertising
With search engine advertising, you’ll have the ability to reach a potential customer at the exact moment that they’re searching online for the services that your appliance repair company offers. There are two main ways to advertise using search engines. The first are search ads – which are used by both Google and Microsoft search platforms. Google Ads (formerly Google AdWords) has an additional ad unit called Google Local Services Ads. You can see the position of search ads and Local Service Ads in Google in the screenshot below.
Google Search Ads and Local Service Ads Appear at the Very top of the Search Engine Results Page. Above you can see the search results for the query “clothes dryer repair near me” You’ll note that both have a very tiny “sponsored” designation in the upper left part of the advertisement.
Search Ads
Both Microsoft Bing and Google search engines have an advertising platform built into their search engines. An appliance contractor can bid on potential customer searches that match their appliance repair service offerings.
Here’s how it works.
A prospective customer puts a pile of wet clothes from the washer into the dryer. They push the start button on the dryer… and nothing happens. The dryer isn’t working.
They have a problem that is going to result in moldy clothes unless they find a solution to their problem quickly.
They head over to Google and type in a query that matches the current predicament that they’re experiencing. Sample searches a potential customer may conduct:
Specific Appliance Searches
- “Clothes dryer repair near me”
- “Refrigerator Stopped Working”
General Appliance Searches
- “Appliance repair companies near me”
- “Appliance repair contractor”
When the user completes their search query, they hit return, and ads appear as shown below. One or more Google Search Ads will appear on the search results page. These ads are located near the top, but below Google Local Service Ads (which we will talk about in a moment).
Where Google Search Ads for Appliance Repair appear in the Google Search Results – In This Case Near the Top Just Below the Google Local Service Ads
When a user clicks on a search ad, an action occurs. Usually, the user will be redirected to your website. When you set up your campaign, you’ll want to send ad traffic to the appropriate page on your website. If your ad is about clothes dryers, the ad should direct users to your dryers page. If your ad is about Sub-Zero refrigerators, the user should be directed to a page on your appliance repair website that talks about Sub-Zero refrigerator maintenance and repair.
Components of a Search Ads Campaign
Microsoft and Google Ad Campaigns
Within Google Ads and Microsoft Ads, you’ll create campaigns. You can have one or more campaigns within an account. Each campaign can have multiple ad groups, ads and keywords – all of which we’ll discuss in a moment.
More significantly, each campaign has unique settings. You can use these settings to manage the following:
- Budget – You can set your budget limit at the campaign level.
- Targeting – You can target your ads to only show based on certain criteria like zip code or distance from your office.
- Ad Schedule – You can make sure that your ads only show during business hours or when you’re available to pick up the phone.
Microsoft and Google Ad Groups
Within Google Ads, there are ad groups. With ad groups, you can organize your ads and keywords around specific appliance repair themes (like services or brands). You can and should have multiple ad groups within one campaign. Ad Groups contain Ads and Keywords.
Ads
Each Google Ad Group has one or more ads that point to a specific page to your website. After an interested homeowner clicks on your ad, they will be taken to that specific page on your website. You’ll want to continuously try different ad headlines and ad descriptions to see what works best for your appliance repair business.
Keywords
Keywords are phrases that are part of ad groups that are designed to match searches conducted by homeowners who are in need of appliance repair.
If a user searches for “dishwasher not heating up water” and your keyword is “broken dishwasher”, the user search may be closely related enough to your keyword so that your ad is triggered.
Google Local Services Ads
When a user searches for home services related to appliance repair, Google Local Services Ads may appear at the very top of the search engine results page. Unlike Google Search Ads, you won’t be charge if a user merely click on your ad – you’re charged on a per lead basis for each lead that Google sends to your Appliance repair company.
A differentiator of Local Search Ads is the Google Guaranteed Badge that is associated with these ads. The badge indicates that the business has been verified by Google. As a result, appearing here can potentially build trust with prospective customers and increase the chances of a prospective customer becoming a paying appliance repair lead.
Google Local Services Ads Generally Appear at the Very Top of the Search Results Page.
Social Media Advertising
Social media offers powerful ways to connect with appliance repair customers. You should have a business page on Facebook, and a presence on other major social media platforms like YouTube and Twitter. That said, in order to have success with social media, you’re almost certainly going to have to pay for advertising to get more reach on Social Media. As an example, even if you have thousands of followers on Facebook, only a small fraction of your followers will see your business page updates unless you pay for advertising.
Here, we will briefly discuss social media advertising that is available on the following platforms:
- NextDoor
- Yelp
Facebook Advertising
Facebook Ads allows businesses to create highly focused social media marketing ad campaigns that can reach potential customers based on demographics, interests, behaviors, and geographical locations. You’ll need to have a Facebook Business Page to get started with Facebook’s Ad Manager Platform.
Even if you don’t want to participate in Facebook advertising, you should create a Facebook Page for your appliance repair business. From your page, you can post updates that will be visible by some of your followers.
A Facebook Ad for a Local Mr. Appliance Franchise
When setting up a Facebook Ad campaign, unless you are a multi-location appliance repair business, you’ll want to set up a lead generation campaign in Facebook. You’ll have the choice of using various ad types including image ads, video ads, carousel ads, and lead generation ads. Once your campaign is up and running, you’ll be able to track and measure performance in real-time. Appliance repair companies can monitor key metrics such as reach, engagement, click-through rates, and conversions, allowing them to optimize their campaigns for better results.
NextDoor
Nextdoor advertising offers a unique opportunity to connect with a local customer looking for appliance repair services in their immediate neighborhood. This makes it possible for you to really zero in on your particular service area. The platform allows businesses to target specific neighborhoods or areas, ensuring that their marketing efforts reach the most relevant audience.
Once you’re set up on NextDoor, your ads can appear either in the user’s newsfeed (shown as #1 below) or in what NextDoor calls the “right hand rail” (shown as #2 below).
NextDoor News Feed and Right Rail Ads
And since Nextdoor has such a local focus, heavy users have been known to use it as a search engine. A next door search for “appliance repair” yields many local appliance repair businesses that service that particular NextDoor user’s location.
NextDoor Local Appliance Repair Businesses Near the User’s Location
Yelp Advertising for Appliance Repair Companies
Yelp advertising offers appliance repair companies a targeted way to reach potential customers actively searching for their services in their local area in order to attract new customers.
When an appliance repair company advertises on Yelp, their business listing will be displayed in key areas across the site and mobile app—including above search result and on the home pages of other appliance repair companies. This premium positioning locations can significantly increase visibility to potential customers who are actively looking for appliance repair services in their area.
Yelp ads appear in various strategic locations, including:
- Above organic search results on Yelp’s desktop and mobile sites
- Within the Yelp mobile app
- On competitor business pages
- On related business pages (e.g., an appliance repair ad might appear on a page for an appliance store)
- Across third-party partner sites in Yelp’s advertising network
When you advertise on Yelp, your listing can appear in many different locations – including on top of the Yelp Search Results Page
To get started with Yelp advertising, an appliance repair company would first need to claim and optimize their Yelp business page. Like with Facebook, this is something that all appliance repair companies should do – regardless of whether or not they plan on running ads.
Once you have your listing, you’ll need to provide accurate business information and high quality photos to make your listing attractive to prospects.
Your Website: Convert Prospects Into Paying Customers
Most of your appliance repair marketing and advertising efforts end up with prospective customers being sent to your website. You can create the best ad campaigns in the entire appliance repair industry – but you won’t have success without a stellar website. Successful appliance repair companies make sure that their website excels in each of the following areas:
- Web Design
- Relevant, Helpful Content
- Obvious, Compelling Calls to Action
- Reviews
Appliance Repair Web Design
Logical Layout
A modern and easy-to-navigate layout for an appliance repair website is absolutely crucial. Using your website should be easy and obvious for your website visitors. Don’t make them think about how to find the information they need. In particular, it is a must that your services offered, pricing, and contact details should be extremely easy to find at a glance.
Modern
Modern web design is also essential. Prospects will form their first impression of your business based on your website design alone. If your site looks like it was built 10 years ago, you’re going to have trouble generating leads.
Obvious, Compelling Calls to Action
Calls to action guide visitors to take the next step. Place them in visible spots on your site. Use buttons with clear text like:
- “Book Now”
- “Get a Free Quote”
- “Call Us”
- “Schedule Service”
Make your phone number big and easy to find. Add a contact form for those who prefer to write. Include CTAs at the end of each page. This reminds visitors to reach out.
Crafting Compelling Content
Your website needs clear, useful content. Focus on the problems you solve for customers. Describe your services in detail. List the types of appliances you fix. Share your experience and qualifications with the potential customers who are visiting your website.
Probably the best way to do this is to document past jobs. Show brands and types of appliances and associate them with customer testimonials and reviews to build trust and increase the chances that a customer picks up the phone and calls you for your appliance repair services.
Make sure you have great informational content on your website. This marketing strategy is called “content marketing”. It can help with search engine optimization, but it can also build trust with potential customers. It gives you a chance to demonstrate your deep knowledge of the appliance repair industry.
Within your text, use keywords related to appliance repair. This helps search engines understand your site. Some key phrases to include:
- Emergency appliance repair
- Same-day service
- Affordable repairs
- Certified technicians
- All major brands
Reviews
On your appliance repair website, you must have customer reviews. Feedback from these satisfied customers should be prominently featured on your website. Potential customers who are on your site want to know that you do good work, and one of the best ways to demonstrate customer satisfaction is through these reviews.
One of the easiest ways to collect online reviews is to ask customers as you’re wrapping up a job. An essential part of Local SEO for appliance repair companies is to set up a Google Business Profile to collect Google Reviews. When completing service be sure to direct your customers to your Google Business Profile where they can leave you a review.
Want Exclusive Appliance Repair Leads?
FlexLeads is a digital marketing agency. We can help your appliance repair business to generate more appliance leads with appliance repair marketing strategies including:
- SEO Services – We can generate content that showcases your work, and helps your appliance repair website to rank higher up in the search results.
- Search Engine Advertising – Advertising on Google and Bing is a great customer acquisition method that yields quick, targeted results.
- Email Marketing – Using your existing customer database, email marketing campaigns are an underutilized marketing strategy that can be targeted at previous clients to provide them maintenance tips to avoid future appliance breakdowns. Providing helpful content like this can help to generate referrals and repeat business for your appliance repair business.
Marketing Oriented Website – A website that is easy to use and converts prospective customers into paying clients is a must for appliance repair business owners.
