A Detailed Look at How We Get You Appliance Repair Customers

To remain ahead of the competition, your appliance repair company must leverage the strength of digital marketing to boost your web visibility, attract new clients, and grow. Unlike traditional marketing (like radio and tv ads), a properly implemented digital marketing strategy is both measurable and highly targeted.

This makes digital marketing an ideal solution for independent appliance repair shops lacking the extensive resources of large appliance manufacturers, retail chains, and franchises that you’re competing against for repair services.

Internet marketing techniques such as search engine optimization (SEO), local SEO, targeted click based PPC advertising, email marketing, and social media engagement can yield impressive results without the steep costs associated with conventional promotional methods. The relative simplicity of tracking online marketing performance enables you to pinpoint and maximize successful approaches while phasing out what just isn’t working.

Let’s explore in greater detail how FlexLeads’ web-based digital marketing services can benefit your appliance repair business…

Appliance Repair SEO Services

SEO (Search Engine Optimization) can be a powerful tool for all local businesses to attract more customers. By optimizing your website and online presence for search engines, your company can increase your visibility in search results when potential customers look for appliance repair services that you offer.

Search Engine Optimization Can Help You Rank High Up in the Search Engine Results and Bring Your Appliance Repair Company More Business

Keywords

With SEO, the first step is to identify the appropriate keywords that your prospective customers use when searching for each appliance repair service that you provide. By utilizing third-party tools (such as Keywords Everywhere, SEMRush or ahrefs), you can determine the specific terms your local customers use when seeking the services offered by your appliance repair business.

With this knowledge, you can create content that can be both helpful to your target customers and bring in prospects to your website.

For example, when someone in your service area searches for a phrase like “refrigerator repair near me” or “dishwasher repair service,” links to your website are more likely to appear near or at the top of the search results. Prospects will click on the result ,and be brought to your website where they can contact your company for needed appliance repair services.

Content Marketing

Once you’ve developed your list of keywords, you understand what your prospective customers are searching for, and you can create informational content around those keywords. Content marketing involves providing your potential customers with useful, actionable information. The immediate goal isn’t necessarily to make a sale, but rather to establish your expertise and build trust.

Example content marketing articles for appliance repair might include “5 Signs Your Refrigerator Needs Professional Repair” or “DIY Maintenance Tips to Extend Your Washing Machine’s Life.” These types of articles address common concerns and questions your potential customers might have.

When a potential customer visits your website, they can review your helpful content and learn more about the appliance repair services you provide. An optimized website design can help turn these prospects into clients by making it easy for them to contact you or schedule a service.

Unlike a PPC marketing campaign that can provide instant results, SEO takes time to generate a steady stream of appliance repair leads for your business. However, a well-structured online marketing strategy featuring SEO can often provide a much lower cost per lead than paid search activities in the long run. As your website’s authority grows and you rank for more keywords, you’ll likely see a consistent flow of organic traffic and leads.

Local SEO Services for Appliance Repair

One of the Key Goals of Local SEO is to Promote Your Google Business Profile (GBP) to Make Sure Your Appliance Repair Company Listing Shows in the Map Pack Search Results for Appliance Repair Searches

Local SEO is related to SEO and can also generate appliance repair leads to your business. The primary focus with Local SEO is presenting your appliance repair business in the most effective way possible within the Google Map pack – which usually appears near the top of the search results for local searches (just beneath the ads).

Local SEO involves optimizing for local search terms, claiming and keeping your GBP listing up to date, and encouraging customer reviews on platforms like Google and Yelp. Potential clients will see these reviews from satisfied customers. This builds trust and makes it more likely that a prospect will pick up the phone, call your business, and become a new customer.

An optimized Google Business Profile includes accurate and up to date information such as your company’s name, address, phone number, website, business hours, and service areas. It also showcases customer reviews (along with your timely responses to customer reviews), photos of completed work, and posts about special offers or helpful appliance maintenance tips.

Pay-Per-Click (PPC) Advertising for Appliance Repair

With Paid Search Ads, You Can Quickly Get in Front of Prospective Customers by Running Ads that are Relevant to the Appliance Repair Services You Provide. Ads in Google are denoted as “Sponsored”

Search engine pay-per-click (PPC) advertising can be an extremely effective tool for your appliance repair company to quickly attract new customers and gain valuable insights about your local target market. Search engine marketing platforms like Google Ads and Microsoft Ads allow you to create targeted advertisements that appear at the top of search results.

Unlike SEO which typically takes months to see results, PPC provides immediate visibility that can lead to immediate results – as the ads are shown to people actively seeking appliance repair services (and oftentimes in emergency situations). PPC also allows for precise geographic targeting, ensuring that ads are shown only to people within the your service area, which helps to maximize efficiency of your advertising spend.

We’ll now cover two of the most useful types of PPC ads for appliance repair companies: paid search ads and Google Local Services Ads.

Paid Search Ads

Paid search allows you to target a potential customer with a precise level of detail including: geographic location, times, and what they’re searching for. If someone searches for “Kenmore dishwasher not working”, your ad can appear near the top of the results and discuss how your appliance repair company has expertise in Kenmore dishwasher repairs. They’ll click on the ad and be brought to your website where you can convert them from a prospect into a paying customer.

Google Local Services Ads (LSA)

These ads appear at the very top of a search engine results page (even above the standard paid search ads). These ads are a bit different than traditional paid search ads as you’ll only be charged for actual leads instead of clicks on your ads.

With Local Services Ads, you’ll also be able to display the Google Guaranteed badge, which can help build trust with potential customers. To earn this badge, your appliance repair company must pass a background check and meet other qualification requirements.

Appliance Repair Websites

Most of Your Marketing Efforts Will Send Traffic to Your Appliance Repair Website (Which Will Have Many of the Same Components of a Well Designed Home Services Website Like the Landscaping Website Shown Above). You Need to Make Sure That Your Website is Able to Convert Prospects into Paying Customers

Your appliance repair website is where the magic happens. Most of your other marketing activities send traffic to your website where people interested in appliance repair services will either pick up the phone and call you – or they’ll leave your website and go with another appliance repair provider.

Proper website optimization is a must. Your website must be fast, mobile friendly, and geared towards conversion. Your site must include elements that build trust – like reviews from satisfied customers that highlight both your appliance repair skills and your commitment to customer service.

Photos and videos of actual repairs that your company has performed are also very effective at converting prospects into paying customers. Your site must also convey to the site visitor that you’re great at what you do and make it easy for them to pick up the phone and call you for service.

Email Marketing

Email Marketing with Tools Like MailChimp Allow You to Reach a Large Audience of Past (and Future) Customers at Relatively Low Cost

Email marketing is a powerful and cost-effective tool for appliance repair companies to nurture relationships with existing customers and attract new ones.

By building an email list of past customers and interested prospects, you can regularly communicate with your audience, providing value and staying top-of-mind. You can start by offering incentives like discounts or free maintenance tips in exchange for email subscriptions on your website or during service calls.

Once you have a list, you can send various types of emails to engage your audience. In fact, most of your emails should be informational – as opposed to asking for a sale.

Sample email content to include in email marketing:

Periodic maintenance reminders – For example: “it’s been six months – it’s time to clean the condenser coils on your refrigerator”.
Personalized emails – The more in tune you are with customer history, the better. Use a customer’s appliance history or service preferences to provide truly useful tips and get more repeat business.
Helpful Seasonal Tips – If summer is coming you may wish to discuss how to protect your refrigerator and extend the life of their refrigerator

One of the biggest advantages of email marketing is its low cost and high return on investment. Unlike traditional advertising, email allows you to reach a large audience at minimal expense. Moreover, you can track opens, clicks, and conversions, allowing you to refine your strategy over time.

By segmenting your list based on factors like service history or appliance types, you can send highly targeted messages that are more likely to resonate with recipients. This targeted approach can lead to higher conversion rates, turning more of your email subscribers into paying customers and driving qualified leads to your business.

Social Media Marketing for Appliance Repair Companies

Social Media Can Allow You to Engage with Customers and Build Your Brand – but it Will be Most Effective for Larger Appliance Repair Companies

Social media platforms like Facebook, Instagram, and Twitter offer appliance repair companies an opportunity to connect with potential customers, showcase their expertise, and build brand awareness. By creating and sharing engaging content such as repair tips, before-and-after photos of successful repairs, and informative posts about common appliance issues, you can establish your company as a trusted authority in the field.

It is important to note that social media marketing is often best suited for larger appliance repair companies when it comes to driving significant brand awareness.

Appliance Repair Marketing Frequently Asked Questions

Do you work with franchises or large chains?

No. Unfortunately, we don’t work with franchises. Here’s why:

Website Access – Despite the wishes of franchisees, franchisors are unwilling to provide third party access to franchisee websites and pages. We require full website access in order to properly implement marketing strategies
Incumbent Marketing Company – Franchisors often have an incumbent and oftentimes ineffective marketing company in place. This presents challenges when franchisees attempt to do digital marketing independent of the franchisor’s marketing partner.

Will You Provide Me with Exclusive Appliance Repair Leads?

You can often times automate your content generation efforts to social media. Social Media Marketing can also be quite effective for branding purposes for larger companies in the appliance repair industry.

Cons

While small or newer appliance repair businesses should still have a presence on major social media platforms, spending a lot of time on social probably won’t yield great results.