You’ve been in the appliance repair industry for several years and built a strong reputation among different clients around town. However, these days, word-of-mouth recommendations need to be backed up with a solid online presence.
Even though your services are in demand and you offer a great customer experience, that’s simply not enough. Creating a marketing plan with various strategies can take your appliance repair business to the next level and help you attract new customers.
Below are tips for developing a marketing plan for your appliance repair business and reach more potential customers.
Importance of creating an online presence for your appliance repair company
There are plenty of appliance repair companies in your area, so what can you do to stand out? Creating a robust online presence will generate leads for your small business and keep your phone ringing. Start by using the right tools and resources available to business owners.
The best appliance repair service marketing tools
What’s great about the appliance repair industry is there are potential customers everywhere: Appliances will always break down.
You want your local service company to immediately come to mind when a customer need a professional. If potential customers are searching online, you want to be the first service provider on the search results page for a local appliance repair job.
Below are some ways to build a successful online presence without hiring costly lead generation companies or marketing companies.
Mobile-friendly website
Building a website that is high-quality and up-to-date can go a long way in helping with lead generation. Your website should include pricing, contact information and answer frequently asked questions about your standard service offerings like appliance installation and periodic maintenance. Hosting a website may come with a monthly fee.
Blogging
Developing search engine optimization (SEO) blog content that features how-to instructions, warranties, appliance repair hacks or even explaining the details of an appliance and how it works can bring new customers to your site. If a new customer discovers your business blog, you will be the service provider they trust when they need a professional.
Social media marketing
Getting leads by posting content on social media platforms — like the before-and-after of appliance installation projects — is a good start for branding.
However, getting leads through paid social media advertising on Instagram, Facebook and even LinkedIn or TikTok is where you can really garner interest in your business that turns into conversions — especially if you target the right audience and in your service area.
Local SEO
Local SEO is a marketing strategy for getting leads in your service area and community. This strategy is typically done through pay-per-click (PPC) advertising programs or having strong local SEO content that shows up on the first page of search results on Google or Bing.
Your local SEO content and advertising campaign should encourage customers to take action almost immediately by calling you or scheduling appliance installation or repair services when they see your ad on search engine results.
You may also want to consider joining Pro Networks at The Home Depot, HomeAdvisor or Angi. These website directories are great places to get exclusive appliance repair leads from customers looking for the work you provide.
Google Business Profile
An effortless way to make your appliance repair business stand out is to claim your Google Business Profile. A claimed business page or business profile on these platforms helps small businesses like yours build brand trust as you gain testimonials and market your service business.
SMS marketing
Advertising your services via SMS marketing, or text messaging, has been proven to be a more successful marketing strategy compared to email marketing or traditional social media content. Here are a few tips for creating successful appliance company content for SMS marketing:
- Pay attention to your message’s character count
- Include images if possible
- Use emojis in the copy to really draw in the reader
- Have a persuasive call-to-action (CTA)
Ensure your SMS message is concise and offers a solid promotion or valuable information, so new customers or current clients can take advantage of your quality appliance repair services.
Email marketing
Maybe you’ve been collecting email addresses through transactions or third-party platforms that recommend your service business, but what can you do with them? Email marketing is a marketing strategy that could get certain customers to request a quote or schedule service without a phone call because you’re marketing straight to their inbox.
Customers can take action inside the email campaigns with CTA buttons that tell them exactly what they can do next to reach your company. These email marketing tips will help you make the most of these tools.
Maintaining solid relationships with customers
Strong relationships are critical to your small business getting leads and being able to scale. Internet marketing cannot be the only way to maintain customers. There are plenty of touch points to keep customers returning and positive reviews coming in.
Importance of customer retention
Retaining existing customers is just as important as acquiring new ones. Customer retention is a marketing system that is not solely done online. It requires the business owner to take an interest in the customer’s needs and feedback.
Online reviews
Online reviews, also known as testimonials, can be positive or negative. The hope is that your service and appliance repair jobs are completed to the customer’s satisfaction so you get glowing reviews for the rest of the Internet to see. Studies show that 84% of consumers trust online reviews as much as word-of-mouth referrals.
Even if you get negative home service company reviews, be sure to respond quickly and professionally to resolve the customer’s issue and protect your reputation.
Web Chat
Have you considered adding a chatbot or Web Chat service to your website? These are convenient ways to deliver customer service to your customers 24/7. They can provide automated customer support, answer questions using AI (artificial intelligence) and cut down on unqualified leads.
Activating multiple channels in your marketing system will help you get more customers through the door.
Online advertising for your appliance repair business
As mentioned earlier, online advertising through search engines or social media can transform how potential customers see your business and influence them to take the next step to schedule appliance repair services.
Google Ads
Advertising on Google can be local SEO-optimized content from your website driving new customers to your website. This advertising strategy should include your phone number so potential customers can reach you directly to get a quote or schedule services.
Facebook Ads
Advertising on Facebook and Instagram can take your online advertising to the next level. You can sometimes sell services directly, and customers can use their credit cards without going to your website.
Appliance repair marketing FAQ
How do I generate more appliance repair leads?
You could hire a lead generation service or marketing services agency, however, this can be costly. Alternatively, you can also take some time to develop a marketing strategy with help from Broadly and see how our tools can automate and streamline ongoing lead generation tactics.
How do I improve my appliance repair business’s reputation?
Improve your appliance repair company’s reputation by creating an online presence that includes a website, Google Business Profile and social media profiles.
Where should appliance repair companies advertise online?
Depending on your marketing goals, you can advertise your appliance repair business through Google Ads pay-per-click (PPC), Google Local Service Ads or Facebook’s online ad platforms.
Grow your appliance repair business with Broadly
Understanding which tools are best for your appliance repair service marketing strategy can be time-consuming. The good news is that you have a vast potential customer base – anyone living in a home, apartment or even working in commercial spaces with fridges or other equipment. This tricky thing is – how to reach them.
Schedule a demo to see how Broadly can help you build the right assets for a stronger online reputation that includes reviews, higher SEO rankings and a marketing system that achieves your goals.
