In this exceptional episode of the Snoball Effect podcast, Evan Weber, founder of Experience Advertising, shared his expert advice on crafting the ultimate marketing strategy for home service companies. With over 20 years of digital marketing experience, Evan brings a wealth of knowledge, offering insights into what companies can do with both ample resources and smaller budgets. Whether you're looking to supercharge your marketing or make smart, budget-conscious moves, Evan's advice is extremely helpful.
A Comprehensive Marketing Strategy
Evan laid out what an ideal marketing strategy looks like for home service companies if they had all the money and time in the world. His vision? A multi-channel approach that hits all the major platforms and optimizes every touchpoint.
Multi-Channel Marketing
"Any marketing strategy...is hitting on all the platforms simultaneously," Evan explained. The power of multi-channel marketing lies in its ability to reach potential customers wherever they are, whether that’s on Google, Facebook, Instagram, or even TikTok. For home service companies, this approach ensures that no opportunity to connect with a potential lead is missed. By leveraging both paid and organic search traffic, businesses can capture the intent-driven customers searching for their services on Google and Bing, while also engaging more casually on social media.
Paid search ads on Google and Bing allow companies to target specific keywords like “roofing repair near me” or “local moving company,” ensuring their services are visible when customers need them most. Organic search (SEO) helps build long-term traffic through content that is optimized for relevant searches. At the same time, running ads on social platforms like Facebook and Instagram expands brand awareness, while TikTok can open up a younger or more niche demographic. Evan emphasizes not relying solely on organic posting, but instead running paid ad campaigns that guarantee visibility. By staying visible across multiple platforms, home service companies can create a surround-sound marketing effect that maximizes reach and engagement.
Website Optimization
"The website has to convey professionalism, trustworthiness, and happy customers," Evan stressed. A company’s website is often the first impression a potential customer gets, so it needs to be polished, user-friendly, and designed to convert visitors into leads. A website must not only look good, but it also has to effectively communicate the company’s value proposition and build trust immediately.
Evan emphasized that an effective website must include features like testimonials, gold star reviews, and examples of past work to demonstrate credibility. Additionally, the site should be equipped with conversion tools like clear calls-to-action (CTAs) and lead capture forms. One strategy he recommended is using exit-intent pop-ups, which are designed to capture visitors just before they leave the site. These pop-ups can offer special deals, remind visitors to call for a free quote, or prompt them to enter their email for future communication. Another tactic is retargeting ads, which use cookies to track visitors and display targeted ads to them after they’ve left the website. This can create a loop of engagement, bringing prospects back until they are ready to inquire or book a service. In short, optimizing a website is all about making it easy for visitors to trust your business and take action.
Local and Traditional Advertising
In addition to digital efforts, Evan highlighted the enduring value of local and traditional advertising. While many companies are focused solely on online marketing, Evan believes that offline methods like local TV, radio, and print advertising are still very effective, especially for home service businesses that thrive on community recognition. For example, a well-placed radio ad or a commercial on local TV can give a company immediate credibility and keep the brand top-of-mind.
Pairing traditional methods with digital tactics makes for a powerful combination. Direct mail campaigns, for instance, can be enhanced with tools like PostPilot, which uses website visitor data to send personalized postcards to prospects who may not have filled out a form but showed interest by visiting the site. This kind of integration bridges the gap between online activity and offline touchpoints, creating a seamless marketing experience that increases the likelihood of conversion. By blending traditional and digital methods, home service companies can ensure they are reaching all segments of their audience, no matter their media consumption habits.
Pro Tip:
Don't be afraid to use traditional advertising methods as well, especially if you're looking for credibility within a local community.
Lead Generation Through Ads
"Generating leads through platforms like Facebook and Google is crucial," Evan said, underscoring the importance of ad campaigns specifically designed to capture customer information. For home service companies, platforms like Facebook offer “lead ads,” which simplify the process of collecting leads directly from the ad itself, without the user even leaving Facebook. Google also offers similar lead-generating features, particularly through its Google Ads platform, where home service businesses can bid on local searches relevant to their services.
These ads are highly effective because they can be hyper-targeted to the right audience. With advanced targeting options, companies can serve ads to people based on location, demographics, interests, and behaviors. This ensures that ads are being shown to those most likely to convert. Furthermore, integrating these ads with a company’s CRM allows for seamless follow-up with potential leads through automated email campaigns or sales calls. This combination of targeted ad placements and integrated lead nurturing creates a funnel that efficiently turns cold leads into warm prospects.
SEO and Content Creation
A strong SEO strategy is essential for any home service company looking to grow its organic reach. “You need well-written content that covers your services and locations,” Evan advised. Search Engine Optimization (SEO) ensures that a company's website ranks well in organic search results, making it easier for potential customers to find them. Evan emphasized the importance of creating localized content—such as service pages for specific cities or towns—to capture searches like “plumbing services in [city].”
To create this content, Evan recommended using AI tools, such as ChatGPT, to generate well-written, SEO-friendly copy. These tools can help create blog posts, service descriptions, and location pages that not only rank well on Google but also persuade visitors to take action. For home service companies, consistent SEO work can build a solid foundation for organic traffic that grows over time, reducing reliance on paid ads in the long run. Additionally, incorporating customer reviews and testimonials into the content can provide social proof, further boosting trust and credibility.
Collect reviews and turn them into social proof with Snoball! Schedule a demo to see what Snoball can do for your business.
Schedule DemoBy combining these tactics, home service companies can establish a strong online presence that drives both paid and organic traffic, ensuring long-term growth and sustainability.
Marketing on a Budget
For smaller companies with limited resources, Evan distilled his comprehensive approach into the most critical components. Here’s his advice for those looking to maximize results without breaking the bank:
Website Effectiveness: Make sure your website is designed to convert visitors into leads. This means ensuring your site is not only aesthetically pleasing but also optimized with clear calls to action and testimonials. “Website effectiveness is always going to be on the list,” Evan stated.
Google and Bing Ads with Tight Keyword Focus: Evan recommends starting with a small budget on Google and Bing ads but focusing on exact or phrase match keywords to avoid wasted clicks. This ensures that your ad spend targets people actively searching for your services.
Evan Weber
Founder @ Experience Advertising
“So Google and Bing...but on a low daily budget, I would start at maybe $30 or $40 a day.”
Retargeting Ads on Social Media: Even with a modest budget, Evan suggests running retargeting campaigns on platforms like Facebook and Instagram. “You can follow people around on the web,” he explained, referring to how ads can ‘follow’ users from site to site, keeping your brand top-of-mind.
Retargeting via Third-Party Platforms: Services like AdRoll and Criteo can help with retargeting across various websites. This keeps your brand in front of potential customers even after they’ve left your website.
Leverage AI for Content: Evan encourages the use of AI tools to make your website content more engaging. From rewriting your “About Us” page to generating ad copy with urgency, AI can help make your messaging more compelling without the need for expensive copywriters.
Limited Resources Marketing Checklist
To summarize, for those working with limited resources, Evan recommends focusing on the essentials:
- Optimize your website for conversions, ensuring clear calls to action and strong social proof (testimonials and reviews).
- Run Google and Bing ads with a tight keyword focus to maximize ad spend.
- Split your budget between driving traffic and retargeting—about 70 to 80 percent on ads and 20 to 30 percent on retargeting.
- Set up retargeting ads on Facebook, Instagram, and third-party platforms like AdRoll.
- Use AI tools to improve your content and ad copy.
- Prioritize accumulating customer reviews and leveraging them in your marketing campaigns.
Start Implementing
Evan Weber’s insights on marketing strategy provide both a roadmap for companies with ample resources and a playbook for those working with tighter budgets. His advice emphasizes the importance of being present on multiple platforms, optimizing websites for conversions, and using retargeting to stay top-of-mind with potential customers. Whether you have a big or small budget, implementing these strategies will help home service companies thrive in today’s competitive market.
By taking Evan’s advice and building a well-thought-out marketing strategy, home service companies can grow their customer base and turn satisfied clients into advocates for their business. As Evan encouraged, "You can never go wrong cultivating reviews and referrals."
