Online Marketing and Advertising Tips for Locksmith Businesses
Online Marketing and Advertising Tips for Locksmith Businesses
Marketing and advertising your locksmith business online is more important than ever. A recent study by BIA/Kelsey shows that 97% of all consumers use online media to research products and services in their area. Another article by the New York Times states that 8 out of 9 people find the Yellow Pages to be a "nuisance".
Stop and think about those statistics for a minute.
Those consumers who are using the Yellow Pages are using them to find the phone number of a locksmith they have already dealt with in the past. The yellow page companies are good for repeat business, but how does a locksmith advertise their business to reach out to new customers outside the usual channel of referrals and repeat business?
The answer lies with online marketing and advertising. With 97% of consumers using the internet to research local businesses, including locksmiths, it is extremely important to advertise your business on all of the sites consumers use. While Google is the most popular, there are dozens (even hundreds) of other important players: Yahoo, Bing, City Search, Local.com, Yellowpages.com, Topix, Superpages.com, and Merchant Circle just to name a few. By saturating the internet with your marketing efforts you are ensuring that no matter which outlet consumers choose, they will have access to your information.
Okay, so you are ready to do some online marketing for your locksmith business. Now what?
There are literally hundreds of websites out there that advertise locksmiths. There are the Yellow Page directories online (YP.com, YelloBook.com), there are local directory sites (CitySearch, Local.com, Yelp), and there are vertical industry related sites (locksmith-directory.org). It is difficult for many business owners to wrap their head around the sheer number of sites out there. Yet, it is crucial to advertise on all of them.
One of the biggest misconceptions is when business owners think they have done enough marketing with their simple pay-per-click or SEO campaigns on Google. Many locksmith businesses seem to think that coming up at or near the top of a few very specific searches is all the advertising they need. Don't get me wrong, it is great to appear first for "Locksmith in Milwaukee", but what about consumers that search for just "Locksmith" or "Residential Locksmith Service" or "Re-Key Service Milwaukee". It is nearly impossible to come up at the top for all or even most search terms. This is where marketing and advertising on all of those other networks becomes a big deal. A consumer searching for "Rekey service Milwaukee" might find a link to "Milwaukee Rekey Services at CitySearch " at the top of their Google search. The same shop owners who were satisfied with their SEO and PPC campaigns are now getting beat by that very system! As a locksmith it is very important to pay close attention to your internet marketing campaigns.
The most important thing to remember, no matter what marketing avenue you choose, is that you want your advertising to generate consumer ACTION. It is not enough to have just an address and phone number for "Bob's 24/7 Locksmith". Consumers want to know more about your business. Here are some important things to consider adding to your website or online listings:
1. Phone number: Make your phone number prominent! The whole goal of your marketing effort is to get the consumer to call your business. You can generate thousands of views but if the advertising doesn't generate any calls, you won't get any business.
2. Photos: Add some pictures of your techs and vehicles on service calls. I recommend a shot of you as the owner and maybe one of the whole locksmith service crew. This will make consumers feel more comfortable having you come out to the home, automobile, or business.
3. Content: Make sure you have original content on your website and listings. When Google and the other search engines rank websites and listings, they look for unique information and information that matches the search query. Try to use keywords as much as possible when writing this type of content.
4. Testimonials: Show your potential customers that you have satisfied people in the past and that you did such a great job with their service that they will testify for your work. As you already know, referrals are a large part of the business and testimonials are a way to work those referrals into your online presence.
There are many choices in today's world for marketing and advertising in the locksmith industry. There is not necessarily a right or wrong way to do it, but as a locksmith business owner, it is ultimately your decision. Companies such as Google, Yahoo, and LocksmithDirectory.com offer comprehensive packages that cover a large spectrum of the internet. The marketplace has fragmented and these companies are trying to help put the pieces back together.
The internet is the largest and most powerful source of information available. Good luck in your quest to harness and use that power to your advantage!
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