You are at a crossroads in field service management, and you need to invest in digital marketing to stay relevant. While it is vital that your customer connects with you digitally, digital marketing can't be done overnight. You need to learn, research, and patiently carry out the entire process. Traditional marketing has limits in terms of how far it may reach out to your consumers, but digital marketing does not.
The number of smartphone users in the United States is 301 million now and is projected to reach 311 million by 2025. Also, an average American spends 5-6 hours on their smartphones daily. Digital marketing enables you to attract and engage your audience while they're doing this.
With channels like remarketing and banner ads, social media posts, email marketing, content marketing, SMS, and push notifications you can interact with your audience as they use a range of apps on their phones. You open up a lot of possibilities for growing your business if you figure out how to market yourself creatively.
Creating meaningful digital connections with your customers is the need of the hour and the future of future service management. By embracing the progressions in digital marketing, field service management companies can better understand their customer needs and serve them effectively.
Why choose digital marketing?
Today's technological developments are having an impact on how we work, travel, communicate, and live as a whole. As quickly as it's improving people's lives, it's also changing how businesses operate.
The adoption of digital marketing strategies and procedures is something that affects almost every company. Organizations in the field service sector are no exception. Listed below are some reasons why field service businesses need to choose digital marketing
- The capacity to cement your brand as the domain expert of the industry you cater to
- The amazing chance to consolidate numerous media into your marketing strategy such as social media marketing
- The potential to spend lower costs yet enjoy higher adaptability for your advertising endeavors
- The ability to follow clients' buying journey
- The opportunity to collaborate with influencers, earn their appreciation, and persuade them to endorse your organization
- The power to attract users who engage in online research and purchases
While it might take some time to change your marketing strategy completely, it's vital to stay relevant and up to date with the market trends. Else, you’ll end up losing significant business development opportunities.
Digital marketing channels
If a potential client can't get in touch with you, they will most likely contact a business they can easily reach out to. Nowadays, a business' reachability is measured by its online presence. In the field service management business, your benefits may depend entirely on the fact that how easy and simple it is to locate and contact you on the web.
Post-COVID, field service operations have become more mobile workforce friendly. Most successful field service management companies are taking advantage of the concept and employing field service software. Increasing your reachability also entails using every feasible approach, including both your social media and website, to expand.
Some of you may reject social media under the notion that it is irrelevant to your field service management business. But consider this, don’t you want your plumbing services to be visible when a customer is searching for plumbers online? Embracing social media can not only help you attract customers but it will help you create and nurture a brand image.
Examine your business operations through different services (Apple and Google Maps, Google search, Facebook, and so forth) to get an idea of how you are doing. While you are at it, take a look at your postings for mistakes or obsolete data. Create social media accounts that represent your field service business. Regardless of whether you can update them constantly, manage them so that they redirect customers to your site and display your contact information.
Take a look at your website. Is your contact information easily accessible? Do you have more than one way for customers to reach you? Make it as simple as possible for potential customers to find you..
A badly designed website disappoints prospects and makes them look for alternatives. Did you know that customers spend only 50 milliseconds concluding whether they will stay on your website or leave after visiting it. You would never get an opportunity to undo your customer’s negative image of your brand, if your website isn’t clear and organized.
Additionally, make sure that your website is also mobile-friendly. Most of your potential customers spend a considerable time on their mobile and as a result, they perform online searches from their phones. If your website doesn't function properly or look great on a phone or tablet, you could lose a ton of deals. Put resources into creating a responsive website design to make your website accessible to all users.
In addition to responsive design, you need to handle search engine optimization. No matter how great your website is, if it is not visible to your customers on Google, it won't generate traffic. When it comes to search engine optimization, you need to look for keywords with high search volume in field service management and use them in your website content.
There are many SEO tools available to collect the most searched keywords in your field. Ubersuggest by Neil Patel is an ideal keyword research tool that not only gives you the necessary keywords but also offers relevant content ideas.
In content marketing, you can educate your audience and create brand awareness in several ways. These include infographics, blogs, website content, videos, email marketing, e-books, podcasts, and influencer videos. But when it comes to content marketing, you need to consider the relevance of content options and their associated business goals.
For the field service management domain, the most relevant content forms are blogs/articles, website content, explainer videos, and email marketing. In order to give valuable content to your target audience, you need to adopt the right content strategy. Let’s dig in deeper into major forms of content marketing
The first step is selecting the right keywords which have a high search volume and relevancy. While you may be tempted to write all about your field service management company, hold back because your customers may not be interested in learning any of that.
Your customers have a problem and they are looking for a solution. They need someone to guide them or solve their problem. To attract the attention of your audience the content you write should hit their pain point directly. In addition to creating quality content that resonates with your audience, having a top-notch design, and offering exceptional readability will put your website up front in the SERP results.
Content ideas generated by Ubersuggest will tell you what exactly your customers are searching for. You can write blog posts based on those queries. While you are at it, elaborate on the problems your customers face, what causes it, and offer the best possible solutions.
The key thing to remember is to never oversell your brand or bombard the audience with your sales pitch. Just focus on answering their queries and offer a potential solution to their problem. As you are wrapping your blog up, you can plug in your field service management company and the service you offer.
Alternatively, you can research and identify all the possible problems your customers face in general. List the problems and sort them into different categories. Try to create at least three to 4 blogs every week for each category.
As you write content, keep the buyer's journey in your mind. Ideally, you can follow a marketing framework like AIDA. Identify what information your customer would require at every step. Keep publishing content regularly to cover every step of the funnel.
In addition to publishing new content, keep updating your existing content (especially top ranking blogs) to maintain your SERP ranking. Ranking on the first page of any search engine (Google, Bing) is not a challenge. If your blog content addresses customer queries and is SEO-friendly, you have a clear shot at the SERP ranking.
Another useful content form for any field service management business is an explainer video. Explainer videos increase brand awareness. Explainer videos help illustrate the problem and the solution with engaging animation. Most field service businesses actively use explainer videos for brand awareness as it effectively communicates their brand message.
You need to draft a compelling script for the explainer video. Focus on the problem, the solution you offer, and the USP of your service. There are many types of explainer videos like motion graphics, whiteboard animation, and more. It is better to hire a professional or a digital marketing agency to create a killer explainer video for your business.
An emailing list is an incredible way to stay in contact with your prospects and customers. Your website should compel people to join your mailing list so that you can engage and nurture them.
By sending regular newsletters that specify your offerings, business advancements, and even testimonials, you ensure that your newsletter recipients think about you when they need something done. Field service companies new to email advertising can invest in email marketing tools to set up both one-time and robotized email crusades.
Reviews and ratings
Many purchasers use reviews to assess the credibility of a local business. Give these clients some substantial proof by posting reviews on your website. Finally, ensure that your customers can find your review sections easily on all digital channels. You can increase the number of reviews by offering incentives to customers for providing a review. Take a look at Zuper’s amazing reviews on G2 Crowd.
Pay per click ads (PPC)
You can also venture into paid ads nevertheless whether you establish a social media presence or increase your online reviews. What’s best about pay-per-click (PPC) ads is that you can pay to get traffic to your website before you develop your field service brand. You can also run a PPC campaign for your existing field service customers.
Just because you pay advertisers to attract a potential customer to your website doesn't mean they'll turn into paying customers. Track where your leads come from so you know which ad campaign to spend your cash on. Whenever you start a campaign make sure you know whether the cash you spend is producing leads or not. If a specific campaign doesn’t yield results, quit using that digital channel and focus more on the platform that works well.
Display ads cost less than pay-per-click as there's more advertising space across the web when compared to a SERP results page. In display ads, you don’t target keywords. Instead, display ads rely on how well your promotion matches the hosting site's audience.
Display ads have the capacity to track users for retargeting. For instance, if a user lands on your website and doesn't convert, you can follow them with a cookie and retarget them with a display ad later on. The importance of context-orientation in-display ads helps produce significantly more conversions at a lower cost-per-click (CPC) and an increased ad rank.
The bottom line is, if you want to stay ahead of the curve in field service management, you need to be investing in digital marketing. It’s no longer an option – it’s a necessity. And fortunately, there are plenty of online resources out there that can help you get started.
At Zuper, we specialize in helping businesses just like yours take their operations to the next level with our cutting-edge software and services. So what are you waiting for? Check out Zuper’s field service management software today and see how we can help you grow your business! Comment below if you would like to know more on how you can leverage digital marketing to build a successful field service management business.