Blog – Page 22

If You Don’t Promote Your Summertime Services Now, You’ll Hate Yourself Later

Last Updated: May 21, 2019

Now that summer is only a month away, let’s talk about how you want to promote your summertime services.

We need to start looking at what you can do right now to boost your bookings this summer. Especially since your competitors probably aren’t planning ahead—which gives you an edge.

This post will arm you with some strategy ideas to help you book better jobs this season. Let’s jump in!

How to Book Better Jobs Than Your Competitors This Summer

The truth is, most people don’t plan ahead. They won’t remember to update their website or social media to highlight their seasonal offerings. And they certainly won’t think to campaign for a specific service months in advance.

Thankfully, you’re smarter than most people.

If you start advertising now, you’ll beat your competitors to the punch this summer. You’ll also put yourself in a strong position to cherry-pick your favorite jobs and book up your calendar through Labor Day.

Which Services Should You Promote?

Getting started is simple. Just think about the one or two jobs you would love to do all summer long, and advertise the heck out of them.

For example, here’s what some savvy businesses are doing to prepare for the season:

Landscapers are targeting homeowners who want to get their backyards and patios ready for summer.

Cleaners and junk haulers are pushing to help people with their big clean-out projects.

Home builders and remodelers are getting in front of people who put off their construction projects until it’s nicer outside.

HVAC technicians are marketing central air tune-ups in preparation for hotter temperatures.

Tax attorneys are marketing to people who are now in a panic about filing late or who had an issue with their returns.

Paving contractors are targeting homeowners and business owners who need new asphalt installation or resurfacing now that the weather is more cooperative.

Appliance repair technicians are seeking RV owners who need to service their special-sized appliances before taking their campers out on the road.

Mobile audio installers are marketing to boat and RV owners who want to optimize their stereo systems before the season officially begins.

Plumbers on the East Coast are promoting sump pump installation and backflow prevention ahead of hurricane season.

Basement waterproofers are also getting ahead of hurricane season by pushing drainage systems, sump pumps, and waterproofing panels.

What Promotional Strategies Should You Use?

Once you’ve chosen the summertime service(s) you want to promote, here are the next steps:

Dedicated web page. Make sure you have a corresponding page on your website for each service you wish to promote. Not only will this provide more information to interested site visitors, but it will also improve your credibility in Google’s view.

Pay-per-click (PPC). Get out in front of your competitors by starting a Google AdWords campaign for your specific service. This way, you’ll show up whenever someone in your area searches for that type of work.

Facebook Ads. Start a Facebook ad campaign and pop up in your target audience’s news feed! You’ll stay top of mind for that service they’ve been thinking about but haven’t pulled the trigger on yet.

Social media. Make adjustments to your social media profiles to showcase your summertime services. This way, when a potential customer visits your site or page, they’ll see it right away. You should also create posts and photos about these services to further boost your reach.

So… do you have a specific service you want to prioritize this summer?

Then get to work ASAP.

Or, if you need some guidance, give us a call or shoot us a message now. We’ll get you set up with a powerful campaign to boost your bookings this summer.

Little Known Ways to Market Yourself in a New Location

Last Updated: February 15, 2024

So, your business is ranking pretty well in your hometown.

But what if you want to get more jobs in the next town over? Or maybe you want to expand into a different state entirely?

No problem. Prospect Genius has a handful of cost-effective strategies to help you target a new service area without going over budget.

Of course, the strategy we prescribe will depend on how far away your second address is. Thankfully, we’ve had lots of success solving this problem for clients and business owners of all kinds.

Keep reading to hear about some real-life cases in which we’ve helped business owners expand into new service areas and multiply their customer bases.

Reaching From Coast to Coast

We have one client who owns a nationwide answering service. Thanks to today’s technology, they’re able to provide virtual reception and remote answering services from anywhere, which means they can support clients in every corner of the country. As a result, we’ve had to think outside the box in our approach to their online marketing.

After evaluating the upfront costs and returns of PPC and similar paid campaigns, we determined that creating a few local SEO campaigns in different regions would be the most cost-effective route. So, our client acquired legitimate local addresses in these regions, and away we went.

We successfully marketed this client in three separate regions of the country using a combination of content writing, Google Maps optimization, and local directory optimization.

Expanding Regionally

We also worked with a client who was located in one area of New York’s Capital District and wanted to target a town 20-ish miles north. Unfortunately, this second town was just beyond the radius that makes for effective, local SEO.

So, for this client, we got creative. Ultimately, we saw a good deal of success when they set up a new, related business in their desired town. Then we launched an all-new website and local SEO campaign for this new business. However, this required having a legitimate second address, so the viability of this strategy may vary.

However, when it works, it really works. Another client successfully used this strategy and now has four or five separate websites and businesses across Long Island!

Hopping to a Nearby Town

We recently dealt with a client who was getting lots of jobs near their home base and wanted to start reaching more customers a few towns away.

Since the distance between the two locations was minimal, and they were within the recommended SEO radius, we were able to implement a strategy using their current website, which already contained specific language about the general locale. Our strategy involved a combination of directory optimization and Google Maps optimization, laser-focusing those campaigns on the client’s desired town.

For another client in a similar situation, we launched a straightforward paid ad campaign, instead, because it made sense for their budget. We did this on Google AdWords and Facebook Ads, basing our target audience on our client’s desired new location.

Building Your Own Strategy

As you can see from the above examples, the possibilities for expanding to a new territory are pretty open-ended. And the best part is, your strategy can be totally customized.

We’ll work with you to assemble the perfect combination of tactics that won’t send you over budget. Together, we’ll create a cost-effective, well-rounded approach that helps you successfully target your desired location(s).

So, whether you want calls from 20 miles away or 200, let’s chat! We’re confident we have a solution that’ll be an awesome plan of attack for you.

Why You Shouldn’t Worry About This Google Chrome Warning

Last Updated: February 15, 2024

When you visit a website using Google Chrome, you might see a “Not Secure” label in the address bar at the top of the browser. But don’t panic: This doesn’t mean what it sounds like.

You have not been hacked or infected with malware. So, if you see this warning and think you’ve been attacked or compromised in some way, you can take a deep breath before we proceed.

Now, here’s what that warning does mean.

“Not Secure” Means “Not Encrypted”

This “Not Secure” label is a simple warning that the website you’re visiting is using HTTP instead of HTTPS (a.k.a. “secure HTTP”). HTTP has been the primary protocol used for internet connections until very recently (the last few years). In fact, nothing about your internet security has changed whatsoever—HTTP websites have the same level of security that they always have.

The only difference now is that Google Chrome started automatically issuing this “Not Secure” warning on HTTP websites because HTTP is not encrypted (whereas HTTPS is). It’s Google’s way of telling you to proceed with caution.

When Does the “Not Secure” Warning Matter?

This warning is only relevant to websites that deal with confidential data—for example, sites that require you to log in with a username and password, or e-commerce sites that ask for your credit card information.

However, for average websites that see a modest amount of traffic and don’t deal with sensitive data, HTTP is still perfectly fine. The only time this “Not Secure” warning should give you pause is when you’re making an online purchase or inputting personal information. Your data may not be fully protected by encryption on an HTTP website, so you should think twice about sharing it.

What’s the Big Deal About Encryption?

When you visit a website, your browser sends data to that website’s server. Encryption is an added layer of security that prevents malicious parties from spying on the data that’s being sent.

Think of your data as physical mail. Visiting an HTTP website is like mailing something in a standard envelope, while visiting an HTTPS website is like using an opaque security envelope. Security envelopes have a dark pattern printed on the inside so their contents can’t be read when they’re held up to the light. Similarly, encrypted data can’t be rendered by a party that hasn’t been authorized to receive it. It keeps people from spying or eavesdropping on your data.

The lack of encryption on HTTP protocols is why many major websites have transitioned to HTTPS, which does provide encryption. You’ll notice that popular websites like Facebook.com, Google.com, and Amazon.com don’t show a “Not Secure” warning when you visit them. This is because they’re using the HTTPS protocol to protect your confidential login and payment information.

For general websites, though, the distinction between HTTP and HTTPS matters little. As long as you’re not signing in with a password or inputting private account numbers, you don’t have to worry about whether or not the website provides encryption.

So, now that you know what this warning in Chrome means, you can browse with confidence—and without fear!

Why You Can’t Trust This Warning From Google

Last Updated: February 15, 2024

Have you gotten a call from Google about your AdWords account? Did they tell you that your ads are displaying in other countries and costing you extra money?

You’re not alone. Google has been ramping up its AdWords sales efforts—and this means they’ve been aggressively targeting existing AdWords accounts and trying to upsell them.

To that end, they’ve been dialing the numbers on AdWords accounts and getting their foot in the door with this scare tactic: “Your account has the wrong settings and your ads are displaying in other countries…”

However, it’s just that—a scare tactic.

Keep reading to understand why you don’t need to be afraid.

It Is Google’s Own Default Setting

When you set up an AdWords campaign, Google offers several default settings that are likely to apply to a majority of campaigns. One such setting is that your ads display to people in your targeted geographic area AND to people outside your geographic area who are specifically searching for information about your location.

For example, if you’re an appliance repair business in Cleveland, your ads will display to anyone in the Cleveland area searching for appliance repair services. At the same time, if someone in Phoenix (nearly 2,000 miles away) specifically searches for “appliance repair company in Cleveland,” your ads will display to them, as well.

This Setting Does No Harm

When setting up our clients’ AdWords accounts, Prospect Genius typically decides to leave this default setting on for several practical reasons—primarily because it’s actually common for people outside of your geographic area to search for your services. Here’s what we mean:

Let’s say someone lives in San Francisco and wants to help their mother in Houston find a flooring contractor. Their elderly mother doesn’t have a computer, so they offer to do some online research on her behalf. Naturally, they start searching Google for “flooring company in Houston.” In a case like this, you’d want your Houston-area flooring company’s ads to appear in front of this individual, even though they’re located halfway across the country.

And, to reiterate, this only happens when the person outside of your targeted geographic area explicitly includes your location in their search. In other words, your Houston company’s ads wouldn’t constantly display to people in San Francisco (or Boston, or Tokyo)—your ads would only display when people specifically include “Houston” in their search terms.

You can see how this default setting is more or less nonthreatening. Someone outside your geographic area has to be actively seeking out products and/or services in your location in order to see your ads. And when people are searching Google in this pointed manner, you can assume they’re motivated buyers—so it won’t be a wasted click.

Further to the point: If this setting were truly a bad idea, then why would Google have it as the default setting in the first place?

It’s One Big Sales Tactic

Of course, Google is technically correct when they say people in other countries could be seeing your ads. However, this is a rare occurrence—and even when it does occur, it’s not necessarily a bad thing (as we explain above).

Instead, the real reason Google is calling AdWords account holders like you and “warning” you about this setting is that they want to get their foot in the door so they can upsell you on other AdWords services. Inciting fear and confusion is always an effective way to do this.

Unfortunately, by telling you that they just want to “fix” your campaign for you, Google representatives naturally gain your trust. This puts them in a prime position to make a sale.

Don’t Buy It!

So, bottom line? Don’t fall into the fear trap! This default setting is nothing to worry about, and your SEO provider didn’t make a mistake. Google just wants more of your money, plain and simple.

How to Minimize Your Damage From Google’s New Platform

Last Updated: February 15, 2024

Have you noticed a new type of sponsored result on Google’s search results pages? These ads are for Google’s new platform, Local Services, which Google designed to promote local service providers like plumbers, electricians, handymen, cleaners, locksmiths, and the like.

According to the official website, “Local Services ads help you connect with people who search on Google for the services you offer. Your ads will show up for customers in your area, so you can keep your calendar full.”

Sounds fair enough at first glance. But, wait—doesn’t this description sound familiar? That’s probably because it’s virtually identical to the purpose of any local online directory already in existence, like HomeAdvisor, Thumbtack, Porch, Yelp, and so on. So, why does Google claim Local Services ads are here to “help you connect with people” when such platforms are already doing just that? We’re not buying it. Instead, we have a different theory as to what Google’s true motive is…

Money.

Keep reading to find out how the Local Services platform further advances Google’s pay-to-play model, and how this may hurt small businesses like yours. But don’t panic yet: We also offer up a handful of ways you can counteract the negative effects of Local Services and keep your business in the game.

Let’s jump in!

Is Local Services Just Another Money Grab?

We aren’t here to hurl accusations around. However, given Google’s track record of monetizing everything, it’s not a stretch to come to this conclusion. You see, Google wants to be the main hub for any and all online searches—basically, any internet experience whatsoever—so it’s not surprising that Google is trying to steal this coveted traffic away from other local directories.

We would never blame a company for trying to make more money. However, that’s not the full picture of what’s happening here. The Local Services platform doesn’t just benefit Google at the expense of local directories—it also hurts small, local businesses like yours in several ways.

How does it hurt you? Well, before we dive into that aspect of Local Services, you first have to understand how the platform functions.

How the Local Services Platform Works

Local Services functions like many other online business directories out there: If you decide to sign up as one of Google’s “service providers,” you’ll have your own profile where you add details about your business, including your service area, services offered, and hours of operation. You can also manage leads and communicate with potential customers via the platform.

Mainly, though, Local Services is yet another way for Google to get money from businesses. First, in order to get the status of “Google Guaranteed” (see image below), you have to go through a comprehensive background and reputation check, which can be a costly and time-consuming process. And then, of course, you have to pay every time you receive a lead through Local Services. And this brings us to the biggest issue…

Local Services Runs on Ads

Google uses the information in Local Services profiles to generate paid ads. When people search for home services, they’ll see sponsored results advertising specific local businesses at the top of the page, above the AdWords results.

Google ranks and displays Local Services ads in order based on the following criteria:

Proximity to potential customers
Number of positive customer reviews
Overall “score” (star rating) on Google
Responsiveness to messages on the platform
Whether they’re currently open or not
Number of complaints about the business

Here’s an example of a local search for “plumber”:

As you can see, Local Services ads are nothing flashy—they merely show your business name, star rating, location, phone number, and hours of operation. However, they dominate the top of the search results page, even overtaking AdWords placement. Needless to say, businesses with Local Services ads are going to get A LOT more leads via Google search. But here’s the kicker…

Favoring Big Companies Over Small Businesses

Now, between Local Services AND AdWords, nearly half the search results page is taken up by paid advertisements. This only fuels the common criticism that Google is digging its heels further and further into a pay-to-play model.

In this way, Local Services is just the latest in a long line of grievances that small business can levy against Google. This is yet another example of Google favoring big businesses and screwing over the little guy.

First of all, as we outlined above, Local Services further alienates small businesses with limited budgets by making it virtually impossible to rank unless you fork over a substantial amount of cash. Plus, you have to pay for every lead that comes in through your ad.

But it gets worse…

Tanking Your Website Traffic

Not only does Local Services’s pay-to-play model prevent you from competing with your bigger competitors, but it also directly hurts your website traffic because your site is not as visible in search results. As a result of lower traffic, your SEO authority takes a hit. Moreover, you’ll look at your low visitor numbers and assume something is wrong with your site, even though your site has nothing to do with the problem.

We’ve already seen this happen with many website owners. They notice their website traffic and incoming calls have plummeted—and immediately blame their SEO provider. In reality, these low numbers are merely an unfortunate symptom of Local Services gaining prominence and siphoning off potential local customers. However, the website owner doesn’t realize this, and they get angry and fire their SEO provider.

These feelings of anger, fear, and frustration are a completely valid response to what’s happening here. But quitting your current SEO program will only lead to catastrophe. If you stop SEO, you’ll have to start over with nothing, now facing even stronger headwinds than you did before.

Your Solution: Adapt and Act!

If you’re not angry right now, check your pulse. Google has a long history of pushing this pay-to-play model, which naturally favors big companies and stacks the deck against small businesses. This isn’t anything new, per se. It always feels like Google ignores any harm done to small businesses, as long as it keeps raking in cash.

Unfortunately, we don’t have the power to tackle this Goliath head on. What we can do, however, is find ways to work around it and minimize the damage. Thankfully, the local search landscape is changing, and Google isn’t the be-all and end-all that it used to be. There are many other platforms that, when leveraged to their maximum potential, can be extremely effective at generating leads. You just have to get creative.

Here are some strategies you should consider incorporating into your marketing plan:

Facebook Ads: Target ads to put yourself right in front of local customers on Facebook. This has proven to be a very powerful tool for many of the local business owners we work with.
Word of mouth: Ask your existing customers to spread the word about you. Have them leave reviews on Facebook, Google, and any other directories you use.
Branding & reputation management: Be more intentional in how you present your company. By carefully planning your brand (e.g. logo, slogan, uniforms, signage, etc.), you’ll generate more familiarity and recognition among your local community.
PPC: Yes, we did just spend the better part of an entire blog post complaining about Google’s pay-to-play model. However, complaining doesn’t change the fact that Google is the prevailing destination for local search. You can still avoid the pains and costs of Local Services, though, by opting for an intelligently planned AdWords campaign, instead. When your campaign is designed and monitored by a savvy marketing specialist, you’ll be able to keep click costs affordable and adhere to a modest budget.
SEO: Do the opposite of quitting your SEO campaign—invest in SEO even more! Let’s put it this way: If the local search pie has gotten smaller, you need to at least make sure your share of the pie doesn’t shrink any further.
Community apps: There are free mobile apps like Houzz and Nextdoor where you can promote yourself to local customers who need your services. These apps will help local homeowners find your business based on what kind of home improvement project they’re undertaking.

So, the bottom line: Even though Google has made the playing field even less fair, you still aren’t powerless. Use that anger you’re feeling and funnel it into other channels. As we said above, social media platforms like Facebook are super-effective alternatives. And don’t be afraid to go offline, either: There’s plenty of real-world marketing you can do in your local community through good ol’ fashioned word of mouth and networking.

Any questions? Give us a call or fill out the contact form to chat with one of our specialists!

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