You’ve built a successful mold remediation company and have the skills to offer services for both residential and commercial buildings. But many contractors agree that the biggest challenge of running a business is implementing an effective mold remediation marketing campaign.
Mold removal advertising is a necessary task so you can find homeowners who are looking for your services. If you aren’t setting aside a budget for mold removal advertising, you are missing out on business opportunities. It’s worth investing in an effective campaign because it strengthens your business brand, brings in leads, and helps you establish a presence in the industry.
Look at various mold remediation marketing ideas, and you might feel overwhelmed… Where should you start? The search engines and social media platforms are constantly changing, making you feel like you are chasing a moving target. The best way to stay ahead of the trends is to work with a mold remediation marketing agency to dial in a plan that works to bring in the leads you need.
If you have time available, there are ways that you can start your own digital marketing campaign. Keep in mind that phone book listings and direct mail campaigns are a thing of the past. You need to focus your efforts on online mold remediation company ads, such as Search Engine Optimization (SEO), Pay Per Click (PPC), social media, and more.
This quick start guide will teach you the best practices for mold remediation marketing. The goal is to show you the strategies that are working right now and help you avoid the most common mistakes that business owners make. Ultimately, with a good marketing campaign, you can maximize your ROI by bringing in quality leads.
Designing a Mold Remediation Marketing Plan that Works
In addition to implementing mold removal advertising ideas, you also need a system to track the results and improve the campaigns. These steps ensure you bring in quality leads that will hopefully become paying customers.
You can measure the campaign’s success by looking at the money spent, how many leads you get, and how well these leads convert. As you break down the data, you will be able to identify your Return on Investment (ROI). Then, it’s possible to optimize your profit margins by split-testing ads, optimizing the campaigns, and continuing to tweak your strategy over time.
4 Pre-launch tips for a successful mold remediation marketing strategy:
1. Design a Strong Offer
Dial in your target demographic as you are getting started, so you know the best way to address their needs and wants. When you know your audience, you can quickly capture their attention with the right marketing message.
You can find mold removal advertising ideas by looking at competitors’ ads. Then, look for ways to segment your campaigns based on the specific services homeowners want: mold remediation, mold prevention, full restorations, and more. Next, create different offers with segmented landing pages, including a clear Call to Action (CTA) that shows how you will solve the customer’s problems.
The CTA priority is to get the lead’s contact info so you can book a consultation.
2. Track Leads and Conversions
Just because you are bringing in leads doesn’t mean that you will see an automatic boost in profit margins. So make sure you are implementing strategies to boost conversion rates.
Every effective mold remediation marketing strategy tracks clicks and conversions to see the campaign’s effectiveness.
There are ways to use tracking technology in all parts of the sales funnel: lead acquiring, appointment booking, history of phone calls, revenue, email-open rates, and ad engagement. It’s an excellent investment to use a comprehensive tracking system.
3. Lead Nurturing
It’s unlikely that a homeowner will be ready to buy at the first point of contact. So, you need to design the mold remediation marketing campaign to maintain communication and nurture the relationship as the lead moves through your sales funnel.
Consider using a lead scoring system to keep track of the quality of each lead. Then, your sales team knows where each homeowner is within the sales funnel, and you can optimize conversion rates by meeting each customer where they are at the time.
One-on-one conversations are time-consuming, so leverage email marketing and text messaging to connect with many leads at the same time.
4. Close the Deal
The most important part of the sales funnel is the last step: closing the deal to convert a lead into a paying customer.
You can improve this conversion rate by giving sales team members specific responsibilities, so nothing falls through the cracks: taking incoming phone calls, nurturing warm leads, follow-ups, and more. Response times should always be within 5 minutes of receiving the lead.
Ideally, you will have a standardized system for these tasks, with ongoing adjustments to boost your conversion rates. Improve your conversions by optimizing your sales pitches, customer education, and more.
Best Practices for Mold Removal Advertising
Without a clearly defined marketing plan, there is a risk that you will spend money without a return on your investment. Therefore, make sure you research mold remediation marketing ideas and create a strong foundation before investing money into lead generation.
You’ll see that each mold remediation digital marketing agency has its own approach to online advertising, but there are strong similarities between these different campaigns. Some of the best practices include:
Focus on the End Results
Your mold remediation marketing strategy should build up to the final results you strive to achieve. First, look at the end goal, then reverse-engineer the milestones, so you are prepared to stay on the track to success.
Clarify your goals by asking yourself quality questions, such as:
What is the most important action you want each lead to take?
How are you meeting the milestones that convert leads into paying customers?
There is a balance in focusing on the end goal while also prioritizing the smaller milestones. But if you are proactive with this process, you can boost your ROI and maximize profits.
6-Step System: Define Your Mold Removal Advertising Goals
The first step for mold remediation digital marketing is to identify your goals and implement a campaign to match them. These goals must be defined, so you know when they have been completed.
The best approach is to have multiple goals you are striving to achieve, with the smaller goals leading up to the end goal. The targets should be high enough to keep the sales team engaged. However, be cautious about setting the benchmarks too low because it could take a toll on team motivation.
Follow these tips for creating marketing goals that work:
Know your target number: how much revenue do you want from this campaign?
Identify the number of paying customers you need to achieve these revenue goals based on the profits from each deal.
Measure conversion rates to estimate the number of leads you need to reach these sales goals.
Next, look at website conversion rates to help you know the amount of traffic necessary, so you are bringing in sufficient leads.
Track and review the data constantly, looking at measurable milestones throughout the phases of the marketing funnel.
Design creative mold remediation ads that bring in sufficient traffic, so you fill your sales funnel with the right number of leads.
Proven Methods for Online Lead Generation with Mold Remediation Marketing
You’ve defined your goals, so now it’s time to implement your advertising strategy. An all-encompassing marketing campaign taps into multiple online traffic sources, including:
Search Engine Optimization
Google My Business
Meaningful Presence on Social Media
Email Marketing and Newsletters
These strategies are each effective on their own. Combine them into one comprehensive marketing campaign, and you’ll build a powerful system that brings in leads and helps you stay connected with current and past customers.
This mold remediation marketing guide helps you learn more about each of these subsections, showing how these pieces fit together to build an effective advertising plan for your business.
Lead Generation Roadmap
Mold Remediation Lead Generation Roadmap
1. Choose Your Goals
Set clear goals that are obtainable by your sales team. Knowing your goal makes it easier to improve your marketing campaigns, so you are bringing in the necessary leads.
2. Create the Landing Pages
Your conversion rates will be low if you send traffic to a generic homepage, which is why building service-specific landing pages is worth the effort. Each page has a unique offer based on the specific searches and keyword phrases. Create campaigns with seasonal offers and discounts, and make sure to design one landing page for each offer.
3. Add a Direct Call to Action
Each time a lead visits your landing page, you need to have a specific action you want them to follow. Build in direct invitations, so they take the next step to move through your sales funnel. For example, look at competitors to find mold remediation advertising examples using CTAs with buttons, text, and images. Typically, these CTAs invite the customer to enter their contact information.
4. Build Out a Sales Funnel
Not only do you need to bring in leads through your mold remediation marketing campaigns, but make sure you have a system in place to nurture these leads. Designing the sales funnel sets your sales team up for success. Make sure you always have sales reps answering the phones, monitoring the tracking systems, and following up with leads. Consider using a relationship management tool such as Hubspot or Service Titan. You get closer to closing the deal as a lead moves through the sales funnel.
5. Keep the Lead Database Current
You need real-time data showing where each lead is within the sales funnel, which is why a CRM is an excellent investment. You can look at the data to identify the leads that are worth pursuing – and the contacts that should be removed from your list. This measurable data makes it easier to convert leads into paying customers.
Website Optimization Tips for Mold Removal Advertising
Every experienced mold removal marketing company will recommend that you invest in a well-designed website before spending money on mold removal ads. This site is the foundation for your marketing campaign, so make sure each landing page is user-friendly.
The success of your marketing campaign depends on the quality of your website design. Follow these tips to improve your website and landing pages:
Functional and Technical Website Features
You’ll lose leads if website visitors have to wait for the page to load. Not only do you need to optimize page load time to improve user experience, but it also optimizes your chances for better search rankings because Google can see that you have a quality website.
Page load time might seem like an insignificant detail, but it has an undeniable impact on your overall results. Optimize your page load times, and you will see improvements in other statistics, such as higher conversion rates and better sales revenue.
Fast Page Loads
Check each page on your website using a Page Load Speed Tester. Then, implement website design adjustments, so the pages load in 2 seconds or less.
Check all Calls to Action to ensure they are working.
Responsive Web Layout
Make sure to use a mobile-friendly website design so customers can view your site with any device.
Calls to Action to Move Customers Through the Sales Funnel
Effective mold remediation marketing ideas are built around a clear plan that moves website visitors to follow the next step. You need strong Calls to Action (CTAs) that inspire visitors to keep exploring, leading them closer to closing the deal with your sales team. Consider these mold remediation advertising examples with effective CTAs:
Contact us for a no-obligation consultation
Share your name and phone number
Enter your email address to access our newsletter
Request an estimate for mold removal services
You’ll see the highest conversion rates when website visitors can see the benefits they will receive by following the CTA. For example, “Call our expert mold remediation team for a free consultation and an estimate for your home.” This example not only tells the person the next step but also builds credibility for your company at the same time.
Reviews are an effective way to show the satisfaction levels of current and past customers, which is a great way to build trust and credibility for your company. In addition, reviews solidify the claims you are making in your mold removal advertising campaigns.
You can share customer reviews in many places, not only on your website pages but also on your landing pages, social media accounts, and more.
Website Design That Builds Trust
It builds trust and increases consumer confidence if someone is comfortable with your website. Even seemingly small details make a difference when it comes to website design: graphics, copywriting, images, and more. When you are communicating the right message through your website, it shows that you care about your customers.
Have you received any awards or affiliations? Build trust by sharing this information on your website. You can stand out from the competition by showing that your mold removal company is leading in the local industry. In addition, focusing on quality website design and company branding improves the likelihood that your business will be top-of-mind when customers need mold removal services.
Checklist for Your Mold Removal Website to Convert Well
Ranking Your Website for Mold Removal Searches
If a homeowner needs mold removal services, then Google is typically the first tool they use to start looking for a local contractor. So, every mold removal internet marketing campaign should include a Search Engine Optimization (SEO) strategy.
Google AdWords for mold remediation is an excellent place to start with search engine marketing. Then, pick out the most successful keywords so you can identify the best opportunities to build an effective SEO campaign. Creative mold remediation ads allow you to test the market, then build long-term traffic through SEO.
This two-step process allows you to bring in immediate traffic through paid ads. Then, you can connect with more leads through an SEO campaign as well.
3 Ways to Optimize Search Rankings
The best way to advertise a mold remediation business in search engines is by using three necessary components.
When you implement these strategies, it makes your business more accessible for customers to find. Ideally, you want your website to appear when people search for related phrases. You can dominate the search results and maintain an edge over the competition.
1.) Pay Per Click PPC Advertising
PPC’s most common approach is using Google AdWords for mold remediation marketing. As long as you bid on keywords, you have a steady stream of leads.
2.) Search Engine Optimization
SEO is a longer-term strategy compared to PPC, but it’s worth the investment because you can bring in ongoing leads without paying for each click. Rank your website in the organic search results using SEO.
3.) Google My Business Listing
When you have a GMB listing, your company shows up on the map, increasing the chances that you’ll be in the local search engine rankings. Plus, Google My Business establishes that your company is reputable and trustworthy.
In the following few sections of this guide, you will learn about each of these search engine marketing components and the most practical applications to add to your mold remediation marketing strategy.
Google AdWords for Mold Remediation Marketing
When money is on the line for every website visitor that comes through Pay Per Click (PPC) marketing, you need to see how advertising costs result in higher profit margins.
Business owners unfamiliar with digital marketing for mold remediation companies might feel like PPC ads are risky. But, if you look at the data, it’s clear that PPC is an effective way to bring in viable leads and increase your profit margins at the same time. In addition, a good PPC campaign offers as much as 200% ROI, which means you get two dollars for every dollar spent on the campaign.
Best Practices: Google AdWords for Mold Removal Services
Step #1: Identify Your Keywords
Every successful PPC marketing campaign starts with keyword research.
You need to know which keywords your demographic uses to find your services, then ensure that your campaigns align with these search trends.
When you begin with keyword research, it shows the ideal keyword phrases and anticipated search volumes in your local area. Dial in your ideal keywords so you can share your message with a target audience who needs your services. The “sweet spot” is finding keywords with reasonable search volume and affordable clicks.
Even though there are many independent keyword research tools, such as Moz and Keywords Everywhere, Google AdWords keyword planner is the most popular solution.
Step #2: Design Campaigns for Mold Removal PPC
Now that you have a list of target keywords, it’s time to design your PPC campaigns, using a maximum of 4 keywords for each campaign.
Always prioritize quality over quantity, and also consider user intent. For example, conversion rates are low when people are looking for DIY or tutorial-related keywords. So, stay away from keywords such as “DIY mold removal.” Instead, bid on keyword phrases such as “mold remediation services near me.”
Buyer intention gives clues about whether the lead will turn into a paying customer. For example, if someone is searching for DIY or tutorial-related phrases, then it’s likely they aren’t ready to hire a mold removal contractor for assistance.
Step #3: Design Creative Mold Remediation Ads
You have a few short seconds to capture a homeowner’s attention when they see your advertisement. Make sure you are using creative copywriting, so people engage with your messaging.
Headlines should always include keywords. Also, add a direct CTA in the PPC ad that encourages the person to take action. Finally, make it as simple as possible for the searcher to engage, such as a click-thru that goes to a simple and direct landing page.
Additionally, it’s an excellent idea to split-test different types of mold remediation ads so you can see how your target audience is responding. Then, you can optimize your campaigns by using the data from the highest click-thru and conversion rates.
Step #4: Design Your Landing Pages
The secret to optimizing your ROI is to pair quality PPC ads with optimized landing pages.
Always split-test different keyword groups and make sure the landing page aligns with the ads you are testing. After clicking on your ad, the user should find clear, direct, simple instructions and navigation.
Successful mold removal advertising campaigns have separate landing pages for each sub-service. You’ll see that mold remediation advertising examples have distinct campaigns for mold testing, mold removal, emergency services, full renovation services, etc.
Achieving Organic Rankings with SEO for Mold Removal Services
While Google AdWords for mold remediation brings in immediate leads, remember that these leads stop when you aren’t paying for the clicks. So, the next step is to use your PPC data to build an SEO campaign that brings in ongoing website visitors.
SEO internet marketing for mold removal contractors is effective because it gets your website high in search engine results. You will receive daily traffic without a high PPC spend when you have organic rankings.
Think about it this way: SEO is creating a valuable piece of virtual real estate, which will continue working for your business 24 hours a day, 7 days a week – helping homeowners find your website.
It’s essential to understand that SEO is a long-term strategy. Talk to a mold removal marketing company, and they will tell you that you won’t see results for at least a few months. You can start with PPC to kickstart mold removal advertising, then use SEO for future traffic.
Also, be aware that SEO can be pretty competitive since it is a proven way to bring in leads. So, you must be proactive about a thorough SEO campaign that outranks other local mold removal companies. Follow these tips to gain an edge in the search results:
Mold Remediation Marketing Strategy for SEO
Even though it’s very competitive to rank in the search engines, it’s made much easier if you follow SEO strategy best practices. Here are several components to boost your website rankings:
Quality Website Content
Search Engine Optimization starts with good content on your website, including service pages, landing pages, blog posts, and more. Content is King!
Research industry-specific keywords to find your target SEO phrases to include on your website. Start by looking at your most effective PPC keywords.
Website User Experience
Can users navigate your website easily? Organize the layout and website pages so people can move through the information on all devices (tablets, smartphones, laptops, etc.)
Once your website pages are optimized, start building links from other websites to show Google that your website is a trusted resource. Backlink building can be time-consuming, which is why most business owners hire a mold removal marketing company for assistance.
Page Load Time
For best results, make sure that your website pages load in 2 minutes or less. Longer page load times take a toll on user experience and make it harder to rank in the search engines. Again, your website developer can help to improve page load times.
When malware or security threats are present, you will lose SEO rankings quickly. Install security software that protects both your website and server. You can improve your rankings by maintaining a clean website and showing Google that visitors can come to your website safely.
These components create measurable positive impact on your search rankings and bring your site more visitors and leads for your mold removal business. Putting in the requisite effort and resources will likely result in positive lift for your mold remediation marketing strategy.
Mold Removal Local Marketing with Google My Business
Google maps is a common tool for homeowners to use when they are looking for a local company. Since map listings are prominent in the search results, it’s essential to include Google My Business as part of your search engine strategy.
When a person searches for local services, they will find your GMB listing and see that your company is nearby. The proximity of your location helps to bring in new leads.
You want to make sure that people are comfortable with your company, and Google My Business can be beneficial for establishing that trust. Build your credibility by sharing more information about the company through contact information, ratings, reviews, pictures, and more.
Google My Business for Mold Remediation Marketing Checklist
Follow these proven steps to set up a quality Google My Business listing for your mold removal company:
Claim Your Business Listing
Is there already a listing for your mold removal company? Then you need to claim the business listing. There are times when the company already shows up on Google maps, even though you haven’t yet filled out your profile information.
Name, Address, Phone (NAP) Contact Info
Be sure that your basic contact information is always updated. Double- and triple-check your NAPS, then revisit twice a year to ensure that everything is current.
Upload Quality Photos
Add visual appeal to your business listing by adding professional images. These pictures build your brand, especially when you are proactive about adding new photos regularly.
Additional Profile Info
Include as much information as possible in the other sections, like the services you offer with primary and secondary service categories. If applicable, include info about current discounts and specials.
Collecting reviews on your Google My Business profile is a great way to rank your business high in the search results – and bring in new customers. Ask current and past customers to leave a review about your services.
Respond to Questions and Reviews
Each time someone posts a review or a question, take a moment to respond. In addition, keep an eye on your Google My Business profile so that you can address both negative and positive messages. This effort shows that you are proactive and dedicated to customer satisfaction.
Offer Google Messaging
When Google messaging is enabled, customers can send a chat through your Google My Business profile. Since people don’t like talking on the phone, messaging is a great alternative to start a conversation. So enable your messaging feature and be proactive about responding quickly when the inquiries come through.
Additional Local Listings and Business Directories
There’s no question that Google My Business is the top resource for local website rankings. Still, there are other benefits you can receive through using additional directories as part of your mold remediation marketing strategy.
Even though these smaller directories and maps don’t bring in a lot of traffic, they still add value because they are backlinks to your website.
It takes a lot of time and effort to set up business listings on so many directories, which is why the most efficient solution is to hire a mold removal marketing company for help.
Establish a Social Media and Facebook Presence for Your Mold Removal Company
Another effective mold remediation marketing idea is to build a meaningful presence on the most popular social media websites: Facebook, Twitter, Instagram, and other websites. Facebook is a great place to start because you can run paid ads as a lead generation strategy.
Most people have Facebook accounts, making it easy for you to connect with your target customers on this platform. Not only can you choose geographic areas for your ads, but other filters make it simple to connect with homeowners who are searching for your services.
Best Practices to Advertise a Mold Remediation Business on Facebook
Facebook advertising is a powerful tool for lead generation. Think about the action you want the user to take when deciding how to structure your Facebook Ad:
FB Ad to a Landing Page on FB
Keep users on Facebook by directing the ad clicks to a custom landing page on Facebook. People feel comfortable when they are staying on Facebook, which can help to boost conversion rates. For example, try mold removal advertising that connects the ads with an on-Facebook form submission for requesting a free consultation.
FB Ad to Your Website
The next option is to take the person to your website when they click through the ad. You need a custom landing page that aligns with your ad messaging, as well as a direct and simple Call to Action when users reach your website.
FB Retargeting Ads
Finally, don’t underestimate the power of 3rd-party Facebook ads. After someone has interacted with your brand, you can stay top-of-mind by retargeting the person with advertisements on other platforms. This form of mold remediation marketing increases the chances of the person returning to your website again.
Effective Strategies for Facebook: Mold Remediation Company Ads
Google AdWords and Facebook ads differ since users are in a different mindset when searching in Google vs. scrolling on social media. Consider why people go to Facebook: they want to connect with friends and family and be entertained. So, create ads that contribute to this mindset. Use engaging messaging, creative designs, and bright colors. Make sure images include smiling people and look for ways to infuse humor into your messaging.
If a homeowner is searching for local mold remediation services, then these Facebook ad techniques will help you connect:
Identify Your Ad Objective
What is the main reason you are running these ads? Have a clear vision of the action you want the person to take, such as joining an email newsletter, scheduling a consultation, or requesting information about current specials and discounts.
Test Ad Layouts
Most Facebook ad designs include a single image and corresponding text. Also, test different layouts, such as canvas, slideshows, videos, or a carousel ad. Finally, split-test different ads to find the best combination for the highest click-thru rates and conversions.
Identify Your Demographics
One clear benefit of Facebook advertising for mold remediation marketing is that you can choose the specific audience to whom you want to display these ads. Use multiple filers, such as location targeting, interests, and age. You can also set up ads that target only current and past customers. Or, consider using a Lookalike Audience.
Set Your Budget
Always put a cap on your budget so you never overspend. This budget keeps your costs in check to ensure you are getting a positive ROI. In the beginning, it’s a good idea to start slow. Then, you can increase your spending when you see that the conversions are coming from your ad spend.
How to Boost ROI with Email Marketing
Building an email list is an excellent investment because it’s an asset that you control. Don’t believe the myth if you hear a mold removal marketing company tell you that email marketing is dead! When you use email as an integrated part of your mold removal advertising campaign, you have an effective way to bring in new leads while also maintaining relationships with your current and past customers. The goal is to offer value through your email messages so the people on your list engage with the emails you are sending.
Did you know that email marketing can deliver $42 in return for every dollar that you spend? This ROI speaks for itself. You can’t find this ROI with any other type of mold remediation company marketing.
Effectively Using Email for Mold Removal Advertising
The best use of email marketing is when it’s combined with other forms of mold remediation marketing. For example, bring in the leads through other traffic courses, then get them on your list and send personalized newsletters and emails. This one-to-many form of communication leverages your time because you can reach multiple people simultaneously.
For example, PPC, SEO, and social media are all mold removal advertising ideas that bring people to your website. The chances are low that these people will book a consultation immediately. But if you capture their information for an email newsletter, you can maintain contact and nurture this relationship going forward.
Sending out newsletters is a way to keep your business relevant in the person’s mind. Then, they will know who to call when they need mold remediation services in the coming months or years.
3 Priorities for Email Marketing
Focus on these three priorities when designing your email marketing campaign:
Success of Email Delivery
Make sure these messages are being delivered to the recipient’s inbox. Boost these delivery rates by using an email validation tool to clean your list. If email subscribers are inactive or the addresses are bouncing, then remove them from the list.
Open Rates & Engagement
Next, make sure to design enticing subject lines, so people are interested in clicking through and seeing the message inside. One way to boost engagement and open rates is by sending the email at the ideal time: during a weekday between the hours of10 A.M. and 1 P.M.
Link Click-Thru Rates
Once someone opens an email, the next step is for the person to click through on any hyperlinks within the email message. This link will take them to your website or a landing page. You need to know the desired action for users to take, then design email CTAs within the content: submit their name and phone number, call to request a consultation, or complete an online form.
The Best Advertising for Mold Remediation Using Email Marketing
Building an email list gives you the opportunity to send consistent messages that offer value to your subscribers. Always personalize the welcome message at the initial point of contact with a personalized thank you for subscribing. Be proactive about helping users feel like they are part of the community. Tell them they can reach out anytime they have questions or need information about mold removal services.
The best way to maintain a warm email list is through consistency with your messaging. Offer quality information, such as blog posts, video tutorials, and free eBook downloads. Sharing digital media is a great way to build your brand and show your authority in the industry.
Additionally, you can use email marketing as a way to send greetings throughout the year for announcements, discounts, events, holidays, birthdays, and more.
Email Marketing Cheatsheet for Mold Remediation Contractors
We hope this Mold Remediation Marketing Guide has provided you some insight about the marketing best practices. Keep your customers at the core of your marketing strategy – listen to their challenges, goals, and concerns and offer them meaningful content in your advertising, landing pages, social media, and other avenues where your brand can connect with potential customers in need of your service offerings.
At Service Direct we have over 15 years of experience in marketing contractors online and we’ve worked with mold remediation companies all over the United States to help grow their businesses. We know that online marketing can be complicated and confusing and no one-size-fits-all approach is going to be effective enough to generate solid Return On Investment. We focus on generating exclusive, high-quality leads of potential customers ready to consider mold removal projects with you. Learn more about how we work in the mold remediation industry.