As the owner of a water damage remediation company, it may feel like you are always in an emergency response mindset to keep up with the urgent calls that are always coming through. However, while it makes sense for you to focus on your core competencies – cleaning homes and offices after water damage – it’s just as important to not let other business priorities fall by the wayside – such as your water damage marketing efforts.
Water damage digital marketing is essential for connecting with homeowners and businesses who are searching for your services. But are you making it a priority to share information about your company online so that potential clients can find your services? If you aren’t investing in water damage restoration digital marketing, then you are leaving money on the table.
However, getting started with online marketing can seem like a daunting task, especially if you lack much experience. Digital marketing requires an investment of not only money, but time and resources. In addition, as a small- or mid-sized contractor, it can be a challenge to keep up with marketing a water damage restoration company. That’s why it’s crucial not to simply jump in, but first formulate a strategic plan that will help you make the most of your investment.
We’ve created this quick start guide as a way to help you learn more about the most effective methods for water damage company marketing. Implement these steps so you can speed up your results and minimize the problems of trial-and-error campaigns. In addition, these marketing strategies bring in customers seeking your services, which means you can boost profit margins and improve your bottom line.
Overview: How to Create an Effective Water Damage Marketing Plan
When you pull out the credit card to invest in a water damage marketing campaign, make sure you prioritize your spending on campaigns that bring in the leads you need.
The best water damage marketing strategies include campaign optimization and improving conversion rates so you can maximize the available profits. However, if you aren’t tracking and adjusting your campaigns, then it means that you might be missing out on potential customers.
Here’s a quick overview of a successful water damage marketing campaign:
1. Identify Your Key Demographic
Who is the ideal customer that you want to connect with through your marketing campaign? Identify the distinguishing attributes of your ideal demographic, so you can create an offer that suits their needs and target your messaging based on their preferences.
For example, you know that you want to connect with people who need water damage remediation services. But you can improve the results by segmenting your demographic and creating a unique offer for each group: emergency water damage remediation, black water damage, gray water damage, etc.
Typically, the goal is to use an offer to collect contact information from each lead. So, create an offer that invites the person to submit their information and schedule a consultation.
2. Track Leads and Conversions
Setting up a system for tracking and measuring your campaigns’ success is the next essential step. While the main focus of a water damage marketing campaign is to bring in leads, don’t forget to invest in strategies for converting those leads to paying customers.
Click-thru and conversion-tracking tools should be implemented in every campaign before any of the campaign content goes live. This enables you to watch the analytics and measure ongoing performance so you can gain insights about the actions people are taking on your site.
Additionally, good tracking technology helps you book appointments, monitor email open rates, manage phone calls, and assess overall project revenue. A comprehensive tracking system is an excellent investment to measure campaign effectiveness.
3. Nurture Your Leads
Most of the time, the initial point of contact isn’t sufficient to turn a lead into a paying customer. So, after bringing in the leads, make sure to have a sales funnel that fosters the relationship and nurtures the connection.
A lead scoring system is one good option. Every time your sales team connects with each lead, they know where the lead is within the sales funnel – and can start the conversation at the right point. As a result, conversion rates go up.
Build lead relationships through one-on-one conversations, as well as one-to-many marketing strategies such as text messaging and email marketing.
4. Close the Deal
The top priority for water damage marketing strategies is always the same: close the deal.
What steps need to happen to get the lead to the point where they are ready to move forward with your services? Identify these steps, then assign responsibilities to team members to ensure these tasks always happen: following up with warm leads, answering incoming calls, and continuing conversations with interested homeowners who need your services.
When you standardize this process, it minimizes the risk of losing leads. Remember that improving your response time to 5 minutes or less helps to boost conversation rates. Also, consider your strategies for customer education and sales pitches to optimize closing rates.
How to Market a Water Damage Company
While it’s important to spend money on water damage digital marketing, make sure you have a clear plan. Be proactive to lay a solid foundation, so your marketing spending brings in the leads: homeowners or business owners who are ready for water damage remediation.
Water damage marketing companies use similar strategies in their lead generation campaigns, but unique nuances depend on the ad platform and overall goals.
Setting the Right Priorities
Outline your water damage marketing strategies by determining your desired end result. Then, build backward to structure the campaigns with milestones that lead to the ultimate goal. A little bit of preparation goes a long way to turning your ideas into reality.
The best way to clarify your marketing goals is by asking a few questions:
What is the most important action potential leads should take?
How do the milestones contribute to lead conversion?
Look for a balance between immediate goals and long-term results. Combining a short-term and long-term perspective builds the solid foundation you need for successful water damage restoration business marketing.
6-Step Plan: Defining Water Damage Marketing Goals
Writing down your business goals is invaluable because it shows where you are going – and you can design the marketing campaign around the goals. When you clearly define your goals, then you know when each of the goals will be accomplished.
Track the benchmarks that lead to the end goal, and you will see evidence of success along the way. Make sure these milestones are achievable while also stretching the sales team. If your goals are too low, it breeds a lack of motivation among the sales team.
Here are a few best practices to ensure that your online marketing for water damage aligns with business and revenue goals:
What is your target number? Write down the revenue you are hoping to achieve through this marketing plan.
Do the math: how many sales are needed to hit this revenue goal?
Estimate your closing rates so you can see how many leads are needed to hit the target number of sales.
Identify the amount of traffic necessary to bring in the ideal number of leads based on your anticipated conversion rates.
Once you have specific milestones and goals in place, review the numbers regularly: daily, weekly, and monthly.
Adjust your advertising campaigns to ensure you are bringing in the ideal number of leads on an ongoing basis.
Water Damage Marketing Ideas for Generating Leads Online
Now that your goals are defined, it’s time to get started with your water damage marketing campaign. There are several forms of effective advertising that you might use to bring in qualified leads:
SEO (Search Engine Optimization)
Google Business Profile
Meaningful Presence on Social Media
Email Marketing and Newsletters
Each of these marketing strategies can be effective on its own. Combine two or more of these strategies, and you build a solid system that keeps targeted leads coming through your door all year long.
This guide is designed to break down each of these niche marketing strategies, so you can see how all of the advertising methods fit together to create the best marketing for water damage restoration.
Lead Generation Roadmap
Water Damage Pro Lead Generation Roadmap
1. Write Down Your Goal
Make sure that your marketing objective is possible to attain and clearly defined. When you are clear about your goal, it streamlines the marketing efforts so you can fill your pipeline with quality leads.
2. Design a Landing Page
There are sub-services in the water damage restoration industry. Creating landing pages for each of these services, one page for each offer, helps communicate to your prospective customers that you can help them with their specific issue. Some of these pages are evergreen and can be used throughout the year. Or you might also create seasonal campaigns, such as discounts in the slower season.
3. Always Have a Clear Call to Action
Identify the specific action each user should take on the landing page. For example, the desired action might be for the person to submit their contact information to request a consultation. Then, build the design of the page to lead your website visitors to take that action, using features such as images, buttons, and copywriting.
4. Build a Sales Funnel
In addition to using a water damage marketing plan to bring in leads, it’s also critical to have a marketing system in place for building a relationship with those leads. These contacts only turn into paying customers if the sales team is responding in the right way and at the right time. Make sure there is a follow-through for every stage of the funnel, with sales team members utilizing a tracking system to monitor progress. Relationship management tools can be invaluable for automating and streamlining the system, such as Hubspot or Service Titan.
5. Leverage Your Database
When you are using a CRM, it allows you to identify where each lead is within the sales funnel. Look at the data to determine the leads that will most likely be paying customers so you know where to dedicate time and attention. Lead scoring is an excellent way to make data-driven decisions and maximize available opportunities.
Website Loading and Optimization for Water Damage Marketing
A well-designed website is the hub through which all your traffic and leads flow. Everything leads back to the website, which is why it’s critical to ensure that you have a strong foundation and a user-friendly site.
If your website design is effective, it amplifies the results of your water damage marketing ideas. Here is an overview of the most important components that should always be included on a successful website:
Technical and Functional Website Features
We live in a time when information is available on demand, which has trained people to expect immediate access. If someone encounters delays on your website, it takes a toll on their experience and engagement. Google serves up high-performing websites in the search engines, so you need to make sure that the website’s technical details support fast page load times.
If your site isn’t optimized for fast loading times, then it means you are likely leaving money on the table. Improve page load time, and you will see improvements in conversion rates – which boosts company profits.
Every image shouldbe compressed in size before uploading to your website.
Make sure inbound and outbound links are working, especially for your CTAs.
Responsive Web Layout
Many people will view the website on a smartphone (over 60%), so use a mobile-friendly design.
How Calls to Action Move Leads Through the Sales Funnel
Having a clear goal for the target action you want people to take is critical for improving your closing rates. Ultimately, the goal is to connect the lead to communicate with the sales team. Here are a few CTA examples you might consider for your water damage restoration company marketing campaign:
Contact your company to book an appointment
Enter their contact information, such as a phone number
Submit an email address to join the email newsletter
Request a project estimate
One way to encourage website visitors to take action is by showing the benefit of engaging in the CTA. For example, “Receive a complimentary consultation and estimate from our expert water damage restoration team.” This copywriting shows your expertise, offers help, and clarifies the action the person should be taking.
Collect Customer Reviews
Did you know that57% of consumers only use a business if it has an average of 4 stars or above?
One of the fastest ways to establish credibility and trust with potential customers is by sharing reviews about your company. The goal is to show how other customers are satisfied with the services. These reviews back up your claims in your water damage restoration campaign.
Reviews can be helpful on all online platforms, including landing pages, website design, and social media profiles.
Build Trust with Your Website Design
A well-designed website builds trust and helps visitors feel comfortable about your services. There are many ways to build trust with your site design including layout, graphics, branding, images, and copywriting. Remember that every detail communicates a message about your company.
One way to establish your reputation and build trust is by sharing details about affiliations and awards. The goal is to distinguish your company so you stand out from the competition. When you build trust and a strong brand for your water damage restoration business, customers will have your company at the top of their minds when they need services.
Checklist for Your Water Damage Website to Convert Well
Be Sure Your Website Is Ranked for Water Damage Restoration Searches
When a homeowner or business owner needs to hire a contractor, then Google is often the first place they turn to find local providers. Make sure that your site is showing up in the search results when people are looking for keywords relating to your services.
Google AdWords is a great place to start because you can literally turn on the traffic with a few clicks. Use paid advertising data to pick keywords you want to target in a Search Engine Optimization campaign. The goal is to test the industry with paid clicks, then invest in an organic search campaign that brings in leads going forward.
Think about it this way: Pay Per Click advertising is an excellent short-term strategy since you can start bringing in leads immediately. Then, Search Engine Optimization is an excellent long-term strategy. Leverage both steps to maximize the number of leads you bring in throughout the year.
3 Best Practices for Search Engine Marketing
As you design your water damage marketing plan, make sure you get traffic from the search engines by using three essential components.
The goal is to ensure that your site is easy to find when someone is searching for the services you offer. Additionally, a strong SEO campaign helps you stand out from the competition by limiting your access to first-page visibility.
1.) Pay Per Click PPC Advertising
When you turn on a PPC campaign, it’s like turning on the faucet. Leads are available on-demand as long as you are paying for the clicks. Choose the ideal keywords to maximize your ROI.
2.) Search Engine Optimization
Even though it takes more time and effort, SEO is an excellent investment because of the ongoing traffic you will receive in the coming months and years. A well-optimized site means bringing in leads without paying for every click.
3.) Google My Business Listing
When you have a local listing, it establishes credibility for your business. Also, there is a better chance that people will be able to find your company when they are searching for a local provider on Google Maps.
In the next few sections of this guide, we’ll go into more detail about these search engine marketing strategies. This practical information will help you establish a water damage marketing strategy that works.
Google AdWords for Water Damage Marketing
It is a common theme: in the beginning, Pay Per Click (PPC) marketing can seem overwhelming. Will you turn a profit with the money you spend on paid advertising?
If you don’t have any experience with water damage marketing, PPC might feel like gambling. But look at the data, and you will see that a tested PPC campaign can have a positive impact on your business profits because you are bringing in qualified leads. Did you know that most PPC campaigns result in an average of two dollars in return for every dollar you spend on ads? PPC should be included in every marketing strategy because it is an excellent way to connect with potential customers who need your services.
Pro Tips for Google AdWords for Water Damage Marketing
Step #1: Choose the Ideal Keywords
Build a solid foundation for your water damage marketing campaign by spending time on keyword research.
Consider the mindset of your customers when they are searching for your services. The best keywords match your available services, helping to show the relevancy of your campaign.
Not only will keyword research help you select winning keywords, but you can also see what customers are searching for and the potential search volume from these campaigns. Build your keyword list with phrases that offer affordable clicks and reasonable volume.
Look online, and you will find plenty of keyword research tools, includingKeywords Everywhere andMoz. But one of the most effective solutions is to go straight to the source and use Google AdWords for keyword research.
Step #2: Planning Your PPC Campaign
Once you have finalized your list of target keywords, it’s time to build out ad groups with no more than 4 keywords in each group.
Remember that quality always takes priority over quantity. For example, you might see that “DIY water damage remediation” gets a lot of search engine traffic. But, it’s not a great keyword to choose since the conversion rate will be lower than a keyword such as “emergency water damage cleanup near me.”
Always think about the buyer’s intention so you can maximize conversion rates. When a person is searching for free information or DIY tutorials, there is a lower chance that they will spend money to hire a contractor for assistance.
Step #3: Test Various PPC Ads
Remember that you only have a few seconds to capture someone’s attention when they see your ad. So, creative copywriting goes a long way to get someone to click through.
Incorporate the target keyword into the headline and use clear copywriting. Make sure every ad has a CTA inviting the reader to continue with the desired action, such as calling for a consultation. When someone sees the ad and clicks through to your website, the process should be simple and clear every step of the way.
Also, incorporate split testing as part of your water damage digital marketing strategy. Try different ads to see how your audience responds to the headlines and messaging. Then build on the most effective messages to improve conversion rates and ROI even more.
Step #4: Optimize Every Landing Page
You want to maximize your ROI, which means that it’s important to combine the use of optimized landing pages and creative PPC ads.
You can split-test ads to see what is working best, but you lose money if the landing page is weak. A good landing page is direct and clear with simple navigation. Every sub-service you advertise should have a standalone landing page, so you will have multiple landing pages to manage. For example, you might have a landing page for flood cleanup, water damage remediation after a plumbing accident, emergency water damage restoration, and more.
Organic Rankings: SEO for Water Damage Restoration Companies
PPC is the fastest way to bring in immediate leads for your water damage restoration business, but as soon as you stop paying for the ads, then your lead source comes to a halt. On the other hand, Search Engine Optimization continues to be effective in the long run without paying for every click that comes through.
Ultimately, the goal is to create a strong enough online presence that keeps your site ranked in the search engines. This way, potential customers can find your website easily in the organic rankings when they are looking for keywords relating to your business.
Think about it this way: optimizing your website in search engines has the same benefits as if you own a prime piece of virtual real estate online.
All water damage marketing companies agree that it’s worth dedicating a portion of your water damage marketing budget to search engine optimization in the long run. When you ask for a suggested advertising campaign from a marketing company, the package will typically include search engine optimization.
It’s important to know that competition is high in search engines since the value of a water damage restoration customer is high. If you want to succeed, you need a proactive campaign, so you are always outranking other contractors in the area. Here are a few ideas to help you gain an edge in SEO:
The Most Effective Tips for Search Engine Optimization
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 main SEO tips to boost your website rankings:
Content is King
Quality content is the foundation of a successful SEO campaign. Always put quality content on the homepage and services pages, and also dedicate time to blog posting. User experience is always the highest priority.
Choose your target keywords and include these phrases in your website content, titles, tags, and more. One effective method is to pick the highest-performing keywords from your PPC campaigns to use for SEO.
Website User Experience
When someone lands on your website, is it easy to navigate and find the information they need? Structure and organization matter. Consider how the site appears on all types of screens, including computers, smartphones, tablets, and more.
If there are any security threats on your website, then Google will penalize your search engine rankings. Get rid of any red flags, such as malware, and be proactive about using security software to minimize the risk of these issues in the future.
Page Load Time
Ideally, each page on your website should load in 2 seconds or less. If page load time takes longer, then it affects user experience – which takes a toll on SEO rankings. Talk to your website developer about speeding up page load time.
When other websites link back to your site, it builds authority to boost your rankings in the search engines. Backlink building can be complicated, which is why most contractors hire help from a water damage restoration marketing company.
These components contribute significantly to positive impact on your search result rankings and bring your website more visitors and leads for your water damage restoration business. Putting in the necessary effort and resources will likely result in positive lift for your water damage marketing strategy.
Google Business Profile: Local Business Optimization Tips
When people need local services, it’s common to search on Google Maps to view local listings. Even if someone is doing their search in Google, the maps results are most prominent in the search results. So, make sure to set up and maintain a Google business listing page as part of your water damage marketing strategy.
Local business listings offer the perfect way for customers to find local providers who offer the needed services. If your water damage restoration business is listed in Google Maps, you will connect with quality leads based on proximity.
Additionally, having a Google Business Profile presence is a great way to establish authority and trust in the industry. Build out your profile to include as much information as possible about your company, which helps you stand out from the competition.
Checklist for Setting Up a Google Business Profile
Follow this water damage marketing checklist when setting up a Google Business Profile. These steps might seem simple, but they are important to optimize the change you will achieve a high ranking in the local search listings:
Claim Your Business Listing
You might find that there is already a business listing for your company. Claim this listing and then fill out the profile information. You can set up a new listing if there isn’t already a listing.
Name, Address, Phone (NAP) Contact Info
Name, address, and phone number (NAP) are critical for establishing authority and helping customers find you. Always include this essential contact information. Make sure to check the NAP information multiple times to ensure accuracy, and set a reminder to review every few months.
Upload Quality Photos
Next, it’s time to improve the visual aesthetics of your Google Business Profile. Upload professional photos on the page to show your business place and strengthen your brand. Update these photos regularly.
Additional Profile Info
Look at all of the other sections where you can fill in details about your company. For example, you might add a list of services and products and also select service categories. Share that information on your listing if you have any special offers or discounts.
Collecting Google reviews is a great way to build out your local business presence. Ask current and past customers to leave their reviews. The more positive reviews you collect, the higher likelihood your business will bring in paying customers and rank well in the local search results.
Respond to Questions and Reviews
Take time to reply to reviews and questions that are coming through. Proactive customer service includes responses to both positive and negative comments. Thank reviewers for their opinions and handle complaints as needed.
Chat with Google Messaging
Enabling messaging allows customers to contact you through your Google Business Profile. There aren’t many people who want to pick up the phone and make a phone call. Messaging allows you to establish contact in a comfortable way. Timing matters, so make sure you are proactive about responding as quickly as possible when receiving these messages.
Other Business Directories and Local Listings
Google Business Profile is always the top source of local traffic you will receive from listings. But don’t overlook the potential benefits of using other directories as part of your water damage marketing campaign.
Even though you can’t expect a lot of direct traffic from these other directories and maps, they are still helpful for your online marketing strategy because of the backlink benefits.
It’s a tedious process to create these local listings in different directories. So, most business owners hire help from a company specializing in marketing for water damage companies.
Building a Social Media Presence for Water Damage Marketing
Now that you are running PPC ads and working on your SEO campaign, it’s time to take a look at social media platforms. A meaningful social media presence helps you build and maintain relationships with current and potential customers.
Every water damage restoration company should use social media advertising for lead generation, and Facebook should be the highest priority. Almost everyone has a Facebook account, making it a great site to connect with potential customers. Social media is a proven strategy for connecting with customers who are searching for your services.
Reaching Potential Customers with Facebook Ads
Facebook offers several options for paid advertising. Consider the target action to determine which type of ad best suits your water damage marketing campaign.
FB Ad to a Landing Page on FB
When someone clicks on your ad, it keeps them on the website by directing them to a Facebook page. This strategy offers a high conversion rate because people know and trust Facebook. One example is creating a Facebook landing page with a form submission to collect contact info.
FB Ad to Your Website
The next option is to direct Facebook ads that drive traffic to your website. Use a landing page and split-test the page to find the messaging that promotes the highest conversion rates possible.
FB Retargeting Ads
Next, consider using retargeting that leverages 3rd party ads on other websites. If someone recently engaged with your website or Facebook profile, you can display ads to that person to boost the likelihood of repeat visits to your website.
How to Design Effective Facebook Ads
When marketing a water damage restoration company, make sure Facebook advertising is part of your strategy. But you need the right mindset and approach to maximize potential results. Keep in mind the reason why people are on Facebook: for entertainment.
So, use eye-catching designs, bright colors, and engaging messages. For example, pictures of smiling people perform well in Facebook adverting. Also, try using humor in your advertising campaigns.
Follow these proven water damage marketing tips to drive traffic and connect with relevant leads with people who are searching for your services:
Identify Your Ad Goals
Why are you running this ad campaign? Identify the action you want the person to take, then make sure the ad and landing page encourages this action. Action step examples might include scheduling a complimentary consultation, submitting their email address to a newsletter list, or accessing a current discount or promotion.
Ad Design Strategies
Most Facebook ads include one image and corresponding text. Other options include slideshows, carousel ads, videos, or canvas layouts. Split-test different designs so you can find the most effective type of ad that maximize both your click-thru rates and conversion rates.
Reach Your Target Demographic
You want to be sure the ads are only showing to people who are genuinely interested in your services. On Facebook advertising, you can choose a variety of filters, including location targeting, Lookalike Audiences, or advertising to past and current customers.
Set a Budget
How much are you planning to spend on social media advertising? Set a daily budget, and rest assured that the ads will stop when you reach the cap. When you start slow, it gives you the opportunity to measure ROI. Then, you can always increase the spending when you determine that the water damage marketing campaign is successful.
Email Marketing to Improve Return on Investment
The secret is getting out: email isn’t dead! Make sure you use email messages as part of your water damage digital marketing campaign. Pairing email marketing with other lead-generation campaigns is a powerful way to build an asset that keeps you connected with people who might need your services in the future.
Ultimately, the goal is to build a warm email list with readers who open your messages and engage with the content. Email marketing offers an excellent return: every dollar you spend can offer up to $42 in return!
Email Marketing Best Practices for Water Damage Restoration Companies
Leverage lead generation strategies to bring customers to your website. Then, email marketing allows you to maintain the connection with a one-to-many form of communication. A good campaign builds solid relationships with potential, current, and past customers.
For example, you might use PPC, SEO, and social media to bring leads to your website. Since most people don’t buy on the first visit, email marketing helps maintain communication until the person is ready to move forward with your services.
Top 3 Email Marketing Priorities
Here are the three things that are most important for your water damage marketing email campaign:
Success of Email Delivery
Ensure that the messages you are sending are actually showing up in the inboxes. One way to improve delivery rates is by cleaning your list with an email validation tool. Also, get rid of bouncing email addresses and inactive subscribers.
Open Rates & Engagement
Boost the number of people who open each email by using enticing subject lines. Also, make sure your emails are going out between 10 am and 1 pm to increase the audience that sees your messages.
Once someone opens your email, the goal is to have the person click through to your landing page or website. Identify the action you want them to take, then add Calls to Action. Common goals include setting up a consultation, filling out a form with contact information, or visiting a services page on your website. Clear, concise, and short emails have the best click-thru rates.
Most Effective Email Strategies for Local Contractors
As you build your email list as part of your water damage marketing campaign, always follow up by delivering quality email messages regularly. Often, the first message includes a personalized touch and a thank you note to the reader. Also, make it clear how they can contact you if needed.
Consistency in your water damage marketing campaign means you are building a relationship by sharing quality information with your customers. Good content options include free eBook downloads, YouTube videos, and links to recent blog posts. Sharing digital media is effective because it establishes your expertise and authority in the industry.
Another way to find messaging to share with your audience is by sending messages for events, holidays, and service discounts.
Email Marketing Cheatsheet for Water Damage Contractors
We hope the key concepts covered in our Water Damage Marketing Guide has helped you think through some of the best practices for your online marketing strategies to grow your business. Keep your customers top of mind and build your campaigns around their challenges, goals, and concerns. Provide useful content and engaging messaging, whether it’s in advertising campaigns, landing pages, social media outreach, or any of the other areas where you connect with your target customers.
At Service Direct we’ve been marketing contractors online for over 15 yearsand we’ve worked with water damage 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 discuss their projects with you. Learn more about how we work with water damage companies.