Top 3 Strategies for Marketing Your Garage Door Company

    Aug 19, 2019

    Your garage door company needs to have a strong online presence in order to attract new leads and customers. In today’s digitally-dominant world, the majority of consumers turn to Google when they are in need of a local service.

    It doesn’t matter if it’s a brand new garage door install, an upgrade or a repair, the consumer is going to search online for a local solution. Whether or not your business is displayed at the top of those search results determines if you are presented with an opportunity to generate a lead, nurture that lead and then potentially convert that lead into a customer.

    You can’t run a half-hearted campaign and expect to experience long-term results. A well thought-out garage door marketing campaign that includes multiple strategies is a must-do.

    We have helped several garage door companies across the country scale at unbelievable rates by implementing several top strategies. Let’s review the top three garage door marketing strategies that provide a solid foundation for scaling and growth.

    1. Garage Door Pay-Per-Click (PPC)

    A Google Ads PPC campaign is one of the fastest ways to grow your garage door company by generating high quality garage door leads. Once the campaign is optimized and converting within the target CPL (cost-per-lead) it can be scaled, generating as many leads as your business can handle.

    A garage door pay-per-click campaign has several moving parts that all need to work together. The main components that we focus on when building-out, optimizing and managing a campaign include:

    Quality Score Optimization

    Google assigns a Quality Score (QS) to each campaign on multiple levels — account, keyword, ad, etc. — and it’s an indication of how relevant the keywords, ad copy and landing pages are. This is important because a higher QS results in more ad visibility (impressions) and lowers click costs.

    Every campaign will have multiple ad sets, each targeting one or two keywords, with ad copy that is relevant and includes the keyword(s), which then directs the user to a landing page with copy that is also relevant and includes the keyword(s) as well.

    Not only does this help us achieve a higher Quality Score, but it also improves the conversion rate because the person is searching a specific keywords or search term, presented with an ad that is highly relevant, and then clicks-through to a landing page with language and an offer that is equally relevant. This seamless process results in generating more garage door leads for your business.

    Focused on Keywords with Buyer-Intent

    One of the biggest mistakes people make when setting up a garage door PPC campaign is targeting keywords based only on search volume. Sure, the keyword “garage door” might receive a lot of searches, but what is someone really looking for when they are searching that keyword?

    They might be looking for pictures of garage doors or they might even be in the market for a new garage door, but they are located across the country. Clicks from a broad keyword like this would be essentially useless. It would burn through your budget quickly and not generate many, if any, leads.

    When we build out a campaign we focus on keywords that have buyer-intent, meaning they are keywords and search terms that someone in need of hiring your company would be searching.

    Use PPC as a Testing Ground for Garage Door SEO

    We can set up and launch a PPC campaign in a day, driving instant traffic that converts into leads for your garage door company. This allows us to test certain keywords, and we can then take that data and use it for our SEO efforts, which I will dive into deeper in the next point below.

    You can quickly learn whether or not a keyword has potential, and you can see what terms convert at the highest rates in the form of a lead, and then go even deeper to see what keywords are responsible for the most customer acquisitions.

    We are able to attract traffic quickly, accumulate enough data to optimize, adjust and scale, while also mapping out the most effective strategy for an SEO campaign. Google Ads provides the biggest opportunity for traffic, although Bing and Yahoo also have available traffic, just not at the same volume found on Google.

    2. Garage Door Search Engine Optimization (SEO)

    Organic SEM (search engine marketing) is something that many business owners want to focus on because in their mind the traffic is “free” when compared to PPC. While you aren’t paying per click, there is still a hard-cost associated with the traffic.

    There are a few things to take into consideration when it comes to garage door SEO:

    Continuous Keyword Research

    SEO is not a “set it and forget it” strategy. Even when top organic results are achieved you cannot back off on the effort. We are constantly building links, publishing content and researching potential keyword opportunities.

    For example, we can monitor the data in Google Search Console to learn what search terms and phrases are triggering specific pages on your website to display in the search results. This will often uncover new keyword opportunities and we can then further optimize the pages to rank higher and attract more traffic.

    Google My Business Optimization

    Your Google My Business profile is a very important piece of the garage door SEM campaign. The information in your profile is what Google uses when displaying the Google Map results, so it’s important that it’s fully (and properly) optimized.

    This is also something that needs to be constantly tweaked, as the smallest changes can be the difference between being listed in the number three and number one position. Even when on top, constant work needs to be done. For example, attracting new reviews on your page will help maintain and strengthen your position. We have several strategies to help attract a constant flow of reviews from your past customers.

    Focus on One Keyword Per Website Page

    A lot of garage door SEO campaigns attempt to target too many keywords per page or they try to rank the homepage for several terms, rather than building out pages for every keyword being targeting.

    Not only is it easier to optimize a page on-site for one term, but it also helps your conversion rates because, like with PPC, it creates a seamless flow, from search to your website page. This strategy allows you to build out offers and calls-to-action that are highly relevant to the keyword attracting the visitors to each specific page.

    Understand SEO is a Long-Term Strategy

    Search engine marketing is a long-term strategy and you cannot expect results overnight. While some terms, like your brand name, can be ranked for relatively easy, more competitive keywords will take longer.

    If you understand this and have realistic expectations you will create a garage door SEO campaign that delivers long-lasting results. There are no shortcuts when it comes to search engine optimization.

    3. Garage Door Web Design

    Your website gives you an opportunity to make a great first impression — a potential customer is often going to come in contact with your garage door website before they reach out to you. The experience they receive and their initial impression will often dictate whether or not they convert into a lead or leave and look for an alternate option (your competition).

    An aesthetically pleasing website design is important, but that alone isn’t going to get the job done. There are many things to consider when it comes to garage door website design:

    Focused on Lead Conversion

    A website’s top priority is to generate garage door leads for your business. Design elements, features, bells and whistles aside, there needs to be visible contact information and multiple CTAs (calls-to-action). These include form submits, special offers (free estimate, free downloadable guide, etc.) and direct contact.

    Mobile Click-to-Call

    When you dive into your Google Analytics data don’t be surprised to see that the majority of your traffic is coming from mobile devices. For this reason, it’s important that we implement a click-to-call option that is always visible as the visitor is navigating your website.

    This convenience feature allows them to instantly connect with your garage door business with one finger tap. This greatly increases the number of phone calls, which translates into more leads, estimates and eventually contracted jobs.

    Trust Seals, Badges and Reviews Help Increase Conversion Rates

    It’s important that a feed containing all of your reviews from the major platforms (Facebook, Google, Yelp, BBB, etc.) in highly visible, as are trust seals and badges. For example, if you are a member of the Better Business Bureau, the local Chamber of Commerce, etc. — display their badges. These are highly effective, instilling consumer confidence, which greatly increases the conversion rates on your garage door website.

    More On This Topic