I think the home services industry has forgotten what "marketing" actually is.
Most of the marketing "experts" in the industry could better be described as "technology experts." They're expert at things like:
- Optimizing GBP listings
- Setting up UTM parameters
- Tracking ad spend
- Indexing websites so they're visible in search
- Managing ad spend with Google and Facebook
"Marketing," however, is different. Marketing is:
- Persuasion
- Influence
- Empathy
- Creativity
- Resonance
Those skills are much harder to find than knowing which buttons to click in an advertising platform.
I think about this a lot because email marketing - which our agency specializes in - is a channel that requires a different type of creativity than your standard ad campaign.
When you're trying to get found on Google, optimizing your GBP and website to show up in The Map Pack is your main goal. Optimization takes precedence over creativity.
With email, you're trying to appeal to people who aren't necessarily looking for service right now. They're just going about their day, checking their inbox, when suddenly they see a message from you. The question is...
Will your message be compelling and emotional enough to stir them to action, even though they weren't planning on it?
That's marketing.
If you want your marketing to resonate more on an emotional level, reach out and chat with our team:
Talk soon,
Zac "Persuasion > Platforms" Garside
P.S. A mentor of mine, Cole Schafer, recently published this little site called "The Archive" - a collection of gorgeous ads you can get inspiration from. I encourage you to check it out.
