Although locksmithing is one of the oldest professions, searching for a locksmith locally has gone digital. Digital marketing for locksmiths has become the best way for locksmiths to find new business. Referrals are still the best way for locksmiths to get new business, because the referrer trusts you and passes that trust to the person they refer to you. However, referrals don’t come along every day. To keep your business healthy, you need a steady flow of new customers. That’s where digital marketing comes in.
Digital Marketing for Your Locksmith Business
When people need a locksmith these days, the first thing they do is take out their phone and search Google. If you don’t have an online presence, they can’t find you. Digital marketing is using the internet to market to potential customers. Using digital marketing is the most affordable and proven method for people to find you.
Your Website Is Your Online Business Card
When you meet someone new, you hand them a business card to remember you when they need a locksmith. Existing customers may take a business card to refer your business to other people easily. With digital marketing, your website is your business card. If people look you up online, they’ll find your website.
This means that your website needs to be easy to find on search engines. If you want your website to show up at the top of local search, you need to provide clues to Google. At minimum, your website should clearly state which locksmith services you provide, your location, zip code, contact information, geographical areas you serve, and how to contact you in an emergency.
Other things you can add to your website to help Google match you with the right searcher include:
- A brief history of your business
- Examples of customers you’ve helped in the past
- Pictures of you at work
- Videos of you working
- Locksmith-related how-to videos
- A list of manufacturers you work with
- Informational content about security topics
- Social proof including reviews from customers
- Any kind of accreditation you have
- An emergency services listing highlighted with your phone number
All of this content provides clues to help Google better understand how to match your business with a search query. Anything you have on your website with local information helps you to appear in Google Local Search and on Google Maps.
Pair Google My Business and Google Local Service Ads
Google My Business (GMB) is a free listing for your business on Google. You start by searching for your business on GMB because there may already be a basic listing. If so, claim the business and fill out as much information as you can, including photos. From this listing, customers can get a quote, go to your website, call you, get directions, and find you on a map without ever leaving Google. Since GMB is mobile-responsive, it is convenient to use on a smartphone. And this listing appears above organic listings in Local Search.
Your customers can also leave reviews on GMB, which Google will verify. This is a good place to direct customers to add a review. Many companies add a link to their thank you email or text for customers to review them.
Google Local Services Ads are paid Google ads specifically for local service companies like locksmiths. There are different ad levels, Google Screen Ads and Google Guarantee Ads, which require screening from Google. However, once you pass the screening, your business listing will show a symbol or badge indicating your legitimacy. Google has an excellent help section for Local Service Ads to explain how they work. The main function of these ads is to produce leads for your locksmith business.
Build Trust with Email Marketing
Email marketing is one of the oldest forms of digital marketing, but still offers a good return-on-investment (ROI). With Google phasing out third-party cookies this year, email marketing is emerging as a primary marketing channel again. However, many companies have been using a form of email marketing all along.
Depending on what kind of locksmithing you do, you may want to create a segmented email list with customer categories. This way, you can send out one type of email to people who call for emergencies or small residential jobs. Another segment could be for commercial builders or contractors who hire you for new installations, commercial office buildings, or other construction or remodeling jobs.
Most email marketing services have a tiered fee plan that charges by the size of your email list. You can use emails in numerous ways; to stay in touch, to educate on security topics, offer specials or sales on equipment, and to spread the word about new services you offer.
You can also use email to publish to social media, including a Facebook Page or Twitter account, or link to a social media account that has videos of your work like TikTok or Instagram. Your email can also be used to share new blog posts from your website, and then you can share a link to it on several social media sites.
Email marketing can also be used to announce in-person or virtual events, when you have a booth at a local fair, or are demonstrating new products on live chat.
Email marketing is very versatile and reminds customers that you are there when needed. You can set up your email marketing yourself, but if you’re like most locksmiths, your days are usually filled with service calls.
Partner with a Digital Marketing Agency for Locksmiths
If your time is limited, or you want to outsource part or all of your digital marketing, finding a business that specializes in digital marketing for locksmiths is your best bet. First of all, you will be able to focus on your locksmithing business. Second, they will know how to use your budget efficiently and effectively. With their expertise, they will know the best place to start, and how to maximize the impact of your campaigns.
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