Categories
Reputation Management Reviews

The Relationship Between Online Reviews and Your Plumbing/HVAC/Electrical Marketing Strategy

The Importance Of Online Reviews For Your Plumbing/HVAC/Electrical Company

Before the advanced technology of the Internet, Plumbing/HVAC/Electrical companies gained clients from word of mouth and traditional advertising. The Internet has changed the way we advertise, and people substitute word of mouth for customer reviews because they have access to so much more.
Customers rely heavily on online reviews, and this often impacts their decision to purchase. It has been estimated that up to 85% of people read online reviews before they make any decisions to purchase services or products. Not only do customers read your reviews, but the reviews themselves help contribute positively to your website’s SEO and link-building.

So how does this knowledge need to affect your Plumbing/HVAC/Electrical marketing strategy? Well, your customers should be able to read about other people’s experience with your company, and they should be able to leave comments, as well as write their own reviews after they have had an experience with your service. Remember, negative reviews give you a chance to look good by fixing the customer’s problem and show that you are a business that will do so. Customers know that nobody is perfect, and having a negative review isn’t a deal-breaker for them. Having a problem and fixing it for the review is a bonus for your website and not a detraction.

Having reviews on multiple websites like Yelp and Google Maps help search engines place value on your company. Online reviews help build your website’s search ranking as well. Often, online reviews contain keywords that are relevant to your SEO and Plumbing/HVAC/Electrical marketing strategy. With Google algorithms constantly changing to combat some of the earlier ways people used link-building and SEO to gain rank, unique online reviews give your website the legitimate content it needs to help promote relevant search results in a way that pleases Google and helps you gain rank. Put simply, the more reviews your Plumbing/HVAC/Electrical website has, as well as other online review sources, the more relevant to search engines your company will become, and keywords placed in the reviews will also bring in more customers.

Online reviews are not something to shy away from. Embrace them and cultivate them online in as many places as you can. Reach out to your customers and encourage reviews. Don’t forget to utilize social media platforms as well and engage with customers while making your Plumbing/HVAC/Electrical marketing strategy work for you for free.

Categories
Growth Strategies PR Press Release Public Relations Reputation Management

How to Acquire PR for Your Plumbing/HVAC/Electrical Company

When you have a Plumbing/HVAC/Electrical startup, the best way to make it take off is to get a healthy dose of PR. The following is a compilation of tips and pointers to keep in mind, as you attempt to get PR that will help you to introduce your business to the world and become well known.

Journalists get pitches all of the time!

It’s important when you pitch your startup to the press that you remember they get pitches all of the time. This means that you have to try something new. Give them something with an angle, something they don’t get all of the time, something that they can use. If you seem too needy and generic they will take your pitch and “pitch” it straight in the trash. PR goes two ways, you have to help the press in order to get them to help you.

Journalists are human

What this means is that they want to know that you have done your research. You know what their objectives are, what makes them successful at their jobs, and you are pitching them your startup in a way that shows you can conform to their specific needs and wants. Show them that you took the time to learn what they cover and how they cover it. This conveys your professionalism and shows respect. If you show respect you will likely earn respect. This is a fairly basic human concept.

Find out who covers Plumbing/HVAC/Electrical

Not only will you be getting better press coverage but you won’t be wasting precious time on people who aren’t interested and don’t cover your industry. Stick with the experts in your industry so that you will get the PR you need at the quality that you need. Some people say there is no such thing as bad press but if your PR is poorly written then you will be misrepresented and misunderstood and that is always a setback for a startup.

Pitch a story

Everyone loves a story. Stories are immediate and they reach larger audiences. Stories are interesting and get more coverage. Instead of asking for a basic PR write up about your basic new business startup, make it interesting. Make your pitch about a topic before you make it about your company. Don’t worry about getting your product information out first, because it can come across as a cumbersome and boring read. Create a story that surrounds the product itself and the mission statement and company initiative will shine through naturally.