Why Do Locksmiths Need Digital Marketing?
How many marketing campaigns for your locksmithing business involve handing out flyers, public speaking and sponsoring events? These are great ways to get your business’ name out there, but your competitors are doing the same things you are. You need to tap into new sources of marketing that your competition may not have caught on to yet. In the locksmithing industry, online marketing is that next frontier.
No, I’m not talking about just setting up a website. Everyone has a website. If you want to make your online presence work for you, then you are going to have to step up your marketing game. You need search engine optimization (SEO), you need backlinks, you need reviews. So, how do you do all that? I’m here to tell you how.
My name is Kellen Wilson, and I am a digital marketer at MediaSmack. We handle online marketing for all sorts of businesses across the country. I’ve been doing this for a few years now, and one of my stand-out clients happens to be Lockworks Unlimited, Inc.
For the past few years, we have worked on taking Lockworks Unlimited, Inc. to the next level when it comes to its online presence. At the beginning of our partnership, Lockworks Unlimited, Inc. received only 500 website visitors per month, now they get over 3,000 hits each month! So, how did we help grow this Bay Area locksmith’s business? I’m glad you asked.
How to Market Your Locksmithing Business Online
Locksmithing is a very diverse industry. Different shops offer different services and specializations. Some locksmiths work out of a storefront, and some are mobile. Some may specialize in autos while others work on commercial access systems. No matter what services you offer, your business is always on the ground in your local community, but what about the online community?
Working on Lockworks Unlimited, Inc. has given me a perspective on how the locksmithing industry works online. Most establishments build a website, start a social media account, and then forget about it. The businesses that actually pay attention to their online presence are usually national chains. However, local shops have an advantage in the market if they understand how digital marketing works.
Here are a few tips to help your locksmith shop use the internet to find the people who are looking for your services.
Tip #1: Do You Have a Responsive Website?
Did you know that most internet users access the internet through mobile devices now? Apple iPhones, Google Pixel phones, and Samsung Galaxy tablets have overtaken the internet. Does your website look good on these devices? If it does not, then your prospective client may click away after viewing your site. This is why you need to make your website responsive.
Not too long ago, you had to make a separate mobile site if you wanted your website to properly display on mobile devices. Now, there is new coding and technology that will adapt your current website to whatever device finds it. This makes it easier for potential clients to find what they are looking for on your website. It also encourages website visitors to convert to customers and has other benefits that I’ll discuss a little later in this article.
Tip #2: Are You Getting Reviews?
Nothing encourages potential clients to try your services more than a good review. If a current customer is happy with your work, then it is reasonable to assume that new customers will be too. This is why we encourage our clients to take advantage of these good reviews.
We build testimonials pages that highlight positive words from clients. We also give tips about how you can foster a culture that encourages good reviews. Did you get a negative review? Check out our blog on how to handle a negative review.
In recent months, we have seen Google and other search engines emphasize the importance of reviews. But why are reviews important? They improve your E-A-T (expertise-authoritativeness-trustworthiness). So, getting reviews and properly coding them on your site is an important part of making your locksmithing business stand out online.
Tip #3: Are You Researching Search Engine Optimization?
Whenever someone uses a search engine, they type a search phrase to locate what they need. Wouldn’t it be great if you could find out what they were typing? You could make sure your website has the keywords they are trying to find. Guess what? There are tools to help you do this!
One free tool we use at MediaSmack is Google Trends. You can type in a potential keyword, see how it performs and even find better keywords with this tool. Need more ideas for keywords? Try Answer the Public. You can type pertinent words into this tool and it will spit out possible keywords to help you build your site.
This research will help you figure out how to make your site more attractive to search engines. Applying what you find out is what will optimize your website. But this is not the only way to optimize your site.
Tip #4: What Else Can I Do to Improve My Search Results?
Search engine optimization (SEO) is about more than researching keywords. Remember when I mentioned the other benefits of having reviews on your site? SEO is one of those benefits. A properly coded review page makes your site more attractive to those search engines everyone uses.
Remember what I was saying about making your website responsive? That can also improve your rankings on search engines. As a matter of fact, making your website easier for visitors to use in any way can improve your optimization.
Another thing that can make your site look good to search engines is your backlinks.
Tip #5: How Do You Build Backlinks?
A backlink happens when a different website links to your website. Why does a link from another website make your website show up better on search results? That link shows that someone else trusts the information you provide on your site. That makes you look like an expert in your field. Cultivate these links.
Is there a business that hired you to set up their security? Ask them to put a link on their website and offer a link to their site from yours in return. Do you have a business partner that provides the safes or other products you sell? Exchange links. Have a favorite restaurant you and your employees visit? Exchange a link!
If you are a part of a professional organization such as a licensing organization or the Better Business Bureau, they may have an online directory. Inquire about getting listed on that directory. Check with your chamber of commerce as well. It may also have an online directory.
How MediaSmack Can Help Locksmiths Market Online
Your business will need to stand out online. To do that, you will need an attractive website that works well for everyone who visits it. You will need ways to interact with your customers and spread your good reputation. You will need to appeal to search engines so your business is at the top of search results when potential customers are looking for your services. Do you have the time to do all this work?
I’ve laid out a pretty good roadmap for where to start, but there are still many more steps in creating an excellent online marketing campaign. Here at MediaSmack, we offer a wide range of services including:
We can build a digital marketing plan that is right for your business.