Kitchen & Bath Business September/October 2022 - 14

BET TER
BUSINE S S
Stay on Target
Enhance your marketing efforts to ensure you define your ideal territories
MOST REMODELERS WILL PRIMARILY focus on what they " do " when it
comes to their marketing strategy, but many forget to defi ne their target
service area. Th e downfall of not having location marketing done correctly
is that you can get leads from areas you do not service because of distance or
the economics of the clients in that area. Th e other downfall of not having
location marketing done correctly is that search engines may rank your
competitors who do indicate their favored areas, giving them a competitive
advantage for future prospecting.
YOUR WEBSITE SHOULD TARGET SPECIFIC CLIENTS
You want to include a section on your website for potential clients that
specifi cally identifi es the locations in which you prefer to work. If there
are fi ve areas, then you will need fi ve specifi c pages that each promote
a separate town. If you service a rather large area, you may consider
simply identifying those locations to create a perimeter so consumers
can clearly see the geographic territory. Having this information on
your website supports who you are attracting based on a preferred
location, while allowing you to diplomatically not off end those you are
not looking to help.
" A downfall of not having location
marketing done correctly is that search
engines may rank your competitors
who do indicate their favored areas,
giving them a competitive advantage
for future prospecting. "
IT'S NOT JUST WEBSITE COSMETICS, IT'S ALSO SEO
In addition to telling consumers where you want to work, you need to
ensure that whoever is building your website lets the search engines know,
too. Th e buzzword is SEO, which stands for " search engine optimization. "
Th ere are a few places on your site, such as the Title Tag, where you need
to clearly identify the town you are targeting. For instance, say you are a
kitchen and bath remodeler targeting Fort Lauderdale, so you include
a title tag of " Fort Lauderdale Kitchen and Bathroom Remodeling. "
Th e next dedicated location page may have a title tag of " Oakland Park
Kitchen and Bathroom Remodeling. "
SEO has a few other key topics such as image optimization where
we identify the location with the Alt Image or Alt Text tags. Th e same
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/ SEPTEMBER-OCTOBER 2022
principal as Title tags applies where you want
to include the location within the description.
Th e goal is to have search engines learn where
you prefer to work so your company name appears
when a consumer types the search phrase
" Kitchen Remodel Fort Lauderdale. "
Google is undeniably the largest tool people
use to help fi nd service providers. Google
My Business (currently being renamed to
Google Business Profi le) has a specifi c section
for where you can identify up to 20 service
areas. Th e boundaries of your area should
not extend farther than you are willing to
travel.
VIDEOS PROVIDE A UNIQUE STRATEGY
Another method to be successful at location
marketing is to create videos of projects within
your target areas. Perhaps you fi nished a nice
project and were able to get a customer video
review. You can upload this to YouTube with the
title, " Fort Lauderdale Kitchen Remodel with
Customer Review. " YouTube is the best place
to ensure that the video is loaded - at least to
support your SEO objectives - and never lose
sight that YouTube is owned by Google. Th is is
important since you want to broad-stroke your
location marketing eff orts through text, images
and video, too.
As a remodeler, you must make the eff ort to
ensure potential prospects know your service
area since most people will minimize your concerns
regarding extra mileage costs, additional
wear-and-tear costs on your vehicles and the
extra time needed for commuting.
Your goal is to greatly reduce and perhaps
eliminate prospects not in your territory. Th is
is a strategic part of your business model, and as
such you must value this part of your marketing
even more than others.
By Brian Javeline, president of MyOnlineToolbox,
an industry leader for online marketing education
and strategy planning, myonlinetoolbox.com 
http://www.myonlinetoolbox.com
Kitchen & Bath Business September/October 2022

Table of Contents for the Digital Edition of Kitchen & Bath Business September/October 2022
