How Moving Companies Can Beat The Competition With The Right Digital Marketing Agency
Sam Chadson Ng
Assistant Director of Content
It is important to use the right digital marketing strategy to attract new quality leads. If you own a traditional moving company, chances are you might be relying on referrals to keep your business up and running. In today’s digital age, however, traditional strategies such as billboard and direct mail advertisements no longer cut it. If you want or need to grow the business at a faster rate, you should start advertising your moving company online. Online marketing is one of the best ways to reach qualified prospects, bring in more customers, and increase revenue. Now that you have a better understanding of the value of online marketing for movers, the next step is to hire a digital marketing agency for moving companies. Here are several ways on how these agencies can help moving businesses achieve greater success.
Improving Moving Company Website Rankings on Major Search Engines
Today, consumers are increasingly performing Google searches when they are looking for moving companies and services. When they do this, chances are potential customers will contact the first few results they see, get quotes, and make their comparisons. If your website is not among these results, then you are missing out on sales opportunities. This is where Search Engine Optimization (SEO) comes in. Below are several technical aspects of SEO that digital marketers can handle to improve your site’s rankings.
- Keyword Research
When potential customers look for moving services, they will key in certain keywords and phrases in search engines. It is important for business owners to research and understand these terms, as well as incorporate those keywords in their websites. This practice allows Google and other search engines to understand what your pages are about and index them. In addition, creating content with the right keywords can help your website gain traction in search results.
Because there are several aspects of one’s competition to research, i.e., FAQ pages, promotional materials, annual reports, online interviews, and other types of media, professional moving companies may not have the time for these tasks. It is recommended that you work closely with a digital marketing agency who can help you gain valuable insight and set up a solid SEO game plan.
- Page Titles
You can’t grab your audience’s attention with long walls of text. One of the aspects of your website that potential customers see and interact with first is the page title. This element is what visitors see on SERPs (Search Engine Results Pages) after keying in your brand’s name or related search terms, e.g., moving company New Jersey. Simply put, the page title determines whether a potential lead clicks on your web page or not.
If your moving company is headquartered in Macon, a page title like “Moving Pros Georgia” will be irrelevant for visitors who searched for moving companies in Macon. In this case, they will not click on your link. In addition to being specific, you will need to keep the characters to a maximum of 55 (web version) and 80 (mobile version). Google typically truncates page title characters if they exceed that limit. You don’t always need to include your brand/company name but ensure that the main keyword is inside the page’s title. Choosing page titles may seem like a no-brainer, but you can see that a lot of work and planning goes into such tasks. Working with an online marketing specialist can help save time (and headaches).
- Meta Descriptions
This is a description that summarizes a web page’s content. It is displayed as part of a user’s search results in SERPs. Meta descriptions determine whether users get to actually click on your site or not. Because they can be your brand’s first impression, it is wise not to mess it up or leave it in its default form. In addition, Google uses meta descriptions to determine a site’s relevance in search engine results. To avoid getting cut off or having your text replaced with an ellipsis (…), a meta description needs to be within a 150-character limit. Some competitors may not care about meta descriptions, but you should not follow suit. By summarizing your web page’s topic, visitors know exactly what to expect. While it is important to include the page’s main keyword, avoid keyword stuffing.
Generating Quality Moving Leads through PPC Advertising
How does pay-per-click advertising work? Moving companies pay a certain fee every time a visitor clicks on their ads. Today, paid search is recognized as one of the most reliable digital marketing mediums. Compared to SEO, the results are often instant; Google and other search engines reserve the top sections of SERPs to showcase the latest and most relevant ads. In theory, PPC may seem easy: businesses set a monthly budget, choose a list keywords, write ads, and direct visitors to landing pages. Sounds simple, right? Well, it is somewhat more complicated than that. There are many behind-the-scenes tasks that need to be done correctly to target prospects and persuade them to take action.
Google AdWords is hands down the go-to platform for marketing moving companies in the United States. When homeowners or business owners need a professional mover, they turn to Google. As a moving company, your goal is to get in front of these potential clients when they are searching for moving company hires on Google.
Remember that every click costs money, and that’s why you should work with a digital marketing agency to determine which negative keywords to implement. These are terms that help prevent ads from showing up on unwanted searches. For example, you will want to show up when visitors search for a moving company, not when they are looking to get hired by a moving company. Ultimately, you will need a reliable team who can constantly test your ads, refine the ad copy, utilize best-performing keywords, and manage the overall moving PPC advertising campaign.
Creating Evergreen Content to Grow Your Moving Company
Content is king in the digital marketing world. Both humans and search engines love quality content, including downloadable guides, e-books, infographics, videos, and blog posts. Content marketing is an excellent way for moving service providers to build their relevancy and domain authority (DA) over time. If you can commit to post four or more pieces of blog content per month for the next few years, you will be rewarded by search engines with consistent traffic. Today, search engines such as Google favor websites that offer geo-relevant and niche-relevant content. When you choose to work with professional SEO copywriters from reputable online marketing agencies, they can optimize your content for improved visibility on search engines, engage the target audience, and compel readers to act!
Even with basic digital marketing knowledge and expertise, another huge factor is time. While they may be able to help improve on-page SEO, their time is better spent on a long-distance move or office move. Most professionals can significantly increase their profits by running their business for a few extra hours per day versus managing advertising campaigns on their own. At the end of the day, customers are hiring movers because these are professionals who can perform a service better than they could do it themselves. So, don’t lose business to the competition by getting distracted while establishing your online presence. Work with a trusted digital marketing agency that can get you more local moving leads!
At SmartSites, our team has managed a wide variety of online marketing campaigns for different companies and industries. We have worked with movers all over the United States.