For those of you who haven’t yet seen the Google Partners live stream event from May 17th, we’ve provided the video down below.
Today’s event focused on how to reach your customers at the right moment to maximize your marketing dollars. Reaching customers right when they are searching is crucial. Site speed is critical in reaching a potential customer. If your site will not load in 3 seconds, customers will go to one of your other competitors. Being there when your customers need you is the best way to ensure your place above your competition.
Home Services Business Model Being Challenged
Home improvement searches have been steadily increasing over the last few years. People are now adding to their searches “near me”, to find local home improvement services. This search has spiked in the past 5 years, showing costumer interest in local businesses. Reaching customers for services when they need you can be difficult. Maybe a person is calling about a roof leak in the middle of the night, but your roofing business only works 9-5. The Google event today explained that when you are not there for your customer when they need you, they will find someone else. When reaching customers, you want to know what moments matter and what times of day they will call. Some moments matter more than others, so you will need to find out when these moments happen most in order to maximize your marketing dollars.
Anticipate Consumer Behavior Changes
Millennials are now the largest group of heads the household and make a lot of the buying decisions including household services. From 2013 to 2018, millennials becoming the head of the household is projected to increase by 8 million. In order for millennials to purchase your products, you need to get their attention. By creating stimulus for your products, customers will remember your product when they need you. 
Now, customers are using mobile devices for most of their searches and relying less on reviews to decide what company to hire. Around 61% of customers use search engines to find a business while only 15% rely on business reviews. As the consumer behavior changes, your business model should change as well.
Winning Over Customers
It is important for your business to have a presence on search engines. Being found on Google is a great start to capturing the demand people have for your services. Owning your Google My Business Listing will not only let customers know you’re reliable but also will give insights about what customers look for on Google My Business. Be there when the customer needs you: choose the right keywords, connect with the target audience, and find out what people in your area are searching. One of the last ways to win over customers is to have a great mobile experience and keep up with the latest ad formats. For example, 75% of millennials prefer texting over calling and adding a text feature to your ad is a great way to connect. YouTube videos are another great platform to find millennials and are great for companies to engage with potential customers. By keeping up with the ever-changing business models of today, your company is guaranteed to win over the new age of buyers.
- Home Service business models are being challenged
- Millennials are now considered the head of households
- Only two percent of companies measure home service moments