Garage door repair and installation is not a service people use frequently. Some homeowners go decades without calling someone in.

This means that when they do have a need, they’ll go to Google search to find local services. You want to be all over page one. There are three ways to dominate the search results.

The first is Pay-Per-Click Advertising. These ads are run through auction-based systems like Google Adwords and Bing The main advantage here is that you show in the top positions (reserved for paid ads) and that you can control the ad copy and landing page. For example, you might want to run an advertisement for discounted garage door installations for new homes. Your ad and the page it goes to on your website can match that offer.

Next, you need to set-up and rank for Google My Business. This is the maps listing and review platform Google uses for geo-targeted searches. It’s a free listing you can optimize with your descriptions and by getting customer reviews.

Then you have the organic website listings. These are also free clicks, with ranking gained by optimizing your website for keywords, gaining links, getting social media traffic, and adding content to your blog.

In 2017, Google began running a new paid advertising platform for home service professionals called Local Service Ads. Garage door service is one of the categories using the type of advertising.

LSA ads, or Local Service Ads are actively running in many metropolitan areas and beta testing in others, but by the end of 2019 the chances are you’ll want to advertise on this platform.

LSA is a pay per lead platform where rankings are determined by the business’ ratings and reputation. You have to apply and go through a screening process to be included.

If LSA is running in your area, get in it. It’s based on your Google My Business profile, so get signed up for that right away if you’re not on it already.

Garage Door Marketing Tip #3: Develop a Facebook Business Page

Today, so many potential garage door service leads are already on Facebook that every business needs a presence there.

This starts by developing a complete Facebook Business Page. Set this up with all the available features, being sure to include a call to action, contact info, videos/images. Be sure to activate Facebook Messenger and reviews.

Keep your timeline updated with anything of interest for followers, but at this point don’t expect to get many leads through organic postings. Facebook is not looking to rank business content in people’s news feeds, and the truth is that you’re unlikely to get many reactions (likes, shares, comments) on content pertaining to garage doors.

If you want to run direct-response ads, you’ll need to use the Paid Advertising Features. These can be effective because you can target events like buying a new home.

And though you won’t get a lot of traffic from organic postings, people will look your business up by name and peruse your business page much like they would your website. This is another important place to have a branded online property.

Garage Door Marketing Idea #4: Retargeting

Online consumers surf. We drift around online, about as committed to a direction as a leaf in the wind.

It’s because of this behavior that retargeting ads work so well. These are ads that appear on the web and social media after a person visits your website.

Retargeting is a reminder for leads to follow through and contact you. The ads are banners with a basic call to action:

Garage Door Marketing Idea #5: Distinguish Yourself From the Competition

Here is a simple test you can run.

Pretend you’re a lead looking for garage door repair on installation services. Do a search in your area and check the websites, reviews, and Facebook pages of the local providers.

Would you choose you? Do you stand out with the best website and highest review ratings? Do you have a clear, enticing offer?

Or — in all honesty — is a competitor edging you out?

Many small businesses fail to conduct this test, which is a mistake. Because you can bet leads are comparing you to the competition, and they’ll choose the most professional looking business with the best offering. They’ll likely ignore any service with troubling reviews.

Make sure you have a Strong Value Proposition that gives you an edge. If you wouldn’t choose you, how can you expect leads to?

Pro Tip: Content Marketing

People shopping for garage doors or experiencing problems with their openers often research online. They’re looking for information on how to set their openers, choose the right opener for their needs and diagnose issues.

You can use videos on your YouTube channel and blog articles to provide useful information for these leads. You provide this information to be helpful, but it also helps your SEO and YouTube rankings. This is called content marketing, and it’s a useful way to get in front of leads as they start their research.