Building a Brand for Your Restoration Company | A 3 Part Series

Part 3: Embracing SEO & Social Media

Phew – you made it to part three! How is your brand and culture-building going? Are you starting to get that warm, fuzzy feeling when you walk into work some mornings? You should! And hopefully your employees do too! No, you obviously aren’t going to feel that every day – but part of a great, well-integrated culture is happy people!

Now, we’ve reached the final step in truly cementing your company culture. In part one, we talked about setting the foundations for building your brand. In part two, we talked about the importance of having a good website. Now, we’re going to talk about how to take your online presence to the next level through social media and good search engine optimization practices (or SEO). At the end of the day, just having a great website that conveys your brand probably won’t be enough to bring in the new wealth of clients you want.

SEO Practices

Google is a bit of a mystery. Professional marketing companies like Spot On Solutions make it a major part of their business to keep up on changing rules, algorithms, and products from Google. Today, pay-per-click (PPC) ads are extremely popular, and can generate some great traffic for your website.

In the fall of 2016, Spot On Solutions was added into Google’s Top-Tier Managed Agency Program. What that means is we understand how to effectively get your cleaning and restoration company ranked on Google through legitimate practices, no spamming! Companies within this program must have a stellar track record for AdWords performance and growth.

Things to know about SEO:

• Keywords are critical. Not as critical as they have been in the past, but still critical. Your keywords should appear throughout your website and content (remember in part 2 we talked about having a blog or something similar??). For a cleaning and restoration company, key words and phrases would likely have to do with the services you offer – like “mold removal in the _____ area” (fill in the blank with your service region); or “water damage repair in _____.”
• Be an early adopter. This is where having a marketing company on your side, like Spot On Solutions, plays a big role. It is part of our job to stay on top of trends in the “Googlesphere.” The better we can keep you on top of the latest search engine trends, the better.
• Keep at it. You probably aren’t going to rank at the top of page one on Google right away. Just like building your brand takes time, so does building your SEO. However, the better you evolve and build, the stronger your online presence will become with time.

There is a whole lot more to SEO than those few bullet points. If you want to know more, check out some of our other blog posts specifically on the topic!

Social Media

Having an active Facebook and Twitter page can really help your web traffic, and build your brand, too!

There is a rule about social media posts on business accounts that some posts should be business-related, and some should be fun. It’s the fun posts that are really going to help drive your engagement with followers. Think about creating a #TBT (Throwback Thursday) campaign and post pictures of members of your team from “way back when.” Or if you see a funny Hump Day meme online, throw it up and wish your followers a Happy Wednesday!

Using social media the right way can help your company seem more personal. People like the idea of feeling engaged with a company with which they do business. Think about how people feel when a celebrity tweets at them, or replies to a comment of theirs somewhere on social media. Your brand can have the same effect on people who become truly engaged with your brand.

The other important thing to note about social media is that it’s another place for people to leave you raving reviews, and another way to get your company ranked higher on Google.

When setting up a social media page, be sure all your contact information is correct – and there is a link to your website! Also, be sure most of your posts are visually engaging and include videos or images. Simple text posts don’t tend to get much response.

That’s a Wrap!

That’s a wrap for this Spot On Solutions series! Have more questions about building your brand, creating a great website, getting active on social media, or anything in between? Give us a call, shoot us an email, or even post a comment on one of our social media pages. We look forward to working with you!