Create Content That Drives Results Faster

Dif­fer­en­ti­at­ing your­self as a home ser­vice provider isn’t easy. The cus­tomers you want most (those will­ing to pay for qual­i­ty and not just shop­ping based on price) are tough to attract and even tougher to impress. 

First, you need your com­pa­ny to be visible. That means when cus­tomers search for your ser­vice, you rank near the top. One of the most impor­tant pieces of an effec­tive mar­ket­ing cam­paign is strong SEO prac­tices. For decades, con­trac­tors have been focused on Google search, but today, it’s impor­tant to con­sid­er oth­er search engines and a grow­ing num­ber of AI-pow­ered search tools. 

The sec­ond chal­lenge is cre­at­ing a first impression that not only leads to a phone call or an esti­mate but also begins the trust-build­ing and sales process. 

Done well and con­sis­tent­ly, con­tent can be an excel­lent tool to achieve both. 

Bal­anc­ing the Clock and Your Worst Instincts

Let’s face it: con­tent takes pre­cious time that many busi­ness own­ers lack. Luck­i­ly, new AI tools can help, but only if you use them wisely. 

“I would say for home ser­vice busi­ness­es as a whole, there is tremen­dous upside to lever­ag­ing AI, but in very spe­cif­ic ways,” says Aaron Cote, SEO expert and founder of A Visu­al Glitch.

Cote and his team spend their days answer­ing some of the most chal­leng­ing ques­tions home ser­vice com­pa­ny own­ers can ask, and using AI appro­pri­ate­ly to save time and cre­ate con­tent that increas­es rank­ing and entices cus­tomers is among the most pop­u­lar topics. 

“The com­pa­nies that ​‘fail,’ in the con­text of AI and dig­i­tal mar­ket­ing, are the ones that have a blind over-reliance. The oth­er fail­ure is not using it at all,” says Cote.

The rea­son AI can cre­ate a piece that sounds good but ulti­mate­ly achieves noth­ing comes down to a con­cept called ​“infor­ma­tion gain.” It’s mea­sured by how much new infor­ma­tion a read­er is gain­ing from your content. 

As AI becomes a more preva­lent con­tent pro­duc­er, it’s impor­tant to remem­ber that AI does not give you new infor­ma­tion. Cote warns, ​“The words are rearranged, but the con­tent comes from infor­ma­tion already available.”

This means that, with­out spe­cif­ic direc­tion, AI is draw­ing on very gen­er­al­ly avail­able infor­ma­tion. For instance, if you ask AI to cre­ate five blog posts on how to choose a paint­ing con­trac­tor to paint your inte­ri­or, your con­tent will look like every­one else’s.

From an SEO per­spec­tive, it’s hard to gain in your rank­ing if you sound like every­one else. From a cus­tomer’s per­spec­tive, if you sound like every oth­er home ser­vice provider, then the only thing that mat­ters is your price. 

Save Time and Your Unique Offering

There is a huge ben­e­fit to shar­ing your unique expe­ri­ence, process, and philoso­phies. The good news is that you can still use AI to help you orga­nize those ideas, it just can’t replace the ideas themselves. 

Cote says, ​“Start with a brain dump. I actu­al­ly speak into a mic when I’m talk­ing to AI, so I don’t slow down my thoughts with typing.” 

Whether you are a res­i­den­tial painter, land­scape com­pa­ny, floor­ing installer, or repair per­son, the point here is to dis­cuss the spe­cif­ic sit­u­a­tions you’ve encoun­tered and how you solve them.

Dis­cuss when you use a primer and when you don’t, the types of plants that thrive in your area, or the floor­ing type best suit­ed to kids and pets. Don’t for­get to talk about spe­cif­ic chal­lenges you’ve over­come, spe­cial offer­ings, war­ranties, and reac­tions from customers.

This allows AI to draw from your spe­cif­ic expe­ri­ences and cre­ate some­thing unique.

The Right Tool for the Right Job

As AI tech­nol­o­gy becomes a more stan­dard tool in mar­ket­ing for home ser­vices com­pa­nies, sim­ply using it will not cre­ate a com­pet­i­tive advan­tage. The com­pa­nies that ulti­mate­ly win will be those that under­stand AI’s spe­cif­ic role with­in a larg­er mar­ket­ing and busi­ness plan. 

Feel­ing over­whelmed? At DC Mar­ket­ing Group, we spe­cial­ize in the art, sci­ence, and dis­ci­pline of mar­ket­ing for home ser­vice busi­ness­es. Need help with all of it? We do that. Lack­ing in just one area? We do that too. Our vast expe­ri­ence and insights can stream­line your mar­ket­ing process­es and help you get more prospects and close more jobs. Sched­ule Your Free Con­sul­ta­tion Call Today!