As the world evolves and everything moves online, digital marketing becomes one of the most important factors for supporting the growth and success of any business. And while most industries seem to find it easy to advertise online, certain niche businesses such as rope access companies often struggle to remain competitive in the digital world. The main reason for this is the fact that the field requires streamlined efforts and a more tailored approach to digital marketing in order to bring positive results. With that in mind, here are some of the best digital marketing strategies your rope access company can leverage as well:
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Find the right keywords
Search engine optimization (SEO) is key to a successful marketing strategy, and keywords are a vital part of this process. Representing the words or phrases customers use when searching for your rope access business, keywords allow you to improve your rankings on search engines, increase visibility, and attract more consumers to your website. That is why it’s recommended to do extensive keyword research and select the most relevant ones for your company. Don’t get distracted by factors such as search volumes, but rather choose valuable keywords that will actually be helpful to users. If your services include window cleaning in Sydney, for instance, you can focus on this aspect. Relevant and straightforward keywords, especially those including a location, tend to have the best results.
Create a content strategy
Once you’ve found the best keywords for your business, you will have to implement them somewhere. In general, titles and descriptions on your web pages are great places for keywords. However, creating a content marketing strategy might bring you more success. Try to come up with unique and interesting content that will engage your audiences, and post it on your website regularly. This could be a blog post sharing industry news, a picture post describing successful projects, or even a video representing your services. As long as the content is high in quality, compelling, and of real value to users, it will allow you to attract and retain loyal audiences.
Leverage Google Places
As a rope access company, you likely perform most of your job in and around your local area. For that reason, local SEO might be even more important for you than other businesses, enabling you to attract potential local customers with ease. To leverage this digital marketing strategy, aim to create a Google Places page. Ensure all business information here is correct, fill up your page with relevant content, allow happy customers to leave reviews, and consider linking your Google Places page to your website. This simple trick can give you a great advantage just by placing your business on Google Maps and ensuring you show up in search results.
Focus on social media
While social media might not seem ideal for a rope access business, there’s a platform for every company. For example, industrial climbing companies from the US have great success on LinkedIn, while European facade painters amaze users on YouTube. You could do the same – simply choose a platform that is most relevant to your target audience. After you’ve created a branded profile, focus on making unique and compelling content. If you manage to engage audiences on social media, you can significantly expand your outreach, attract new customers, and boost your revenue.
Build high-quality links
Link-building is another vital aspect of SEO that could drastically improve your search engine rankings and overall success. However, it has to be done right. It’s not uncommon to find broken or dead links on websites, but this might mean you get penalized by search engines or avoided by consumers. Instead, use links to your advantage by linking internally to different product or service pages and attempting to get backlinks from authority websites. Leverage link checkers regularly to ensure the health of your links and support your SEO strategy for the best possible results.
Consider email marketing
Email marketing is one of the oldest digital marketing tactics that is still as effective as ever. Although not so common among rope access companies, an email strategy could perfectly complement your other marketing efforts and set you apart from the competition. Devise a good email marketing strategy by collecting the necessary information from your customers and site visitors, and using a customer relationship management (CRM) system to deliver your campaign directly to your target audience. The email content you decide on can range from new services and industry news to special discounts and promotions, but don’t forget to include a compelling call to action that encourages audiences to click on your offer either way.
Being far from a traditional industry, rope access companies might have difficulties utilizing digital marketing to its full extent. To help you reach success with this strategy, use the advice mentioned above and support the growth of your rope access business.