during a recession

This Is the Importance of Advertising During a Recession

One of the first recessions dates back to 1857. One of the key things businesses need to remember with a recession is to never stop advertising. In fact, the cost to advertise your business will drop during a recession. 

That's why it's important to advertise during a recession. But there's also another value in advertising during a recession that can help it profit more than ever. 

Here's a guide that can offer some insight on the value of advertising during an economic downturn that can actually help your business. 

People Are Still Spending Money

Although a recession means there are people with fewer jobs, it doesn't mean they are spending less. They are still spending money, but they are choosing more wisely where to spend it. 

That's why it's vital to make sure your business stands out more than ever. It means your advertisements need to be more precise and accurate to your target market. 

You want to give people a reason to spend money on your business, especially if they are being more considerate of what they spend their money on. You either need to make your advertisements better or you need to make them more widespread so people see them more. 

Your Brand Matters More Than Ever

Another important thing to remember if you are advertising during a recession is that people are looking to spend on brands that they care about. They want to spend money on brands that care about them. 

That's why your brand's messaging matters more than ever. Your brand is the story you are telling your audience. It's what the customer feels when they buy your product. 

You have to make sure that the customer feels something positive and reassures them they are making a positive purchase. 

In addition, you need to make sure your brand stays on the top of everyone's mind. You want to outshine your competitors. You want to show how your brand offers the most to your customers. 

When it comes to brand, it's important to convey trust and authenticity. You want people to trust that your brand is better than your competitors. You also want to be authentic and show people that you care about them during a recession. 

Most importantly, you want to convey how stable your business is during the recession. You want to show people that they can trust you during a recession and that you're not going to go out of business. 

You can convey this trust by writing blog articles or it can show in your advertisements. Overall, you want to reassure people that you will be there for them. 

What to Keep In Mind During a Recession

When it comes to advertising during a recession, it's important to remember the key points to any marketing strategy. The goal is to help people through this difficult time from the recession. 

As you advertise on social media or anywhere, you want to remember the importance of what people are going through and empathize with them. Empathy can often go a long way. 

Here are some things to remember when you advertise during a recession.

Remember Who You Are Targeting. 

It's important to remember who you're targeting and what they are going through. You want to create a message that shows you care about their needs.

In addition, you also want to be sensitive to who you are targeting. Your advertisements should be slightly tweaked to reflect the recession. You don't want to assume people will buy from you because they have money. 

You want to assume people will buy from you because you care about them. 

Choose Your Advertising Wisely

While it's important to advertise during a recession, it doesn't mean you should blow your entire budgeting on every marketing campaign. You want to be precise and think about where people are hanging out. 

You should figure out what social media or advertising platform will give you the highest ROI. Or maybe an outdoor billboard would make the most sense as consumers are driving to their destinations rather than flying. 

You want to ensure that your marketing campaign is the most effective and not assume that everything will work because it's a recession. 

You can see what platforms are the best to advertise on for businesses with this blog post

Provide More Value

Lastly, it's crucial that you provide more value to your target market. 

If your target market needs more help than ever, then you should be willing to give it. That means writing more blog content, offering more guides, and showing people how you can help them. 

You want to give as much value to your core market because they will always think about your business and how you helped them. Providing value is a way to constantly remind them that you are there for them. 

Why Advertising During a Recession Is More Important Than Ever

Advertising during a recession can offer your business a lot of success. But you have to be sensitive and careful about how you craft our marketing campaign's message. 

You want to show people that you care about them rather than enticing them to always buy. If done right, your business can boom during a recession with the right kind of advertising. Yet it's important to understand the correct way to advertise. 

Marketing agencies like Optic Marketing Group who specialize in HVAC marketing, know exactly what you need to do to best advertise your services during a recession. If you want help with your marketing campaign, you can contact us here


Google Guarantee

Our Definitive Guide to the Google Guarantee Program

Google is the most popular search engine on the web, making it an important ally when it comes to growing your local business. Luckily there are many ways to team up with Google and get your business in front of potential customers or clients.

The Google Guarantee Program is an easy way to earn trust with your potential customers. Learn how to get the Google Guarantee badge for your business and why it is an invaluable tool for growing leads.

What Is the Google Guarantee Program?

The Google Guarantee Program offers your customers a guaranteed refund in the amount paid for the service. This gives your customers an added feeling of security when booking on your site.

They must be visiting your site through Google in order to be backed by the Google Program. Plus, you must qualify for the Google Guarantee badge. To receive a Google Guarantee badge you must be screened by Google Local Services.

Having a Google Guarantee badge is a great way to show your customers that you are a trusted business. They may also be more likely to make a purchase knowing that if they are dissatisfied with work quality, they will be refunded.

What Does the Google Guarantee Program Cover?

The upper limits of lifetime coverage for the Google Guarantee Program's claims are $2,000 US dollars and $2,000, CAD. It will cover claims up to the amount on the job invoice and up to the lifetime cap for coverage.

In order to receive these benefits and be able to make a claim, your customers must book your services through Google Local Services. Any add-ons or future projects, damages to property, dissatisfaction with price or provider responsiveness, or cancellations are not covered by Google Guarantee.

If a customer does file a claim for your services to Google, you are contacted by Google to learn more about the situation. This also gives you a chance to make things right with the customer. Google makes a final decision after investigating the claim.

How Can You Get a Google Guarantee Badge?

Now that you see the benefits of having a Google Guarantee Badge and becoming part of the Google Guarantee program, you're probably wondering how can you get one for your business?

The first step to applying for the Google Guarantee is by signing up for Local Services ads. With Local Services ads, you get to advertise on Google and grow your leads. This is through phone calls and messages sent through your Local Services app. Optic Marketing Group can also help you to get started with Local Service Ads as well as manage them for you. 

Why Setup Local Services Ads?

Managing your growing lead database becomes a breeze using the Local Services app. From your phone, you can reply to messages, track bookings, and manage all your leads. Local Services ads help you connect with potential customers by getting your business at the top of Google. You'll be connected to customers searching for the services you provide.

You will only pay for the leads related to your business and the services you provide. Meaning you won't be spending money on people who aren't actually interested. This is because customers are able to choose you. So you'll only be contacted by those who select your profile.

Need Help Getting Started?

Optic Marketing Group is a Google Partner Agency, we can help you set up Local Services ads for your business and walk you through the application process. Working with a Google Partner Agency will help you get your Google Guarantee badge up and running as soon as possible!

Even though Local Services ads and the Google Guarantee program work hand-in-hand, they are two separate entities. So you will still need to qualify for the Google Guarantee badge even after setting up your Local Services ads.

Coming Soon to Google My Business

Although signing up for the Local Service ads is required currently to be part of the Google Guarantee program, this could change soon.

Google is now running a beta program for some Google My Business profiles to be upgraded with a Google Guarantee badge for a monthly subscription fee.

What Is Google My Business?

Google My Business lets you create and verify your local business on Google. This lets your business show up on Google Maps. It also lets you add business information on Google.com.

Using Google My Business helps people in your area find your business when doing a local search. Location extensions allow you to show your business' location in your ads. They also display your name and contact information. Making it easier than ever for customers to find and connect with your local business.

How Can You Upgrade Your Business Profile?

For $50 a month, eligible businesses are being given the option to upgrade their Business Profile with the Google Guaranteed badge. On top of the monthly fee, businesses will still be required to meet Google Guaranteed's regular eligibility rules.

However if your searching for this access for your business, you won't find it. This is still in the early rollout phases and only some Google My Business profiles have been offered the opportunity to upgrade.

Luckily Optic Marketing group will keep you updated on the latest news surrounding this program. So you can take action as soon as it is available. We will always keep our clients up-to-date on the newest products as they roll out.

Get Google Guarantee For Your Local Business

There are numerous benefits to setting up the Google Guarantee Program for your business. With your own Google Guarantee badge, you'll instantly gain trust from your potential customers while also improving your responsiveness.

Want to find out how to get started, earn your badge, and increase your customers? Reach out to Optic Marketing Group, an full-service advertising agency that specializes in HVAC business marketing, to get your business Google Guaranteed today!


negative reviews

How to Turn Negative Reviews Into Positive Business

Is your page getting negative reviews? Do you want to learn how to handle them best?

Most consumers trust online reviews as much as personal recommendations. This behavior also applies to consumers in other age groups to some degree. That means that customer reviews have a big impact on your brand now and especially in the Home Services Industry. 

In this guide, we’ll teach you how to handle negative reviews and turn them into something positive. Keep reading to learn how to make the best out of negative reviews on your Google Business page, social media profiles, or website.

1. Use It as a Customer Service Tool

Before anything, you have to look at negative reviews as an advantage to your business. They’re there to help improve your work and services. You can also use them to show that you have a solid customer service presence.

Respond with professionalism and courtesy on the platform, be it on social media or your website. As a business owner, thank them for taking the time to let them know about the issue. Then, move forward to addressing their issue and what they can expect from you.

2. Build a Reputation Management Process

When you put something out there, you have to be ready to receive negative comments about it. That’s the nature of the internet. Expect that someone will always have something negative to say about your work.

That is why you need a plan to know what they’re saying and how to reduce its effect on your reputation. Approach it as you do with customer service calls. Be courteous, build on the positives, and be delicate with the negative comments.

3. Provide Additional Information That Could Be Helpful

A good strategy for using negative reviews positively is to offer helpful information.

Try to offer troubleshooting procedures for reviewers and future readers of that review. For example, a client leaves a scathing review about the ineffectiveness of a product. You can tell them where they may have made a mistake during the setup process or usage of it.

Same goes for a complaint on the service provided, maybe they misunderstood what exactly was included in the service call that they paid for. Clarifying the deliverables can sometimes clear up any confusion that initially led them to believe they didn’t get what they bargained for.

Remember that some people don’t bother reading the product manuals or instructions. Leaving a helpful reply can also save others from having to leave similar reviews when they read it.

4. Implement the Feedback by Improving Your Products and Services

When you hear a lot of people criticize your product in the same way, it may be time to listen. For example, you get a lot of reviews about the same issues with your appointment scheduling process. Try to fix these issues that you hear a lot about from different people.

Lending your clients your ear and doing something about their complaints is a smart move. It doesn’t only improve your product or services. It also shows to your customers that you care about them and that you listen to what they have to say.

5. Build Trust With Your Customers

Trust is vital in gaining a customer base, especially in the home services industry. Customer experience is one of the most powerful builders of trust in customers. A survey found that 98% of business owners say that customer experience is vital in building loyalty.

With every action you take, you have a chance to earn loyalty and build trust. In handling negative reviews, you can build trust by listening and reacting a certain way. Customers will trust a business that focuses on customer experience and shows it.

6. Resolve Issues Before They Escalate

An apology and a promise won’t be enough to please your customers. You also have to recognize the issue and create a solution for it. Otherwise, you risk losing the trust that you worked hard to build.

Rather than sweeping a problem under the rug, attack it head-on and try to solve it as soon as you can. Your customers will know if you listened to their problems and did something about it. When they do, their trust in your company will magnify.

7. Acquire New and Positive Reviews With Paid Ads

Another way to increase the ratio of positive reviews to negative is to gain more reviews. Starting a paid ad campaign helps you out a lot here. Don’t forget to advertise the changes you made to combat negative impressions. 

Paid advertising is more effective since it gives you more control over your messages. You get to choose who sees it and when. Because you get a more targeted audience, you’ll get faster results as well as success.

If setting up a paid advertising campaign sounds overwhelming, you can always partner up with a marketing agency like Optic Marketing Group who specializes in full-service marketing campaigns for HVAC businesses looking to generate more reviews.

8. Rebuild the Customer Relationship

Some customers may feel that your connection got cut when they leave a negative review. This doesn’t have to be true from your perspective. You have to show them the same perspective as well, that your relationship isn’t broken. 

It may be a little strained, especially after they lost trust in your brand’s quality, but not broken. 

To repair it, you can offer to fix the error for free or offer discounts on the next purchases. Be transparent and give customers the information they need to make informed decisions. You can also ask for feedback to show them that you are willing to listen to other things they may say.

9. Ask for a Review Change After Fixing the Issue

This is a bold step, and often one you’d take if you’re confident in your customer service. Don’t be afraid to ask that a customer edit their reviews on your website or Google Business page after you fix an issue. If they liked how you handled and helped solve their problems, many will oblige.

Others may even mention how accommodating and patient you’ve been with them. When other clients see reviews with edits like this, your brand will look more attractive. They’ll take it as a sign that you had handled the situation well. 

10. Attract New Prospects

The last thing you can do in learning how to respond to negative reviews is to look for new prospects. You can do this by investing more in your advertising game. Try to attract prospective clients who may leave positive reviews instead.

Transform Negative Reviews Into Something Positive

Those are the ten things you can do to make good business from negative reviews. We hope you realize how impactful a negative review-turned-positive has on a brand. We also hope you learned something useful from this guide.

As a business owner, you know just how important having positive reviews are and how detrimental negative reviews can be. That is why reputation management is one of the most common services that we provide to our clients included in their full-service marketing strategy. 

At Optic Marketing Group, we specialize in HVAC marketing, so we know how much reviews impact local, service-based businesses. If you need help on how to get more reviews for your business or on how to handle negative reviews, don’t hesitate to reach out to us