Which steps will be needed in order to create a successful limo service in 2020?
A lot has changed since last year, so I will explain everything in this article.
It’s going to be a little longer than usual, so I advise you to free up at least 15 minutes of your time.
And not any diversification. Marketing teams that work in limo services are used to using only 2 – 3 channels when it comes to sales. For better or for worse, today a lot more work has to be done.
This is what I’m talking about: in this article, I’m going to talk about 7 channels through which you can advertise your limo service and spread your brand awareness.
But why 7, isn’t that a little too many?
– Because in the biggest number of cases you will need that many to cover the entire sales process:
– it will be easier for your potential client to find you
– then they will make their first reservation
– followed by more and more people finding out about your limo service
To be a successful limo service and to keep the clients happy and coming back to make more reservations, you will have to come up with a great plan for your marketing process and I am going to help you with that.
So, let’s begin. First things first, Google Ads.
The aim: attract potential clients through advertising using certain keywords.
Google is very effective when it comes to advertising on their platform because of one reason: people search intentionally what they need.
So, when someone searches Limo Service NY, we can be sure they need a limo service in New York.
This is where Google Ads comes in.
My colleague Stefan is working on the Google Ads campaigns of three European limo services and I spoke to him about this in order to tell you what you need to do.
The first thing you will need to do is plan how much money you are going to spend on Google Ads. Stefan told me that the Google Ads budget for our limo service clients is at least $2500.
This may seem like a huge amount of money, but trust me, it really isn’t. If the average conversion is $25 and if it sometimes goes down to $15, you do the maths. If you can find the right person who has a ton of experience with Google Ads, they can scale your limo service.
Regarding Google Ads, the more you invest the more you will get. Of course, it is important to hire the right person who knows how it works, how to optimize them, use the settings, etc. If you succeed in this, you will get a return every month.
Google Banner Ads
I described search campaigns in the previous paragraph even though I didn’t mention it anywhere so I wouldn’t confuse you.
Search campaigns are the ads you get when you search for something on Google.
Banner ads, on the other hand, are often irritating pictures on websites that usually consist of text and images.
Now you may wonder why you need banner ads when I already said that search ads were the best kind. Great question. I will try to answer.
Not every person who clicks your search display campaign is going to fill out the offer form. Actually, only 1% – 5% clicks will be conversions (a conversion is when someone who clicked your ad decides to rent your service).
The percentage range of 1% – 5% is the average when it comes to Google search ads conversions. Of course, it can sometimes be higher (Stefan told me that sometimes it’s 7% – 8%), but that’s really rare. You should expect a conversion rate of 1% – 5%.
Let’s go back to Banner Ads.
We don’t want to just throw away the other 98% that clicked your ad, but didn’t fill out the contact form, do we?
This is where Banner Ads come in.
Banner Ads can work even without Search ads, but that would be a waste of money since the ads would get showed to irrelevant people.
Now we have the option to keep advertising to people who knows what we’re offering, which is known as remarketing.
First, we ran Google Ads and got a certain conversion rate. Then we decided to use Banner Ads to advertise again to people who saw our Search Ads but didn’t buy our services, This way, we are reminding them about our services that we know they need.
By using Banner Ads, we increased our conversion rate and significantly lowered Cost Per Conversion, because we combined 2 of Google’s Ads services.
I wrote an article about Banner Ads For Limousine Service <- Click Here, if you are interested. Trust me, you won’t regret it.
Social Media – best social proof for limousine services
Now that we finished speaking about Google’s Search and Banner Ads, it is time to dedicate some time to social media.
It might sound weird to you if I tell you that probably no customer will come to you directly through social media. But that’s not even the aim and I will explain why.
Not everyone uses limo services. It’s usually business people and influential and wealthy people. They largely care about who is driving them from the airport to important meetings, so they need to know more about you.
This is where social media platforms come into play.
We used a funneling system until now: getting clients through Google Search Ads, and then remarketing using Banner Ads.
But what is someone visits your website, but is not entirely sure they want to work with you? They are either going to close your site or are going to look for your social media links to learn more about you.
This is no coincidence – you can learn so much more about a company on social media, what they’re all about, what their image is like, how they treat their followers and clients, etc. You can see all of this on Facebook and Instagram profiles.
This is why you need to put effort into your social media profiles.
By this, I don’t mean post 4 images a week. But it would be great if you posted at least once every 7 – 10 days, so when a potential customer opens your profile, they will see that you are active and that you care about every aspect of your business.
Just like Banners, I wrote about this in a separate blog. If you are interested in the proper way of managing an Instagram account for a limo service, click here.
I think that the article will positively impact the quality of all your social media profiles. It consists of 2300+ words, and I went into detail.
In the Banner Ads paragraph, I explained the impact of remarketing for your limo service.
In this part, I will explain how remarketing can be used on social media, as well. So, besides Google Ads (Search and Banner), you can also use social media ads.
It’s the same deal as with the Banner campaigns: the point is to retarget potential clients who already visited your website.
I’m going to assume that you use Facebook or Instagram the most and since they’re owned by the same company, this will make it easier for you.
What you need to do is copy the Facebook Pixel code and put it in the header or footer of your website. This way, you are showing your ad to people who have visited your website in the past 30 days.
Isn’t that great?
You have full control over what is going on, and if you use that opportunity the right way, you will maximize your profit in only a few months.
Google My Business
Reviews, reviews… Who doesn’t look for them before they purchase a product or service? And where will you find better reviews than on GMB?
Many marketers, including me, think that Google My Business will be of significant importance in 2020.
First, SEO. Positioning on the internet is maybe the most important thing, and you know what they say if you want to hide a body, hide it on the second page of Google.
GMB has a huge impact on positioning. It’s not surprising that Google will always favor their services, thus motivating businesses to work on their GMB listings.
You will first need to fill out all the fields with the necessary information. Add descriptions, impressions, the services you offer, in short, everything that GMB wants you to. They like it when someone uses 100% of their services, and your customers will too.
So, every few days (let’s say 5 – 7) post something on your listing.
I’ll give you a hint: use the following words in your descriptions:
- limo service
- the city you live in, for example, Barcelona
- the part of the city, for example, downtown Barcelona
And everything else that could make your listing more specific.
Think of this as keywords: which keywords would you like to be ranked for on Google? There’s your answer, use the same ones for your GMB.
Use those keywords not only for post descriptions but also for profile and service descriptions and everything else where you’re able to add text on GMB. Just be careful not to overuse the keywords so it’s not too obvious, but this shouldn’t be too hard.
To mention one very important thing: ask your clients for reviews. After the ride, ask them to rate you on GMB. Of course, try to be polite and not aggressive and add a link to your listing to make it even easier for them and maximize the chances of them giving you a rating.
Pro tip: if you have a friendly relationship with a client, give them some direct guidance on how to phrase the review, for example, limo service Barcelona. This has a large impact on SEO because the client themselves included the keywords.
What do you get when you combine all the steps – Case study
So far, we’ve mentioned how you can use the internet to get clients.
Since I don’t know your situation, I cannot give you the advice you need regarding ads, GMB, Instagram and everything else.
But I have something better.
Remember my colleague Stefan who is responsible for the ad campaigns of three European limo services?
He wrote a 5000+ case study where he explained in detail what he did to bring each limo service over $100.000.
If you’re interested in reading it his limousine service marketing case study <- click here.
Now that we finished with digital marketing, let’s move onto 2 types of traditional marketing: billboards and conferences.
Billboards – old limousine advertising ideas
Billboards will still be used in 2020.
When it comes to limo services, billboards are a great way of branding.
If you put billboards near the places where you know highly influential people gather, you will send them a message that says ‘we are the best, just so you know next time you are hiring a limo service.’
Of course, the problem with traditional marketing is that you cannot measure its success, how many people have seen it, how many customers it brought you, etc. But if you do it correctly and if you have the budget for such a thing, next year you will be able to tell how much more successful you became.
Again, it is important that you hire an experienced marketer because you don’t want to waste your money.
If you and your managers are great with people, go to conferences where you know your target audience will be.
Mingle, make contacts, give out visit cards. Get to know potential clients as a person first, so they begin to trust your services.
Maybe that person won’t hire you, but they might recommend you to their friend, who will book your services every 2 weeks. You never know.
Last but not least – A superior website
Finally, let’s explain one thing.
Whenever we were redesigning a website or making one from scratch, the sales increased.
Objectively look at your website. Be honest, would you hire your own service if you saw the website? Ask your friends to give you an honest opinion.
You can hire the best Google Ads expert, but if your website isn’t fit for conversions, your digital marketing campaign will fail.
This is the usual practice of our clients – first, they had us make them a new website or do a redesign, and only afterward did they run ads. They know that if a website is bad, the conversions will also be bad, so the advertising would be a waste of money.
I hope you liked these limo service advertising ideas. I tried to sum up what our agency does for our limo service clients.
If you need any help with any of the previously mentioned services, especially Google Ads and website development, contact us. We will gladly help you.
Thank you for reading!