Grow your locksmith business by incorporating digital marketing strategies into your marketing campaign. Expanding your brand’s online footprint is a proven way to generate leads and win more business.
With over two million burglaries happening every year, this is an industry with massive growth potential. Whether unlocking doors, changing the locks, or installing cutting-edge next-generation security systems, locksmiths are in constant demand for safeguarding homes and businesses.
Here’s the problem.
Most locksmiths remain hidden because potential customers don’t know they exist. Digital marketing is the number one way to put your locksmith brand front and center. Today, having a website isn’t enough. You must be proactive in deploying locksmith marketing strategies to attract customers and boost your customer base.
In today’s guide, we’re going to discuss ten ways you can use digital marketing to grow your lock-focused business, including actionable tips and strategies you can implement immediately.
1. Create a Locksmith Website
Generating locksmith leads begins with creating your very own digital storefront. Establishing a sales-focused website is the fastest way to connect with prospective customers. Most journeys begin online, and 60% of local queries center on smartphones alone.
Designing your pages in a logical structure and optimizing them for locksmith clients requires covering multiple bases, including local Search Engine Optimization (SEO) and responsive design.
But what makes a website stand out among customers and on search engines?
Follow these tips for creating and maintaining a locksmith website:
Use a clear and easy-to-remember domain name.
Optimize every page using locksmith-related keywords.
Focus on fast loading times for all devices.
Optimize your website for mobile devices.
Showcase the best of your locksmith services with high-resolution images and videos.
Provide detailed descriptions of what you do.
Ensure your contact form is highly visible and easy to access.
Produce value by creating free self-help guides, such as how to duplicate keys.
Garner and publish social proof, including customer reviews and awards.
Build trust by introducing prospective clients to your team through staff profiles.
Keep your website fully updated with fresh content.
You don’t need to hire an expensive web developer and spend thousands of dollars. Popular platforms like WordPress are available for free and there’s also a new generation of AI-generated websites to get your brand online faster.
Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.
2. Use SEO for Your Locksmith Website
Most customers begin their search for a locksmith business online. Your website is your number one way of connecting with new clients, but without proper SEO, your site won’t appear when someone searches for a “lock installer.”
Use keyword search tools to determine which terms your customers are searching for. Weave them into your content, including meta titles, descriptions, and image alt text. Take advantage of search intent to find keywords and create content based on them.
Examples of useful keyword search tools include:
Google Keyword Planner
Ahrefs
Moz Keyword Explorer
High-intent keywords could include lock changes, safes, what to do during lockouts, and duplicating keys. Over time, your efforts will be rewarded in the form of ranking higher in search engines, which will increase your traffic.
Other best practices for optimizing your locksmith business’s website include:
Identifying missing terms through regular keyword gap analyses.
Optimizing all copy on your website for your target keywords and phrases.
Using on-page SEO to make your content more relevant.
Developing your website with educational, value-driven content related to locksmithing.
Working with local business directories to acquire relevant backlinks.
Introducing mobile optimization and page optimization to improve load speeds.
Technical SEO audits to resolve any outstanding SEO issues.
Remember, optimizing your locksmith site’s search engine presence isn’t a one-time marketing campaign but a long-term process. It can take months and even years to reach the top positions for certain keywords, and then you must work to maintain your position.
3. Claim Your Google Business Profile
Your locksmith business needs to invest in local search because this is where your company draws its clients from. Claim your Google Business Profile to ensure searchers can see your name within both Map and Search.
Any local business can claim a Google Business Profile for free by visiting the Google Business Profile website and clicking the “Manage Now” button. Follow the steps to claim your business, and verify your profile using SMS or phone call verification.
With your Google Business Profile confirmed, it’s time to make your listing as comprehensive as possible to show you’re a legitimate locksmith brand. Some examples of best practices to follow when completing your profile include:
Fill in every available field completely.
Use photos to show off your business and its services.
Keep your information updated, including current business hours and contact information.
Respond quickly to all customer reviews professionally.
Post updates using Google My Business features.
Track how your Google Business Profile is performing using the built-in analytics.
4. Invest in Local SEO for Locksmiths
Local SEO is your key to success because 99% of your customers will be local. Most people contact locksmiths in an emergency, meaning customers prioritize local businesses. With this in mind, most of your SEO efforts should focus on your locality.
Local keywords within your meta tags and on-page content signal to Google that you’re a local business and thus highly relevant to a local target audience. For example, a locksmith in Seattle may use keywords like “24-hour locksmith in Seattle” or “key duplication services in Seattle.”
In larger cities, you may even want to dedicate some time to incorporating hyper-localized keywords, such as keywords for neighborhoods and districts.
Additional actions you can take to benefit from local SEO include:
Ensure NAP consistency by maintaining accurate and consistent business information.
Get genuine reviews from local reviewers.
Link your website to third-party directories.
Use local citation databases to increase your visibility by publishing press releases.
Utilize dedicated neighborhood directories to gain backlinks and citations.
Additionally, you must keep track of anywhere where your business is present. If your business’s circumstances change, such as if you move to a new address, these changes must be reflected everywhere.
5. Publish Engaging Locksmith Content
Content marketing is one of the most effective ways to build any business. It establishes your authority in the locksmith industry and provides value to customers, demonstrating that you are the locksmith to turn to in an emergency.
Primarily, locksmith content has the following benefits:
Get to know your business.
Boost your SEO
Provide value for free to your customers.
Share your content across different marketing channels.
Support your customers in making purchases.
But before you can create content and optimize it for search engines, what types of content should locksmith businesses look to create? Ultimately, it’s crucial to keep your content diverse. Changing what you publish keeps everything fresh and enables you to appeal to a wider audience.
Examples of content you can create include:
Blogs – Informative articles on different topics in the locksmith industry. You could talk about different types of locks, common vulnerabilities in home security, and choosing the right types of locks for your business.
Videos – Video content is the most engaging type of content statistically, enabling you to thrive on channels like Instagram, Facebook, and TikTok. It’s also a chance to create tutorials your customers can follow along with at home.
Infographics – Catch the eye of your audience with infographics. This visual infographic content is bright, eye-catching, and excels on a variety of networks, including Twitter, Pinterest, and even Reddit.
FAQs – Answer the most common questions your audience has about locks and security. It’s also a smart way of reducing the burden on your customer support team.
Case Studies – Show what you can do instead of telling with case studies. Real-life examples demonstrate what your business is capable of and how you’ve helped others.
Product Reviews – Support customers in their purchasing decisions with comprehensive product reviews. Again, this is another content type that provides an opportunity to demonstrate your mastery of locksmithing.
How–To Guides – Build step-by-step guides on how to do something. Whether it’s installing a brand-new deadbolt or changing a lock, these are practical guides that offer real value. Consider combining written guides with videos to boost your content value further.
Delivering Business Results: Our Digital Marketing Case Studies
6. Launch a Paid Locksmith Advertising Campaign
Online advertising campaigns are another chance to appeal to local searchers and grow your online footprint rapidly. Paid advertising campaigns, when done right, provide instant search results on platforms like Google, Bing, Facebook, and LinkedIn.
Pay-per-click (PPC) campaigns can deliver rapid results, with the benefits of:
Boosting traffic.
Increasing sales.
Precise targeting.
Most platforms have their own paid advertising features to allow businesses to reach a localized audience. Take the time to learn the ins and outs of each one to avoid overspending. Begin with smaller budgets and gradually finetune until you start making a rate of return on your paid advertising efforts.
But how can locksmiths run a profitable paid advertising campaign?
Know your target audience and where they congregate.
Create eye-catching visuals, including images, videos, and copy.
Bid on relevant keywords based on your services and locality.
Highlight your core values and selling points in your copy.
Use a sustainable budget and keep watch of your ad performance to avoid overspending.
Incorporate negative keywords to ensure you’re not wasting your ad spend on people who aren’t a good match for your business.
Target qualified prospects who have already connected with your business through retargeting Facebook, Instagram, and Google ads.
Offer upfront value through a lead magnet to capture contact information you can use to direct them through your sales funnel.
7. Build Up Your Bank of Positive Locksmith Reviews
Objective reviews from new customers are more valuable than any marketing copy you can create. The experiences and reviews of your former customers show new potential customers that they are working with a first-rate locksmith. Furthermore, this is statistically one of the strongest triggers that encourage clients to pick one business or another.
Positive reviews represent free social proof that you can use on your marketing channels to increase click-through rates (CTR) and become the go-to locksmith in your area.
Adopt the habit of requesting reviews from your customers. Simply ask at the end of every job if your customer wouldn’t mind leaving a review on Google/Yelp/Facebook.
Create an automated email reminder to send to each client after the conclusion of a job.
Leveraging reviews to build your reputation online as a locksmith is one of the most profitable marketing tactics available. Implement these best practices when it comes to reviews:
Respond professionally to all reviews as soon as possible.
Use review management tools to streamline the process of responding to new reviews.
Monitor all major platforms regularly.
Use your positive reviews as social proof to promote your business on other channels.
Track your reviews and use feedback to continually improve your services.
8. Boost Your Presence on Social Media
Approximately four billion people use social media every month, meaning more than half of the world’s population has at least one social media account. In fact, a considerable portion uses multiple platforms. With this in mind, locksmiths must have a presence on major social media platforms to engage with their clients and market themselves.
How do you manage your presence on social media, though?
Target the social media platforms your audience is actually on and concentrate your effort.
Ensure consistency in brand identity and messaging across every social media platform.
Share valuable content, including images and videos, to promote your locksmith brand and encourage conversation by asking direct questions.
Increase your visibility in your local community through hashtags and geotags.
Share reviews and testimonials from paying customers.
Learn how to use paid social media advertising to drive more traffic to your pages and website.
Keep track of your social media analytics and adjust your social media marketing strategy based on your findings.
Work with other industry professionals and other local businesses to develop relationships and reach a whole new audience.
9. Launch an Email Marketing Campaign
Email marketing is another powerful digital marketing strategy. Consenting subscribers have agreed to form a personal relationship with your locksmith firm by agreeing to allow you into their inbox.
Local businesses have long relied on email marketing to cultivate relationships, with the average user sending and receiving more than 120 business emails every month.
Collecting information from your clients and building an email list provides a direct channel for promoting your services.
Take your email marketing efforts one step further by implementing segmentation. Placing emails into different categories based on what makes each group unique enables you to tailor your messaging and make your emails more relevant. Better targeted messaging enhances engagement and retention.
Here are some best practices for nailing email marketing in the locksmithing business:
Craft an attention-grabbing subject heading to stand out in their inboxes.
Encourage higher open rates through relevant preheaders.
Every email should include a clear call to action to increase CTR and conversion rates.
Use visuals to retain your customer’s attention.
Always personalize your emails with the person’s name to build trust and engage in one-to-one marketing.
Rely on email automation to take the stress and inefficiency out of launching and managing email campaigns.
Learn how to use A/B testing to optimize the different elements of your messages for your target audience.
Comply with anti-spam laws by including an unsubscribe link that’s clear and clickable at the bottom of every email.
Building an email list takes time, but like requesting a review, ask your customers if they want to join your email list. You can also collect email addresses through professional locksmith lead magnets, like eBooks, premium blogs, and even webinars.
10. Enlist the Aid of a Digital Marketing Agency
Managing your online marketing strategy to get more locksmith clients is tricky when you’re also serving the clients you have now. Finding the time to learn everything you need to learn and getting to work on your online marketing can feel impossible when you’re extremely busy.
More to the point, many locksmiths are wholly uncomfortable with digital marketing because this is not their area of expertise. Instead of blundering around and wasting time and money, many locksmith businesses partner with experienced online marketing agencies, such as Comrade Digital Marketing.
Conclusion
Collaborating with an online marketing agency lets you focus on serving your clients through your core services. At the same time, you allow the experts to drive traffic to your website and prospects into your sales funnel.
At Comrade Digital Marketing, we’re specialists in making the most of every dollar. With our experience working with local businesses, we take pride in putting their marketing investments into the black through more traffic, more leads, and more paying customers.
Our marketing experts can create marketing campaigns based on your target audience and goals. We are lead generation specialists ready to boost your business and continually provide a stream of clients for your locksmith brand. To learn more, contact us to schedule your free consultation with one of our online marketing professionals.
