Being a bail agent can be a thankless job. Many of the top digital powerhouses have pulled the plug on bail as an industry, at least when it comes to profiting from their business. They have made it a moral condemnation of the industry by prohibiting their outlets through which to promote such services. There are reasons you might disagree with their conclusions, but changing them is going to be difficult, if not impossible. Don’t give up yet though. 2019 still has opportunity for bail.
Bail Webmasters is forecasting these 15 marketing trends to make sure your bail bonds business stays thriving in 2019.
AdWords is Dead
Google Ads (Formerly AdWords) has banned bail bonds ads from Google permanently. You can no longer run PPC ads on Google. This is bad news for alot of bondsman, as it was often their top source of online traffic. This is a decision made by Google and there’s nothing that can be done to change it. We are at the mercy of Google when it comes to unilateral decisions of this nature. The alternative options are:
- Organic SEO
- Social Media Marketing
- Traditional Outbound Marketing
Facebook Ads are Dead
Following the lead of Google, Facebook has prohibited the use of bail bonds ads, citing exploitative intent on the advertiser’s part. You might think that eliminates one of the alternatives listed previously, but it doesn’t. Social media marketing doesn’t have to involve advertising. Just like you can market yourself on Google through organic search, you can market yourself on social through organic reach. While it’s true that Facebook has also restricted branded content, there’s still these platforms:
Local Maps are Critical
Showing up on Google Maps is critical which means you need a verified Google My Business address and a company website with embedded location data. Most searches made today come via mobile devices. If someone is arrested for a DUI, they might immediately type “dui bail bonds near me” into Safari on their iPhone. The first thing they’ll see is the top 3 Maps listings. If your company isn’t one of them, it becomes an uphill battle to even become visible to them at any point during their search. Improve Maps listings through:
- GMB Verification
- NAP Consistency
- Website Address Listing
Organic SEO is a Life Line
If the only way to promote your bail bonds agency online was through paid advertising, you’d have already closed down your business. The good news is that search engine optimization, otherwise known as SEO, is your saving grace. Google will still rank bail companies for organic searches. Their logic? They aren’t profiting from the clicks like they were with AdWords. So people finding your services through organic search are finding it naturally, hence the term “organic,”. For organic SEO to work, you need the following:
- Custom Website
- Inbound Links
- Google My Business
- Unique Content
Branding is Important
News for everyone in 2019, Google favors brands over entities. A website is just that, a website. But a brand is something far superior. It is something that can be recognized on several properties throughout the web. Think about it. A logo that is active on their company website, company blog, social media profiles, and external domains, is going to earn more trust than someone who is only noticed on their company site. Branding is about expansion and outreach. Here’s how to build a bail brand in 2019:
- Create a Bail Bond Logo
- Hire a Digital Marketing Firm
- Invest in Ongoing SEO Services
Sometimes you have to go back to the future. Since online ads are dead, certain elements of traditional marketing might be revisited. This means flyers, local radio spots, etc. There’s ways to modernize each of these techniques. For example, flyers can be sent in digital form to everyone on your email list. Second, radio spots can now be podcast spots which are distributed online. Outbound marketing can include:
- Digital Flyers
- Email Lists / Newsletters
- Podcast Spots
Bail Webmasters Can Help
Don’t know how to make bail bond logos? Or market them online for that matter? There’s a solution. The name is Bail Webmasters and we are a full digital marketing agency for bail bondsman. By providing the best bail bonds SEO on the market, we are able to supplement traffic lost from the death of bail PPC ads. We’ve helped bondsman recover from this blow by producing excellent websites with unique content and schema markup. We’ve also earned top Maps rankings on behalf of these companies, providing people with someone to call straight from their mobile device.
The war on bail bonds could be discouraging for you as a business owner, but you can react one of two ways. The first way is to give up and quit, never to be seen in the bail industry again. The second way is to find a new path to the same destination. At the end of the day, online marketing is about lead generation. Although AdWords is dead, there are still ways to generate bail bonds leads online. Sure, you’ll need the help of experts like those at Bail Webmasters, but with an affordable rate, and a resume of experience within your industry, what’s the downside?