Episode 024: Google Trends: How to use this free tool to predict seasonality

Caitlyn: Yes! Well, hey everyone, I’m Caitlyn, and I’m the head of client services. Thank you all for listening. I’m a new mom, and my baby boy’s name is John Wheeler—he’s four months old today and the light of our lives!

Janet: We’re so happy to have Caitlyn back after her maternity leave. Everyone is thrilled she’s back in the office, and of course, back on the podcast!

Caitlyn: Thank you, Janet! I’m so happy to be back. We’ve got a lot of great topics lined up, and today we’re diving into something really exciting: Google Trends.

Janet: That’s right! Today, we’re talking about Google Trends. It’s an awesome, free tool that helps you understand search patterns over time. Whether you’re a marketing nerd or just curious about search volume, Google Trends is a must-try.

Caitlyn: And did we mention it’s free? F-R-E-E, free! You can access it simply by searching “Google Trends” on Google.

Janet: Exactly! Once you’re on the platform, you can input different search terms and parameters to see how many people are searching for those terms over time—something we call search volume. For example, let’s say you search for “best way to hang Christmas lights.” You probably won’t find many people searching for that in July, but come late November and December, that search volume will spike.

Caitlyn: Yes! My neighborhood is already putting up decorations, and it’s only October 15th, 2024. But seriously, if you checked Google Trends, you’d see that something like “installing Christmas lights” would peak around the holidays and drop off in January.

Janet: Exactly. So, what does this mean for our listeners? If you’re a contractor specializing in services like roofing, siding, windows, or one-day baths, Google Trends can show you how search interest changes throughout the year. You can also narrow it down by location to see search trends in your state.

Caitlyn: Oh, definitely. Seasonality is something that comes up a lot in my conversations with clients. Knowing when certain products or services will be in high demand can help you plan ahead—both in terms of hiring and making sure your marketing is aligned.

Janet: Right. And it’s similar to running a restaurant and knowing when you’ll have a big brunch rush. You plan for it by stocking up on supplies and staffing the kitchen. With search volume, it’s the same concept—there’s a rush of people searching for specific terms at specific times.

Caitlyn: Exactly. If you know your busy season for siding is spring, for example, you need to make sure you’re preparing your marketing efforts ahead of time, so you’re ready when people start searching.

Janet: That’s a great point. Many clients I speak to are smart business owners, but sometimes they get caught up in the technical details of search engine marketing. I like to remind them to look at the bigger picture—use Google Trends to help plan when and how to allocate resources based on search trends.

Caitlyn: Absolutely. You can use Google Trends as a forecasting tool. For example, if you’re a roofer and you see that search volume for roof repair spikes in summer, then you can allocate more of your PPC (pay-per-click) budget during those months.

Janet: Exactly! If you’re spending ad dollars during a low search volume period, you won’t get as much traction. Planning your budget to align with high search volume times will get you more bang for your buck.

Caitlyn: Yes! That’s why Google Trends is such a great planning tool. It helps ensure you’re spending your marketing dollars effectively.

Janet: So true. If you’re a roofer and July and August are your high search volume months, but you don’t allocate enough budget during those months, you’re missing out. And if you try to make up for it in November and December, there just won’t be enough people searching for roof repair.

Caitlyn: Exactly. If search volume dips, your need for leads doesn’t go away. That’s where other marketing tactics come in, like direct mail or email marketing.

Janet: Right. Even if online search volume drops, you can supplement with offline strategies to keep leads coming in. Email marketing, for instance, is great for nurturing existing leads.

Caitlyn: And don’t forget about cross-promoting your services! If someone already worked with you on siding, send them a reminder that you also offer roofing or gutter services.

Janet: Perfect example. And if search volume is down for one service, roll out a referral offer or a seasonal promotion via email or direct mail. There are plenty of ways to keep leads coming in even when search volume dips.

Caitlyn: Exactly. Google Trends is a fantastic tool for understanding trends, but it’s also important to think about other ways to keep your business top of mind, like direct mail or email campaigns.

Janet: Yes, use the data to plan ahead and adjust your strategies based on search trends. But also be creative with how you maintain momentum during slower seasons.

Caitlyn: And don’t forget to use geographical insights in Google Trends! You might find that certain regions are more interested in specific services, giving you valuable information on where to focus your efforts.

Janet: Exactly. You can even discover related search terms, which can help you refine your marketing strategy. Maybe homeowners aren’t searching for “James Hardie siding” specifically, but they are searching for “siding replacement” or “board and batten.”

Caitlyn: Yes! That’s a great reminder. Homeowners may not always know the technical terms, so Google Trends helps you align your messaging with what people are actually searching for.

Janet: It’s all about understanding your audience. If you’re pushing technical terms that homeowners aren’t searching for, you’re not going to get the results you want.

Caitlyn: Exactly. So, use Google Trends to check in on what’s really resonating with your target audience and adjust your strategy accordingly.

Janet: Yes! So, the takeaway is to use Google Trends to plan for search trends, but also supplement with offline tactics when needed. If you want to talk more about your digital marketing strategy, we at Fat Cat would love to help.

Caitlyn: Absolutely! Feel free to reach out to us at Fat Cat Strategies, and we can discuss how to generate more qualified leads for your home improvement business.

Janet: Thanks so much for joining us today! We hope you found this episode helpful. Tune in next time for more insights on Digital Marketing for Contractors. Visit us online at fatcatstrategies.com.