Digital Marketing for Contractors| Expand Your Business
Are you looking for contactor digital marketing ideas? Stumped on the solution to a marketing problem? Seeking help to fine-tune your contractor marketing strategy? Then, you’ve come to the right destination.
No matter how great your contracting business is, if you don’t have the right online presence your leads and sales will suffer. Whether you are an electrical, plumbing, or building construction contractor, implementing the right ideas to your digital marketing strategy can gain you more success.
Why Digital Marketing for Contractors?
For contractors, digital marketing is worth the investment. As a contractor, it is significant to educate your prospects regarding your capabilities, your credibility, and your brand.
With more than 40% of the world’s population online, connecting with users is often easier and more effective when done by digital means. Since, digital marketing has become mobile-focused ever than before, it is important to keep up with the 80% of internet users who own smartphones.
Here are a few digital marketing ideas for contractors to make a major impact on your specific business trade.
Focus on a Particular Niche
As a contractor, you must choose a niche of your interest and get committed to it. When you focus on a single niche, you can create content and offers for that particular niche. This helps you to connect more effectively with your target audience and build a business that is sustainable.
Create Engaging Content
Without great content, you can’t run a digital marketing campaign that is not effective. If you are not using your own content, you’re always going to attract low-quality prospects that are looking for the lowest price. With a clear content marketing strategy, you can build your online authority and position you as an expert in your industry. Following are some of the engaging content that helps you gain more attention for your target audience.
- Images: Posting before and after images of your projects on social media makes your content more viral. With social media and networking sites like Facebook, Instagram, and YouTube are growing insanely fast, not having photos to display can be a deal breaker for new clients.
- Educate Your Audience: Always create content that educates your audience and helps them in their decision-making process. Some of the great ways to share educational content and demonstrate your expertise are blog posts and eBooks. Posting educational videos are even better.
- Case Studies: Another great way to tell stories about your project are sharing featured projects or case studies. This educates your prospects about how you approach projects and the results you provide for your clients.
- Videos: These days, videos have become a surefire way to stay ahead of the marketing curve. So, try to post educational videos, FAQ videos, and how-to videos that are simple to do and provide value to your market. Also, it’s very important to double down on video if you are looking dominate digital marketing.
Maintain Your Web Presence
It is a mere fact that your website and your social media properties serve as the hub for all of your digital marketing efforts. Even if you spend a lot on your digital marketing and you are not getting the leads you want, then chances are more than your website is doing a poor job in engaging your audience. It often fails to encourage them to take the next step and contact you.
So, make sure that your website is clearly stating your value propositions, the services you provide, how your clients benefit by working with your company, and more. Also, include a compelling call to actions that compel the leads to hire your service.
Manage Your Social Media Effectively
For contractors, maintaining a strong social media presence is important to expose your brand to a wide audience. There are many online tools that help you to monitor your social media profiles and save time and keep your social media presence active by letting the experts schedule your posts and curate fabulous content across Facebook, Twitter, and Instagram.
Focus on Local Search Results
When a potential customer starts looking for an HVAC or home renovation service, first they will search online for suggestions. So, make sure that your business is listed in as many online directories as possible to make it visible to your customers. Today, there are several tools available online to scan and update your local listings on maps, social media sites, search engines, mobile apps, and more.
Create a Strong Brand Visibility
Creating a brand is the most successful marketing idea introduced by businesses and makes a great impact on your revenue and increase in work. These businesses invest most of their money on creating a logo and brand that stood out from their competitors. This helps businesses to attract more clients and allow them to charge what they are worth without anyone balking.
Soliciting customer reviews creates a great impact on your business because positive word-of-mouth is one of the major drivers of the business. Having a list of happy customers creates less doubt in prospective consumers about hiring you to handle their projects. Also, you should respond to negative reviews in a way that resolves the customer’s dispute and satisfy customer needs.
Make Your Website SEO Friendly
In this digital world, with over 90% of online experiences starting with a search engine showing up on the front page of Google can be the deciding factor of a successful business. When it comes to contractors, optimizing your website for SEO is the most important factor for your long-term business success. Making your website SEO friendly is critical for any brand to have a strong presence in search, rank higher on Google, and get more visitors to your website.
Build Strong Customer Relationship
For contractors, building awareness of your brand can be the foundation for developing long-lasting relationships with the customers. Some of the tools that help you to build a strong relationship with the customers include,
- Marketing automation programs and
On the other hand, social media plays a vital role in building strong customer relationships.
One of the best ways to improve your online presence is to list your business in local web directories. But, one thing that you should focus on is to utilize and invest the time and energy on the right ones. You should try to find web directories that your target demographic might use to find a new contractor. Fill these web directories completely and add crucial information like your website, phone number and email address for potential leads to contact you.
Remarketing is incredibly powerful to remind your past visitors to come back to your website. Setting up a remarketing campaign can be a great way to bring back visitors who had forgotten to call or message your company.
The real success of a contractor is driven by the following three basic factors,
- Interpersonal relationships
- Maintaining a good reputation
- Building brand awareness
It has become necessary for contractors to reach out for decision-makers’ attention, proactively, as more and more competitors cross boundaries and borders to compete for projects. Here are the two top choices for paid search advertising.
Being the leading search engine and with a large presence of millennials, Google has got some of the strongest features such as demographics targeting, algorithm, and reach. If you want more traffic from paid searches, then Google is where you’ll need to be.
Bing comes next to Google and is the search engine of choice among the mature crowd as well as baby boomers. It is also a decent alternative to Google AdWords and brings the audience right to your doorstep.
Google adwords and other PPC platforms like Bing Ads, can offer you a great opportunity to promote your business to local buyers. Well-managed PPC campaigns can allow you to find local work more effectively by letting customers find you more easily. From your business’ location to your target audience’s buying habits, well-run PPC campaigns make your ads truly successful. Get in touch with the right digital marketing agency to combine their industry knowledge with PPC expertise to develop campaigns that work well for your contracting business.
Moreover, you can run ads with a small investment and can also target specific days or times of day as well. For each PPC campaign, you will have a daily budget and will automatically pause once you’ve spent a specific amount. It’s quick and allows you to make adjustments to your ads easily. You can change keywords, edit the content, update the landing page, or increase how much you are willing to pay per click, if a specific ad campaign isn’t performing.
Paid searches help you to generate more leads and effectively targets audience. Here are a few common search terms that every contractor should know,
- Ad Copy
- Ad Extensions
- Ad Position
- Broad Match
- Conversion Rate
- Cost Per Click (CPC)
- Click-Through Rate (CTR)
- Exact Match
- Landing Page
- Long-Tail Keywords
- Negative Keywords
- Organic Search Results
- Pay Per Click (PPC)
- Pay Per Call
- Quality Score
- Return on Ad Spend (ROAS)
- Search Engine Results Page (SERP)
- Search Terms
- Search Volume
Being successful takes persistence and perseverance, so keep testing different ad copy, landing pages and keywords. To determine how your ad campaign is performing, measure your conversion rate and the return on ad spend instead of counting clicks.
About the Author
I am Auggie Diaz, Owner, and Senior Internet Marketing Consultant at Ask8.com - a digital marketing firm that helps small businesses to generate traffic through cutting edge marketing tools. As A Consultant & Tech Coordinator To The Largest Real Estate Agency on Long Island NY, As A Consultant to Allstate Insurance Agencies & A Small Businesses Owner/Senior Manager of 25+ Years. I speak to topics based on my experience, not opinion. All the best to your success!