I Help Contractors Get More Customers and Build Their Business and Their Brand.
If the answer to any of these questions is “no,” you’re not alone—according to a recent study by ServiceTitan, only 45% of businesses in the contracting and construction industries are growing.
By now you should understand that your target audience is looking for your services online—consumers currently perform more than 1.6 million online searches for contractor services EVERY MONTH.
The good news is that there is a way for you to turn the tides and connect with these online consumers: digital marketing. With the right approach, your digital marketing strategy can give you the edge you need over your competitors and transform your website into a 24/7 sales rep for your company.
In 2020, contractors have more digital marketing options than ever. While email marketing has been a go-to method for the past decade, new methods such as augmented reality and voice optimization are taking the industry by a storm.
Technology isn’t the only thing that’s changed—so have your customers. About 40% of people only consider one local contractor before making a decision and 40% of people look at online directories to do research beforehand. When searching for a local contractor, 56% are looking for info on prices, but 70% of U.S. consumers say they’ll spend more money to do business with a company that delivers great service.
Our top marketing ideas for contractors focus on the online components of contractor advertising, including:
Getting your online marketing strategy off the ground can look overwhelming at first. We recommend starting with the basics—and that means starting with a website.
Are you prepared to win over new customers with your 2019 online marketing strategy? If you don’t have a website, building a website is step one to reach your customers online, anytime, anywhere. At least 75% of consumers admit to judging a company’s credibility based on its website design alone. Considering 92% of consumers look at websites when deciding which local contractor to use, you can’t afford to have an out-of-date design.
A few things to keep in mind when you build your website:
Another factor that can make a huge impact on your digital marketing strategy out of the gates is to optimize for user-friendliness. It can be a huge benefit to include items on your site such as click-to-call or instant chat features, a page for testimonials and photos of past work, and anything else that keeps your customer—and their experience as they navigate your website—in mind.
Your website will also have to be optimized so that search engines can find and rank it online. This is commonly referred to as search engine optimization (SEO), and it is essential in getting your website ranked on Google.
So you have a website, but you’re still wondering “Why don’t I have more leads?” or worse, the leads you’re getting are from people outside of your service area, or they are requesting services you don’t offer! To avoid a digital marketing disaster like this, your first priority after creating a website should be to perform search engine optimization (SEO) and local SEO.
Each month, consumers in the U.S. perform more than 1.6 million monthly searches for contractors and general contractors:
Over 93% of their online experiences begin with a search engine and 47% of individuals click on one of the first three listings in the search results page. Optimizing your website and local listings can make the difference between a customer in need calling you—or calling your competitor.
Optimizing your site and local listings for SEO will help you to:
Google’s algorithms and the strategy your competitors are using are constantly changing, so it’s crucial to engage in digital marketing efforts on an ongoing basis. It will take time to see results: you are up against competitors who already have an established SEO strategy in a highly competitive market.
To increase the likelihood your company’s website will rank well in search results, get started working on your contractor or construction marketing strategy now and keep tending to it.
SEO strategy works by leveraging Google’s ranking factors so that your website is at the top of the list of websites a person sees when they search for a particular service online. With proper optimization, your contracting company can be a top-ranked business on Google’s search engine.
Do you need ideas to get leads NOW? Pay per click advertising (PPC) allows contractors anywhere to be found on the first page of Google right away. For high commercial intent searches (where a person is looking to buy a product), paid ads receive 65% of all clicks. If you want fast results, PPC advertising is the way to go to control your company’s visibility and relevance online.
Pay per click advertising works by placing your message or ad in front of people who are actively searching for your services. Below is an example of what PPC looks like when you enter a search online:
The top of search results page with PPC ads will typically look like this: In this image, at the top of the page, are PPC ads, where the “ad” symbol is so small, you might miss it! Advertisements like these often show up either above or to the right of the organic search listings.
These ads are displayed because businesses bid on certain keywords (for you, it might be something like “Electrician in Washington, DC” that they want their advertisements to show up for. Factors such as the quality of the landing page your ad links to and the relevance of the advertisement to the searcher’s query will help determine where your ad will rank.
When you search for a service online (one with “local intent”, such as “construction companies in Kansas City”), an image of a map may appear below the PPC ads showing a few company listings. This is what’s referred to as Google’s local pack:
To rank in the local pack, you will need to optimize your website to maximize your search visibility.
You can also support your digital marketing efforts by optimizing heading tags on every web page, optimizing meta data such as title tag and meta descriptions for local search, adding business Schema markup to your website, and claiming and optimizing your company’s online directory profiles.
When you create or optimize a listing, make sure the NAP (name, address, and phone number) information is consistent. Google needs this information to verify that your listings and your website match and present credible information.
Email marketing allows you to nurture unclosed prospects and keep in touch with previous customers. If your business relies on repeat sales from customers (and whose doesn’t?!), an email marketing campaign is an excellent way to stay in front of prospects and existing customers.
Email marketing can help you generate more sales by allowing you to:
Stay connected to your entire customer base with one click! Email marketing is valuable—44% of email recipients made at least one purchase last year based on a promotional email. If you want to generate and close leads with minimal investment, include email marketing in your online marketing strategy.
Social media profiles such as Google My Business (GMB) and Facebook help spread the word about your construction company and its services online, even before customers reach your website.
You can engage with customers using the following social media profiles:
Don’t forget to incorporate social media into your business operations, such as:
Social media will not produce overnight results, but can build up a following and engage with consumers in your local market. If you are going to engage in social media, remember that updating it routinely is the best way to stay engaged with potential customers—you have to stay consistent with it.
Social media continues to be a major factor for Google and other search engines to determine how your website will rank online. Facebook advertising campaigns, for example, are easy to use and effective if done correctly. Be sure to analyze your Facebook marketing during and after each campaign to maximize your results and budget.
Nothing builds authority for websites quite like video. If you have a website with good video content, you stand to have a 2.1% higher conversion rate than competitors without video.
Investing in a video marketing campaign can help you to:
How effective is video for sales? Research has shown that including a video on a landing page can increase conversion rates by 80%. As a contractor trying to break into digital marketing strategy, one of the most effective ways you can reach consumers through advertising is through spotlighting videos on your website.
Videos and voice search continue to grab increased attention from consumers and, thankfully, it doesn’t take a big budget to produce quality videos. Some of the best live videos are completely unscripted and shot with a common camera phone.
Before you hit record, here are a few things to consider in your video marketing strategy:
Having a video on a landing page increases the likelihood that the page will show up on page one of Google’s search rankings, by 53%! Video marketing is a magnet for user engagement and helps get your value propositions out into the world without bogging consumers down in text.
The best remodeling advertising strategy isn’t complete without tracking. How does your website measure up against competitors? You wouldn’t know unless you are tracking analytics.
Rankings and web traffic, while they are helpful signals, are not an accurate measurement of success. To make sure your website and digital marketing performance are the best it can be, you will want to monitor the following analytics:
You can’t pay your employees with web traffic or rankings, but you can with revenue. Sales and revenue are far better indicators of SEO success than any other factor because they directly reflect the money coming into your business based on your daily efforts.
How do we measure sales and revenue in digital marketing? We look to measuring leads, and how they convert into sales.
Leads refer to visitors on your site that complete a defined action, such as contacting you, making a purchase, etc. Measuring how many leads you have and what their journey is like on your website is important—you can generate ten times the traffic to your site than a competitor, but if you don’t convert visitors into leads, you’re not going to reach your goals.
A good SEO strategy will take the following steps to measure lead analytics:
Measuring your conversion rate can help you determine pretty quickly if what you’re doing to attract potential leads is getting them through the door. If you master your conversion funnel, you’ll eliminate strategies that aren’t working, identify areas to improve and increase your bottom line.
Utilizing conversion rate optimization will help you to maximize the value of the traffic you already have by improving the quality of the content already on your site, testing different calls-to-action, implementing landing pages with contact forms, or tweaking your site design.
If you want to understand how your business is growing, call tracking can help you to:
If you want to convert more visitors into leads and sales, implement a good system for tracking analytics. Over time, you can leverage what you find to inform your digital marketing strategy and maximize your ROI.
If you’re looking for more advertising ideas, we can help! SMG | Singer Marketing can cover your questions and needs for SEO, PPC, social media, email marketing, and any other factors of digital marketing you may be interested in.
Contact us today to learn more about how to increase leads and sales with our contractor marketing services.