Contractors tend to put a lot of faith in word-of-mouth recommendations, and rightly so. People are heavily swayed by the opinions of their friends and neighbors, and most will contact a recommended service provider before calling someone they haven’t heard of. However, word-of-mouth recommendations only go so far. Though valuable, they are just one piece of an effective marketing strategy. Savvy contractors know that having an online marketing plan is the best way to grow their business and maximize their revenue.
Build An Online Presence
The first step in contractor marketing is to build an accessible online presence. The vast majority of consumers now search for service providers online via Google search and social media recommendations. That means contractors must have a well-designed and search-engine-optimized website if they want to stay ahead of the competition.
The best contractor websites have an eye-catching design, are easy to navigate, and provide clear calls to action on every page. An online presence should also include social media, especially community-focused spaces like Nextdoor.com and local Facebook groups. When contractors move their marketing online, they typically see a significant increase in traffic, leads, and ultimately, profits.
Become An Authority
Through effective online marketing, a contractor can establish a reputation as an authority by publishing informative, helpful content. The best approach to creating content is to determine what problems customers are having and provide solutions. For instance, if a severe storm has recently passed through town, a roofing contractor can offer tips on repairing roof damage and explain the process of getting an insurance company to cover the cost.
Video content is especially attractive to consumers when they’re looking for practical advice. Providing useful content not only helps to build a contractor’s reputation, but it also builds the authority of the business’s website, which makes it more visible to search engines.
Use Targeted Ads
Another way online marketing can generate revenue for contractors is through the judicial use of targeted ads. One of the most popular forms of online advertising is pay-per-click (PPC) ads that show up in Google search results for a particular keyword. Unfortunately, many contractors pay for ads without getting optimal results because they don’t realize all the steps that are involved in creating and implementing an effective ad campaign.
Successful online advertising requires the right choice of keywords to create a niche that distinguishes a business from the competition and targets the right segment of consumers. In addition, careful use of analytics to track results and make adjustments is a key component of marketing via online ads.
After personal recommendations, online reviews are the next most influential marketing tool for contractors. The majority of consumers today check reviews before purchasing any product or service, and those reviews guide their decisions. But reviews do more than just inform potential customers. They also provide content that will boost the ranking of a business’s website in search results.
Another way to leverage reviews is to analyze their content for keywords that can create better content and targeted ads. Finally, contractors can feature positive reviews as rich snippets, which will show up in search results.
Contractors who want to grow their business need to invest in a solid online marketing strategy. Developing an authoritative online presence, using effective advertising strategies, and leveraging the power of customer reviews will result in better leads and more jobs.