9 Contractor Marketing Tips for Business Growth
If your advertising efforts aren’t producing the right new clients, here are a few key contractor marketing tips that are easy to deploy. They are simply to set up and could contribute significantly to your business growth.
The key to producing the right new clients is to find them when they search online for your help or services. If you think about it, that makes perfect sense. There is just a small window of time between the moment contractor leads realize they might need your products or services, and the time they find a solution elsewhere. Getting your business information to potential clients when they need it most is how to capture a better share of the market.
Okay, that’s great, you might be thinking… but how? By taking advantage of digital (or online) marketing. Digital marketing gives you the flexibility to target precisely the right contractor leads and then serve up your business information to them at just the right time.
Try these 9 easy-to-deploy contractor marketing tips to kick-start your digital marketing efforts:
1. Claim & Verify Your Google My Business Listing
Google My Business offers you “the power to attract and engage customers when they search for your business on Google. Your Business Profile gives you a presence on Google Search and Maps, allowing you to respond to Reviews, post photos of products or special offers, and add/edit your business details.”
Best part? Your Google My Business listing is free.
2. Claim & Update Major Local Listings
One the easiest ways to get your business on the map is by claiming your local listings and making sure the information contained within each listing is accurate and up to date. Here are a few major contractor marketing listings to start with:
3. Create a Mobile-Friendly Website
If you don’t already have a website in place (or even if you do), make sure that it's mobile friendly. More and more, your clients are finding you from the device held in the palm of their hands. They will engage more positively with a website that is optimized for mobile and may end up calling your business or even contracting your services as a result.
4. Place Contact Info Prominently on Your Website
Make it easy and intuitive for interested leads to contact your business. Place a phone number, address or contact form prominently in your website header and/or footer. Make it clear how to contact you in an emergency, or how to reach account services, if this contact information is different.
5. Optimize Your Website for Search
Capture local search leads by optimizing your website for search engines within your service area. The idea is to target keywords or phrases that your potential clients are using to search. So, if you’re an electrical contractor in Buffalo, NY, you might optimize your homepage for “Electrical Contractor Buffalo NY.” Make sure to address page title, meta title and description, and alt tags for all images.
6. Create a Facebook Ad Campaign
If you don’t have a Facebook Page for your business, then you’re missing lead opportunities, plain and simple. 69% of U.S. adults are Facebook users and 74% of Facebook users are high-income earners, according to Sprout Social.
Get even more bang for your buck with paid Facebook ad campaigns. These low-cost ads allow you to target potential clients based on interests, income, demographics, and more.
7. Use Pay-Per-Click for Quick Wins
To generate contractor leads quickly and effectively, nothing beats PPC (pay-per-click). Creating a Google Ads campaign is a great way to generate immediate business while your more organic digital marketing efforts are taking root.
Be sure to include extensions in your Google Ads – these easy-to-click features like call buttons, location information and website links “typically increase an ad's click-through-rate by several percentage points.”
8. Create Instagram Videos
The more you can illustrate your expertise and demonstrate the value of your services, the more likely you are to attract new contractor clients and grow business. One way to spread the word and grow your reputation is with Instagram videos. Feature quick how-tos, budgeting and planning tips, as well as service demonstrations to help connect and grow your digital audience.
According to Social Media Today, “Video generates more engagement than any other content type on Instagram.”
9. Request Client Reviews
It’s important to take the time to ask your satisfied clients to provide feedback. You can even include the request in your email signature to encourage review. Reviews are an excellent way to build “contractor clout” on your listings pages and encourage business growth.
If you have a Google My Business listing set up (see #1 above), then you also have a Google Reviews dashboard where you can manage and respond to your client reviews. There is a convenient review form link that you can share on your website or in newsletters, texts and emails.
We hope you found these contractor marketing tips useful and inspiring! These are only a small sampling of the ways you can strengthen your business growth and produce the right new contractor clients.
Sources: https://www.searchenginejournal.com/local-seo/; https://sproutsocial.com/insights/facebook-stats-for-marketers/; https://moz.com/blog/how-to-optimize-your-google-my-business-listing; https://www.socialmediatoday.com/news/video-marketing-statistics-for-2020-infographic/566099/