Marketing is a challenge in all industries, but particularly in the world of contractors.
Sometimes it can be viewed as a distraction as many small business owners simply don’t have the time to pay attention to it. Alternatively coming up with a strategy for marketing online may cause you to shift focus on the type of clients you have and work you do, essentially changing your business plan….and who likes change?
But the reality is that with 4.72 billion people online, without having a plan to best capture your share of the market, you could be shooting yourself in the foot.
If you want to know how to do it right then you are in the right place! We have up together our best tips so that you can take advantage of the massive potential your contracting business has online.
Find Out Who You Are Marketing To
For something that should be viewed as marketing 101, not isolating your target market is surprisingly common. Yet contractors working under the assumption that everyone is a potential customer miss out massively on those that are the most likely to convert into leads.
Taking the time to come up with a buyer persona can help drive all aspects of your marketing plan. With one, you can decide which social media platforms are best to focus on, what type of content to create, and even your final pricing.
In fact, one study showed sales in one company to be lifted by 124% when using one, so be sure to do your research and reap the rewards of capturing those leads.
Make Your Website Work for You
A pillar of marketing online is your website, so it is important to give it the attention it deserves.
So what makes a great contractor website?
Remember that those that arrive at your site are looking at your competitors too. Therefore, you need to convince them that you can provide what they are looking for.
A clumsy, outdated site gives the impression that this may be what they can expect from your work, so invest in making it fast loading and easy to navigate. This also includes making it mobile-friendly.
People want to see your credentials, experience, and evidence of your work. Making that information clear on your homepage is one of many essential simple strategies that can be integrated into any marketing online plan.
SEO and PPC
Getting the true benefits of online marketing requires giving attention to search engine optimization (SEO) and Pay-per-click advertising (PPC).
The chances of someone typing in your name when they search are slim. What they will do is type in the service they want and the town or city that they are in. Therefore, taking the time to make sure you are front and center when they do that isn’t a need, it’s a must!
Contractor SEO and PPC are both proven techniques that can help you in both the long-term and short-term as well as capitalizing on any additional market potential out there.
It is especially wise for small contractor businesses to focus on making good use of local SEO. With good keywords like “contractor services + service area” and having a thorough Google My Business profile, there is a higher probability that you will appear in the haloed snack pack, the first 3 local options that appear under a map when people search.
When you take into account that 46% of people are searching for local information, then doing all you can to get into that top spot is a no-brainer!
Marketing Online One Step at a Time
While it is true it takes time to build up an online presence, by incorporating these practical tips when marketing online, you can see results.
If you liked our tips don’t keep them to yourself, share them with a friend! For more marketing tips that will keep you ahead of the pack, be sure to check out the rest of the great content on our site.