How many articles can you read about marketing for contractors before you get sick and tired of them? In today’s podcast, we are going to discuss the top 10 marketing ideas for contractors as defined by experts in the industry. There’s plenty of misinformation out there about how to improve search rankings in 2019. Sometimes hearing from people who have been successfully applying these methods to countless contractors like yourself is the anecdote for the perpetual distribution of nonsense. Contractor Webmasters has hundreds of clients on board who enjoy the following marketing fundamentals:
1) Optimize for Search
Your contractor service must be represented by a custom website that is optimized for search. SEO for contractors is the most efficient and affordable way to generate leads, but it only reaches its potential with a custom design. Template websites are a disservice to SEO and will hinder your efforts to secure rankings for relevant keyword terms in your service location. SEO is worth every penny. Our websites include 100 schema markup points that help Google parcel your data and index it.
2) Create Great Content
Nobody wants to read through boring blocks of text, especially if they are grammatically incorrect, off-topic, and lack a satisfaction of the user’s search intent. The reader of your content came to your website for a reason. It is your job through content creation to make sure that reason is justified through their on-site experience. Do they have a question? Do they need a piece of information? If so, your content must clearly and conveniently showcase that to them.
3) Get On The Map
Getting your Google Maps listing to show up for relevant keyword terms requires full optimization of your Google My Business profile, company website, and the integration of them as a singular representation of your company. While a search of your brand name will prompt Google to display your Maps listing regardless, showing up for keyword terms that people search for organically requires a deep content structure on your website explaining services.
4) Advertise on Facebook
Targeting a referral group on Facebook narrows your audience and increases conversion probability. Facebook ads can be displayed to people based on demographics that are highly relevant to your business strategy. For example, someone who is listed as a “homeowner” is more likely to need contractor services than someone living in an apartment complex. These kinds of pinpoint marketing tactics can limit spending while increasing ROI.
5) Design a Custom Website
Template websites are becoming a problem online. Too many contractors use run-of-the-mill templates to showcase their services. These templates are not optimal for SEO and their coding structure leaves something to be desired. Custom WordPress websites can have full and in-depth schema markup while also optimizing for site speed, particularly on mobile. The code is custom and original and stands out to Google crawler bots among the sea of monotony that competitors utilize.
6) Pay Per Click
Google Ads (formerly Google AdWords) is one of the fastest ways to earn clicks online. Earn might be the wrong word actually, although well-designed ads to get credit over ones that lack execution. But for the most part, PPC clicks are paid for and therefore are not earned organically. PPC campaigns when managed properly can yield serious ROI but can also be a net negative when handled by a novice. PPC also lacks the sustainability of SEO.
7) Remarket and Retarget
Facebook is not only good for traditional advertising but also for remarketing. When someone visits your website their browser stores what is known as a “cookie.” Facebook can then track this cookie and advertise to users as they browse the social network. This narrows your audience once again to people who’ve already demonstrated interest in your services by previously visiting one or more of your published web pages.
8) Target Low Volume Keywords
Many contractors fall into the trap of only going for primary keyword terms through web pages. The truth is, contractors, especially those who are newer, should target low-volume keywords. These keywords are lower in search volume but have a greater chance of ranking higher, faster. For example, hose bib replacement is not something most people will search for. But enough will that having a top 5 ranking webpage for it can convert.
9) Keep Going, Keep Working
This might sound like a cliché, but it is actually quite literal when it comes to website work. Ongoing work on a website is what prompts Google to continue to crawl it and index its pages as they are updated. By displaying the most up-to-date pages, you can overtake competitors who have become stagnant. Google has always loved ongoing work, which is why contractors should too. Signaling to search engines that you continue to work is great for SEO.
10) Generate Reviews (The Ethical Way)
Contractors need reviews to turn visitors into leads and oftentimes to get the visitor to begin with. Local Maps results are often contingent upon the quality and quantity of business reviews. You can generate reviews ethically by installing the Righteous Reviews widget (included with Contractor Webmasters SEO package) which makes the review process more convenient for customers by having them directly on your website. They are dispersed to Google and Yelp and also send text reminders to customers.