Regardless of how successful your contractor business is, having the right marketing tools available to you can mean the difference between continued success and a struggle to maintain. Relying on referrals from prior customers is fine and well, but you need to build your brand and reputation constantly.
Not only that, the contractor business is one of the most crowded industries that there is. To stand out from the competition, your business needs to be able to differentiate itself with brand recognition through those aforementioned reviews but strong marketing as well.
Before you do anything, it is imperative that you organize your marketing plan. Your business needs to have a plan of action for how your marketing dollars are spent so that the money allotted for that marketing budget does not go to waste and is used as effectively as possible.
Here are just a few of the many marketing tools that your contractor company needs to be utilizing to ensure that your business not only continues to survive but to thrive as well.
Create branding for your business
One of the most essential aspects of not only bringing back return customers but developing new leads is to ensure that your business has brand recognition. This means getting your audience to recognize your business as an authority in the industry and the direction they should look to when it comes to their contractor needs.
When you advertise your brand, there are a number of different things that you should be implementing. Things like business cards or paper products might seem outdated, but getting your logo into the hands of your audience can still have a high impact when it comes to lead development.
For your brand to take effect, it has to be plastered all over everything. Your logo and company name need to be visible in any piece of marketing that you implement so that your audience develops that all-important brand recognition that so many companies crave.
Your company website
It cannot be understated just how important your website is to growing and developing your business. Your company website is likely to be the first impression that a customer gets from your business; this is why it is so important to have an informative and easy-to-navigate website.
Customers have far less patience when it comes to slow load times on websites and if you can’t provide them with informative content, they will simply go somewhere else for it. Make your website destination viewing for your target audience.
Driving traffic to your website is not only a great way to increase the number of eyeballs that see your company, but it is a great way to build those leads and convert them into sales that have a real impact on your bottom line. With your website optimized, you have a major marketing asset in your company’s corner.
One of the most important aspects of a company and its reputation is the feedback that comes from prior customers. More than ever, potential customers are looking to online reviews to find out about a company before using their products or services.
That is where these listings become so important. When you register for industry review sites like Angie’s List and Yelp, you not only get your content in front of a sizeable audience, you get vetted by those who have used your services and products.
The more reviews on the most possible websites that you have only strengthens your reputation in the eyes of prior customers and makes you appear more trustworthy in the eyes of potential new customers. As you will notice, building trust is one of the most important aspects of marketing and these listings will help to build that trust in your business.
This goes somewhat hand-in-hand with the previous tip, but it cannot be emphasized enough just how important reviews are to the life of your business. They help to establish credibility and trustworthiness in your brand, making you appear to be one of the preferred options for the services and products that you provide.
But what you may not have realized is that reviews impact how easily you are noticed by Google. Optimizing your website is one thing, but ensuring that you have a ton of positive reviews makes your website stand out among specific keywords for your location. The better the reviews, the better your ranking score is for search engines like Google and Bing.
When you are more easily recognizable to search engines, you stand a much better chance of being seen by customers who are performing internet searches that are relevant to your business and your location.
The impact that social media has on digital marketing cannot be overstated. Simply put they reach massive audiences on a daily basis (in the instance of Facebook, they literally reach billions of users each day). Being able to market to that large of an audience can have drastic results.
When used correctly, social media can help drive traffic to your website. This is a great way to collect data that can be used for developing leads and it can also be an effective tool for converting some of those leads into sales that have the real effect on your bottom line.
The key to social media is to create informative content and to interact with your target audience. Twitter especially can be used to drive traffic to your website through shared links and customer interaction. Don’t ignore this method; it could have a substantial impact on your business.
This is a bit more of a niche way of marketing, but the fact of the matter is that you are marketing to a niche audience. You can’t possibly hope to appeal to everyone; with trade shows, you can appeal to your specific audience in your specific industry.
Think about hosting a booth at one of these events. This is an opportunity to create effective and quality leads that are precisely in your target demographic. When you have a great trade show presence, you can also aid your brand visibility. This is a win-win situation for your business.
Email marketing is one of the oldest methods of digital marketing but it is also one of the most effective as well. This is because you are essentially putting your business right in front of your audience each time they open their email.
A tried and true method of email marketing is to send out coupons or deals to potential customers. The idea here is to entice them into using your business above other competitors. Email marketing is also a great way to follow up with leads that may not have made a decision yet.
Think about it: you can gather information for leads and then follow up with that lead after a few weeks. Those follow-ups are often the most successful methods of turning leads into sales. Email marketing is also relatively affordable and easy to manage, making it a must-have for your contractor business.
This is basically the same thing as an email marketing campaign except that this is the method of physically putting the paper into the hands of your audience. There have actually been studies that have shown that direct mail has a higher conversion rate than email marketing.
This is for a couple of reasons. The first is that emails can go ignored. Thanks to spam folders, your marketing emails could go completely unnoticed by your target audience. With direct mail, even if the customer wants to throw away the offer, they have to physically handle it. This increases the odds that they actually look at your piece of marketing mail.
Being able to get your brand, specials, coupons, and any other message directly into the hands of the customer is an invaluable form of marketing. You will see over time that direct mail campaigns can have a hugely positive effect on the way that your business not only attracts contractor leads but continues to convert those leads into sales down the line.
SEO (search engine optimization)
Contractor SEO might be a term that you have heard before but don’t know much about. When you optimize your website in a variety of different ways, you make it easier for search engines to find your website for specific keywords and location-based searches.
You can achieve optimization in a number of different ways. Providing quality content is the easiest way to get Google to recognize your website as an authority within the industry. You can also make your website more easily searchable by applying the right tags and categories, image descriptions, and meta descriptions. All of these factors make it easier for those search engines like Google to find your website and present them for relevant searches.
These are just a few of the marketing methods that your contractor company should be implementing to help grow the number of leads that you develop and, eventually, convert those leads into the sales that you need.