Tag Archives: Google Maps

Top 10 Marketing Ideas for Contractors

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.

Posted: | Updated: May 28, 2021 | Categories: Episode

Why Contractors Must Diversify Marketing Channels

Think of your web presence as a multi-dimensional business asset. Google values businesses that attend to every aspect of their digital footprint in favor of those who narrow their focus on a singular task or concept. Contractors will sometimes inquire as to why they lost their Maps placement on Google, after having been ranking in the Map Pack for so many years. The most likely culprit of this precipitous drop is a lack of marketing channel diversity. It’s one of the reasons we discourage clients from investing in standalone services such as website design, pay per click, or even lead generation. The most profitable contracting businesses have their hands on all of these things, and allocate resources to account for each. Every contractor reading this should diversify their marketing channels. If you are looking for web design only, you will be disappointed with the results. Everything online works together, and a lack of cohesion between design, optimization, Google maps, and other entities, makes for a porous online presence and one that will more than likely fail to produce desirable results.

A healthy web presence has traffic from multiple channels but it’s not only because everything works in concert, it’s also to protect contractors from a sudden shift in a particular channel’s value and production level. For example, PPC was once an inexpensive item for advertisers, but as the fees began to increase, the affordability worsened, and contractors were unable to sustain their ROI. If PPC was their only marketing channel, it became a massive blow to their institution. Perhaps even forcing them into bankruptcy. Another example of this is a contractor paying for a lead generation service who then sells its rights to another company, who subsequently crates a spike in lead prices. If this was the basis of your contracting business, you’ve lost everything overnight. Meanwhile, competitors who had diversified with SEO, Google Maps, and Social Media advertising came out clean as a whistle, and in some cases, directly benefit from your lack of foresight. If this sounds familiar, there’s a way to start a new marketing campaign that will prevent it from ever happening again. Contractors should diversify with:

Search Engine Optimization (SEO)

SEO will be the foundation of your contracting businesses’ web presence. In contrast to many of the other items on this list, SEO is seldom considered a standalone service. This is particularly true when it’s coming from a reputable company. Still, business owners often view SEO as a waste of money, and prefer to focus on quick-money-grab’s like PPC. We noted in the introduction why attaching your entire business to a single item like pay per click is a poor idea. But with a strong foundation of search engine optimization, PPC, and other items like it, can become much more productive while not accounting for too great a percentage of your traffic.

Pay Per Click (PPC)

We discourage pay per click as a standalone item, but when used in concert with other techniques, we encourage it. In diversifying your marketing channels, PPC from Google Ads can be a valuable one. With parameters allowing advertisers to set constraints on budget, targeting, and things of that nature, a properly managed PPC campaign can yield a substantial ROI. The difference is that it is not the only source of traffic, and in fact, should not be. The Ad platform once known as AdWords can’t be the only source of traffic, but it can be a source.

Google Maps & My Business Optimization

Local SEO is a big deal, but did you know that Google Maps & Google My Business are the foundation of geographical SEO? To diversify marketing channels, having a well-optimized GMB profile and a verified Maps listing are non-negotiables. We strongly discourage the use of any single method for traffic generation, but if you were absolutely forced to choose one, it would be Google My Business / Maps optimization. With that said, it works even better when combined with other forms of marketing, particularly a strong foundation of organic SEO with a well-designed custom website for your contracting services, whether it be roofing, HVAC, etc.

Lead Generation

Some marketing platforms empower contractors to pay only for leads. Often times these services provide shared leads, which forces businesses to fight against one another for the same customer lead. Since these leads are being funneled through channels that are not owned by the exclusive brand, there exists a lack a necessary control over them. Leads are obviously imperative to contractors. Without them, none of the rest matters. But it’s important to understand that the rest is there to ensure that exclusive leads are in fact generated. SEO, PPC, Google Maps, and Social Media can all generate leads with sufficient strategic input.

Social Media

Have you ever had an Ad agency attempt to sell you on a Facebook Ads package that involved no other form of marketing? If so, run for the hills. While Facebook and other social platforms like Instagram, YouTube, LinkedIn, & Twitter, all hold value, both through organic marketing and especially paid advertising, they cannot reach their fullest potential as a singular entity. Instead, social outreach should be an extension of a rock solid foundation that is rooted in the highest quality SEO and is supplemented with PPC, Google Maps, Lead Generation, and other marketing ventures. For organic social conversions, consider integrating YouTube videos within your website HTML, and vice versa with blog posts on your social feeds.

Why You Must Diversify Your Marketing Channels

Digital Synergy & Its Influence

Google favors brands no doubt. But what does Google consider a brand, especially in the realm of local contractors? For one, a company or individual who established a presence on a myriad of marketing platforms are more likely to be considered brandable from Google’s perspective. None only is brand diversity appealing to consumers and helps them recall your logo, but the inbound linking power of multiple incoming domains URLs is a strong signal to search engine crawlers. One thing is for certain, at least some of your competitors have more diverse marketing campaigns than you at the start of 2019. This can be the year you close the gap and root yourself in a strong and sustainable online presence. Contractor Webmasters can help you get there.

Posted: | Updated: Jan 2, 2019 | Categories: Episode