Tag Archives: Marketing

6 Tantalizing (Strategies + Tips) To Generate Towing Leads in 2021

Towing Leads Tips Cover

What are Towing Leads?

Towing leads are potential customers who have demonstrated interest in using your tow truck services. Their interest can be made in various forms including phone calls, text messages, email inquiries, and website form fill-outs.

What is Towing Lead Generation?

Tow truck lead generation is the process of attracting those leads so that they contact you for services. Lead generation can take place through a 3rd party platform like a leads broker, or it can be done manually through branded digital marketing efforts.

How Can I Get Free Roadside Assistance Leads?

While there’s really no such thing as “free leads” you can generate exclusive towing leads from your own online assets by using digital marketing techniques. You will still have to pay to host your website but at least you won’t have to pay a 3rd party broker for a shared lead.

Making Sense of Lead Generation for Tow Truck Companies

Small businesses, regardless of their industry or geographical location, have one thing in common: they are all battling for customers. That is why finding the most effective ways to generate business leads is so essential.

Without those leads, you can’t gain the conversions needed to turn those leads into actual dollars for your company. But generating those leads is not as easy as you may have previously thought. Getting in front of your audience is one thing, but attracting their attention is entirely different.

There are more than a few things that you can do to attract the attention of leads in your industry. Not all of those leads will convert, but the ones that do will be directly responsible for the success or failure of your business as a whole.

Follow some of these tactics, and you should be able to develop the necessary leads to keep your business surviving and thriving.

1) Create a Lead Generation Website

There are a few truths when it comes to marketing and lead generation and that is that your website is one of the greatest weapons in your arsenal. Your website is arguably the most important asset that you have because it is a direct representation of your business to uncertain customers.

Now more than ever, customers are taking the extra steps to look into a business before actually using them. And where do you think they are going to go first when they have questions about your business? That’s right, your website.

Your website will set the tone for your audience, telling them everything that they need to know about your business before making the decision on whether to use your business. By using contractor SEO you can show up on organic search results for common keywords that people search for. When they find you and have a positive experience on your site, they are likely to convert into a lead.

Ensuring that your website is not only properly designed by properly functioning can make a massive difference when it comes to attracting leads to your business. The key is to make everything as easy as possible for potential customers.

Put your contact information everywhere you possibly can and make certain that it is as accurate as possible. A quick way to ensure that someone will never visit your website again is to have inconsistent information that makes it more difficult for them to contact you.

A great website will, at the very least, make it difficult for leads to ignoring your business. At the very best, it will result in more conversions for your business, which will translate into dollars towards your bottom line. And at the end of the day, that bottom line is what is most important for any small business.

2) Run Engaging Promotions

One aspect of any small business is that they need to have promotions in order to get their products and services in front of their target audience.  In order to generate those leads that can become actual sales dollars for the business, they need to be able to get those promotions to their target audience.

But the universal fact for small businesses everywhere is that they do not have an unlimited marketing budget to deal with. That means finding the strategies that will provide the most bang for your marketing buck.

Identifying the marketing strategies that will best promote your business while reaching the largest portion of your target audience is the key to being effective on a particular budget. There are plenty of smart towing marketing ideas out there that can fit this need.

Having an informational website, a strong social media presence, or a blog is a good place to start. You can also attend industry events, speaking engagements, participate in pay-per-click advertising, and a number of other ventures.

It is also important to find a strategy that is the most effective. You don’t want to pick a promotional strategy, find out it doesn’t work, and then needlessly stick with it. Be smart, be patient, and be willing to make a change. That’s how you stretch those smaller promotional budgets.

3) Understand Your Target Audience

No matter how great your promotional tactics are, they won’t be nearly as effective if you don’t know who it is you are trying to appeal to. This is what is known as your target audience. Generating leads is very difficult if you don’t know who your target audience is.

It is incredibly difficult to reach an audience that has no interest in your products or services, but if you have a target audience in mind, they are much more likely to be interested in what you have to offer. If at all possible, you should research your audience before launching your business.

If you have already gotten your business off the ground, taking some time out to research your target audience and find the ideal customer to appeal to is something that you absolutely have to do in order to find the greatest amount of success for your business.

One thing that you could do is to create a comprehensive marketing plan in order to not only find out who your target audience is but how to appeal to them in the most effective way possible.

4) Run Email Marketing Campaigns

One of the most tried and true methods of marketing is email newsletters and marketing. Email has become one of the most common methods of communication anywhere and has only gone up since smartphones have become such a prevalent part of everyday society.

Email marketing is a great way to follow up and connect with those prospects who might still be on the fence about using your company. You can follow up with these contacts by perhaps offering them more information about your company or a special discount or deal that might entice them to make the jump.

In any event, having direct access via email is a fantastic way to get directly to your audience.  Even being able to remain in their peripheral consciousness is a great way to keep your brand awareness up and to make certain that those contacts are always right on the cusp of becoming a conversion.

Email marketing is also a great way to create repeat sales. Businesses should always, always follow up with current customers to ensure that they stay current customers. Email marketing can be a fantastic way to foster brand loyalty that businesses everywhere hope to cultivate.

Most email marketing campaigns can be done relatively cheaply, making it one of the most effective methods for generating leads for your towing service. Those coupons or deals are a great way to convert someone who may have only heard of your service but not yet taken the leap into actually using it.

5) Establish a Social Media Presence

There is somewhat of a split in opinion when it comes to social media and its impact on business. The older, more traditional crowd tends to feel that social media is unnecessary. They see it as a platform where people share unwanted opinions and not very good ones at that.

Regardless of those feelings, there is one thing that is hard to argue with and that is the impact that social media has on marketing. The simple fact of the matter is that social media can have a tremendous impact and reach your target audience, creating an effective tool for your business.

Social media allows you to drive unique traffic to your website by offering clickable links with each of your posts. Using the right hashtags on these platforms can drive organic traffic to your website and create more potential leads.

Even better, social media allows instant access to your audience. This means that, should there be any issues or a particularly dissatisfied customer, you can address those concerns in short order. And when you can do this, those leads will see your ability to handle that negativity and turn it into a positive thing.

6) Optimize Your Google My Business Listing

When someone needs immediate roadside assistance they’re going to perform a  search on their mobile device. The results that come up are known as the Local 3 Pack and are based on the proximity of your business to the searcher, along with the relevance and prominence of your listing.

Establishing proximity, relevance, and prominence on your listing is known as GMB optimization and it is something you should spend your time focusing on. With so many clicks going directly to a Map Pack result, it could be one of your most potent ways of generating exclusive towing leads.

The first step is making sure your business listing is claimed on Google My Business so that you can ensure NAP accuracy and link it to your lead generation website. You should also add photos, Google posts, and Q & A’s to engage with your future customers.

You can even create buttons that say “Book Now” and get direct leads through your GMB app. With so much emphasis on local SEO in 2021, it is critical that you take your GMB listing seriously, especially if you want to dominate the lead generation process within your primary service area.

Tow Truck Google Map Pack

Posted: | Updated: May 28, 2021 | Categories: Lead Generation

7 Window Treatment Marketing Tips to Generate Leads in 2021

Window Treatment Marketing Tips

What is Window Treatment Marketing?

Window treatment marketing is the process of promoting window treatment services and styles including window blinds and window coverings. Marketing efforts can be exercised through digital outlets using search engine optimization and paid advertising on Google, Facebook, and other popular media channels.

Why Window Companies Need Marketing

When thinking about how to start a window treatment business, it is essential to have a proper marketing campaign. After all, you could offer the greatest service or product in the world, but if people don’t know about it, it won’t sell. This is true whether you want to know how to market soda or how to market window blinds.

For a business like window treatments, the potential target audience may be very limited. This means that competition for that target audience can be fierce, and every battle won can mean a massive difference towards the health of the business.

Marketing your business is more important than ever. While word of mouth is still an important aspect of any business, it is no longer the only method of promoting your business. Having an effective marketing campaign can mean the difference between steady growth and clinging to life as a business.

Here are seven things that your window treatment business should be implementing into its marketing strategy.

1) Publish a Strong Website

A staggering 45% of small businesses still don’t have a website. This is for a few reasons like having a lack of familiarity with current technology, concerns about the cost, and concerns about the amount of time necessary to put one together.

But the fact of the matter is that any effective business these days has to have a website. There are no ifs, ands, or buts. This is because your website is often the very first introduction a customer has to your business. It sets the tone.

Your website doesn’t have to be custom-coded, but it does need to be clean and informative. Customers use your website as a source of information; providing that information easily and conveniently only increases the odds of that user becoming a client.

It’s not impossible to succeed without a website, but it makes the job of window covering marketing substantially more difficult than it has to be.

2) Create Valuable Web Content

Now, more than ever, content is imperative to digital marketing, particularly through SEO. Google puts a heavy emphasis on strong, unique content because they want to provide the most informative and authoritative websites possible in their results.

Creating a blog is a great way to achieve this unique, informative content. Having something like an FAQ or perhaps answering commonly asked questions from your target audience is a great way to draw in those additional views. From there, the odds only increase that you will convert some of those clicks into actual dollars towards your bottom line.

Relevant content can also help to make you an authority within the industry. If you are producing informative posts that other reputable businesses are referencing, it only strengthens your reputation as an authority in the industry and an opinion to trust.

That last factor is an underrated aspect of a business. Creating that authority, that brand recognition is what even the largest of companies strive for but so few achieve. When your audience recognizes your brand as an informative, authoritative brand, that will translate into dollars before you know it.

Optimizing that content with backlinks and selective keywords is a great way to rank highly in SEO, letting the content do the rest of the work.

3) Ask for Reviews and Testimonials

It should go without saying, but the reviews and testimonials about your business can make or break you. This is true not only from a reputation standpoint, where customers trust positive reviews more and more, but from an SEO standpoint as well.

Google especially gives great credence to positive reviews. They want users to get trusted websites when they perform a keyword search. But it can’t be just a handful; you have to have as many reviews as possible.

And that includes some bad ones. It is obviously important to avoid getting a ton of negative reviews but having some can make your company feel more real. Not only that, those negative reviews give you an opportunity to respond to adversity.

When there are negative reviews, respond to them professionally. This will show potential customers that you are willing to go above and beyond to resolve any subpar experiences. That reflects positively in the eyes of potential customers and makes them feel as though you are more trustworthy.

That trustworthiness is one of the most important aspects of any business. When you can achieve that, you have won a major battle in the marketing process and with your target audience.

4) Implement White-Hat SEO

One of the great equalizers for small businesses across the globe is SEO. This stands for search engine optimization and is the process of making your website more easily discoverable to search engines like Google, Bing, Yahoo, etc.

This can mean a massive difference for small businesses that don’t have major marketing budgets. Keeping a strong SEO ranking means that you stand a greater chance of showing up on the first page for relevant search results.

That’s a major thing because research has shown that the vast majority of people never leave the first page of search rankings. So, if you aren’t on the first page of rankings for those keywords, you know you have a lot of work to do.

The concept of Contractor SEO is achieved through a number of factors like keyword research, content publication, metadata adjustment, and more. It takes a bit of refinement and works to find the sweet spot, but when you do your business should experience a noticeable impact thanks to improved search rankings.

Thankfully, there are a variety of SEO tools out there to help make certain that your website is optimized and in the best position that it possibly can be. Without it, your business could flounder, and your marketing efforts could all be for naught. You could also talk to professionals about window treatment SEO and other digital marketing services.

5) Invest in Social Media Marketing

Perhaps just as important as SEO marketing is social media marketing. This is because hundreds of millions of users around the globe each day use platforms like Facebook, Twitter, Instagram, and others. This means a massive potential audience for your business to appear in front of.

There is the aspect of direct customer interaction that is appealing. Being able to address the concerns of customers in real-time is an invaluable asset. If you handle those instances successfully, other members of your audience begin to take notice positively.

Social media is also a great play to distribute links. These links lead back to your website directly, creating traffic to your website that could eventually generate actual revenue for your business.

The key is to be creative. Don’t just spam links; no one will pay attention or follow those. You have to be engaging as often as you can in order to get users to click on those links. Facebook is a bit more efficient because you can create a business page to attract customers to relevant services.

Having a social media presence is, these days, as important as having a website.

6) Launch an Email Marketing Campaign

One of the tried and true methods of any digital marketing campaign is email marketing. This is because almost every one of us checks our email on a daily basis. A proper email marketing campaign will put all the necessary information into the hands of the customer and allow them to make a decision.

Best of all, personalized email marketing allows the customer to feel like you are concerned with their needs and their needs only. This is best achieved after the initial e-mail newsletter has been sent out. Checking in a few weeks later lets the users know that you have not forgotten about them and that you are following up to answer any questions.

Keep in mind that even the most successful email marketing campaigns have struggled early when it comes to generating window treatment leads and sales. It is in those follow-up efforts where the biggest successes are to be had. Email marketing is also a great avenue for promoting sales as well as specials.

7) Record & Publish Video Content

Video is one of the fastest-rising forms of marketing available today because of an unprecedented level of ease and convenience in the video creation process. People now have phones and tablets that offer higher quality video than ever before.

With the ability to shoot your own marketing pieces as often as you like, you can try implementing video ads on your window covering business website and on your YouTube channel as well. This only adds to your potential audience and helps your SEO along the way.

Best of all, it is simple and cost-effective to shoot video content with your smartphone than it ever has been before.

Now, more than ever, it is more convenient and easier to understand how to market your business online. It still takes a lot of time and a lot of effort, but your business could be running an effective digital marketing campaign without having to break the bank to do so.

It puts small businesses on an even footing when competing with other businesses in the area and it does so by making the entire thing a far more cost-effective method. No more having to break the bank for expensive marketing campaigns when you can implement these steps now.

17 Contractor Advertising Ideas To Consider in 2022

Contractor Advertising Ideas (Blog Cover)

This might sound like the most obvious thing in the world, but generating leads and converting those leads into sales is the most essential portion of your business. Those leads, which then turn into sales, are how you generate revenue for your business. That’s why contractor advertising ideas are so critical.

Reaching your audience and generating those leads is where it gets a little less obvious. What might work for one business or industry might not work for your business. It is important to find the marketing methods that work best for your business so that you can gradually grow things to the point that you see steady growth.

If you don’t feel like your business is growing – and there has been a recent study that less than half of businesses that are in the construction and contracting industries are actually showing growth – then you need to take charge of your marketing campaign and grow the number of leads for contractors that you develop.

The key is to find those marketing ideas that can benefit your business specifically and develop the kind of leads that will eventually lead to sales. Here are 17 contractor advertising ideas for contractors to consider going into 2023.

1) Make your website efficient and mobile-friendly

Your contractor website is perhaps the most essential tool in your arsenal. This is the very first impression that your prospective customers will see about your website and it needs to set the tone. Most of all, it needs to be efficient and fast and it HAS to be mobile-friendly.

Over 60% of consumers will use a company’s website as a way to both find and engage with the business, and 30% of consumers won’t even consider a business that doesn’t have a website. More importantly, some things have to be there on your website if you want your audience to consider you for their needs.

It has to be fast since the average customer expects a web page to have loaded in three seconds or fewer. It has to be functional, meaning it has to have optimized images and tags. And most importantly, it has to be mobile-friendly. Of all the U.S. online traffic, 57% of that traffic comes from tablets and smartphones.

Your website is a huge weapon or can be a hindrance to your business. Make it the first impression that you want to project.

2) Your SEO is just as important

Just because you have a website doesn’t mean that it will generate the leads that you need. What you need to do is to make sure that your contractor SEO and local SEO tools are as good as they can and should be. After all, people need to be able to find your services as easily as possible, and if you have bad SEO, that can be a struggle.

When you optimize your SEO, you can help your company to define the target area for your services, reach a larger audience that could become potential customers, drive your leads to specific services thanks to targeted keyword strategies, and you can improve the quality of the leads that you get from those individuals who are finding your company online.

Optimize your SEO rankings so that you can appear higher on search engine rankings and be seen by more prospective customers than ever before.

contractor advertising

Local SEO allows contractors to appear on Google’s Local Map 3-Pack via a Google Business Profile.

3) Pay-per-click delivers results

What is a pay-per-click ad? Essentially, these PPC ads allow contractors to be found on the first page of a Google search immediately. If you are looking to get fast results, it is a great way to get control over your company’s relevance and visibility online.

Essentially, you can see ads for your company each time that a user searches through Google, they will see your company. And even better, you only pay for those advertisements when they click on them. That is a win-win. You get the visibility that your company needs, and you only have to pay for it when those ads actually get clicked.

This is a great way to keep your company relevant to local searches and will increase the probability of those searchers clicking on your ad to find out more about your company.

4) Rank in Google’s local pack

What you might not have realized is that when you search for a service with “local intent,” an image of a map will appear below the PPC ad that shows a couple of different company listings. You can support your digital marketing effort by ensuring that your heading tags are optimized.

Another thing to do is to make sure that you are using listings or local directories. Things like Superpages, HomeAdvisor, eLocal, Yellowpages, BBB, Yelp, and so many more directories make it so that customers can find you and that they can find out a variety of things about you.

When you rank in the Google local pack, you increase the odds of being seen when a local search takes place and increases the odds of turning a potential lead into a sale. This is an incredibly useful tool to grow your business’s presence in your community.

5) Leverage email marketing

This makes sense to anyone who is familiar with the fact that our world is almost entirely technology-based. But what you might not realize is that you can leverage your email marketing campaign to build those leads that you need to develop sales that are imperative to your company.

Email marketing allows you to keep in touch with and nurture those unclosed prospects. Not only that, an email marketing campaign is a great way to follow up with repeat customers because repeat customers are an essential portion of any business.

Your email marketing campaign can help you generate more sales by allowing you to advertise any specials that you might have going on, push coupons, and share exclusive rebates; it allows you to improve your brand awareness and helps you keep in touch with your prospective customers.

Simply put your email marketing campaign is a fantastic way to stay in touch with repeat customers and to stay in the consciousness of potential customers. Best of all, you can tweak your email campaign as you want and dictate how often you push these emails out.

6) Social Media supports it all

Social media is all about engaging with your audience and existing customers. Best of all, there are so many different social media avenues to explore. It used to be that Facebook was the only game in town; now, it is just one of many.

Still, using the big three (Facebook, Twitter, Instagram) is almost essential in digital marketing these days. You need to be able to interact with your audience as well as potential customers. Most of all, social media is an excellent avenue to promote specials, sales, coupons, and anything else that you want your customer base to be aware of.

Social media isn’t meant to produce overnight results but can result in consistent and steady differences in your overall marketing and ability to turn leads into sales. Get those profiles created so that you can begin that all-important interaction as soon as possible and grow your online presence.

7) Video marketing is growing

One thing that separates good digital marketers from average ones is the implementation of videos into their marketing campaigns. Videos are the best way to build authority for a website, and you can actually have a 2.1% higher conversion rate than your competitors if you use video.

Simply put, video marketing can help you to establish your brand and the personality you want to display, increase your overall online engagement, and convey the differences between yourself and your competitors. It also helps keep the attention of your visitors in a world where attention spans are shorter than ever.

Incredibly, having a video on your landing page can actually increase your conversion rates by a whopping 80%. It’s hard to ask for better conversion rates than the ones provided by videos, and they are essential for your website marketing.

8) Implement analytics and tracking

All of these are great ideas to implement, but what good are they if you can’t track the results? There would be no way for you to know what is working and when without proper analytics and tracking in place. You would simply be floating in the dark without knowing what your business is doing.

With the right tracking and analytics, you can see specifically where you are having the most success converting leads into sales and where you need the most help. This allows you to push what’s working and tweak what isn’t. That kind of information is invaluable to a company in any industry.

Make sure that your website has a quality tracking and analytics package so that you can see the differences and make the adjustments that you need to keep your business growing steadily where others might stifle and falter without those tools.

9) Make past clients feel special

While you definitely want to work to develop leads for new customers, one thing that you absolutely cannot do is forget about the customers that have come to appreciate your services. Repeat customers are one of the most important aspects of any business, and making sure that those customers continue to use your services should be one of your priorities.

For this reason, you should take the necessary steps to make your current client base feel special and important. And really, it doesn’t take much at all to do this. You can make them feel appreciated by making special offers or by creating email marketing campaigns specifically for that audience.

Most of all, follow up with those previous clients. See how their services worked for them in the months since they were rendered, and you will make them feel like they are truly important to your business.

10) Facebook demographics

One of the cool tools that Facebook offers is that they have specific demographics that allow you as a business to refine your marketing aim. Perhaps your company wants to appeal to homeowners and families that are in their late 30s or early 40s.

With Facebook demographics, you can target your ads to those markets specifically, putting your marketing dollars to a very specific use. Marketing can be expensive when you try to aim it at everyone instead of focusing on the markets that you know will serve you best.

11) Direct Mail is still important

What you might not realize is that direct mail is not dead. It is one of the only guaranteed vehicles to deliver your message that there is. The key here is to stay within your service area; this way, you aren’t wasting money on areas that you might not cover, and you can ensure that the people in those areas are aware of your business.

It has actually been proven that direct mail marketing results in more conversions than email marketing simply because those pieces of marketing wind up directly in the hands of prospective customers as opposed to emails that could be ignored or wind up in junk mail folders.

12) Yard signs

Another great way to advertise your business is to leave signs in customers’ yards where jobs have been successfully completed. Obviously, make sure that you check with the customer first before just sticking a sign in their yard, but if they are okay with it, this is a fantastic way for neighbors in that community to see that your business performed a task for that neighbor and that it was done so satisfactorily that they are letting you advertise on their lawn.

This is a simple, relatively cheap, and effective way to grow your business in that community. It is a word-of-mouth campaign of sorts, though the proverbial mouth is more a sign than anything else.

13) Host a seminar

This can alternatively be accomplished with something of a DIY blog on your website, but the difference here is that you can interact with customers on a face-to-face basis. Hosting a seminar will give these customers a bit of free DIY knowledge and will put them right in front of you so that you can show them what your business is all about.

Any chance that you can get face-to-face with a lead or prospective customer is an excellent opportunity that you may not have had otherwise. Make the most of this opportunity and develop a bit of brand trust by hosting a seminar.

14) Make strategic partnerships

Obviously, making partnerships within your industry is not the best idea because you are competing with those companies for the same revenue dollars. But what could be beneficial is to partner up with a business in your community that might also benefit from working with you?

For contractors, it might be a great idea to pair with a local hardware store. The idea is that if customers use your service, they get a discount on their purchases at the hardware store. Conversely, the store could run a special that encourages customers to utilize your business.

If possible, you might also want to consider sharing helpful information between businesses in the community. This will be difficult with any competitors within your industry, but what might be highly beneficial is to get together with other business owners in your area and discuss the things that have worked for each of them. This can give your business and others like yours an idea of how to better appeal to those within the surrounding communities.

Businesses that are able to help one another share the tools that have resulted in success and can help other businesses in the area find the growth that they have been looking for. Not all businesses will be willing to share information like that, but it can be beneficial to all those who do decide to share information.

The right partnership can mean mutual benefit for each and can be something that gives an extra boost to each side of the partnership.

15) Volunteer within the community

One of the most important things about developing brand recognition is building trust between your company and prospective customers that may not have used your services before. A great way to do this is to partake in a community project or to volunteer.

When you do this, you attach your business’s name to positive press, and that is always a good thing for developing a brand.

16) Have an active blog

This goes back to making your website work for you as an essential tool in developing and converting leads. When you have a blog on your website that has helpful and informative topics, you make prospective customers feel like they are getting something for free and give them a reason to come back to your website.

The more that you can get those prospective leads to visit your website, the more likely you are to develop those leads and turn them into sales that will boost your revenue.

17) Use DataPins

DataPins is a Local SEO and Social Proof software that allows contractors to prove their work in service areas and service types. Many contractors struggle to rank in nearby cities even though they perform lots of jobs in those areas. DataPins produce geo-coordinates within schema markup to prove to Google and users that you really work in a specific area. As a result, you can rank and convert more customers online.

DataPins also automates the reputation management process for contractors by sending automated review requests through email and text. For those unaware, reputation management is a form of advertising in 2022. When prospects read favorable reviews about your business on Google and Yelp, they are more likely to invest in your services.

Posted: | Updated: Jul 22, 2022 | Categories: Advertising

Construction Marketing: How To Dominate Your Local Market in 2021

Construction Marketing

What is Construction Marketing?

Construction marketing is the business of promoting construction services or products across various promotional channels. Marketing can refer to print advertising, billboards, and online promotional techniques like search engine optimization (SEO) and business listing optimization.

Why Marketing Matters for Construction Contractors

Regardless of what kind of company you have, it is imperative to get your name out there as a business owner. Becoming visible in the eyes of your audience is a significant part of the battle. The thing is that there are so many ways to achieve this. SEO for contractors, paid advertising, social media, etc.

Construction marketing isn’t as simple as it used to be. There are, however, similarities in that you still need to appeal to your local market first and foremost. After all, if you are in construction, your company has a finite reach. You aren’t appealing to the country as a whole; you are appealing to a limited number of communities as your company continues to grow.

Being able to market to those local communities successfully makes up a large portion of your business, if not all of it. Appealing to nearby consumers is your business’s lifeblood. But how can you stand out in your community and dominate how you market your construction company?

Direct Mail is Old-School But Effective

Believe it or not, using direct mail advertising is still one of the most viable forms of marketing around. Research shows that people tend to open up direct mail sooner and more often than they do email, even though that email option is more widely available.

This because people can ignore those emails or direct them to their junk folder and never even know that they are coming into their email. With direct mail, people are checking their mail, whether it is junk or not. Knowing that people will have to have these direct mail marketing options in their hands is the key to getting great use of those materials.

Not only that, people are more likely to use direct mail offers if they are for a local business. You give the customer an extra incentive to use those offers if they don’t have to go very far. Because your business is local, it certainly matches those criteria.

Make sure that your business takes the time to invest in direct mail marketing. It might seem like an outdated practice, but it has more than proven to be a viable service in the marketing industry today. Put your business in the hands of your audience. Literally.

Partnerships Expand Marketing Reach

Some business owners feel as though it is them against the world. And it is certainly understandable to have that frame of mind. But the fact of the matter is that the business world is big enough for alliances and mutually beneficial partnerships.

Please don’t mistake me: you don’t want to pair up with a competitor within the construction industry. Instead, try to run a partnership with a like-minded business in your community. For example, a perfect match could be pairing up with a local hardware store. They get more traffic in their store for potential sales; your customer feels like they are saving money by using your service.

This kind of win-win marketing is how like-minded businesses help one another to survive and thrive. No one gets anything done in this world by themselves, and that is the same for companies. Assisting one another also fosters a sense of community among business owners.

Facebook is Worth Your Time

Facebook is in a weird spot these days. It is rapidly losing popularity these days, especially among controversies about sharing private information. Still, hundreds of millions of users on Facebook and the vast majority of communities across the United States are likely on Facebook en masse.

For this reason, it is essential to utilize Facebook as a marketing tool. You can wield its power in multiple ways. Facebook Ads, for example, are highly effective with the right targeting strategy. Additionally, pixel tracking “follows” each user around the web once they visit your website or Facebook page. Based on Facebook algorithms, these ads will sit in your peripheral across any website they visit.

The beauty of this is that it keeps your business in the user’s consciousness the entire time, and it doesn’t cost your company a thing unless the user clicks on those ads. Pixel tracking is a fantastic way to keep your business in your audience’s mind, and you only pay for what they click. That is a win-win if there ever was one.

The second way is to interact with your customers through Facebook as often as you can. The best companies will find ways to interact with their customers. Things like listening to complaints and personalization help foster a sense of trust between the customer and the business that most businesses want. Brand reliability is one of the most sought after facets of building a brand.

Facebook might have its negative features, but it is one tool that is a must-have for any business in terms of its marketing program.

Contractor Webmasters Facebook

Niche Online Directories Can Help

You might not have realized that when a user goes to a search engine and asks about the best service provider in their locality for just about anything, that search engine will come up with specific directories instead of individual sites for the service provider.

It is imperative that, when listing yourself in directories, you are sure to fill out every possible detail that you can. The more information you provide, the more the customer knows about you, and it can also affect your overall directory ranking.

Make sure to regularly check the directories and be sure to instantly answer any query, responding generously to anyone who gives you positive feedback when they take on your service. NAP (name, address, phone number) placements are a highly beneficial way to let your audience know as much about your business that they can and allows you to get to the top of the localized search settings.

Construction Directory

Source: https://www.builderspace.com/

Focus on Specifics and Niche Targeting

If you are new to the business world, it can be intimidating to create an advertising campaign for your business. Your marketing is one of the best ways to deliver to your audience your business’s perception, what you as a business are all about, and the services you offer.

It can certainly feel like with a business; you need to advertise everything your company can do. After all, you want to make your potential audience feel like they can go to you for just about anything, right? That’s all fine and well, but it can also be a bad marketing idea.

What will be more beneficial to your business is to focus on one area of your service at a time. For instance, let’s say that you offer driveway paving services. Aim the focus of your marketing campaign on how great your driveway paving services.

When you focus on a specific service, you plant in the audience’s mind that you are the best there is at that service. If you see a noticeable uptick in sales for that specific service, then you know that you should make your future marketing campaigns as focused as they can be. Niche marketing is one way to establish to your potential customer base that you are a trusted, reliable name in that particular service. Targeting is a fantastic way to develop brand recognition when it comes to that service.

Construction Website Menu

Transparency Endears Prospects 

When it comes to building brand recognition and developing your marketing campaign, consider this: people love free stuff. Many might not realize that the free “thing” does not have to be a physical item. If you impart some knowledge to your audience, they will take that as a gift, making your business seem like a better option in their eyes.

For instance, maybe you can offer some DIY construction tips for those who are a bit more hands-on. Sure, you could tell them to visit your company and try to sell them your services, but that isn’t the same thing. Make them feel like you are giving them something. As I said, people love free stuff.

One strategy is to run a blog through your website. Have entries with the aforementioned DIY stuff or any other helpful tips that will draw people to your site and eyeballs towards your business even if it doesn’t immediately result in sales.

Keeping your business in the mind of your audience base is one of the essential aspects of marketing your business. Offering “free” tips to your audience is one of the best ways to ensure that they will think of your business when a problem comes along that they can’t solve themselves.

Stay Local and Community-Oriented

Building trust and brand recognition within your community are imperative to the success of your business. Traditionally, this means that you develop the kind of marketing campaign that sticks in the memory of your local community.

But there are other ways to go about it. For instance, providing a charitable or social service is a great way to foster that trust within the community and build brand recognition in your audience’s eyes. Think about it: if a local business participates in rebuilding a hospital or providing aid to those affected by a massive storm, aren’t you more likely to see them in a positive light?

Not only is your business doing a great deed by participating in community events such as these, but you also build that all-important trust within the community. Every little bit helps, and by helping your community, you support your business’s image within that community.

Provide Social Media Access to Consumers

We touched a little bit on Facebook above, but it is crucial to not forget about the other forms of social media for construction workers. These are rapidly growing mediums where users spend lots of their time. Because so many people hang out on social platforms, you have a far greater audience to reach when using platforms like Twitter and Snapchat potentially.

Creating engaging, local advertising for users on those social media platforms is a great way to connect with them. Not only that, you can spread the word on sales and specials, even using digital coupons to promote anything that you are looking to move in terms of services or products.

Any company with an effective marketing campaign will make the most out of social media’s reach. It also allows you to interact with your audience in a fun and laid back kind of way. You can make your company seem a little more laid back and “different” than others in the industry if you run social media accounts the right way.

Best of all? You can run an effective social media campaign for little to no money. That is the kind of voice and reach necessary for any company, and social media allows for that kind of reach without any additional costs. How can you beat that?

Construction Social Media Icons

Final Thoughts From Contractor Webmasters

Ultimately, it is crucial to figure out which of these methods work best for your company based on the marketing budget that you have, the size of your community, and a few other mitigating factors. The goal is to build brand recognition for your company within your service areas. However, you can do that in an effective way to market to your community.

The best thing about most of these methods is that they don’t cost a ton of money to implement, and you can get great results out of them without having to come up with some complicated, comprehensive construction marketing campaign.

Find ways to communicate with your community, to build trust and recognition with those within the community. When you can develop these things, you will see your company begin to grow and gain steam among local consumers.

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