Contractor marketing: 11 easy tips & ideas for 2022
Article by Kim Barloso Last updated
Let me guess:
You’re spending most of your time serving clients on the ground. You’re generating leads, but you want to grow your client base. You need a systematic contractor marketing engine that can reliably get you in front of potential clients.
As a contractor marketing agency, we have numerous contracting companies build a consistent stream of leads and conversions. In this article, you’ll learn the exact steps to DIY marketing based on our contractor marketing expertise.
11 contractor marketing ideas for 2022
- Create a digital marketing strategy
- Build a contractor website
- Conduct an SEO audit
- Run PPC campaigns
- Target local search
- Encourage customers to review you
- Pursue social media marketing
- Leverage videos
- Consider paid advertising in directories
- Do email marketing
- Measure your results and iterate your strategy
Most contractors pursue digital marketing without a plan. They sporadically send out social media posts and make one-off changes to their website. It’s difficult to get results from such unsustained efforts.
Instead, begin by documenting a cohesive digital marketing strategy that aligns with your business goals. Also, keep a consistent message across all marketing channels to represent your brand. Here’s a quick tutorial on how to outline a strategy:
As per a 2021 Statista report, 64% of the combined data traffic worldwide comes from mobile devices. If your site only works on desktops, most of your audience will abandon it.
There are various website development tools in the market to build responsive websites. However, at On The Map Marketing, our contractor website design services rely on custom WordPress websites. It offers many responsive themes, and out-of-the-box “plugins” are available to extend your contractor website’s functionalities.
Here’s a quick tutorial for you if you’re a first-timer who wants to build a WordPress website for your contractor business:
3. Start contractor SEO
SEO is one of the most effective channels to get compounding returns from marketing. The cost per lead compared with other channels is also pretty affordable. So as soon as you get a website, put together an SEO strategy.
Most contracting businesses have dabbled with SEO a bit. So I recommend you begin with an audit.
As a premier contractor SEO agency, we always begin our client engagements with a free contractor SEO audit. It entails comparing your website against top competitors ranking for lucrative money keywords in your industry. Here’s an example:
If you want to do a quick audit, here’s a 20-minute Ahrefs tutorial.
The broad idea is to craft a custom SEO strategy based on your weaknesses to get at par with your competitors.
Here are a couple of nuances to it:
The number of referring domains to your website is an important factor that determines your search rankings. For our contractor prospects, we evaluate the difference between you and the competition. Then chart out a strategy to build links to match their authority.
You can use SEMRush’s backlink gap tool for the same.
In the example below, we plugged links of three roofing companies in Manhattan, New York. And we’re considering that we want to find the gap for “Skywardroofing.com”:
On clicking ”Find prospects,” we see a list of referring domains Skyward Roofing can target:
From here, you can incorporate a link building plan to fulfill the gap between you and your competitors.
If your competitors have a lot more indexed pages, they might have a lot more relevant keywords they rank for. This can lend them more leads and customers.
For instance, for a prospect, we found their website had 58 pages indexed vis-a-vis a competitor with 481.
Next, you can dissect the competitor’s content strategy by evaluating the currently ranked pages via a tool like Ahrefs. Then target their keywords via new website pages and expand the “topical authority” of your contractor’s website.
Pay-per-click or PPC is an advertising method where a business places ads on a digital platform — such as Google or Facebook. The advertiser (i.e., you) pays the platform every time your prospective client clicks on your ad.
Google Ads, though relatively expensive, can deliver the highest quality leads for your business. They are a ticket to the top of the search results and get business while your contractor’s SEO efforts have still not started bearing fruit.
Our contractor PPC services focus on creating custom landing pages for every campaign and crafting benefit-driven ad copy — which we have found pivotal to PPC success. Here’s a video tutorial on how to leverage Google Ads:
5. Dominate local search for your primary business locations
Here’s an example of a local 3-pack for the search term “Manhattan home repairs.”
A local 3-pack contains:
- Location (shown on map)
- Google My Business rating
- Phone number
- Operational hours
Do you know the locations your contractor business is ranking for those commercial keywords?
Our SEO audits to come with a free analysis of how your Google Business Profile is performing across your primary and secondary locations. Here’s what it may look like:
Claiming your Google My Business listing is the first step towards ranking in the local 3-pack.
However, local SEO relies on a bunch of ranking factors. Here’s what local search marketing experts said in a Whitespark survey:
To begin your local SEO efforts:
Ensure your company’s name, address, phone number(s) + website (NAP + W) are correct and consistent across online directories and your company website.
Beyond that, you need to build local citations, create local content for your website, and optimize your Google Business Profile.
A 2022 Brightlocal Consumer Survey found that 84% of consumers pay the most attention to reviews for service-oriented local businesses like contractors.
Reviews are super important to your local rankings as well. Here’s how to ask customers for them:
The above survey revealed that 12% of consumers say they left a review every time a business asked them to do so.
So don’t hesitate to ask your customers for reviews, but remain careful. Google’s review policy states that businesses should not offer incentives in exchange for reviews.
Let’s look at the different methods of collecting reviews as part of your contractor marketing campaign.
Asking for a review in person is ideally done after the customer receives a service. Some businesses ask customers to complete a satisfaction survey on-site (customer’s home or office). If you have the budget, you can supply your contractors with tablets so customers can write or answer the review on the spot.
Another option is to provide a link to the survey or a QR code so customers can do it on their own time.
2. Through email
Review requests should be a part of your email marketing campaign. A review request via e-mail can be something like this:
Following the format above, your email review request should point your customer to a link where they can write the review. Be courteous and thank the customer for their time.
3. Over the phone
Getting on a call with a customer to ask for their feedback adds a personal touch to your business. A script or template is useful if you don’t know what to say the first few times.
An example script would be:
“Hi, [customer’s name], we’re so glad to have helped you with [service]. If you don’t mind, we’d love it if you wrote a review on [link to review platform]. Thank you in advance for your time. Hope to serve you again soon!”
1. Via SMS/text message
Some customers prefer getting a text/SMS, so don’t discount this method. Sending a text message to your customers might look like this:
Remember to respond to both positive and negative reviews as soon as possible. Doing this builds your online reputation despite getting negative feedback. To keep reviews positive, listen to the top complaints of your customers and find a way to fix them.
Reinforce your online presence with a clear and consistent social media marketing strategy. Social media platforms can help you reach your target market and generate leads.
Your social media posts should always promote your contracting business whenever possible. Here are some live social media marketing ideas.
Tips and tricks
Toronto contractor company Rendoodle posts tips on home repair and renovations on their Twitter page as part of their social media marketing campaign.
Share your latest project
Showing your projects can give prospective customers a clear visual of the level of service you can deliver. Chicago construction company MNJ Construction uses social media to share details about their latest project.
Post before and after photos of a project
Before and after photos are one of the best contractor marketing ideas to showcase the quality of your work. Door and window contractor Cover Glass USA’s Facebook updates include before and after shots of their project, attracting clients with its social media marketing strategy.
Share your latest blog post
Educate your readers by sharing your latest blog post on your Facebook or Twitter to your target audience. Nashville’s The Porch Company does this on their Facebook page while promoting their specialty of building beautiful porches.
Video marketing is rising, and more companies are adding it to their content marketing strategy to reach their target audience. It also need not cost hundreds of dollars as creating engaging videos for contractor marketing is now possible using a smartphone’s camera.
Help your audience solve everyday problems with tutorials and tips covering your contracting business expertise. Handyman company All The Fixins posts helpful guides on their Facebook page like the one below:
Project/construction site behind-the-scenes
Showing your team at work is a great way to build trust with potential customers. The video below from New Way Developers is one of the many behind-the-scenes videos they post on their Facebook page.
Testimonials do a great job of convincing prospects that you are the right company to hire. In this YouTube video, ProMaster Home Repair of Cincinnati, Ohio, uses a customer testimonial for their video marketing campaign.
Most popular local directories like Google My Business, Yellow Pages, Yelp, and Facebook are used by many businesses as part of their online marketing strategy. On the other hand, directories like Houzz, Home Advisor, and Porch are specific to construction services and should be used in contractor marketing campaigns.
While you can list your contracting business on these sites for free, there are also options to use paid advertising to quickly generate leads and acquire new customers.
Here’s what a paid ad will look like on Google for the search term “roofing service Brooklyn.”
When clicking on the information icon next to Sponsored, you get this text box that explains how Google screens local businesses that publish sponsored ads on its platform.
Here’s how you can use Google Ads to promote your contractor business.
Sponsoring local events and trade shows can also build brand awareness outside online marketing platforms. These events can help you get business leads that your online marketing campaigns might have missed.
The Nashville Home Show, for instance, takes on many sponsors from interior design firms to home builders during their expo. In the post below, they mentioned two of their sponsors for the event.
Learn about trade events in your area and contact the event organizer for sponsorship deals. You can check out this list from Autodesk for events from 2022 to 2023.
Email marketing should be a part of your digital marketing campaign if you want steady business growth. A Barilliance study indicates that almost 18% of opened emails result in a purchase.
To start, you would need email marketing software like Constant Contact or Aweber to store and organize your subscriber list and send automated email sequences.
Next, you need to build your email list. Install an opt-in form on your website to collect subscribers to your list. You can have a web developer do this or use WordPress plugins like Optinmonster and Bloom.
Pick a strategic spot to place the opt-in form on your site. It can be a pop-up on your home page, a sidebar that shows up on the right or left of your website, or on the bottom of your blog posts.
Tiny house builder Tiny Heirloom installed a pop-up opt-in form on their company website to encourage visitors to sign up for their email list.
Once you have an opt-in form setup, the next thing to do is write your emails. Some standard email marketing content are:
- Thank you email – An automated email sent to a new subscriber
- Blog post update – A standard email sharing your latest blog post
- Customer satisfaction survey email – An email asking a customer to give feedback or write a review
- Triggered emails – Triggered emails are emails sent based on a customer’s action. Most email marketing software can create triggered emails using an automation workflow.
Emails made using an email marketing tool are trackable. You can analyze email marketing performance metrics like open rate, click through rate, and conversions and improve your digital marketing tactics.
It’s important to know if your contractor marketing is working or not. Fortunately, most digital marketing methods are measurable.
What do you need to measure? Most marketers use a standard set of key performance indicators (KPIs) to assess the effectiveness of their digital marketing campaigns, but they don’t always apply to contractor marketing.
Instead of measuring conversion rate, focus on whether or not the website visitor took your call-to-action (CTA). In most cases, a contractor’s website’s CTA compels the prospect to call. This is why contractors put their numbers in a highly visible area of their home page.
You can use a free call tracking tool like Google ads or a paid one like Callrail to track website call conversions.
Knowing where your website traffic is coming from is essential to inform a winning digital marketing strategy. Using Google Analytics, identify your valuable and relevant traffic source (within your location) and focus on boosting your visibility on those sources.
Learning which pages people visit the most on your website helps you improve and optimize them to get more leads. You can use Google Analytics and go to Behavior > Site Content > All Pages.
You can conduct an on-page SEO audit for these pages, so they rank higher in search while delivering the best user experience.
An effective contractor marketing strategy should target the right audience on appropriate channels. Further, your content plan should address each stage of your customer’s journey. Lastly, you should have a way to measure and analyze important metrics from your contractor marketing campaigns to improve your digital marketing performance.
If you’re short of time and want us to take care of contractor marketing for you, then don’t hesitate to contact us.
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