Contractor marketing has changed in the past 10 to 15 years. Back in the day, you could run a few print ads, maybe put up a billboard, and some lawn signs, and you'd have plenty of work. Today, traditional marketing doesn't drive business the way it once did.Most of your customers are doing their research and making their buying decisions online.
To compete in the construction marketplace, you need an online presence. Contractor marketing and contractor lead generation have become all about using digital marketing techniques like creating a user-friendly website, utilizing pay-per-click advertising, blogging, email marketing, and SEO for construction companies.
In this post, we're going to look at some techniques, tactics, and tips for contractor lead generation that are easy to implement and require a small investment in time and money.
While contractor marketing and lead generation have changed, what hasn't changed is that you need to meet your audience where they are. Today that means online.Even if you're a commercial contractor, most of your targeted customers are getting their information online.
What exactly does that mean in terms of contractor marketing and lead generation strategies? Here are some contractor lead generation best practices that will work for you today, tomorrow, next week, and well into the future.
In construction,most business is local. One best practice for construction lead generation is to ensure that your company is listed in as many online search directories as possible.
The goal is to make it as easy as possible for residents to find you online. One great tool to use is Google My Business. This is a great resource for your business. Make sure to fill it out completely and include plenty of images and videos and it's great for local SEO as well.
The good news is that some applications like Yext will help you find listing opportunities for your business. This is a great way to ensure that your contact information is correct on all of your online listings.
In today's digital world, a cold call or a business card and sales pitch just don't cut it anymore.Like any customer-oriented business, construction companies need to focus on inbound marketing strategies, like content marketing, to generate leads. There are many content marketing opportunities out there, but you need to keep a few basic best practices in mind.
Start and regularly publish a company blog. If you're outsourcing or your team is writing the blog,consider branding it under the company owner's byline to build authority. Focus on creating relevant, unique content that provides your readers with value and the information they're seeking.
To be effective, you need to know your audience and the information they're seeking. Consider publishing how-to blog posts, tutorials on subjects related to home improvement, or industry news on new products or materials, basically anything that might interest a potential customer.
You might also want to consider publishing engaging video content – like tutorial videos within the home improvement space. Consumers love video content and linking to interesting video content in your email outreach can generate greater engagement.
No contractor lead generation strategy is complete without a little about SEO for construction companies. Search engine optimization or SEO is a technique for making your content more visible to search engines.
This is done by including keywords and phrases (also known as long-tail keywords) relevant to your business in your content, including web pages, blog posts, image tags,social media posts, and more.
To rank your website,search engines scan your content for relevance. The way they determine relevance is by looking for keywords. By consistently creating unique, informative content and naturally using these keywords in your content,you can improve your search ranking and drive traffic to your website over time. SEO for construction companies is an Important contractor lead generation tool to include in your marketing toolkit!
No contractor lead generation strategy is complete without email marketing. When it comes to best practices, there are some strategies that contractors can put in place to get more sign-ups and grow your email list.
One of the best tactics for contractor lead generation is to incentivize your audience. For example,creating and offering premium content like reports, eBooks, or white papers in return for your visitor's contact information. As a construction company, you can offer your visitors information that aligns with their needs and pain points. For example, homeowners' guides, like how-to guides for waterproofing ashed, building a deck, or properly caring for marble counter tops.
Another contractor lead generation best practice to use when gathering information is to ask for your visitor's email and first name. As you build a trust relationship, you can ask for more information. Personalizing your contacts with even just the recipients first name can boost open and click-through rates.
Contractor lead generation is a process and a strategy that relies on inbound marketing techniques. Contractor marketing best practices can help you grow your brand, increase your leads, and build your business.
Contractor lead generation is an affordable targeted approach to marketing. By incorporating these techniques into your marketing strategy over time, you'll see an increase in traffic, sales, and profits!
Maxine has extensive experience in the digital space and in driving positive experiences for clients. Her background touches large companies, where she successfully led marketing teams through grownd-breaking initiatives.See All Works
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SEO for construction companies consists of optimizing your content to make it more visible to search engines.
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