Times have changed. Customers now go to the internet when searching for a contractor. Having a strong online presence is critical to winning new business in this day and age, so you need to make sure your digital marketing is set up to attract and convert leads. The internet continues to expand and the customer journey to finding their contractor is expanding as well. For your customers, their journey begins offline, with a problem; AC repair, heating issue, leaky sink, updated lighting, etc.
In this marketing for contractors guide, we’ll explore how the different customer journeys seek to solve their problem, how the different facets of digital marketing play into your customer journey, and ultimately how to set up your online presence so that your business becomes the solution to their problem. From creating an optimized website to ranking in local Google searches (SEO and PPC), social media, and advanced tactics like content marketing, we’ll guide you on the right path to a digital presence that captures your customers along their journey and turns them into customers.
Your website is the endpoint for your customer’s online journey, making building a professional website incredibly important. We will outline the options you have for building a website and a list of what should be included on your service business website.
Understanding how customers find service businesses is key when developing an online footprint. Every journey is unique, but follow a similar pattern of discovery, investigation, and call to action. As you build out your marketing plan you should walk through the process in the customer’s shoes. We will outline the 3 customer journeys, Google searches, social media, and contractor matching services.
SEO is a term that refers to making your website appear in relevant search results. This is the best way to establish a sustainable online presence. The algorithms are complex, but there are four key factors that you can control, and we will review, that will help you get the best rank possible.
PC is a term to describe any type of online advertisement that charges you per click of your ad. There are many different types of PPC ads, but the most effective ads for service businesses are Google Search Ads. They appear at the top and bottom fo Google search results when a user searches for a relevant query. We will outline why you need them and how to start.
Social media profiles can be used to interact with potential customers and build a stronger “online community”, but they aren’t the best for developing new leads. Use profiles, such as Facebook, as a platform to supplement your website with reviews, updates, and more human feeling content.
When you have a quality website you will boost your search engine rankings and build an image for your company that is professional and approachable.
SEO is the strategy for optimizing your website so it appears in relevant search results. When you need an electrician, you go to Google to search for a local electrician. The goal of SEO is to be at the top of the list returned. When this happens, you are more likely to get the click to your website and the call.
Before hiring a service business your customer will read reviews. Make sure you snag reviews to share on your website and social media.
Why not try a new social media channel. Both Instagram and Pinterest are great visual tools. They are a great showcase for remodels (think before & after pictures) and new installations.
Since Facebook is one of the most-visited websites you know your customers are there. Start small and test running Facebook ads. Starting with a $20 budget can help you identify new leads and grow your digital marketing presence.