In part I of this topic we discussed some high level thoughts on how contractors can manage online marketing and the benefits of doing so. In part II we’ll dig deeper into some more tactical elements of online marketing and provide some tips on which elements you should tackle yourself and how you should go about doing so.
Social Media
“I’m a contractor, what do I need social media for?” you might ask. Well, like it or not, social media is an avenue that many people, and potential customers, use to get information of all types. Facebook recently turned twelve. Twitter is ten. They’re not going anywhere anytime soon. And with a 100 percent greater lead-to-close rate than outbound marketing, we’d say it’s worth your time.
DIY or Get it done for you? Do it yourself, but don’t get crazy. Find which networks your customers are hanging out on (we recommend choosing 1-3), and post relevant and helpful content consistently. It’s important to find a sweet spot in the type of content and how often to post. Particularly on Facebook, if your content doesn’t engage visitors, it will be shown to less and less of your followers. Posting too infrequently or too frequently can also lower your engagement and result in lower visibility as well.
Google AdWords/Pay Per Click
Google reigns supreme in the search world. 80 percent of search results now contain AdWords placements. Be there, or be, well… a second page result (gasp!). Making Google AdWords even more important is the recent move to four paid listings atop many search results. At the end of February this started becoming the norm in many industries and will likely become more and more the norm moving forward. With more paid ads in place that means users are going to have to scroll farther and farther to find you in the standard organic listings.
DIY or GIDFY? It takes time to learn how to successfully navigate and capitalize on AdWords and PPC advertising. Our answer: GIDFY. Just beware the “do-it-all” firms — many will bundle AdWords and SEO into a website package or marketing deal when it’s not really their forte. Speak to several firms to compare what they have to offer and make certain your provider will allow you access to see your campaign in AdWords, Google Analytics or preferably both. If your provider fights you on this, that should be a big red flag. If you can’t see the guts of your campaign you can’t see exactly how much is being spent on your campaign or what ads they’re utilizing as they’re spending your budget. Helpful hint: AdWords can get very expensive if you don’t monitor it closely, and it may not work in every industry or market. So if you want to go down this path, start slowly and pay close attention to tracking your results.
Online Directories
We’ve riffed on the importance of being listed on top-notch directories like Angie’s List, HomeAdvisor, and more before. Directories allow clients to review your firm on the web and open you up to audiences you wouldn’t reach otherwise. We do suggest, however, that if you’re going to take the time and/or spend the money to be listed in some of these directories that you take the time to fill out your profiles as completely as possible. If someone’s window shopping for a contractor you want to put your best foot forward and make sure that you’re the one that gets the lead.
DIY or GIDFY: DIY. Easy peasy. Allot a few hours to set up your profiles and fill out the listings all at once. Helpful hint: If you have pictures of some of your work make sure to include in your listings and profile as visuals are a very effective way to appeal to potential customers.
Here are some good examples of well done directory profiles: Houzz, HomeAdvisor
Blogging
A great way to demonstrate just how good you are at your craft is to share your knowledge on your website. A blog is an excellent way to do this. With a blog you can share your work, discuss your thoughts on industry trends and explain more about your services in as much detail as you’d like. So, for example, if you’re an insulation contractor, you can go into detail on what types of insulation works best. These sorts of posts can do a lot for you as they can bring in new traffic from search engines, help answer questions for prospective customers, and make your site an authority location for valuable information about your industry.
DIY or GIDFY: You’re the expert, so at the very least you want to be involved in the management of your blog. The best bet is to do this yourself or help provide guidance to a writer so the content properly represents your company and is aimed at your target audience. Set up a content calendar that you or your contractor can work off of to ensure you keep things updated. To make sure you never run out of ideas, you and your team can keep a running list of frequently asked questions from your customers. Helpful hint: If you’re short on ideas try using online tools like Answer the Public which will generate frequently Googled questions around a specific topic. Just type in some industry terms and see what people are looking for.
Display Ads
AKA banner ads. Banner ad click-through rates average higher than TV response rates, outdoor rates, and radio advertising rates. The secret is making sure you don’t throw your budget away by running your ads in front of the wrong audiences on the wrong sites.
DIY or GIDFY: If you don’t have someone in house that has experience with this, GIDFY. Farm out graphic design to a local web or print shop, or research whether the sites you’re looking to advertise on will do it for you.
Let us help you decide
Hemming and hawing can’t help you get things done. Deciding on a DIY approach or going for the GIDFY mentality can get you started on making game-changing moves in your online marketing, resulting in streamlined processes, increased lead generation, and skyrocketing revenues. At JobFLEX we’re not just about assisting contractors with job estimating, we’re all about helping you build your business. Check out our resources and be sure to try out our app on Google Play.
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