Marketing, Strategy and Tips to Grow Your Contractor Business

It can be tough sometimes to grow a business.  You are an expert at contracting, not marketing, right?

If you are struggling with how to bring in new, consistent business, here are some ideas for you.

Your target audience is looking for your services online, especially now.  Did you know that in 2020 there were more than 1.6 million online searches for contractor services each month? That’s a big number and it is only getting bigger.

The best way to get people to find you easily online is through a good digital marketing strategy. The right plan can help you rank higher than your competitors, resulting in more calls and sales for your business.

Email marketing has been a go-to method for at least a decade now but new methods come out all the time.  It is important to keep up on the latest marketing tips if you are handling things yourself.  Things like chat bots on your website and voice optimization have been taking off like crazy lately!

Also changing is the number of people that decide online before they even reach out to you. They are looking in online directories, checking out reviews and asking others if they know you. And don’t worry about the competitive pricing point.  If you have fair prices, even if they are higher than your competition, you can still gain a lot of business.  Roughly seventy percent of U.S. consumers say they’ll spend more money to do business with a company that delivers great service.

Some of our marketing ideas include:

  • Having a great website design so people can easily find what they are looking for
  • Make sure you are utilizing SEO (Search Engine Optimization)
  • Pay Per Click (PPC or “paid advertising”)
  • Social Media Marketing
  • Email Marketing

A few tips for a good website build include:

  1. Be sure the site loads fast and is mobile-friendly. This means when someone types in the URL you want to make sure it comes up within 3 seconds or less and that it shows the way it should on whatever device the visitor is currently using.
  2. It needs to be secure: 94% of the sites on the first page of Google are HTTPS, which is not a surprise since Google has confirmed that they favor HTTPS sites. Talk to your hosting company to find out how to make your site secure if it is not already.
  3. Be user-friendly. Make it easy for the visitor to find how to contact you, see testimonials and photos of past work, and anything else that they may need to find quickly and easily.

Utilizing SEO

If you find that you are not getting enough leads or the right ones, you may need to enhance (or put in place) your SEO (Search Engine Optimization) strategy. Optimizing your website and local listings can make the difference between a customer calling you—or calling your competitor.

Optimizing your site and local listings for SEO will help you:

  • Define your target services and service area
  • Reach a larger audience
  • Drive leads using a targeted keyword strategy
  • Improve the quality of leads you get

Google’s algorithms change continuously so it is important to keep up on these.  It is often beneficial to hire someone that specifically handles SEO optimization and has a knowledge of what needs to change and can perform that task for you.  SEO strategy works by leveraging Google’s ranking factors so your website is at the top of the list of websites a person sees when they search for a particular service online. With proper SEO, your contracting company can be a top-ranked business on Google’s search engine.

Use PPC (Pay Per Click) Advertising

If you are looking for leads immediately, paid advertising is a factor you need to put into your marketing strategy to make that happen. Pay per click advertising (PPC) allows contractors anywhere to be found on the first page of Google right away.

Pay per click advertising works by placing your ad in front of people who are actively searching for your services. When setting up PPC you are bidding on certain keywords that pertain to the services you are selling so that when people type in these words your ad shows at the top of the page. It is important to make sure that where you are directing the prospect to go to in your ad is top notch on your website.

Social Media Marketing

Social media profiles help spread the word about your services online, even before customers reach your website. Here are a few of the platforms that you may want to have a profile on:

  • Facebook
  • Instagram
  • YouTube
  • LinkedIn
  • Google My Business
  • Twitter

Don’t forget to incorporate social media into your:

  • Website footer
  • Marketing materials
  • Brochures
  • Business cards
  • Email signatures

Social media will not produce overnight results, but can build up a following and a way for you to engage with current and prospective customers. Stay consistent with it. Social media continues to be a major factor for Google and other search engines to determine how your website will rank online.

You can also add in video on your social media platforms, which is a great way to get prospects to really see who you are as a person and company.  Be sure to limit videos to two minutes or less to make sure you don’t lose the viewer.

Leverage Email Marketing

Email marketing allows you to nurture prospects as well as keep in touch with previous customers and even get referrals from them.

Some email campaigns you may want to consider include:

  • Keep in touch with customers
  • Advertise specials, coupons, and exclusive rebates
  • Introduce new prospects to the business and how you work

Almost 50% of email recipients make at least one purchase a year based on a promotional email. If you want to generate and close leads with minimal investment, include email marketing in your online marketing strategy.

We hope these tips have helped you and remember, Contractors Insurance Agency is always here to help in any way with your insurance needs.  We are happy to review your existing policy, set up a new policy for you and help in an emergency.  Just reach out!


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