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As a contractor, you already know the importance of having the right tools for the job. Well, your digital marketing toolbox should be as well-stocked with useful items as your physical one. A strong digital marketing strategy can help you grow your business, bringing in fresh customers and the reviews that keep your business relevant.
Any contracting business operates on the strength of their reputation, but that good reputation that you’ve worked so hard to build is useless if nobody ever hears about it. Digital marketing can put your brand in front of local customers who are seeking the services you offer. If your internet presence is polished and appealing, new clients are simply a click away—but what can you do to improve your digital marketing toolbox?
Here are some must-have tools to add to your collection:
Search Engine Optimization
Search Engine Optimization (SEO) is vital to your digital marketing strategy because, if done well, SEO will put the name of your business at the top of relevant searches. The best part about SEO is that it generates leads organically, based on keywords.
You can augment your SEO marketing with pay per click and other paid advertising, but a well-executed SEO strategy will bring in customers for free! SEO marketing is based on keyword optimization. You can use programs like Google Keyword Planner to research the keywords and phrases that will work best, and then optimize your website by creating content based on those keywords.
Content can be anything from blog posts to service offerings, just be sure not to sacrifice the quality of your content in favor of stuffing in as many keywords as possible. Content that is informative, helpful, and well-written will do more for your business than something hastily cobbled together to boost your keywords. Your aim should be to build confidence and trust with your audience.
Nearly everyone is on social media these days, making it a perfect place for you to boost your brand visibility. It can be difficult to determine the return on investment where social media marketing is concerned.
First, make certain that your information is accurate and consistent across all platforms. Your profile should include an informative and inviting description of your business and services, a good picture of your business from the outside, and updated name, address, and phone number.
For sites like Facebook, it is important to engage with your customers. You can post before and after photos of your latest projects as well as day-to-day stuff. Keep it upbeat, informative, and engaging—don’t just use it to advertise! Make sure to answer comments and always reply to reviews.
Reviews are vital to the success of your digital marketing strategy. Statistics show that 84% of people trust reviews as much as a personal recommendation, which means that you should make reviews a priority.
Much like social media, your first step is to register with appropriate review sites like Yelp. Make certain that your profile is engaging and consistent across all sites. The two biggest things you need to remember about reviews is that you need to ask for them and you you need to reply to them!
Most customers won’t write a positive review if you don’t ask for it, so make sure that you are asking your customers to leave a review after each job. Customers may still forget, so it may be worth using review manage applications that remind customers to leave reviews.
After customers leave a review, thank them for the review and try to resolve issues that cause unfavorable reviews. By showing a personal interest, you are demonstrating to future customers that you are willing to go the extra mile to make certain everyone is satisfied with your work.
Generating new leads can be tricky, but new leads are what allow a business to grow and thrive. There is no greater mistake that small businesses make than to ignore the value of lead generation. Unfortunately, there is so much information out there that it can be overwhelming to handle on your own—especially if you are already busy running your business!
Lead generation comes in many forms, and it is important to find the one that works for you. Whether you are currently buying leads from a lead generation company, working with an agency, or handling your own marketing, the chances are good that you’ve already experienced your share of disappointment.
Ideally, you’ll want to find an agency or service that only charges for valid leads. By engaging the services of a professional agency, you are simultaneously taking the pressure off of your marketing team, if you have one, and investing in your business!
With good SEO driving your business to the top of the search rankings, a strong social media presence to encourage trust and feedback, a steady stream of positive reviews to keep your business relevant, and great lead generation bringing in new customers, your business is guaranteed to succeed!