Contractor Marketing Tips & Articles – Marketing for Contractors
Below you will find useful tips and articles about online marketing and contractor marketing principles.
Why is it important that contractors get Google reviews after every job? Ask yourself this question, “When I search for products or services, do I look for reviews to help me make my decision?”. For most people the answer to that question is a resounding YES. If your company does not have reviews, and the phone is not ringing, well the lack of reviews could be a factor.
Three Reasons Contractors Should Get Reviews
- First: You can use reviews in your marketing strategy. Customer testimonials are a powerful tool for influence. Often times a positive review is all that is needed to persuade a customer to make a purchase decision. On the other hand, a negative review can have the opposite effect. Negative reviews are not always a bad thing if you take time to reasonably respond to them.
- Second: Reviews give you insight into what is working and what is not working on the job site. As a contractor, you can identify those things that are positive and capitalize on them and you can also identify those things which are negative, and work on improving that area of your business. Negative reviews are still a necessary evil.
- Third: SEO – We’ll discuss this more below, but suffice it to say that customers are not the only ones interested in reviews. Contractors should get reviews because it can ultimately help with your search engine optimization. Search engine robots have developed an affinity for reviews too.
Where To Get Reviews
There are multiple places contractors can solicit reviews. You have Yelp, Angies List, Houzz and Google to name some of the more popular ones. The question now becomes, which is the most important one to get reviews on?
Importance of Google Reviews
According to Search Engine Watch, Google controls almost 68% of the total search traffic on the Internet. Google reviews also are a local listing ranking factor according to a MOZ Local Ranking Factors article. The review signals account for 8.4% in Google local ranking factors and is based on; (Review quantity, Review velocity, Review diversity, etc.)
Why Reviews Are So Important
Google Review Stars Bring Clicks
Another thing Google will do once you have 5 or more reviews, they may start displaying the yellow stars from the reviews when your site shows up in a search result. These stars can be the difference between someone clicking through to your site or not.
Reviews Bring Bounty
There is much more to getting a Google review than just search engine positioning. People read reviews and often consider them as good as a personal recommendation. A potential customer is more likely to hire a contractor that has some good positive reviews. Reviews build up the trust factor for local businesses. Therefore a customer is more likely to hire a local business that has some good reviews.
Customers use reviews to gauge the reliability, expertise and professionalism of business before they hire. Contractors who have no reviews showing these categories are less likely to get a phone call.
While getting reviews wherever you are able to convince customers to leave a review is good, getting them to leave a Google review is better because it can directly influence your site’s position in the local search results and can entice more clicks from search results when the stars start showing up in the search.
Getting Started Getting Reviews
So now that you are convinced that contractors should get reviews, the question now is, “how do I go about it”? Getting reviews is easier than you may think. The best way to get positive reviews is to contact you loyal customers and ask for one. You can direct them to your website and ask them to click on the “Write Review” link in the footer of your website. This will take them to Google to leave a review.
Secondly, you can automate soliciting reviews with our Online Review Management System. All you need to do is collect your customer’s email address at the job and enter it into the review management system, and your customers will be notified by email and asked to leave a review. This review management system will not only ask to leave a Google review, but can be assigned to ask to leave a review at other places you may want reviews posted such as Angies list, Yelp, Houzz and more. If you don’t already have our Review Management System, today is a good day to sign up for it.
What tips or tricks do you use to get reviews for your business? Let us know in the comments, Facebook, Twitter, or Google Plus!
One of the things that is most upsetting to both online marketing companies and – well, pretty much anyone who has ever operated a website – is the amount of SEO spam emails you receive that come from “SEO Companies” trying to “fix your website”. Unless you are specifically being targeted as a sales lead – the overwhelming majority of these SEO emails are inaccurate and inauthentic.
Given that we operate multiple websites, we see a large number of these emails and reports come through. Let’s talk about why you really shouldn’t pay much attention to these sales tactics and what you should be doing instead.
Whether your neck of the woods is starting to warm up or if there’s still snow on the ground, it’s time to get ready for the warm weather season. So even if it still doesn’t feel like Spring, it’s important to prepare your Springtime marketing materials and business plan to be ready to hit the ground running. Get your marketing in gear and “Go Green” to capture the moment!
When you’re at a customer’s home or business, you’re there to do work – not a photo shoot. But taking pictures of your work and documenting what you do for each job is essential if you want to market your business online.
Why You Should Be Taking Pictures Of Your Work
- It signals Google that your website is constantly updating itself, which is good for SEO, branding and marketing. It’s almost like a blog, except it’s much easier because you are already doing this work for money anyway; why not capitalize on your work further down the road?
- It widens your footprint on the Internet with consumable content; people love to look at things. Regularly adding collections of 10-20 photos to your website each time you finish a job gives people a reason to become more familiar with your business. Each job should have a page with photos that cover all stages of the job – the before, during, and after photos – accompanied by a description of what happened.
- You build a collection of valuable pages on your website which you can strategically share on Facebook, in emails, or with other online audiences. You can use these other channels to promote your work and drive traffic back to your site.
- You can use these project pages to instantly answer every customer’s question: “Can I see examples?”
If you’ve run a business for any length of time, you know that finding new customers is difficult. New customer acquisition is more expensive and time consuming than customer retention. It would make sense, then, to maximize on your exposure and try to maintain customer relationships. Unfortunately, we find that many people do not do just that! You could be sitting on a gold mine – but if your existing customer contact information is sitting there collecting dust, you are letting it all go to waste.
Simple Tips to Maintain Customer Relationships
Luckily, there are a few simple ways to maintain customer relationships. Here are four simple ways to keep in touch with your existing client base and take advantage of the time spent capturing those customers and the years of skill development required to WOW those clients.
Search engine optimization, pay per click campaigns, social media, email marketing, and print materials can all get prospective clients to your website – but what they do when they get there is a whole other story. Improving your website conversion means having to consider many onsite factors (which ultimately extends to a few offsite factors as well).
How Do I Get My Website To Convert?
Converting website visitors to customers requires that your website’s call to action is clear and that your methods of contact are easy to access. Your website must demonstrate trustworthiness as a business and feature your experience in your industry. In the end, it is a combination of UX and UI (user experience and user interface) that will get visitors converting to customers.
If you operate a business, you’re going to get questions. Sometimes you’ll get the same questions over and over again. To your industry, it is everyday stuff – the in’s and out’s of your job. But to a layperson, it’s all brand new. You probably have answered the same question 100 times over. “Why should I use this material?” “Why does it have to be done this way?” “What do you mean it costs that much?”
These questions can be a gold mine for you and your website. Answering common questions as presented by your potential clients lays the groundwork proving that you are an established industry expert – with the know-how and skill set required to get the job done well. Let’s think about a few ways that we can answer your client’s most common questions to build your brand.
A great marketing tool our clients tend to overlook is our monthly contractor email newsletter. It’s one of those “goldilocks” of marketing – it’s not too overbearing and it’s not too expensive. It’s just the right amount of regular communication with your customer base that keeps your brand and service out there in a cost effective manner. Not to mention, it’s one of those marketing tactics that’s been around since email started. While technology is constantly changing, this is one of those tools you can still count on today to help you out.
“How Do I Get My Contractor Business on the First Page of Google?” – We get asked this question a lot.
The answer is really simple; it takes hard work and cooperation among a group of experienced people with purposefully and uniquely varied skill sets.
Can anybody guarantee your contracting business can remain as the first search result on Google? No. Absolutely not. But if you follow the three guidelines below, keep at it, and communicate with your web team, you can certainly stack the odds in your favor to obtain and retain a top position on Google.
If you are your own boss in the construction industry, you likely started off in the field, worked your way up, and one day decided to hang your own shingle (roofing pun intended). Whether you’ve operated your own company for 10 years or 10 minutes, it is to remember that running a contractor business is vastly different from working a job.
Running A Contractor Business v Working A Job
- Business Management – Taxes, People, and Money
- Jobs Are Day-To-Day, Businesses Look To The Future
- Businesses Require An Investment: Time or Money
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