Contractor Marketing Tips & Articles – Marketing for Contractors
Below you will find useful tips and articles about online marketing and contractor marketing principles.
Two of the biggest “up-and-comers” for Google and marketing professionals have been 1) Google Local Services (recently rebranded from their original name “Google Home Service Ads”) and 2) major improvements to additional opportunities for searching via voice. Now – those two big marketing news stories overlap. Very soon – when you’re talking to your Google device, you’ll be able to ask for a home improvement service and get results directly from Google Local Services.
With the end of the year fast approaching, many contractors take the holiday time to recoup, regroup and evaluate how their past year was successful and what things they need to do to continue to grow their company.
As a marketing agency focusing on contractors and the home improvement industry, the latest changes to Google have been constant this past year. The buildup of Local Services (formerly home service ads), the growth of mobile searches and the push for internet security have led Google to two main objectives:
- How to make the most money on the basis of search results; and
- Provide the best experience and accessibility for users
All of us understand the importance of continual education and constantly improving your skills as related to the technical performance of your business. Most of us understand the need to maintain and upgrade the physical equipment and tools of the trade that are used in your day-to-day operations. And again, a good number of us understand the importance of fostering and maintaining past customer relationships for the sake of positive top-of-mind awareness amongst other things …
Most small businesses understand that customer reviews are a major component of maintaining an online marketing presence and getting new customers. The 2017 BrightLocal Survey helps to put some good math and hard numbers behind this – which helps us to make better decisions and remind us of how absolutely vital customer reviews are to the process.
Reviews In 2018
In the past year we have gone over the importance of generating online reviews in 2018, why you should get reviews, how to handle bad reviews and we even now provide your own review management system.
Online reviews are not only important for your digital marketing presence, it also allows users to make better decisions… The BrightLocal 2016 Local Consumer Review Survey discovered the following information when it comes to users and online reviews:
- 84% of consumers trust online reviews in 2018 as much as a personal recommendation for a business, product or service.
- 91% of consumers read online reviews.
- 74% of consumers say that positive reviews make them trust a local business more.
- 50% of people now read online reviews regularly, compared with just 33% in 2015.
- Only 9% of consumers today neglect to read online reviews, compared with 29% in 2010.
- Just 5% of consumers say they don’t pay attention to online reviews. This is down from 11% in 2015.
If you’re like most of us, you simply cannot stand that holiday displays come out earlier every year. But there is a reason why stores sell Christmas trees in September – It is important to get your efforts out ahead of the game. Even though there isn’t a turkey in the oven or snow on the ground yet, you need to get your holiday marketing ready ahead of time – and here are 5 ways that you can do just that.
Do you have a SSL certificate? Do you even know what that is?
As we discussed last week about Home Service Ads and how Google is monetizing most of the first page of search results, they are also making changes which make it better for the actual user. Google loves its users and is trying to create more security for its users, by changing not only the requirements for websites, but also including these requests into its own search algorithm.
In a nutshell what Google is looking for is a faster, secure, user-friendly website.
If anyone remembers Google’s ‘Mobilegeddon‘ back in April of 2015, when they started “requiring” websites to be mobile responsive in order to rank well in searches. then you may be familiar with Google’s new request. SSL Certificates.
Even if you haven’t run your own paid online marketing in the past, you’re likely aware of common “PayPerClick” elements – like banner ads on website and text ads in search results. You may even know a little bit about those retargeting ads that follow you around the internet. But many contractors and business owners are not aware that Call-Only PayPerClick is an option that should be considered in some specific circumstances.
So What Exactly Is Call-Only PayPerClick?
You can probably guess by context clues exactly what it is. Instead of a display banner or a text based call-to-action that leads to a landing page on your website with a method of capturing a customer’s email address for a lead – call-only PPC ads only appear on smartphones. They feature a much simpler call to action; when users interact with the ad, it loads the phone’s dialer so that a prospective customer can simply tap the dial button and get connected.
The times they are a changing! Without any notice or warning, Google is implementing their Home Service ads through multiple areas and it appears that it will be covered everywhere by the end of the year. Though we have seen many bugs, limited documentation, and issues, this may be where the Local Pack goes to die.
AUTHOR’S NOTE: When this article was originally written, Home Service Ads was the name given by Google. However, recently Google has changed the name of these types of Ads to Google Local but they still function exacty the same.
Unlike other Google tools and features, Google isn’t announcing where they plan on rolling the Google Home Service ads out. Currently, there isn’t even an updated help article. Google’s signup page is also inaccurate, as it only lists cities in California, even though they rolled out to Philadelphia, Atlanta, Phoenix and Seattle over a month ago.
Managing your online marketing presence is much more than getting a website up and running. How people talk about you online shapes your business persona; that’s why getting clients to commit to contractor reviews should be a major part of your marketing efforts.
Good reviews can be cyclical – You get a positive review, you get more customers, they leave more reviews. As contractor review count grows, more potential clients with no previous context about your business will see some great social proof that you can be trusted with their hard-earned money.
Bad reviews or a lack of reviews may send prospective clients to the inbox of your competition.
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