Contractor Marketing Tips & Articles – Marketing for Contractors
Below you will find useful tips and articles about online marketing and contractor marketing principles.
Customer service is about making connections. The business to customer bond can’t be instantly created. Sometimes, a strong connection can be forged when a business goes above and beyond to satisfy a previously disgruntled customer. A feeling of trust can be instilled when businesses honestly take care of a customer’s well being in an opportunity where they could have easily been overcharged. While cleaning out a condensate line isn’t as profitable as an air handler replacement, when customers realize they have been treated with respect and dignity – that value over time + the boost to your reputation can have a much higher impact on your bottom line than that one single install.
However – just like any relationship, even the strongest trust and admiration cannot be maintained in silence. You have to constantly be working on your customer relationships to nurture them. Otherwise, if you never call or never write, they’ll forget about that one time you came to their house at 3am to fix that leaky pipe – They’ll just call the first plumber they find for their next project.
Running a small business means that you are constantly juggling your work and personal life responsibilities. Especially difficult when operating a small business is being able to take care of today’s tasks at hand while also looking out for the future growth of your business. Let’s discuss a few simple ways that you can try to maximize your time with a few productivity hacks and ideas to keep your business in order while keeping your sanity in check.
First – A Disclaimer. “Keeping An Eye On The Competition” doesn’t mean you should copycat your client’s every move. We’ve discussed before that ripping off your competitor’s designs doesn’t equate to inheriting their success. Overall – to do well requires that you be more proactive and customer-centric. That being said, being aware of the competitors in your area can make sure that you avoid blindspots in your business operations while being able to perhaps take advantage of the weaknesses of other companies that service your area. Let’s discuss a few tips for keeping an eye on the competition.
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.
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.
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