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New Year’s Resolutions and Marketing for 2018

contractor carrying marketing for 2018
As 2017 comes to a close and you look forward to 2018, take some time to give your online marketing a once over. What worked this year? What didn’t? Let’s talk about some suggested new year’s resolutions and marketing plans for 2018.

Keep An Eye on Local Services & Pay To Play

It’s been talked about a lot this year – and for good reason. Google Local Services (previously known as Home Service Ads) is the search engine giant getting into the pay per lead marketplace. It’s a big deal because of the reach that Google has and the placement of said ads. Local Services ads go above the map pack and above the organic search results.

If you consider the Local Services ads + regular PPC ads + advertised listings in the map pack – all of the results “above the fold” on a Google search engine results page is now paid advertising space. It takes a full mouse wheel scroll or swipe of your finger before you get to organic search results.
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The Twelve Days Of Contractor Marketing

contractor marketing

It’s the Holidays, and many businesses are reflecting on their previous year’s victories and planning for their next year’s success. While everyone is preparing their year end checklists (and perhaps checking them twice!) let’s go over our suggested Twelve Days of Contractor Marketing.

The Twelve Days of Contractor Marketing is a simple guide to 1) provide you with a simple actionable task to build your business and 2) to show you that you really do have time to focus on your business and your marketing – even during the holidays.
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Google Local Services and Voice Search – A Powerful Combination

voice search 1Two 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.
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Contractor Call-Only PPC: Is It Right For Your Business?

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.
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Google Home Service Ads Are Here To Stay

home service ads on a cell phone

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 Services but they still function exactly 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.
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What Really Is The Value Of Your Old Contractor Website?

Part of our full service online marketing includes a new contractor website build from the ground up. For new companies, that means a totally new domain name, writing, and photography is required. For companies that already have a contractor website, the idea of getting a new website is sometimes upsetting and off putting. Sometimes, the feedback sounds like…

  • “But I already paid for Wix for 2 years!”
  • “I paid my old web guy $5000 for this site just a few years ago”
  • “I like how it works now, can’t you guys just fix this one?”

So the issue here is really two fold. 1) Why does Footbridge Media need to create a new contractor website, even if you have a pre-existing site and 2) What really is the value of your old contractor website?

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5 Things Your Contractor Website Gets Wrong

five things wrong with your contractor website
Your contractor website is made up of many moving pieces. Any web company can throw up a site for you – but it takes some critical thinking and online marketing expertise to ensure your website is converting prospective users into leads and clients. Let’s go over 5 things that your contractor website gets wrong – and how to fix that.
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DIY Contractor Marketing: Should You Do It?

DIY Contractor Marketing
I’m sure that a fair share of your emergency service calls start with “I found how to do this on YouTube, but then something went wrong.” While DIY’s gone wrong are great for your business, in the end – your client is taking a small scale problem and turning it into a bigger (more costly) mistake.

Why does your customer bother to DIY then? Because, to do-it-yourself-ers and DIY weekend warriors, there is a potential cost savings. Instead of paying a professional for their years of experience, it is possible to save a few bucks today. And sometimes, for some specific situations, they can get by.

The same is true for businesses. Thanks to the resources of the internet, there are ways to DIY contractor marketing and your overall business operations. The same potential pitfalls apply, too. Let’s talk about what you should and should not DIY – and some guidelines to help you decide what you should in your particular situation.
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SEO Terminology & Basic Concepts To Better Understand Your Web Marketing

seo terminology
I certainly do not envy the amount of cold calls and marketing emails a small business owner receives. It’s a lot to digest. No later than one day after I signed up for my first domain name, I was bombarded with emails and phone calls offering to improve my business. They offered a variety of services from marketing to web design. All of this was extremely unwanted of course, yet the calls kept coming — and that’s just the way it is.

Understandably, clients often come to us with questions about their website’s performance. Sure enough, this happens because of high pressure cold calls, inflated SEO terminology, and misleading SEO reports. No one can escape it, but my hope is to alleviate some of the confusion and maybe even instill some peace of mind.
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Business Communication Do’s & Don’ts – Sent from my iPhone

business communication do's & don'ts

One of the most important aspects of any business is maintaining positive relationships with clients. Operating with consistency and communicating effectively will yield a better experience for your customers, so from time to time, it’s a good idea to put yourself in the customer’s shoes to gather an objective sense of how your brand is perceived. Competing with corporate entities that allocate enormous brand marketing budgets can be tough if you’re running a small business. That being said, let’s take a look at a few simple ways to improve the impressions your clients receive during routine communication with these business communication do’s & don’ts.
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