The Importance of Being Active In Your Marketing

importance of active contractor marketing

“But I’m paying you guys…can’t you just do it?”

Our Account Managers and support staff can do quite a bit of the technical and “behind-the-scenes” optimization. From the code to quality user experience, we have that covered. We can add content to your site that, in a generic sense, is relevant to your business and appropriate for the time of year. If you so choose, we can even maintain your social media accounts, email marketing, and PayPerClick needs.

But we still need your help.

Overall – We’ve found that the clients who are more active in their marketing efforts have websites that perform better.

…”But I’m paying you guys…can’t you just do it?”

Since we are not physically in your office, in your work truck, or on your job site everyday – we can’t gather the details about what you do on a daily basis. Online marketers have droned on for years about how “Content Is King” – And there is no greater source of 100% unique, high-quality content than what you see everyday on the job.

So unless you want to pay for airfare, food, and lodging (and we can do the math for you if you are interested!) – you are ultimately the one who can provide us with that great active contractor marketing content.

So What Can I Do To Help With Active Contractor Marketing?

1. Prioritize Communication With Our Submissions Department

Your off-site optimization may not seem all that important, but it is an integral part of your website’s success. “Off-site optimization” basically refers to any place on the internet that isn’t your website that specifically mentions your business. Search engines use these references, in part, to determine if your business is credible… and if they don’t think you are credible then you won’t rank well.

Don’t ignore that Google postcard or put off our emails – Prioritize that communication. The extra few minutes today will pay off in spades for your business for years to come.

2. Provide “IPP” Content

We’ve talked before about the importance and power of Individual Project Posts – If a minimal amount of effort, you can be a great source of unique content for your website. Snap a few pictures of your best work with your smartphone, give us a few sentences about your project, and send it in so we can share it with the world.

3. Get Customer Reviews

If you don’t already have a Customer Feedback Program in place, or if you not using our Review Management System, it’s time to get moving! More and more, potential clients are using business reviews as a factor in their decision making process – So with a low number of reviews or too many negative reviews, you can be missing out. Not having enough Google reviews can hurt you on the “Local Results” map section. In some major metro areas, Yelp reviews are a huge part of a customer’s decision making process. It doesn’t matter if you don’t personally like specific review sites or their business practices – if your customers are checking them, you have to be there.

4. Make Sure Your Site Is Mobile Friendly

With an ever increasing amount of web users using smart devices as their main means of internet browsing, it is more important than ever to make sure your site is mobile friendly. If you’re a Footbridge Media client, then your Account Manager has probably already warned you if your site isn’t mobile friendly and has offered some solutions to the problem. Otherwise, just try to visit your website on your smartphone or tablet. Is the site zoomed way out? Or zoomed too far in? Can you tap the number on your site and open up your phone’s dialer? Does it just plain look bad? The internet moves quickly, so unless your site was developed within the last 5 years or so, it may not be mobile friendly.

5. Get Your Employees Involved

If you’ve got multiple team members, you can distribute the responsibilities of active contractor marketing. If you are present on social media, encourage your staff to engage your content (Keeping in mind that their social media accounts should be work appropriate!) You could use your employees to source your “IPP” content – and incentivise the gathering of work pictures by offering prizes for the best content each month.

Do you have any tips for being active with your marketing while still maintaining the day-to-day operations of your business? Tell us in the comments, Facebook, Twitter, or Google Plus!


Chris Lonergan is the President of Footbridge Media.

With a background in web design, print design, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their company and grow their operations.

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