Contractor Marketing Tips & Articles – Marketing for Contractors
Below you will find useful tips and articles about online marketing and contractor marketing principles.
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 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.
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.
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?
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.
The postcard has taken on new prominence as a kind of “anti-internet” agent. Homeowners are paying more attention than ever to postcards they receive in the mail, and are responding to offers at high rates.
87% of mail recipients claim to at least scan postcards that they receive. So it is very important that the design of the postcard.
When it comes to contractor postcard marketing, there are many factors to its success. Postcard marketing for contractors is an affordable marketing tool that gets directly into your customers hands.
10 Factors For Quality Contractor Postcard Marketing Design
Listed below are the 10 most important factors when it comes to a home improvement contractor and their postcard design.
- A Bold Headline – The headline should explain in what you are offering. Many contractors make the mistake of using their logo or company name as the largest aspect of a postcard, but the headline should be what you are offering to the homeowner.
- Bold Colors – If getting noticed is the primary goal of postcard design, it stands to reason that you would select bright, attention getting colors for your postcard design. In the sample design color can trigger emotion as autumn colors.
- Graphic or Photo That Supports Headline – A strong photo that details what the headline is stating.
- Benefits – Many contractors display a list of services or industry jargon. Instead always put a clear benefit for the homeowner.
- A strong Call to action on both sides of the card – How do you want people to contact you? Phone number and your website should be prominent. Always direct people to what they need to do next.
- A second headline on the back of the card which leads to call to action – Either your phone number or web address or both. Encourage quick action. Give homeowners a good reason to act now, perhaps a fast action bonus with a deadline.
- Offer or discount – Make sure that your offer has an expiration date, this way the homeowner may be more likely to use.
- Company Name and Logo
- Return address
- Contact information highlighted or in bold
Postcards can be an effective and affordable part of your contractor marketing program. So don’t let a lack of writing experience stop you from using them. View the latest in contractor postcard designs at: https://www.footbridgemarketing.com/collections/postcards
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