If you have ever moved to a new city, you know it can be scary. Simple errands such as running to the grocery store now involve searching for nearby stores, getting directions, and navigating through unfamiliar suburbs. However; after a week or two, you understand the land. Neighbors, coworkers, and new friends become more familiar and you start to feel a part of the community.
What if I told you internet marketing is similar to moving to a new city? It is simply an unfamiliar medium of marketing to many contractors, but, after familiarizing yourself with how internet marketing works and practicing these techniques, you and your contracting company will be a part of the online marketing community and generating more leads and sales.
So, what are the basic steps to pick up your contracting company’s internet marketing? Below I have outlined a basic introduction to internet marketing that will familiarize you with the digital marketing world and give your contracting business a competitive boost.
Your Contracting Company’s Current Internet Strategy
Do you have a website? If not, building a website is step one. Your website should be your best sales and marketing tool. Serving as a 24/7 sales rep, your contracting website should provide information that a sales rep can offer at any time.
Not only should you have a great looking website, but you should also have a website that search engines can find and rank. Search engine optimization (SEO) is essential in getting your website ranked on Google. Learn more about SEO later in this blog post.
If you would like to see how your website compares to your competitors, try our free competitor analysis!
Do you have social media accounts? Social media is a great platform to advertise your contracting company and instantly view results. Facebook advertising campaigns are easy to use and effective if done correctly. Be sure to analyze your Facebook campaign during and after each campaign to maximize your results and budget.
Have you tried email marketing? There are many cost-effective email newsletter services, such as Constant Contact, to help you reach your target audience. For a contractor, email marketing is a great way to contact your current customers as well as customers who are interested in your services to communicate important information such as seasonal specials, coupons, and company news.
SEO, What Is It?
Going back to moving to a new city, let’s say you want to go to a burger joint for dinner. You search on Google “best burgers in Washington DC.” You receive over two million results, so you look at the first page on Google and make your decision. It’s not that you wouldn’t eat at that small burger joint on page three of Google but you never knew that small business existed. Users searching for contractors in their area feel the same way. This is why it is extremely important to have high rankings on Google.
Search engine optimization (SEO) is the process of affecting a websites’ internal and external pages to gain more organic visibility on search engines. With proper SEO tactics, your contracting company can be a top ranked business on Google’s search engine.
Basic SEO Tips for Contractors
SEO experts can tell you that SEO is continuously changing with web updates and competition’s rankings on search engines. However, there are several key ranking factors to keep in mind when wanting proper SEO:
Crawl-ability: In order for search engines to crawl and understand what each webpage is about, you must ensure your content has correct code and structure. At Blue Corona, one of the first things we do is analyze a client’s website to ensure there are no code and structure issues.
On-site Content: On-site content is the content associated directly on each webpage and is a huge factor in organic rankings. Some important SEO factors include title tags, meta descriptions, headings, and keywords.
Off-site Content: Controlling your off-site content is trickier, but can be optimized. This is when credible sources link to pages on your website. This not only increases your brand awareness, but also increases your credibility as a website and company. There are several ways to increase your off-site SEO strategy including creating likable content, asking credible sources, and broken link building.
Pay Per Click, What Is It?
PPC or pay per click advertising refers to paid search engine advertising. Let’s say you are searching for a plumber in the Washington DC area. When you search in Google, you will receive many results which are displayed at the top, middle, bottom, and right hand side of the page. The PPC ads are typically displayed at the top and right hand side of the page and are indicated with small a yellow “Ads” sign.
PPC ads allow contractors to take control of keywords and search results by paying to be on Google’s search results.
Now that you understand the basic tools internet marketers use, there are a few key points to remember when creating your online marketing strategy for your contracting company. Blue Corona’s CEO, Ben Landers, suggest the following framework approach for your online marketing:
Track Everything To Make Data Driven Decisions
Internet marketing for your contracting business involves creating a strategy based tracking and measurements to maximize your ROI.
Think of Your Website As an Extension of Your Sales Team
Your website is not a brochure, it is a 24/7 sales team that helps you turn visits into leads and sales.
Recognize That the Web is a Big Real Estate Game
Your goal should be to build, develop, and maintain as much online real estate to achieve your business goals.
Always Be Testing
When it comes to marketing your contracting company, to continuously improve your efforts you must Track > Test > Tweak > Repeat.
Be the Authority In Your Market
Be the leader in the industry in your county. Have a focus that makes you the authoritative company people chose.
Still Have Questions?
If you are still unsure on how to maximize your online presence, we can help! Blue Corona can transform your contracting business while utilizing SEO, PPC, social media, email marketing, and more! Contact us today to learn more about how our internet marketing services for contractors.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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“This has by far been the best return on investment I’ve ever seen. This has opened up another door for revenue to come in. My website has turned into my best sales rep. The company markets itself! ”