- Competitive Analysis
- Search Engine Optimization
- Pay Per Click
- Website Design
- Tracking & Analytics
- Email Marketing
- Social Media Marketing
- Video Marketing
- Franchise Marketing
- Case Studies
- Case Studies
- Home services
- Home Design & Remodeling
- Commercial Services
No matter how great you think your contracting business is, if you don’t have the right online presence your leads and sales will suffer.
It’s a fact, and one that’s been proven many times over the past 10 years. The old-school way of doing business is either dying or already dead in most industries, which means a huge shift in thinking about how you acquire and keep new customers.
You’re not alone if you feel like the online marketing world is advancing at break-neck speed; 76% of people think marketing has changed more since 2014 than it did over the previous 50 years.
As of late 2018, there were more than 750,000 construction companies in the United States. The majority of them are experiencing the same struggle: crafting a successful online marketing strategy for contractors.
Props to you, since you’ve already taken that first step; you’re ahead of many of your competitors. In fact, only 61% of the most successful content marketers even have a documented strategy.
My goal is to provide you with contractor digital marketing statistics specific to your industry, as well as takeaways you can carry back to your marketing team or boardroom for implementation in your next digital marketing plan.
Don’t have an internal team? Don’t worry, we can help.
Your Audience Is Online—and Your Contracting Business Needs to Be as Well
Yes, your audience is online, even if you’re a B2B construction or contracting company. In 2018 roughly nine in ten American adults use the internet—including 96% of 30–49 year-olds and 80% of 50–64 year-olds. What this means for you is a necessity to shift your digital marketing strategy to be focused on your online real estate.
- There are now more than 4.2 billion Internet users in the world as of June 2018. This is compared to 3.26 billion Internet users in 2016.
- Studies show that between 70-80% of people research a company online BEFORE visiting a small business or making a purchase with them.
- Mobile drives 50% of B2B searches.
- 80 percent of B2B buyers are using mobile at work, and more than 60 percent report that mobile played a significant role in a recent purchase.
- The average B2B buyer makes 12 online searches before they contact a potential vendor. (Google, 2018)
- 97% of consumers go online to find a local business or local services.
Word of Mouth Reviews Still Play an Important Roll
Just because your audience has moved online doesn’t mean word-of-mouth isn’t relevant anymore. In fact, with the ease and availability of online forums and review sites, it’s more important than ever.
- 28% of SMBs say word of mouth is the most effective way to attract new customers, and 20% say SEO is.
- 88% of consumers trust online reviews as much as they trust personal recommendations. (Search Engine Land)
- Personalized recommendations can increase conversion rates by up to 5.5 times.
- Customers acquired through word-of-mouth (such as influencer marketing) are retained at a 37% higher rate than those acquired through other means. (Deloitte)
- Reading or writing social media reviews and comments will influence the shopping behavior of 67% of consumers. (PwC)
Your Website is Your Most Important Contractor Marketing Asset
Not only do you need a website, but it also needs to be polished. We have a saying at Blue Corona,
“Your website is your online sales representative.”
It’s true. Point-blank, people are doing a lot less face-to-face communication and turning to the web. Having an “okay” website is like having an employee that goes on sales calls in flip-flops and drinks a bottle of scotch a day.
- 63% of consumers primarily use a contracting company’s website to find and engage with them.
- 30% of consumers won’t consider a business without a website.
- 61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. (Bright Local)
- Once your page loads, users form an opinion in .05 seconds.
- 47% of people expect a web page to load in 2 seconds or less.
- 39% of people will stop engaging with a website if images won’t load or take too long to load.
- 59% of marketers say inbound produces the highest quality leads for their sales team. (HubSpot)
- 53% of mobile website visits are abandoned if a mobile site takes longer than three seconds to load. For every one second delay in site load time, conversions fall by 12%. (Google, 2018)
- In 2018, 52.2% of all worldwide online traffic was generated through mobile phones, up from 50.3% in the previous year. (Statista, 2018)
- 57% of all U.S. online traffic now comes from smartphones and tablets. (BrightEdge, 2018)
- 84% of users would abandon a purchase if data was sent over an insecure connection.
Any Online Marketing Strategy for Contractors Needs to Include Analytics and Reporting
Where are your leads coming from? If you have a vague idea or just sort of shrug and go with your gut, we need to sit down and have a heart-to-heart. Without the right website tracking, call tracking, and analytics, you might as well throw your marketing dollars out the window.
Take our tracking. We install tools on your website to help us see where leads are coming in, how people are behaving on your website, and how people are calling you. We even have a service where we listen to and tag every single one of your phone calls.
With that information, you can literally see how your business is doing from a hard-data perspective.
- Fewer than 30% of small businesses use Web site analytics, call tracking, or coupon codes, and 18% of small businesses admit to not tracking anything.
- Businesses that calculate ROI are more likely to have an effective marketing strategy—up to 72%.
Having Content Isn’t Enough—It Needs to Be Optimized for SEO
SEO for contractors is an absolute must. With SEO, your website content will rank higher and reach more relevant people. Since a gross majority of people won’t even click past the second search page, SEO is your only hope of getting those clicks.
- Content marketing leaders experience 8X more site traffic than non-leaders. (Content Marketing Institute)
- While content marketing costs 62% less than outbound marketing, it generates more than three times as many leads.
- 93% of online experiences begin with a search engine. (Search Engine Journal)
- 3 in 4 smartphone owners turn to mobile search first to address their immediate needs. (Google, 2018)
- 87% of consumers searching on a smartphone use a search engine at least once a day.
- 61% of marketers list improving SEO and search engine rankings as their top goal. (HubSpot, 2017)
Yes, Contractors Need a Social Media Strategy
Yes, you do actually need a social media strategy. When I say social media, I mean ALL THE SOCIAL MEDIA. If you target commercial clients, LinkedIn might be your spot. If you’re more into residential, you may have better luck on Facebook.
I will tell you that out of the 100+ construction and contractor social media accounts I’ve managed, the ones that are honest, genuine, and human perform the best.
When I say “human” I mean share photos of projects. Share helpful articles. Write your posts like an actual human speaks. Engage with your community.
Yes, you’ll probably have to use Facebook ads to build that community, but there are SEO and customer service benefits to social, so keep at it.
- Almost 90% of marketers say their social marketing efforts have increased exposure for their business, and 75% say they’ve increased traffic. (Vendasta)
- 32% of small businesses invest in social media marketing.
- 1% of contractors report social media usage. (Randall Reilly)
B2B Contractor Marketing Has Also Shifted Online
Not only are your residential customers online, but your commercial ones are also as well. In years past, choosing a commercial contractor was a crap-shoot based on face-to-face meetings and heavy pitches. Nowadays, the get-to-know-you phase is largely online. A customer can research a potential commercial contractor extremely thoroughly—from their website to their online reviews and social presence—without ever picking up the phone. If your online presence isn’t enough to convince them, I’ll bet you there are hundreds of other contractors lining up with an optimized one.
- Content creation ranked the highest as a contributing factor to B2B marketing success with 89%, with strategy in 2nd at 72%.
- B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. (HubSpot)
- 52% of B2B marketers said blogs were the most critical tactic for success in 2017.
- 47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson.
- 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. (HubSpot)
Google Is a Contractor’s Best Friend, Especially for Remodeling and Construction SEO
Chances are, you’re a local company, and local companies need to cozy up to Google. Why? It’s the top search engine in the world. In order for your contractor marketing strategy to really take off, you have to include some form of SEO, both for generic keywords and geo-targeted keywords.
- Over 5.5 billion Google searches are made every day.
- Google is the world’s most visited website, followed by YouTube and Facebook. Chinese search engine Baidu is the world’s fourth most visited website
- Being in the first position in Google will result in a click-through rate of 34.36% for desktop computers and a click-through rate of 31.35% for mobile devices.
For Online Contractor Digital Marketing Strategy and Execution, Trust Blue Corona
There’s a reason digital marketing companies exist. PLEASE put your online marketing strategy in the hand of a professional. If you’ve got a kinda-web-savvy person at your company, it’s not good enough.
I’ll put it this way: Trying to create and execute your own online marketing strategy is like trusting an avid DIYer to install roofing on a house. Sure, he may get the job done, but I guarantee that when it rains there’s going to be plenty of leaks.
So trust the experts.
Resources on Contractor Marketing:
- How to Get More Commercial Contracting Leads Online
- Your Basic Internet Marketing Guide for Contractors
- The Ultimate Guide to Growing Your Plumbing Company in 2019
- Website Design for Contractors
- Are Pay-Per-Lead Sites Worth It for Contractors?
- Best Way to Get HVAC Leads
- 17 Website Tips and Internet Marketing Strategies for Contractors
- How to Advertise Your Business on Nextdoor
- 10 Ways Contractors Can Improve Google Rankings
Resources on Remodeling Marketing
- 6 Foolproof Ways to Get More Remodeling Leads
- Content Marketing for Remodelers
- 5 Changes to Your Home Remodeling Website That Will Increase Leads
- Remodeler Video Marketing
- Best Facebook Ads for Remodelers
- Remodeling Contractor’s Guide to Pinterest Ads
Resources on Construction Marketing
About The Author: Betsy is Blue Corona's in-house Digital Marketing Specialist. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
View more blogs by Betsy McLeod