The Best Marketing Strategies for Contractors in 2020
Was business strong in 2019? Did you have year-over-year business growth? Did you book enough jobs? Did you get enough leads? Is your phone ringing as much as you want it to?
If the answer to any of these questions is “no,” you’re not alone. As a matter of fact, more than 50% of Kitchen & Bath Contractors in 2019 did not see year-over-year growth.
Did you know that there are over a million consumers searching for your service EVERY MONTH?
The best way to get your unfair share of these consumers to call your business is a strong Digital Marketing Strategy. With the right approach, you can give your Contracting Company a competitive edge and get the growth you are looking for in 2020. We are the go-to agency providing top notch marketing for contractors.
If you’re looking for marketing ideas to grow your construction or contracting business in 2020, look no further. Below you’ll find our top ideas—including construction marketing strategies and tips—proven to increase leads and sales.
Digital Marketing Ideas For Contractors & Construction Companies For 2020
For the past decade, email marketing has been the go-to marketing method for Contractors. Many Contractors aren’t familiar with the terms SEO, SEM, PPC, OTT, and other forms of Digital Marketing taking the industry by storm.
Technology isn’t the only thing that’s changed—so have your customers. Most consumers only consider 2-3 local contractors before making a decision and many of them go to the World Wide Web to do their research. What are they searching for? When searching for a local contractor, consumers are looking for info on prices, services, and reputation. Your goal should be one of the 2-3 contractors that the customer calls!
Our top marketing ideas for contractors focus on the online components of contractor advertising, including:
- Website Design
- Search Engine Optimization (SEO)
- Pay Per Click (PPC or “paid advertising”)
- Optimize Google My Business Listing (Formerly known as Google Places)
Getting your online marketing strategy off the ground can look overwhelming at first. We recommend starting with the basics—and that means starting with a website.
Marketing and Advertising Ideas for Construction and Contracting Companies
1. MAKE YOUR WEBSITE FAST, EFFECTIVE & MOBILE-FRIENDLY
Building a website is the first step to reach your customers online, anytime, anywhere. Some consumers will judge a company’s credibility based on its website alone. In 2020, you can’t afford to have an out-of-date website.
Four things to keep in mind when building your website:
- Make it fast: The average customer expects a web page to load in three seconds or less.
- Make it Google-friendly: Websites should be properly coded for SEO, which means adding structure to the site with metadata such as schema, optimized images, and title and meta tags.
- Make it mobile-friendly: More than 50% of all U.S. online traffic is done from a smartphone or tablet. Having a mobile-friendly website is an absolute must.
- Make it secure: Google has confirmed that they favor HTTPS sites. That’s why the majority of the sites on the first page of Google are HTTPS, with the “S” indicating it is a secure website.
You will also need to make sure that your website is optimized for search engine ranking. Ranking on search engines is referred to as search engine optimization (SEO), and it is absolutely critical to getting your website ranked on Google. Remember, if your website isn’t ranked on the first page of the search results then your chances of being found are drastically decreased.
2. INVEST IN SEO FOR CONTRACTORS
So you built a website but you aren’t getting any leads from it and the phone still isn’t ringing like you’d want it to. Sometimes you even get leads and phone calls from people outside of the area you service, or they are requesting services you don’t offer. Building a website to perform well with local SEO should be your first priority.
In the United States, consumers perform over ONE MILLION searches for contractors and general contractors every month.
Over 93% of their online experiences begin with a search engine and 47% of individuals click on one of the first three listings in the search results page. Optimizing your website and local listings can make the difference between a customer in need calling you—or calling your competitor.
Optimizing your site and local listings for SEO will help you to:
- Define your target services and service area
- Reach a larger audience of potential customers
- Drive leads for specific services using a targeted keywords strategy
- Improve the quality of leads you get from individuals who find your company online
Google’s algorithms are constantly changing so it is critical to keep up with digital marketing best practices and make website optimization an ongoing practice. SEO is a marathon, not a sprint, and it will take time to see results.
To increase the likelihood your company’s website will rank well in search results, get started working on your contractor or construction marketing strategy now and keep working on it.
SEO strategy works by leveraging Google’s ranking factors so that your website is at the top of the list of websites a person sees when they search for a particular service online. With proper optimization, your contracting company can be a top-ranked business on Google’s search engine.
3. USE PAY PER CLICK ADVERTISING FOR IMMEDIATE RESULTS
Do you need ideas to get leads NOW? Pay per click advertising (PPC) allows contractors anywhere to be found on the first page of Google right away. For high commercial intent searches (where a person is looking to buy a product), paid ads receive 65% of all clicks. If you want fast results, PPC advertising is the way to go to control your company’s visibility and relevance online.
Pay per click advertising works by placing your message or ad in front of people who are actively searching for your services. Below is an example of what PPC looks like when you enter a search online:
“Bathroom Remodeling Contractors”
The top of search results page with PPC ads will typically look like this: In this image, at the top of the page, are PPC ads, where the “Ad” symbol is so small, you might miss it! Advertisements like these often show up either above or to the right of the organic search listings.
These ads are displayed because businesses bid on certain keywords (for you, it might be something like “Bathroom Contractors in Pittsburgh” that they want their advertisements to show up for. Factors such as the quality of the landing page your ad links to and the relevance of the advertisement to the searcher’s query will help determine where your ad will rank.
4. GET YOUR CONTRACTING COMPANY TO RANK IN GOOGLE’S LOCAL PACK
When you search for a service online (one with “local intent”, such as “South Hills Kitchen Designers”), an image of a map may appear below the PPC ads showing a few company listings. This is what’s referred to as Google’s local pack:
To rank in the local pack, you will need to optimize your website to maximize your search visibility.
3 QUICK WAYS TO IMPROVE YOUR CONTRACTOR LOCAL SEO RESULTS
- Claim and optimize your Google My Business page
- Optimize your website content for your local service area
- Get reviews on Google My Business and other online platforms
You can also support your digital marketing efforts by optimizing heading tags on every web page, optimizing meta data such as title tag and meta descriptions for local search, adding business Schema markup to your website, and claiming and optimizing your company’s online directory profiles.
Have you built a listing for the following local directories? You may want to start!
When you create or optimize a listing, make sure the NAP (name, address, and phone number) information is consistent. Google needs this information to verify that your listings and your website match and present credible information.
In 2019, we helped several Contractors build better websites and drive more leads, phone calls, and book more jobs. Check out our case studies here.
You have found Pittsburgh’s Leading Google Experts.
412 Digital Is A Google Adwords Certified Partner Managing Over $500,000 in Google Ads Spend Each Year.