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We live in a technologically dominant world where people spend hours each day in front of a screen. Adjusting your construction company marketing plan to digitally reach potential customers may seem daunting. Here are three strategies to help you succeed.
What is digital marketing?
Marketing entails getting your brand, message, and offers in front of your target audience on a consistent basis. Instead of doing that through flyers or newspaper ads, you’ll utilize the powers of search engines and social media. It’s all about building trust and fostering a relationship with your potential customers. Those customers are spending hours online, so that’s where you need to be. Let’s explore how you can make sure that your residential contractor business is being showcased to the right people.
Rank on Google
When you search for a keyword such as “roofing contractors in Vancouver” on Google, the list of links that gets generated is the search engine results page (SERP). At the top of the SERP you’ll find advertisements. These are from roofing companies that bid on those keywords and pay a small fee each time someone clicks on their ad. It’s called pay-per-click (PPC). How much you pay depends on the competition in your market regardless of the competition being localized or global.
After the advertisements, you have links that show up organically. These are a list of companies that ranked highly due to search engine optimization (SEO). SEO is an important part of making sure that your business is being found by prospective clients.
Showing up on the SERP is valuable for your business. The closer your business is to the top of the list, the more likely people are going to click on your link. Then it’s up to your landing page or website to foster trust and convert curious browsers into paying customers.
Connect With Customers on Facebook
Facebook is the world’s number one social media website. It’s getting harder and more expensive to get leads through Facebook ads. There’s not really any demand on Facebook. People aren’t logging in to search for roofing companies, it’s first and foremost a website to catch up with friends and family. The way to succeed with Facebook is to create demand.
Offer people valuable, information-filled content and helpful advice. People who are maybe looking to get some roofing work done or have been hit by a storm recently are going to gravitate toward that content.
Then, you can work them through your marketing funnel. This is a lot more effective than just slapping together some ads and crossing your fingers for clicks.
Send Out Emails
Following up with your clients through emails is a great way to maintain a relationship with them. A lot of roofing company owners consider cold emailing homeowners. It may seem like a good way to get leads, but emailing potential customers without their consent can net you some hefty fines.
It’s legal to contact homeowners if they’ve already opted in to receiving messages from you. Be sure to do your research before you implement email marketing into your overall digital marketing strategy.
In regards to emailing other businesses, such as property management companies, you want to have a multi-faceted approach. Email is a great way to start fostering a business relationship but so is calling, visiting them in person, or reaching out at industry events.
A cold email campaign may not get you the results you want, but combining that with these other tactics makes for the most successful system.
Putting It All Together
You might get a handful of customers by implementing one of these three strategies. It’s when you put everything into a cohesive plan that you really start to build your brand and see results.
If you need a hand, be sure to contact Builder’s Zone. We’d be happy to help your construction business thrive online through localization search marketing here in greater Vancouver area.
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