Contractors know that solid foundation is crucial for executing home projects. Marketing is crucial for the future success of your business. Your local marketing efforts are essential to your goals of scaling your business and growing a client base. While it is tempting to grow your business through word-of mouth marketing alone, the best marketing strategies for contractors rely on other tactics to drive business growth.
Take note of the areas you are succeeding in and the areas you need to improve. This will allow you to allocate your resources effectively.
1. Know your customer
It is crucial to know your unique value proposition before you start a marketing campaign.
Consider finding a niche if you are in a competitive industry. This could include anything, from the ability to equip outdoor spaces with electricity to small-scale kitchen remodeling. It’s possible to create a niche in an untapped market. You’ll be different from competitors who are focused on offering the same services as everyone else.
Marketing for electricians will be different from marketing for construction companies, as you can see. You can tailor your outreach efforts to reach the right audience by explaining why they should hire you. To do this, consider these questions:
- Who are your target customers?
- What are you doing to help them?
- What sets you apart from the rest in your field?
- What’s your specialization?
- What is your selling point?
2. Nextdoor allows you to list your contractor business.
Nextdoor is a great tool for contractors who want to increase their digital reach and find new clients. It allows neighbors to find local businesses and make recommendations. This is a digital version of word-of mouth. It is an excellent marketing tool for contractors as it allows them to reach their community organically or have people endorse their work.
3. Create a Contractor Website
An online presence is one the best tools for lead generation. Clients will have difficulty finding you online and won’t trust you if your website isn’t up-to-date. A professional website provides potential customers with a glimpse of you and your company. It also allows you to make a short sales pitch about your contractor services.
Although websites can be unique, there are some core components that should not be ignored.
- Contact information
- Photos and videos of you work, especially before and after photos of home projects
- Online consultation booking
- Testimonials from customers
- A blog page
- Chat features via instant messenger
TIP: In addition to adding text and pictures to your website, optimize the metadata on your site, such as page titles and descriptions. Potential customers will see your website as a reliable business if it is well-built. Optimized metadata is the same, but instead showing potential customers that you are a trustworthy business, metadata speaks to Google’s search algorithm. Optimized metadata could significantly increase your Google rankings. This means that your website may appear in Google searches such as “best contractor in my town” or “contractor to renovate my kitchen in my area”.
4. Use Search Engine Optimization (SEO).
Nearly all business queries are handled by Google’s Search Engine. It is essential to optimize your website using local SEO practices. This will ensure that your website ranks higher in search engine results pages (SERPs), giving you better chances of generating leads. A specialist or marketing agency can guide you and help ensure that your optimizations reach potential customers.
There are many elements that contribute to search engine authority.
- Organically include relevant keywords in your blog posts and web pages
- Quality backlink profiles
- Produce blog content that is shareable and informs your audience regularly
- Listing on top-quality websites
- Make sure your website is easy to navigate
- Mobile-friendly website design
5. Start Local
Your goal shouldn’t be reaching as many people as possible. Rather, it should be reaching the right people. If you don’t attract the attention of potential customers who live thousands of miles away, your contractor marketing efforts will go sour.
Instead, you should focus your advertising efforts in your local community during the initial stages of your business. You can expand your marketing reach to local communities as your business grows and your marketing budget increases. This will help you build brand awareness and success.
6. Post on Social Media
Social media is a powerful tool in the digital age.
Because Instagram’s content is visual, it is a powerful tool for contractors. It can be used to show your vision, showcase past work, and establish yourself a authority. Engage with your audience and post frequently. Keep your content varied and fresh. Some examples of social media posts include:
- Images of your projects before and after
- Interior design shoots
- How-to videos
If you want to advertise social media through multiple channels, include your account handle on physical attributes like brochures, business cards, or other marketing materials such as email signatures and the footer of your company website.
7. Make a YouTube page
YouTube can be considered social media but it is worth discussing it separately. Most people prefer to see a video rather than read a blog post about contracting work. According to Syndicast , “52%” of global marketing professionals consider video the content that has the highest ROI. Marketers can find out how many views were received, what order they were viewed and where they are located.
YouTube can help you reach your target audience and establish yourself as an authority. You can create both short- and long-form videos that are worth it.
- DIY projects for the home
- Review of product
- Design and industry trends
8. Use traditional local advertising tactics
It may be worth investing in traditional advertising methods, as well as your digital marketing efforts. These include:
These channels may not be the best for your business, but you should consider your target audience and determine if they will deliver solid ROI.
9. Create Brand Ambassadors for Current Customers
A client inviting their friends to their newly renovated living room is a great way to make a connection. Word-of-mouth is a powerful marketing tool. A recent HubSpot survey showed that 90% of people trust brand recommendations made by friends. If your customers are satisfied with your work, you can ask them if they would be willing to speak for you. This could be:
- You can post about your work through social media marketing channels
- Referring to you to friends
- Write reviews and testimonials
You’ll struggle to get them to recommend your services if you fail to deliver on your promises. Customers will support you if your work is good. You can also offer discounts, freebies or rewards for happy customers who refer friends.
10. Direct Mail
Direct mail may seem like it has lost its power over time but it isn’t. This can still be a great way to reach people directly.
You might consider hiring a graphic designer who can add the following to your mailer.
- Photos of high quality
- Contact information
- Website and social media
- Promo codes and discounts
It is possible that the direct mail campaign would only need one conversion. Give it a shot and see what happens.
Use Your Marketing Ideas
You don’t have to spend thousands of dollars today to increase your customer reach. You have many advertising options, even if your contracting business is small and has a modest budget. There are many steps you can take in order to improve your marketing strategy.
Take the time to get to know your customer and highlight your unique value proposition in your marketing campaigns. You’ll succeed if you do this!