Marketing is a vital part of growing construction and contractor businesses. In this article, we interviewed four contractors to determine which email marketing strategies have worked the best for them.
Social Media Marketing
“Nowadays, social media is one of the effective tools to market any business,” shares Brian Ketso, Founder of BSK Data and Electricals PTY LTD.
Building a social media presence can be a great way to get in front of your target audience. Studies show that 54% of social media platform users utilize social media to research products and brands.
Aside from establishing a presence on social media platforms and creating content, social media advertising can also be a game-changing marketing strategy.
Other studies have found that more than half of marketers say social media advertising has helped them:
- Increase exposure
- Increase traffic to their website
- Generate Leads
- Grow Partnerships; and
- Increase sales
Any type of local business can benefit from local search engine optimization (SEO), including contractors. Local SEO involves implementing strategies that help increase your local visibility on Google to increase:
- Organic traffic to your website
- Leads, and
One aspect of local SEO involves researching the type of questions your target audience is typing into Google and creating content to answer those questions.
“I built my business over the last several years with a heavy emphasis on building a superior website, focused on top keywords that users search,” Jonathan Abramson, owner of Metro City Roofing, shares, “It’s a never-ending project as new entrants continue to surface and existing competitors may improve.”
Another local SEO strategy to utilize is creating a comprehensive Google Business Profile, including information like:
- Your name, address, and phone number
- Your website
- Your services
- Google reviews
- And more
Creating a Google Business Profile can help you rank at the top of the search engine results pages in the Google Local Pack for local search queries.
“I am also very focused on Google reviews, which is a key ingredient in the Google algorithm,” says Abramson.
Getting consistent Google Reviews is now more important than ever when it comes to local SEO. In April 2021, Google released an update stating that Google reviews would emphasize their ranking algorithm, meaning that the amount, quality, and consistency of the reviews you receive directly impact your visibility on Google for search queries.
Email marketing is a popular strategy for gaining leads and sales. In fact, a study showed that 64% of small businesses cop to using email marketing to reach their audience.
“Newsletters are an excellent way to build and maintain relationships with your existing consumers,” Shad Elia, CEO of New England Homebuyers, shares, “Use a newsletter to promote tasks that you're working on or that you've finished. Share the highlights of your community outreach and corporate members. While you can and should mention a sale or discount in your email, the content of your newsletter should not be solely about sales in order for it to be effective.”
Elia shares solid advice. 31% of B2B marketers agree that newsletters are the best way to nurture leads from email marketing.
“The foundation of every home service’s marketing is word of mouth, and that is where most of our business originates,” Ralph Severson, owner of Flooring Masters shares, “We do our best every single time, and it leads to referrals.”
While referral marketing may seem like an old-fashioned marketing strategy, it has stood the test of time.
Studies on referral marketing show that:
- Leads from referrals have a 30% higher conversion rate than other marketing strategies.
- New clients referred by existing clients have a 37% higher retention rate and are 4 times more likely to recommend your company compared to customers retained from other marketing methods.
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