Digital Marketing
Knowledge Center
Here you will find helpful posts, case studies, videos and other content that will help you learn more about digital marketing. You will also gain insights into what marketing topics I’m thinking about and what strategies I have cooking up for you. Every month I will be featuring a new topic or concept that I am diving deep into and share my findings.
Random Acts of Marketing Won’t Move the Needle
Random marketing is like fishing with donuts. You might catch something, but you probably won’t. By understanding the nuances of social media, ads and SEO you’ll be able to craft a plan, budget and strategy for hauling in that big catch! (Leads and customers not fish)
Case Study: How to Capture More Market Share
Is your market small and competitive? I found that out quick when I started working with Steamboat Painting Company in January. His initial TAM (total addressable market) was tiny. My client wanted to exclusively land the big money jobs: luxury exterior repaints. By understanding the limitations of our initial TAM we pivoted to focus on small jobs with faster turnaround times, and better margins. That led us to landing a contract from a high end builder. Adjusting our TAM increased our number of booked jobs which built local credibility to land the big money jobs!
Offering a Free Quote Doesn't Make You Special
One thing I notice as a marketer when I meet with contractors and home services clients is that when I ask them ‘what’s your value proposition?’ or ‘what makes you stand out from your competitors?’ I often get the answer ‘um….’ yes there’s a pause before answering ‘we offer free quotes.?’ and oftentimes they are confused by that answer because they don't really believe that offering free quotes is that special anymore.
4 Blog Post Ideas for Construction and Home Service Pros
Home owners don’t want an AI robot. They want you! Contractor and home service pro’s can leverage blogs to connect to home owners and serve as their go to for advice in your industry. When people come to you more than the other guy, they are more likely to spend money with you. This article shows you how to blog effectively to build trust with your audience so you can land more jobs without breaking your bank.
How to Improve SEO for Construction Contractors
Search engine optimization (SEO) is all about doing multiple things correctly and continuously striving to improve the user experience. Long gone are the days of simply existing long enough to rank higher, and keyword stuffing. Nowadays, a successful SEO strategy incorporates onsite and offsite activities that all work towards providing a great experience for the search engine and website user.
Social Media Management Tips for Contractors
Social media management is worth the investment for construction contractors. Social media establishes consumer trust and greatly influences decision making when it comes to choosing a construction contractor. In fact, 74% of people use social media when making a decision. This article provides social media management tips for construction contractors to leverage so they can close more jobs.
Email Marketing Best Practices for Home Service Professionals
Email marketing provides home service professionals with a low cost and effective strategy for stimulating lead and customer engagement. Thrive Analytics found that 68% of home owners are open to receive email marketing communications on a quarterly basis. In terms of costs, most major email marketing providers (HubSpot, Klayvio, Mail Chimp, etc.) provide plans starting below $50 per month. Compared to running digital ads, that can cost home service professionals thousands of dollars per month, email marketing provides an excellent ROI.
Why contractors need professional photography
Distinguishing your brand from the rest of the competition is crucial in succeeding in our digital environment. Increased emphasis on image and video heavy social media platforms and websites has transformed how contractors communicate their services to their customers.
How local listings help your SEO
You’re more than likely familar with local listings, as they show up in the search results whenever you search for a business in your area. These are vital for contractors because they inform searchers about your services, your service areas, hours of operation and important business updates.
How to succeed with your digital marketing agency
You don’t need a yes man, you need a business partner that understands digital marketing and who is excited to build a lasting online presence. In my experience as a digital marketer and as a vendor in the construction industry, I have come to learn that success comes from a vested and mutual partnership.
How do I respond to a negative review?
To begin, you should probably scream at your computer, slam your fists or better yet throw an item across the room. Once that’s over with, lets actually address this problem…
Why is email marketing important?
Emails these days seem to be overdone and overused. I’ll even admit that I make ‘burner’ accounts that I give out whenever I’m shopping and want to get in on the sale or promotion. I’m not alone in doing this because we all feel that we get bombarded with them and it can be hard to constantly check your inbox and sift through the massive amounts of messages we get.
4 things every contractor website needs
Starting a website is difficult. We all fight the urge to make sure we provide everything for everyone. However, by drilling down on our audience, and putting ourselves in our customers shoes, we can focus in on executing these 4 key features that every contractor website needs in order to convert more leads into customers.
Straight Forward Marketing Advice: That Works
I get it, not everyone has time to read long blog posts, here’s an effective tip you can try right now!
As a new business or a business that provides a broad service in a competitive market, you need to localize your content marketing strategy. That means that you should focus on long tail keywords on your website, listings, and social media that include information sepcific to your local audience.
Why?
because Google and social media platforms are flooded with broad keywords and search phrases.
How you can leverage localized marketing?
On your website and social media platforms, you can add long tail keywords to your content. For example a professional roofer who services western Colorado should add “western slope”, specific communities they want to rank for, counties or any other local lingo that describes a geographic area or a specific audience. Here’s what I mean by ‘specific audience’: I’ve worked with handyman services that operate in communities with a high number of senior citizens. That means we use keywords, images, and campaigns that speak to them, instead of just sticking to broad ‘contractor lingo’.
That’s not all though!
When we say ‘localized content’ we aren’t always talking about location, but rather demographics of that location. This is where things like language can come into play. For example if you look at your regions demographic information and find that say 40% of your target audience is spanish speaking then your website and social media having content that is only listed in English is missing 40% of the market!
Summary:
As a service business, there’s only so much territory you can cover. That’s why your content on social media, listings, and website should be specific to your area and not broad like a national company or some ecommerce stores. Dominate your back yard by ranking for search queries by people in your area by creating content that represents what your locals are searching for in their language! Dominate your side of the pond before you conquer the ocean!
To learn more, check out this article from Google Adsense