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Digital Marketing for Contractors: Expanding Your Business with Digital Marketing Strategies

Expanding Your Contracting Business with Digital Marketing

If you’re in construction, you may want to consider digital marketing for contractors, as it could be one of the most effective tools to catalyze your success. A strong online presence can make a huge difference in showcasing your knowledge, connecting with customers, and establishing authority in your field. 

Market Research for Targeted Marketing Efforts

Market research is the first step in your digital marketing journey. The better you know your target market and their needs, the better you can shape your marketing efforts to achieve your goals. 

Identifying Your Target Audience

Your target audience is the specific group you intend to reach with your marketing efforts. Consider:

  • What type of construction work do you focus on? For example, if you’re a home builder focusing on new construction, your target audience may differ from someone who only does home remodeling. Likewise, if you focus on corporate renovation, you may vary from a company focusing on residential efforts.
  • What is your target market’s income level? If you’re a small business looking to grow, residential jobs may be less valuable than commercial contracts. Knowing your audience’s budget will allow you to target your marketing efforts to that demographic. 
  • Where does your target audience live? As a contractor, you are likely licensed to work within a specific geographic area—and you may have an even more narrow area where you prefer to complete projects. 

You also want to know where your target audience usually spends their time, including the social media platforms they use most often. Furthermore, you’ll need to identify customer pain points, including the questions they’re most likely to ask and the challenges they’ll likely face. 

Competitive Analysis for Strategic Advantage

competitive analysis can give you an idea of your position in the market. It can tell you:

  • Who your competitors are
  • What they’re doing and how they’re marketing
  • Where you fit within the market

A comprehensive analysis can also identify potential gaps in the market, which you can use to advertise your brand.

Local SEO Optimization

When you build your digital marketing strategy for your construction business, it’s critical to focus on local SEO. As a contractor, you work within a specific geographic area. As such, you want to market to customers in that area. 

Digital Marketing for Contractors: Expanding Your Business with Digital Marketing Strategies

You’ll be well positioned to bring in that local search traffic by:

Content Marketing for Brand Building

Generate a solid content creation strategy as part of your contractor growth strategies. Content is still king, not only for getting noticed by search engines but for guaranteeing that you can showcase your expertise to your target audience. 

Content may include:

  • Infographics
  • Before and after pictures
  • Blog posts, including answers to frequently asked questions
  • Videos, including progress posts

Not only do you need a solid strategy for posting content on your website, you need to post on your social media accounts. Additionally, post guest content on other sites that will help guide people back to your company. This organic link-building strategy can help increase your domain authority and showcase your expertise in the construction industry.

Leveraging Google My Business 

Your Google My Business profile is crucial to establish your place in the market and ensure that customers can find you. Make sure that you:

  • Claim your Google Business listing.
  • Keep the information accurate: your office address, phone number, and contact information, in particular.
  • Craft a clear, compelling description of your business.
  • Showcase photos of your work.

In addition, encourage satisfied customers to leave reviews of your work. Social proof is often the critical part that encourages buyers to choose your company.

Social Media Strategies for Engagement

Creating engagement on social media helps raise customer loyalty and brand awareness. Then, when they’re ready to launch a construction project, they’re already thinking about you.

  • Show progress photos.
  • Offer before and after photos of your projects.
  • Provide answers to timely questions. For example, after a major storm is a great time to talk about what it might take to replace a roof or when it’s time to take care of that roof replacement. 
  • Interact with your followers. Invite them to ask questions or to participate in discussions.

As social media engagement increases, you’ll find that you have a deeper sense of connection to your followers.

Email Marketing for Direct Communication

Email marketing has a higher ROI than almost any other digital marketing strategy, at approximately $36 for every dollar spent. If you’re considering digital expansion, contacting an email service can help you increase business. 

Send out emails about:

  • Timely projects
  • Remodeling suggestions 
  • Information about when it’s time to call in a professional

An effective email marketing strategy can help keep customers interested in your business and what you offer—and ensure you’re top of mind. 

Video Marketing for Engagement and Trust

As you develop digital strategies for your contracting business, remember the importance of video content. Videos help take viewers directly to your projects, letting them see:

  • More of what you have accomplished, 
  • How you take on construction projects, 
  • And what the project actually looks like. 

Furthermore, video content lets you get in front of the camera, allowing viewers to put a face to your company. 

Digital Marketing for Contractors: Expanding Your Business with Digital Marketing Strategies

Mobile-Friendly Website for Better Accessibility

Today, most of your potential customers check out your website on their mobile devices. They’re looking for contractors on their commute to or from work, while on their lunch break, or lounging on the couch at the end of the day. A mobile-friendly website, therefore, is critical. Be sure to check out what your website looks like on various devices and platforms. Doing so will allow you to check the loading speed to ensure customers aren’t left waiting for their content to load. 

The Path to Digital Expansion for Your Contracting Business

Are you looking for a team that can help with online marketing for the construction industry? At Hercules SEO, we can help build your search ranking, improve your content, and create the vital online presence you need to help you achieve your digital marketing goals. Contact us today to learn more.

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