Contractor Marketing & Lead Generation
14 Ways to Promote Your Small Business – Marketing Ideas for Contractors
Here are 14 contractor marketing ideas to get you started:
1. Do quality work. This one might seem obvious, but there is nothing more important that doing quality work. When you do great work, your customers will organically tell their friends and neighbors about your business. This type of word-of-mouth advertising is an incredibly valuable source of leads for contractors.
2. Build your brand. There are lots of contractors out there. What makes your company unique? Your brand is what’s going to separate your business from the competition. Do you specialize in concrete or do you remodel fixer uppers? Branding includes everything from giving your company a great name to designing a logo. To start, put your logo on everything. This includes employee uniforms, signs, business cards, price quotes, invoices, brochures, and other printed marketing materials.
3. Upgrade your website. As a contractor, you need to have a website. If you don’t have one already, now is the time to build one. If you have an outdated website, think about upgrading. A modern, well-designed website can be very beneficial to your business. Your contact information should be easy to find on every page. It’s also important that your website is user-friendly and optimized for tablets and mobile devices.
4. Build your credibility online. Many people rely on online reviews when deciding which contractor to hire. Positive reviews on third-party review sites help to build your online reputation. You want to be one of the highly-rated contractors at the top of the page. Don’t be afraid to ask your satisfied customers to leave a review on your behalf. There are even online reputation management companies that work to help contractors get more reviews. They can also help companies recover from a string of negative reviews.
5. Distribute brochures and business cards. Old-school advertising techniques still work. A colorful and informational brochure can be a great marketing tool for contractors. Business cards are still important too! Your business card should include your company’s name, logo, website URL, and the easiest way to reach you.
6. Try pay-per-click advertising. PPC advertising is great for contractors. You can choose exactly which keyword searches relate to your business. Google and Bing are the most popular PPC platforms. If you prefer to do-it-yourself, you can create an account on your own and begin setting up your first campaign. If you need some extra help, contacting a pay-per-click advertising agency is a great place to start.
7. Purchase leads from a contractor lead generation service. There are several ways for contractors to buy leads. If you are short on time, purchasing leads directly can be a great way to jumpstart your marketing efforts. There are a number of companies that sell leads to contractors. These leads may be for a variety of projects, ranging from flooring and concrete to bathroom remodeling. When a lead matches your preferences, you will receive an email notification or text message with the project details. It will then be up to you to contact the prospective customers and set up an appointment. You will be charged a set price for each lead that matches your preferences.
8. Sign up for a pay-per-call advertising service. Call lead generation is another option for contractors. Buying calls has become popular because it’s so simple. People interested in getting a quote or learning more about your business will call you directly. You agree to pay a certain amount for each call that the lead generation company sends your way.
9. Network with other contractors. It’s important to know other professionals in your industry. Other contractors can be a great source of referral business. Don’t just exchange business cards. If you meet someone, follow up with a phone call or an email. Try to focus on building real relationships.
10. Invest time in search engine optimization (SEO). Search engine optimization takes time and effort. The higher you rank, the more traffic you’ll have coming to your website. Unfortunately, you can’t expect results overnight. It’s not easy for contractors to earn first page rankings in the major search engines. If you want to go the DIY route, you can start by writing monthly blog posts about relevant topics. If you need more technical assistance, you may need to consider hiring an SEO company.
11. Put an ad in the Yellow Pages. The Yellow Pages are not dead yet. There are still some people who pick up the phonebook when they need to hire a contractor. This is particularly true for older people who are less comfortable using the Internet.
12. Send out an email newsletter. Email is an easy way to keep in touch with your existing customer base. An email newsletter (sent out a few times a year) can help keep your company in people’s minds as time passes. The next they need to hire a contractor, they will remember to call you. Be careful not to overwhelm people with too many emails. This can lead people to unsubscribe from your email list.
13. Join a professional association. There are many different organizations that contractors can join. Before paying your dues, make sure to do some research about the association’s reputation in the industry. Some of the membership benefits may include networking opportunities, marketing assistance, annual conferences, and continuing education programs.
14. Put up signs around town. Signs are so simple, but they can be very effective. They are also very budget-friendly. When working at someone’s home, ask if you can put up a sign in their yard. These job site signs are an easy way to generate referral business. People in the neighborhood – who might also need to hire a contractor – can easily contact you directly.
Marketing for Contractors – Questions & Answers
1. Does every contractor need a website? If you’re a contractor looking to grow your business, you need a website. First, you want to choose the right domain name. It should be similar to the name of your company – so people can find your website when they do an online search. Second, make sure that your website is mobile-friendly. If someone looks at your website on their cell phone, is all of the content readable? Lastly, make sure that your homepage includes the most important information about your company. This includes your address, hours of operation, phone number, email address, and the services you provide. Although there are many DIY platforms for building a website, you may also want to consider hiring a professional web design company. There are even companies that specialize in designing websites for contractors.
2. Is SEO important for contractors? Yes, contractors can benefit greatly from investing time and money in SEO. Wouldn’t it be great if your site ranked highly for important search terms like “contractors near me” and “best local contractors”? If you have an awesome website, you can improve your chances of turning these website visitors into paying customers.
3. Can contractors purchase leads? Yes, there are several lead generation programs for contractors. These “pay-per-lead” companies charge a set price for each lead. When you sign up, you decide what type of leads are you interested in purchasing and where you are interested in working. By increasing the size of your service area, you may be able to generate more leads each month. Contractor lead prices will vary based on your geographic location and the type of service the customer requests.
4. Can contractors purchase call leads? Yes, there are several call lead services for contractors. When you sign up for one of these pay-per-call advertising programs, you agree to pay a certain amount for each incoming call. The cost of each call may vary based on the type of job requested and your designated service area.
5. Does email marketing work for contractors? Email marketing, when done right, can be effective for contractors. Unfortunately, a lot of companies send way too many emails. Be careful not to overwhelm your customer base. You don’t want your email to end up in the spam folder. If you decide to pursue email marketing, we recommend using an email vendor. By using one of their custom templates, you can make sure your message is readable in every email client and on every mobile device.
6. Should contractors advertise in the Yellow Pages? This is a good question. Honestly, the Yellow Pages just aren’t what they used to be. Some contractors still have success with Yellow Pages advertising though. It is really going to depend on your industry and your geographic location. If you mostly work in rural areas – where Internet marketing is less popular – placing an ad in the phonebook may be worthwhile.
7. Are coupons a good advertising tactic for contractors? Offering a discount is one of the oldest tricks in the book. We believe that coupons can be a great advertising strategy for certain types of services. It is easier to provide a discount on smaller jobs where the cost is relatively predictable. Avoid offering deals on big projects with many cost variables. When someone uses your coupon, make a note of it. Once the coupon expires, run the numbers to see how you made out. If you turned a profit, you could offer a similar deal in the future.
8. Where can I find Internet leads for contractors? If you’re looking for contractor leads, you came to the right place. Our goal is to help contractors find marketing opportunities and lead generation services. You can review through the programs we have at your convenience. If you’re interested in learning more about any of these programs, we can put you in touch with the right people.
9. How much do contractors spend on leads? Contractor lead prices are going to depend on 1) the lead generation service you are buying from, 2) the type of lead you’re buying, and 3) where the job is located. In general, prices will be higher in major metropolitan areas where there is more competition. Also, many lead generation companies will sell leads to multiple contractors. Leads from these services usually cost less than exclusive leads.
10. How much should contractors spend on marketing? It’s up to you! Your marketing budget will really depend on the size of your company. If your business has 50 employees, you will need to spend more than a company with 10 employees. Generally speaking, contractors should plan to spend anywhere from 4 to 10% of their gross revenue on marketing. To some, this may seem like way too much money. If you’re worried, you can start slow. There are many affordable ways to start marketing your services. Many of them can be found on this very page.