Contractormag 1818 Joshanddean
Contractormag 1818 Joshanddean
Contractormag 1818 Joshanddean
Contractormag 1818 Joshanddean
Contractormag 1818 Joshanddean

Online Exclusive: Plumbing contractors, do you have an aggressive online marketing strategy?

Dec. 10, 2013
Consider the following consumer behavior: According to BIA Kelsey, 97% of Internet users take advantage of online media to find local services. 86% of those people who searched online followed up with a phone call. Search engines are the leading source for finding information on local businesses online, according to Pew Internet, second only to word of mouth overall, according to American Express.

The New Year is just around the corner, and now is the time to start planning for 2014. What are you going to do differently in the New Year to take your business to the next level? With the marketing landscape for your contracting or home services business constantly changing, it’s essential that you update your marketing plan accordingly.

Pictured from left to right, Josh Nelson and Dean Iodice, owners of ContractorSEO, which specializes in helping contractors and home service business owners increase their sales and revenue through effective online marketing. Nelson is the author of the groundbreaking book, Internet Marketing

Consider the following consumer behavior:

  • According to BIA Kelsey, 97% of Internet users take advantage of online media to find local services.
  • 86% of those people who searched online followed up with a phone call.
  • Search engines are the leading source for finding information on local businesses online, according to Pew Internet, second only to word of mouth overall, according to American Express.

Your customers have shifted from searching offline — Yellow Pages and newspapers —to online — Google, Yahoo, Bing, social media — when looking for your services. It’s essential that your overall marketing strategy include an aggressive online component. But what exactly should you be doing online? With all of the elements included in “Internet marketing,” this can be unclear.

To help bring some clarity, we have developed a high-level overview of what the most successful contracting and home service businesses will be doing online in 2014 and what you should be doing as well.

  • Update your website to ensure that it’s optimize for ranking and conversion.
  • Get mobile ready.
  • Put a review acquisition strategy in place.
  • Commit to ongoing content creation, including blogs, articles, videos, etc.
  • Get active with social media, such as Google+, Facebook, Twitter and YouTube.
  • Tap into the power of email marketing.
  • Consider paid online marketing opportunities.
  • Track, measure and quantify.

Ranking, conversion

Update your website to ensure it’s optimize for ranking and conversion. The foundation of your online marketing universe is your company website. It’s important that you revisit your site to make sure it’s optimized for ranking (SEO) and conversion. Does it compel visitors to pick up the phone and call your office?

Get mobile ready

More and more consumers are accessing the web from their mobile devices (iPhones, Android phones, etc.). A recent study by comScore indicates that three out of five consumers search for local businesses on their smartphones. Google reports that 40% of mobile consumers turned to a competitor’s site after a bad mobile web experience. It’s imperative that you have a mobile-ready version of your website that is easy to navigate and optimized for mobile visitors who are on the go.

Put a review acquisition strategy in place

Online reviews are critical for conversion — turning visitors into customers — and ranking. Google takes your number of online reviews into account when determining how your company will rank on the Google Map listings.

Commit to ongoing content creation

On the Internet, content is king. With the latest changes in the Google algorithm, specifically with the Hummingbird update it’s imperative that your website and online presence be driven by great content. Create articles and/or videos that answer your most commonly asked questions, such as what to do in the event of a plumbing emergency, why you might want to consider a tankless water heater, etc., and post to your company website.

Get active with social media 

Social media is very hot right now, but many contractors question how it applies to their business. Being involved in social media has an impact on your ranking in the search engines (social signals). However, the true power of social media for contractors lies in the potential to drive more repeat and referral business.

The average Facebook user has 135 friends and checks their profile six to seven times per day. If you can get your true customers to press the “Like” button, then by virtue of that Like you have gained exposure to their circle of 135 friends, plus have permission to remain top of mind with them as they check in throughout the day. Set up business profiles on Facebook, Twitter, Google+, LinkedIn, and YouTube and start posting relevant updates on a consistent basis.

Tap into the power of email marketing

Email marketing is a cost effective way  to stay connected  with your customers and prospects. There are many ways to leverage email marketing for more leads, repeat business and profitability. Start by setting up an email management system of some sort (Constant Contact and MailChimp are great examples). Be sure to collect email addresses from as many of your customers and prospects as possible. Hint: Ask for their email address when they call in. Send emails after the service to thank your customers for their business, and invite them to write a review or engage with you on social media. Sending a monthly email newsletter to your customers and prospects is another proven way to stay top of mind.

Consider paid online marketing opportunities

For even greater online exposure, consider paid online marketing opportunities, such as Google AdWords, or premium online listings on directory sites like Angie's List, Yelp and YP.com.

Track, measure, quantify

Want to see a positive return on investment? Be sure to have the proper system set up to track the effectiveness of your online marketing efforts. Ideally, you should have Google Analytics, keyword, and call tracking methods in place to keep a pulse on your progress.

Integrate these strategies into your 2014 online marketing plan for maximum impact in terms of exposure, leads and profitability.

For a more in-depth overview of these strategies and your 2014 online marketing plan, pick up your copy of SEO & Internet Marketing for Contractors by going to: http://contractormag.com/internet-marketing-seo-contractors.

Josh Nelson is the author of the groundbreaking book, Internet Marketing & SEO For Contractors. He is also the CEO of ContractorSEO, which specializes in helping contractors across the United States increase their sales and revenue via effective online marketing. Learn more at www.contractorseo.net. Contact Josh Nelson at 866-493-9910 or [email protected].

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