There was a time when your reputation and word of mouth were about all a contractor business had to rely on to bring in business. Fortunately these days there are many more ways to get your name out there and show potential clients what you have to offer. While some businesses prefer to stick with the basics, there is much to gain from jumping on board with digital marketing. Here are some things to consider.
Is Digital Marketing Worth It?
Many contractors wonder whether or not digital marketing is worth it for their business. The reality is that marketing is moving steadily into the digital world, and there are numerous benefits to going in this direction.
If worries about costs are what’s holding you back from dipping a toe into digital marketing, don’t worry. There are plenty of worthwhile aspects you can try for free. For instance, signing up for a free Google My Business account makes it easy for customers to find your business online. Using Google marketing is a powerful way to gain exposure for your business. Starting social media pages for your business is also free and allows you to put out helpful information and interact with prospective clients.
Maybe you’ve heard about digital marketing, but have no idea where to start. That’s okay. You don’t have to dive in headfirst. There are a few main things you can do to get started, and then add on as you gain experience.
Having a company website is number one. Most people search online these days when they’re looking for a certain type of business. If you don’t have an online presence at all, how will prospective clients find you? Be sure to set up a professional-looking website that gives people a good idea about what your business has to offer.
Once you have a website up and filled with contact details, photos, reviews, and other helpful content, it’s time to move on to social media. Facebook marketing for general contractors is highly effective and helps you connect with people on a more personal level. Instagram and Twitter pages provide similar opportunities to connect.
Email newsletters are another wonderful way for contractor businesses to gain exposure. They also give potential clients a better idea of what they do. Yes, it takes a bit of time to write up a newsletter each month and you may be wondering if it’s even worthwhile to do so. Think of it this way — if you were looking for someone to help you, wouldn’t you go to the person who’s already offered you helpful advice?
If you regularly offer handy tips and information about your services, when it comes time for someone to hire a contractor, you’ll be in their minds. Without that established connection, your business may get lost in the crowd. If you’re looking for another reason to give email marketing a try, sending mail online is typically far less expensive than doing traditional flyer mail-outs. So, you’re saving money, too.
Dealing With Bad Reviews
Getting positive reviews from previous clients can really help with bringing in new business. Unfortunately, if someone posts a negative review it can deter potential clients from making contact. It’s no surprise that business owners often feel some panic when they come across a bad review of their company.
While it’s understandable to feel emotional about the negativity, it’s best to put those instincts aside and plan out your response in a professional manner. Try to look at the review objectively and cut to the core of the issue. Start your response with an apology for whatever the issue is and ask for clarification of the situation if you’re still unsure what has happened. Showing that you’re responsive and willing to resolve issues goes a long way to gaining the respect of former and potential clients.
If you’re looking to pull in more leads (and who isn’t), then getting on Facebook is imperative. Setting up your Facebook business page is probably easier than you think. While it may sound simplistic, make sure that your page includes your business name and contact information. You’ll also want to add a brief description of your services, then add a cover and profile photo. If you want to get a better idea, have a look at several other business pages to see what they include.
After you’ve set up the business basics, you’re ready to start posting. There are a wide range of posts you can create. Try offering helpful tips and tricks. Post interesting facts that relate to your business. Add photos of recently completed jobs. Offer discounts or announce promotions. You can even take the opportunity to ask your followers questions, and let them know that you’re open to their questions, too.
In contrast to your business website, your Facebook page gives you the opportunity to open up a conversation, give regular updates on what you have going on, and just generally have a bit of fun. To pull in even more leads, you can also create Facebook ads. There are a variety of ad types to choose from. Be sure to carefully consider the offer you want to run in your ad. Make sure that it’s something worthwhile to prospective clients so there is incentive to click through.
Plenty of Customer Perks
If you’re not familiar with digital marketing, getting started may feel intimidating. In reality, there are a lot of things you can do that require very little technical knowledge. If in doubt, taking a look at what others are doing can give you a good idea of where to start. You don’t have to go full speed to start with. Begin slowly and learn as you go. Over time you’ll build your skills and possibly even surprise yourself with how easy it all is. If you have the budget for it, you can also hire a digital marketing business to get you set up or to take over the process altogether.
Added Customer Benefit
No matter the type of digital marketing strategies you decide to go with, if you partner with HFS Financial, you can add one more business perk to your list. Homeowners often need some financial help to take on the home improvement projects they want to get done. Finding a contractor that offers financing is a huge plus. Talk to us today about how we can sweeten the deal for your potential clients. “You Dream It, We Finance It.”