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developing a search engine optimization strategy
Home Improvement SEO Strategy | Contractor Website Ranking

How do you develop a winning search engine optimization or home improvement SEO strategy to get your contractor website pages ranked?

To be honest, there’s numerous ways to go about this, some which are good, others not so much. This post will stick to white hat’ish tactics in order to get your contractor website ranked in the search engines for your given keyword selection.

Search engines have two types of results that are displayed to a searcher every time someone Google’s Something which are:

  • Paid ads using Google Adwords, which can be shown as “sponsored links”
  • Organic search listings that are the topic of focus for this article on SEO tips for home improvement contractors, and these are search results that are displayed underneath paid search ads and is probably what you’re used to clicking on the most.

Organic search engine results (SERPs) listings are those that are found basically in the middle of the SERP webpage, as seen below.

rHome improvement seo strategy for contractor Websites

Contractor SEO strategies are focused on optimizing your home services site in order to boost the ranking position within your given service area.

Let’s define service area real quick. A service area could be a country, state, city, town, or by neighborhood.

My suggestion is to go granular and focus your SEO strategy for your home improvement business on the neighborhood level, unless your a nationwide commercial service provider. And even then, it wouldn’t hurt to go ahead and dominate the neighborhood level now to establish and maintain your dominance, budget permitting.

Home improvement seo for contractor websites

See the image above of a SERP result to determine where organic listings are and where the paid listings are by just looking at where I’ve underlined the 2 paid ads listings, clearly marked with “Ad”.

Spider-driven search engines such as Google and Bing use webmasters to audit your contracting website. Spiders crawl every website and score/rank website pages based on how relevant  they are to a consumers intended search query.

A website’s score or rank is based hundreds of factors like authority and relevance of sites that are linking back to your site along with the anchor text, such as this: HVAC leads,  use to link with. Your home improvement website keyword  topics and length of the article and how well you answered a searchers question.

Rule of thumb here is to deliver as much valuable information as possible, while not fluffing the content up to simply stuff more keywords in or make it appear to be very long and in-depth.

Home improvement seo for contractors websites

Also metrics like the time a web searcher clicks onto you site and stays, known as dwell time. Also, if a searcher clicks on your website and immediately clicks the back button, will send big red flags to Google that searchers are not finding any value with your site and that you Websites page does not answer their query, which they’ll then demote it’s ranking and serve something better that will.

There are literally hundreds of other things that affect your ranking, but let’s stick with the one principle that as long as you deliver value to your audience, you will rank higher with time and continued perseverance.

You will need to focus on several areas on your website contractor page when creating a Google SEO strategy to rank home improvement pages above competitors.

Contrafor Websites for Home Improvement seo Strategy

First, the title of the webpage and the url absolutely must contain the keyword, preferably at the beginning of the title and site url for best ranking success. Next, the keyword must be contained within the body of text multiple times and is recommended to begin and end each article with the keyword phrase within. It’s also important to load image files that contain the keyword onto the page along with the alt text containing the keyword phrase.

Other important routines that you need to get into the habit of doing every time you publish is to make sure that you’re using h1-h3 headers and at least one of the h2’s has your home improvement keyword in it. Also, linking out to at least one authority site with an outbound link, as well as a 2-3 inner links to other articles on your website utilizing keyword anchor text are all standard practices that I use each and every time I create a new blog post.

There’s other nuances that you’ll need to learn and do, and the easiest way to do this is by using the Yoast plugin. Toast will tell you exactly what you’re missing and what to do to give your on-site SEO a nice polishing.

Home improvement seo strategy optimization

Spider-driven search engines use robots to crawl website pages by jumping from one page to the next based on links from a web page to another web page, kinda like a spider web is interlinked to build its strength, the same can be applied to conceptually visualize websites linking to one another and the more linking to you the more powerful yours can become.

A contractors website’s score or ranking factor in a spider driven search engine is based on hundreds, if not thousands, of factors such as, link popularity, click popularity, website keyword topics, and much more.

Google is the most frequent spider-driven search engine to crawl home improvement websites and apply SEO rankings to them. Its database now has roughly 4 billion pages indexed and is notorious for finding the most relevant information to display to users.

If you think about how massive an undertaking it has to do every single day, it is pretty awe inspiring even for those that don’t really like the almighty Google.

When Google crawls the internet, it finds websites by traveling through other websites hyperlinks. The more sites that link for you, the more important the engines consider your site and pages on it to be. You will need to focus on getting high quality  websites that are in your niche to link to your site.

Search engines use the content on your site to understand what your site is all about, which in turn determines how highly your site will be rated for specific keyword topics when people search for them.

As a result of this, keyword analysis is vital to getting organic search engine rankings for your home improvement business and absolutely must be the first thing you do when creating a home improvement SEO strategy.

You will need to understand how many peope are searching for your keyword phrases each month and what type of competition you are facing when trying to rank for it in the search results.

Believe it or not, if you are just beginning your SEO strategy for your home improvement business, the fundamentals of SEO are not that hard. In actuality, they are mostly just common sense, like we’ve already touched on.

Now there’s a good deal of science that goes into a sound long term winnng home improvement SEO strategy, because it’s continually changing as search engines like Google continue to upgrade their algorithms on a daily basis.

What I am saying is that you don’t need to have a master’s degree in SEO to make sure your contractor website is well positioned so that you’re able to start getting organic search engine traffic. Let’s take a look at these seven simple ways to build a solid home improvement SEO strategy for your contractor website:

best home improvement seo strategy

1. Know Your Keywords

First things first. Like I’ve said before keyword research will make or break you. If you pick a high competition keyword to try and rank for, you’ll fail miserably. You can not do much without knowing what home improvement keyword search phrases your target audience is using to find answers to their problems which your contracting business solves.

To do this skillfully requires a bit of research and patience. Step in the shoes of your ideal customer of your product or service. How would you find answers to your problem? What would you search for on your search engine? What are the questions you’d ask when you don’t know much about something new.

For example, if you sell organic dog food, your prospective customer could be concerned about their dog’s health.

Maybe her dog has food allergies and she’s worried about the chemicals and byproducts in most dog foods.

Start searching. What websites pop up?

Home improvement seo for contractor website SERP result

Look at the words used in these snippets.

In my “dog has food allergies” query above, words such as “sensitivities,” “natural,” and “balanced” appear. Don’t forget to consider related words, such as synonyms (thesaurus.com can be your very best friend) and groups of words.

Back to our pet with food allergies search. You could consider keyword phrases such as “food sensitivities,” “all natural diet,” “complete balanced nourishment,” and “only natural ingredients.”

Contractor Websites for home improvement seo strategies

Or you can cheat and look at the related search terms found at the bottom of the SERP. Work smarter, not harder.

Home improvement seo tips for better contractor website development

2. Write High Quality Content (No brainer )

The important thing here is to use your marketing ninja sense and create engaging content that’s valuable to your target audience. Valuable content contains information that simply  answers the questions they have, provides them with insights that they can use, and educates them so that they could be better at what they do.

Within the terrific content you are creating, don’t forget to use proper keywords naturally. Do not try to stuff your webpages (i.e. adding keyword phrases over and over again on your content, on your meta tags, on your Alt descriptions, etc) in an effort inflate your website’s ranking. It will not help your search ranking for home improvement (in actuality, it might hurt it).

If search engines catch you (and they will because their bots are super smart!) , they can penalize your home services website by lowering your ranking or completely removing your website from their index.

Additionally, it will not impress your site visitors. Who would like to read the exact words over and over: “Are you searching for organic dog food? If you’re searching for organic dog food, look no further. Our organic pet food site is the ideal place to purchase your organic pet food.” Keep it real, you are writing for a person to read and enjoy.

proven home improvement seo strategies

3. Use Keywords In Your Website Page URLs

Be sure that you don’t overlook your webpage URLs since they are important to your SEO rankings for your home improvement website. This is where your keyword research is useful.

For instance, if a webpage talks about your solar financing product, then the URL for this page ought to be products/solar-financing.

Concentrate on the most frequent and most searched appropriate keyword phrases for you home improvement business.

If you are attempting to choose between “solar funding” and “solar leasing,” select the one with the maximum searches per month and has the lower competitive difficulty ranking.

Home improvement seo

I know the keywords I’m referencing above aren’t the same in the image so use your imagination some. By using KwFinder.com to do my keyword research, it shows the monthly searches and on the far right the keyword competitiveness or difficulty to rank it.

KwFinder makes it easy by color coding red for too difficult, yellow for difficult, and green for doable. You should only work with keyword that come back with a green circle around the number (number doesn’t really matter to you right now so just stick with green is go keywords only).

Now don’t be the schlub that finds a “green” keyword, write 500 words, publishes and immediately wonders where the fuck their page is and why is it not #1! Trust me, a new website has no chance for #1 slot unless it’s for Something no one is searching for. You’ll need both time and links to raise it up. And when I say time, I mean months, probably 3-6 months.

There are a few quick and easy (and free) ways to assess search ranking. One would be to use Google AdWords Keyword Planner. Just enter your keywords to get an idea of how hot they’ve been historically been with search volume. You could even use Google Trends, which is a really fun site to explore.

KwFinder also has a free plan that gives you 5 searches a day. Only use it to research keywords after you’ve found some in the Adwords keyword planner.

And here’s a tip, if it has more than 1,000 monthly searches, you’re not ranking for it for a while, unless it’s a useless keyword with no commercial intent. You’re best bets are keywords around 50-200 monthly searches.

Contractor website titles for home improvement seo

4. Don’t Overlook Page Titles

It’s essential to create interesting and engaging titles for your contractor website pages. Make them catchy so they grab your target audience’s attention, while still containing your keyword phrase.

When they don’t catch the attention of searchers, people aren’t going read all the terrific content you’ve spent hours creating just for them.

I find that answering “What is in it for me?” For my customers helps me concentrate on what to highlight. Ask yourself: What is the benefit they’ll receive from the content on my contractor Web page and why should they care?

As soon as you’ve got that nailed, shorten your name, use powerful words, and make it sexy, like this article is, lol.

As you’re creating these attention-grabbing headlines and sexy content articles on home improvement services, make sure your keyword is in the headline (the H1) and the subhead at least once (the H2).

Using the solar funding case above, your H1 may be “Solar Financing Made Easy.”

Keywords important for home improvement seo strategy

5. Review Each Page for Additional Home Improvement Keyword SEO Ranking

Now that you have created high quality content your target market needs (and desires) and have attention-grabbing headlines to engage them and encourage them to read further, go back and review everything you wrote.

if you’re like me, you’ll find that everything you wrote and thought was so cool just plain sucks (I just post it anyhow to torture your ass a little lol).

In your review, start looking for additional places where you can obviously add in keywords. Can you change a sentence around to add a key word?

For example, on a webpage about marketing automation, “Identify the best customers and convert more” could be changed to “Marketing automation makes it possible to identify the best customers and convert more”.

Also, consider if you are able to produce a keyword phrase by adding a word before a keyword?

When I have a sentence talking about “marketing campaigns” and marketing automation is a key word for my page, I’d add “automated to marketing campaigns.

Do several reviews like this. You may be amazed at what opportunities you miss the first, and even the second time, around.

Home improvement seo tips for better user experience

6. Improve User Experience

This is beyond site content, but decent user experience is becoming increasingly more important for powerful home improvement SEO strategy and rankings.

Based on Robert Berris in his website “Three UX Principles That Help Your Site Do Its Job Right”, during the past two decades, Google has evolved to put higher emphasis on sites which deliver quality consumer experiences across devices and platforms. Though traditional ranking factors are still king, search engine optimization is becoming user-friendly.

So, work with your web developers to make certain your website is simple and intuitive to navigate and that every link functions and takes your traffic to another piece of information they’re searching for.

top home improvement seo strategy hire an seo expert

7. Hire an Expert to Develop Your Home Improvement SEO Strategy

As I said previously, basic SEO strategy for home improvement contractors is largely common sense. However, if you’re able to afford it, it’s best to hire a contractor SEO expert to make sure your website is truly optimized.

A SEO consultant or agency can audit your website and look at how it’s performing against your main keywords. They’ll offer you a prioritized list of action items that will help you take your website to another level.

Here’s the good news: You do not have to become an SEO magician to be sure that your site is well positioned for organic search engine traffic. Just use your common sense and the seven easy home improvement SEO tips outlined above for your contracting website Improvement.

Generate home improvement leads for your business
10 Tricks to Generate Home Improvement Leads For Your Contracting Business

A contracting business that is able to generate home improvement leads has mastered the process of attracting and converting strangers and cold prospects into the best leads for home improvement who are ideal candidates for making a purchasing decision on your product or service offering.

One of the most, if not most, important functions a successful business has to master in order to survive and thrive is being able to generate their leads. For a business to survive it needs a continuous stream of new potential customers. The best improvement leads are those who have indicated interest in your company’s product or service in some way, shape, or form.

Whenever a cold prospect shows an interest in your business, it’s the prospect that’s initiating the relationship with you, rather than you, the business, initiating the relationship with the prospect.

This makes it easier and more natural for the prospect to want to make a purchasing decision from you somewhere down the line.

This article covers 10 best home improvement leads generating methods you can implement today in order to then be nurtured into paying customers for your contracting business.

What is a home improvement lead?

To generate home improvement leads that are qualified with purchasing intent becomes a potential buyer of an item or service. A home improvement lead is generated for your business when an individual demonstrates interest in your product or service and in turn for something of value provides their contact information.

This value proposition is what we call a sales hook, a lead magnet. A contracting business must generate leads for home improvement that are qualified so that your contracting business is able to continually generate revenue. This is done by matriculating the lead through your sales funnel workflows towards a sales event. A successful contracting business should have a well defined strategy to generate home improvement leads, at the lowest price, which have intent to make a purchasing decision at any given point in time.

Contractors that successfully generate leads do so in various ways, such as online advertising, social media promotions, trade shows, email, as well as numerous other off line marketing techniques.

The list of techniques to generate leads for home improvement services is endless and only bound by one’s creativity.

Look at it this way, if you are able to generate home improvement leads, but only have an average product or service, you still win! This is because leads means more revenue for your business. And revenue means there’s the potential for more profit.

Home improvement leads generation

How to generate leads for home improvement online?

Nowadays to generate online leads for home improvement  has become a lot easier due of the availability and multitude of online platforms and channels. For example, social media provides an excellent communication conduit for promoting and engaging your brand with consumers by directly connecting with them anywhere in the world.

It’s almost a given that your contractor business must have an established brand presence on social media channels as well as a clean and modern mobile friendly website that web searchers can easily find and review the products or services you’re offering.

Given this, it’s easy to understand that online marketing for contractors is one of the best techniques to generate home improvement leads in modern marketing.

The following are 10 techniques to generate leads for home improvement that you might consider adding into your contractor digital marketing mix.

10 Techniques to Generate Home Improvement Leads to Increase Online Sales

1. Generate Leads Through Content Marketing

By now, it should be obvious that content marketing is one of the staples behind driving quality web traffic to your website in an effort to consistently generate home improvement leads that will eventually turn into sales. The more focused your content marketing is on solving pain points and communicating directly to the needs of your targeted audience, the more likely those website visitors will be likely become loyal customers of your brand’s product or service.

Your content marketing efforts must focus on one thing and one thing only which is providing value to your target audience in the form of tips, tricks, how to’s, and more. If you remember to focus on solving your target audience’s pain point on every content article you carefully craft, you will eventually find success in generating well qualified and the best home improvement leads.

High quality content can also be a benefit for your contracting website as it will draw more attention to your site from influencers and others within your industry in the form of backlinks, which boosts your organic traffic through your home services SEO efforts. Backlinks are one of the most important aspects in getting your content and contractor website ranked on the first page of Google’s Search Results Page (SERPs).

Be sure to add relevant pictures, video, and infographics to expand the reach and engagement of the article, as well as give your target audience a more visual way to absorb your content (not everyone learns the same way so mix it up to appeal to more than one type of learning pathway).

By allowing your website visitors to self-discover your interesting tips, local events, how to, or news interest articles, will help to establish your authority and brand presence in the home improvement industry.

10 Techniques to Generate Home Improvement Leads to Increase Online Sales

2. Be Active in Discussions and Forums to Generate Leads for Home Improvement

Potential clients are everywhere online and they’re most active on all discussion sites also better known as forums. Forum users will discuss any and all issues related to a business’s product or service. Forum users are there most of the time posting about these issues in order to interact with other skilled people who can help them.

This is the place your home improvement business can provide solutions to their problems as well as keeping your brand center stage in front of them, aka positioning. This is the one best techniques to generate home improvement leads you can use that doesn’t cost money. All you have to do is search the forum discussion boards and have an active presence on them and make sure you’re timely in responding to inquiries on a consistent basis.

use quora to Generate Home Improvement leads

3. Generate Leads By Connecting With People Through Quora

Quora has been proven as one of the best methods to generate leads, like roofing leads for example, that you can use to actively engage with consumers and answer their questions regarding your product or service.

However, this does not mean to go on there and be slick fuckin Rick and start hard pitching them your company. Do that and your blackballed and wasted time.

What makes Quora an excellent technique to generate home improvement leads is that it connects you with your target consumers in a question and answer format. As a professional contractor, you can make a profile and answer questions and can interact with the people in need. It’s a good platform to generate home improvement leads and very helpful in the B2B lead generation side too for those that are commercial contractors.

The purpose of Quora is to connect skilled individuals and company’s who have the information and skill sets with those who seek it. The focus is on uniting individuals with varying points of view in an effort to diversify one’s way of thinking and/or learning on any given subject.

Quora provides everyone with a chance to share their insight and unique perspective they may have gained from practical application and experience. You can easily participate in this knowledge sharing social media platform and  promote your business without spending a dime. Additionally, you will get first-hand experience and knowledge in order to know and understand your target audience’s pain points and how to provide them with a solution which will amplify your home improvement lead generation efforts many times over.

10 Techniques to Generate Home Improvement Leads to Increase Online Sales

4. Generate Leads by Sharing Videos on Social Media Sites

Sharing videos on social sites is another solid method to generate leads for home improvement that doesn’t require money to begin doing. There is the number of web-based social networking platforms like YouTube, Instagram, Pinterest, Facebook, Twitter, Google+, and so forth, each having a unique way to engage with your target audience.

YouTube is the most popular social channel for sharing video content. YouTube isn’t only a video sharing site; it’s also the 2nd largest search engine behind Google. This social platform allows your organization to create and maintain your own contracting channel where you can share recordings with respect to specific occasions and events, instructional based videos, previous jobs that displays your ability to do awesome ass work, and just about anything you cant think of.

This will help your company stay in front of your rivals which helps in your  contractor leads activities to procure new and ongoing sales leads.

All you have to do is create a video, add it to your channel and share the simple, concise and easy to digest informational videos in order to attract new leads that will eventually land on your company’s website.

10 Techniques to Generate Home Improvement Leads to Increase Online Sales

5. Optimize your Website

The leads you obtain are only as good as the website that produces them. If you look at examples from some of the top converting home improvement lead generation websites, you can learn what and why works on that site and apply the same techniques to generate exclusive leads on your website.

As an overall rule, there are general elements that should be found on every landing page you use, which includes: company phone number, short contact forms (example: full name & email), social proof in the form of customer testimonials, videos that directly speak to your audience, the use of powerful action verbs such as “get”, “feel” and “have”, with a consideration of your end-goal (get their contact information), and always test, test, and split test again.

Additionally, you must follow the best on-page SEO techniques to ensure your content gets listed by the search engines.

Generate Home Improvement leads tips for online audience discovery

6. Discover Your Target Audience through Social Media

The one thing you should take into consideration when using social media platforms like Facebook and Instagram is that you can showcase your brand in front your exact intended targeted audience. With the internet and social media, everyone is online 24/7 and using social media platforms consistently, with reports showing user averaging several hours per day.

Thus it’s a platform where you can find home improvement leads and by sharing the quality information generate these quality leads a lot more easily.

With Facebook and Instagram we can target and generate exclusive home improvement leads by socio-economics, for example, age, sex, occupation, single, married, area, instruction, interests, with the sky being the only limit. Putting your capital resources to work in social communities may be one of the best methods to promote your contracting business online, given the present market conditions.

Generate Home Improvement leads to get attention of the press and media

7. Catch the Attention of the Press to Generate Leads

This old school marketing tactic is one of the most reliable ways to generate the best home improvement leads. There are numerous reasons for including press releases as part of your overall marketing strategy, they can play a very powerful role in making your target audience take notice of your business.

Simply put, your target audience can not conduct business with you if they do not know that your brand exists.

This being the case, a press release can generate awareness of your brand.

When you launch a new product or service, one of the first things that should be done is to issue a press release informing the public of it.

You have to provide the context as to what the main pain point is that your product or service solves. If you remember to answer the question, “Why should I care?” for both the journalist who will be reading your press release and the target audience interested in your niche, you will be able to get it in front of a large number of eyeballs which translates into web traffic.

Press release distribution platforms such as PRNewsWire will get you traffic from various local and national media houses.

However, if you self-publish your press releases on your own website it will count towards your search engine optimization (SEO) efforts in order to drive free traffic from search engines like Google, Yahoo and Bing.

google adwords to Generate Home Improvement leads

8. Generate Home Improvement Leads with Google Adwords

Using Google Adwords pay per click (PPC) online advertising model to generate leads for home improvement services with intent is a great way for your contracting business to grow. No matter what Home Services niche you are in, you can reach your target audience who are ready to buy from you on a daily basis based on understanding their search term patterns.

One of the main things you should focus on is your quality score which Google rewards advertisers whom have a high enough score with lower cost per click (CPC) and higher ad positions.

In order to improve your Adwords Quality Score (QS), you have to stop targeting junk keywords and try to increase your bid with match keyword phrases.

Remarketing also can increase your Quality Score, because you will be targeting people who have already shown interest in your product or service from a previous ad from the initial search query they performed.

It’s important to recognize the impact of mobile devices have on your Adwords for contractors advertising activities, so that you can optimize your account accordingly.

My past experience shows that it’s a lot easier to convert mobile users who click your ads, on both search networks or display networks, mostly due to the intimacy a mobile device provides.

Just like we touched on earlier, make sure you optimize all of your landing pages, so that web visitors can easily find the information that they came to the page for or the action that you want them to take next.

 generate home improvement leads tip public speaking

9. Public speaking to Generate Home Improvement Leads

Another low cost way to generate leads is to give a keynote presentation at an event like trade shows, conferences, and business events that your consumer would attend. Talking on an occasion and introducing your brand instantly gives you name recognition, popularity, and acknowledgment as an authority leader in your given industry.

This will actually raise you from the several different merchants or specialist co-ops attempting to get noticeable.

What’s more, by catching up with individuals you meet at the event in a convenient manner, you remain in their mind. The people remember more what they have heard rather than what they have seen, thus making it an excellent method to generate leads and sales.

generate Home Improvement leads by using seo for best lead gen activities

10. SEO (Best method to Generate Leads & Online Sales)

Google is continuously improving and changing which makes the search results more relevant and useful for the end user. Given that over 90% of all search result clicks are not paid advertisements gives us reason to invest significantly more resources and thought into SEO for contractors strategies than attempting to blackhat hack Google’s algorithms in order to rank quickly on the search engine results pages (SERPs) with techniques that will eventually get your site banned and potentially delisted.

A safe and sound approach you should take is focusing on longtail keyword phrases that your target audience conducts searches on. For example, whenever somebody enters a particular keyword phrase, your website could be listed at the top of search engine page for that particular keyword, given the competition is low enough and that you have high quality content with a word count of at least 1500 nowadays.

It is imperative that your website have solid on-page technicals for home improvement SEO to become effective. This means before you worry about backlinks for authority sites in your space, you must focus on each pages content and structure.

To generate home improvement leads you have to have a solid knowledge base of SEO best practices and tactics.

After strictly following the best practices, home improvement SEO will be one of the best lead generation techniques that will bring a continuous stream of website traffic for years to come.

If you are unsure of these best practices you can always hire a home improvement SEO agency to conduct search engine optimization in order to ensure best long term results.

Home improvement leads tips

Conclusion

Now that you’re aware of the Top 10 Techniques to Generate the Best Home Improvement Leads and Increase Your Online Sales, you should start with the first technique, learn everything you can about it, prior to implementation.

Once you build up your skill level in these techniques, it will be much easier for you to get optimum results and an increase in sales. These tactics to generate leads for home improvement are a few of the best methods for internet marketing for contractors and are used by a majority of contractor digital marketing experts and business owners around the world.

You can always consult Marketing Media Wizard if you have any questions regarding these 10 tactics to generate leads.

Contractor Digital Marketing Strategies For Quick Results
Contractor Digital Marketing Strategies For Quick Results

As a results-driven contractor digital marketing agency, one of the first things we do when onboarding a new client is to identify the exact actionable steps that we are going to take which produces quick results.

Quick results, such as increased website traffic, social awareness and engagement, or even new sales are super important because they’re the only measurable way at demonstrating to a new client that we’re capable of making things happen for them.

A contractor digital marketing strategy that gets quick results gives us the opportunity to start generating a positive return on investment (ROI) for a client who just allocated funds towards a large marketing budget.

It all boils down to this, the faster my contractor digital marketing agency can hit key performance indicators (KPIs) we’ve set with our clients, the more probable it becomes that we are to establish a solid long term working relationship with them, which simply means a higher return and lower client churn for our contractor digital marketing agency.

In the end, it’s all about figuring out the best avenue of approach to get early positive traction and to do so very quickly before the client losses interest and moves on to the next contractor digital marketing agency. Agency hopping is common so we do everything we can to reduce that in order to keep our clients longer which in turn increases our LTV (customer lifetime value) ratios.

It all begins with our marketing tech stack that automates the entire onboarding workflow ensuring nothing is missed and that constant communication is established with the client setting up their expectations on what to expect working with us.

Then, my team and I use a predefined template based on past problems that we see with their website during our initial analysis.

Our contractor digital marketing strategy

The contractor digital marketing strategy I’m about to lay out for you contains the following, broken up into 3 mission critical categories, which are:

  • Website Based Quick Results
  • Content Marketing Based Quick Results
  • Paid Advertising Based Quick Results

In each category, I’ll use relevant examples that a contractor could face so you know what to be looking for if you want to do it yourself.

The point of this guide is to teach you how to take advantage of these quick wins we’ve learned over the years so that you can have the most impact within the shortest amount of time on your own websites.

Contractor digital marketing

Tip #1: Website Based Quick Results

Revamp the Messaging at the Decision Stage of the Sales Funnel

Most people who land on your website for the first time won’t be ready to make a purchasing decision, at that exact moment. In fact, studies show that it takes an average of 7-9 touch points, with your brand, before someone ever makes a purchase on your website.

Studies also show that first time website visitors has about a 2% initial contact to sale conversion rate.

However, it’s been my experience that most contractors target their marketing content and messaging towards those very few (2%)  “impulse” type buyers that are landing on their website for the first visit.

Instead of taking a hard selling approach, that actually scares people off with pushy sales messaging, which actually alienates the 98% first time visitors. So, why not grab their interest to learn more about your business service offerings?

Here’s the deal, most first time visitors are still learning about their pain point that your service or product could help them with. They’re no where near ready to buy, yet. Now, if you were to nail them with lots of valuable information and resources that helps them understand their pain point better and then presents them with solutions, you’d be a step, or 3, ahead of your competition.

If you use this method you will be able to convert more site visitors into higher quality contractor leads, which we then have to nurture the lead into a conversion or sale event.

Now, I can hear the majority of you wanting to say, “JD we only have so much money and time and we have to get our sales up today or we’re screwed!”

Hate it to say it but if you’re already at that level now, there’s not a whole lot that can be done for you, short or a miracle.

Here’s the reality, if you’re on your last leg where a matter of days or weeks means you sink or swim, I hate to break it to you but more than likely you’re already drowning.

Now, let’s say that you don’t have any type of valuable resources or information to provide. Well, guess what, this makes the perfect time to start creating content. And I know that it sounds like a tremendous amount of grunt work, and believe me it is, but the good new is that you will be able to leverage this hard work in numerous ways later down the road.

Just keep in mind that quicks results are accomplished by delivering the greatest amount of impact with the least amount of resources. You will be able to repurpose this content across your paid advertising initiatives, SEO, website, and contractor lead generation campaigns means that you’ll be to provide quick results across your entire marketing strategy.

Homepage focus contractor digital marketing strategy

The Homepage is where you need to focus

If there’s a budget or time limit, the best place to start making revisions in order to get quick results is on your website homepage.

The homepage is typically the most visited page on a website and is the page upon which most visitors will land on first if coming in direct. Plus, your home page typically has the most backlinks pointing to it from both external and internal links, making it valuable to work with from an SEO perspective.

Given this, it becomes vital that the homepage is able to deliver a great first impression and lets visitors quickly find what they’re looking for.

By beginning with your website homepage you will be able to test the response of your visitors to each change, and whether or not it will give you a quick result.

Contractor Digital Marketing Strategy Tip #1: Website Based Quick Wins by using popups on your website

2. Popups will Provide an Immediate Response

An effective way to get a visitors attention is with a popup. Popups gives us the ability to drive certain actions that you want them to take on your site or an action you want them to complete, like entering your contractor lead nurturing funnel.

An example of this would be building an email list in order to convert these visitors into qualified leads.

If you were to try converting this new site visitor into a customer immediately, by offering them a discount coupon for their first order could mean the difference between them buying from you or your competitor.

Popups don’t take a lot of time to develop and are quite easy to implement, but the also can have a huge impact on your conversion rates.

Contractor digital marketing strategy tips on website optimization to stop using stock photography because it looks fake

3. Stop Using Stock Photography

If your website has any stock images to tell your business story, it’s highly likely you will see an almost immediate increase in the trustworthiness from website users by simply swapping then out for high quality pics which shows your business in action.

Here’s the skinny, people like to do business with those they trust and like, so by getting more trusting visitors will no doubt lead to an increase in your sales. Hiring a reputable photographer is recommended, unless the budget or even time constraints won’t permit, then just bust out your iPhone.

Contractor digital marketing strategy Increasing Page Load Times Leads to an Improve User Experience

4. Increasing Page Load Times can Improve the Site’s User Experience

Everyone expects things to happen right now. and not only right now, but instantaneously. This translates into people being super impatient, with most of  your website visitors getting tired of longer than average page load times, and leaving the site.

Start by testing your site to see if it’s considered a slow website, even if you think it’s performing just fine. Google’s own Pagespeed is where you can run your speed tests for free.

I’d also suggest taking it a step further and testing your other pages as well. In Google’s SERPs, it prioritizes faster loading website pages over slower ones, which means improving your website speed could have a positive impact on the organic SERP rankings, especially on mobile!

If your website needs to increase its performance, there’s numerous culprits that you’ll need to identify for slow load times. Here’s some common issues:

  • Site Hosting – A very common problem is your hosting provider is holding you back which means you’re going to have to make the switch to a better hosting provider.
  • Large Images or Attachments – You have to compress your images and optimize the images size for the internet. For those that are using WordPress, the plugin “WP-Smush” is highly recommended from our personal experience.
  • Heavy CSS or Javascript – That fancy widget that jumps on the page or moves around, yeah kill it because it’s eating up your sites response time and slowing it down.

Getting your website tuned up with faster response and load times could provide a significant boost to your user experience which will more than likely result in a noticeable increase in your search rankings and conversions.

Tip #2: Content Marketing

 

Contractor Digital Marketing Strategy Tip #2: Content Marketing

Usually, content marketing is not thought of as a method for delivering quick wins. Most contractor digital marketers view content marketing as a way to slowly and organically rank in the SERPs in an effort to build consistent traffic in order to decrease the high cost of PPC Ads.

Though content marketing provides this to websites as a long term marketing strategy, it’s also very useful to us in order to get quick results from the other areas that’s in our in our online marketing mix.

Content Fills the Gaps in the Buyer’s Journey

1. Content Fills the Gaps in the Buyer’s Journey

Unless your business is brand new, your website more than likely has some traffic already, whether it’s just a couple people or hundreds that are visiting your website every day. However, most of that traffic will simply not be candidates to make a purchasing decision with your business, on the very first visit.

In fact, most site visitors just don’t know or recognize that they are in need of what you are offering to solve for them. Others might get it but they just won’t be ready to make a purchase decision before they’ve fully vetted all their options.

To combat this, you should create compelling content around the joys of doing business with you as a way to introduce new website visitors on the reasons your product or service is the best solution to solve their pain points.

Seo contractor digital marketing

The SEO Benefits of Content Marketing

Finally, by publishing this type of informative content on your site, you’ll begin to generate attention from search engines. While home services SEO isn’t really a contractor digital marketing strategy for quick results, the additional benefit of this type of high quality content development shouldn’t be ignored or minimized, as SEO is excellent as a long-term investment.

Contractor digital marketing strategy Promote with Paid Advertising

2. Promote with Paid Advertising

While your content will support your existing website traffic, it can always do a lot more. By adding in paid advertisements into your contractor  digital marketing bag of tricks will immediately place your content articles in front of highly targeted audiences. This makes it easier for you to be able to reach your ideal buyers a lot earlier in the sales process or in the buyer’s journey.

Contractor digital marketing strategy repurpose old content

3. Optimize Old Content

If you’re already creating new content for your website, that’s really awesome, keep it up. But it’s also very likely that a lot of your old or current content on site could be upgraded through on-page SEO Optimization in order to be used more effectively at driving relevant web traffic.

When optimizing old content is apart of your internet marketing strategy, there’s 3 options for you to consider:

Remove the Content

You may not think that removing your hard work as an optimal strategy for your content, but it actually can be.

Here’s why.

If your blog posts aren’t providing value to readers, they might have the opposite effect and actually reflect poorly on your brand.

This also holds true in the way Google’s algorithms indexes the content. Short, less than valuable type posts can hurt a sites rankings. If your website is full of posts that nobody is reading, Google takes that as a sign that your content isn’t worth showing in its organic rankings. Google may even determine that your website has less domain authority from this and is not worthy of SEO rankings.

Finally, some of your content may be old or outdated, but time/date sensitive and not possible to bring up to date. Anything that has to due with the out of date information should be removed from your site as nobody cares about yesterday’s news.

Make sure you take the time to delete these old posts so you can deliver the best user experience, more value to site visitors, and making sure Google only sees your most relevant and valuable content on site in order to avoid any rankings drops or even delisting issues.

Content marketing for contractor digital marketing

Upgrade the Content

This strategy allows you to take solid content pieces and make them even better. Upgrading existing content saves you from the time involved in creating new content pieces and it earns more SEO organic traffic, which stems from finding new ways to use the articles.

To effectively do a content upgrade, examine what is currently ranking well and then expand your resource to be more comprehensive and provide new and more valuable information than the best article on Google’s first page.

You’ll also want to identify new relevant keywords you may be able to rank easily for and add them throughout the post. In fact, using latent semantic indexing-friendly keywords is an excellent method for earning more organic traffic, and as a way to provide Google with the article context it needs to best understand what your article is about.

Combine the Content

Lastly, you may discover that you’re able to combine two or more piece of old content into a single super blog post. If you have old posts that aren’t strong enough to rank on their own, look for a way to combine them with other relevant posts which would create a more comprehensive resources that provides tremendous value to readers.

SEO Tools for Fast Actionable Ideas

4. SEO Tools for Fast Actionable Ideas

On-Page SEO Optimization

If your site is a WordPress website, you really should be using an SEO plugin like Yoast which will allow you to begin optimizing your on-page content. Yoast analyzes the page and provides actionable recommendations on optimizing the content based on your selected keyword phrase.

Though it’s not meant to compete with expert SEO advice, it is powerful and will get you on the right path, especially if you’re new to content marketing and looking for a quick and cost-effective way to ensure your sites content is up to par.

Technical SEO Site Optimization

Using an SEO tool like Screaming Frog will make life a lot easier by identifying and fixing site technical errors that you might normally have a hard time identifying and assessing. The process is automated and helps to resolve website issues like 404, 500, and 503 errors that Google would otherwise be penalizing your website for.

It also provides you with analysis on:

  • Site metadata
  • Broken links
  • Duplicate content

Using an SEO tool like this helps to quickly identify issues that aren’t obvious, and to get more out of your content creation by optimizing your articles.

Tip #3: Paid Advertising

Contractor Digital Marketing Strategy Guide to Delivering Fast Results from Paid Advertising

Just about all businesses online use some form of PPC advertising in their contractor digital marketing strategy. Whether your marketing budget is allocated to Google Adwords or on Facebook Ads matters little.

The mistakes with paid advertising that you could be making are:

1. Don’t Compete with Yourself

One of the biggest mistakes we see contractors consistently make is running ads that are basically in competition with one another. Far too often, this happens from audience overlap which only drives up the cost per action while sinking the campaigns ROI.

On Adwords, one of the glaring things I see is keyword overlap because they won’t include an exact match keyword phrase as a negative keyword for their broad or phrase match ad groups.

Though running multiple ad variants is an excellent way to test and find which is most effective, you must avoid targeting the same audience with multiple ad sets just because you once successfully advertised to that audience in the past.

Contractor digital marketing strategy Optimize Your Audience Targeting

2. Optimize Your Audience Targeting

A common contractor digital marketing problem, as discussed above, with targeting your audience on either Adwords or Facebook is targeting the same audience on all ad sets. Even though audience overlap is a common problem stemming from improper targeting, it’s not the only one.

Many businesses typically make assumptions about their ideal buyer persona. Then they advertise to those buyer persona without a clear understanding of whether or not their ads are reaching the right people.

One of the best methods to understand who you should be targeting is by creating fictional representations of your ideal buyer, commonly referred to as buyer personas. Buyer personas can be used to identify the traits of your ideal buyer and to decide on which audiences you should target.

Test new audiences to determine which one delivers the desired results. Also, keep in mind that you need to rotate audiences when possible in order to keep the ads fresh and relevant rather than stale and annoying.

Contractor digital marketing strategy by updating your online paid advertisements every other week

3. Regularly Perform Updates on Advertisements

It really feels good when you finally have a campaign blast off with your ads being more effective than you could have imagined. But, no matter how great your ads are at the present moment, if you continue to show the same ads to the same audience, they’ll eventually become far less effective, which has to do with frequency related issues.

Therefore, it’s super important to rotate new ads in on a consistent basis. For example, at Marketing Media Wizard a contractor digital marketing agency, we create new ads for our clients every week or two depending on their historical performance. For ads that are underperforming severely, we cut them within days, if not hours and replace with variants of our successful ads.

Displaying fresh ads with this level of frequency allows you to keep your audience from getting overrun with the same ole mundane ad they’ve seen over and over again.

When your creating a new campaign, make sure you test multiple versions of your ad elements such as images, copy, and target audience to determine which is most effective for your given target audience.

No matter how great you think your ads are, it’s important to continuously test alternatives and not become complacent. Out of all the ad groups and adsets you create, one of them will typically outperform the others, which gives you the opportunity to wipe the under-performers and adjust the ad budget onto the winner.

Additionally, by running multiple ad variations you will get a better understanding of what types of ads your target audience responds best to.

The more frequently you switch out the ad creatives, the more rapidly you will be able to optimize your contractor PPC Ads campaigns. Rapid ad optimizations is the name of the game when it comes to exploiting quick wins for our clients success.

add in Retargeting Campaigns for your digital marketing strategy

4. Add in Retargeting Campaigns

This is hands down the most important thing you must do in order to secure a quick win for your contractor digital marketing strategy. Retargeting site visitors is one of the most  powerful tools to immediately improve your ROI.

Retargeting is defined as marketing to the same people who have already visited your website. These past website visitors already have a established relationship with your brand, which makes them far more likely to return and buy. These people have already shown an interest in what you have to offer, which makes them far more likely to purchase from your company at some later point in time.

Best of all, implementing retargeting campaigns is relatively easy and quick to setup and get running. In order to use this powerful contractor digital marketing strategy, you will need to add a snippet of code called a pixel to your website. Once installed, the pixel with gather user information which can then be used to create custom campaigns that target users in various stages of the buying process.

An example could be if someone viewed a city service page and then visited your contact page, you can serve them ads for that specific service and even include a discount to incentivize them to buy now.

Retargeting is by far the most powerful tools contractor digital marketing experts have available and represents one of the most highly recommended additions to your contractor digital marketing strategy I can make.

Contractor digital marketing conclusion

Contractor Digital Marketing Conclusion

Before you head off and start chasing quick wins, let me tell you one more thing: In any marketing scenario, your contractor digital marketing strategy is the ultimate key to success.

While it may seem like you have the perfect roadmap to implementing changes that will improve your ROI, it’s vital to understand how everything fits together in your contractor digital marketing strategy. Take the time to select quick wins that work together so that you can deliver the biggest bang for your buck.

While some of the items on your marketing list may represent an excellent opportunity all by themselves, I suggest that you identify all the other opportunities that might have an impact and which can improve your results across the board.

Rather than focusing on improving your paid ads, content, or website singularly, look for ways to improve as many as you can with least amount of optimizations as possible.

The key to having a truly effective contractor digital marketing strategy that produces quick wins is by generating the most impact within the least amount of time and from the fewest amount of used resources as possible.

Google My Business For Contractors: Add or Claim Your Business
Google My Business for contractors is an online business directory listing platform built and managed by Google that home improvement businesses small and large are strongly encouraged to use to manage their company’s information across Google Search and Google Maps. Google places a huge importance on accurately updating and maintaining your GMB business’ information, specifically your business’ Name, Address and Phone Number (NAP), and is another avenue potential customers can use online to discover your contracting business.
In return, this gives Google the correct information to display to users searching for contractors or for your business name. Additionally, claiming and optimizing your Google My Business for contractors listing can also increase your odds to appear in the much sought after Google Local 3-Pack, as seen in the search results screenshot below:
Business on Google My Business for contratractors google three pack
It’s super important that you understand that if you just set up a Google My Business for contractors listing, it won’t guarantee that you’ll appear in the SERPs (Search Engine Results Pages) or coveted Google Local 3-Pack, but it will help Google know the correct information to show regarding your contracting business if it is searched for. If your GMB listing is up-to-date with the correct information, Google is more likely to show it for relevant local internet searches. And for those looking for an edge in their local SEO rankings, this could mean the difference between 3rd of 4th place in the Three-pack. 
Google my Business for contractors ranking

Here’s the Reasons Why Should You Claim Your Google My Business For Contractors Listing Today

It’s quite possible that you’ve never heard of Google My Business for contractors and you’re still wondering to yourself why you would claim your Google My Business listing for contractors in the first place?

I mean, who wants more busy work when you’ve got a million fires to stomp out on a daily basis as the business owner.

Maybe you’re asking yourself, what makes this type of internet listing for contractors so important or different from all the rest, and how it matters now all of a sudden over the other hundreds you’ve seen come and go?

According to Google, 97% of online consumers search for local products and services, but only 37% of all locally owned businesses in the US have claimed a local business listing.

If you’ve been looking and scratching your head over the past few years wondering where there’s low hanging fruit and opportunity for you to beat your competition in the home improvement industry, well this is finally that juicy piece of fruit that’s just waiting on you to pick it up and take a damn bite!

If your competition hasn’t already jumped first and taken advantage and claimed their Google My Business for contractors listing, you have a low cost method that you can easily do yourself today! Claiming your contractor Google My Business listing can also help with your local SEO search rankings.

To claim your contractor business listing on Google, you must be the one that both owns the business and also is the one interacting with your customers during the business hours you set in your Google My Business for contractors listing.

You can work with your customers at your physical place of business or at the customer’s location. That means that even service businesses, like digital marketers, freelancer writers, landscapers or plumbers, graphic artists, and so on can also claim their GMB business listing.

How Does Google Decide Which Businesses to Show in the Local 3-Pack?

google my business for contractors serp results

In their quest for the most relevant user information and experience, Google’s algorithms use a wide variety of user data and factors in order to determine which websites are going to show up in the coveted local search results.

There are literally hundreds of determining factors being calculated in Google’s search algorithm. When it comes to local search, these are the main two factors being considered most relevant in displaying a home services website to the searcher:

  • Prominence: is measured by the business’s site popularity or how well-known the contracting business is based on information Google has stored on it. The best example of this would be back links from a large number of websites and having an aged domain, meaning its been online a long time with a lot of relevant links from other home improvement authority websites linking back to it.
  • Distance: this measures the proximity of the business to the searcher or the area where the searcher is currently located or based on where they’re going.

Google my Business for contractors

Finding Your Business & Claiming It

Claiming your Google My Business for contractors is pretty straight forward and simple to do. Before you even start looking, it’s important that you set up a Google email account, also known simply as a Gmail Account, that you will use for your Google My Business for Contractors, AdWords, Analytics, Search Console, and any of the other new Google products being released.

The purpose of this Gmail email address is to let you have single login access to all of Google’s product suite, such as: Google My Business , Google Docs, Google Drive, Google Search, YouTube, Google Translate, Google Play, Photos, Blogger, Search Console, Google Analytics, and so much more.

google my business for contractors

As the business owner, make sure that you claim your Google My Business for contractors listing because only the business owner is the only one that can claim their own business listing.

For example, if you tried to hire a internet marketing agency for contractors to act on your behalf to make the claim actually goes against Google’s Terms of Service. The business owner is the only one that can ever claim their contracting business on Google My Business and then you can add your contractor marketing agency as a manager on your Google My Business for contractors account.

With your Gmail account set up and ready to go, follow these steps to properly signup and configure your listing on Google My Business for contractors:

  1. Click on this link to access Google My Business:  www.gybo.com/business
  2. Enter your contracting business’s name and click on the  “Find Out” button.

Google My Business for contractors  is the first step

In this example, you’ll see that your contracting business is already being listed on Google Maps. Maybe you’re wondering why it would be listed on Google Maps since you never added it yourself. The answer is that when you register a new LLC, it automatically gets added to some databases and directory sites, much like Google My Business for contractors is in a way, and Google pulls from this data and will automatically add your information. So don‘t get all bent out of shape thinking that someone has been messing with your stuff. At least not yet, which that is probably best for another article.

3. Google will query its database and let you know whether or not your home services business is listed on Google Search, and from this point you have 3 possibilities:

  1. Update your contractor business info
  2. Verify your contractor business info
  3. Add your contractor business info

google my business for contractors during the verification prpcess when you're claiming your business on google my business

From these 3 actions that you can take on a Google My Business for contractors, you will get one of these 3 responses (as seen above in the 3 page illustrations):

  • “Nice Job. You’re on the Map.” If you get this back from your contracting business search means your business is verified. Either the owner, or an authorized manager, can login and make the edits if necessary. To access Google My Business, click the “Update Your Business Info” button.
  • “Your Business Info Might be Incorrect on Google.” If this is what’s shown, it means your Google My Business for contractors info may show up on Google, but your company’s address is unconfirmed and the owner hasn’t claimed their contractor Google business listing. You can verify your business by clicking the “Verify Your Business Info”. This will get the ball rolling on the verification process that can take 7-10 days to complete.
  • “Your business isn’t on the map.” If you get this message back it means that Google can not locate any business information from either Google My Business or from other business directory resources out on the internet. To get started claiming your Google My Business for contractors listing, click “Add Your Business Info.”

4. Enter all your contracting business’ information, and do your citations EXACTLY the same way as you have on Facebook, your website and any other business directory listing. Just make sure that you pay attention to all the small details, because this is where you’ll either make it or break it, like dealing with capitalization and spelling. Here are some general guidelines:

  • Enter the exact and complete street address. Best rule of thumb, just use the Post Office method of routing the traffic back to you’re your site.
  • You cannot use PO Box addresses to register a Google My Business for contractors. Google does this to keep another small business out of your area by not letting them go and buy PO Boxes in order to claim their business is actually domiciled there and not just a service provider for this area. Again, this is a good thing as it helps you not have to compete with bigger players that would simply box you out of the market.
  • If you have a suite or office number, add that information separately from your street name and number.

5. Now select a business category that best represents your niche. The category has to already exist in Google, so you can’t make up a new category to fit your contracting business. You may not find a category that exactly matches your contracting business type, so just select something that’s as close as possible to it. More than likely you won’t get an exact glove snug match fit, so keep your options open, or do like I do and go check out your competitors and see how they’re listing and emulate.

If this still stumps you, you can contact Google Support at support.google.com/business to get help with your listing.

claiming you company on Google my business for contractors listing you can using your dashboard to contact google for help

 

Make Sure You Verify Your Listing On Google My Business For Contractors

As a preventative measure against the wrong people (ie your competitors) from claiming your listing on Google My Business for contractors, Google wants to verify that you are the legitimate owner of your contracting business. This is part of the GMB “verification” process.

Most contractor business owners get their business verified by a postcard Google snail mails you. If verifying an existing contracting business that’s already listed, you might be able to phone verify, though I don’t know many people who actually did so just be looking out for the postcard that’s coming in the mail. Wouldn’t’ surprise me at all if you saw it come in tomorrow.

  • When verifying your Google My Business for contractors by mail and phone verification, Google will mail a postcard with a PIN verification code on it. Once you receive this, you will use that code to confirm your address with your business name and identity.
  • If you are given the option to phone verify your business:
    • Make sure you can answer the business phone number to receive your verification code.
    • Click Verify by Phone to have the code sent to your phone via automated message.
    • Enter the code into your dashboard.
  • Google will never call your business and ask for your code, password, or any personal info. They’ve got more important things going on than call you. It’s a scam so just hang up.

Use Valuable Insights to Discover Who Your Audience is and How to Interact with Them

Claim Your Business on Google My Business for contractors dashboard

 

 

Once you claim your listing on Google My Business for contractors, you can access tons of valuable insights about the website visitors who view your Google My Business for contractors listing coming from either Google Search or Google Maps. From the insights you can gleam:

  • How many people searched for driving directions
  • How many people viewed photos of your business
  • How many people visit your website
  • How many people called you

Audience insights google My Business for contractors

To check out the customer actions that were taken on your website, you can start with the following types of actions that customers took on your listing:

  • Click to visit your website
  • Request directions to your contracting business’s physical location
  • Click to Call you
  • View photos of your contracting business and the service offering you have

Photos

claim your company on google my business for contractors photos monthly insights reports

This section shows the number of photos associated with your GMB for contractors business listing and how often they’re viewed compared to photos of contracting businesses similar to yours. The “Photo views” graph shows the number of times your photos have been viewed by Google users, and the “Photo quantity” graph shows the number of photos uploaded by you.

The lines on the graphs compare your photo data with photo data for contractors similar to you. For example, if you own a local roofing company, your business would be compared to other roofers in your area.

You may not see this information if there aren’t enough businesses like yours nearby.

On the right side of the graph you’ll see the total number of photos based on the data points you’ve selected.

These sections have the following labels in bulk insights reports:

  • Total owner photos
  • Owner photo views
  • Total customer photos
  • Customer photo view

In order to actually see how many people took a specific action on a particular day, place your cursor over the related segment of the graph on the day you’re interested in viewing data on. Click the check boxes to the right of the graph to turn off segments, so you can isolate particular data points that you’re interested in.

These sections have the following labels in bulk insights reports:

  • Directions actions
  • Phone call actions
  • Total actions
  • Website actions

Direction requests

Add your company Google My Business for contractors directions feature

This section shows where on the map people request directions to your business. You’ll see your location pinned on the map, and a map that shows the most popular places from which people ask Google Maps for directions to your address. You may also see the total number of requests broken down by city or neighborhood.

On the map, you can zoom in and out on the map using the + and icons on the bottom-right corner.

Phone callsClaim Google My Businesss for contractors phone calls insights reports

This section shows when and how often customers called your business via your listing on Google. At the top of the section, “Total calls” gives the total number of phone calls in the timeframe you’ve selected.

In the graph, you can choose to view trends in customer phone calls by either “Day of week” or “Time of day”. The graph will show when customers are most likely to call your business after viewing your contracting business listing on Google.

You can adjust the timeframe for the data in any of the sections. In the top right corner of the each section, you’ll see “Last 30 days” if you haven’t selected a different option. To change the timeframe, click or tap “Last 30 days”, then select from the other two options: “Last 7 days” and “Last 90 days”.

Conclusion

Once you verified or claimed your listing Google My Business for contractors you now own it and can control how it appears to searchers on Google Search and Google Maps.

Once your contractor listing is complete focus on staying connected with your audience, and make sure to respond to reviews left by Google users for your contracting business. If you happen to receive a bad review, the ability now to respond to that person and make things right may change their mind and show the public you are a concerned business owner.

3 Ways To Ramp Up Your Contractor Internet Marketing Strategy

As a digital marketer, one of the best things about the job is how quick you’re able to see the results of a contractor internet marketing strategy. With a lot of real-time data and the ability to accurately pin-point your contractor internet marketing strategy‘s success or failure, it’s the ultimate instant gratification for those that don’t want to wait weeks or months for results.

But often after continued success, even digital marketers face the dreaded performance plateau. Here are 3 contractor internet marketing strategies you should try when you find yourself stuck and not getting the traction you once used to.

It happens to us all so when it does happen to you, try these out and see if you can’t get things back moving in your favor.

3 Ways to ramp Up Your Digital Marketing strategy when you are stuck in a rut

Never Underestimate the Importance of UX Testing

Even a small boost in your conversion rate has the potential to make an enormous difference in the results for a contractor internet marketing strategy. Not only does it have potential to boost top line revenue, but it can have a significant impact on bottom line results.

Most digital marketers find making the business case for user experience (UX) improvement work a slam dunk as minimal gains result in significantly increased revenue. However, it is often easier to preach the importance of testing and focusing on the user than to actually practice this belief.

Here are some tips to make the most of your UX optimization:

  • Get a fresh set of eyes. Whether it be a contractor internet marketing agency, a consultant, or a new team member, often a new perspective is needed to identify opportunities and create meaningful tests. Internal stakeholders can be blinded by personal attachment to work they have done.  They can be biased by past results or be too close to the business to be able to view things through the lens of a prospect.  Getting an impartial voice in the mix can help limit these pitfalls and ensure you are testing the right things to move toward success.
  • Ensure you have the right resource managing your UX strategy. UX requires a unique skill set.  Not only does someone need to be analytically minded, they must be a creative problem solver.  Additionally, this person needs to be highly scientific when it comes to testing and not let their own personal bias and opinions color their thinking. While admittedly not an easy combination of skills to find in one person or agency, it is essential for your UX strategy to work.  Taking the time to ensure the right resource is in place is critical.
  • Ensure the right and left hand are talking. In the digital marketing world, it seems everything is automated. It makes life easier and ensures seamless processes. When it comes to UX, it is important to remember that the experience your potential customer has does not begin the moment they hit your site. It begins pre-click.  The ads your prospects see, the sites on which your ads are served, your social presence, etc. – all of these touchpoints are part of the experience potential customers have with your brand and influence their likelihood of converting once on your site.  Cross-channel learnings are often quantifiable and automated reporting helps to ensure all parties have access to the data and are optimizing accordingly.  However, many of the insights needed are qualitative which means all parties need to be talking. For true UX success, ensure there is an environment that fosters collaboration, the sharing of insights, and avoids a siloed channel approach.

boost Your Digital Marketing Program

Rethink Past Typical Contractor Internet Marketing Approaches

With a constantly changing marketplace, evolving online behavior, and ever improving contractor internet marketing technology, a tactic tested in the past may perform very differently today. Here are some suggested plans of attack:

  • Revisit failed search campaigns. With improved audience targeting available for search campaigns, general campaigns that were not fruitful in the past can achieve profitability. Retargeting Lists for Search Ads (RLSA) and Customer Match  are fantastic ways to accomplish this.  Additionally, improvements are continually being made to bid strategies and ad rotation settings that can make a significant impact on a search campaign to hit and exceed goals.
Digital Marketing Program touchup
Customer Match
  • Rethink attribution. The majority of digital marketers still operate on a last-click basis.  This approach is easy to understand and measure, but often over-emphasizes channels (while understating others), which could leave potential revenue on the table. Using Google Analytics reporting and AdWords Attribution, I suggest marketers re-assess the data. Evaluate the impact of Assisted Conversions, the flow of user paths, and compare performance when toggling between attribution modeling types (first click, last click, time decay, etc.).  Often, there are gems to be found that can help you to refocus your efforts and jumpstart growth.

AdWords Attribution Models 3 Ways to Pep Up Your Digital Marketing Program

  • Consider offline conversions. Not all conversions happen online. Even if most of yours do, if you are not bringing offline conversions into AdWords, you are missing out on the full picture of your contractor internet marketing strategy efficacy.  Bringing in offline conversions allows you to utilize automated bidding and ad optimization features to the fullest. Further, you can create Similar Audience lists based on the characteristics of all your converters, not just online converters.

3 Ways to Pep Up Your Digital Marketing Program

Keep on marketing after the sale

Focusing on customer Lifetime Value (LTV) and retention, rather than limiting your view to just the initial sale, opens up substantial profitability for your existing acquisition efforts. This extends across multiple marketing channels.

  • Use social media. Social media channels can be a great vehicle for customer service, communication, and brand reinforcement. It gives your brand a personality and a digital connection with your existing consumer base.
  • Change the messaging. Social and display advertising is a cost effective way to stay in front of current customers. Now that these individuals have been acquired, your advertisement message will need to change. Make sure the messaging is directed to new product or service offerings, industry awards/recognition, and how your company can handle additional problems they may have. This is a excellent opportunity to not just keep your customers engaged with your brand, but to cross-sell them on additional product or service offerings.
  • Create relevant content. Often the focus of website content is to attract and convert your target audience. Just make sure your website also speaks to your existing customer base. Get your customer service team to listen and take note the needs, concerns, and questions voiced by your customers. Use these insights to create unique and relevant content that speaks to both prospective and current customers.

Conclusion

Performance plateaus happen to the best of digital marketers, but they don’t have to stick around for a long time either. Get creative and think outside of the box – we’ve all heard this till we can’t hear it anymore because I know that I live my life so far outside the box I wouldn’t realize what the inside of a box looks like anymore. Too unfamiliar. Double-down on conversion optimization, rethink and refine previous digital marketing tactics, and market for maximum LTV.

These suggestions should help you move beyond current results and take your contractor internet marketing strategy to the next level, allowing you to increase revenue, expand your reach, and improve your profitability.

 

user-intent-seo-relevance-marketing
Roofing SEO Relevance: Importance of User Intent

SEO, or Search Engine Optimization has many variables that makes up perfect optimized SEO in Google’s eyes. All of these have to be unified together to make certain you’re rankable on Google’s Search Engine Results Page (SERPs) and users can locate you.

One of those parts is user intent. However, what precisely is user intent, and how can this impact the content you are creating and the promotionals you are setting out there to prospective clients?

SEO Relevance: Importance of User Intent

What’s User Intent?

User intent is exactly what a user is looking for when searching on a search engine optimization. It extends beyond the key words used and attempts to find the particular response the user would like to find to their query.

Through time, Google has become more and more proficient at discovering the significance of user intent. For example, they penalized content creators for using a lot of keywords and generating spammy content via their Penguin upgrade in 2012.

Google unleashed this algorithm since user intent was frequently not being fulfilled, and it was damaging the search engine reputation.

SEO Relevance: Importance of User Intent

The various kinds of use intent include:

  • Transactional: The user would like to get a product or execute another very particular deed.
  • Informational: The user needs specific information about a particular subject.
  • Navigational: The user wants to visit a specific site.

If you’re able to learn your user’s intent, you’ll have a simpler time getting them to the sales funnel and finally purchasing your services and products.

By way of instance, let us say that you sell all sorts of bed sheets, and you decide that a number of your customers are looking for”The most effective types of sheets for sensitive skin”

If you sell them, you can create a manual around this subject, optimized with fantastic text, pictures, and other sources, in addition to applicable key terms. When the user finds your articles, you are able to collect their email address, send discounts and bargains, and make a sale later on.

Would you wish to determine the questions we’re requesting, and what exactly the user intent is enclosing your service or product? Then you will have to use the best resources on the market.

user-intent-seo-relevance-marketing

Tools for Finding User Intent

It’s possible to determine search intent utilizing the easy Google search instrument, or enter more complex platforms. Listed below are a couple to dive into:

  • Google’s People Additionally Ask: When Looking for your keyword, scroll down to Google’s People Additionally Ask function. You are able to see the very best questions and perform deeper research into questions that are related.
  • Answer the Public: See Answer the Public, type in a word associated with your organization, then see the who, what, when, and how queries people are asking about this subject.
  • Keyword Tool: Visit Kwfinder.com, type in the word that you need to target, then see the search volume and contest. Using the pro version, you may also requesting the questions folks ask about the topic. If you find the content men and women are generating about your brand and the questions they’re asking, after that you can answer them.

Besides using the above mentioned SEO tools, you can find different ways to begin matching user intent. You can:

  • Look on your own Twitter, Facebook, Instagram, Pinterest, along with other pages to determine what sorts of queries users are requesting, then make the content that answers them. Figure out what could inspire them to stay with your organization.
  • Listen to client support and customer sale forecasts. Again, listen to recorded calls and determine exactly what the clients are praising and what they’re complaining about.
  • Set a chatbot in your Site. An automated conversation bot can manage simple questions individuals might be asking, then flip it over to an actual person at your business if it gets overly complex. These discussions are invaluable and abundant with information regarding your clients.

Consider what your client would want. What type of travel would you choose if you’re looking for some item, service, or item of content? Where would you begin? It is very good to pretend you are a client and attempt to select a revenue journey with your organization, beginning in the SERP webpage and end up on your shopping cart.

Before you make your user intent content, then see which key words are best performers on your site, and what type of articles you have about that.

Let us say you’re rank high for”best bed sheets under $50,” but search phrase leads users into a blog article about the least expensive and most costly bed sheet stuff. It does not match the consumer’s intent, which can be transactional.

Or, the opposite may be true. Let us say you rank on top for”forms of mattress sheets for individuals with allergies,” and among your lace bed sheet merchandise pages composed. The user, in the point, desired info, not a sales pitch. Perhaps the consumer needs natural cotton mattress sheets instead.

SEO Relevance: Importance of User Intent

What Type of Content to Produce for User Intent

User intention will change as your potential clients go through the sales funnel. You want to use revenue funnel tools to monitor where your clients are in every cycle and what sort of content to make for them/offers to send to them.

You can use them to monitor buyers throughout the sales funnel, which comprises:

  • Top of the Funnel: Here is the consciousness point where people are looking for answers, schooling, and information. The kind of content for this particular point comprises ebooks, white papers, blog articles, videos, and also a educational article. This contrasts with informational lookup intent. These hunts will be general. In the base of the content must be a call to action that motivates them to register for info regarding your service or product (through an email newsletter or background notifications, for example ) or find out more.
  • Middle of the Funnel: Here is the test stage, where folks are contemplating whether they will do business with your business. It is possible to schedule a product demonstration together, send them a presentation webinar, and reveal them a FAQ sheet about your business. They may specifically hunt for your business on Google, so this approach might assist with navigational user intention. In the base of the content ought to be a CTA which motivates users to register for a free presentation of your product or a telephone using a sales pro. That is when people are preparing to buy from you, and go together with the transactional user aim hunts. You could provide discounts and coupons, free samples of your merchandise, and live presentations at this phase. They’re also likely to be far more special than an informational hunt. In the base of the content ought to be a CTA that motivates them to buy, such as a”Purchase” or”Get Started Now” button.
  • Bottom of the Funnel. This is when people are getting ready to purchase from you, and go along with the transactional user intent searches. You could provide coupons and discounts, free trials of your product, and live demonstrations at this stage. These searches may contain words like “buy,” “purchase,” “discount,” “on sale,” or “cheap.” They are also going to be way more specific than an informational search. At the bottom of this content should be a CTA that encourages them to purchase, like a “Buy” or “Get Started Now” button.

SEO Relevance: Importance of User Intent

Added User Intent Considerations

There are additional details that will result in your achievement with user intent. They comprise:

  • Ensuring your site is intuitive, simple to navigate, loads fast, and looks fantastic on cellular.
  • You’re optimizing for voice hunt, because Google is placing more emphasis on it today and later on.
  • Your content is not salesy, along with your consumable content is not too tender.
  • Keeping the site current using Google algorithms, because they are continuously changing.
  • Creating high quality articles regardless of what, and practicing other fantastic search engine optimization approaches like using H2s and meta tag descriptions.
  • Ensuring that your product pages seem amazing.
  • Doing continuous search, because keyword contest changes; one minute you could possibly be on peak of the SERP, and another, you are going to be on page 2.

Conclusion

By studying user intention, you are able to answer their queries and deliver the articles, goods, and services that they desire, regardless of what stage they’re at from the sales funnel. Bear in mind that you’re here to assist your clients above all else, so bear this in mind while you employ this exceptionally powerful and critical search engine optimization strategy.

facebook messenger marketing & chatbot
Facebook Messenger Marketing For Contractors: Using Chatbots To Boost Your Sales Pipeline

Communication has shifted. This might seem like a cool thing to say at a cocktail party for an internet entrepreneur, but for most business owners, it ought to be a wakeup call that Facebook Messenger Marketing for contractors can bring more business and revenue.

You can’t afford to get left behind. You have to stay informed about your customers. Over the previous ten years “maintaining” has resulted in the universal adoption of email marketing, search engine marketing , and social media marketing .

facebook messenger marketing for contractors with chatbots

Your audience has adopted messaging platforms along with your business has to make the jump. The ones that do this early will reap massive rewards.

A decade ago, the price to acquire a skilled email marketer could be done pennies on the dollar, and email engagement was a hell of a lot higher than it is now.

Fast forward to current times, and this exact same opportunity has presented itself again. It’s now time to take the leap of faith and cross the barrier of the unknown.

Contractors who don’t will resemble the those STILL buying advertisements in the classifieds section of the regional newspaper.

Facebook messenger is the fastest growing channel in the world which means for business owners in Home Improvement need to take notice of this channel to improve revenue.

With 1.3B consumers, it’s already bigger than Instagram, Twitter, and Pinterest combined. It is also the sole channel of the size that is not saturated yet.

Even when you already know the opportunities posed by messaging programs, we’ll get to this in a little, hold your horses, it could be somewhat perplexing. How do businesses engage with clients in this new messaging platform where purposeful dialogue is held?

Chatbots are the answer for Facebook messenger marketing for contractors. While great for client service, they’re excellent for promotion. Having a little forward thinking, Chatbots and messaging programs may develop into a tremendous sales channel for home improvement service contractors.

facebook messenger marketing for contractors

Why You Need to Use Facebook Messenger Marketing For Contractors + Chatbots

You could be asking yourself why I’m so pumped about Facebook Messenger Marketing for Contractors & Chatbots? The brief answer is that folks love Facebook Messenger plus they prefer to socialize with both brands and friends around the world on it.

We sometimes speak with those who say things such as “nobody utilizes Messenger”, or “I really prefer my Gmail Promotions Tab”.

Listen, these individuals are the ones that are last to know, last to show.

Look at Facebook Messenger’s growth chart for instance. It is growing like mad!

Facebook Messenger Marketing for contractors Using Chatbots to Amplify Your Sales Pipeline

Should you throw in WeChat, WhatsApp, along with other popular messenger platforms, then you get a huge untapped marketplace of possible clients.

But wait, there is more! You still have a chance to become an early adopter, contemplating much fewer than 13.5% of all businesses have made the discovery and implemented the use of chatbots on messaging platforms.

While the majority of other channels confront declining engagement and increasing advertising costs because of saturation, Facebook Messenger marketing for contractors is merely getting started.

Not sold yet? Here’s a few more advantages:

  • Messenger is one sided in the scale of one-to-many
  • It’ll shorten your sales cycle by answering inquiries and overcoming objections

The Way We Use Chatbots For Facebook Messenger Marketing For Contractors

We’ve assembled Chatbots to address many distinct issues. From helping clients select the ideal size electric skateboard to shooting leads with webinars as an outcome magnet.

Our Chatbots are fantastic for delivering content! Bid farewell to heavy dependence on email marketing.

Nevertheless, there are 3 main types of Facebook messenger chatbots we prefer to build for contractors:

  1. Lead Generation & Collection: These chatbots are great at conducting traditional contractor lead magnets such as webinars, giveaways, event, white papers, and turning those cold prospects into warm leads.
  2. Bottom of Funnel Retargeting: We love using chatbots to promote coupon codes and other various offers when running retargeting campaigns.
  3. Conversion Rate Optimization: A well constructed bot helps to answer questions, overcome customer objections, match them with the right product, and most importantly conduct sales.

Here is a good illustration of method #2 above. It is a voucher bot we assembled for bottom of funnel retargeting. The user clicks a Facebook advertisement and can be taken straight to Messenger, initiating the chatbot experience. Here is where things become interesting.

This took a 5.6x life ROAS around 48.2x less than a month!

Facebook Messenger Marketing for contractors: Using Chatbots to Amplify Your Sales Pipeline

The Results

  • 48.2x Return-On-Ad-Spend (up from 5.6x)
  • 1133 Percent Conversion Rate Boost

We have seen some mind-blowing consequences from Chatbots.

  • 80% available prices for broadcast messages (!)
  • 30-40% Nominal rates (4-10x email Advertising averages)
  • 5x the quantity of content downloads and event registrations
  • Greater conversion rates by relieving funnel bottlenecks
  • Greater AOV & Client LTV using upsells
Home Improvement seo
What is Home Improvement Lead Nurturing?

A home improvement lead nurture campaign, probably better recognized as lead nurturing, is a type of marketing strategy that nurtures the relationship between a consumer and business.

As companies adopt inbound marketing as a means to generating more new leads, the significance of having an effective lead nurture strategy becomes paramount. Implementing an effective lead nurturing strategy can have a massive impact on the outcome of your inbound marketing strategy and overall ROI.

The premise behind a lead nurture campaign is that nowadays the consumer discovers the brand and options available to them by researching it. The consumers are no longer hard sold like they were in the old days when the internet was not dominating the marketing world as the primary channel of communication.

These days, consumers usually research all the options available and evaluates them before reaching out and connecting with a home Improvement business.

Contractor internet marketing

Focus & Principle of Lead Nurturing

Lead nurturing m focuses on building a relationship with an existing prospect and contractor. Once a cold lead engages with your content campaign, they are then taken through a lead nurturing workflow which should be tailored to their specific pain point and from what brought them into your home Improvement lead funnel in the first place.

Once a random website visitor converts into a lead on your contractor website, they are placed in the inbound marketing funnel, for nurturing. In this nurture funnel, they’ll receive various e-mails, push-notifications or SMS that’s tailored to their interests and needs. By matriculating contractor leads through this campaign, it’ll prompt the lead to take the next step and move down through your sales funnel to an eventual sale.

A notable differentiating principle of a lead nurturing workflow is that in place of hard selling, you are engaging them with conversation.

The home improvement lead is already engaging with your brand so it’s a tactic that is less abrasive, and personalized in order to build rapport and trust in your brand’s ability to deliver. The lead nurture campaign must speak to the prospect by knowing what they want and when they want it. This process is in place to simply guide the lead towards a sale.

It’s easiest to think of this as a maze marketers lure the consumer down with very specific actions.

An example of this would be a consumer visits a contractor digital marketing agency website and browses the SEO (search engine optimization) section. The home improvement lead generates an alert and a few days later an email with an invite to a webinar on the topic of local SEO for contractors is sent to them. The lead then receives the email, opens and is presented with this offer. Once the lead clicks on the offer, which takes them to a landing page on the marketing agency’s website where they’re offered the webinar on local SEO.

There isn’t an overt CTA (Call to Action), or a push for the lead to take any next steps. This is an engaged conversation between a lead and roofing contractor, where the business is seeking information: “let us see if we’re a match for what you are seeking.”

This is where the marketing term ‘nurturing’ part stems from, because we are guiding the lead along the pathway towards a sales event, without the lead explicitly knowing what’s happening.

Launching a home improvement lead nurture campaign

launching home improvement lead nurture campaign

When I start a home improvement lead nurture campaign, I’m always starting with lead scoring. Lead scoring is a method used in order to gauge where a prospect is within the sales funnel by the way they’re engaging with the businesses content. Lead scoring data is then used to determine the best communication method to establish between business and lead.

When a business has a solid flow of cold leads in their home improvement lead funnel, then the lead scores results in segmented leads, where strategies and relavent content subjects will be used within the segmented groups.

Pretty much every established organization has a product or service lead scoring methodology that’s suitable to their needs, but generally there are three rules of thumb followed by all.

1. Identifying the right type of home improvement lead

identify ideal prospect in home improvement lead nurture campaign

First, we need to figure out where the lead is within your target audience, which relates to the lead demographic. Additionally, we then need to figure out whether or not the home improvement lead has the ability to make a purchase and if the product/service is actually of use to them. This is more of an art than a science as there’s no real definitive way of knowing up front.

2. Gauging the level of interest

guaging prospects interest in home improvement lead nurture campaign

Fist we need to be able to understand the differentiators between a lead that arrived on your landing page and subsequently bounced, versus a home improvement lead that interacts and is engaged.

Up to around 90% of leads will never buy a product or service. Meaning, more often than not something grabbed the leads attention but ultimately they are not a suitable fit for that particular product/service. The leads level of interest directly affects the timing of strategies used in the lead nurturing process.

This is the most important step in home improvement lead scoring. Without getting this part optimzed, nothing else that your business does will matter as its flawed from the start. Garbage in, equals garbage out.

3. Are they there just for content?

home improvement lead nurture campaign consumer only wants content

Sometimes you could have quality content a site visitor is browsing leisurely and has no intention of engaging further. If the visitor isn’t engaging in anything such as watching videos, joining your email lists, signing up for free resource guides, etc, yet  are still clicking through all of the sites videos and articles then those leads have less value than those who are.

Even a site visitor that doesn’t spend as much time on your site, yet engages further will take front stage over a site visitor that spends all day searching through your blog.

Time to start the communication

start communication home improvement lead nurture campaign

Once we finish the lead scoring process, we now begin communicating with the lead. Here, it is generally agreed that content remains to be king. From infographics, high quality articles, videos, webinars, the target audience is looking for answers to a problem their trying to solve. Once the home improvement lead is identified and segmented to the appropriate grouping, we can now use our automated email drips to round out the buying cycle.

Automated email drips

home improvement lead nurture campaign automated email drips

For over a decade, automated email marketing has been the cornerstone for online marketers and is one that can have a significant  impact on ROI, when done properly. Once we’ve scored the lead, we will then send out automated emails which are tailored towards the leads engagement style with the brand.

The automated email drips are designed to present relevant content that’s related to their experience. Like we saw with the marketing agency example above, it could be a link to a landing page, video tutorials, infographics, basically anything that persuades the lead to purchase.

The beginning automated email drips typically provides information, rather than a hard sales pitch. This is known as giving value before taking value.

This is why having lots of content thought out and ready to use before lead scoring is optimal process.

Automated email drips are the first attempts to nurture their home improvement lead down the crafted sales funnel, hopefully leading to a conversion event.

Apply A/B split tests to your emails

 

home improvement lead nurture campaign lead scoring methods when doing lead generation

Email split testing is a process ot analyzing your email templates to determine their efficacy.

A/B split testing works extremely well within each segmented audience, content metrics are excellent tools, and timing evaluation is critical for success.

Discovering the perfect length for your emails is the gold standard of a winning home improvement lead nurturing campaign.

From this data, we will then optimize a campaign in order to discover the optimal workflow. From my experience, I’ve found that the optimal workflow of a lead going through the sales cycle will directly correlate to the target audiences lead score.

Doesn’t always work and certainly styles and tactics are going to change along with the natural rhythm of the market, so don’t fall into a lazy loop of believing you can do just one single activity and it always works.

Do that with anything in life and you’ll be sorely disappointed.

Home Improvement Lead Nurturing is effective when constructed properly

home improvement lead nurture campaign with lead scoring

Lead nurturing can be a winning strategy in converting home improvement leads into paying customers. It’s a strategy that allows a company or brand to take advantage of their own unique voice and perspective, creatively looping this conversation rather than just desperately trying to force a sale.

It’s a natural way of letting the home improvement lead “self discover” your brand or product.

Since there’s time to allow this to occur naturally, it means there’s more opportunity for optimization, which further increases the overall success of the entire marketing campaigns objective.

Over the course of time our lead scoring will begin segmenting for better granularity, and from this we are able to find new ways to better personalize  with lead nurturing. Then our automated email drips are able to function without us being involved at all times. This is done in order to open the doors of communication with the lead.

Home Improvement Lead nurture campaigns helps you to be present on the channels where your consumers are having out at, thereby engaging them and increasing the chance that they will start a relationship with your business and be a lifelong consumer and brand advocate  of your product or service.

For example, nurturing roofing leads towards a sales event takes time and is not done in a month or even half a year. It requires dedication, cooperation and lots of hard work within the company in order to be effective.

facebook audience insights
Facebook Audience Insights for Better Targeting

 

Facebook Audience Insights is without a doubt the most robust and powerful analytical tools for identifying your ideal target audience,in your social media marketing toolkit, given you understand how to read the data and use it to your advantage. Audience Insights doesn’t cost anything to use and provides one of the best insights on user behavioral and demographic data both on your audience as well as data on your competitors audience.

The Facebook Audience Insights tool was built to help digital marketers to target their ads more effectively, as well as a way to learn about your audience’s interests and patterns, even if you are not paying for advertising on Facebook to reach them. This data is vital to dialing in your campaign marketing strategy and will undeniably help you improve not only your Facebook marketing strategy, but your entire Digital Marketing Strategy across multiple channels, which includes defined buyer personascompetitive market research, and to generate more engaging content because you know exactly ahead of time what your audience likes and dislikes.

The Audience Insight data on Facebook is generated from the following two resources:

  1. Third-party data partners: This is information on things such as household income, purchasing behavior, and home value is accessible through 3rd party companies that match that data to Facebook user IDs. Take note that this data is only available for US based audiences.
  2. Self-reported Facebook data: This is the info freely given by users when they create or update their profile information, to include: relationship status, age, job title, gender, Page Likes, location,groups, etc.

 

Step 1: Defining your audience

To access the Audience Insights tool, open your browser, head over to https://facebook.com and login, then navigate to your Facebook Business Manager, or just Ads Manager, and select on the ‘Audience Insights’ tab from the left side menu, as seen below.

facebook-ads-manager-audience-insights-tool-home-menu

From your business Ads Manager, click on the drop down menu next to “Ads Manager” and under “Plan”, at the top, you will see “Audience Insights”. Click on it and it’ll take you to the next screen.

facebook-audience-insights-main-menu-selection

Now you are on the main Audience Insights home page, as seen below:

facebook-audience-insights-building-your-first-audience

3 audience options to select from:

  • Everyone on Facebook: This audience insight option provides an overview of everyone on Facebook as a whole. You would select this option if you wanted to mine data based on broad user interests or your competitors Business Pages.
  • People Connected to Your Page: This insight option lets you select your own Facebook Business Page to view data on from all the other Pages within your Business Manager. If you manage a lot of pages, or maybe even a small number of pages that are all in the same niche, this is beneficial to analyzing your existing audience profiles.
  • A Custom Audience: Maybe you are an advanced user and are already using Custom Audiences and want to get data on them. This option allows you to select existing audiences to generate data on. If you haven’t yet, then to create a Custom Audience,  you’ll have to upload a customer email list from places like your CRM (or, if you’re really smart and know what you’re doing, you probably have figured out the trick to the power of Facebook and know how to get any email list of exactly who your ideal target audience is prior to ever running ads to them. That’s for another post on another day!). Now, uploading a list lets Facebook match those email addresses with user ID’s. When you have a lot of customer data, you have the ability to deep dive your audience personas so that you can better understand the behaviors and demographics of those that are already using your product or service.

Though the 3rd option is absolutely juicy, we’re going to stick with “Everyone on Facebook” option for this article. The good news is that if you want to try out option 2 or 3, you’ll use the same exact steps as we will do now if you were to go with “People Connected to Your Page” or “Custom Audiences.”

Now, let’s complete step 1 by choosing the ‘Everyone on Facebook’ option, which will take you to the next page and step 2!

Step 2: Characteristics of your target audience

In step 2, you want to focus on the identifying characteristics of your target audience

Take note that the geographic location default is always set to the United States. If the audience you need to analyze is located in the United Kingdom, you can edit the location by typing in the location text box and then selecting on the country you want to add in for your audience insight.

 

facebook-audience-insights-changing-target-country

 

At the same time, if you wanted to take out the United States from your data query, you’ll use your mouse to hover over the country, then click the X to remove it.

facebook audience insights tool

 

Nice thing about this is that you can add or delete as many countries as needed, or leave it blank to analyze all demographic data across the globe.

You will use the left-handed menu to segment your audience by location, language, gender, age, interests, job titles, people connected to your Page, advanced user data like behavior, education, etc.

In my opinion the Interests Audience Insight is an excellent way to discover competitor information.

facebook audience insights tool

 

In the Interests insights section you can use this search area to uncover interest groups or similar Business Pages, like your competitors Pages. Here’s something that will save you a lot of frustration: Not all competitors pages will discoverable here. For your competitors business page to pop up will usually depend on audience size, though there’s really no logic behind what is shown and what isn’t that I’ve seen. Sometimes you’ll see a competitors Business Pages with 30,500 Likes that won’t render, while a competitors Page with 1,200 might popup. I recommend that you prepare a list of Pages and interests that you are aware of and want to include in your analytical search, and enter that list into the box to see if Facebook generates them by popping it up, which means it’s available for you to conduct your discover on.

If the specific Business Page you want to enter has dots or other symbols in the Page name, then make sure to leave it out when entering the Page, as it won’t show up and you might miss that opportunity. Best way to put it, it’s hit of miss..

Moving forward, let’s use an example to illustrate the point I’m trying to make by using good ole Amazon.

facebook-audience-insight-amazon-example

 

Now we’ve generated an audience of fans who like Amazon.com who are only located in the United States, as seen below:

facebook-audience-insights-amazon-data

Step 3: Exploring the Audience Insight Data

Let’s now explore the information we’ve generated on Amazon so we can gleam some insights on it. Most of the time, I go into reading data with no preset steps or things that I’m looking for, I just read it and let it tell me a story from which I’ll usually notice a pattern or something that doesn’t add up which is where I’ll begin exploring and finding my nuggets of gold.

Now, within the Insights tool, there’s four tabs of info, each covering a different segments of user data, as follows:

  • Demographics
  • Page Likes
  • Location
  • Activity

facebook-insights-user-information-tabs

 

Demographics

The demographics tab contains audience information on age and gender, relationship status, education and job title.

Looking at our Amazon audience, we can see that we are looking at a monthly active audience of 45-50 million people, found in the top left portion of the image below contained in the (New Audience) section. This means that we are looking at a significant pool of data. Contrary to what we see here, let’s say that the Business Page you are conducting your Audience Insight research on has an audience of one-thousand or less fans, then no information of the page will be generated.

facebook-audience-insight-amazon-demographics-information

 

You can see from this that 64% of Amazon’s audience is female. You can also see that the highest percent of Amazon’s users are in the 25-34 and 35-44 age bracket. If you didn’t already realize it, this is the exact type of information that is extremely important when creating user personas. This data is how you cut out a lot of guess work when doing human labor intensive work like planning content that you’ll then use to engage your ideal target audience with.

To refine the data even further to fit your specific needs, use the menu options located on the left-side of the screen,  to segment by selecting an age range, male or female instead of all, and the list goes on. For example, if you wanted to just look at the male audience segment, you would click on men from the menu options, as seen below:

facebook-audience-insight-segementing-data

 

You can also checkout the types of industries that an average Facebook fan of Amazon’s will work at.

 

facebook-insight-demographics-job-title

The default is set for those that over index compared to the average Facebook audience. However, if you click on ‘Selected Audience’, in the top row next to “Job Title”, you will get the list sorted  by relevance, as seen below:

facebook-audience-insight-job-title-selected-audience

This information clearly shows that Amazon fans are more likely to work in the fields of production sales, administrative services, management, or healthcare and medical services. As you can now start to see, this user data is invaluable when creating your user personas, helping us to develop an educated and data-driven picture of our ideal target audience and not wasting time with pointless guesswork.

Page Likes

The Page Likes tab is divided into two sections:

  1. Top Categories – This section shows the top categories of Pages that our selected audience likes in addition to the top Pages within those categories.
  2. Page Likes – This section details the specific Pages that our audience is more than likely to Like compared to the average Facebook user. 

Continuing on with the Amazon audience example, you can see what else they Like on Facebook to help us understand their interests and lifestyle choices. By looking at the data, we can see that Amazon fans like other name brands such as Groupon, IKEA, Ulta Beauty, Jimmy John’s, and so on.

facebook-audience-insight-page-likes-top-categories

 

By understanding the companies associated here we can analyze the type of user who is likely to Like Amazon as well as understand their other interests in to develop a full picture of them.

You can use this data section to understand what other types of Pages your ideal user engages with so you can develop the type of content that that they’re more likely to engage with. For example, they may engage with inspirational mottos and images over video based ads. This type of understanding of course saves you money and time down the road.

facebook-audience-insights-page-likes-page-likes

Location

The third data section is the user Location tab. Within this data section, there’s relevant user info on areas like Top Cities, Top Countries, and Top Languages. The Top Cities section provides an idea of where in the United States this audience is based. If you have a local small business, this data will help you understand if your Page is reaching the right target audience within your region.

The Top Cities data field is default sorted to the areas that over index compared to the overall Facebook average. To sort by most popular cities based on historical volume, click once on ‘Selected Audience’, located tot he left of “Cities”.

facebook-audience-insight-location-top-cities-selected

 

Due to the population density of New York City, it’s pretty much always going to be at the top of the Top Cities list. What you should always focus on and what is most interesting about this is that NYC has 9% less engagement than the Facebook average. This would tell me the targeting users in NYC might not be the best idea, especially when considering the high cost associated with targeting users located there.

Activity

Activity is the final data section available to us when looking at our example using Amazon for our Audience Insights. Activity data helps us analyze the behavior and activity of this target audience on Facebook.

This is split into two sections:

  • Frequency of Activities: This section return user activity that has occurred over the last 30 day period. By examining it we can see data on things like the average number of Pages Liked, alongside number of engagements made.
  • Device Users: This section gives us information on the device type users used while accessing the Facebook platform. The data is split up between mobile and desktop, and then further drills down into the specific device type (Android, iPhone, Blackberry, so on).

If you look at the frequency of activity data section, you’ll see the activity level this target audience has while on Facebook. Simply put, this let’s us know if Facebook is worthwhile to pursue with our advertising budget. If the activity level is low, look elsewhere, maybe Pinterest of LinkedIn is more suitable.

Looking at the chart below, you can see that the Amazon’s typical fan Likes 2 Facebook Pages, which I’d say is pretty low compared to what I’d usually expect to find. Now, what does stand out and is good for us advertisers is that the average Amazon fan clicks on 40 paid advertisements, as you can see from the graph on the far right side below. Another point worth noting is that they are more likely than the average Facebook user to engage with comments, Likes,  and shares, all being very exciting to the digital marketer that’s preparing user personas.

 

facebook-audience-insight-frequency-of-activity

The second data category within the Activity section relates to the devices that are used by Amazon’s audience while accessing the Facebook platform. There are two available options ‘All Devices Used’ and ‘Primary Device’. If you select ‘Primary Device’ you can tell whether this target audience are more likely to use desktop or mobile, as well as the type of device.

You can see that ‘iPhone/iPod’ and ‘Android’ are the two most popular in this example coming in with 51% & 40% respectively. An interesting note here is the iPhone/iPod use which is 20% higher than the average Facebook user, but the computer use is 63% less than the average Facebook user. This data is key when setting up your paid ads because you wouldn’t want to include computers or desktop right ads for this audience, as you’d basically be spinning your wheels and burning up precious ad budget for a much less probable return on investment (ROI).

 

facebook-audience-insights-activity-section-primary-devices-used-on-facebook-selected

Step 4: Save the Facebook Audience Insight for future use

After reviewing all of this information and using it to gleam important facts on user personas and ad device targeting (and a lot more obviously), you should save Audience Insight so you can refer back to at, or use it to target your Facebook advertising campaigns, or if you run campaigns for clients it’ll save time and cost for them.

To save, just click on ‘Save’ at the top of the Page and now you can name your target audience any way you prefer. This information can now be found in your Power Editor and selected within your campaigns. You can also use the Open option to the left of save to access a previously saved audience insight.

 

Facebook Audience Insights for Better Targeting

Conclusion

As you should now know and agree with, the Facebook Audience Insights tool gives us invaluable access to valuable demographic and behavioral data, providing us the opportunity to learn about our target audience and potential customers, prior to ever spending any ad budget or wasting time constructing user personas, all by simply using information that Facebook hand gifts to us and does so for free! You will not find another tool out there that gives you this type of powerful insight data and freely.

Anyone who’s using Facebook’s Audience Insight data is winning when it comes to having a more accurate audience targeting when running paid Facebook advertising campaigns, or when constructing user personas for the purpose of developing engaging content.

Now, you can be just as effective as an expert social media marketer or a digital marketing guru, because it all starts with laying a solid foundation from which you build on.

Remember, digital or social media marketing is a game of data and whomever has the most informed marketing strategy is going to kill it on any ad channel, not just Facebook.

best practices in the mobile age
Video Content Marketing Best Practices in the Mobile Age

It is not shocking that movie usage is becoming standard practice; particularly in respect to the social plans of small and huge businesses. Video content is being absorbed in a huge rate today over. Studies indicate that video content, particularly on social networking channels such as Facebook, have higher engagement and are typically more powerful than just one picture or picture carousel, and more engaging than the times of standard imagery.

If video isn’t part of your online marketing strategy then you need to come up with a way to utilize it so as to stay competitive and relevant. Do not confuse what I am saying here about using video content to improve your advertising campaigns on the internet to imply you will have overnight success.

Here is a few of things to think about when creating videos that will improve your content marketing efforts.

Video Content Marketing Best Practices in the Mobile Age

Video Length

Since it stands, among the most important factors you want to take under account while filming is your length of your video. Keep your content concise and short with a transparent message and call to actions. Nowadays, everybody has a brief attention span or has somewhere to be. Remember that with social platforms such as Facebook users may quickly jump through content that they’re not interested in viewing. This applies to both natural content published by their social networking or friends in addition to paid video content published by us electronic marketers.

Normally, the most successful videos on Facebook have an average run time between 30 and 60 minutes. One minute is lots of time for you to get your message across, and if you can not you have to think of means of simplifying it. It sounds like a small amount of time, but this is more than a lot of time! Studies suggest that 92 percent of individuals use Facebook on the mobile smart device so they are probably not stationary. Taking that into consideration, you basically only have users attention for a quick 3 to 10 seconds so you better make the first 10 minutes count.

Video Content Marketing Best Practices in the Mobile Age

The 1st Ten Seconds Matters Most

The first ten minutes of your movie would be the most significant as a way to hook our target audiences focus so that they’ll watch the remainder of the video, not jump it to another. As I’ve mentioned, your target market is more than probably on their cellular device so they are more than likely on the transfer or brief time. The first 3 moments is the sole chance to catch their attention and pose some kind of call to actions.

Now the actual question is how can you catch the attention in this brief quantity of time? It is simple once you’re in a position to become clear, succinct, relevant and appealing. You need your intended audience to know that you are and exactly what the movie is all about instantly; thus be up front without being overly pushy. You want your audience to really need to look at the content after all. All this ought to be completed within an innovative and engaging manner so consider your intended audience, your business, and intentions and then take it from there.

Video Content Marketing Best Practices in the Mobile Age

Sound or No Sound?

I shall say it again, and again later within this informative article; your audience is most likely onto a mobile device.

Because of this, you wish to maximize your audio content to be as powerful with no audio as it is with audio. Why can you do so and how does this link to cellular? Allow me to clarify; in case your audience is about a mobile device someplace out in people, on the bus or train, or at the workplace, they most likely don’t need to have the sound of this movie blasting out for everybody to listen to.

On the reverse side, perhaps their environment are too loud to listen to the sound like a railway stationspa, or even out on the road. In any event, having the ability to communicate meaning without audio will make your movie that much more successful. Your movie should have some kind of captioning that communicates the message in a succinct manner with no too text heavy.

Conclusion

  • The very best video span for participation 30 to 60 minutes on Facebook
  • People are able to quickly jump through your content.
  • The commencement of your movie has become easily the most crucial, so make it count.
  • You’ve got 3 to 10 minutes to catch the viewer’s focus and include any sort of CTA.
  • You only have 3 minutes.
  • Be clear, concise, relevant and appealing on your messaging and content.
  • Optimize video content to work with no audio.
  • Individuals using Facebook via cellular device 92 percent of their time.