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.
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.
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.
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.
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.
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.
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.
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.
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
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.
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.
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.
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.
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.
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.
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.
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
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.
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.
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.
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
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.