Before you can understand what internet marketing for contractors is all about, we have to define Internet Marketing.
Seems straightforward, right?
It’s just Contractor Marketing… on the internet.
Well, no, there’s a lot more to it than what may meet the eye, upon first glance. In fact, there’s so much more than that, that there’s no way it could all be listed in this one post, but nonetheless today we will get your feet wet on the subject and have you ready and wanting more!
What is Internet Marketing for Contractors?
In this modern era where technology is in every aspect of our everyday lives, marketing too has pivoted to be based on the use of technology, or data and analytics, as well.
For example, we spend numerous hours every day on our mobile devices connected online. As an Internet marketer for contractors, I see that as opportunity that just can’t be passed up. Naturally, we are going to take advantage of the attention that we give to our personal technology.
Simply put, Traditional Marketing just doesn’t work any longer. The days of spamming up the yellow pages with everyone trying to out AAAA one another was a little ridiculous, though imaginative.
Just think about it, how many billboards do you look at while on your daily commute?
You don’t because your ass is on your phone browsing the internet, getting driving directions, texting, emailing and talking all day long.
How about magazine ads – if you even read them anymore? Notice the pattern? I do, and so does everyone else that’s connected online.
Internet marketing is also typically referred to as digital marketing.
Basically, internet marketing for contractors is how business owners, both big and small, are able to promote their services to an online target audience.
There are several marketing channels through which to do this and Digital Marketing Agencies have their hands in just about all of them.
At least I know we do and have been for years now.
How Does Internet Marketing For Contractors Play into This?
Contractor marketing strategies require channel-specific marketing experts who are responsible for developing creative and analytical strategies that increases contractor marketing success.
In order to understand more of what the experts at a digital marketing agency do and their role in the marketing workflow, you need to understand what each channel is responsible for.
By looking at different types of contractor marketing channels, you will see how a internet agency plays a huge role in optimizing efficiency and success for contractors because of the specialized skill-sets and cross-department collaboration that they’re able to leverage through internet marketing automation technology.
So let’s jump into the different specialities within an Contractor Marketing Agency and the first one we will start with is cornerstone of nearly every digital marketing campaign – Search Engine Optimization (SEO).
Search Engine Optimization
Search engine optimization (SEO) is the art and science of crafting websites to be as in-line with Google Search’s algorithm, so that they’re crawled and indexed properly, so they can then be displayed based on a users search intent.
At its core, it’s a very technical process, and requires experts with years of practice and constant knowledge to apply properly. Contractor SEO is a necessary addition to any internet marketing for contractor campaigns . This is because it’s typically at a lower expense, it can scale up easily, and provides a site with long-term success potential. Simply put, what is done today will be valuable for years to come.
Psychology plays an important role in SEO, just like it does with any other marketing channel. People are more likely to trust organic search results over paid advertisements because the higher a result is on a search engine results page (SERP), the more people that have trusted and viewed the link as an authority on the subject.
Google’s algorithm is incredibly complicated and it’s always being updated and changed which makes it hard to pinpoint exactly what will work a month, year, or even a day from now. However, at Marketing Media Wizard, we always follow this principle: if it’s better for the overall user experience, it is then best for Contractor SEO.
One downside to SEO is that it’s very technical and can be difficult to get the hang of it as a business owner who’s not constantly practicing SEO. It’s tough to understand the technical grunt work that needs to be done during an SEO campaign, which is why you need the advice and resources of an Contractor SEO agency.
The people that get it, get it, and it’s not something that can be taught with a textbook, webinar, 0r YouTube mini-series. It simply requires tons of trial and error and constant learning.
SEO for contractors also takes quite a bit of time to start seeing results. It’s not like you can optimize your site, flip a switch on, and all of the sudden your site’s position is number one on the search results pages. It can literally take months and even years to achieve first page placement.
In fact, most first page Google results contain pages, not the whole website, that are on average 1 year old. This means it can take a year or more from when you publish a blog post to when it can get into the top 10 results.
Google wants to see a consistent SEO effort to increase the quality of a site’s user experience over an extended amount of time. If you break this discipline of consistency, even just a little bit, and you could see your sites rankings start to drop.
Google’s bots will crawl your website and figure out exactly what the website is for and the context it belongs to categorically. It’ll match your site to certain search phrases and keywords and decide where your site belongs on the search rankings using a combination of website and linking criteria.
At the end of the day, all you should be focused on is creating the absolute best user experience for your audience. And if you continually improve the user experience, you don’t need to worry about anything else.
Search Engine Marketing
Search engine marketing (SEM) also commonly known as Pay-per-click (PPC) is just about always used in addition to an SEO strategy for contractor internet marketing exposure. However, unlike SEO, paid advertising has a much more direct and measurable result.
Simply put: you create paid ads that appear to look like search results and bid on keywords to place your ad in front of your target audience based on what they’re searching for. When someone clicks, you pay Google directly for sending traffic to your site. This is based on a cost per click (CPC) model.
Most all contractor marketing agencies use Google AdWords or Bing Ads for their SEM campaigns. You’ve probably noticed these ads at the top of nearly every search you perform. They’re the first 2-4 search results listed on the first and last portion of the page.
Google designed their paid ads to look as close to an organic result as possible, in order to entice more people to click them.
Search Engine Marketing also works well because it’s triggered by keywords that you directly bid on. There’s no contextual basis for the results – you say “I want my ad to show for this search query” and with a bid and Quality Score high enough, your paid search ad will be displayed to those searching for that keyword term.
SEM keywords are arguably more important because the competition of keywords drives the price a company pays per click.
Proper keyword mapping is crucial for success with any PPC campaign. The price for these keywords can range from 3 cents to over a hundred dollars (keywords in hight competitive fields such as financial, insurance and legal industry have a high cost), so, this clearly can become very costly for a company if not setup properly.
SEM or PPC marketing is another highly technical field within internet marketing for contractors, so it’s important to vet your SEM Agency well.
It’s extremely easy to wastefully burn money if you don’t know what you’re doing in Google AdWords, so make sure whoever you’re entrusting your ad account to knows exactly what they’re doing.
Content marketing within internet marketing is used to boost a contractors websites in order to make customers more knowledgeable on their product/service. The high level idea behind a content marketing strategy is that a contracting company sharing information makes them seem more credible and relevant to a customer, especially when it’s personalized content that speaks directly to the consumers specific needs and a specific time.
Additionally, a solid content marketing strategy is crucial to the success of any contractor SEO campaign. As started earlier in this article, SEO is all about making the user experience as valuable as possible plus providing Google with the proper context/structure as to what your business provides.
Content marketing does both of these simultaneously: engaging content is great for a user experience and Google’s algorithm prefers original and quality content.
There are different types of content writing, one type is transactional/promotional content. Transactional/promotional content is typically found on the site’s home page and should be focused and relevant, ensuring to avoid “fluff” information.
Informational content is another type of content marketing and it’s focus is on longer lengths of content and is typically located on a site’s blog. Informational content must be valuable and educational for consumers.
Informational content provides customers with answers to questions that they may have regarding their product or service. It’s not about selling your product, but makes sure that you nurture them to that conversion decision. If you have original and quality informational content, it will strengthen your brand which leads to higher trust between your business and consumer.
An internet marketing agency for contractors must work hard to create this type of content. They come up with plans to develop content, brainstorm strategies for answering consumer questions/concerns, and the internet marketing agency must also spend a large amount of time writing the creative content that is intended to hook people into their clients website.
Social Media Marketing
Social media marketing (SMM) has been a game changer in internet marketing. It is marketing that uses platforms such as Facebook, Instagram, Twitter, Snapchat,
and Pinterest to connect with the target consumer.
Social media is a great platform because it allows a company to engage with its consumers as well as to effectively communicate with them and to grow their brand presence online. It allows a company to reach a large number of people in a very short amount of time.
Social Media Marketing is also essential for gaining customer feedback. Contractors can use it to post about their products or services which allows customers to be able to comment about it on their posts.
Some contractors also want to respond to the reactions of customers, and an agency of internet marketing for contractors is typically the one behind the curtain responding to your questions, comments, and concerns that the customer posts on social media.
Furthermore, all social sites allow contractors to pay for advertisements that reach millions of users. These paid ads’ strength lies in the targeting abilities due to how much people on social sites provide information on their personal lives.
As a Internet Marketer for Contractors, I’m able to laser-target users based on interest, purchase behaviors, and other categories as required in any advertising engine.
Nearly every contractor marketing agency has their clients on Social Ads because of how effective they can be. Nearly everyone in the 1st world is on social media and it allows us to reach customers who might never have been exposed to the brand if they hadn’t been.
Email marketing is one of the oldest and still highest ROI internet marketing for contractors tactics. It still is one of the most effective channels for direct response marketing.
Carefully crafted emails that are compelling are sent to a potential customer’s inbox which can work wonders for closing a deal at the bottom of the funnel.
It’s considered a staple in the internet marketing for contractors mix because it creates a direct link betwern consumers and your service or product.
A savvy internet marketing for contractors agency can discover crucial information that exponentially increases email marketing to a more efficient level. A contractor marketing agency should use metrics to discover the best times to send out these emails, the best content and graphics through A/B split testing, and the most effective ways to link sites to emails.
Email marketing might be one of the easiest types of contractor marketing techniques to learn, but it’s also one of the most difficult to master.
If you’re vetting an internet marketing agency for email marketing services, ask to see their track record of success and look for open and click through metrics .
Responsibilities of a Contractor Internet Marketing Agency
That about covers the different types of services an internet marketing agency for contractors can offer, but how does it look on a daily basis?
Here at Marketing Media Wizard, with each and every client, we first outline a strategy. If it’s a client that’s only contracting us for SEO services, we’ll create a home services SEO strategy. If they’re all over the place, we create what’s called a multi-channel strategy.
One of the best things about contractor marketing on the internet is that no matter what we’re hired to do, we’re always thinking about the other channels and how they all tie in to one another.
While a client may not be contracting us for Social Media Marketing services, our content team is writing blogs, with Social Media posting in mind. This interrelated thinking creates a team that will work together on creating the best marketing solutions for your company.
If a business wanted to effectively handle all of this in-house, they’d need to hire a specialist in for each channel. For most business, that’s just not viable due to the high costs associated with salaries, taxes and benefits. A majority of companies we work with have one person trying to wear several different hats, usually unsuccessfully. That’s where the agency comes in. An internet marketing agency for contractors does the work for our clients to strategize and a team to execute the plan so that you doesn’ have to.
Internet contractor marketers want their clients to focus on creating the best product/service possible, and not focused on worrying about marketing their contractor business. By hiring an internet marketing agency, a contracto is delegating a vital role that will ultimately be more lucrative for their business.
Not only is it the job of a contractor internet marketing agency to create a strategy and to create the team, but it’s also their job to optimize it for continually increased performance which leads to a better ROI.
Optimization is the core of contractor marketing onlin me. No matter what channel a contractor is advertised in, they need to be testing and optimizing continuously.
I can’t stress how important optimization is. Contreactor marketers have access to so much data. You can know with absolute certainty what ad copy combinations works best, which email campaign has the highest response rate, and what piece of original content is the most engaging.
By ensuring that only the best practices are being used, internet marketing for for contractor agencies are able to see where to most efficiently and effectively spend the ad budget for an increased ROI. So, making sure a contractor is spending money efficiently and receiving results is a key component of the internet marketing agency’s job.
It’s one thing to know which elements of a contractor marketing campaign work best, but making the necessary changes based on the results of that test is much different.
You can have all the data in the world, but it’s totally useless unless you’re taking action on it. Any contractor marketer that’s worth a damn will constantly be testing and iterating.
When deciding how to choose an internet marketing agency, ask to see their results. All respectable internet marketers for contractors will have metrics and analytics of their results for you to see.
Online contractor marketing firms are going to be around for quite some time, at least as long as the internet as we know it exists. The profession is constantly evolving and the contractor marketers within a internet marketing agency will be constantly learning and adapting as well.
Contractor marketing agencies combine the analytical side of the brain with the creative side. Every campaign requires out-of-the-box thinking integrated with a scientist’s analytical side. The companies typically have teams that all specialize in different areas.
Each channel is incredibly complicated and ever-changing. Even though it may all seem confusing, contractor marketing teams are here to digest massive amount of information and take action on it to create effective strategies for companies to increase their returns on investment.