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2019 Contractor Marketing | Internet Marketing For Contractors

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!

Internet marketing for contractors

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.

Contractor marketing on the internet

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).

internet marketing for contractors and contractor marketing seo services

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.

Contractor internet marketing

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.

Internet Contractor marketing agency search engine marketing services

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.

internet marketing for contractors, contractor marketing agency content marketing seen an end on major social media marketing

Content Marketing

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.

Contractor internet marketing agency social media marketing service

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.

internet marketing for contractors email marketing service

Email Marketing

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 .

internet marketing for contractor

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.

The Adwords Structure Needed for Search Campaign Success
Your Adwords Structure Setup Dictates the Search Campaign Outcomes

There’s so many variables that dictates the success or failure of an AdWords Campaign. The moment you decide on your Adwords structure is when you’ll define a successful search campaign from one thats a complete flop.  It’s well known that ongoing account management and optimizations are most important to PPC success however before we can even begin talking about optimization, we need to focus on building the Adwords structure foundation layer that’ll serve as the springboard for all future campaigns. There’s so many different methods that one can take to structuring their Adwords account so I’m going to stick with the methods I’ve found to consistent show solid results and which are relatively easy to replicate so you can learn this approach, then implement into your own Adwords account and which will lead to you developing your own Adwords structure style.

Adwords Structure Overview

An AdWords account contains a hierarchy of components as follows: campaigns > ad groups > ads > keywords. Campaigns are at the top of the pyramid. They house our ad groups, which contain our ads and keywords.

Essentially, the basic framework of an AdWords account is pretty simple, however to actually execute proper Adwords structure from scratch is where you will need the most practice. First and most importantly, you must predetermine what your strategy is prior to starting starting the development process. Whether or not you plan on creating Display Ads along with search campaigns, you have to have an end goal in mind. Search campaigns are generally the first campaigns that are going to be built out in a PPC Campaign so logically that’s where we will begin.

The Adwords Structure Needed for Search Campaign Success

Adwords Structure at The Campaign Level

How you initially set up your Adwords campaigns is a pretty big predictor of your campaigns success, or ultimate failure. At this stage, I prefer a simple approach to my campaign structure by casting a wide net in order to help me later on by making the account management and optimizations run smoother. My goal is to simply generate data. From experience, it will typically take 3 to 4 weeks of running brand awareness campaigns to gather enough data so that I can begin targeting. Each initial campaign needs to be broad based and as the data comes in will be whittled down over and over until it’s narrowly focused and showing traction as a winner 

Brand vs. Non-Brand

Separating your campaigns by brand and non-branded keywords is typically the first step that’ll be put into action. Your branded campaigns will perform a lot differently than your non-branded campaign, which is why they’re sectioned out by campaigns. As a starting point, the budget required for a brand vs. non-brand campaign will vary as well. Branded campaign will still be themed out but done so at the ad group level depending on the amount of your product and/or service offerings on hand.

The non-brand campaigns typically have more competition and will require a lot more oversight and daily management ranging from budget optimizations to ad scheduling. Structuring our campaigns this way allows us to focus more on the high level theme, which makes budget allocation more streamlined and efficient due to campaigns structuring.

The Adwords Structure Needed for Search Campaign Success

Keyword Match Type

Your Adwords campaigns should also be segmented out by keyword match type. The way I’ve approached this is to have the first campaign containing broad match keywords, or broad match modified with a phrase matched keywords grouped by ad groups, and then I’ll clone a campaign from one of 2 methods described above that will contain just exact match keywords. This Adwords structure gives us two campaigns that has the same keyword sets, only one will consist of broad/phrase match keywords and the other strictly exact match. Now this is important, the exact match keywords should then be applied as negative keywords to the first broad match campaign. This is important as it will prevent internal competition amongst keywords. 

Why would we do this? Let me explain.

Your broad match campaigns will cast a wide net and draw in search queries that you can potentially add as new keywords while your exact match campaigns only trigger ads for the exact keyword phrase, exactly as you have it written. Once search queries are worthy enough to be counted as keywords, they’ll be added to exact match campaign and then applied as a negative keyword to the broad match campaign it came from. This keeps campaigns clearly and organized so that optimizations are a lot easier to manage.

Adwords Structure: The Ad Group Level

Your ad groups should be categorized by more granular themes. Each ad group should contain a keyword set that is as relevant as possible to your ad group. When you do this, it just makes it easier to identify keyword sets that aren’t engaging by your audience and you’re able to make the cuts to improve them.

Having your keywords organized like this will also help improve the Quality Score of your keywords. You’ll want your ad copy to be as closely related to your keywords as possible in order to generate high click-through-rates and improve the ad relevance of your creative. When keywords are in tight clusters, your ad copy will reflect a highly relevant message to your audience and boost the performance of your campaigns. On the topic of Quality Score, there is another method of setting up your campaigns at the ad group level.

Single Keyword Ad Groups (SKAGs)

SKAGs are exactly how they sound, every keyword receives its own ad group. This can be extremely helpful in situations where keywords are in hyper competitive ad auctions or their average cost-per-click is extraneously high. In these circumstances, Quality Score can pay huge dividends to the amount you pay per click and pay per acquisition.

When each keywords is in its own ad group, your ad group will (at least it should) contain ad copy that has the keywords directly placed into it. Matching ad copy to your keywords greatly improves CTR (try resisting clicking on an ad that has what you searched on Google displayed right in front of you) because your copy will be highly relevant.

It is important to note that this type of structure does require added maintenance in the long run. Each time a new keyword is added to a campaign, a new ad group and set of ads must be created as opposed to bucketing new keywords into an ad group theme in the first strategy mentioned. While some extra hours may be put in down the road, benefits will be reaped with strong performance.

Adwords Structure: The Ad Level

At the ad level, it’s a best to have around 3-5 ads per ad group. This allows you to test copy variations in order to see what sticks best with your target audience.

Every ad contains the following components:

The Adwords Structure Needed for Search Campaign Success

The ad components that you need to focus on testing are the Headlines and Descriptions. When conducting your split tests, you need to keep every component of your ad exactly the same with the exception of the one component that you’re testing. Done this way makes it easier when generating test results, to know exactly which component of your ad is responsible for a winning ad. A new variation can then be prepared and added into the rotation.

Conclusion

The structure of an AdWords account can be the difference between a winner or a complicated needy partner that demands hours of your time. It’s essential to build a solid foundation if you plan on having an account for any length of time. By structuring your AdWords account using the practices here, you will be able to more easily jump into campaigns and see where you’re having success, as well as identify the root causes of poor campaign performance and positive results alike.