Driving and converting more leads into sales is the hallmark to a great home improvement business. That’s why the industry leans heavily on digital marketing for contractors to connect with homeowners.
However, many businesses don’t have an actual plan in place. In addition, they aren’t tracking their data properly to better understand where the leads are coming from and what marketing strategies are working or not. Recently, Gary Cohen of the Certified Contractors Network discussed the importance of having a great marketing plan and what this can tell you about your business.
Digital Marketing Strategies for Contractors
Digital marketing is the best way to connect with homeowners. In fact, Americans are scouring the internet every day looking for information. In your service area, you want them to find you first. But that’s not all. You also want to provide valuable information about your services, products, and business that will build credibility and trust.
“The risk of not having a formal marketing strategy is a lack of consistency and low traffic,” Gary said during a recent CCN webinar. “It’s a risk to your credibility and brand trust. It creates issues.”
The key to digital marketing for contractors is providing the right messaging and valuable information. For example, you should start by:
What are homeowners really looking for? How can your products and services solve their problems? These are the questions that can help you identify the audience that fits your business. Some individuals are looking for the highest quality work while others are looking for the lowest costs. By understanding your audience, you can develop your messaging to meet their needs.
Next, you need to show how your products and services can benefit homeowners. Address these pain points up front and develop a marketing strategy that focuses on solutions and the benefits of your work.
You also need to put a focus on your social profile and presence. This is the best way for homeowners to connect with you and share their experiences. According to Qualtrics, 93% of consumers say that online reviews influence their purchase decisions. The more social engagement and delightful reviews you have, the more likely a homeowner will seek your services.
Tracking Your Marketing Efforts
If your leads are down, marketing can help you outperform your competitors and drive more qualified leads. And over time, you need to analyze your leads data to understand where you are reaching homeowners and which types of content they tend to interact with.
“We deal with hundreds of contractors on a daily basis in the U.S. and one of the most common complaints we’re hearing today is the amount of lead inflow has dropped,” Gary added. “It is critically important in marketing to track many key metrics so that you know you are getting the most bang for your buck with your marketing spend. I can’t stress enough how important that is.”
With the right data tracking, you can recognize trends, measure success, and adjust your marketing plan as you move forward. These adjustments will ensure your strategy remains relevant and connects with your target audience.
Digital marketing for contractors doesn’t work unless you are tracking, storing, and analyzing the data you collect properly. Otherwise, you will waste money and bring in less-qualified leads that don’t convert into sales.
Manage Your Leads with Leap
The Leap platform is the end-to-end management software that is built specifically for the home improvement industry. And it can provide endless value to your marketing efforts. With Leap, you can track and store all your leads in one easy-to-use application.
Additionally, the Leap platform goes beyond CRM functionality with a fully customizable workflow manager, remote business control, instant proposals, estimates, and contracts.
You may also want to consider our industry-leading sales software, SalesPro. With SalesPro, you can take control of your pricing, drive higher margins, and give your sales reps the confidence to close more jobs!
For more information, fill out the form below and schedule a quick demo with one of our Leap platform experts. You can make the most of your digital marketing for contractors with the right management software!
