Content marketing allows you to show off your areas of expertise while attracting clients who are ready to get to work.
It doesn’t matter whether you refer to yourself as a contractor, remodeler, builder, or something else. There is a good chance people don’t fully understand what you do and what you don’t do.
It happens all the time since contractors can take on so many different project types. There may not be a way to eliminate this from happening entirely, but there is a way to target potential customers looking for the services you offer. That’s through content marketing.
Content marketing revolves around planning and designing content that is made specifically for the target audience you’d like to work with. Answering a commonly asked question or explaining a topic your audience may not be familiar with are some examples.
The content can be presented in the form of social media posts, blogs, web pages, infographics, Google My Business posts, and even printed materials.
Providing quality content like this can help drive traffic to your website, give visitors the information they need before calling you, and potentially increase the amount of business you get.
There are plenty of reasons content should play a big role in your contractor marketing plans. Here are just a few:
Set Yourself Apart
Content marketing gives you the opportunity to show what makes your company unique. It allows you to show clients why you got into the business in the first place and why you should be at the top of their list.
One idea might be to tell a story like how your grandfather started the business 60 years ago, or maybe highlight your company’s involvement in the local community. As long as you can tie it back into why someone should use your services, these are the items that make you special. Even a case study about a particularly interesting project can set your contracting business apart.
Customers also want to know who they are hiring and to get an idea of what they can expect during the construction process. Having this information along with helpful tips will make them more inclined to work with you over the other contractors who may not have any type of online footprint. Including information about your values and goals can help you seem more like a trusted friend while making you stand out from other contractors who appear to be nothing more than a website.
A targeted content marketing strategy affects every aspect of your marketing efforts and can be the difference that makes you stand out.
When content marketing is done correctly, it will give customers a glimpse into your personality and help them determine if you are the right person for the job. Just by looking at the amount of information on athletes, celebrities, and musicians published daily will give you an understanding of how important a personal connection can be. By including videos or photos in your content, you can even show the incredible transformations you’ve been able to achieve for your clients.
Get More Leads
Of course, the main goal with content marketing is to grow your business and that is exactly what you’ll be doing. A website with photos is a must but adding a blog full of quality content can help you rank higher on Google and other search engines. Using strategic keywords in your content will also help you show up in more online searches, increasing your overall visibility.
Getting traffic to your site is imperative but you want them to stick around and remember you when they are ready for their next project. Providing useful information that makes you look like an expert can go a long way in accomplishing that. And, by acting as a resource, you encourage them to reach out to you with additional questions.
Shorten The Sales Cycle
Today’s clients are doing more of their own research than ever before. Most of that research is done online. If you are able to capture leads by driving them to your website where they will be treated to amazing content, when they give you a call, their mind will already be made up. They won’t call to ask questions – they’ll call you to set a start date.
If you’re considering contractor marketing services and think content marketing is a good fit for you, give us a call. We can help you get a successful content marketing program started right away.