PAVER CONTRACTOR MARKETING
The internet has made finding new customers much easier for asphalt and concrete contractors, who can tap into the millions of Google searches conducted by homeowners and businesses each year. Consumers are more likely than ever to look online for products and services they’re thinking of spending money on. With the right digital marketing plan, your website can attract more visitors, social media will work in your favor and your overall online reputation is improved.
However, just because your company’s website is listed online, that doesn’t mean it’ll automatically attract business. A lot of effort goes into internet marketing, and unless you have a spare team of employees with a lot of time on their hands, working with a digital marketing agency is the most practical solution. This is where Lead to Conversion™ comes into play.
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Who Needs a Paving Contractor Digital Marketing Strategy?
In this day and age, everyone needs to have a carefully constructed online marketing strategy or they risk getting left behind. As a paving company, there’s no shortage of prospective customers, but that doesn’t mean they’ll all come flocking.
While delivering great service used to mean you could count on word of mouth, testimonials and referrals for paving leads, that’s no longer enough. Smartphones have given people more motivation to conduct thorough research than the Yellow Pages allows. Online reviews, website content and social media platforms all provide insight into whether your small business is the one to choose.
You’re by no means powerless in how you come across online, but crafting your asphalt business’ digital reputation requires expertise and specialty knowledge. Read on to find out more about how a marketing agency can help you take your local business to the next level.
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Search Engine Optimization for Electricians
SEO is a major component of digital marketing because it encompasses all the various ways you tweak your digital output to move it up the search engine rankings. Not many people check for results beyond the first page of the SERPs, so the aim is to get as close to the top as possible. SEO requires a mixture of creative and technical skills plus an in-depth understanding of the algorithm Google uses to decide where websites land on its results page.
There are over 200 data points search engines check your website for, including:
- Keywords
- Mobile optimization
- Smart navigation
- Meta data
- Formatting H1s and H2
- Alt text for images
- Schema markup
- HTTPs
- Custom 404s and URLs
- Content marketing
- Optimized landing pages
- Backlinks
Local SEO
Local searches are the most popular way for consumers to find what they’re looking for, and Google has made it easier to find small local businesses. By optimizing your Google Business Profile profile, you significantly increase the chances of appearing in the local pack, which is the three results that appear next to a map at the top of Google’s SERP. When someone types “paving contractor near me” into the search bar, the most relevant and well-structured business profiles land at the top.
Pay-Per-Click Advertising
Google Ads — formerly Google AdWords — is the most popular PPC platform and an excellent short- and long-term strategy for getting more eyes on your website. Content marketing and SEO take a little longer to bear fruitful results, but PPC is practically immediate. You bid on keywords and make sure each ad is optimized, and even if no one clicks on your ads, your company’s name is still associated with the paving industry.
Social Media Marketing
Using social media sites is no longer the reserve of trendy, modern businesses. In fact, social media is probably the best way to build a community and two-way conversation between you and your customers. Not only can you provide advice and post links to blog posts and articles, but you can also increase engagement by organizing competitions and interacting with fellow business owners.
Some apps, like Facebook and Instagram, also let you use them for the purpose of social media advertising. This is a great way to make sure ads only get seen by the people who are most likely to use your contractor services.
Email Marketing
One of the most effective ways to ensure you stay fresh in the minds of your previous customers is by sending out well-timed direct mail electronically offering tips and advice. While it might seem counterproductive to give something away for free, it’s actually an excellent way to make a genuine emotional connection with your clients.
Website Design
Website design is incredibly important for two main reasons. It’s the first impression many people are going to have of your entire business. If it looks messy or outdated, potential customers will see this as a reflection of the service you offer. Also, the design of your website dictates how easy it is for people to navigate through, from finding the information they’re looking for to making a phone call or booking online.
Paving Company Marketing Tips
Here are some additional marketing ideas to help you understand why working with an agency is the most cost-effective and well-rounded approach to getting your concrete and/or asphalt paving company seen by more potential customers:
- Make the most of your customer list
- Trade associations
- Pavement vanity numbers
- Facebook Ads
- Review management
- Link building
- Analytics
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