If you’re a carpenter and need some tips on how to bring your marketing game to the next level, look no further! Here at Hook Agency, we help contractors like you with their marketing every day. We’ve put a list together of 13 in-depth marketing tips specifically for carpenters.
Table of Contents
1 – Build A Persona Around Your Ideal Customer
Before you start writing blogs and putting out social media content, it’s important to consider WHO you’re talking to. What does your ideal customer look like? Start building 1-3 personas based on location, income, lifestyle, and other demographics.
Here’s an example:
45 years old
Lives in the suburbs
Has a four-bedroom, three bath house
Wants to spend $7 – $10k on a carpentry project
You can keep this persona in mind when you create your content and messaging, allowing you to speak directly to that target audience.
2 – Determine Your Core Values
Company culture plays a huge role in your marketing. Hopefully, you have an idea of what your core values as a company are already. It’s important to consider how you want people to view your company and any content you put out. By having three or four core values as a company, you can use those as guidelines for your content and marketing. Ask yourself, does this content fit in with our core values?
3 – Use Consistent Messaging
From your website to promotional materials, social media, and all other forms of client-facing communication, keeping your messaging consistent is essential. Use your core values and ideal customers as a reference for any content that you produce. Customers should be able to recognize your company by the messaging, and consistency is key.
4 – Build a Website That Actually Works
A good-looking website can be a differentiating factor for carpentry business owners. Developing a beautiful and effective website takes a lot of time, but the benefits are well worth the effort. When we say build a website that works, we mean build a website that accomplishes the goal of your business. Most of the time, that goal will be to inform viewers and to generate leads.
If you want to start building a website on your own, there are plenty of different web hosting platforms available such as WordPress, Wix (for a simpler site), Squarespace, and many more. We have tons of tips and tricks on web design blogs here. At Hook, we partner with smart contractors like you to build beautiful websites that actually get more leads. If building a website by yourself feels like too large of a project, reach out to us! We’d love to talk with you about your digital marketing goals. Read more on our website development services here.
5- Optimize Your Website So That it Shows up on Google (SEO)
You’ve got a website, and now you need to optimize it so that when people search for “carpenters in my area,” your website shows up! In a nutshell, SEO is the process of optimizing your website by tailoring the content on your site to what people are searching for. That way, when people search for the terms or phrases relevant to your business, Google will recognize your website as relevant and list your page higher on the search results.
Your websites’ SEO can be improved by adding content or blogs with relevant keywords, adding links back to your website, making your websites’ structure simple to use, and many other things as well. If SEO seems like a foreign language to you, don’t worry. We have tons of SEO Resources on our website. If you’re looking for even more help, Hook Agency has a Google specialized team waiting to work with smart contractors like you! Schedule an intro call today, and we’ll chat with you and figure out if Hook Agency is a good fit for your carpentry business.
6 – Take Before and After Pictures
(Insert before and after photos)
As a carpenter, potential customers want to see your work! Having before and after pictures allows people to see the style and quality of your work. You can use these before and after photos on your website, social media, or even as promotional material. The great thing is that it’s not too much additional work to snap a picture before and after you finish a project. Make it a habit to always take photos throughout the progression of any project.
7 – Use a Clear and Compelling Call to Action
Direct your audience where you want them to go or what you want them to do. On your website, social media pages, or blog posts, you should always have some sort of call to action to tell your viewers what to do with the information you just gave them.
Your CTA doesn’t always have to be “Call us today for your carpentry needs”, you can also encourage people to leave a review, share a social media post, subscribe to your youtube channel, or anything else that will benefit both you and the viewer. Check out this blog on how and why you should be writing a call to action in your content!
8 Claim Your Google My Business Account
Your business might show up on Google right now, but all of your information, such as your phone number, hours of operation, website, and other relevant things your customers want to know about your business might not be listed. This could be the case if you haven’t claimed your Google my business account. By claiming your account, you’ll be able to capture more local leads for your carpentry business, encourage reviews, and help Google recognize your business as legitimate.
You can find and manage your business on business.google.com.
9 Engage with Your Audience
Replying to comments or creating engaging content is an excellent way to show authenticity and make your company feel more approachable. The more personable you are online, the more likely a customer will want to do business with you. Engaging with your audience doesn’t always have to mean using social media or doing live videos, it can also include how you write your content and promotional copy. A common suggestion is to write about your benefits vs. your features.
Feature: Cabinets made of solid oak.
Benefit: Oak cabinets that will look beautiful in your home and stand the test of time.
See the difference? When you talk about the benefits, you’re engaging with your audience and speaking to their emotional needs.
10 – Review Management
Review management is another way of engaging with your audience, but often one that contractors overlook. A positive online review can greatly benefit your carpentry business, and a negative review can hurt it. It’s essential to pay attention to what customers are saying about you online so you can respond appropriately. The most common places to look for reviews would be on Google, comments on social media posts, Yelp, and Glassdoor (for employee reviews). If you’re listed on any lead aggregation websites, online forums, or mentioned in articles, be sure to monitor those as well.
Responding to positive reviews shows viewers that you genuinely care about feedback and value your customers. Responding to negative comments promptly allows you to address the concern, provide the reviewer with a way to solve their issue, and show viewers you care about quality and satisfaction. A negative review without a response from the business owner can dissuade potential customers.
11 – Diversify Your Marketing
Your goal should be to use as many relevant platforms as possible so that you can reach a larger audience. Of course, you don’t want to spread yourself too thin, but if you’re not on Facebook, LinkedIn, and Youtube, chances are you could be missing out on capturing leads. Consider where your target audience spends their time and where you have opportunities to create brand awareness. For example, although Instagram, Pinterest, and Tik Tok may not be where your core demographic is, those platforms could be great places to grow brand awareness and direct traffic to your website.
12 – Plan Your Content
For a contractor, this is key. You don’t have the time to be writing content and posting on social media all day because you have your actual work to do as well. Frontloading your content is an excellent strategy many contractors use to save themselves time. By dedicating a day at the beginning of the month to your content and scheduling it in advance, you save yourself time in the long run. For social media, there are plenty of great scheduling tools available such as Hootsuite, Planable, and Sprout Social.
13 – Consider Paid Google Ads to Gain More Leads (PPC)
Pay Per Click Advertising is used by many contractors and is a great way to capture high-quality leads, fast. Google ads are shown at the top of the results page when someone enters a search. Google takes into account the search term and hosts a live auction behind the scenes for any advertisers targeting relevant keywords. If you’re bidding on the keyword “Carpenter near me”, your ad could be the first thing people see when they search “Best carpenter near me.” The great thing about PPC is that you only have to pay Google if your ad is clicked on!
Pay Per Click advertising on Google is all about targeting the right keywords and writing great ads to capture the attention of searchers. If that seems like one more thing you don’t have time for, consider hiring an agency to run a PPC advertising campaign for you! Here at Hook Agency, we have a Google specialized team that can help you manage your paid ads. Read more about our PPC services here!