Finding the right way to market your business in today’s ever-changing economy can be a challenge. It can be even harder to know what’s working and what it isn’t when you start marketing.
At Hook, we know what it’s like to market a contracting company, and we want to help you do it better. Tim Brown put together a great video with the top 5 marketing tips for contractors in 2021. These 5 tips will offer results no matter the year they’re being used in, but they’re definitely specific points to push on this year based on how the market has played out.
If you’re not interested in reading this post, feel free to watch the video below.
Let’s dive into each of these tips.
Take Your Wee-Wee Off the Website and Obsess Over Your Customer
Your website is one of the very most foundation parts of your business. One thing that we consider to be almost as important as your website is Google My Business. Using GMB (Google My Business) to the fullest can be just as important as ensuring that your website is set up properly. Be sure to do everything you can to optimize your GMB listing.
When it comes to your website, one of the biggest mistakes that we see many small business owners make is when they make their website all about themselves and what they offer. In some ways, that can be good, but you also need to make your customers feel like the hero. It’s about the homeowners, not about you. One good way to remember this is by saying, “you gotta get your wee-wee off the website.” 😉 Try to stop using we and start using you. How can you champion your customer and help them solve their problems? Make it ALL about your ideal customer!
Social proof is the second biggest factor that needs to be included on your website. You need to be including reviews on your website and proof from other people besides just yourself that you’re an honest and trustworthy company. Real pictures of customers on your site are awesome! Include a video interview of their experience. Create social proof for your business!
Things to include in your reviews:
- Where the review was left.
- Name of the person who left it.
- A picture of that person.
- Include the 5-stars.
Capture Photos of Every Job
Before and after photos should be a habit. It should be something that you’re constantly using on social media, whether you’re posting to your Instagram story or creating a big post for your Linkedin that can create a buzz around a specific job you’ve completed. There’s no reason why you can’t be sharing more of the work you do on your social media.
Even your iPhone or other high-end cell phone is going to take great pictures. People are going to want to see pictures of the work you’ve done! Detail shots are awesome, even if they aren’t completed. Think about what you’d like to see if you didn’t know everything you do about building.
Don’t Blog without a Distribution Strategy
Blogging is a great way to get traffic to your website and offer value to your potential clients, but if you don’t have a distribution strategy, you will hurt yourself.
Friends don’t let friends blog without a distribution strategy. That’s why we’re telling you, right now, don’t write a blog just because. Have a reason to be writing the content that you’re writing. Here are a few distribution strategies to consider:
- Social Media
- Keyword Research (SEO content)
Between those two strategies, you should be able to push people towards your blog and ensure that you’re not just wasting your time. Because frankly, it takes a lot of time to write these blog posts. You deserve to have someone reading them.
Use Video on Social
Video is always going to go further than other types of content. If you want to really make your paid ad budget go farther, consider using videos instead of still images or graphics. A 60-90 second video can go a long way, especially if it’s done well! It’s obviously harder to create a good video than it is to take a good picture, but through some trial and error, you’ll definitely be able to come up with something.
Testimonials with homeowners or offering how-to’s are other great ways to use video to your advantage. Whether you’re going to create this video on your own or you need to hire someone to help you in the process, look to video as a place to connect with your customers.
Develop Strategic Partnerships and Collaborations
Collaborations can be a huge part of your business and can develop into one of the most highly successful parts of your business if you let it. We encourage referral partnerships and content collaborations as much as we can. Not only do they work out great for you, but they offer a lot of value to anyone who’s collaborating with you. For example, when Tim filmed the above video, he did it with Buildertrend Podcast and offered value to them and Hook through the collaboration.
Whether you’re looking for a referral partner or a content collaboration partner, there are a lot of them out there. You need to step out of your comfort zone and ask about it! The benefits of expanding your network and working with other business owners are endless.