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Why contractors need multi-channel advertising
The best contractor leads spend their time on many different channels online, from Google to Facebook and Instagram. You need a contractor marketing strategy that allows you to get in front of them and drive them to convert.
Smart contractor marketing is about building a visible presence wherever your prospective leads and customers are spending their time online. Multi-channel contractor advertising can help you do just that.
With multi-channel advertising, you can get in front of qualified leads on popular channels, build brand awareness, capture market share and grow your contracting business.
7 benefits of multi-channel advertising for contractors
1. Drive high-quality leads
Not all contracting leads are made equal. With the right multi-channel advertising strategy, you can target the leads most likely to want or need your services, including people actively searching for relevant keywords. This means higher-quality contracting leads for your business, a higher ROI and more sales.
2. Increase your visibility
There are so many places your prospects could be spending their time online. It can be difficult to know which contractor marketing channels to focus on. The good news is that multi-channel advertising allows you to build a visible presence on all of the most popular channels, including Google, Facebook, YouTube and beyond.
3. Get found
People who are searching for your contracting services on a search engine, like Google and Bing, are some of the best leads you could ask for. Incorporating search advertising into your multi-channel advertising campaign can help you outrank your competitors and get found at the top of the page in these searches.
4. Capture market share
People who need contracting services are going to get them one way or another. Whether they choose you or one of your competitors often depends on who they see first. Multi-channel advertising can help you boost your visibility so you can capture market share and win customers who would otherwise go to your competitors.
5. Target the right audience
Not everyone wants or needs your contracting services, and it’s a waste of your valuable time and money to advertise to the wrong audience. Get the most out of your advertising budget by targeting the right audience — people who are most likely to need (or are already interested in and searching for) the services you offer.
6. Stay top of mind
Most leads won’t be ready to convert the first time they see your message. The more they see your message, the more trust it builds and the more likely they are to do business with you. Multi-channel advertising can help you stay top of mind throughout every stage of the sales funnel, from awareness to action.
7. Monitor and maximize your performance
Every contracting business is different, which means that there’s no such thing as a one-size-fits-all contractor advertising strategy. Maximize your performance by monitoring it on a regular basis and making any necessary adjustments as they come up. Do smart contractor advertising by doing more of what’s working and less of what’s not.
The best digital advertising campaigns for contractors
There are no better leads for your contracting business than the people in your local area who are searching for the contracting services you offer online. Local advertising campaigns for contractors, like Local Services Ads on Google, are key to helping you get found and drive leads in local searches.
Search and maps advertising
In “near-me” searches, the higher your contracting business ranks in the search results, the more likely you are to drive leads and conversions. Search and maps advertising on Google gets you in front of people in your service area who are actively looking for the contracting services you have to offer online.
For an average consumer, it can take up to seven times of seeing a marketing message before the conversion occurs. That means contractors need as many touch points as possible in order to drive leads effectively. Retargeting ads can help you reconnect with people who have already shown an interest in your business by visiting your website or interacting with an ad.
Social media advertising
Facebook, Instagram and other social media platforms are where people of all ages are spending the majority of their time online. They’re using social media to socialize with friends and family, but also to discover new brands and businesses. Social media advertising helps you get in front of them and convert them into leads.
Display advertising gives you the power to connect with high-quality leads when they visit third-party websites, use select apps or scroll through their social media timeline. With display advertising, you can build awareness for your brand, increase your visibility and drive contractor leads to your website.
Digital TV advertising
More and more people have cut the cable cord and started streaming TV shows and movies on digital TV platforms, like Roku and Apple TV. With digital TV — also known as OTT (over-the-top) — advertising, you can connect with your leads while they’re catching up on their favorite show. Best of all, these ads are unskippable and can be targeted with pinpoint precision.
Digital radio advertising
People listen to digital radio in their vehicles while making their morning commute, cleaning their homes or sweating it out at the gym. With digital radio advertising, you can build awareness of your brand and drive leads to your contractor website. Target the right audience to get the most bang for your digital radio advertising buck.
For a local business, nothing is more important than local visibility. One of the best ways to get in front of people in your area is to advertise your contracting business using digital billboards. Get noticed by people in their vehicles on the way to the grocery stores, sitting in traffic on their morning commute and beyond.
Multi-channel advertising tips for contractors
Define your audience
In order to convert a lead, you need to get in front of them with the right message, in the right place and at the right time. To do that, you need to truly understand your audience. This includes knowing who your target audience is, what their pain points and needs are, where they spend their time and what kind of message will resonate with them.
Set your goals
Why are you investing in multi-channel advertising to begin with? Are you hoping to increase brand awareness, get people to sign up for an event or schedule an appointment or consultation? Whatever your goals may be, make it a point to clearly define them before you start advertising. This will help you guide your strategy.
Use targeting to get in front of the right people
Some people want and need what you have to offer and are highly likely to convert into paying customers for your contracting business. Other people will never convert because they don’t want or need what you’re offering. Don’t waste your time on the wrong people. Use targeted advertising to get in front of the right people.
Budget for success
For modern contractors, multi-channel advertising is a must. But, it can also be expensive. It can take time to see the full results of a multi-channel advertising campaign, and you may have to fine-tune your campaign as you go to really understand its impact. That means that you need to budget for success.
Maximize your visibility across the most popular channels
Wherever your prospective leads and customers are spending their time online is where you should be advertising your contracting business. A multi-channel advertising campaign allows you to get in front of your target audience on the channels most popular with them, like Google, Facebook, YouTube and Instagram.
Build exact-match landing pages
Too often in contractor marketing, ads are linked to contractor website homepages. This is a recipe for lead loss. Instead, build exact-match landing pages to link your ads to — that is, landing pages that have the exact offer and message contained in the ad. The better your landing page matches your ad, the more conversions you’ll get.
Bid on branded keywords
Not only should you be bidding on keywords related to your contracting services and business in your search ads, but you should also bid on branded keywords. When people are searching for keywords related to your brand, they’re looking for you specifically and, therefore, are highly likely to convert. Bidding on branded keywords ensures you show up at the top of the page.
Measure your results
Multi-channel advertising is not something you can just set up and forget about. To make the most of your advertising budget, you need to monitor your campaign continuously. Let the data guide your decisions about where, when and how you run contractor ads. By measuring your results and making necessary adjustments, you’ll maximize your performance.
Work with a dedicated Ad Specialist
From designing your ads to making sure you’re advertising on the right channels and analyzing your performance, contractor advertising can get complicated. Simplify and increase your ROI by working with a dedicated Marketing 360® Ad Specialist. We help contractors create and manage successful multi-channel advertising campaigns to reach their goals.
Multi-channel advertising FAQs for contractors
What is multi-channel advertising?
Smart contractor marketing is about building a visible presence wherever your prospective leads and customers are spending their time online. These days, that could be many places. With multi-channel advertising, you can boost your visibility across all of the channels most popular with your customer base.
What are the best advertising channels for contractors?
Every contracting business is unique, and your multi-channel advertising should be unique, too. The best advertising channels for your contracting business will depend on what your goals are and who your target audience is. However, some of the most popular channels include Google, Facebook, LinkedIn and YouTube.
How much should you budget for multi-channel advertising?
There is no one-size-fits-all answer to this question, as the amount you should budget for your contractor advertising campaign depends on a number of factors, including your goals, target audience and the channels you're using. That said, it's important to make sure you have enough budget to support a successful multi-channel advertising campaign.
How do you know if multi-channel advertising is working for your business?
The best — and only — way to know if multi-channel advertising is right for your business is to monitor your performance regularly. The Marketing 360® Ads app makes it easy to track the metrics that matter, like cost-per-click rate, conversions and clicks, across multiple advertising channels. And, you can do it all from one place.