The Importance of Being Active in Your Marketing
Our marketing consultants, website managers, and support staff can do quite a bit of the technical and "behind-the-scenes" optimization. From the code to quality user experience, we have that covered. We can add content to your site that, in a generic sense, is relevant to your business and appropriate for the time of year.
But, we still need your help. Overall – We've found that the clients who are more active in their marketing efforts have websites that perform better.
"But, I'm paying you guys... can't you just do it?"
The short answer is – NO. Since we are not physically in your office, in your work truck, or on your job site everyday – we can't gather the details about what you do on a daily basis. Online marketers have droned on for years about how "Content Is King" – And there is no greater source of 100% unique, high-quality content than what you see everyday on the job.
We try our best to implement our services to be as easy to use as possible. We take care of the heavy lifting in most places. But at the end of the day – we need someone on the ground in your business to provide a base amount of information to get the most out of your marketing efforts.
Unless you want to pay for airfare, food, and lodging (and we can do the math for you if you are interested!) – you are ultimately the one who can provide us with that great active contractor marketing content. Here'a a few things you can do to help with active contractor marketing:
1. Prioritize Communication With Our Submissions Department
Your off-site optimization may not seem all that important, but it is an integral part of your website's success. "Off-site optimization" basically refers to any place on the internet that isn't your website that specifically mentions your business. Search engines use these references, in part, to determine if your business is credible... and if they don't think you are credible then you won't rank well.
Don't ignore that Google postcard or put off our emails – Prioritize that communication. The extra few minutes today will pay off in spades for your business for years to come.
Summary: Answer our emails about your NAP. Follow our suggestions for resolving those problems. Your improved Google Map Listing rank will thank you.
2. Provide "IPP" Content
We've talked before about the importance and power of Individual Project Posts – If a minimal amount of effort, you can be a great source of unique content for your website. Snap a few pictures of your best work with your smartphone, give us a few sentences about your project, and send it in so we can share it with the world.
Summary: The only people on your job sites are you and your team. You provide us with the pictures and basic job info and we'll develop multiple pages of content to build your online presence.
3. Get Customer Reviews
If you don't already have a Customer Feedback Program in place, or if you not using our Review Management System, it's time to get moving! More and more, potential clients are using business reviews as a factor in their decision making process – So with a low number of reviews or too many negative reviews, you can be missing out. Not having enough Google reviews can hurt you on the "Local Results" map section. In some major metro areas, Yelp reviews are a huge part of a customer's decision making process. It doesn't matter if you don't personally like specific review sites or their business practices – if your customers are checking them, you have to be there.
Summary: If you can provide your customer's email addresses and input them into our Review Management System, we can make the ask for the review and follow up on your behalf.
4. Make Sure Your Site is Mobile Friendly
With an ever increasing amount of web users using smart devices as their main means of internet browsing, it is more important than ever to make sure your site is mobile friendly. If you're a Footbridge Media client, then your Account Manager has probably already warned you if your site isn't mobile friendly and has offered some solutions to the problem. Otherwise, just try to visit your website on your smartphone or tablet. Is the site zoomed way out? Or zoomed too far in? Can you tap the number on your site and open up your phone's dialer? Does it just plain look bad? The internet moves quickly, so unless your site was developed within the last 5 years or so, it may not be mobile friendly.
Summary: If you're our customer, we'll let you know when it's time to upgrade your website – whether that is SSL, mobile first design, or whatever big thing is coming up next.
5. Get Your Employees Involved
If you've got multiple team members, you can distribute the responsibilities of active contractor marketing. If you are present on social media, encourage your staff to engage your content (Keeping in mind that their social media accounts should be work appropriate!) You could use your employees to source your "IPP" content – and incentivise the gathering of work pictures by offering prizes for the best content each month.
Summary: Creating a culture of contributing to your marketing presence starts with you – and only you can share that new company culture with your employees.
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
