What draws a customer to one business instead of another? Possibly, the company had an appealing website or a useful blog post. Or perhaps it was an engaging social media post or even a direct mailer they received in the mail. No matter the delivery method, each of these marketing techniques has one thing in common: content. content. Good content is at the core of any marketing approach for contractors. But how exactly can a contractor leverage their content for maximized results? Here are a few ideas on the best approaches contractors can take today for marketing that works. Read on to learn more about content marketing for contractors and the best strategies savvy contractors are using today to boost their bottom lines.
Why Content Marketing?
As a digital marketing strategy, content marketing for contractors is a highly effective approach that delivers the right content to the right audience at the most opportune time. A comprehensive content marketing strategy will leverage content for multiple purposes including social media, blog posts, testimonials, email marketing, case studies and other sales collateral. Online customers are consuming content more so than ever before and this is why contractors must ensure the content they are providing appeals to as many people as possible. Good content is a driving force that can quickly help a contractor achieve their sales objectives. An effective content marketing approach is one that can convert passive onlookers into paying customers. Think of good content as the engine of a car. The engine converts the gas so the car can move. This is also true of content—it converts marketing collaterals into appealing items that encourage customers into action.
Understand the Audience
Good content should solve a customer’s problem and it should explain a contractor’s service offerings with precision. Customers make decisions quickly and if a contractor’s content is not appealing to the prospect they will simply go to a competitor’s website to obtain the information they are looking for.
Many contractors make a huge mistake in providing content—they write for themselves instead of writing for their audience. When coming up with a content marketing strategy the first question that should be asked is: who is this content for? In other words, who does the target audience consist of?
This includes, understanding demographics, online behaviors of customers and correctly segmenting the market to respond accordingly.
Provide Relevant Content
Where many companies go wrong is in providing massive amounts of curated content that is not relevant to the direct needs of the customer. A solid content marketing strategy for contractors should be based on quality and not quantity. In providing relevant, quality content first consider the reasons why a customer may be searching for a contractor in the first place. This means the contractor must align business goals with thoughtful, expertly written content that the audience finds helpful for their needs. Additionally, content should not be pushy or overly sales-oriented—it should successfully balance the business needs with the customer’s needs for information. The best approach is to create content that generates interest and encourage the customer to learn more about the contractor’s services and inspire them into action.
SEO Friendly Content Writing
While it is important to deliver good content, it is also important to leverage that content and maximize its potential. This is where SEO copy comes into play. SEO, or search engine optimization, is the strategic use of keywords and phrases that help a company’s website rank highly within search engine page results. So for instance, when a customer searches for “contractor near me”, websites that feature those exact search terms will appear. The higher the website ranks on the search results, the better. This is because most people only look at results on the first page or two. Incorporating relevant search terms will ensure more customers find the contractor. SEO can provide reliable sources of information that both search engines and prospects appreciate.
A solid content marketing strategy can help to provide valuable information to the contractor’s core audience. The right content can nurture leads and position the contractor as a credible source of information. Fresh, relevant and keyword specific content is the key to content marketing for contractors. Use these strategies today to deliver quality content and achieve a contractor’s goals.
For more information contact a top contractor marketing firm today.
Eugene Aronsky is an SEO specialist with over 10 years of experience in SEO. Eugene enjoys writing and doing research.