So it’s May and contractors across the country are working like mad because everyone knows that it’s the “busy season”. Although this might be true, it’s unfortunate that most contractors slow down when the weather starts cooling. That’s right, what’s a contractor to do when Winter comes around and there’s no work left? Here’s a few marketing tips that contractors can use, provided by Franklin Web Design.
Create Service Contracts for More Work
One landscaping contractor in Franklin uses service contracts to keep up the work throughout Winter. In fact, he claims that without the service agreements that he has in place, his company would have almost no work over Winter. Because of these service agreements he manages to keep his employees busy all year long.
Unfortunately service agreements come easier for some companies than others. Plumbers are notorious for having service agreements. They also have the virtue of receiving calls for frozen pipes in the winter. Roofing companies often get calls for ice dams that melt and cause flooding in a house. However painters and electricians don’t always get calls in the slow seasons, but it doesn’t mean that they can’t.
A painter might be able to outweigh the slow season by up-selling warranties on their work and stashing away that money. It would require that you have a good idea of how long your work will last so that selling warranties would mainly be a profitable endeavor.
Search Engine Optimization for Your Business
The SEO industry is one of the fastest growing industries in the world. The reason for this is that when an SEO campaign is completed, your company receives massive exposure. You spend a certain amount of marketing dollars over time and in the end you no longer have to spend those marketing dollars and yet you still receive exposure. During slow seasons this is very important. While many contractors are desperate for work, the guy at the top of Google, Bing and Yahoo is receiving free exposure. While ABC Contractor is spending hundreds of dollars on ads to try to get work over Winter and losing money, ZYX Contractor is spending no money and getting the occasional call.
Zing Marketing does web design and SEO for a painting company in Omaha Nebraska and says that in a few short months they had managed to achieve some of their SEO goals in terms of keyword rankings. They expect to achieve much more over the coming months, which will drive traffic and sales to the company all throughout the year and the years to come.
Some contractors like to do their own SEO, however this is often frowned upon. The national average for SEO spend in the contractor industry is about $1,200/month, however contractors who do their own SEO often spend up to $1,700/month due to errors made that need to be corrected. In some cases an entire website needs to be rebuilt, while in other cases links need to be removed. However, on occasion there are contractors who really do their homework and succeed in their own SEO. In fact, it’s not uncommon for these contractors to take up SEO as a full-time career!
Bing, Yahoo and Yelp
SEO doesn’t always end at Google. Some companies want to completely dominate their market. You can apply a lot of SEO knowledge to other search engines like Bing, Yahoo and Yelp. These places are often used for finding contractors. Bing and Yahoo don’t receive a lot of search traffic, but by being at the top you can expect a little bit of work to come in on occasion.
When it comes to advertising, these platforms may yield some return. However Yelp has built a reputation for generating little to no return on investment, and we do not recommend them.
Pay Per Lead
When it comes to companies that sell leads, it’s important to use companies that will work with you exclusively. Although the price per lead may be higher, they’re often much better quality. Working with companies like HomeAdvisor and Thumbtack may cost you much more in the long run because they sell leads to several different companies. The person who has the lowest price often ends up getting the work.
Overall a pay per lead campaign can be very profitable for companies because all the leg work and SEO is already done by another company. However the only problem is that once you stop paying for leads, you stop receiving leads whereas SEO holds its value much longer.
What to do Next
Check in regularly for marketing updates for contractors! We’re always seeking out advice from the very best in the SEO and Digital Marketing industries. We thank Franklin Web Design for their advice here today and we invite them back to give more info any time! Be sure to share and subscribe!