Social Media Marketing for General Contractors - Where to Begin

Social media can intimidate many small business owners - especially home improvement contractors. It can seem daunting when searching for where to begin marketing on social platforms. Congratulations on taking the first step - research. All social media marketing strategies should be planned and intentional.  

If your business is not currently utilizing social media - it should be. In fact, social media should be an essential part of your marketing strategy. Taking advantage of social media will establish brand awareness for your company, allow you to connect with customers, and increase sales. 

Local businesses such as roofers, painters, plumbers, and other types of home improvement contractors have an advantage on social media compared to larger corporations for several reasons, including the ability to connect intimately with your local community. With the right strategy in place, you could be dominating your competition on social media.

→ DIGITAL MARKETING FOR HOME IMPROVEMENT COMPANIES & CONTRACTORS

WHY IS SOCIAL MEDIA MARKETING IMPORTANT?

BRAND AWARENESS

Brand awareness is the most common reason companies join the social media world. Social media boosts your company’s visibility and provides a wide reach of potential customers. It can bring customers to your storefront and inform customers of the services you offer. Users can share your profile, photos, and even webpage to their social network. If you have compelling content, your content has the potential to be shared to thousands of internet users. This is how some people “go viral” online.

If any of your competitors have a business profile on social media but you don’t, they are already reaching customers that you are not. Platforms such as Facebook allow the user to search for local businesses and reviews similar to a Google search. If you do not have a Facebook business profile set up, no one will be able to find your company using this feature.

With a business profile, you are able to control the image you set for your company. You get to determine how customers view your brand. Are you a quirky company, quick to engage with customers, or is your company more intentional and collected online? The choice is yours, but make sure to keep your company’s voice consistent. 

→ DIGITAL MARKETING FOR HOME IMPROVEMENT COMPANIES & CONTRACTORS

CREATE TARGET AUDIENCE

Building your company’s target audience is a critical step to a lucrative sales funnel. Social media is key in creating a target audience. You are able to select and capture the attention of local leads who are interested in services you offer. Just by choosing which social media platforms to market, you are narrowing your target audience. You are also more likely to only have interested leads visit your social page which is helpful in establishing warm, quality leads. Once you 

 

YOUR CUSTOMERS ARE ONLINE

Nearly 72% of Americans used social media in 2019, and if you believe that it is mainly the younger generations online, you are mistaken! Over 39% of people aged 65 and older are using a social media platform, 69% of people 50 to 64 years old, and 82% of people 30 to 49 years old. This means that your potential customers - of all ages - are using one or more social media platforms. Do these statistics surprise you?

Additionally, 90 percent of companies that actively utilize social media to connect to customers claim that these efforts helped increase online exposure to their business. Social media is also used as a leading traffic source to bring customers directly to your website. You can post your latest blog, recent customer installations, and new services directly to your customers. 

→ DIGITAL MARKETING FOR HOME IMPROVEMENT COMPANIES & CONTRACTORS

ADVANTAGES OF SOCIAL MEDIA MARKETING

AFFORDABLE

Did you know that claiming a business profile on most social media platforms is free? No matter what your budget is, there is room for social media in your business’s marketing plan. Engaging with your customers is inexpensive and a great way to connect and build relationships. If time is on your side, consistently posting organic content and blogs from your website is ideal. 

Even advertising on social media can be affordable. Most sites do not require any set up fees to advertise, but instead operate on a pay-per-click plan. This means that you only pay for results from your advertising campaigns. You can even set a spending budget and not pay a dime over what you plan.

 

INSTANTANEOUS

Social media provides the opportunity to connect with your audience instantaneously. If you have a new service or sale you want to inform your customers of, it takes only a moment to create a post. It is much simpler than shooting a commercial or designing a billboard, both of which are both costly and complicated compared to social media. You can instantly respond to messages sent via Facebook messenger, tweet responses as your company, and comment on LinkedIn posts.

 

WHERE TO BEGIN

CHOOSE A PLATFORM

You may be asking, with so many platforms to choose from, how can you be sure to pick the right one? The list starts with Facebook, Instagram, and Twitter, but it doesn’t end there. All social sites have a unique set of features that could potentially benefit your business. However, that does not mean that each social platform would be a perfect fit for reaching your target customers. Conduct thorough research on each social media site to identify which platform will be worth your business’s time and money. 

 

PAID ADS OR ORGANIC?

Small businesses ask themselves this question all the time. My response is, take advantage of both! Engaging online demonstrates to your customers that you are involved and interested in them. It is a wonderful way to build relationships within your community. You can share photos of successful customer projects - think before and after photos. Businesses can highlight achievements and awards, showcase positive reviews, and even host a Q&A session. The possibilities are endless, get creative!

Paid advertising should not be overlooked; in fact, it is arguably more important than organic posts. Social media advertising can target your ideal customers and drive traffic directly to your website or even storefront. By targeting demographics, you are hand-selecting the type of customers you are wanting to reach and thus removing and not paying for unqualified leads. 

In addition to reaching the ideal customer, you are also able to take advantage of retargeting leads. For example, the Facebook pixel communicates with your website to track leads who visit your website from Facebook ads. Then, you can create campaigns that retarget the same leads and increase the number of times your ad is seen by an individual. This is valuable because the more your ad is seen, the more likely a lead is to think about your brand and choose your services the next time he needs them.

 

CREATE A CONTENT CALENDAR

Once you have chosen your platforms and decided your social media marketing strategy, you will want to create a content calendar. Staying organized and consistent with social media marketing is key. Carefully calculate a mix of promotional, educational, and engaging content to attract and maintain a large, invested audience. You should also plan to post at the most popular times.

 

In Summary

If social media marketing still seems intimidating, you aren’t alone. The social sites are constantly changing and it can be a challenge to stay on top of current trends. Without experience, you are likely wasting precious time with your efforts. Fortunately, I have over 15 years of experience working with social media advertising. Throughout the years, I have helped hundreds of Monterey Bay area businesses like yours succeed their digital marketing goals. Give me a call today to learn more about social media marketing for your business.

 

If you’re looking for more digital marketing ideas for home improvement contractors, we can help! Coastline Marketing Group can answer your questions about Google Ads, Website Design, Paid Advertising, Social Advertising and more. Please contact us today to learn more about how to grow your contracting business online.

 

Article by Phil Fisk
CEO, Coastline Marketing Group, Inc.
831-789-9320
Book A Consultation

2018_CoastalMarketingGroup_Phil_0868-web


5 Great Lead Magnet Ideas for Financial Advisors

Five Great Lead Magnet Ideas for Financial Advisors

When it comes to selling financial services, your contact database is your most powerful tool. Clients sometimes walk into your office ready to invest, but your leads are usually not ready to buy your services when you first contact them. You need to nurture your leads, establish yourself as an expert, and keep them on the line until they are ready to choose you as their financial advisor.

But how do you get leads into your database in the first place? Use a simple and effective strategy: Offer lead magnets that entice clients into giving out their contact information.

Don't know what a lead magnet is? You see them all the time. They are regularly posted to social media sites with snazzy taglines like "Download Our Free Report." Creating lead magnets is both easy and effective.

What Is a Lead Magnet?

A lead magnet consists of a free piece of content that entices members of a target audience into giving out their contact information to see it. Typically, when offering a lead magnet, a marketer will ask for an email address and use it to cultivate clients with an email campaign, such as a newsletter. If the content looks juicy enough, lead magnets can be offered for more detailed information like names, addresses, and phone numbers.

Of course, a financial advisor will approach lead generation a bit differently than most marketers. Yet the key elements of successful lead magnets remain the same no matter what product you're selling. So what are the key elements of a successful lead magnet?

Elements of a Successful Lead Magnet

Some lead magnets work better than others. While many lead magnets meet with raging success, others flop. The most successful lead magnets take advantage of the following seven elements:

Targeting

A lead magnet should target a specific group of people. It should offer a specific solution for a specific problem. For example, a list of the top ten most popular investments isn't going to cut it. It's too vague. Instead, you want titles like:

  • "Keeping Your 401K Tax Free When You Change Jobs"
  • "Tax Breaks for New Homeowners"
  • "Getting the Maximum Social Security Benefit"
  • "Smart Investments for New Investors"
  • "How to Retire in Ten Years"

You should choose a lead magnet that attracts the clients you want by offering them results that they seek. The more focused, the better. More focused lead magnets = more leads.

A Silver Bullet

Everyone seeks the magic key that will give them a big boost in life. Understand what your target audience's needs and figure out that one thing they are looking for that will make a big impact. Popular silver bullets include methods for avoiding taxes, ways of getting more money in retirement, or how to score savings on big-ticket items like a home. State the one big solution in your lead magnet's title. A strong, clear focus will be more effective than a swiss army knife approach.

Future Projection

Figure out what your target market really wants. Articles and surveys can help, but conducting some in-person interviews remains one of the best ways to really get in touch with your client demographic. Look at the strengths, weaknesses, opportunities, and threats of their positions. In your lead magnet, help your audience understand the link between what they want and what you're offering.

An Immediate Reward

Signing up for your lead magnet should be completely painless. The signup should require as little time and mental energy as possible. The lead magnet should promise something that your target market wants, actually delivering it, immediately. The lead shouldn't have to spend much time to view the content. Long videos, books, and extensive reports do not make good lead magnets. Strive to deliver instant gratification. Leave your leads wanting more.

Authority

Your lead magnet should illustrate you as an expert in your field. It should position you as an authority. Focus on your client, but do mention your talents and accomplishments. Talk yourself up using simple, plain language. Mention specifically how you can help with problems that your new lead likely faces. Use a little subtlety but be overt about your expertise. For example, if you're using a short course as a lead magnet, mention that you are the instructor of the course and give your credentials.

Value

If your lead magnet looks great on the surface but the content fails to stack up to the lead's expectations, it won't be effective. While it may create many leads, a worthless lead magnet will not create many conversions. Your lead magnet should produce actual benefits for your client. This will be a great chance to make a good first impression, and the best way to do that is to follow through by delivering something truly useful to your new lead.

Attractiveness

No matter how ground-shaking your report is, if it doesn't look valuable, it's not going to convince many people to give you their contact information. The lead magnet's presentation should be honed by a professional. You'll give the content away for free, but it should look like something that people would want to pay for.

Lead Magnet Ideas

So what types of lead magnets actually work? Here are five types of lead magnets that can be especially valuable for financial advisors:

Financial Calculators

Help your customers calculate savings, return on investment, payment streams, or other benefits that you can provide. What better way is there to capture targeted leads than to present prospects with a financial calculator designed to help them calculate the benefits of your services?

Reports

As a financial advisor, you can easily come up with a diverse array of reports. You might try something like "Maximizing Retirement Benefits for Union Electricians" or "Small Business Owners: Analysts Like These Four REITs." You could even offer a report on the value of your services. Remember to keep the report short; while an ebook download might entice some prospects, you don't want to overwhelm leads with too much information. Leave them wanting more.

Handouts

Handouts are a different breed of lead magnet than reports. A handout can take many forms such as cheatsheet, an infographic, or a diagram. Handouts should be short, typically a single page. Checklists make great handouts. Resource lists are also good. You could even put together a detailed infographic on historical risk in different asset classes or a chart showing why investors shouldn't try to pick stocks.

Quizzes

Quizzes are very popular and can even go viral on social media. A quiz should be lighthearted and fun but should also tell people something that they want to know. For example, you could put together a short assessment on risk management aptitude, classifying people from butterfly to daredevil. Quizzes can also help you gain valuable insight into your clients' needs, both as groups and as individuals.

Videos

Videos have a key advantage over many other types of lead magnets: they don't take much mental energy to consume. Creating quality video content is a lot of work, but it should be easy enough for you to create a short video course. While you can offer long classes packed full of useful information, longer courses are better saved for the lead nurturing phase. A simple two-part course can draw in a lot of leads.

Conclusion

There is far more to be said about lead magnets. The very best lead magnets will not only bring in the leads targeted by your marketing campaign; excellent lead magnets will convince new prospects to show your lead magnet to other people.

Your client database is your most valuable tool for reaching potential clients. Along with a strong promotional campaign and effective lead nurturing, lead magnets are powerful devices for growing your database and expanding your business as a financial advisor.

 

Article by Phil Fisk
CEO, Coastline Marketing Group, Inc.
831-789-9320


Moving Your Budget from Yellow Pages to Internet Marketing

Internet Marketing MontereyToday's modern companies are moving their marketing budgets from traditional print media, such as the Yellow Pages, to online opportunities. These exciting online opportunities range from social media networks to email advertising. Deploying even one of these modern advertising techniques can help you reach more customers while saving money on your overall marketing budget.

The Benefits of Internet Marketing

If you have a limited budget, relying on traditional marketing methods will restrict your reach to a small number of people within your local area. However, with the help of Internet marketing, your company's marketing message is no longer limited by geographical restraints; your online presence can help you sell your products and services to people hundreds of miles away from you. Internet marketing is also responsive to quick adjustments. Unlike traditional advertising, such as flyers or billboards, you can fine-tune your efforts without waiting weeks to see any results. Making a simple post on Twitter, for example, will only take seconds and won't cost you anything.

Finally, some forms of Internet marketing can give you great results without a serious investment. Running your own website, for example, may only cost you a few dollars per month, depending on the traffic that your site attracts. If one online marketing solution doesn't help your company, you can quickly drop it without losing too much money.

Social Media

Social media networks are a popular way for people to connect with both their loved ones and their favorite companies. If you don't have a profile on the most popular social media networks, including Facebook and Twitter, your customers will think your company is outdated. Customers who are used to receiving service from a company's social media page will feel frustrated when they can't contact you.

Fortunately, setting up and maintaining profiles on social media networks is painless. In addition, social media networks are generally free to join, helping you keep your marketing budget well within your limits. For best results on your customer outreach efforts, avoid the appearance of spam by limiting the amount of self-promotion your profiles contain. Focusing on building a personal relationship with your customer base will often yield better results than constantly posting updates on your products. Sending out the occasional silly joke on Twitter, for example, will endear you to your customers.

email marketingEmail Marketing

Your company's website can serve as an important point of contact with your current and potential customers. Instead of gathering home addresses for outdated print newsletters, you can use your website to collect a list of email addresses for quick email newsletters. You can also use email marketing to instantly let your customers know about important news, such as a special promotion or a new product. With a little extra technical expertise, you can even build personal profiles for your online users so that they only get the news and specials that they want.

Pay-Per-Click

Pay-per-click, or PPC, is an online advertising model that requires you to pay only when an Internet user clicks on your advertisement. Through a bidding system, you can set the price that you want to pay each time someone clicks on your ad. If you're willing to pay a higher price, your ads will get priority over the ads from other companies. The system often yields immediate results; mere minutes after setting up your ads, you may start seeing new visitors pour into your website.

For years, print advertising worked well as a valuable marketing tool for companies. However, the huge growth of the Internet has encouraged many companies to take a closer look at the benefits of online marketing.

Coastline Marketing Group helps companies stay up-to-date on modern marketing strategies and innovative inbound techniques that provide extraordinary cost-value benefits. Our services include Social Media Management, Local Search Engine Marketing and Optimization, Powerful Content Marketing, Website and Mobile Web Development. Coastline Marketing Group’s inbound marketing strategies can help you attract customers, convert them, close sales and delight them.

Inbound Marketing Analysis

Coastline Marketing Group, Inc
426 Salinas St. Salinas CA 93901
831-759-2273
Proudly serving the Salinas, Monterey Bay Area