When it comes to fence contractor marketing, there couldn’t be a better time to scale your fencing business, read on to learn insights about the specific marketing strategies a Florida-based fencing contractor used to achieve rapid business scaling and effective lead generation.
6 Steps to Successfully Scale a Fence Contracting Business
In this overview, we learned directly from “Successful Contractor”, who shared that the cornerstone of “growing a business from nothing” was rooted in the deployment of effective online marketing strategies. Below, we’ll provide insights into what it took to build a successful fence contractor marketing plan to build and scale a fencing business.
1.) Build Out Your Website’s Ability to Appear in Search Engine Result Pages (SERPs)
Search Engine Optimization (SEO) is not just a marketing buzzword; it’s a fundamental component of a successful digital marketing strategy. For fence contractor marketing in general — and specifically for @SuccessfulContractor — SEO has been a backbone of his online presence. It ensures that they are not just visible, but prominent in search engine results.
At the heart of SEO lies keyword research—identifying the terms and phrases potential clients use when searching for services. When it comes to fence contractor marketing, optimizing a website and content for these keywords, a contractor ensures they appear in relevant search results. This includes both short-tail keywords like “fencing contractor” and long-tail phrases such as “how to choose a fencing contractor in Savannah”.
Furthermore, it’s worth mentioning that Google’s dedication to supporting local businesses manifests through its allocation of prime real estate within the top 10 search rankings for local business websites. This gesture underscores the importance of a robust online presence for fence contractors looking to dominate their local market. By optimizing for local SEO, including specific geographic keywords, you can capitalize on this opportunity. Such strategic efforts not only enhance your visibility in local search results but also position your business as a top contender in your community. It’s a testament to the fact that, with the right digital marketing strategies, even small local businesses can secure a spot at the forefront of their potential customers’ online searches, making the investment in your website and online presence more crucial than ever.
2.) Quality Content: More Than Just Keywords
While keywords are crucial, the evolution of SEO has placed increasing importance on the quality and relevance of content. The contractor’s approach to content creation focuses on providing value to their audience, whether through informative blog posts, engaging videos, or detailed project case studies. This not only improves their SEO rankings but establishes them as an authority in their field.
Keeping your website content fresh and engaging is essential for maintaining a competitive edge in the digital landscape. For fence contractors, this could involve a variety of content types designed to showcase expertise, highlight services, and engage potential customers. Consider regularly publishing project showcases that detail the transformation process and the challenges overcome, providing valuable insights into your workmanship and dedication. Blog posts on fence maintenance tips, the benefits of different materials, or design trends can position your brand as a knowledgeable industry leader. Engaging in local community projects or events and sharing these experiences online further personalizes your brand and keeps your content dynamic. By continuously updating your site with relevant and valuable information, you’ll not only improve your SEO standings but also keep potential customers coming back for more.
3.) Show up in Your Local Google Map Listings
For contracting businesses, local SEO is vital. It consists of optimizing one’s online presence on Google Business Profile to appear in local search results and maps to make it easier for nearby customers to find them. The @SuccessfulContractor has enhanced his local presence through his Google My Business listing to ensure that his company stands out in the community he serves.
By showing Google that you are willing to continuously update your online presence with new photos and posts on Google Business Profile, your company will maintain and grow its search rankings, adapt to changing trends and ensure long-term online visibility and success.
4.) Build Trust Locally Through Customer Reviews
People have always purchased and done business with those that they “know, like and trust”. Even if someone doesn’t actually “know” the business owner, they learn and get a sense of how they do business by what they read online. Reviews are an opportunity to build trust with your local community. They can help solidify your reputation in potential customers’ minds 24/7, even while you sleep. An accumulation of positive reviews serves as a powerful testament to a company’s reliability and quality of service.
For a contracting business, showcasing customer feedback in the form of reviews on Google Business Profile has been transformational in terms of business growth. The reason is due to the concept of “social proof”. Social proof means that people are influenced by the actions and satisfaction of others. In the context of contracting, a plethora of positive reviews acts as strong social proof, signaling that a business is reputable and trusted by the community. This can directly influence conversion rates, as prospects are more likely to engage with a business that others have had positive experiences with.
Customer reviews offer a transparent and honest glimpse into the experiences past clients have had with a business. This transparency is invaluable, as potential customers often rely on the testimonials of others to guide their decision-making processes. Positive reviews can significantly lower the barriers of trust, making it easier for prospects to choose a contractor with confidence.
Getting more reviews from satisfied past customers is both an art and a science. The most important thing is to have a reviews program in place. Tactics such as follow-up emails, post-project completion, incentives for leaving a review, and making the review process as easy as possible all help. Additionally, addressing and resolving any negative reviews promptly is crucial, and demonstrates a company’s commitment to customer satisfaction and continuous improvement.
5.) Optimized Ad Campaigns
In today’s digital age, a well-crafted website stands as the cornerstone of effective fence contractor marketing. Unlike temporary boosts from paid advertising, investing in your website is an investment in your business’s future. For local fencing contractors aiming to secure a competitive advantage, enhancing your online presence goes beyond just aesthetics; it’s about making your brand more discoverable, trustworthy, and engaging to potential clients in your area. Optimization efforts, from SEO to content tailored to your specific services and geographic location, ensure that your website works tirelessly for you, driving organic growth and building your digital footprint. Such improvements are not mere costs but pivotal investments that pay dividends in long-term visibility and client engagement.
While the foundational asset of your online presence is your website, the strategic use of Google Ads cannot be understated, especially when a quick visibility boost is needed. Google Ads can place your fencing services at the top of search results, offering immediate exposure. However, it’s crucial to recognize this as a complementary strategy rather than a foundational one. The results from Google Ads are tied to your investment; once you stop paying, the visibility drops. This contrasts with the evergreen nature of a solid website, which continuously strengthens your organic listing and digital presence. Integrating both approaches—investing in your website for lasting growth and utilizing Google Ads for immediate visibility—provides a balanced fence contractor marketing strategy that caters to both immediate needs and long-term success.
6.) Create A Distinct Selling Proposition (DSP)
A well-defined Distinct Selling Proposition (DSP) transcends mere marketing rhetoric; it embodies the essence of your business’s values, mission, and the unique benefits you offer. When clearly communicated, your DSP serves as a beacon for your overall fence contractor marketing plan, signaling to potential clients why they should choose your services over others. This clarity is crucial for building credibility and trustworthiness for several reasons. First, it demonstrates that you have a deep understanding of your market and are confident in the value you provide, which instills confidence in your customers. They are more likely to trust a business that knows its strengths and articulates them clearly.
Furthermore, a DSP that resonates with your audience’s specific needs and preferences makes your business memorable. When customers have a clear idea of what you stand for and have experienced the unique benefits of your services first-hand, they are more likely to share their positive experiences with others. This word-of-mouth referral is invaluable; it’s a personal endorsement that carries more weight than any advertisement. Happy customers become brand ambassadors, spreading the word about your services within their networks, which can significantly amplify your business’s visibility and reputation.
Repeat business is often a direct result of a strong DSP. When customers feel that a business consistently delivers on its unique promises, they are more likely to return when they need those services again. This loyalty is not just about the quality of the product or service but also about the identity and values that the business represents. A distinct and compelling DSP makes your business the first choice for customers, fostering a sense of loyalty and encouraging repeat engagements. In essence, a well-articulated DSP does more than differentiate your business; it creates an emotional connection, builds trust, and establishes a loyal customer base that believes in what you do and is eager to support and recommend your services.
To Sum it All Up…
The journey to local business scaling through fence contractor marketing, although varied, really comes down to a blend of certain marketing tactics. The good news is that it’s all been done before and it’s more than possible for your web presence to excel and provide an endless amount of leads, just like this contractor in Florida.
These insights can serve as a rough guide about fence contractor marketing for contractors seeking to expand their business and achieve lasting success. If you don’t want to do it on your own, give us a call for a no-obligation conversation about what it would take to get your business to come up in more search results in your local area.
Image credit: Adobe Images, niko_cingaryuk