What Platform Generates the Most Leads for Contractors?

S2 E7 - What Platform Generates the Most Leads for Contractors? 

Exploring Effective Marketing Strategies for Contractors

In this enlightening episode of "Beers with Contractors," we had the unique opportunity to converse with Mike Styers, the president of a contractor-specific marketing agency. With over a decade of experience, Mike delves deep into the intricacies of marketing for contractors, sharing invaluable insights on navigating the digital marketing landscape efficiently. Whether you're a seasoned contractor or just venturing into the industry, Mike's expertise offers vital takeaways to enhance your marketing strategies.

Common Marketing Mistakes Contractors Make

One key topic of the discussion revolved around common mistakes contractors tend to make in their marketing efforts. Mike highlighted a critical point: relying solely on Google for marketing is a risky endeavor. Although Google Ads can be effective, they need to be utilized with caution. Many contractors fall into the trap of accepting Google’s automation suggestions and auto-applying recommendations, which often leads to inefficient spending.

Mike argues that rather than blindly following Google, contractors need to have a detailed, hands-on approach towards their marketing campaigns. This includes understanding what’s being measured, how the money is being spent, and what the real returns are. The primary focus should be on quality leads rather than sheer volume.

Low-Hanging Fruits for Improving Marketing

The conversation also touched on quick wins for enhancing marketing efforts. Here are some key pointers Mike shared:

• Implement First-Party Data Tracking: Tools like CallRail are indispensable for contractors. First-party data tracking provides transparency, allowing you to measure true conversion metrics rather than relying on potentially misleading analytics from platforms like Google.
• Audit Your Analytics: Verify that your key conversion events are properly set up. For instance, ensure key events are measured ‘once per session’ to eliminate redundant data.
• Utilize Agency Analytics: Use platforms that consolidate data from various advertising channels into one dashboard. This helps in maintaining transparency and keeping a consistent check on all marketing activities.

The Role of Call Rail in Marketing

Mike emphasized the importance of tools like CallRail, a service that tracks phone calls and form submissions, providing detailed insights into the customer journey. CallRail allows businesses to see exactly where leads are coming from, which marketing efforts are working, and what needs to be optimized. This tool helps identify missed calls, which often signify lost business opportunities and provide data-backed decisions on whether more training or staffing is needed for the call center.

Setting up CallRail involves number pools for website tracking and unique numbers for different advertisement efforts—billboards, trucks, postcards, etc. This granularity in tracking enables contractors to gauge the performance of each marketing source accurately.

The Importance of Holding Web Companies Accountable

Contractors often work with web companies to manage their online presence but may lack clarity on how these companies are performing. Drawing from his experience, Mike explains the importance of transparency and accountability. Contractors should:

• Request Regular Reports: Demand detailed monthly reports from web companies detailing the activities and results.
• Set Up Regular Meetings: Have a consistent cadence of meetings to discuss progress, address concerns, and align on new initiatives.
• Verify SEO Efforts: Use tools like SEMrush to keep track of SEO progress and rankings, ensuring that the web company is delivering on its promises.

Navigating Privacy Laws in Lead Generation

Discussing recent changes in privacy laws, Mike brought to light the importance of understanding end-user privacy regulations. The Telephone Consumer Protection Act (TCPA) and varying state privacy laws can significantly impact how leads are generated and how data is managed.

One major change Mike mentioned was the impending removal of third-party cookies by Google, pushing businesses towards utilizing first-party data collection methods. First-party data offers a secure, comprehensive view of customer interactions, which remains pivotal as privacy laws continue to evolve.

ROI in Different Advertising Platforms

When it comes to allocating marketing budgets efficiently, here’s Mike’s breakdown:

• Google Ads: Despite some caveats, Google Ads remains a logical starting point due to the intent-based search nature of users.
• Bing Ads: Often overlooked, Bing Ads can be surprisingly effective, especially when coupled with first-party data.
• Meta (Facebook): Ideal for reaching homeowners, particularly within the 35-65 age group. It requires high-quality content and consistent engagement but can drive significant results.

Mike further highlighted that properties like Instagram, though primarily for branding, and TikTok, appealing to a younger demographic, also have potential in drawing attention to your services.

TikTok’s Role in Contractor Marketing

Expanding into platforms like TikTok is becoming increasingly beneficial for contractors. TikTok allows for an authentic connection with the audience through short, educational, and engaging videos. This platform can beautifully showcase the work contractors do, from demonstrating cleaning techniques to showcasing completed projects, building trust and brand recognition.

Changes in Google Reviews

A recent issue that had a widespread impact involved the sudden disappearance of Google Reviews. Mike explained that though the review numbers seemed reduced, the actual reviews were still there, just not accurately reflected. Google acknowledged the problem and is in the process of resolving it. Understanding these technical hiccups is vital for managing a business's online reputation effectively.

The Growing Role of AI in Marketing

As AI technology evolves, its influence on marketing becomes more pronounced. AI can help in creating more personalized, efficient marketing efforts by understanding user behavior patterns and automating repetitive tasks. Mike advises contractors to stay ahead of the curve by integrating AI-enabled tools and platforms, ensuring they leverage these advancements to optimize their marketing strategies.

Ethical Considerations in Marketing

Finally, addressing the ethical dimensions of digital marketing, Mike emphasized the importance of honesty and transparency. Competing against lead aggregators that use deceptive practices can be challenging, but maintaining integrity and trust in your marketing efforts will always win the long game.

Conclusion

Navigating the world of digital marketing as a contractor can indeed be daunting, but insights from experts like Mike Styers illuminate the path forward. From implementing robust data tracking systems to ethically managing customer relationships and leveraging new platforms like TikTok, contractors can significantly improve their marketing effectiveness.

By staying grounded in solid principles, embracing the right tools, and continuously learning and adapting, contractors can build a sustainable and successful marketing strategy that stands the test of time.