For contractors in the remodeling and home services industry, it’s important do everything possible to attract and retain customers. Online marketing is one of the more effective ways to accomplish this goal not only when it comes to reach, but, if done right, when it comes to cost also. Still, marketing just for the sake of marketing does not do you much good.
Fortunately, you can learn from not only your errors, but the errors others have made when marketing their businesses. Here are the top five online marketing mistakes you need to avoid.
1. Missing Your Target Audience
There is nothing inherently wrong with using your advertising dollars to raise general awareness. Nevertheless, if you want the most bang for your buck, you must reach your target audience. This includes both prospective and existing customers who may need your services again.
Make sure you are regularly reviewing audience metrics on the digital platforms where you place ads. If your evaluation reveals you are missing your target audience, it is probably time to rework your advertising message or to focus your campaigns on prospects who are a better fit for your services.
2. Using Inadequate Resources
To get the attention of prospective customers, you need the infrastructure to run informative and meaningful online campaigns. Infrastructure naturally includes both your team and the tools you use.
Finding a digital marketing partner may help you fill in the gaps by bringing expertise in the following areas:
- Strategic thinking
- Campaign design
- Advertising metrics
- Budget management
3. Setting Unrealistic Goals
Online marketing for remodelers and home service contractors is an incredibly powerful tool. Still, as with any advertising effort, digital marketing has limitations you must understand.
When you construct your digital marketing plan, set short-, medium- and long-term goals. These goals should be realistic and achievable. For example, expecting all of your website visitors to turn into paying customers is not realistic.
Likewise, you should not expect your digital marketing to be perfect immediately. By allowing some room for improvement, you can rework efforts that are not meeting business goals and needs.
4. Neglecting SEO
When it comes to your website, you have likely put a great deal of thought and money into designing your website. If your target audience never sees the site though, it is not meeting your needs. Search engine optimization (SEO) can help you!
SEO increases your website’s visibility by making it show up in online searches for specific keywords. SEO does not only increase traffic to your site, however. It also improves the quality of your visitors, helping you to generate leads from those who find your website through an online search.
Consequently, if you have neglected SEO, your efforts in building a comprehensive and useful website may not be giving you the return on investment you deserve.
5. Putting All Your Eggs in One Basket
Effective marketing requires taking advantage of as many advertising channels as practical. Essentially, because your prospective customers are likely to use different media, you should diversify your marketing efforts to generate leads through multiple platforms.
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