First things first. If you want your digital marketing journey to be a success, you need to come up with a well-planned and detailed digital marketing strategy for your business.
And that’s exactly what we will take a look at here.
In this blog post, we will shed light on the five steps you need to take to create a winning digital marketing strategy for your contractor business.
5 Steps to Creating a Winning Digital Marketing Strategy
Listed below are the steps you need to follow:
Create buyer personas
Identify goals & tools
Take into consideration existing resources
Audit & plan media campaigns
Create a plan
Create buyer personas
Who exactly is your target audience?
For the average contractor business, it's more likely that you're trying to attract new clients from the people in your neighborhood or surrounding area.
If that's the case, you need to create buyer personas based on the folks that live in your service area.
So what is a buyer persona? A buyer persona is nothing but an example of your ideal customer.
Imagine who your ideal customer is. Maybe it's a man named Jack in his 40s looking troubled by insects in his house. Or it might be a woman in her 30s named Sarah, who's a first time home-buyer and found house issues after moving in.
It’s not just limited to location. Instead, you can target various other factors, including income, interests, challenges, age, etc.
What this persona will help you do is visualize your ideal target so that you can create campaigns that feel more personal and relevant to them. Message relevancy will ultimately improve campaign effectiveness.
Identify goals & tools
Now that you know who your ideal customer is and have created buyer personas, it’s time to get started with the next step.
Take out a pen and a paper and note down all your long-term and short-term goals.
For instance, if you are looking forward to increasing your sales by 10% within the next few months, note it down.
This will give you an idea of what you are looking to accomplish and give you something to keep a track of as well as work towards.
Once that’s done and you have successfully noted down your goals, take into consideration which tools do you have in your arsenal. Which tools will you need to achieve your goals? Prepare a list.
There are tons of tools that you can use to keep a track of your campaigns and run them effectively. I'd advise you to analyze your requirements and depending on your goals, equip relevant tools in your arsenal.
Take into consideration existing resources
You might have equipped some tools in your arsenal. But now it’s time to focus on the different digital channels you’ll be taking into account.
We can divide assets into 3 different categories, namely:
Paid Media
Owned Media
Earned Media
Paid media refers to any digital channel you’ll be spending your money on for attracting your target audience. For instance, LinkedIn, Facebook, etc.
Owned media is any kind of media you already own, such as your blog section, social media profiles, website, etc.
Earned media can be referred to as “Word of Mouth.” For instance, tweets about your business, shares on social media, mentions, reposts as well as reviews, etc.
Prepare a list of all the assets you own in each of the categories and devise a strategy accordingly.
Audit & plan media campaigns
You have created buyer personas. You have successfully identified your goals and noted down all the existing resources.
Now it’s time to focus on your audience’s pain points.
Learn what’s troubling them the most. How can your business solve their problems?
It’s time to plan your media campaigns. You need to create campaigns that will make the maximum number of your prospects take the desired action.
That’s the only way forward.
Create a content creation plan. Note down the title, goals, channel, format. Once that’s done, it’s time to start creating high-quality value-adding content for your business.
Create a plan
Now it’s time to create a plan.
Take all the above points into consideration and mix them all up.
Depending on your goals as well as your business requirements, it’s time to create a winning strategy for your business.
Make sure that it’s highly-detailed and helps you understand what you will be aiming towards with the end-goal in sight.
If you're looking to grow your contractor business, take the first step today, and learn how we can help with our all-in-one contractor marketing platform.