Twenty years ago, fence contractor marketing was simple. You might have sent out fliers, but most of your fencing business came from word-of-mouth referrals. You’d compete with a few other fencing contractors nearby, but it was a friendly rivalry.
Today marketing has become an all-out war. Thanks to digital advertising and social media, you must compete with the fencing contractor from two towns over as well.
It takes more effort than ever to grow your business, and digital marketing seems like the perfect solution. It looks like a quick and cost-effective way to put your message in front of thousands of people.
As any business owner can attest, however, looks can be deceptive. Creating a digital marketing strategy for your business would appear to be easy. If you believe the blurbs out there, all you need to do is to join the right groups and wait for someone to search for a contractor marketing network.
In advertising, however, lead generation is seldom that effortless. It’s easy for a fencing contractor to make mistakes that derail their marketing efforts.
That stops today. In this post, we’ll go over some of the common errors fence companies make when advertising.
Throwing Together a Website
You’d like to think that the work your fencing company distinguishes you from the countless others out there. Glowing referrals from past customers might earn you some leads, but no one will read them if you have an outdated website.
It’s a rookie mistake to save money by using one of the countless website builders out there. The downside is that these generic templates are difficult to customize and are often hopelessly outdated.
Paying for a professional design is an investment in your fencing business. Your site should:
- Be attractive
- Load quickly
- Be mobile-friendly
- Operate flawlessly
- Be secure
- Allow for intuitive navigation with a clear menu search, search bar, and bold headings
You Wait for Traffic to Come to You
Relying solely on organic traffic is another common mistake that fence installation companies make. It’s a solid strategy, in theory, if your website is perfectly optimized and the search engines never update their algorithms.
In the real world, it’s a sure-fire way to lose customers. Search engine algorithms now incorporate artificial intelligence. They learn as they go along, making subtle updates that are hard to keep pace with.
The only certain way to drive customers to your business site is through paid advertising. Using tools like pay-per-click marketing services will help your business get a steady flow of qualified customers.
Your Company Ignores SEO Website Optimization
That’s not to say that you should only rely on PPC advertising. To make sure all bases are covered, fence companies must pay some attention to SEO marketing tasks. SEO, content, and social media work together to get clients for your fence company.
Forgetting That You’re Marketing to People
The final mistake is marketing for search engines rather than an audience. Create stellar content that presents your company in the best light to clients first. Consider your customers above all when creating any content for your fence company.
Render your content instantly shareable by making it enjoyable and useful for your fence company customers.
Get Off the Fence About PPC Marketing Today
Would you like your PPC efforts to show measurable results? Speak to the expert team at Clicks Geek today and find out what we can do for your fence business.
Ed Stapleton Jr.
http://clicksgeek.comEd Stapleton, Jr is a ‘Google Partner’ marketing expert who’s sold over 1,500 Google Ads clients and managed millions in ad spend. He heads up the front of the house at his marketing agency Clicks Geek where he manages sales and strategic relationships.
