Essential Strategies to Include in a Marketing Plan for Paving Companies

As the owner of an asphalt paving business, the implementation of successful marketing strategies should be among your top priorities. An effective marketing strategy for paving companies consists of various tactics to target and convert potential customers. In this article, we look at the most valuable asphalt paving marketing ideas for your business.

Asphalt Paving Marketing Ideas – Search Engine Optimization (SEO)

An optimized and high-converting website is a must-have for your asphalt paving business. A website is a valuable marketing tool to showcase your offers, demonstrate social proof, and establish credibility.

Your website should also make it easy for potential customers to contact your asphalt paving company or request a quote. If your website demonstrates the value of your asphalt paving services and calls site visitors to action, you will maximize your conversion rate.

A high site conversion rate means nothing if you don’t have a consistent stream of traffic to your paving company website. SEO is an online marketing process involving several tactics to improve your website’s value and relevance to specific keywords. The objective of SEO is to appear on the first page of the Google search engine results, which will increase organic traffic volumes to your site.

SEO tactics offer long-term marketing value for asphalt paving companies and include claiming and optimizing the free Google My Business listing with your company name and phone number.

Other SEO tactics include:

  • The creation of content that focuses on topic clusters
  • Improving your website’s user experience through simple navigation and increasing page loading speeds
  • Optimizing your website for mobile
  • Building a portfolio of backlinks to your pages from authority sites

Pay-per-click (PPC) Advertising

PPC advertising is among the most effective asphalt paving marketing ideas for fast lead generation. Your ads can direct traffic to your offers, landing pages to capture emails, or free lead magnets. The most effective PPC ad platforms for asphalt contractors include Google Ads, Facebook, and LinkedIn.

Email and Social Media Marketing

Email marketing remains one of the most useful ways for paving contractors to engage their target audience on a personal level. Your emails can contain promotion reminders, information about your services, and links to your offers or free resources. Make sure that you spell your recipients’ names correctly in your emails.

Social media allows you to interact with your target audience and nurture the relationships they have with your business.

Useful social media marketing tips:

  • Post insightful and relevant content regularly
  • Read comments on relevant posts to understand common problems your target audience have
  • Reply to messages and comments on your social media accounts
  • Keep your company branding consistent across different platforms

Offline Marketing Strategies for Your Paving Company

Business owners often make the mistake of focusing solely on digital marketing strategies while neglecting traditional yet effective methods. Effective offline marketing tactics to consider include:

  • Networking with other service providers, homeowner’s association members, and potential clients
  • Publications in magazines for homeowners and industry journals
  • Sending direct mail to members of your target audience
  • Cold calling to ensure an instant response
  • Printed ads in local newspapers and magazines
  • Attending trade shows and associations

Offline marketing is particularly important for local service providers such as yourself. Combining online and offline tactics will ensure consistent customer onboarding, profit generation, and growth.


Ed 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.

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