It’s no secret that the deck and patio contracting industry is a competitive one. For businesses like yours, leads are the lifeblood, just like oxygen is to the human body. A steady flow of cold leads – those potential customers who haven’t yet heard of you or considered your services – is essential.
Your potential clients have numerous options, so your initial goal is to become one of them. Then, quickly transition to becoming the only logical choice. In the world of deck and patio contracting in 2019, there are several impactful strategies to achieve this. Embrace them all, and you’ll ensure your business remains vibrant.
Here are the top seven strategies for deck and patio contractors to secure high-quality leads in 2019:
- Become a targeting expert to identify the ideal cold leads
- Establish dominance in search engine marketing
- Use videos to share compelling stories
- Utilize blogging to provide solutions to major challenges
- Build professional connections through a LinkedIn account
- Offer a free guide packed with valuable information
- Organize a captivating contest Let’s delve into each of these lead generation tactics in greater detail.
1. Become a targeting expert to identify the ideal cold leads
Maintaining a full pipeline of leads is crucial, but how do you connect with a maximum number of potential clients within your target market? The solution lies in crafting a foolproof cold lead strategy, ensuring you never fall short of potential customers.
A successful cold lead strategy typically involves: Step 1: Showcasing to leads what their dream deck or patio could look and feel like (for instance, by utilizing Facebook or Instagram ads). Step 2: Gathering their contact details for follow-up.
But what makes it foolproof? You can invest heavily in promoting a Facebook ad, but it won’t attract quality cold leads unless you excel in one crucial aspect: targeting.
Before launching an ad on social media, defining your targeting criteria is paramount. This step cannot be emphasized enough! Who constitutes your target demographic? What are their passions? What truly matters to them? Thorough research will lead you to that perfect niche audience. For example, if your focus is on selling patio makeovers, why not target individuals who recently relocated or those with a keen interest in home and garden topics?
Curious to see how it’s done? Check out this Case Study about how we generated 732 leads in 2 months for a modular house company.
2. Establish dominance in search engine marketing
When potential customers turn to Google to find a deck and patio contracting company, your ad needs to be prominently displayed above the organic (unpaid) search results. This is where search engine marketing comes into play. We’re referring to leveraging Google Ads to direct leads to a dedicated landing page on your website where they’ll hopefully provide their contact information.
While Google Ads can yield impressive results, they can also lead to substantial wasted expenditure if not executed correctly. A certain level of expertise is needed to fine-tune an effective Google Ads campaign, so seeking professional assistance is recommended.
Furthermore, as a deck and patio contracting business, you’re undoubtedly catering to a specific city, town, or geographical area. This signifies that securing a high ranking on Google Maps could significantly boost your business. For instance, when a potential customer searches for something like “deck contractor near me,” you want your business to be prominently listed under the map that appears in the search results.
This requires a Google Business listing and a substantial number of positive Google reviews from satisfied customers to propel your business to the top. (Explore this article for more tips on ranking #1 on Google Maps.)
Find out more about utilizing Google Ads for lead generation here.
3. Use videos to share compelling stories
Imagine presenting your leads with a captivating 2-minute video that showcases snippets of your deck and patio construction process, culminating in stunning final results. Within those 2 minutes, the value you bring as a contractor becomes undeniably evident. Your leads won’t have to rely on their imagination; they can witness the excellence of your work firsthand!
Well-crafted videos have the power to captivate viewers and prompt them to take action. When your videos are easily digestible and visually appealing, you can reach a broader audience on platforms like YouTube, Instagram, and Facebook. As always, your goal is to guide those who engage with your video to a landing page, potentially converting them into paying customers.
4. Utilize blogging to provide solutions to major challenges
Blogging about subjects related to your business is an incredibly effective lead generation tool. By addressing potential customer questions through your blog:
- You increase the likelihood of them discovering your website, and
- You enhance your credibility as an expert, making you the go-to choice when they need the job done right.
For instance, imagine a potential client using Google to inquire, “Do I need a permit for a deck renovation?” Now, picture this: one of the top search results is a blog post you authored titled “Deck Permits: Everything You Need to Know for Your Renovation Project.” By demonstrating your knowledge and willingness to assist when they seek guidance, they’re far more inclined to consider you when they’re ready to hire a contractor.
Think crafting blog content about deck and patio construction is dull? Think again! Providing solutions to customer problems is never boring. To spark ideas, simply contemplate the questions your target audience might have. For example:
- “What deck and patio styles are on-trend in 2019?”
- “Is there an environmentally friendly approach to weatherproofing my deck?”
- “Which materials can I repurpose to create unique patios?”
- “What trellis style would complement my mid-century home?”
5. Build professional connections through a LinkedIn account
LinkedIn presents invaluable networking prospects, especially with professionals in complementary industries. For example, could collaborating with other renovation or building-focused companies generate more leads? What about connecting with real estate agents who advise their clients on pre-sale renovations?
Your LinkedIn account enables you to participate in industry discussions, sparking innovative ideas and fostering valuable relationships. It also serves as an excellent platform for market research. You can observe the type of content or information within your industry that generates the most buzz and engagement. Moreover, LinkedIn’s publishing feature offers another avenue for connecting with prospective clients. Consider it an additional platform for sharing blog-style content that addresses challenges and provides answers.
6. Offer a free guide packed with valuable information
Everyone appreciates a good “freebie,” especially when it’s a genuinely useful resource. Creating and offering a complimentary guide operates on the same principle as blogging. It’s an opportunity to provide value to your customers before they even spend a dime on your services. It cultivates trust and allows you to highlight your expertise.
Via Popular Woodworking As a deck and patio contractor, what kind of guide could you offer? Focus on what your ideal customer seeks and how you can be of service. For instance, if homeowners planning deck and patio renovations constitute your target demographic, consider creating a comprehensive guide on planning such projects. By offering this guide as a downloadable resource in exchange for an email address, you’ve acquired a fresh batch of leads.
7. Organize a captivating contest
Hosting contests on Facebook is an enjoyable, low-pressure way to connect your business with numerous potential leads. For the cost of the prize, you can significantly enhance brand awareness among thousands of potential customers.
Organizing a contest is simple:
- Choose a prize relevant to your business. For example, offer a $500 discount on a new deck or patio. This way, you’re guaranteed that every participant is genuinely interested in those services (making them potential clients).
- Determine the entry requirements. Requesting email addresses is a straightforward method for ensuring follow-up with these leads.
- Create an appealing contest page. Use captivating images, an engaging title, and a user-friendly submission form.
- Promote it extensively. Share it with your email subscribers, friends, and social media followers. Utilize Facebook ads. Incorporate a banner on your website. Spread the word far and wide!
Cultivate those leads!
Undoubtedly, operating a patio and deck contracting business in 2019 presents challenges, with new competitors emerging constantly. However, by consistently delivering exceptional work and actively promoting it to your leads, success is well within your reach.