Advice

DIGITAL MARKETING

Live wire

Going digital Having a strong web and mobile presence is essential for contractors wanting to be found by potential customers, says Amanda Walls

O ver the past few years the digital marketplace has grown exponentially. The internet now opens up perhaps the biggest pool of potential clients who are only a click away, and yet many businesses still don’t, or can’t, embrace the digital revolution.

Embracing digital marketing can not only open up new opportunities, it can also be a great way to gain exposure among perhaps the biggest audience on earth, so what are you waiting for? The following steps can help you get to grips with your online marketing:

Evaluate your situation Do you have a website? Is your website optimised? In the same way that a shop entices customers or turns them away, your website can have the same impact. Engage with your customers and give them a quick way to find the information they need. Alternatively, dangle a carrot of information that encourages them to convert, or get in touch for more information.

Optimise for mobile Around 65 per cent of service/purchase decisions start on a mobile and, although they may end up converting on a desktop or other device, it’s mobile where you need to be found. Have you ever been out at the shops or on public transport and needed to look something up quickly? Chances are you have performed a search on your mobile for something that you may then later investigate at home. Either way, being able to be found on mobile is crucial, so ensure your website is mobile-friendly and Google will reward you in the mobile search rankings.

Identify your target market Are you looking to target locally or nationally? This decision will change your marketing approach. Optimising for Google+ Local can work well if you are operating in the local area. For example, if you are based in London, then optimising for “your chosen service London” can help to bring you targeted traff ic – those people who are searching for a specific service and are already in your area.

If you do choose to optimise locally then a Google+ Local page and Google My Business listing is a great way to start. This gives your business the chance to appear within the local search results, which often appear at the top of the search page for given areas. You can then support and optimise these pages through a range of strategies. Local listings often take into consideration local business directories such as Yell and 192, so make sure you are listed here and that your business information is correct.

If targeting nationally then you must focus on your target areas. The Google Keyword Planner tells you the keywords people are searching for; after all, you could rank in top position for hundreds of terms, but if no one is searching for them it won’t bring traff ic to your website.

Embrace online marketing Unlike a shop front, if you don’t market your service in an online space then people won’t find it. Optimising your website for Google Search and running Google AdWords campaigns are great ways to drive additional traff ic, and strong campaigns will allow you to really mark your presence in the online sphere.

Online marketing doesn’t always require professional help. Google off ers a range of free courses that you can undertake to learn more about how to analyse your website’s users and also about how you can market your website using its tools. Google AdWords and Analytics qualifications give you an insight into two of Google’s key platforms and give you the base you need to start your own AdWords campaigns to bring quick win traff ic to your website.

Don’t be afraid to ask for help, but make sure you take ownership of your brand. Your online presence is an extension of your own business or service so your tone of voice and the way you come across will reflect directly on your business. So make it eff ective and engaging for your target audience.