Business comes in waves — but what if we told you there were marketing tactics you could engage in that would bring commercial painting leads in more steadily throughout the year?
Well, you’re in luck! We’ve put together a list of digital marketing tactics that have been proven to help painting companies drastically increase the number of leads coming in. Are you ready for us to let you in on the secret? It has to do with your painting company’s website.
Keep reading to learn the most effective online marketing strategies for painting companies and how to make them work for your business.
Invest in Search Engine Optimization
Think of your website as a 24-hour sales rep for your painting company. It’s able to answer customer questions, schedule appointments, and generate leads without it even being business operating hours! But you only reap the rewards of your website if you’re able to get prospective customers to your website in the first place. To do that, you need search engine optimization, otherwise known as SEO.
Along with creating high-quality, informative content for your website, there are many other ranking factors that Google uses when determining if they should show your painting company in the organic listings. The better your website ranks, the more leads you’re going to bring in to your painting company, which is why SEO should be a crucial element of your digital marketing strategy.
If you’re looking for some quick SEO wins, focus on improving the following website elements:
- Secure site
- Schema markup
- Content quality
- Content length
- Page speed
- Backlink profile
- Image ALT tags
- Domain age
Keep in mind that search engine optimization is a long-term strategy. It is extremely effective in bringing in leads to your business, but you won’t see the return on your investment right away. It takes time for SEO for painting companies to work, but once it does, the leads will continue to roll in.
Start a Data-Driven Pay Per Click Campaign
While SEO is more of a long-term marketing strategy, pay per click is great at bringing in quality leads and website traffic in the here and now. Think of PPC as a way to get your painting company to cut to the front of the line of the search engine results page.
Pay per click is a cost-effective marketing strategy that brings in leads throughout the campaign because it lists your desired services or offerings in a prominent location. Unlike SEO which improves your rankings in the organic listings, pay per click puts your company right at the top of the list. If you need a quick way to bring in leads to your painting company, pay per click will improve your search visibility quickly and is a great option for a short-term marketing strategy.
Create an Effective Email Marketing Strategy
Email marketing is one of the most effective ways to reach your audience — which means it’s an effective way to bring in leads to grow your painting company. Don’t believe us? Consider this: When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail, and more. This is why email marketing is one of the more valuable marketing channels to stay connected with your customer base. But you can’t just send emails to your existing or prospective customer base and expect the leads to come pouring in.
Follow these recommendations to ensure your email newsletters are well-received by everyone on your mailing list:
- Keep your marketing emails short and easy for readers to skim.
- Make sure your emails are desktop and mobile-friendly.
- Your subject line should be under 60 characters (and be convincing!).
- Never purchase an email list as an attempt to reach potential customers.
Build Out a Resourceful Blog
Building out a blog goes hand in hand with optimizing your painting company’s website for search engine optimization. When you first hear the word “blog,” you might wonder how this can be beneficial to your bottom line. Ultimately, creating a blog on your website with valuable resources and important information is an effective way to get prospects to your site. Even if the visitors aren’t ready for your services just yet, your industry knowledge will show them that you are the authority in the industry and keep your painting company top of mind when they are ready to schedule a paint job.
Google ranks web pages, not websites. That’s why it’s so important to continue building out content — the more content you have, the better your chance to rank on the first page of Google! A blog provides you with an opportunity to create endless amounts of content that is valuable to your target audience.
When coming up with your blogging strategy, determine what keywords or phrases are most important to your business. Keep in mind that while some keywords will have a higher search volume, that also means your chances of ranking for those keywords will be a bit more difficult. We recommend choosing a variety of keywords and phrases with various difficulties to ensure you’re showing up for a variety of searches. Track these keywords to see how your rankings change over time and make any necessary tweaks to get improve your rankings, and as a result, improve the number of visitors to your blog.
Although the blog isn’t going to bring in a ton of conversions, it gets your name out there. Because of this, we recommend creating some localized content that is specific to your area. Even if your audience isn’t ready to convert yet, attracting local readers to your blog will get your same out to prospective customers. That’s why it’s important not to dwell too heavily on the conversion rate of your blog! While the individual posts might not drive leads, they can lead to more leads down the line. Think of blogging as investing in your painting company’s future.
Leverage Your Customer Reviews
Nowadays, most customers turn to customer reviews before deciding on the painting company to hire for the job. That’s why it’s incredibly important that you not only monitor the reviews that come in but actively engage your existing satisfied customers and ask them to leave a review for your company.
Think about the search results. When a prospect searches for painting services in their area, Google provides them with a map listing that features several local painters in their area. Within this map listing, prospects will see the different companies, their hours, their contact information, and last but certainly not least, their customer reviews.
If your painting company shows up in this section, you want to make sure you stand out from your competitors with high-quality reviews that give examples of why prospects should choose to work with you. But keep in mind that while the number of reviews is a big deal, the quality of them is even more important.
Monitor your online reviews and respond to them as they come in — even if they are negative. This interaction can help to put your business in a good light, even if a review is subpar. Your response shows prospects how you value your customers and handle both positive and negative feedback. If you don’t have many reviews, you can engage in a review generating campaign by asking your satisfied customers to leave a review on your platform. However, you are not allowed to incentivize customers to leave a review or you can be dinged by Google.