get contractor leads
Jun 08

Why You Need A Social Media Presence

Social Media

Every business needs a social media presence, and most can benefit from actively trying to market and generate leads on the most popular social platforms.

The fact of the matter is that social media has become the preferred form of media in our day and age. 67% of people say they get their news from social media first, for instance. News breaking most often comes from shares or second-hand sources on platforms like Facebook and Twitter. In effect, content publishers have to have social media at the front of their mind if they hope for their outlet to get exposure for breaking a story as opposed to a competitor.

For businesses, this same principle holds true. If you aren’t active on social media, others may talk about your contractor business and seize control of the narrative. Or, even worse, your business is all but invisible until someone else shares content or news talking about you.

In addition to providing visibility, having a proactive social media marketing strategy can help boost your sales performance and help you achieve your marketing goals. You can earn new customer leads, increase brand awareness, and even offer customer support through social channels.

To cover the full scope of why your contractor business needs to be on social media, consider the following five benefits described below and how they are an essential part of any digital marketing strategy.

Create a Highly Visible “Hub” for Your Business’s News and Announcements

most effective marketing for contractors

Let’s be honest. Very few people are going to religiously check your contractor business website’s “News” or “Blog” page for announcements and press releases. If most people don’t visit news sites to get news, they certainly aren’t actively going to contractor business’s websites to see the latest developments.

This assertion isn’t meant to discourage you from tending to your website at all, but rather to make you realize just how much more visibility being on social media adds for your business. Sharing news and announcements on social is dead simple, and your followers may even help share those materials for you once you release them into the wild.

In this way, your social media profiles serve as your business’s online “hub” away from its main website. Your profile photo, the content you share, and the announcements you make all have the effect of turning your social accounts into an official mouthpiece for your brand. From here, you can help shape your public image and control the flow of information you release into the world.

Increase Your Visibility on Search Engines

The jury is still out as to whether social media engagement and content shares can raise the search engine ranking for a business’s website pages. Hootsuite, for instance, found a small correlation but concluded that a deeper study with more data points was needed.

Even if social media can’t help raise your web page rankings, it can help you occupy a more obvious spot in the rankings altogether. Why? Because social media platforms have great domain authority, which allows them to rank highly any time a search is made.

So, if someone searches for your business name or a related topic online, your social media page and posts talking about your business are highly likely to appear near the top of search results. Twitter is especially good at earning top ranks, since Google features recent tweets similar to how they would news posts.

Having a social media profile and actively discussing your areas of business can therefore give you additional opportunities at ranking near the top of search engine results.

Publish Your Content and Earn Traffic for Your Marketing Campaigns

marketing tips for contractors

While people are more likely to check your social media pages than your homepage for business news, you can encourage more traffic to your website by posting on social media.

With the right images and messaging, you can easily pull in huge amounts of traffic just from one post. The aim is to get people’s attention and to make full use of your available resources. In other words, you are going to craft great content previews for content like shared blog posts.

For campaign-related traffic, you can describe your offer in attractive terms to earn attention and traffic. A retail business can describe a sale for their website store, for instance. Or, you can encourage people to sign up for entry in a contest by posting a link to the relevant landing page.

Social media posting is particularly useful for boosting the ROI of your content marketing campaigns. Without social sharing, many businesses would get little traffic to their blogs. By posting on social, the business can boost traffic and potentially up their correlated domain authority, which explains the positive effect Hootsuite saw between social engagement and SEO rank.

Raise Brand Awareness and Earn New Customer Leads

Social media creates opportunities for countless people to discover your contractor business and what it does. Google searches for business names spike if that business can generate social buzz, for example.

You also have the opportunity to earn exposures through people who follow and engage with your brand on social media. For instance, someone who “likes” or comments on your post on Facebook can have those interactions appear on their friend’s newsfeeds.

Social media advertising is also another potential source of significant new impressions and customer leads. Platforms like Facebook, Instagram, Twitter and LinkedIn have powerful audience customization tools that allow you to get in front of your most valuable buyer personas with just a minimal budget.

A landscaping company could target business owners in their area, for instance, by selecting job titles as an audience filter. Or, they could target a wealthy neighborhood with large estate-style land plots that can offer lucrative contracts.

Software companies can similarly offer free demos or pitch their product’s benefits to relevant audiences. Social media provides the visibility, and once you have someone on your landing page or on your email list, you have opportunities to convert.

Interact With Your Audiences and Provide Customer Support

social media marketing for contractors

Brands can do an excellent job of building relationships with their audiences when they can create content that encourages engagement.

The UPS Store, for example, came out with a powerful social media post that piggybacked off the popularity of a recent Nintendo product release. To date, the post has gotten 3,200 shares, over 200 comments, and 10,000 “likes.”

Interactions like these don’t just multiply brand impressions. They also change the way people might perceive a brand. Someone who loves the playful tone of the post can then translate these positive associations to the business posting it. Or, the brand can help forge strong associations between itself and the values it cares about most.

People who interact with the brand can therefore end up being more loyal customers, while repeating the desired positive brand associations to their friends and followers. According to one survey, 48% of people say they are more likely to make repeat purchases from a brand that engages with them, and 90% of millennials consider it “cool” when a brand responds to their questions.

But what about people who have nasty things to say about your contractor business on social media, or people who have a complaint? That is actually a great opportunity!

After voicing a complaint about a company on social media, 71% of people who have a positive experience and have their issue resolved say they are likely to recommend that company to others. They also say they are likely to spend 21% more than they normally would.

Don’t Ignore Social Media Marketing, Or the World Could Ignore You!

Because of all these benefits social media marketing provides, especially for visibility, having a social media strategy is no longer optional for contractors. Even if they do not intend to advertise or promote themselves on the major social platforms, they need a professional presence that responds actively to people looking for support and answers.

If you want help forming your own social media strategy for your business, look no further than us! We have experience creating content, earning followers, interacting with audiences, supporting cross-channel marketing campaigns, and creating paid social media advertising campaigns based on your goals.

Contact us today to get started!

social media marketing for contractors
Jun 01

7 Steps For Improving Your Social Media Ads

Social Media

Paid social media can offer great returns on investment (ROI) and connect you to the right audiences with laser precision. That, of course, presumes you are using the platform correctly. Otherwise, you could be spending a lot of money on ads that miss the mark. They may be unappealing to the viewer or, much worse, they may drive interest at first but fail to convert.

Whatever the problem is, ads created without best practices are wasting your business’s money. They also create countless missed opportunities to convert someone who might have been genuinely interested in what your business has to offer.

Getting paid social right is especially important in an era where organic reach is falling off a cliff.

So what can you do to improve your social media ads? You can start with these seven steps to making your social ads better and having them actually lead to a sale.

Step 1: Set a Social Media Advertising Campaign Objective (That’s Not a Vanity Metric)

contractor advertising

Every marketing campaign should have a goal, and social media advertising is no different. Yet, many marketers promote posts or create campaigns without a specific, marketing-focused objective in mind. They may have a slew of intended goals or, worse, create campaigns with the sole objective to get “likes” and reach.

Instead, decide what you want audiences to do when they see your ad. Then, make sure that your ad content and the structure of your campaign naturally guides the viewer to your preferred destination. Create target performance goals (preferably using benchmarks from older campaigns), and then optimize towards fulfilling those goals.

Possible campaign objectives include:

  • Driving traffic to your homepage or a specific product page
  • Driving engagement by encouraging comments, shares, or the use of particular hashtags
  • Increasing awareness for your brand or a specific product
  • Generating leads by promoting gated content that requires an email signup or contact form submission
  • Increasing sales by improving interest in a product’s features or promoting it through sales or specials

Step 2: Focus Only on Platforms Most Likely to Contain Your Target Demographics and Fulfill Your Objectives

Certain campaigns work better on certain social media platforms. For instance, very few people on LinkedIn may be tempted to share your company profile for the chance to win something. But, the same campaign might work really well on Facebook, where people have more of an interest in consumer products over professional services.

Similarly, brands looking to earn sales of a product aimed at the 25 and younger crowd may want to avoid Facebook, where participation is dropping among younger generations. Instead, they can look to Snapchat, which 78% of 18-24 year olds use, most of which visit daily.

Of course, these are just generalizations based on social media demographics across the U.S. Your own data could tell a different story, so take a look at your current audiences and try to determine which platform has the largest volume of your target segments.

You should also look to platforms that offer less resistance to your marketing goals. In other words, ask yourself: do I get consistent engagement on this channel? Do I struggle to pull attention away from my competitors here?

Choose the platforms most likely to give you success, and focus wholeheartedly on them with your key objective firmly in mind.

Step 3: Target Common Denominators Among Your Audience Groups

advertising contractor services

Advertising tools on social networks like Facebook can get ridiculously specific. You could show ads just to teen boys between 16-18 who live in one city and like the movie The Purge, for instance. But narrowing your scope too finely in this way increases the chances that you get minimal performance. Smaller sample groups create fewer statistical opportunities. Besides, there are always outliers to your typical buyer personas worth showing ads to.

To negate the possibility that your scope gets too narrow, find a middle ground between generic “all audiences” settings and hyper-specific targeting settings. For example, you could select a wider metro area for a location but only choose “people who live here” instead of “everyone in this location.” Or, you could broaden your core age demographic into a few years higher and lower on each end, such as targeting 17-28 year olds instead of a razor thin 18-22 college demographic.

Save these custom audiences once you’ve created them, and pay close attention to how segments perform within them. The performance data you create for your campaign become incredibly valuable later when trying to optimize towards specific personas.

Step 4: Ensure Your Ads Look Like Other Organic Content

One of the best parts about social media ads is that they don’t disrupt the typical user experience. Someone is scrolling along their newsfeed, and they may not even notice that some of the content they see is sponsored.

That is the ideal. Otherwise, you could raise internal alarms that make people mistrust your brand. 86% of people don’t want to follow brands at all on social media, and that’s usually because these brands zealously overpromote.

On the other hand, playing into the types of content people like to see already can improve engagement and overall campaign performance. So know your audience, and try to duplicate the types of content they like to interact with while still giving them a strong call to action.

Also, make good use of all the tools available to you, including possible ad formats. Facebook now offers carousel ads, for instance, that show multiple photos of a single product or promotion. Ads like these are perfect at showcasing a product from multiple angles or capturing the full extent of emotion your various photos want to get across.

Step 5: Make Your Ad Part of a Larger Campaign Funnel

best contractor advertising

Very few people click on an ad and then directly purchase something. They need to be nurtured. Some purchase decisions take time. Those that appear to be on an impulse may also happen after a long period of consideration.

For example, someone may be interested in a hot new video game but not willing to pay full price. An ad for the game could show them a great clip of the game in action or highlight a particular feature. The more interested the publisher is able to make the person, the less of a discount they’ll need to commit to buying — if any discount at all.

The key is to give people enough content to sustain them while they mull the purchase over. Your campaigns should target people at specific stages of your buyer funnel, and aim to convert them to the next stage.

As another example, consider a company that offers an organization app with a monthly subscription. A campaign for someone closer to the purchase stage at the bottom of the funnel may offer a free demo. However, someone barely aware of the product may need to make a closer connection to the how the product benefits them. A possible campaign format for this person could ask them to take a “30 day good habit challenge,” where they do something positive like stretch before bed for 30 days. Participating in the challenge can involve visiting a simple interactive checklist, which also highlights the benefits of the app’s features.

In this way, someone commits to something more directly relevant to their life before thinking more concretely about what a particular app can offer them.

Step 6: Set a Reasonable Daily Budget, and Form a Competitive Bidding Strategy

When your ad has a chance to show on a social platform, you first have to win a virtual bidding war against others. This can get expensive quickly without the right bidding strategy behind your campaign. Bidding too cheaply can also mean you only get the impressions your competitors didn’t want, hurting your performance compared to a more mid-level price approach.

So, instead of just gambling, determine what your break-even point is. Set a goal for a cost per acquisition (CPA) or a cost per action, and then multiply this by your campaign’s expected conversion rate. That figure equals your maximum cost per click in order to achieve your desired CPA.

For instance, if you wanted a goal CPA of $12 and have a campaign that converts around 0.8% of impressions, then $12 x 0.8% = $0.10 cents. This should be your maximum bid given expected performance.

The fact that some campaigns convert differently than expected and some CPAs fluctuate means that you should save every campaign’s performance data for your next benchmark. Setting goals and getting things off is more important for optimizing your performance over time compared to guessing wildly each time and occasionally being right.

Step 7: Measure, Test, and Modify to Improve Paid Social Performance Over Time

contractor leads advertising

Experimentation is the key to chasing better performance and return on investment from each campaign. You can use the data from past campaigns to inform educated guesses on how to tweak the next one to work better.

You can also experiment by changing around your ad copy (the text), your images, and your offers to see which version of a campaign performs best. There’s also the opportunity to serve the same ads to different target segment groups to see which one bites more.

If you need help optimizing your campaigns, A/B testing, and benchmarking your performance to inform your next campaign strategy, we’re here to help. We can create social media advertising campaigns and multi-campaign strategies to help you strive for more success with each ad you create.

Contact us today to learn more and to get started making your social media ads better than ever.

video marketing for contractors
May 18

How To Grow Your Contractor Business With Video

Video

Video is quickly becoming the dominant form of content online. Views, shares and uploads of video are accelerating at a breakneck pace. Many forms of existing content, such as blog posts and how-to articles, are also pivoting to video rather than text-based formats.

People simply can’t get enough of video!

For business owners, video content can be a key part of their strategy to earn new customers and grow their company. Video marketing has started to offer incredible returns on investment for companies of all sizes. Adding a video to your website product pages can increase conversions by 80%! That’s probably why 83% of business owners say that video offers great ROI.

To help your company get started using video effectively and using it to grow your revenues, consider the following five helpful tips below. You’ll learn why video is such an important asset and how to use it in a way to maximize your positive results.

Start Simple With Slide Shows

online marketing for contractors

Some business owners may think they don’t have the resources to even bother with video. These limited resources can include time, money, creativity or even patience.

What these entrepreneurs should realize is that video does not have to be a big-budget affair in order to be highly polished and visually appealing. In fact, you can start instantly making videos for free right now and have them ready to upload in seconds.

There are dozens upon dozens of free video makers online designed for this exact purpose. Many offer options for combining text and images to create a dynamic slideshow. These videos are nearly effortless to make, yet they are still immersive and look professional.

Great options to get started making your own slideshow style videos include Renderforest and Adobe Spark Video. Both are free with a registered account. They also utilize great-looking templates, so you don’t have to be Spielberg-level genius to create your first videos. Simply pick from the options, input your own text or photos, and let the program do the rest.

Examples of great text-based videos include:

  • Repurposing existing blogs or content pages as short videos
  • Creating a quick explainer to get people excited about what you have to offer
  • Revealing interesting information or “#MondayMotivation” style inspiration related to your area of business
  • Giving a “thank you” to your existing customers
  • Announcing big things on the way, such as a new product or event

Creating videos like these can get you in the habit of thinking visually rather than textually, which can help you earn more views and raise interest in your business offerings.

Create Product Reviews or Descriptions of Your Core Services

contractor marketing services

Once you feel comfortable to start investing more into your video content, descriptive videos are the way to go. Short 1-2 minute videos giving an overview of the products or services you offer can significantly improve awareness and interest.

According to Hubspot, people who watch a video reviewing or explaining a product are 64% more likely to buy that product later on. Using an explainer video on your homepage can similarly double your conversion rate.

When reviewing products, stay focused on features and key selling points the consumer is most likely to care about. Think about it as a resource, not an ad. Do your best to compare this product to others, helping your customers get an idea of the range of options available to them.

For a great example, check out motorcycle accessory retailer RevZilla. Pages for products like this $300 backpack explain exactly what the product is supposed to be used for, what its most notable features are, and what separates it from other available options. After watching a video like that, someone may not only understand why they might want a $300 backpack but have a serious desire to buy one after realizing just how much it offers.

For service-oriented explainer videos, try to think of it as a presentation. You’re walking the visitor through what your service offers and how it benefits them. Many of these videos start off by revealing a specific pain point that the product solves before moving into key benefits or competitive differentiators.

If you need a way to warm up to this type of content, try doing it live. You can broadcast a Facebook Live post, for instance, where you have a Q&A with your audience or offer a live demonstration of what you do. Going through the motions in a low-stakes environment like this can give you an idea of what to do for a more polished version down the road.

Personify Your Brand Through Video Marketing Content

Video content isn’t just good for information — that’s why only a slim margin of movies are documentaries, after all! The rest aim to give viewers an emotional experience or to tell an engrossing story.

Video is particularly great at these emotion-focused concepts because it combines several of our senses at once. Through powerful images, mood-appropriate music, and clever editing techniques, you can communicate the soul of your brand in surprisingly subtle ways.

To see what we mean, take a look at this charming ad from the tourism board for the Faroe Islands. It manages to reveal many things that make the Faroe Islands and its people so special without ever stepping into outright advertisement. The subject is interesting, it’s well filmed, and something people can relate to instantly.

Videos like these are great for solidifying your branding and generating awareness from your audiences. Since people are able to remember 95% of what they see in a video — compared to just 10% of the text they read — videos like these help keep your business top-of-mind. That way, you earn more recommendations and sales while forging strong positive associations to your unique brand values and personality.

Use Video to Climb to the Top of Search Results

People love video, and search engines want to accommodate people. So, naturally, search engines now love video!

According to one study, you are 53 times more likely to show up as the first result on Google when you have a video embedded in your page. It therefore makes a huge amount of sense to accompany each new page or blog you submit with a short, relevant video.

Make sure the video offers value to the audience and not just the search engine, though. “Tricky” practices like just shoehorning content into a poorly made video show up on Google’s behavioral data, and over time the algorithm will likely be refined to punish such habits.

So, create good videos that fit naturally within your content, and reap benefits from both audiences and the increase in traffic thanks to search engines.

Be Your Own Harshest Critic

contractor marketing tools

Producing video can help you quickly stand out among your competitors, but that can mean “standing out” in a negative way if your quality is poor.

Here’s a few simple tips to help improve your video quality:

    • Use a tripod. Even smartphone cameras can look great when they have a stable mount.
    • Provide lots of light sources on your subject. Cameras look much less blurry when they’re focused on something bathed in light. Use floor lamps or professional lighting setups to get the look you need.
    • Be aware of your background. Modern cameras are so easy to use because they auto-focus, but this can mean focusing on the wrong subject if you have something distracting or more brightly lit in the background.
    • Have great sound quality. Poor sound can sometimes hurt a video worse than poor camera quality. Invest in a clippable mic or a directional make, and don’t film in locations with lots of background noise or echo.

Fortunately, there are lots of other resources available to help you learn how to create high quality video content with a professional look. You can get started with this enlightening Hubspot article or rely on communities like Facebook for Creators, for instance.

Be patient, experiment, and set lofty goals to improve your content over time. If you can do that while caring about your audience, you are setting the stage for your business’s video marketing success!

social media marketing for contractors
May 11

Why Your Contractor Business Needs Social Media

Social Media

Social media has profoundly changed the way we all use the internet, and that includes how businesses interact with their customers.

In the years since platforms like Facebook, Instagram, and LinkedIn were first introduced, they have evolved from an occasional distraction to the focal point of many people’s internet browsing. Conversations and content that used to be spread across multiple sites can all now be found in the same place: your social media newsfeed.

Contractors that ignore this transition face a harsh reality. Social media is often the first thing people check when they go online, and it may even be the only thing they check on any given day. Without a presence on social media, your business may very well be invisible!

That’s why many businesses, such as art installation company studioSPACEnyc, have a social-first approach to their online presence. “If we look at the analytics of the website and how many people view my Instagram account, we’ll see 200 a day on Instagram and 15 on my website,” says its owner, Jacob Fisher.

Not being on social media also means you miss out on huge opportunities for advertising, customer support, boosting performance for your marketing campaigns and much more.

To help you understand why so many companies and small businesses take their social media marketing strategy seriously, consider the following five essential benefits and capabilities it provides below.

Everyone’s on Social Media, Giving You Opportunities for Huge Reach and Impressions

contractor marketing strategy

The first thing to understand about making your contractor business active on social media is that you’re hardly shouting into an empty room. Facebook alone has 2.2 billion users worldwide, and 83% of U.S. adults under 50 have a Facebook account. Even among those 65 and up, 41% are active on at least one social platform.

Suffice it to say that’s there’s huge audiences at stake! While it may take a few weeks or months to find your footing, there is no shortage of potential exposure. Companies that create the right type of content and form an engagement strategy can quickly amass a following. This can happen especially fast when you leverage your existing network of friends and customers.

Just think of it as “word of mouth” transitioning to the digital age. By being available for mentions, shares and engagement on social media, you can create thousands of chances a day for new customers to discover you and existing customers to get reminded about what makes your business great.

Social Media Creates Effective New Advertising Channels

Exposure to your brand on social media doesn’t just have to happen by accident. Each social media platform has its own set of powerful advertising tools that can be used to directly put your contractor business in front of its most valuable audiences. Millions of businesses rely on these tools to drive their marketing goals, which is why social media spending nearly doubled to $31 billion from 2014 to 2016 and increased by an estimated 26% in 2017.

Facebook and Instagram, for instance, have incredible audience targeting capabilities for their ad campaigns. Local contractors can select demographics and geographic areas that perfectly fit the qualities of their most loyal customers. A new bakery can target people in their city or in certain neighborhoods, and it can even find people who recently announced their engagement!

These highly specific targeting tools ensure you’re not just sending out ads to people who won’t become customers. You also directly expose people to your business offerings within the same stream of content they browse every day.

Since the organic posts you create can also be “boosted” while using targeting, you can leverage paid social media to grow your reach beyond people who already like and follow your page.

The data you generate from these ads also creates valuable insights for how to make both your organic and paid marketing more effective. “Paid boosting can help the organic social team discover what works much faster and also play into paid ad creative ideas,” explains Depesh Mandalia of SMCommerce.

Opens a New Communication Channel for 1:1 Conversations and Support

contractor marketing tips

Contractors on social media can deftly juggle marketing and advertising with more meaningful outreach to their audiences and loyal customers. Answering people’s questions and participating in conversations can put your business top-of-mind any time they need the services you offer.

Customers absolutely prefer that the businesses they use be available for these types of interactions, as well. 48% of people said they will be more likely to purchase from a brand that directly interacts with customers and answers questions on social. 33% of people also now prefer to get customer support through social rather than a phone call.

Being able to wow people during these interactions pays off big, too. 71% of people who have a positive interaction with a business over social media say they’re likely to recommend that business to their peers. And since nearly three times as many people trust peer recommendations over ads, demonstrating how much you care via social counts for a lot.

Your opportunities for engagement don’t even have to be direct, either. One video game publisher searched for phrases similar to “I want the new [game name] but it's too expensive” and saved all the users who made the comment. When the game went on sale, they reached out directly to these people, helping them sell over 70,000 copies of the game.

So get creative, listen intently, and seize every chance you have to make a good impression through the highly public social platforms.

Social Ties Together Your Other Marketing Channels

marketing strategies for contractors

The majority of businesses consider social media “essential” for marketing, beating out every other form of advertising out there. And it’s not just because of the capabilities described above, either. It’s really because social media tends to tie together all the other channels you use in a seamless way.

For example, you can:

  • Post content to lead people back to your website.
  • Announce a new product, promotion, event, or free demo
  • Share your local cable ad, or overlay a radio ad over an image slideshow.
  • Create contests to earn email signups or email followers
  • Gather data on the performance for certain types of content before investing heavily in something like pamphlets, print ads, or search engine marketing

All of these activities have the effect of increasing the return on investment for your marketing spending. You get to dramatically increase the exposure for your content while creating a pathway towards your other marketing channels and campaigns.

In this way, social media can reinforce just about everything your brand does while serving as your friendly, highly public face.

Using Social Media Marketing Ensures You Keep Pace With Your Competition

online marketing for contractors

All the above benefits can make a significant difference when it comes to your business’s ability to earn new customers, clinch sales, and stay in touch with your most loyal repeat clients.

But, more importantly, if you’re not doing these things your competition likely will be. Ignoring the potential of social media basically leaves countless opportunities on the table — opportunities others can hungrily scoop up right from underneath your nose.

So take social media seriously, and don’t give your competition a foothold to develop more meaningful relationships with your best customers. Form a strategy, stay vigilant for chances to engage, create outstanding content, and let social media be the scaffold that makes your overall marketing apparatus stronger.

Ready to learn more about making social media work for your unique marketing goals? Drop us a line, and we’ll answer any questions you have and tell you how to get started creating some killer campaigns.

contractor marketing strategy
May 04

Are You Stealing These Content Marketing Strategies? You Should Be!

Content Marketing

Generating ideas for your content marketing strategy can be extremely tough. It gets even harder when you focus so much on your brand goals that you get tunnel vision. Fortunately, there are plenty of brands out there doing an amazing job with content marketing and getting great results.

You should totally steal from them. Really.

Think of it as evolution rather than imitation. You see what works for them, and try to put your own twist on it. As you measure results, you refine your campaigns over time to become a better version more-suited for your unique branding and goals. If you’re doing it right, someone will steal from you someday.

To get you inspired by others’ inspiration, here are five amazing content marketing campaign strategies that are completely worth ripping off.

Focus on Storytelling and Client Successes

contractor marketing ideas

Some content fails to hit the mark because it’s too deeply embedded within the brand. It lacks a human touch, and people may therefore end up trusting the messages less.

To come across as more authentic, pull back. Think less about your brand or product and more about what your particular solution does. Or, focus on a pain point it solves.

An amazingly creative example of this is the Fixodent video “Saving Aslan”. It covers the struggles of a gorgeous white lion who suffered from a loss of his canine. To save the lion and ensure he enjoys a good quality of life, Fixodent sponsored wildlife activists efforts to perform surgery on the lion.

The video hits tons of high points: emotion, gorgeous animals, environmental advocacy, people performing powerful acts of kindness, redemption. It has all of the ingredients to go viral, and it communicates a parallel message to the branding without beating you over the head with it.

Another great example comes from REI. It’s Co-Op Journal site highlights feats and lifestyles for people who live to have outdoor adventures. The stories are human-focused and promise to show readers things they’ve never seen before: a powerful recipe to draw clicks. People get inspired, they learn a lesson, and they get to learn about new heroes worth keeping track of.

You don’t have to be quite as ambitious as these two brands to find your own version of storytelling success. Just take a step back to focus on your clients or the difference you make in the world.

Tell a great story. Highlight great things happening in your industry. Demonstrate what your philosophy or business approach can do. Clicks will naturally follow.

Crowdsource Content

Crowdsourcing is an brilliant way to win engagement, improve the appeal of your content, and develop relationships with your audience.

Airbnb, for instance, combines storytelling with crowdsourcing. They let their own user base tell them what makes the platform special, and then they add a layer of gloss to the story so that it fits their brand standards. The stories end up coming across as more authentic and interesting as a result.

Another option for crowdsourcing is to let your own audience decide on your next campaign. Makeup brand Bobbi Brown allowed its social community to vote on the lipstick shades they would bring out of retirement.

Coca Cola let people submit entire marketing campaign ideas for a slew of their campaigns.

You don’t have to have huge audiences to get this type of traction, though. Simply let people feel like they are participating in something and that their voice matters.

A stellar example would be to highlight a particular community or organization through crowd input. Or, you could donate to charity and let people decide on their favorite cause. Campaign strategies like these build momentum as they continue and have huge payoffs when people see their own ideas come to life.

Be Quirky, Go Viral

contractor marketing tools

For a time, brands tried oh-so-hard to be weird with mixed results.

Yet, weird, humorous and unusual content often gets the most attention through social channels.

The key to success with this strategy is to approach content like a normal social user would. Think about what would genuinely be funny, intriguing, or at the very least worth a closer look. Let go of your professionalism (but don’t be offensive!), and see what happens when you let your own interests or weird ideas come to life.

Denny’s has found huge success with the strategy. Quirky posts like this Twitter photo earn tons of attention and retweets. They barely have anything to do with a traditional ad goal, but they get people interacting.

An auteur-type strategy works especially well if your content can find appeal within a niche community. Arby’s use of packaging and branded imagery to create artistic references to video games, anime, and popular pop culture franchises has been a huge hit with online communities.

People go online for good art and entertaining content, after all. Give them something they would love to see, but keep your brand visible so that people understand a connection is there.

Create a Subtly Branded Publication to Build Trust

Not to give you whiplash, but this strategy is in many ways the opposite of the above one. Rather than offering amusing or beautiful diversions, your content can become one of the most trusted and valued resources among your audiences.

Turbotax company Intuit offers a great example. Taxes and financing are a dense subject not too many people feel comfortable with. A handy blog that answers their questions and defines key concepts is therefore likely to bring them a sigh of relief.

American Express’s small business blog expands on this concept even further. In addition to advice and introductory information, they provide news, highlight success stories, and offer opinions on important matters in the small business community.

The true mark of success for these blogs is that people will readily link to them and click on them in search results without bracing themselves for an ad pitch. Provide value. Satisfy your audience’s needs. If you can, they will trust you wholeheartedly.

Collaborate With Micro-Influencers

electrical contractor marketing strategy

Now is the time to stop ignoring micro-influencers.

Chances are almost 100% that there is someone in your field with more followers and perceived authority than you. Your job is to locate these influencers and find some way to collaborate with them.

A “collaboration” can be something as simple as a request to share your content or review something you send them. A subtle way to do this is to include a quote or reference to the person in a piece of content and tag them when promoting the content on social media.

Collaboration can go much deeper than that, though. Many makeup companies are finding huge success by partnering with YouTube channels that offer makeup tips and reviews, for instance.

Makeup brand MAC even asked top beauty influencers to come up with unique shades and product types related to their content channels. The brands get to share exposure and motivate the audiences of the channels, and the influencers get to feel like they are now a part of the products they review and interact with.

Just make sure to follow best practices for influencer marketing campaigns. The most important is to align your campaign to your goals and prioritize things like conversions over vanity metrics.

Steal to Succeed

Every business idea is an iteration on something that came before it, and that includes content marketing strategies. By using the above ideas or looking to the examples to come up with your own, you can branch out and try new things.

Well, they’ll be new to you at least!

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