What Is Digital Marketing Content? A Guide for Contractors  

Your skills as a home services professional don’t mean much if customers can’t find you online. Sure, referrals are great, but digital marketing is what helps you reach thousands of potential clients searching for your services.  

Below, you’ll get an answer to the question “What is digital marketing content?” and “How can it help my business?” Let’s look at how you can create a digital marketing strategy that grows your business and boosts your return on investment (ROI).  

RELATED ARTICLE — Smart Ways To Get New Construction Leads  

What Is Digital Marketing Content?  

So, what is the digital marketing definition, exactly?  

Whether it’s content marketing, email marketing, social media marketing, a pay-per-click (PPC) marketing campaign, or something else entirely, digital marketing strategies are a way to help customers find and trust your business online.  

For example, imagine you run a lawn care company. You might write tips about watering in the summer, show photos of yards before and after you fix them, or make simple videos about fixing brown spots. This kind of online marketing works because you’re helping people solve their problems.  

Good content also helps with search engine optimization (SEO), so customers are able to find you more easily when they search online. Just remember to write for real people, not search engines. Your target audience wants actionable tips they can use.  

FROM ONE OF OUR PARTNERS — What Is SEO in Digital Marketing, and How Does It Work?   

Types of Digital Marketing  

Small business owners have many ways to raise brand awareness online. The key is choosing the tools that fit your business and budget. Here are some of the most effective marketing strategies for contractors:  

Content Marketing  

Content marketing is how you show customers you know your stuff. Blog posts, videos, and how-to guides prove you’re the go-to expert. They also help with search engine optimization (SEO) so more people find you online.  

Examples of content marketing include a plumber making a video about fixing a leaky faucet or writing tips about preventing frozen pipes. When people look for help with these problems, they find your content and your business, and then you’ve got a foot in the door.  

FROM ONE OF OUR PARTNERS — 5 Steps to Creating a Content Marketing Strategy Framework  

Social Media Marketing  

Your customers spend time on social media — and so should you. Use social media marketing to show off pictures of your work, glowing customer reviews, and quick tips on Facebook or Instagram.  

A social media marketing strategy is a powerful way to build brand awareness because people get to know your business better. Plus, you can use search engine optimization to make your posts pop up more often when locals search for services like yours.  

Email Marketing  

Looking to stay in touch with customers? Email marketing is an easy way to do it.  

Send customers friendly reminders about maintenance, tips for each season, or special deals. Many marketers love email campaigns because they’re affordable to run and easy to track. The ROI can be great because you’re talking to people who already know your business.  

RELATED ARTICLE — Email Marketing for Contractors: Best Practices and Tips  

Pay-Per-Click (PPC) Advertising  

Need customers right now? Pay-per-click advertising (PPC) gets your business to the top of search results without the uncertainty and time investment required for SEO. You only pay when someone clicks on your ad. While other marketing campaigns take time to work, PPC can bring in leads fast.  

Website Marketing  

Your website ties everything together. It’s where people learn what you do, read your helpful content, and get in touch about jobs. Once again, you can use SEO techniques like relevant keywords for your business to get your content in front of as many eyes as possible.  

Be sure to make it easy for visitors to act, whether that’s giving you a call or signing up for your email marketing list.  

RELATED ARTICLE — The Business Owner’s Guide to Getting More Google Reviews  

Why Does Digital Marketing Content Matter?  

Most of your customers probably look online first when they need help. Think about it: When someone’s sink is leaking or their AC stops working, they grab their phone and search for answers. That’s where your marketing needs to be.  

A solid online marketing strategy puts you where these searches happen. Maybe new clients find your helpful blog post thanks to your SEO efforts, spot your pay-per-click ad when searching for emergency services, or see photos of your work on social media. Each piece of your digitized marketing campaign helps build brand awareness and trust.  

For example, an HVAC company might share tips about cutting energy bills. A customer finds this through a search, reads it, and saves it. Later, when their AC breaks, guess who they call? They already trust you because you helped them before they needed a service.  

That’s why successful marketers mix up different types of content. Online marketing with digital media works best when it helps customers at every step.  

RELATED ARTICLE — How To Get Clients for a Cleaning Business: A Comprehensive Guide  

4 Benefits of Marketing With Digital Media  

Online marketing tools can give your ROI a real boost. They help you:  

1. Boost Your Brand Awareness Online. When customers look for help, you want them to find you. SEO and PPC ads work as a team. SEO helps people find you over time, while PPC brings in quick leads. If you’re a roofer, your blogs might show up when folks search for “leaky roof,” while your PPC ads might catch people who need help right after a storm.  
2. Generate More Leads. Your online marketing works all day, every day. Email marketing keeps your business in mind with past customers, social media marketing gets people talking, and your website answers questions even when you’re out on the job.  
3. Build Client Loyalty. If you want your clients to return, you need to stay in touch. Send them helpful tips by email, show off your good work with social media marketing, or write useful how-to guides. This kind of content marketing helps people trust your expertise, so they’ll remember you were there for them next time they need a hand.  
4. Track Your Online Marketing Performance. With digital marketing strategies, you can see exactly what helps your business grow. You’ll know which content brings in calls, which emails people read, and which SEO tricks work best. That means you can spend your digital marketing budget on what actually works.  

RELATED ARTICLE — How to Set Up a Google Business Profile  

How Digital and Online Marketing Works (With Examples)  

Customers need different things at different times. Let’s take a look at how to match your online marketing to what customers want at each step:  

Awareness Stage  

This is when folks first realize they need help. Maybe the sink is leaking, or their yard needs work. They’re looking for quick answers, not sales pitches. That’s why your marketing content should focus on helpful tips and how-to guides.  

For example, a plumber’s SEO strategy might target searches like “low water pressure” with simple advice people can try at home.  

Consideration Stage  

Now people know they need a pro, but they’re checking out different companies. This is where your digital marketing strategy needs to show why you’re the best choice.  

Share before-and-after photos on social media, post customer reviews, or send out email marketing campaigns with special offers.   

Closing Stage  

At this point, customers are ready to pull the trigger.  

Your online marketing campaigns should guide people smoothly from looking to booking. Use clear calls to action like “Book Now” or “Get a Free Quote.”  

FROM ONE OF OUR PARTNERS — 5 Major Benefits of Digital Marketing for Small Businesses  

4 Tips for Planning Digital Marketing Content  

Getting started with online marketing isn’t too difficult. Here’s how to develop a digital marketing strategy to jumpstart your ROI:  

• Know Who You’re Talking To. Savvy marketers start by understanding their target audience. What problems do they have? What questions do they ask? A pool service company might notice customers always ask about water chemistry. That’s a clue about the type of content marketing to focus on.  
• Pick Your Content Types. Choose ways to share info that fit your work. Your content marketing might include quick fix-it videos, helpful email tips, or posts about finished jobs on social media. Mix it up, too. Some people like to read; others prefer watching videos.  
• Plan How To Share. Get your digital marketing campaigns ready before you need them. Plan your SEO keywords, set up your PPC ads, and know when you’ll post on different marketing channels. For example, send AC maintenance tips before summer hits, not during a heatwave.  
• Keep a Schedule You Can Handle. Don’t try to do everything at once. Start small: Post one good piece of online marketing content every week or two. It’s easy for anyone doing marketing work to get burned out when they try to do too much too fast.  

Stay Organized and Manage Customers on the Go  

Ready to put your digital marketing strategy into action? Keep your growing customer base organized with easy client management.  

Store, access, and export customer information from anywhere, at any time. Keeping track of customers and jobs just got that much easier.