Your pavement business needs a way to get work. You could just set up shop and wait for people to show up, but that’s not a very good business strategy. If you want anyone to hire you, you need to market yourself online.
That’s the idea behind digital marketing for paving companies. By putting your business out on the Internet and encouraging people to work with you, you’ll end up gaining plenty of clients who will drive up revenue for your company.
But what is digital marketing for pavement companies, and what does it take to put it into action? We’ll answer those questions below in the form of six pro digital marketing strategies, so read on to learn more:
What is digital marketing for pavement companies?
Paver digital marketing refers to anything that promotes your paving business via digital technology, particularly the Internet. Emails, search engines, websites, and more all qualify as digital marketing channels.
The reason digital marketing for pavement companies is so beneficial is that it gets your business in front of people where they tend to spend the most time. People spend so much of their time online today that it makes the Internet the ideal place to market yourself.
6 paver digital marketing strategies
Digital marketing for pavers doesn’t consist of a single tactic. On the contrary, there are many strategies that you can employ to promote yourself, and we’ll go over some of the most important ones below.
Here are six expert strategies to use in your marketing!
1. Search engine optimization (SEO)
One of the most effective paver digital marketing strategies is search engine optimization (SEO). SEO is the practice of optimizing your web content to rank in Google search results. If your website shows up in response to relevant search queries, it will make it easier for your audience to find you.
SEO involves implementing numerous tactics to satisfy Google’s ranking algorithms. First and foremost, you need to integrate relevant keywords into your written content, as that will signal to Google that it should rank you in searches for those keywords.
Other valuable SEO tactics include:
- Earning backlinks from reputable websites
- Optimizing images on your site
- Setting up a Google Business Profile
- Using HTTPS on your website
- And more!
When you use the above techniques, you can boost your online visibility and drive up traffic to your site.
2. Pay-per-click (PPC) advertising
Another way to harness Google search results in your marketing is to use pay-per-click (PPC) advertising. PPC ads appear at the top of Google search results, looking similar to organic results except for the “Ad” label in the top corner.
You can launch a PPC advertising campaign in Google Ads, where you can bid on specific keywords you want to target. Through a combination of a killer bidding strategy and a high Ad Rank — that is, the position Google assigns your ads based on their quality — you can get your ads into relevant search results.
When people click on your ads, they’ll be taken to a landing page that encourages them to convert. Best of all, you only have to pay for your ads when people actually click on them!
3. Social media marketing
You can market your paving company on the social media platforms of your choice by creating an account and posting engaging content. That content can vary from contests to infographics, but the goal is to attract traffic and spread awareness of your brand.
You can also advertise on social media with paid social media ads, which appear right in users’ social media feeds. You can even target these ads to users based on specific demographics like age and location to ensure you reach the most relevant possible group.
4. Web design and development
All of the above strategies are incredibly valuable, but at the end of the day, they all point users back to one place: Your website. That means that for any of them to be effective, you have to practice good web design.
When you build a website, you need to ensure that it looks appealing and functions smoothly. To do that, there are several tactics you can implement:
- Improving page load speeds
- Making your site mobile friendly
- Using an intuitive navigation setup
- Branding yourself through your visuals
- And more!
With an attractive and functional site, you’ll be able to draw in and retain traffic from users who are interested in what you have to offer.
5. Content marketing
No matter how good your web design is, it won’t matter if there’s nothing on your site to attract people in the first place. That’s where content marketing enters the picture.
Content marketing is the practice of creating valuable content on your site for people to engage with. That content might be written articles like blog posts, or it might be something like videos. Whatever it is, it should be aimed at informing people about your business or industry.
As you might expect, content marketing is closely tied to SEO. You first write the content to draw people in, and then you use SEO to get it into Google rankings where people will find it. Ultimately, you want people to find your content helpful enough to stay on your site.
6. Email marketing
A final strategy to employ in digital marketing for pavers is email marketing. Email marketing is exactly what it sounds like — you send emails out to your target audience to encourage them to visit your site and convert.
However, you don’t just send unsolicited emails to random people. Instead, you can set up email forms on your website where you offer to send people newsletters or special offers in return for their email addresses. When users submit their addresses, you can begin sending them what they signed up for.
Email marketing is one of the best strategies because your email subscribers have expressed a clear interest in your business by signing up for your email lists. Because they’ve demonstrated this interest, they’re some of the most likely people to convert.
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WebFX knows digital marketing for paving companies
Digital marketing for pavers involves quite a bit of effort, and it can be useful to have some help managing it. That’s why WebFX is here! We have over 1,020 client testimonials proving that we have everything it takes to help you pave the way to a successful marketing campaign.
With our digital marketing services, you’ll get help implementing all the strategies listed above. You’ll also receive a dedicated account representative to keep you in the loop about everything we do for you.