“If you build it, they will come,” may be true for magical baseball fields in Iowa, but not so much for websites. The internet is loaded with information and endless options, which makes it easy for your restoration business to get lost in the crowd. How can you compete, and reach your customers when they need your help? Your website needs to stand out so that it comes up high in search results, and attracts customers who would never have otherwise found you.
Bringing customers to your site doesn’t have to be hard – or even terribly expensive – and a big part of it depends on content marketing. Not really sure what that is? You are probably already doing it, each time you talk to a customer at a bid, worksite, or other encounter. Content marketing involves taking your industry experience and expertise and putting in online to help others. Here’s what you need to know.
What Is Content Marketing?
It all starts with content–or the “stuff” that makes up your website: blog posts, your bio and company history, service descriptions, videos, case studies, job photos, and more. With content marketing, the idea is to tell your story, and fill your site with information that is useful to your customer – while at the same time promoting your services.
For example, let’s say your restoration business specializes in fire damage remediation. One content marketing strategy would be to offer free video tutorials showing how to successfully remove smoke smells from fabrics. By doing so, you give potential customers a valuable reason to come to your site, even when their primary goals for Google searching “how to remove smoke odors” had nothing to do with seeking out fire damage restoration services.
Do you make money on these video tutorials? Not directly. However, if you keep offering new tutorials on a regular basis, more potential readers are likely to find their way to you, and when they need your services, your site will be a natural go-to. Plus, Google ranks popular sites where people spend a lot of time higher than others.
Behind the Scenes of Content Marketing
Offering content can feel like an inefficient way to bring in business and increase sales, but it’s all based on the inner workings of the web. Search engines, particularly Google, are where users begin when they want to navigate the internet. By typing in a few words, the search engine accesses an algorithm made up of rules, ratings, and procedures to rank and display the web pages that best match the criteria requested. What’s on your site, how often it’s updated, keywords, and what users do once they get to your site are all used all factor into where your site will land in a search.
If we go back to the fire restoration example, simply having the words “smoke odor” somewhere on your site is not enough to bring in high search results. There are probably hundreds of websites with similar keywords. With just one mention, your site will be buried. As it pertains to marketing, your goal is to create lots of valuable, interesting content with keywords that can capitalize on the searches that could lead potential customers to you site.
Restoration and Construction Content Examples
Marketing your business can feel overwhelming, especially when it’s not a task you feel is your strength. However, content marketing, as we mentioned before, should really just be an extension of the conversations you have and the restoration and construction work that you do every day. Even if you don’t feel your marketing game is strong, you can put your strengths to use to help you create content.
If words come easy to you, write blog posts filled with SEO keywords. If you’re better behind the lens of a camera, use pictures or videos to create your content. You’ll want variety, so make a list of all options most appealing to you. Here’s a quick list of effective content formats:
- Blog posts
- Demos or how-to guides
- Case studies or before-and-after documentation
- Reviews and testimonials
- More in-depth articles or e-books, which can be created by combining many of the items above, like blog posts, how-to guides, case studies, and more
Social media marketing, which should include sharing everything you created above!
Partner with Us for Your Content Marketing Needs
Content marketing is effective, economical, and can even be a very fun and satisfying way to share the restoration industry knowledge and projects that you are most proud of. With care and consistency, it can produce great results. If you have too many hats to wear to deal with boosting leads via content marketing? Contact us today to learn how we can help.