As 2020 winds down, predicting the year ahead is always tough. But we’re seeing clear digital marketing trends contractors should lean on heading into 2021. Here’s a list of marketing predictions we’re betting on.
Personalized Advertising
Personalized advertising isn’t new, but it’s getting stronger. Contractors are tired of generic email blasts about services they don’t offer. A shift is underway toward precision targeting, and it works.
Personalizing ads to different neighborhoods and customer types beats sending the same message to everyone. If a homeowner called about furnace repair, show them furnace maintenance plans. Show them what they actually need, and they’re far more likely to respond.
Smarter Chatbots
Chatbots show up on most contractor websites now, and for good reason. They provide immediate answers when a homeowner lands on your site at 10 p.m. needing help.
Chatbots are getting sharper. They’re learning thousands of questions about HVAC, plumbing, roofing, electrical work and answering with actual information. More contractors will add smart chatbots because they handle common questions without requiring your CSR to pick up the phone.
That said, don’t replace your team with bots. A real person offering genuine support is what keeps homeowners choosing you over the next contractor. Use chatbots to handle routine stuff so your staff can focus on closing jobs.
Free Marketing Assessment
If you’re ready to book more jobs and grow revenue this year, let’s talk. Understanding your current performance is the first step.
Rollout of Interactive Content
Interactive content on your website keeps homeowners engaged longer. It works differently depending on your trade, but the idea is simple: make it useful.
An HVAC contractor might offer a quiz about heating and cooling needs. A plumber could create an interactive checklist for seasonal maintenance. A roofer might show a tool where homeowners estimate their roof’s lifespan based on a few questions.
A 10-question quiz helps visitors understand what they actually need and makes them more likely to call you for a quote.
Growing Popularity of Local SEO
Local SEO keeps gaining ground, especially for contractors. You’re not trying to rank nationally. You’re competing in your service area.
A plumber serving Indianapolis shouldn’t chase national rankings. Focus on Indianapolis and nearby towns where your trucks actually roll. If a homeowner in Minnesota finds you, it does them no good.
Your goal is getting eyes from people in your area who’ll become real customers. Some local SEO tactics that work:
- Creating a Google Business Profile with complete information
- Writing location-specific service pages for each area you serve
- Publishing blog posts tied to your neighborhood and seasonal needs
- Building backlinks from local businesses and suppliers
- Collecting reviews from past customers
- Optimizing for voice search queries like “emergency plumber near me”