It’s no secret that when you run a business, you want to make it stand out. You want the popularity so you can boost sales and grow your organization. Marketing is an essential part of building brand awareness that will eventually convert your potential customers into leads, and then into customers.

If you’re a roofing contractor in Tampa, attracting prospects might be a challenge. After all, roofing is a service that isn’t viewed as necessary until it becomes urgent, like when a roof is already leaking.

How do you make sure you get your business out there, find the people looking for your service, and convert them to sales?

What Digital Marketing Brings to Your Business

The answer: Add digital marketing as part of your small business’ marketing strategies.

Although traditional marketing efforts like billboards, flyers, and television ads help generate leads, they’re not as effective as they used to be. More than half of the global population is online, and it makes sense to direct your marketing efforts there.

Shifting your gears toward digital marketing gives you several benefits:

  • Customer Engagement: Digital marketing helps you find prospects and connect with them. Their real-time feedback also enables you to improve aspects of your business.
  • High Conversion Rates: Since digital marketing improves two-way communication between you and your prospects, converting them into leads and buyers becomes easier.
  • Cost-Effective: Some digital marketing methods are free, while others cost less than traditional marketing strategies. Even if you hire a digital marketing agency to do the work for you, you will see a faster return on investment with a well-structured digital strategy.
  • Improved Trust and Credibility: When you combine high visibility online with high-quality service, increased credibility and trust will follow. Happy customers will rave about you online, encouraging prospects to try your services.

Which Digital Marketing Strategies Should You Use?

There is a variety of digital marketing methods available. You may either learn them on your own or outsource the service to a local digital agency. Here are two popular approaches to help you get started:

Search Engine Optimization (SEO)

Search engine optimization (SEO) involves improving features of your website so that it is valuable, relevant, and engaging to your target audience. The main aspects of the site that are usually optimized include:

  • Content: The regular content on your website must be valuable to your customer throughout their stage of the buyer’s journey; in marketing, the buyer’s journey refers to the steps a potential customer takes from learning about your product/service to buying it.
  • Keywords: Keywords are words or phrases that match the words and phrases used by your target customer when they search for services that you offer
  • Meta Data: The meta title and description are found on Google’s search results page, and offers a summary of the content found on your site; these must correctly define your business
  • Backlinks: These are links to your website coming from other websites; your site must have backlinks from credible sites and bloggers to establish you as a reliable and credible business in your industry
  • Social Media: Relevant social media channels are an excellent way to update and interact with your customers and prospects

Although you can optimize your website on your own, local SEO services can do a thorough check of the site and fix any issues you might have missed.

Pay-Per-Click (PPC)

While Pay-Per-Click (PPC) services involve spending for a campaign, they help you gather measurable results quickly and reach the right potential customers. Spending on PPC is also budget-friendly, unlike traditional advertising, because you set the amount of money you want to spend.

A successful PPC campaign includes the following elements:

  • Keywords: Keywords that are relevant to your campaign
  • Ad copy: Copy that is direct and relevant and must have a clear and convincing call to action (CTA)
  • A/B testing: Creating several PPC campaigns that are slightly different from each other and testing them to find out which one produces the best results
  • Landing page: Creating a landing page for the CTA and making sure that it is relevant to your campaign
  • Call to action: What you want your prospects to do next; your customer must be able to spot their next step after browsing the content on your site, whether it’s subscribing or making a purchase.

What’s Next?

After choosing digital marketing strategies, implement your campaigns and measure them continuously. By monitoring your campaigns regularly, you can determine what parts to maintain and improve to get better results.