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If you’ve come to this page, it’s because you’re looking for tips on how to advertise your paving business. Fortunately for you, you found exactly what you were looking for by clicking on the link you did!
What if I told you that the demands of your customers are always shifting?
Failure to adapt will result in a loss of clients for your paving business. What you did in the past in terms of marketing won’t work for you today or in the foreseeable future.I know what you’re thinking. I’m stumped when it comes to developing fresh marketing approaches.
You’re not required to.
To make your life easier, we performed all of the legwork! When it comes to home improvement and construction, SagaReach has worked with a variety of customers, including pavement.
For the sake of efficiency, we’ve identified nine different marketing approaches that may help you expand your paving business and generate more leads. For one of our own paving customers, we modified these identical techniques to get amazing results in only four months!
In only four months, we were able to boost Google traffic for one of our paving clients by five times. The number of quotation form leads for one of our paving clients increased thrice.
When our paving customer used these marketing tactics, their phone call volume increased fourfold. Continue reading to discover how you may get the same outcomes by using the identical tactics!
Oh, and hurry up!
If you’d prefer not to deal with any of this on your own, please let us know. If you’re interested in learning more about how we can help you generate more leads and expand your company, schedule a strategy consultation now!
Our Digital Marketing Services.
Known for the best inbound marketing efforts with multichannel marketing, SagaReach is the last Digital Marketing Company you will ever work with.
What’s in store for your Digital Marketing Campaign?
Built Around Your Budget & Needs.
1. WHAT ARE YOUR MARKETING GOALS?
First and foremost, you’ll need a starting point.
And establishing your paving company’s annual marketing objectives can serve as a good beginning point.
If you don’t know why you’re doing it, you can’t begin developing and executing marketing tactics.
When your marketing objectives are well defined, you accomplish two things:
Once you’ve done this, you’ll know exactly how much work is required.
It will assist you in calculating your final return on investment.
One of our paving client’s marketing objectives was to get more people to their site. They boosted the quantity of qualifying leads by boosting traffic.
Everything is interconnected!
So, how do you decide what your marketing objectives are?
- Review: Take a look at the sales figures from the previous year. Compile information on the number of new clients you’ve acquired, the number of phone calls you’ve received, the amount of traffic your website has seen, and other such things.
- Ask: Make a list of all the things you wish to achieve in the new year. That isn’t what I want to hear either. due to the fact that,
Surely everyone does.
Consider “what areas of my paving firm can I enhance to expand my business?” rather than “how much money can I make?”
As an example, you could aim for a 25% increase in website traffic. More traffic translates to more prospective consumers, and more customers equates to more money.
Everything has a connection.
What system do you use to keep tabs on your progress? The only way you’ll know whether your efforts are effective is if you keep track of them.
We’ll discuss how to keep track of your progress in more detail later.
Once you know what your marketing objectives are, you may create a year-long strategy.
This allows you to keep track of your progress and efforts while also enabling you to make adjustments as needed.
Each objective must be divided into four distinct timeframes:
Here’s an illustration:
- Yearly: For the new year, you aim for an increase of 100 new clients. If the number of consumers was 400 the previous year, then this year’s total would be 500
- Quarterly: In other words, there are 125 consumers every three months.
- Monthly: That’s a total of 42 customers per month.
- Weekly: Finally, it’s down to 9 clients each week now.
In order to keep track of and understand your progress, make specific, measurable objectives and then break them down.
Grab a bag of popcorn, because here is the part when things start to get exciting.
2. EVERY PAVING COMPANY NEEDS A WEBSITE
Paving companies with subpar websites are really hurting their chances of success since customers can’t find you online.
First impressions are influenced by the appearance of your website in 94% of cases.
Oh my god, what have you done?!
A website may be one of, if not the, most valuable assets for your company.
Overwhelmingly, paving businesses do not get foot traffic. An alternative would be for you to go to the client’s location instead. There’s no way to create a good first impression when meeting someone for the first time. For this, you will need to depend on your website.
A user-friendly, well-designed website may serve as a link between an inquisitive consumer and a potential customer.
Here are five additional reasons why your paving business needs a website, in case we haven’t already persuaded you.
To begin, your website should include the following elements.
- Homepage: This is your website’s store front.
- Service Pages: If you do asphalt, seal coating, striping, etc., each of your services needs to have its own service page.
- Contact Page: How can potential new customers contact you if they can’t find your phone number or email address?
- Gallery: As a paving company, it can be EXTREMELY beneficial to have images from past projects. They can help validate your credibility and give customers an idea of what to expect from you.
- About Page: People have a tendency to poke about in other people’s business. Before they call, they need to know who you are. Introduce yourself and your business on this page.
To ensure that your website receives the attention it deserves, we suggest that you work with a reputable web design firm.
The websites of our paving client were in dispute with one another before we joined forces. Furthermore, it was doing them no good.
It was important to us that they have a single website that communicated their value proposition and showed their abilities.
3. EVERY WEBSITE NEEDS SEO
Let’s get the ball rolling by setting the scene…
If you operate a paving business, you want to see an increase in the number of new paving clients coming in on a regular basis.
Actually, you’re having a hard time getting the phone to ring.
So you’re asking, “How can I get prospective clients to discover my paving business now that I have a fantastic website?”
The solution is search engine optimization.
Search engine optimization, or SEO, is the process of improving a website’s exposure in search engine results pages (SERPs).
Effective SEO tactics guarantee that search engines can find your paving company’s website when your prospective consumers are actively looking for them.
You may convert your website into a lead generating machine that works around the clock if you improve the exposure of your site.
So, how does search engine optimization work?
There are almost 200 variables that Google considers when determining where your site should appear in organic search results, as shown in the video (the listings underneath the advertisements).
Your paving company’s search engine rankings may be improved with appropriate SEO.
Some of those elements are within your power to influence, while others are out of your hands.
When it comes to the age of your website, you have no influence, but you do have control over the content.
We at SagaReach boiled down all of the ranking criteria to three main categories.
Over 200 ranking criteria are used by Google to rank the website of your paving business.
Relevance: The content on your website has to tell Google what your site is about.
Trust: Some of the factors like the age of your website, the number and quality of inbound links, and your website’s content can increase or decrease the level of trust Google has in your brand and website.
Competition: The level of competition in the paving business, as well as your location in regard to your target market, may both impact how high Google ranks your site.
The greatest ranking results for your paving business will be achieved if you or your marketing firm invest time and effort into these variables.
Do you know what you have to do?
There are a number of distinct aspects of SEO that you should focus on:
Initial Website SEO
Keyword research is important if you want to rank well for certain terms in search engines like Google.
Title tags and meta descriptions should include the keywords you’ve discovered while doing market research for your paving business.
Check to see whether your website is mobile-friendly before launching. Over 80% of people do their internet searches on a mobile device, therefore your site must be responsive to these visitors.
In addition, it has to be loaded in no more than two to three seconds. If a page does not load within three seconds, 40% of visitors will click away and go to another one.
In addition to good ranking criteria, good usability and a pleasant user experience must also be considered.
Initial Service Page Optimization
Each of your services should have its own page, as previously stated. There should be more than one page devoted to listing your products and services.
It’s easier to properly optimize a website and its content for keywords and phrases unique to each service when they each have their own page.
Ongoing Content Marketing
Your work isn’t done after your website has gone live and been enhanced. If you want to maintain or enhance your position, you’ll need to invest in content marketing.
The aim of content marketing is to create and disseminate fresh, high-quality content on a regular basis.
Your articles should either address industry-specific problems or react to the most frequently requested questions from your consumers.
Quality links, or “mentions,” on other websites linking back to your website are possible with an optimized website and regularly updated, relevant content.
You’re telling Google that your site is dependable and well-informed, which will help it rise on the search engine results page (SERP).
When it comes to increasing the number of leads for your paving business, one effective strategy is Link Building.
There are many factors at play in SEO, and a variety of methods are required to get results.
It’s a process that takes time to develop. Search engine optimization (SEO) is a long-term strategy. However, we urge you to put your faith in us…
…the wait has been totally worth it.
SagaReach can handle all of your SEO needs even if you’re too busy operating your company to do it yourself.
4. DOES GOOGLE, OR YOUR CUSTOMERS, KNOW WHERE YOU ARE LOCATED?
So far, we’ve just discussed SEO as it pertains to your website. Let’s move on to a different aspect of SEO now: Local SEO.
It is a subset of search engine optimization (SEO) that focuses on making a website more visible near where you are physically located.
In other words, when someone uses a search engine like Google and enters keywords like;
Companies that provide paving services in [Name of City]
“Local search” is what they’re doing.
Online searches begin with 90% of all customers seeking for local goods or services.
Utilizing local search engine optimization (SEO) means you’re putting your company in a position to create signals like trust, relevance, and closeness to a particular area.
If you do it right, your paving company’s website will appear in Google’s “map” or “local” section when people search for it.
Your paving business may benefit from local SEO by being in the map section and generating more leads.
Get one of these three desirable locations and your paving leads will increase by 100 percent.
Do you have any ideas on how to improve the visibility of your paving business in local search results?
We’ll prove it to you!
Create, Claim, & Optimize a Google My Business Listing
Your location, business hours, a link to your website, and other relevant information may be shown for searchers who find you via Google My Business (GMB) listings.
To get more business, your paving firm should have a Google My Business listing.
Create, Claim, & Optimize Online Directory Listings
You may advertise your paving business on literally hundreds of online local directories. Directories like Yelp, Apple Maps, Angie’s List, Thumbtack and Home Advisor are just a few examples of where your paving business should have a presence online.
Optimize Your Website
Check to see whether your website contains popular search keywords and phrases so you may appear higher in the search engine results.
Links to your Google Map may be placed in your footer or on your contact page.
Include driving instructions to your location for paving businesses who have clients come to their store.
As a paving company owner, you should encourage consumers to write a review of your business on Google My Business (GMB).
Customers are more likely to select you over your rivals with bad or no reviews if you have a higher number of positive feedback.
Having customer feedback on your paving firm may help you get more business by attracting new customers.
And that’s all there is to it when it comes to Local SEO!
Isn’t it amazing?
That’s what we’re thinking.
We strongly advise you to begin using these marketing strategies as soon as possible.
Give our staff a call if you need assistance or want to shift the responsibility to someone else.
5. YOU BETTER BE TRACKING THOSE LEADS
So, let us put it to you this way:
How much money do you earn each year as the owner of your own paving company?
Right, you’re keeping tabs on it using a program of some kind.
The same principle applies to your marketing, of course.
Lead tracking is used to determine which marketing initiatives are working and which aren’t.
It’s critical to keep track of all of your paving leads, since they may come from a variety of places.
You will be able to make better choices about your paving company’s marketing if you keep track of all your marketing activities.
The various kinds of lead tracking will now be discussed.
Here’s a little known truth for you…
Phone calls are the top lead source for 65% of Fortune 500 companies.
You may learn a lot about your consumers by monitoring the calls they make to your paving business, whether they call through your website, a radio advertising, or print advertisements. Then you’ll be able to observe, over time, which forms of marketing generate the most phone calls.
Each of your marketing initiatives must have a unique tracking number that goes to your main company line if you want it to be the most successful.
To monitor leads, all of your paving company’s marketing efforts must include a unique call tracking number.
When you initially pick up the phone, you may set up a Whisper Message to inform you who is calling.
Consider the phrase “Call from website,” for instance.
How cool is that?
There should be at least one form on your website, and this is something we strongly suggest. There are customers who would rather fill out a form than make a phone call.
You may also get in touch with prospective paving clients while you’re not in the office.
Form conversions are at their highest after 9pm, indicating that individuals prefer to complete forms in the privacy of their own homes.
You may learn more about your website users’ behavior by keeping track of the form submissions they make.
For example, you might keep tabs on:
How they got to your website
What pages they visited before filling out the form
How long it took them to fill the form out
Field Drop-Off Percentages (which fields have the highest percentage of people not filling it out and subsequently not submitting the form)
Field Completion Time (how long it takes someone to fill out each field)
With this data, you can optimize your forms to have the highest completion rate and submission rate. And all this will help you get more leads for your paving company.
What good is having a website if you don’t monitor its growth?
Connecting your website to Google Analytics and Google Search Console is something we highly suggest.
Track your paving company’s leads with Google Analytics and Google Search Console.
It’s mind-boggling how much information you can get with these two technologies.
You will be provided with information on the following topics:
Amount of website traffic
Number of new visitors
Pages with the most visits
Location where your traffic is coming from
Number of times your site appears in the search results
The list goes on and on.
Your website and online marketing activities will benefit from the information you get from this report.
Lead tracking is critical, as you can see (or at least we hope you can).
Because of poor lead tracking, we were unable to provide our paving customer with accurate results:
And keep in mind, these OUTSTANDING outcomes were achieved in only four months!
6. MANAGE YOUR ONLINE REPUTATION
How significant is it to you personally?
This is most likely critical.
Most people want that their hard work and good reputation be linked together.
It’s the same with your paving company’s internet reputation.
If no one has written internet evaluations about your paving business, prospective consumers will have no idea of your excellent reputation.
An organization’s efforts to influence what and how people perceive a brand, person, or business online are referred to as Reputation Management (RM).
Getting more Google reviews is an easy way to manage your internet reputation. If your clients are searching for excellent service providers on sites like Facebook, Yelp, or any others related to your business, getting reviews may be helpful.
And it goes without saying that you want as many good reviews as possible.
82% of customers use internet reviews to find a local company.
Prospective consumers will contact your rival over you if you have no or few reviews while your opponent has 50. (even if you are ranking higher on the search results page).
Customers are more likely to select your paving business over your rivals if you have more online reviews.
And that’s something we don’t want to happen to you either, unfortunately!
You’ll be astounded by the advantages of review management.
Consumers value businesses with more favorable ratings, therefore the more positive reviews you have, the more credible your company will seem in the eyes of customers.
Paving companies who have received many positive evaluations from past clients will have an advantage over those that do not.
Getting feedback from your consumers is a great way to stay in touch and connect with them in a social way. Responding to client feedback helps you develop consumer trust while also revealing any faults or quirks in your company model.
You Can Improve Your SEO by Using User Reviews: People are more likely to click on your listing in the search results if it has a lot of reviews, particularly good ones. This demonstrates to Google that customers have confidence in your company.
Here’s how to start controlling your paving company’s reputation.
Reach Out and Get Reviews
Engage with your customer with proactive requests, via in-person, text messages, and emails, to generate feedback and new reviews.
Use email or text messages to ask customers to leave reviews of your paving company to help attract more leads.
Monitor, Listen, and Respond
Keep an eye out for both positive and negative evaluations, and make an effort to address each one. If someone gives you a good review, be sure to thank them for their patronage as well as for the kind words.
Resolve any problems with a customer who has left a bad review by apologizing and saying you’re willing to speak to them about it.
The time you spend responding to your customers’ feedback is money well spent.
Consumers read 89% of the replies to internet reviews from the companies they do business with.
The higher your reputation is, the more responsive you are.
Market Your Customer’s Experience
Promote your client testimonials by including them on your website and social media profiles. New consumers will be recruited with the help of marketing assessments from current customers.
Here’s an example of a recent review social post to get you started:
Use social media to promote current reviews of your paving company and attract new clients.
Grow Your Paving Business Through Customers
You’ll have to ask for comments and reviews on a regular basis if you want to expand your client base.
There are many advantages to managing your company’s reputation, but if you don’t have the time or are overwhelmed by the task, don’t worry!
There is a Reputation Management solution provided by SagaReach that can automate the whole procedure!
Send us an email and we’ll set up a time for you to learn more!
7. EMAIL MARKETING: YEAH, IT WORKS
Do you like making ice-cold calls to strangers?
Do you like getting telemarketers calling you on the phone?
Email marketing has the advantage of being cost-effective. You don’t have to pick up the phone to rapidly connect with all of your consumers.
Customer loyalty may be increased via email marketing, and sales can be driven. Email marketing can also be used to provide vital information to customers.
That is not what we’re discussing, either.
The key to an effective email marketing campaign is to offer your customers with engaging, coordinated messages rather than ones that irritate or confuse them.
Consumers check their email 99 percent of the time each day.
Your paving company’s clients are bombarded with emails. There must be a method to distinguish oneself from the others.
Email marketing’s advantages are indisputable:
Stronger Customer Relationships: It’s impossible to contact or meet with each and every one of your clients in person. Regular communication with your client base is made possible via email marketing initiatives.
Increased Traffic To Your Website: Sending emails to your clients is an effective method to encourage them to visit your website. You may highlight a recent piece of content or add links to it on your site.
Establish Authority in the Paving Industry: Keep in touch with your consumers by sending them emails with news, reminders, or specials. With the help of this method, you can establish credibility and keep your paving business in front of potential customers at all times
Better Brand Recognition and Awareness: Entertaining email marketing piques the interest of readers. They’ll link your brand to the fun emails, which may lead to more people hearing about your business.
Let’s now have a look at the many kinds of Email Marketing.
Promotional Emails: These are sent out as needed. Examples include:
Newsletters: They are sent to present news related to your paving company like a milestone reached, a large project being completed (with pictures), or a new service added like striping.
Tell your consumers about a new paving service you’ve introduced using email marketing.
Email Campaigns: These are geared at increasing sales and marketing efforts via the use of email messages. They’re there for a particular reason, such as to sign up for a promotion.
A simple “Thank You” email sent after someone joins up for your newsletter is an example of an automated email. You may even automate the sending of emails to homeowners or business owners to remind them to arrange driveway or parking lot maintenance.
Have you been intrigued by Email Marketing?
The right use of Email Marketing may help your business get the word out about itself and generate a ton of new business.
8. EVER TRIED PAY-PER-CLICK ADVERTISING?
You now understand the importance of having a web presence on the internet.
You’ve embraced our paving marketing techniques and have a well-optimized website, a well-optimized Google My Business listing, and are putting money into Content Marketing.
The results of SEO, as previously said, take time to appear on the page. If you want to see results immediately, what should you do?
The short-term solution may be to invest in Pay-Per-Click advertising.
In pay-per-click advertising, or PPC, marketers pay a charge each time one of their advertisements is clicked.
To put it another way, it’s a method to use sponsored advertising to get to the top of search results pages.
This kind of advertising appears at the top of Google’s search results for particular keywords and phrases.
Take, for example, the words “local paving business” or “driveway paving.” As a consequence, your paving company’s website shows at the top of the search results page when someone in your target region types in those keywords.
To get the most out of SEO and PPC, we suggest integrating the two strategies.
If you want effective, long-term results, start with SEO. When establishing a new website, product, or service, utilize Pay-Per-Click Advertising to increase your paving company’s visibility and get to the top of the page right away.
In order to get your sponsored search marketing campaign off the ground, follow these steps:
Your paving business may rapidly boost leads with a Pay Per Click (PPC) campaign.
Keyword Research: Make sure you are targeting the right keywords for your audience so you get the best results.
Campaign Setup: Setup your campaign with Google Ads – including ad creation.
Landing Page Creation: To direct visitors from advertising, create a landing page dedicated to the service you’re marketing. As opposed to directing visitors only to your homepage, this significantly increases your conversion rate.
Tracking: Both Google Analytics and Call Tracking should be included in your web analytics setup for maximum benefit. So you can identify which results come from SEO efforts and which ones come from sponsored search marketing, you should collect as much click and call data as possible (ads).
Campaign Management: Review your campaigns on a regular basis and make any required adjustments. As an example, changing bid amounts, eliminating irrelevant terms, and so forth.
Getting the proper mix of keywords and bid levels may be a cat-and-mouse game in PPC. PPC can be difficult at times.
And keep in mind that, unlike SEO, you’ll be charged for each and every click, so you’ll want to be careful.
If all of this is too much for you, don’t be afraid to contact a PPC expert.
9. SOCIAL MEDIA IS NOT JUST FOR MILLENIALS
Making ensuring you have one is an important part of maintaining your internet presence.
Why not create a great website with plenty of SEO, write excellent content, and put money into Local SEO as well?
Get on board with social media.
In 2019, there will be a year-end
Seventy-two percent of people in the adult population use social media in some way.
Using social media sites, you may create a community with your clients.
Whether you like it or not, your paving business may benefit greatly from using social media.
Online accounts full of interesting and up-to-date material including posts, videos, photos and more will have a great social media marketing plan in place.
Custom offerings and connections with your consumers may both be promoted effectively through social media.
To help you get started, here are a few suggestions for promotional materials.
Coupons: 20% off for first time customers.
Giveaways: Run a contest where the winner receives a free iPad or giftcard. This is a great way to drive engagement and brand awareness.
Referral Bonuses: Incentivize referrals with one discount per referral.
Seasonal Discounts: Agree to waive one of your additional fees in honor of the season.
Facebook, Pinterest, Instagram, and Houzz are all effective social media platforms for your paving business.
With the help of social media marketing, your paving business can stay in touch with both existing clients and prospective ones.
Don’t forget to update the information on all of your social media accounts with your company’s contact information such as phone number, website URL, and business hours, as well. If you want to have a great profile, make sure you follow these additional guidelines.
Only high-resolution images should be uploaded. Don’t take a chance with a blurry or mediocre picture.
Use LinkedIn to connect with like-minded people and establish your expertise.
Reputation management was previously discussed, but being active on social media is also a great method to react to consumer evaluations and suggestions.
THOSE LEADS ARE EVERYTHING!
And that’s all I have to say about the subject!
The following are nine fresh-from-the-oven suggestions for pavement marketing.
SagaReach aspires to the success of all businesses, no matter how large or little. If acquiring more customers and making more money is high on your priority list, now is the time to go to work.
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