Here are the 5 Keys to Engaging Contractors with Your Content

Here are some key points to keep in mind when developing your digital advertising and campaigns.  Remember, we are here to strategize with you for ongoing success.

1. Call to Action You MUST have a strong call to action.  In any campaign, think through it and determine what you want them to do.  Do you want leads, branding, awareness, feedback, engagement? Whatever the answer is, you need to ask them to do it and then hold their hand all the way through the experience until you get the results you want. This is as simple as have a click here or learn more or sign up now call to action in the ad.  If you think they will just click because it is pretty and then go to your homepage and understand that you want them to sign up, it is not going to happen.  Determine what you want them to do and then help them every step of the way with very clear directions.
2. Keep it Current and Relevant We are in roofing.  Roofing professionals usually love roofing.  They want to hear stories from other contractors, learn about innovative technologies and products and get advice on how to build their business.  You can offer that type of information.  What is happening right now in your company that will help their business?  What are you doing to make a difference in the industry?  Keep your messaging timely, relevant and important to the roofing contractor’s business.
3. Fun but straight forward We all want to have some fun but, we really do not want to spend a lot of time.  Contractors are busy.  They like a good chuckle but then it is back to work.  When they need information, they want to find it fast.  Whether your ad is informational or a bit more fun, be sure to have a clear message, make it easy and if possible, make them smile.
4. Matching landing page We see a large number of clicks to our advertiser’s websites and landing pages but then we hear that no one signed up.  There is no conversion.  Why? Is it a landing page that is directly connected to the message in the ad?  When you asked them to click here for a downloadable e-book, is it easy to download?  Is it straight forward?  Walk yourself through the process and think about how you feel?  How intuitive is the process and how can you make it easier? Keeping a minimal number of fields to fill out with a great reward (cool eBook, hat, prize, etc.) will keep them coming back for more.  They like to promote you and your brand because RCS contractors love RCS.  They want to support our advertisers so be sure to make it easy for them.
5. Follow-up Follow-up is everything.  Remember how small this industry is.  Word spreads.  If contractors have a wonderful experience engaging with you digitally and then through good sales follow-up they will tell their friends.  They will talk about it in the forum or Facebook.  But if the experience is bad or they never receive their sample, download or prize, they will not deliver the helpful review and they will not promote you.

In the end, it is about planning the experience from beginning to end with the ultimate goal of engaging and delighting your future customers.