15 Essential Steps for Contractor Marketing

Contractor - Contractor Marketing

Table of Contents

Calendar - Contractor Marketing


New Era of Contractors

Google - Contractor Marketing

Steps 1-6:

You & Google

Computer - Contractor Marketing

Steps 7-9:

Website & Listings

Review Trust

Steps 10-12:

Reviews & Trust

Tools - Contractor Marketing

Steps 13-15:

Technology & Advanced Steps

Digital Marketing Is Becoming Essential for Contractors

Digital marketing is a great way for contractors to reach new customers, increase awareness about their company, and build brand recognition. It can also help contractors generate more leads and increase sales.

We should use digital marketing because it can help us grow our business by increasing the visibility of our company on the internet and generating leads. It can also help us generate sales by reaching potential customers where they are most active online.

Contractors are always looking for new and innovative ways to get their business out there. Contractors are being pressured to invest in digital marketing more than ever. According to Blue Corona, 97% of consumers now go online to find and research local products and services. It is essential for contractors to make the switch from traditional marketing to digital marketing.

Hire a Contractor Marketing Agency​

A great agency can handle steps 1-15 for you and take marketing off your plate entirely. ORB Solutions handles these next 15 steps for our customers so they can focus on providing world class service for their customers.

No Cost, No Obligation

If you have made it here, chances are you care about growing your business. While this is very obviously a shameless plug, we care about helping contractors grow, that’s why we started ORB in the first place. Not every customer is right for our services but chances are, we can help point you in the right direction. If you need some help in getting to the next level, book a call with us today. 

Steps 1-6: You & Google

Working your way to the TOP takes time. To Start off, Orb recommends you:

  • Perform research on your competitors
  • Brand yourself effectively
  • Find an optimal home-base location
  • Tie all your finalized information in to Google
Roof - Contractor Marketing

1. Perform Competitive Research: Identify Competitor Locations, Web Presence and Review Count:

You want to avoid positioning and starting your marketing against your strongest competitors. Chances are you are familiar with the target customer profiles and urban density in your local market, the easiest way to rank quicker and drive more traffic is catering to the largest audience where competition is weakest.

Look to establish a presence where no competitor has over 50+ Google Reviews within 3-5 mile radius. This will give you the best chance of winning the attention of the most prospects quickly. 

Roofer Near Me - Google Maps
Google Maps is the Preferrable Place to Start When Doing Competitive Benchmarking

Try to remove your personal bias towards your competitors during this exercise. Regardless of craftsmanship or your knowledge of their industry, does their web presence impress you? How many reviews do they have? What does their website look like? Try to identify which one of your competitors you would call from brand and web presence alone if you were looking for the service you currently or intend to offer. In the absence of referrals or preexisting bias, this is how prospects will find and weigh you against your competitors. The ultimate goal of this exercise is to identify the strongest competition in your market and avoid them until you can achieve scale and build a more compelling offering.

2. Pick or Rebrand to an Optimal Name

One way that local search and SEO differs is that the name of your business in local listings and 3-pack rankings are looked at by Google with much greater scrutiny. You want to pick a name that uses the keywords of the primary Google Business Profile Category (GMB category) you are trying to be found for. We will discuss Google Business Profiles in depth later but you can find a comprehensive list of categories here One thing many local businesses don’t know is that the name of your business effects your ability to be found for a primary search category. To oversimplify, if everything else is equal, Chad’s “Roofing” has a better chance of ranking higher in Google for searches related to roofing than does Chad’s “Contracting Services.”

If you have an existing business name that you operate under that doesn’t utilize keywords, simply file an additional DBA with your existing name and keywords appended or nested within your existing name. If I was the holder of ORB Solutions LLC, I would simply file a DBA as ORB Roofing Solutions or ORB Solutions Roofing Services, enabling me to create a valid alias in Google’s eyes to conduct business. This step is essential as competitors or vengeful customers can flag your business causing Google to initiate a manual review. If your are found in violation of Google’s guidelines, your business profile can be suspended or removed indefinitely at their discretion which will entirely unravel all of your hard work in getting your business ranked.

3. Find an Optimal Physical Location in a Suitable Area

Based on the results of your research, it’s important to pick the most advantageous physical location for your marketing campaign possible. 

Google Address Guidelines

Google’s guidelines on GMB listings are still not entirely clear and are sometimes quite difficult for small business owners to comply with.

Googles Guidelines for Contractor Addresses
Direct Guidelines from Google

Where Can I Find Quality Office Space?

It can be difficult to find a great location in the confines of this criteria. Some good ideas would be to:

  • Professional Cowork/Office Space  As long as you meet Google’s criteria for putting up physical signage and having staffed representatives, a professional office space could be the move. A simple Google search for “Office space near me” or “Coworking space near me” can set you on the right path.
  • Talk with your Lawyer, Credit Union, or Insurance Agent –
  • Buy/Lease an Office –  While this is likely the most expensive option, it may ultimately become your only option. As an added benefit you can advertise through physical signage and utilize the space to store materials and equipment. It doesn’t have to be over the top luxurious as it is very rare for you to have to entertain clients. A functional spot near high urban density will do just fine. Even a Pole Barn or Barndominum constructed on a plot can usually be registered for a physical address as long as it’s compliant with local zoning.

There are a couple important points to note from this excerpt:

  1. PO Boxes are not allowed
  2. Virtual Offices are not allowed, you cannot simply use an address that you have no physical presence at.
  3. Businesses can’t list at a coworking space unless that office maintains clear signage (receives customers at the locations – This is a looser restriction for contractors as they do business on the customers premise, and is staffed during business hours (you need an elected agent on site most of the time)

4. Determine Point of Contact, Phone Number, and Process​

The point of contact is the first person that a customer will speak to when they are looking for a company or service. They are often the first step in determining whether or not the customer will buy from a company.

A phone number is an essential part of any business, it helps customers contact companies and services. It is important to have one so that customers can find you easily and quickly. 

The process is how they will work with you to make sure that everything goes smoothly.

5. Claim Contractor Listing in Your Google My Business Profile​

Google Business Profiles, previously known as Google My Business, are the lifeblood of any local SEO campaign and claiming them and setting them up correctly is the single most important step in ensuring your business is appearing and ranking correctly. Ensuring you rank highly in the local “Map Pack” starts with ensuring you have a properly optimized GMB page.

Get Access to Your GMB Listing

Check to See if You Already Have a Claimed GMB Listing

First you need to see if your Google My Business/Google Business Profile has been set up. You can do this by conducting a search based on your company’s name. If nothing appears, you can also try searching “Your Business Name <Your City>”. If nothing appears still it’s likely your business is unlisted in Google.

If Your Listing Doesn't Exist, You Will Have to Create One

If your business doesn’t already exist, you will have to create one. Check the official instructions from Google on Claiming and Creating. Ensure you use the name and address you set up according to the guidelines in Sections 1-4 

Claim Your GMB Listing

When you find your listing, you will see a place that says “Claim This Business,” “Own This Business?” or “Manage This Business.” Click on it to start the claiming and verification process. Ensure that you enter your name exactly as you list it on your storefront or branding material. If you followed the directions in S

You Will Need to Verify The Listing

Google needs to verify a few things before you can start managing organizational accounts. You’ll be asked for information about your identity and about who you want to manage.

The most common method Google will provide to verify a listing is through a postcard in the mail. Google will mail you a postcard with a code on it. You will need to log back into the Google Business Profile account and enter the code in your GMB dashboard and you will have full access to your listing.

The alternative option is phone verification but it is only possible if your GMB listing has already been verified and has a phone number already listed. Google will call that number and give you a code from their automated voice system to enter in the GMB dashboard.

Google My Business Post Card - Contractor Marketing

6. Complete Your Google Business Profile​

You’re not finished just yet! Completing your Google Business Profile will ensure you fully optimize your discoverability.

Filling out each of these crucial profile manager settings will help Google guide potential customers to the right place… and makes their (Google’s) algorithm happy.

  • Primary / Secondary Category  Help customers find your business by industry. 
  • Profile / Product Photos  A picture is worth a thousand words, right? Also, Google rewards consistent pictured posts!
  • Operating Hours   Let your customers feel welcome and show them exactly when you’re open!
  • + More   Check out our video below for the full breakdown:

Steps 7-9: Websites & Listings

Come prepared. Every successful contractor shows-off accordingly:

  • Proper website roll out; make it smart
  • Develop original marketing content
  • Combine it all tactfully 
Websites Content - Contractor Marketing

7. Build A Website - Agencies and Freelancers?

As a contracting professional, the following steps can become cumbersome to learn and handle all on your own. If you want to save yourself the hassle, it would behoove you to hire an Agency or a Freelancer to take care of step 7. While on the surface, it may be easy to create a good and visually appealing website, it requires a large investment of time to create a truly great and well optimized website. If it was easy, marketing companies would be out of business by now and everyone would just build their own websites. Do not be mistaken or misled, building great websites is a long and arduous process. 

Can I recommend ORB Solutions?

Buy Your Domain

Before you begin to build your website, you will need to select and purchase your domain name.

How to See if A Domain is Available

The first step in purchasing your domain is to check to see if it is available.  There are a number of free domain availability checkers available with a simple google search. If your not sure where to start, you could take a look at the checker on

Where to Buy?

There are plenty of reputable vendors to purchase your domain from. Typically as long as you select a reputable vendor, you can opt for whatever special sale or promo is currently available. A few I have used in the past include:

  • Godaddy – Great Tools and Straight Forward to Use
  • Google Workspace – Ever heard of Google? They sell domains as well!
  • Namecheap – Quick, Dirty, Easy to Use
  • WP Engine – Superior Managed WP Hosting Platform, Domain names come bundled for ease of use (See Hosting)

The above are great, reputable, and well known options for maintaing your domain name.

Use a Short Domain Name

Shorter domains are better for domain SEO. They are more easily readable, easier to share, and project an authoritative; professional image, all qualities that can help your domain rank higher in search engine results pages (SERPs).

You’ll usually want a domain name that is three words or less. Longer domain names can work as well, but keep in mind that shorter, ones are ideal, They are easier to type, easier to remember, and easier to include on physical media like signs, business cards, and truck wraps.

Pick An Easy to Remember Domain Name

Avoid hyphens or words that are difficult to spell. A webpage like may be an exact match and check all your other boxes for a great domain, but people won’t remember to input the hyphens from a glance if they see your website on a billboard, or poster, or your truck driving down the road.

Additionally, you want to avoid double letters even if you have to misspell a name to do so. is more difficult for potential customers to find and rememeber than 

In other words, pick a user-friendly domain name. Memorable domain names help increase organic (SEO) traffic and direct traffic.

Marketing Domain Name - Contractor Marketing

Pick a .com Top Level Domain

There are many different domain name extensions today, from the originals .com, .net and .org to niche extensions like .pizza, .photography, and even .blog!

Don’t get sucked in. Always opt for a .com domain. It’s easier this way. Coming from a company that cleverly uses for a company named ORB Solutions, I can’t tell you the number of times people have miskeyed our domain as, or Especially for the older less tech-savvy crowd, keying in .com is just second nature.

Purchase Hosting

Purchase a Managed WordPress Hosting Plan. The quality of your hosting service will effect your site load speed. If you pick a cheap shared service, you have no idea who else might be on your shared plan and when their traffic will spike. There is nothing more frustrating than when you find something interesting on Google and the website takes 30 seconds to load. The speed of your site matters! Research shows people will often leave if your site doesn’t load in 3 seconds. We highly reccomend…

Build a Site - Go With WordPress

Your website needs to be up-to-date and interesting in order to attract new customers and keep them coming back for more. And that’s not all – they also need to be mobile-friendly, because more than half of internet users use smartphones or tablets as their primary way to access web pages nowadays.

I highly recommend building your website on the WordPress ecosystem. According to, “WordPress is the world’s most popular site builder. It powers more than 43% of all websites on the internet.” While the primary reason to use WordPress is ease of use. some other reasons we always opt for WordPress are:

  • It’s Incredibly Scalable – Since WP is an open source software, there are a huge range of extensions called plugins that can add any functionality you could possibly think of. 
  • It’s Widely Used and Supported – Even if you don’t opt to go with an agency at first, Most agencies, marketers, and freelancers are familiar with WP and can reuse the hard work you have put in with ease.
  • There are a Huge Number of Integrations – Since its so popular, WP is one of the first things that compatibility is built for, either through standalone plugins or Zapier integrations to help you integrate your website with any of the tools you are already using in your business

There are a myriad of great online resources that can help you get started. Here are a few just for reference:

Elementor Tutorials

ORB Solutions uses WordPress as the underlying foundation for all the websites that we buildWordPress is scalable, widely adopted, user friendly to beginners, and robust enough for SEO and Web Development experts!

Optimize for SEO

Search engine optimization, or SEO, is the process of affecting the visibility of a website or a web page in a search engine’s unpaid results—often referred to as “natural,” “organic,” or “earned” results. SEO is an important part of digital marketing because search engines are one of the most common ways for people to find information. 

Keyword strategy is a crucial factor for your website’s SEO optimization. This article will help you to identify keywords for your content to have a clear and concise title and meta description tags on all pages of your website. It should contain the keywords that you want your site to rank for so that when people search, they will find you first. 

SEO Keyword Website Breakdown - Contractor Marketing

Install Analytics

Analytics is an important tool for any website, it helps us provides information on the performance and offers insights into how you can improve it. Google Analytics is the most popular tool for understanding website traffic. It’s free and can be used to track a variety of data such as sessions, page views, engagement metrics and more.

Your Website Is Never Truly "Finished." It's "Under Construction."

Contrary to widely held beliefs, modern business websites are never fully finished and are CONSTANTLY making updates.

8. Claim Your Social Media Profiles​​

Now that you have your website established, the next step will be to claim and update your social media profiles across the internet. Even if you don’t plan to use them immediately it is important to claim them ASAP when your name and website become established. Just like your credit score, age of web history can play a part in your ability to be found in organic searches. Its also important to claim your name just so somebody else like a competitor or disgruntled customer  doesn’t do it on your behalf.

When selecting your usernames, try to match your domain name as closely as possible. If your domain is, make you handle and usernames @johnsroofingohio. Use the domain name for single word fields such as your Instagram handle or Twitter username and your business name for multi word fields like your Youtube Channel Name or LinkedIn business name.

When filling out your company info try to be as consistent as possible with your name, address, phone number, and website address. 


Facebook is a social media platform that has over 2 billion monthly active users. Create a Facebook business page and start posting updates with links to your website or blog content consistently.  


Youtube is the most popular video platform with over a billion users and over 300 million hours of video uploaded every day. It is also the second largest search engine after Google. This is used by contractors who want to stand out from their competition.

Please note that creating a Youtube Channel will require either a Gmail Address/Google Account or a Google Workspace Account


LinkedIn is the most popular social media platform for professionals. It has a wide range of features that can be used to promote your business and services, find potential employees, and get recommendations from other professionals in your field.

Linkedin is among the most popular platforms for B2B social media marketing so it could become a very important piece in your content marketing strategy down the road if you aim to incorporate a large mix of commercial business.

Bonus: Tiktok

TikTok has become a popular app for brands, celebrities, and other influencers to interact with their followers and promote their content. TikTok marketing is an effective way for contractors to create brand awareness through short videos that can be easily shared on social media.

Bonus: Pinterest

The main goal of Pinterest marketing is to create a brand presence on the platform and drive traffic to the company’s website. You can target specific groups, so you can gain followers who are likely to be interested in what you have to say or sell.

While Pintrest is not a popular place to advertise for the Trades, it is fundamentally rooted in visual appeal and social proof. 

Bonus: Twitter

While Twitter isn’t the ideal place for Contractors to focus their time, sometimes it pays to be different. It’s possible for businesses to use Twitter as a marketing tool by creating accounts and following other businesses in order to stay up-to-date on their latest news, promotions, etc.

9. Directory Listings - Ensure Your NAP is Consistent

It is important to ensure you use the same information across the internet including name, address, and phone number (NAP) as well as homepage web address. 

The name of the game in Search Engine Optimization (SEO) is pandering to Google. One of the things Google leans on heavily is aggregating information from other sites on the internet. A dramatic oversimplification of one important element of SEO is authority (or search favorability) by consensus, sites with high authority for a topic create authority for other sites by linking to them, thus creating a reference and sharing some of that authority. There are 100s of other factors but this concept is one that is important to remember. For example, everything else equal, if the highest roofing authority sites for roofing related terminology like the NRCA or GAF link to your website and not your competitors, Google will give your site preference over your competitors. We will cover this later in Step 13

What is a Directory and/or a NAP

Some of the highest authority sites are those that aggregate information, also referred to as  directories, aggregators, or citations. Think Yelp or Yellow Pages Online. Google looks for links on these aggregators to determine whether or not your site has authority over your competitors. However, context and relevancy are important. One of the things Googles algorithm checks in these directories is for the presence of NAP Consistency. NAP is an acronym for Name, Address, and Phone. Google views businesses as legitimate when the information, especially the NAP and nature of the business, are consistent amongst all directories.

How Do I Check That My Information is Consistent?

If you want to check if your NAP and other business information is consistent across directory listings you have a few different options.

You could manually perform a Google Search for your business and check to see if your information is listed on other directory sites and how it shows up. If you see any errors or inconsistencies on major directories you can go in and correct them.

Most SEO and marketing agencies have the ability to check your NAP and directory listings using specialized high end marketing tools like Yext or Brightlocal.

Additionally, there are some great free tools for citation checking, most of them just require you to register an account.  One of our personal favorites at ORB is MOZ Local.

Moz Local Overview

How Do I Update My Information if Inconsistencies are Found?

If you have never updated or listed your directories before and you don’t have the knowledge or expertise, We highly recommend you outsource this to a professional. The process can be highly manual without a tool and each directory is different in terms of where you need to submit and update information.  

Many marketing agencies and SEO firms will try to sell listings management as part of their ongoing monthly SEO package. However, we have found that most of the time, if updates are made to all directories simultaneously, ongoing management is an unnecessary expense and your better off paying a one-time fee to an SEO specialist and having them check and update all the directories at once. ORB also offers a top notch directory listing service that includes highly specialized listings and backlinks for a nominal 1-time fee if you aren’t sure where to go. 

If money is tight or you are committed to going the manual route, try to focus on the most important citations to tackle first include:

  • Google Business Profile
  • Bing Maps
  • Facebook
  • Yelp
  • Apple Maps
  • BBB
  • Local Chambers of Commerce
Start here with the most essential few and focus on building up and adding directories over time. Many directories crawl other directories periodically to ensure they have all the latest information. If your information is consistent across the main directories, its possible additional citations could be automatically created on your behalf. Beware however that this is a double edged sword as any directory that has inconsistencies has the possibility of propagating those inconsistencies to other directories over time and users or bad actors can submit incorrect information in an attempt to disrupt your SEO presence.

Steps 10-12: Reviews & Trust

What are people saying about you?… because potential prospects know…

  • Get reviews and testimonials to create social proof
  • Backlinks: Get other trusted websites to link to yours
  • Create content. Just do it.
Plumbing Plumber - Contractor Marketing

10. Collect Reviews from Your Customers

This is where you really start…

Why Reviews Matter

Reviews on platforms like Google, Facebook and Yelp impact where you rank in search. They also create social proof, a sort of safety in numbers effect, where prospects will look at businesses with more reviews favorably. For example, many of your prospective customers will find your business online using Google, and one of the most important ranking factors Google uses is the quantity and quality of customer reviews. Reviews:

  • Increase your search rankings
  • Drive traffic for your business
  • Provide social proof to show customers why you’re the best
  • Show search engines you are an authority in your local geography

Where Reviews have the Most Impact

  • Google
  • Facebook
  • Yelp
Google Review Marketing

Show Customers Where they can Leave Reviews

In order to make the process of leaving a google review easy for your customers, it is essential to provide them with direct links where they can provide feedback. How to Get Your Google Review Link

Google Review Request

11. Post, Blog, and Create Content On Social Media

Utilizing Social Media can be a huge boon for your business. When starting out, pick the platforms you want to create content for. I recommend starting with your personal blog and Facebook. If you aren’t utilizing a website with built in blogging capabilities like WordPress, I suggest utilizing a free 3rd party site like Medium.

Keep Your Contracting Content Local

Ensure when you create your content, you mention where you are located and doing business. Without getting into technobabble about SEO, if you are just getting started or interested in SEO, you don’t want to try to make content to compete on a national scale, chances are you don’t have the time or resources to compete on this scale. Ensure you are mentioning your locality. “Check out This Project we did in ” or Curious on how to maintain your home in . 

Although it may feel unnatural at first, being overly specific is important in SEO and content creation because it helps your content become discoverable.

Focus on Quality and Consistency, Not Reach

Realize that content creation takes time and effort but just like anything in life, it becomes easier with repetitions and practice. Snap photos at every job, talk with customers, document the questions that you are frequently asked, all of these can be used as content ideas and inspiration. MOST IMPORTANTLY, don’t worry about how many likes, interactions, or views your content is getting. We as people are wired for immediate gratification. You won’t become an overnight success creating content. Content creation is really hard 

12. Create Video Content and Upload it to Youtube​

The best way to create videos for YouTube is with a script and storyboard. The script should include all of the information that you want to convey in your video, as well as any important keywords or phrases to use in order to optimize your video for search engines and YouTube’s algorithm. The storyboard should include shots of what will be shown in each scene of your video, including closeups on faces or objects if needed. With so many videos on YouTube, it can be difficult for your videos to stand out and get noticed. So, try to create engaging content by combining text with visuals.

YouTube Icon

Steps 13-15: Technology

Utilizing technology is no longer an “up-and-coming” customer strategy. It’s already here…

  • Keep up with your competitors using advanced tools
  • Expand to multiple locations 
Technology Electrician - Contractor Marketing

13. Earn Backlinks For Your Contracting Website

There are two types of backlinks: inbound and outbound. Inbound links are links that point to your website from other sites, while outbound links are links on your site itself. The more backlinks, the higher ranking it has on search engine results pages (SERPs). However, inbound links are ultimately the more important factor for ranking well. That’s because having inbound links means that other websites are passing their website’s authority (PageRank) onto your website.

The first step to earn inbound backlinks is to identify the keywords that you would like to rank for. You will need to have a list of at least 5-10 keywords that you would like your website to be found for.

Once you have your list of keywords, it is time to start generating content. You should create at least one piece of content per day, such as blogs and/or social media posts. This will give you the opportunity to rank for multiple keywords and also diversify your content on the site.

Finally, this will give you an opportunity to show off your skills and expertise in a particular field or industry. Other industries will now trust your relevant resources and backlink your content on their websites. Once these links are built up, this will lead to more traffic coming into your site and eventually more people contacting you about contracting services.

Marketing Backlink - Contractor Marketing

14. Adopt Advanced Tools to Set Your Contracting Approach Apart​

There’s a lot going on in this field right now, with new technologies emerging all the time. It’s important for contractors to keep up with changes in technology so they don’t fall behind and lose their competitive edge. The key is to find the tools that work for you, and then make sure that you are using them in a way that is going to help you succeed.


Matterport is a 3D capture technology company that creates immersive, high-quality 3D models of indoor spaces. The camera has a number of features that make it an attractive option for businesses who need to provide an interactive virtual tour for their customers:

Project Map IT

Project Map IT is a software/app that enables companies to create dynamic portfolios, collect and display customer reviews, and increase sales.

Company Cam

CompanyCam is a web-based software that can be used to create and share presentations, infographics, and other visual content. This service can be also be used to monitor and record employee’s activity at work, including the time they spend on different tasks, the time they spend in each location and the duration of any breaks.


Hover is a 3D modeling and rendering tool. It also has an intuitive interface that makes it easy to use for both beginners and professionals. It’s perfect for creating digital art, architecture, product design, or any other project that requires 3D modeling.

15. Expand Your Contracting Business to New Locations

If you master the first 14 steps in this guide, chances are your business will thrive. If you are happy with your results and you have tapped out your organic reach in your locality, it’s likely time for you to expand! This can be tricky and you should definitely consider HIRING A MARKETING PARTNER LIKE ORB Solutions. By repeating the initial steps and creating segmented location pages on your website to push traffic, you aren’t just constrained to the local reach of your home office, you can expand your operation into adjacent cities and markets. Step 1: Performing Competive Benchmarking and Step 3 Finding an Optimal Physical Location can be repeated in conjunction with Steps 5 and 6 to claim multiple Google Business Profiles.

BONUS: Paid Advertising

Our 15 step guide largely focuses on SEO and what we call Earned and Owned media. However, paid advertising when used in conjunction with the first 15 steps can give you the extra juice you need to conquer the competition or deliver results fast!

Advertise - Contractor Marketing

How Much Should I Spend on Marketing?

The beautiful thing about Digital Advertising is that you can ramp your spend up or down depending on the amount of work you need to fill your schedule. According to the US Small Business Administration:

"As a general rule, small businesses with revenues less than $5 million should allocate 7-8 percent of their revenues to marketing. This budget should be split between 1) brand development costs (which includes all the channels you use to promote your brand such as your website, blogs, sales collateral, etc.), and 2) the costs of promoting your business (campaigns, advertising, events, etc.).

Put a different way, whatever is left over from creating your website, paying for your marketing staff/agency partners, and your website should be allocated to your advertising spend. Your marketing budget should also change depending on the size of your market, the competitiveness of your market, and your goals for growth. We at ORB recommend the following:

  • When just starting out, Contractors should spend around 8-12%. High but necessary. 
  • Established contractors can drop their spend to around the 3-5% range and maintain growth.
  • For aggressive expansion,  contractors should up their spend to 10-15% to capture market share
Marketing Starting Budget - Contractor Marketing
Marketing Established Budget - Contractor Marketing
Marketing Aggressive Budget - Contractor Marketing

Where Should I Advertise as A Contractor?​

Facebook Ads – Display and Video that link to call number or landing page

Google Search – Make sure you end up on top when people in your area are looking for your services

Google Guaranteed – Leads backed by Google, Similar to Homeadvisor where you pay per lead – Information Page From Google

All Finished. What Now?

Take a breather and come back to digest more when you’re ready. 

Next Steps:

  • Strive for Operational Excellency
  • Learn to Hire and Train Great Employees
  • Create Brand Consistency and Improve Your Design
Lunch Break - Contractor Marketing