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Preparing for the Tipping Point Of Contractor Marketing in the Digital Space

Tuesday, October 15th, 2019 by Brigette Benson-Muller


Tipping point of a wave about to crash

 We know the digital landscape is changing constantly and it will impact how we market our contracting companies'. While we know that traditional channels like TV and radio are still very much key players in the overall marketing mix, a digital answer to the decline in traditional media audiences will become more and more necessary to account for the viewers whom you will no longer be reaching. Let’s give some context to this shift, shall we?

  • Cord-cutting has climbed 32.8% in 2018
  • TV ad spend dropped for the first time in 2017 by 3.5%
  • eMarketer reports that Facebook’s ad revenue is set to eclipse the entire print industry in 2019

If it were possible to visually animate this shift, it’d look much like a wave building in the ocean before it crashes to shore. What starts as a small disruption in the water moves gradually toward a breaking point, growing in speed and strength before the wave hits its critical mass.

You’d find that today, this trend is still a growing wave, gliding quickly across the surface. The goal of the BrandBlaster program, powered by the Treehouse, however, is to help prepare your company for when the wave breaks and digital vs. traditional advertisement reaches its tipping point. BrandBlaster currently works many platforms, but let’s take a closer look at the 4 core platforms to see why they’re so impactful for your brand:

1. Facebook & Instagram: Facebook and its three subsidiaries, Instagram, Audience Network, and Messenger see 241 million monthly active users in the United States alone. More than 200 million users visit a business profile on Instagram, like yours, at least once a day. Sp facebook ads for contractors, we have you covered!

2. YouTube: Over 1 billion hours of YouTube content is watched every day, more than Netflix and Hulu combined. It also reaches more 18—49-year-olds than any broadcast or cable network.

3. Google Display Network (GDN): Over 2 million websites and 650,000 apps serve ads from Google Display Network. With this, 90% of internet users can be reached by GDN.

4. Spotify: Spotify has 90 million users with free access, a membership that’s supported by advertising businesses like yours. These users listen to Spotify for an average of 2.5 hours per day.

These platforms work. They have unprecedented coverage across the web and provide access to your customers like few traditional platforms can.

Through remarketing and retargeting, strategically utilizing these platforms will generate greater brand awareness which yields more no charge leads for our clients. While the wave of this crucial shift continues to swell, each of these platforms will continue to grow even greater. Some new players may even emerge, as well. But wherever the tide takes contractor marketing in the digital landscape, it’s important you be there to ride the wave.

Check out our explainer video at https://www.youtube.com/watch?v=A9ENL-JFR5M&t=1s

About the author

Brigette Benson-Muller, Director of Marketing and Communications Find me on LinkedIn

Brigette is a brutal distiller of thought and a seasoned connector of dots. If there is a trend, she will find it. Born and bred in Sunny South Africa, she comes with nearly 20 years of Marketing, Product, and Advertising experience, and is always excited to bring a mix of strategic directional and methodical implementation to new challenges. She is an ocean loving, backpack travelling gypsy at heart, with a passion for Global Developments, Technology, and any 4 legged companions. She also enjoys sarcastic humor, a gripping TV series and sunsets.

Related Categories: Digital Marketing

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