You know the guy at the party who constantly interrupts others just to talk about himself? Ya.. that guy… He’s annoying, right?
That’s what traditional advertising has become. Self-promoting annoyance. Did you know, traditional advertising is also known as “interruption advertising?” As in, interrupting the content people want to see.
Drowning in Ads
Imagine this. You’re driving to work, listening to the radio, enjoying the music and singing along when suddenly an advertisement comes on. Don’t you hate that? So what do you do? You change the channel, just like us, and you keep switching channels until you find your jam or you simply give up and turn the radio off.
People go to great lengths to avoid advertisements. They TiVo their shows to fast-forward through commercials, install ad-blocking software on their web browser, and throw out junk mail without a second glance. We unknowingly tune it out. The world is so full of advertisements that we have to tune it out.
Most contractor marketing consists of billboards, radio spots, and maybe some paid Google Search Ads. And so does everyone elses. Which means, your ads are getting lost in a sea of meaningless promotions.
So what do you do? How do you get noticed if everybody is ignoring pushy advertisements?
Stop being that guy and start being an industry leader. One that is interesting, unique, and tells a good story, but also takes interest in others. The person that has engaging conversations with others and doesn’t just boast about himself. Be the cool party guy!
Being the Cool Guy
Inbound Marketing is just that. The cool guy. Attracting customers rather than interrupting them by creating content they want to view, not content they’re forced to read.
If your company focus is customers that enjoy DIY home maintenance, then it only makes sense to create a blog of unique and relevant content for DIY projects!
The goal is to attract qualified customers and you do that by creating relevant content that will drive them to your website. So say you’re a contractor that specializes in roofing and gutters. You could create a blog titled “5 Secrets to Easier Gutter Cleaning.” You’re using industry specific content as a means of attracting qualified customers to your site.
And now that they are on your site, they are bound to find other content that interests them. Looking through your posts, they may even realize they actually need new gutters or maybe a new roof. Inbound marketing sets you up as the expert to potential customers and clients.
So which would you rather be? The annoying self-promoting party interrupter or the industry expert everybody wants to talk to?
Stop interrupting your customers and start attracting them with Inbound.
Learn more about inbound marketing for contractors by clicking the link below and downloading our “Inbound Checklist for Contractors.” You’ll be on your way to attracting better leads once you do!
To Your Inbound Marketing Success!
~Brodie
