How Exterior Contractors Can Target Customers Seasonally


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How Window & Siding Companies Can Target Customers Seasonally

Sometimes, it seems impossible for your business to stop working long enough to focus on building more business. You’re so busy, you can barely fulfill your schedule, but you’re always on time and have no problem with having this much work.

Then the slow season hits, and it’s a different story.

As the owner and operator of a window and siding company, you probably don’t want to be slammed every summer and then twiddling your thumbs until the phone rings the rest of the year. When business gets slow, you need a plan.

Nowadays, businesses can’t survive on solely good service and guaranteed satisfaction. In this era, digital marketing is king. When potential customers are searching for a company to install windows or siding, they turn to the internet.

If your window and siding company fails to appear on local Google searches such as “window installers near me” or “siding services near me,” your business is losing out on a ton of leads.

The demand for window and siding services isn’t slowing down any time soon. To catch this demand, your business has to establish search engine dominance along with a strategic plan to target both previous and future customers.

Let’s take a look at some ways your company can get started!

GMB Optimization

As you may know by now, Google is one of the most dominating entities in our society. Since 1998, Google has found a home on the internet and never left. Well before the 2010s, Google became the gatekeeper of the internet. This search engine is responsible for most of the internet’s traffic nowadays, and it shows no signs of slowing down.

In 2021, Google received over 13 billion searches a day. Essentially everyone on Earth Googles something at least twice a day. Almost half of all search inquiries are for local businesses. With so many online inquiries for local businesses, you should consider taking advantage of Google’s platform to help boost your search relevance for your window & siding company.

A Google My Business account is a free account for all businesses to set up. The best part about a GMB account is that there may already be an account set up for your business. All you have to do is verify your business with the account, and you will gain access! Once you’ve gained access, it’s time for optimization.

Add photos of your business and the work you do. Perhaps your window and siding company specializes in custom window installs, so adding before and after pictures of those installs can accurately convey your craftsmanship.

Next, you will want to add your company’s address. Additionally, you will want to add your company’s service hours and service locations. Most importantly, make sure you add a backlink to your original website and your contact information!

These may just be the first few steps in truly customizing your GMB account, but you will begin to see results once you do!

The previous quarter was pretty good for your window and siding company, but now you’re going in the slow season. With that little extra money in your pocket, you may want to consider purchasing some Google Ads.

Google Ads are a good way to provide a quick increase in traffic to your website during those slow business months. Google ads work by helping your website land on searches that are not directly related to window and siding services.

Paid ads like this are a low-risk investment. Pay-per-click (or PPC) is the measurement system for how much you pay for the ad. If the ad does great, it will be sure to drive in some business, but at a higher cost. If the ad does poorly, however, you won’t have to be paying an inflated price for an unsuccessful investment.

Retargeting Ad Campaign

Your GMB account is now working towards your window and siding company’s search engine dominance. Now it’s time to take a look at keeping in contact with anyone who has visited your website. Retargeting ad campaigns use a tracking code from your website that targets any visitors.

This allows all visitors to your website to see your retargeted ads when they scroll through Facebook or Google. This keeps your website and service fresh in a visitor’s mind with a subtle approach. Retargeting ad campaigns are a non-aggressive yet effective way of promoting your business outside your website.

Here are some key points to implement for a successful retargeting campaign:

  • Personalized ads on specific products or services
  • Persuasive calls to action
  • Eye-catching headlines to grab the reader’s attention
  • Consistent content that is personable, knowledgeable, and helpful

Email Marketing Campaign

Email marketing campaigns are a great way to promote your business any time of the year, especially during the slow season. This campaign works by compiling a list of past, current, and potential customers’ email addresses and sending them thought-out and well-timed advertisements.

Now that you have your list of customers you want to target, consider what kind of advertisement your want to create, followed by the timing of that ad. Let’s say you help with window insulation in the late fall. Making an advertisement on that service when the weather begins to dip could prove a beneficial move!

Here are some ways to further the efficiency of your email marketing campaign:

  • Collect email addresses through Google or Facebook ads
  • Offer special deals only available through email
  • Require email signatures for estimate requests
  • Promote email sign-ups on social media
  • Offer incentives for subscribers and newsletters
  • Add an email newsletter subscription service to your website

Implement Effect Calls to Action

Sometimes having great service along with a dominant search presence and retargeting campaigns isn’t enough. The final technique you must implement is a call to action!

A CTA encourages a reader or visitor to reach out and request the siding replacement their house so desperately needs.

Here are some effective easy CTAs persuasive:

  • Clear and compelling CTAs
  • Keep your unique value propositions visible on your website
  • Accessible contact information
  • Mobile-friendly web design

Successfully Target Clients With Triton

When you’re looking to increase sales during the busy and slow season, contact Triton Commerce! We have trusted experience helping window and siding companies like yours get the sales they deserve.

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