3 of Your Most Common Contractor Marketing Questions, Answered
Do I really need a website to generate leads? How do I deal with negative or fake reviews? Do I need marketing when business is good? These are questions the Builder Funnel team is asked all the time.
In this new segment, Spencer will take the questions we get asked here the most and answer them on the podcast. If you would like to ask a question, email firstname.lastname@example.org with "QUESTION" in the subject line in all caps. Spencer will make sure to respond in an upcoming episode.
In this episode, Spencer answers the three questions mentioned above in detail and offers additional insights on how to strengthen your contractor digital marketing game.
Learn all about it here on Builder Funnel Radio.
- 0:40 Episode introduction
- 1:07 How to ask us a question
- 1:58 Do I need a website if I have a Facebook page that does well?
- 4:14 How do I respond to negative online reviews (especially fake ones)?
- 6:42 Responding to genuine bad reviews
- 7:52 What marketing should I do if my business is already doing well?
- 10:33 Is it bad to auto post to social media?
- 12:27 Reminder to ask us a question
Full Episode Transcription
Note: this podcast was transcribed automatically and may contain minor grammatical errors and missed words.
Welcome to Builder Funnel Radio. Here you'll learn about how to grow your home building remodeling or contracting business. If you're not growing, you're moving backwards. So we want you to always be in growth mode. This podcast has really turned into a movement and community of people who want to grow personally and professionally. Here we bring you some of the best marketing sales and business minds in the industry so you can elevate your business. All right, let's dive into the show. Hey guys, welcome back to builder funnel radio.
This is Episode 74 and another edition of the growth series. Today we're going to dive into some digital marketing FAQs and so I pull out a few questions that we've been getting and answer those for you. And hope you enjoyed this format will probably do a few more like this. For the next several months, sit back and relax and enjoy this episode on builder funnel radio. Hey guys, welcome back to Episode 74 on builder funnel radio, that's another episode of the growth series. And for today, I wanted to do something a little bit different. We're going to do kind of a digital marketing FAQs episode. So we get a lot of questions on social media comments on our blog, people email in directly responding to a lot of our email newsletters and blasts that go out and so wanted to pull in some common questions that we're getting and address those here. And also just wanted to flag you and let you know, hey, if you have digital marketing questions that you want us to answer on the podcast, send those to radio at builder funnel calm, and then go ahead and put question in the subject line. all caps that would be super helpful, that lets us basically flag those a lot easier. So let's dig in.
The first question comes from from John and John was asking me, Hey, I have a Facebook page. Do I really need a website? Now? The short answer is, yes, John, you really need a website. But let's talk about why. And the reason is Facebook, Instagram, how's platforms like this, you don't have control over them, and they could disappear tomorrow, we just don't know. Sure, there's a high probability that some of those things will keep going. But I'd rather build my house on something that I know is going to be mine forever. And so that's why having your own domain, your own website is absolutely critical. And so we always think about your website as kind of a home base, and that's the foundation for all of your digital marketing efforts. So if you've got a Facebook page, great, you can build an audience there a following, but you can drive people back to your website. If you've got a house profile and you even build a little mini site. They're like fine, but you can drive traffic back to your website. Same with Instagram, same with LinkedIn, all these platforms. And so the idea is that you want to own that property. And so with your website, you buy the domain, you pay the 13 bucks every year. And then as long as you're hosting your website content, that site is yours, it's going to live on forever. And then as you build content, so blog posts, service pages, available homes, pages, about us pages, all that content lives on forever, and that can start to pull in traffic through SEO, you can link to it from your social media platforms. But if you just build your house on Facebook, and you have a business page, you build up let's say you build up a following of 20,000 people, like that's awesome. But again, Facebook could disappear and then all that work, all the following is gone. Sure, you can take some of that brand equity, transfer it to another platform, but you're going to lose a lot during this process. And so, in thinking about some of these other platforms, I always recommend they make your website home base, leverage the other platforms, but you must have a website. So john, that's my answer there. Let's move on to the next question.
The next thing, it doesn't come from one specific person because I hear this a lot. So I typically am talking to about five to 10 different builders remodelers all across the country, pretty much every week. And so I get to hear a lot of the challenges and this comes up frequently. And that is the idea of getting a negative review. But a negative review from somebody you don't recognize and you don't know who they are. And so this happens, and it's super frustrating. You might get a comment, like, hey, worked with ABC remodeling company, the experience was terrible. They didn't deliver on all these things, they promise and then they sign off on some name or it's just anonymous, and you're gone. I don't recognize any of the details of this. I don't Recognize the person, like something's up here. And so here's what I recommend in terms of responding because you can't delete it. That's always the question. If you'll ask, can I just delete this? No, you can't delete a negative review. You can't delete any review. Google just doesn't allow it. Facebook doesn't allow it. These platforms are pretty strict. So the best bet is to respond. You don't want to ignore it. And you want to respond. I like this approach for for ones that you don't recognize. So go on, you see the comment, you're like, I have no idea who this person is. Great. I'm going to reply and you say, Hey, Joe, you know, I, we've been going through our records and I don't recognize any of the details of this project. I'm super sorry that that was your experience. I'd love to connect with you and make sure this is something we can rectify. If we did work with you, but it doesn't look like we did. And then work to take that conversation offline. As you know, this person probably doesn't exist or they're a competitor of yours. Or just some random person just kind of wreaking havoc across the board. And so basically, by responding, you are basically sending a signal to anybody else that comes and reads the reviews. And they can see, hey, this business is proactive, they're replying, they're responding. And you know, the average person reading reviews is pretty intelligent, right? We all read reviews, when we're buying products and services, you can tell the crazy people or the bogus stuff pretty easily. And so that's really what you're trying to do is just highlight and acknowledge for anybody in the future, that this is just a bogus thing. I don't know where it came from. It's not legitimate. Now, you can still use the same approach with a negative review that is legit because it does happen. We all make mistakes. You're just going to frame it a little differently. Hey, super sorry, Joe, that you didn't get our best effort on this one. We'd love to course correct and make this right. You know, let's connect and Then, you know, give them your phone number, whatever it is take the conversation offline. That way, people that are coming to read the reviews, they can see, hey, this business practice sure they made a mistake, nobody's perfect. Like we all get that, you know, whenever you're looking at reviews, you're typically, if somebody has a five star, I'm always a little bit skeptical. I like to see the, you know, 4.7 4.8, you know, some even 4.5 and above, depending on what I'm looking at. And so, again, with these types of reviews, the key is respond, and then just try to bury them with a bunch of positive reviews. So go out there and get a bunch of your happy customers to leave some reviews. And that's really the best way to counteract kind of those fake reviews you get because you're going to get them it's frustrating. just respond and move on, you know, they'll never reply. And so that's just the best way to deal with those.
Moving on to the next question. So, again, this is something that I hear from about half the people. I'm talking to Right now, and that is, Hey, I'm super busy right now, I feel like I should be doing something with my marketing, but I don't need any more leads. And so a lot of times people are considering something like, maybe I'll redesign my website, or maybe I'll work on this other project or something within the marketing realm. And so what I always tell these people is, Hey, this is the best time to be working on your marketing is when you don't need the leads, because it's the companies that are consistent through the good times, the middle of the road times and the tough times, they're going to get the lion's share of the leads and their projects, when things are tough because you've been building your brand building awareness, generating leads and opportunity when things are good. And even if you can't handle all the leads and all the projects now, it's okay to say, Hey, we actually can't start this project for about a year. But I'd still love to learn a little bit more and put you into the queue if that's the time for You're willing to wait. And what this does is let's say this person doesn't want to wait, you know, then they're going to go to try to find somebody else. And that's okay, cuz you couldn't service that person anyway. But if they are willing to wait, it sends a signal to them that, hey, this company is super important. Like they must be way in demand if they can even start a project for a year. And if everyone's busy, they're going to go talk to some other companies and find the same thing. So I think that puts you in a really positive light, but part of it too, is that you're building you know, that pipeline for the future. And for you know, whether it's 1224 months or longer, we know we're going to hit some sort of dip. It might not be a massive dip, but it will be some sort of dip business moves in cycles. And we're at about 10 years into a pretty strong run here. So I always like to tell people, hey, the companies that are the most consistent throughout the good times and the bad, they're the ones that when things get really tough, and there's fewer projects, there's little demand, it's the companies doing marketing that we're going to get those projects and get those deals closed, because they're the ones generating the attention and doing the marketing. So, like I said, I've been talking to a lot of people in there, you know, there's a bunch of you that are being really proactive right now. So that's awesome. And I definitely recommend continue to, to work on your marketing, make sure you're profitable during the good times, but do invest in marketing so that when times are tough, continue to invest, and you'll be one of the stronger companies coming out of those low points.
The last question comes from Evan. And he basically said, Hey, I'm posting to Instagram, but I'm just having an auto post through to Facebook, you know, should I be doing that or should I be doing something else? And this is a very specific question, but I think it's a good one because I want to expand it a little bit. And anytime you post to a platform like Instagram and then an auto post somewhere else, people can see that it was already posted. And so it feels a little bit like an afterthought. And it when somebody is on that platform and experiencing that, you know, you lose a little bit of credibility there. And so I always say it's it's best to contextualize your posts for the platform. So even if you're going to use the same content, which I definitely recommend repurposing and reusing content, so you've got a photo that you really want to use on all the platforms, just change your caption, or change your description, or your text on Instagram or on Facebook or on LinkedIn. And that way, you can contextualize it for the platform. Again, LinkedIn is a little more business focused. So you might want to change the tone or the style or the phrasing that goes along with that image. And so, although the question was, hey, should I just post from Instagram to Facebook, I think the real question is, should I basically copy and paste across all platforms, and in a perfect world, I would say you know, repurpose content, video, photos, whatever it is as much as possible. Make sure it's at least changed a little bit. It's tweet is contextualized to the platform that you're posting on. So then you don't look like you're just treating that platform as an afterthought. People can notice that it looks a little bit like a, you know, robotic, or you know, automated or any of those types of things. You want it to come across as human and authentic. And so you lose a little bit of that when you do that auto posting through through every single platform.
Those are the questions that I have for today. I hope this helped. And again, if you have digital marketing questions that you want us to address here on the podcast, go ahead and send those into radio at builder funnel calm and put a question in all caps in the subject line will flag those down and we'll start putting this into some future episodes. Thank you again for listening to build a funnel radio. I hope this was a good episode for you. And we will see you next time on builder funnel radio. Thanks again for listening everybody. And as a quick reminder text radio to 33777 for some free goodies as a thank you for listening to the show. And if you got some value from today's episode I just asked that you leave us a quick review on iTunes. It really helps us spread the word and grow this awesome community of people who are working to improve their lives and their business. Thanks again and we'll see you next time on builder funnel radio.