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Digital Marketing: Promoting Your Paving Company amid the Pandemic

The COVID-19 crisis has caused a lot of negative repercussions to the whole world. However, it has brought something positive to the table—thriving industries amid the pandemic. Yes, it’s incredibly amazing how the crisis has turned into an opportunity for some.

In fact, the US Chambers of Commerce identified some flourishing sectors during the pandemic. One of these is the landscaping industry, where many property owners have undergone outdoor landscaping projects. For this reason, Forbes considered 2021 as the “year of the yard.”

If you run a paving company, it pays to be aggressive in your marketing approach to get more clients during this pandemic. Digital marketing is the key, which has now become more vital than ever. You can implement a few online marketing strategies to promote your paving services.

That said, here’s how to market your paving company during this pandemic:

1. Update your website for service promotion

As a paving company, the first place to start your digital marketing campaign is your website. There’s a need to update your website to ensure its aesthetics, functionality, and user experience (UX).

Why? It’s where you’ll publish your portfolio and promote your paving services. It is also where you’ll engage with your clients and perform some business transactions. Ultimately, your website will serve as your online hub, where you’ll implement most of your online marketing tactics.

2. Boost your local SEO for online visibility

When updating your website, consider implementing a search engine optimization (SEO) campaign. For the uninitiated, SEO is the process of optimizing a website, creating relevant content, and ensuring site linking. Its ultimate goal is to boost your online visibility and website traffic.

But as far as your paving business is concerned, focus more on local SEO. Your goal is to ensure that your local clients can find your paving company via the web. To ensure this, create an account for Google My Business and provide your name, address, and phone (NAP) details. When prospective clients look for a paving business in your locality, your company will appear first on the search engine results pages (SERP).

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3. Employ PPC advertising for site traffic

If SEO doesn’t work for organic search, you can resort to pay-per-click (PPC) advertising. Like SEO, PPC aims to increase your web presence and site traffic. However, you have to pay for every successful click as a form of paid search.

Fret not, as every click leads a prospect to the website of your paving business. Such site traffic can lead to plenty of opportunities for your business, from lead generation to client acquisition.

4. Send emails for service promotion

Email marketing has long been proven effective in promoting a business and selling products or services. As a paving business, consider employing this form of digital marketing.

That said, the best course of action is to perform diligence to look for qualified leads. Also, use the email addresses of those prospects who have filled out your site’s contact forms. From there, you can send emails to these clients to promote your paving services.

5. Start a blog for your paving business

In this digital era, we can no longer ignore the power of blogging. Aside from the fact that a blog helps with your SEO campaign, it also resonates well with your target market. The more relevant and valuable your blog posts are, the more they sit well with your prospects.

As a paving company, consider writing about different types of paving services offered. You can also publish photos of your natural stones, bricks, concrete, and asphalt paving services. Ultimately, you can show infographics about the paving sector during this pandemic. That will make you a thought leader in the industry.

6. Use social media to market your service

When it comes to digital marketing, one cannot proceed without considering social media. Why? Social media channels are powerful, as these digital platforms are where people live and breathe.

Gone are the days when social media was merely for personal interactions. Today, it is extremely beneficial to a lot of businesses. As a paving company, post and promote your paving services via social media. You can also engage with your clients through these channels, whether Facebook, Instagram, or LinkedIn.

The Power of Digital Marketing for Paving Business

There’s no denying the value of digital marketing for your paving company. Be sure to consider some of the online marketing strategies recommended above for your business branding, service promotion, online visibility, and website traffic. By implementing some of these, you’ll be surprised at how you can get more clients and boost your profit during this pandemic.

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