Paving Marketing Ideas: 8 Easy Things You Can Do Today

The paving industry is experiencing steady growth, with the global market expected to reach a staggering.  This surge is being driven by the increase in building and infrastructure development around the world.

But with so many competitors vying for attention, how can you ensure your paving business stands out from the crowd?

Paving Marketing Idea #1 – Website

Almost everyone starts online when looking for a paving contractor, so your website is absolutely essential. It’s like your online showroom and is the first impression potential customers will get of your business, so make it count! A professional-looking website with clear information about your services, pricing, and contact details is essential.

Think about these questions to improve your website:

• Do you have the phone number in the top right corner of every page?
• Are you using authentic images/videos/photos of the owner, your trucks, photos of your team, etc?
• Do you have a compelling Call to Action after every block of text
• Are you giving customers the option to engage via chat or 2-way text?
• Is your website mobile-friendly with an easy click-to-call button?
• Is your website fast-loading on desktop & mobile?

Paving Marketing Idea #2 – SEO (Search Engine Optimization)

Having a website is a must, but you also need to ensure that people find it when searching for your services. SEO helps your website rank higher in search results when people type in keywords like “asphalt paving near me.” It’s like having a neon sign flashing in the digital world, letting everyone know you’re there.

Think about these questions to maximize your SEO:

• Do you have your main keyword in the Title Tag on every page of your website? (e.g. City Paving | Your Company Name)
• Do you have pages for each of your core services?
• Do you have pages for each of the sub-cities that you service?
• Do you have pages for the brands that you service/install?
• Do you have unique content on every page of your website?
• Does your website come up for the most important keywords? (e.g. “your city asphalt paving”, “your city asphalt repair”, “your city concrete” and other similar keywords)
• Are you consistently creating new content, blogging and creating new inbound links back to your website?

Paving Marketing Idea #3 – Google Maps

Google Maps is a must for all local businesses. When customers search on maps, they will most likely pick one of the businesses in the top 3. If you’re ranking below this, you’re losing leads to your competitors. When you’re ranked above this, it sends strong trust signals to your potential customers and increases the leads you’ll get coming in.

Think about these questions to rank higher in Google Maps:

• Have you claimed & verified your Google Business Profile? Do you have the login?
• Have you properly optimized your Google Business Profile?
• Are you on all the major online directory listings with the same company name, address & phone number? (consistent NAP)
• How many online reviews do you have?
• Do you have a proactive strategy for getting new online reviews every day?
• Are you posting to Google Business Profile weekly & responding to questions?

Paving Marketing Idea #4 – PPC (Pay-per-click)

SEO and Google Maps are organic ways to appear higher in the results, but they’re not the only trick up your sleeve. Pay-per-click (PPC) advertising allows you to create targeted ads that appear at the top of search results. It’s like paying a small fee to have your name at the front of the line.

Think about these questions to leverage your PPC strategy:

• Are you running Google Local Service Ads with a maxed-out budget?
• Are you running retargeting ads to your unconverted leads?
• Are you running Google Ads?
• Are you strategically targeting with specific ad groups, text ads & landing pages?
• Do you have conversion tracking in place to track leads back to the ad group/keyword?
• Are you running targeted Facebook ads to your ideal prospect base?
• Do you have a premium ad on Angie’s List, Yelp, CitySearch, YP.com?
• Are you buying pay-per-lead services – Home Advisor, eLocal, Thumbtack, etc.?

Paving Marketing Idea #5 – Social Media

This is another great way to connect with past, present, and future customers. Share interesting content, showcase your work, and even run contests to keep people engaged. Positive online reviews on social media are meaningful, too. Happy customers are your best salespeople, so keep them engaged where they’re at.

Think about these questions to build your Social Media presence:

• Does your business have profiles on Facebook, Twitter, LinkedIn, YouTube & Instagram?
• Are you getting engagement on Facebook?
• Are you updating your social profiles consistently?

Paving Marketing Idea #6 – Email & Automation

Email marketing is having a moment again!It falls into the category that This is often paired with automation so that when customers contact you, they receive a series of emails over time to keep your company at the top of their minds. Really good automation can even ensure that every person who contacts you is followed up with in less than 5 minutes.

Think about these questions to implement Email & Automation:

• Are you following up with your leads within 5 minutes or less via phone, SMS & email?
• Do you have conversion campaigns in place that follow up with unconverted leads 5-7 times via Phone, SMS & email until they book their service call or estimate?
• Do you have a database with your customers’ email addresses?
• Are you sending out a monthly email newsletter?
• Are you leveraging email to get online reviews & to draw customers into your social media profiles?

Paving Marketing Idea #7 – ROI (Return on Investment)

All of these things cost time and/or money, so you need to know what’s working and what isn’t. Initially, it will take some time to gather enough useful data for analysis and adjustments. So, give it at least a month before you start tweaking things or you could derail a perfectly good strategy.

Think about these questions to maximize your ROI:

• Are you using Google Analytics?
• Are you tracking keyword ranking?
• Are you using call tracking?
• Do you have a dashboard showing cost per lead, total spend & projected ROI?
• Are you using a CRM/dispatch system to track leads to the source & revenue (i.e. ServiceTitan)?

Paving Marketing Idea #8 – Marketing Partner

Let’s be honest: Marketing your business can be time-consuming. If you’re overwhelmed, consider partnering with a marketing agency (like Paving Marketers). We can handle everything from website design and SEO to social media management and content creation. That way, you can remain an expert in asphalt and concrete without needing to become an expert in marketing, too.

Think about these questions when hiring a Marketing Partner:

• What are their credentials (i.e. certifications, years of experience, etc.)?
• Do they understand the asphalt and concrete niche?
• Can you find examples of their work and case studies to back it up?
• Do they offer a free consultation before you get started?
• How much do you need business to increase to make this a worthwhile investment?

What can you do today?

While there’s a lot you can do to boost your marketing, some of it will take you longer than others. If you’re ready to activate and get going, consider doing these 8 things today:

1. Add your phone number in the top right corner of every page on your website.
2. Add your main keyword in the title tag on every page on your website (i.e., \ Paving | Your Company Name)
3. Claim & verify your Google Business Profile.
4. Start running Google Local Service Ads with a maxed-out budget.
5. Create or update social media profiles.
6. Write an email newsletter and send it to all of your contacts.
7. Set up and start using Google Analytics.
8. Schedule a call with Paving Marketers.

The paving industry is booming, which means competition is fierce. By implementing the strategies outlined here, you can establish a strong online presence and build a strong, sustainable business well into the future. Remember, a well-designed website is the cornerstone of your digital marketing strategy. SEO, Google Maps, PPC, Social Media, Email, and Automation are all contingent on your website. With the right approach, you can watch your paving business flourish and become a trusted name in your community.

If you recognize the need for [additional expertise,consider to free up your valuable time and truly maximize your ROI.