As a home improvement contractor, reaching the point where you need outside help to scale your business is both exciting and daunting. Marketing is a critical part of your growth, but when should you bring in an expert? More importantly, how do you choose the right digital marketing agency to partner with? In this post, we’ll break down what a digital marketing agency does, when it’s time to hire one, and what you should look for in a marketing partner.
Don’t miss our Digital Marketing for Contractors podcast episode on What Makes a Great Marketing Agency?
What Does a Digital Marketing Agency Do?
Before diving into how to choose the right agency, it’s essential to understand what a digital marketing agency does and how it differs from other services like lead aggregators.
Services Offered by a Digital Marketing Agency
A digital marketing agency works on behalf of your business to grow your brand, drive traffic, and generate leads. Here are some of the key services they provide:
- Website Management: Building and managing your website, ensuring it’s optimized for both user experience and search engines.
- SEO (Search Engine Optimization): Helping your business get found on Google through optimized content and technical SEO.
- Paid Advertising Campaigns: Managing PPC (Pay-Per-Click) campaigns on platforms like Google, Facebook, Instagram, and more.
- Email Marketing & Direct Mail: Reaching out to potential customers through targeted email campaigns and direct mail efforts.
- Social Media Management: Running campaigns, managing profiles, and engaging with your audience on social media platforms.
The goal of all these services is to drive exclusive leads for your business—leads that are yours alone and not shared with other companies, unlike lead aggregators.
Digital Marketing Agencies vs. Lead Aggregators: What’s the Difference?
A common misconception contractors have is that a digital marketing agency functions like lead aggregators such as Angie or HomeAdvisor. However, there are key differences in how each operates.
Lead Aggregators: What You Need to Know
Lead aggregators generate leads through various campaigns and sell those leads to multiple contractors at once. For example, if a homeowner fills out a form requesting a quote for a roofing project, that lead may be sold to four or more contractors. This means you’re in direct competition with others for the same lead, which makes speed to lead critical.
Digital Marketing Agencies: Exclusive Leads and a Partnership Approach
In contrast, a digital marketing agency works specifically for you to generate exclusive leads—homeowners who are specifically looking for your services, not just anyone in the industry. These leads generally result in a higher set rate and a higher conversion rate because the homeowner is interested in your brand.
Additionally, an agency functions more like a business partner. They focus on building your business, managing your marketing efforts, and helping you grow sustainably over time.
When Is It Time to Hire a Digital Marketing Agency?
Many contractors begin by using lead aggregators or relying on referrals, but how do you know when it’s time to take the next step and hire a digital marketing agency?
Signs It’s Time to Scale
Here are some indicators that your business may be ready for an agency:
- You’ve Hit a Plateau: If you’ve been relying on one lead source, such as a manufacturer or lead aggregator, and you’re no longer seeing growth, it might be time to diversify your lead sources with help from an agency.
- You’re Too Busy to Manage Marketing: As your business grows, you may find yourself spending all your time managing projects, meeting with homeowners, and putting out fires. If you’re too busy to dedicate time to marketing, you’re likely missing out on opportunities.
- You Want to Generate Exclusive Leads: If you’re tired of competing for leads that are sold to multiple contractors, a digital marketing agency can help you generate exclusive leads that are specific to your brand and service.
How to Choose the Right Digital Marketing Agency
When you’ve decided that you’re ready to hire a digital marketing agency, the next step is finding the right partner. Here are some key factors to consider when choosing an agency.
Ownership of Assets
One of the most important questions to ask a prospective agency is about ownership. Some agencies will build a website, buy your domain name, and set up campaigns for you, but when the partnership ends, they keep everything. This leaves you with no control over the digital assets that are essential to your business.
Make sure to ask: Who owns my website, domain, and other assets if we part ways? A good agency will ensure you retain ownership of everything they create for your business.
Industry Expertise
Another critical factor is whether the agency specializes in working with contractors. The home improvement industry is unique, and partnering with an agency that understands your specific needs can make all the difference. You’ll save time by working with a team that already knows how to generate leads for roofing, siding, windows, and other contractor services.
Transparency and Partnership
A good agency should function as a business partner, not just a service provider. Look for transparency in their approach. Ask questions like:
- What’s the process for tracking and reporting lead generation results?
- How do you measure success?
- What is the exit plan if I want to end the partnership?
A trustworthy agency will provide clear answers to these questions and prioritize your business goals over simply making sales.
Look for a Long-Term Partnership
When choosing a digital marketing agency, consider whether they are focused on long-term success. They should not only help you generate leads but also improve your cost per lead over time by fine-tuning campaigns and strategies. The best agencies are invested in your growth and will work with you to adjust campaigns based on what works for your business.
Conclusion
Hiring a digital marketing agency is a big step, but it can be the key to scaling your contractor business to the next level. By understanding what a digital marketing agency does, knowing the right time to bring one on board, and asking the right questions, you can find a partner who will help you grow sustainably.
If you’re ready to take the next step and work with a digital marketing agency that specializes in home improvement contractors, schedule a free consultation with FatCat Strategies. We’ll help you create a custom game plan to meet your business goals and crush your lead generation targets.
