Paving Advertising: Top 23 Marketing Ideas to Grow Your Paving Company
With the 2023 calendar year in full swing, now is the perfect time to try some new paving contractor marketing ideas for your paving business. If you’ve been wondering how to get more paving leads, we’ve got a ton of things you can try—and it all begins with your paving company website design.
It’s important to try a variety of things when it comes to marketing for asphalt paving contractors. Why? Because every paving installer needs paving leads to survive—no matter your location or how long you’ve been completing jobs for your community. Without a good flow of new paving leads, it becomes impossible to grow your paving company.
But, if you create a system that attracts new customers and delivers new paving leads to your business like clockwork, that’s a recipe for:
- More high-paying paving contractor jobs
- Increased revenue for you and your crew
- A dependable way to grow your paving company
We know why paving contractor providers need to generate paving leads, but how can you do it affordably and efficiently? The answer is: good paving business marketing with good paving company website design. If you’ve ever wondered how to get more paving leads, follow the steps below—and consider working with an agency specializing in online marketing for paving companies to grow your paving company!
1. Get More Paving Leads Through Your Website
If you don’t yet have a website, one of the best things you can do for your business is to create one. A website acts as your business’s online storefront—it’s the cornerstone of your online presence and gives potential customers a place to:
- Learn more about your paving business
- Read about the paving contractor services you provide
- See your service area
- Get in touch with you about paving contractor jobs
- Become a quality paving contractor lead for your business
Without a paving contractor website and professional paving website design, how are your potential customers going to find your business on Google? How will they know where to contact you? They won’t.
Without a website, your business might as well not exist at all. Agencies focused on online marketing for paving companies can help you get set up.
2. Use Pay-Per-Click (PPC) and Search Engine Marketing (SEM)
A good PPC and SEM campaign is one of the top paving business marketing ideas that’s been proven time and again to generate quality paving leads and grow your paving company. So, if you’ve been wondering how to get more paving leads, give this a shot!
While Google is the most popular search engine for these types of campaigns, thanks to its widespread popularity, don’t sleep on Bing. PPC and SEM are great ways to bring in paving leads.
Still on the fence? Check out these stats:
- For every $1 spent in Google Ads, businesses make an average of $2.
- About 41% of clicks on a search results page go to one of the top 3 paid ads.
- More than 85% of people use the internet to find local paving contractors.
- Visitors who come to your website via PPC or SEM are 50% more likely to make a purchase.
Sounds good, right? Reach out to us to learn more about how we can help you create a powerful PPC and SEM campaign that will help you with paving contractor lead generation. An agency specialized in online marketing for paving companies can also set you up with a professional paving website design and share other marketing ideas for your paving business.
3. Always Use Local SEO to Generate Paving Leads
Search engine optimization (SEO for paving companies) is still king in digital marketing for paving contractors, which is why SEO for paving companies is so popular. SEO is what moves your paving contractor business to the top of page 1 on Google and keeps it there. If your campaign is robust enough, SEO for paving companies alone can generate the majority of your paving leads (but we still recommend reading the rest of these paving business marketing ideas)!
A good first step is setting up your Google My Business account. From there, you can advance to backlinking and content marketing.
It’s always a good idea to work with an agency focused on online marketing for paving companies and let an expert in SEO for paving companies get you up and running.
4. Get More Paving Leads Through Facebook + Instagram
Still wondering how to get more paving leads? Digital marketing for paving contractors on Facebook and Instagram can be a cost-effective method for marketing for asphalt paving contractors, provided you put the right strategy in place and know how to navigate the ad builders on these platforms.
You can target your ideal paving customers by their location and other pages they’ve liked—such as your competitors’ pages.
Displaying ads to this audience has the added benefit of creating and boosting awareness of your business. If people see your logo and your ads all over the place, they’re more likely to remember you when they need paving contractors in the future. If you’ve been wanting to try digital marketing for paving contractors, this is definitely one of the paving business marketing strategies worth trying.
Paired with SEO for paving companies and professional paving company website design, this is a powerful way to grow your paving company. An agency specialized in online marketing for paving companies can get you set up.
5. How to Get More Paving Leads Through Strategic Alliances
Another smart way to generate paving leads is to partner up with the suppliers in your area, such as hardware stores and big-box stores. That could be Lowe’s, Home Depot, or a mom-and-pop shop down the street. Creating a partnership means they’ll recommend you to their customers and provide a steady stream of paving leads.
6. Create a Paving Contractor Facebook Group
Having a dedicated Facebook business page for your paving business is a must, but creating a group page for your business is a good idea, too. Post helpful content (maybe something you wrote for content marketing!) and interact with group members to start building trust and brand awareness in your audience. Down the road, that trust could turn into paving leads and help grow your paving company.
7. Content Marketing = Marketing for Paving Contractors
Creating content for your ideal customers is a great way to get more paving leads. Consider writing blog posts and articles that you can post on your paving contractor website, and make it easy for your audience to share that content on social media.
Here are some topic ideas:
- DIY Paving Guides for Home Projects
- Top Paving Products of 2023
- Paving Maintenance for Beginners
As you write these articles, plug your paving services. Suggest that readers use a paving contractor they can trust to do the job correctly the first time, and—if you’re affiliated with a certain paving brand—talk them up!
8. Create Helpful YouTube Videos About Paving
YouTube is a popular platform, so why not use it to your advantage? Make an account (it’s free!) and start posting helpful paving videos. The videos can document your day-to-day activities, follow a job from start to finish, or illustrate how to properly repair something. These videos will build your credibility as a paving contractor and make it easier for viewers to see that you know what you’re doing and build trust.
In the video description, include your contact information and a link to your paving contractor website so they can learn more.
9. Email Marketing = Marketing for Paving Contractors, Too!
Email marketing is one of the oldest forms of digital marketing for paving contractors, and there’s a reason it’s stuck around so long: it works. For every dollar you spend on email marketing for your paving contractor business, you’ll make (on average) a $40 return on your investment.
Because most paving businesses overlook the benefits of email marketing, it’s a great lead generation option for your business. For instance, businesses that stay in touch with their ideal customers via email generate 50% more sales-ready paving leads and spend 33% less money on making sales.
10. How to Get More Paving Leads at Trade Shows
Attending trade shows should be high on your list of paving business marketing ideas. They not only provide plenty of solutions for how to get more paving leads, but also let you observe your competition, create new business partnerships and boost brand awareness among potential customers.
To make the most of your trade show experience, make sure your booth provides something valuable to your audience, such as a freebie or another incentive, like coupons, giveaways, contests and more.
Finally, make sure you’re collecting information from visitors and following up to help grow your paving company.
11. Get Paving Advertising Ideas From Your Chamber of Commerce
If you haven’t already joined your local chamber of commerce, attend their next meeting and start networking with other local business owners. In particular, try to connect with property managers, developers and other paving contractors—they’re likely to send more paving leads your way!
12. Give Telemarketing a Chance to Generate Paving Leads
Though telemarketing was once a good channel for paving contractor lead generation, many people now block unwanted calls. However, there are still companies out there that will telemarket for you and set up appointments with potential paving customers.
While this is a viable solution for paving contractor marketing, it would be wise to evaluate how the cost compares to other paving contractor marketing ideas to see if it’s worth the expense for your business. In busy seasons, it might be extremely effective!
13. Reputation Management Affects Your Paving Business
Did you know 85% of people search online to find local paving contractors? Those same people are also researching your reputation—what are your past customers saying about the quality of your work? Were your prices fair? Did you show up on time and do what you said you were going to do?
Offline, you can use word-of-mouth to your advantage. Ask your satisfied customers if they can think of any neighbors, friends, family, or acquaintances who might need your paving services. Give them plenty of business cards to pass around, and ask if you can put a temporary sign in their yard with your business name and phone number.
Online, list your paving business on review websites and ask your happy customers to leave a review on Google. Doing so makes it more likely that you’ll get more paving leads.
14. Ad Retargeting Is a Fresh Paving Advertising Idea
Have you ever searched for a product online then noticed ads for it following you around the internet? That’s retargeting, and you can do it to help grow your paving company.
Retargeting is a great way to keep your paving business and paving contractor website in front of potential customers who have already shown interest by visiting your website. This is one paving business marketing idea well worth trying, especially if you’re already getting good traffic to your paving contractor website. Throw in some SEO for paving companies for an extra visibility boost!
15. Make Your Paving Advertising Stand Out With a Unique Selling Point
If you want to stand out from your local competitors, your paving contractor marketing needs a unique selling point. That could be your level of service, your experience in the industry, your competitive prices, your reputation, your employees, your guarantees—anything that sets you apart. Once you’ve figured out your USP, use that selling point in your marketing for paving contractors!
If you’re not sure where to start, take a look at how your competitors are generating paving leads. What’s their USP, and how can you beat it? What would matter more to your customers and the community you serve? Here are some ideas to get you started:
- Specialized services
- Level of service
Can you think of something else that’s unique to your business? Maybe your origin story or how you got started? Use it!
16. Use Google’s Local Service Ads to Get More Paving Leads
Google’s Local Services ads are a type of pay-per-lead ad, and they appear at the top of the search results page. These ads get about 13.8% of clicks—that means if 50 people in your area search for paving contractors, at least 7 of them will click one of those ads and turn into a paving contractor lead.
How much more money would you make per month with 7 more paving contracts? For an extra boost, consider investing in digital marketing services for paving companies, then use SEO for paving companies and a professional paving website design to hook your potential customers.
17. Co-Market With a Relevant Business
Co-marketing means you’re teaming up with another business to share lead generation opportunities. For example, you might want to partner up with a property manager or complementary service provider and offer a discount to customers who use both of your services. In the end, this kind of combined marketing can help grow your paving company since you’re both working to generate new paving leads.
18. Send Out Direct Mailers to Get More Paving Leads
Here’s another paving contractor marketing idea that’s stood the test of time: direct mailers. Compared to the chaos that is most email inboxes today, old-school mailboxes are seeing a lot less action, which means your letter or postcard is much more likely to be seen and read by potential customers.
According to the Direct Marketing Association, direct mail has an average cost per lead of $51.40 for a general mailing list and $54.10 for postcards. Compare that to what you’re paying on average for paving leads from other sources to determine if this is a viable solution for you.
19. Canvass the Area to Generate Paving Leads
Canvassing an area to generate paving leads might seem like an old-school marketing tactic, but it can still be effective in marketing for asphalt paving contractors. After all, consumers are more likely to work with you when they can put a face to your business. If you want to give canvassing a shot, try doing it after completing a paving contractor job in the area.
Follow these tips for the best results:
- Always be polite and courteous, even if you don’t get the reaction you want.
- Set a goal for each interaction: set an appointment, get their contact information, or make a sale.
- Have a script ready, so you’re better prepared.
- Follow up with potential customers after getting their info.
When you’re prepared for a constructive interaction, you’re much more likely to get a favorable result. In this case, that’s new paving leads!
20. Increase Referrals to Get More Paving Leads
Referrals are a great way to capitalize on word-of-mouth marketing. Offer your existing customers an incentive to refer their friends, families and neighbors to your paving business, and give them a discount in return. Since people are far more likely to use a business that a friend recommends to them, this is one of the paving business marketing strategies you shouldn’t pass up.
21. Take Pictures of Completed Jobs
A picture can say a thousand words, so make sure you’re taking before and after photos of every paving contractor job you take on. It’s a great way to show the quality of your work, and it gives you great content to post on your paving contractor website and social media.
22. Hunt for Paving Leads on Craigslist
Craigslist might seem like a dated suggestion, but tons of people still use it when they need to find someone for a paving project. Take a quick scroll through the classifieds and see if anyone is looking for a paving contractor. Write down their names and numbers, then get in touch with them to discuss the project they have in mind and schedule a consultation. More often than not, people searching for paving contractors on Craigslist are ready to work with you now and pay for your services.
23. Don’t Pay for Paving Leads If You Don’t Need To
We’ve talked about using HomeAdvisor, Angi, Thumbtack and CraftJack for leads before, and all of them should be treated with caution. While they might deliver a lot of leads to your paving business, the quality of those leads often isn’t up to par. Whenever possible, you want to attract quality leads to your paving contractor website that will turn into paying customers. All too often, lead generation services like HomeAdvisor and Angi just don’t deliver on quality. You’re likely to spend your time chasing down bad leads instead of talking to good ones.
A better alternative for helping grow your paving company is using digital marketing services for paving companies. Combined, SEO for paving companies and professional paving website design can increase your online visibility and win you more paving leads.
Sign Up With Townsquare Interactive to Maximize Your Paving Advertising Budget
Website design isn’t the only element of an effective paving business marketing campaign, but it is the most important. One of the best things you can do for your business is to make sure your website has everything it needs to continuously generate paving leads using the steps above.
Adding other elements to your marketing campaign, such as SEO for paving companies and reputation monitoring, can strengthen your paving business marketing campaign and help you to generate more paving leads.
The team at Townsquare Interactive specializes in creating paving business marketing campaigns and paving website designs that generate paving leads for paving businesses across the country. All of our paving website designs feature the elements mentioned above, and our dedicated marketing specialists and teams of experts can provide personalized suggestions for how to take your paving business marketing campaign to the next level.
Click the button below to learn more about our paving advertising strategies and how to grow your paving company.