You know marketing is mandatory, but you just don’t have the time or resources — let alone the dedicated staff — to do it. Asphalt paving is a solid industry with $25 billion in revenue. But you’re still competing with major companies and contractors — 192,122 of them as of 2023.
It’s no walk in the park — and if you’re even in the park, you’re probably there to patch the pavement. Clearly, you’ve got your hands full.
That’s where digital asphalt paving marketing comes in.
Why Online Marketing for Paving Contractors and Companies is a Must
Four out of five customers turn to search to find local services. PR Newswire reports 76% of customers look online before stepping inside a business, let alone contacting it!
That means local businesses like yours must stand tall online to draw in local customers.
Internet marketing for your paving business is nothing less than essential.
Asphalt Paving Marketing Strategies That Cement Your Digital Presence
Your paving company marketing has lots of moving parts. Figuring out which marketing efforts to pursue first can be a headache.
These four asphalt paving marketing ideas are your company’s digital foundation.
1. Business Listings That Are Always Accurate
Your first stop is making sure you have correct business listings, and it’s something you want to stay on top of.
You might be surprised how much incorrect information you’ll find online about your business. For example, autogenerated business listings that you had nothing to do with appear across the web with incorrect info. Check it out yourself with our free business listings scan!
If your business listings are not up-to-date, that’s bad news for your company — 73% of customers lose trust when they spot inaccurate data.
With listings management, you correct, protect and control all those details — and that’s key to your asphalt paving marketing. Plus, you keep customers’ trust while staying present and relevant where it really matters (in front of your potential customers).
[Related: See How Your Online Business Listings Change Over Time]
2. A Smart Website That Customers Find ASAP
Naturally, you need a website.
And your website’s got to cover all the bases by boosting how customers view your business — and helping them find it in the first place.
A smart website goes further and helps keep customers’ attention past the average 54-second window.
When searching for paving services, a local customer will likely do one of these three things:
- Pick up their smartphone
- Use voice search (“Hey Siri”)
- Do a quick Google search and scan the first few highly rated paving companies that appear
That means your website must be built with these features:
- Mobile-friendly design
- Voice search capabilities that work with search engines
- Reviews, reviews, and more reviews
With a smart website, you’ll hit all three targets. And your marketing strategies get a major head start before other paving companies grab your ideal customers.
Tip: Don’t do it yourself — leave it to the pros at a marketing company. Then, leverage search engine optimization, aka SEO services, to add heft to all your asphalt paving marketing ideas.
Those SEO efforts give you a serious boost in search results.
"We have been using the Hibu team for a little over a year now and they have always been upfront with pricing and telling us exactly what we will get with them. Every time we have wanted to change something about our website or an ad, they have responded quickly and made it happen in a timely fashion."
- Two Brothers Paving, Ramsey, MN
[Related: 5 Best Practices for Asphalt Paving Websites]
3. Reviews That Showcase Your Company’s Credibility
Using customer reviews to establish credibility is a pillar of marketing for paving contractors. And it’s more important than you might think:
- People trust people more than they trust ads
- 91% of customers are more likely to enlist a business when it has good reviews
That’s more than enough reason to highlight reviews — word-of-mouth marketing is powerful!
With review services, you showcase your satisfied customers’ own words across your digital presence. For seamless paving marketing, gather and spread those reviews in three steps:
- Request reviews
- Post positive reviews… everywhere
- Respond to reviews – both good and bad (it’s even more important to respond to the bad reviews)
Reviews can be your most powerful marketing tool. So the more your customers review your paving services, the better.
Whether you handle your reviews yourself or you partner with a paving marketing specialist, make sure prospects and customers can see positive reviews.
"Excellent work ethic. Stayed on top of my advertising needs. Easy to work with."
- A One Asphalt Paving, LLC, Philadelphia, PA
[Related: How To Ask Your Customers for Reviews]
4. Reputation Management That Protects Your Paving Company
Your paving company’s online reputation can mean the difference between earning new (and keeping current) customers...or missing them.
Your reputation is made up of your reviews, star ratings and a lot more — it’s your whole digital first impression.
Your online marketing needs consistency for your asphalt paving company to outshine the competition. That starts the minute a customer spots anything online with your name on it, including:
- Your business listing
- Your website
- Your social media profiles
If controlling EVERYTHING someone might see about you online seems like it takes a lot of time and effort, that's because it does. But with reputation management, you can take control of that pivotal first impression:
- Maintaining consistent info across digital channels
- Keeping an eye on the competition
- Adding and updating customer reviews
- Responding to and mitigating any negative reviews
Protect that all-powerful first impression — and do it often. Sometimes that's all you get, especially online.
[Related: 8 Ways to Deal With Negative Business Reviews]
Avoid Bumps in the Road to Effective Paving Company Marketing
At Hibu, we offer comprehensive solutions that work together to maximize results for your local paving company.
With one-on-one service and custom pricing, let us streamline your asphalt paving marketing to get you real results.
"Our company has been a long-time client and we are so very happy with advertising and constant support from Hibu. [Our Hibu rep] is especially helpful, patient, and kind and takes her time to make sure you are comfortable and confident with the program and what it has to offer your company."
- Port Jervis Paving LLC, Sparrow Bush, NY
From placing social, search and display ads to maximizing your marketing to automating emails, we’re happy to do the heavy lifting when it comes to marketing your paving company. Meanwhile, you get deep insights and watch your business thrive.
Call us at 877-237-6120 or complete our Get Started form to request your free consultation!
