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"Everyday gets better, I can't say enough good things"

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The Top Digital Marketing Mistakes Excavation Contractors Make (And How to Avoid Them)

The Top Digital Marketing Mistakes Excavation Contractors Make (And How to Avoid Them)

October 14, 20246 min read

The Top Digital Marketing Mistakes Excavation Contractors Make (And How to Avoid Them)

Introduction: The Challenges of Digital Marketing for Excavation Contractors

Digital marketing isn’t easy—especially for excavation contractors. You know you need to reach homeowners who need your services, but figuring out how to do that effectively can feel like throwing darts blindfolded. You’ve probably tried a few different strategies, maybe boosted some social media posts or even paid for leads on contractor sites, but still, you're not getting the high-quality projects you hoped for.

The reality is, digital marketing mistakes are common, and they can cost you time, money, and lost opportunities. The good news? Once you know what these mistakes are, you can fix them. At Excavation Marketing Pros, we may not be the biggest agency, but we are obsessed with creating customized solutions that actually fit your needs. We get it—every dollar counts, and you deserve marketing that delivers real results. Let’s dive into the most common digital marketing mistakes excavation contractors make and how you can avoid them.

Mistake #1: Ignoring Local SEO

Why Local SEO Matters for Excavation Companies

Imagine a homeowner in your area searching for “excavation contractor near me.” If your company doesn’t show up in the local search results, you’re missing out on some of your most promising leads. Local SEO is crucial for excavation businesses because it ensures your website appears in front of homeowners in your service area who are looking for services just like yours.

How to Optimize Your Website for Local Search

To get found in local searches, make sure your website is optimized with local keywords (think “land grading services in [Your City]”). Claim and complete your Google Business Profile, ensuring your address, phone number, and business hours are accurate. Don’t forget to list your services, add photos of your recent projects, and encourage satisfied clients to leave reviews.

Here's a webinar I did on the subject:

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Mistake #2: Overlooking the Power of Content Marketing

Why Content Marketing Isn’t Just for Bloggers

Many excavation contractors think content marketing is only for lifestyle bloggers or tech companies. But here’s the truth: content is key for building trust and educating potential clients. When you publish blog posts, guides, or even videos that explain excavation processes, common problems, or budgeting tips, you help homeowners understand the value of hiring a professional like you.

Types of Content That Drive Leads for Excavation Contractors

Focus on content that answers homeowners’ questions, such as:

  • "How Much Does Residential Excavation Cost?"

  • "The Top Mistakes to Avoid When Planning an Excavation Project"

  • "What to Expect During a Land Clearing Project"

By addressing these topics, you position yourself as an expert while guiding homeowners toward choosing your services.

Mistake #3: Putting All Your Eggs in One Marketing Basket

The Problem with Relying on a Single Marketing Channel

It’s easy to fall into the trap of relying on just one marketing channel, such as paid ads or social media. But if that one channel underperforms or changes (like algorithm updates on Facebook), your entire strategy can collapse. Relying on a single source for leads is risky, and it limits your reach.

The Benefits of a Multi-Channel Marketing Approach

A diversified marketing approach combines SEO, paid ads, email marketing, social media, and even traditional methods like direct mail. This ensures that you’re reaching homeowners at different stages of their decision-making process. When all your channels work together, your brand stays visible and top of mind.

Mistake #4: Not Tracking and Measuring Marketing Performance

The Importance of Analytics in Digital Marketing

Would you start a project without measuring the site and setting benchmarks? Probably not. The same goes for digital marketing. If you’re not tracking metrics like website traffic, conversion rates, or cost per lead, you’re essentially flying blind.

Tools and Metrics to Monitor for Better Results

Use tools like Google Analytics to track website visits, page performance, and user behavior. Set up conversion tracking to see which marketing efforts are generating actual leads. Monitor metrics such as:

  • Click-through Rate (CTR)

  • Cost per Lead

  • Conversion Rate These insights will help you adjust your strategies for better results.

Mistake #5: Neglecting Customer Reviews and Online Reputation

How Online Reviews Influence Excavation Leads

Homeowners rely on reviews to make decisions, especially for high-cost projects like excavation. If you don’t have recent, positive reviews, potential clients may pass you over for a competitor who does.

Strategies for Encouraging Positive Reviews and Managing Negative Feedback

Ask happy customers to leave reviews on Google, Yelp, or other relevant platforms. Make it easy by sending a follow-up email with a link. If you do receive a negative review, don’t ignore it. Respond promptly and professionally to show that you care about resolving issues.

Mistake #6: Running Generic Paid Ad Campaigns

Why Generic Ads Don’t Convert High-Value Leads

Simply putting out ads that say “Excavation Services” might get you some clicks, but they’re unlikely to convert into high-value projects. Generic ads don’t speak to the specific needs or concerns of homeowners who want quality work for their property.

How to Create Targeted Ad Campaigns That Speak to Homeowners’ Needs

Instead of running generic ads, create campaigns focused on specific services or common homeowner concerns, like “Land Grading for New Home Construction” or “Emergency Excavation Services After Heavy Rain.” Use location targeting to ensure your ads reach people in your service area and include calls to action that encourage homeowners to request a quote or schedule a consultation.

Mistake #7: Failing to Nurture Leads Properly

Why High-Value Projects Require More Than Just a Quote

Big excavation projects often take time to plan and budget. A homeowner may not be ready to sign a contract the moment they get a quote. If you’re not nurturing those leads, you’re missing out on future business.

Lead Nurturing Techniques That Build Trust and Win Projects

Stay in touch with potential clients through email follow-ups, newsletters, or retargeting ads. Share helpful content that educates them about their project or the excavation process. By keeping your brand top of mind, you increase the chances they’ll choose you when they’re ready to move forward.

Conclusion: Avoiding Digital Marketing Pitfalls to Grow Your Business

Digital marketing doesn’t have to be overwhelming or confusing. By understanding the most common mistakes excavation contractors make and taking steps to avoid them, you can attract more high-value leads and grow your business. Focus on local SEO, diversify your marketing efforts, track your results, and nurture your leads to stand out from the competition.

At Excavation Marketing Pros, we know that no two businesses are the same. We’re not a giant agency, but we’re big on results. Our tailored approach ensures that your marketing fits your needs, not the other way around. Don’t let digital marketing mistakes hold you back—start turning your marketing dollars into real projects today.


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Scott Andreasen

Scott Andreasen, runs Excavation Marketing Pros. An excavation contractor marketing firm specializing in helping excavation contractors to grow their businesses.

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You Want To Know The Difference?

  • You don't Need To Train Us On your Business.

  • You Will See results Fast.

  • You Will Have a Trusted partner.

excavation company marketing case study


"I have received value from Excavation Marketing Pros and would highly recommend them. Their online marketing has brought me in a tangible ROI with quality leads from Facebook, Google ads and SEO. I love using their sales pipeline and the organization of my new sales system. They do a great job keeping in contact with me on a regular basis and our communication has been clear. I would recommend them to any excavation companies serious about taking their business to the next level online.

Sincerely, William Wilson - Rockridge General Engineering & Excavation"

HOW CAN YOU DRIVE MORE REVENUE?

Get Found!

excavation company leads

You can sell more of your top residential money makers by effective excavation marketing for the services like the ones you see below.


What if your business started showing up in the search listings getting highly qualified traffic and leads for your premium services such as:

✔️Residential Excavation

✔️Driveways

✔️Pool excavations

✔️Backhoe work

✔️Concrete flatwork, driveways, sidewalks

✔️Daylighting/Underground utilities

✔️Paving

✔️Demolition

✔️Dirt & Gravel Road Construction

✔️Land Clearing/Forestry mulching

✔️Pond Excavation, Pond Construction

✔️Septic tank installations and repairs

✔️Septic Pumping

✔️Land Remediation / Land maintenance

✔️Lot clearing

✔️Site Work

✔️Road Grading

✔️Road Building

✔️Dozer work

✔️Full Site Preparation

✔️Site Reclamation

✔️Ditch and Berm construction

✔️Sewer Repairs

Based on the excavation services above there are literally hundreds of variations to show up for. All you got to do is tell us the jobs you want, let us do the rest including filtering out the jobs you don't want. Now that you got the idea, what if you compound all that new exposure in all your local surrounding areas where you operate...

Customer ROI Tracking!

Demolition leads

THE OLD WAY: "Yeah, I guess it's working because my phone rings sometimes."

THE NEW WAY: You will see PROOF, DOLLAR for DOLLAR where your leads are coming from, customers are coming from and your cost to acquire a new customer from each marketing channel along with YOUR TOTAL RETURN ON INVESTMENT! This way you can make smarter decisions with your business based on factual numbers .

When I ask: "So how many leads are coming from SEO or Facebook Ads or Google Ads or social media?"


The common answer most excavation company owners tell say is, "I got no idea." When asked, "How many new clients are coming from each marketing channel?" The response is almost always, "I got no clue."

Do you think you ought to know?

You will have set up for you the right systems for excavation contractors so you'll know EXACTLY where each client comes from, COST PER LEAD and ultimately your COST TO BUY A CUSTOMER FROM EACH MARKETING CHANNEL! Armed with that kind of information helps you make better decisions for your business with less stress and headaches.


Skyrocket Excavation Sales!

Land Clearing leads

Why should people hire your excavation company instead of your nearest competitor? The common answer we hear is, "Because I'm honest and provide a good service."


The thing is every excavation, demolition, septic, land clearing contractor and guy with a skid steer in your local area claims the SAME EXACT THING. What you need is a "USP." -Unique Selling Proposition.

Your story will be told to set yourself apart from the rest.


You'll be given proven CTAs "Calls To Action" based on current test data of what's working and the latest excavation marketing trends to compel your ideal dirt customers to want to hire you for the EXACT SERVICES YOU WANT TO SELL MORE OF!

"What If You Started Actually Showing Up For Your High Value Excavation & Septic Services That You Want To Do At Precisely The Exact Moment Your Potential Customer Wanted To Hire You?"

How Would That Impact Your Business?

Would you streamline your excavation business and only take on the projects you really want?

Would you hire another someone to replace yourself and free up your time?

Would you bring on another crew and expand?

Would you invest in more equipment?

Would you pay off your existing equipment?


INCREASE SALES WITHOUT THE STRESS HAVING TO MANAGE THE EXCAVATION MARKETING ON YOUR END.

Your Experts In Excavation Marketing👷

You want someone who knows the residential excavation or septic business... We get in, take action for you fast and produce the results you want based on your goals of where you're at and where you want to go.

pond leads for excavators

YOU OWN AN EXCAVATION COMPANY AND WANT MORE RESIDENTIAL OR COMMERCIAL PROJECTS. SO LET'S PUT TOGETHER A CUSTOM MARKETING STRATEGY FOR YOU TO GET THE RESULTS YOU REALLY WANT.

Excavation Company Marketing Strategies & Systems⚙️

Are you ready to take your Excavation Company to the next level? Lets discuss your goals and get to know you and your business. Then we will put together a custom and detailed Excavation Accelerator Blueprint specific to your needs. You keep the blueprint whether we're a match to work together or not. $397.00 Value - Free for a limited time!

Our Motto

marketing plan for excavation companies

If We Can't Make Your Excavation Company Money, We Don't Deserve Yours!

When you work with Excavation Marketing Pros® you'll see that we're results driven, straight to the point and get the job done. Here's what you'll love about us:

  • Fast Results, We'll Simply Plug You In To What Works... No Trial & Error!

  • Dedicated Account Manager... Unparalleled Customer Service Because We Love Our Customers & Treat Your Business Like it's Our Own.❤️😊

What Makes Us Different?

excvator ad copy

Proven PPC Ads For Excavation

Tapping in to the power of paid ads for excavation is a smart move. You'll have a carefully crafted a Google Ad campaign to get your phone ringing in days... not weeks or months.

excavation contractor paid ads

Bullseye Targeting For Your Ideal Clients

You can eliminate all the stress, trial and error for you... not to mention all the wasted time and money by trying "Generalist Marketers" or piecing together strategies on Youtube.

excavation company web designer

Web & Lead Analytics

You'll always know where your next client is coming from and have a predictable system in place for getting your ideal excavation clients ON DEMAND.

excavation contractor SEO

Client Acquisition Analysis

Watch us lower your cost to acquire a new customer over the first 90 days using a methodical approach, data analysis and Artificial Intelligence. In plain English... You'll be able to see lower cost leads through smart decision making and systems for your business, which in turn generates a lower cost to acquire a customer. You'll be able to see the numbers and track all this in our Excavation Lead Connector App.

excavation contractor advertising company

Reputation Management Earns Excavation Companies

It's bidding a race to the bottom if your reputation doesn't hold weight! The stronger your reputation the more you can charge for your services. High ticket clients want to see a solid reputation before spending big money, right? So instead of bidding lower prices then your competitors to get jobs why not increase your profitability by proactively increasing your 5 Star Reviews? You'll have a have a unique & proprietary excavation reputation management system.

Excavation Contractor Marketing Services

Identifying Your Super Power Then Promoting it.

Every excavation business is unique with it's own strengths and weaknesses. In our first discovery call, You'll have a new identity that sets you apart from your competitors and know how to tell your story to attract clients. Get ready to skyrocket sales to new levels based on Unique Selling Propositions, Seasonal Promotions and Calls to Action that are guaranteed to yield a strong return on investment.

COMMON REASONS PEOPLE TALK THEMSELVES OUT OF BOOKING A CALL:

I Got Too Many Leads As Is... Ask yourself why you are really on this page? What brought you here? How many of those leads are quality? Do you like spending your valuable time and resources chasing tire-kickers sifting through to find the few gems? Could there be a different approach to save you time and money? The only way to know is to book a call and to talk about your concerns and goals.


I Do My Own Marketing In House: Why is that?

Is it the best use of your time as the CEO or for your in house team?
Do you like doing it? Is it profitable? Do you know your cost per lead? You would probably agree most excavation business owners are better equipped at doing excavation rather than marketing.


I Can't Grow Past Where I'm At/I Can Handle The Work I Got!: Mark Cuban said it best, "Sales Cures All Problems In Business." There's always pain in growth. With more income you can afford to hire the best talent for your business. The only way to get more income is to sell more services, buy better machines, invest in better systems and so on. One way to increase profitability and scale is by doing less excavation work. By actually restructuring your service offers based on your most profitable excavation services that you can knock out the fastest. By having us target your most profitable excavation work you can complete the fastest, you trim the fat and become a lean power house. If that makes sense, book a call with us.


How Long Will It Take To See Results Marketing My Excavation Company?: We can get most campaigns running in 7-10 business days. With some marketing like paid ads, the leads can start flowing in at that moment. But a transformation in your business will not happen over night. You'll see a custom plan based on your goals when you schedule your call.

I Tried A Marketing Agency Before/Lead Company/SEO Company [insert thing you tried here]: It's disappointing when that happens. Sorry to hear that. Did the company you worked with actually specialize in excavation and septic businesses? That's a major difference. They just aren't equipped because they don't have the specific data or experience in the industry like serving your type of business. So in turn they must trial and error everything on your dime... But not us!

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*Any and all guarantees will be discussed on our call and formalized in writing. Average time to setup of 2 business days depends on pre-existing client online assets, certain restrictions apply.