There are no statements more accurate than ones that stress the importance of advertising for home improvement companies. Not only is advertising the most effective way of communicating the value of your brand to potential and existing customers, but it also helps you stand out from the competition, generate brand awareness, and increase revenue.
Advertising has made a significant impact on the industry — increasing the average conversion rates for home improvement companies. Here are some tips for your home improvement business marketing plan.
Get Featured on Google My Business
Billions of people look to Google to find services they need before making any purchasing decisions, with locals most likely to search online to find home improvement services. If you aren't visible on Google, you're missing out on a significant portion of your target audience seeing you. This is crucial to your business's success because, when it comes down to it, if your consumers can't find you — they're going to seek out the competition they found on Google My Business.
Your listing will increase visibility and engagement, traffic and sales, and acts as a free form of advertising that no home improvement business can afford to pass up. Small Business Trends reports a 61% increase in calls from Google My Business (GMB) from January 2020 to July 2020 alone. A typical business gets 59 actions from their GMB listing every month — meaning 5% of GMB listing views result in some sort of action.
Create a profile
Creating a free Google My Business profile is an essential part of sharing your services online, helping people find you, and connecting with prospects. It established trust and credibility among an online universe that often generates distrusts and suspicion among consumers.
Essential information to include:
- Operating hours
- Phone number
- Health and safety measures
- A helpful description of your business
Google also suggests showing who you are (i.e., women-led, Black-owned, LGBTQ-friendly, etc.) and expressing your business's personality via photos, logos, cover images, and more.
Attract Traffic with Content Marketing
Content marketing has been getting a lot of attention over the last few years as more businesses take on the successful strategy and more consumers come to expect brands to produce content.
The truth is, creating content is a powerful way to:
- Draw in traffic
- Educate prospects
- Become an expert local leader in the industry
- Showcase your skills/work
- Provide valuable resources for homeowners, etc.
HubSpot supports this statement with recent statistics that show that 82% of marketers report actively using content marketing in 2021 — up 70% from last year. This momentum isn't expected to slow anytime soon, either.
The software company also reports statistics that show the growth in many forms of content marketing like video. So, if you aren't a wordsmith, video is also a powerful way to market! They say that media uploads increased by 80% YoY in 2020, and consumers watched 12.2 billion minutes of video in 2020 (equivalent to 23,211 years of content).
Generate Leads with Email Marketing
There aren't many marketing techniques that can compare to generating leads via email marketing. Email generates $42 for every $1 spent, an astounding 4,200% ROI, making it one of the most effective options available.
This has a lot to do with the control recipients have over who and what is advertised to them — i.e., opting in and out of being on email lists. Clients who come to your website have the option to give their information and sign up for email to receive deals and discounts, updates, blogging content, appreciation emails, and more.
Gather existing client emails and send out valuable information to make their experience with your brand and products much more beneficial. This can be done through videos/content that provides helpful tips and tricks or personalized offers that align with the recipient's buyer journey stage. The point is to stay top of mind during their buyer journey and after (ideally as a brand loyalist).
Advertise Your Incentives
You want to advertise your incentives and give prospects a reason to reach out to you. The truth is, consumers love being compensated with a valuable freebie, discount, or loyalty program in exchange for referring friends and family or making more purchases.
Consumers are more likely to give a referral if offered a direct incentive, social recognition, or access to an exclusive loyalty program. Furthermore, customers that are receiving rewards are more likely to purchase frequently in the future.
Ask yourself the following questions:
- Do you offer a free quote?
- Free resources?
- A percentage off services?
If so, consider a referral incentive program. This would be an excellent opportunity to have people refer clients to you in exchange for an offer to attract more leads and prospects. You could also use these incentives to promote brand loyalty among existing customers by showing your appreciation of their past purchases with personalized incentives.
Develop an Effective Marketing Campaign With a Media Partner
Advertising is quickly becoming a requirement among home improvement businesses in Connecticut looking to say relevant and grow their business. However, it's also a great challenge since it requires a significant amount of expertise and experience to execute successfully.
Busy home improvement companies can work with media partners to develop effective marketing campaigns to ensure they get the most out of their expertise — gaining access to decades of knowledge on the topic and an advantage over the competition.