5 Powerful Steps to Deliver Killer Results for Home Improvement Businesses
We approach your marketing campaign through the lens of your target customer. What are their needs? Where are they searching for information about home services?
While there are many technical elements involved, the truth is, these five simple but powerful strategies are at the heart of all you need to achieve online visibility.
1. Strategies That Work
Many people don’t know it, but there’s actually a science to marketing for general contractors. We take that science to the next level by adding the human element of a fantastic team with years of marketing experience in the home services industry.
We begin your project with a full discovery phase, where we conduct market research and get to know your construction business, revenue goals, and budget. We audit your existing home service website (if you have one) and craft a plan of action to achieve the results your business needs within a set amount of time.
2. Beautiful, Conversion-Friendly Website Design
Your website is your most important business asset, but if poorly designed, it will cost you revenue (lost customers). In contrast, a high-performance website delivers invaluable traffic and, in turn, customers. To give you an idea, statistics reveal that nearly 90% of all consumers will shop with a competitor if they’ve had a poor experience on your website.
Needless to say, the first thing we look at is your website. Do you already have one? If so, how is it performing? If you need a brand new website, we get to work, building.
Your new site will be built on a robust SEO-rich foundation, with proper site navigation, sales funnels, and enhanced user experience. When designed properly, your website will support all your digital marketing efforts, help you rank higher on Google, generate increased organic traffic and revenue, and even save you money over time.
3. Search Engine Optimization (SEO) for Home Service Contractors
Quite simply, Search Engine Optimization, or, SEO, is the most valuable asset in your digital marketing arsenal. Indeed, it is an investment in your business that pays for itself as it delivers organic traffic over time. SEO means playing the long game. It takes time and dedication to build an effective campaign, but the data prove the efforts are worth it.
Consider that 93% of all online experience begin with a visit to a search engine and, compared to outbound marketing (i.e. cold calls), which have a close rate below 2%, search engines generate a staggering 15% close-rate. The catch is – your business needs to appear on the first page of Google, Bing, or another search engine to achieve those results. But there’s a way to do this – and that’s through SEO.
Think of Google as of today’s newspaper. When a local prospect searches online for “contractors near me” or “the best HVAC company in Chicago” what will Google bring up? In a nutshell, SEO is about ensuring that your company appears on the pages of search engines when prospective customers are looking for the types of goods and services you provide.
At its core, SEO is about enhancing your website so that Google and other search engines find, index, and rank your site higher than those of your competitors. It’s important to select a digital marketing team with deep technical knowledge of SEO, as this channel requires consistent adjustments due to the fact that search engines constantly update their algorithms. Once your team is in place, there’s truly no stopping your business from growing substantially.
4. Content Marketing (SEO)
Content marketing signifies any written content that markets your business. It can be helpful information on your website, landing pages, a blog, specialized guides, promotional emails, and more. Content is a crucial part of your inbound marketing strategy, generating 8 to 10 times the number of leads as outbound efforts.
Best of all, content adds genuine value to your customers. For instance, by answering their questions about home improvement on your website in the form of a blog post or “how-to” guide, you position your business as an authority on the subject. This, in turn, builds trust.
Content marketing can work quickly, as is the case with follow up emails reminding customers about an item or service they have expressed interest in, and it can work steadily over time, as is the case with blog posts. The higher the amount of quality content on your website, the higher Google and other search engines rank your business. You see, each component of digital marketing ties back to the other.
5. Pay-Per-Click (PPC) Advertising & Retargeting
Tailored specially for contractors and home improvement businesses, PPC and retargeting ad campaigns are a powerful addition to your arsenal that works quickly and delivers an excellent investment return. Consider that PPC ads deliver a staggering 200% ROI (yes, you read that correctly), and the click-through rate (CTR) on retargeting ads performs 10 times better than the average display ad (PPC ad). Your business type dictates which ads are right for you.
PPC ads are based on keywords relevant to your industry and locale and help prospects find you easily when they’re searching for information related to your product or service. Retargeting ads, on the other hand, track and market to previous visitors to your website.
Based on research, we’ll recommend the right channel(s) for your ads, whether it’s Google, Bing, Facebook, Yelp, or a combination of several. The moral of this story? Click-through ads deliver meaningful results quickly and in a cost-effective way, as you only pay only when someone clicks on your ad.
Emails are another powerful yet often underutilized tool at your disposal. Data show that for every $1 you spend on email marketing, you’ll see a $42 return on investment. Pretty hard to beat. It can take days, weeks, or even months, but research shows that emails are effective. Not only are they the preferred method of communication among most shoppers, but emails are an excellent and affordable way to nurture the customer relationship.
Social media is a terrific tool for generating brand awareness and offering prospects new ways to engage with your company. It affords new avenues to offer customer support, share information, promotions, ideas and more. While not every business lends itself to performing well on social media, many home improvement businesses do. Let’s explore how your business can benefit from social media platforms.