If you’re the owner of a home improvement company or wear the marketing hat for one, you know just how much of a challenge it is to make time for promoting your business online. Quality work and referrals will always be the main factors in repeat work and growth, but more than ever your online reputation is what your customers consider when deciding to hire a company. In this post, we cover a set of priorities around digital marketing that we believe are essential for most businesses to satisfy online consumer expectations for your brand.
1. Community Awareness
One of the best things a home improvement company is able to do for their business, is community awareness. When you get your name out into the community, whether by being involved or other materials, you’ll be able to network with other members of your community. Corporate Social Responsibility (CSR) is growing, and many Americans see the value in supporting companies that advocate for an issue. According to the 2017 Cone Communications CSR study, “87% purchase a product because a company advocated for an issue they cared about.”
We recommend networking by trying community involvement through local charity organizations! Potential customers see your business as a community business and not only as a home improvement company. Plus, it helps to build brand reputation and awareness. Once the community is aware of what you are able to do for them and the issues supported, the rest of your marketing strategy is easy.
2. Triple Threat Marketing Plan
Advertising in today’s modern buying world is much different than it was ten to fifteen years ago. Today, online advertising is crucial for those who are continually gathering their information from the internet. It’s clear that buying habits have changed drastically. Amazon is expected to grow by about 50% by 2021.
With a continuing shift in both buyer expectations and behaviors, Amazon has an edge among the competition through their dynamic sales and marketing strategy. As buyers are becoming more and more informed by researching, consulting, and shortlisting options for comparisons, these locations often take place online.
Traditional marketing potentially lends to print materials being discarded right away. Companies like Amazon leverage online advertising to boost their marketing strategy. Retargeting and conversion optimization are crucial components for only advertising in today’s customer-focused buying world.
While it’s important to note that advertising online seems like a hit or miss game, from a company standpoint you need to know who you want to reach and why. Working online allows for specifics within ad buying and targeting key customers to generate more leads. Pay-per-click ads help businesses spot potential customers who are interested in your product, over someone who is uninterested.
Email Marketing Plan
Some leads come from referrals it’s essential to keep in contact with prospects, as well as past customers. The best way to stay in touch is through an email marketing plan. Yearly, bi-weekly, or weekly, emails are a consistent way for companies to interact with their prospects and customers. Incorporate newsletters – print or email – to ensure you’re reaching your whole audience while remaining consistent. Make sure that you’re still sticking to brand style, with branded material that included blogs, photos, and other company news. The copy of your email marketing shouldn’t bog down your reader, make it light, digestible, and mostly engageable.
Direct Marketing Plan
While we are in a modern-technologically driven time, direct mail for home improvement companies still works. You might be wondering if marketing is shifting to fit online capabilities, how are traditional marketing tactics still in use? It’s quite simple, and traditional print materials work for this division. Printing ads two or three times a year is allows for materials to quickly reach a whole neighborhood at one time. Although, knowing your customer is essential to this part of the process and publishing marketing tactics. As you won’t send branded flyers or brochures to rentals or complexes, but particularly homeowner’s looking at remodeling their house become your favored prospects. Utilizing a healthy mixture of multiple mediums your message to prospects is sure to produce the results you are seeking.
3. Branding is Key
It’s vital to your company that there is a strategic brand, design, and style. The American Marketing Association defines a brand as “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” branding for home improvement companies is no diverse than trying to brand for top companies like Apple, or Nike. These companies are remembered not only because of what they produce but because their marketing strategies lead to memorable, branded designs and slogans.
So, how can a small or even enterprise-level home improvement company create a memorable brand? Through a visual, high-quality site, active social media accounts, and consistent blog efforts.
A company which utilizes a nice-looking website (optimized for searching engines and rankings) are steps ahead of the competition. When you have a professionally designed website, you’ll be cultivating your online presence and reputation. Sites allow for galleries, videos, testimonials, and so much more!
Create social media accounts to help with your branded image and reputation. Social is the-go-to marketing factor these days, and it’s pretty inexpensive. For home improvement companies you won’t need to be on all of the social sites, but Facebook, Twitter, and Instagram offer great options that make sense for remodeling.