Are you in need of new home improvement marketing ideas to help grow your business?
As a seasoned marketer, I like to do my best to help out companies in the home improvement industry who may be struggling to generate enough leads and salesthrough their old tried and tested marketing techniques (or just the usual Google ads).
So, if you think you’ve tried everything and are still getting nowhere, take a look at the list below – you might find a few practical ideas that will bring new life to your marketing campaign.
Be helpful with content marketing
Did you know that 74.2% of companies recently indicated that content marketing is having a positive impact on their marketing teams’lead quality and quantity?
If you don’t already have a blog, the best advice I can give you is to get one and dedicate it to providing helpful, quality content to your visitors – emphasis on helpful, here. Address the questions they are asking you on a daily basis, and provide them with useful information to help them along their buying journey.
Address the big issues your best customers are going to want to know about the most, such as:
- How much they can expect to pay for your products/services and what can affect cost
- The different solutions your competitors are offering
- Detailed reviews of your products/services
- Comparing various options in a helpful, unbiased way
- How they can find the best solution to fit their home and lifestyle
- The common problems with the solutions you offer
- How long your services/products take to install
Here are five more specific examples:
- How Much Does it Cost to Install a Hot Tub?
- Conservatories vs Oranges; Which is Best for You?
- How Long Does it Take to Install a Boiler?
- Double Glazing vs Triple Glazing – Which is Better?
Don’t forget to include the language they are using when they search for these terms in Google – but at the same time, don’t overstuff your content with keywords; they should appear naturally two or three times within the body of your text.
You don’t have to restrict yourself to written blogs, either; you can be publishing everything from videos and infographics, to SlideShares and photos you’ve taken of particular jobs.
At the bottom of each post, you can add call-to-actions (or CTAs) which are bright, clear buttons giving your visitors something to do next. Offer premium content such as a free guide to download, before taking them to a page where they will fill in their name and email address – converting them into leads.
This whole process is called content marketing, and it’s without a doubt one of the best ways to capture and generate more home improvement leads for your business.
Once you have lots of lovely leads (perhaps you already have an existing database) who may not be quite at the stage where they’re ready to buy yet, the best thing to do is nurture them along by once again being – you guessed it – helpful and giving them more of the right information at the right time.2. Nuture existing leads with email marketing
You can do this by using automated emails that are specifically tailored depending on the type of content they’ve downloaded, or whatever action they’ve taken to become a lead. In fact, 95% of companies using marketing automation are using email marketing to their advantage.
For instance, perhaps they signed up to the hot tubs newsletter, or downloaded a free guide to conservatory materials. In each case, what might be helpful for them to receive next?
Perhaps you could send them a friendly email with a link to a blog comparing 5 of the most popular hot tub styles, or include a link to a case study about a homeowner who was worried about which materials would be best suited for their home.
The point of these emails is to nurture the buyer further along their buyer’s journey by predicting which problems, challenges or decisions they might be facing next – in other words, which hurdles might stop them from becoming a customer? By providing helpful content, you can remove those hurdles.
These emails should be split between two or three weeks and should be spaced out so as not to ‘spam’ the recipient with too much information at once. These are known as ’email workflows’ and here’s how to set one up and the various types of different workflows you can be using.
3. Remind past clients what else you can offer
Instead of just trying to reach out to new customers, what about contacting some of your old ones with a reminder of some of the other services you offer? After all, they already know what a great job you can do, so you could argue the hard part’s already done.
Some of your previous customers may not even be aware that you can help them with other products or services, and a well-worded email could do the trick of enticing them into one of your other areas of expertise – especially if it’s related to work you’ve already done for them.
For example, if you’ve already sold a customer double or triple glazing for their home, might they be interested in a conservatory? Or perhaps you repaired a client’s roof a year or so ago – do they know you also offer a guttering service?
You never know, they might have been thinking about getting work done for months, and your email just happens to fall into their inbox at exactly the right time! (That of course, would be very lucky indeed)
4. Try an online webinar
These days, visual content such as video is big, and getting bigger – for instance, YouTube reports mobile video consumption rises 100% every year – and online webinars are a brilliant way to offer something visual and engaging to your ideal buyer.
An online webinar doesn’t even have to be shot live – it can be prerecorded and placed on your website or YouTube channel.
As for presentation, as long as it’s clear, helpful and contains practical information and advice that viewers can act on, all you need is yourself (and maybe one or two other people if you have them spare) and your smartphone’s camera – that’s it!
You can host a webinar about practically anything your ideal buyer will find valuable; you could address their questions, or give them helpful tips on a hot topic – you could even use some of your existing content to come up with a script to turn it into a useful webinar.