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How to Successfully Market Your Home Improvement Business

by Aleceeya Thill

This article was first published on June 29th, 2019, and was last updated on May 5th, 2022.

The remodeling market is booming in the United States. The home improvement business is a $99 billion industry and growing by 4.3% every year. With this in mind, now is the time to expand your reach and gain new customers. While the popularity of remodels expands opportunities for businesses, there is also a lot of competition in the field. One of the best ways to stand out from other home improvement companies is with a successful online marketing campaign. 

Marketing on the web is a bit different than doing so in person. You must work harder to show your personality and show what benefits you can offer customers. By doing so, you could gain the advantage of reaching a specific audience more easily. It may not be easy to get started, but the results will be well worth it for your home improvement business. In this article we will discuss nine simple tactics to help get the word out online for your home improvement business to succeed. Let’s get started!

9 Digital Marketing Ways to Market Your Home Improvement Business

1. Create an Online Presence Through SEO

No more than ever, it’s important for any small business to establish an online presence. Whether that be through building a website, adding your home improvement business to directories or listings, creating social media accounts, etc. Establishing an online presence helps your business be recognized and found when customers are searching for your business. To add on to this, implementing and optimizing SEO strategies helps take your online presence to another level. With keyword research and strategy, link building, and optimized content, your home improvement business can learn to stand out against your competitors. Especially for smaller home improvement businesses, SEO will help your business rank longer and higher over time.

2. Create Strong Landing Pages

Your website is the first place customers will visit in getting a first impression of your brand. With this in mind, it’s important to create strong landing pages that speak to your target audience. Having a direct focus on your target audience should have a single focus. Remove any clutter from the page and only keep what points lead your customers to the right action.

If you’re uncertain about any aspects of the page, consider conducting split (A/B) testing to see which elements translate well with your customers. With home improvement topics, the key may be in the offer you provide, such as a free guide. It’s up to your home improvement business to see which elements translate over effectively.

Trade Works Remodeling features a landing page that highlights some of their best renovation projects. From the minute you land on their page, you see a headline that explains what they do: “residential remodeling and renovations.” The images then show the finished result of their work. It’s a powerful way to pull first-time visitors into their branding.

3. Choose the Right Social Media Platforms

Different social media platforms cater to specific audiences. Once you know your target audience, choose a site where your typical buyer spends time. For example, if your buyers are looking for home inspiration, Pinterest or Instagram might be the best choice. If business executives buy from you, LinkedIn is an obvious platform. Think about which audiences hang out on different sites and target your campaign for those mediums.

4. Offer Something Free

If you want to turn site visitors into leads, offer them something in exchange for their personal information. A free guide, quote, informational guide, or insider information. These types of elements help establish you as an expert and provide something of value against your customers. Study what your competitors offer and come up with something a step ahead so you provide unique value no one else in the industry does. Some ideas for gifts include webinars, consultations, e-books, free quotes, and video series. While it’s important to advertise what home services you can provide for free, be sure your messaging is clear and without questions.

5. Plan a Marketing Schedule

The renovation industry isn’t slowing down anytime soon. Some renovations are always in style, such as kitchen and bathroom remodels. Think about the different types of projects that are popular with your customer base and target audience and plan your marketing campaigns around those particular projects. For example, if most of your customers ask for a kitchen remodel between September and March, then plan a series of articles about the best choices for a timeless remodel and schedule them during those months. It’s always important to check current and recurring trends to prepare your digital marketing assets ahead of time. From there, being consistent is key.

6. Start a Blog

About 55 percent of marketers feel blog content is one of their top priorities. A blog educates site visitors and establishes your authority. It also offers content for social media posts, pointing followers back to your home base. Fresh content shows your site is current and drives traffic to your pages. Westside Tile & Stone provides a blog with tips, ideas and project photos and calls it “Inspiration.” You’ll find modern bathroom tile ideas, flooring ideas and kitchen design ideas. There is a wide range of categories, but all relate to items sold by Westside Tile & Stone and projects they’re capable of completing. Examples like this show the potential that can come from your home improvement blog!

7. Utilize Customer Reviews

Building customer reviews from different platforms can be very beneficial to your home improvement digital marketing efforts. Think about which sites potential clients are most likely to visit when looking for home improvement services. From there, choose reviews from different platforms, such as Google Business Profile. Then, reach out to customers when a project is finished to potentially have a fresh remembrance of the services you provided. If they express delight with your services, ask them to share that feedback in a review on one or both of the sites you chose. Having a variety of reviews for your home improvement business can build credibility and trust for current and potential customers. Even if there are negative reviews, you must learn how to respond to all types of reviews. It’s important to be mindful of all reviews on all platforms for them to be the most effective for your home improvement business.

8. Reach Out to Influencers

Influencer marketing is on the uptick. Businesses that study it earn as much as $18 for every $1 spent. An influencer is someone who already has an impressive audience in your target demographic and becomes an ambassador for your brand. Develop a relationship with them and ask them to promote your goods or services. Especially for home improvement services, your work and services could be utilized greatly and seen constantly by a variety of different audiences.

Christmas Tree Shops teamed up with online influencer Roxanne Kwiecinksi of The Honeycomb Home to highlight the many products they have (not just Christmas trees!). Note how the reviewer describes the different products and how she used them in her own design. The campaign worked to put the name of the company on the radar of thousands of potential customers. Utilizing influencers can be a beneficial outreach to a variety of different target audiences and potential customers.

9. Make Emails Skimmable

When people land on your page or social media profiles, it can sometimes be beneficial to gather their email addresses. When you have a list of potential interested customers, you can send out an email from time to time (weekly or monthly), utilizing the contacts you’ve made along the way. Make sure your emails are skimmable and easy to digest. People are busy, so get right to the point by sending helpful tips, news, and other beneficial information. Especially for home improvement businesses, utilizing images of your work could sometimes be all you need in capturing customer’s attention. Keep in mind that many browse their email on their mobile devices, so optimize mailings for smaller screens as well. Having an email campaign can be one of the best ways to keep engagement with your customers.

Benefits of Online Digital Marketing

Online marketing provides benefits for home improvement specialists through targeting specific audiences. You can reach people in your area by running different digital marketing campaigns such as SEO, PPC, or even adding your business to listings! Each person who interacts with your home improvement business online has the potential for reaching dozens of others on their friends’ list. With the right tactics, your business will reach a new level of success.

If you’re looking to step up your digital marketing efforts, learn about Manta’s small business SEO service company! By implementing optimized efforts into your home improvement business, you can start ranking higher above your competitors. Get started today with Manta!

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