Useful Home Improvement Marketing Tips

Whether you’re a seasoned contractor or a budding entrepreneur, the right home improvement marketing strategies can significantly impact your business’s success. In this quick 5-minute read you can discover actionable home improvement marketing ideas that you can start applying today.

Take a look at our practical home improvement marketing tips, providing you with actionable insights to boost your brand and expand your client base.

Why is Marketing So Important for Home Improvement Companies in 2024?

Effective marketing is probably one of the most important things you can do for the success of home improvement companies, playing a big role in their growth and recognition. Marketing serves as a link between these businesses and potential clients, making people aware of their services, building trust, and ultimately boosting revenue. One key reason marketing matters is that it ensures your company is visible to potential clients. Through various channels like online platforms and social media, marketing creates awareness, making your brand recognizable within your target market. It also helps build credibility and trust by showcasing your expertise, previous successful projects, and satisfied customer testimonials. This credibility is important as home improvement projects often involve significant investments for homeowners. In a market that’s growing, marketing is essential for standing out. It allows you to highlight what makes your company unique, whether it’s a specific service, exceptional customer service, or a unique approach to projects. Marketing also enables you to define and target your ideal audience, tailoring your efforts to reach those most likely to be interested in your services. Additionally, a robust marketing strategy helps your company stay current with industry trends, adapting services to meet changing consumer demands. It provides a platform to showcase your skills, experience, and any specializations your company may have. From energy-efficient solutions to eco-friendly practices, marketing allows you to highlight what sets your company apart.

Home improvement marketing generates leads and facilitates customer acquisition. Whether through online inquiries or referrals, a well-executed marketing strategy ensures a continuous influx of potential clients, driving business growth. It’s not just about acquiring new customers; marketing is also about fostering lasting relationships with existing ones. Through newsletters, follow-up communications, and targeted promotions, you can encourage repeat business and referrals. Marketing allows companies to leverage digital platforms like websites and social media, reaching a wider audience and staying connected with consumers who turn to the internet for information and services. Many marketing efforts can be tracked and analyzed, allowing companies to measure the return on investment (ROI). By understanding what strategies are most effective, they can optimize their marketing budget, focusing on channels and approaches that yield the best results. Marketing is a fundamental aspect of any successful home improvement business, driving growth and longevity.

 

photo of a big LED google sign in a business – source: arthur-osipyan

1. Create and Optimize Your Google My Business

Optimizing your Google My Business (GMB) profile is essential for increasing your online visibility and attracting potential customers as a home improvement company. Follow these steps to ensure that your GMB listing is fully optimized for local home improvement leads:

• Complete Your Profile: Provide accurate and comprehensive information about your business. Ensure that your business name, address, phone number (NAP), website, and business hours are up-to-date and consistent with your other online platforms.
• Choose the Right Categories: Select relevant categories that accurately describe your home improvement business. This helps Google understand your services and enhances your chances of appearing in relevant local searches.
• Add a Compelling Business Description: Craft a concise and engaging business description that highlights your key services and unique selling points. Use keywords naturally to improve your chances of appearing in local search results.
• Upload High-Quality Photos: Showcase your work by adding high-quality photos of completed projects, your team, and your workspace. Visual content helps build trust and gives potential customers a preview of your capabilities.
• Encourage Customer Reviews: Positive reviews not only enhance your credibility but also improve your search ranking. Encourage satisfied customers to leave reviews on your GMB profile, and make it a practice to respond to reviews promptly.
• Utilize Google Posts: Take advantage of the Google Posts feature to share updates, promotions, and relevant content directly on your GMB listing. This keeps your profile current and engages potential customers.
• Include Frequently Asked Questions (FAQs): Anticipate customer queries by adding frequently asked questions to your GMB listing. This not only provides valuable information but also enhances the user experience.
• Enable Messaging: Enable the messaging feature to allow potential customers to communicate with you directly through your GMB listing. Responding promptly to inquiries can positively impact your business reputation.
• Add Services and Products: Specify the services and products you offer on your GMB profile. This helps Google understand your business and ensures that your listing appears in relevant searches for specific services.
• Monitor Insights and Analytics: Regularly review the insights and analytics provided by Google My Business. Understand how users are interacting with your listing, including the number of clicks, calls, and requests for directions.
• Verify Your Listing: Ensure that your GMB listing is verified by Google. Verification adds credibility to your business and allows you to manage and update your information more effectively.
• Keep Information Updated: Regularly update your GMB profile to reflect any changes in your business, such as new services, operating hours, or contact information. Accurate and up-to-date information enhances user experience and trust.

By optimizing your Google My Business profile with these strategies, you’ll increase your chances of being discovered by local customers searching for home improvement services in your area. Regularly maintaining and updating your profile ensures that your business information remains accurate and relevant.

2. Create Business Profiles on Local Industry Websites

Listing your business on home improvement websites is a strategic move to enhance your online presence and reach a broader audience. Here’s a list of some of the industry-leading websites that you can create profiles on.

• Houzz
• HomeAdvisor
• Thumbtack
• Yelp
• Porches
• Nextdoor
• BuildZoom
• Networx
• CraftJack
• Pro Referral by Home Depot

Remember to explore each platform’s features, consider their user base, and choose those that align with your target audience and business goals. Regularly update and manage your profiles on these websites to maximize their effectiveness in generating leads and increasing your online visibility.

photo of a laptop with Google’s Gmail service to send home builder marketing emails

3. Starting a Google Ads Campaign for Home Improvement Marketing

Starting a Google Ads campaign can be an effective way to promote your home improvement business and reach potential customers. Here’s simplified steps to get you started:

• Create a Google Ads Account: If you don’t have a Google Ads account, visit the Google Ads website and sign up. Follow the prompts to set up your account.
• Define Your Campaign Goal: Clearly define the goal of your advertising campaign. Whether it’s generating leads, increasing website visits, or promoting a specific service, having a clear objective will guide your campaign strategy.
• Select Campaign Type: Choose the campaign type that aligns with your goal. Google Ads offers various campaign types, such as Search Campaigns, Display Campaigns, and Video Campaigns. For local businesses like home improvement, a Search Campaign is often a good starting point.
• Target Your Audience: Define your target audience based on factors like location, demographics, and user interests. This ensures that your ads are shown to users who are more likely to be interested in your services.
• Set Your Budget: Determine your daily or monthly budget for the campaign. Google Ads allows you to set a maximum limit to control your spending. Start with a budget that you’re comfortable with and adjust as needed based on performance.
• Create Ad Groups: Group your ads based on common themes or keywords. Ad groups help you organize and tailor your messaging for specific audiences or services.
• Choose Keywords: Select relevant keywords that potential customers might use when searching for home improvement services. Google Ads will display your ads when users search for these keywords.
• Craft Compelling Ad Copy: Write clear and compelling ad copy that highlights your services’ unique selling points. Include a strong call-to-action to encourage users to take the desired action, such as visiting your website or contacting you.
• Design Eye-Catching Visuals (if applicable): If you’re running Display or Video Campaigns, create visually appealing images or videos that showcase your work. High-quality visuals can capture the attention of your target audience.
• Set Up Ad Extensions: Enhance your ads by utilizing ad extensions. These additional pieces of information, such as location, phone number, or site links, provide more context to potential customers.
• Enable Conversion Tracking: If you have specific actions you want users to take (e.g., filling out a contact form or making a phone call), set up conversion tracking. This allows you to measure the success of your campaigns.
• Review and Launch: Before launching your campaign, carefully review all settings, keywords, and ad copy. Once you’re confident, launch your Google Ads campaign and monitor its performance regularly.

Remember to analyze the campaign data, adjust your strategy based on insights, and refine your ads over time to optimize performance. Google Ads provides a powerful platform for promoting your home improvement business and reaching potential customers actively searching for your services.

4. Post Quality Content on Social Media

Effectively utilizing images and videos on social media is crucial for showcasing your home improvement business. Begin by selecting the most relevant platforms like Instagram, Pinterest, Facebook, or Houzz that align with your target audience. High-quality visuals are paramount; share captivating before-and-after transformations to highlight your skills and engage your audience. Present a diverse range of projects to showcase your expertise and attract a wider audience. Create behind-the-scenes content to humanize your brand, and produce informative videos offering valuable tips related to home improvement. Encourage engagement by asking questions and fostering a sense of community. Leverage Instagram features like Stories and Reels for real-time updates and short, engaging content. Develop shareable content, such as infographics or design inspiration, to increase your brand’s reach. Maintain a consistent visual theme and branding across platforms for instant recognition. Use relevant hashtags to broaden your content’s visibility, and regularly monitor analytics to refine your content strategy based on audience preferences. By following these steps, you can effectively leverage visual content on social media to enhance your brand’s visibility and engage potential clients.

a red sign with a blue arrow pointing to the word SEO

5. Doing SEO for Home Improvement Companies

Optimizing your website for search engines (SEO) is another important step for enhancing the online visibility of your home improvement business. Here’s are just a few steps that could help to jumpstart SEO for home improvement:

• Keyword Research: Identify relevant local keywords for home improvement services.
• Local SEO: Optimize your online presence for local searches, including Google My Business.
• Optimized Content: Create high-quality content with targeted keywords for service pages.
• Mobile-Friendly Design: Ensure your website is responsive for mobile users.
• Image Optimization: Optimize images with descriptive filenames and alt text.
• Backlink Building: Build quality backlinks from reputable home improvement or local business sites.
• Customer Reviews: Encourage positive customer reviews on your site and third-party platforms.
• Technical SEO: Address technical aspects, such as page load times and URL structure.
• Social Media Integration: Engage on social platforms to boost brand visibility and website traffic.
• Content Updates: Regularly update your site with fresh content, like blog posts or project updates.
• Local Citations: Ensure consistent business information across online directories and citation platforms.
• Monitor Analytics: Use tools like Google Analytics to track and analyze website performance. Adjust strategies based on user behavior and keyword performance.

6. Social Media Advertising

Social media advertising for home improvement companies is a dynamic strategy to elevate brand presence, engage audiences, and generate leads. The first step involves clearly defining your target audience, considering demographics, interests, and online behavior. Subsequently, choose the appropriate social media platforms that align with your audience. Platforms like Facebook, Instagram, and Pinterest, known for their visual appeal, are ideal for showcasing home improvement projects.

Once the platforms are selected, focus on creating compelling visual content. High-quality images and videos showcasing completed projects, transformations, and behind-the-scenes glimpses can effectively convey your expertise. Craft persuasive ad copy that emphasizes your unique selling propositions, services, and any ongoing promotions. Utilize targeted advertising features provided by platforms like Facebook to ensure your ads reach the most relevant audience.

Engage your audience through promotions, contests, or interactive content to foster a sense of community. Implement retargeting campaigns to re-engage users who have interacted with your content or visited your website. Strong calls to action (CTAs) in your ads are crucial for guiding users towards desired actions, whether it’s visiting your website or requesting a quote. Regularly monitor and analyze the performance of your social media ads using analytics tools, focusing on metrics such as engagement, click-through rates, and conversions. Finally, continually test and optimize your campaigns based on insights gained, ensuring a refined and effective social media advertising strategy for your home improvement business.