Building a Practical Home Improvement Marketing Strategy

Home improvement companies face stiff competition today, making it necessary for them to do what they can to stand out. Another common challenge is getting their name recognized in the community. If your home improvement company has little to no marketing and relies on word-of-mouth referrals to generate leads, it’s time to consider what a multi-channel marketing strategy can do for growth! 

You need effective marketing to have a steady flow of quality leads that convert to sales. Here we'll explore steps to take when building a home improvement marketing strategy. 

Identify Your Target Audience 

The first item to consider is your target audience. If you don't know who you're marketing to, you won't be able to connect with your customers. Identifying your audience will enable you to build tailored campaigns, speak directly to potential customers, and address their needs. 

When identifying your target audience, think about the different aspects associated with them. For example, consider demographics, where to find your audience online, location, income and budget, and what services they need. 

Define Your Goals 

Once you've identified your target audience, it's time to set some goals. You must have end goals in mind before executing a strategy. Otherwise, you won't know how to measure your success. 

There are many goals you can set for your marketing strategy. Some examples could include the following: 

• Driving more traffic to your website 
• Building a following on social media 
• Generating a specific number of leads
• Attain a certain dollar amount in sales 

The solutions in your strategy must then align with the goals you set. You'll have a clear direction for your campaigns based on these goals. After launching them, you can begin tracking their performance and measuring progress. 

Choose Your Marketing Mix 

With your goals in place and your audience understood, you can begin selecting the marketing solutions that help you achieve your goals. Some examples of these solutions could include the following. 

Digital Marketing 

Making sure your business stands apart online is crucial. Thankfully, there are plenty of tools you can use for digital marketing, including: 

• Web design — Make sure your website looks and functions optimally and boosts sales. 
• Paid search — Develop and publish home improvement ads on search engines to increase your business's traffic. 
• Search engine optimization (SEO) — Increase your website's search engine rankings organically and target relevant keywords and phrases in your industry. 
• Targeted display ads — Connect with your audiences at the right time and place with hyper-targeted advertising. 

Content Marketing 

Another way to boost traffic, leads, and sales for your business is to develop a solid content marketing strategy. This could entail curating website copy detailing your business and services. In addition, you could build a blog that informs visitors about various topics when researching certain services or projects. Other content marketing solutions may include social media posts, ads, and email marketing that further connects with audiences. 

Broadcast Radio 

Launch a broadcast radio ad campaign to complement your digital marketing efforts. Radio remains a valuable tool to connect with local audiences in your community. Listeners often come to know and trust their favorite personalities, and you can subsequently win them over when those personalities connect with your brand. Radio is great for keeping your business top of mind among audiences, and it's a cost-effective option too.  

With the right marketing mix, you'll be able to successfully build your brand and keep your home improvement business in the spotlight among target audiences. 

Measure Progress and Improve 

After launching your marketing campaigns, you must measure progress to determine what's working and what isn't. Based on your campaigns' performance compared to your goals, you can figure out ways to continually improve them. Continuous monitoring of your campaigns allows you to pivot accordingly when something isn't working.  

Remember, marketing takes time and patience if you want to get real results, but being aware of progress is important. Looking closely at your campaigns will help prevent you from falling behind at any point as you perfect your strategy. 

Work With a Media Partner to Build a Successful Marketing Strategy 

With a better idea of how to generate leads for home improvement brands, you might wonder what the best approach is. For some help with your marketing efforts, consider turning to a multi-channel media partner like Mid-West Family Springfield. We can put together a marketing strategy that helps your home improvement company connect with your target audiences and get the results you want. We understand that contractors are busy and likely not marketing experts, so we're here for you.