Home improvement, renovation and upgradation is picking up widely. While one cannot buy a new property every year, they surely can upgrade it. An upgraded or improved home has the potential to lift-up spirits, give/ improve emotional well-being and bring a sense of satisfaction to the owner.
The market value of the USA’s home improvement industry in 2020 was evaluated to be around $316.8 billion, a clear indication that a lot more people are interested in investing in home improvement.
In this fast growing era, when everything is available at the click of a button on a mobile device, people expect the same ease when it when it comes to renovating or upgrading their homes. They are looking for the liberty to compare and choose the best for their homes.
To reach the potential customers, the home improvement companies also need to upgrade themselves and reach smartly to their potential customers. Going digital taking help of digital marketing strategies is surely the need of the hour.
Why Digital Marketing for Home Improvement?
Modern era, modern solutions!
There was an era when traditional ways of advertising through posters, brochures, television or newspaper did wonders for any kind of business. However, today these means of advertisements, if not irrelevant, are surely just insufficient.
Home Improvement Company on a digital platform, with correct strategies can create a business like never before. It could avail innumerable possibilities to reach the customers, no matter where they are. The digital marketing strategies allow a home improvement company to come into the picture and get discovered. The prime importance of digital marketing for a home improvement company is to increase the virtual visibility of the company.
Objectives of Digital Marketing
Depending upon the vision and requirement of the company, digital marketing strategy can help them achieve their objectives The following points are indeed what any home improvement company looks for:
#1. Brand Building
Home improvement is a red ocean, there are multiple companies out there offering similar services at a similar price range. Thus, it is important for any company to build a brand and recognition for itself, which will generate trust and brand loyalty among the customers.
Digital Marketing Strategy can help the company to create its identity and help it highlight its unique and differentiating feature.
#2. Generating New Leads
Any company spends the maximum amount of its budget in gaining leads, with the hope of converting them into customers and repeated customers.
Digital Marketing provides multiple options to target potential customers and collect their information and connect with them for future business. The analytics in the digital marketing allow a business to locate the right customer, depending upon the customer's activities and habits.
#3. Increasing Sales
The core aim of any business is to generate sales. Business is nothing without sales. Digital Marketing can help a home improvement company gain business through various platforms and convert them to sales. It also helps a business to follow and track a lead once the lead has shown interest in the product, by recalling and reminding him/her about completing the purchase
Benefits of adopting a good digital marketing strategy
#1. Analytics
The strongest part of Digital Marketing and Digital Marketing Strategy is the analytics. They are to the point and can be obtained easily and - regularly.
Digital marketing allows users to check the minutest details about their campaign and its performance, like how many clicks they got on their ads, how much traffic was generated from the advertisement or how many leads the business has gained through advertising.
It also provides the user the liberty to change, upgrade stop the digital marketing campaign as per requirement.
#2. Engaging with customers
The traditional way of marketing was usually one-way communication. But digital marketing allows the user to use multiple platforms where the user can directly engage and communicate with customers, be a part of their life and understand them better.
A digital marketing strategy can include online activities, contests and multiple other things to boost customer engagement and create loyalty and recall for the brand.
#3. Targeting the right audience
Why target 1000 people when only 100 out of them are your potential customers?
Digital marketing helps home improvement companies to gain target audience by making their reach effective while saving their time while traditional advertising and marketing strategies had very less control over who saw the advertisement and when, digital marketing strategy can help you to target your audience by being specific with respect to geography, age and liking of the target audience . This means, less wastage of resources and better conversion rate.
Vital Tools of Digital Marketing
#1. Website:
A user-friendly website is the most crucial thing, a home improvement company should take care of.
The services should be properly characterized according to needs, the layout design should be appealing for the audience and flexible on each device like mobile phones, tablets, Mac, and laptops. A good website should have clear communication, should be aesthetically pleasing, purposeful and be responsive.
#2. An effective SEO
SEO - search engine optimization, a digital marketing strategy that allows the business to use relatable and highly searchable keywords. When people search for the words like "home improvement companies", "home improvement companies near me", websites having strong key words will align with the Google algorithms. This will increase the website visibility and make it appear more frequently in the Google search.
SEO helps in boosting key search results, which helps the website to convert its potential customer into actual customers. If SEO strategy is not implemented it will lead in less visibility of the website and which in turn would cause the business to get lost in the ocean of competition.
#3. Paid search ads
Paid search ads are immediate and direct strategy of digital marketing. Paid search ads allow the business to reach a target audience and gain potential leads, thus increasing sales. Paid search ads are cost effective and drive valuable traffic to the website.
Paid ads are very precise, focused and fast. They are cost effective.
#4. Social Media
Facebook, Instagram, Pinterest, YouTube, Telegram, WhatsApp all have become a core part of our daily lives. Most of the customers are accessible and reachable on more than one of these platforms. Social media marketing is the best way to connect with the customer, generate two-way communication and engage them.
#5. Content Marketing
One of the most effective way to convince people to buy a service is by providing them knowledge, information and in-depth analysis about it. A lot more people tend to buy a product or a service after reading a blog about it or watching a video related to it. Engaging directly with your audience and answering common questions is a great way to build trust and credibility, and content marketing allows a business to do the same.
#6. Reputation Management
Reviews, Testimonials and Feedbacks matter a lot when it comes to home improvement. People usually tend to learn from other users’ experience before booking a service or product for themselves. Thus, reputation management or having a positive image is vital for any business.
Online reviews should be a part of the customers’ journey when it comes to digital marketing strategies for home improvement. After completing any home improvements, integrating feedback emails or inviting customers to leave reviews on social media pages can boost credibility, awareness and sales.
Thus, be it generating more business, getting a higher rank in Google Search or creating a better recall for your brand, digital marketing strategy is essential for a home improvement business. There are a lot of people out there waiting to get their homes upgraded and redesigned. To reach out and target these audience, all you need is a strong and well planned digital marketing strategy.