Home Improvement Marketing
Marketing gets more broad and complex every year, with new tools and tactics being developed to help business owners grow their customer base and make more money. In fact, there’s so much work and know-how involved in developing and executing a digital marketing strategy, it’s a full-time job for more than one person.
If you’re a small or medium-sized company in the home improvement industry, finding the time and resources to dedicate to online marketing can be tough. Lead to Conversion can take this weight off your shoulders so you reach more potential customers and convert them to loyal clients.
Why Is Digital Marketing Important for Increasing Home Improvement Leads?
In today’s increasingly digitized world, having an online strategy is non negotiable. You need to have a constant pipeline of clients to stay profitable, but sometimes that’s easier said than done. Luckily, the internet provides businesses with unparalleled access to consumers — and we can help you tap into it.
More and more home improvement contractors emerge all the time, and honing the most up-to-date online marketing techniques will help you stand out.
Which Home Improvement Businesses Do We Serve?
We can help any home improvement service provider get their business seen by more potential clients. Some of the small businesses we’ve worked with before include:
- Plumbers
- HVAC contractors
- Roofing professionals
- Deck builders
- Landscaping contractors
- Kitchen & bath remodelers
- Hardscaping contractors
- Electricians
- Painters
- Masons
- Carpenters
- General contractors
Search Engine Optimization
SEO is the umbrella term to describe all the ways you refine your website and online content so it ranks higher on search engine results pages. When you’re higher up on the SERPS, the phone rings more and you get more new customers. Some important elements of SEO include:
- Schema markup
- Meta titles and descriptions
- Content marketing
- Blogging
- Keyword research
- Keyword use
- Link development
- Anchor text
- Optimized landing pages
- Site navigation
- Web design
Local SEO for Home Improvement Companies
In the right hands, local SEO is a seriously powerful tool. By optimizing your Google My Business listing, you increase the likelihood of your company appearing in the local pack. The local pack is the name for the three search results that appear under a Google Map when someone enters a search with local intent, such as “plumber near me.’
Local searches are perhaps the best way to capture your target audience at the exact moment they’re searching for your services.
Social Media Advertising
Social media is an excellent tool for home improvement companies. If you were mourning the loss of good old-fashioned word of mouth, fear not; it’s still alive and well on social media. You just need to know how to tap into it and use it so that it works for you. A vast majority of Americans use social media on a daily basis, so it’s a great place to advertise your services.
Additionally, you can use social media to communicate directly with your customers, which increases engagement and presents an opportunity for a two-way conversation. Taking a genuine interest in feedback and developing a community around your brand are two major advantages of using social media as a marketing tool. Other benefits include:
- Increase awareness of your brand
- Generate organic web traffic
- Improve brand loyalty
- Get free promotion from happy customers
- Share content
Email Marketing
Another aspect of content marketing is email marketing, which has been popular for more than a decade and shows no signs of fading into the distance. A well-timed monthly newsletter helps you stay fresh in the minds of your loyal customers while strengthening the emotional bond between you and them.
Seasonal email marketing is a great way to provide useful information about home improvements that are ideal at any particular time of year. When customers feel like you’re genuinely trying to help them, they barely view these communications as marketing. Getting this right is a fine balance that requires restraint and extensive knowledge of the problems your target market needs to solve.
Pay-Per-Click Advertising
While SEO and social media are exceptional long-term strategies, you can get instant results with PPC ads. With Google Ads, you bid on keywords to appear at the very top of the SERP when a potential client enters that search term. You only pay if they click the link, so even if you don’t attract them at that moment, you’ve still improved brand awareness.
More Marketing Ideas for Lead Generation
As a home improvement contractor, you have plenty of competition out there. Developing a bulletproof digital marketing strategy is the best way to elevate yourself above the competition. Here are some marketing tips for contractors:
- Become indispensable to your customers and cement the connection between your name and the industry by creating useful content.
- Stay in touch with past customers and always ask for genuine feedback.
- Make a YouTube channel and share video how-tos and Q&As.
- Network with webinars and zoom conferences.
- Use competitions on social media.
Local SEO (Google My Business)
Physicians and private practices with physical locations know the importance of being found online locally by a proactive audience searching for their services. And since nearly all healthcare providers have physical offices and an interest in acquiring local patients, it’s of utmost importance to have Google My Business (GMB) optimization as a part of a digital marketing strategy.
Just like PPC and SEO that require unique skills and methodologies to achieve goals and objectives, Google My Business requires a unique approach to push listings up the local search results into the prized “3 pack” which are the first three listings that appear in the map section of search. Lead to Conversion has a strong track record of pushing our client’s listings up the GMB results and have seen firsthand how these listings provide incredible returns on marketing dollars.
Marketing trends also indicate healthcare companies are aggressively optimizing their GMB profiles since the evidence shows prominently placed GMB listings can outpace organic and PPC patient inquiries.
Pay-Per-Click (PPC) Marketing
PPC advertising is a preferred marketing channel for both established and emerging healthcare providers. PPC provides its advertisers with better control of monthly budget allocation and the ability to change keyword targets, matching options, geographic targets, and so much more on the fly.
Lead to Conversion has extensive knowledge in Paid Advertising with an unparalleled track record in managing Google Ads, Bing Ads, and affiliated sites. Most of our clients we’ve worked with over the years up their monthly budget within the first 45 days of campaign commencement due to strong ROI metrics and our granular reporting capabilities.
Search Engine Optimization (SEO)
Healthcare organizations around the globe understand the value of a sustained SEO strategy since greater than 70% of search engine traffic originates from organic listings. They also understand that unlike PPC which can be more expensive and offers no residual traffic and lead acquisition value if it’s turned off, organic traffic provides long-term residual value when properly executed.
Lead to Conversion has had the honor of doing SEO for some of the world’s most respected and recognizable brands including Cleveland Clinic and Mercy. We’ve also worked with many physician practice networks and individual practices producing results for them month after month. This experience and expertise with healthcare practices large and small is something that sets us apart and can help you gain an advantage in the very competitive healthcare market.
Content Marketing
Content marketing should be included in every digital marketing campaign whether you’re doing it in-house or through a marketing agency partner. Content marketing comes in many forms, but the main focus of content marketing is to cement your brand as an authority in your areas of specialty. Topics covered in a content marketing strategy vary from practice to practice, but often include things ranging from symptoms to pain management to “how to” style blog posts and articles.
Lead to Conversion has written thousands of pages of healthcare copy over the years and has covered nearly every subject. All of our content is written by experts who thoroughly understand the medical field. Each unit produced is carefully crafted to establish trust with readers and written with an authoritative voice and persuasive language and optimized to start ranking quickly after publication.
Social Media Marketing & Advertising
Social media platforms such as Facebook and Instagram represent over three million active user accounts in the US alone. These social profiles provide an immense audience for hospital systems and private practices alike to amplify brand awareness and establish a strong and sustainable social media presence. LinkedIn is another platform we recommend for establishing B2B referral networking and partnerships, but for direct patient influence and potential service inquiries, statistics show Facebook and Instagram are the top platforms performance-wise.
Lead to Conversion has run countless organic social media campaigns for healthcare providers including daily updates with industry news, new hire announcements, inspirational images and memes, video posts, event announcements and so much more. We’ve also run successful paid advertising campaigns for all types of ads including video ads, carousel ads, canvas ads, etc. Since not all social campaigns are created equal in terms of specialty, geography, and demographics, we take the time to understand each client’s needs in a social strategy and carefully create organic and paid strategies guaranteed to resonate with your followers and target audience.
Email Marketing
In the early days of internet marketing, email marketing was the crowned king but quickly dissolved into a black sheep stigma as the internet continued to grow and expand and people quickly grew tired of getting spammed. In today’s world of marketing, email marketing is very much alive, but should only be focused on opt-in emails from previous patient inquiries and also to enhance engagement with existing patients by providing pertinent health information and updates.
Lead to Conversion has worked on thousands of successful email pushes for our clients and knows what it takes to break through the inbox clutter, get noticed, and get opened. From subject line to headline to visually stunning email template development and expertly written copy and calls-to-action, we take our client’s email marketing game to a whole new level of dominance that produces results.
Optimized Press Releases
Optimized press releases are a great way for hospital systems and private practices to make announcements about things such as opening up new locations, designing a brand new site, new capabilities, merger announcements, etc. The key to success in press releases is to optimize them for direct traffic potential and for incremental link popularity building.
At Lead to Conversion, we’re obsessed with perfection and write press releases that pack a punch. Not only are our press releases written with brand voice, but provide multiple impact points including top placement in news search, ability to rank in organic search for branded and non-branded queries, and strategically placed and optimized links that drive direct traffic to the site from the PR as well as improving link popularity metrics.
Upgrade Your Home Improvement Marketing Strategy Today
Lead to Conversion is a digital marketing agency that can help your business lock in on your target market, reach a wider audience and get more phone calls and online queries. Call us today at 855-473-6582 to get started.
For more information, please call 855-473-6582
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