5 Simple Digital Marketing Strategies for Home Improvement Companies

You’re the expert at improving your clients’ homes. But if you want to keep earning new clients, you’ll also need to improve your digital marketing. In order for someone to hire you, they first have to become aware of you, and then they have to be persuaded that you’re a home improvement expert they can trust. You can make both of those things happen through marketing.

But what should a home improvement company like yours do to market yourself online? That’s the question we’ll be answering on this page, and we’ll do so with five top-tier tips for better home improvement marketing.

Get more info below, and if you want help getting your marketing off the ground, be sure to partner with WebFX. Just contact us online to get started!

Why home improvement marketing matters

If you’re like a lot of home improvement companies, you rely heavily on referrals and word of mouth. And that’s a great way to get new clients, because many of your existing clients have already seen the quality of your work on their homes.

However, this isn’t always enough to bring in the quantity of leads you need to grow your business. Seasonality and inconsistent lead flow can be a problem for home improvement companies, and it can also be hard to stand out from your competitors in a crowded market. That’s where a marketing strategy becomes necessary.

If your potential customers don’t know your business exists, they can’t contact you for their projects. Thankfully, your options now go beyond traditional advertising methods like TV ads and billboards, which often reach people who aren’t interested in your services.

Instead, you can use online home improvement marketing strategies to make your business more visible when people actively research their options, which means they’re more likely to become leads. You can learn more about how to do that in the list of tips below.

5 of the best home improvement marketing strategies

The best way to reach new customers is to become a part of their research process. In other words, make sure they can find your business when they want to learn about home improvement.

Whether you do marketing in-house or work with a top home services marketing agency, you need to target the channels that yield the best results for your business. There are many ways to do this, but these five strategies are the most effective:

Let’s dive into each of those tips in more detail!

1. Build out your local online presence

Typically, home improvement companies service a local area, like a specific city or county. If that’s true for your business, you should take advantage of it with local marketing. Local marketing allows you to create campaigns that are customized to a specific region. There are two main reasons why that’s helpful:

• It lets you customize your marketing campaigns to a particular area, making them more personalized and effective.
• It prevents you from wasting your time and marketing budget on people outside of your service area who aren’t viable clients anyway.

One way to boost your local marketing is to create and optimize a Google Business Profile, which lets you show up in searches for home improvement companies in your area.

Be sure to fill out as much info about your business on your profile as possible to increase your chances of showing up in local 3-packs like the one shown above.

Aside from Google, you can also see if there are any local business directories in your area — maybe even some specialized to home improvement — where you can get listed. Plus, you should target local keywords (like “home improvement business in [your city]”) on your website to help it appear in more local search results.

2. Run paid advertising campaigns

Paid advertising is a tried-and-true method of online business promotion. But there are a lot of different approaches to it, so which approach is the right one for home improvement companies like yours?

Firstly, of course, you can go for standard pay-per-click (PPC) advertising options like search ads (which appear at the top of Google search results) and display ads (which appear on third-party websites). It’s also a good idea to run some ads on social media, since people spend so much time there.

But when marketing for home improvement companies, the best type of ad to use is Local Services Ads (LSAs).

LSAs are a type of ad that appears at the top of Google search results when users search for local businesses. They’re based on your Google Business Profile, but they get boosted above all the organic results (and usually all the other paid ads, too), so they’re the first things users see.

The nice thing about LSAs is that they work on a pay-per-lead basis, meaning you only have to pay for them when someone completes a conversion through them, like contacting your business. That makes them very cost-efficient.

3. Take advantage of SMS marketing

SMS marketing is a strategy that involves sending out marketing texts to leads. These texts should encourage recipients to take the next step, whether that’s contacting your business or checking out your services. SMS is a great way to connect with leads, particularly after they take an action like filling out a form on your website.

What makes SMS such a good option? First and foremost, it has a 98% open rate, which means 98% of people who receive a text from you will open it. That’s incredibly high. And it’s not surprising when you consider the fact that a lot of people will read a text as soon as they see it.

Plus, you can easily personalize marketing texts to their recipients, making them more effective. And they’re helpful for tasks like scheduling and confirming appointments, as well as communicating about change orders.

4. Create helpful DIY content on your website

Content marketing is crucial for any business. By including helpful content on your website, you’ll draw in people who are looking to learn about your industry or business. But what type of content is best for home improvement marketing? The answer is DIY content.

There are a lot of small home improvement tasks that clients can likely do on their own. But they may still need some help figuring out how to do it, and that’s where your content comes in. If someone looks up a keyword like “how to paint my front door,” you want your website to be the first one they see in the search results.

To achieve that, create some content that walks readers through simple “do-it-yourself” (DIY) home improvement tasks. You can do that using written content, like blog posts, but when it comes to DIY, videos might be the most helpful format.

In addition to putting this content on your website, you can also share it on social media. In the case of video content, YouTube is a great place to publish it. Ultimately, the goal is for you to establish trust with people regarding those smaller home improvement tasks so that when bigger ones come along, they’ll turn to you for help. 

5. Market yourself across multiple channels

Finally, it’s a good idea to promote your business across multiple online channels. Don’t limit yourself only to Google or only to social media. Combine multiple channels — search engines, social platforms, email marketing, SMS marketing, and more — to reach a wider audience.

In particular, you should consider using omnichannel marketing. That’s a strategy that involves running a single campaign across multiple channels together. Instead of running a different campaign for each channel, you use consistent messaging across multiple channels together. That way, when someone switches from one channel to another, they’ll continue to see the same campaign.

Omnichannel marketing makes it easier to reach a consistent audience in an age when people frequently jump between different platforms online, and it keeps your home improvement business top-of-mind for them.

Ready to improve your home improvement business’s marketing strategy?

Attracting the leads you need to grow your business is challenging, but online home improvement marketing strategies make it much easier. If you’d like to learn more about creating a strategy for your business, WebFX can help.

We have 29 years of experience creating custom digital marketing strategies for our clients, including many home improvement businesses. When you partner with us, you’ll get access to the same expertise we used to help each of them.

Give us a call at 888-601-5359 or contact us online to learn more about our home improvement digital marketing services!