Did you know 493,728 remodeling and home improvement businesses exist across the US -- 18,000 more than there were just a year ago? On the one hand, this bodes well —even when the economy is turbulent, demand for home improvement is strong, and many clients are looking for your services. On the other hand, that means you're facing a lot of competition.
Effective marketing is the best path forward for your home improvement business in 2023. This quick guide focuses specifically on generating new leads, including whom to focus on, how to find them, and how to help them find you when they need you. Let's get started!1. Zero In on Your Ideal Audience
A target audience identifies your ideal customer based on needs, budget, location, and similar factors. There are millions of homes across the US and hundreds of thousands in your area. Which ones do you actually want to market to and serve?
Examine your business by considering these audience identifiers:
- Services: Do you focus on handyman work? Are you a certified electrician? What about room additions, bathroom renovations, or garage conversions? These are diverse skills (requiring different workers and equipment), and there's value in both specializing and doing it all.
- Price Point: What kind of budget do you want your homeowner clientele to have? The budget and complexity of the project come into play here; indirectly, so does the audience's income.
- Geographic Radius: Decide how far out you're willing to accept jobs or which area you desire to work in. More distance = more reach, but that also means more costs for gasoline, drive time, etc. There's also a lot of charm in being a local business.
- Past Clients: If you've been in business for a while, you already know which jobs you want, which clients you prefer, and what types of jobs bring in the most profit (not just the most revenue). Use this information to zero in on your ideal audience.
Once you complete this step, you'll have the basis of a 'customer avatar' or buyer persona: a hypothetical customer you want to engage with. You can refine your marketing efforts around what this customer avatar wants, and that will help you engage with (and convert) real-life clients that resemble the avatar.2. Prioritize Online Visibility
Most home improvement shoppers start their journey online: "In the majority of home services verticals, over 55% of consumers run a search before scheduling an appointment." In fact, they're probably using search engines for "deck builder near me" or "home addition." So, your business needs to be in the top few search engine spots as much as possible for as many likely keywords as you can.
Here are a few ways to do that:
- Establish a business website that details your services (and geographic area). This is essential for Search Engine Optimization (SEO).
- Create a business blog where you address specific maintenance, repair, and improvements questions, so you pop up in more searches.
- Build your business profile on Google, social media, and local directories like Yelp. Local guides tend to claim the top search results spots—when potential clients click on the page, you want to be near the top of that list, too.
- Start paid ad campaigns, so your business is featured in sponsored results for the keywords that best align with your business. These pay-per-click ads are visible on lots of online platforms, and you only pay when someone clicks on the ad.
3. Use Social Media for Reach and Reputation
Local businesses and social media are a great combination but require consistency. By frequently posting, engaging with followers (especially if they leave reviews or comments), and publishing promotions, you can build a rapport with prospective clients who may not need your services immediately. Different audiences prefer different social media platforms:
- Facebook: Approximately 69% of American adults use Facebook, which has remained steady for years. Use this to engage with your general audience.
- Instagram: Instagram is highly visual and is a great space to feature your portfolio of work.
- TikTok: Post helpful and interesting video content to engage homeowners. These short videos can also be uploaded to other platforms.
Traditional broadcast and streaming radio are helpful tools for growing your audience and introducing yourself. Local radio channels have loyal audiences, and the hosts' sponsorships go a long way in securing their trust. Depending on your area, you can reach thousands of listeners with every ad.
With streaming radio services, you can target listeners who align with your customer avatar by putting your ads on those shoppers' favorite apps and stations. This avenue is advantageous since people listen to streaming radio in the car, at work, in the gym, and everywhere in between.5. Engage Long-Term Leads with Email Campaigns
Email campaigns are the bread and butter for local and small businesses. Your audience may want educational content that helps them with minor maintenance and repairs. You can inform curious shoppers about promotional deals. You can also prompt audiences with different profiles to hire you for various services. If you can secure their email address through a contact form on your website (typically by giving them a valuable guide or discount), then you know they want to hear from you.
It's not a one-way street, either. You can use email campaigns to get feedback and reviews.
Grow Your Home Improvement Business with Strategic Support from Mid-West Family
Creating the right marketing strategy for lead generation helps you expand your business's reach and find new clients. Talk to the experts at Mid-West Family to start 2023 with the right mix of online and offline lead generation approaches.