The new year is here, and it is time to start fresh. How well did your 2021 marketing strategies work to bring in new customers and boost your revenue? Regardless, you need a checklist to start the new year off strong. Here are a few of the most effective marketing tips to use for your home improvement marketing strategy in 2022:
PPC and Search Engine Marketing
The first item on our checklist is pay-per-click (PPC) and search engine marketing (SEM). As many business owners know, digital marketing is one of the most effective ways to generate revenue. A strong PPC/SEM strategy is a highly effective way to increase profit and maximize your return on investment. Here are some tips to improve your PPC and SEM approach:
- A/B testing
- Creating multiple ad groups/types
- Using negative keywords to your advantage
Learn more with our PPC checklist for home improvement contractors if you want to create your PPC campaigns from scratch.
Creating a Persona-Based Marketing Strategy
Creating a buyer persona helps identify your target audience. According to Boogard from Wrike, “persona-based marketing uses these semi-fictional representations of your customers and their pain points to define content production and promotional strategies that will resonate with those customers.”
Narrowing your target message to your ideal customer type, in this case, homeowners who are ready to invest in their projects, will help generate more leads and increase your appointment set rate. This strategy effectively generates more leads, helping you understand the psychology of what makes these people buy your products or services.
To create an ideal buyer persona for your marketing strategy, outline the specific qualities, attributes, and desires homeowners are looking for when planning a home improvement project. Here are some tips we recommend using when creating your personas:
- Utilizing your sales data: Your sales data is a rich source of customers with quantitative attributes, such as spending thresholds, demographics, and peak seasons. Use this data to help understand who your audience is.
- Requesting feedback: Post project completion, ask your homeowners to fill out a quick form asking why they chose to buy from you and what they think you could improve. We also suggest interviewing your sales team as they are the people who speak with your customers day in and day out.
Building Trust through Social Media
Social media is a foundational element in every successful marketing campaign. As the internet has evolved over the years, social media is stepping into the main spotlight as one of the top ways consumers interact with brands and search for information online.
Homeowner trends are constantly changing. Social media is where you need to be, so you stay current with the latest trends in the home improvement industry. When homeowners look for their contractors, they will always use social media as a source for their research to look for reviews and before/after photos. Use social media to your advantage to strengthen your brand and improve communication with potential and current customers by:
- Promoting current deals
- Interacting with comments
- Sharing your business information
The more popular your social media is, the more likely you will see a boost in lead generation. For more best practices on advertising your business through social media, click here.
Lead Generation in a Digital World
It is no surprise that digital marketing is the best place to focus when working on lead generation. At Modernize, we pride ourselves as the marketing experts of lead generation. So contact our team today if you want to increase your lead volume and generate a higher ROI.