Building a Home Improvement Marketing Strategy that Works

Many home improvement companies have little to no marketing and often generate leads from word-of-mouth despite the stiff competition they face. Adopting a multi-channel marketing strategy will help you remain competitive while attracting quality leads and traffic. With expert marketing, your business will build brand recognition, establish a strong reputation, and become a home improvement services leader in your local area.  

Let’s discuss how to generate leads for home improvement so you can reap the rewards of more sales. 

Identify Your Target Audience 

A target audience is a group of individuals you want to reach with your marketing. They are your ideal customers. Target audiences share characteristics, demographics, pain points, and buying behavior. Identifying your target audience is a priority before all marketing because you want an optimal return on investment (ROI). When you target the right people, it pays off! 

Define Your Goals 

You must have preset goals before executing a marketing strategy. Marketing goals should be specific, measurable, time-bound, achievable, and relevant, and these goals will stipulate what your home improvement company hopes to achieve. The approaches you choose for your marketing strategy will align with these goals. 

Defining your goals is beneficial because it enables you to analyze and measure progress. You can change and improve specific aspects of your campaign when necessary.  

Choose Your Marketing Mix 

Your marketing mix should include solutions that align with your goals. Consider the following. 

Email Marketing 

Email marketing is popular because you can expect roughly $45 for every dollar on email campaigns, giving it an impressive ROI. Using email marketing allows your home improvement company to promote offers, send newsletters, and recommend services.  

Emails keep your business top of mind, so when a prospect needs services, they remember you first.  Because of this, your email marketing strategy can result in higher lead conversion rates.  

Search Engine Optimization (SEO) 

Search engine optimization (SEO) allows your website to rank on search engines' results pages. Using relevant keywords that searchers commonly use on your website brings it to the forefront of more eyes. The goal is to drive traffic to your website with keyword-rich content. When your content is centered on a well-defined keyword strategy, your target audience has a higher chance of finding it in the search engine results.   

Radio Ads 

Radio advertising is an effective way for home improvement companies to reach their target audience. Your company can target specific demographics and geographic areas, meaning your local area will hear all about you! This can be especially useful for home improvement brands, as they may want to focus their advertising efforts on homeowners in a particular region. 

Radio advertising is also a cost-effective way to reach a broad audience, and many loyal listeners trust the ads they hear. Another advantage of radio ads is that they allow companies to deliver messaging in a more personal and interactive way. Hosts and DJs can talk about a company's services on-air, which makes ads feel more authentic and engaging to listeners. 

Measure Progress and Improve 

Measuring strategies with metrics and analytics allows you to see how campaigns progress. When you know what’s working, you can do more of it; when you learn what isn’t, you can pivot. Marketing is a gradual process but being mindful of progress is crucial.  

Implement Your Multi-Channel Marketing Strategy Today 

The experts at Mid-West Family are ready when you want to launch a successful multichannel marketing campaign. Mid-West Family is a full-service, multichannel media partner for home improvement marketing. Reach out to learn how to generate leads for your home improvement business and, ultimately, grow!