Whether you own a home improvement business or you make your living working in that industry, you need a way to reach customers and distinguish your brand from the local competition. Thankfully, you can meet both those challenges and attract more customers with the right content marketing strategy.

Content Marketing for Home Improvement Brands

The home improvement industry in the United States is stronger than it has been in over a decade and it encompasses everything from the sale of building materials, appliances and décor, to home upgrades and the many services offered by contractors, tradespeople and other workers who build, install, modify and enhance homes. 

Home decoration, furnishing, gardening and DIY home improvements are not just big industries, they are some of the most lucrative markets in the country, with $394 billion in total home improvement sales in 2018. 

That’s an impressive number considering how saturated the home improvement market has become in recent years. With a nationwide shortage of housing and record-high home prices, more homeowners are choosing to stay in their properties than upgrade to new ones. 

That means homeowners are now more likely than ever to seek out home professionals for their home projects. If you’re a home improvement contractor or tradesperson looking to cash in on this lucrative industry, then you need a content strategy.

Why Home Improvement Marketing Matters

Unfortunately, many home improvement businesses rely heavily on word of mouth referrals for new business. Though this is a great way to introduce your brand to new customers, it doesn't have the scope, scale or effectiveness as a custom content strategy. 

The problem is that unless your potential customers receive a direct referral from another customer, they are unlikely to even know your business exists, let alone contact you for their projects. 

Thankfully, with the right online home improvement marketing strategy, you can make your business more visible to users who are actively researching their options and, therefore, more likely to become leads.

How To Generate More Leads For Your Home Improvement Business

A content strategy is the best way to generate leads for your home improvement business in 2020 and I can prove it. According to the Home Improvement Research Institute, 75 percent of respondents (over the age of 25) said they use social media every day, but only 32 percent of users state they use platforms like HomeAdvisor or Angie’s List. 

More than 60 percent of those respondents said they use general social sites like YouTube, Facebook and Pinterest for their home improvement needs. That means there is a huge gap to fill on home-specific social media platforms. 

Unfortunately, many home improvement contractors are relegated to those same home-specific social media platforms, where few, if any of the most active home improvement customers, Millennials in particular, spend their time. 

Fortunately, with the right content marketing strategy, you can cater to, and engage with all of your customers (and potential customers) on the platforms where they are the most active, and most likely to interact with your brand. 

Digital Marketing and Content Strategies For Home Improvement Companies and Contractors

Content marketing makes it easy to get your brand name out there, engage with potential customers and encourage current customers to keep the home improvements coming. This form of marketing relies on custom content strategies that are not only compelling to your audience, but designed to build brand authority and increase your ranking in the search engine results page (SERP).

Internet Marketing Strategies for Home Improvement Companies

In addition to the basic information about your products and services, content marketing enables you to publish helpful information that not only attracts visitors, but improves your standing with existing customers and proves to Google that you are an authority in your field. 

This type of content can range from DIY guides on projects that don’t require the help of a professional, to answers for frequently asked home improvement questions (FAQs) and ideas for projects. So even if your site visitors aren’t immediately ready to work with you, they’ll remember your brand when they are ready. 

Improve Your Home Improvement Business’s Marketing Strategy

If you’re ready to improve your home improvement business marketing strategy, then the best thing you can do, besides implement a content strategy, is to contact me for a consultation. Just as you do with your clients, we’ll discuss the job, go over your marketing needs and draw up a blueprint for your brand's marketing success. 

Then I’ll get to work planning, writing and publishing your custom home improvement content, while you sit back and enjoy the leads, the authority and the sales. What are you waiting for, the glue to dry? Don’t miss out. Get started today!