It’s the most wonderful time of year...for developing your 2018 home improvement marketing strategy! For many of our small business clients--like those in the home improvement field--the holiday season is actually a slow time for new business. This slow season is the perfect opportunity to focus on your online marketing strategy for the upcoming months and year. For the rest of our clients, today’s advice can be applied any time of year to accommodate your company’s slower business season.
A Year in Review
As 2017 quickly comes to a close, companies have a great opportunity to take a look at the year’s marketing efforts and decide what’s working, what needs improvement, and what needs to go away forever. Use this occasion for a content audit, which is an in-depth review of your company’s content. In August, we shared a fascinating piece on content auditing along with a follow-up how-to article, which you can read here.
Once you’ve decided what will stay and what will go, it’s time to spruce up your existing content with improved SEO. During your audit, you should have developed a list of keywords most used to describe your content for search engine users. Review all of your content to insure your keywords are being utilized properly in the body text and in each page’s meta description, meta tags, and html heading tags, as well as in your images’ alt texts. You should also review your buyer personas to make sure that your inbound marketing strategies are still aimed to draw in your target audience. Making sure you're reaching the right audience is the first step to an effective home improvement lead generation campaign.
Review and Reset SMART Goals
In case you’ve forgotten what SMART goals are, I’ll break it down for you. You want goals that are Specific, Measurable, Attainable, Realistic, and Timely. Hubspot has an excellent article about how to properly set SMART goals, which you can check out here.
A great contractor marketing strategy or retail strategy includes SMART goals for each month, quarter, and year. A completed content audit comes in handy as you begin to set these goals. If a January marketing idea blew everyone out of the water last year, there’s no reason you can’t improve it and use it again this year. It’s important to note, however, that just because an idea worked well previously doesn’t mean it’s going to work every time. This is why you should consistently be on the lookout for new marketing developments and fresh ideas for your own strategies.
Tis the Season for Referrals
If you’re looking for a new way to bring in first-time clients during your slow season, consider launching a referral or loyalty program with reward benefits to entice both new and current clients. Offer a discount, rebate, or perhaps a free gift to current customers who send their friends and families to your business along with a similar offer to referrals when they purchase a product or service.
Speaking of existing clients, the holiday season is the perfect occasion to capture images of home improvement and renovation projects you’ve completed over the year. Many of your clients will likely have their home decorated and spruced up for holiday guests which means they’ll be more than happy to show off their new improvements. Use these images to beef up your Houzz profile. This social media platform for home design continues to gain momentum among professionals and homeowners alike as it’s quickly become the go-to social media site for ideas and connections to local experts. If you’re not already on Houzz, we strongly suggest you add creating an account to your slow season to-do list. And with all new images of your work ready to go, your Houzz profile will be up and running in no time.
Developing new strategies to reach current and new clients can be overwhelming, especially in this ever-changing, fast-paced marketing environment. Momentum Consulting provides an absolutely free one-hour consultation during which we will review your current marketing plan and offer improvement tips and solutions to help you conquer your business goals for the new year. Start with a no-cost Houzz marketing strategy session now.