With hundreds of home improvement blogs filling the interwebs with information, what’s the point of offering one more voice? Can you really add to the noise about colors, textures and styles?
If your goal is to get to the front of page of Google with the keyword “granite countertop”, then your chances are probably pretty slim. If your goal is to set yourself apart as an expert in your local area, you’ve probably got a pretty good chance of accomplishing your goal.
Years ago I sat across from a contractor and talked about the theory of offering your knowledge for free via a blog or videos. He posed a common question: why would I tell others how to do what I want to do for them? My answer: because no DIY project is ever as easy as it looks online and once a person realizes the real difficulty level of the project they’ll call you to take care of it.
He gave us a chance to prove our contractor marketing theory and in his own words his business began to grow. He called me one day to tell me about submitting a proposal to do repair work on foreclosed real estate. The banker called after looking at his website to say he was convinced of his knowledge and ability and offered him the job.
Whether you own a flooring store, lighting store, interior design firm, contracting company or cabinet company, you know more about your business than almost anyone. Even if you don’t think you can put that information into words, you know what you wished your customers knew, you know what your customers want and you know the challenges many of your customers face. Creating a blog--even if you hand it off to someone else to write--is your avenue to share that expertise.
With all the information out there, how do best use all this content as part of your home improvement marketing strategy?
Share your content on social media. While many of your customers may not find your articles through a Google search, a lot of them are following you on social media.Your home improvement retail stores social media pages are the ideal place to promote your website content instead of direction them to another industry site. Social media doesn't just limit you to Facebook. Consider how you can share your content as part of your Houzz marketing strategy as well.
Highlight your projects. Your projects offer instant custom content. Also talk about the challenges you or the homeowner faced in the project. What was the dream project? How close did you get? If you can get a testimonial from the homeowner, even better! P.S. always add your logo to any of your images so they are branded.
Promote your content through ads. Spend some money sending people to your website to read your articles. Then schedule additional ads targeted at people who visited that article on your website. The second ads should include strong calls to action to call or visit your store or make an appointment. This advertising strategy directly links your content to additional leads for home improvement companies.
Direct customers to your articles when they have questions. After you meet with a prospect who may not have decided to use your services yet, you can follow up with an e-mail or Facebook message directing them to relevant articles on your website.
Blogging isn’t always about reaching the first page of Google. Sometimes it’s about opening doors for the opportunities you want.