Traditional marketing in local magazines used to be the #1 advertising channel for home remodeling businesses. Compared to magazine ads, online marketing is affordable, track able, and, in most cases you pay for performance and not per ad. It is clear that online marketing is the most cost effective and productive way to spend your marketing dollars.
In this article, you will learn how to drive traffic to your optimized website, generate new clients, and turn your home remodeling website into a sales machine.
1) Generate More Potential Client Visits With Google AdWords
Since many of your competitors are using the same search terms as you are using, a paid ad will outperform the free internet marketing available to all to ensure you are getting traffic from your website. Google AdWords are paid advertising campaigns that will place your business before any of the #1 industry leader which appear on an organic search result page. If you want to stand out from your competitors, this is a proven traffic builder for home remodelers and similar businesses within very competitive markets.
Typically, you will find 5 listings on top of the search results page, and 5 at the bottom. Ads appear in an auction-based order before the organic search (SEO) as shown in this example:
Here is how the auction works. Just like in any market, the price is driven by supply and demand. If more people are willing to pay for a search term like “home remodeling San Diego” the value, or the “CPC”(Cost Per Click), goes up. As the term CPC indicates, the great thing about Google AdWords campaigns is that you only pay if a user actually clicks to your website or calls you. The outstanding benefit is that you no longer pay a flat fee for a general ad in a magazine. Instead, only those customers who are genuinely interested receive your ad measured in terms of a click! You will even be able to monitor which ad referred what customer, when you install call tracking for your ads.
How to get started to run your own Google Adwords campaign:
Create a campaign for the service you want to promote
Enter the keywords and terms people use to search for your service
Pick the location and time of day you want the ads to run
Write ads promoting your services and skills
Finally, set a daily budget and launch your campaign
We encourage you to try AdWords marketing today! If you haven’t setup your AdWords account yet, we will give you a $100+ free marketing credit as a new advertiser to kick-start your first ad campaign. Request an AdWords management quote here.
2) Increase Your Customer Acqusition with Google & Facebook Remarketing
Remarketing is proven to be one of the most powerful and cost-effective marketing strategies to drive leads and increase customer acquisition from your pay-per-click advertising.
Remarketing uses a special tracking code which allows you to re-engage people who have already visited your website. If, for example, a potential client visits your website and keeps browsing the web afterwards, your ad will pop up on their display even if they are not on your website anymore. Remarketing, therefore, allows you the most screen time with a potential client and is proven to result in a much higher closing rate.
Google AdWords makes remarketing easy and efficient. You simply create your remarketing campaign and select your audience. In general, the more specific your target group, the more efficient your ad. Instead of targeting your ad to all visitors, it is much more efficient to choose your audience based on a particular service page they visited, a certain step they were in on your client inquiry page or even based on visitors who had not viewed certain pages. Choosing a custom audience allows you to create a more targeted ad for the service the user was looking for.
Watch this video on Google remarketing to understand how remarketing works and what the benefits are.
Facebook is another great platform for remarketing. You can reach people on Facebook who’ve visited your website and have already shown interest in your business. Similar to Google, you create your custom audience based on the example indicators above as well as create a “Lookalike Audience.” With Lookalike Audiences, you can target people who are similar to those that had visited your website.
3) Be On Top of Your Yelp or Google Reviews
A good reputation is the key to success. Not only potential new clients care about your reviews, also so Google does. Google wants to send users to the best businesses who have the best reviews, and analyzes your data to determine your reputation. Your reviews and reputation in relation to your competitors define your ranking on search engines.
Good reviews not only get you a higher ranking and more traffic. They can also encourage clients that are indecisive when they discover your business is rated the best for their needs. Bad reviews, on the other hand, may result in losing clients if you don’t manage them correctly. Review monitoring service tracks all customer comments and sends you a daily overview to make sure you can stay on top of what people say about you.
The quantity of reviews is just as important as quality!
The best way to increase your number of reviews is to simply ask. Your customers understand how important reviews are to your business and are usually pleased to leave a review if you offered them a great service. But don’t wait too long as clients are more likely to give you feedback after a positive experience with you. For example, right after you’ve successfully remodeled their home is the best time to ask. You might think about adding a “Find us on Yelp” icon to your follow-up emails, newsletters and website to make it easy for them. In addition, you may offer a small incentive for writing a review to show your appreciation and motivate clients to take the time.
4) Develop a Blogging Strategy for Your Home Remodeling Business
Identify common questions in your industry. Determine what everyone asks about and needs to know. Next, blog about those topics according to a planned schedule. If you don’t have the resources, or don’t want to manage it yourself, consider hiring an outside firm or freelancer. Posts can run in the range of $50-$150 depending on how complicated the subject matter. Be sure to add SEO and stick to a consistent routine. Doing this twice a month gives you a larger and more robust site, generates content to use in newsletters, and educates your customer base. Blogging sets you apart as an expert in your field and brings in new customers and retains loyal ones. You will be surprised to see how your traffic and business will grow just taking this simple step!