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3 Benefits of Digital Marketing for Attracting Home Improvement Leads

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Let’s face it: home improvement businesses need digital marketing more than ever. Why? Because we live in a digital world. Meaning that your potential customers are researching and shopping in new ways.
  • They ask their phone questions
  • Alexa makes recommendations
  • While watching TV, many people browse articles on their tablets or phone.
How consumers shop keeps changing. To keep up and remain profitable, your home improvement marketing strategy must adapt. If you’re used to sticking with Print, TV and Radio marketing then you’re leaving a lot of opportunities on the table.
 
Digital marketing can attract new home improvement leads. Especially when paired with your "traditional" ads. (These are print, TV and radio ads.) By using both tactics your advertising efforts will produce a win-win!

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What is Digital Marketing Anyway?

Digital marketing is content that a person views on their computer, tablet, phone or smart TV. This includes:
  • Website pages or blogs
  • Emails or Texts
  • Chat bots
  • Videos (including ads on your Smart TV)
  • Social media advertising (Facebook, Instagram)
  • Google ads
  • Podcasts
  • and more

Your company is probably already using Digital Marketing tactics already. Do any of these things sound familiar:

Digital marketing is effective because you can target a precise type of customer you want to sell to. This helps people who want your products and services find your business. If you are doing it right, you'll have customers who are looking for the products you sell and are ready to buy them. A win-win for you both.

And that is how digital marketing works in a nutshell!

Still not convinced that your home improvement company needs to use digital advertising? Here are 3 of the most gigantic benefits of digital marketing:

1. Precision TARGETING.

Let’s pretend you’re in an archery competition. Which would be easier? Hitting the target with a clear view from 10 feet away. Or hitting a perfect bullseye while completely blindfolded?

When you’re marketing through traditional means only, it’s a lot like shooting your arrow blindfolded. You can send the arrow off in the right direction – but there’s no guarantee it will find your target. And it might miss the mark entirely.

Digital marketing allows you to fine-tune your targeting so you can sink a bullseye. With digital ads, you target very specific groups of people. You can target potential customers by:

  • Location
  • Age
  • Household income
  • Homeowner status
  • And specific interests

Here’s an example: Let's pretend your business is a Home Center with three locations. You have several kitchen designers on staff. And your Home Centers sell a complete selection of lumber and building materials.

We would use Facebook ad manager to see how many people interested in Kitchen Design live within 15 miles of your showrooms.

This information help us figure out if there will be enough interest in Kitchen Design. How do we know people are interested in Kitchen Design? Facebook supplies these statistics. They want us to be successful. How does Facebook know this? People like, comment and interact with other ads and posts. Facebook remembers this information to help people find content they will like.

It's called “precision targeting”. Your home improvement business advertises only to people who want your products. In this example, people interested in Kitchen Design who live within 15 miles a showroom.

2. It’s TRACKABLE.

Okay, so you’ve targeted the right audience for your digital advertising. Now comes the part that sets digital marketing apart from traditional methods.

With print ads, television or radio ads, it's more difficult to tell if someone called from that ad. Digital marketing on the other hand, is trackable. You can track everything. From how many people glanced at your ad, hovered over your ad, to clicking on your ad.

This is how it works:
Let’s say that you spent $100 on a Facebook ad targeting people interested in Kitchen design. When the ad is finished running, the results could look something like this:

  • 25,000 times people saw your ad (.004 per ad view)
  • 5,000 people reached (at $.02 per impression)
  • 98 Post engagements (at $1.02 per engagement)
  • 79 link clicks for more information (at $1.27 per click)
  • 5 people scheduled appointments
  • 1 Kitchen is now under contract

From these statistics you can clearly see that the $100 investment, produced 79 clicks and 5 scheduled appointments. Leading to one sale. 

3. ANALYZE & IMPROVE.

Now that your ad is finished, it’s time to analyze your results. You look at the ad statistics, so that you can improve your targeting each time.

After reviewing the data, you may see that most of the views were from women, who were between the ages of 45-64. So the next time you run this ad, you would narrow who sees it. The next ad would target:

  • Women
  • Between the ages of 45-64
  • Interested in Kitchen Design
  • Living 15 miles from a showroom

This information helps you decide "who" is interested in your products and services. (Your target audience.)

Do recognize some of the ways you might improve ad results the next time around?

As you can imagine, the possibilities are endless. The key is to target, track, analyze and improve your digital marketing. If you keep doing this, digital marketing will grow your home improvement business. Once you start, so does the learning process. Soon you will generate more – and better – home improvement leads.


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