Your Home Improvement Business Needs a Blog— Here’s Why
A well-written blog is a powerful content marketing tool for every business— especially those in the home improvement industry. Adding a blog to your website allows you to speak directly to your potential customers and:
Provide interesting information they want to know
Answer their questions before they have to ask them
Address common concerns and pain points
Show how your business goes above and beyond for your customers
Your selling process is all about gaining the trust of your leads and convincing them that they should hire YOU over the other guy. You’re well aware of how competitive the market is.
Chances are you’ve got your sales pitch down. But is it enough to make you stand out from your competition?
To grow your business, attract high-quality leads, and build a loyal following, a solid content marketing strategy is essential. A well-crafted website, paired with an engaging and informative blog, will work tirelessly to support your sales efforts.
What Is Content Marketing?
Content marketing is a strategy that builds a connection between you and your potential customers, meeting them on a human level. Rather than simply pushing your services, your website will be a place of value and engagement. You can:
Teach your audience a skill for their next DIY project
Educate them on your favorite products and processes
Answer questions and address concerns you hear often
Provide experience-driven testimonials from happy customers
When you provide interesting content for your audience, your potential customers will feel loyal to you and invested in your business. That way, when it comes time to plan their next home improvement project, choosing your company will be a no-brainer.
Content marketing comes in multiple different forms, including blogs, social media posts, emails, and newsletters. If you’re new to content marketing, a blog is a perfect place to start.
With the right content marketing plan, you can attract more qualified leads and improve your search engine optimization (SEO) strategy, making it easier for your ideal customers to find and connect with you.
Blogs Will Help You Sell
For some, the term “blog” has a negative connotation. They think of a blog as a place where people muse and complain into the void of the internet. In reality, a blog is an extremely useful marketing tool that’s been adopted by countless successful businesses.
In fact, businesses with blogs get 67% more leads than businesses that don’t have a blog. (1) Why is that? The value your blog provides nurtures your leads, keeping your business and overall brand at the forefront of their mind. You will be a helping hand, guiding them through their buyer’s journey. Homeowners are looking for a reason to hire one company over another, and your blog will build trust and offer the expertise that will help them make their decision.
Blogs are a cost-effective form of inbound marketing. When your ideal customer goes looking for information about home improvements and home renovations, your blog is ready and waiting to be found. Whereas outbound marketing— typically in the form of paid ads— interrupts your audience in an attempt to get their attention, inbound marketing brings your ideal customers to you. This results in qualified leads who are in need of your services now.
Blogs can also increase your SEO making it easier for people to find your business on Google. Simply put, the more people that find your website, the more organic leads you will generate.
Search Engine Optimization
SEO is the strategy of using quality copy and the right keywords to increase your website’s organic ranking on Google. Blogs offer the perfect place for keyword placement and reader engagement, both of which will increase your website’s organic traffic, pushing you to the top of the search engine’s results page (SERP).
When homeowners decide they want to have their cabinets painted or bathroom remodeled, they often turn to Google to find their desired service “near me.” A blog is ideal for including location-specific keywords. When people search for a home improvement company in your area, you want to make sure your website pops up.
A blog can take your SEO strategy to the next level when it’s planned and executed well. Blogs allow you to offer long-form answers to common questions and provide interesting material that speaks directly to your audience and their interests. The more time people engage with your website, the better your ranking will be.
What Does a Copywriter Do for YOU?
When it comes to content marketing, hiring a copywriter is an excellent option to save you time and use your marketing budget wisely. A copywriter knows how to write content that is interesting to read and moves your audience in the right direction.
You’re already an expert in your field. You just need a copywriter to turn your knowledge and expertise into content. That’s where I come in. As your copywriter, here is what I will do for you:
Define and understand your ideal customer— What are their pain points? What are they interested in? What are they searching on Google that is related to your industry? Specializing in the home improvement industry allows me to understand your ideal customers and their most common pain points. That way, your website and content speak directly to the customer and no one else.
Keyword planning and usage— In order to increase your local SEO, making your business easier to find for people in your area, keyword planning and usage are key. I’ll research the location-specific keywords and phrases that are most relevant to your business and your ideal leads. In other words, what exactly are your potential customers typing into Google when searching for your type of service? Including specific keywords in your blog posts will increase local traffic, generate more leads, and boost sales.
Come up with a content marketing strategy with you— It’s important to figure out what steps you want your ideal customers to take from the beginning to the end of the sales funnel process. A well-written blog will pour qualified leads into the top of your sales funnel, but where do you want to direct them from there? Do you want to direct them to your website so they can learn more about your business? Do you want to use an opt-in to collect email addresses to pursue an email marketing campaign? Excellent copy moves your leads from one step of the sales funnel to the next until they eventually become your next paying customer.
Decide on a schedule with you— Consistency is key when it comes to content marketing. Consistently posting blogs will not only create a loyal audience, but it will also improve your SEO as well. We’ll figure out your ideal schedule for releasing blog posts on your website, depending on your overall goals and budget (I typically recommend two to four blogs per month).
Performance Testing— Good marketing requires ongoing maintenance and testing. Our goal is to lower your cost per lead (CPL) and cost per sale (CPS) by engaging with the most people possible. By using tools like Google Analytics, I can see how well your audience is engaging with the content I write. That way, I can focus on the topics that get the best response.
I can help you take your website to the next level with a blog that’s informative and fun to read. You’re busy running a business— chances are you don’t want to be stuck behind a computer, brainstorming topics for your next blog post. I can help your marketing dollars stretch further and bring your ideal customers to you.
Do you think your business could benefit from a strong content marketing strategy? Contact me today and we can set up a free fifteen-minute phone consultation to discuss your company’s future blog.
References
(1) https://www.demandmetric.com/content/content-marketing-infographic