Home improvement projects are expensive with long buying cycles, and lots of research. Consumers take longer with these purchases because they want to feel confident in a service before investing in a company for home renovation.
According to Synchrony Financial, people spend an average of 108 days researching home improvement companies before making a purchase.
That means it takes, on average, three and a half months for people to make a decision on who to hire for a home improvement project!
When people research home improvement professionals, 85% start looking online, which means it’s essential to have a strong online presence. That’s one of the key factors that will separate your business from your competition.
Before the internet, most businesses relied on word-of-mouth advertising and referrals, but today those referrals and conversations are taking place on social networks.
With the right social marketing strategy, you can create personal connections with potential customers, and highlight your best work to capture high quality leads and grow your business.
Having a presence on individual social networks will help increase awareness of your business, but the real results come from incorporating a multi-channel strategy. Using multiple social media channels is the best way to promote your business online and maximize your online reach.
This works because each social channel reaches a different audience demographic. By regularly updating all of your profiles, you’ll increase the chance of catching the attention of potential clients. Additionally, you’ll provide more outlets for your customers to connect with you and your business.
Communication and Networking
Fostering a casual environment is the greatest benefit of social media marketing, because it develops conversations that form closer relationships with current and potential clients. In order to encourage these valuable relationships, you need to implement a two-way communication plan.
Rather than experts lecturing consumers on products and strategy, business owners should engage their audience and encourage two-way conversations. Posting polls, asking open-ended questions, and reaching out for customer feedback are all great ways to get people interacting with your social accounts.
Social media isn’t just for professionals connecting with consumers; it’s also for connecting with other professionals in your industry. Just as the Home Expert Network strives to provide a way for home improvement experts to link and collaborate, so do social networking sites such as LinkedIn.
By forming professional relationships, you can build up your online presence, help brand your business, and develop a referral network that brings in new customers.
Content = Pictures
Sharing content that’s interesting or educational is a great way to create interest in your social marketing. Good content is the number one reason people follow businesses on social media.
For home improvement professionals, photos are a great way to add interesting content to your site and social accounts. People love ‘before and after’ shots, because pictures visualize how a space transformed.
By using photos, you’ll tell the story of your business in a way that highlights your day-to-day projects and shows the value your business provides. As a home improvement professional, you have an advantage over many other businesses, because your work includes visual improvements.
Developing a social content strategy around visual content updates is vital to forming long-lasting customer relationships and partnerships.