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In today’s digital age, information is readily available at your customer’s fingertips, and your target audience is just a few clicks away from your business. Content marketing is a powerful tool to help connect your business with your target audience. Not only is content marketing one of the most cost-efficient marketing strategies, but it’s an integral component of growing your home service business naturally and organically.
Content marketing builds trust with current customers, attracts attention from potential new customers, improves the development of relationships, and more. A well-executed content marketing strategy can help home service businesses grow their online presence, attract the attention of potential new customers, and establish themselves as industry leaders, which in turn can lead to increased conversions and new customers.
If your business doesn’t already have a content marketing strategy in place, you’re missing out on big revenue. Below are tips on how to use content marketing to help you grow your home service business.
Establish Expertise and Credibility
Once customers are on your site, they want to see that your home service business is an industry expert. When it comes to repairs or home services, consumers are looking for professional guidance. Curating valuable and informative content marketing like blog posts, how-to guides, informational videos, maintenance tips, or step-by-step instructions for DIY projects establishes your credibility and expertise in your field.
Consider hosting virtual events such as a live Q&A, webinar, conference, or demonstration. Use these opportunities to discuss common customer pain points and how to alleviate them, or address home services industry trends. If you own a roofing business, you could share tips with your potential clients on how to protect your roof in extreme temperatures or show viewers how to detect early signs of roof damage. You could discuss the pros and cons of implementing solar panels on your roof. Research your target audience and familiarize yourself with their customer journey to deliver the quality content they’re looking for.
Featured Resource: Beginner’s Guide to Content Marketing
Builds Reputation
Providing free home services and content marketing to your customers may seem counterintuitive, but building your reputation as an expert in your industry is a key component in growing your business. Custom content that answers questions and builds relationships is invaluable to your brand. 65% of consumers immediately feel a brand is positive and trustworthy after reading just one piece of educational content. Repeated exposure to your content means customers will be more likely to remember your business when they need a home service. And many customers are more willing to do business with a brand they’re familiar with. The primary role of content isn’t to sell your service but rather to attract viable leads and position your business as an industry expert.
Increased Visibility and Online Presence
High-quality content marketing establishes your brand as an expert, but there’s an added, more tangible bonus to all that free content for consumers – creating content for your customers keeps them coming back to the site, and also provides you an opportunity to boost your ranking on search engine result pages.
Content marketing optimized for SEO and utilizing keywords not only solidifies your business as a reputable brand but also increases your online presence. Great content keeps customers, and potential customers, coming back to your site. Strive to create longer-form content of around 2,000 words. The average content length for a webpage that ranks in the top 10 Google searches has at least 2,000 words. The higher the word count, the higher you are in the search results.
A well-optimized content strategy is an essential part of building your business’s online presence, attracting new customers, and maintaining your current customer base. Using optimal keywords and utilizing search engine optimization techniques can significantly boost a home service business’s online visibility.
Pro tip: SEO services companies, like Scorpion, can handle your digital marketing for you. Learn more here.
Visual Portfolio
Establish expertise and credibility, increase visibility and brand awareness by utilizing a visual portfolio in your website design, or a tactile way for customers to see your work. Visual content is especially important in the home services industry, where customers are looking for tangible proof of your business’s capabilities.
Highlight successful projects and satisfied customer reviews to your benefit. The portfolio can be a powerful marketing tool to help attract new customers and show them the scope and quality of your abilities. Not only is a portfolio visually appealing to your customer, but images, graphics, and video play a powerful role in boosting SEO and your Google search ranking.
If you display videos, be sure to offer transcripts that include your keywords. Add descriptive text to videos and images that not only improves the viewing experience for visitors but also boosts your SEO. Search engines are better able to index your site when you have informative text on visual content.
Powerful content marketing specific to your customer’s needs can garner leads and guide them through your sales funnel. Include direct calls to action, instructing customers to request a demo, make an appointment, request a quote, or schedule a consultation.
Enhanced Engagement and Customer Interaction
Engaging content on your website and social platforms is key to attracting the attention of potential customers. Content creation that sparks interest and creates a conversation between your brand and customers. Social media marketing is a perfect opportunity for your brand to interact with customers, showcase your service, and answer any customer inquiries. It also enables customers to find your home services business easier. Consider hosting a live Q&A focused around a topic, or post before and after pictures of projects. Actively respond to messages and comments, building a rapport with customers and further establishing your brand as an expert.
Increasing Conversions and Attracting New Leads
For a customer to buy from your business they need to know your business exists. Your business can try running online ads, but 47% of internet users use ad-blockers, with survey respondents claiming Google ads and Facebook ads as “annoying” and “intrusive”. A better alternative is creating quality content marketing to guide customers organically to your site.
Ultimately the goal of any marketing tactic is to increase conversions and attract new leads. Content marketing generally brings in higher quality leads because it's an inbound marketing effort that reaches people (i.e. prospective customers) coming to your brand who have a high chance of converting into customers. These leads generally fall into two categories; 1) they either know your brand or are familiar with what you sell and they’re ready to buy or 2) they know they have a problem and they’re ready to find the best solution. Content marketing helps pull this type of lead to your business through targeted SEO.
With a content marketing strategy, you can turn prospective customers into paying customers. Identify a pain point or problem your target audience faces, and create content that answers those problems.
Bottom Line
Content marketing is a powerful strategy for your home services business to establish yourself as an expert in the industry, increase online visibility, engage with customers, highlight your work and ultimately drive conversions. By creating high-quality home services content marketing, you can position yourself as a home service industry leader, gaining the trust of prospective customers and ultimately winning new customers because of your marketing efforts. Utilizing multiple channels, from blog posts to website content to social media posts, content creation is key to growing your home service business in today’s market.
A well-placed marketing strategy is crucial, and Scorpion can help. It’s time to harness the power of content marketing for your home service business and watch your business grow. Let Scorpion help with your marketing efforts. Contact us to get started today.
