With so many home improvement businesses out there today, there are even more ads working to make sure they're seen. The level of competition can make it hard to stand out, and the digital space may seem particularly saturated. While it can be a challenge to set yourself apart, there are ways you can effectively connect with your audience and differentiate your business.
If you want to get the most from your digital advertising efforts and stand apart, take the following steps to develop a successful campaign.
1. Showcase Your Work
The best way for your business to stand out is to highlight your work. You can do so by implementing:
- Before and after photos
- Transformation videos that further bring your projects to life and show your teams at work
- Case studies that detail precisely how you helped your clients
For example, a home improvement business may highlight a case study that features a particular client's pain points, such as an outdated kitchen that's riddled with design problems and a weakening plumbing system, among other issues. The company can tell the client's story before the transformation to illustrate how things were, with complementary "before" images that show what the kitchen looked like. From there, videos can show the transformation process and effectively reveal how the company's team worked cohesively to create an unrecognizable kitchen space. "After" images can show what the kitchen looked like following the renovation while the case study discusses the client's overall satisfaction.
When highlighting your work through digital advertising, don't underestimate the power of video advertising, either. Nearly 50% of online consumers seek videos about a product or service before trusting and visiting a business.
2. Offer Supplemental Content
It's not enough to have high-quality ads that drive traffic and increase conversions—you also need good supplemental content on your website that can be of value to them. Blog posts, written case studies, how-to guides, and more can be the key to keeping people engaged and gaining their trust.
In many cases, people may want to start a home project but can't afford it at the moment. Still, they may be doing some research around the project and looking at different home improvement companies to help make their decision when they're ready to begin. As prospects and leads look for more information about you and your services, you can provide various types of content to show why you're the best choice. For instance, you could create and publish blog posts or videos that give people ideas and tips for smaller DIY projects they can complete on their own. As they start shopping for professional services to complete larger projects, you're more likely to be the first business that comes to mind.
3. Engage with Your Audience
Engaging with audiences is necessary if you want to establish a strong connection with them. Engagement will help you build relationships with both your customer base and those who are in the market for home improvement services. Over time, these relationships will help keep your business on the minds of those who've used your services in the past, along with people who are still merely "window shopping" for services.
One of the most effective ways to engage with your audience is to take full advantage of social media platforms such as Facebook. In addition to pushing static and video social media ads, you can also use your page to share helpful content you've produced, case studies, and more. While you can attract more visitors to your website, you can also respond to people in comments sections or private messages if people want to know more. Subsequently, you can gain their trust and further differentiate yourself from competitors who remain more disconnected.
4. Utilize Retargeting
Retargeting is another effective way to stay top-of-mind and keep your business directly in front of consumers. If you find that people are leaving your website without making a purchase or contacting you for services, you can still encourage them to come back through the power of retargeting. In fact, consumers who view retargeting ads are around 70% more likely to become customers.
Retargeting ads can help you break through the noise by displaying relevant ads on other websites that your audience frequently visits. This will increase the likelihood of leads coming back to you if they decide to follow through on a project.
To appeal to audiences with your retargeting ads, the key is a good blend of enticing visuals and text. You can use a combination of catchy subject lines that stay in people's minds, along with intriguing offers that get them to reconsider your services.
Get Creative with Digital Advertising to Stand Out in the Home Improvement Industry
With a better idea of how to advertise your home improvement business through digital advertising, you can experience the success you've always wanted for your company. Through the use of creative and comprehensive paid advertising and other content, along with effective audience engagement and retargeting campaigns, you can truly connect with prospects and make your brand more memorable.
