Retailers and product manufacturers have mastered the art of inbound marketing, but many marketing professionals in the home improvement industry are still clinging to the old ways. How can inbound marketing revitalize your business and help you establish yourself as a leader in the industry? From building trust to creating a comprehensive catalog of resources, here’s what inbound marketing can do for you:
Establish you as an authoritative resource
When you add great content to your site that is relevant to your customers, they naturally seek you out when they need help. Creating and maintaining a library of content written specifically to your target client allows you to become a valued resource for your community. By creating evergreen content you add value to your library of resources every time you add a topic. The more people who visit your growing library, the better, since search engines love repeat visitors and low bounce rates.
If you are worried about the well being and value of your home, which company would you choose? The one you’ve frequently turned to online for advice about everything from leaky faucets to repairing foundation cracks — or the one you’ve never heard of, who just happens to be listed first in the phone directory? Chances are, you’d choose the home improvement contractor you’ve come to know and trust — even though you’ve never seen her in person. The content you post goes a long way towards building trust with your readers — in many cases, they feel like they know you already, even if you’ve never met in person.
Establish yourself as an expert
When your byline and content is visible and easy to find on your site, social media and other locations, you naturally begin to be seen as an expert. No matter how much you know, if you don’t share your knowledge in some way, you’ll be overlooked. Take time to provide expert advice for others, post your own authoritative Q&A posts on your area of expertise and maintain a social media presence. Each time a reader sees your name associated with great advice and content, you’ll be building a valuable connection and establishing yourself as an expert in your field.
Home Improvement Contractors are slowly but surely beginning to grasp the importance of inbound marketing. Many companies now maintain a content library designed to establish a relationship long before a homeowner needs help — and your company should too. For more about the importance of inbound marketing and to learn how to attract more readers and prospects, contact us or follow our blog.