Home improvement retailers like Lowes and Home Depot, have helped empower consumers by fostering a powerful do-it-yourself mindset. While this is great for consumers, it’s made it tough for the home remodeling business industry. So how can home remodeling businesses prove their value and grow their client base while competing with the DIY retail giants?
One key marketing tool is the business blog.
Business blogs are one of the most unique marketing channels available. They are a magnet for search engines and offer the ability to integrate all forms of content such as images, videos, and presentations. They also integrate well with other digital channels by helping to strategically fill the content funnel.
Different than traditional advertising and marketing, business blogs can also be used as a strategic sales tool. Take a look at how to use a business blog to support sales.
- Paint the Picture. A business blog is a blank canvas for painting a picture. Use it to showcase a Before and After series that demonstrates your business’s unique skills and value proposition. Take advantage of video by creating a time lapse video that walks through the entire project in a short one or two minute video.
- Educate the Audience. One of the key strategies for Lowes and Home Depot has been to offer free education for consumers. Each provides the opportunity for homeowners to attend how-to classes and learn how to make home improvements. Remodeling companies should follow this same strategy and educate consumers on the value of using a professional. Focus on the consumer benefits such as time savings, money savings, and the value of having work that is guaranteed.
- Create a Product Library. Use blog content to share important information about the products used by the company. The sales team can use the blog as a resource center when they are out in the field and for communicating with prospective clients. The blog can be used to give the sales team immediate access to valuable content such as product information, case studies, product demonstrations and the client portfolio.
- Support Inbound Marketing Efforts. A company’s digital channels are used to generate leads and drive prospects to the company. In this same manner, blog content is a key inbound marketing tool that brings clients to the sales door. Inbound strategies include offering free downloads, eBooks, or other incentives.
- Showcase Client Success Stories. Consumers want to know about others who have used your product or service. The want to know what challenges were overcome and what were the results of the project. Because blogs allow us to integrate with other media such as videos and images, we can tell the complete customer story in an engaging and interactive way. The sales team can use these stories in email marketing campaigns and sales calls.