We will start by explaining what inbound marketing is and how it relates to you as a home remodeling company. In the book “To Sell Is Human” by Daniel Pink, he talks about how consumer purchasing habits have changed with the internet. Before there was “Google”, homeowners would hear about a product or service through the newspaper, radio, or TV. If they wanted to learn more, they would then have to call the business of interest. This left the homeowner at a disadvantage because they were dependent on the information that the contractor gave them. Today, with the accessibility of the internet, homeowners have access to information about the product or services that they are interested in right away, changing the way homeowners make purchasing decisions. Now, it is to be expected that a homeowner is educated about a specific product or service before they call a design-build company for an estimate.
If we know that homeowners are making purchasing decisions before they call the first home remodeling company to get an estimate, why not find them when they first become aware of the want or need and be part of the education process? By doing this, you will become the trusted expert, and more likely be the first call they make.
Here is an infographic of how a home owner goes through the online buying journey.
Inbound marketing is a complete marketing strategy of how to implement many significant types of internet marketing in an intentional, systematic method. This means that you can use these methods of internet marketing in a strategic way to lead a home owner interested in a home remodel all the way through the decision-making process of contacting you.
First, you’ll need to identify who’s your ideal homeowner. It should not be targeted to all homeowners, because quite frankly, not all homeowners are looking to do a remodel, or may not have the money for one. Sometimes the easiest way to identify your target is to call a sample size of your past clients and find out who they are. Demographics, lifestyles, job titles, family make up, etc. At the end of this, you want to have enough information to write a story about them. Who they are, what they like, what they do, and what a day in their life looks like. This information will also help you identify their biggest concerns or problem that they may have with regards to their home remodel.
This strategic process will direct the rest of your marketing efforts. You can identify topics that they would be searching online and write the articles in a context that will connect with them on an emotional and intellectual level. In our next blog, we will discuss the inbound marketing tools that we use to identify topics and keywords for the articles. You can request a copy of our Inbound Marketing Playbook for Home Remodeling Companies to get all of the information now!