Home improvement projects are a high ticket item with a long buying cycle. Consumers want to make sure they’ve done their homework before investing in a home renovation. As consumers turn to digital sources like social media for home improvement and interior design research, home improvement contractors must adapt their marketing strategy to connect with potential customers.
With the right social media strategy, builders and home improvement businesses can create personal connections with consumers, highlight visual content, and capture quality leads.
Connect with Home Owners Where They Live
Contractors should build relationships with customers through a combination of highly targeted social media ad campaigns and the promotion of relevant content. Serving your content to the right audience is key and social media’s targeting options are among the most robust in the industry. According to the IAB Digital Influence on Home Improvement Plans, “Those planning home improvement are twice as likely as the general population to be influenced by online ads.”
It seems like an obvious fit for home improvement companies to target Facebook users who are interested in home & garden categories including home improvement and home appliances, but we can dive even deeper than that! For example, although it may seem a bit creepy to some, we are able to reach homeowners with a specific square footage home or by the home’s age, which creates new opportunities for home improvement advertising. This level of segmentation and targeting has never been available before.
Pinterest For Highlight Visual Content
Research on any home renovation project involves sifting through hundreds of photos and videos to find the perfect inspiration for your project. The highly visual nature of most social networks makes them the perfect venue for showcasing your latest projects as well as the latest trends in modern kitchens or outdoor spaces.
One of the most powerful social media networks for the home improvement industry is Pinterest. Pinterest serves as a virtual pin board for users to find and collect inspiration for anything from DIY wreaths to total kitchen makeovers, so this highly visual social network is a hub for home inspiration.
Pinterest recently opened up their advertising to small and medium sized advertisers. It’s also making changes to the “Promoted Pins Ads Manager” upping the number of interest-level targeting options from 30 to 420. (Adweek) This is a huge opportunity for home improvement businesses to target a new audiences on Pinterest by serving targeted pins straight to home improvement researchers on their social network of choice.
Home Improvement Marketers – Build a Better Model
With advanced metrics, fine-grained targeting capabilities and the range of home improvement centered content constantly being uploaded and shared, home improvement marketing on social media networks like Facebook and Pinterest should be an essential part of your home improvement business content strategy.
Want to learn about other ways you can benefit from social media marketing? Contact us today to see how Fusionfarm can help you build an effective social media presence.