In the home improvement industry, adapting and thriving in many economic conditions is a key challenge every business owner faces. Our recent webinar, “Five Strategies to Economy Proof Your Business With Strategic Marketing,” brought Socius, MarketSharp, and PulseM experts together to provide valuable insights and digital marketing tips. Scroll to the bottom of this blog to watch the full replay or read on for key takeaways from the webinar.
Key Takeaway #1: Diversify Your Marketing Mix for Optimal Reach
Harness different marketing channels, such as social media, content marketing, search engine optimization (SEO), pay-per-click (PPC), and more, to tap into a broader audience and reach more qualified prospects where they’re searching for your services. When you embrace multiple touchpoints and various channels in your marketing strategy, you’re more likely to meet your potential customers where they are in their buying journey, leading to better engagement and conversion rates.
Quantity is important when it comes to outreach. Still, you also want to pay attention to quality by tailoring each method carefully to ensure you’re showing up for the right people in the right place. A lead isn’t worth much if they don’t meet the qualifications of your ideal customer profile (ICP).
Key Takeaway 2: Maximize Your Presence on Google
Where you show up in Google’s search results is a crucial aspect of modern marketing. Optimize your Google Business Profile with accurate information, respond to reviews efficiently, and engage with existing and potential customers online. It’s also important to utilize paid strategies like Google Ads and Google’s Local Services Ads to help you gain a competitive edge and, in turn, reach prospects looking for your specific services first.
Key Takeaway 3: Craft A Targeted Landing Page Experience
When running paid campaigns, create targeted landing pages or microsites that cater to specific products or services. This tailored approach ensures that visitors find exactly what they’re looking for, increasing the likelihood of conversion. Streamlining the user experience and providing only relevant information enhances the overall effectiveness of your paid and organic marketing campaigns.
Key Takeaway 4: Monitor and Adjust Your Marketing Metrics
Measure the performance of your marketing efforts so you can make informed decisions. Understanding key metrics like the cost of marketing, lead conversion rates, and return on investment (ROI) allows you to optimize your budget allocation and strategies in the future by deciding what works (and is worth investing future dollars in) and what doesn’t, in turn, leading to better outcomes.
Key Takeaway 5: Leverage Complementary Marketing Technologies
Stay up to date with marketing technologies to give your business an edge. There are many complementary marketing technologies, like text-based communication, customer relationship management (CRM) systems, social media automation tools, content management systems (CMS), and lead aggregation software, that you should integrate into your stack. While the term “marketing technologies” might sound daunting (and expensive), plenty of affordable options will empower you to embrace a mindset of experimentation and learning as you explore new solutions that align with your business goals.
Key Takeaway 6: Establish Clear Relationships with Service Providers
Collaborate with your marketing and lead service providers. Build transparent and communicative relationships so your partners understand your business goals and objectives. Minimizing the number of partners while maximizing the value they bring can lead to more effective campaigns and streamlined interactions, ultimately benefiting your business’s bottom line.
Key Takeaway 7: Prioritize the Customer Experience
Focus on a positive customer experience to ensure your long-term success. Beyond generating leads, focus on customer satisfaction, reviews, and retention. By encouraging positive customer reviews and testimonials, you enhance your online reputation and foster repeat business, contributing to sustained growth. And it’s not just other potential customers that will notice these reviews…Google will too, increasing your credibility and search engine ranking.
The insights from the “Five Strategies to Economy Proof Your Business with Strategic Marketing” webinar offer actionable takeaways for businesses looking to thrive in various economic conditions. Check out the full webinar for more helpful insight below. Remember, a well-rounded marketing strategy and a commitment to adaptation can make all the difference in the dynamic world of business.