President & CEO of Corberry Digital Marketing Agency, a full-service digital marketing agency offering web design, SEO, PPC, social & more.
Content marketing is the process of creating and distributing materials and content to directly or indirectly promote your brand. In this article, I’ll be focusing on content marketing strategies for home services. Home services concentrates on servicing residential homes, which includes things like plumbing, flooring, roofing, landscaping and so on.
Since home services is a relatively specific niche, some strategies will be more effective than others. I’ll be focusing on the ones that will best drive return on investment (ROI).
Blogging is great for search engine optimization (SEO) because keywords relevant to your home service can be inserted into your blog post. This will help drive organic traffic to your website and ultimately help you rank higher in search engine result pages.
Blogs are also a perfect avenue to connect with your audience and address any concerns or questions. If you continually produce high-quality blog posts, it can help position you as an authority in your industry. Through your blog posts, you can also show your audience who you are as a brand. The tone and writing style of your blog will give the reader an idea of the kind of business you are.
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This is why blogs are one of the best content marketing strategies for home services websites. Essentially, a blog tells a story about your business.
Humans are visual creatures. Sharing photos is one of the quickest ways you can show your clients more about your business. It also helps them immediately form a connection with you.
Take photos of your business, your crew and your products. Include these so that anyone on your page can see what you’re about. Include descriptions like “This is our office,” “This was us celebrating” or “This is an example of the work we’ve done.”
You can also use these images for your blog or repurpose them as thumbnails for your videos.
Video content is one of the most effective content marketing strategies if you’re aiming to increase brand awareness. People often find it easier to pay attention to information if it’s presented in a video format.
According to research, video was the most effective marketing format in 2021. What’s more, 87% of marketers say video has helped in increasing traffic, and for 86% of marketers, it helped in generating sales. Finally, 81% of marketers say video has helped them directly increase sales.
4. Testimonials And Reviews
Testimonials and reviews are content marketing strategies that focus on social proof. They are a great way to convince potential clients that your home services are high quality because other clients are saying so. Not to mention, it’s also great for SEO. When Google sees a large number of positive reviews about your business, it confidently recommends you.
5. Case Studies
Case studies are the perfect way to show your audience how efficient and valuable your home services are. It’s a strategy focused on conversion.
Let’s say your website is about your business of repairing computers. A case study would be a narrative about what steps you took in a particular repair instance. It could also be a story about a real-world problem you and your business solved.
Case studies are an effective way to generate leads because you get to show your audience the change you bring with your services and potential clients get to see the positive experiences others have had with your business.
Infographics are a visual representation of information and are a great way to deliver a lot of information in a format that is easy to understand. This is an especially useful tool considering 65% of the population are visual learners.
The information you can share with infographics is limitless as long as you have the right format but typically includes statistics, events, timelines, etc. Infographics are visually stimulating, and humans are primarily visual beings. This makes it easier for people to understand what you’re trying to convey, even without an extensive explanation.
Podcasting has slowly gained popularity over the years. Only 22% of the adult population in the United States knew what podcasting was back in 2006. In 2022, this has increased to a whopping 79%. Research has also shown that 54% of podcast consumers are more likely to consider brands they hear advertised on podcasts.
One of the biggest advantages of podcasts is that they allow you to deliver a lot of information in a short span of time. You get to establish yourself as an authority in your industry while creating a personal connection with your audience. You also get to cater to audiences that like to learn or relax to a story while they’re doing something else, like driving.
Content marketing is a great way for businesses in the home services industry to drive traffic to their websites and ultimately increase sales. It can also help you boost your brand awareness.
Remember that when someone comes across your website, they will be influenced by the first thing they see. And they should be able to see these seven things: blogging, photos, videos, testimonials, case studies, infographics and podcasts.
You should also explore—and prioritize—which of these content marketing strategies will yield the most results in the shortest amount of time for your business.
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Author: Michael Fox, Forbes Councils Member