Content marketing holds so many benefits for contractors. It can build trust with your homeowner audience, create more engagement online, drive organic traffic to your website, boost leads and help you stand out from the competition. However, many home improvement pros may be left thinking “I don’t even know what to write about. Where do I start?” when considering their own content marketing strategy. We’ve broken down 6 ideas to get you started in your content creation and help you get the creative wheels turning.
1. Blog About a DIY Project or Preventative Measure
The HomeStars homeowner blog sees on average 50,000 visits a month. This informative hub hosts content that speaks to DIY projects, preventive measures for the home, and more. This large number tells us that homeowners are eager to learn about how to do things themselves.
Pros in all industries should look at creating blog content that shares DIY projects, or preventive measures that can help a homeowner be their own home pro or help them keep a safe and functional home. Not only can this type of content help boost your online rankings, but it also shows homeowners that you have their best interest at heart and are willing to share your wealth of knowledge without charging a cent (which is great for building homeowners trust!).
2. Post a Question of the Week on Social Media
Think about the questions you receive from homeowners. If your customers ask the same questions frequently, it’s likely other homeowners have the same quandary. A good place to start is having an informative FAQ section on your website, but why not take it a step further and re-purpose this content on your social channels? Post a weekly question and then answer it in the post or attach a blog post, depending on how in-depth the answer is. Include questions about the products you use for renovation projects, the services you offer like kitchen and bathroom renos, or even questions related to your trade.
3. Shine the Light on Previous Heartfelt Projects
In the general contracting industry, the jobs you do can have a tremendous impact on a homeowner’s life. For example, a homeowner’s outdated basement that is being renovated for their elderly parents can be a very sentimental and emotional project for the family. Or, maybe a client is finally taking the plunge and has hired you to build the dream garage they’ve always wanted.
Each of these can be heartfelt stories that may be relatable to other homeowners. If you have customers of this nature and feel that their story would resonate deeply with others, see if you can share it with their permission. Researching homeowners who read these stories can relate on a much more personal level, which can help you potentially win more jobs.
4. Share your Accomplishments like Getting Verified by HomeStars
Another quick content win is analyzing your HomeStars profile. Are you Verified? Are you a HomeStars Best of Award Winner? If so, both items can be a huge confidence booster to a project-ready homeowner looking to hire a trusted, general contractor or other home service pro. When you create a post about your Verification status, share with homeowners the fact that your business passed a criminal background check and other important, safety-focused criteria. Shed light on the fact that your Verification badge deems your business up-to-date in both your legal and professional requirements. Be sure to also include why being a safe choice is important to your trade business and what Verification means to you.
5. Snap and Share “Behind The Scenes” Moments
Whether you’re a general contractor or plumber, there are behind the scenes moments that are fascinating and informative to your homeowner audience. Create bitesize videos to show viewers “how or why you did it”. These informative bitesize videos are very shareable, so it’s a great opportunity to create some brand awareness and helps give homeowners an inside look into what it’s like working with you.
6. Share HomeStars Reviews on Social Media
Sharing positive reviews not only celebrates your successes with homeowners but also allows potential customers to learn more about your business. Using the HomeStars for Pros app, upgraded HomeStars pros can select any review on their profile and share it on Facebook, Instagram, and Twitter. This form of content marketing can inspire customer confidence and supercharge your social media marketing efforts and act as a testament to your quality workmanship.
And there you have it! Get started in creating content that will entice your audience and help you generate more homeowner leads. Keep in mind that content marketing results don’t happen overnight. You will have to be patient when it comes to content marketing. It takes time to flourish but once you post frequently and consistently, you will reap the benefits of content marketing and reach new customers!
