Finding More Home Improvement Customers
During our last get together in our on-going conversations about DIY home improvement internet marketing we began talking about how the marketing dynamic has changed. This has lead us away from a reliance on high cost, low return forms of advertising to the masses in the hopes of catching a potential customer right when they were ready go into buying mode.
We’ve identified a process that has included identifying your ideal customer and trying to figure out “where” they are online and how to capture their attention.
Understanding how our potential customers use keywords and phrases in their search for our products and services gives us insights to where they are in their research process. Today I want to go a bit deeper into how to do that keyword research and how to use the results to help you put more of that 97% of your market currently in the research mode into your home improvement marketing funnel.
Of course, the easiest thing that you can rank for is the name of your business. But unless you’re Coke, Disney, Apple, or other fairly well-known company, just being found by searchers who already know your companies name will obviously limit the amount of opportunities you’ll have.
How To Generate Keywords To Help You Find More Home Improvement Customers
The key to success with this is an understanding of how and what potential customers might search for. Here’s a few ideas on a process you could use to make this work.
- Make one list of the things you’d like to be found for—The easiest way to do this is to list out the products and services you offer.
- Make another list of what your potential customers might be looking for that you might be able to help them with—You’re probably saying, “That’s the same list!” Some things will be on both lists, no doubt. But the key to success with this list is to take off your home improvement hat for a minute. Think like a customer, especially your ideal customer. How might they search for the products and services that you offer?
- Compare the two lists and use a tool to help you generate a list of potential keywords and phrases—The most popular “go to” place for keyword research is Google Adwords: Keywords Planner. This can be a bit bulky for beginners, with a bit of a learning curve, but the information is solid and useful. One of my personal favorites is keyword.io. It’s very straightforward…you just enter in a keyword and the software gives you a list of unique keywords that you can download. I entered “replacement windows” in the search box and the system returned 474 unique keyword variations.
- Check this list for head terms and long tail keywords—Head terms are more generic and high level, like a search for “windows” or even “replacement windows.” Long tail keywords are longer phrases that reflect much more specificity, like “vinyl replacement window reviews in Atlanta, GA.” This is really the meat of your research as this is where you can begin to target potential customers based on where they are in their research process. (More on this shortly)
Remember this as you are working through the whole keyword research process. We want to capture potential customers during every step of their decision making journey. Certainly you need leads and appointments for you and your sales team today and tomorrow, but wouldn’t it be nice to begin “talking” to customers that aren’t yet ready for you to come to their home. That’s where an effective, keyword based marketing program that reflects a good mix of head terms and long tail keywords helps to keep that funnel filled.
Where And How To Use The Keywords That You've Come Up With
Using the information that you’ve gathered allows you to add potential customers at every step of the home improvement buyers journey Some of the places and opportunities that you can use head terms and long tail keywords are:
- Your home improvement lead generation website—There will be opportunities on virtually every page of your website to use these terms as a way to be found in the search engines. Additionally, structuring the metadata (behind the scenes) like titles, tags and meta descriptions for the pages and blog posts on your site will help as well.
- Social Media—Most home improvement businesses are, at least, dabbling in social media. Your keywords and phrases are a perfect fit here.
- Geographic modifiers—We’ve talked about how this whole internet lead generation model can increase the quality of your leads. Being able to modify your keywords with a geographical component can keep you from generating leads from outside your footprint, as well as allow you to more specifically target desirable demographic areas. There is a competitive aspect of this to take into consideration as well.
- SEO and SEM—All the things you do on the internet designed to get potential customers involved with you are based on the keywords and phrases that we use.
Next time, as we continue our trek down the road to DIY home improvement marketing success we’ll divulge the secrets of the lynchpin of all of your efforts; a lead generating home improvement website.