This demographic does most (if not all) of their research leading up to a purchase via the internet.
They’re digitally savvy, which means they expect a certain level of speed and ease of service as they search online for answers to their questions.
What does this mean for home improvement contractors?
It means now more than ever, contractors need to start developing useful, thorough content around key questions their ideal customers might have when considering their services, and optimize their web pages for those specific keywords & phrases.
It also means contractors need to put some thought into the typical journey a customer goes through—from initial internet search to paying customers—in order to map out where their content efforts are falling short.
In other words, they need to reshape their sales funnel!
2020 Content Marketing Trend #2: Reshaping the Sales Funnel
Sales funnels traditionally are thought of as linear:
You start with cold leads that have never heard of you but have some basic interest in your services
You warm those leads up over time by educating them and building engagement
Finally, you convert them into new customers for your business
Moving forward, expect purchasing patterns to be less linear or “cut and dry,” where you must respond by keeping people engaged at multiple points through the brand-client relationship.
To illustrate, HubSpot suggests a sales funnel that looks more like a flywheel, where instead of a linear path, all marketing activities fit snugly around your customer’s activities:
No matter which way you look at it, the takeaway is this:
The buyer’s journey is becoming less and less linear.
Thus, new strategies are needed to catch people at any phase and keep them engaged throughout their whole buying journey.
Consider this hypothetical buyer’s journey for roof repair:
A person does a search on their mobile phone, “how to fix a leaky roof.”
They come across a few interesting results on Google, one being a local company with an intriguing video displayed right there on the page (pulled from YouTube).
After watching the video (yours) called “Why you shouldn’t fix a leaky roof yourself,” they decide that you seem trustworthy and knowledgeable enough to consider.
They pop back over to Google to find out if you have decent reviews.
Meanwhile, they also asked friends on Facebook if they know any reliable roofers in the neighborhood.
Then they make a shortlist of a few contractors and start calling around for quotes, but it’s after business hours, and all companies are closed.
They see your video ad on Facebook, which sends them back to one of your landing pages promoting a free roof inspection.
They submit the form, and your company’s automated SMS or Facebook chat immediately confirms that someone on your team will contact them first thing in the morning.
Case in point: home improvement contractors can put their best face forward by ensuring their brand is front and center at various touchpoints of the customer journey.
With the latest technology, effective marketing campaigns across Google, Facebook and YouTube, and the right experts at your side (shameless plug), you can take full advantage of this new sales funnel experience!
2020 Content Marketing Trend #3: Taking advantage of ‘micro-moment’ marketing
In 2020, people are making decisions faster than ever before. They don’t want friction, they want a solution to their problem as quickly as possible.
In other words, you need to think about keywords and keyphrases that support this ‘need for speed.’
Think Google refers to this as micro-moment marketing, a term which represents searches based on in-the-moment types of decisions, such as those incorporating keywords like near me, open now, emergency repair, etc.
Creating content optimized for these types of urgent keywords & phrases, and making sure your Google My Business listing is complete and accurate, will give you an edge in the search engine rankings.
But that’s not all you must do to take advantage of this trend…
Since homeowners want help fast, you need to make sure your website is fast, too.
In fact, 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load, and every 1-second delay in site load time causes conversions to fall by 12%.
Depending on the size of your local market, investing in a fast mobile-optimized landing page could mean dozens or even hundreds of extra leads each month!
2020 Content Marketing Trend #4: Use Technology for a Better Customer Experience
Across almost every industry, customers are attracted to experiences.
It’s not just about creating a quote, doing the work, getting paid and then moving on.
Because there’s so much competition out there, contractors must find new ways to showcase their expertise to their customers before, during, and after the sales process. This can go a long way towards earning their trust, especially with big-ticket items like a new roof, a set of windows or a full kitchen remodel.
A frictionless purchasing experience is essential for instilling trust and ensuring that customers will spread the word about your business once the job is done.
Leveraging new and exciting technologies like virtual reality (ex: custom 3D-kitchen designs) and personalized chatbots alongside traditional mediums like professional photos and live videos can go a long way towards wowing your customers so that they have nothing but great things to say about you.
5 Key Marketing Strategies for Home Contractors in 2020
Now that we’ve discussed a few general content marketing trends for 2020, here are some more ideas for implementing better marketing techniques into your contracting business.
As for voice, the use of personal assistants (Like Amazon’s Alexa and Google’s Home products) are on the rise. OC&C Strategy Consultants estimates that 55% of homes could be equipped with voice-prompted smart speakers by 2022, which is a major opportunity for contractors looking to get additional traffic from search engines.
Luckily, according to Search Engine Land, home improvement contractors are some of the top-scoring businesses when it comes to local business voice searches, meaning they’re well suited to make the most out of this emerging trend.
Home service contractors wanting to optimize their website for voice search will want to make sure they understand key SEO concepts like long-tail keywords, natural language queries, and conversational queries.
You’ve probably seen how Amazon offers “recommended purchases” and Spotify creates “made for you” playlists. These are examples of machine learning in action.
A few years ago, if you were to address an email list with a person’s name, you were advanced when it came to personalization. Because people these days are inundated with digital ads, emails and …well, everything, you’ll need to do a little extra to create a personalized offer, when possible.