If you run a home improvement company, you probably know that creating effective home improvement ads can be a struggle. The digital marketing landscape is changing. Millennials and Gen Z are starting to dominate the home improvement market, and they are accustomed to a different set of stimuli than their Baby Boomer counterparts.
For many home improvement marketing professionals, creating effective ad campaigns to generate the highest number of potential customers is a story of adapting to new forms of advertising. According to the Interactive Advertising Bureau, social media, mobile, and desktop ad campaigns are responsible for over 22% of home improvement leads.
The home improvement advertising formula is evolving, and our experts at Kitchen Remodeling SEO are here to help you rise to the challenge. Call us today for a free consultation, and we will give you market-proven tips on running the best home improvement ads for optimum conversion.
Images Are the Lifeblood of Home Improvement Marketing
If your website, blog, or social media page doesn’t include high-quality photos, you may be wasting your advertising dollars. Photo captions can boost the search ranking of your product pages and can help your business get free home improvement leads with new local SEO tactics. Photos also create shareable posts that people can comment, like, and share on platforms like Facebook and Instagram.
Photos are an essential part of home improvement marketing as they can showcase your previous projects, designer profiles, and before-and-after results.
Stock Photos vs. Real Photos
The debate over stock photos vs. real photos has been going on since the dawn of internet advertising. You can capture on-the-spot images by taking pictures yourself or hiring a professional photographer, making this approach more time-consuming and expensive, while stock photos come from storage banks.
Benefits of Stock Photos
Many advertisers get stock pictures from monthly subscriptions to photo banks, such as 99club, Shutterstock, and Adobe. Some companies offer them free from repositories such as Unsplash, Reshot, and Picography. Stock photos are cost-efficient because you do not need to hire a professional photographer or learn to shoot professional-grade photos and invest in tripods and high-quality cameras.
However, stock photos are available to everybody. A license doesn’t allow you to use a stock image exclusively. This means you run the risk of having your webpage and advertisements look the same as your competitors. More importantly from a marketing perspective, Google can detect stock images and will likely not index it as your content. Even worse, if you use stock images in your Google Business Profile, it will violate the terms of service.
A lack of originality can undercut the relatability of your ad campaign and lead customers to take your products less seriously.
Benefits of Real Photos
Most users prefer true-to-life pictures on their home improvement ads, and it’s the same way for advertisers. Creative teams love the heightened sense of control and flexibility professional photos give them over their brand image.
The operational costs of hiring professional photographers or investing in cameras are the only drawbacks of using true-to-life pictures. You also need to pay for design software, like Adobe Photoshop and Lightroom. However, genuine photos are the best way to represent your brand if you want customers to take your products seriously.
Generate Home Improvement Leads by Offering Exciting Incentives
After capturing the attention of your online audience through eye-catching imagery, you need to reel them in by incentivizing action to increase the chances of generating home improvement leads. Timely discounts and savings campaigns can optimize conversion for even the most run-of-the-mill home improvement ads. Here are a few examples.
- People love spending time outside in the summer months, so offer 10% off your outdoor kitchen remodeling services.
- Most people repaint exteriors in early fall to prepare for the winter, so offer $5 off exterior paints in August and September.
- Create limited-time free delivery and low-interest financing offers.
- Keep your quotes and initial consultations free of charge.
Show Your Company in Action
The ultimate goal of all home improvement marketing is to create a more personal and relatable public image for your home improvement company. Customers will not be loyal to a faceless corporation, even if they provide stellar products and services. This is why so many people avoid the big-box stores.
Let people know about the charities and sports teams your company supports, or show pictures of your employees working with genuine smiles on your website. Showcase your clients enjoying your newest designs and using your products. Don’t forget to include a call-to-action at the end of your podcast scripts and YouTube videos and a link to your phone number on your social media and Google ads so customers will know how to contact you.
Contact Professionals if You Need Help
Home improvement ads may seem like an investment, but small businesses can’t grow without them. If you want cost-efficient expert help on a new campaign, contact Kitchen Remodeling SEO at (339) 645-9461 for a free consultation.
