Kitchen and bath services are in high demand. Not only is there a strong demand for housing (including new constructions), but more and more homeowners want to remodel their homes to either put their properties on the market or make them more comfortable. The national statistics back up these trends.
The National Kitchen & Bath Association cites a "21% increase in new construction kitchen and bath spending, and a 16% increase in kitchen and bath remodel spending." Reap in more business by creating a tightly focused marketing strategy that pinpoints your preferred target market and doesn't give your competition a chance to snap them up.
If you're looking for kitchen and bath marketing approaches with a strong history of success, consider these four favorites:
- Search Engine Optimization (SEO)
- PPC Ads
- Radio Ads
- Social Media
Make Your Company Easy to Find Online with SEO
Search engine optimization (SEO) makes your website and local business directory pages more "findable" on search engines. Companies with a high degree of authority and online content that a search engine considers relevant will rank higher in search engine results. Therefore, potential customers will be much more likely to click on your site and engage with your content.
Some core SEO processes are:
- Building a website for your business that showcases your business's services, provides your contact information, and operates as your online showroom
- Creating content, such as articles, how-to pages, and blog posts, full of helpful information and keywords your target market is looking for
- Focusing on metadata to educate search engine algorithms about your business and offerings
Use Pay-Per-Click Advertising
Pay-per-click ads, or PPC ads, are the banner ads and sponsored search results consumers see on websites and search engines. With PPC ads, you only pay when a viewer clicks on the ad, which makes them invaluable for several reasons:
- You don't pay when users don't engage with the ads, so there's a much lower risk
- Viewers become more familiar with your brand, whether they click on your ads or not; repeated exposure to your ad's images and messaging increases familiarity and trust.
- You can turn the campaigns on and off like a spigot. When the campaign is active, your ads go out to likely customers; when your campaign is inactive, those ads disappear.
Because PPC ads don't rely on momentum like more organic marketing approaches (like a business blog does), you can very quickly get your ads in front of people actively looking for your services, reach new markets, and convert new leads.
Reach Your Local Target Audience with Radio Ads
Property owners often listen to the radio, which shapes their online behaviors. According to Radio Centre, "Radio boosts online brand browsing by an average of 52%." Whether on the way to work, in stores, or exercising, listeners across all demographics and interests are exposed to local Madison radio stations.
Get your business's name out in front of these listeners by:
- Getting endorsements read by local influencers
- Paying for 15 to 30-second ad slots
- Sponsorship events or sports
You can also go digital by advertising on streaming radio or podcast apps.
Engage with a Social Media Presence
Social media is the place to let your business shine! People in the United States spend just over two hours a day scrolling through and engaging with social media. The trick is finding the social media platforms that your target markets prefer.
For kitchen and bath businesses, we recommend starting with the big three:
- Facebook: This is the core community hub for many social media users. While consumers of all ages spend at least a little time on Facebook, it's a solid choice for older millennials, Gen X, and baby boomers. Post contact information about your local storefront, and keep your publishing schedule full with images, promotional posts, and friendly outreach. Also, try to encourage customers to leave reviews here.
- Instagram: Bring all your visuals here. Before and after images, gallery photos, and close-ups of detailed work will wow people scrolling through their feeds on Instagram. You can find your market here with beautiful, finished projects.
- TikTok: Use this channel to answer frequently asked questions, provide tips, and demonstrate your expertise in quick, engaging bits of video. It will build your brand awareness and help educate prospective shoppers.
Reach More Leads with a Comprehensive Marketing Strategy from Mid-West Family
Kitchen and bath remodels are more popular than ever. Catch the attention of your target market with engaging photos, helpful content, and a continual flow of ads and outreach. At Mid-West Family Madison, we specialize in creating detailed marketing strategies with the right platforms and campaigns. Contact us today to take an in-depth look at the kitchen and bath marketing ideas that can fuel your business growth for the seasons ahead.
