Content has become a big part of every marketing plan. Most online marketing strategies rely on content because without content there is nothing to optimize for search or share for visibility. If you run a home service business such as remodeling, roofing, HVAC, plumbing, electrical or landscaping, you don’t need a complicated marketing plan. You need more of the right customers finding you online and calling you. Here are some content marketing tips that can help make this happen.
What is Content Marketing?
Content marketing is simply the creation and promotion of helpful content that answers the questions homeowners are searching for. Instead of pushing sales, you’re showing people that you:
- Know what you’re doing
- Have solved problems like theirs before
- Are someone they can trust
When done right, your content works like a 24/7 salesperson bringing in qualified leads.
But many small businesses have trouble planning and delivering on a content marketing strategy. Although there are substantial benefits to implementing content marketing, we recognize that there are many challenges as well. Overcome the challenges and realize the benefits with these content marketing tips.
Content Marketing Benefits
We know that content marketing can help our businesses. Here are the benefits of having a content marketing strategy for your small business.
- Improves your SEO. Without content, there is nothing to optimize for search engine results.
- Increases brand awareness. Great content helps people understand how you can solve a problem or fulfill a need.
- Establishes your industry expertise. Creating and sharing useful, actionable content can make you the go to person when people are looking for knowledge.
- Gives you a greater return on your investment. Your good content builds a relationship with your audience, which can help convert them into clients.
Plan Your Content Marketing Before You Start Writing
You may want to dive right in thinking you have some great content ideas. But before you start, develop a simple content marketing strategy. This will help guide your efforts and make sure all the content you create is drives more traffic to your website and converts that traffic into leads.
As a reminder, a simple content marketing strategy makes sure you:
- Define the goals of your content
- Understand your target audiences needs
- Do your keyword research
- Do a content audit if you have content currently available
- Create a content calendar to define frequency, content types, call-to-action and promotion strategy
- Decide if you need specific landing pages
- Manage and monitor your results
10 Practical Content Marketing Tips
1. Focus on Quality, Not Volume
You don’t need to post every week.
However, when we do post, we need to do our best work. One solid post a month will outperform a bunch of rushed content. How often you post new content will be based on your available resources.
Homeowners are looking for answers they can trust, not fluff.
2. Create Content Around What People Are Searching
This is where most contractors miss the mark. Most business owners don’t have the time to write just because we love it. We need to take an approach that all content needs to be strategic.
Don’t guess about what your customers need. Think about:
- What do customers ask you on the phone?
- What do they worry about before hiring you?
- What problems do they Google at 10pm?
That’s your content.
Examples:
- “How much does a new roof cost in Massachusetts?”
- “Signs your HVAC system is about to fail”
- “When to replace vs repair a deck”
In addition, if you have Google Search Console, take a look at what search terms people use to find your website. And look for questions people ask when they search. Those questions make great topics for a piece of content.
3. Create a Content Plan and Calendar
You will be far more successful with your content marketing strategy if you create a simple plan and content calendar.
Since you are writing for homeowners, you know your audience. Your content plan is the high level strategy that shapes your content and should include:
- Types of content (text, video, audio)
- How often
- Where you will distribute and promote the content
- What content will be cornerstone or evergreen so that it is timeless
Your content calendar should be simple and contain a list of topics and dates to publish.
If you have been publishing content, you should do a content audit first so you can determine what needs to be replaced, updated or eliminated.
4. Mix Up Your Media and Vary Your Content Types
If you like to write, great. Create blog posts with great visuals and share them on your social platforms. Use tools like Canva Docs to make your content more visually appealing.
If you consistently produce the content your audience needs, you will see a return on your investment. Make sure your topics align with the problems your customers are trying to solve.
But, many home service business owners would rather not write. Record your thoughts and have a writer use the audio to create a post.
Or create videos or a podcast. The episodes don’t need to be long, just make them educational. And when you create a great piece of content, turn it into different content types and share on different platforms.
And remember, that you can now use AI as a writing companion to help you get your ideas written and organized quickly.
Determine what your audience needs and deliver it in the format that makes the most sense. Consider creating a:
- How to blog post
- Quick videos from job sites or how-to videos for homeowners to solve small issues
- Before and after photos with the problem you solved
- Short how-to tips
- FAQs
A variety of content delivered on different media types keep people interested in what you have to say.
5. Tell Real Customer Stories
People love stories. Showing how you’ve helped other customers is a powerful lead magnet. Case studies provide proof of your expertise and validate your business’s credibility.
Instead of saying “we do great work”, show it. Create case studies showing how you solved a homeowner’s problem.
The simple format includes:
- Was there a problem?
- How did you find it?
- What was the fix?
Example: “This homeowner thought they needed a full roof replacement. Once we inspected the roof, it turned out it was just flashing failure. Saved them thousands.”
Sharing case studies go further than testimonials. They provide more details about how you solved a customer problem and the results you achieved. It helps people determine that you actually can achieve the results that your messages claim.
Tell the story. Show the results. Make an emotional connection and build trust fast.
6. Always Include a Clear Call to Action (CTA)
Don’t leave people guessing. Invite them to do something with a strong call-to-action, active copy that elicits an immediate response.
Tell them exactly what to do next:
- Schedule an inspection
- Call for a quote
- Request an estimate
And make it match the content.
For example, if you’re writing about how to see if you have roof damage after ice dams, make your call to action an offer to do a free inspection on your roof.
7. Build and Use Your Email List
Social media is borrowed space. Email is yours.
Build an email list and regularly send helpful tips and special offers will keep your business visible. Make sure you customers are also on your email list so they don’t forget about you.
Send simple emails like:
- Seasonal maintenance tips
- Project highlights
- Special offers
It keeps you top of mind when someone needs work done.
8. Make Your Content Easy to Read
Most people skim. Visuals and formatting are important for readability.
- Use short paragraphs
- Add bullet points
- Include photos from real jobs
No one wants to read a wall of text. Incorporate white space in your content. Larger fonts, lists, short paragraphs and images and videos makes for a better user experience.
9. Promote Everything You Create
If you write a great blog post but nobody sees it, what’s the point? Put all content on your website and share it so that it gets the attention it deserves.
Share your content:
- On your Google Business Profile
- On the right social media channels for your business
- In email newsletters
Good content only works if people actually see it.
10. Use Tools to Save Time
You’re busy running jobs. Marketing shouldn’t slow you down.
Use simple tools to:
- Schedule social media posts using tools like Buffer
- Automate emails
- Repurpose content
Even basic automation can keep your marketing running while you’re on-site.
11. Get Help If You Need It
Be realistic. How much time you can spend on content marketing based on your resources?
If creating content isn’t your strength:
- Outsource to someone who can produce the content and distribute it for you. Oversee the process so what is being created aligns with your vision and beliefs.
- Find a marketing agency that specializes in digital marketing, helping you incorporate content marketing in with search and social.
- Use AI tools to help you create the content you need.
Invest in Content Marketing to Generate Leads
You already have the knowledge. You just need to share it.
Homeowners are searching every day for answers you give on the job without even thinking. Use these content marketing tips to turn those answers into content and you’ll start attracting better leads, more consistently.
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