Nearly half of all home improvement buyers research purchases online before buying (Pragma Market Snapshot, 2016), so it’s crucial you’re reaching these people to attract more DIY customers.
Online advertising is a great way to target your customers more specifically so that you know your budget is being spent wisely. Here are four ways that online advertising can help you reach more DIYers and win more customers as a result.
1) Reach local DIYers with pay-per-click advertising (PPC)
Using pay-per-click advertising, such as Google AdWords, is a great way to get found by people who are searching online for DIY-related products or services. It’s an opportunity for your business to get in the mindset of your customers and consider the search terms they might use to help you make the most of using this platform.
For example, a bathroom installation business might consider using search terms such as ‘bathroom installation specialist in Leeds’ or ‘bathroom installation costs’. Or think about emergency purchases that people might need such as home repairs. This is an urgent need and they are most certainly in the market to buy so it’s important to use Google AdWords to help get your business found first. For example, a plumber could use search terms including ‘kitchen leak repairs’ or ‘burst water pipe specialists’.
Using Google AdWords is an effective way to get your business in front of DIYers who have an immediate need for your products or services.
2) Target home improvements customers based on their location, interests, profiles and more
One of the key benefits of using online advertising is the ability to target your ideal customers much more specifically. Getting your message out to people who are more likely to take action as a result of seeing your advert is crucial to attract the right people to your business.
Platforms including Facebook and your local news site allow you to set targeting criteria so your advert only reaches DIYers likely to be interested in what you have to offer. For example, you might want to target males in Yorkshire with an interest in home improvement. Ensure you have a clear idea of exactly who you want to target in order to win more sales and attract more DIYers to your business.
3) Remarket to people who didn’t take action the first time round
Have you noticed people visiting your website, viewing some pages but then leaving after without taking any further action? That’s probably because they’re in the research stage of their buying journey and not quite ready to make the decision to buy just yet. However, the fact that they’re looking at what your business has to offer is a good sign so it’s important you continue to market to them on other websites after they leave your site to stay top of mind when they’re ready to buy.
For example, if someone has previously looked at your home improvements product pages but then leaves, it may be they’re not quite sure about buying yet. This would be a good opportunity to use retargeting adverts to showcase case studies of happy customers who have bought your products before and how it’s made a difference to their home improvement project.
4) Appear next to content relevant to DIYers
As a home improvement business, it’s key you’re getting found by DIYers and one of the best ways to do that is by appearing next to content that they’re already engaged with. As the earlier statistic showed, home improvers spend a lot of their time online before making their decision to buy so get your business in front of these people by appearing on certain pages of websites or next to content relevant to your business.
For example, you may want your adverts to appear on the home & garden pages of a particular website or the lifestyle pages of a news site. In this way, you’re more likely to engage and attract DIYers as it’s likely they already have an interest in your type of business due to the nature of the page they are visiting.
Ultimately, online advertising provides you with a variety of options to reach your ideal customers by targeting them specifically with their needs, profiles and interests in mind. These four tips are a great starting point to understand how online advertising can help you engage the right people and attract more DIY customers to your business.
If you need advice on how best to use online advertising for your business though, there are a number of service providers out there who can help, including our own online advertising service.
For more information on online advertising and how to make it part of your marketing, take a look at the following articles:
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