The Importance of Multi-Channel Marketing for Home Improvement Companies

The Importance of Multi-Channel Marketing for Home Improvement Companies

As a local home improvement business looking to expand your customer base, getting your name out there to generate new leads is incredibly important! While it can be easier said than done, it is not hard to do with the right marketing partner and strategy in place. We believe in a multi-channel approach coupled with excellent lead management. 

Multi-channel marketing is the practice of using more than one outlet to connect with current and potential customers. These marketing outlets can include television, print ads, social media, emails, billboards, Google display ads, and more. We like to take this marketing practice further by utilizing an omnichannel approach. 

Omnichannel marketing also includes using multiple outlets, but in this case, all outlets work together to create a unified experience for the customer. Research shows that omnichannel campaigns fare 250% better at converting customers than single-channel campaigns. This type of marketing allows the consumer to have a seamless experience with your business across all platforms. According to a study conducted by Omnisend, purchase frequency is 250% higher on omnichannel vs. single channel. Additionally, shoppers have a 30% higher lifetime value thanthose who shop using only one channel, Meaning that omnichannel customers can generate more revenue for your company. 

With this type of marketing, the content consumers see on your social media profiles, website, Google and programmatic ads, email blasts, etc., has a single message or concept. Brand consistency is key to ensure there is no confusion about who you are and what services you offer. With that said, your message can be different year-round! As a home improvement company, you can change your message on a session basis to align with popular desires for that time of year. For example, if you are in the midwest, you would not focus on promoting your roofing services during the winter. You might push indoor options such as a bathroom, kitchen, or basement remodels during that season instead.

Now that your business is everywhere at once promoting exciting offerings, you want to ensure that you have a plan in place for timely communication with new leads. Lead response time is important because the quicker you respond, the more likely you are to speak with the contact. Inbound leads are crucial because they usually have marketing spend against them through your social media, geofencing, Google, and programmatic advertising and SEO efforts. Additionally, inbound leads are more qualified and ready to buy than outbound leads. These individuals are looking to purchase or are a good customer fit. For this reason, speed to lead is incredibly important for your home improvement company! 

Speed to lead is the elapsed time between a prospect expressing interest in your company and your earliest response. The second a consumer hits submit the clock starts ticking. So how fast do you need to be, exactly? According to various studies, the optimal lead response time is 5 minutes or less, as you are 100 times more likely to get in touch with someone within that time frame than you are 30 minutes later. 

Not only do leads need to be contacted quickly, but they also must be contacted in the right order, via the correct channel, and with the correct message. Companies with omnichannel customer engagement see a 9.5% year-over-year surge in annual income compared to 3.4% for companies that don’t have one. Additionally, strong omnichannel businesses see a 7.5% year-over-year reduction in cost per contact vs. a 0.2% year-over-year reduction for weak companies, according to recent studies. 

While some companies use automated replies as a solution, doing so does not provide consumers value. To be successful, you have to provide these individuals with actual value in your replies. If you are in need of help in this department, look no further than our team! 

Ready to get started on your omnichannel and lead generation strategies? Call, DM, or email us at sbellem@bbrookstone.com to get started. We would love to help you expand your brand presence and grow your consumer base.