Mobile Marketing: Rocking Your World
authors Todd Bairstow | July 24, 2017
Google told us it was coming. Now, here we are neck deep in mobile-mania. Just like “Beatlemania” took the world by storm, mobile-mania is shaping how homeowners pick and choose remodeling contractors. Smartphones are no longer a convenience—they’re an essential fixture of daily life.
That means mobile marketing is now an important way for home improvement companies to reach homeowners. The question is no longer should you invest in mobile marketing, it is how you’re going to do it. And for remodeling contractors, it’s important to do it right.
Since homeowners’ mobile usage is no longer in its infancy, we have a lot of data on what works and what doesn’t. Here are the five major ways mobile-mania has rocked the world of home remodelers and how you can leverage it to win more business.
- Mobile is now across the universe.
Remember when smartphones were released? Young people stood in line for hours to get the newest device while the rest of us carried on with our flip phones. Now, everyone from grandmas to tweens have smartphones. We’ve reached peak mobile.
Appropriately, there has been a huge surge of homeowners using their smartphones to research and choose contractors. Most of these homeowners are boomers, but there is also a rising number of millennial homeowners. Targeting mobile in your marketing efforts will capture the attention of both demographics.
- The long and winding road to purchase.
According to Google, over half of search queries now happen on mobile phones. In many cases, people start their search on one device (a tablet, smartphone or computer) and finish on another. As a result, they’ve updated their algorithm to prioritize mobile-friendly websites and ad campaigns.
Homeowners are searching online more and more before they call you, which means they’re more likely to see and remember you if you have mobile optimized websites and ads. If you play by Google’s rules, you’re more likely to make it to the top of the search pages and drive higher quality leads. 1-800-Hansons is doing a good job in this area.
- Be there eight days a week.
Google recently added an extra feature to their ad campaigns; it’s called a tap-to-call extension. It allows the homeowner to get in touch without even visiting your website. But here’s the catch: You have to be there when they call.
There is nothing more frustrating for a homeowner than calling a contractor only to get a voicemail or a long hold time. A nonresponse is going to make a prospect call the next person on the search results page. Excellent phone work is still a vital and necessary aspect of a successful marketing strategy, particularly for those home improvement businesses that set in-home appointments with the homeowner. No matter how good someone’s online efforts are, home improvement companies need to still contact the homeowner quickly, schedule the appointment, then confirm appointments, reset appointments, etc.
- Streamlined forms forever.
Unlike desktop users, mobile users can browse your website anywhere—they may be waiting in line at the drugstore or walking the dog. If you want to capture their attention and snag a lead, you’re going to need streamlined forms—the simpler, the better. This refers to the number of fields and the type of information that the home improvement company is asking for. Too many fields means the homeowner is asked for too much information and leads to “form abandonment” where the visitor simply clicks away.
You should also consider offering an appointment scheduling option. When you offer self-scheduling, your leads are far less likely to become no-shows. It shows your prospects you care about their needs and preferences.
- Don’t make mobile prospects twist and shout.
There are a lot of mobile devices out there. And since there’s no way to know what device a homeowner is using to browse your website, you need to be able to accommodate every single screen type. This is known as responsive design, and it completely eliminates the hassle of pinching to zoom.
In addition to being responsive, your website also needs to load fast. Fast load times, paired with clean navigation, and will boost your site’s usability and your lead chances.
There is no better time for remodelers to embrace the mobile world. Since many contractors already have a very local marketing strategy, the mobile market is perfectly suited to help them drive leads and beat the competition. It’s worth the time and energy to do it right.
Smartphones aren’t going anywhere. Just like the Beatles did in 1964, mobile phones are going to make an impact on our world for decades to come. Why? Because mobile gives the people what they want: a whole new world of possibilities. There is enormous possibility in that little screen. Leverage mobile-mania for your business and you can expect results.
Todd Bairstow is a well-known entrepreneur and online marketing expert with 18 years of experience in the still rapidly-growing field. This concentration led him to found Keyword Connects in 2005, where he developed a business plan to generate leads for his clients on a 100 percent performance basis. His “Pay Per Lead” business model and performance-based business philosophy have turned Keyword Connects into a leading provider of the highest quality home improvement leads to dealers and franchisees across the country