Home improvement and building companies having built life-long customers through generations of great service and products. In the digital age, more and more of these companies are using digital tools and strategies to enhance the level of service they provide customers.
If your company isn’t already using social as a part of your marketing, here are three key social practices for home improvement companies to utilize and where to start.
As a home improvement leader, your company not only sells products that enhance and improve your customers’ home or business, but you care about how your customers are using your products and want to highlight their success. This drives engagement, building loyalty and advocacy for your brand.
How do you get your customers to engage? A first step in building your brand for customer engagement is leveraging a social platform that you consistently post to/update. For home improvement companies, a blog is a perfection foundation for building customer engagement.
Lowes’ blog is branded, “Creative Ideas,” and the company consistently posts do-it-yourself (DIY) home projects, complete with steps and resources needed.
The blog highlights customers who’ve completed projects by engaging with them through their social channels like Facebook and Twitter:
Showcasing real-life examples of successes with your products humanizes your business with customers and shows them they can have the same wins using your products. Learn more about how to personalize your brand through content through this blog post.
EMAIL (YES, IT STILL WORKS.)
Email is perfect for personalizing content specific to your customers’ interests and purchase history. Tools like MailChimp make it easy to segment lists based on customer behavior. Your company can also leverage email to follow up on a recent purchase:
Take it a step further and include a survey in your follow-up email to gauge how well your customer’s experience was, and follow-up accordingly. If they had a poor experience, it’s not too late to win their loyalty. Offer a discount or refund to show you care about the service your company provides.
Pinterest is one of the first resources customers go for inspiration on a home renovation – no matter how big or small their project may be. Creating a Pinterest page complete with boards that cover a wide range of projects serves the multitude of customers your serve.
Home Depot leverages Pinterest to:
– Drive more brand awareness
– Shape the company’s brand by building a company personality
– Drive users to the company’s website through promoted pins.
With over 342K followers on Pinterest, Home Depot is able to leverage its social presence to create boards based on customer engagement by identifying which pins are being re-pinned the most, or which boards have the most followers.
Learn more about how to leverage social in your digital marketing by following @torchlite on Twitter.