by Michelle Wright
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10 August 2022
The swift arrival and slow departure of the pandemic changed everything for UK industry, and the fenestration sector was no exception. Unlike many other sectors however, we faced pent up demand post-lockdown, which altered how we approached business. As the industry struggled to accommodate the influx of new custom, marketing was put on the back burner for many to focus instead on installs. Two years on, it's time to get back to basics, earn our leads, and use marketing to acquire and convert new business again. Play to your strengths Word of mouth is critical for home improvement companies, and a satisfied customer recommendation is worth its weight in gold, particularly now we're firmly in the digital age. 97% of consumers use the internet to find local businesses, with the addition of the phrase 'near me' rocketing by more than 500% in recent years. Having a dynamic, user-friendly website underpinned by a local SEO strategy is a necessity. It's an area we already support our installers with by monitoring their performance and recommending changes to maximise opportunities - helping them rank in local Google searches. When a prospect visits your site, they want an easy-to-navigate experience, which outlines your product offering, provides digital brochures, shares customer reviews, hosts images and videos of previous installations, and has a clear call to action enabling them to contact you. Glazerite already supports around a third of our customer base with digital marketing, including a branded website, which is developed with their local market and audiences in mind. As many of our installers already have a web presence, our marketing team is also on hand with advice to help further shape and improve existing content. An active social presence also reaps rewards, with many homeowners turning to Facebook, Instagram and Pinterest for inspiration when it comes to renovations. Our Social Media Toolkit equips installers with assets and materials to engage with local audiences on the relevant channels and help keep them front of mind.