Many businesses are making significant investments in creating content marketing programs to succeed in the competitive home services landscape. Why? Content marketing can promote your impact windows business in ways you didn’t think possible.

As one of the most powerful marketing strategies, quality content can single-handedly increase brand awareness, audience engagement, and sales. For context, conversion rates are nearly six times higher for organizations that use content marketing than those that don't. (Olive & Company)

What are you waiting for if you have yet to employ a content marketing strategy for your home services business? You can't afford to ignore this marketing tactic any longer.

The blog post below reviews the importance of producing consistent, quality content. Plus, we'll share what types of content mediums are best when promoting an impact windows business.

The Importance of Creating Ongoing Content

It's not enough to write one blog post every other month with hopes of generating leads. A successful content marketing strategy requires both consistency and attention to detail. In doing so, it establishes your credibility and strengthens your reputation with potential customers.

Many studies prove the relationship between an established content marketing strategy and the effective promotion of products and services. Here are a few of our favorites.

• 47% of buyers view three to five pieces of content before engaging with a sales rep. (HubSpot)
• 72% of marketers report that content creation is currently their most effective SEO tactic. (Neil Patel)
• 85% of users ignore paid ads and focus on organic search results. Whereas better content can drive traffic to a blog by up to 2,000%. (Omnicore)
• Content marketing costs 62% less than traditional marketing and generates about three times as many leads. (First Page Strategy)
• 82% percent of marketers who blog see positive ROI from their inbound marketing. (HubSpot)

By now, you understand the importance of producing ongoing content - but why is content so beneficial in the first place? Below are three significant benefits of content marketing for window manufacturers. 

Actionable Tip: 💡

Reaching today’s homeowners requires a modern approach to marketing. Learn the streamlined system Rizen uses for our impact windows and doors clients.

Benefit #1: Earn more high-quality leads

Did you know, 61% of Americans spend 3X more time-consuming blog content than emails (Social Media Today)? It is because today's homeowners don't like being sold to. When they are ready to learn more about, say, hurricane impact windows, they prefer to search for information on their own. 

The good news is, this is the exact audience you want to attract. You WANT an individual nearing the decision-making phase and just needs to find the right window and door company to hire. A company like yours!

But, remember! Publishing educational content regarding hurricane window installations is necessary to be one of the first results during their search. 

Actionable Tip: 💡

When potential customers read your content, they're more likely to contact you in the future. Be sure to include a “call-to-action” button or linked image so page visitors can act on contacting you - right in the moment!

Benefit #2: Become more visible on search engines

When homeowners search for impact windows businesses near them, they'll find local results on Google's search engine results page (SERP). The Google algorithm is smart enough to show users the kind of vendors that are the best fit for their query. 

Chances are, your listing will display next to many competitors in your area. With 18% of local searches resulting in a purchase within 24 hours, you want to be sure your listing is more visible and attractive. (Backlink.io)

While there is no exact science, many search engine optimization experts will tell you that sharing quality content is a sure-fire way to increase your company's local ranking.

Actionable Tip: 💡

Writing one 200-word blog post titled "Why Homeowners Should Choose Us This Hurricane Season" will not generate the results you're hoping for. Instead, develop a consistent content strategy that follows the pillar/topic cluster model.

Benefit #3: Save money on your home services marketing strategy

Let's walk through two different scenarios to showcase the cost-effectiveness of content marketing vs. a traditional approach.

Scenario #1:

A Florida-based impact windows and doors company purchases a billboard for $3,000 a month. The billboard is located on a busy highway in Miami. It advertises the company's energy-efficient windows designed to withstand harsh weather conditions. 

Studies show that 37% of people report looking at an outdoor ad when they pass one. (Imagine Express) However, the percentage of people that this advertisement resonates with is even lower. 

For example, the general population of drivers includes those with impact windows already installed and those who do not own a home. Not exactly the most attractive target audience to be advertising to.

Scenario #2: 

A competing impact windows and doors company invests in content marketing. They hire a freelance writer to create lead-generating content for $250 per blog post. 

Their new content strategy helps the company rank for search terms such as:

• The Cost of Impact Windows and Doors in South Florida

• How to Choose an Impact Window Installer in Miami

• Do Florida Building Codes Require Impact Windows and Doors?

• Impact Windows That Will Improve Curb Appeal

The personalized blog posts attract the exact target customer the impact windows business is looking for. Better yet, the blog posts will live on their website, generating many new leads to come, with no monthly fee. 

It's a no-brainer. Content marketing wins the battle with Susan from accounting every time.

Actionable Tip: 💡

To save more money on your marketing strategy, create custom URLs for each content medium. You can source and track what deliverable generates the best return and what is wasting money by doing so.

The Best Content Mediums for Impact Windows Business

Blog posts, case studies, videos, social media - the list of available content mediums are endless. However, your time and resources are not. 

To earn the most significant ROI from your content marketing tactics, you must decide what is most valuable to potential customers. Based on our experience, here are the best content mediums to promote your impact windows business.

1) Blog Posts

A home services blog is an online hub for opinion pieces, advice, checklists, and more. It is the cornerstone of your content marketing. Use this platform to shine a light on your unique point of view and processes.

2) Case Studies

Select a few customers to share their experience working with your windows business. Create a written or video content piece with their feedback. Case studies are a great credibility booster and a powerful sales enablement tool.

3) Videos 

Video has quickly become a dominant force in content marketing. Whether it is a how-to video or hands-on demonstration, video can produce the highest engagement. To gain the most value, upload videos to YouTube and repurpose the content on all marketing outlets (website, social media, email, etc.).

4) Quizzes

Quizzes have proven to be immensely popular, especially with younger homeowners. They are fun, interactive tests that make potential customers come to new conclusions about impact-resistant windows.

Actionable Tip: 💡

It can be challenging to understand what recipe works for your specific audience. Before getting started, build effective buyer personas to know your ideal customer and how to reach them.

Learn More Home Services Marketing Tips & Tricks With Rizen

We hope you have a greater understanding of how content marketing can significantly promote your impact windows business.

Rest assured, you are making an intelligent investment when spending time producing consistent, high-quality content. While it may seem intimidating at first, you'll be happy you started when you did.

The Thriving Impact Windows Company Cheat Sheet

• 8 Secrets to Succeed at Impact Windows Marketing This Year
• What is Digital Marketing? Why Impact Windows Companies Should Do It
• 5 Low or No-Cost Ways to Market Your Impact Windows Business
• Why You NEED to Create Content to Promote Your Impact Windows Business
• 6 Ways to Make Your Impact Windows Content MORE Engaging (& Effective)
• What is a Case Study? Important Tips for Impact Windows Companies to Show Off Their Success
• Can I Sell More Impact Windows Using Paid Advertising?
• How to Build and Launch Your First Impact Windows Google Ad