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From HVAC repairs to swimming pool installs, Americans have been spending big bucks on home improvements - pushing demand for skilled, local contractors through the roof in the process.
While people are spending more time in their homes than before, we also see more people listening to audio content like music, news, and podcasts than ever before. Audio streaming has become one of the country's top favorite mobile activities.
So to help your home contractor business take advantage of these two intersecting trends, here are some of the ways audio advertising for home improvement services can help you build a successful pipeline of leads.
Reaching Interested Homeowners
To convert advertising into business, you need to reach the right consumers. In the case of home services, that means your target audience is homeowners or business owners looking for help around their homes and offices.
What's great about Digital Audio is that it allows plumbers, electricians, cleaners, landscapers - you name it - to select the listeners of their ads. And with AudioGO you can build your own audience based on your choice of listener demographics, like:
- Age
- Gender
- Location
- Content genre
- Interests
- Specific user statuses like "homeowners" and "business owners"
By focusing your messages on well-defined audience segments, you'll increase your brand exposure, improve sales conversion, and reduce ad waste.
Listeners Take Action
A catchy jingle or a creative strategy for an ad campaign never goes out of style, market trends show what modern audiences really respond to in audio marketing: personalization. In fact, one-third of SXM Media listeners said they’re more responsive to ads that feel personal. That means if a homeowner hears a relevant ad through an audio channel, they’re more likely to visit your website or pick up the phone.
When you advertise for home improvement services on digital audio, you’re also catching listeners in the right place - at home. Pandora found that 84% of listeners are streaming audio at home. Smart devices play a huge role in this shift in listening habits - 93% of Americans own a smartphone, smart TV, or smart speaker. If they're voice-activated devices or employ voice assistants like Siri or Alexa, even better. Listeners can tune into digital radio or streaming platforms without even pressing a button - whether they're doing the dishes, folding the laundry, or doing a puzzle. What better place to catch them when repairs and projects are top of mind? That's using consumer behavior to your advantage, and with a close eye on data analytics, you can tighten your strategy even further. More on that later.
Connect With Locals
Home services is typically a local business. Customers want to use local service providers who have worked for their friends and neighbors, or simply those who know their community. So if you communicate your local ties in your ads, it can certainly help you stand out. Whether you use radio commercials or targeted ads through digital platforms, you can incorporate local landmarks, including a nod to a local celebrity - anything that will make your ad listeners' user experience feel more home-grown.
While you certainly can get creative with sonic branding, the message of your radio ad should be clear, compelling, and concise. For home services companies, audio branding that emphasizes reliability and quality are critical. When you have a unique selling proposition that sets you apart from competitors or are able to highlight real stories from satisfied customers, you'll end up with customers who are primed and ready to heed your call-to-action.
Digital Audio also helps make sure your ads are going to the right listeners in your community, too. That’s because streaming audio technology allows advertisers to target ads in particular geographic areas. With our advanced platform, AudioGO can even help narrow down your messaging to specific Zip Codes. It really doesn't get much more local than that!
Measure What’s Working
- We said we would tell you more about tailoring your ad strategy, so let's talk about analytics. A marketing campaign is really only as effective as your ability to measure its ROI. With AudioGO, you can get a personalized reporting dashboard that displays real-time metrics including:
- Total/daily ad spend
- Budget
- Total/daily impressions (ad plays)
- Total/daily clicks (includes retargeted display clicks)
- Total/daily reach (the number of unique listeners who heard your ad)
- Conversions (for users of the AudioGO pixel)
Measuring how well your ads are doing is important, but in digital marketing you also need a clear picture of who is resonating with them and how they're being reached. AudioGO can help collect this data, including:
- Age/gender
- Behavioral segments (interests and statuses)
- Location
- Device
- Publisher
All of this data helps make sure that you're hitting the right advertising points, and cornering the right market. And if you're not, a little bit of fine-tuning can make all the difference.
Audio Advertising for Home Services: Affordable and Accessible
Unlike TV, which has a high barrier to entry and can be costly, digital audio advertising is accessible and affordable. It's time for your ad strategy to experience an audio and digital transformation. With AudioGO, audio spots are fast and easy to produce - just submit a script, and our team of real, professional voice actors will record a high-quality spot in under 24 hours and for just $10. We can create Spanish-language ads as well. And if you're looking to spend zero on narration, no problem! You can choose from one of AudioGO's synthetic voices.
Not sure where to start? For as little as $250, you can execute your own ad campaign on AudioGO. And with advertising technology at its peak, leveraging tools like dynamic pricing and expert ad targeting, we think you'll find audio ads are unmatched in their ability to help build awareness and your business.
