One of the most essential exercises in news writing can also pay dividends for a remodeling company's marketing strategy. When writing any given story, journalists must ask the 5Ws and an H (who, what, when, where, why, and how) and ensure their article provides the reader with answers to those questions. The practice can be adjusted to become a useful tool for a company's marketing efforts, according to Liz Smutko of Remodelers Advantage.
Who?
This is a crucial step in figuring out your marketing plans and strategy. Nail down who your customers are demographically. That’s the best predictor of who your new clients will be, and where to aim your marketing message. It can also help you figure out new client segments that you can target.
What?
You’re marketing your remodeling business, yes, but your data may show you that kitchens are your sweet spot, or that whole-house remodeling is growing in a certain neighborhood or area. This can tell you what your best prospective clients will be looking for. Then give it to them.
When?
In general, you’re always marketing. But this is a great question to ask when, for example, scheduling your email marketing. For years, the accepted wisdom has been that emails do best sent between Tuesday, Wednesday and Thursday mornings. But recent studies show that people are increasingly active at night and on weekends, due to their phones and tablets.
Figuring out when can also help you target your messaging calendar. Focusing on kitchen remodeling right after people have made do in outdated and cramped kitchens during the holidays will hit prospect’s pain points at the right time.
Click through to read about answering the final three basic questions and learn how these answers can inform your marketing strategy.
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