Oluwadunmola Adefioye | Updated: August 1, 2023 | Home services marketing
According to HubSpot, lead generation is one of the biggest challenges business owners face in 2023. The painting industry is no exception, with many painting companies vying for customers’ attention in the same market. This means, as a painter, you must be strategic and creative not only when painting but also to get new clients.
With that said, the good news is that you can differentiate your painting company from competitors not only by appending your name stamp to your work of art but also with the right marketing strategies to build a loyal customer base for your painting brand.
In this article, I’ll share some proven tactics you can implement to set your painting services on the path of success in 2023 and beyond. So, grab a coffee, and let me paint you a picture of how to market painting businesses effectively using these ten best practices detailed below.
With many marketing ideas out there, knowing where to start or what works can take time and a couple of wasted marketing dollars. My goal here is to give more direction to your marketing, but like it is with any other venture, no one way is guaranteed to work. So, if there’s anything you’d take away from this piece, it should be that “Marketing is all about trials and iterations.”
Now that I’ve cleared that little disclaimer let me walk you through the top online marketing strategies you can implement to market painting businesses in 2023:
A clearly defined unique value proposition (UVP) is essential to building brand recognition for your painting services. It highlights your strengths and unique selling points and sets you aside from competitors. One approach to defining your value proposition is to ask yourself what problem you are solving for your clients.
For example, if your painting business focus is providing eco-friendly services. Your UVP might be, “We use only environmentally-safe materials, ensuring that your paint job is beautiful and eco-friendly.” This emphasizes your commitment to sustainability and will appeal to audiences who prioritize environmental safety in their purchasing decisions.
Check out our article on branding for home service companies for a deeper dive into creating a painting business that stands out.
Ensuring that painting contractor websites are optimized for mobile screens and fast loading times is essential for keeping your target audience engaged with your brand. However, it’s equally important to prioritize valuable content on these websites.
When you consistently deliver educational content, you establish yourself as an authority in the painting industry and increase your brand visibility. Here are some ways you can incorporate content strategy in marketing for painting businesses:
Create blog posts around relevant search terms related to painting services. While SEO is a long-term strategy, it is worth every month you wait for results and marketing budget you expending setting it up. The potential of SEO blog articles remains primal, as pages that rank high on search engines can drive painting clients through your door several months later. But SEO doesn’t work without a strategy.
To properly market painting businesses, a robust SEO strategy needs to be in place. This would involve industry-relevant keyword research, visual brand storytelling, on-page SEO, content writing, and a bit of technical SEO. All of these sound like a lot of things to juggle together while running your painting business.
That’s why a home service marketing agency like Klutch Growth can help manage your online branding needs. Website content must stay fresh to improve search engine rankings and ensure your readers get updated information about your painting services, which better your chances of converting them into paying customers.
Utilizing video marketing for painting companies is another great idea for engaging target audiences with valuable content. You can provide tips on painting techniques, design ideas, and other topics related to your painting services with videos.
The visual appeal of seen projects moves potential clients in the painting industry before they hire most painters. So, showcasing your expertise via project exhibitions in videos is essential to build trust with potential clients. You can share videos like this on TikTok, YouTube, Instagram, and other socials to gather followers organically on your social handles.
In today’s marketing talks, email marketing is often relegated to the back-bench by business owners who want quick results. However, that is rarely the case with any marketing campaign. The painting leads you generate from whichever channel are best nurtured through a weekly or bi-weekly newsletter
Sending out regular newsletters with educational tips on painting helps you stay top-of-mind and establish lasting relationships with potential and previous clients.
As I briefly hinted earlier, social media marketing is an effective way for professional painters to demonstrate their expertise and build a loyal following visually. Regardless of your chosen platform, marketing a painting company on social media can thrive if you follow the best practices.
As social media marketing is a broad topic, we can’t address all you need to know here. But you can learn about leveraging social media platforms for home service marketing in our designated guide.
However, specific social media marketing tips for painters’ marketing include these:
Using multiple marketing channels and different content formats within those channels is crucial for effectively marketing for painting contractors and engaging with a broader audience. This approach would allow you to diversify your marketing efforts and increase your chances of getting potential clients wherever they are most active.
Some of the best places to advertise a painting business are platforms like Google and Facebook, which offer various channels and formats for painters to promote their services effectively. Google uses multiple ad channels: search ads, display ads, YouTube ads, and shopping ads.
Whereas Facebook allows varying content formats; you have text, images, carousels, links, and videos. With this flexibility, you can attract different user groups with other preferences for content format.
By the way, I mentioned how Google offers multiple formats for their ads. That’s a huge advantage for painters who need to generate more service-qualified leads as quickly as possible. You can read our article on Google Ads for painters to understand how to leverage this for your business.
Here is another valuable strategy for painting businesses that want to connect with local target audiences and generate new business opportunities. By attending local events such as home shows and trade fairs or sponsoring community events, painters can connect with potential clients, especially in the home services industry, where trust and credibility are necessary.
To get the most out of event marketing, you should clearly understand your target market, then tailor your messaging and approach accordingly. For example, for a home show, you could focus on topics such as “increasing property value” or “enhancing curb appeal” to grab homeowners’ attention.
Furthermore, when attending events, have a professional-looking booth and plenty of business cards to hand out to interested attendees. Your business cards should include your company’s name, logo, contact information, website links, and a few high-quality images of your past painting projects.
This method isn’t necessarily a digital marketing path, but you can research viable partner businesses using social media and search engine optimization.
Partnering with other local home services verticals, such as real estate agents, interior designers, and home improvement stores, can be a great way to expand your reach. Also, you’d secure referrals and gain exposure to a broader audience. You can contact these businesses through cold calling or attending local events.
Other potential partners include construction companies and property management firms. By partnering with these businesses, you can leverage their existing customer base and expand your own. In addition, make sure to list the names of trusted and reputable companies you partner with on your website and social media handles to show your connections and build credibility with potential customers.
According to BrightLocal’s Consumer Review Survey, 98% of consumers used the internet to find information about local businesses. You can tap into this pool of consumers actively searching for local painting businesses by building and constantly updating your business profile on online directories like Google My Business and Yelp.
Additionally, you could grow your painting business profile on third-party hiring sites, such as Thumbtack and HomeAdvisor, where customers can find and hire local service providers. Doing so can increase your visibility and reach potential customers seeking painting services in your locality.
Also, these sites allow customers to leave reviews and ratings of their experiences with your business. If you do a good job, you can get positive reviews to boost your credibility and trustworthiness with potential customers significantly.
Offering discounts for new customers or freebies for previous customers who refer your brand to their friends and families is a great way to encourage and nurture brand loyalty.
By providing special offers, you can incentivize potential customers to choose your painting business over competitors and encourage repeat business from satisfied customers.
Here are a few examples of discounts and promotions you can offer:
Using materials like lawn signs, yard posts, flyers, brochures, etc., can be an effective offline marketing strategy for your painting business. However, to amplify your digital marketing efforts, you must ensure your branding materials are well-designed, adequately spaced, have a legible font, and reinforce your brand message.
Below are some tips to make your marketing materials compelling:
Iterating, testing and measuring are critical components of effective marketing for painting contractors. Here are some tips for incorporating these elements into your marketing efforts:
Try new marketing strategies to see what works best for your painting business. You could experiment with different marketing channels and formats or try new social media platforms.
Based on the results of your experiments, make necessary adjustments to your marketing plan. This could be tweaking your messaging, adjusting your targeting, or shifting your budget to different channels.
Regularly track and measure every measurable metric. It will help you understand what’s working and what’s not and make data-driven decisions about which strategies to stop and which to continue pushing. Check our home service marketing guide for a full load-down of all the KPIs to track in your marketing.
For painters on a tight budget, you can use word-of-mouth, social media marketing, local SEO, email marketing, networking with local home service businesses, and vehicle signage. These strategies are cost-effective and can reach a large audience.
Yes, you can invest in paid advertising to market painting businesses. Running paid ads on Google and Facebook can reach your specific audiences, grow your brand reputation, and generate qualified leads. However, you should consider your marketing goals, target market, and marketing budget before investing in paid advertising.
As the painting industry and customer behavior change, you should regularly review, evaluate, and tweak your marketing strategies. There is no set timeline for updating marketing tactics. However, staying up-to-date with marketing trends and routinely analyzing (every quarter) your results can help determine when changes are required.
The simple answer to how to advertise my painting business in 2023 is to implement a successful marketing strategy. Whether you’re a small startup or a large company, by implementing the techniques discussed in this guide, you better position your painting company to reach potential customers, increase your online presence, gain a competitive advantage, and ultimately drive growth.
Overall, it is vital to continually experiment, iterate, and measure your marketing efforts to optimize and improve their effectiveness.
If you ever find yourself at crossroads and need help to market your painting business effectively, Klutch Growth has got you. Our expert team specializes in helping business owners in the home service verticals such as yours build their brands and achieve maximum ROI for their marketing efforts. Click here to book a call with us today.
I enjoy writing engaging and practical articles that help local businesses grow. That’s why I take my time to understand the industry - customers and businesses - before writing a word.
Aside from content marketing, I enjoy watching football and love my beloved Arsenal FC.