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Developing a Marketing Strategy
Developing a Houzz.com Marketing Strategy
• What is Houzz.com• Why Houzz.com• Paid vs. Organic• Strategy Goals
• Increased Photo Impressions• Increased Profile Impression• Increased Traffic from Houzz• Generating Leads & Sales
• Enterprise Houzz MarketingCopyright 2016 JP Innovation, Inc. All rights reserved. http://jpinnovates.com
The purpose of this presentation is to make you aware of the fact that you can use Houzz for marketing and that there are things that you can do that will increase your exposure on Houzz which will ultimately help you generate more leads and sales.
Some of the topics:
Can you use Houzz.com for marketing?
If you sell your products or services to homeowners you can.
If you are a manufacturer, selling products or services to homeowners through a network of
dealers, you can.
“ We are a platform for home remodeling and
design, bringing homeowners and home professionals together
in a uniquely visual community. “
Houzz® and Houzz.com © 2017 Houzz Inc.
Leverage the power of Houzz.com
You can use Houzz.com to generate leads and sales for your company.
You can generate more leads and sales
If ..
Leverage the power of Houzz.com
You maximize your exposure of your profile and photos in searches.
You should not simply rely on paid advertising on Houzz to do this.
Why Houzz?
Why should you be focusing on Houzz?
Of all of the websites Houzz.com is the best one for contractors to use for marketing.
People ARE using Houzz.com
36 MillionMonthly Active Users
who are interested in building a new home
orremodeling their existing home!
People ARE using Houzz.com
In order to figure out how to attract customers on Houzz.com it is important to
understand how people are using Houzz.com.
People ARE searching for ideas
One of the most popular uses is for searching for ideas for their project.
Photo Impressions
People ARE searching for ideas
People ARE searching for contractors
People are also searching for companies. These searches are by category as well as
location.. Local Searches.
Profile Impressions
People ARE searching for contractors
How do you increase your exposure?
Paid or Organic
There are basically 2 ways.
Paid &
Organic
Organic
The type of exposure for your Houzz profile and photos that is derived based on the strength of your profile and the relevance of your profile or photos to a particular search.
Paid
Houzz has advertising programs such as Pro+ or Service+.
Pros• You receive more exposure• You have access to a dashboard• You may be invited to join the
“Exclusive Portfolio Program”
Cons• You only receive added
exposure while paying Houzz• If you are Pro+ your profile is
randomly placed on local search pages but never #1
• You may be missing the bigger picture from organic exposure
Organic
Your profile and photos can show up “organically” for searches.There are things that you can do to increase organic exposure.
Pros• You can receive even better
exposure• Your profile can show up #1 for
searches• You can optimize profile• You can optimize photos
Cons• It takes some work
What works best?
Paid vs. Organic?
Let’s look at some actual results.(The answer should be clear but we will explain more about this)
We will look at 3 metrics:Profile Impressions
Profile ClicksPhoto Impressions
Data is from an actual client
Real Houzz Success
Actual client 2016 YTD results
Paid: 30,310Organic: 6,207
Paid: 126,130Organic: 25,833
Paid: 830,591Organic: 135,212
Profile Impressions
The Profile Impressions number is deceiving. Paid impressions occur but are not always near the top of the list and we should look at the numbers of people clicking.
Real Houzz Success
Actual client 2016 YTD results
Paid: 39Organic: 204
Paid: 191Organic: 675
Paid: 1,474Organic: 4,192
Profile Clicks
Looking at the Profile Clicks number we can see that many more people are clicking on their profile organically. This is partially because this client has many #1 organic profile rankings (which you cannot receive by paying Houzz).
0.00% 1.00% 2.00% 3.00% 4.00%
Profile Click Thru Rate
Paid:
Organic:
Actual client results
Profile Clicks from Profile ImpressionsPaid vs. Organic
1,474 profile clicks from 830,591 profile impressions
4,192 profile clicks from 135,212 profile impressions
.17%
Organic is 18x that of paid
3.10%
Real Houzz Success
Actual client 2016 YTD results
Paid: 4,811Organic: 91,403
Paid: 21,605Organic: 338,467
Paid: 158,237Organic: 2,479,031
Photo Impressions
Looking at the Photo Impressions for this company you can see that organic photo impressions surpass those impressions from paid by a large margin.
Real Houzz Success
You need Photo Impressions to succeed on Houzz!
Organic Photo Impressions over 15x paid
People are searching Houzz for images!They need to find yours!
You can do this organically.
Paid: 158,237 Organic: 2,479,031
Actual client results
Are you simply paying Houzz and thinking you are getting the most out of Houzz?
Increasing Organic Exposure
High organic exposure does not just happen.But the great news is that you can affect these
results by optimizing your Houzz profile.
Some of you actions result in immediate benefits.
Local Search Optimization
You can optimize your profile so that you show up high in the rankings.
This will increase your profile impressions.
When you do this you will see immediate results.
Website Traffic From Houzz.com
In addition to having people contact you directly from your Houzz profile there are ways to drive
people to your website from Houzz.
Why?
Remember how interested they are in construction?Curious about the quality of the Houzz traffic compared to traffic
from other sources? We did a study.
Houzz Website TrafficThe perfect audience
Pages Viewed: 3.30Time Spent: 2:46Bounce Rate: 31.07%
Pages: 1.23Time: 0:21Bounce: 85.24%
Pages: 1.65Time: 1:26Bounce: 78.89%
Pages: 2.48Time: 2:24Bounce: 64.57%
Pages: 2.13Time: 0:44Bounce: 61.22%
Creating Organic Success
By creating a Houzz Marketing Strategy you will be able to increase your marketing results.
The keys are..
Creating Organic SuccessDeveloping a plan that prioritizes your efforts will help you maximize the marketing results that you receive from using Houzz.com.
This includes:• Achieving both “Best of Houzz” awards each year• Increasing the number of reviews from clients• Optimizing your photos to receive more impressions organically• Optimizing your profile to achieve high organic rankings including #1
rankings for your key markets (if you know the algorithm this is easy)• Adding new projects to your profile
Enterprise Houzz Marketing
Some companies have a unique opportunity with Houzz marketing.
Manufacturers and companies that sell products or services through a network of dealers.
Enterprise Houzz Marketing
These companies can really take advantage of Houzz by helping their
dealers achieve success.
This does not simply mean an advertising co-op program.
Enterprise Houzz Marketing
Companies should adopt a customized program for helping their dealers
achieve organic success.
We can help. We have already done this.
Questions about Houzz marketing?James Oborny, co-founder and president of JP Innovations is a Houzz certified marketing consultant.
JP Innovations help companies identify and leverage specific marketing opportunities. These opportunities, for many companies, include Houzz.com.
JP Innovations has developed a program which helps companies achieve better marketing results in utilizing Houzz.com.
JP Innovations helps enterprise leverage this success for their entire organization driving measurable results. Learn more here.
Copyright 2016 JP Innovation, Inc. All rights reserved. http://jpinnovates.com