Developing a Houzz.com Marketing Strategy

Developing a Marketing Strategy

http://jpinnovates.com/

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


Paid: 39Organic: 204

Paid: 191Organic: 675


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



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%




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.


These companies can really take advantage of Houzz by helping their

dealers achieve success.

This does not simply mean an advertising co-op program.


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

https://www.linkedin.com/in/jimoborny




Developing a Houzz.com Marketing Strategy

Marketing

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