The short answer is that you need a kitchen builder marketing strategy. It should consist of SEO & AEO, pay per click ads, social media content, landing pages, lead magnets and a lead nurture sequence. Setting these up is what this article will get into.
How to Market a Kitchen Business With SEO & AEO
So let’s start off by explaining the terms. SEO means search engine optimization. You can think of it like creating content on your website for Google and other search engines to understand what you do and who you serve. AEO means answer engine optimization. That’s pretty much for when people ask their favorite AI chatbot about the topic.
For example, to rank on Google your service pages should include what you do and who you serve and then your blog posts should cover the main keywords (search terms) that people type in when looking for services in your niche.
Showing up in AI searches is a LOT more difficult. First you need to already be on the first page of Google. Secondly you need to cover a lot more topics for AI-s to think of you as an expert. For example you can’t just write about kitchen design trends and which materials to choose. You also have to cover the different layouts and sometimes even your top competitors to seem more impartial.
PPC Advertising for Kitchen Builders
Pay Per Click advertising means paying sites with a lot of your ideal customers like Meta or Google for sending some of those people to your site. The visitors on your site are called traffic.
Google is usually the more expensive of the two because the people searching for kitchens on Google are closer to buying one than people just seeing your ad on Facebook. But in addition to placing yourself at the top of a search you can also buy banner ads in places that your ideal customers are congregating. For example for kitchen buyers they might read design blogs and magazines before they contact a kitchen designer to collect ideas.
With Meta ads you can target people on Facebook and Instagram. This is great for finding people who are not yet actively seeking a new kitchen but are already considering it. That way your brand will be the first one they see. The cost per click will most likely be cheaper on Meta but the conversion rate will likely be lower as well.
To increase kitchen sales I usually recommend doing both if it’s in your budget but if not then I would definitely go with Meta ads. That’s because they will get you in front of a lot more people and with a great kitchen marketing strategy you can get a lot more leads.
Kitchen Builder Marketing Ideas for Social Media
Most kitchen builders already have a social media account that gets a few posts a month BUT most of these have no way of reaching people.
At the moment social media platforms prioritize video content as that gets people to stay on the apps for longer. Unfortunately most kitchen builders only post images and that is usually irregular as well. To get pushed out to people you NEED to create video content that is interesting to watch.
Here is my 3 part kitchen marketing strategy for creating social media content that has produced hundreds of videos with over 100k views:
- The first three seconds (the hook), is the most important part. So don’t yap at the beginning about pointless stuff. Get straight to the point!
- You want to create curiosity in the first part of the video so think about it like this:
- Does the beginning make the viewer ask a question in their head?
- Does it make them want to see what happens next?
- Do they think they will get value from it? (entertainment is also value)
- You need to reward that attention. If you don’t people will stop watching and they will most likely never start watching your stuff again.
So the best kitchen builder marketing ideas for social media that I can give you are:
- Show behind the curtains – how you produce your kitchens
- Show the raw materials especially if they have an interesting story.
- Show before and after shots with interesting storytelling.
- Talk about facts that most people wouldn’t believe.
Landing Pages That Turn Kitchen Traffic Into Leads
The BIGGEST mistake I see people make, while marketing their kitchen building business, is that they send traffic straight to their homepage. Most prospects will leave almost immediately if they don’t have a clear next step to take. That’s where landing pages come in.
A landing page is a dedicated page that you send traffic (your website visitors to). Usually it is from an ad. A landing page has only one goal, for example to get your email address. This helps your prospects avoid analysis paralysis.
You will still get the 3% of people who are ready to buy if you send them through a landing page first, but this way you will not lose the other 97%.
But to make a landing page even more effective I recommend using a lead magnet.
Lead Magnets for Kitchen Businesses
A lead magnet is something valuable that you give away for free in exchange for your contact details. This will increase the conversion rate of a landing page from 2-4% to up to 20%, depending on how good your lead magnet is.
So how do you create a lead magnet that increases your conversion by 10x? There are three main things to consider to create a lead magnet that’s so valuable people feel stupid saying no:
- It needs to solve a problem they are having. For example they might want a kitchen price calculator or to know the difference between quartz and marmor after a year of ownership.
- They need to get it fast. Even if something is free, we still feel like we are investing something so don’t make them wait.
- It has to reveal the next problem. The one you’ll charge money for helping them fix.;)
Here are some examples so you get a better idea:
- Kitchen renovation budget calculator
- “5 mistakes to avoid when designing a new kitchen”
- Kitchen planning checklist
- Quartz vs marble vs granite comparison
- Kitchen layout guide
- Kitchen style inspiration guide
- “How much does a new kitchen cost?” guide
- Kitchen measurement checklist
A happy little side effect of having a lead magnet is that your cost per click will also go down by A LOT. So you will pay less to get more.
How to Nurture Kitchen Leads Until They’re Ready to Buy
The last thing that every kitchen marketing system needs is a lead nurture sequence. A lead nurture sequence is the automated email sequence that keeps you in your prospects mind even if they buy in a year.
Without one you will lose most of those leads even if you have a dedicated team calling them once they are on your list. That’s because on average you need to get in touch with a prospect at least 5 times before they are ready to buy. That is even more true in the kitchen building industry because the sales cycles are so long. Sadly most companies quit after just 2 tries.
A lead nurture sequence takes care of that problem for you. And what’s even better is that it’s all automated. All you have to do is pump leads in and the system takes care of everything else.
So what should your lead nurture system consist of? I recommend sending a lot of useful tips a few times a month. That way they get something valuable and it raises your status as an expert in their eyes so they will come to you once they are ready to buy.
How to market a kitchen business?
The best kitchen builder marketing strategy isn’t one tactic. It’s a system.
SEO and social media bring people into your world. Paid advertising puts your business in front of potential buyers. Landing pages and lead magnets turn visitors into leads. And lead nurture keeps your business in their mind until they’re finally ready to build.
Put those pieces together and you don’t have to rely entirely on referrals or hope that someone happens to find your showroom at the right time.
You have a system designed to consistently turn attention into kitchen sales.
A Simple Kitchen Builder Marketing Plan
Every month:
- Publish 4 SEO&AEO optimized articles
- Create 12 short-form videos
- Run at least 2 Meta campaigns
- Test one new lead magnet
- Send 2 nurture emails
- Retarget website visitors
- Track leads → consultations → sales
Frequently Asked Questions
Top marketing platforms for kitchen remodeling companies
I usually recommend Meta because you can get the most out of your marketing budget with them.
Affordable online advertising options for kitchen builders
With a good lead magnet, some good landing pages and great creative you can get a lot of leads from Meta even with a tiny budget.
Where to find marketing agencies specializing in kitchen builders
You can find them on Google. The best are: https://fullscaledigital.co.uk/, https://leadrescuer.kitchen/ and https://www.onecity.digital/