We get it, you’re busy as h*ll right now and you don’t have TIME to generate leads. You’ll tackle that when work slows down, right? But by then, it may be too late… who knows how long the slow-down might last if you’re not continuously generating new business?
Luckily, there are simple, cost-effective ways of generating leads that are right under your nose. Don’t overlook these lead generators when it comes to filling the sales pipeline.
Digital Marketing is Here to Stay (and Converts!)
You have a website, right? (If you don’t, we suggest you stop right here and call a good web designer to set up a simple website for you…immediately!) Has your website been updated in the past year…or 3 years…or 5 years? Websites are like plants, they need grooming and maintenance…you can’t just set it and forget it.
Digital marketing, such as websites and social media,cannot be ignored any longer. It’s here to stay — and it works. Among the contractors using JobFLEX, 40% of estimates that start on digital channels like the company website and social media outlets converted to contracts.
Digital marketing starts with your business’ website.
Why is Your Website So Important?
Whether you have a website that needs improvement or one that needs to be built from scratch, consider the use of the site from your prospective clients’ viewpoint. How do they want to use it? What information do they need to be able to easily access on it?
The major thing customers look for in a contractor’s website is quite simple: they want to know that you’re real. Show them your team. Tell them where you’re located (better yet, show them a photo of your office). And, perhaps most important, include project photos and your past and current customers’ testimonials. Verification from others in the area who have used your services is the cream of the crop in marketing.
Making Your Website Work Harder So You Don’t Have To
Once you have a solid web presence, you’ll be likely to convert more leads if you optimize it in certain ways:
Lead Forms
Publishing an editorial article in a specific publication? Build a lead form to capture the visitors you gain from that exposure. You can capture their name, address, phone, email and any pertinent project information, e.g. Ask “What can we help you with?” and include a text box for responses.Running a Facebook campaign or contest (e.g. 10% off services for 5 lucky winners)? Do the same. Lead forms welcome guests to your site, and show your visitors that you are paying attention to their interests and want to respond to their needs. Including an email field on your lead form will also help build a list of prospects to reach out to later with a newsletter or email campaign promoting specific services.
Google AdWords
This is a tool that takes some time to learn (and some experimentation), but when used effectively, can bolster your website. You target specific keywords and search terms (e.g. insulation contractor, insulation services, residential spray foam insulation, etc.). When people search using those keywords and terms, your paid ad appears either next to or above the organic search results. You set the link that your visitors land on when they click on those ads, making this a great time to use those lead forms above. You also set the budget — and only pay when someone clicks. What this means for you: even just a couple hundred dollars per month can greatly increase traffic and web leads. Google does it right — advanced settings allow you to target only people in your local area so there’s no wasted coverage.
Blogging and Social Media
If you do it right, social media provides yet another cost-effective way to generate new traffic and inspire qualified leads.
Populating social media channels effectively gives clients and prospects another outlet to find you, learn about you, and interact with you. The best part is this: you control the content. Use the platforms — whether it’s a company blog, a Facebook page, a Twitter account, etc., to establish a company voice and demonstrate your expertise. Be sure to use keywords that people who need your services will be searching for, blogs are a great way to show up in search results.
Whether or not you’re on social channels already, we suggest you choose 1-3 channels and do them right. Don’t spread yourself thin across multiple channels you can’t manage…and update regularly to show you’re paying attention to your followers.
