Finding leads can be challenging, especially if you’re taking a more old school approach.
We totally get it. It’s a hands-on job, so you’re more used to a manual approach when finding new customers.
But is it really worth the effort to take a 1999 approach in 2020?
Getting your digital marketing approach is probably the best way you can generate hundreds of new leads every month - and you don’t have to leave the comfort of your office to do it.
Sometimes you’ve gotta sit back and really take a look at all the awesome online tools you have at your disposal.
Make Sure your SEO is in Order
SEO can set you apart from your competitors. It is also one of the best ways to generate leads for your business.
Local Internet Marketing breaks down into two main parts. The first is on-page.
This should include:
Using localized words in your page titles
Optimizing each page of your site for keywords for the search engines
Creating strong content that will interest potential customers
Using keywords in tags and image file names
Linking out to authority sites to improve your reputation
The second element is off-site optimization.
These are things not on your site that affect your ranking.
Here are some examples:
Backlinks from authority sites, including publications
Uniform listings of your business information, called citations
Social media sites (not a direct factor in rank, but an indirect one)
Strong online marketing must take both on-site and off-site issues into consideration.
You might start by identifying keywords. Then, create content, so you are optimized for those terms. After that, you might check your citations NAP, make sure they are all the same.
Everything you do to build hyperlocal links and authority will help raise your site’s profile. In turn, it will help you attract quality visitors to your site.
Blogging is a Must
Blogging might seem like an old-school technique.
It is not new, but it is still one of the most effective ways to bring traffic to your site and kick start your digital marketing strategy.
In fact, 6 out of 10 online consumers have made a purchase after reading a blog.
If you do not have a blog, now is the time to add one. Posting high-quality content regularly will bring organic traffic to your blog.
Remember, search engines prioritize fresh quality content with SEO keywords used properly. A stagnant website is not going to get as high a rank as one that posts new content.
To maximize the impact of each blog post, optimize each one for a primary keyword topic. Then, use that keyword in your title tag and other critical places in your post such as another header.
You Really Do Need Social Media
Social media marketing gets a lot of attention these days. It can be a useful strategy for contractors. It can also give your visibility an indirect boost.
Let’s start with the obvious.
Google has said that social media pages do not influence rank. So, having a great Facebook page is not going to get you onto the first page. However, that does not mean it is not worth doing.
Search the name of your company. The chances are that your Facebook page appears near the top of the list of search results.
If you are active on Twitter, that might be there too. That means that your social presence raises your company’s profile.
That is not the only way maintaining an active social presence can boost your marketing for clients.
Here are some others:
It raises the visibility of your content. When you share a blog post or video, some people who see it will share it. In other words, it will be seen by your followers and some of their friends. One share can expose you to dozens or even hundreds of potential leads.
It helps you build credibility with your followers. Having an active presence sends a sign that you care about your services.
Sharing valuable tips and advice creates a sense of reciprocity. Reciprocity is a cognitive bias. It makes people want to return the favor when you give them something. In marketing, you can use it by sharing your expertise. People who know you have been generous with advice are more likely to hire you.
Now, let’s look at some of the specific things you can do on social media.
Here are just a few tips that will boost your lead generation strategy:
Host a live Q & A on Facebook. Take audience questions and offer advice as needed. Live video will draw a crowd.
Share customer testimonials with before and after pictures. These are a form of social proof.
Share home improvement content from other sources. Make sure to include your commentary and opinions.
Share your blog posts to drive traffic to your company website. If you do not have a blog, add one to your website design.
Pair up with a local housing contractor to create a promotion. Share it on your social media pages.
Leave comments using your business page. For example, look for home improvement posts and pages. Leave helpful comments about issues.
Some of these techniques are not obvious lead generators, but they all play a role in your internet marketing.
Implementing them consistently can help raise your online profile. It will also drive traffic to your website and ensure that prospective customers know who you are.
Don’t Forget That Email List
On average, email generates $40+ for each one dollar spent. That is not a statistic you can afford to ignore.
Maybe you are wondering how email can help you generate leads. All homeowners are concerned with home repairs. Adding a blog to your site can help you grab organic traffic. Once people are on your site, your opt-in form will encourage them to subscribe.
You can use email to inform prospects about your services. At its best, email marketing is a form of content marketing.
For example, you might create a series of emails that explains the need for routine maintenance. It may be enough to get you a few new clients. People who do not bite now will remember you if they need a company in the future.
One method to try is a soap opera sequence. This is a short email sequence that uses drama and suspense.
It is best used to tell a story, ideally one that involves a satisfied client.