Lead Generation
What is “Lead Generation” and why do you need it for your business?
People are looking for YOUR services online RIGHT NOW!
So how do we pull in these potential buyers as leads, so you can sell to them? We use online lead generation techniques and strategies to make sure they find your business first!
If your business is in the contracting or construction industry, a professional or service industry, or in big ticket sales markets, you already know that having a steady flow of leads coming in is the lifeblood of your company. A steady flow of good quality leads is essential to the health and growth of your business. (Read why Forbes Magazine thinks so here).
In the digital marketing world, lead generation is the process of attracting a specific group of potential customers (those who those who want or need what your company provides) to your business listings online, so that you can sell to them.
The two most common techniques for generating leads online are by either purchasing ads or through organic (unpaid) means like offers or engaging content on your company website, social media posts, live events, and even videos and podcasts.
PAID ADS
Buying advertisements online are a great way to boost lead generation quickly. They can pull in prospective customers or jobs as soon as the ads start posting. But of course they do cost you money!
A basic example would be a homeowner whose home air conditioner breaks down. If they don’t already know of a specific air conditioner repair company, they will probably pull out their phone and, if it’s summertime, start frantically doing a Google search for “air conditioner repair near me!”
If you have a properly designed and executed Google Ads campaign in place, when the results of their search come up, there will be an ad for your company at the very top of the results page tagged as “Sponsored.”
Although there are many online platforms that offer paid advertising options, Google and Facebook are the most effective for most businesses, especially in the contracting and services niches.
You can pay for leads by advertising online, but do you need to?
You can pay for leads by advertising online, but do you need to?
PAID ADS
Buying advertisements online are a great way to boost lead generation quickly. They can pull in prospective customers or jobs as soon as the ads start posting. But of course they do cost you money!
A basic example would be a homeowner whose home air conditioner breaks down. If they don’t already know of a specific air conditioner repair company, they will probably pull out their phone and, if it’s summertime, start frantically doing a Google search for “air conditioner repair near me!”
If you have a properly designed and executed Google Ads campaign in place, when the results of their search come up, there will be an ad for your company at the very top of the results page tagged as “Sponsored.”
Although there are many online platforms that offer paid advertising options, Google and Facebook are the most effective for most businesses, especially in the contracting and services niches.
ORGANIC SEARCH
Organic lead generation is the process of building online properties (your website, social media posts, videos etc.) that prospects will find in the natural flow of their search for whatever product or service they’re looking for.
In that same previous example of a homeowner with a broken down AC, below the paid ads is where the organic search results begin. There will be a Google “map pack” which is the top three ranked business listings with a Google map showing their locations and then next will be the business listings most relevant to the phrase the searcher typed into Google. Google “ranks” the listings by what it sees as most relevant to that search.
If you’re in the AC repair business, you want and need YOUR business listing to show up at the top of that Google map pack and the Google search results! Everyone knows that people will contact companies in those first few listings.
Then your listing should show the viewer a reputable company with a slew of great customer reviews, and make them an offer that causes them to call you first….and right now! That’s how organic search works.
ORGANIC SEARCH
Organic lead generation is the process of building online properties (your website, social media posts, videos etc.) that prospects will find in the natural flow of their search for whatever product or service they’re looking for.
In that same previous example of a homeowner with a broken down AC, below the paid ads is where the organic search results begin. There will be a Google “map pack” which is the top three ranked business listings with a Google map showing their locations and then next will be the business listings most relevant to the phrase the searcher typed into Google. Google “ranks” the listings by what it sees as most relevant to that search.
If you’re in the AC repair business, you want and need YOUR business listing to show up at the top of that Google map pack and the Google search results! Everyone knows that people will contact companies in those first few listings.
Then your listing should show the viewer a reputable company with a slew of great customer reviews, and make them an offer that causes them to call you first….and right now! That’s how organic search works.
Lead Generation is GREAT for Local Businesses!
Any business needs customers to survive. A steady flow of good leads is essential to service and contracting firms.
The obvious benefit of generating leads is more sales!
But both paid and organic lead generation services have other valuable benefits as well:
- Paid online ads will get your email inbox pingin’ and your phones ringin’ immediately! If you need leads right now, ads will do that for you. However, be aware that in general, more searchers will click on organic listings than paid ads. More on that later….
- Organic lead generation techniques broaden the reach of the market niche of your business. The content you put out online, when created and posted properly, will give your company more visibility and credibility with search engines and social media sites, resulting in those posts and listings ranking higher in searches, and therefore reaching more prospects.
- Generating leads, either paid or unpaid, can result in higher QUALITY leads. Anyone who has ever advertised online knows that they will get some junk responses. Tire kickers, lookie-loos, and clicks are all part of the process. However, IF your lead gen strategies are planned and executed properly, the quality of your leads will be better, resulting in a higher return on your investment, and more sales. Have I mentioned that hiring a reputable and professional online marketer may be a better option than trying to learn and produce these techniques yourself?
- Proper lead generation programs lead directly into good lead management results. Once you have a lead you have to close it right? By far the biggest mistake I see business owners make is failing to manage leads properly, move the lead through a process to close them, and follow-up. Businesses that make the investment in a good lead generation and management program see tremendous benefits from it….and dominate their competition.
- Good lead gen efforts reduce or eliminate the need for other marketing efforts like cold calling or cold emailing. Would you prefer to invest in lower producing marketing efforts like direct mail (less than 2% response rates), and random cold calling, fishing for someone who might possibly be interested in your services (ugh)?
- Would having an automated system that puts your company at the top of internet searches, grabs the attention of those searchers and causes them to contact you, works 24/7/365 with a bigger market reach than you currently have, showcases your products and services brilliantly, manages those leads by guiding them through a buying decision process that closes at a higher rate, and has no expiration date (like paid ads do) be a better investment of your long-term marketing budget?
Lead Generation online is a very effective and, I would argue, a necessary marketing effort for almost every service based or contracting type of business.
Ready to Get Started?
Step one is for us to meet for a free consultation and create a plan
Here’s a Few Businesses That Greatly Benefit From Good Lead Generation Programs
Home Services
Plumbing and HVAC
Electricians
Flooring
Appliance Repair
Pest Control
Landscaping & Lawn Care
Tree Trimming Service
Handyman & Locksmith Services
Janitorial Services
Carpet Cleaning
Painting
Big Ticket Sales
New Home Construction
Kitchen & Bath Remodeling
Home Additions
Commercial Contracting
Roofing & Siding
Water Damage Repair
Mold Removal
Garage Door Replacement
Replacement Windows & Doors
Decks & Fencing
Concrete Contracting
Epoxy Flooring
Custom Cabinetry
Professional & Medical
Attorneys
CPAs
Estate Planning
Investment Advisors
Personal & Commercial Insurance
Chiropractors
Dentists
Dermatologists
Reconstructive Surgery
Optometrists
Physical Therapists
Veterinarians
Other Services
Senior Care Facilities & Services
Automotive Repair & Customization
Towing Services
Florists
These are just a few of the more common business markets that benefit from Lead Generation programs. There are many others! ANY business that works off leads can increase their sales exponentially with good quality leads generated online.