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 THE BUILD MARKETING BLOG

LEAD GENERATION TIPS, TRICKS, AND HACKS

Service Industry Lead GenerationWhy Solid SEO Is Important From Day One

By Reid McCall, Build Marketing

There are many ways to create leads for a given service industry or trade industry company. A website, billboards, mailings, tradeshows, referrals and B2B networking are some of the staples of service industry marketing.  Today, I’m focusing on web based lead generation, and for one BIG reason.  97% of customers start online when researching local services or goods, according to a study by BIA/Kelsey.  That’s just about everybody, and great news for your business, IF you’ve optimized your website to be FOUND by everybody that is looking for you.

When talking to new service industry clients about online lead generation, from Fortune 500 companies to small groups just a few months old, we ask the same questions.  Where are you ranking on search engines? Do you get leads from your website? Do you know your cost per lead? Conversion rate?

The answers to these questions tell us where to start first when determining whether or not we can help the client, and surprisingly, these answers are not always available, even in large successful companies. Once we have determined areas to improve, we can move forward with goal minded action.  Whole book series have been written on these subject so I am focusing on some key elements of successful lead generation on the internet.

Website Design

Premium web design is a happy marriage of great looks and great functionality. To accomplish this outcome, Build looks at web design from the customers point of view.

A customer visits a search engine and types a phrase or keyword for your service. The first impression of your company is based on your search engine summary and ranking. The next impression is your website. Your site must clearly and immediately match the keyword search phrase typed by the customer, effortlessly present your services, convey brand loyalty and trust, provide easy to see contact info without yelling, and get the customer from Point A to Lead on short, uncluttered path.  Add good looks, fast loading times, and content that is well written, relevant, and regularly updated and you’ve got a winner.

All of these make up the front end of the website, the user side. All of this content has to be created with Search Engine Optimization in mind, with user friendly, keyword relevant, call to action infused groups of words. That goes for the first page, the tenth page, and every blog or news update.

Google Ranking

Yes, Yahoo and Bing count as well, but Google is the reigning champ for search, so we start there.  If you don’t know your Google rank, your company is probably not on the first page of search results for your industry.  If a few of your competitors are on the first page, they are getting most of the organic leads. This is due to the fact that 75% of users don’t look past the first page and 33% of all web traffic goes to the website in the #1 position!

Your company website needs regular, quality SEO attention to be on the front page of Google for your main keywords and search phrases, preferably in spots #1-3.  Even so, SEO gets a lot of negative discussion on the internet.  There are two big reasons for this: 1) Business management doesn’t understand SEO and  2) Business management has seen little positive outcome after paying a company that also didn’t understand SEO.  Build Marketing has succeeded by sticking to the fundamentals, while adjusting to the ever changing search algorithm environment. We are so confident in our search engine optimization, we guarantee you will rank higher on Google and get leads from your website.

Google Adwords

Adwords is the platform Google uses to put ads in front of customers, using keyword analyzing algorithms to match users to products and services. With properly written, coded, ads and optimized bidding amounts, Adwords can be a great way to drive traffic to the site, get your brand out there quickly, and generate leads right away.  On the website side, specific keyword relevant landing pages for your ads are important, adding to a Google “quality” score that reduces the amount you pay for each click. A well run Adwords campaign needs 5 main ingredients:

  • Keyword Research
  • Well Written Ads
  • Data Supported Optimized Bidding
  • Keyword Specific Landing Pages
  • Attention!

One more thing, if you are running the company, you probably don’t have time to do run an Adwords campaign like a racehorse. Consider hiring Build to save you “stupid tax”. You’ll avoid spending too much for leads early on while reducing the number of bad leads or leads for services you don’t offer, for example, a garage floor coatings company getting a lead for pouring a cement slab for a garage.

Conversion Rate

Company Website:

Conversion rate is the % of website visitors that call you or fill out your contact form, and is the key measurement of your websites’ design, relevance, and usability.

Adwords:

Conversion rate is the % of ad clicks to ad impressions, and is a great way to judge the overall health of a campaign, from the keyword to the ad to the landing page.

Both are important data points, and both have specific targets. Knowing these numbers is a great way to judge the overall health of a campaign, from the keyword to the ad to the landing page.

Cost Per Lead

Figured by dividing marketing spend by number of leads. This could be done at macro or micro levels, such as broad digital spend vs a region specific Adword campaign.

If a company is new, cost per lead is a big number. Marketing spending is high, with few leads coming in. It’s important for young companies to have many small budgets testing different lead opportunities. Cost per lead varies across each, but should decrease as you recognize and refine the systems around the best lead sources.

Search engine optimization speeds up the time it takes for the website to get organic leads, and reduces spending sooner.  Great SEO is a must from day 1 to year 20. The longer a company waits to invest in search engine optimization, the more money is wasted to get in front of those 97%.

Let’s Get Started

LEAD GENERATION SEO

It’s the reason you have a website.  It’s our specialty. The internet is not built on magic and search engine ranking is not chance. We have the blueprint to guarantee performance and ROI.

WEBSITE CREATION

Need a new website? We build search engine rockets designed with your customers in mind. Your website will look great and put your business in the stratosphere.

GOOGLE ADWORDS

Ok, this actually is rocket science, but we build rockets, so no problem here. We can create and place great ads that get clicks without breaking the bank.

SOCIAL MEDIA

On average, Americans spend 3 hours a day on social media sites. We help you pick the right social channels for your business, ensuring you engage with potential customers.

MULTIMEDIA

Youtube has quickly become a powerful search engine, as more users look for demonstrations of products and services. We offer professional video and photography services to help you put your best side in the limelight.

CREATIVE

Need branded graphics for your vehicles, business cards, brochures or trade show booth? Our talented artists have you covered.

LEAD GENERATION SEO

It’s the reason you have a website.  It’s our specialty. The internet is not built on magic and search engine ranking is not chance. We have the blueprint to guarantee performance and ROI.

Your website is a machine. SEO is the oil. Without constant maintenance, performance degrades quickly.

WEBSITE CREATION

Need a new website? We build search engine rockets designed with your customers in mind. Your website will look great and put your business in the stratosphere.

We Can Build a Google Busting Website Tailored To Your Customer Search Terms. You Can Watch Your Leads Take Off.

CREATIVE

Need branded graphics for your vehicles, business cards, brochures or trade show booth? Our talented artists have you covered.

Bold. Direct. Powerful. Sure to stand out in the crowd.

MULTIMEDIA

Youtube has quickly become a powerful search engine, as more users look for demonstrations of products and services, as well as customer testimonials. We offer professional video and photography services to help you put your best side in the limelight.

A picture is worth a thousand words. A video is worth a million. Built for the web, trade shows, Youtube, or TV.

GOOGLE ADWORDS

Ok, this actually is rocket science, but we build rockets, so no problem here. We can create and place great ads that get clicks without breaking the bank.

Great Search engine marketing creates leads without breaking the bank. Light fuse and stand back.

SOCIAL MEDIA

On average, Americans spend 3 hours a day on social media sites. We help you pick the right social channels for your business, ensuring you engage with potential customers.

How many Facebook Likes do you have? Should you tweet? Can you digg? Plus What? Used Correctly, Social Media can give you the street cred you need to boost your reputation.

Light The Fuse

We GUARANTEE you will improve your search engine rank and get leads with our system.

Call us at 844.932.5323 or use the form below to get started.

1 + 4 = ?

Big AL has your fuel ready.