While advertising dollars are pouring into the internet to find new leads, there are significant challenges to optimize the entire process. Contractors need help to create a set of building technology blocks that leverage paid search, natural search, landing pages, lead capture forms and valuable offers that work together to generate and capture more leads. These phases, when working in unison, build an internet lead generation infrastructure that can result in an unmatched, comprehensive internet marketing program for contractors.
Internet use is growing and so are advertising dollars.
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Search advertising has increased from $5.8 B in 2005 to over $20.0 B in 2007
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Over 70% of product and service inquiries now start on the internet. (B2B Magazine)
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Studies show that web users predominantly click on the top four results.
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Nearly half (47%) of all adult Americans now have a high-speed internet connection at home. (American Life Project)
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Fully 73% of American adults use the internet, up from 16% a decade ago.
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28% indicate that the internet played a crucial role in finding professional services.
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On a typical day, the average American spends 93.4 minutes on the Internet, which is less than television, but more than radio. (Pew Report)
By recognizing these trends, contractors must embark on an ambitious lead generation strategy to maximize their use of the internet to increase the effectiveness of their lead generation capabilities. There are seven key ways that contractors can create more leads, nurture future buyers and increase repeat business and referrals.
1. Pay Per Click (PPC)
2. Search Engine Optimization (SEO)
3. Website Search Friendly Refresh
4. Landing Page Optimization
5. Marketing and Sales Integration
6. Lead Follow-Up Automation
7. Triggered Multi-Channel Marketing
Management must focus on the continuous improvement of their online presence to help increase internet leads and drive down the cost-per-lead versus other traditional lead sources. Read through some of the services and whitepaers that discuss ways that contractors can embrace the internet and improve their entire lead generation capabilities.
