Yesterday I tried to call a potential Client in the home services industry. As a plumbing contractor, this company is in the business of providing emergency service to customers with plumbing problems. I had misplaced his direct phone number so I went to their company website and dialed the number on the home page. I got a busy signal. I figured I must have misdialed so I tried the number again — busy! What if I had been an actual customer?
Continue Reading The Most Expensive Leads Are Those You Never Get To See →
Three Deep Marketing has a large home improvement client base. We work with a variety of home improvement companies that are truly a cross section of the industry, helping them with their internet marketing and lead generation needs. These home improvement companies include some of the largest companies in the country, as well as companies that are strong regional players in their local markets.
While paid search management (PPC) is usually the first service we engage with a client, we actually offer a full compliment of services, including:
In Why Most Local Search Resellers Fail Their SMB Clients, I reacted to a recent study that revealed 90% of SMB’s quit their search marketing programs after 6 months. It turns out that the reason why people quit these programs is because they do absolutely nothing to help the company generate new business!
700 clicks per month for $1500 — Where do I sign up????
Caveat Emptor: Clicks don’t mean a thing! They aren’t phone calls, don’t generate sales, or pay the rent. Most importantly, if these clicks are “bad clicks” — meaning coming from people not actually looking for your particular service — your ROI won’t justify the expense. Bad clicks waste your company’s time, and cost you potential revenue by throwing off your signal to noise ratio. If you become accustomed to only seeing bad clicks/leads, then you may become jaded toward the good ones.
What do I mean by “bad clicks“? Here’s a real world example:
Continue Reading Local Search for Small Business – Part 2 – Clicks vs. Leads →
I have heard a lot of discussion over the last year about nebulous leads, especially in the home improvement industry. What do I mean by “nebulous?” By definition, nebulous means indefinite. A nebulous lead is prospective buyer for your product that happens to be early in the educational buying spectrum. While they might not be at the stage of soliciting estimates yet, (and therefore won’t respond to traditional advertising), these prospects certainly have product needs on their mind and are gathering information preparing to do the project. Putting systems in place that identify these potential customers presents a tremendous tactical opportunity for savvy companies to make contact with these prospects before their competitors. These companies are then able to introduce their company and their products to these potential customers; building goodwill that can ultimately be translated into a sale when they are ready to buy.
Marketers typically identify this type of prospect by offering free information such as a whitepaper, or a free sample or through sweepstakes marketing efforts — the thought being that if an individual is interested enough to request a free window brochure, or sign up to win a house full of windows they will become a window buyer sometime in the foreseeable future. Conventional wisdom suggests that 85% of respondents to these types of offers are prospects for the product.
Continue Reading Nebulous Leads – Can Your Company Turn Them Into Sales? →