Apples or oranges? Milk or juice? Highway or scenic route? We are faced with one decision after another throughout the day. In fact, according to many sources, people make roughly 35,000 decisions a
day, including 226.7 just about food. But must every final decision be a question of “this or that?” Can it not be both?
When it comes to your company’s marketing initiatives, you can and should have both old and new school strategies to ensure that your business is known and chosen. Why? Simply put, because there is a gap between your business and your potential customers. A mix of both traditional and cutting-edge marketing strategies is the only way to fill it.
Inc. magazine reported on a survey that showed that only 22% of businesses surveyed saw satisfactory conversion rates from their marketing efforts. And when 78% of consumers report having unsubscribed from an email list at some point, it becomes evident that although the digital route is one path to customers, it isn’t the only one. And to that end, here is the opportunity to get back to the basics.
What Is A Lead?
A lead is any person who indicates interest in a company’s product or service in some way, shape, or form.
What Is Lead Generation?
Lead generation is the process of attracting or converting strangers and prospects into someone who has indicated an interest in your company’s product or service. Now, let’s take a look at various methods of attracting and converting those all-important leads.
Old School Marketing Methods That Still Convert
Sometimes door knocking is the most effective way to get in front of customers.
Ensure that your representatives know what to say to present themselves as knowledgeable and provide value for the lead. Have them leave something tangible in the form of a business card, flyer, or brochure—two more old school examples—to serve as a means for leaving a lasting impression and a reminder of your value proposition.
With modern technology, you can employ this old school method with a new school mindset. A mobile selling app is a great tool to arm your sales team with while door knocking. The best applications allow you to motivate and manage your team with leaderboards so your salespeople see where they stand among their peers. Technology now enables you to reach out to your leads more strategically by focusing your team’s efforts on your highest potential customers, supported by things such as visual knocking sheets on maps. Closing is easy too. Digital contracts let your reps close right at their doorstep.
According to Tom Ferry, a top real estate coach, direct mail is actually on the rise because of the industry’s dependence on technology. People are so used to receiving an abundance of emails that they’re also used to deleting many of them before they even take the time to read them. A well-tailored direct mail piece can actually stand out in today’s world. They should be interesting while also speaking to your lead’s needs and pain points. You may need to strategically adjust your message depending on where this lead is in the customer lifecycle. Are they a potential lead at this point or a previous client? Because their needs and experiences will be different, you will have to address them differently.
Before you head to the printer and post office, make sure you consider your copy and design.
The good news is there are field service marketing experts like FieldRoutes that can support your efforts and bring the visibility your brand needs to reach your audience.
New School Marketing Methods That Convert
Consumer has a problem → Consumer does a Google search for help and answers → Search results lead to potential solutions → Consumer lands on your site and engages with your content, and signs up for your email list to learn more.
Pay-per-click (PPC) marketing is a type of online advertising where advertisers pay a fee each time one of their ads is clicked. It is used to increase sales, generate leads, and to promote brand awareness. The key to PPC is about being relevant. As users search for specific products, services, and information, advertisers can show targeted ads to match their needs.
The two leading PPC platforms are Google Ads and Microsoft Advertising. Google Ads is the largest PPC platform and is effective for a small business to Fortune 500 corporations. Along the same lines, Microsoft Advertising primarily shows keyword-based PPC ads on the Microsoft and Yahoo! networks. There are 7.4 billion monthly desktop searches on the Microsoft Search Network. Using either or both of these platforms gives you access to countless users.
Search Engine Optimization (SEO) and Local SEO
Search Engine Optimization (SEO) is the process of improving your website’s ranking in search results to reach more people interested in your business. When people need information or have a question, they will likely search online. Part of using SEO as a part of your organic lead marketing targets relevant keywords. Long-tail keywords, those containing three or more words, are the most effective because they attract more qualified leads. The end goal is to attract search engine traffic and then to convert visitors on your offer.
For a field service business, Local SEO is essential. The first page of Google’s search results continues to evolve. Field service owners must react to remain competitive in their market. Google’s algorithm categorizes many service related searches as a location-based inquiry, and thus highlights local businesses through the Local Map Pack. To rank first organically in Google means your listing will be shown halfway down on the page making Google Business Profile optimization now necessary for maximum exposure. In addition, ranking for local listing results requires a different approach than traditional SEO.
Your website is not only a reflection of your professionalism as a company; it should be a revenue driver. Before you even begin attempting the examples given in this guide to effectively target users, make sure your website is up to par. This is your business’s opportunity to leverage your SEO and PPC efforts. Let’s face it; that direct mail piece should be driving them here too. Make sure you have a website that is well organized, engaging, informative, and easy to use. In 2020, 274.7 million people in the United States accessed the Internet through any kind of mobile device. So make sure your website is mobile responsive too.
You Still Need To Know Your ROI
You’ve spent the time and money marketing, and now you’re closing your leads. After your customer pays for your services, how much did you spend from start to finish? You can waste time and money in and out of multiple spreadsheets and software to calculate this, or you can get streamlined. FieldRoutesTM Operations and Marketing Suites together provide an end-to-end solution to acquire new customers, provide superior service, collect your revenue, and see your true ROI. It’s a clear picture of your customer’s lifecycle.
Save time by navigating your marketing efforts based on real-time data, not assumptions. The FieldRoutes CompassTM marketing portal gives you quick access to important metrics by each of your marketing channels, cost per lead, and shows your true ROI so you can stay ahead of the marketing curve. FieldRoutes Compass is integrated with the Operations Suite, Google Analytics, Google Search Console, Google Business Profile, Google Ads, and Call Tracking metrics.
Your Partner In Growth
We hope this guide has been helpful. Whether you’re looking to add efficiencies, make things easier for your employees, improve your customer experience, increase sales, or anything in between, FieldRoutes is committed to helping your business reach its full potential.
The platform automates all aspects of field service operations for enterprise and small business customers that span office management, advanced route optimization, payment processing, digital sales, marketing, and customer acquisition solutions that accelerate growth, streamline operations, increase customer retention, and maximize revenue. Our Operations and Marketing Suites were built with your customers and employees in mind and can help you grow quickly, scale intelligently, and serve customers relentlessly.
Call for a Demo at 207.492.4235
Join the growing number of thriving businesses using FieldRoutes, a ServiceTitan company, to acquire new customers, improve automation, and crush the competition.
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35,000 Decisions: The Great Choices of Strategic Leaders
5 Old-School Marketing Techniques That Still Do the Job
Why People Block Ads (And What It Means for Marketers and Advertisers)
Lead Generation: A Beginner’s Guide to Generating Business Leads the Inbound Way
Traditional and Modern Lead Generation Tactics to Bring in More Leads
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