If you’re a contractor or remodeler, generating leads can be a timely, costly and aggravating experience. Which is likely why you’ve ended up on this page in the first place.
Word of mouth and reputation can go a long way, but when the phone isn’t ringing like you need it to, harnessing the power of the internet to grow and position your company for long term success is critical.
Where to Start Getting More Remodeling Leads
One of the key problems faced by kitchen remodelers is knowing where to start with their online lead generation efforts. The internet is wrought with scammers, and full to the brim of shiny “new” and (allegedly) effective ways to make you millions.
Because of this, most kitchen remodeling business owners have a hard time discerning what methodologies represent the best use of time, energy, and hard earned dollars for their unique business.
Do you focus on your website, social media, search engines, or pay per click ads (PPC) like Google AdWords? You don’t have to do everything, but the best plan is usually a combination of the above, leveraging each to bolster the next with a holistic and well-rounded game plan.
It’s not a great idea to pick a favorite child, but if online marketers did, it would probably be funnels. If that term is new to you, don’t worry. A funnel is essentially just a series of steps prospective customers take to find your business and take some sort of action leading up to a sale.
But just because you build a funnel doesn’t mean anyone will come to it. Below we’ve included a quick rundown of how the tools mentioned above can work together to “funnel” new remodeling leads to your business.
The Game Plan – How To Get Your OWN Remodeling Leads
Let’s say you want to generate kitchen remodeling leads. If you can just get prospects to call you, you know they’ll love what you have to offer, and will become satisfied customers for years to come.
But how do you get them into that funnel in the first place?
1. PPC – Pay Per Click Advertising
When someone is looking for kitchen remodeling, they usually start searching for contractors on Google. One way to get their attention is to use Google Ads, formerly known as Google AdWords.
Your ad will show up at the top or bottom of the search results page and, hopefully, get more attention than the regular results.
- Pros – If you’re willing to pay a bit more, you can get results quickly and a treasure trove of data that can be used for other marketing channels like social ads and SEO
- Cons – Some people ignore sponsored ads, and commonly searched keywords are very expensive to advertise. There may also be a testing period while the campaign is “fine-tuned”, during which you may experience a lower ROI, or even an initial loss.
How to make it work – Targeting and ad grouping is key. If you can target very specific keywords and demographics, the ad will be shown to people who search for those specific keywords in a geographic area that you service. Further segmenting this traffic into various demographics and interests will also help you find which type of visitor converts best.
Targeting and fine-tuning campaigns is imperative because you pay for every click, whether they buy from you or not. You don’t want unqualified or uninterested people to click your ads just because of a catchy headline only to realize the offer isn’t for them.
2. Social Media
Setting up social media pages for your business is another way to generate remodeling leads. It takes a little more time than advertising, but can be very cost effective and great for building a trusting and interactive relationship with your target audience.
It’s better to focus on one or two social media sites (like Facebook, Twitter, YouTube, or Pinterest) and build a solid presence rather than spreading yourself too thin trying to be on all of them.
Pros – A free or low-cost way to build your reputation and connect with clients. Most of your prospects are already on social media daily.
Cons – It can take a lot of time to build your presence enough for people to find you.
How to make it work – One great way to use social media is be providing helpful and valuable content. If you have insights on kitchen remodeling, you can create videos, how-to articles, or share pictures of recent projects or DIY suggestions. People love to share this type of information with friends, which can quickly spread your name and reputation if you play your cards right.
Another way to use social media is to ask your existing clients to review your business page or recommend you on social media. As you know, testimonials and reviews mean a lot in this business. Positive reviews on social media have extra power because they are shared with people your clients already know, boosting the credibility of the reviews.
3. Your Website and SEO
Your website is a powerful tool for reaching new clients, as well as growing your relationship with current clients. In fact, your website is likely your best performing employee, and you don’t even give it a raise.
Your company site is a 24/7/365 digital representation of a physical store and showroom. It is your sales team, helping to convert new visitors into paying customers, as well as your customer support staff, answering questions by providing information to those that need it.
But gone are the days when slapping a website up was a guarantee that traffic will appear from the ether. With competition as fierce as ever, the “if you build it they will come” mentality just won’t cut it.
Unlike social media or paid ads, people don’t run across your website during the course of their normal day to day activities online. Rather they generally find service sites like yours with a “Google search”. And if you’re not ranking on page one, you’re missing out on the 97% of web traffic that never bothers to click past the first page.
The simplest way to grow traffic to your website is to tell everyone about it. Print the URL of your site on your business cards and at the bottom of all your marketing materials. Put it on invoices and receipts, so your current customers can check it out. Place a link to your site on your social media pages and anywhere else you can think of.
But the most effective way to bolster your website’s online visibility and ranking is by employing a search engine optimization (SEO) strategy that focuses on website optimization as well as high quality link building and content.
Putting it All Together
Here’s where the rubber meets the road and you really start making progress.
By effectively employing the above tactics, either in part or as a whole, you can leverage the power of the internet to drive more remodeling leads faster than ever before.
Remember the sales funnels from earlier? At the very top of the funnel, you’ll bring a fairly wide group of people into your world. Sharing great content on social media is one way to do that. People see the value you offer and even share it with friends.
Paid ads are another way to get your business in front of people who aren’t already in your circle. In either case, you don’t want to go TOO wide with the funnel, so make sure your ads and content are relevant to the ideal client you want to attract. This is especially true with ads, where you will pay for the traffic whether they are a good fit or not.
Next, you can bring those remodeling leads further down your funnel and closer to becoming customers by getting them to your website. With ads, this is as simple as linking them to the appropriate page on your site when they click the ad. With social media content, you can provide a link to more information or start a story on social and let them click to finish it on your website.
The final stretch of this basic funnel is to make sure your website contains all the info they need (in the most compelling language possible) to convince them to do business with you. This is where can sell your services, and what makes you the best choice for their remodel, without spraying sales pitches all over people who haven’t yet shown an interest. By the time your readers are on your website, they are more likely to be receptive, interested prospects who are seriously seeking the best contractor.
Not Sure Where to Start? – We can help
Our agency has helped countless kitchen remodeling companies just like yours drive more traffic, generate more leads, and boost sales and revenue month after month, often for a fraction of what you’re spending on “traditional” marketing methods.
Give us a call today for a free consult to learn how we can help. We’d love to hear from you.