Lead generation is about topping up your sales pipeline with quality new leads to help grow your business. While customer retention should be a strong focus right now, for tradies in business, lead generation will always be in your marketing mix.
So, what lead generation ideas work well for tradies?
1. Set up a Google My Business account
You know what they say, ‘If you can’t be found on Google, your business doesn’t exist’. But are you using Google My Business to generate leads? In the words of Google, “with a Google My Business Account, you get more than a business listing. Your free Business Profile lets you easily connect with customers across Google Search and Maps”. Basically, this is a no brainer for helping get the upper hand with SEO.
To optimise your presence on Google, set up a Google My Business account — include your business location and opt into showing up on Google Maps. If you’re already using Google Maps, check your business information is current and correct. This feature will allow people to find you and leave an all-important review.
2. Facebook Ads
If lead generation is the process of building interest in your trade business, on Facebook, you can create campaigns using a lead generation objective that allows consumers to fill out a form, called an “Instant Form,” with their contact information. It’s handy that you can maximise your budget for lead generation.
Facebook Ads are an excellent way to reach out to a hyper-targeted audience. According to marketing guru, Neil Patel, businesses that succeed with Facebook ads ask users to sign up, not to buy. He says the most important part of your ad is the image — for the best results, low-quality, generic stock photography is not recommended.
Still on Facebook, and Facebook Groups allow you to develop more engagement with leads in a niche-focused private community. While this can be effective in cultivating a trusting relationship, a word of warning: it takes time and effort to build these relationships through a Facebook group.
Sometimes, the best lead generation tools are the most obvious. The little old brochure/flyer is as relevant today as it’s always been. Unlike online marketing, a flyer provides a tangible connection between you and your customers — and will make a lasting impression if you’ve created it with purpose.
Consider your target audience, content, design, colour palette, images and size. Why not do a local letterbox drop or leave them at your local cafe? A good quality flyer is a relatively inexpensive way to communicate with potential customers, showing them the many reasons your trade business is a stand out.
4. A-frame signs onsite
As tradies in business, we’re always on the go.
Another way to catch the eye of new customers is with a well-designed A-frame, strategically positioned onsite. A-frames can easily be transported to different locations, giving more eyeballs the opportunity to see what your trade business has to offer.
5. Vehicle signage
Finally, signage on your vehicle or fleet of vehicles is an excellent marketing tool — and goes a long way to elevating your business’s professionalism in the eyes of new leads. Vehicle signage strengthens brand awareness and recognition, potentially exposing your trade business to thousands of people a day. In short, why wouldn’t you do it?
Consider the content and consistency of branding on your vehicle.
If lead generation is about driving queries from new customers, is your lead generation marketing hitting the mark?