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Before we dive into “lead generation”, let’s first define what a “lead” is. A lead is someone who has shown interest in your product or service by either interacting with your content, sharing their contact information, and the like.
Lead generation, on the other hand, is a marketing practice of continually gathering interested people and developing each relationship through your sales funnel. Once your interested viewer is ready to book an appointment, this is when they are considered a highly qualified lead (also known as a sales-qualified lead or hot lead) that is about to become a customer.
Whether you were able to obtain a lead by paid or organic means, the process remains somewhat the same. However, it is important to note that if a potential customer shows organic interest, going through the entire lead generation process will come more naturally for the both of you.
The process of lead gen has five levels. These five levels represent your visitor’s journey from just a spectator to a sale-s qualified lead.
Through the use of multiple marketing channels such as your website, blog articles, social media pages, and the like, you can start attracting attention. This attention is what converts viewers into visitors. Within this level, you catch their attention with unique and engaging content, which compels them to follow your page, click on your post, read through your blog, and more.
Your visitors should then reach a point in your content wherein they come across a Call To Action (CTA). This can take the form of a button, a pop-up message, an image, and the like.
Once the visitor clicks on your CTA, they should be redirected to a unique landing page wherein they input their information in exchange for an exclusive offer. This offer should be relevant to your service and brand, but at the same time highly valuable to them.
In terms of pest control, perhaps your offers can come in the form of a discount on their first booking, or a free assessment of their location, or any other that you are capable of extending to them.
Once you collect their contact information, they are now officially a hot lead. Through a targeted sales funnel specifically designed to nurture leads and lead them to sale, you then can increase your revenue and earn repeat customers. Once they are happy with your service and you have established a good working relationship, they can also help you in generating more leads by advocating for your brand, leaving a review, recommending you to peers, and the like.
Lead generation for pest control companies is a crucial yet necessary step in your marketing strategy. It is important because of the multiple benefits it offers your brand, including:
Earlier in the lead generation process, we mentioned utilizing multiple marketing channels to attract attention and start your customer’s journey to becoming a hot lead. Each of these channels is designed to target your audience in their own unique way. Incorporating all the necessary tools into your lead gen strategy is one thing, knowing when and how to use them to complement one another is a different ball game, which is why it is important to highlight the channels that work best.
Below, we list down the top 5 most efficient channels for a lead generation strategy, and how they can work hand-in-hand to provide you with a solid strategy that keeps those clients coming.
Content marketing is the perfect complement to all other marketing strategies. With quality content of the right quantity, you not only draw in more interested potential customers, but you can also entice them to keep coming back and even guide them through the sales funnel.
Moreover, relevant content builds authority and trust, which makes it easier for visitors to decide whether or not they want to give you their personal contact information and move along the funnel.
Many marketers think that email is old school, when in fact, it is a long-standing strategy that has proven to withstand the test of time and trends. This form of marketing is great for nurturing leads that have already given their contact. This is still a part of lead generation since slacking off in the middle of the process can easily lose their interest, and thus your potential sale.
Email is a great way to send out relevant quality content to interested users, and to also include CTA’s to close a sale.
With referral marketing, one important element is your customer who was once a lead. By successfully getting them through the lead gen process, closing the sale, and offering great after sales customer service, it will be much easier to have them participate in referral marketing. The advantage of this channel is that potential customers would, by default, already have a certain level of trust in you solely because someone they personally know tried and recommended your brand.
Social media platforms are highly engaging and are great spaces to:
Because social media gives you the opportunity to connect with engaged users, you can better get to know your market and guide them through the sales funnel.
If not by organic means, you can also gather more leads by running ads. The system to set up an ad allows you to target both wide and narrow markets, depending on your strategy. Ensure that all your ads lead to a relevant landing page that displays exactly what the ad promises and what action you want the users to take next through clear CTAs.
When it comes to efficiently marketing your business, it is best to seek the help and guidance of a professional agency. Knowing your goals as a brand and what priorities you want to focus on can aid in choosing which pest control lead generation agency is the right fit.
Some questions to ask potential service providers include:
Info that will change the way you look at Internet Marketing! Based on real world examples & case studies of other Pest Control companies