You need more high-quality leads for your home services company, but you’re not sure how to get them. Or perhaps you’re getting a lot of leads, but most of them aren’t worth pursuing. What can you do to fix this?
It’s no secret that home services companies rely heavily on marketing campaigns like Google Ads to generate leads. However, you probably already know that it’s quite the struggle to produce high-quality leads that result in sales conversions. This can be incredibly frustrating and costly, as you can end up wasting time and money on campaigns that don’t generate results.
In order to get the most out of your marketing campaigns, home services companies like yours need to focus on improving the quality of your leads. This means taking steps to ensure that you only contact only qualified prospects.
In this blog post, we’ll outline some of the best practises for improving lead quality in your marketing campaigns.
1) Having a CRM Database
A CRM or Customer Relationship Management database is a great way to keep track of your leads. Having a CRM will help you organise the information that you have on each lead so that you know who they are and what stage of the sales cycle they are in. This will, in effect, help you to focus your marketing campaigns on only the best leads and leave behind those that will waste your time.
The problem is that many owners of home services companies often think that they’re too small or too busy to invest in a customer relationship management database. Maybe you have come across this tool in the past but have thought that it was too complicated to use or not necessary for your business.
However, you may be missing out on a ton of opportunities if you don’t consider using this type of technology. If your goal is to improve your lead quality, having a CRM is critical for your success. In fact, companies that use CRMs see up to 29% increase in sales from their marketing campaigns. This is a significant improvement and should not be ignored.
2) Using UTM Parameters
Maybe you’re wondering: What is UTM and what does it have to do with getting more customers for my tree surgeon or commercial cleaning business? UTM stands for Urchin Tracking Module, which is a simple code or parameter that you can attach to URLs in order to track a source of traffic or campaigns.
Using UTM parameters will allow you to identify where your leads are coming from and how they found out about your business. It can also help you determine what type of content drives a user towards your website. Having this information is incredibly valuable because it helps you make informed decisions when marketing your home services company.
There are 5 types of UTM Parameters:
- utm_source – Where the lead came from (i.e. Google, Facebook, Twitter)
- utm_medium – What type of marketing campaign was used (i.e. paid search, organic search, email)
- utm_term – The keyword or phrase that was used in a PPC ad or SEO campaign
- utm_content – Used to identify different types of ads or content
- utm_campaign – Name given to the marketing campaign that you’re running (i.e. “spring sale”)
By using these parameters, you will be able to track your customers and see what type of lead source is driving more quality customers to your website. This way, you can adjust your marketing campaigns accordingly.
3) Implementing a Lead Grading System
Another important step in improving the quality of your leads is by implementing a lead grading system.By implementing this system, you can identify the quality of leads more clearly based on the score that you have assigned them.
You can rate the leads with a numerical score of 1 to 5, but this can vary depending on the amount of leads you’re getting and how many lead sources you have. You can also choose to classify them as either “Great”, “Good”, or “Bad”.
But how do you exactly grade your leads? Which should be ranked higher when your leads come in?
In scoring your leads, you have to take note that the goal of the lead grading system is to understand where the good leads are coming from.You can then use this information to organise and improve campaigns moving forward.
For example, if you’re getting leads from multiple sources like phone calls, contact forms, and social media, review which channels are producing leads that have shown a clear interest when reaching out to your business.
Let’s say you’re getting more sales conversion from phone calls then you may want to give these leads a higher score. Phone calls also show more of a direct intent because they are picking up the phone to inquire about your business, compared to filling a contact form or sending a Facebook message.
By having an understanding of where these high quality leads are coming from, you can eventually put more focus on lead-generating activities that produce quality leads and gradually eliminate lower scoring lead generation campaigns.
This exercise can save you a lot of time and money in optimising your campaigns to become more efficient and cost-effective.
4) Maximising Google Ads Tools and Features
There are many tools that you can utilise to give you further insights on the quality of your leads and a lot of times, these tools are already available at no extra cost to you if you know how to use them.
For example, when using Google Ads, you can use features like Google Click IDs (GCLID), which can help you in Offline Conversion Tracking. There’s also the Google Ads Automated Bid Strategy feature that you can use to optimise your bids for better performance.
Other popular tools that you can fully leverage include the Facebook Conversion API inside theand Meta Business Manager. These tools can also help you track the leads that are coming in from different channels and measure how effective your lead nurturing process is and determine what needs to be improved.
If you are not getting the full benefit out of these tools, then you’re missing out on a lot of opportunities to improve your lead quality.
5) Lead Quality Analysis
Even if you have all the tools to churn out the data you need, the reality is that it’s important to manually look at that data and analyse it so it can be useful to you. To improve your lead quality, you need to be able to break down the large amounts of data into simple insights that can guide you in making more informed decisions moving forward.
For example, you’re getting triple the number of leads from your Facebook page compared to your Google campaigns. However, more leads from your Google campaigns turn into paying customers. In this case, it’s not just a matter of shifting your budget from one channel to another because while you recognize that Google campaigns are doing better, you also don’t want to lose all the traffic coming in from your social media pages. So what are the right tweaks to do to balance things out?
This is where having a marketing analytics expert comes in handy. An expert will know how to manually analyse the data and turn them into useful insights for your business. They can help you understand what’s working and what needs to be improved so that you can make the right decisions on where to allocate your resources effectively.
Improve Your Lead Quality Using These Tips
As a home services company owner or marketing manager, you’ve got a lot on your plate. However, you’re here reading this because you know that it’s essential not to overlook the lead quality of your marketing campaigns. Improving the quality of your leads can result in more conversions and better return on investment (ROI) for your business.
If you want to improve the quality of your leads but you feel like you don’t have enough time or resources to do it yourself, then consider getting help from experts who can make this process much easier for you.
There are countless digital marketing agencies out there that are willing and able to help you improve your lead quality in marketing campaigns, but it’s essential to pick an agency with the experience, expertise, and reputation for delivering high-quality services.
At Multi Layer Media, our goal is to help our clients not only to get leads, but more importantly, capture high-quality leads that will result in actual sales. Our results-driven lead generation services are designed to do just that.
Whether you’re a tree surgeon company, roofing company, commercial cleaning company, HVAC, architectural firm, building surveyors, window cleaning, or asbestos removal business, we have the experience and know-how to help you get more high-quality leads that will turn into customers.