A lead is a prospect that has already expressed interest in the services you are offering. A lead could be that homeowner who has a termite problem in her house and has inquired about your services. It could be that site visitor who downloaded an ebook about DIY Pest Control from your website.
Your main goal as a business owner is to generate these leads, and turn these leads into paying customers. You can master lead generation through better tracking of your website’s performance and making use of conversion boosters such as the following:
Since you are spending time and money on your website, it is important that you keep track and measure how it is performing. Google Analytics allows pest control companies such as yours to understand and improve their online marketing results. You can see the number of site visits and page views. You can see the average time a site visitor spent on your site. You will know where the site visitors came from and how they found out about your site. You can determine what your bounce rate is.
The bounce rates will tell you which webpages in your site are weak and not performing. You can make changes in order to make the visitor stay longer on your site. The conversion rates will tell you which marketing campaign is working. You can then double your efforts in that particular campaign since it is the one that is working.
Google Analytics is a great lead generation tool to use because it allows you to create effective marketing decisions based on behavioral data.
You can also use call tracking together with Google Analytics in order to have more accurate data in your pest control marketing campaigns. Call tracking is the process of assigning different phone numbers to each marketing campaign. Doing this allows pest control companies to integrate the call tracker with Google Analytics and determine which offline ads customers are responding to the most.
With call tracking, you can now figure out where your incoming callers came from, whether they searched for you organically, clicked on an online ad, or saw you from a billboard. Once you figure out which marketing campaign is garnering the most number of calls, you can focus on that particular area while making some changes on the other aspects of your campaign that are not working as well.
Call tracking also allows you to listen in on incoming calls so you can determine if your business is handling all calls effectively or could use some improvement.
Some customers have grown weary and wary of leaving their email addresses in an opt-in form for fear of spam, while others would rather not talk over the phone. For these people, a live chat is a less threatening way to communicate to a business.
However, live chat is more than just a customer service tool; it can also be used as a lead generating machine. The pest control industry is highly competitive, and you simply can no longer afford to be passive and wait for the phones to ring or wait for site visitors to opt-in to your online form.
With live chat, you can initiate the contact by reaching out to them first. You get to assist them at such a crucial time when they are deciding which pest control company to hire, so let site visitors know of your instant accessibility through live chat!
Remarketing allows you to revisit leads that have not been converted just yet. It is the process of placing ads to customers who have already visited your website. The remarketing ads allow you to be on top of their minds and remind them of why they visited your site in the first place. And to sweeten the pot even further, you can include a discount coupon or a free in-house service call in the remarketing ad to convince them to go back to your site and avail of your services.
Admittedly, the digital marketing landscape can be difficult to navigate because of the many methods to go about it. Rest assured that you can never go wrong with tracking and boosting your website.
We can help cut through the confusion by coming up with an effective digital marketing strategy that successfully delivers leads. Get started today by downloading our Ultimate Pest Control Marketing Blueprint!