With the contractor busy season in full force, your sales team needs to be in tip-top shape to make the most of it. The more you gather and know about a lead, the easier it will be for you to turn them into a customer. Every scrap of information they offer up should be used as a means of converting. The tricky part is actually getting those leads to surrender that information.
Effective marketing for contractors happens when you know all about your market. Gathering this information can feel nothing short of stalking your leads, so here’s a great tool that will keep you out of the bushes.
Attracting Leads like a Magnet
There are a few different tools you can use to attract new leads. One of the most successful tools is known as a, “Lead Magnet.” Clever, right? A lead magnet is kind of an “ethical bribe” that gathers that “hard-to-get” information you want from each prospective client. In return, you offer them a form of content that they will find valuable. It could be an eBook about home maintenance or a comparison chart of popular building materials you specialize in.
Once you’ve created your lead magnet and it’s on your website, it’s time to start learning more about those leads.
As tempting as it may be to charge for your valuable lead magnet, don’t! Rather than charging money for it, charge information instead. Before your leads can view the lead magnet, they have to surrender a much more valuable currency to you; their personal information.
Examples of information you want:
- Their full name
- Their address
- Their phone number
- Their email
- Their home improvement needs
- Any other information that could help your sales team close sales.
When asking for information, make sure your offer is valuable enough for your lead to willingly surrender their valuable personal information. The more information you ask for, the better your lead magnet needs to be.
Keep Marketing Your Contractor Business
Now that you have captured your leads information and you know all about them, what’s next?
Judge what your lead is ready for next by what content they opted in on. If they downloaded a chart about different products you offer, they’re probably ready for a call from your sales team. However, if the lead downloaded an eBook about basic home improvement tips, you should send them a few emails and other offers to further peak their interest in your company and your services. Nurturing the lead until they are ready to hear from your sales team will save your company valuable time and resources.
Using lead magnets is just one small part of the inbound marketing approach. To get started on your inbound marketing campaign and start getting more jobs, download our Inbound Marketing Checklist for Contractors below!
To your inbound marketing success!
~Brodie
