A key part of being successful in your field – be that product or service related – is how you handle lead generation (generating interest in what you’re selling from the right audience).
This isn’t always straightforward and the road from conception to execution can be longer than you expect.
You already know that there are differences between selling a product and providing a service. So do you know how to market yourself and your team’s ability to get a job done to help bridge the gap? Your website is an important place to start. Then you can think about your content, how you demonstrate your expertise, the community around your business and how to get them to support your marketing.
Yes, it is possible to use digital marketing to achieve this. Good marketing can be the key to increasing lead generation for your service business.
In this article, we’ll show you how to optimize your marketing strategy so your website can rank higher on search engines. A measurable way to level up lead generation for your service business.
A Good Website = Better Lead Generation!
Having a well-designed website speaks highly of you and your brand. This combined with up-to-date social media accounts can have a direct impact on your sales.
According to a recent study by Forrester, 71% of users begin their customer journeys by using a search engine to discover new products and services, and 74% reported using a search engine for consideration and purchasing. People are constantly on the hunt for reputable and reliable providers. That said, if they can’t find you, or they can find you but can’t understand what you’re offering, you have a problem.
First impressions are everything! When it comes to your business, a good website can establish legitimacy and authority in your industry.
But an important question still remains: how do you get the right people on your website in the first place?
There are many other options for achieving more traffic, and chances are, your competitors are all over them. Want to stand out and increase your customer base?
You must pay attention to your SEO and maintain a healthy website amidst constant algorithm updates.
If you work hard, follow the rules and stay up to date on trends, you’ll earn better quality traffic and increase sales.
To make it easier, here are a couple of general principles to follow for your business website:
- Register your own domain name
- Host your website on a reliable provider (sometimes the cheapest does not mean the best)
- Make sure your website loads as fast as possible
- Check that your website is mobile friendly
- Verify that your web content is targeting the right keywords in the right way
After your website is all set (make sure to check out our article on web design here for tips), it’s time to start creating content.
Focus On Creating Useful Content
What different people see as useful, or valuable, content will vary based on interest and preference.
Some people might find short ‘to-the-point’ content to be very well valuable, while others might prefer longer posts. A well-reasoned and very in depth point of view is not necessarily better or worse than the opposite.
Whichever approach you select, make sure they consider the audience that you’re writing for. A successful content marketing strategy, one that results in lead generation, considers the preference of the people it’s targeting.
A solid strategy also relates to the channel through which communication takes place. For example, the content you share on your business Instagram should be adapted from your website. As always, choosing the right marketing channel is key.
Your job is to find out who your potential customers are and how to effectively communicate with them. In this process, it is important to have a clear idea of the message you wish to pass on. This message should always connect back to the service being offered – how you deliver this message matters.
Choosing keywords that will resonate with your audience (and make it easier for Google to understand what your website is all about) plays an important role in great content.
By regularly providing high-quality content, you’re creating trust and loyalty with your visitors. This impacts their behaviour on your website. It might result in them spending longer reading the information displayed, or even converting to leads to learn more.
Changes in user behaviour on a website are easily tracked and tell the search engine that your website is relevant. Relevant websites are generally made more visible to other users with similar interests.
In other words, useful content combined with a solid integration of social networks can help even a new business to rank high on the SERP and earn a high domain authority.
Show You Are an Expert in Your Field
There are many interesting ways that you can show your audience that you’re an expert in your field. These include (but are not limited to) creating webinars, workshops, informative blog posts, podcasts and speaking at events. By connecting in different ways, you communicate with your prospective customers on an informational level – rather than purely transactional.
This comes with a change in tone and intention. This is something that can create brand loyalty, communicate to users at different stages of the purchase funnel, and increase traffic – the list goes on…
When interacting with your audience IRL, make sure to build an email list and keep an eye on engagement. How many people shared your content? How many comments? This information will play an important role in your marketing strategy.
Get the Most Out of Your Community with Email Marketing
Email marketing can be a highly effective way to reach and engage with your audience. More than half of the world’s population uses email and this number is expected to increase up to more than 4.3 billion by 2023 (https://www.radicati.com/).
This channel represents an opportunity for all businesses to increase their reach, allowing them to engage and convert more leads more consistently.
As a marketing channel, Email allows for more personalized messaging based on customer behaviour. You’re able to segment your audience, and in doing so ensure that the most impactful information reaches the right people at the most efficient times.
Of course, it is important to keep in mind that email marketing, while it has the potential to be highly effective, cannot work alone.
91% of people unsubscribe from newsletters and email lists.
For this reason, make sure to think very carefully about what message you send to which users – and combine your marketing efforts with other mediums as well.
Don’t Forget to Get Online Reviews
Transparency is becoming more and more relevant for consumers. Due to increasing access to information, it is not uncommon for potential customers to research a business before purchasing products or services.
According to recent statistics, local Google searches convert transactions 28% of the time, and effective SEO practices provide businesses with a conversion rate of 14.6%, vs 1.7% from traditional tactics.
Simply put, what people say about your business online matters. A lot. We recommend first and foremost to make sure to provide a consistent service and customer service – and make sure to encourage clients to share their reviews on platforms such as Yelp and Trust Pilot.
In the case of negative reviews, address them openly and politely so that any bad PR doesn’t hurt your brand.
Customer ratings are especially important for service providers. They are a major determining factor for Google’s ‘top 3’ most relevant businesses for any given search.
Better reviews also mean that once you are ranked, you’re likely to receive more clicks. 54% of people visit a website after reading positive reviews about the business, and 84% trust reviews as much as they trust a personal recommendation. (https://www.brightlocal.com/research/local-consumer-review-survey/)
Partnerships to Efficiently Connect with New Audiences
Partnerships are a good way to connect with the right people to achieve solid lead generation. It is a good strategy to partner up with non-competing businesses whose target audience overlaps with yours.
By doing so, you increase the number of quality backlinks directing new customers to your landing page. According to Google’s ranking criteria, this adds to your domain authority, or in other words, contributes to your online exposure.
One real-life example of this could be for a catering business to collaborate with an event organising business. This way of advertising leads to a win-win situation for both parties involved, as it can lead to networking, new customers, increase in authority and exposure.
Leverage Search Engine Advertising to Amplify Your Message: Try Reeling in Customers with Incentives
Everyone wants a good deal. Special promotions are a great way to satisfy that want, and stand out from the competition. By investing in search engine advertising (SEA), you could get prospect customers’ attention on great deals to attract them to your website.
A successful promotion might cut into your profits in the short term, but at the same time (by attracting new clients) this investment often proves successful. Just remember to preserve the balance between your pricing needs and your customers’ perception of a good deal. Google Ads offers marketers a wide range of advertisement opportunities in the SEA field. These include classic text ads, product listing ads and display ads.
It is also interesting (depending on the service industry) to offer a free sample of your work before an official commitment. One real-life example of this could apply to psychologists. By offering the first 3 consultations free of charge, not only is there a higher chance for a prospective client to feel inclined to commit to the service, but also this might result in positive reviews, word-of-mouth advertising, and numerous new clients.
If you’re a service provider and think the internet might be the right way for you to ignite lead generation for your business – you are 100% right. There is much to gain from adapting your marketing strategy to the newest trends. And the cherry on top: there is a lot you can do without any cost!
We highly encourage you to consider implementing search engine optimisation measures to your marketing efforts. Stand out from your competitors, strengthen your brand, generate more traffic and ultimately increase your profit.
What are you waiting for? Get in touch, we can find the best way to get started.