As its getting on about Halloween, I thought I’d tell you a scary story about roofing lead generation and the roofing contractors who’ve suffered from these nightmares.
This is an important story because it might just be affecting your business too.
You see when you decide you want to get customers from the Internet, there are many ghosts, goblins and yes, even zombies lurking around trying to destroy what you’re doing.
The ghost of being too busy being busy. The goblin of not having up to date business knowledge. The zombies of outsourcing to those who don’t know what to do either.
Roofing Lead Generation Can Be Scary And Even Dangerous
So gather around the campfire and keep your hands warm (it’s not even November and it was in the low 60’s last night, brr!!!), while I tell you about a business owner I know.
A couple of years ago I worked with a man who is extremely successful in his primary business and had been super smart to put in place some systems that allowed him a higher than average amount of time to create plans to grow his business further.
We worked together to position him as a powerful business leader, not only in his community but in his state and with some blogging, and a free report which was intended to attract links to his site but also to generate leads.
This man created a highly visible ‘challenge’ whereby he was going to run across his state to encourage small business owners to avoid letting the current economy get them down and cause them to quit.
When we asked the media to take a look, they found it to be a compelling story and it was covered on TV, radio, and newspapers all over his state.
Mass Media Brings Traffic To Your Site – What Could Go Wrong?
By combining the mass media with social media, traffic to his site was growing steadily and when visitors found his ‘free report’ they downloaded it regularly. As soon as they did, our ‘real’ lead generation model kicked in when we invited them to claim a free coaching call from this well-established leader.
Sounds good, right? Dozens did request their free call, but evil forces prevented anyone in his office from ever following up to actually schedule these potential clients for their calls. Eeek!
Two lessons you can take from this immediately. First, you have to have a process in place to sort the visitors into those who might be interested in doing business with you and those who aren’t.
Second, it takes more than one contact to get someone from ‘hello’ to ‘here’s my money’. A process to follow up with leads is critically important if you want your online lead generation model to work. Many homeowners who call a roofer for an inspection or estimate find it important to meet with or talk to you. Most still need to discover if they like and trust you enough to buy from you.
Are You Doing What It Takes To Win?
How well do you (or your sales team) follow up? Even when you work to generate the best roofing leads, marketing dollars are easily wasted if you don’t do the easy things like following up.
Now, I’d like you to stop for a moment, pull up your website and grade what you see from 1-10 on these two things:
1) The one thing you want visitors to your site to do is 100% clear and there’s no way they can miss it if they’re interested in your products or services. (Your score on a 1-10 basis is ______)
If you’re reading this article on my site (versus as a reader to my newsletter), the call-to-action is to download my Million Dollar Formula for roofing contractor marketing. It’s called that because other contractors are doing millions of dollars more in business than they did before we started helping them with visibility.
It’s valuable and if you like it, I’d love to have you share it with other roofers who’ve not yet found me. So please – share!
2) Second, I have a plan to follow up with the visitors to my site who’ve liked me enough to opt-in or use my contact form to reach out. (Your score on a 1-10 basis is ______)
If you’re wondering how do I follow up it’s through this newsletter. I write these posts myself every Monday, Wednesday and Friday and have done so for years.
Here’s How To Take Your Business To Another Level of Success
Here’s the point. Most people who visit your website are coming from search engines like Google. They’re looking for information to help them resolve some kind of problem they have. When they arrive, you have about 3-5 seconds to catch their attention before they leave to go somewhere else and keep looking for the solution they were after when they found you.
If you want online lead generation to work for you, you must capture their attention, get them to give you their contact information and then follow up!
Oddly the same holds true for people who call your business on the phone or who walk in. You have a better chance of converting them to customers if you ask them how you can stay in touch, tell them about specials, etc.
So if you want to chase the scary monsters away from your business and get your roofing lead generation working properly, but don’t know how – reply to this email or just reach out and ask me. I’m here to help!