Got a confession for you: Anyone who spends enough time with me knows that I’m getting grumpy – a little more each day…
Why you ask?
I could think of a few reasons but none more prevalent than I’m tired of people (people who run businesses like yours) getting deceived by marketers in my industry who offer contractor leads for sale.
Sick of it.
The latest example comes from an email conversation with a roofing contractor. I’m sure he wants pretty much the same things every roofer wants.
- To turn their risk into rewards
- Serving the market they’re in with quality products and services
- Profiting from the efforts they’re making to serve
- And to accomplish their “ultimate outcome”, whatever that might be
All good in my opinion…
What prevents it?
Finding enough customers. Not having a marketing system that generates a steady supply of exclusive, high-quality local roofing leads.
They know it and so they’re on the search.
Contractor Leads Reps Are Also Searching For You
Regularly they’re getting sales calls in the form of emails, phone calls and in-person cold calls from people that promise results. Occasionally they decide to hire one of these vendors to get contractor leads from. Almost every time those results come up short.
If you’ve been reading my blog awhile, you know that I can be harsh on most forms of media that might be used to attract customers. One of my associates told me that I’ve never really explained why I feel this way.
See, 80+% of all purchases now start ONLINE. Roofing Contractor Magazine, in their State of the Industry webinar a few months ago confirmed this.
If the form of media you choose is offline, you have to overcome tremendous odds to be able to attract enough customers with a high enough lifetime value to generate a fair return on your investment.
It would be like going to the casino to play roulette, finding that 80% of the spaces were red, 20% were black and still choosing to bet on black.
With me so far?
Good – now back to my email conversation.
If You’ve Tried and Failed To Generate Leads…Know This
The guy was grousing that he’s been burned over and over again and is ready to quit online marketing altogether.
“I’ve been promised 1st page of Google – and I’m on page 4. Or I’ve got 2 keywords at #1 on Google but I still don’t get any calls from it”.
I asked him “what do you want?”
“I want my phone to ring with good quality contractor leads”, he replied.
A quick check of the 2 keywords ranked #1 showed a total of 3 searches per month for those words. Do you know which keywords you’re ranking for? Request your rankings here.
Simply put – he was deceived. He didn’t know that ranking for some keywords alone doesn’t necessarily mean they’re visible where people are looking for a roofer.
When is it Useful To Rank in Google?
The only way a ranking is useful is when people are actually searching for that keyword.
Beyond this, you’ve got to have a title tag that tells Google you should rank for a specific term. You’ll also want a meta description that makes people want to click on your listing (instead of your competitors) when they find you in Google search.
Most important, after they click, you need a reasonable number of them to take your call to action and convert from visitor to lead.
So when you’re talking to people who promise to help you get roofer leads, remember my roulette analogy. And INSIST that they demonstrate proof that their current clients are generating leads, phone calls, not just ranking for some useless keyword.
Then ask them if they have the guts to guarantee you an ROI on the marketing they’re offering to do.
Why do I say you should demand that? Because I do offer a guarantee. If you’re interested in learning more, the next move is yours…let’s talk about your project ASAP and be sure to ask about our ROI Guarantee.