Since you’ve ended up in this article, I would like to assume that you are having some challenges in looking for your paving lead. Perhaps you are ready to grow your business and gain a piece of that market pie. It only makes sense that the more leads that you capture, the better your opportunity will be in boosting your conversion and sales. We understand that quality leads remain the force that drives business growth. Your business will need this to survive and thrive. Unfortunately, few companies know the right strategies to implement to get those fruitful leads.
Top Marketing Strategies for Paving Lead Generation
Know that there is only a fixed growth opportunity in the field you are in. The construction industry, asphalting, and paving are pretty saturated, and people use disjointed marketing strategies. A half-hearted approach to lead generation will only bring substandard results. You will capture leads that will not be a perfect fit for your business. If you don’t want your business to end up in a mess, follow our recommendations below.
Identify Your Marketing Goals
Before you start generating your paving free leads, you will need to identify where you should start. You need to determine your marketing goal for this year. If you don’t have an objective, it would be practically impossible to implement your marketing strategies and lead generation campaign. After you identify your goals, you will be able to understand the fundamental things. For instance, you will have a clearer insight into what kind of efforts should be involved in the process. It is also essential to identify your possible return on investment. For instance, your initial goal would be to increase your organic traffic to boost your qualified leads. Things involved in your marketing are all related.
Here is an easier way to determine your marketing goal.
- Compile Data- Have a look at your data last year. Compile it to understand the number of customers you have gained. There should also be information related to the number of inquiries you received and the average traffic of your website.
- Ask Yourself- You need to ask yourself about what you want to improve. Do not just say that you want to increase your revenue; let’s face it, everyone else wants this. Pay attention to a specific metric on your paving business that you want to enhance. For instance, you may want to boost your organic traffic to more than 25%.
- Monitor- You should have a system in place designed to track your goal. If you don’t monitor your campaigns, there’s no way to tell that you have actually achieved your goals.
Paving Companies Need Website
If you still don’t have a website, or you may have one, but it is not properly designed and managed, you are hampering the success of your business. Your website could be one of your biggest assets that will help you capture paving check leads. Most paving companies will not have walk-in customers to their offices. Instead, these companies will be heading to the location of their customers. With this, your prospect can create that first impression of your company. You can streamline that process by having a website. A user-friendly, functional, well-designed website will connect you to serious and curious consumers. If you are still unsure of whether a website can help you, here are some reasons why you need a website.
- Platform to Show-Off Your Skills- Your website is a perfect channel to show the before and after photos of your projects. It allows you to showcase your work’s quality and tell your audience that you have the experience and skills necessary to give them their desired result.
- Website Helps You be Found- More than 90% of the consumers will look online to look for a product or service they need.
- It Remains Operational and Functional 24/7- People can reach your website even during off-business hours.
- No One is Using Phonebook-Your clients will need a method to reach out to your business. Nowadays, no one is using a phonebook, and you need a website to initiate that contact.
- It is a Sign of Legitimate Business- A business with no website is a red flag. To be credible and professional, you will have to build your website.
SEO Strategy
Your website will remain buried on the last page of the search result if you don’t implement the right SEO strategy. Since you want to ensure that you will receive a steady number of paving free leads, you need to ensure that your audience will discover you. One way they will find you is through search engines. By using relevant keywords and ranking higher on those phrases, you can guarantee that your paving free leads will find you when they need you. Increasing your website’s online presence will also lead to an increase in your organic traffic. This, in return, will transform your website into a lead generation tool. If you are starting to rank your website, here are some factors you should pay attention to.
- Competition- By now, you understand how competitive this industry is. You need to understand your position when it comes to the consideration of your target market.
- Trust- Various aspects can affect your website’s trust level, such as the age of your website, link quality, and web content. These are just a couple of metrics that can boost or decrease the trust level of Google to your website.
- Relevance- The relevant content of your website will help Google interpret what your site is all about.
How Can I Use SEO to Collect Paving Leads?
You will have to devote a considerable amount of time handling your SEO campaign. Some businesses will employ the service of a marketing company to help them deal with this. Here are some of the fundamental areas you need to work on to optimize your website for search engines.
- Initial SEO- In this stage, you will have to research your target keyword. You will have to include this in your meta description and title tag. Also, be sure that there is no issue viewing the website through mobile since around 80% of your audience will access your site using their gadget. The loading time should be about 2-3 seconds. About 40% of the users will leave the website if they load slower. User experience and navigation of the site may not be related to SEO, but it can affect the user’s engagement rate.
- Content Marketing- Developing content will be an ongoing part of your business. It allows you to stuff your keyword by developing relevant content. Be specific with your topic and create articles to some of the most common questions you receive.
- Link Building- Basically, these are the mentions and quality links from another website. If you managed to create a well-written and high-quality blog article, there’s a chance that you will receive a shoutout from another website. It sends a message to Google that your website is trustworthy, and it will help you rank on critical key phrases.
SEO is such a complicated process that includes more than 200 signals. Understand that the improvement that you are looking for will not appear overnight. However, if you do things accordingly, that wait will be worth it.
Local SEO Helps Your Customer Finds Your Location
While SEO ensures that you will be found on important keywords, Local SEO helps your potential clients and Google to find out where you are. It is a process that concentrates on optimizing your page to ensure that it will be found according to your location. Therefore, when someone around your area of operation looks for a paving company, they will immediately see you. Perhaps, you are wondering how important this is. To give you an idea, around 90% of your local consumers will use the search engine to look for their product or service provider. Once you become involved in the Local SEO practice, you are building your relevance and trust regarding your proximity. If you did this correctly, your name would appear on the local section or the map of the Google search result, making it easy for your paving check leads to find you.
How Do You Conduct Local SEO Process?
With proper Local SEO practice, you will have a 100% chance of advancing your paving lead generation strategy. We’ll show you how you can do this.
- Google My Business- With GMB listing, you will be able to display your important information to your local audiences, such as your website link, hours of operation, contact information, and address. If the name of your business is already appearing, you can claim and optimize it.
- Directory Listing- You should not just stop on GMB; you should also claim and optimize your business page on other online directory sites. Some of the major online database websites where your website must be added are BBB, Houzz, Porch, Home Advisor, Thumbtack, Angi, Apple Maps, Yellowpages, and Yelp.
- Site Optimization- You can add your location to appear on local searches rather than targeting a broad keyword. For instance, you can target the keyphrase ‘Paving Fort Lauderdale’ rather than ‘Paving’ alone.
- Collecting Reviews- Find ways to encourage your customers to leave a review about your service. The more your reviews are, the more likely that you will attract the attention of your Paving leads. Google is also starting to pay attention to UGC (User Generated Content) when ranking a site.
Track Your Paving Leads
Being the owner of your paving business, you probably have a clear view of your average annual earning. Perhaps you are monitoring this using software. You should apply the same strategy with your lead generation campaign. Lead monitoring or tracking will help you understand if your plan is working effectively or not. Moreover, your leads will have different sources; therefore, it only makes sense that you have a tracking system. It will help you create informed decisions with things related to your paving lead generation system.
How Do I Track My Leads?
There are different ways how you can accomplish your paving lead tracking strategy. Here are some of them.
Call Tracking
About 65% of the companies that belong to Fortune 500 say that their highest source for quality leads will be phone calls. By tracking these calls, you will understand how these prospects were able to reach you. For instance, they may have seen your contact information in a print ad, a listing site, your website, or another website. You will then see a pattern and understand the best methods bringing these calls. Add a unique tracking number for each marketing campaign; it will be easier for you to track them.
Form Tracking
Be sure to have a form on your webpage for capturing paving leads. Some of your consumers will prefer using an online form over the phone. It also allows your prospects to submit their info even after the average business hours. With form monitoring, you will understand your audience’s behavior when on your website. Some points that you will understand include how they arrive at your website, the pages they visited, the time it took them to complete the form, etc.
Website Tracking
You should also know how your website is doing by tracking some key metrics. Connect your website to Google Search Console and Analytics. The insights that you will receive from using these tools will be remarkable. Best of all, these are free. It will tell you when your website appeared on the search result and the particular keyword, the location of your audience, your pages receiving the highest number of visits, new visitors, and your website traffic.
These are just a couple of strategies that you can use to capture your Paving leads. With your marketing and lead generation, it helps level the playing field. It gives you the same opportunity that the big companies enjoy if you do things right. Remember our methods mentioned here, and you are off to a good start.
