Your Delaware Valley, Maryland, or Southern Pennsylvania business might be missing the mark when it comes to lead generation. Today’s consumer has taken control of their buying process. Instead of waiting to hear from your business, they are searching for your business first. If your business relies on a constant stream of new clients, then lead generation is a crucial part of your business’s growth and survival. And, if your strategy doesn’t help the customer find you, then it needs a revamp.
Here’s how you can fix your lead generation strategy and create a line to your business:
1. Radio gets the search started.
Nielsen’s 2016 Comparable Metrics Report confirms that 93% of all adult consumers listen to the radio on a weekly basis, more than they engage with TV or their smartphones. That means your customers are out there, and radio might be the way for them to find you.
Radio’s greatest value is inspiring consumer actions. Maybe a radio advertisement reminds them they need to find a realtor or they want to get their home landscaped. Either way, radio is a powerful tool to use to build brand and solution awareness. If the advertisement is relevant to the buyer, it will stick in their minds until they begin their search for more and stumble upon your business.
With radio’s exceptional target ability, your business can target the right customer in your area. In fact, DBCi works directly with nine radio stations covering Delaware, Maryland, South Jersey and Southern Pennsylvania. With our expertise in all things radio, we can connect your business to radio to increase leads and improve your lead generation strategy. Radio is just the starting point to helping customers find you. Having a strong search engine ranking is the next step.
Most of the consumers today start their searches for the services they need online. As a result, effective lead generation involves making your practice visible online right away.
If your local business comes up first on search engine results, it has a big advantage over big-name competitors. Buyers will find your business ahead of competitors on online platforms through search engine optimization or SEO. SEO determines where your website shows up in search results. To rank at the top of search engines like Google, Yelp, or Bing, your business needs to understand long tail and short tail keywords, discussed next.
3. Use keywords and SEM to your advantage to find local traffic.
Under Search Engine Marketing (SEM), which includes paid search, there’s a strategy known as long tail keywords and short tail keywords. Long tail keywords are more detailed and geographically focused, such as “Delaware Valley Dentist.” Using a short tail keyword would be just using “Dentist.” It can be challenging to achieve high organic rankings for short tail terms, so using keywords that are more specific is key.
By focusing on long tail keywords as part of your strategy, you can achieve a more desirable position while targeting the right people and keeping cost down.
Another powerful way to get attention on search engines is through Dynamic PPC or pay-per-click ads. Dynamic PPC allows you to buy search engine ads, paying based on the number of clicks to your site, instead of relying on the search engine to rank your site listing. Using Dynamic PPC, your local business can be super targeted about which ads show up on search engines.
DBCi is the place to turn to for SEM and Dynamic PPC. We have the tools and insights to help your lead generation strategy bring a constant funnel of customers to your store.
4. Create a positive mobile experience for potential buyers.
More than 50 percent of Google searches take place on some sort of mobile device. If your business doesn’t have a mobile responsive website, mobile buyers may not be willing to interact with your site and move on to your competitor.
Users don’t want to fool around with zooming and shrinking the text or images on screen to see your business’s vital information, like shop hours or address. With a responsive design, all of the content automatically adjusts to the screen of the device. This makes it easier and more convenient for users to read and navigate your site. In fact, 85 percent of consumers believe that a mobile site must be as good, if not better than, a desktop site.
Have a site that stands out on mobile and desktop devices. It’ll make the difference.
5. Find new leads when buyers need your services.
Stay ahead of the competition by connecting to buyers when they need you. Here’s the way to skip waiting for customers to search for your services. Use geofencing to lead those buyers straight to your door.
Maybe you’ve heard of geofencing before. Here’s how it works: Each mobile device is similar to a tracking device, using GPS, Wi-Fi, and radio frequency to give off its individual location. Geo-fencing sends mobile ads to the virtual fenced market area to connect and communicate with mobile users once they enter a geo-fenced region. Geo-fencing lets your service reach buyers nearby at the right time, in the right place, with the right message.
Let’s say your landscaping service is trying to attract new clients. Instead of using direct mail postcards to cover entire neighborhoods, geo-fencing allows you to target customers once they need your service. Once buyers enter say, a home center, you can send out display ads to websites and mobile apps with offers for your landscaping service. Once the buyer realizes they have a need, your business can deliver a solution instantly through geo-fencing.
DBCi understands the ways geofencing could help your business, and even figure out what the messages should say. We can incorporate geofencing into your lead generation strategy to have buyers find you when they are in the market.
Stop searching for leads, let the leads find you.
Finding a constant stream of new customers can be tricky with the big-name competition. With some touch-ups to your business’s lead generation strategy, customers can find you. DBCi can help change your marketing to better fit with customers’ buying processes. To find out how to get buyers to find you, contact us today for a consultation.
Why leads are important to service businesses in Delaware, Maryland and Southeastern Pennsylvania
For owners and managers of service businesses, finding new customers is always job No. 1. After all, if you don’t have customers, you don’t make money. It’s not hard for business owners like you to see that new leads (and customers) are directly connected to profits. Because of this, lead generation is probably one of the most important things that you can do as an owner of a service business. You need to continually create and maintain a steady stream of qualified leads in order to stay in business.
How do you get more leads? You can get referrals from existing customers. You can build a great website. You can be active on social media. You can network at local business functions. You can run ads on radio, in newspapers, on billboards or in local magazines. These are all solid strategies for growing awareness and reputation. But no matter what you do, you must first and foremost raise the profile of your business. You need to be visible, easy to find and easy to connect. Awareness is critical, because as prospects start to notice your business, they also start to become familiar with your products and your services. As prospects become aware, the most qualified will also become curious about who you are and what you do. Solid leads will ask questions. They look for answers. They try to meet their needs. They opt in. They identify themselves. Every prospect who clicks on an ad, visits your website or reads an email form your business becomes a lead. Once you have prospects interested enough to ask questions, you can start the process of converting them into paying customers.
So how do businesses in Delaware and Maryland get started?
1. They make sure they are easy to find with SEO
It doesn’t matter how good your website is, if people can’t find it easily. SEO stands for Search Engine Optimization. It’s focused on growing your visibility in search engine results. Effective SEO optimizes technical and creative elements in ways that boost rankings, drive traffic, and increase various search engines’ awareness of your URL and associated pages on your site. Everything from the words on you
r web pages to the way other sites link to your business’s site affects how search engines rank your site. The structure of your website and the dynamics of your online content need to follow ever-changing search engine guidelines in order for these same search engines to find your site, and rank it highly in your geography and in your business category.
Search engines want people to quickly find the right information. SEO rules weren’t developed to help you trick the system. SEO guidelines were developed to help match your website with the kind of people most likely to find your site, your business and your services interesting and relevant. Good SEO facilitates good content matches. That’s a win for everyone. The DBCi team is always monitoring best SEO practices, and is experienced in helping all kinds of businesses create and implement SEO plans.
2. Businesses invest in being easy to find
SEO helps people find your organic, or unpaid, listings. This means that when people search for your products or services, your name pops up as one of the best options. But you’ve probably noticed that search engines often feature paid listings at the top of each search engine page. These paid ads, sometimes called Pay Per Clicks, PPCs or Paid Search, are all part of SEM, or Search Engine Marketing. SEM refers to the discipline of creating, placing and optimizing paid listings within search engines. While SEO, or free listings, is the ideal way to reach customers, even with expert help SEO can takes months to pay off. SEM can ensure you show up in relevant searches immediately. Most search engine marketing is on a pay per click model – you pay based on the number of people who click through on your ad. In theory, with enough funding, you could be the number one listing for certain paid search terms tomorrow. In reality, you’re better off using experienced SEM marketers like DBCi who can advise you on the most affordable, and potentially most effective, terms to use. You’ll get better results without spending a fortune.
3. Make sure your leads land in the right place
Once you get a lead to click on your listing, were will they land? On your home page? Do you want them to see a special offer? Fill out a form? Win a prize? While website home pages may be good entry places for the site for some visitors, you may want to direct others types of visitors to specific offers or actions. DBCi can help you think through the process, and create special landing pages for short-time offers, or just for search engine visitors. Landing pages can look like special mini-sites, or appear as seamless extensions of your website. You choose the option that makes the most sense for your marketing objectives.
4. Make sure your local business listings are up to date
When people search for your business, or for businesses in your category, local business listings are often at the top of any search engine. If you’re not listed with them, or you listing is incorrect, your prospect may pass you by. Every individual directory you list on makes it that much easier for prospects to find you online. Search engines like Google, Bing! And Yahoo have extensive local business listings. You’ll also want to be listed accurately and thoroughly on sites like Whitepages, YP.com, Foursquare, CitySearch and more. DBCi is able to update all your business listings for a small fee, ensuring that people AND search engines find you quickly. Updating business listings is the first step in any serious SEO or SEM effort. And we also recommend you conduct periodic reviews of your listings, especially if any emails, phone numbers, addresses or branches have changed recently.
The bottom line?
Marketing and promotions can be complicated, but it doesn’t have to be time-consuming or expensive for small and medium-sized businesses. If you’ve got a business interest anywhere in the Delaware Valley, including Maryland, Delaware, Southern New Jersey or Southeastern Pennsylvania, we may be able to help. Contact us today to set up a free consultation.