Storm seasons fluctuate, and leads can dry up fast for periods. Water restoration companies need to generate enough leads to earn an average annual revenue worth the cost of business. But how does a company go about creating more interest in its services? Below, Plumbing Webmasters will detail seven ways to generate water damage leads for your water restoration company. They are:
1) Inbound Marketing
Make the consumer come to you with consistent marketing practices. Inbound marketing refers to “pull” marketing in which consumers are drawn to your services through content. Examples of inbound marketing include:
- Blog Posts: Consistent and informative blogging
- Company Branding: Developing a company identity, philosophy, and marketing tone
- Optimized Web Pages: Implementing SEO on and off-page
- Social Media Content: Producing engaging social posts
In contrast to traditional marketing techniques, inbound marketing focuses on organic reach and long-term sustainability. As consumers have become more sophisticated and more empowered, inbound marketing has become even more valuable.
2) Twitter Archives
Twitter’s search function allows you to search all public tweets. Try phrases like “water damage repair” or “need water restoration,” and see what you find. At the very least, you might make some meaningful network connections. Aspects of Twitter to investigate include:
- Analytics: Twitter’s free analytics tool
- Direct Messaging: One on one, private interactions with other users
- Hashtags: A regional, national, and global discussion mechanism
- Threads: Expanded conversations dispersed through a chain, or several chains, of tweets
There’s a sometimes unclear distinction between promotion and spam, especially for novices. If any aspect of your profile seems spam-like, expect your company’s reputation to suffer, and don’t expect to gain more consumer interest. The excellent news is Plumbing Webmasters offers social media marketing services.
3) Targeted Blog Posts
It seems like everyone has a blog nowadays. From the fortune 500 company to the random college student. With so much excess, how can a water restoration company blog stand out? The answer lies in targeted posts. To create a targeted blog post, you need:
- Keyword Research: Identification of appropriate keywords using tools like SEMRush
- Post Optimization: Appropriate use of keywords within title, header, and meta tags
- Post Promotion / Syndication: Distribution of posts on social platforms and other channels
- Quality Writing: Posts should be well-written by professional writers
When you specify a topic, you are more likely to create a meaningful piece of content for your company. Attempting to capture everything in one post is daunting and unrealistic. Take the low-hanging fruit of opportune keywords within your industry. It can help drive traffic to your website.
4) Pay-Per-Call Advertising
Most professionals have heard of PPC as a popular advertising method, but there are various ways to advertise online. For example, pay-per-call provides contractors with a lower-risk, higher-reward proposition. Prospects looking to buy services immediately are going to make a phone call, rather than just click on an ad. With pay-per-call, you pay only for people who make that call. Benefits include:
- Closing Rate: Close more customers than traditional PPC
- Budget: Limit spending on unnecessary clicks
- Branding: Push your company brand without wasting dollars
- Sales: Put on your sales-hat and gain new customers
Various platforms offer pay-per-call advertising for water damage leads. The best companies will stipulate qualifying parameters prior to your agreement. For instance, some callers are bots, and should not require payments from the advertiser. Make sure you vet the provider before signing an agreement so that you only pay for real calls from real people.
5) Email Signatures
Most companies communicate with customers via email in some form. Whether that’s an e-newsletter, discount, promotional offer, or something else, it’s vital to design and implement an email signature. Your signature appears below every email correspondence. It should possess the following features:
- Call To Action: An encouragement to complete the desired action
- Contact Information: Website links, social media profiles, etc.
- Graphical Element: Include an image and/or video of some kind
- NAP Information: Name, address, and phone number
The best signatures are short in length, as in 2 or 3 lines of text. Nobody is going to spend much time reading an email signature, but if a call to action stands out, there is a chance someone will complete it. Even at a relatively low percentage, this still creates an opportunity for water damage leads.
6) Video Content
Speaking of video, YouTube is one of the most popular internet platforms on the web. Its popularity is astounding, with more 18-49-year-olds consuming YouTube content than any cable television network. For water restoration companies, video content should be:
- Branded: Use watermarks, overlays, etc., to help brand your video.
- High Quality: Technology has allowed more people to shoot high-quality videos, with most modern smartphones having superior recording features.
- Optimized: SEO exists for YouTube, seeing that Google owns it, and its results appear on many common search queries.
- Instructive: As is the case with other forms of lead building, an informative call to action encourages user action.
You don’t have to be a movie director to record high-quality business videos. However, it does help to invest in a condenser microphone to improve audio quality, as recording from a distance with a built-in smartphone mic rarely yields optimal audio snippets. The good news is that you can find a good condenser microphone for a low price.
7) Great Web Content
If it isn’t broke, don’t fix it. Good content is still a trusted way to encourage lead generation and can be accomplished through keyword research and high-quality writing. The web is full of content, some great, other awful, and the distinction usually lies in:
- Originality: Can the content be found on other sources?
- Relevance: Does the content relate to the industry and its subject matter?
- User Experience: Is the content crafted for search engines or its users?
- Value: Does the content provide meaningful assistance to the reader?
While it might be an aging concept, writing good content can still net quality leads from the web. It relates closely to one of our first tips; inbound marketing. Creating quality content attracts consumers to you, rather than having to go to them to secure the lead.