Howdy Friends,
I started a leads campaign a couple of weeks ago for one of my portable storage building clients. Leads keep regularly dropping into our inbox. Not a massive flood of them, but they’re people in his service area, people who actually need what he sells, and people who are willing to have a real conversation. He doesn’t spend a lot of time sorting through tire kickers.
Not a lot of tire kickers? It sounds like a dream, right? But it doesn’t just happen. It takes work to set up an ad campaign and lead form that will filter out people who are not your ideal customers. This campaign has reinforced something I’ve noticed in every marketing effort that produces the best results.
The quality of your marketing is limited by the quality of your information.
When the information going into your ads is vague, the ads end up very generic. If they attract anyone, it will be a wide range of people. Some might be a fit, but a lot of them won’t be, and you end up spending your time sorting instead of selling.
A lot of contractors fall into this without realizing it. The messaging sounds like “we do great work” or “quality you can trust,” and while that isn’t wrong, it doesn’t give someone a clear picture of whether or not you’re the right fit for their situation. When the message and form include everyone, the response is broad and filled with junk leads.
What we’ve been doing differently across all our campaigns is getting more precise about the information we’re using. We’re clear about who the offer is for, clear about the problem being solved, and clear about what someone should do next. The lead form also asks better questions, which helps filter out people who aren’t a fit before they ever turn into a phone call.
Some people drop off when they realize we aren’t a great fit, and that’s exactly what you want. The other side of that is you will attract more of the right clients by being clear. Specific information filters for the right customers.
People trust marketing that feels real and specific.
When your marketing is built on clear, precise information, it becomes easier for the right person to recognize themselves in it and take the next step. It doesn’t make your marketing more complicated, it actually simplifies it because you’re no longer trying to say everything to everyone.
Before you go change platforms, budgets, or strategies, it’s worth stepping back and looking at something simpler. Are you using real, specific information in your marketing, or are you relying on general statements and hoping they work?
If you want help tightening that up so your marketing brings in better leads instead of more noise, I’m glad to help. You can contact me here.
Later, Chad Beachy
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