If you are looking for a locksmith, the internet is likely one of your first stops. It’s not surprising that Google and Bing rank highly in searches related to this industry – but do they always deliver? If you’re trying to find leads or generate business from these search engine listings, it will take more than just having good SEO.
To succeed with lead generation online requires expertise in both marketing and web design as well as strong content strategies through social networks like Facebook, Twitter and LinkedIn plus an understanding of pay-per-click advertising (PPC). Marketing on multiple channels can be challenging because we need to develop different messages for each platform when promoting our services which are often nuanced by location. For example, if I’m targeting people who live in Florida, I might mention our 24/hour emergency service whereas someone on the coast would need a different approach.
But what does it mean to generate business from these listings? The most basic way is by driving traffic and leads through your website using SEO. Beyond that, you can purchase paid ads via Google Adwords or Bing Ads which will drive more specific customers to your site (provided they are relevant). Paid advertising may be associated with higher costs but often translates into quicker ROI – providing measurable returns for both new and existing clients.
Focusing marketing strategies around lead generation requires understanding of how consumers behave when searching online. This includes monitoring search phrases related to locksmiths as well as tracking keywords where we want conversions such as “locksmith near me” or “emergency locksmith.”
How you monitor these phrases will depend on the tools available to you. Tools such as Google Analytics, Bing Ads Intelligence and Facebook Insights can tell us about our visitors who come to our site from various sources (organic vs paid). This knowledge is crucial in understanding which channels are providing the best ROI for lead generation.