Over the past number of years, the shift in buyer’s habits has hugely transitioned to online searches for products or services. It’s no surprise that top of the list for almost any business in any industry points to internet marketing as their main priority for generating business and leads.
How to Focus on Leads
So why is that? Well, for service based companies really like to focus on this channel of marketing as it brings to them highly qualified, and interested shoppers specifically looking for their service. From someone searching “Plumbing repair Toronto” to “Las Vegas Air Conditioning Repair” or “Surrey House Cleaning”, you are getting a visitor who specifically wants your service, in your market.
This in turn makes the sales process more efficient as it allows your sales team to really focus on hot leads that are likely to convert, rather than spinning their tires dealing with cold calling or old-fashioned direct mail campaigns.
From a cost perspective, Internet Marketing for these service clients is a huge cost savings over traditional advertising. Bryan Fisher, co-owner of Coronation Cleaning (www.coronationcleaning.ca), a Port Coquitlam based house cleaning company, points out the success that SEO has for his business.
“When we founded our company, we noticed a lot of competitors didn’t have the nicely designed professional websites, or work hard at their internet marketing campaign. This was a huge opportunity for has and has been key to our early success.”
In most local markets, residents may not deal with getting their hot water tank replaced often. So this means that they don’t have loyalty to any existing companies in the market, and also, don’t know who to call when they’re in a pinch to get service! So, they turn to Google to look for a local company in their local market.
Top Search Rankings
Local independent companies in industries like pest control generally can’t compete with the big players like Orkin who have large marketing budgets and can outbid “the little guy” in radio, TV and newspaper advertising. When it comes to organic internet marketing however, the smaller companies can actually end up having the advantage of being flexible and dynamic, and able to make quick changes on the fly to keep their rankings at the top of the search engines.
This continues to be true with other industries like professional house cleaning, where Fisher points out that many people in his local markets are no longer seeking the tried and trued companies like Molly Maids, and are instead hunting for whoever is at the top of Google when searching for a term.
“I think that our customers put a lot of trust into what results are generated in search engines. When our site ranks highly for these terms, they immediately trust that we are a reputable company, and already gets our company over the hurdle that many smaller companies can often struggle with” notes Fisher.
Whether you are a widget salesman or a real estate salesman, internet marketing is changing how we reach our clients, and is a solution that can work well for nearly any company in any industry!