Increase leads – How to use marketing effectively to increase leads

Increase Leads Through Targeted Marketing

The home improvement market continues to be subject to the changes in the overall economy — and sometimes that means a backlog of projects (like during 2020) and sometimes that means you’re starving for good leads. And when you need leads, you need to make sure you’re getting good leads. And that means using targeted marketing.

Lead quantity and quality are generally inversely proportional. That means you can have a ton of lousy leads, or a smaller number of leads that are better qualified to become your customers. Obviously, not everybody has the potential to be an ideal customer. But by using targeted marketing, you can make sure you’re getting leads that will be a better fit for your business.

Lead Scoring

One great way to evaluate your leads is through lead scoring. Scoring your leads based on certain criteria you decide on can really help with figuring out which ones to pursue. Automated customer relationship management (CRM) tools like Salesforce or HubSpot can help you assign points to leads based on their behaviors and interactions with your marketing efforts.

For example, you may assign 1 point for an email open, 2 points for a click, and 5 points for a potential customer filling out a prequalification form for a loan. This will better help you determine the quality of the lead, so you can know where to focus your follow-up efforts. Once a lead reaches a certain score threshold, you can pursue them more directly, such as through an outbound calling campaign.

Know Where to Go

Are your leads visiting certain types of websites? Are you looking to mine a specific neighborhood for jobs? Where are your customers coming from?

Finding leads is a matter of knowing where they’re looking for you. They may be online, in real life, or some combination of the two. The best approach, then, might be a multi-channel effort that doesn’t rely on just once source for your leads. Consider the following ways to bring in leads through marketing:

Email

If you’ve built a mailing list, you can use it to send out special offers to your contacts, build a referral program from former customers, or just stay in contact for repeat business by sending a monthly or quarterly newsletter. Be sure you balance sales-oriented content with generally useful information.

Social Media

It’s important to maintain a social media presence and engage with your contacts there. This can help you build your reputation, improve your online exposure, and show that you’re knowledgeable in your field. If you’ve done great work in the past, you can showcase it with photos on social.

Events

Exhibiting your business at home improvement expos can help get your name out there and connect you directly with potential clients. Be sure to capture leads who visit your booth, by doing drawings or offering other incentives to encourage visitors to leave their contact information with you.

Get Help

Your financing partner may offer free marketing assets to help you grow your business. We have a collection of templates for creating web banners, Google and Facebook targeted ads, direct mail flyers, and more.

If you need any help with these ideas or anything else, you can count on your dedicated relationship manager.