When it comes to seasonal businesses, the services or products might depend on the time of year, but marketing is a year-round effort. As a seasonal business owner, your off seasons can serve as the perfect opportunity to nurture new leads and work to ensure your business has plenty of customers when the time comes.
In Episode 2 of "Amplify Your Business" Lance Johnson speaks with the owner of Greencare Landscaping, Allan Kelly, to discuss ways his company can generate leads and improve his overall marketing in preparation for the upcoming season.
Here are a few key takeaways you can expect to learn from this episode:
Lead generation starts with an optimized website. (4:18)
Did you know that over 60% of Google Search visits are from a mobile device? It's no secret that people are on their phones. And, if you want people to stay on your website, it needs to be easy to navigate with the swipe of a finger. Additionally, your calls to action need to be clear. What do you want your audience to do once they are on your site? Get in contact with you? Provide a click to call button. Do you want them to book a consultation? Provide them with a calendar link where they can book an appointment with you. The purpose of your website is to share your own purpose and why you or your products will provide value to your audience. Make it simple for them to see that and act on that.
Your business needs to show up in the search results. (10:47)
Not to be harsh, but what's the point of having an optimized website if no one can find it? Increasing your search engine optimization (SEO) is a long game, but it's such an important factor in improving your online presence. Basically, improving your SEO helps your website pop up as a result when people are searching for your products or services. Ultimately, it helps you ensure your website is getting in front of the people who are looking for exactly what you have to offer.
Pay per click advertising has it's (major) perks. (16:30)
Social media can play a huge role in generating leads. But, building an engaged audience takes time, which means getting your message to your target audience organically isn't always the most efficient. One way to expedite the process of getting in front of your audience is by using pay per click ads. Facebook and Instagram are great tools for this, as well as Google Search ads. Building a social media following and presence will still take time, but putting a little money behind some of your posts and setting up a target audience properly will help you generate leads. Pay per click ads also enable you to track exactly where those leads are coming from, how each ad performs, what your return on investment is and so much more. You can also use this data to remarket to those who came to your website, or clicked on your ad but didn't necessarily convert to a paying customer.
Email marketing enables you to keep coming back. (28:26)
Email marketing gives you a direct line to your audience's inbox. Once you gain an email address (and permission to market to said email address) you have so much opportunity to share how your services can be of benefit to your potential customer and why your work is important. The point is, your brand continues to make an appearance. If your email database doesn't consist of long lists, don't worry! There are plenty of ways you can start building your email database. A couple of ways include having a "Subscribe to our Newsletter" option on your website, or offering a 10-15% discount on a service in exchange for an email address.
For more tips, tricks, and techniques on generating leads for your seasonal business, check out the entire conversation in the replay video above!
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