Top 5 Benefits Of Using A Lead Generation Company to Grow Your Business
There is no shortage of options for local businesses these days when it comes to marketing. Whether it’s digital or offline, the options are nearly endless, which makes deciding where to spend your limited marketing dollars all the more difficult.
We strongly believe that sustained growth through marketing can only be achieved through a comprehensive approach that allows you to cost-effectively attract new customers no matter where they might be found. In this article, we will focus entirely on why utilizing one or more lead generation services should be part of that strategy.
If you are a home improvement contractor and are interested in taking a deeper dive into the various ways leads can be generated, our Contractor Marketing Guide For Home Improvement Lead Generation will prove helpful to you.
Measurement & Trackability
When talking with potential clients, we often ask them about their previous/existing marketing efforts. Specifically, we ask them what types of results they are seeing. Very few actually know what’s happening with their marketing dollars, and oftentimes are left making crucial decisions on where to spend those dollars solely based on gut feelings. That’s no way to run a thriving business, and fortunately, when it comes to lead generation services, you don’t have to.
For many types of marketing, it can be difficult to know where to attribute leads, which makes understanding our spend, revenue, and ultimately ROI nearly impossible. But with most lead generation providers, you can easily see that the leads came from that source, you can attribute revenue, and if you’re staying on top of managing those leads, you can track your ROI.
Some marketing services can feel like you’re throwing car keys to drunk teenagers. You sign up, then all of a sudden you’ve lost all control and it feels like there’s nothing you can do to regain that control aside from waiting for the contract to expire or the money to vanish.
When it comes to most lead generation platforms, you’ll find there are more control mechanisms built into the offering that ensures you don’t end up in an even worse situation than you were prior to signing up. Whether it’s setting monthly budgets, having the ability to pause and enable your account as needed, or even in some cases changing how much you charge per lead, most advanced lead generation platforms are built with your needs in mind and put you in the driver seat. And let’s face it, for most SMBs in the local service space, those needs can change on a dime.
"We loved the flexibility that the platform provides. If we need to pause our campaign for a period of time, we can do that. We can even change our cost per lead depending on whether or not we need more or fewer calls to keep our technicians busy. That level of control makes sense for our company!"
- Alex Cardenas, Owner, Integrity Services
Ease of Use
One of the things we hear most local service businesses lament is how difficult marketing their business can be these days. Especially for those businesses that have been around for a long time, the game has completely changed. It isn’t the case you can simply pay for your phonebook ad once per year and then count your revenue. The ways in which customers can find you have completely changed, and the competition to attract those eyeballs is fierce. Not only that, but channels are constantly changing while new methods are being created every year.
How do you stay on top of all of these marketing initiatives while also trying to run your business? The answer is you really can’t, which is where a lead generation service can help.
Lead generation services use a variety of marketing methods to drive the thing you need most: a potential customer that needs your services. It’s their job to go out and do all of the complicated work to find, attract and turn people into warm leads, while your job is to take the warm lead and turn them into a customer.
For many companies that have tried lots of different marketing avenues, oftentimes lead generation platforms are a breath of fresh air given how uncomplicated using the platform actually is.
Perhaps one of the largest benefits of lead generation is that, in most cases, there is no contract. If you’ve tried your hand at other types of marketing, you’ve probably been burned by marketing companies that have asked you to sign long-term contracts. There is nothing more frustrating than being stuck in a partnership that isn’t working.
When it comes to using various lead generation services, most don’t tie you down into a contract. Not feeling like you are tied into a partnership that may not work can be a huge benefit for companies that have gone through that pain before.
Pay For Performance
One of the most beneficial aspects of lead generation is that the lead generation company’s goal is mostly aligned with your company’s. By that we mean, other marketing channels typically say ‘give us some of your money, and we’ll spend it in the hopes you get some potential customers.’ But what often happens is that your money is spent without seeing those leads come in. But when it comes to lead generation services, they don’t make money unless they deliver the thing you want your marketing to produce: viable leads that can turn into customers.
This type of alignment around what the marketing efforts are supposed to achieve helps keep both parties committed to the success of the program, and can certainly help the lead generation provider to remain laser-focused on delivering leads to your business.
Not every lead generation company out there is going to be a good fit for your business, but many are worth considering if you are looking for a transparent, low-risk way to grow your business. As with any partner, you need to do your due diligence to truly understand what you are signing up for and to ensure you are working with a reliable business. But when you find the right fit, the results can speak for themselves!
Success with lead generation comes from choosing a partner you trust and knowing what role you play in that success. Click below to understand how you can make sure you get the most out of your lead generation partnership.
- Lead Generation Companies: What You Should Consider Before Choosing
- Understanding Lead Generation & Your Role In Its Success
- Lead Generation Pricing Models