How Moving Companies Can Target Customers Seasonally | Triton Commerce

Lead Generation Services for Your Business

In a field that’s as competitive as the home service contractor industry, generating leads by any means necessary is an absolute must. Over the past decade, digital marketplaces such as HomeAdvisor and Angie’s List have emerged as one of the most popular means of connecting homeowners with local service providers of all varieties, ranging from roofing and plumbers to electricians and HVAC technicians and beyond.

But while these pay-per-lead home service-booking sites are being used now more than ever, utilizing their services essentially boils down to one question: Are Angie’s List and HomeAdvisor worth it for contractors?

Let’s begin with the most apparent appeal about using Angie’s List and HomeAdvisor: it’s convenient. Once you’ve defined your services, updated some biographical and contact information, and set up your payment method, you’re essentially all good to go! But once that convenience wears off, what are you left with?

How Do Angie’s List & HomeAdvisor Work?

Here’s a brief breakdown of essentially what you can expect from investing in pay-per-lead services such as Angie’s List and HomeAdvisor:

  • After sign-up, Angie’s List or HomeAdvisor works to connect your business with prospective customers and targeted leads.
  • Utilizing SEO tactics to rank your profile’s keywords, these sites will potentially recommend prospects for your company’s services, along with several, sometimes dozens, of other relevant contractors, allowing the prospective client to assess which company aligns with their housing needs.
  • In return, these providers receive revenue from charging your profile with participating contractor fees for every qualified lead you generate.

And there you have it. Pretty simple, right?

But while it sounds convenient and reasonable in theory, both Angie’s List and HomeAdvisor often come with their digital marketing setbacks, which can include:

Lack of Lead Control

The leads your profile receives are often lacking in quality, ranging from non-serious inquiries just testing the waters to homeowners trying to bargain their way to retain your services.

Sharing Leads

The leads you pay for are never solely going to your business; they’re being shared by plenty of other local contractors who provide similar services as your company.

Doesn’t Increase Web Traffic

These sites do very little to funnel traffic toward your actual company’s website, often inserting backlinks to their own websites in your company’s profile.

Expensive Leads

The average leads on these sites can range from $25 - $100 per lead, which is considerably higher than the typical $5-$20 price range for Google Ads.

Erratic Bookings

Because you are competing with so many other contractors in your market, one missed phone call by a prospect can often lead to a missed opportunity and money spent on a lead that doesn’t pan out.

Insufficient Screening

Screening clients is only conducted upon sign up, meaning it can be difficult to determine which leads are legitimate, reliable, and trustworthy. At the end of the day, Angie’s List and HomeAdvisor are essentially a short-term substitute for implementing a successful digital marketing strategy through your own home services website.

Their convenience might result in the occasional uptick of lead generation from time to time. Still, overall, the amount of money you’re spending on these pay-per-lead services could be going toward establishing a proficient digital marketing blueprint that will allow your company to expand brand awareness, climb up the search result rankings, and generate more leads in the long-term.

Before you continue or start to invest in these often inconsistent pay-per-lead companies, take a look at some of these HomeAdvisors and Angie’s List alternatives.

The Power of Paid Ad Campaigns

What’s truly lacking in terms of the ‘quality’ of leads you gain through Angie’s List or HomeAdvisor is the overall inability to actively control the leads you’re receiving. That’s where paid digital advertising allows your business to thrive, providing you with the power to target relevant leads that are actively searching for the services you provide. And best of all, those targeted leads are going straight to you and only you, instead of having to share leads with your competitors. Here are a few of the primary advantages that a successful paid advertising campaign can offer you that Angie’s List or HomeAdvisor typically can’t.

Customized Campaigns

Paid ads allow you to have more control over your digital advertising goals, providing your business the opportunity to create a custom marketing campaign that can focus on targeting your ideal customer while still adhering to your budgeting and timeline needs. With Angie’s List and HomeAdvisor, the quality and quantity of your leads are practically dependent on their services, and budgeting isn’t nearly as flexible or accommodating.

Higher Conversion Rates

Instead of waiting for leads at the mercy of middle-men pay-per-lead services, customized paid ad campaigns eliminate the need for a middle-man, giving you the chance to target better quality leads without having to pay for someone else’s services. This will help boost your conversion rate numbers while still paying for lower costs per lead.

Improve Your Google Rankings

HomeAdvisor and Angie’s List may help increase your brand awareness through their sites, but they won’t affect your standing with the world’s number one utilized resource for finding local businesses: Google. Paid ads will get your business to show up on the first page of relevant, local search results, providing more traffic to your company’s website and improving your organic SEO ranking.

Retargeting Capabilities

What’s frustrating with pay-per-lead sites is the lack of data and metrics. You’ll be able to assess which target audiences are most susceptible to your advertising efforts, as well as get a better understanding of your overall return on investment.

Straight to the Source Advertising

Paid ads are what can put your business directly in front of someone who’s actively interested in your services and fits the mold for your ideal customer. Through demographic and social media advertising, you can display banner ads throughout the internet or social media platforms, specifically focusing on whatever age, gender, location, or interests you want to target. It doesn’t get any more straight to the source when it comes to enhancing brand awareness!

Nailing Your Landing Pages with Custom Web Designs

Another common frustration with Angie’s List or HomeAdvisor is the overall inability to promote specific services, products, or offers your company is trying to focus on promoting. That’s where developing a custom landing page design can come in handy. Often referred to as “destination pages," landing pages are standalone web pages separate from your official website. The best ones are designed specifically to appeal to people actively searching for one service, subject, or objective that your business provides. These landing pages are discovered by leads through a variety of mediums, such as digital paid ads, organic search results, or backlinks, and are intended to strongly promote calls-to-actions that compel the reader to engage with your company’s website, generally through filling out contact forms, subscribing to email newsletters, scheduling appointments, purchasing products, etc.

Landing pages provide ample opportunities for generating leads in ways that Angie’s List or HomeAdvisor simply cannot, including:

Provide Credibility

Establishing trust and credibility is essential for converting leads. Landing pages provide companies with a great opportunity to demonstrate their esteemed reputation, through customer testimonials or online reviews, specifically regarding the services that lead is searching for.

Increase Brand Awareness

At the end of the day, landing pages only work toward increasing your online presence and visibility. In addition to enhancing your brand awareness, they’ll help drive in more traffic to your website, giving leads more opportunities to contact your company and enlist your services than you would have had otherwise.

Gain Quality Leads through Triton Commerce

What’s probably most disappointing about all the businesses utilizing Angie’s List or HomeAdvisor to gain leads is that with the money they’re spending on these pay-per-lead sites, they could’ve generated double, maybe even triple the amount of quality and relevant leads, had they just implemented the necessary digital marketing strategies.

At Triton Commerce, our specialty is providing small businesses with custom digital marketing campaigns that are guaranteed to generate leads while still abiding by all your budgeting and timeline needs. Our team of marketing industry experts will provide you with the solutions your brand needs to expand your marketing reach and potential, zeroing in on quality and relevant leads that you won’t have to share with competing businesses.

When you’re ready to see how a professional digital marketing strategy can do for your company’s lead generation and conversion rates, contact us today to receive a free Digital Marketing Blueprint outlining the keys to lead generation success.

Your business is doing good, but it can always be doing better. Being the head of a moving company, you know your peak work season is from late spring through fall. During that time, it’s hard for you to schedule new customers. This is a great problem to have, but the inverse isn’t so welcome.

When your business begins to slow down, it can generate a great amount of worry. Your moving trucks are just sitting outside the shop collecting dust, losing money by the minute. If this may be the outlook for the upcoming slow season, you will want to take a detailed look at your marketing strategy.

You may have the most reliable moving company around, but that doesn’t mean you will generate the business you deserve. To ensure maximum exposure and sales consistently through all seasons, you need to turn to the internet in this day and age.

And when it comes to selling your business online, a digital

marketing strategy is the proper game plan!

If your moving company doesn’t show up on relevant internet searches like “moving services near me,” you could be missing out on a great deal of business. More and more people are buying and selling houses these days, which means moving companies are in demand. So much so that the industry is expected to see a 3% growth in the next decade.

The opportunities are there, but to take advantage, you must know when and how to target customers to generate an uptick in sales.

Here’s how to do it!

GMB Optimization

For over 20 years, Google has become a household name. When you think of the internet, the name Google follows closely behind it. It’s to no one’s surprise that the Oxford dictionary added the word “Google” as a verb in 2006. By the early 2010s, Google has become the world’s most powerful and reliable search engine. To this day, Google shows no signs of slowing down its dominance.

Google receives over 13 billion searches a day, while almost half of those are intended to find more information on a local business. With over 7 billion searches for a local business every day around the world, your moving company should consider taking advantage of the services Google has to offer.

A Google My Business account is a free account for businesses to set up. A GMB account establishes a legitimate relationship between your company’s website and Google’s algorithm. Furthermore, a GMB account may already be set up for your moving company – all you have to do is verify!

Once verified, it’s time to optimize your account! To start this process, add photos of your moving company's services. Images are a great way to show potential customers that no house is too big to move. Next, add your business’ address and service areas so potential customers know that you service their area. After that, you will want to add your service hours to your account.

Finally, and most importantly, make sure to backlink to your original website and clearly provide your contact information!

Now, let’s say your business had a very busy summer, but you’re worried about what the winter months may bring. By taking some of that extra cash and investing in Google Ads, you may worry less about drumming up business in the winter months!

These paid ads work by helping your website appear on searches not directly related to moving services. For instance, when someone asks Google about the most popular places people are moving to in 2021, your moving company may appear as an ad if your city is on that list!

Investing in paid ads like this is low risk as they are pay-per-click ads. This means if the ad does well, you’ll pay more for it. However, that just means the ad is doing its job and generating plenty of business. If it doesn’t do as well as expected, though, you won’t have to pay an inflated price for it!

Retargeting Ad Campaigns

Your GMB account is set up and working to help your website establish relevant search dominance. Now it’s time to search for clients yourself! Anybody that visits your website, even if they didn’t request service, is probably considering hiring a moving company soon. To keep these potential customers thinking about your service, you must implement a retargeting ad campaign!

These campaigns are an effective way to continuously promote your business through the seasons. A retargeting ad campaign uses a tracking code on your website and picks up information on any visitor. This allows those visitors to see your retargeted ads when they scroll through Facebook or Google.

Retargeting ad campaigns are a subtle way to promote your business to customers who may be moving soon and need your assistance.

Here’s how to get maximum efficiency for your retargeting ad campaign:

  • Eye-catching headlines to draw readers in
  • Persuasive calls to action (CTA)
  • Consistent content that is enriching, engaging, and knowledgeable
  • Personalized ads on specific goods or service

Email Marketing Campaign

You may generate some leads from retargeting ad campaigns, but there’s another way to target potential customers year-round. Email marketing campaigns are a way to create a solid clientele list with emails.

The first thing you want to do is compile a list of emails from previous, current, and potential customers alike. After you have to build up a solid list of emails, it’s time to produce advertisement content.

Here are some components of an effective email marketing campaign:

  • Collect emails through Facebook or Google ads
  • Require email signatures for estimate requests
  • Offer incentives for subscribers to share newsletters and email ads
  • Offer special deals only through email
  • Promote email sign-ups through social media

Implement an Effective Call to Action

Everything is in place to target customers during any season, except one thing: your call to action! You can gain the trust of a customer, but that may do little in convincing them to request service. Encouraging a customer to contact you will surely drive up the number of people who do!

Here’s how to produce efficient calls to action:

  • Implement a mobile-friendly web design
  • Keep your unique value propositions visible on your website
  • Make your contact information readily accessible
  • Clear and compelling CTAs

Target Your Clientele Base Successfully With Triton

When you need assistance targeting customers and growing sales during the slow season, call on Triton Commerce! We are passionate about helping moving companies like yours with website design and SEO strategies.

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