If you’re like me, you’re tired of getting cold calls for quick fix promos for commercial cleaning marketing. Everyone seems to have something to say (or something to sell).I’ve been in marketing for about 30 years. I started out in retail and, in time, began to focus more on B2B marketing. I’ve seen a lot of water go over the dam. And probably you have too.
Here's a quick path to success that not only can double your lead generation efforts in a month’s time, but also keep on producing at an accelerated rate as the months go on. You can be confident the tips I’m about to share will work, because not only have they been time-tested in various industries, we have tested them and use them in New Destiny’s marketing as well.
I’m going to focus on giving you some vital tips using your website. Rather than focusing on email, social marketing, or PPC, the #1 A+ route to getting more commercial cleaning marketing leads is through your website.
Blogging, without a doubt, is one of the best inbound tools for producing more leads. We talk a lot about blogging, we do a how-to webinar on blogging, and have helped a lot of marketers get headed in the right direction. To be effective as a lead-gen tool, blog publishing must be done in ways that attract visitors. Here’s how:
Don’t add a “subscribe” button at the bottom of each blog that leads a visitor off your blog. What's even worse? Those pop-up CTAs that obliterate the article you’re trying to read.
Instead, add a subscribe form on the page like this:
Tip #2: Update Existing Blog CTAs to be More Relevant
As your blog posts grow older, they’ll naturally get more views. In order to increase the number of leads converting on your existing posts, you should optimize the CTAs for those posts.
To do so, you’ll need to focus on high traffic but low converting posts.
Once you have chosen the posts you are going to start optimizing, ask yourself the following questions for each post:
- Was the primary CTA's offer (placed just below the post) the most relevant for the post's particular subject matter?
- Were there other CTA opportunities available that you hadn't thought of at the time of writing? Or have you created a more relevant offer since?
Then, edit, change, modify those CTAs to be more relevant to each article. You’ll increase your conversion rate very quickly just by doing this one task!
Tip #3: Focus on Keywords
Most blogs that fail to attract visitors fail because they’re not optimized around keywords. Here’s the skinny on how to ramp up your inbound leads using keywords:
- Identify the best keywords you’re getting ranked for.
- Create a list of your highest trafficked blogs.
- Sort the list starting with the highest trafficked blogs. This allows you to optimize your best blogs first.
- Add the keyword to the CTA at the bottom of each blog and add the keyword to the ALT tag for that blog.
- Use the keyword in the blog a few times, but no more than 5 times.
- If your title contains zero keywords, consider revising the title and URL for that article. Optionally, create a 301 redirect from the old URL to the new one.
Tip #4: Optimize Landing Pages for Conversion
At New Destiny, we have an average conversion rate of over 35% on our landing pages. We have gotten to this point mainly by following best practices and performing a tweak here and there. I’m sharing some of our tips with you.
a. Use sub-headers
In the screen shot below, we added a sub-header that explains the value of the offer.
b. Remove navigation from landing pages
Hubspot found that by removing navigation (menus) and social sharing buttons, overall submission rates increased from about 14% to over 21%.
c. Don't ask too many questions on forms
The rule of thumb here: Ask only what you need to, to be able to follow up on a lead. By using “smart fields” that are available on some software applications, you can auto-populate fields when visitors return.
d. Kill stock photos
Stock photos increase a page’s bounce rate by 30%. While visitors are turned off by bad images, they will love a top quality, relevant photo. So chose your graphics wisely.
e. Make your pages responsive
Many websites are seeing more than 50% of all visitors using a mobile device. Not having responsive landing pages begs those visitors to leave and may invoke Google’s penalty for not having mobile-ready pages.
Perform these tasks and you’ll see conversion rates soar. After you’re done with these, you can tackle email marketing and social media marketing. But don’t worry about those items until you’ve optimized you’re your highest ROI producing asset: your website.
Key take-a-ways on How to Overcome the Top Five Commercial Cleaning Marketing Challenges:
- Start optimizing for conversion rates by fixing issues with your blog.
- CTAs are the only way for a blog to attract visitors to follow a conversion path. Make sure your CTAs align with your content and are properly optimized.
- Keywords are key to visitors finding your content.
Want a lot more tips on increasing your conversion rates? Our Internet marketing e-book is geared for service industries like yours!