One of the main arguments against direct mail marketing is that it’s difficult to track the return on investment (ROI). However, there are a few key elements that you can include in your next direct mail campaign that allow you to track calls, website visits, and in some cases – foot traffic.
Some of these tactics may seem basic, but sometimes that is all you need to effectively track ROI.
When you put your contact information on a direct mail piece such as a postcard or door hanger, how can you differentiate the people who call after seeing that ad from someone who found you on Google? When you use a tracking phone number, you can assign a specific phone number that only people who see your direct mail piece will have access to. Use subscription platforms like CallRail or tell your direct mail marketing firm that you would like to use call tracking.
Instead of directing all traffic to your main website, send people who receive your direct mail to a custom landing page that is targeted towards your campaign. Make it simple for them to place an order or give you a call by having all of the information in one place. With a landing page designed for each campaign, as long as it is set up with Google Analytics, you can track the amount of traffic and their behavior on that page.
Direct mail customers are looking for things that are easy. Make getting to your landing page even easier by including a QR code. The QR code will take users to a tracked URL that goes to the same landing page. When you do this, you can know exactly how many times the QR code was scanned.
Nothing brings in more business than a promotion or discount. There are multiple ways to track a promotion through direct mail. You can have a physical coupon that customers have to use in-store, or you can use a promotional code that they enter online. Physical coupons are better if you are trying to gain more foot traffic but are more dependent on you tracking the results.
On your next direct mail marketing campaign, implement some of these tactics to easily measure your return on investment. Need more tips to get direct mail success? Get in touch with someone from the SCM team.
When your customers are dealing with immediate property damages, they scramble to find a restoration company to save the day. Where do they look to find help? They search in Google.
Great! They see your company name at the top of the list, and click on your website link to get help. Uh oh. . . they reach your website and have no clue where to go, what to click on, and how they can immediately contact you.
So what do they do? They leave your website! You just lost out on a potential customer because of the user experience on your website.
On your company website, you need to have a great user experience in order to generate leads. A great user experience includes simple navigation, it’s easy to understand, they get exactly what they’re looking for, and it puts trust in your brand.
How do you achieve great user experience for your customers? You need to have the following essentials for your restoration website:
Within three seconds, your website needs to answer “What does this site offer?”. Make sure your website isn’t confusing for customers to know exactly who they are looking at. Clearly state your company name, your immediate services, and contact information right on the homepage. Click here for an example.
What’s the immediate action you want customers to take when they reach your website? To call you! Include a CTA on your website that shows where they will take action. You want your 24/7 emergency phone number to stand out and be seen instantly. Some examples are a “Call Now” button, a “Get Directions” button, and a “Contact Us” button. Click here for an example.
After you help your customer get back on their feet, they’ll have nothing but great things to say about your company. Gather some customer testimonials to use as a powerful indicator of trust. You don’t need too many- just a few of your best quotes on your homepage so potential customers see them right away. Click here for an example.
How does your website rank- good, great, needs improvement? Click the “Get a Free Website Analysis” button above to find out what your website needs to beat your competition!
Are you looking for another, better way to bring in water removal leads but need some advice on what to try? Dont worry we’ve got you covered. Don’t rely solely on word of mouth or referrals- start using or improve your current digital and print marketing strategy. Need an idea of what you should get into? Here are the top three tools that work well in the water restoration industry.
Like we’ve said in previous blog posts, in order to be found online your website needs to be optimized for search engines. When there’s an emergency like water seeping into the basement or a water main bursting in an office building, your customers aren’t going to be spending much time researching their options on who can fix it. They’re going to Google search, probably on their phone, and click on the first link they see. You need to make sure that you’re on top of the list in order to gain these water removal leads.
Wondering if your SEO is up to par? Here are the top three things to consider:
Having a well-optimized site isn’t always enough. Having a pay-per-click campaigncan help you be found for specific keywords that are more likely to get you a water removal lead. Pay-per-click campaigns make sure that your advertisements are going to the right audience that are in need of your service. This tool is flexible and can be modified to work with any budget (and can be highly targeted).
Direct mail may be considered “traditional” marketing, but it still brings in the results. If you know an area is susceptible to flooding or severe weather, you can do a mail drop to homes and businesses in that area. It can also increase your brand recognition. Even if the recipient doesn’t need water removal services at the moment, they will be more likely to remember your name for when they do.
With these three tools, you can expect to bring in quality water removal leads for your business. Now the only thing you need is to create a strategy that ties them all together. When you work with SCM Marketing Solutions, you know that you’re working with professionals that know how to effectively get results. What are you waiting for? See if your territory is available so that you can get exclusive leads in your service areas!