Generating leads and more often, sales for movers is a specific niche that can blend both online and offline tactics. We can provide custom lead lists on national, state or regional basis and can provide these lists weekly, bi-monthly and any other recurring means to boost opportunities for the sales staff to call and close or send an email or direct mail flyers. Another common tactic is Pay Per Click known as PPC ads on Google, Bing and Yahoo that shows relevant text ads on search pages. PPC is used heavily for sales and lead generation across many industries. For social media fans, there are new options like Social Listening to present a moving company based on certain phrases and tags that can be flagged and of course Social Media Ads which tend to cost less than PPC campaigns, that could be incorporated too as part of the overall media plan. For those seeking a longer term online strategy to maintaining sales, Search Engine Optimization, Content Marketing, and Testimonials are good investments to harness more traffic naturally and organically via the major search engines. The benefit with SEO, Content Marketing and Reputation Management is avoiding cost for clicks and bookings.
Another marketing tactic that is used by movers for branding and awareness purposes are programmatic campaigns like Display Ads and Online Videos on YouTube, publisher sites and certain social sites like Facebook. These strategies should be incorporated with other lead generation tactics since these efforts are good to build brand recall instead of immediate sales results.
Lastly, we also have more traditional options available too, such as PR professionals who are former journalists that know how to uncover the story and message unique to each business as well as relationships with most media outlets across any major DMA and print publications to get your business noticed on TV and print. We also can draw on TV advertising using Cost Per Call or Cost Per Lead as a way to control costs, while delivering results hitting a large broadcast audience. Billboards also can be part of the media mix, using a variety of Out of Home (OOH) options like static or digital bulletins, transit shelters, wallscapes and taxi toppers. As you can see, the marketing choices available are vast. We personalize each client’s media plan based on budget, goals and time horizon to provide flexibility while measuring results in order to achieve an optimal ROI.
Any creative needed to support any mover promotions will also have access to our team of graphic designers, animators and video producers to build the layout, custom design and messaging needed. Also for SEO and Social Media campaigns, we have writers available that have mover specific experience to boost traffic, clicks and conversions via copy as well as artists that can create images, social media banners and infographics to be shared, boosted, promoted, bookmarked and incorporated into various campaigns and social media channels. An area that seems to be underutilized quite often in the mover vertical is Retargeting to entice former web visitors to click and convert. Remarketing can also be applied to email and CRM marketing automation efforts as well as social media channels too, with various promotional offers tested to determine which messaging leads to better results, especially across various demographics. Regardless the platform, retargeting Is a good tactic to stay ‘top of mind’ with potential clients to increase conversions.
Another service we offer that tends to be overlooked is lead tracking of online and offline campaigns. It is not uncommon for us to work with various movers that do not use reporting tools or have limited data on what is working across all their campaigns, beyond guessing and inferences. We like to apply analytics to all our campaigns, since it helps us better optimize each program, which then improves results and ROI, since it lets us and our clients know where their money could be best spent.