Why Service Businesses Need a Sustainable Pipeline of Leads & How SEO, PPC, Social Can Help Build It

Service businesses are a massive part of the world we live in today. These businesses make money by selling something intangible rather than an actual product. Some examples of professionals or employees in the service industry would be; massage therapists, hair stylists, nutritionists, event planners, dog walkers, home organization specialists, therapists. This can also be any other person or organization that provides an experience or service that a person can’t or doesn’t want to do themselves. 

It’s safe to say that our world wouldn’t function without service businesses. They make our lives better in every way, and their experience is invaluable. While there is a wide variety of service businesses that are offered today, they have one thing in common: they all need a sustainable pipeline of leads in order to keep functioning. 

Some of these businesses offer one-time services while others build up a loyal clientele, but either way, they need to have a consistent flow of leads to continue making sales. So how do you go about building this up? The answer is simple – search engine optimization (SEO), pay-per-click advertising (PPC), and social media are all key components in driving more revenue and growing your business. 

Search engine optimization (SEO) 

SEO is one of the best ways you can grow your business organically. You can also optimize your website for search engines at a low, or in some cases, no cost, which makes the return on investment very high. As you’re working on your website content to better your SEO, keep your ideal customers in mind. Think of the keywords and key phrases they’ll be searching while looking for your service, and include those in your website content. 

For example, let’s say you’re a therapist who specializes in Generalized Anxiety Disorder. Someone searching for help might type in phrases like “anxiety,” “anxiety symptoms,” “help for anxiety,” or “therapy for anxiety.” You’ll want to make sure that your website is one of the first that comes up when someone searches these phrases. As more people find your website and services, you’ll grow a sustainable list of leads who will think of your business as  

When you include these common keywords and phrases in your website content, you find leads you wouldn’t have otherwise found. People are searching for what you have to offer, and when your SEO is successful, people can more easily find and hire your business. 

Pay-per-click (PPC)

Pay-per-click ads are another great way to drive traffic to your website. Instead of driving traffic to your website organically, pay-per-click ads show up on your potential customers’ smartphones or computers, then you pay the advertiser for every click you get to your website. The average click on Google costs $1-3, but when these ads are done right, the return on investment can be massive. 

For example, if a hairstylist puts an ad on Google and pays for it on a PPC basis, they would pay about $1.50 for that click. But with the right copy, photos, website, and ads, that click will turn into a booking and eventually a $150+ service. This is where we come in – we set your Google ads up to succeed and multiply your business success. When you use PPC ads, you reach more people who are looking for what you have to offer, ultimately bringing in more customers and growing your business. 

Social Media

Social media is absolutely crucial when it comes to growing a sustainable pipeline of leads, let alone a sustainable business. You can find a massive audience on social media just waiting to purchase your services, and there’s no better time to start advertising there than right now. 

When setting up social media ads, we have a recipe for success. First, we onboard your business onto the social platforms you should be using based on your service and the audience you’re looking to reach. Next, we set up the initial strategy for social media and make a plan to launch the campaigns. This includes designing the posts, writing the copy, and making sure the social posts are on-brand and ready for optimization. And lastly, we watch the analytics to make sure you’re bringing in new customers all the time from social media marketing. 

As you analyze your business plan and look for new ways to grow, consider adding these key strategies to obtain a sustainable pipeline of leads. As long as you’re reaching new people, you’ll be growing – and that’s the end goal. 

If you need help with getting these marketing channels set up so you can focus on serving your clients/customers and growth, then reach out today! info@joinscroll.com or contact us here.

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