In today’s digital age, having a robust online presence is crucial for businesses in the renovation, building, and construction industries. However, many companies are missing out on significant opportunities due to a common yet critical marketing misstep. With over a decade of experience and consulting with more than 150 companies across Australia, I’ve observed a pattern that needs addressing.
The Common Mistake
One of the most frequent mistakes I see is companies expressing their willingness to travel vast distances for a job, often up to 50km. This approach, while showcasing their commitment, inadvertently hampers their online advertising effectiveness, especially when it comes to generating leads.
Why This Approach Fails
Consider a renovation company with a monthly advertising budget of $2,000. If they target a 50km radius, their budget gets thinly spread across approximately 100 suburbs. This dilution means their ads might only appear once or twice to their audience in each suburb. For high-ticket services, where trust and motivation are paramount, this level of exposure is insufficient for engaging potential clients.
Instead of casting a wide net, I advocate for a more focused approach. Select 10 or fewer suburbs you want to dominate and channel your entire budget into these areas. This strategy ensures your ads gain more traction, appearing frequently to a concentrated audience.
Benefits of Targeted Advertising
By focusing on fewer suburbs, your ads become a familiar sight to potential clients, fostering recognition and trust. This method also frees up resources for split testing different ad creatives, copies, and headlines, allowing for more refined and effective campaigns.
To illustrate, let’s look at a success story. A local building client, by adopting this targeted strategy, generated 41 high-quality leads in just four weeks for luxury home extension projects valued over $100,000. We concentrated on 10 surrounding suburbs, significantly increasing the visibility of his ads. Today, he’s not just getting leads from his campaigns but also direct calls, bolstering his reputation in the market.
For a deeper dive into how we achieved these impressive results, watch this behind-the-scenes walkthrough of our client’s campaign. And if you’re looking to discuss lead generation strategies for your business, feel free to book a consultation with me.
In conclusion, for renovation, builders, and construction companies looking to make a mark online, the key lies in smart, targeted advertising. By focusing on specific areas, you can maximize your ad exposure and significantly improve your chances of generating high-quality leads.
Have a wonderful day, and remember, effective marketing is about being seen by the right people, not just the most people.
by: Nikolas Jamieson