Every client wants maximum exposure. Top Google rankings. A big social media following.
But why?
Is it vanity?
Sometimes. But not always.
More often, I think it’s lack of understanding. Or at least a lack of battle scars.
You see, all website traffic is not created equal.
The same with leads.
Especially when it comes to an upscale or high end business.
What Kind of Business Are You?
Most clients who want to charge more for what they do need a better caliber of leads. However, when you chase generic traffic within your niche, you’re more likely to get bad leads than if you chase targeted traffic.
Let me explain.
Here’s an example of one client that considers himself a “roofer”. Here’s their website: Juneau Odenwald Roofing
I know alota lotroofers. Most of them are small operators who subcontract our their work or use temporary crews. They’ll take any type of work, from minor patch jobs to hail damage and anything in between.
Our clients don’t fall into that category. They’ve got crews, trucks, equipment and genuine expertise in dealing with commercial roofing. And commercial roofing a whole different ball game than simply “roofing”.
In the beginning, the client insisted on using part of our AdWords budget to buy clicks related to roofing. So we went ahead and tested it to track the results. Alot of low quality leads later, they agreed to let us switch gears to focus more of the budget on commercial.
The impact was pretty quick when a local hotel called for repair work after seeing the ad:
We see the same thing in many different industries so don’t make the mistake of thinking this is just for roofing. Every niche has general or broad keywords with alot of potential traffic that is less qualified and a more narrow group of keywords which are better targeted.
Finding the right mix just depends on your budget and campaign objectives.
The lesson here is to watch the quality of your leads and track them back to the sources in your marketing.
And when necessary, avoid the temptation to chase the big number of clicks for general keywords by focusing your efforts on the targeted (or long-tail) keywords that make the most sense for your business.
You’ll get better quality leads.
