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Contractors' Wake-Up Call: Old Techniques Are Killing Your Business


E24 - with Brandon Sprenger, HVAC Sales Guru at United Mechanical

The heat is turning up outside so we cooled off with a cold one and Brandon Sprenger of United Mechanical. We talk the world of HVAC and responding to the Amazon culture of contracting. 

Plus hosts Will and Dillon provide new insights into lead generation for your business! 


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Suck at getting marketing leads? Here's how to get them

Understanding the Lead Generation Funnel

You gotta know the funnel. This funnel has three primary stages:

1. Top of the Funnel (TOFU): Awareness
2. Middle of the Funnel (MOFU): Consideration
3. Bottom of the Funnel (BOFU): Conversion

Each stage requires a tailored approach to effectively guide prospects from awareness to becoming paying customers.

TOFU: Creating Awareness

At the top of the funnel, the goal is to attract a wide audience and create awareness about your product or service. Here are several strategies to achieve this:

  • Content Marketing: Publish high-quality, relevant content that addresses the pain points of your target audience. This could be in the form of blog posts, videos, podcasts, or social media updates.

  • SEO: Optimize your content for search engines to ensure it ranks well for keywords relevant to your business. This helps in driving organic traffic to your site.

  • Paid Advertising: Use platforms like Google Ads, Facebook Ads, and LinkedIn Ads to reach a broader audience. Paid ads can be highly targeted, ensuring your message reaches the right people.

MOFU: Engaging Prospects

Once potential leads are aware of your brand, the next step is to engage them and move them further down the funnel. I suggest the following tactics:

  • Email Marketing: Build an email list and regularly send valuable content to nurture your leads. This could include newsletters, industry updates, and personalized offers.

  • Webinars and Workshops: Host informative sessions that provide value to your audience. This not only positions you as an authority in your field but also allows you to capture leads through registration forms.

  • Lead Magnets: Offer valuable resources such as eBooks, whitepapers, or free trials in exchange for contact information. This is an effective way to build your email list and engage prospects.

BOFU: Converting Leads

The bottom of the funnel is where leads are converted into paying customers. Here are some ideas:

  • Personalized Follow-Ups: Reach out to leads with personalized messages based on their interactions with your brand. This could be through email, phone calls, or even direct mail.

  • Social Proof: Display testimonials, case studies, and reviews prominently on your website and marketing materials. Social proof builds trust and can significantly influence purchasing decisions.

  • Clear CTAs: Ensure your calls to action (CTAs) are clear, compelling, and easy to act on. Whether it’s scheduling a demo, signing up for a trial, or making a purchase, the process should be seamless.

Retention: Keeping Leads Engaged

You got them so you better keep them! Capturing leads is only the beginning. Retaining them is equally important for long-term success. Here are some retention strategies:

  • Customer Onboarding: Provide a smooth and informative onboarding experience for new customers. This helps in setting the right expectations and reducing churn.

  • Consistent Engagement: Keep your customers engaged through regular updates, exclusive offers, and continued value delivery.

  • Feedback Loops: Regularly solicit feedback from your customers and act on it. This not only improves your offerings but also makes customers feel valued and heard.

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