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To The Point - Home Services Podcast
HVAC Search Volume Is Down, Here Is How To Succeed In Today’s Economy
Jan 21, 2025
Delve into the challenges of a competitive home services market with insights on rethinking marketing strategies. Despite lower search volumes, targeted paid advertising and creative social media engagement remain vital. Discover the importance of optimizing call center performance and enhancing customer loyalty through rewards. Explore the power of video content for education and trust-building. Lastly, hear about leveraging innovative tools like smart thermostats and AI to thrive amid market changes, all while maintaining a positive mindset for success.
57:25
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Quick takeaways
- Adapting marketing strategies by leveraging targeted paid advertising and social media is vital for engaging customers despite declining search volumes.
- Enhancing operational efficiency through effective call center performance and customer loyalty programs is essential for maximizing conversions and retaining customers.
Deep dives
Understanding Marketing ROI Beyond the Numbers
Evaluating the return on investment (ROI) of marketing campaigns requires more than just looking at the raw data; it necessitates understanding what leads are being generated and how effectively they are converted. For instance, a campaign with low ROI might not mean it's ineffective overall but could instead indicate difficulties in booking calls from certain leads. A case in point is the difference in lead quality coming from various sources, such as pay-per-install leads versus Facebook leads, with the latter often attracting less serious inquiries. Hence, analyzing conversion rates and cancellation frequencies can provide deeper insights into a campaign's effectiveness and lead quality.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode