To The Point - Home Services Podcast A New Era of Digital Marketing is Upon Us
Jul 23, 2024
Heather McLeod, Chief Growth Officer for Authority Brands and a leading voice in digital marketing, shares her insights on the evolving landscape of marketing. She emphasizes the shift from simply generating leads to focusing on revenue impact. The conversation highlights the need for effective lead management, analytics, and strategic budgeting in the home services industry. Heather stresses adaptability and the integration of technology to enhance customer retention and drive business growth amidst rising competition.
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Failed Quote Hunt For Old Condo AC
- Heather's condo AC replacement search found many companies that never returned quotes.
- That experience showed how often high-value install leads are wasted by poor follow-up.
Listen To Calls Before Changing Spend
- Listen to calls to find missed revenue or poor-quality lead sources without increasing ad spend.
- Embed marketing with operations so campaigns focus on leads that actually book to revenue.
Digital Marketing Entered A Tougher Era
- Digital marketing has entered a more competitive, expensive era where impressions no longer guaranteed advantage.
- Agencies must tie activity directly to revenue impact rather than just lead volume.