A lead in marketing and sales is called potential customers who have left real contact information and are interested in the company’s cleaning service. While the lead turns into a cleaning client, he will fall upon dozens of barriers, marketing will have time to argue with sales, and the entire budget will go down the drain. 

Today we’re going to take a look at 10 Lead Generation Mistakes cleaning business owners need to avoid.

1. You attract contacts not leads.

One of the mistakes in lead generation is to falsely assign the status of a lead to regular users who have left some information about themselves. If you qualify any contact with a user as a lead, then this makes the work of marketing and sales non-transparent and ineffective – some spend the budget on irrelevant users, others waste time talking to people who are not interested in buying. There are numbers, no sales, time spent.

And the difference is simple

A lead is a potential customer with a need for your cleaning service. 

Contact – a person who touched the cleaning company. For example, subscribed to a blog, downloaded a checklist, and participated in an event, filled out a form. 

In a short, these people can be classified as cold leads in need of warming up. And this is another front of work that requires the participation of marketing, not sales.

How to avoid mistakes

Be clear about what you consider a lead What action should the user take in order for you to classify correctly. For example, this could be the person who left their name, email, and phone number on a form on the site. 

Do not forget about contacts – even after separating ready-made leads from contacts, you should not ignore the last. Develop a ticket warm-up strategy and turn users into customers.

Implement a lead scoring system – prioritization of calls. This way you will find the most attractive cleaning clients in the general collection of applications and will be able to build a plan for further actions – redistribute the efforts of the sales department or assemble a new advertising campaign. 

2. You don’t study performance

This mistake is easy to make due to the fact that every member of the team is busy with the current work. Sometimes it’s not important to stop processes and see what you are doing to attract leads and what can be improved?

Even if it seems that the processes are well established, somewhere there may be a flaw or an error. For example, marketing consistently brings applications, but in sales they are ignored or processed carelessly, or vice versa, there are many applications, but they are of low quality.

How to avoid mistakes

Set aside a day to study your team’s metrics and bring them together into a single report.

Use tools- To prevent collection, analytics and decision making from eating up all the time in the world, turn to services. Analytics counters will show the number of site visitors, and messenger aggregators will show the number of dialogs across all platforms and statistics on them.

Communicate with colleagues- Create a system of regular meetings that coordinate the work of marketing and sales. You may find that some things are worth reconsidering.

3. You’re not targeting your customers.

How well do you know your cleaning clients? Can you immediately name their characteristics? If not, then there is a problem, what if you are wasting time and resources on the wrong people?

It is a mistake to think that everyone can become a cleaning client. If you apply to absolutely everyone, you will spend too much money and get less result. Or spend more time tuning campaigns until you reach the right users. 

How to avoid mistakes

Create a profile of your customer – collect the characteristics of the person who is most likely to purchase your cleaning service. Make the portrait the base of your campaigns.

Interview Real Customers – To know exactly what your audience needs and changes in preferences, take real customers and talk to them about their experience with you.

Use look-alike audiences – when you have a client portrait in your hands, use it to hook people who are as similar as possible to your clients.

4. You are not warming up applications well

The lead characterizes the thought “I am interested in the offer of this cleaning company”. However, in each species, this thought exists at different points in time. For example, “cold” is interesting, but now.

If nothing is done about it, then you can attract at least a million applications a month and not get any result. Even if you have the user’s phone and mail on hand.

A person needs motivation to move up the sales funnel. And if you have nothing to stimulate it, the forces are wasted. At all stages of the funnel, potential customers have questions, barriers, objections. And even the most surgically adjusted advertising banner will not help overcome the client’s doubts.

How to avoid mistakes

Use lead magnets – free useful content that creates an expert image of the cleaning company in the user’s head. Pack case studies, cleaning services advantages, and tell how your service solves customer problems in lead magnets. Ideally, you should have a chain of lead magnets for different sites and stages of the funnel. 

Keep a blog – it works not only as a platform that collects all your expert content. Articles will give texture that you can repackage into lead magnets, as well as to other sites. For example, on social media.

Use email newsletters – on average, 17% of people are still actively using email. Create chains of letters that will remind the client about your cleaning company, notify him of sales and promotions, and also remind him of an abandoned cart.

Conclusion

Think of mistakes as factors that remove 10% of leads, and solutions as a plan to fix problems. Modify and expand methodologies to suit your context and address weaknesses in lead generation will help your cleaning business to grow in future.