Lead Generation Basics for Hardscape Professionals With Marc Levesque

Outsource specialized marketing tasks like lead generation to experts, but retain control over your brand, company culture, and client relationships.

Avoid 'guesswork marketing' by defining clear revenue goals, understanding your ideal job types, and tracking key metrics like lead flow, closing rates, and average project value.

Implement tracking mechanisms (e.g., unique phone numbers, URLs, CRM) for all marketing campaigns to accurately measure lead sources and their conversion to sales.

Focus on the 'cost per customer acquisition' rather than just 'cost per lead,' as a cheaper lead isn't always better if it doesn't convert or leads to lower-value projects.

Utilize dedicated landing pages for specific ad campaigns to ensure relevance between the ad and the content, increasing conversion rates by addressing the user's direct intent.

Ensure your ad copy, keywords, and visuals are highly relevant to what customers are searching for to improve ad performance and avoid wasted spend due to low click-through rates.

Leverage the visual nature of hardscaping through social media and high-quality content to build customer excitement and make the sales process more efficient and profitable.