Lead Generation for Pavers: 5 Expert Strategies

For your paving business, the end goal of all your marketing is to generate revenue. To do that, you have to find people online and nurture them to the point of converting. That nurturing process can get lengthy, but in every case, lead generation is an essential step.

Lead generation is exactly what it sounds like — the task of turning people into leads or users with a vested interest in your company. But lead generation for pavers is a process in and of itself, and you need to know what you’re doing for it to work.

So, what is lead generation for paving companies, and what strategies can you use to achieve it? We’ll answer those questions below, so read on for more information.

Then consider partnering with WebFX — the agency with over 1,100 client testimonials — for our lead generation services. Just call  888-601-5359 or contact us online today!

What is lead generation for pavement companies?

Lead generation is a marketing tactic aimed at turning people — unsurprisingly — into leads. For you to understand what it means to be a lead, it can be helpful to look at the marketing funnel.

So, what is the marketing funnel?

It’s a model representing the buyer’s journey, or the road users take from unfamiliarity to conversion. Picture a funnel, wide at the top and narrow at the bottom. Now picture the funnel filled with water, but imagine the water molecules as individual consumers.

At the top of the funnel, users have only just been introduced to your business, and they don’t yet have any special interest in you. It’s your job to make them familiar with you and show them what you have to offer.

From there, you can persuade them to buy from you, turning them into customers.

Learn more about sales funnels in this video:

You can’t generally take users from the top of the funnel to the bottom in a single step — it doesn’t work that way. Before you can persuade them to convert, you first have to get them interested in you. Only then can you start pushing toward a purpose.

That’s the point of paving lead generation. First, you turn people into leads, and then you convert them.

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5 strategies to drive lead generation for paving companies

Lead generation for pavement companies isn’t limited to a single strategy. On the contrary, there are several things you can do to turn people into leads, and we’ll cover several of them below.

Here are five ways to drive lead generation for pavers!

1. Start a business blog

If you want to turn people into leads, the best strategy is to draw them to your website. One of the best ways to do that is to write informational content like blog posts.

Your blog posts should focus on different topics related to your business and industry. You can talk about how paving works, what services you specialize in, and what types of paving there are. The idea is to provide information users will find helpful.

To help your blog posts gain visibility, include relevant keywords throughout them. That way they’ll rank in Google searches for people to find them. People will come to read the content, at which point they’ll take an interest in your business and become leads.

2. Run paid search ads

Another way to draw in leads through Google is to use paid search advertising.

In Google Ads, you can set up ads that appear at the top of Google search results. To determine which searches they show up in, you can bid on relevant keywords.

With optimal bids and high-quality ads, you’ll be able to get your ads into search results.

They’ll appear similar to organic results but with an “Ad” label in the top corner. When users click on them, they’ll get directed to landing pages that encourage them to convert.

Not everyone will convert as soon as they encounter your ads, but those that don’t convert may still become leads. Paid ads are an excellent tool for spreading brand awareness.

3. Market yourself through social media

Another outlet you can use to expand your online presence is social media. With so many people using social media today, it’s an excellent place to reach a massive audience.

To start, you can create an account on a platform of your choice and use it to promote your brand, from sharing informational posts to advertising your latest deal. You can also run paid social media ads, which you can target to people based on demographics like age and location.

As people encounter your ads and interact with your page, they’ll grow more familiar with you, with many of them eventually visiting your site and becoming leads.

4. Build out an email list

Email marketing isn’t exactly a paving lead generation tactic, as it’s more aimed at driving conversions. However, there’s still a part of the email process that does focus on leads — namely, building out an email list.

If you want to send emails to people, you first have to gather email addresses. To do that, you can set up forms on your site that offer email discounts or newsletters when people submit their email addresses.

Anyone who signs up for your emails has a strong interest in you. That means that by building an email list, you’re essentially creating a concrete list of leads for you to market to.

5. Set up a Google Business Profile

A final paving lead generation method to try is to use Google Business Profile, a platform run by Google that lets you create an online profile for your company. When you set up your profile, you can fill out information like your hours, location, phone number, and more.

With a GBP profile, you have a shot at appearing in local search results.

When someone searches for paving companies in your area, they’ll see a local 3-pack in search results — that is, three GBP profiles that best match their query. You could be one of those profiles.

You may already have an existing profile associated with your address on Google Maps, in which case you can claim it by providing proof of company ownership to Google.

Our digital marketing campaigns impact the metrics that improve your bottom line.

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WebFX has driven the following results for clients:

$6 billion

In client revenue

24 million

Leads for our clients

7.14 million

Client phone calls

Our lead generation services

Want help with your lead generation? WebFX offers a full package of services aimed at helping you drive more leads for your paving company. Some of the services we offer include:

• Search engine optimization (SEO) services
• Pay-per-click (PPC) advertising services
• Social media services
• Email marketing services
• Content marketing services

You can get help with all the above strategies, or just a few. Either way, WebFX is here for you!

WebFX knows lead generation for pavement companies

Ready to start driving leads for your business? WebFX would love to help out! With over 28 years of experience, we know lead generation for paving companies, and we have all the skills and dedication needed to propel your marketing to new heights.

With our lead generation services, you’ll get help optimizing for each of the strategies listed above and more. You’ll even receive an account representative to serve as your primary point of contact throughout the whole process.

To get started with us, just call 888-601-5359 or contact us online today!

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• You get a team dedicated to your success

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