A business that doesn’t regularly grab new customers will have a tough time sustaining itself, let alone growing.

For trade businesses in Canada, weather  plumbers, electricians or  builders, finding fresh leads is the lifeline that keeps their operations running smoothly.

So, how do you get fresh leads?

It’s all about getting involved online, answering questions, and sharing helpful info. A 2020 survey by BrightLocal highlighted that 87% of consumers read online reviews for local businesses, underscoring the need for maintaining a robust online reputation and actively engaging with customers across various digital platforms.

These actions build trust and credibility—key factors in a customer’s decision to choose your service over others.

Let’s take a closer look at how important lead generation is and how you, a trade business owner in Canada, can make the most of digital marketing.

Table of Contents

1. Understanding Leads and Lead Generation
2. What is Lead Generation in Digital Marketing?
3. Why is Lead Generation Important for Trade Businesses?
4. Two Main Categories of Lead Generation
5. What is a Lead Generation Funnel?
6. Why is Lead Tracking Important?a
7. Types of Leads to Track for Trade Businesses in Canada
8. Lead Generation Tools and Software Recommendations
9. Lead Generation Strategies for Trade Businesses in Canada
10. How Can You Get the Most Out of Your Lead Generation?
11. What is the Process of Lead Generation and Prospecting?
12. Future Trends Shaping Lead Generation in Digital Marketing 
13. Common Questions About Lead Generation for Trade Businesses
14. Final Thoughts

Understanding Leads and Lead Generation for Trade Businesses

When we talk about leads, we’re referring to potential customers who have shown some interest in your products or services.

They could be individuals or businesses who have interacted with your brand in some way, like filling out a contact form on your website, subscribing to your newsletter, or downloading a free resource you’ve offered.

Lead generation is the process of attracting and converting these potential customers into leads. It involves various strategies and tactics aimed at capturing the interest of your target audience and encouraging them to take action.

What is Lead Generation in Digital Marketing?

Lead generation in digital marketing involves attracting the attention of potential customers, offering them something of value in exchange for their contact information, nurturing those leads with relevant content, and ultimately converting them into paying customers.

So, in essence, lead generation in digital marketing is about guiding potential customers through a journey from initial awareness to eventual conversion, all while providing value and building trust along the way.

Why is Lead Generation for Trade Businesses Important?

For anyone running a trade business, whether it’s plumbing, electrical work, or carpentry, finding new customers is what keeps your business going.

Think of lead generation as your way of reaching out to potential customers who haven’t heard of you yet but need your services.

If you’re not constantly bringing in new leads, your business could come to a halt once your current projects wrap up and those customers don’t come back for more work.

For example, let’s say you’re a roofer in Canada. If you rely only on your existing customers for repeat business, you may find yourself in trouble if they don’t need any more roofing work done after their projects are completed.

On the other hand, if you’re actively generating leads, you’ll have a steady stream of potential customers contacting you to start their roofing projects. This way, you can keep your work schedule full and your business running smoothly.

In short, the more leads you generate, the more potential sales you have, which translates to ongoing work and revenue for your business.

Two Main Categories of Lead Generation

When you’re trying to grow your trade business in Canada, understanding different ways to attract customers is key.

Two common terms you’ll hear are “inbound” and “outbound” lead generation.

Let’s break these down into simple concepts.

Inbound Lead Generation

Inbound lead generation is about making potential customers come to you. Instead of reaching out to them directly, you create reasons for them to seek out your business. 

This usually happens through content they find useful or interesting, which can include blogs, how-to guides, or videos on topics related to your trade.

For example, if you’re a plumber, you could write a blog post titled “Top 5 Plumbing Tips for Canada Homeowners.” Someone looking for plumbing advice may find your post, read it, and decide to contact you for help. 

The key to inbound lead generation is providing value that draws people in, so they think of you when they eventually need your services.

Outbound Lead Generation

Outbound lead generation is more traditional. It involves reaching out to potential customers directly, usually through methods like cold calling, direct mail, or ads. 

You’re essentially starting the conversation by introducing your business to potential clients.

For instance, you could send out flyers to homes in Canada neighborhoods where a lot of old plumbing systems may need updating or repairs. 

This direct approach puts your name out there to people who might not be actively looking for your services right now but could be interested when they see what you offer.

Which One Should You Use?

Outbound Lead Generation

Most businesses find a mix of both inbound and outbound lead generation works best. 

Inbound strategies are great for building long-term relationships and attracting leads who are already interested in what you have to offer. They help establish your expertise and trustworthiness in your field.

Outbound strategies can be useful, especially when you’re newly in business and need to quickly get your name out there. They can help you target specific groups and get immediate responses.

In practice, you may spend part of your marketing budget on ads to attract quick leads (outbound) while also building up a blog full of helpful information that could bring in leads over time (inbound).

What is a Lead Generation Funnel?

A lead generation funnel is a way to think about the steps someone takes from first hearing about your business to deciding to become your customer. It’s like a path that guides potential customers closer to making a purchase or signing up for your service. 

The idea is to capture the interest of as many people as possible at the top and then keep their interest as they move closer to making a decision at the bottom.

Here’s how it generally works:

Awareness

This is the first step where potential customers learn about your business.

Maybe they stumbled upon your ad while browsing the internet, heard about you from a friend, or found your website through a Google search.

At this stage, your main goal is to catch their eye and make a memorable impression. You’re not trying to sell anything yet—you just want them to remember your name and what you do.

Interest

Now that they know you exist, you want to spark their curiosity.

Let’s say someone saw your ad and clicked through to your website. Now you have a chance to reel them in. You could encourage them to read detailed blog posts, sign up for your newsletter, or follow you on social media.

This stage is all about getting them interested enough to want to learn more about your products or services. It’s like when someone browses through a store checking different products—they’re curious but not yet ready to buy.

Decision

At this point, they’re seriously considering making a purchase or booking your service. They may start comparing your offerings with your competitors’, reading reviews, and looking at your pricing structure.

Here, your job is to show them why your product or service is the right choice. You could do this by highlighting positive customer testimonials, showing off the benefits of choosing you over others, or providing clear, concise information about what you’re offering.

Think of it as helping them make their decision by presenting all the facts they need.

Action

This is where they take the plunge. They’ve decided they want what you’re selling, and now it’s about turning that decision into a purchase. 

This stage needs to be as smooth and straightforward as possible.

You could offer a simple checkout process, provide a special discount for new customers, or give extra reassurance, like a money-back guarantee.

Your goal here is to remove any last-minute doubts and make buying from you easy and appealing.

Why Is Lead Tracking Important?

Now that you know about the funnel, it’s important to understand lead tracking

Lead tracking means keeping track of everyone who shows interest in what you offer, from their first interaction with you until they decide whether to buy. It’s important because it gives you a clear picture of what is and isn’t effective in your marketing.

1. Understanding Customer Actions

Let’s say you put an ad on a local website and someone clicks on it to visit your page. 

If you’re tracking this, you can see not only how many people clicked but also how many of those clicks turned into actual calls or emails to your business. 

This helps you understand what kind of advertising catches people’s attention and gets them to reach out to you.

2. Keeping Customer Interactions Smooth

When you keep track of your interactions with potential customers, you know who you talked to, what you talked about, and when you spoke.

This makes follow-ups much easier and more effective. 

For instance, if you spoke to someone last week about a possible home renovation and you noted they were going to discuss it with their partner, you can follow up at the right time and in the right context instead of starting from scratch.

3. Measuring What Each Marketing Effort Brings In

Tracking leads lets you connect the dots between what you spend on marketing and what you earn from it. Say, for example, you spend $200 on an online ad campaign and you can see it brought in ten potential customers, and three of them ended up using your services, paying $500 each.

You can clearly see that your $200 turned into $1500, showing you this type of ad works well for you.

4. Making Follow-ups More Timely

With all the information about each potential customer organized, you know exactly when to reach out again and what to talk about. No one falls through the cracks, and nobody gets annoyed by too many calls or emails.

5. Planning for the Future

Knowing how many leads you usually get and how many turn into sales can predict how busy you’ll be in the coming months. 

If you see that your lead numbers are dropping, you may decide to boost your advertising or try a new marketing tactic.

6. Enhancing Team Alignment

SiriusDecisions, a research and advisory firm, states that B2B organizations experiencing strong alignment between their marketing and sales teams achieve a 24% faster revenue growth and 27% faster profit growth within a three-year timeframe. Here are some insights into their findings.

Lead tracking contributes to this alignment by providing both teams with a clear view of customer interactions and progress along the sales funnel.

Types of Leads to Track for Trade Businesses in Canada

Cold Leads

Cold leads are people who have had very little interaction with your business. They may have seen an ad, stumbled upon your website, or heard about you from a flier. 

These leads haven’t made any direct contact with you yet. Think of someone who glanced at your business card at a local cafe but hasn’t called you or visited your website.

Knowing how many cold leads you have helps you understand how well your initial marketing efforts are reaching potential customers.

Qualified Lead

These are leads that have been vetted to meet certain criteria that make them likely to become customers. This may include having the budget, authority, and need for your services at the right time.

For example, a qualified lead for an electrical contractor could be a construction company looking for a long-term partnership with an electrician.

Qualified leads are valuable because they have a higher likelihood of turning into actual projects and ongoing work.

Warm Lead

Warm leads have shown more interest in your services. They may have signed up for your newsletter, followed you on social media, or downloaded a guide from your website. 

For example, if you’re a roofer, a warm lead could be someone who used your online calculator to estimate the cost of a new roof but hasn’t asked for a quote yet. 

Tracking these leads is crucial because they are often just a few steps away from becoming paying customers.

Hot Lead

Hot leads are those who are actively seeking your services and are close to making a decision.

They may have filled out a contact form asking for more details, called your office to inquire about specific services, or requested a quote.

For instance, if you own a plumbing business, a hot lead could be someone who calls to ask about your availability for a pipe repair job. These are the leads you want to prioritize for follow-ups, as they’re most likely to convert into sales.

Why Tracking Different Types of Leads Matters

Understanding the different types of leads helps you make smarter decisions about where to focus your marketing efforts and how to approach each lead. 

For instance, cold leads may require more general information and awareness-raising efforts, such as social media posts or ads. Warm leads may benefit more from targeted emails that offer discounts or showcase your expertise. 

Hot and qualified leads may need more personal engagement, like phone calls or face-to-face meetings, to seal the deal.

Lead Generation for Trade Businesses: Tools and Software Recommendations

When you’re running a trade business in Canada, finding the right tools and software can make a big difference in how effectively you generate leads.

They can help you manage leads, automate some of your marketing efforts, and keep track of your results.

Let’s explore some of the top lead-generation tools and software that could help boost your business.

When you’re running a trade business in Canada, finding the right tools and software can make a big difference in how effectively you generate leads.

They can help you manage leads, automate some of your marketing efforts, and keep track of your results.

Let’s explore some of the top lead-generation tools and software that could help boost your business.

HubSpot

HubSpot is one of the most well-known marketing platforms out there, and for good reason. It offers a full suite of tools that can help you with everything from website creation and management, to email marketing and CRM (customer relationship management). 

Hubspot is particularly handy for keeping track of all your leads in one place and nurturing them with automated email sequences.

Imagine you meet a potential client at a Canada trade show and they show interest in your plumbing services. You can enter their details into HubSpot, and it will help you keep track of this lead, automatically send them helpful information about your services, and remind you when to follow up.

Mailchimp

Mailchimp is primarily an email marketing tool that’s great for trade businesses looking to start simple and scale up. It allows you to send newsletters, promotions, and automated emails to a list of subscribers. It’s user-friendly and integrates with many other marketing tools, making it easy to combine with your current setup.

You could use Mailchimp to send a monthly newsletter to your Canada-based customers and potential leads, sharing updates about your services, new offerings, or seasonal maintenance tips. This keeps your business top of mind and can encourage contacts to reach out to you for new projects.

Google Ads

For immediate exposure, Google Ads is a helpful tool. It allows you to place ads in Google search results and on other Google properties and websites. You can target specific types of customers in Canada who are looking for your trade services.

If someone searches “Canada electricians,” your ad could be the first thing they see. This increases the likelihood that they’ll click on your ad, visit your website, and potentially become a lead.

Publer

Social media is a great channel for generating leads, and Publer can help you more efficiently manage your social media activities. It allows you to schedule posts, interact with your audience, and track your performance across multiple social media platforms from one dashboard.

With Publer, you can schedule a series of posts showcasing your recent projects or sharing special offers. This tool also helps you respond quickly to inquiries or comments, which can improve engagement and help turn followers into leads.

Canva

Visual content is key in capturing attention online, and Canva is a graphic design tool that makes it easy to create eye-catching images and graphics for your marketing materials, even if you don’t have any graphic design skills.

You can use Canva to design graphics for your social media posts, ads, or fliers that highlight your trade services in Canada. Good visuals can make your content more engaging and encourage more potential customers to take action.

CallRail

CallRail provides call tracking and analytics, helping you understand which of your marketing efforts are driving calls to your business. 

This tool can tell you exactly where your calls are coming from, whether from your Google Ads, organic searches, social media, or even specific landing pages on your website.

Suppose you’re running several ad campaigns for your Canada roofing business. With CallRail, you can assign unique phone numbers to each campaign. When potential customers call these numbers, CallRail tracks which campaign they responded to. 

This insight allows you to see which ads are effective and which aren’t, helping you optimize your spending and focus on what works.

Leadfeeder

Leadfeeder is a tool that helps you identify website visitors and turn them into leads. 

It integrates seamlessly with your website and shows you which companies have visited your site, even if they didn’t fill out a form. This insight allows you to reach out to potential leads who have already shown interest in your services.

Let’s say a construction company in Canada visits your website to check out your plumbing services. With Leadfeeder, you can see this activity and follow up with a targeted email or phone call, knowing they’re already interested in what you offer.

Ahrefs

Ahrefs is a powerful SEO (search engine optimization) tool that helps you improve your website’s visibility in search engine results.

By analyzing keywords, backlinks, and competitor strategies, Ahrefs allows you to optimize your website content to attract more organic traffic from potential Canada customers who are actively searching for your trade services.

LinkedIn Sales Navigator

Especially useful for B2B trade businesses, LinkedIn Sales Navigator is a powerful tool for finding and connecting with potential leads on LinkedIn. 

It allows you to search for prospects based on specific criteria, engage with decision-makers, and build relationships through personalized outreach.

Leveraging LinkedIn’s professional network can open up new opportunities for your Canada trade business to expand its client base.

Google Guarantee

The Google Guarantee is a feature that comes with Google’s Local Services ads, and it’s something that can really help your business stand out in your local area. 

Basically, when your ad pops up and customers see the Google Guarantee badge, it tells them that Google has checked out your business and believes in the quality of your services. This badge gives customers a sense of security, knowing that Google backs your work.

At Digital Trek, we understand the importance of leveraging tools like the Google Guarantee to enhance your business’s online presence and reputation. Learn more about how Digital Trek can help you obtain the Google Guarantee.

Lead Generation for Trade Businesses in Canada: Best Strategies

When it comes to drawing in more customers for your trade business in Canada, having a solid digital marketing plan can make a big difference.

Here’s a straightforward look at some strategies that can help you pull in more local leads.

1. Create a User-Friendly Website

Your website serves as your virtual storefront. It’s often the first thing potential customers see when they look up your services, so you want to make a good impression. Here’s how to make your website user-friendly:

Navigation

Make sure people can quickly find what they need. If they want information about your services, contact details, or pricing, it should all be easy to find within a couple of clicks.

Essential Information

Clearly state who you are, what you do, and where you operate. If you’re a plumber, for instance, make sure it’s obvious at first glance that you’re a Canada-based plumbing service.

Contact Options

Put your contact information on every page—at the top, bottom, or both. A simple form for inquiries can also make it easier for potential customers to reach out to you.

2. Optimize for Local SEO

SEO helps your website show up higher in search results when people search for the services you offer. For a Canada-based business, you want to focus on local SEO:

Location Keywords

To get noticed in local searches, you need to use specific location-based keywords on your website. For example, if you’re an electrician whose shop is in Canada, make sure phrases like “Canada electrician” are used in your content. Similarly, if you’re a plumber, use phrases like “plumbers near Canada.”

You should include these keywords not just in your website content, but also in your meta descriptions and image tags.

Or let’s say you have a plumbing business in Canada. On your website, you’d use phrases like “Looking for a reliable plumber in Canada? We’re here to help!” or “Canada’s top plumbing service.”

Local Listings

Ensure your business is listed in local online directories and platforms like Google Business Profile. It’s making sure your business is quite literally on the map, and finding you in local searches will be easier.

Create a profile for your business on Google My Business and fill in all the details, including your address, phone number, and business hours. This way, when someone searches for “plumbers in Canada” on Google, your business will not only show up in their local results but will also provide all the essential details they need.

If you want to learn more about setting up, verifying, and optimizing your Google My Business profile, head over to my blog, Google My Business (GMB) Strategies for Local Search Ranking.

3. Leverage Social Media

Social media isn’t just for sharing personal updates anymore; it’s a powerful tool for businesses, too. Using social media effectively can help your business grow and attract new customers. Here’s how you can leverage it to your advantage:

Show Your Work

One of the best ways to use social media for your business is to show off your work. Post before and after photos of your projects, or share videos of your team in action.

This visual proof of your work can attract new customers.

If you’re a Canada-based electrician, post photos of the work you’ve completed (such as a lighting installation) or a video showing your team solving a complex electrical issue.

Promotions and Testimonials

Share customer testimonials and occasional promotions or special offers to keep followers interested and encourage them to use your services.

Share a positive review from a satisfied customer or offer a limited-time discount on your services.

For example, you could post, “Thank you, Canada! We’re grateful for the kind words. As a token of our appreciation, enjoy 10% off your next service. Use code VAN10 at checkout!”

Consistent Posting

Regular posting is crucial to staying relevant on social media. 

Aim for consistency in your posting schedule, whether it’s daily, every other day, or weekly. This helps keep your business fresh in the minds of your followers.

Schedule your posts in advance to ensure regularity. You could post about your current projects, share tips related to your business, or highlight your team members to keep your audience engaged.

Utilize Hashtags

Use relevant hashtags to increase the visibility of your posts. 

Research popular hashtags in your industry or local area and include them in your posts to reach a broader audience.

For a Canada-based business, you could use hashtags like #CanadaElectrician, #PlumbersInCanada, or #LocalBusinessCanada to target potential customers in your area.

 4. Run Google Ads

Google Ads allows you to show your ads specifically to people in certain locations. This means if your business only serves the Canada area, you can set your ads to appear only to people who are searching from within or close to that region.

This targeted approach helps ensure that your advertising budget is spent on reaching potential customers who are most likely to need your services.

For example, if you’re a locksmith in Canada, you can set up your ads to only show to people in Canada. This is particularly beneficial during emergencies when locals are likely to search for a nearby locksmith.

With Google Ads, you can also choose specific keywords that trigger your ad to appear in search results. This means you can select phrases that you think potential customers will use when looking for your services online.

Let’s say you specialize in HVAC repairs. You may choose to bid on keywords like “Canada HVAC repair” or “best HVAC service in Canada.” When someone in or around Canada searches for these terms, your ad could be one of the first results they see.

If you’re new to Google Ads or unsure where to start, Digital Trek is here to guide you. With over 11 years of experience, we specialize in crafting Google Ads campaigns that yield tangible results. Our expertise lies in optimizing campaigns to align with your objectives, emphasizing key metrics such as tracking new leads, customer experience, and conversion rates.

How to Set Up Google Ads

Create a Google Ads account

Start by setting up an account if you don’t already have one. You’ll need to provide some basic business information.

Set your campaign type

Choose “Search Network” if you want your ads to appear next to search results when people look up related keywords.

Select your geographic target

Choose the areas where you want your ads to be shown. For trade services, it’s best to target the specific cities or regions where you operate (like Canada).

Choose your keywords

Think about what your customers may type into Google when looking for your services. Use these keywords to set up your ads.

Set your budget

Decide how much you want to spend each day on ads. Google Ads can work with almost any budget, big or small.

Write your ad

Create a compelling ad that tells potential customers what you offer, how you can help them, and how they can contact you.

Types of Google Ads for Your Trade Business

Search Ads

These are the most common types of Google Ads. Search ads appear on Google’s search results pages when someone types in a keyword that matches the keywords you’ve bid on.

For example, if you bid on “Canada plumber,” your ad may appear at the top of the search results when someone uses this phrase in their search. These ads are text-based and can be a great way to capture the attention of potential customers at the moment they are looking for the services you offer.

Display Ads

These ads can be in the form of images, videos, or text. For a trade business, display ads can be useful for building brand awareness. You may not immediately get a lead from a display ad, but it puts your business name and services in front of potential customers who may need your services in the future. For instance, if you specialize in home renovations, showing your ad in home improvement blogs and sites can introduce your brand to homeowners who are considering renovations.

Remarketing Ads

Remarketing ads are a powerful way to reconnect with people who have visited your website but didn’t make an immediate inquiry or booking. For example, if someone visited your site looking for HVAC installation but didn’t contact you, you could use remarketing ads to show them a special offer, like a discount on installation, to draw them back.

Local Service Ads

Google’s Local Service Ads are perfect for trade businesses looking to attract local customers. They’re also unique because they allow customers to book services directly through the ad. This type of ad is great for businesses like locksmiths, plumbers, or electricians, who often deal with customers needing help right away.

Video Ads

Video ads appear on YouTube and other video services in the Google Display Network. These can be especially engaging and are useful for trade businesses that want to showcase the quality of their work, give a behind-the-scenes look at their operations, or provide a more dynamic explanation of the services they offer.

5. Use Pay-Per-Click Advertising

Pay-per-click (PPC) advertising is a straightforward way to draw potential customers to your business.

It works like this: you create ads and choose where you want them to appear—such as on search engines like Google or social media platforms like Facebook. The “pay-per-click” part means exactly what it says: you only pay money when someone clicks on your ad.

This makes PPC a practical choice because you’re only spending money on actual leads, not just views.

How to Set Up PPC Ads

Step One: Choose a Platform

When you start with PPC advertising, one of the first decisions you’ll need to make is where to run your ads. This choice is crucial because it helps ensure that the right people—those most likely to become customers—see your ads. Here’s a straightforward look at some of the most popular platforms you can choose from:

Google Ads

This is one of the biggest and most well-known platforms for PPC advertising. Google Ads are particularly effective because they show up in Google Search results when people search for specific keywords related to your business.

For example, if you run an auto repair shop in Canada, your ad could appear when someone searches “auto repair in Canada” or “brake repair near me.” Google’s vast reach can help you find customers precisely when they’re searching for the services or products you offer.’

Facebook Ads

Facebook offers a different approach. It allows you to target people based on detailed demographic information, interests, behaviors, and more. This platform is ideal if you want to build awareness about your brand or target a specific type of customer.

For instance, if you sell boutique home decor, you can target your ads at people who are interested in home improvement, have recently bought a house, or who follow other home decor pages.

Microsoft Ads

If you’re looking to expand beyond Google, Microsoft Ads is a solid choice. These ads appear in Bing search results and other Microsoft services. While Bing doesn’t have as large a user base as Google, the competition for keywords is often lower, which can mean cheaper clicks and less expense for you. 

This platform can be particularly effective if you’re targeting demographics that prefer using Bing over Google, which can include users who are older or are in specific industries.

If you’re unsure which one you should use, a good strategy is to test multiple platforms with small campaigns to see which one drives the best results for your specific business needs.

Step Two: Target Your Audience

This is about deciding who sees your ads. For example, if you run a Canada-based plumbing service, you may target people searching for “plumbing help in Canada” or “emergency plumbers near me.”

You can get specific by targeting by age, location, interests, and more depending on your choice of platform.

Step Three:  Set Your Budget

You control how much you want to spend on these ads, and whether they’re daily or monthly. ​​If you’re new to PPC or trying out a new platform, begin with a smaller budget. This allows you to test the waters without committing a large amount of money.

For instance, you could start with a daily budget of $10 to $20. This will give you enough room to gather data on how your ads perform but keep your spending in check. Once you have a sense of what works, you can adjust your budget accordingly. If a campaign is performing well and bringing in leads at a cost that makes sense for your business, you may decide to increase your budget to expand that campaign.

Consider which settings and strategies give you the best return on investment. Adjust your bids for keywords, experiment with ad schedules (like only running ads during business hours), and refine your targeting to be as effective as possible.

Step Four:  Track Your Result

Start by looking at how many people are seeing your ads. This is often called “views” or “impressions.” It tells you how often your ad is being displayed. This metric is useful for understanding the reach of your ads.

The most important metric to track is conversions. A conversion can be anything you’ve set as a goal for your campaign, like making a sale, signing up for a newsletter, or filling out a contact form. Most advertising platforms have tools that let you track these actions.

For example, Google Ads lets you set up conversion tracking by adding a piece of code to your website that records when someone who clicked on your ad completes a specific action like making a purchase. 

Keeping track of how much you’re spending on each conversion is crucial for understanding the effectiveness of your PPC advertising campaigns. 

This process involves a simple calculation where you take the total cost of your ads and divide it by the number of conversions you’ve received. This result is often referred to as the “cost per conversion.”

Here’s an example of how it works:

Imagine you spent $100 on your PPC campaign this month. During the month, your ads led to 10 people signing up for your service or buying your product. To find your cost per conversion, you would divide your total spend ($100) by the number of conversions (10). This gives you a cost per conversion of $10.

Cost Per Conversion = Total Spend / Number of Conversions.

This result tells you that for every sign-up or purchase, you’re effectively paying $10. Knowing this figure is important for a couple of reasons:

• Budget Management

It helps you decide if you’re spending too much, just enough, or not enough on your advertising. If $10 seems like a good investment based on the profit you’re making from each customer, then you’re likely on the right track. If it seems high, you may need to adjust your ad strategy to either reduce costs or improve the effectiveness of your ads to drive more conversions for the same spend.

• Return on Investment (ROI): 

This calculation helps you understand whether the money you’re spending is bringing a good return. If each customer gained through your PPC ads brings in significantly more revenue than the $10 you spend to get them, then your ads are doing their job effectively. However, if you’re spending $10 to acquire a customer and only making $5 from them, it’s time to rethink your approach because you’re losing money.

 6. Collect Reviews and Testimonials

Ask for Reviews

Don’t be shy about asking your customers for reviews. People usually don’t mind giving feedback, especially if they’re happy with the service they received. Here’s a simple way to do it:

• The best time to ask for a review is right after you’ve completed a job and your customer is satisfied with your work. You can ask in person, send a follow-up email, or even text them a link to your Google My Business or Yelp page.

• Provide direct links to where they can leave a review. The fewer steps there are, the more likely they will complete the review. You could say something like, “We hope you’re pleased with our service. If you could take a minute to leave us a review [insert link], we’d really appreciate it!”

Feature Testimonials

Once you have some great reviews, don’t keep them to yourself. Show them off!

On Your Website:

Create a dedicated testimonials page or feature a few glowing reviews on your homepage. This can be very persuasive to potential customers who are checking out your site.

Social Media:

Share positive reviews in your posts. You can turn a text review into an eye-catching graphic with a tool like Canva, or simply post screenshots of the reviews. Make sure to thank the customer in your caption, which also shows your appreciation and engagement.

Why This Matters

Reviews and testimonials provide what’s called “social proof,” which means that when people see others have had a positive experience with your business, they’re more likely to trust you and hire you for their own needs. It’s an effective way of convincing potential customers who may be on the fence.

How Can You Get the Most Out of Your Lead Generation?

Lead generation is all about finding potential customers who are interested in what you offer, but it’s not just about getting as many leads as possible: it’s about getting the right leads and converting them into customers.

Here’s how you can maximize the effectiveness of your lead generation efforts, especially if you’re running a trade business.

1. Know Your Audience

The first step in effective lead generation is understanding who your ideal customers are. This includes knowing what needs they have that your service can fulfill, and where they are located. 

For instance, if you’re a roofer in Canada, your target audience may include homeowners within the Canada area experiencing roofing issues or looking for roof replacements.

2. Use the Right Channels

Not all marketing channels will be right for your business. Choose the ones where your potential customers are most likely to be. Here’s how you could use each of them:

Facebook

You can use Facebook to create a business page where you post updates about your services, share “how-to” videos, and respond to customer inquiries. Facebook ads can be particularly effective as you can target users in your local area, ensuring your ad spend goes toward reaching potential customers near you.

Instagram

This visual platform is great for showcasing the quality of your work. Before-and-after photos of recent projects or short video tours of completed jobs can visually demonstrate your service’s value. Using location tags and popular hashtags can also help locals discover your business.

When you choose the channel that’s right for you, you’re focusing your efforts where they are most likely to pay off. However, that doesn’t mean you should completely ignore the others. It’s all about being strategic with where you invest your time and money. Over time, as you track the results of your efforts, you may find that certain channels are more effective for your business than others.

3. Create Engaging Content

Content is what will attract potential leads to your business. This can be anything from blog posts about common issues solved by your trade, to videos of your work, or helpful guides on what to look for when hiring a professional in your industry. 

Make sure the content is not only informative but also engaging and easy to understand. 

For instance, a series of blog posts covering “When to Call a Plumber” can be very effective for a plumbing service.

According to HubSpot’s 2024 State of Marketing Report, some top channels for conversion ROI include:

Website/Blog (16%)

Your website and blog are valuable channels for converting visitors into customers. Providing useful content can help attract potential customers and encourage them to engage with your business.

Social media shopping tools (16%)

Social media shopping tools are platforms like Instagram Shopping, Facebook Shops, and Pinterest Shopping, where users can browse and directly purchase products. Utilizing these tools can significantly increase conversion rates.

Paid social media content (14%)

Paid social media content involves paying for advertising on social media platforms like Facebook, Instagram, and Twitter. It’s an effective way to reach a targeted audience and drive conversions.

Email marketing (14%)
Email marketing involves sending targeted, personalized emails to leads and customers. It’s a powerful tool for nurturing leads and converting them into customers.

Content marketing (14%)

Content marketing involves creating and sharing valuable, relevant content to attract and engage a target audience. It includes blog posts, videos, social media posts, anda more.

4. Optimize Your Website for Conversions

Your website should make it easy for visitors to become leads. Ensure that your contact information is easy to find, add forms on your pages to quickly capture visitor information, and use clear calls to action that tell visitors what to do next, like “Call now for a free estimate” or “Book your consultation today.”

5. Track and Measure Results

To make sure your efforts in generating leads are paying off, it’s important to keep track of your results. This helps you understand what’s working and what’s not, so you can spend your time and money more effectively. Here are some ways to monitor your success:

Key Performance Indicators (KPIs)

Key Performance Indicators, or KPIs, show you essential stats that help you understand how well your business is running. In the context of lead generation, KPIs tell you if your efforts to attract new customers are successful and where you may need to make improvements.  Common KPIs for generating leads include:

• Number of New Leads: This is simply how many potential customers have shown interest in your service or product within a specific time frame, usually a month. It’s like counting how many people have walked into your store.

• Conversion Rate: As described earlier, this measures how many of those leads turn into actual paying customers. If 100 people showed interest and 10 ended up buying, your conversion rate is 10%.

• Cost Per Lead: This tells you how much you’re spending on average to get each lead. If you spend $200 on ads and get 10 leads, your cost per lead is $20.

Cost Per Lead = Total Spend / Number of Leads  

Tracking these KPIs gives you a clear picture of what’s happening in your business. For instance, let’s say you own a plumbing business in Canada. You decide to spend more on digital marketing to increase your leads. You set a goal to boost your leads by 20% over three months.

Monitor your KPI

Monitoring your KPI can help you determine how well your new marketing strategy is working. If, after three months, you see your new leads have increased by 25%, you know your strategy is effective and possibly even more successful than you expected.

On the other hand, if the numbers show less than a 20% increase, or if your cost per lead has skyrocketed, it’s a sign you may need to adjust your tactics. Perhaps the marketing channels you chose aren’t reaching the right audience, or maybe the ads themselves need a tweak.

Google Analytics

Google Analytics is an essential tool for understanding how visitors interact with youar website.

It provides insights like which pages are most visited, how long people stay on your site, and the paths visitors take before completing a goal (like filling out a contact form). For instance, imagine you’re running a hardware store in Canada, and you’ve got a website where you post articles about DIY home improvement projects, along with a catalog of your products.

With Google Analytics, you can see which articles are getting the most reads and which products are viewed the most. This can tell you a lot about what your customers are interested in.

Google Analytics can also show you the path people take through your website. Maybe they land on a blog post first, then go to a product page, and finally end up on the contact page. Understanding this path can help you make browsing your website smoother or fix any spots where people are dropping off.

A/B Testing

A/B testing is really just a simple way to compare two different versions of something to figure out which one works better.

Think of it like this: if you’re not sure whether a blue or a green button on your website will get more clicks, A/B testing can give you the answer.

Here’s how it works: you create two versions of your webpage or ad. Each version is slightly different. Maybe one has a blue button and the other has a green one, or they have different headlines. Then, you show these versions simultaneously to demographically similar people. This is important because it lets you see which version does a better job at getting visitors to do what you want them to do, like filling out a form or signing up for a newsletter.

Let’s say you own a plumbing service in Canada and want to run a Facebook ad. You could create two ads that are mostly the same but with different headlines:

• Ad Version A: “Need a Quick Plumbing Fix? Call Us Today!”
• Ad Version B: “Fast, Reliable Plumbing Services in Canada”

You run both ads simultaneously to Canada homeowners. After a week, you check the results. If more people clicked on Ad Version A and called your service, then you know that headline works better.

What’s great about A/B testing is that it takes the guesswork out of making decisions. Instead of hoping you’re choosing the right option, you have clear evidence about what’s more effective.

This way, you can keep improving your ads or website based on solid data, making sure you’re always doing the best you can to reach more customers and generate more leads.

Continuous Improvement

Continuous improvement is about never settling and always looking for ways to improve your lead generation strategies. 

It involves regular reviews of your KPIs as well as analysis of Google Analytics data and A/B test outcomes.

Based on these insights, you make informed adjustments to your tactics, test these new approaches, and continue the cycle. This ongoing process ensures that your strategies remain relevant and effective, helping you adapt to changing market conditions and advances in digital marketing technologies

Reviewing these analytics can give you a clear picture of what’s bringing in leads and what isn’t.

It’s about understanding the effectiveness of each part of your marketing efforts and using that knowledge to make informed decisions, ensuring that every dollar you spend on marketing is used as effectively as possible.

6. Follow Up Promptly

The speed of your response can make a big difference in whether a lead turns into a customer. Try to follow up with leads as soon as possible after they contact you. 

Whether it’s a phone call, email, or even a text message, reaching out quickly can help keep your business top of mind and show potential customers that you value their interest.

7. Refine and Repeat

Lead generation is not a set-it-and-forget-it activity. Regularly review what’s working and what isn’t, and be prepared to adjust your strategies. 

Perhaps after some testing, you find that email marketing yields more engaged customers than social media. Use that insight to refine your approach, perhaps by allocating more resources to email marketing and optimizing those campaigns.

What Is the Process of Lead Generation and Prospecting?

Lead generation and prospecting are crucial steps in finding new customers and growing your business.

Essentially, these processes involve identifying potential customers (leads) and then reaching out to them (prospecting) to see if they’re interested in what you offer.

Let’s break down these steps to see how they work in practice.

Lead Generation: Finding Potential Customers

Lead generation starts with figuring out who may want or need your services. This step involves various strategies to attract people and collect their information so you can follow up with them later.

Here are a few common methods:

Online Forms

Perhaps you have a form on your website where visitors can sign up to receive more information. This is a direct way to gather leads who are already interested enough in your services and want more details.

Content Marketing

This involves useful content like blogs, videos, or infographics that attract people to your website. You can offer more in-depth content, such as a free eBook or a detailed guide, in exchange for their contact details.

Social Media Campaign

By using social media platforms, you can engage with potential customers through ads or interactive content. When people respond, you can guide them to provide their contact info, turning them into leads.

Networking Events

Attending trade shows or community events can also help generate leads by collecting business cards or contact details from attendees interested in your services.

Prospecting: Qualifying and Contacting Leads

Initial Contact

You could start with an email or a phone call to introduce your business and what you offer. The key here is to be clear and concise about who you are and how your services could benefit the potential customer.

Follow-UP

If the potential customer shows interest, you’ll follow up with more information. This could be a detailed proposal, an invitation to a meeting, or a demonstration of your services.

Qualification

Not every lead will turn into a customer. Part of prospecting is figuring out which leads are likely to buy and which are not. This may involve asking questions about their needs, budget, and purchasing timeline.

Building Relationship

Even if a lead isn’t ready to buy right away, keep the connection alive. Regular check-ins, sharing useful information, or just a quick hello
can keep you on their radar for when they are ready to make a decision.

Future Trends Shaping Lead Generation in Digital Marketing

As we look toward the future of lead generation in digital marketing, several key trends are shaping how businesses like those in the Canada-based trade industries will find and connect with potential customers.

Think about how Netflix recommends shows based on what you’ve watched. In lead generation, companies will get even better at tailoring their messages to individual preferences.

You’ve probably encountered those little chat windows that pop up when you visit a website. In the future, these chatbots will become even smarter. They’ll be able to have more natural conversations with customers, answer questions, and even qualify leads on their own without human intervention.

Videos are already super popular, and that’s not going to change anytime soon. More companies will start using video content as a way to attract leads. Instead of just writing blog posts or sending out text-based emails, they’ll create engaging videos that grab people’s attention and make them want to learn more.

With the rise of smart speakers like Amazon Echo and Google Home, more people are using voice search to find what they need online. Businesses will need to optimize their websites and content for voice search to make sure they’re showing up when people verbalize their questions.

Companies will find even more creative ways to use platforms like Facebook, Instagram, and LinkedIn to generate leads, whether it’s through targeted ads, sponsored content, or directly engaging with customers.

With all the talk about data breaches and privacy concerns, people are becoming more wary about sharing their information online. In the future, businesses will need to be even more transparent about how they collect and use data, and they’ll need to work harder to earn people’s trust.

Common Questions About Lead Generation for Trade Businesses

What Are the Best Platforms for Lead Generation in Canada?

The best platforms for your business will depend on your specific trade and target audience. Generally, Google and Facebook are powerful tools for lead generation due to their vast user bases and advanced targeting options.

How Much Should I Spend on Digital Marketing?

Your budget should be based on your business goals, competition, and the average cost to acquire a customer in your trade. Start small if you’re new to digital marketing, and adjust your spending as you learn what works best for generating leads in Canada.

Can Digital Marketing Replace Traditional Marketing?

While digital marketing is essential, it doesn’t have to replace traditional methods like word-of-mouth or networking. Instead, use digital marketing to complement these strategies, broadening your reach and enhancing your lead generation efforts.

Final Thoughts

Lead generation for trade businesses in Canada doesn’t have to be complicated.

Just start small but think big.

You don’t need to overhaul your entire marketing strategy overnight. Instead, focus on one or two areas you feel are most relevant to your audience, whether that’s improving your SEO, starting a small PPC campaign, or simply being more active and responsive on social media.

Each small step you take will help build your online presence and contribute to your lead-generation efforts.

The digital world offers endless opportunities for growth, and with persistence and the right tactics, you’ll find your business attracting more leads and achieving greater success in Canada’s competitive marketplace.

I trust that the insights shared in this guide will serve as a valuable resource for your ongoing lead-generation efforts.

Keep implementing the strategies outlined here, and you’ll soon see your efforts pay off.

And if you want to take full advantage of lead generation opportunities, Digital Trek offers services specifically designed to help businesses like yours succeed. Don’t hesitate to schedule a consultation with us to see how we can help you grow your busainess.

Your next lead is just a click away!