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We asked Matt Coffey, Director of Marketing at Mosquito Authority, “What social media channels are you finding most effective for attracting quality leads?”
When we talk about franchise development marketing, there is always a fine line between quality and quantity. At Mosquito Authority, we track everything. Every dollar spent on marketing is directly compared with the lead it brought in, what percentage our team was able to get on the phone, move to webinar, and ultimately close.
As we all know, the past 2 years have become increasingly difficult to see both volume and quality of leads come through social media as in years past. We have typically seen the highest “quality” leads come from LinkedIn. We can target deeper on LinkedIn than on Facebook. This includes features like user demo, job titles, and interests. The fact that we are able to get directly into an inbox is also a big win for LinkedIn.
While we still receive a good number of leads through Facebook, its new advertising updates require us to remove more and more targeting, such as age, location, and even gender. There are ways to get a more qualified lead from Facebook by creating a more in-depth lead form, instead of an autofill or a one-click fill.
What we focus on at Mosquito Authority is how we nurture the lead when they do come in. Like most companies, we have frontline dialers, short-term and long-term drip campaigns, etc. Our process allows us to ensure that we can quickly move past the unqualified leads and focus on the more qualified while not decreasing our lead flow.