Lead GenerationDavid Goncalves
Should You Offer a Lead Magnet or a Straight Enquiry?
Put a magnet on the page when the buyer must understand a step before they talk. Put a straight enquiry there when they already know they want the work.
Blog
Page 19 of notes on software, automation, integrations and online presence.
Lead Generation
Location Page ContentDavid Goncalves
Do You Need a Location Page or One Service-Area Page?
Use many location pages only when the work, the hours, or the way you arrive really changes. One page is enough when only the label differs.
Service Page ContentDavid Goncalves
Should You Publish One Service Page or a Page per Service?
Keep one service page when you sell one job with options. Split only when customers hire the work separately and the next step changes.
Location Page ContentDavid Goncalves
What Is a Location Page Allowed to Claim?
A location page may claim a real office or a real service area and what you do there. A swapped place name is not a claim.
Content MarketingDavid Goncalves
What Is Content Marketing For?
Content marketing earns a URL when it answers a question a customer already has. A calendar with no question behind it is only a habit.
Lead GenerationDavid Goncalves
What Counts as Lead Generation?
A lead is an enquiry worth a reply, not a name in a list. Decide what you will count before you collect anything else.
Digital MarketingDavid Goncalves
What Is Digital Marketing For?
Digital marketing is the path from an offer to a conversation someone can continue. The checks show which piece of that path is missing.
Email MarketingDavid Goncalves
What Is Email Marketing For?
Email is the continuation of a conversation with people who asked to hear from you. If you have no reason for the next send, you do not have the work yet.
Content MarketingDavid Goncalves
When Should You Hire for Content Marketing?
Hire for content marketing when you can name the questions and not the hours. Reject a proposal that only counts posts.
Email MarketingDavid Goncalves
When Should You Hire for Email Marketing?
Hire someone who asks who opted in and what the next step is. Grant access to that permission and those facts, not to a purchased file.