Writing a will is a very delicate subject for many people. Often, they don’t undertake this task unless they are prompted by a significant or piece of advice. If you offer a will writing service, your digital marketing plan should aim to direct those looking for help, to your service. The best way to do that is through search marketing.
Search marketing enables your business to be easily found online for people who are looking for a specific service. For example, a person decides they need to write a will and may type something along the lines of “will writing experts” into Google. SEO and PPC are great search marketing practices, to optimise your on search engines.
Using SEO to Generate Will Writing Leads
SEO is an important activity to invest in. Although it requires a regular and consistent level of effort, the associated costs are much lower than PPC. It also generates more quality leads.
Good organic rankings on Google for a specific keyword indicates that you’re a trusty business that is worthy of being classified high up in the searches. Searchers often select the organic listings over paid advertising spots when conducting a search query of Google. In short, doing well organically shows you are naturally good and arguably do not need to pay for adverts.
SEO does however come at a cost. Granted, it’s less than the budget you might throw at PPC, but it’s certainly not free. Expect to pay for local citations, link building activity and an expert SEO consultant’s time.
Using PPC to Generate Will Writing Leads
PPC has a direct cost-per-click. Generally, you’re only likely to achieve results with a minimum spend of at least £50 – £100 per day on clicks. Anything less and you’re unlikely to get a good return on your investment. Remember.
The great thing about PPC is that it’s highly targeted. By using specific keywords and ensuring you specify “negative keywords” (to tell Google about similar or associated terms that you don’t want to generate traffic for), you can ensure the traffic to your site via PPC ads is precise in terms of your target audience. This makes for a higher conversion rate.
Be careful not to waste clicks. Each click makes a dent in your allocated budget, so you want to make sure your landing page is highly relevant to the keyword or phrase you have used in your ad.
Using Display Ads to Generate Will Writing Leads
You could consider ads to be more of a proactive approach; targeting internet users of a certain age status or profession to start thinking about writing a will. Whether you’re looking at social media advertising such as Facebook ads, you can target specific demographics for a higher rate of interest.
To maximise lead generation, AI based advertising is more adept at learning about user intention. We have all experienced highly tailored ads delivered to us off the back of our internet activity or conversations. Ads can be highly targeted to users who might be looking at things like investment opportunities, pensions or financial security.
Need help with your lead generation? Whitefish Marketing agency in Kent work with businesses in the south east to improve their online visibility with expert digital marketing strategies. Call us on 01303 720 288.
