Introduction

Generating consistent leads for your block paving or hard landscaping business is crucial for your success. Nothing else matters if you're not generating leads.
Here are six tips to help you achieve this, along with cost estimates, timeframes for seeing a return, and simple steps to get started.

1. Define Your Ideal Customer

Defining your ideal customer will greatly enhance the effectiveness of your marketing efforts. Focus on who you want to sell to by considering factors like:

1. Age
2. Household income
3. Location
4. Project value
5. What they might want or need

For instance, if your best margin is on high-quality driveway paving for detached homes, target those customers. Having a clear niche helps your marketing resonate more and increases your leads.

Cost

• Initial cost: Just your time!
• Maintenance cost: None

Time to See Return

• Immediate: Once you start applying the next steps

2. Build a Professional Website

A professional website is essential for online marketing. It doesn't have to be costly, but must include key components to generate leads.

Cost

• Initial cost: £500 to £5,000 or more, depending on complexity
• Maintenance cost: £25 to £200 per month

Time to See Return

• Immediate: Once your website is live you can start promoting it
• 3 to 6 months: You should see traffic growth as search engines pick up information from your site

Steps to Get Started

1. Use a website builder: Platforms like WordPress or SquareSpace are great for creating and hosting your website.
2. Create key pages: Home page, services page, testimonials, contact form, and social media links. Dedicated pages for each service are a plus.
3. Optimise for SEO: Use your customer profile to write informative content. For example: "We specialise in high-quality block paving and resin finishes for driveways in Birmingham, providing durable, stylish, and low-maintenance solutions for your home."

3. Set Up Social Media

Social media is perfect for showcasing your work through before-and-after photos and videos, helping you reach a wider audience.

Cost

• Initial cost: Free
• Ad spend: £25 to £500 per month (optional)

Time to See Return

• 1 to 3 months: For organic growth and results from ads if used

Steps to Get Started

1. Choose platforms: Focus on Facebook and Instagram, where your target customers are active.
2. Create business profiles: Include your logo, business information, and contact details.
3. Post consistently: Share project photos, behind-the-scenes content, customer testimonials, and promotions.
4. Engage with followers: Respond to comments and messages promptly.

4. Use Local SEO (Google My Business)

Local SEO is powerful for small businesses. Nearly 50% of all Google searches are for local information. It also helps connect your website and social media.

Cost

• Initial cost: Free

Time to See Return

• 3 to 6 months: For improvements in local search rankings

Steps to Get Started

1. Claim your Google My Business listing: Ensure your profile is complete and accurate.
2. Optimise your listing: Include local keywords, describe your services, and add your business address.
3. Collect customer reviews: Encourage satisfied clients to leave positive reviews on Google.

5. Use Postal Marketing

Postal marketing, when targeted, can be very effective. Modern solutions like Home Buyer Leads let you target specific customers and send marketing material directly to them. Want to market only to detached properties over £500k? Sorted.

Cost

• Monthly cost: Roughly £100 to £150 per month (based on the number of properties contacted)

Time to See Return

• 1 to 3 months: As awareness increases leads will start to flow in

Steps to Get Started

1. Define your ideal customer: Based on property value, new build status, and location.
2. Prepare marketing material: Design a compelling letter or postcard promoting your services.
3. Send your material: Use services that handle the rest, from printing to mailing.

6. Referrals From Existing Customers

Word of mouth can be very powerful. Adding a referral program to this could get you more high quality leads than any other strategy. Especially when you tie this up with social media so everyone can see what amazing driveways and gardens you create.

Cost

• Initial cost: Free
• Ongoing cost: Discount, cash incentive or gift card to referrer

Time to See Return

• 3 to 6 months: To build relationships and see referrals

Steps to Get Started

1. Create a follow up email template: Design an email you can send to all your happy customers after a completed job
2. Outline steps for them to follow to refer: Include a link to an online form they can provide to a referral to get in touch
3. Offer referral incentives: Provide discounts, gift cards or cash incentives for people that refer new business to you.
4. Add a link to your invoice: You send every customer an invoice, so include a link or process they can follow to refer a friend.

By following these steps, your block paving business can effectively generate more leads, increase brand awareness, and grow your client base. Each method requires an investment of time and money, but with consistent effort, you can see significant returns and build a thriving business.