What is the cost of a lead? A case study in air conditioning

What is the cost of a lead? Is there a market price for the lead? Can we deduce a budget for the cost of acquiring new customers? How do traditional sales prospecting strategies compare to those of internet lead generation in terms of costs? These are all relevant questions that marketing and sales departments ask themselves when evaluating their first Cabo Verde Email List semester results and starting to prepare their budgets for next year. Force Plus carried out in May 2018 a case study on the calculation of the cost of a lead in air conditioning. Air conditioning is an important segment of HVAC & R (heating, ventilation, air conditioning and refrigeration).

HVAC is a “classic” BtoB sector involving in France in its value chain: at least 500 French and international industrial manufacturers, around 100 distribution networks (professional and / or private, physical and / or e-commerce), 25,000 installers, and finally, more than 700,000 customers (individuals and / or professionals) every year. This case study on the cost of a lead first reflects the trends in the French air conditioning market. The method applied and the conclusions can be extended to other industrial sectors. Indeed, the Force Plus case study on the cost of a lead in air conditioning details the cost of SQL ( Sales Qualified Leads ) on the HVAC market and gives the keys to the success of a strategy for generating leads .

To be taken into account in the implementation of a digital marketing

Policy for the HVAC sector in France. HVAC study June 2018 Air conditioning: 1% of Google requests More than 580,000 requests were made for air conditioning in May 2018 on Google. Air conditioning queries accounted for over 1% of total queries made on Google this month. A significant market share which reflects a seasonal phenomenon (it started to get hot in May). But also that internet searches have definitely become commonplace to search for HVAC products. Internet users interested in air conditioning use over 700 different search terms every month. To estimate the cost of an HVAC sales lead, you need to know your CPC (Cost per Click) on the paid keywords.

The market price of a CPC is most often determined by Google Adwords. It is calculated with a complex algorithm that includes supply and demand. Thus, CPC is a good market indicator. Mainly on the value that brands are willing to pay to appear in search engines. The average cost per click in HVAC is 0.97 € . ” Air conditioning Marseille ” is the most expensive search term on the market with a CPC of € 6.00 . Internet users are mainly looking for features related to air conditioning. In fact 58% of searches concern the technical characteristics of products. Finally, during their research on the internet, in less than 10% of cases, prospects associate brands with the type of product they are looking for.

The brands most often associated

With these queries are DAIKIN, MITSUBISHI and DARTY. 58% of research on air conditioning concerns technical characteristics 58% (324,000) of Google searches for air conditioning are for features. Indeed, the “mobile”, “silent”, “combined with heating”, “reversible” aspects are very important. The notion of mobility is the most sought-after function. Indeed, it alone generates more than 170,000 searches with several semantic variations. therefore, we find “movable”, “portable”, “movable”, as search variation. When describing these characteristics, prospects prefer to use colloquial language. This is because the technical terms that brands tend to use don’t matter.

Thus the technical jargon of the manufacturers is not in phase with the expression of needs of the prospects. Consequently,a content marketing strategy will have to take into account the terms used. The use of a vocabulary that is more understandable and more accessible for prospects . Other research criteria include research on prices or installers which represent respectively 9% and 3% of the total research related to air conditioning. As for local organic searches (where we add a place to the search we do). They are almost negligible (less than 1%).

Leave a Reply

Your email address will not be published.