How To Incorporate Thumbtack Into Your Business
Listing your company on community-based business directories is a great way to boost your online presence. Because businesses with profiles on high-traffic platforms like Google My Business, Yelp, and Merchant Circle (to name a few) benefit from higher local SEO rankings than those that don’t, these sites can be great tools for brand awareness. That said, many only offer a snapshot of your business/services. For advisors targeting niche markets, this does little to generate qualified leads.
However, there is one rapidly growing platform that digs a little deeper to connect consumers with professionals that meet their specific needs. Launched in 2009, Thumbtack is taking a new approach to the traditional professional services model popularized by Yelp and Angie’s List.
Instantly Matched Leads
About a year ago, Thumbtack introduced Instant Match, a feature aimed at connecting consumers with the businesses that best suit their needs. When you set up your business profile, Thumbtack gives you several options to fine-tune your potential leads. You can specify your area(s) of expertise, type of clients you’re targeting, travel/location preferences, and other details meant to filter out unlikely matches.
Consumers searching for services that fall under the “Personal Financial Planning” category are required to answer a series of questions about their income, career status, specific needs (retirement, life insurance, etc.), and other relevant details. If your preferences match the consumer’s, your profile is included in their search results and the door is open for them to reach out.
How high or low you set your weekly budget determines how many leads can contact you. Because you’re charged each time a consumer makes contact (or vice-versa), it’s a good idea to keep a close eye on your budget settings if you want to keep a steady flow of leads coming in. Thumbtack only charges for that initial contact and doesn’t tack on (pun intended) any additional fees or commission if you and the lead decide to do business together.
Keep in mind that Thumbtack is a localized marketplace, not a guaranteed lead generator. Its value as a marketing tool is based largely on the demand for your services. If there aren’t many people in your area using the site to find financial advisors, you might not get much out of it. On the other hand, the leads that do come your way are more likely to be interested in doing businesses.
A few additional things to keep in mind when building your Thumbtack profile:
The contact information on your profile should match that of any other business listing you have (Google My Business, Yelp, etc.). Keep your physical address, business hours, phone number, email, website, and social media pages consistent across all platforms. This is one of many factors that help determine your SEO ranking.
…And So Does Content
A well-written and comprehensive bio will increase your chances of attracting the leads you want. Give a concise overview of your services to convince the consumer that you’re the right person for the job. You want to come across as both professional and personable. Include a few high-quality photos of yourself as well. Thumbtack’s Q&A section offers a list of questions related to your background, education, and experience. This lets you go into a little more detail about yourself without turning your bio into a novel. There’s also an option to incorporate a background check (via Checkr) into your profile. Use this section to list your professional licenses and credentials.
Keep a close eye on your notifications and try to follow up as soon as possible when leads come in. Remember, you aren’t the only advisor included on the list Thumbtack sends to the consumer. Reply ASAP and beat the competition to the punch. After the initial contact is made, proceed as you would with any other prospect who enters your pipeline.
Thumbtack connects consumers with pros working in hundreds of different industries. And with the Instant Match feature still in its infancy, getting the results you want might take time. If things are moving slow, try tweaking your preferences a little or adjusting your budget for a few weeks. Like any other digital marketing avenue, Thumbtack comes with its own set of pros and cons. That said, this is an innovative platform that has great potential for those willing to put in the effort.