By Joe Bayliss
January 30, 2018
I had a call with one of our clients recently to review our lead performance for 2017.
We generated 2,272 leads, which was 51% of their total leads for the year.
I can’t reveal our specific strategies, but here’s how it broke out …
- 340 leads from Platform 1
- 575 leads from Platform 2
- 270 leads from Platform 3
- 254 leads from Platform 4
- 693 leads from Platform 5
- 140 leads from Platform 6
You see a lot leads.
But I see something different.
This kind of clarity only comes from carefully tracking leads.
Tracking your leads isn’t something you do occasionally.
It happens every week, and every month of the year.
And when you do it consistently, you know exactly how many leads come from every platform.
Tracking your leads takes the guesswork out of marketing.
Opinions are thrown out the window.
Instead, data drives more informed, and intelligent marketing decisions.
You pick up valuable lessons along the way.
For example, Campaign #5, which generated 693 leads, was also our least expensive platform.
We discovered this little gem through a short “test.”
And when we reviewed the initial results, the client stepped on the gas.
It should come as no surprise that this client was recognized in INC 5000 as one of America’s fastest growing companies in 2017 … for the 2nd year in a row.
I can’t go into every detail about tracking your leads on this post.
But here are a couple of pointers ...
1. Start using call tracking number for every advertising campaign. These numbers are cheap, and can seamlessly forward to your call center. A call tracking number can tell you (a) what time the call came in; (b) the length of the call; (c) the audio recording of the call (a coaching opportunity for your call center or staff on conversion) (also an opportunity to revisit what the lead is looking for); and (d) the originating number and name (if they disconnect, you have a 2nd chance to convert because you’ve captured their name and number). One of our clients in Florida just started using call tracking, and they captured 10 leads their call center didn’t even report.
2. Keep track of the performance of each platform/call tracking number every week. This should be done religiously, without fail. You could go further by keeping track of lead conversion to appointment, or even lead conversion into company revenue. This is where you can really dial in the call to action, that’s not just making the phone ring, but actually driving business.
Photo credit: https://www.data.gov/meta/open-data-empowering-americans-to-make-data-driven-decisions/
From this point forward, your data should drive your marketing decisions.
And of course, the more data you have, the more reliable it is.
If Platform A is working, go big.
If it’s not, ensure your message or CTA is on point.
Possibly test another CTA.
If it continues to underperform, cancel.
One final important point …I want our media partners to know we use call tracking numbers.
They know if the campaign doesn’t perform – their commission checks stop.
So, they have a vested interest in our success.|
If we can help you, send me an email at AskJoe@FinancialMarketingPros.com
Financial Marketing Pros