THE ROI GUY: BRIDGING THE CONVERSION GAP
Capture and Convert Your Leads to Improve Your Marketing ROI
Richard Seppala, “The ROI Guy,” here, to remind you about the importance of making sure your marketing has a foolproof way to deal with generated leads.
So many people spend so much time and money on marketing and advertising that actually is incredibly effective at generating a response from potential customers and clients. That’s really awesome, but, when those interested prospects actually come calling, a lot of businesses just don’t know how to convert the sale or even efficiently capture the contact information.
That’s like being really, really good at driving cattle…and not having a cow pen to put the critters in. Kind of a pointless effort if the steers just kind of roam around and spread back out into the wilderness. As the marketing experts say, you have to build an “iron fence” around your herd to keep them in!
There are a couple ways to keep your marketing ROI high. One is, if you’re directing people to call your physical business, you make sure there is a person dedicated to answering those calls. That person needs to be trained – and even given scripts to follow along with – on how to handle incoming sales calls in a way that gets the prospect to either come in for an appointment or to buy your product.
In either case, if you can’t get them to commit, you have to at least make sure you get their contact information – and that the info gets saved in whatever marketing database your business is using. Your marketing list is your goldmine – and a big part of what you want to gain from your advertising is building that list.
The problem with relying on what I call “the human factor” is that it’s easy for people to drop the ball. Whoever answers your phone might not take it seriously enough no matter how many times you try to talk to them. They may be having a bad day and not really sell your business in a positive way. They may jot down the contact info on a Post-It note that somehow gets stuck to wrapper from their sandwich and gets thrown away with it. You know as well as I do how often we end up making those kinds of mistakes.
That’s why the only foolproof method is to automate the process. For example, my “ROI Bridge” package sends your incoming sales calls to specific pre-recorded messages targeted to what they’re calling about. These messages also contain a “Call to Action” – a special discount or informational item like a book or DVD that they can get if they leave their information. But even if they don’t volunteer their info, The Bridge captures their phone number no matter what. The generated lead’s contact information is then automatically transcribed and uploaded to your CRM software, so you and your staff don’t have to be bothered with it.
Businesses often think that placing a newspaper ad, an online banner ad or a radio commercial is the start and finish of their marketing. That’s completely wrong – it’s only the beginning of the process, and that process has to carry through your entire business. That’s the only way to really increase your marketing ROI.
And by the way, it also makes you a lot more money. That’s always a good thing, right?
Find out more about my “ROI Bridge” at http://www.yourroiguy.com/infusionsoft-bridge.