Nurturing a Lead is Required to Make a Sale

Times have changed.  Getting a lead is not easy and it is definitely pricier than in years past.  Nurturing the lead into an appointment is not easy either, but in the end it’s what will be required to keep your doors open.

What is a Qualified Lead?

A qualified lead is a prospect in your lead-tracking system who has expressed interest in buying your product and passes a set of lead qualifications in order to progress further down the funnel.

This does not mean that they are ready to buy today. But it does mean that they have been qualified to need your services and/or products.

What Should You do With a Lead?

You’ve launched an ad campaign and started to attract great leads. Leads captured online are typically from individuals who saw a proposal and took an action (usually a click that takes them to a landing page).  At that point they took the time to read your ad and then took the extra step to provide you with their name, phone number and email address.  These are not disinterested individuals.

Your job now is to keep those leads happy, while gently leading them through the sales cycle. If your sales cycle is a long one, the task is more complicated.  And, by the way, hearing aid sales fall into the category of having a long sales cycle.

If you aren’t getting sales from leads, there may be several reasons why:

  • Lack of lead nurturing is the most common cause.
  • Lack of persistence.  Kapture CRM reports that it can take up to 8  to reach an actual prospect.
  • Lag time. Your staff does not respond to the lead quickly enough.
  • You aren’t providing feedback to the individual handling the marketing that will allow them to refine the quality of the leads.
  • Unqualified or untrained salesperson. The person returning the calls has to understand that their role is to function as a salesperson. The staff member’s role is not to act as a just a receptionist whose sole purpose it to schedule an appointment. Give the “salesperson” the tools they’ll need to convert the lead to an appointment.  At a minimum make sure they understand the offer being promoted through the ad that attracted the lead in the first place.

Good News/Bad News

It’s important to keep in mind that 50% of qualified leads aren’t ready to buy. They might be open to education, and delighted that you can identify their pain points, but actually signing up for your solution? They’re not there yet.

So, what’s the good news?

Research studies state 80% of these people are going to buy from someone in the next 24 months. This is where lead nurturing comes into play.

Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.

The biggest mistake you can make is to think that one contact, for example, one message left on an answering machine is all that is required to “nurture a lead”.  If you have a lead that has responded to a “call to action” by providing their contact information, they’re a qualified lead.

How Many Contacts to Make a Sale?

Some articles say 12. A few of the more optimistic ones pick 7 as their answer. Some go for a range between 10 and 15. The truth is, it takes as many contacts as it takes. If you’re lucky enough to get an impulse buyer, 1 contact may be plenty to cement the deal. If you have a cautious buyer in a bad economy, you could be looking at 20 or more contacts prior to conversion.

An often cited statistic suggests that more than 80% of conversions take place sometime after the 5th contact.  A study from Dartnell Corp investigated the number of times a prospect was called before a salesperson waved the proverbial white flag. Here is their data:

  • 48% quit after the first contact
  •  72% stop after the second contact
  • 84% give up on a prospect after the third contact
  • 90% wave the white flag after the fourth contact

As you can see, almost half of all salespeople quit after the first call. And the vast majority (90 percent) quit relatively soon after.

What Most Entrepreneurs Get Wrong

It’s all about the sale, so why do 90 percent of salespeople quit so quickly? There are many reasons, and the simplest is that they let business and life get in the way. Some get caught up in busywork because it is easier than having to follow up. Others just lack the discipline to make those follow-up calls.

The fact is that 10% of salespeople make the 5th call, and studies show that 80 percent of sales are made after that fifth sales call.

The difference between success and failure is persistence.  It’s true with most things in life including turning a lead into a sale.

Everything You Need to Know About Targeted Marketing Campaigns

What are Targeted Marketing Campaigns?

Targeted Marketing Campaigns (TMC) are digital marketing campaigns offered by our sister company, Obelis Media. They are designed to generate leads via the Internet. We use a combination of social media advertising and search engine advertising to generate a significant increase in new traffic to your site. More traffic means more leads.

Target Marketing Campaigns will provide you with immediate results that are quantifiable and can be acted on immediately.

AdWords, Facebook Ads, Google Display Ads, etc. can be complicated. We know how to manipulate the variables including:

• choice of keywords/key phrases
• content of the landing page
• geographical reach
• choice of ad venue (Facebook, Twitter, Google…)
• device type (mobile, desktop…)

We make frequent, sometimes daily, adjustments based on our analysis of your data. Our job is to get the right people to your website to produce the leads you’re looking for while conserving as much of your advertising budget as possible.

What to Expect From TMC

Generate leads

The primary purpose of most advertising campaigns is to generate leads. Efficiency and economy of scale allow our system to generate leads while keeping the cost per lead well below the industry average.

Provide immediate and consistent traffic

As a marketer, it is crucial to be able to drive as many people to your website as consistently as possible. Huge lulls in traffic or huge unexpected spikes in traffic can kill a website. With paid search marketing, traffic amounts can be controlled as they are tied directly to how much the advertiser is willing to pay per click, per day and per month.

Provide an increase in the efficient delivery of your product or service to the intended consumer

The delivery of the campaign can be determined by any number of factors including, but not limited to:

• geography (by town, state or distance from a particular town or zip code, etc.)
• demographics (age, race, religion, gender, etc.)
• interests (hiking, photography, fishing, etc.)
• Increase in the efficiency of campaign development
• The same ad can be tested in using differing criteria to assess the effectiveness of the ad from market to market. Known as split testing we can quickly change the parameters of each campaign to maximize the CPL.

Our campaigns are designed to easily integrate with offline marketing

The ads used in your targeted campaigns can be provided to you in a PDF format. The ad can be used in print media campaigns to allow coordination between your offline and online marketing campaigns. Print ready artwork can be provided for an additional fee.

Allow for a more effective allotment of advertising resources

Your ads will be analyzed daily to assess the effectiveness. The ads, target markets, budget and so on can be instantly reconfigured to provide the optimal cost per lead (CPL).

Produces campaigns that are measurable

Our proprietary dashboard will allow you to see the effectiveness of every ad campaign run by Obelis Media. We make it as easy as possible for you to determine the return on investment (ROI) of each ad campaign by providing you with the data needed to determine your cost per lead (CPL).

What Can TMC Do for You? – Real Results

Instead of just telling you what TMC can do for you, we’d rather show you real-life results. Below we have numbers from an Ohio-based audiology practice. We tracked the practice numbers before and after beginning a Total Marketing Campaign (TMC).

In the month prior to beginning TMC, their results were as follows:

screen-shot-2016-09-22-at-12-15-54-pm

The main results we’re looking at here are calls received and top traffic sources. They received 0 calls within the month and their top referral sources were referring little to no traffic, meaning web visitors were having to find the practice via search engine or organically. They were not putting their practice right in front of their target demographic.

In the month after beginning TMC, their results were as follows:

screen-shot-2016-09-22-at-12-16-25-pm

After running one Facebook marketing campaign for only one month, they saw drastic results. Their website visits went up almost 400%, they received 13 calls from online marketing, and their top referral source was the marketing medium on which we ran the campaigns.

Their results 5 months later are still consistent and growing:

screen-shot-2016-09-22-at-12-19-54-pm

The number of website visits has remained consistent, but the number of calls has almost quadrupled as a result of constant monitoring and campaign tweaks to reach the optimal audience. Facebook (the campaign platform) is consistently the highest traffic referral source.

Targeted Marketing Campaigns puts your practice in front of your target audience and keeps you there. With the lengthy sales cycle of hearing aids, it is important to have contact with potential consumers – early and often. TMC keeps you in your demographic’s minds eye, so that when they are ready to purchase, you’re the business they trust with their purchase.

To learn more,

visit obelismedia.com

SEO vs. PPC: What Are They?

You have two options when it comes to boosting traffic to your site: SEO (or “Search Engine Optimization”) and PPC (or “Pay per Click”). But what do these actually mean? All jokes aside, you really should know what these acronyms mean for your digital marketing campaigns. Let’s dive into each.

Search Engine Optimization (SEO)

Wikipedia defines SEO as “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results—often referred to as ‘natural,’ ‘organic,’ or ‘earned’ results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.”

In plain English, SEO is the “free” or “organic” way to earn traffic to your website. SEO means employing different strategies to affect search engines’ algorithms in order to get a good ranking in their searches. The lower your ranking (ie. being #1 in search results) gets your website more visibility, which in turn means more visitors coming to your site. In order for SEO to work, you need to be in the top results of a search, because, let’s face it, when’s the last time you looked at the 10th result in Google, let alone the second page? In order to be in the top results for searches related to your business or website, your website must be optimized for SEO.

Pay Per Click (PPC)

Wikipedia defines PPC (also known as cost per click or CPC) as “an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner or a host of website) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”

To break it down, essentially PPC is the “paid” option (notice “PAY” per click) to earn traffic to your website. Ads are set up to be shown on different publishers’ sites and displayed when a relevant keyword is searched or when the page has relevant content to the ad set. These campaigns are what you see as “sponsored ads” on sites like Google or Facebook. You pay each time a visitor clicks the ad to your site. If your ad is never clicked, you are never charged.

There is a big different between these two traffic strategies. Your marketing needs and budget determine which strategy or mix of these strategies is best suited to meet your marketing goals. We will discuss the difference between the two and pros and cons of each in the coming weeks.

It’s Do or Die When It Comes to Following Digital Leads

For your small business, following up leads is everything, especially internet marketing leads. Digital marketing is a big shift for small business, but it’s a leap you need to make in order for your business to survive. Grant Cardone from Entrepreneur.com explains further below.

Digital-media advertising is now bigger than national-TV advertising and is expected to exceed total TV advertising spending by 2018. This shift to digital is driving an unprecedented number of customers to websites and landing pages. This is also creating new problems and bigger opportunities for entrepreneurs that can figure out how to effectively respond to these prospects.

How big is the opportunity? Well, have you ever reached out to a business’s website, filled out a form showing interest only to be completely ignored? Of course you have. In fact, 65 percent of all companies admit that they have no process to nurture leads.

Not sure about where to start with digital marketing? We’re here to help.

This is a huge follow-up problem. Did you know 44 percent of all sales people give up after one follow-up call? Who allows this to happen? Companies that nurture leads have 47 percent higher profit margins than companies that do not. This means prospects put the value on quick response, not on lowest price.

Smaller businesses and solo entrepreneurs often point the finger to limited infrastructure to handle follow up, but the reality is if you are a small-business owner, this is where you need to invest in order to survive.

Why do salespeople and companies fail to follow up? Many common reasons they don’t follow up are: because there are too many leads, leads are cold by the time they get to them, and there’s no organized process for follow up.

The reality is there is no commitment to follow up. The culture of your company has made it OK not to follow up. Now, in defense of the sales team, if your salespeople don’t know how to effectively follow up, what to say, how to text, when to email, when to call, when to offer more information or simple things like how to get the lead on the phone, then how can you even make a second call, much less the five to 12 calls necessary to convert the Internet lead to a purchase?

This problem is your opportunity and I know how to make it your new best friend. Follow these three steps:

  1. Share the facts about lead response and follow up with your team:

Average response time for an Internet lead is 44 hours.

65 percent of all companies don’t nurture the lead.

Only 25 percent of all salespeople make two contact attempts.

It requires eight follow up attempts just to qualify the lead.

80 percent of all transactions require five to 12 follow-ups.

If you include texting in your response, you increase your conversion rate by 40 percent. When effectively used, texting can improve conversion by over 100 percent.

  1. Make a commitment to follow up at your company. This is about your culture and can only be the decision of executive management.
  1. Give your staff a very precise schedule and actions for each follow up attempt using a variety of means. A schedule might look like this:

Automated response within five minutes. “Thank you. Someone will be right with you.”

Text message or email (text preferred) response with information overload and terms guarantee.

A same-day call from quality service.

Same-day email message. “Please call me immediately regarding your interest. I have a way for you to take advantage of great savings.”

The management call. “What can we do to earn your business?”

If you still fail to convert the lead, you must create an exact follow-up process from day two through the next 12 months. Don’t just write it off.

Stop struggling. Take advantage of this opportunity to differentiate yourself in today’s market. Create a solid follow-up system and make it part of your culture. Follow up or die out.