5 reasons why an advertising campaign (specifically a Lead Generation Campaign) won’t work. 1. There’s not enough money going toward the ‘Ad Spend’
Many times clients want to start too small which can prohibit the possible amount of leads that can be generated for a campaign. There needs to be a reasonable amount of money spent on a campaign, especially in the beginning to get enough data (results) to know how the test went. Why is it considered a test? Well, anything that has never been done before, for example... Your business, my Lead Generation Campaign – is a test. And one good test is worth 1000 expert opinions.
There is a caveat to this ‘reason #1’ and that is the media company or ad agency not putting enough money toward the campaign itself. More money goes to the ‘management’ of the campaign and not enough to the ad spend. This will happen many times when an agency has a contract for 12 months or longer.
2. There’s no proven sales process in place already for the business.
Sometimes a company doesn’t have a proven sales process in place. They just kinda go with the flow and things fall in place enough to keep the doors open and get everyone paid. But there’s not a streamlined system in place to convert any interested parties into patients, customers, and clients easily and efficiently.
If this is the case, no amount of ‘good’ leads can fix this problem and the campaign, more than likely, will not succeed regardless of how many leads are generated. Unless of course the sales process is developed or improved upon throughout the campaign.
3. The person making and taking calls is dropping the ball
The first interaction that a potential ‘client’ has with a business is with the person answering the phone and/or calling back leads to get them in the door, setting appointments, etc. If this person isn’t using a solid script or a proven set of talking points to get the job done, you could be hemorrhaging revenue like there’s no tomorrow. The ‘first touch’ simply must be a good experience or the deal’s off most of the time and many times the owner of the business never really knows it’s happening.
One way to ensure that this doesn’t happen is to record the incoming calls so they can be listened back to by a manager or owner. They can even be listened back to by the person taking the calls and you’d be amazed at how many small but valuable improvements can be made. We are usually our own best critic, and in this case, it could be worth lot’s of revenue.
4. The leads are not responded to in a timely manner.
We live in a ‘I want it now’ society where almost immediate response and service is expected. Everything we want is at our fingertips and we hold all of the information in the world (our smart phones) in our hand. So if leads that are generated online are not responded to quickly, the interested party can easily just go to the web and search for a replacement for that form they just filled out.
Think about it. People are busy. If someone is interested in dental implants or Invisalign enough to fill out a form online, they want to know that the appointment is scheduled so they can move on to the next 50 things they feel the need to get done that day.
The best practice industry standard is to respond to a lead from the Inter-webs within 5 minutes. So if you’re getting leads flowing in, get back to them quickly or you’re losing money.
5. Choosing the wrong Company to work with
This is a tough one. Sometimes it’s going to happen no matter how much ‘due diligence’ you do before signing up with an agency to run a campaign but here are a few tips from the inside.
Testimonials are good but don’t reflect how well you may do in a campaign. Think about it, anyone can share testimonials of their best-case scenarios with you but what does that really mean? Not much. There are so many factors involved when trying to compare your business to the testimonials. Things like a different part of the country, ad spend, radius, population, backend operation, time of year, and so much more.
So consider this. If someone can share testimonials but has no guarantee, what does that say? And better yet, if there’s a long contract and no guarantee… what does that say?
I would suggest working with a Company that can provide you a guaranteed result for your investment and that also isn’t trying to lock you into a long contract.
Many times, a long contract is a way to make sure the agency gets paid even if your campaign isn’t performing. When you work a with a company that is month to month, or a short contract and that has a solid guarantee, you have a pretty good shot at getting great service and solid performance.
There you go… 5 reasons why an advertising campaign (specifically a Lead Generation Campaign) won’t work.
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