Lead generation accounts are my favorite thus far in my career as there is a formula for success with these accounts. Here’s the formula:
1. have nicely designed and informative landing page(s) and/or a website
2. have multiple ad groups and keywords converting – SEM
3. help the business owner close leads at a 35% rate (industry average closing rate)
From here, it’s all about optimizing the digital campaigns to get better CTR’s, conversion rates, and lower cost per acquisition rates.
Common conversations with clients include:
Why is marketing important?
> Good marketing gets you more customers and clients to help grow your business and make you more money. Marketing is an investment and not an expense. Without digital marketing, it’s going to be very difficult growing any business. Unless you have a strong brand like Nike or GaryVee, you’ll need marketing.
What’s my ROI?
> If the account is ecommerce, this is straight forward. Go to the Shopify/BigCommerce/WooComm back end, look at the total monthly sales less the marketing investment. That will give you a monthly ROI.
> If the account is lead generation, you need to know the business owner’s closing rate, the revenue brought in for a new account in which your marketing generated, and the number of leads you’re driving per month.
For example – if you drive 100 leads, spent $10,000 to get those leads, and closed 40% of them, at each job yields $2,000 then the marketing dollars generated $80,000 in monthly revenue…that’s a good month.
How are we doing?
We’re doing fabulous.
That’s always the answer even if something is wrong. Now, as a professional it’s your duty to not lie about the results, so if performance is not working too well, call it out!
Look, I know the last week or so has been a little slow, and I get that, but here’s what I’ve doing with the marketing based off Analytics data, our conversations, and your industry.
Client’s will love knowing you’re creating tailor, custom solutions to their business’ individual needs and problems. This is an effective tactic in building rapport.