Finding a Lead Advertising Program that Works

Finding a Lead Advertising Program that Works

Sponsored by: The team at Goodzer

When you are trying to grow your business, it can be difficult to know where to start. Companies that send you leads — whether via email, text, or phone call — sound promising.  You see concrete results in the form of prospective customers’ information and usually pay directly for each result.

Not all lead companies are alike, however, and some that can seem like a great deal and promise cheap prices may not always work out in your favor. Likewise, some lead companies can charge exorbitant fees for each prospect – ensuring that you make very little, even if you receive a few large jobs from them.

So how do you evaluate each lead company? There’s no real way to tell exactly how one will work out for you without trying it first. You must set aside some marketing money to test and try new avenues until you figure out exactly what works for you.

As you are testing different campaigns, there are three important factors you should evaluate:

Profitability:

The most important factor for any advertising campaign is whether or not it ultimately makes you money. Fortunately, lead campaigns are easier to measure than most other types of advertising because you know exactly which prospects are coming from the campaign.

It is important, however, when calculating profitability, that you are evaluating all aspects of the campaign. For example, are your prospects shared with your competitors?  If so, your lead company is advertising your competitors to your customers — which can decrease conversions as well as repeat business. On the other hand, if you receive some price shoppers or smaller jobs, consider whether these same leads are likely to later request services from you again or tell their friends about you.

In general, it’s important not to look at each lead individually, but rather the service as a whole. At the end of each month, the amount you make from any advertising campaign should be significantly more than the amount you have paid.

Transparency & Reporting:

Your lead company should provide you with all the information you need to evaluate their results, which is critical to determining your profitability. If it’s calls they are providing, you should be able to listen to the call in addition to seeing the duration, time it was made, and the caller’s phone number. This way, you can easily recall the prospect and evaluate how often the company’s calls turn into actual jobs.

Ease of doing business:

An advertising company should make your life easy. Can you turn your campaigns on or off as needed?  Is there someone there to answer your questions?  Can you control your budget?  Do you understand what you are getting from them?

Your time is just as valuable to your business as generating new leads. The advertising companies you work with should make it as easy as possible for you to set-up the service and manage it accordingly. This allows you to focus on the most important thing — running your business.

Sponsored by: The team at Goodzer – Goodzer’s mission is to provide local consumer calls to local businesses with more transparency than anyone else.  For more information on Goodzer’s services, visit: goodzer.com.

 

 

1 Comment

  • Tree Service Pasadena March 10, 2017 at 9:00 pm

    These are great questions to use to vet the different lead generation companies out there. Thanks for publishing this article!

    Reply

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