How to KEEP and CONVERT leads so you don’t waste your ad spend

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I get questions all the time about how to get more leads.
 
Some of the ways you can do this include simply getting attention (through social media or by talking with people), Google and especially Google My Business, and paid ads.

Ads are a GREAT way to do this because you have a lot of control over when you turn the leads on and off, and you can get it up and running pretty quickly as well.

Setting up ads does take some know-how to make sure you don’t get bad leads (people who aren’t ready, don’t have money, or don’t have a need for your product or service).

You should definitely make sure you’re using ad best practices such as:

  • tracking return on ad spend/ROAS (time to get nerdy!)
  • writing and designing good ads (grammar check and don’t be boring)
  • targeting the right audience (know who is interested in your offer)
  • competitor research (see what they’re doing and evaluate what works and doesn’t work)
  • et cetera…

These are all great things to focus on to make sure your ads are doing what they should do. This article will ASSUME that you’re putting out good ads and be entirely focused on what comes next… where do those leads go, and how can you can KEEP them and CONVERT them to sales.

So before you start throwing down that credit card, here are some marketing things to line up to make sure you make the most of your ads money:

 

First Thing to Check: Your Landing Page or Website

Where are you sending the leads you get from your ads? If you have a great ad that gets lots of clicks but you’re sending them to a broken website, a website that’s not mobile-friendly, doesn’t connect with them quickly, or something else… then they’re going to fall OUT of your funnel. They are going to leave and not come back.

Take a look at the website that you are sending your leads to:

 
  • Does it call out their needs and pain points immediately? If you aren’t bringing up the problem and giving an easy “yes” solution, then you will lose your leads.
  • Is it attractive and building credibility for your business? Think about including testimonials, showing your face or your team to build trust instead of cheesy stock photos, think about keeping your brand cohesive from the ad to the landing page so the page is what they expect.
  • Does it connect with the right people? If your target is high-end homeowners, then your website should be something that they can relate to, and shows pictures of homes on a similar playing field.
  • Does it have a single call to action? A call to action tells your leads what you want them to do. Don’t confuse them by asking them to call you, email you, request a quote, and message you on Facebook. Choose one action and stick with it throughout the landing page or website.
{If you need help building out a website that WORKS, schedule a free consultation. We will work with you to evaluate your goals and create a gameplan for moving you forward.}
 

Second Thing to Check: Your Follow-up Systems

So your ad is working great and you’re starting to get a lot of website hits! Awesome!
 
So what happens when someone visits your landing page but doesn’t “raise their hand” by requesting a quote?
 
Or what if you get their contact information but they won’t return your call?
 
They say the fortune is in the follow-up and I have personally found this to be true in my business.
 
Customers (no matter the kind) have a PROCESS of buying.
 
Whether they are just researching, ready to go, or somewhere in between, it usually takes multiple touchpoints before they are willing to give you their contact information, let alone purchase.
 
Now, the more you understand your ideal customer’s buying process, the more content you can build to help move them through that process quicker. For example, you can answer common objections in your ads, you can break your process down on your website so they feel at ease with working with you, you can send them emails every so often so that you catch them when they’re ready and stay top of mind.
 
Here are some items to consider as you build out your follow-up systems:
 
  • Are you retargeting your ads? This is a simple snippet of code that your website professional can help you install. When you advertise and a lead clicks through to your website they are much more likely to be a customer than people who view your ad but don’t click. Take advantage of that information! Through retargeting, you can send them more ads that are customized to address objections or give them new information.
  • Are you capturing email addresses? Any time you can get an email address directly from a lead (don’t purchase them!), you can then own that email and communicate on your terms (goodbye social media algorithms!). Through regularly emailing your leads, you can build value, grow your brand and credibility, and be there for them when they’re ready to buy. I help many business owners build out and automate email sequences that build value and gets “cold” leads to the point of sale.
  • How is your sales follow-up process? Do you have a CRM system? I live in my project management / CRM system, ClickUp – if it’s not there, it’s not going to get done 🙂  A good CRM (customer relationship management) tool that helps you follow-up with leads is worth its weight in gold. If you’re running ads and getting leads without a follow-up system in place, I guarantee you’re wasting money on your ads! I can’t tell you how many times I had a conversation with a lead and forgot about it until I saw their name pop up in my follow-up list in ClickUp. I’m human, and I’m pretty intelligent, but I forget things all the time. If I have a system that reminds me what I talked about with the lead, how they found me, etc., then I can easily revisit them and see how I can help. I want them to know I’m available and ready for them, and sales follow-up is a great way to do this.

Time to Take Action! 60 Seconds to Grow Your Business Starts Now

As you read through this blog post, I’m sure you took note of a hot spot that you need to work on. What will be your first step?
 
Whether it’s optimizing your ads, landing pages, or follow-up systems, please reach out if you have questions or want to talk about how we can help you move your business forward. An initial phone consultation is always free and always massive value to help you grow your business: https://go.oncehub.com/SmartBee

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