From Event Franchise to PPC Agency
5 Tips for Successful Client Acquisition
When the pandemic hit in 2020, I was the owner of an event hire franchise and a SaaS tool for restaurants – probably the worst position to be in when the pandemic shut everything down.
After considering my options, it was clear that my skill in business was client acquisition. So it was natural for me to turn this into a service.
That’s when I founded Lifted Metrics, an agency focused on client acquisition through PPC & landing page optimization. It’s been just over 2 years since we took on our first client.
Here are some of the most important lessons I’ve learned since starting this agency:
When launching a new lead generation campaign, it’s important to keep your focus on one project at a time. Trying to manage multiple lead-gen efforts at once can dilute the work you put into each and reduce the likelihood of success. Focus on one project, get it to a standard you are satisfied with (or not), and then move on to the next.
Closing 20% of all qualified calls is considered a healthy rate by many industry standards. To increase your call volume without increasing your ad spend, it’s essential to regularly analyze your customer journey steps.
Look at factors such as initial email open rate, call attendance rate, and follow-up with dead leads. Even a 1% improvement can lead to a significant increase in calls over the coming years.
Looking at daily data can be misleading, and it’s essential to take a step back and consider the bigger picture. If you have low click volume, consider looking at data from the last 30-90 days to get a more accurate picture of your account’s performance. Don’t make decisions about your marketing efforts until you have enough data to analyze.
Consistency is key in digital marketing. Ensure that your message, from your ad to your webpage to your follow-up emails, is congruent. If your ad states “Trusted by 1000+ local residents,” make sure your webpage and follow-up emails reinforce this message. Maintaining a consistent message increases the likelihood of individuals moving through your sales process.
Accurate conversion tracking is crucial for informed decision-making. Regularly check your Google Ads and Google Analytics conversion tracking to ensure that everything lines up. Once you’re confident in your data, you can make informed decisions about your marketing efforts and budget.
These tips have helped me and my clients increase our sales call volume, and I hope they can do the same for you.
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