Advertising Leads vs. Referral LeadsMarian V Esanu
If you own your business, you know there is nothing better than when your passion and hard work pay off and you start getting more and more clients (and more and more revenue). There are two main ways to get new clients and these are through referrals (when a satisfied former client recommend you to someone else) and from advertising campaigns on different platforms (Facebook, Twitter, LinkedIn, offline campaigns).
With referrals, you basically have someone vouching for you. Therefore, it is easier, because potential clients have a living proof that your services worked and they were good enough to be recommended by the referral. In this case, there are 95% chances that the person will hire your services, without worrying too much about the price or needing a pitch (your referral already did the pitch for you).
With advertising, you are just 1 of the 3-5 companies they enquire about. Even if your lead leaves the e-mail and phone number, it doesn’t mean that they will necessarily hire your services. You pay for the advertising, you invest time and effort in the campaign and promoting your business. All of these don’t count if you don’t have a good follow-up strategy for leads that come from advertising. What do you need to do?
Step 1: Follow-up strategy for advertising leads
Set up a follow-up strategy for your leads from advertising. You can have an employee taking care of them, or you can do it yourself if you can wear the “salesperson hat” and are just in the beginning of your business. What is important is that someone is always available to call back ASAP.
Step 2: Be fast!
You need to pay attention to the leads that come from advertising campaigns and call them back right away, in less than 5 minutes. Why? Because, such as yourself, when you are looking for a service, you don’t just find one and put all your hopes into it. You enquire about services, prices, benefits to 3-5 companies and then make your decision. It is most likely the same case with your potential clients. You want to be the fastest of the 5 companies that call back leads from advertising.
Step 3: Close it.
When you are selling your services through the phone to leads that come from advertising, you need to remember that these potential clients don’t necessarily know about your business, don’t know prices, benefits, how long have you been on the market or why they should choose you. You need to talk about the benefits of your services and how great they are, not how great YOU are. Tell them what makes you special, better, more reliable than other companies that you might compete with.
Step 4: Follow-up again.
You closed the deal, delivered the services, everything went fine. What you want to do now is to make sure you don’t forget your former clients. Why? First of all, because they could use your services again and, more importantly, they could become referrals and vouch for the performance of your business in front of new potential clients. Which, as we said in the beginning, will bring you clients that are already 95% convinced they want to do business with you.
Hopefully, all these tips will help you get as much business as possible using leads from advertising. Good luck and let us know if you have any questions!