FIX YOUR DIGITAL MARKETING CAMPAIGN - ASK THE QUESTION.

Working in insights can sometimes feel like a detective.

A client had asked me to identify why their online conversion rates had plummeted. In a fast-changing market, common reasons for change are competitor activity, changes in ad copy, less demand or changes in the target audience.

Working through the advertising analytics indicated a minor dip in ad performance, but the number of enquiries were steady.

l needed to ask the salespeople. They were a regional team, so I set up four video calls.

What is the best lead?

“Walk-ins.”

What other leads are good?

“Incoming calls.”

What is the least effective lead?

Advertising enquires.

Potential customers had enquired to an ad on impulse, they were hard to track down as they rarely answered their mobiles or follow up emails. The online form had been simplified, and the location of the enquiry had been removed. Making the customer experience easy. However, it had made it harder for the sales team; it took two or three emails and up to five calls to qualify the lead, and in most cases, the lead was for another salesperson.

The sales team were ignoring the advertising leads.

Within the hour, the region had been reactivated. Whilst there were broader problems with sales culture and advertising strategy, a significant problem had been solved in 4 hours by asking the question.

Optimise your digital marketing, contact us now, there may be an improvement in hours.