24 Sep 07 My Campaign is Running But I’m Not Getting Sales

I recently have been watching a campaign for a friend to see how he is converting prospect to leads. Basically the campaign is converting less than 1% and my friend is dying to figure out why.

You know when staring at these campaigns with metrics is a job but just imagine what it’s like if you don’t have any metrics. You see my friend is running a Google Adwords campaign and the goal is to find a lead and convert them into a sale. What my friend doesn’t know is that there are some important factors that contribute to why prospects aren’t converting to leads. Here are some;

1. Not knowing what the customer really wants. You see in the search market (actually in the I want to buy something market) there is a spectrum of buyers some closer to buying than others (A-Z Spectrum with Z being as close as possible to buying) In order to get a customer to buy you need to understand where they are in the buying cycle. In the beginning the customers is looking for information, so their search is broad but as he starts to move down the scale the prospects search gets much more specific. So you monitor your metrics to see if what the customer is searching and send different information based on where they are in the buying spectrum.
2. Drip, Drip, Drip. In this world of continuous and never ending marketing messages, prospects forget about you and it’s your job to remind them constantly about your business, services, products, sales etc and the more reminding the more they are likely to remember you when they get closer to the buying decision. The also are more likely to refer you because if you are doing a good job providing valuable information they will reward you with a reference to a friend.
3. Lastly (well not really because I can keep going) is message to market match. This is very important. The idea is to enter into the conversation that your customer is having in their head already. So based on where they are in the buying cycle, you enter their conversation and if you connect they reward you with a sale.

As we installed more monitoring and analytics tools, my friends conversions started to increase, the more we segmented the listed, dripped and enter the prospects conversation, my friend was rewarded with increase sales. You can do the same.

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