Choosing the Best Call to Action: Phone, Email, or Both?

A call to action (CTA) can be presented in many ways, all with the same goal: to get your customers to do what you want. But how do you decide on what method works best for you and your business?  

Every business is unique and, subsequently, will require unique marketing solutions. Today, we’ll be exploring the pros and cons of calls to action via phone and email. 

Your product or service usually speaks for itself, but sometimes, you need to talk to your customers directly. So, which do you choose? A call to action by phone, email, or both? 

Let’s explore. 

What is a Call to Action? 

A call to action, as a marketing concept, means prompting your customers to take action—usually involving either signing up for a service or purchasing a product. Whether it is a newsletter, a tangible product, a subscription, or the like, ideally, you want them to take action to connect with you and your business.  

It exists as a persuasive element embedded into an email, advertisement, or website. For example, you may have a “Sign up” or “Buy now” button embedded into your landing page, or a hyperlink in a blog that leads back to a contact page. Certain ad formats, like Google call ads and Meta lead ads with calling, include a “Call now” button that makes it easy for mobile users to call your business straight from the ad. 

If you’re exploring a website, imagine you see in bright, bold letters: “BOGO: Buy one get one free”—and when you click it, it takes you to a sale page with discounted items. This call to action is to buy one item and get one for free. Ideally, they’ll maybe even buy a few sale items because the deal is just too great.  

For nonprofits and the like, a call to action could be donating to a specific cause, in case you wanted another example. News articles sometimes call you towards a cause. 

This results in a happy customer who got a great deal and money in your pocket from the sale. This is the primary function of a call to action. 

Phone Calls to Action 

A “Call now” call to action can be a highly effective way to connect with potential customers. 

Think of it this way: your website, your ads, your social media presence—they all serve as platforms to initiate a conversation. Asking customers to call is the invitation to start that dialogue. 

Here are some examples of how you can incorporate “call now” into your marketing materials: 

• “Call now for a free consultation!”
• “Limited time offer—call now to secure your discount.”
• “Have questions? Call now to speak with an expert.”
• “Call now to schedule a demo and see [product/service] in action.”
• “Don’t wait! Call now to reserve your spot.”

Or, in the case of many ‘call ad’ formats, it’s simply a button under the ad itself that says, “Call now!” 

All these examples provide a smooth transition into actionable steps that have a desirable result.  

What Are the Benefits of a Call to Action Over the Phone? 

Phone calls are direct and to the point. They allow you to make a more personal connection with your customers, for starters.  

But let’s explore some more of the benefits of phone-based calls to action. 

• Encourages Immediate Action
  • It prompts potential customers to engage with you right away, increasing the likelihood of conversion (you’re striking while the iron is hot.)
• Creates a Sense of Urgency
  • A “Call now” CTA implies there’s a limited-time opportunity or immediate action that customers should take.
• Clarifies Next Steps
  • Calls provide clear next steps for what the customer should do next to reduce confusion.
• Establishes commitment
  • Phone calls allow the customer to verbally commit to the next step, increasing follow-through.
• Builds Trust and Rapport
  • Creates an opportunity for further conversation and relationship-building, showing that you’re invested in their journey.
• Provides a Chance to Address Objections
  • If there’s hesitation, you can immediately address concerns or provide more information, encouraging good communication and commitment.
• Increases Engagement and Responsiveness
  • Phone calls turn a passive conversation into an active one, making it more memorable and impactful.

Email Calls to Action 

When someone sees your ad, you don’t always want them to call you right now. Sometimes, the better approach is to collect their email address so you can follow up later. This sets the stage for you to build a relationship and share information at a more deliberate (and often more manageable) pace. 

The best way to encourage sign-ups is to offer something in return, like a lead magnet, a newsletter, a free quote, or a product demo:  

• “Schedule your consultation today!”
• “Don’t miss out—reserve your spot now!”
• “Join our community—sign up here!”
• “Download your free guide today!”
• “Get your exclusive discount—redeem it here!”
• “Secure your place in our next webinar—register now!”
• “Get started with a free trial here!”

All of these examples are excellent prompts to encourage your customers to take tangible action.  

Why Focus on Email Sign-ups? 

• Reduce Incoming Calls
  • Not everyone has the time or the workforce to handle a higher-than-usual volume of phone calls, especially when those calls require you to work your sales magic to ‘close’ potential customers. In that case, asking customers to fill out a form makes it more feasible to manage those incoming leads.
• Target Your Messages
  • Depending on the form fields you include, you can learn more about your audience’s interests and use that to create stronger promotions, advertisements, emails, and more.
• Automate Your Sales Funnel
  • Email marketing platforms like ActiveCampaign, Mailchimp, and Constant Contact make it possible to automate parts of your sales process. At a basic level, this could be a simple confirmation email that lets customers know you’ve received their message. Beyond that, you can build entire automated email sequences that gradually guides the customer towards taking a bigger action (like making a big purchase.) It all starts with capturing that email address!

So, Which Do You Choose? 

Choosing the right call to action for your ads depends on your business goals, your target audience, and the nature of your product or service. Sometimes, a direct “Call Now” is the best approach, and other times, capturing an email address for follow-up might be more effective. 

When to Use “Call Now” 

• Great for industries where customers are more likely to connect with calls than email, especially if you have an older demographic.
• Great for industries such as IT, finance, insurance, banking, telecommunications, education and training, hospitality and tourism, construction and contracting, and more.
• Excellent when direct communication is more beneficial, rather than relying on someone responding to an email.

When to Use Email Capture 

• Great for busy customers (and busy businesses!) who might not have the time to make/receive calls throughout the day.
• Excellent for digital, on-the-go customers who prefer to interact with businesses online.
• Great for industries such as retail and e-commerce, health and wellness, nonprofits and charities, software and technology, marketing, online learning and education, and more.
• If your sales process requires more than one touchpoint or building a relationship over time, capturing emails allows for follow-up.

When it comes to choosing which is right for you, it’s important to weigh the pros and cons of each approach and choose what works best for your business. Ideally, you want a balance of both and choose the option that’s appropriate for the scenario. 

Hopefully, this blog post has helped clarify your options!

The Psychology of ‘Free’: How Digital Free Samples Hook Customers

Getting something for free, like a sample at a grocery store or a trial of a favourite streaming service (a ‘digital free sample’, so to speak), feels awesome. But ever wonder why that is? Well, it turns out that the idea of “free” has a significant effect on our choices.  

What’s the secret behind our love for “free,” and why do businesses give things away without asking for a cent? The word “free” has much more power over our decisions than we might realize.  

From physical freebies to digital free samples, the psychology behind getting something for free dramatically impacts how we behave as consumers. And for businesses, it’s one of the most powerful tools for turning potential customers into loyal, paying ones.  

This article will explore the irresistible world of free stuff and unpack why it’s such a big deal, especially in the digital age. You’ll also see how savvy businesses use this tactic to grow their customer base and generate long-term loyalty. 

The Power of Free: What’s the Appeal? 

Have you ever wondered why we get so excited about free stuff? It’s not only about saving money, although that is a big part of it. At the center of this behaviour is a psychological idea called the zero-price effect. This principle explains why we often prefer something for free over something cheap, even if the price difference is small. 

For example, imagine being offered a choice between a chocolate bar for 1 cent and another completely free. Most of us would go for the free one, even though the difference is tiny. Why does this happen? The idea of “free” suggests there’s no risk involved.  

We see it as a win-win situation: a gain with minimal downsides. Even if the free chocolate is bad, we didn’t spend even 1 penny of our hard-earned money. So, no love lost. 

This behaviour isn’t just about physical products; it also applies to the digital world. Free trials, downloadable content and app subscriptions all take advantage of our natural desire for a good deal.  

Even when we know there might be limitations or conditions attached, we’re still drawn in by the feeling that we’re getting something for nothing. And that’s where businesses take advantage of this psychology. Although we may appreciate the initial offer, we often spend more money than we intended because we feel compelled to continue. 

The Rise of Digital Freebies 

Free samples have been a cornerstone for decades, but the digital era has elevated this concept. From free trials and “freemium” models to downloadable eBooks and guides, digital free samples and freebies have become one of the most effective ways for businesses to engage potential customers. Let’s explore how these tactics are used and why they’re so effective. 

Free Trials and Demos 

One of the most common types of digital free samples is the free trial. Whether it’s a 30-day trial of Amazon Prime, a 7-day free access to Netflix, or a temporary subscription to a fitness app; free trials lower the barrier to entry and allow potential customers to experience the total value of a product or service without any upfront cost. 

The psychology behind free trials is simple but effective: businesses encourage users to try out their product in a low-pressure setting by removing the financial risk. During the trial period, the goal is to impress users enough that they’ll continue with a paid subscription once the free period is over. 

Consider Spotify or Apple Music, which offer extensive free trials to new users. Many users become accustomed to the convenience and variety offered after using the service for a few weeks or months. By the time the trial ends, losing access to ad-free listening or curated playlists becomes unappealing, and users are willing to pay to keep the experience going. 

Freemium Models 

The freemium model is a popular strategy and is widely used in services and apps where basic features are available for free while advanced or premium features cost the user money.  

Take Canva, the popular graphic design tool. Its free version gives users a wide selection of tools and templates for basic design needs. However, to access advanced tools such as premium images, or the ability to export files in certain formats, users must upgrade to Canva Pro.  

This strategy works because users get a real feel for Canva’s core features. Once they realize how useful the free version is, many choose to pay for premium features to improve their experience. It’s a clever way to turn free users into loyal, paying customers over time. 

Duolingo, the language-learning app takes a similar approach, The app provides free language lessons but offers users the option to upgrade to Duolingo Plus for an ad-free experience, offline access, and extra features.  The free version draws users in, while the premium option enhances the learning journey for those ready to take it further. 

To better understand why businesses, rely on these tactics, this detailed guide on Lead Magnet Types explores how free content plays a crucial role in customer conversion. 

Downloadable Content as Lead Magnets 

Not all digital freebies are apps or subscription services. Some businesses offer content, like eBooks and guides, to attract customers by providing valuable information when users provide their contact details, like an email address.  

For instance, a digital marketing company might offer a free eBook titled “10 Steps to Improve Your Website’s SEO.” To download it, users provide their email addresses, which enables the company to send follow-up emails related to marketing campaigns or special offers.  

This basic interaction establishes a bond with clients by keeping them interested and leading them step by step through the purchasing process. If you’re curious about how email marketing works, check out this blog on Email Marketing Essentials—it dives deeper into this process and why it’s so effective. 

Lead magnets are particularly powerful in industries where trust and value need to be established before a sale. By providing free content companies can highlight their knowledge and reputation increasing the chances that customers will explore their premium offerings down the line.  

The Psychology Behind Digital Free Samples 

So, what is it that makes these free digital offers so appealing? It all comes down to a few key psychological triggers that tap into our innate human behaviour: 

The Concept of Reciprocity 

Reciprocity is a factor when it comes to free offers. The idea is that when we receive something for free from someone else, we naturally feel compelled to reciprocate in some way. This dynamic frequently comes into play in business settings, where customers tend to be more likely to make a purchase or opt for a paid service following the receipt of an item. 

For example, if you download a free guide on social media marketing from a company’s website and find it helpful without any charge; you might appreciate the business for sharing information with you at no cost.  

And when you decide to hire a media marketing service in the future, you might feel inclined to choose the company, because of the guide they offered earlier. This feeling of reciprocity can greatly impact how you make decisions.  

Building Trust and Reducing Risk 

Offering freebies is a way to establish trust and ease the apprehension of trying something new. When you offer potential customers a free trial, demo, or piece of content, you’re giving them an opportunity to experience your product without any financial commitment.  

This lowers the risk of disappointment and allows users to make an informed choice before making any financial commitments.  

This trust-building is particularly important for businesses that offer complex or high-cost services. Establishing trust is crucial, for companies providing expensive services; By offering a digital free sample, they can prove the value of their product upfront and ease any concerns the customer might have. 

The Fear of Missing Out (FOMO) 

Another psychological factor that businesses use to their advantage is FOMO—the fear of missing out. They create a sense of urgency limiting the availability of offers or exclusive to certain users, businesses create a sense of urgency that makes them exclusive to groups to encourage people to act quickly.  

For instance, if a company offers a 7-day free trial of its premium service, users might feel compelled to sign up right away to avoid missing out. Once users begin using the service during the trial period businesses can showcase the value of the product which may increasing the likelihood of converting those users into paying customers. What starts as a digital free sample becomes a paid subscription.

Long-Term Benefits for Businesses 

While offering digital free samples or trials may seem like a short-term tactic, the long-term benefits for businesses are significant. Here’s how: 

Lead Generation 

Free digital samples, particularly downloadable content, are excellent for generating leads. By using lead magnets to collect contact information, businesses can build a list of potential customers who have already shown interest in their products or services. From there, businesses can nurture these leads through tailored marketing initiatives, like targeted campaigns and personalized email newsletters, to help steer them towards making a purchase.  

Customer Conversion 

The goal of giving out digital samples is to turn individuals who enjoy the freebies into paying customers. By allowing potential customers to experience the product’s value firsthand, businesses increase the chances that they’ll want to pay to continue enjoying the benefits.  

Whether it’s upgrading from a freemium model to a premium service or subscribing after a trial, the conversion feels natural since the customer has already had a firsthand experience with the product and knows its value. 

Wrapping It Up: Why Free is Powerful in Digital Marketing 

The digital age has really upped the game for freebies. From “try before you buy” trials to apps that offer cool features at no cost (but tempt you with even cooler paid ones), these strategies are all about getting us hooked and happy. 

By making it easier to get started, building trust, and creating a sense of urgency, businesses can leverage digital freebies to attract leads, build relationships, and convert users into long-term paying customers. So, the next time you come across a free offer, remember there’s a lot of psychology and clever marketing behind it. It’s all about businesses building a friendly relationship with us, the consumers, and making us feel like we’re getting a great deal.

Should Your Website List Pricing? The Benefits of Price Transparency (Even When Competitors Hide)

Many businesses, especially those selling to other businesses (B2B), are hesitant to display their prices online. But there are real advantages to price transparency, even when your competitors are playing hide-and-seek with their pricing.

Let’s talk about Dan, a small business owner I’ve known for decades.  

Dan runs a business manufacturing building material. A pretty standard product in a competitive industry. His product isn’t something you needed much of a sales pitch for – you either need it or you don’t.  

For decades, Dan followed the unspoken rule: never list prices on the company website. None of his competitors did it, so he didn’t do it, either. After all, he didn’t want someone swooping in with lower prices and stealing his customers. 

But one day, while trying to find ways to help his sales team handle the endless stream of customer calls, Dan had a revelation.  

He realized a huge chunk of those calls were simply people asking about prices.   

So, Dan took a leap of faith. He decided to break the mold and put his prices right there on his website.  

He figured, “If competitors want to undercut us, let them. We’re not winning on price alone anyway.” 

The result? Surprising and rewarding. 

As Dan expected the number of calls from people simply asking about prices dropped dramatically. No more tire-kickers wasting his team’s time. 

But what he didn’t expect was the surge in new business.  

When Dan added pricing to his website, his search engine rankings skyrocketed. Turns out, a lot of people were searching online for the exact products he sold, specifically looking for pricing information. And since his competitors were all keeping their prices secret, Google sent those searchers straight to Dan’s site. 

Suddenly, Dan was getting emails and calls from contractors all over Canada, even from the US. He was busier than ever, leading to more hires and continued growth.  

I share this anecdote because one of the things we see time and time again in digital marketing is a reluctance on the part of many companies – particularly those doing B2B – to put anything resembling pricing on the website.

In my experience, the standard arguments against price transparency are as follows: 

1. “If I show my prices, my competitors will just lower theirs to steal my customers!”
2. “I need to talk to customers to explain the value behind my prices.”
3. “Every project I do is unique, so it’s impossible to put a standard price tag on my services.”
4. “If people see my prices upfront, they’ll run for the hills!”
5. “Nobody else in my industry lists their prices. If I do, it’ll ruffle some feathers.”
6. “I want to build relationships with my customers, so I need them to call us.”
7. “My prices change all the time, so it’s not practical to keep updating my website.”

All of these are completely valid concerns, and I’m going to address them one-by-one momentarily.  

But first, I want to talk about the reasons for price transparency. Because I firmly believe that the benefits of listing pricing on your website (or at least a ballpark figure or ‘starting at’ price) far outweigh the drawbacks in most cases.

The Case for Price Transparency: It’s More Than Just Numbers!

There are three huge advantages of being upfront about your pricing:

1. Price Transparency is Outstanding for SEO

Many of the most popular search terms for any given product or service are directly related to pricing.  

Think about how you search for things online. When you’re interested in a product or service, you probably include words like “cost,” “price,” or “rates” in your search query.  

If your website doesn’t mention pricing at all, you’re missing out on a massive on-page SEO opportunity to attract potential customers who are actively looking for this information.

2. Trust is the Cornerstone of Good Customer Relationships

Being upfront about your pricing builds trust with potential customers.  

Customers value price transparency. They don’t want to waste their time contacting a company only to find out the price is way outside their budget. 

You’re showing them that you respect their time and that you have nothing to hide. This builds credibility and makes them more likely to choose you over a competitor who’s being secretive about their costs.

3. Pricing Helps Customers Decide (and Decide Faster)

The customer journey is a process, and a part of that process is price research. 

Even if someone isn’t ready to buy right away, they might still be interested in your pricing. They could be in the early stages of research, gathering information to create a budget or compare different options. Helping them make informed decisions by way of price transparency positions you as a helpful resource and a trustworthy supplier. 

Why Price Transparency is Nothing to Be Afraid Of

The market is tough and breaking with tradition is daunting. But when you look deeper into some of the most common concerns about price transparency, it becomes clear that the benefits outweigh the drawbacks. 

Here’s my take on each of the common objections: 

1. “If I Show My Prices, My Competitors Will Just Lower Theirs!”

This is a valid concern, but let’s be realistic. Chances are that your competitors already have a pretty good idea of what you charge. It’s incredibly easy for them to pose as a potential customer and get a quote. 

Plus, customers talk. They share their experiences, including pricing, both online and offline.  

Have you ever searched for reviews of a business and found people discussing what they paid? It happens all the time. When you don’t list your prices, you’re missing out on controlling the narrative. 

Price transparency builds trust. If a potential customer sees that you’re upfront about your pricing, they’re more likely to see you as honest and trustworthy, even if your prices are slightly higher than a competitor’s.

2. “I Need to Explain the Value Behind My Prices.”

We hear you. Your pricing reflects the exceptional value you provide, and you want to ensure potential customers understand that. But hiding your prices isn’t the solution. 

Instead, let your website do the talking. Use clear, compelling copy to explain your value proposition.  

Highlight the benefits of your product or service, the problems it solves, and the unique advantages you offer. Show potential customers why your pricing is justified. 

If your business relies heavily on personal relationships and rapport, consider adding videos or webinars to your website. This allows potential customers to “meet” you virtually and get a sense of your personality and expertise before they even pick up the phone. It’s a great way to establish a connection and pre-qualify leads, ensuring that when someone does reach out, they’re already invested and understand the value you bring. 

Effective communication is key. Showcasing your value and building rapport through your website justifies your pricing and attracts customers who appreciate what you offer. 

3. “Every Project I Do Is Unique.”

It’s true that not everything fits neatly onto a price tag. But even with highly customized offerings, there are ways to provide potential customers with valuable pricing information:

• Start with a Baseline. Mention a starting price or a price range to give visitors a general idea. You can add a note explaining that the final price will depend on their specific needs and choices.
• Showcase Past Projects. Share examples of previous projects you’ve completed, along with their associated costs (anonymized, if your customers don’t want that information out there.) This allows potential customers to see real-world examples and get a sense of how your pricing scales with different levels of customization.
• Offer Interactive Tools. Consider adding an online calculator or configurator to your website. This allows visitors to select different options and features, seeing the price adjust in real-time. It’s an engaging way to demonstrate how customization impacts the final cost and empowers potential customers to explore their options.

The goal is to provide enough information for potential customers to make an informed decision about whether to contact you for a more detailed quote.  

You don’t have to reveal every pricing detail upfront, but giving a ballpark figure or a sense of how your pricing works goes a long way in building trust and attracting the right leads.

4. “If People See My Prices Upfront, They’ll Run for the Hills!”

If a potential customer is solely focused on finding the cheapest option, do you really want them calling you in the first place? These price-sensitive customers are just going to jump ship if they find a slightly lower price elsewhere. 

Listing your prices acts as a helpful filter. It allows you to weed out those who aren’t a good match early on, saving you and your sales team valuable time and effort.  

Instead, you’ll attract customers who understand and appreciate the value you provide, even if it comes at a slightly higher price point. 

You’re not just selling a product or service – you’re selling a solution, an experience, and a relationship. Focus on attracting customers who value those things, not just the lowest price tag.

5. “It’ll Ruffle Feathers in my Industry.”

Let’s be honest – this one’s a bit of a non-issue. You’re not here to please your competitors. You’re here to serve your customers and grow your business.  

If your competitors are upset because you’re being transparent, that’s their problem, not yours. 

Focus on what’s best for your business and your customers. If being upfront about your pricing helps you attract the right clients and build trust, then it’s a smart move, regardless of how your competitors feel about it.

6. “I Want to Build Relationships with my Customers.”

While it’s true that withholding pricing can prompt inquiries, it doesn’t necessarily lead to quality leads.  

You might end up spending a lot of time on the phone with people who aren’t a good fit or can’t afford your services. 

Instead of using pricing as a bait-and-switch tactic, focus on providing valuable content and resources that genuinely attract potential customers. Offer free webinars, demos, or other lead magnets that showcase what you offer and provide solutions to their pain points.  

This helps you build an email list of interested prospects and establish yourself as a thought leader in your industry. 

You can nurture leads and build relationships without relying on the mystery of hidden pricing.

7. “My Prices Change All the Time.”

We understand that fluctuating prices can make it tricky to keep your website up to date. But don’t let that stop you from being transparent. There are solutions:

• If your prices change frequently based on factors like inventory, demand, or even competitor pricing, consider implementing a system that automatically updates your website in real-time. This eliminates the hassle of manual updates and ensures your customers always see accurate information.
• Even if you can’t automate everything, use clear language on your website to explain that prices are subject to change. Be upfront about the factors that influence your pricing, like seasonality or fluctuations in raw material costs to manage expectations.
• If exact prices are constantly in flux, consider listing a “starting at” price or a price range. This gives potential customers a general idea of what to expect while acknowledging that the final cost may vary.

Tip: Make it Easy on Yourself with the Right Tools!

A user-friendly content management system (CMS) like Webwizard can make updating prices on your website a breeze. It’s a great option for businesses that need more flexibility than a simple online store platform like Shopify, but still want to showcase their products or services and their associated costs. 

Exception: Regulatory Restrictions

Sometimes, regulations might prevent you from displaying prices directly on your website. Industries like healthcare, legal services, and financial services often have specific rules about advertising pricing, and price transparency might not be feasible (or even possible). 

If that’s the case, you’ll need to get a bit more creative with your marketing:

• Focus on showcasing your expertise, building trust, and offering valuable resources to potential customers.
• Consider using testimonials, case studies, or detailed service descriptions to highlight the value you provide.
• You can also offer free consultations or assessments to start building relationships with potential clients.

If you’re in a regulated industry and unsure how to navigate these restrictions, don’t hesitate to reach out to us! We have experience working with companies in several regulated sectors and can help you develop effective marketing strategies that do it by the book.

Price Your Products or Services with Intention

So, the answer is a resounding yes: you should absolutely list your pricing whenever possible. The benefits of price transparency largely outweigh the potential drawbacks. 

But don’t stop there. Take the time to really understand how your pricing affects buyer behaviour.  

There’s a whole field of study dedicated to price psychology, exploring how even subtle changes in pricing can influence purchasing decisions. 

For example, did you know that ending a price with .99 can make it seem significantly lower than a rounded number? Or that offering three pricing tiers can guide customers towards the middle option? It’s fascinating stuff, and it can have a real impact on your bottom line.  

We’d love to delve into this topic in a future blog post, but for now, we recommend checking out this great article from HubSpot on the psychology of pricing. 

Take that leap of faith and add your pricing to your website. You might be surprised at the positive results. 

And if you need help navigating the process or have any questions about pricing strategies, don’t hesitate to reach out to us. We’re here to help.

Why Scaling Back Marketing in Hard Times is a Costly Mistake

One day, your business is cruising along smoothly, when BAM – the economy takes a nosedive.  

Your first instinct might be to batten down the hatches, cut costs wherever you can, and ride out the storm.  

Marketing, with its oft-seemingly-intangible returns, often becomes the first budget line to get the axe. 

At first glance, this seems like common sense. Sacrifices must be made somewhere, and the short-term effects of scaling back marketing seem comparatively minimal.  

But like a lot of things, once you scratch beneath the surface, you’ll find that there’s more nuance to this decision than it first appears. 

Marketing as we know it – not just as the concept of promoting goods and services, but as a formalized discipline – has been around since before the Great Depression.  According to the history of marketing, since then, it’s been around for plenty more difficult economic times: the 1970s Stagflation, the recession of the early 1980s, the Great Recession that peaked in 2008, and the brief but gruelling disruption of the COVID-19 pandemic.  

And what we see, time and time again, is that when the going gets tough, marketing isn’t a luxury – it’s your business’s lifeline.  

To put it simply, cutting marketing in a downturn is like switching off your headlights on a winding road. You might save a bit on gas, but you’re also setting yourself up for a potentially serious crash. 

On the other hand, there are surprising ways that maintaining (or even increasing) your marketing efforts can not only help your business survive a recession, but thrive in the aftermath. 

Let’s explain. 

In case you missed it, TrafficSoda has joined forces with REM Web Solutions to bring you even more comprehensive digital marketing expertise. Check out REM’s Small Business Blog for more useful marketing resources or get in touch today for a free consult.

1. Customer Psychology Shifts in a Downturn

The conventional wisdom is this: “We’re hurting. So are our customers. So why waste money trying to convince them to buy stuff they can’t afford?” 

Fair point. But what’s really going on in your customers’ minds during a recession isn’t quite that simple.  

Research shows it’s not as cut-and-dry as, “less money = less spending.” Sure, people are watching their bank accounts more closely, but their desires and needs don’t disappear overnight. 

In fact, when the economy gets shaky, consumers become more emotionally invested in their purchases. They’re not just buying products or services – they’re seeking reassurance, stability, and a sense of control. 

During tough times, people tend to gravitate towards familiar brands or products during tough times. That’s because consistency fosters trust. Studies have shown that customers who have a strong emotional connection to a brand are more likely to stick with it through thick and thin. 

When a company continues to market itself during a downturn, it sends a powerful message: “We’re here for the long haul. We believe in our products, and we believe in you.” 

On the flip side, disappearing from the scene can be disastrous for your brand image. When consumers see a company scaling back on marketing, they might start to wonder, “Are they struggling? Are they going out of business? Should I even be buying from them?” 

When you slash your marketing budget, you’re not just cutting costs. You’re potentially severing ties with your most asset – your loyal customers. 

2. Your Competitors’ Retreat Is Your Marketing Opportunity

When the economy takes a downturn, it’s not just consumers who change their behavior – your competitors do too.  

Many businesses make the knee-jerk reaction to cut marketing budgets, figuring it’s an easy way to save money. We’ve already touched on the dangers of this. 

But here’s where the savvy business owner can make a power move. While your competitors are retreating, you have a golden opportunity to step up and claim some of their market share. Every dollar they cut from their marketing budget is a dollar you can use to amplify your voice, reach new customers, and solidify your brand’s presence. 

To give a real-world example, that’s exactly what Kellogg’s did during the Great Depression.  

While most cereal companies were slashing their advertising budgets, Kellogg’s boldly doubled theirs. They launched radio ads, introduced new products like Rice Krispies, and relentlessly promoted the nutritional value of cereal, positioning themselves as a reliable source of sustenance during tough times.  

The result? A 30% increase in profits during the Depression, while their competitors struggled to stay afloat. 

Even in recent economic downturns, companies like Amazon and Apple thrived by maintaining (and even increasing) their marketing investments. They understood that a recession isn’t just a threat, but a chance to gain a competitive edge. 

Studies have shown that the cost of marketing in a recession drops due to decreased competition. This means your marketing dollars can go further, giving you a higher return on investment.  

So, while your competitors are busy hunkering down, you can be out there building brand awareness, generating leads, and positioning yourself for a major rebound when the economy recovers.

3. Your Brand’s Reputation Is Worth Playing the Long Game

Okay, let’s say you’re still skeptical. Maybe you’re thinking, “Alright, I get it. Marketing is important, but when times are tough, I need to focus on the bottom line. Can’t I just ramp things back up when the economy gets better?” 

Not so fast.  

Think of your brand like a tree. You can prune a few branches to save resources in the short term, but if you cut back too much, you risk stunting its growth and weakening its foundation.  

Marketing isn’t just about driving immediate sales. It’s also about nurturing a long-term relationship with your customers. 

Brand equity – that all-important mix of awareness, loyalty, and reputation – is the fruit of your marketing labour. It’s what makes your brand more than just a name or a logo. It’s what makes people choose your product over the competitor’s, even if it costs a bit more. 

Brand equity isn’t built overnight. It’s the result of consistent, sustained effort over time.  

Think about your favourite brands – the ones you automatically turn to when you need something. How long have they been around? How often do you see their ads, hear their jingles, or interact with their social media? 

Now, imagine if they suddenly went silent. What would happen to your perception of them? Would you still feel the same way? 

Scaling back on marketing during a recession is a risky move. Sure, you might survive, but you won’t thrive. And when you make it out the other side, it’ll take a lot longer to recover than if you had continued to market and nurture brand equity. 

There are plenty of cautionary tales out there: 

• General Motors significantly reduced its advertising budget during the 2008 recession, hoping to cut costs. This led to a decline in brand awareness and sales, while competitors like Hyundai and Kia, who maintained their marketing efforts, gained market share. GM eventually filed for bankruptcy, and though they recovered, the brand suffered lasting damage.
• Starbucks temporarily closed hundreds of stores and reduced marketing in the recession. This move alienated customers and led to a decline in sales and brand perception. Starbucks eventually recovered by refocusing on customer experience and innovation, but it took time and effort to rebuild their reputation.
• While not solely due to recession cutbacks, Blackberry’s decline was exacerbated by their failure to adapt and invest in marketing when the smartphone market shifted post-2008. They didn’t effectively communicate their value proposition against newer competitors like Apple and Samsung, leading to a loss of market share and relevance.

Brands that slash their marketing budgets during previous downturns often struggle to regain their footing when the economy bounced back. Some even fade into obscurity. Why? Because they lost touch with their customers, their brand awareness dwindled, and their competitors swooped in to fill the void. 

So, while it might be tempting to seek short-term savings by cutting back, think about the long-term cost. Your brand’s reputation is worth far more than a quick buck. 

4. It’s Not About Spending More, It’s About Spending Smarter

We’re not going to sugarcoat it: marketing in a recession requires a bit of a balancing act. You want to keep your brand in the spotlight without breaking the bank.  

The good news is, you don’t have to choose between staying visible and staying profitable. It’s all about adapting your strategy to the new economic reality. 

During a recession, it’s time to ditch the flashy tactics and opt for a more practical, value-driven approach. What does that look like in practice?

• Emphasize Value: Instead of focusing on aspirational messaging, highlight how your product or service can help customers save money, reduce stress, or improve their lives in tangible ways.
• Double Down on Loyalty: Your existing customers are your most valuable asset. Offer them special deals, exclusive content, or personalized experiences to show you appreciate their business.
• Get Creative with Content: Don’t just talk about your products; offer valuable insights, advice, or entertainment that resonates with your target audience.
• Embrace Digital: Digital marketing channels are often more cost-effective than traditional advertising. Explore social media, email marketing, and SEO to reach your customers where they’re spending their time.

Take Ford, for example. During the Great Recession, they launched the Drive One campaign, which invited potential customers to test drive their vehicles with no obligation to buy. This low-pressure approach resonated with consumers who were feeling cautious about spending money. 

Or consider P&G, who during the 2008 recession shifted their focus to promoting the value and affordability of their everyday products. This resonated with consumers who were looking for ways to cut costs without sacrificing quality. 

The key takeaway? Marketing during a recession isn’t about throwing money at the problem – it’s about being smart, adaptable, and customer-focused.

Rethink Scaling Back Marketing

Recessions are like uncharted waters. It’s easy to get swept up in the panic, to focus on the immediate threats, and to forget about the long-term destination.  

But remember, a ship without a course is at the mercy of the storm. Your marketing strategy is that course – it’s what will guide you through the rough seas and lead you to calmer waters. 

Don’t make the costly mistake of abandoning your marketing efforts when you need them most. Instead, embrace the challenge, adapt your approach, and seize the opportunities that a downturn presents.

Holiday Marketing Campaigns: 7 Best Ideas to Boost Your Sales Over Christmas

There’s a million holiday marketing campaign ideas out there. But what actually works?

If you sell anything online, you probably know the struggles of marketing in the chaotic holiday season.

You’re swamped with work, half your team’s on vacation (or sick), and the sheer competition for consumer attention is absolutely off the charts.

But success doesn’t depend on a Christmas miracle. Or a fortune’s worth of ad spending.

Stats and experience show that you can do a lot to boost your holiday sales if you use the right kind of data, make proactive moves, and apply some basic (but powerful) marketing psychology.

In this article, we’ll give you 7 of our best holiday marketing campaign ideas ‒ plus 3 essential tips to make sure you rock them.

1. Leverage the Christmas Time Crunch
2. Win Hearts & Minds With a Holiday Video
3. Share the Love with Your Loyal Customers
4. Ring In the Season with Holiday SEO Blog Content
5. Conquer the Wish List with Price-Specific Landing Pages
6. Make Gift-Giving Easy with Gift Card Promotions
7. Embrace Holiday Themes Across Your Digital Presence

1. Leverage the Christmas Time Crunch

FOMO is your friend. 

As soon as November rolls around, people start stressing about holiday shopping. And it’s not just about gifts, but everything else you need for the perfect holiday: festive decorations, holiday meal prep, plane tickets to Grandma’s, and more.

Time is of the essence, and everyone knows the best stuff is in short supply.

So, you can make fear of missing out (FOMO) and scarcity powerful allies in your holiday marketing campaign.

Now, urgency isn’t something you can just throw around without thinking. The modern consumer is pretty wise to vague statements like “limited time offer” or “while supplies last.”

You need to translate that urgency into something concrete and effective, like:

1. Deadline for guaranteed delivery in time for Christmas. Consumers expect lightning-fast shipping these days, but they know things slow down over the holidays. Consider using it as a strength by putting pressure on people to make a purchase by a specific date. It has a very powerful effect.
2. Countdown timer until Christmas or another big milestone. Adding a countdown timer to your landing page can boost revenue by as much as 9%. Over the holidays, countdown timers are extra effective since everyone already has “X days until Christmas” in their minds.
3. Inventory warnings. “While supplies last” is vague, but it really works if you can give a specific number. This is a very effective strategy used by Amazon to move products in short supply.

It’s not just a holiday marketing trick. You’re giving your customers one last chance to purchase that perfect gift before it’s gone, and they’ll thank you for it. It’s just that a positive side effect of this is that conversions increase as well!

2. Win Hearts & Minds With a Holiday Marketing Video

A 30-second video says a million words.

As a rule, people are more likely to say ‘yes’ to requests from people they already know and like. 

We’re all less likely to turn down a request if it’s from a friend or neighbor.

The same goes for you and your loyal customers. People who know and like you are automatically more likely to take advantage of any future offer you make to them.

Since the holidays are such an emotional time of the year, this is the perfect time to cultivate positive brand recognition and relationships that ultimately lead to more revenue.

And there’s no better way to do that than with a holiday video.

One study showed that emotional, holiday-themed video ads are twice as likely to make people cry, 86% more likely to evoke happiness, and 117% more likely to inspire feelings of warmth. 

You don’t even have to make it long, expensive, or highly choreographed. Simply showing the faces behind your business and being relatable makes a big impact on people.

Basically, all you have to say is, “We’re so excited about the holidays, too, and we wish all of you who celebrate a Merry Christmas. Thank you for being part of our business.”

3. Share the Love with Your Loyal Customers

A little love goes a long way. 

Reciprocity is a powerful thing. It is natural to feel obligated to repay someone when you give them something. It’s why free samples remain one of the most effective marketing tactics of all time.  

And what better time to give something away than during the peak gift-giving season? 

The holidays are a great time to shower your loyal customers with discounts, freebies, and giveaway contests to make them feel extra special.  

Especially if you can tie in some urgency and a warm message of gratitude, too. 

Leading up to December 25, many brands offer holiday-themed “12 Days of Giveaways” or “12 Days of Discounts” which successfully combine the seasonal spirit with persuasive deadlines. 

Plus, you have plenty of options for spreading the word about these promotions: 

1. Email: You can reach your existing customers and followers through multi-touch email campaigns in the lead up to the holidays.
2. Social media: Great for reaching loyal followers and catching the attention of new ones. You just need to make sure you follow Facebook, Instagram, and other platforms’ guidelines if you’re hosting a holiday marketing giveaway, since they can be quite prickly about the rules.
3. Remarketing ads: Retargeting helps you re-engage bounced buyers to boost your holiday marketing ROI, and further build relationships with those who have already purchased.

It’s the holidays, after all, and there’s no better time of year to get something for free!

4. Ring In the Season with Holiday SEO Blog Content

Any businesses with a seasonal niche can benefit greatly from blogging.  

For example, if you sell Christmas-themed decorations or clothing, a well-optimized SEO blog post will see traffic spike around the winter holidays year after year after year. 

But what if your company doesn’t have a seasonal niche?  

Putting out holiday-themed blog content is still a great way to increase traffic, sales, and revenue for businesses with no holiday-specific products.  

Consider what kind of content people are looking for during the holidays and incorporate it into your holiday marketing ideas! For example:

• Gift ideas for specific customer segments/demographics: like 10 Winning Gift Ideas for Dad, or the Best Office Secret Santa Ideas Under $25.
• Holiday Buying Guides for specific product categories: like High-End Cookware Holiday Buying Guide, or the Holiday Gift Guide to Pens & Journals.
• Gift ideas that solve a specific problem: like the 10 Most Practical Busy Mom Gifts, or Impressive Gifts for a Father-In-Law You Just Met. 

Topics like these will attract people who are actually interested in what you sell, and they don’t require you to bend over backwards to fit the holiday theme. It’s just a matter of describing the products that you already have available, with a festive bow tied around it.

Start publishing this year, and by next December, you’ll have plenty of content on your site that will get your visitors excited for the holidays again. Next year, just update your holiday SEO blog content (and your holiday marketing campaign as a whole) with new products or trends. You’re good to go! 

5. Conquer the Wish List with Price-Specific Landing Pages

Speaking of gift guides…if you sell online, here’s another way to reach eager holiday shoppers: 

A landing page that highlights products within a specific budget range to appeal to gift shoppers. 

For example, a landing page featuring “Gift Ideas Under $50” or “Stocking Stuffers.” 

These pages make it easy for people to find what they’re looking for, which means more conversions for you. They’re especially a huge hit with last-minute shoppers or Secret Santa participants who don’t have much else to go on. 

But this holiday marketing campaign strategy doesn’t only benefit sales of your cheaper products ‒ because a lot of people value not underspending on certain people in their lives.  

People shopping for significant others or close friends or relatives might be drawn to a page featuring only more expensive items (even your most expensive items). 

All you need to do once you’ve created the pages is get the word out, which is easy to do by: 

• Email campaigns with ultra-specific and attractive subject lines are designed to catch the attention of shoppers in a certain price range in search of ideas 
• Organic social media posts that encourage your loyal fans and followers to share your posts with their networks for free 
• Social media ads, especially when combined with a sense of urgency…save big on your last-minute shopping with these awesome products for under $50! 

The price point is the decisive factor for many people when they are shopping online, and this tactic makes them feel like they are getting an exclusive deal just for them!

6. Make Gift-Giving Easy with Gift Card Promotions

For people who are struggling to find the perfect present, gift cards save the day. 

But just because you’ve got gift cards, that doesn’t mean shoppers know about them. It will be up to you to spread the word.  

Don’t let the holidays pass you by without promoting your gift cards to your target audience. Once the shipping deadline for the holidays has passed, shift your digital advertising efforts to digital or physical gift cards. 

Gift cards are also great to include in holiday giveaways and promotions. Providing a free gift card for those who make a minimum purchase, or to the first few purchasers, can be the tipping point that gets people to choose you over your competitors.

7. Embrace Holiday Marketing Themes Across Your Digital Presence

Picture yourself walking downtown on a mid-December afternoon, when the stores are all crowded and Christmas is in the air.  

You’re mulling over which of two stores to visit for a must-have gift item. One store is decked with garlands and wreaths, playing holiday music, and scented with gingerbread cookies; the other is sterile, dark, and overall a bit uninviting. 

Obviously, most people would go for store number one. The festive ambiance gets them in the mood to shop.  

And there is more to it than just warm feelings ‒ we associate holiday designs with holiday savings. You know there’s a deal to be had and you want to learn more. 

Why not apply this same idea to your digital presence?  

It’s easy, inexpensive, and effective to incorporate holiday-themed graphics, colors, and messages into your website, landing pages, emails, and social media accounts.  

It has the same positive impact of putting up Christmas decor, without the hassle of climbing ladders or untangling lights.

3 Tips For a Successful Holiday Marketing Campaign

You can make your holiday campaign as simple or as complex as you like. Regardless of the approach you choose, these tips will help you make your campaign a success! 

1. Review Previous Holiday Marketing Campaigns

Don’t let the Ghost of Christmas Campaigns Past come back to haunt you. 

Even if your previous campaigns aren’t as relevant now, you can still learn a few things from them. Past performance helps you better understand your audience and what works (and doesn’t work) for them. 

Don’t just focus on your performance stats, look at your customer data too. Have you seen a significant change in your customer base? Knowing your customers will help you create holiday messages that will hit home.

2. Get Ahead of the Holidays

Customers can hardly stand the wait; so please, reader, don’t be late! 

We’ve got bad news for all the procrastinators out there: most people plan to finish their Christmas shopping before December even starts. 

In fact, 58% of shoppers plan to be done their Christmas shopping in November. You’re losing out on tons of potential sales if your holiday marketing campaign isn’t in full swing before December. 

By planning ahead, this will allow you more time to focus on other aspects of your business like customer service and inventory when the season is actually in full swing.

3. Put Customer Service First

He knows if you’ve been bad or good. So do your customers. 

89% of people have switched to a competitor after experiencing a poor customer experience.  

And up to 95% will spread the word about that negative experience with other people. 

So no matter how awesome your holiday marketing campaign is, if you don’t back it up with rockstar customer service, you can’t call it a success.  

If your customers have any questions or problems, your customer service team needs to be ready to help. If you ship products, you need to make sure they’ll arrive on time.  

About your website. Is it able to handle the number of people shopping at once?  If there are any technical issues, do you have a team on the ground to deal with them?  

Given the mad rush this time of year, it’s not always easy for companies to handle customer’s complaints and requests with the efficiency and dedication they deserve. However, you cannot afford to ignore it. 

The answer may be outsourcing your holiday marketing campaign to a professional digital marketing agency.  

Outsourcing your holiday marketing campaign will give you more time to focus on customer service and get back control of your business while still reaping the benefits of being active online. 

Marketing Your Way to a Merry Christmas

Marketing is an important part of any business, especially around the holidays. It’s a chance to create a lasting impression and to remind your customers what your brand stands for.  

We can help you put together a great holiday marketing campaign that will get you in front of your potential buyers and support your sales goals. Get in touch with our digital marketing experts to learn more about our services here at TrafficSoda.

Why Landing Pages Outperform Your Website for Ads

From Awareness to Action: How to Capture and Create Demand

There’s a universal truth that persists no matter how good your product or service is, or how much you spend on marketing: 

Sometimes, your perfect customer isn’t ready to buy right now.

• Some of your prospects just don’t know you yet.  
• Others know you, but aren’t sure they’re ready to trust you. 
• Still others are trying to choose between you and your competitor. 
• And some people aren’t even aware that they need what you offer at all. 

When someone doesn’t know you and doesn’t trust you, the likelihood of them clicking on your ad that says “Buy Now!” is very low (but not impossible).
On the other hand, someone who is ready to buy will respond better to an ad that says “Buy Now!” than a weaker offer like “Click Here to Learn More.”

Both of these kinds of potential customers can be a goldmine of traffic, leads, and sales if you have a strong understanding of customer problem awareness. 

Think of customer problem awareness as a “journey” customers take, starting from the point where they aren’t aware they have a problem to the point where they decide your product fits their needs. 

If you know where someone is on their problem awareness journey, you can deliver the right message at the right time to create and then capture their demand.  

Let’s talk about how and when to capture or create demand based on your customer’s level of problem awareness.

Understanding Demand Creation vs. Demand Capture

Without demand, there can be no sale. Yet demand alone doesn’t translate into sales.  

Customers have to know what you can do for them and trust that you’ll deliver.

You need both demand creation and demand capture as part of your marketing mix.

What is Demand Creation?

Demand creation, also called demand generation, is marketing that aims to stimulate demand for a certain product or service in the market.

Creating demand is the first step in the marketing funnel. It involves building awareness, positioning relevance, supporting validation, and more.

The most effective form of demand creation taps into your target audience’s existing interests to build trust with them, while positioning yourself (your product or service) as the answer to their wants and needs.

Once you’ve generated demand for your offer, you can move on to step two: converting that demand into a sale.

What is Demand Capture?

Demand capture is marketing that aims to take the demand for your product or service and convert it into real sales or leads.

Demand capture happens further down your marketing funnel than demand creation, focusing on the part of your audience that already knows they want what you offer. The only thing left to do is give them that final push to convert!

Leveraging 5 Levels of Customer Awareness to Create & Capture Demand

In general, the less knowledgeable a customer is, the lower their demand for your product or service. After all, how can they want something they don’t know exists; how can they yearn to fill a need they haven’t realized yet?

For any business, it is important to balance both demand creation and capture in order to grow. To figure out that balance, you need to know where your customers are right now and ask, “What does my prospect already know?” about their problem and your solution?

To answer those questions you need to understand where your target audience is on the customer problem awareness scale.

In his groundbreaking book Breakthrough Advertising, Eugene Schwartz emphasized the importance of customer problem awareness and identified five different levels. They are:

1. Unaware
   These people don’t even know they have a problem, let alone one you can solve for them! Of course, this doesn’t mean their lives are perfect ‒ they just don’t realize it can be better. You have to open their eyes. 
2. Problem Aware
   There’s a problem, and they know it, but they may not fully grasp it yet and definitely don’t know the solution(s). You can help them make that connection. 
3. Solution Aware
   Now, you’re getting somewhere. These people already know products or services like yours, so they’re open to learning about what makes yours better.  
4. Product Aware
   Finally, at this stage, people are familiar with your product or service. But they probably know your competitors’, too. Now, you need to persuade them to make the right choice. 
5. Most Aware
   This is where you want people to be: a loyal customer who’s fully aware of what you have to offer, and can be guided towards repeat or new purchases.
   

Where your target audience falls in this scale will dictate:

• What kind of information you need to give them; 
• How you should speak with them; and 
• What offer will produce the best results. 
  

Knowing your customer’s problem awareness level is crucial in determining which type of promotion will be most effective for different segments of your target audience.

When to Use Demand Capture vs. Demand Creation

For customers with less problem awareness, you want to entertain, educate, and inspire trust in your business through content like:

• Blog posts
• Social media updates 
• Graphics 
• Podcasts 
• Webinars 
  
  

You have to build trust with your prospects before they’ll be receptive to your offer, especially if your solution or business is brand new, unique, or has never been advertised to them before. Launching right into your products or services without making a connection makes people feel like you don’t care about them (so why should they care about you?). 

Demonstrate that you understand their problem and experience their pain through relevant, relatable copy and content.

Near the bottom of your funnel, where customers have greater problem awareness, you want to seal the deal and capture demand with higher-commitment content like:

• Product demos 
• Free trials 
• Free consultations 
• Product details and spec sheets
  

At this stage, you can ask customers for some contact information in return, which gives you a chance to start that sales conversation.

Bridging the Gap Between Demand Creation and Capture

Rather than dividing customer problem awareness into five neatly-separated shelves, think of it as a spectrum. Many people exist somewhere between two levels. You can’t focus all your attention on one level.  

If you concentrate solely on capturing demand, you leave out scores of potential customers who just haven’t been acquainted with you yet.  

On the other hand, if you raise awareness without taking steps to capture demand, you’re leaving money on the table.   

Plus, as more governments crack down on online data collection and privacy, it’s becoming harder to pinpoint the people in your audience that are actually ready to buy. This makes it more important than ever to layer in both demand creation and capture. 

Focusing too much on buyers who are at one point of your sales funnel will mean you miss out on buyers who are coming in at other points.   

The ideal marketing funnel is built around generating demand and then capturing it. These two elements are essential for generating more traffic, sales, and leads, especially as new privacy regulations make traditional lead generation more challenging.   

TrafficSoda can help you audit your existing marketing materials and develop a strategy to close those content gaps. If you’d like help getting started, reach out for your free strategy proposal now.

What Is Data-Driven Lead Generation?

A recent survey shows that up to 30% of a typical company’s revenue is generated through marketing.

Yet turning leads into sales remains one of the single most difficult parts of getting your business to grow.

Fact is, most leads who enter your marketing funnel – even many so-called qualified leads – do not end up buying your product or service.

This, right here, is a massive bottleneck for many companies trying to climb the leader.

And all too often, these struggling companies think this can all be fixed with a bigger marketing budget – without setting a useful strategy in place.

The #1 Mistake You’re Making In Marketing Right Now

Leads don’t pay the bills…conversions do.

But whether it’s hitting the “Buy” button, making the phone call, or lining up to check-out, most of your prospective customers just aren’t taking that final step.

You might feel so close to making the sale. Like something somewhere is missing, and all your customers need is one final “push” towards conversion.

This is where many, many companies make a big mistake.

Instead of taking a forensic look at their broken marketing funnel and analyzing where, exactly, their leads are dropping off…

These companies pull out their credit card and expand the campaign, as-is, to an even wider audience.

They fall prey to the all-too-common misconception that you should be marketing your service or product to as many people as you can.

However, this “scattershot” marketing approach won’t bear any fruit if 99% of the people coming across your product or service aren’t buying!

Sure – you’ll be reaching more potential customers overall. It stands to reason that your conversions should increase accordingly.

But that doesn’t actually solve the problem you had in the first place: that too small a portion of your leads were actually buying.

Your conversion rate is still low. You’re still spending too much money per lead.

Put simply, you’re not getting your money’s worth.

What You Should Do Instead: Quality Over Quantity

This is exactly where data driven lead generation is so important.

Rather than focusing on reaching more people, this methodology helps focusing on the right kind of people. Your target market.

Data-driven lead generation focuses on leveraging sales and marketing data to focus on the quality of leads over quantity. This is an extremely important concept.

Data-driven lead generation doesn’t necessarily focus on getting as many leads as possible. Rather, it integrates sales into the mix and focuses on pushing the leads to actually buy a product.

This approach can further amplify the success of any marketing strategy, and constant iterations can serve to work out that strategy’s pains and shortcomings.

Lead Generation & Data Analytics

In order to build the right models for your business that can provide you with the most usable data, it is crucial to gather accurate, relevant marketing and sales data.

This data can then help generate insights and prove or disprove your hypothesis of whether a specific strategy could work.

With data analytics, you can focus on understanding the different attributes of your target market and develop detailed insights – the kind that you can use to produce powerful marketing messages.

Furthermore, this can allow you to find connections between different attributes and data sets that aren’t possible through traditional biased thinking.

For this to happen, you need reliable data which can help drive your analysis.

Good Data Is Unbiased Data

Here’s the real beauty of data driven lead generation:

Data is always unbiased.

The pre-set notions and theories that are followed in “traditional” marketing (some of which are literally over a hundred years old!) are not always relevant in this ever-changing technological environment of ours.

It is important to get unbiased data to help drive analysis and to get results.

Having unbiased data will help you generate those high-quality leads that have a significant chance of turning into a sale.

In order to find reliable, unbiased data, you have to develop an understanding of who you’re targeting and identify the best acquisition channels to collect the most valid data. These can include techniques such as tracking anonymous users visiting your website, gathering feedback from your customers, monitoring trends of loyal customers or using social logins to access a prospect’s profile.

Often, your company’s history is its biggest asset. Using historic behaviour and historic data from older clients can help narrow down your target market and really allow you to focus on generating quality leads. In order to narrow your target market, you need DATA!

Here are some of the key metrics to focus on in your quest to building a data driven strategy:

• How much of your revenue comes from marketing channels such as email, social, PPC, and others?
• How many leads are you generating in a specific time period?
• How many customers actually buy a product or book a service from your website?
• To date, how much actual revenue has your marketing strategy generated (and how does this compare to what you forecasted?)
• How much money have you generated from each lead source?
• How many leads have become opportunities for each of your marketing channels?
  
  

Start Putting Data To Work For You Now

To be honest, this only really begins to scratch the surface of what data-driven lead generation strategy can do for your business…but it’s a solid place to start.

And the very best time to start is now.

With all the uncertainty in the world right now, no business can afford to take a “scattershot” approach to its marketing budget.

This is the time to stand out or stand back and get left behind.

Reach out to us when you’re ready to start turning more leads into paying customers.

What Are Realistic Goals for Your Lead Generation Campaign?

Let’s get right into it. The key word I want you to focus on from the title of this blog is realistic.

Of course you want your business to grow. That’s a given. And a strategic, focused lead generation campaign is the most consistent, reliable way to get new customers through the door.

But “skyrocket my business” isn’t exactly a specific, measurable goal. You need to dig deeper.

Goals give your company something to work towards, but reaching for something unrealistic will knock you off the path to success.

Once you’ve done the research and crunched the numbers, you’ll land on that perfectly balanced goal. From there, your lead generation will improve drastically.

This notion is a universal truth for all businesses. Having a clearly defined objective gives you the focus to achieve what you’re aiming for.

Why Are Realistic Goals Integral to Your Success?

First and foremost, studies show that – out of 3,000-plus marketers – there is a 376% likelier chance for success for those who set goals.

Giving yourself realistic benchmarks lets you plan and budget time and money around those expectations.

You won’t over-commit and experience a catastrophic outcome that sinks you financially. Plus, you invested a reasonable amount of time that hasn’t taken away from the rest of your business.

Whereas an unrealistic goal might act as a financial sinkhole that takes your focus off what brought you to the dance: providing quality services.

Metrics That Will Help You Set Realistic Goals

It’s tricky to improve upon what you can’t measure.

However, what you’re measuring should provide valuable insights that help you generate more leads.

What are some examples of meaningful metrics for lead generation?

• Marketing Qualified Leads: leads that have shown interest in your services but aren’t ready to make a purchase. These individuals have performed an action such as filling out a contact form or clicking on an ad.If you nurture an MQL, they’ll be likelier to convert into a customer or client.
• Conversions Through the Sales Funnel: tracks how leads travel the marketing funnel towards being a customer. If customers are moving down this path successfully, it’s an indication that your methods are working.
• Sales Qualified Leads (SQL): a metric that becomes meaningful deep into the buyer’s journey. A wealth of SQLs means that you’ve performed well in cultivating relationships with MQLs and keeping them interested in your services.

4 Critical Factors to Weigh In Setting Realistic Goals

1. Average Deal Size

• Smaller transactions make it more challenging to get a decent return on your investment.
• If your focus is on smaller deals, you’ll have to convert at a high volume.
• Your deal size dictates the preferred size of your prospect or lead database. If you have a more significantly sized deal size, you don’t need to work with as many leads.
  

2. Average Sales Cycle

• Knowing how long it takes to convert a lead into a buyer gives you a clearer picture of your potential return on investment (ROI). Plus, it helps you grasp the various steps in your pipeline.
• You must adjust accordingly to these timeframes for the most realistic projections of your ROI.
  

3. Complexity of Sale

• You need to consider how complicated your message is and how many people will be involved in crafting your goals.
• These factors often dictate the number of call attempts and the number of contacts per account for callers.
• Complex sales bring in more value per deal and often justify a lower response and conversion rates because of the money being brought in.
  

4. Quality of Data

• If you’re receiving quality data about leads, you’ll be spending your time trying to convert people who are more likely to purchase your products.

Defining and achieving your lead goals could mean exciting things for you and your company: higher profit margins, faster growth, and freedom to try new things. Reach out to us to learn how to start generating more leads online now.