Would you rather pay $600 or $13 per lead?
Our cost-per-lead was $660 from all of our traditional printing – even with great copy-writing and messaging targeting the right market. Our online cost per lead was in the $100 range. But out of all of our online advertising, the least expensive – and most valuable – investment was google. It cost $13 per lead. Now, let me ask you, would you rather pay $600 or $13 per lead? Sure, the $600 cost might make you feel good because you’ll see a big photo of your project in a major newspaper, and you can show it to your friends. But, in the end, you’d be paying 25 times more for those leads than if you were advertising on google.
In the old days of marketing, your print ads were separate from your direct mail which was separate from your sales center, and so on. Nowadays, every marketing initiative you do should drive people to the one, central marketing hub you have – your website. Every single touch point you create with a potential buyer – whether it’s over email or on a billboard, at your sales center or in a phone call should drive people to your website so you can track what’s working and what isn’t.
Traditional marketing pieces that sync with your website can be particularly effective. for example, a postcard is the least expensive direct mail piece you can send – and it’s even better when that postcard addresses a client by name (sally, in this case) and includes a specific call to action: “want to see if you’ve won a weekend in the Florida keys? Log on to: www.atripforsally.com”. Once sally logs on to this unique url a salesperson can be notified and can contact her within hours to inquire about her interest in your project
