🌟 Is your advertising actually working?
Hi
Advertising reports can contain dozens of figures, but most small business owners do not need to understand all of them.
Clicks and views may look impressive, but they do not necessarily mean that the advertising is generating business.
Start with these three simple checks.
1. How many genuine enquiries did you receive?
Record every telephone call, completed contact form, email and message that came from your advertising.
Do not count spam, sales calls or people looking for something you do not provide.
The benefit: You can see whether the advertising is attracting real potential customers rather than simply generating activity.
2. How much did each enquiry cost?
Divide the amount you spent by the number of genuine enquiries received.
For example, if you spent £500 and received ten genuine enquiries, each one cost £50.
The benefit: You can compare the cost with the value of an average customer and decide whether the advertising makes financial sense.
3. How many enquiries became customers?
Keep a simple record of which enquiries turned into quotes, appointments or sales.
If the advertising produces enquiries but very few become customers, the problem may be the quality of the enquiries, your follow-up or the offer itself.
The benefit: You can identify whether the advertising is failing or whether potential customers are being lost after they make contact.
Do not judge advertising by clicks alone. The figures that matter are genuine enquiries, the cost of those enquiries and how many become paying customers.
Best regards
Andrew Hurrell
Director at Get Customers Fast
p: +441268 439917
Next week: We’ll share three common places businesses lose potential customers after they enquire, and how to close those gaps.