How To Maximise The Return On An Advertising Campaign
And get those leads flowing in ...
POSTED BY JACQUI FROST ON 14/12/2017 @ 9:00AM
If you're putting together an advertising campaign, there are a number steps you need to take to ensure you get maximum return on the investment you've made. First of all, you need to decide what you want to achieve ...
Follow some simple steps and maximise the return on an advertising campaign!
copyright: varijanta / 123rf stock photo (licensee)
And everything starts there. Do you want new clients? Do you want to increase turnover from existing clients? Do you have a overstock of a particular product? Is there a resource that is being underutilised?
The decision about what you want to achieve will affect the design and execution of the entire advertising campaign. Once you know that, follow these steps:
Set a budget for the advertising campaign
Budgets can be big or they can be small. If you're sending a letter to potential new clients, then you have to factor in how many your sending and the cost of stationery, printing and postage.
Doing a social media campaign costs a lot less though you may still need to get the graphics designed. If you want X number of orders, how much are you prepared to spend to achieve that?
Decide who you are going to target
A little bit of research goes a long way. Do you want lots of small new clients or just a few big ones? Bigger businesses need a more personalised approach to small ones, and you'll have to allocate more resources depending on which way you're going to go. Knowing your target market is a vital part of your advertising campaign.
Design the campaign
You may need to outsource for this one. Do you need a graphic designer and printer to produce brochures or flyers? Do you need a Facebook guru to set up the ads and run the campaign for you?
Ensure you're completely happy with the design of the advertising campaign before you run it as well as ensuring you have the resources available to deal with any enquiries.
Execute and monitor it
Know the schedule for your advertising campaign. How long will it run for, how many people is it going to? Can you get real-time statistics of what's going on and when? Are your team dealing efficiently with the number of enquiries? Do they have all the information they need to convert the enquiry into an order?
Capture and act on the leads you receive
This is a really important one! Capture every lead and act on it! If you're running a physical advertising campaign, is someone answering every call? Are they updating your CRM to ensure you stay in touch with the enquirers? If you're running an online campaign, is your landing page capturing the leads and feeding them into your CRM?
The advertising campaign doesn't stop when the last letter has been sent or the Facebook advert finishes. It's actually where the hard work starts because you should have a ton of leads to chase up. Research indicates you could throw away up to 20% of your leads if you don't have a plan to capture the enquiries.
The Office Genie can help you with this. Simply add a virtual phone number to your advertising campaign and let us deal with the calls for you.
Tell us what to say, give us further information to send out to enquirers, give us access to your CRM so we can add them to you database ... we can do all that for you, and more.
If you'd like to learn more about how we can handle your advertising campaign enquiries then do call us on 01604 529170 or click here to ping us an email and let's see how we can help you.
Until next time ...
THE OFFICE GENIE
I had a successful 20-year career as an office manager and personal assistant; however, my job was no longer focused on the customers and became all about the numbers. My customer-focused background began when I was 12 in my father's independent carpet showroom. I had a spell with Marks & Spencer before I moved into office-based jobs. I have worked as a training administrator, a PA and PA/office manager in a variety of industries from manufacturing to the IT education sector.
Meanwhile, my husband Ian, a successful Northampton based Master Decorator and owner of Rainbow Frost, was losing out on work due to missed phone calls. When he was busy, callers were getting his voicemail but weren't leaving messages. I knew how to fix that problem!
I quit my job and took on Ian as the first client of The Office Genie in November 2005. Word quickly spread with the second client coming on board just one week later. The majority of our clients since have come to us through word of mouth recommendations and networking referrals. Over the years, I have become well connected in Northampton and Milton Keynes.
Outside of work I enjoy swimming, roller skating, the theatre and my cats and dogs!