Why You Shouldn’t Pause High Performing Campaigns Even If Leads Aren’t Converting to Sales..Yet
Running online campaigns is all about generating leads with the hope of converting them into sales. But what happens when those leads come in, yet your print business isn’t seeing the revenue you expected? This scenario is quite common in this industry, and it’s crucial to understand why pausing your successful campaigns could be a costly mistake, even if sales aren’t happening right away.
And look, we understand that investing in campaigns without seeing immediate sales can be frustrating. But before you hit that pause button, let’s explore some important reasons to keep those campaigns running.
The Game of Marketing
The essence of marketing lies in crafting and executing ads that reach the right audience, ultimately driving new sales. However, in the print industry, it’s not uncommon for interested prospects to not be ready to buy immediately. Just because they’re not converting now doesn’t mean they should be written off.
Why You Shouldn’t Stop Your Campaigns
If your campaigns are generating leads but those leads are non-responsive or uninterested after initial outreach, should you turn off your campaigns? Absolutely not! Your leads showed enough interest to provide their information, which means there’s potential. Here are a few reasons to keep those campaigns active:
- Awareness & Visibility – You may not even realize, unless you’re heavily reporting on your campaigns, just how much visibility they are bringing to your print business and website. All of the eyes on your site will vanish if you stop your campaigns and that’s something you’ll notice
- Additional Marketing Opportunities – Even if your leads aren’t immediately turning into sales, there are tons of other ways you can market to those individuals. Up front, the direct one-to-one sales efforts aren’t “working” but include these leads in your marketing email list and send monthly emails to them. You’ll stay top of mind for them when they are ready.
- You’ll Miss Out On New Leads – This is a no brainer but if you turn off your campaigns, you’ll be missing out on other new leads and those new leads could be the one that is ready to work with you right now.
- Starting Back At Zero – If you stop your campaigns and eventually want to turn them back on, depending on the platform, you may be starting back at ground zero. All of the momentum you’ve built while the campaign was running will essentially be forgotten and you’ll have to start over from a performance perspective and with how much the algorithms change, you don’t want to put yourself in that position.
Post Lead Conversion Sales Outreach Tips
When it comes to following up with leads, your outreach approach is key. Here are some tips to make the most of your sales outreach:
Reference The Place They Came From or What They Downloaded In Initial Outreach
It’s common for a lot of sales reps, marketers or company owners at print companies to immediately want to try and sell your print products and services to anyone that reaches out regardless of how, where and why they contacted you. It’s important to the overall experience to consider where they came from (A Case Study Download, A Quote Form, a Newsletter Subscription Form) and include that in your initial outreach.
Share Information That ACTUALLY Sets You Apart From Other Print Companies
A common value prop or differentiator we hear print shops share is that they have really great customer service, do high quality work and can get the work done quickly. While we know those things are all true, it’s not necessarily appealing to someone not even looking to switch to a new print provider because it’s likely the same experience they’re having now, or at least similar. Think of things that actually make you different from your competitors and share that with leads. This could be because you’ve helped your customers get on direct mail campaigns or that you’ve worked with over 300 private schools on their printed collateral so you have experience.
Again, we totally understand the desire or need to want to stop something that isn’t necessarily “working” but there’s so much opportunity with these leads and future leads from your campaigns you’ll want to take advantage of if you stick it out.