For many businesses, the aim of their paid search efforts would be to produce leads. As marketers, we work hard to get qualified leads to our sales team for the lowest price potential.
But the trouble is, a successful paid search effort does’t only create low-cost leads — it makes efficient sales.
The problem with sales
Lately, I was approached by a customer who’d determined that paid search only did’t work for their company. They’d made enough money off of their paid search leads to insure their advertising spend, but they were’t actually making any gain.
To be honest, this decision came as a surprise.
We understood we were killing it for them and had worked in this business before. Their paid search efforts were — by every metric we’d accessible — performing well. Actually, we were driving hundreds of high-fixed leads to their sales team.
Based on our previous experience in this business, we understood that about ten percent of those leads should have been turning into sales.
Nevertheless, one percent of their leads was just shutting.
No wonder paid search was’t making sense for their company!
The response was both candid and insightful:
The issue, “Jake is’t the leads. The leads are excellent. My sales team only does’t understand the best way to shut these leads.”
It was a trouble I’d seen many times before. Without the appropriate sales processes in place the greatest paid search advertising WOn’t ever create a gain.
Why sales teams battle (and the best way to repair it)
Paid search is an excellent means to get high-absorbed, exceptionally qualified leads in the door. But paid search leads are distinct from many other types of leads.
What makes paid search leads distinct?
As marketers, we comprehend the psychology of paid search.
By hunting for something particular online paid search leads begin. As part of that search, they believe and find an advertisement, “This seems like what I need.” The advertisement clicks, determine, “Yes, I’m interested.” and check out the landing page From there, they fill out a form or call in for more details.
It’s significant to notice that these leads are trying to find alternatives as clear-cut as this procedure is. Because they’ve an issue they would like to solve now they reached out.
This is different from other lead generation tactics like TV advertisements, cold calling, or social media advertising. In each of these instances, the lead is responding to your content.
With your content, your leads are starting contact in paid search advertising. In other words, they can be seeking you out. That makes them very capable leads… but in addition, it means you likely are’t the only option they may be contemplating.
The way to manage paid search leads
With the psychology of paid search advertising in mind, here are five things your sales team must understand about their search leads that are paid.
1. Response times matter
Recall, paid search leads are seeking. That means they’re likely looking at your competition, also.
Based on InsideSales.com, 50 percent of buyers select the vendor that reacts first. Since search leads that are paid are trying to find and at your competition, you’re in a race against the clock to be the first to react.
Plus, new leads are 100x more likely to answer if contacted within five minutes (vs. after 30 minutes), thus every passing second raises the chance that your lead will locate a more fascinating opponent or get diverted by another page.
After all, they’re on the web.
Wherever possible, your sales team should be reacting to paid search leads in less than five minutes. Inbound calls from possibilities should not go to voicemail or wait on hold for a lengthy interval. Your popular paid search leads are just too pricey to waste.
2. Keep phoning
Generally, if you need a 90-percent contact rate, your sales team must shoot for at least eight to 12 contact efforts over a ten- to 14-day interval. Only to contact 50 percent of your leads, your sales reps will have to average at least six contact efforts.
The trouble is, most sales reps effort to contact leads 1.3 to 2.1 times before giving up. Because of this, just about one one in every four web leads are really contacted.
Paid search leads normally cost tens, hundreds or thousands of dollars — can your business afford to pay four times that sum per lead that is contacted?
Plus, these lead are not cheap as they’re not so cold. That means they may be your most easy -to- close
So, it’s in your sales team’s (and your business’s) best interest to make at least eight to 12 contact efforts before giving up.
3. Quit cherrypicking leads
Because paid search supplies a constant flow of leads, sales reps occasionally begin cherry picking on leads. After all, there are constantly more leads, right?
The trouble is, those squandered leads are not cheap.
Frequently, I’ve seen ambitious sales people take two to three times as many leads as their teammates and just concentrate on the leads that are most easy to close.
Because of this, they make their sale, although lots of sales -to-lead ratio is not so high that the business really ends up paying for leads that are squandered than they make on the representative’s shut sales.
Prevent or to address this issue, it’s a great thought to keep your sales team starving. If your sales team is’t asking for more leads, they likely have overly many… which results in cherry picking.
4. Messaging alignment
Most paid search leads convert because they believe your business can solve an extremely special issue in their opinion. They can be anticipating to have that issue addressed when your sales team contacts them.
If sales attempts rather to offer them something distinct from what your advertising guaranteed, they’ll lose interest and feel betrayed.
On the other hand, if the sales message fits the advertising message, that can support to the lead that reaching out was the perfect move.
Therefore, to make certain your sales team is fulfilling with the expectations of your paid search leads, the sales team must be dialed into the messaging of your paid search advertising.
Conveying your search strategy that is paid to your sales team will require a little extra work in your part, but it’ll make your sales team more powerful which makes your paid search efforts more money-making.
Plus, the more you communicate with your sales team, the simpler it’ll be to target your messaging to your perfect audience. Your sales team understands which types of leads are the best fit for your company, so they are able to give you the info you must enhance your promotion.
Personally, I’ve seen this form of advertising-sales crosstalk make millions in added revenue from paid search. So, if you’re’t speaking to your sales team on a regular basis, your efforts are likely underperforming.
5. Get them off the market!
Eventually, search leads that are paid are generally in a “ready-to-purchase” mode. Consequently, if you do’t take them off the market, someone else will.
This is especially significant for firms with services or more high-priced products. If you’re’t vigorously pursuing your search heads that are paid, they are going to regularly have a look at your contest and determine to test out a lower-price alternative instead if this is’t the best alternative in their opinion.
The more rapidly you convince them that they’ve and can get to your paid search leads found the correct answer, the earlier you’ll get them off of the marketplace and away from the competitors.
With no sales team that understands the best way to manage paid search leads, most businesses fight to turn conversions into sales. Consequently, they frequently find it difficult to make money off of paid search.
As digital marketers, it’s significant to comprehend sales teams may have trouble close and equip them with knowledge and the skills they have to turn those high-priced leads into money-making sales.
General, creating this kind of advertising-sales alignment enable your business to eventually capitalize on the possibility of your paid search efforts and will create excellent effects.
Some views expressed in this post may be those of a guest writer instead of automatically Search Engine Land. Staff writers are recorded here.
About The Writer
Jacob is enthusiastic entrepreneur on a mission to grow companies using PPC & CRO. As the Creator & CEO of Tumultuous Marketing, Jacob has developed an award winning and world class organization that’s now helped over 2,000 companies grow their on-line sales. Link with him on Twitter.
(Some pictures used under license from Shutterstock.com.)