WHAT THE CAMPAIGN LOOKS LIKE:
Step 1: Your target audience sees your ad for content
Step 2: They provide their information in exchange for the content
Step 3: If they don’t book an appointment immediately, we follow-up with email and phone calling
These are ads that attract your targeted audience with a pdf report, eBooks, whitepaper, checklist, or other valuable download that helps solve an immediate pain for them. From there, the follow up emails you send them after they opt-in to receive the download will encourage them to book an appointment.
In many cases, we also have our sales development rep (SDR) team call these prospects as soon as possible after they download the pdf. This is just one way we take advantage of both key timing and multiple channels; we talk to prospects when they show interest (or as soon afterwards as possible) and encourage them to make an appointment with our clients’ sales calendars (or at least to take that next step in the sales cycle).
WHY IT WORKS:
If the singular goal is to book appointments and we want to keep it as simple as possible, why are we offering content first? Won’t that confuse the lead by providing more hurdles before they can book an appointment?
That’s a valid question and concern. The reason this approach often works is two-fold:
- You’re building trust first. You are providing content that not only helps them solve an immediate problem, you’re showing your expertise and positioning yourself as an expert in the market. No one will book an appointment right away if they don’t trust you first.
- In many cases, the ad costs for these types of ad campaigns are lower. Besides building immediate trust and enhancing your positioning in the marketplace, lower ad costs can contribute to a higher ROI.
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